For this event we decided to do our
first live podcast and so, I’d like to invite to the stage, Mike Yang
the CEO of ManyChat, which is one of the most exciting marketing
companies in the world today. Let’s give a hand for Mike. The long walk. Hey guys. So first Mike, tell me what is ManyChat? ManyChat is a messenger marketing
platform and what we do is we help businesses market, sell,
and support through Facebook Messenger and the reason to do that is that you
get 80% open rates and often over 10%, 20% CTRs. So let’s back up for a second here.
Let’s talk about messenger marketing and what it means in the
whole marketing ecosystem at that point. Describe that a little bit. So Messenger is a very popular app used by over a billion people every month and
it’s the new communication channel and a year ago, Facebook opened up the
API for third-party developers to basically integrate with it and to build
what is called chat bots or bots and the way you use them is kind of like the
same as any other communication channel. You gather a list of your subscribers,
you broadcast interactive content, and you convert people into sales. So you have a very provocative of this thing here. It’s very good. Did
you guys know this? Email is dead. I don’t know if you’ve received any iStack
emails but apparently it’s dead. Tell us why. So yeah, the title is provocative and
it’s meant to be. We believe that email obviously
is not dead, it’s gonna stick around for a while but
Messenger, like if you look at how you communicate with your friends, now it’s
all Messenger. Even at work, at Slack, it’s gonna be the same in the next three,
four, five years. 80% of the business to customer communication is gonna be on
Messenger or any messenger, like not only Facebook Messenger. Whatsapp, Viber,
Telegram, etc and basically the number, the ratio will be like right now,
email is a dominant channel for communication and at five years, it’s
gonna be like 10%. So basically as good as dead. So we have a quick demo, if
anyone wants to actually feel what a messenger marketing is, what’s
how it feels, you can go to maychat.com/awe and you need to press
the “open messenger app” button and you’ll get the actual automation and you’ll see
what you can build. It’s much easier to actually feel it, to
see it for yourself than to actually describe it. Like, “Hey it’s a new thing
you all should use it, etc.” Let’s just talk a little bit about the
structure of what ManyChat brings to the table when it comes to messenger
marketing. I guess it’s not really an accessible technology if
you’d have to build on the Nessenger API or something if we
didn’t use your product? Yeah so the alternative to using a platform like
ours, is to like hire developers and to integrate with the APIs yourself, which is
kind of like trying to build MailChimp from scratch, if you want to set
broadcast email. Of course you can do it but like why would you? Why not pay
like $10 to MailChimp and like broadcasts email? So we’re doing the same
that MailChimp has done for email. ManyChat is doing for Messenger. We help you
like gather subscribers, broadcast interactive content, do live chat.
I have a few slides like what’s a bot. People say it’s an
application delivered through a conversational interface.
That’s not what we are talking about. We define a bot as a just a business
account inside a messaging app because like you can have live chat.
A bot can be not automateded, frankly, but like
1-800-FLOWERS doing ecommerce through messenger. All
the messenger apps have opened up their APIs. Whatsapp is gonna be also
opening up soon. Messaging apps are interactive. The
most used apps on the App Store. I just want to go through this really quickly
because I want to show you the actual examples. So our platform, over
20,000 businesses are using us over 20 million messages are sent,
growing rapidly. Open rates as I’ve said. Email typical open rates 20% and CTR is 1-3%. Messenger 80% open rate, 10-30% CTR.
So it’s like 10x of what you would get an email and
here are some examples. So this is a broadcast that we did ourselves inside
messenger about the product update that we did. So typically we sent over 3,000 messages got 83% open rate and 13% click-through rate. So it’s a freaking product update, like you
shouldn’t get 13% CTR. So antoehr example, I love this one.
