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            [Facebook] How to build a Lead Generation Chatbot

            Are you a small-business owner and want to increase your lead count by using personalised interactions to improve user engagement and drive sales at scale? Are you looking to bring your targets from ads on multiple platforms to an engaging automated conversation?

            If your answer is 'Yes', then platform can help you create your own bot by following some simple steps.

            This article will help you create a Lead generation bot that can be connected with your ad campaigns and help you get more contactable leads. This is a Special Self Help Template and provide you with tips for modifying the predefined conversation modules. This template allows you to:
            1. Interact with your customers and collect their preferences
            2. Educating customers about your agency
            3. Use Landing Page to get new leads
            4. Helping users request a callback
            5. Personalised follow ups to increase lead conversation
            Test out this link to check how it worksClick Here
            Video Link - Click Here

            Getting Started

            Get started by creating a account on the platform using your email id. Once you have created your account, the platform provides you a list of predefined templates. You can choose one of these according to your use case. In this article we will use the Lead Generation template and help you customise it according to your needs and name it to create a campaign.

            Bot Creation / Customising template conversations

            Once you have chosen a template and created a campaign, you would need to choose that campaign as shown in the below image. Here I have named the campaign as Lead Generation Template and have selected the same in the below image.

            Campaign Selection

            The template has pre-defined conversation modules in the Chat Flow > Conversations tab and you can customised these conversations as per your need.

            Lets go through each conversation module one by one.
            1. Get Started - This is the starting conversation with a welcome message for the users interacting on the bot. This conversation has a base welcome message created for you, which can be modified by the use of images and some details to introduce your bot to the user.
              You can also find a CTA - Lets Go at the end of the conversation, that helps user to continue with the bot flow.
              For more help on how to customise the message and using buttons and Quick replies as CTAs, you can use the below links:

              Here are some of the examples for creating a welcome message. 

              Example 1 - Welcome Message

              Example 2 - Welcome Message

            1. Source - The users clicking on the CTA - Let's Go are directed to this conversation. Here we define the source attribute for the users coming on the bot from Facebook. You can define multiple Source modules for marking users coming from different platforms.

            2. Main Menu - Users may not always want to provide his details initially, hence provide your users with options and let them decide their path. As shown in the below image.

              Main Menu
              The user can request a callback, provide his details (CTA - Request Callback) / explore more about your brand(CTA - Explore / get answers to their queries if any (CTA - Ask a question?)

            3. Fill Application This is the conversation where we define our questions for lead details collection similar to what you have on your website landing page.

              General Lead Form

              FB Messenger Bot

              At the start of the conversation , we make use of the branch block to check if the user has already completed the application, as we may not want to run the same flow for these users.

              Use the below link to know more about branching:

              Fake Lead Detector 
              is a special functionality that makes use of the machine learning technique to detects fake contact information (email, phone number) automatically to filter noise and increase ROI.

              Property Validations

              For all three questions, users responses are being stored in a property (1) and specific property validations have been defined (2). For Phone and Email, respective validations have been applied, that allow users to provide only valid 10 digit phone numbers, and emails with valid format and domain names. 
              For city, as there is no specific validation, the validation type is 'Free text', along with which, allowed free text list (3) is defined and if the user types any thing other than the defined list, the platform will prompt the user to provide a response from the list.

              Validations are important to build an intelligent bot and ensure that the bot is not collecting junk data.

              Use the below link for more details on use of use of properties and importance of validations:
              > How to set properties and add validations

            4. Brand USP - This is the conversation that helps you educate the user about your brand and the amazing benefits provided to the user. With the use of images, videos and carousal cards, you can help the user explore more about your brand. 

              Here are some of the examples:
              Brand USP Carousel
              Example 1 - Brand USP

              Example 2 - Brand USP

            5. QuestionsProvide upfront options for some of the frequently asked questions to the users.The user can simple click on these questions to get answers to his queries.

              Here is an examples:

              Example for Questions List
            6. FallbackThis is also one of the system conversation, which is triggered when your users type in something your bot cannot recognise, for example — they typed in something that doesn't match any of the Keywords or FAQs defined in the bot.

              Fallback Conversation
              Use the below link for more details on use of Keywords:

              It is a good practice to provide options like 'Chat with Human', 'Call us' to your subscribers to get their queries resolved on the go. You can use Buttons and Quick Replies to help them choose their further flow.

            7. Unset Variables It is a special conversation that let's you can act as a new user for retesting. You can clear ('UNSET') all the data points collected on the bot and start the conversation again from 'Get Started'.
              You can set the starting rule as 'Test_lead_gen'. Whenever you type this on the bot , you will be able to retest the bot. 

            8. Nurturing Flow 1 ,2 ,3 - These conversations are used to reinitiate chat with the user and can be used as follow up messages in 'Workflows' section and should be designed in a way to convince the user and persuade him to provide his details.
              Use the below link for more details on the use of 'Workflows':
              How to trigger actions using keywords

            Now that you have modified all you conversations, you can integrate some of the the frequently asked questions in the Chat Flow > FAQs tab by clicking on the 'Create New' button.

            There might be multiple ways in which the user might ask the same question. You can add multiple variations (1) for the questions and build you responses(2) as shown in the below image.

            The bot tries to match users responses on the bot with these question variations. FAQs in are powered by Google Dialogflow and get triggered based on intent matching. Adding multiple variations of the same question helps in better intent matching, hence making the bot super intelligent to provide predefined responses based on users queries.

            Setting up follow-ups

   platform provides a unique feature named 'Workflows' using which you can follow-up with your users.
            A workflow is a
             rule based automation that can help your brand to reinitiate chat with the users. This keeps the users engaged on the bot and helps reducing the number of lost leads.

