Rather read than watch?
Below is a transcript of the Chatbot Marketing Training Course by Customers.ai and Isaac Rudansky, of Adventure Media. Get the full course here and become a messenger marketing master.
Howdy chatbot and welcome back.
In this lecture, we’re going to talk about Facebook comment guards.
It’s one of the lead magnets available to you in Customers.ai, and it is the most powerful way of getting leads quickly for free.
Like it’s a different type of lead magnet than Messenger ads because in Messenger ads, you’re using money to actually promote your Facebook bot and it’s very powerful.
We use Messenger ads all the time, but the Facebook comment guards are incredibly exciting and powerful way to gain them for free.
So I want to talk to you a little bit about some techniques. What it is? What is a comment guard?
So when you add a comment guard in Customers.ai, any or all, and we’ll talk about the difference of your organic posts, when anybody comments on a post — an organic post, they will automatically be sent a Facebook message in Messenger from your bot, okay?
Let’s repeat that, when you add Facebook comment guards as a lead magnet and you apply it to all your posts or you apply it — or you apply the Facebook comment guard to a specific post, anybody who comments on the post or posts that the Facebook guard was applied to, will automatically receive a Facebook bot message in Messenger.
There’s a big difference between people who were previously contacts of yours and new contacts.
So previous contacts, okay? All you need to do is get them to comment on your organic post and they refresh their membership duration, okay?
So they’re good, you don’t need to bait them with the response.
But for new contacts, and that’s the real value of this, getting new contacts, just by commenting organically — just by commenting on an organic post doesn’t mean that you’re going to get all their information, like email, phone — the email, name, first name, location etc., they have to engage with the bot.
So you got a — the big word here on Facebook comment guards is bait, okay?
Get them to engage, get them to say something, ask them when they say thanks for replying to my post, do you like wizards, or just like something weird — or like thanks, thanks for replying to our post.
And again, this is all business specific.
Do you like cookies, reply yes for a bag of — 100 pound bag of cookies.
And they’ll reply yes or see what happened. And it’s a great way of getting tons of leads and tons of context in the system.
If you’re going to be — if you’re taking — if your business is a little bit more serious, which many of yours is or are you — could do something like, reply yes and we’ll e-mail you a case study, or reply yes and we’ll email you or we’ll chat you an attachment. No one wants to email.
And again, you’re not asking anybody for an email. So just no reply, hit tap yes for our newest case study or our newest guide to type of marketing or our newest guide to our products or services, whatever it is.
And you’ll send them — you’ll send into that as an attachment, that will be your Facebook comment guard funnel.
That’s a really good thing to do.
Now there’s two different ways you could use or conceptualize or think about comment guards, okay?
It’s if you see that you have hot post and you’re getting a lot of people who are talking about — and you’ll already have a lot of people commenting on that post, take that post, apply a comment guard to it and boost the heck out of it, okay?
Put a $50 boost, $100 boost, $20 boost, whatever it is.
A post that already is getting a lot of traction, when you boost it, it will get exponentially more traction.
Any single person who replies, it’s automatically going to get a message — an individual personalized message from your Messenger bot, right? Wild.
Okay, hot posts, boost them, that’s a way to piggyback the momentum of a hot post and get more leads into Customers.ai.
The second way to think about comment guards is a little bit in reverse, is designing organic posts for the sake of the comment guard, right?
In this example where there’s a hot post, we’re taking the comment guard and we’re piggybacking off the momentum of the hot post over here.
We’re — the other way is taking inorganic post with what’s going to happen with a comment guard in mind, and what do mean by that?
So for example, if you remember a little while back we discussed a high-end furniture client of ours where we were running a contest, where we showed them the floor plans for a really, really small beachside condo.
And we said though a prize is going to be given out to the winner who comes up with the best floor plan.
So that is a perfect example of how we could use comment guard to build up our lists in Customers.ai.
Because I could send out an organic– free organic post to our Facebook page, right? announcing the contest anybody who — now anybody who replies or comments on this organic contest post will get rules sent to them in Facebook Messenger.
Say these are the specific rules for that — for the contest, this is the prize, tap yes if you’re in.
And anybody who taps yes if they’re in, they’re in and now they’re our lead in Customers.ai, right?
So you’re now taking your whole organic post, again, posting game to a new level with the possibilities — the endless possibilities of Customers.ai chatbot.
Because you could build these pages, you build these flows in Customers.ai specifically for your common guards.
