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Using Social Proof to Build Trust and Identity

Lesson 17 from: Facebook Chatbots: Generate Leads and Sales Effectively

Isaac Rudansky

Using Social Proof to Build Trust and Identity

Lesson 17 from: Facebook Chatbots: Generate Leads and Sales Effectively

Isaac Rudansky

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Lesson Info

17. Using Social Proof to Build Trust and Identity

Lessons

Class Trailer

Chapter 1: Introduction to Facebook Messenger Marketing

1

Welcome to Facebook Messenger Chatbot Masterclass

08:17
2

What is Messenger Marketing

09:07
3

Advantages to Using Facebook Messenger Marketing

14:17
4

How is Chatbot Marketing Different Than Other Marketing Channels

07:08
5

Who Can Use Messenger Bots to Their Advantage

04:43
6

Quiz - Chapter 1

Chapter 2: Example Use Cases for Facebook Messenger Chatbots

7

Ecommerce Chatbot Strategies

09:59
8

Webinar - Event Registrations Using Chatbots

04:13
9

Lead-gen Chatbot Strategies

09:10
10

Using Chatbots to Promote Educational Resources

09:42
11

Using Chatbots to Stay in Touch With Your Customers

07:45
12

Calculating LTV and CAC to Formulate Incentive Plans

11:06
13

Ideas for Incentive Structures to Promote Through Facebook Chatbots

08:31
14

Quiz - Chapter 2

Chapter 3: Psychological Principles of Persuasion in Effective Bot Design

15

Commitment and Consistency in Chatbot Design

14:55
16

Increasing Customer Value With Reciprocity

14:25
17

Using Social Proof to Build Trust and Identity

11:41
18

Likability - Your Secret Weapon to Successful Bot Marketing

11:07
19

Using Scarcity to Drive Your Customers to Convert Faster

08:42
20

Understanding the Fogg Behavior Model and How to Use It to Your Advantage

15:53
21

Quiz - Chapter 3

Chapter 4: Building Killer Chatbots With Mobile Monkey

22

What is Mobile Monkey

04:12
23

Creating a Mobile Monkey Account and Connecting Your Facebook Page

05:41
24

Viewing Active Bots and Adding Users

02:42
25

Create Your First Chatbot

03:22
26

Quiz - Chapter 4

Chapter 5: Learning All About the Mobile Monkey Chatbot Builder

27

Widgets, Page Flow and Organization

08:20
28

Understanding Q&A and What They're Used For

02:07
29

Adding Q&A Items

05:45
30

Understanding Unanswered Questions

03:56
31

Configuring and Editing Bot Builder Settings

03:31
32

All About the Text Widget

06:45
33

All About the Image Widget

00:55
34

All About the Form Widget

09:47
35

All About the Quick Question Widget

07:21
36

All About the GIF Widget

02:40
37

All About the Attachment Widget

02:07
38

All About the Attribute Widget

01:30
39

All About the Connection Widget

03:10
40

All About the Email Widget

03:06
41

All About the Gallery Widget

06:02
42

All About the List Widget

02:32
43

All About the Navigate Widget

03:03
44

All About the Typing Widget

03:03
45

All About the Video Widget

02:37
46

Quiz - Chapter 5

Chapter 6: How to Wield the Mobile Monkey Chat Blaster Like a Jedi Master

47

What's a Chat Blast Anyway

03:14
48

A Few Useful Chat Blaster Use Cases

05:32
49

Chat Blasting Vs. Drip Campaigns

05:46
50

Planning Four Chat Blast Ideas - Part 1

10:11
51

Planning Four Chat Blast Ideas - Part 2

12:08
52

Organizing Our Chat Blast Pages in the Mobile Monkey Page Builder

04:48
53

Building Our Coupon Chat Blast

10:47
54

Testing Our Chat Blast Before Blasting

04:43
55

Launching Our First Chat Blast- Naming, Audience, Page and Purpose

08:30
56

Building a Chat Blast to Drive Phone Calls

13:55
57

Building Our New Product Line Chat Blast

15:44
58

Building Our Competitive Advantage - Awareness Chat Blast

18:42
59

Analyzing Chat Blast Results

01:47

Chapter 7: Understanding Lead Magnets and Using Them to Build Your Contact List

60

Why Are Lead Magnets Important

05:05
61

Installing Your Chat Widget on a WordPress Site

06:05
62

Installing Your Chat Widget on a Shopify Site

01:17
63

