The Facebook Messenger Discovery tab is a section in the Facebook Messenger mobile app where users can find companies to engage on in Messenger. It can be found in the Messenger Mobile App in the bottom right.
Time needed: 10 minutes.
How to submit your Bot to Facebook Messenger Discovery
Go to your Facebook Page’s Settings section at the top of your page and choose “Messenger Platform”
Scroll down to find “Discover Settings”
Click on “Set up” and fill out the form.
Overview: A brief description of your bot that will be used by our review team to evaluate your Discover submission. Category: The primary and secondary category you would like your bot to be surfaced in. Keywords: A comma-separated list of up to 10 keywords that will be used to index your bot for search. Language: The languages you would like your bot to be surfaced for. Summary: A brief description of your bot that will be displayed beneath your app name in Discover tab results.
Subscription Messaging allows a page to send as many messages as they want to a user and be exempt from the 24+1 rule.
How to apply for Subscription Messaging:
Go to your Facebook page’s Settings Section and go to “Messenger Platform”
Scroll down to find “Advanced Messaging Features” and Click “Request” on Subscription Messaging
Fill out the form and provide Examples
After you have requested the Subscription Messaging, be prepared to wait at least 2-3 weeks, but then check back regularly. As if the writing of this article, Facebook does not notify businesses after review.
The 24+1 rule regulates the number of Messages a Business can send to a user.
The two components of the Facebook Messenger 24+1 rule:
A business may send a user as many messages as it wants within 24h of the user’s last interaction, such as clicking a Quick-reply, a button that triggers a message or types a message
After the 24h, the business may send the user one more message
If the user interacts with a message within the 24h, or the one message sent thereafter, the clock starts anew and the 24h start over again.
Which pages are exempt:
Some pages are exempt from this rule and may send as many messages as they like. These include News organisations that send content related to sports, finance, business, real estate, weather, traffic, politics, government, non-profit organizations, religion, celebrities, and entertainment. Facebook may include other categories.
Facebook Click-to-Messenger Ads are a fantastic way to get new users into your Facebook Messenger Bot. They appear as normal Ads on Facebook, Instagram and the Messenger home screen. Instead of leading the user to a landing a page, a Message is sent from the Ads Manager to the user, which can then result in an interaction with the bot.
Time needed: 15 minutes.
How to create a Click-to-Messenger Ad in the Facebook Ads Manager
Go to your Facebook Ads or Business manager and create an Ad
Choose the “Messages” or “Conversions” objective
In the Message Destination section, select Messenger/Click to Messenger.
Choose your Audience, Placements, Budget, and Schedule
Select your ad format. This the ad that will appear on Facebook, Instagram or Messenger and take the user right into your bot.
Select Messenger Setup. The message in this section is the first that will be sent to people in Messenger after they click on your ad.
1. Select “Create your own welcome experience” 2. Choose “Custom template” 3. Insert the text, image or video you would like to use 4. Add a Quick Reply or Button and select to connect your bot/send a postback 5. Insert the bot payload, which Spectrm customers can get from Entry Point Generation in the Spectrm platform.
To finish editing your ad and publish, click Confirm.
Yesterday, WhatsApp officially announced their API for WhatsApp for business. This will finally allow larger businesses to access the platform. Although WhatsApp has been shedding light on their plans bit-by-bit over the last year, the release brings a few surprises. Here are the most important takeaways:
No ads in WhatsApp‘s chat interface. Facebook has decided to stay true to the starting principles of WhatsApp and not let in any advertisement in the app itself. Yet.
Businesses will pay to send messages on WhatsApp. Additionally, they can create ads on facebook to get users into their WhatsApp channel in the first place.
Bad news for businesses already using WhatsApp, through an unofficial hack or unofficial third-party-providers. WhatsApp writes in it’s release: ”if you use anything other than the official WhatsApp Business API or other official WhatsApp tools, we reserve the right to limit or remove your access to WhatsApp”
Verified Business profiles will be necessary to use the new functionality
Full encryption, as users are used to in WhatsApp, will be upheld fully in Business-to-Consumer communication
SMS is the targetfor WhatsApp, as the first use-cases all try to emulate and improve the most common SMS uses for business.
Of course, there is much more than meets the eye to this release. Check out the official WhatsApp Documentation, or read our White Paper, that elaborates on what this means for marketers.
A quick explainer what changed and how brands can grow their Messenger audience with Messenger games.
Many of us remember the time when we received a handful of FarmVille invitations a day and, maybe for the first time Facebook was pretty annoying if you cared about friends rather more than your digital pigs.
Zynga, the game company behind the FarmVille craze, started after Facebook opened their platform for third parties in 2007.
They launched with Texas Hold’Em Poker, the first game on the social platform, and were the fastest growing third party on Facebook with 40 million users in April 2009.
Then came FarmVille. 10 million daily active users in 6 weeks, 80 million in 6 months.
Zynga became an upstart with a billion USD valuation and hundreds of millions in revenue through in-game purchases — gaming on Facebook was a global phenomenon.
In 2012 Facebook changed their mind and decided to walk away from gaming.
Mini-games started to hurt the user experience and Zynga became too big.
This was a tough decision, as Facebook made about a quarter of their revenue through gaming.
Facebook banned games into the dark corners of their platform and it became niche compared to the scale of Facebook.
Now Facebook is changing their mind again. Facebook Messenger games are placed front and centre and are starting to thrive like in the old days.
