Page 312 - Social Media Marketing for Dummies

These are the least complex group because their content is limited. However,
if you have simple information to depart, this works well.
» Keyword chatbots: These bots “pick out” the keywords that are presented to
them by the user and supply answers related to those keywords. These bots
can handle more complex queries but are limited by their knowledge of the
keywords used. If your content is straightforward and doesn’t have very
technical terms that can be used in several ways, this type can work for you.

» Contextual chatbots: These chatbots are the ones users find most satisfying
when they need complex answers. They use artificial intelligence (AI) and
machine learning (ML) to “learn” about the content and get more informed
as they mature.

Within these categories, you can find chatbots that provide a multitude of differ-
ent services. In the next section, you look at companies that are using chatbots
successfully. Perhaps they’ll give you ideas about how you can maximize your use
of them for your customers.

Dipping into chatbots

Chatbots are very versatile, and depending on what you need to do, you can either
find an already created one that will do the job or create one yourself. To see how
other companies are using chatbots, here are three different ways that companies
use them.

» To get information: Staples (http://www.staples.com), an office supply
store, deploys a Messenger chatbot that answers questions about its products
as shown in Figure 20-2.
» To book an appointment: Sephora, a cosmetics store, uses a Messenger
chatbot (https://www.facebook.com/sephora/?epa=SEARCH_BOX) to set
up appointments for makeovers at its stores as shown in Figure 20-3.
» To chat with insomniacs: Casper, a mattress company, uses a standalone
chatbot (http://insomnobot3000.com/) as shown in Figure 20-4. The
implication they probably want you to draw from using this chatbot is that if
you are still awake, you don’t own a Casper mattress.

You can see that each branded chatbot is designed to engage the customer and
encourage them to buy from the brand. The key is that when customers have the
right information at the right time, they’re motivated to buy.

296 PART 4 Getting Your Message to Connectors