58: Installing Your Chat Widget Through Google Tag Manager

04:53
64

Link to Messenger and Adding It to Emails and Blogs

09:29
65

Adding the Checkbox Plugin to Your Web Forms

03:10
66

How to Use Facebook Comment Guards

16:33
67

Creating Facebook Messenger Landing Pages

13:09
68

Quiz - Chapter 7

Chapter 8: Facebook Messenger Ad Campaigns Using Your Mobile Monkey Chatbots!

69

What Are Facebook Messenger Ads

05:31
70

Messenger Ads Best Practices and Sample Strategies

12:14
71

Creating a New Messenger Ad Campaign in Facebook

08:35
72

Designing a Messenger Ad

13:26
73

Completing Messenger Campaign Creation in Facebook Ads Manager

06:37
74

Drafting Our Mobile Monkey Messaging Campaign Blueprint

06:30
75

Creating and Naming All Our Pages in Mobile Monkey

03:32
76

Building Our Messenger Landing Page in Mobile Monkey

04:21
77

Finishing All the Other Facebook Messenger Bot Pages

13:54
78

Duplicating Your Ad Groups to Try Different Targeting Settings

07:45
79

Setting Up Mobile Monkey Q&A and Other Loose Ends

06:28
80

Quiz - Chapter 8

Chapter 9: Understanding Audiences in Mobile Monkey and Using Them to Your Advantage

81

What Are Audiences in Mobile Monkey

07:54
82

Creating an All Contacts and Gender Based Audience

04:12
83

Timezone and Last Active Based Audiences in Mobile Monkey

06:33
84

Creating an Audience Based on a Custom Variable

06:26

Chapter 10: Building Our First Mobile Monkey Drip Campaign!

85

What Are Drip Campaigns and Drip Campaign Best Practices

06:53
86

Practical and Useful Drip Campaign Ideas

06:43
87

Building and Reviewing Our Drip Pages in Mobile Monkey (10.3)

07:53
88

Creating and Launching Our First Mobile Monkey Drip Campaign

08:39

Chapter 11: Using the RSS Blaster in Mobile Monkey

89

RSS Feed Step by Step and Best Practices (11.1)

09:56
90

Quiz - Chapter 11

Chapter 12: Becoming a Mobile Monkey Power User With Advanced Integrations and Connections

91

What Are Connections and When Would You Use Them

02:49
92

Creating a Connection to Google Sheets (12.2)

14:18
93

Creating a Connection to Gotowebinar

09:37
94

Send New Leads to Your CRM - Hubspot

07:26
95

Send an SMS to Your Sales Team When a Contact Requests a Callback

09:59
96

Quiz - Chapter 12

Chapter 13: Understanding Your Mobile Monkey Audience Insights

97

Contacts - Searching, Exporting and Deleting

02:32
98

Audiences in Mobile Monkey

02:04
99

Forms - What They Are and How to Use Them

01:42
100

Bot Analytics - How to Find Useful Information Using Mobile Monkey Analytics

02:45

Chapter 14: Staying on Facebook's Good Side: Chatbot Compliance

101

What You Need to Know About Staying Compliant With Facebook (14.1)

04:10
102

Getting Approved for Subscription Messaging (14.2)

08:43

Chapter 15: Conclusion ... Goodbye for Now but Stay in Touch!

103

Thank You, Getting Help, Final Thoughts

04:16

Final Quiz

104

Final Quiz

Lesson Info

Using Social Proof to Build Trust and Identity

Welcome back chatbot fans and now we're going to talk about social proof and tribal identity, which is really the core fundamental idea with regards to how people make their buying decisions and back to the beanie. A lot of people were complaining about the baseball cap. They didn't like it, they didn't believe it was me. So I apologize for that disruption in our normal programming, but it's it is me, I promise. Um, anyway, social proof and identity, right? Social proof basically states that one of the ways in an important way that we determine what is good and proper and correct in the world is by seeing what other people think is good and proper and correct in the world. It's a very straightforward rule and it's very powerful and we think about our own buying patterns and we're honest with ourselves, we'll see just how powerful of an influence this could be. In an interesting study by Albert Bandara and colleagues forgot what year this was done, 67% of kindergarten Children who were ...