These guys are doing like content about health for teenagers
and they sent fourteen broadcasts in a week. So two broadcasts a
day. So they’ve sent over 20,000 messages, 84% open rate
and the most important part, 14 broadcasts one week and they get 10%
CTR on each broadcast. That’s incredible. So talk a little bit about
the nitty gritty, like when when you say broadcast, when do you have the ability
to message people? Is it if they’ve if they’ve liked your page you can message
them or do they currently have to be on the page? That’s a great question. Alot of
people ask like how can I message all the people who like my page? You cannot.
That’s not possible. That’s not how the API works. What you can do is you can
message people who have messaged you or somehow interacted with your page on
Messenger and there are several ways to do that. How to grow your subscribers,
basically it would employ the same strategies that you would do for
building an email list, like a lead magnet or having something of value
that the person has to reach out to you in Messenger, on
Messenger to actually get it. So you literally put an ad saying, “Hey message
us if you want this amazing content.” If you don’t have a audience already,
you can use ads. If you already have a following, you can for
example, link to your Messenger page on your social media, if you have a website
you can do like opt-in widgets. The same as email, like you can have an opt-in
widget that says, “Hey do you want to get like seven free guitar lessons?” and
instead of entering the email, there is one button. Like, “Get the
free lessons” you press the button, conversation starts, automatically.
It’s one button. You don’t have to enter anything. So they press a button, the
conversation starts, now you can message that person. When that person replies to
that conversation, you get their info. First name, last name, user profile,
picture, gender, language etc. So lots of it and then, so you’ve opened this
conversation, you have the ability either then to a gay engage them in an
automated fashion through some sort of script that you’ve sort of written with
a sort of “choose-your-own-adventure” kind of mentality or you can also have
manual at that point. Can youy also have the ability to chat manually?
It’s both of those. So it depends on the business. So if you have
for example. I’m gonna get to that example and say how
you can actually use manual chat to get more sales through Messenger. So last
example, revealed recordings. They do like 30 second previews. It’s like one of the biggest EDM music labels in the UK.
So they use ManyChat to broadcast to their audience like 30 second, sneak previews
of the upcoming singles like every week. So they did three broadcasts in three
weeks. So not quite like Emoji Health, not like two times a day, one time a week.
They’ve sent 18,000 messages. The open rates, the fans love it. The open rates
are 88% but guess like how many people actually clicked to listen to the
30-second preview on Soundcloud? 13%? It’s 56%.
Wow. I had to recheck that data because I didn’t believe that, like that
was the engagement but it is. Because we know exactly when the person
clicked because we hash the link. So it goes through us. So yeah, it’s content.
So if people love your content you can get crazy engagement on Messenger. If we’re talking about the money, actually like DigitalMarketer
was one of like was one of the first to embrace our platform and talk
heavily about it on their own conference, and they did so because
they ran a small test. They spent $700 on Facebook ads and they directed that
traffic to a conversation where they sold their like lab HQ subscription, so
in I think in four days, they’ve made like $3,500 in sales in three days. So they got that like 500% ROI
and they just went crazy about it. So they’re now using
us really, really, heavily. Another one is Frank Curran. He sold I think his masterminds. He spent $3,000 on ads.
There there was an optimisation problem, I would do it. Like he directed
the traffic not to the conversation itself but to a landing page, where you
had to actually convert into a conversation but still he got over $10,000
in sales but it took him like 13 days. So, iStack Training soon to
have a bot on the Facebook page. You can can check us out there because we’re
definitely gonna be implementing this. The one guy that like is the
messenger alchemist is Sean Patrick Simpson. He was selling his training
course and he spent $2,000 on Facebook ads and made $10,000 in four days.
He talked about his case, like he got that case right at the conference. So he started running the ads like a few days before the conference and he got
like this crazy result. So DigitalMarketer even pulled him up and said
like, you’ve got to talk about these results and he did and we shared his story.
Right now it’s the best time to get on a new channel.