Facebook is displaying the active (!) players of a game every time you open the game. So it’s easy to spot that classic arcade games like “EverWing” (14 million users) “Basketball FVR” (8 million users) or “Super bowling” (3.6 million users) are dominating the platform.
For consumer brands, Messenger games are a real engagement and growth engine.
Here is why:
Brands which want to increase the engagement on social or increase the customer lifetime value (CLTV) have to build a Messenger bot audience.
To get an audience on Messenger the user has to opt-in, eg. through writing a message or clicking on an ad. Otherwise, the brand can’t message the user. Those are the customer acquisition costs (CAC) brands have to get Messenger user.
Messenger Games provide that opt-in, so every game user becomes automatically a Messenger bot user. 🎉
Red Bull – launched the Airdrop Game. Collect Red Bull organics with your balloon and avoid the rocks.
KLM – One of the leading brands in the messaging space launched „Flying in the sky.“ Flying with KLMs historic machines to collect coins and not run out of time.
The average CPC for a Facebook Messenger ad is currently a little above 1.20$.
With the traction that the first brand Messenger games have shown the CACs by using a Messenger game is around 3x lower than using ads. The best part about this: it’s a one-time investment so the return on investment is getting even bigger over time.
Especially for large brands which aim for a bigger audience that is a real opportunity to grow their audience on Messenger quickly.
Every week I talk to some of our customers to prepare for the launch of their chatbot. It is part of Spectrm’s service to check the most important aspects of launching chatbots, and it’s my job to help make it successful from the very beginning. Here are the most important things chatbot creators need to ask themselves before they launch:
Is the chatbot engaging at first sight?
It is tempting to explain every single aspect of your chatbot, every single possibility and way to interact in the very first message. Don’t do that. What you should do instead is make your audience interested and enable them to give it a try. You can always introduce all the amazing features you have built later on in the process. When you create your onboarding message, think about how to get the user really interested and curious. You could do it with a simple, actionable question like “So Gavin, are you a nerd for politics?”. If the user clicks no, that’s a great opportunity to showcase other options. What you have done though, is created an interaction from the very get-go. And this is only the start – you will do far more down the line.
Do users know why they should sign up to your chatbot?
Your users like your content, like your brand and want to engage with you. That’s fantastic. So why should they sign up for your chatbot? For you, it’s a great way to stay in touch with customers and present them with your very best content. What is in it for them? It is really important to make sure they understand the difference to the other ways they find your content: facebook, twitter and website are the most important ones. If you don’t have a concise answer to this question, I have very bad news for you: it’s back to the drawing board of your entire concept. But if you do: make sure your users know about it. Even better: explain the value of your chatbot compared to the medium you are promoting it on.
How will users find your chatbot?
Most platforms for chatbots haven’t quite cracked discovery. You will need to find nifty ways to let users know about it. The most important aspect here is to find ways to make it as easy as possible, the general rule of thumb being: the less clicks you need, the more users will give it a try. The most effective ways to get users to sign to your Facebook messenger for instance are:
From your website: the “send to messenger button”
From your Facebook page: the cover image
From the timeline: the “message”-post format
Make sure to think this through. There is no point in having a chatbot if no one knows about it. And I can’t say this often enough: just because you have one, doesn’t mean that users will magically sign up. If you you need a little more guidance, read this.
Have you prepared for the “meaning of life” questions?
It’s a great start to create automated responses to questions that you know your users are currently asking your social media team. However: we have found that users absolutely LOVE to try and trick the chatbot and find the hidden “Easter-eggs”. For some reason users are asking the Spectrm chatbot how old she is. Others have experienced that users ask for the meaning of life and other questions that are not related to their company. This is exactly the reason why you should present at least a few questions and answers from the beginning. hecking down the line what your users are writing, you will be surprised. If they are trying to test the chatbot, and are pleasantly surprised, that’s exactly the kind of positive experiences that are unique to chatbots. They are memorable and shareable: that’s what you want.
Can users opt-out of your chatbot?
I know you don’t like to think about this as you are currently ecstatic about your launch and are strategizing on how to get to the first million users. There’s a practical reason you want to make it easy to opt-out though: users can just block you if they don’t want your content anymore . And whilst no one except Mark Zuckerberg himself knows exactly what happens a lot of users block a chatbot, from a technical point of view, we are pretty sure that is not a good thing.
There’s another reason though: spamming people is bad. Only idiots do that, and you are not an idiot. If some people don’t like your chatbot, that is absolutely fine, so let them go. There’s no reason to try and lock them in if they don’t like it. Focus on improving the experience for the users that do. In some cases a user will hastily opt-out, maybe because you sent them a little too much content at once. If you have done a good job before, the user will at some point check back, so you will want to ask yourself…
Can they easily opt back in?
It is quite common that users get used to your chatbot’s daily digest, morning briefing, or whatever format you are using to distribute. If a user checks back to the chat-window – what do they see? Is it a “k bye” kind of message? It should probably be something like: “Sorry to see you go. We would love to hear your feedback on how we can improve and if you change your mind, you can sign back up by clicking the button below.” If the user has received a positive message like this, it is much more likely that she will want to interact with the bot again in future
Needless to say, none of this will work in the long-run if you haven’t created a great chatbot in the first place. But if you have, I hope this gets you on the road to success. Chatbots are a completely new field to most people, so there is more than enough room to experiment, iterate and improve.