previously terrified of dogs. We're willing to climb into a playpen with a dog After watching other Children play with dogs for 20 minutes a day for just four days. Okay. That's the principle of social proof in action in youngsters and this concept of social proof applies to all of us throughout all stages of life. When we see things on instagram from people, we admire, we respect, we want to buy that right. When we see reviews and testimonials, we'll talk about that in a moment. Um, we want to buy that way because we, and this is a, and this is, it's not a bad mechanism in our, in our brain. The reason why this has been developed over so many thousands of years is because this usually works in our favor. Right? There's a blizzard of information out there. And if we're able to find a group of people or be able to trust in a group of people when trying to figure out what behavior is proper or appropriate or what products services good. That's an enormously efficient shortcut in making decisions and we'd probably be a lot worse off as a human race if we didn't have something reliable like that in place. So we make decisions like that, the power of social proof is amplified when we see people like us engaging in certain behaviors. Now remember this is important. It's one thing to see just people using a product or people using a service. But if we can identify with them, if they're not like us, then that it has much less of an impact on us. When people that are in my demographic and people who have my interests and desires are buying these products are using these services are acting in a certain way. That's when social proof becomes an, a massive weapon that you could, that you could wield. Um, like I said, aside from just the overall idea of social proof. This is the concept that I was just discussing of tribal identity, we identify with tribes and the tribes doesn't necessarily mean religious tribes. Which, but that could be the case as well. But if I'm a jets fan or if I like a certain band, right, these are all subtle cues that make up my overall identity. These are things that I relate to. And if I see you relate to the world in a similar way that I relate to the world, I will trust your judgment with what products and what actions and what things are good. More so than people who do not share the same characteristics. So this includes interests. Like I just mentioned personality characteristics. If you're more outgoing, I'm more likely to trust your. Um, and I'm outgoing, I'm more likely to trust your preferences than, than somebody who is an introvert. Okay, so same demographics, if you're in my age group, gender, race, ethnic background. Um, other desires of, of just, I like to travel. You like to travel. I like poetry, you like poetry. I like art exhibits, you like art exhibits. Right? So the more we could, as marketers show prospects and show leads that people like you with your interests in your age group, with your religious background or whatever it may be. Pick a dimension as many as you can. And this takes some thought and take some analysis of your data and you could show them how those types of people are using and enjoying our products and services. You have done an enormous amount of good to the effectiveness of your marketing campaign and this is exactly social proven identity. Is exactly, is exactly why websites use testimonials, why they use reviews while you have google. Plus page is set up while you have facebook reviews while you want to get instagram, likes, what likes, why you want to get twitter followers. All that reason you might think you're doing it for fame. But the real reason why it works is because it creates social proof. It's a way for people to understand that you are good, your business is good. That is how we make snap decisions. This is how we are buying patterns develop. Um and interestingly enough I found this over and over with client websites and with my own marketing campaigns that I've run um testimonials and reviews that could tap into tribal identity are more important and are more impactful in the buying decision than actual product information. Think about that if you if I had the choice and I do this all the time, I help clients redesign their landing pages all the time in this way to put product information, details about the product that features the benefits, all that sort of great stuff. I always choose to put to highlight a good testimonial and again the testimonial has to be authentic and it has to tap into tribal identity. It has to convey that people like you are using this product. It's so much more persuasive than all the product information because psychologically people want to buy things and they make that initial impression that initial judgment to buy when they see other people like them buying. Yes, the product information and supporting information in the price of the product and the return policy and all those things are important but they're not as important. They're all um secondary and tertiary to the the primacy of social proof. What's beautiful about what we're doing here with facebook chat bot marketing is that facebook provides us a trove of demographic information that we could tap into and we're gonna talk about how to use mobile monkey to personalize messages with specific variables. I'm going to show you an example of the very next page. So here we have a chat bot that I created. Um and here's basically what it says, it's for selling strollers and just pretend this is an example. So just pretend here that I'm a mother of two. Okay, I mean, I don't know, it might not be that hard to imagine but just imagine it. So it says hey Isaac we just completed a massive customer survey and we found that 