This past week, on Episode 43 of Friday Live, we were joined by two special guests. Ryan Strufing stood in for Matt Given, covering this week’s industry news updates, and our Facebook advertising extraordinaire, Brett Stewart, chatted about Facebook bots and the benefits of incorporating them into social media marketing campaigns.
FL News Update
Kicking things off, Ashley and Ryan discussed two different news updates from the OTT space. The first was about Netflix and their second quarter earnings. During Q2, Netflix missed their mark by about one million subscribers, causing them to reevaluate their goals and consider new strategies moving into the future.
While Netflix did recently acquire more than 4.6 million new international subscribers, the majority of their clientele remains in the United States, and they are hoping to expand their reach to new countries. Although their earnings may not have been what they expected this past quarter, Netflix still has around 57 million members, and we strive to learn from their tactics in the SVOD space and pass them along to our clients.
Up next, Ashley covered an update from NScreen Media about the growing popularity of smart TVs and streaming devices. In 2018, 70 percent of TV sales will include smart TV functionality. While most television manufacturers nowadays are incorporating smart TV functionality into their products, streaming devices like Roku and Amazon Fire Stick are still leading the way in consumer usage. The difference between the two options is that smart TVs are required to make frequent updates, causing developers to lag behind, while streaming device operating systems are updated less frequently. Despite their difference, in 2018, 80% of WiFi homes in the US have at least one connected TV device, versus 47 percent in 2017, illustrating the extreme increase in adoption of OTT video services.
SVOD Tips and Tricks
During this week’s SVOD tips and tricks portion of Friday Live, Brett Stewart, Intelivideo’s in-house Facebook advertising expert, got behind the camera with Ashley to talk about Facebook bots. Read all about it below…
Ashley: What is a Facebook Bot? How can you use it in Facebook advertising?
Brett: A Facebook bot is a conversational bot that communicates with prospects through Facebook messenger. Rather than just generating likes, shares, etc. through Facebook posts, Facebook bots provide a new way to get engaged with potential customers and generate leads. It’s a great, multi-purposed campaign that can help you keep engagement on your page and bring engagement back to social media.
Ashley: Why do we want to start engagement? What is the benefit keeping engagement on the page?
Brett: Using Facebook bots, you can pin posts collecting leads onto your page, which has a large impact on creating community, engagement on the page, and brand identity. It draws more traffic to your page and increases the amount of likes you’re receiving.
Ashley: Usually we talk about conversion campaigns, but this is an engagement campaign. How do you measure success through a Facebook bot campaign?
Brett: Success is measured by how many conversations you’re able to initiate through the Facebook bot. It’s all about how many people you can talk to, versus how many people you can lead through a funnel. Conversations tend to be much cheaper than conversions and they also create long-term loyalty.
Ashley: You’re currently running a campaign for bots – tell us about it. What’s the structure of it? How does the communication play out?
Brett: It starts with a post on the page, asking people to get engaged by leaving a comment with a specific word. Once they leave that comment, the bot is given permission to grab their information and automatically send them a message. The bot then asks them priming questions (Ex: “Why are you interested in this service?”). The conversation is then transferred over to an actual person – to provide more in-depth responses.
Facebook bots are a useful way to begin conversation with prospective users. This advertising strategy can help your business generate more leads and customers by automating conversation with those who are interested in your services. And with each interaction, your Facebook bot has the ability to start a solid relationship between your brand and a consumer. On top of that, employees in sales are discovering Facebook bots to be efficient in starting conversation with their warm audience, and then having a better opportunity to convert them into a paying customer.
For more information on Facebook bot advertising, view Ashley and Brett’s full conversation from Episode 43 of Friday Live here.
Tune in this Friday at 11:00 a.m. MDT for another edition of Friday Live! Follow us on Facebook, Instagram and Twitter at @Intelivideo and look for the hashtags #FridayLive and #IVLive for questions/comments from the show. Also feel free to submit questions, comments and compliments to us any time at email@example.com.