And then you run this contest. You can do the same thing with a poll or a survey, right?
You run these — you create these organic posts, you invite comments, and you then individualize responses, you individualize questionnaires to the person automatically through Facebook bot whenever they reply to your organic or interact with your organic posts, right?
So that’s a really, really exciting thing to do.
Now if you guys are thinking of how to spark some traction on your organic posts that you’re — in a way in which your comment guards will become exponentially more useful because you’ll now be getting not only interaction and traction in your organic page, but you’re getting all these people as leads in your Facebook.
And you’re getting their emails and in the Customers.ai account, ask people their opinions, okay?
You guys have probably all heard this advice, but I’m here to reiterate that this is good advice.
When you ask opinions to people, they care and they engage.
And then simply talk about contentious issues, talk about hot topics, hot-button issues.
Hot-button issues and you ask people advice, you’re going to get a lot of traction.
You start getting some traction, you boost that post, you add a comment guard.
You either have a default welcome page bot with a piece of bait or you have a specifically built-out bot for that specific organic post.
Either one’s fine. Of course, it’s always better to have a specifically — or a bot buildout specifically for each post.
It’s not practical to do it that way, but it’s possible.
I’m going to show you how to set that up in Customers.ai in a second.
So we’re going to use ResetIV as it — as an example. And we’ve had Facebook ads that have gotten a lot of comments, people don’t like this type of service and people think that it’s a scam.
And I’m — we told our clients, let’s leave these, please leave these comments up. The fact that we’re sparking conversation, it’s fantastic, it’s good in the eyes of Facebook. It’s really powerful.
Let’s jump over to the computer and let me show you how to set up these Facebook comment guards.
So you’re going to navigate to Facebook comment guard under lead magnets, and we’re going to click simply new comment guard.
And we have a couple different that we need to do. So we’re going to name this — and let’s set up one where we’re naming — or let’s set up a comment guard where we’re going to apply to all comments.
So we’re going to do all comments or all posts, and here’s where we write a default message.
Okay? Now if someone’s interacted with your page, they’re going to get the bot that you choose.
If they haven’t interacted with your page, you’re going to get a default message.
So the default message is going to be something like, ‘hit yes’ or ‘reply IV to hear a secret — to learn more about — or to reveal – or — we don’t want people to think they’re getting involved in anything too complex ‘Reply IV to reveal our secret vitamin that spanks hangovers right out of you faster than you can say Advil and Gatorade, please.’
Okay now that’s going to be the default message for people who have not interacted with our page yet.
People who have interacted with our page, we could choose which bot flow to send them to.
Now if we’re sending them to all — if this is going to be a comment guard that’s going to go on all posts, then we want to keep something generic and something that’s going to cater to everybody.
If we’re doing one of these strategies where we have a specific post that we’re highlighting and we want to write a specific comment guard for that, we would do things different.
So let’s say we would go to our page and we will go to our default welcome page or our main menu, all right, look you could do — the default welcome page and say something like, ‘hey, first name, thanks for engaging with our online community. What do you think about IV therapy for people who are hungover.’ Okay? Get them engaged.
And then, obviously, we would have a few options here. I’m not going to build off this entire bot right now, but I want to show you the basic idea, could — they could go to different pages.
And this is what a person would potentially see if they did not interact with our page yet.
So let’s go back. I have this welcome page, let’s go back to — I’m not sure if our comment guard is saved.
Let’s go back to Facebook comment guard, we have it all post, we’re going to edit it. Okay, good, welcome page; frequency cap, if a user posts more than one comment, only send them one message every one hour.
So this is an important tool to use. Let’s say you have a really hot button issue.
And this happens all the time, any individual user could be in a conversation back and forth on a single post and any given person could write 20,30,40,50 comments in a short amount of time.
So we don’t want to keep blasting them with this Facebook chatbot every time they comment on the post. So I usually leave the default once an hour.
People are not typically commenting on the same post more than once an hour.
If you want to be safe, you could do it once every — could do it — they could — to make it once every, let’s say, two hours is safe, okay?
So catch all is the selection you want to select to respond to all unguarded posts, okay?
Respond only to specified posts is the selection where you could go and choose a specific post to respond to.
So let’s say we were responding to a specific post, I’m going to go to ResetIV’s homepage.
