{"id":1543,"date":"2017-01-17T12:30:30","date_gmt":"2017-01-17T17:30:30","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1543"},"modified":"2017-11-03T11:22:12","modified_gmt":"2017-11-03T15:22:12","slug":"when-are-bots-at-their-best","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2017\/when-are-bots-at-their-best\/","title":{"rendered":"When Are Bots At Their Best?"},"content":{"rendered":"<figure id=\"attachment_17983\" aria-describedby=\"caption-attachment-17983\" style=\"width: 150px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2016\/11\/Russ-Ward-150x150.jpg\" alt=\"Russ Ward\" width=\"150\" height=\"150\" class=\"size-thumbnail wp-image-17983\" style=\"margin-left: 10px;\" \/><figcaption id=\"caption-attachment-17983\" class=\"wp-caption-text\">Russ Ward<\/figcaption><\/figure>\n<p>I recently gave some <a href=\"http:\/\/www.acaweb.ca\/en\/2016\/why-chatbots-need-to-be-part-of-your-marketing-strategy\/\">background<\/a> on chatbots and shared reasons chatbots are emerging as an important aspect of a well-rounded brand strategy.  But what does a good chatbot look like? What does it do? <\/p>\n<p>Although there are no concrete rules for building engaging and helpful messaging bots, here are some general considerations which can be useful for brands as they consider creating a chatbot.<\/p>\n<ul>\n<li>What is the chatbot\u2019s objective?<\/li>\n<ul>\n<li>Does your bot deliver a service, entertain, or enhance brand attributes?<\/li>\n<\/ul>\n<li>Will this be a short-term campaign, or a long-term strategic touchpoint?<\/li>\n<li>How will this chat reflect your brand\u2019s voice and personality?<\/li>\n<li>What platforms does the target audience use (e.g. messenger services, Twitter)<\/li>\n<\/ul>\n<p>Understanding each of these factors will help determine how you measure your bot\u2019s success.<br \/>\n<!--more--><\/p>\n<p>Looking at some of Massively\u2019s work for examples, here are some of the key lessons we\u2019ve learned so far.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/01\/photo1-300x300.png\" alt=\"Emoji Science\" width=\"300\" height=\"300\" class=\"alignright size-medium wp-image-18201\" style=\"margin-left: 10px;\"\/> <\/p>\n<h3>Campaign-Specific Bots &#8211; <em>General Electric &#8211; Emoji Science<\/em><\/h3>\n<p>In July, Massively launched the GE Emoji Science Bot on behalf of General Electric, which quizzed users on both science terms and their savvy of emoji. We learned a lot:<\/p>\n<ul>\n<li>Reward users often\u2013 we aimed for once every third interaction. Rewards can be surprises, jokes, information or rich media. <\/li>\n<li>Chatbots are great for contests. They encourage engagement, and entry forms can be replaced by conversation.<\/li>\n<\/ul>\n<p>You can read more about the Emoji Science Bot <a href=\"http:\/\/www.digitaltrends.com\/social-media\/ge-facebook-messenger-bot\/\" target=\"_blank\">here<\/a>. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/01\/photo2-186x300.png\" alt=\"My Fonts\" width=\"186\" height=\"300\" class=\"alignleft size-medium wp-image-18202\" style=\"margin-right: 10px;\"\/><\/p>\n<h3>App-Within-An-App Bots &#8211; <em>MyFonts<\/em><\/h3>\n<p>The MyFonts chatbot experience is intended to act almost like an app within a messaging app.  MyFonts chatbot users can explore new fonts by popularity and style, identify a font by sending an image sample, sample fonts easily with custom text and more.<\/p>\n<p>Some of the things we learned from this bot helped us streamline our work:<\/p>\n<ul style=\"overflow:hidden;\">\n<li>Suggested Responses (buttons with pre-determined responses) with options such as \u201cmore like this\u201d are vital for quick navigation, while custom input helps the user perform more specific tasks.<\/li>\n<li>These kind of bots work best when they are efficient and get the user to their goal in as few interactions as possible.<\/li>\n<\/ul>\n<p><a href=\"http:\/\/m.me\/myfonts\" target=\"_blank\">Try MyFonts!