Without advertising, you can create a secret that reaches 400,000 times: the thinking behind the popular Facebook chatbot
This article is written by Cai Yaoyu, currently working in the advertising business of a digital advertising agency. Make the world a more interesting place by sharing your perspective on marketing. Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.
At present, the cost of Facebook advertising is increasing day by day, but without advertising, it will be difficult to promote the content. In addition to advertising, is there no other way to increase the number of people reached by Facebook?
Today, let’s not talk about how to set up chatbot. We mainly discuss the thinking behind using chatbots. If you want to learn how to set up a chatbot, you can join [the author’s fan page](https://www.facebook.com/%E5%B0%8F%E8%94%A1%E7% 9A%84%E8%87%AA%E6%88%91%E6%88%90%E9%95%B7%E4%B9%8B%E8%B7%AF-981417852015877/). Before starting, please click on this Facebook Robot Game Link and play the game first to understand what the following analysis is talking about?
Three Keys to Chatbot Success
The keys to the success of a chatbot are the following three points:
- Master human nature and predict reactions
What is sunk cost? If expressed in one sentence, it would be “a love that is tasteless to eat and a pity to throw away.” Because I have given too much, I feel unwilling to break up now and do not want to face the pain of loss; so, just continue to be together!
We use the concept of sunk cost of time to explain the gameplay of this robot game. Once a fan guesses the first number, they will want to continue until they guess it correctly (because they have paid the time cost). When the fans guess the correct number is 8 (send), then invite the fans through the message [tag](https://www.facebook.com/notes/%E5%85%88%E6%8E%A2%E6%8A%95%E8%B3%87%E9%80%B1 %E5%88%8A/%E5%A6%82%E4%BD%95tag-%E5%A5%BD%E5%8F%8B%E6%95%99%E5%AD%B8%E5%8D%80/516517215029624/) Two friends, fans usually won’t refuse.
Because fans who play the game will feel that since they have already spent so much time and money, this small step is nothing. After the fans tag the two friends and wish them a happy New Year, they will add another interaction and exposure to the post. However, this activity is not just about this skill!
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](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhw0WV_Tq7OvjBPddeO63KTm2kfj37MBNiC4lSHRGg8DSnK1qYHPhpQTNd FvI2gIuk15v4gEEA4AXolQbg3apP21t2zU-xzVfZIoALQqEdMPz0tumUynAO2YZgb-lhGxoEab8L9bkrOYwb_/s1600/1407855269-3468237844_n.jpg)
At this time, we need to set up the chat robot, and then wish the three fans a happy birthday again, and thoughtfully remind them to wear more clothes when the weather is cold (as shown below), so that they can feel the fact that the editor is a warm man (huh?). At this time, fans will intuitively think that it is the real editor who is responding to the post, and may even wish the editor a happy New Year. Little did they know, the real editor was sleeping soundly in a warm bed at this moment (laughing crookedly).
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](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgMuidNqEHqhwVBqSAQF1wdPqEtrjiN97LtzFmmjpXwCkCh0lBuCunuUGHcXQmB4z7SrJ 91I16R74MnWfa-47z7hmvkU-angHXnAKGx1L-K3Dy_7fjhbh8n1aQbCHFHG38lb_H wuUCwQad4/s1600/%25E6%259C%25AA%25E5%2591%25BD%25E5%2590%258D.png)
- Simplify lottery thresholds and innovate lottery methods
Common fan page lottery draws require fans to like, leave comments and share, or invite tag friends. But everyone has long been tired of this kind of gameplay. Moreover, this kind of gameplay requires too much time and cost at one time (like, leave a message, share, tag, etc.), unless it is a gift of iPhone X kind of grand prize, otherwise most people would not bother to draw ([Lottery Team](https://blog.qsearch.cc/2017/11/%E6%8A%BD%E7%8D%8E%E6%96%87%E6%B0%BE%E6%BF%AB%EF%BC%8C%E Except 8%A9%B2%E5%A6%82%E4%BD%95%E5%BE%9E%E8%87%89%E6%9B%B8%E6%95%B8%E6%93%9A%E8%A9%95%E4%BC%B0%E6%88%90%E6%95%88/)…).
In order to refresh everyone’s mind, we switched to the method of guessing numbers, which successfully aroused the curiosity of many fans and made them want to see what kind of trick this was. It turns out the data is pretty beautiful! Will curiosity kill a cat? No, it’s more than 13,000 (don’t be afraid, this is a metaphor for the number of messages).
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](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrFd_4GwJfZ2xVTsvyR29rHiQbi1W8YmWiuXxTGr4XjOkUxYOPIPS0_WmTrwTEVxv6bqtNT4Duu5e9A0JfXpEA-1QJ6Q6PWq TftF0pMVgEHHGDvID-4oqeF5P9ygU3Pb_kR2qBZFeJeXHv/s1600/%25E6%259D%258E%25E9%258C% 25A6%25E8%25A8%2598_2018_01_%25E7%2599%25BC%25E4%25BD%2588%25E5%259C%259604.jpg)
- In line with the festive atmosphere, amplify communication benefits
When operating community, you are most afraid of talking to yourself. Unfortunately, most people only regard fan pages as bulletin boards for corporate advertisements, ignoring that “interaction” is the essence of a community. Even if you create content, you must ask yourself, what [value] can such content bring to fans (https://www.contenthacker.today/2018/01/how-to-write-a-touching-story.html)? Is the content really [relevant] to fans’ life issues(https://www.contenthacker.today/2017/12/20171206-lecture-summary.html)? After thinking about this question, let’s return to the lottery. Is the lottery just a simple lottery, or is it an attempt to connect with fans’ lives? This lottery post attempts to connect the custom of giving gifts before the Spring Festival with the Taiwanese people’s habit of gambling during the Chinese New Year. The cost-free number-guessing lottery attracted everyone to try their luck and see if they could win a gift box set of Lee Kum Kee products worth NT$1,000. For the gambling-loving Taiwanese, it is really irresistible.
Practical points for designing chatbots
To summarize the above, when designing a chatbot, please grasp the following three key points:
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[Use simplicity to control complexity](https://tw.18dao.net/%E6%88%90%E8%AA%9E%E8%A9%9E%E5%85%B8/%E4%BB%A5%E7%B0%A1%E9%A6%AD%E7%B9%8 1), the lower the threshold for initial interaction, the better, and take a long-term view to catch the big fish (a sunk cost mentality).
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Win by surprise, create new ways of interaction and arouse curiosity.
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Taking advantage of momentum marketing, cooperate with fans’ life issues and grab a ride.
★This article is written by Cai Yaoyu, currently working in the advertising business of a digital advertising agency. Make the world a more interesting place by sharing your perspective on marketing. Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.
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