And I’m going to do how — look at this one here in March 30th, how epic has your weekend bin, rebalance your mind body and spirit after the fun long weekend, schedule ResetIV to eliminate your symptoms of fatigue, nausea, headaches; to get you rehydrated and reenergized.
So if I was going to write a specific follow-up to that, if somebody’s commenting on that post, maybe they’re interested in exactly how does IV hydration rehydrate you. And we energize you and to get rid of your headaches, we’ll talk about something more information wise.
I’ll offer a discount coupon, the sky’s the limit.
And we can a/b test all these different things to come up with the right combination of powerful Facebook comment guard factors.
But let’s go take a look how this would really work in the real world.
So we’re going to go over here, make sure that it’s active. If you want to turn the Facebook comment guard off, you don’t need to delete it.
You could just toggle it to a draft, but we’re going to keep it active.
And it — and lets us consider this, but let’s just call this a respond — a respond only to specified post.
So we could see it in action. I’m going to click the drop down to find all the posts — oh, okay, I’m actually in — I am in Karrass’ page.
But that’s okay, we’ll go Karrass’ page. We’re not going to have to read. We’re not going to redo this entire bot, we’ll just find characters Facebook page. And we’ll choose a post.
And again, we’re not going to redo the strategies here.
Obviously, this is not the reply, we’re not going to send reply IV to to Karrass’ negotiating businessmen.
But we’re going to go over here, and we’re going to look at a post from, let’s say — we’ll choose this post from August 7th, okay?
Now I’m go to the Kara’s page and I’m going to find — let’s say, once this loads up, real quick posts.
So it — here’s a post from three hours ago. Now if I comment here — So I’m going to comment, I’m going to say, this is great, right?
Nothing’s going to happen to me in Messenger, why?
Because I don’t have the catch all selected, I only have the comment guard specific post.
But if I scroll down to which post was that we chose, August 7th post, I believe.
This is it, while doing — yes. And I comment something and I say, this is a really cool article, right?
What’s going to happen, I’m going to get a message from Facebook chatbot through Customers.ai, prompting me to respond IV or whatever it is.
But if Facebook doesn’t have me registered having ever to engage with this page, then I’m going to get the default message that I typed in to Customers.ai.
Let’s see what happens.
Now just really quickly, I realized before I comment, I have to change how I’m commenting on this page.
So I’m going to go over there and I’m going to click me.
Now I’m going to comment something like, ‘oh, this is very interesting’, and hit enter.
And what should happen is — I don’t think the Karrass’ page has any registered as having interacted with their page before, which means I’m going to get their default message that I typed in.
But let’s just see what happens.
So sure enough it pops up and it seems like it works.
First, I got the default message, reply IV, to reveal our secret vitamin that’s bangs hangovers right out of you faster than you could say Advil and Gatorade, please.
And then I got the second message, the follow-up.
I probably got this follow-up because Customers.ai knows that I am personally a page manager of this page, which is why I didn’t have to respond first.
But typically, if this was you and this was the first time you’re interacting with this bot, you would have had to respond first to then get the ‘Hey Isaac, thanks for engaging with our online community.’ So that’s how that works now.
I’m just going to delete this message here. And if I go back to my audience list — and we haven’t — I know we have our my contacts lists in audience insights. We’re going to see Isaac Rudansky mail time zone.
We’re going to go through the stuff later. I am now a contact.
So just by commenting in an organic post, you got a contact in Customers.ai.
And like I said before, when you do that at scale, when you design hot topic issues, when you design contests and polls and surveys and you ask people their opinions, you boost the post you have a comment guard on that post with a specific flow, that’s relevant to that post.
And one of the greatest examples that I could think of is that idea of running a contest or a puzzle or a riddle, right?
You put out an organic post and you have a knock-knock joke, you have a riddle and you say reply, I’m in. Write — just reply, I’m in to the organic post to get the answer — to submit your answer.
And you have a prize, right? All that stuff can be run through organic posts.
And with comment guards, then everything can be individualized through message — Messenger at a person’s own time where they want it.
But the most important thing is you’re now collecting leads, right? That’s the beautiful part of it.
So hot topic issues, ask opinions, run contests, giveaway prizes, use these comment guards to your advantage.
Again, just to recap.
There’s two important ways to think about comment guards.
You could piggyback the momentum of a really good organic post by adding a comment guard to it and following up with a specific chat bot funnel; or you could design a game, a puzzle, poll survey through an organic post and have it tied in from the outset with a pre-built and thought through Facebook comment guard.