In in six months, in the year, it’s gonna be everyone. The prices are gonna rise,
it’s the same like it’s always the same, like with any marketing channel. How is it the same in a way? Because aren’t they sort of your audience in a
way? Is it just because Facebook is gonna limit the number of messages that
people can receive? Yeah. So therefore there’ll be some scarcity there? Yes it is your audience and you can say like on Instagram it’s your
audience, and like on Twitter it’s your audience, but the more people subscribe
to other pages, the more messages they receive, the less attention you get. So I
guess that the more people use any channel, the less
effective it becomes. It’s like a rule. So we can talk about what are
the mechanisms of that, but I think right now, we are using ourselves, we
have the way that ManyChat bot right now works, when you subscribe, we
subscribe you to a 20-minute delay and then we send you another follow up
message, because Facebook policies is really important to us. We work with the
Facebook engineering team very closely and help them test all the APIs
that they are putting out because we are one of the biggest
platforms on it and the compliance rules are pretty simple. You have 24 hours
after a user interaction to send whatever you like. Anything that is legal.
After 24 hours, you can send only content that the person subscribed to. So they
define the content like productivity, news, and there was a third one that’s
also like calendar invites or something like this. So you cannot send
like ads and promotions after 24 hours but the way you interact,
like I think it’s a very reasonable rule because
you don’t want people to be spammed to death and that channel will just
stop working. So the way that you do actual messenger marketing is you
subscribe people to actual content that they like, blogging, blog posts that you
put out. YouTube videos that might interest them and when they interact
with that, open the link, send you a message. There’s 24 hours when you can
start the automation to actually do the sale that you like. And then you can you can get
them back again with another piece of content and re-open that way.
Yeah, that’s that’s basically how you do it and we were the first ones
to actually implement the drip campaigns inside Facebook Messenger. You asked about live chat and so Frank Curran, on the the previous slides.
So what he did is, I think it’s pretty clever because he ran the
ads to Facebook Messenger, to a landing page that led to Facebook Messenger and
he used automation to pre-qualify the leads. Sso he asked three questions on
every incoming lead, “Hey do you have a business? Yes or no.”
Two replies. If the person clicked yes, he says like, “Cool, do you want more sales or
do you want more leads?” You press one of those and then the third question is
like, “What’s your like monthly budget?” and when you get to that question, you have a
qualified lead that’s right now looking at your Messenger that just pressed
the button that they have over $5,000 in the budget
and you can configure ManyChat to send you a notification every time
you have a qualified lead coming in. So basically you just set this up and then
you open your phone and you get notifications when you get new leads
that are qualified and you can just start chatting with them because we also
have live chat. So you can start, “Hey John,”
Because they qualified at the $5,000. Yeah, they’re qualified they answered the three questions. Now you can come in, human takeover, it’s not
the bots. It’s you actually typing in and saying, “Hey do you want to have a
15-minute call about your digital marketing challenges?” and they can
reply to you, “Oh is this a bot?” Like, “No, it’s actually me, do you want to
have a call right now for fifteen minutes and we are gonna see like if it’s
good for you or not?” and they’re like, “Okay what’s your number?” They
type it in Viber and you just call them in. That’s it. You just got an automated lead
from a Facebook ad that’s qualified, right into your phone at
perfect time to reach out to them. Amazing. So I want to connect this just a
little bit more with our audience. So this conference has a lot of ecommerce
people. There are a lot of sort of, media arbitrage out
there who are just doing buying on on different traffic
sources and running it direct to offers. Who in our audience is this something that,
you know, obviously I’m gonna apply this on iStack Training. I
think it’s a no-brainer. It’s gonna be anyone running education or
these kinds of things where you have your own page like,
who else in our audience? I have a few examples here. So talk about how it
could be used for ecommerce for instance, for someone who’s built out a store. Yes, so I think for ecommerce it’s a great channel because
you can actually work, there are different types of ecommerce. If
it’s a high ticket sale, you can actually work with a person and work with their
objections before they make the sale and like that increases conversions heavily.
If you want to automate everything, then you can actually also
work with the projections of the person but automatically. So you would
send them more materials about the product but they have to subscribe to it.
