So far, we’ve seen chatbots for brands, chatbot-only brands, and personalities. Most of them have, in their own ways, served similar purposes and created similar user experiences.
Acquisition: A user comes in, is shown a product or service’s value through their experience, and is converted to a sale, like downloading an app, purchasing a product, signing up for an offer, or getting a quote.
Utility: These bots are all very different, but their goal is to serve a purpose built on something habit forming: checking the weather, meditating, getting recommendations for menu items based on location, checking scores, story fiction, etc. This is the most common form of bot.
- Subscription: These are passive bots for the most part, and are most commonly used by publishers. Users will “subscribe” to their favorite topics, and receive notifications each day with micro stories or pieces of media.
- Engagement: These are the wild cards. While most bots have a specific goal (and good ones should), some just want to test the waters. This is the “just for fun” category of bots. Here’s an example:
One hybrid model that I haven’t seen yet, is multi individual experience bots, or what I like to call them, influencer bots. To simplify it, fashion and retail brands that have influencer campaigns use 3–5 influencers per campaign. That way, you can show a variety of styles, showcase personalities, ethnicities, and appeal to different demographics. It’s like when you’re growing up listening to a boy band, everyone has “their favorite.”
A bot can work the same way. Especially an acquisition bot, where a user is coming to the bot through a unique entry point (often an ad), or for this example, a parametric QR code. This code allows a user to scan “their favorite” influencer and experience that unique story that lives within the overarching bot. Each influencer can promote “their bot,” and their flow can use their photos, personality, and style. Each influencer is 1 flow within your bot’s architecture.
Let’s look at a visual.
The user could come across one of the QR codes in mailer flyers, retail, social media, via the influencer, packaging, there’s a lot of options. Once they scan it, they’ll be dropped in to the experience with their favorite influencer, and a lot more vested in buying from your brand. It’s an interactive away to surprise your audience, and another way to scale your influencer campaign.
An influencer bot like this would work best for fashion, hair and beauty, fitness and wellness, bands, and more. Anything with custom choices and styles, or a product supported by multiple influencers. Want Black Ops to build one for your brand? Hit us up 😎