The goal of the project was to gather as many Facebook Messenger subscribers as possible via a viral giveaway.
Spoiler Alert!
We nailed it! We just run a Referral Marketing campaign via Facebook Messenger (with a giveaway bot).
Btw, Viral Loops for Messenger is live on Product Hunt!
A little context before we proceed.
The prize?
The giveaway through the referral marketing bot runs in a time span of 20 days; that means that we gave 1 trip every single day!
The flow of the giveaway was exactly the same as any referral giveaway:
But there’s a twist.
As I wrote in the beginning, the goal was to gather messenger subscribers. Up to now, giveaways that worked with a referral marketing program registered participants with an email address.
That means that after grabbing the users’ email address, we should email them in order to subscribe to the page’s Messenger.
We knew that our funnel would leak a lot. We would lose a huge number of people that could potentially bring us more participants.
So, the question emerged:
“We have the technology for the referral system. How we take advantage of it without losing leads trying to convert them from email to Messenger subscribers?”
We had to get email outside of the equation, and there was no system that could do this.
We had to build it a giveaway bot ourselves. And goddamn, we did it!
We took all the knowledge we had on Messenger bots
This way the audience was able to participate in the campaigns from inside Facebook Messenger, and directly invite their contacts. It was a bit tricky at first, but the final result inside Manychat looked like this:
Viral Loops for Messenger is live on Product Hunt!
Important Note:
Facebook Posts linked to this Growth tool should not prompt people to leave a comment with a specific keyword. It should open up a conversation (as viewed in Yava’s post above). In a different case, Facebook will probably give a low-quality score to your post, which would bring a significant drop in its reach.
This was also implemented using the same referral marketing bot.
Important Note:
Facebook Posts linked to this Growth tool should not prompt people to leave a comment with a specific keyword. It should open up a conversation (as viewed in Yava’s post above). In a different case, Facebook will probably give a low-quality score to your post, which would bring a significant drop in its reach.
7 comments
Hi Apostle
Great piece of content!
Can I kindly ask You to show more detailed view of the complete manychat flow?
Hi Mackensie!
Thanks for reaching out. We are big fans of your content 😃
We’ve also reached out to Facebook, and it’s not clearly stated if incentivizing people for referrals in giveaways is compliant with their TOS. However, the value such a giveaway campaign brings is much more than extra entries for an invite.
This is why we chose to be on the safe side, and removed entries as an incentive for referrals. We still track referrals and prompt users to invite their friends based on altruism—and it works like charm in terms of results 😄
Also, we added more actions (eg. follow on Instagram) for more entries.
This is wordeful! Thank you guys for using such a smart technique in generating referrals. I´m wondering when will I be able to use this in Brazil! I´m a referral marketing specialist and Viral Loop addict. Been waiting a long time for this. Loved the “Entries” feature. Only who deeply know referral would have thought about it. Congrats Savvas and team!
Hey there Rodrigo 😀
Thank you so much for your kind words, bro! We really appreciate it. We launched Viral Loops for Messenger yesterday, so now you’ll be able to build your campaigns.
If you’re existing Viral Loops user, you can find the template for Messenger among our other available templates.
If you’re not a Viral Loops user, just follow this link to the Product Hunt Page of the launch:
https://www.producthunt.com/posts/viral-loops-for-messenger
The reason I’m sending you there, is because by signing up throught it you’ll get a 50% discount FOR LIFE.
Hey Melissa!
That’s a big question, and the answer really depends on what your writers are doing right now. I will list some things (in a chronological order) that could make an impact.
1. They should realize that “digital” means ecosystem.
2. Connect all their personal digital properties. e.g. website with social media.
3.Get an agent that can book you appearances everywhere (book presentations, interview, etc.)
4. Build a Messenger Bot.
5. Create free quality content for their existing audience.
6. Distribute it.
7. Prior to the publishing of a new book, run a giveaway on Facebook Messenger (like the one you read in the case study above), offering free copies of the upcoming book. They should distribute the giveaway to all their available channels. That means even in physical places (by providing a QR code for example).
8. Follow up the leads with a quiz that can provide more info about their personal preferences and tastes. (People may like you for a ton a different reasons). You need the info in order to create more personalized experiences.
9. Broadcast to your Messenger subscriber only material that resonated to their preferences.
10. Don’t use the bot only for marketing. They need to keep their eyes at the messages they’re receiving and answer questions.
11. Repeat steps 5- 10
I hope I helped!
If your writers want to run a viral giveaway through Messenger, we just launched Viral Loops for Messenger
If they are existing Viral Loops user, they can find the template for Messenger among our other available templates.
If they are NOT a Viral Loops user, just follow this link to the Product Hunt Page of the launch:
https://www.producthunt.com/posts/viral-loops-for-messenger
The reason I’m sending you there, is because by signing up throught it you’ll get a 50% discount FOR LIFE.
Great campaign, however what percentage of the 35k new subscribers went on to become gym members? (I assume that was the main objective of the campaign?)
Hey Katie!
Yes and no.
The objective of the campaign was to generated leads for future promotions. Unfortunately, we don’t have any data because due to the COVID outbreak the gyms stayed closed for a long time.