So if they want learn about your magic gadget or something or the area
that you’re selling in, you can subscribe them, you can drip them and that’s now
your audience and they are gonna buy from you much more likely than anything
else. So I would use it. We are working on a direct Shopify integration
at this point. So you would be able to, if it’s inside 24 hours, you would
be able to do cart abandonment automation right inside Messenger. So you
would get a message, “Hey did you want to still buy that item or not etc.”
There’s the delivery option, shipments, updates, Shopify already
does them. But their platform is not directed at
marketers, it’s more about like, “Hey send messages to people who bought
shipment orders etc.” We think it’s a great way to engage with
them again. So you would send a shipment update and if the person interacts and
you can start the new automation to maybe possibly upsell, cross-sell, etc.
because the 24 hour window is still open. And imagine something with
lead gen could be quite interesting too. I know there’s some solar lead
generators in the audience and lots of people doing other kinds of lead gen.
One thing that I’m interested in, in that example, where you can potentially really
have a qualifying conversation, where you answer a series of questions. There’s a
lot of lonely people out there, they love chatting generally.
Where does the rubber meet the road, like do the sales happen on
Messenger? Can the sales happen on Messenger or is it
generally at this point best designed to warm up a lead and then send
it through to an actual website where purchases happen?
Yeah, people, people in the West think
that Messenger is some kind of like a toy. In Asia, people buy houses on
Messenger. People buy cars on WeChat and that’s the world that we are going
directly into and that’s the world that Facebook wants us to live in because
they want the Messenger to be the one-stop, the solution to communication
between customers like C2C and B2C and so yes, definitely you can have sales on
Messenger. I think it’s like the same as mobile sales. Mobile sales
are growing. Everybody’s getting comfortable with them and now you can
actually like, talk to the person before the sale and if the person says okay, send
me the payment link, you send them the payment link. They just go
inside, they pay for it on a separate, the web page opens inside Messenger itself
so you don’t even leave Safari and Messenger has its own Messenger
Payments platform. So if you’re selling anything physical in the US, you will be
able to actually integrate with that platform. So you will be able to
send the invoice inside Messenger and the person, if he has his
credit card attached to Messenger just puts a thumb and the transaction is done.
He doesn’t leave the Messenger at all. So Messenger is heavily pushing like
people to add their credit cards and debit cards to their accounts through
like peer-to-peer transactions. So right now in the US, you can send money to
your friends on Messenger just by typing like, “I want to send $5” and like it’s
done. So when Messenger has more people with their credit cards and like
Messenger Payments is gonna be the thing. You’re gonna be paying for things from
Messenger with your thumb. Interesting. So you know if I’m gonna tell my mom
about this technology, she’s gonna be like those bots are so annoying.
Not just my mom, probably a lot of people would say that. A lot of people would say,
“Oh I don’t want this thing knocking at me and telling me that it wants to chat
with me” but like let’s talk about a little bit of the the mind switch that
happens with with messenger marketing and maybe why that’s not the right
perspective to have. Yeah, personally I hate the word bot, and I think the whole
industry went into a very incorrect direction with like bots and
AI and NLP. I love those areas, I think we we’re gonna incorporate a lot of those
things in the future but at this point what the audience, the marketer needs
to know is forget bots, forget chat bots. It’s not
about this. Messenger is a new channel of communication. It’s 10x more engaging
than anything out there and if you want to be like ahead of the curve, if you
want to engage with the audience, if your audience uses
Facebook Messenger that’s another thing. Somebody may be from countries
where Facebook Messenger is not that popular. You shouldn’t use it obviously
but Facebook Messenger is the number one messaging app in the US, in Canada, in
Italy and in a lot of countries and in Thailand, in Indonesia. So mostly North
America. Europe is like half Whatsapp, half Messenger and Southeast Asia is all Messenger. This is the new channel of
communication and you should learn how to use it, how to actually engage with
people through it because email is not gonna be an option in the future. And already, it has diminishing returns right. So one question I had about Facebook
was how does Messenger integrate actually with
Facebook Ads? How can interactions within Facebook Messenger actually come to
inform you outside of Messenger, your Facebook
advertising. Can you drive them into a place and set the pixel to record that
they’ve had a conversation? Yes, so the way you like
connect Facebook ads with Messenger is, first of all, there is
an actual like destination. Messenger is an ad destination right now at this
point. So there is a new type of ad which is not actually new. It’s been
around almost for a year but like not a lot of people know about this because
nobody knows how to use it properly and that’s like the opportunity. It’s called
the click to Messenger ad and basically what it does is it creates an ad when
you click it, a conversation starts. That’s it. The person doesn’t leave
that like for a landing page. You click it, conversation starts. That’s it and you
can automate that conversation. So you can actually set up, there are five
different ads, five different offers that lead to five different
automations and it’s gonna be the same page chatting with those people and it’s going
to be the same list, but everything that applies to email applies
to this thing. So you can tag those people, you can segment those people, you
can put them into flows. Yeah. Interesting. So what’s Facebook’s general stance
in your experience right now with messenger marketing?