            For example, in the above discussed lead form, the bot tries to collect user's city, phone number and email, but 70% of your leads gave their city but did not share their phone numbers. You can setup a workflow to trigger some hours later and follow up with the user to continue filling the form.

            You can set up your workflows in the 
            Nurture > Workflows tab by clicking on the 'Create workflow'

            Example for a 'Workflow'
            For setting up conditional follow ups, you need to define the Enrolment Criteria (1) by creating a segment of users in the Audience tab, for which the follow ups should be triggered. For lead generation use cases, the enrolment criteria for the workflows can be - All users who have not completed their application.

            Use the below link for more details on how to create a segment:

            You can also define a Goal criteria (2) for the workflows. Any user who fulfils the Goal criteria will be excluded from the workflow segment.

            Use the Nurturing Flow 1/2/3 conversations (3) to create your workflow. You can set up branching and add any condition checks before running a conversation. You also decide the delay between two follow up messages.

            You should always abide by the Facebook guidelines for follow up messages sent to the users. The message types based on last user message time are:
            1. Update within 24 hours - any message can be shared,
            2. Bonus message 1st after 24 hours - bonus promotional message after 24 hours,
            3. Message after 24 hours - non promotional message after 24 hours, also need to choose the category of the message
            We will only be using Update within 24 hours message type for for creating workflows for Lead generation use case.

            Testing and Going live

            Now that you have created your chat flow and defined the follow up conditions, you are ready to deploy and test your bot on a dummy page, before going live.

            Channel tab lets you choose the channel through which you want to reach out to the users. You can either interact with your users on Facebook through your Facebook page or you can deploy the Facebook Messenger bot widget on your website.

            In case, most of your audience is not on Facebook then you can use 'Live Chat' widget, which is a simple website chat, to interact with your users.

   also provides a unique widget option for a Hybrid Chat. It is a combination of both Facebook powered chat and the Live Chat. For the users who are logged-into their FB Messenger account, the widget acts as a Facebook chat, and for all the non Facebook users it behaves as a Live Chat.

            Use the below link for choosing the channel and adding/creating a Facebook page on the platform:
            > How to deploy your bot

            Now that you have added the dummy page and deployed your bot, let’s setup a source to bring your users on the bot.

            'Source' tab helps you connect your bot with your campaigns. The platform supports two ways of directing users to the bot from your campaigns.

            1) Ads JSON - Helps connect your Facebook ads with your bot. Users clicking on these adds will be redirected to the bot. You can check out more details using the link:  > Ads JSON

            2) Referral Links - This is a direct link to the bot and can be integrated with your Google Ads and can be shared in Email/SMS campaigns.
            Check out more details using the link:  > Referral Links

            Once you have deployed, go and chat with your bot to check if it is working as expected.
            All the activities happening on the bot are tracked by the platform and can be accessed in the 'Audience' tab, which lists all the users interacting with the bot and by clicking on the user name, you can check out the details of users interactions with the bot.
            Use the below link to get more details on how to test your bot using the 'Audience Tab':

            > How to test your bot

            Congratulations! You are now ready to go live with your bot. Add your official Facebook page on the platform in the Channel tab as done earlier for the dummy page and create Ad JSON and referral links to be integrated with your campaigns.
Use the referral link or create ads to popularise your bot. 

            Real-Time Monitoring

            Going live with the bot is just a small part of your journey to maximise you lead count using a lead generation chat bot.

            The most important part of bot creating is monitoring the activities that are happening on the bot in real time and actively reaching out to the leads to get maximum conversations.

            'Audience' tab acts as a mini CRM on the platform and helps you to access all the activities happening on the bot. It lists down all the users who have interacted with the bot. You can click on the users name to check out users profile and view the data values collected for a user along with his/her interaction with the bot. 

            You can apply multiple filters to view a desired set of audience. You can also export the data using the export button.Use the below link to get more details about export:

            > How to export data collected on bot as CSV and Excel

            Mini CRM 'Audience' tab
            In case, it is easier for you to view your leads in the CRM of your choice, the platform allows you to pass your leads to your CRM in real time. There are multiple ways to do so. To check this out in more details, refer to the below link:

            Analysing Performance and Improvement

            Another important aspect of the platform is analysing the performance of the bot. The platform provides multiple functionalities, through which you can easily judge the performance of the bot and take appropriate actions for improvement.

            First is the 'Audience' tab, which acts as a database of all the users and allows us to apply filters specific to the data values collected on the bot. You can segment users over various attributes/combination of attributes that helps you gain deeper insight.
            For more details on how to use filters, use the below link:

            > How to use filters and filter expression

            The platform also incorporates in place analytics for conversations and buttons. The number of times a conversation has started and ended, tells a great deal about the performance of an individual conversation module. 

            Similarly, each button used in the conversations has a percentage click rate attached to it, which indicates the ratio between the number of times the button has been clicked to the number of times the button is sent. 

            For more details check out the below link:

            > How to use internal conversation/button analytics

            Lastly, the platform offers an 'Analyse' tab that has predefined reports in the form of important metrics and graphs that provide a deeper insight about the performance of the bot.

            This tab captures multiple metrics:

            1. Number of users coming to the bot
            2. Number of users who shared their details
            3. Message and new user trends over time. 
            You can choose any time period on the top right corner of the tab as shown in the below image.You can either use one of the quick filters or choose a customised date range.

            Analyse tab - Date Range
            For more details check out the below link:
            > How to use Analytics tab

            You can also request for a customised analytics report as per requirement and team will support you to build a more personalised analytics view for you. You can reach out to us on

            Hope this helps you create a perfect lead generation bot !

            Updated: 05 Aug 2019 09:27 PM
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