<\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/01\/photo3-300x266.jpg\" alt=\"The Weather Network\" width=\"300\" height=\"266\" class=\"alignright size-medium wp-image-18203\" style=\"margin-left: 10px;\" \/><\/p>\n<h3>Service Bots &#8211; The Weather Network<\/h3>\n<p>Bots can also be service oriented, performing a task that might otherwise be managed by a standalone app, on a platform the user is already familiar with. We made a chatbot like this for The Weather Network. <a href=\"http:\/\/twitter.com\/weathernetwork\">(Try it for yourself and DM The Weather Network).<\/a><\/p>\n<ul>\n<li>Even with quick replies and suggested responses, users will send unexpected questions and comments, so it\u2019s important to prepare responses that address a variety of cases. <\/li>\n<li>It\u2019s acceptable to acknowledge limitations and give users options to escalate questions or concerns that your bot is not equipped to resolve.<\/li>\n<\/ul>\n<p>It\u2019s easy to see how a service-oriented feature can extend to sales, customer service, surveys and support with a simple copy change, and be deployed anywhere an audience is.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/01\/photo4-169x300.png\" alt=\"Teenage Mutant Ninja Turtles\" width=\"169\" height=\"300\" class=\"alignleft size-medium wp-image-18204\" style=\"margin-right:10px; padding:0 10px 10px 0;\" \/><\/p>\n<h3>Character Bots &#8211; <em>Teenage Mutant Ninja Turtles<\/em><\/h3>\n<p>Chatbots can heighten a story or add a narrative element to a campaign. Our bot for Teenage Mutant Ninja Turtles <a href=\"http:\/\/kik.me\/mikey.partydude\" target=\"_blank\">on Kik<\/a> flipped users from one turtle to the next, each with its own unique voice and outlook.<\/p>\n<p>When creating personality-driven bots:<\/p>\n<ul style=\"overflow:hidden;\">\n<li>Don\u2019t try to trick users into thinking they\u2019re interacting with a live person, but create an interactive fictional experience along the same lines as a videogame.<\/li>\n<li>Rich media is huge.  The medium is text based, but chatbots can deliver Emoji, GIFs, images, videos and more. <\/li>\n<\/ul>\n<p>This kind of experience can extend to mascots and company representatives or personalities too.<\/p>\n<h3>The Sky\u2019s The Limit<\/h3>\n<p>Chatbots are an avenue for reaching all kinds of users, and a marketer can accumulate incredible data and insight from a well-executed chatbot strategy. Developed and deployed mindfully, brands can have thousands of one-on-one, custom conversations at scale, within the platform of the user\u2019s choice. <\/p>\n<p>In terms of respect, it\u2019s important to remember that messaging is a personal and intimate channel. Brands need to be invited into a conversation, and earn the privilege to continue chatting by constantly providing value.<\/p>\n<p>Look out for my next post, with case studies and some of what staff at Massively have learned about best practices for any brand developing a chatbot strategy.<\/p>\n<p><em><strong>About Russ Ward<\/strong><\/em><br \/>\n<em>Russ Ward is the President of Massively Inc. Massively has been building chatbots for entertainment, customer support, sales and more since 2014. Check out some of our work for brands like <a href=\"http:\/\/kik.me\/emojiscience\" target=\"_blank\">General Electric<\/a>, <a href=\"http:\/\/kik.me\/mikey.partydude\" target=\"_blank\">Teenage Mutant Ninja Turtles<\/a>, <a href=\"http:\/\/m.me\/myfonts\" target=\"_blank\">MyFonts<\/a> or the <a href=\"http:\/\/kik.me\/wwf\" target=\"_blank\">WWF<\/a>.<\/em> <\/p>\n<p><em>Learn more about what we do at <a href=\"http:\/\/massively.ai\" target=\"_blank\">http:\/\/massively.ai<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I recently gave some background on chatbots and shared reasons chatbots are emerging as an important aspect of a well-rounded brand strategy. But what does a good chatbot look like? What does it do? 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