You know, we had the last panel with Maria,
there’s always an interesting relationship between what’s happening
with CPA advertisers for instance. Is messenger, obviously Facebook
wants people to get into messenger marketing. Is it a good time for that
reason because it’s fresh? Yes, so right now, yes,
Facebook always wants people to start using new channels because it’s
where the revenue comes from. So they are at this point, very welcoming to all
people coming onto the Messenger platform and starting to use it and
starting to getting to get results. Of course in the future, Facebook is the
platform they need to make money. They will make part of it more paid.
So instead of like getting 500% ROI you will start getting 150% ROI but yeah. At this point Facebook is very welcoming. I would expect it to start changing
gradually as more people start to embrace the platform but at this point,
it’s just more welcoming that everyone would expect. Yeah so everyone out there. I wanted to talk quickly to just about
your company and and the growth of your company. How many people are you now? We are right now over 15 people. And you’ve grown probably pretty quickly, I
imagine. Yes. That’s pretty exciting and then the use has just skyrocketed,
you’re saying. It’s been like a pretty wild ride? Yeah so basically
a year ago we had zero companies using us because we launched
on the, like, our product launch which we considered the
official one, wasn’t 26th of May. So a little bit over a year ago. We just launched.
Now it’s over 20,000 businesses. Amazing and you’ve got DigitalMarketer.
Yeah, DigitalMarketer. They just love it. Yeah.
You’ve got Mixergy as well right. Mixergy, Andrew Warner’s building a Bot Academy.
He was our first paid client. So he reached out to us in July last
year and he was really ahead of the curve. I don’t know why bots
excited him so much but he was our first paid client. He’s now doing Bot Academy, teaching other people how to build bots, Facebook bots for their
clients and yeah, really implementing and really successful. I
just got a broadcast from him. Nice, yeah. So if people want to learn
more, say they wanted to do, I don’t know like a bot workshop, a
Messenger workshop. They wanted to build their first one. Where would
you recommend they do this? This is a set up question. Eric invited me to join him for a
workshop tomorrow to help build a bot in one hour. I’m gonna be joining him
and yeah, anyone who wants to actually experience what messenger marketing is,
how can you build a bot yourself using a platform, visual drag-and-drop
platform without coding like ManyChat. You’re welcome to join us tomorrow.
Yeah, would be really excited to see everyone. Tickets are still available.
What? Tickets are still available iStackTraining.com/live Yeah, thank you so much for coming by.
Today is really interesting conversation and I urge
everyone to go out there and maybe show that link one more time of where
people can go and just start kind of playing around here. Sure, it’s manychat.com/awe
It will lead you to the page where you have to press the “Open
in Messenger” and you will be able to actually experience our bots and the
specific interaction that we’ve built for AWE. It’s a small one but it’s specific to you. So yeah. Everyone iswelcome to join it.
Nice, yeah it’s super exciting when a new medium appears and so thanks everyone. Thanks for listening and we’ll see you soon.