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Quinn Brenner was living a nightmare. Her mother passed away. She was rejected from drama school. Then, as she was leaving an audition, she was hit by a car. After flat-lining, Quinn managed to survive, waking up in the hospital with two broken legs. Throughout this grueling recovery, her phone was her only connection to the outside world.
She was a bot. This is pretty astonishing, considering millennials send 67 texts total on a daily basis. Quinn is just one example of a fast-moving product trend. Messenger apps like Kik are reviving bots for the benefit of both products and users everywhere. As the first platform to launch bots about 18 months ago, Kik has since seen spectacular engagement from users when products build bots right.
For products, this is the new gold rush. But first, product managers and developers need to know how to make a bot. For he of product everywhere, bots are getting on their radars as a new way to serve their communities in a personalized, direct and familiar way, especially within messenger apps.
While Kik is currently on a closed platform, the Kik team also realizes that the gold rush is only beginning. This means that bots have potential not only for massive movie promotions but also to spur engagement and drive revenue for anyone from e-commerce to SaaS and beyond.
But how does a product manager or developer even get started? First, you need to know your bot-history.
Bots have existed almost as long as computers. And as of late, a lot of innovation. The rules of how to make a bot have changed, but the magic of bots mainly boils down to reducing friction. Creating a frictionless experience via bots has been vastly overlooked by businesses, and herein lies the gold rush potential.
Other leading chat apps like Facebook, Slack, and WhatsApp have successfully integrated bots in some forms, as well. Even Quartza media outlet, has recently launched an app that employs a bot to distribute curated news in a familiar text interface. Bots need to improve upon what already exists, creating something that will ultimately feel irreplaceable to a user. In this new gold rush, companies can begin to reimagine what it means to connect with a customer in a very personalized, one-on-one, and yet automated way.
It may be intuitive, but companies should survey which bots have been successful and which ones were unpopular. For example, do you remember Clippy, the paperclip? Treat it as such. Bots are unique to products and their goals, and they are only as successful as they are built to be. Teams, first and foremost, need to know what bot is right for their product. Each quadrant can be optimal for all different types of bots. This is where Funny Or Die thrives on Kik. Keep reading to see those crazy ! However, these could be one-off bots created for a concert or event.
Ridesharing, e-commerce, delivery or even banking bots could also fall into this quadrant.
It just depends on the product and what needs it fulfills for the user. Whether backstage or in the nosebleeds, as a chatter, you could blast out gifs and videos shortly after they happen, slowly raising the FOMO levels to dangerous levels in everyone in your network. It just means that it was a bot deed for that quadrant. Developers are trying to chase that. Just like when you first start texting with your crush, bots that play hard to get build stronger relationships over the long run than those bots that come on too strong. Teenagers loved it.
In building anticipation, the Quinn bot also had high engagement rates. As mentioned before, the text exchange, compared to typical bot conversations, was 10x higher than usual. In the case of Quinn, a bit of patience paid off big time. Instead, Foodbot lets the user come to it. When your bot has just the right touch that works for your product and your audience, your bot will be well on its way to retaining its users. This brings us to the last rule:. When building their bot with Kik, Funny Or Die knew that if they kept their followers laughing, their users would keep coming back.
The comedy website decided to concentrate on engagement in order to create a virtuous cycle. Serving laughs over proved to be successful for their engagement and community growth rates. Funny Or Die found the typical chatter would engage with about 25 pieces of content in each session, lasting about 3. As a result, its memes spread like wildfire across Kik. By building a community that prioritizes user engagement above all else, Funny or Die saw higher conversions, too.
In comparison, the comedy website pumps out content nearly five or six times a day on social networks like Facebook and Twitter and still sees lower conversion rates. Rather, messenger bots hold the potential to serve customers more so than brands and products ever thought they could before.
They are going to continue to play a major role in web traffic, marketing, politics, news, and soon, how mobile products are distributed on messenger platforms. Product managers and developers may feel hesitant to experiment with bots, but Kik is leading the charge. So at this major inflection point, where messenger apps like Kik give companies the platform to deploy bots to reach new customers, bot-makers need to agree on a code of conduct. Because with great bot-making comes great responsibility.
Are you in NYC? Imagine you run a lemonade stand.
Elad Gil spends a lot of time thinking about what makes SaaS companies work well. We sat down with the …. Teams are praised whenever they release a new feature or product to their customers. Imagine the internal 'pat on the …. If you encounter issues, please disable your ad blocker. Thank you for contacting us! There was an error with submitting the form. Kik tells you how to strike it rich. For product managers and developers, the hurdle will be figuring out the optimal frequency of human-to-bot interaction. This brings us to the last rule: NO 3: Bots must prioritize engagement above all else.
Because when you do so, community growth and conversion will follow. Related articles. Innovators Elad Gil on getting your metrics and your story straight to succeed in SaaS Elad Gil spends a lot of time thinking about what makes SaaS companies work well. Daniel Bean Editor Mixpanel. Product Foundations Upsides to unshipping: The art of removing features and products Teams are praised whenever they release a new feature or product to their customers. Keya Patel Operator in Residence, Reforge.
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Step 2: Create a Kik Bot