90% of mothers with two or more Children rated this stroller five out of five stars for portability comfort and easiness to clean and here's a picture of the stroller. This is what jennifer smith, a mother of two said about this particular model. This is by far the best roller I have ever used? The accessories are affordable and they make it so easy for me to stroll my toddler and my newborn around town at the same time, this stroller makes me want to have two more kids just so I have an excuse to buy another one in a different color. Okay, now, of course, this testimonial is not real. I made it up, but you get the idea if you're running your business well, you have good reviews. You should be using them in your chat bots and notice how we segmented this out to mothers of two. This is a chatbot that will go out to all the customers in our database that have identified as mothers and that have two or more Children. Right? And we also have done research of course and we've done um, interviews of course and we've done surveys of course and we've done polls of course to know that easiness to clean comfort and portability are the most important factors. We're combining many elements of good marketing into a chat bot that's gonna have engagement rates that are through the roof. So when you're building your chatbots and when you're drafting your chatbots, it's important to start thinking about the variables that you want to collect about your customers. Right? Which attributes are important. So in our case of the stroller company? It's important to know, are you a mother, how many kids do you have one of the most important product features to you if you're a negotiating seminar, it's important to know um what industry are you in? What type of negotiating do you do? And what location are you in? Because then we know exactly how to market to you and which testimonials to show to you. Right? So it's very important to understand the specific important attributes of your customers that are relevant to your business. Then you're gonna go into mobile monkey and we're gonna build out buckets of specific attributes that we can target and speak with each tribe in a specific way. So for example, for our stroller company, we're going to have an audience in mobile monkey that is only going to send messages to mothers who are expecting. We're gonna have another audience for mothers with one child with newborns, let's say that are under a year old, then we're gonna have another audience from others to and above. We're gonna have another audience for Father's Okay. And our, our drip campaigns and our chat blasts and our and our messenger ads are all going to be tailored to the needs, the desires and the tribal identity of that specific group. That's the power of mobile monkey and and and chatbots, I hope I'm conveying how sophisticated we can get and how effective we can get and how much more powerful it is when you combine these principles like commitment, consistency, reciprocity and now social proof and tribal identity. We're going to segment your drips and the blast, okay, like like we just, I just mentioned by different audiences and you're gonna see these engagement rates literally go through the roof, through the chat blasts and through the drip campaigns through mobile monkey. We're gonna show testimonials, reviews, um product demonstrations, if you have those on video or even product demonstrations based on an image based series, um customer success stories, The sky's the limit. You guys are the ones that have to get creative to figure out how to implement these specific tactics and these persuasive techniques and into your chatbots through using very highly segmented audience segments. Another important tip for using social proof. Everything has to be concrete. Avoid saying lots of people, lots of people means nothing to anybody. But it's much better to say 300 mothers of to have bought this stroller. That's powerful. Right? So when you're using um, statistics and you're using numbers and you're using testimonials. Use concrete numbers, avoid any unsubstantiated superlatives. Like um everyone says this strollers, awesome. No, it's easy to clean. It's portable. It's lightweight, right? Use things that are actually concrete. That means something to everybody that our objective. Um, that's how you get social proof to really work to your advantage. So think about, I mean there's so much you could do here, right? So what I would recommend is a great exercise is take time and write down 2 to 3 different ways that you could incorporate social proof in the and like I said, whether it be um whether it be a product review, whether it be a testimonial, whether it be a product demonstration, whether it be a customer success story, think of ways that you could take the content you already have or try to generate new content like this and use social proof. Use tribal identity to your advantage, similar to how I set it up with the stroller example for your own business, for your own product, for your own products. Um to nurture leads and to engage new leads in a much more effective and positive way. In the next lecture, we're gonna talk about another very important persuasive technique called likability, and we're going to see a chatbot in real time and an example chat about that I built. So I hope again that this stuff is getting your gears turning, that you're getting some interesting ideas here. You're starting to think about some cool ideas for your own chatbots. Um again, the sky is the limit, be as creative as possible and I will see you in a couple of seconds in the very next lecture

Class Materials

Bonus Materials with Purchase

MobileMonkey Support
Facebook Chat Bot Marketing Mastery