What You’ll Learn
By the end of this lesson, you will be able to:
- Design and develop a Messenger experience for your business.
- Identify the steps needed to go from planning to execution for your Messenger experience.
Building a Messenger Experience
Once you determine that a Messenger experience will fit your business goals, you are ready to start planning for its development and production.
We have broken down this process in five steps to help you turn your idea into a fully fledged Messenger experience.
1. Identify Your Approach
You have three options with the approach you take. Each approach has benefits and drawbacks depending on the size of your Messenger experience initiative.
As you review the options below, determine how your choice will impact your short- and long-term business goals.
Live messaging is the simplest solution to start with. Messenger is connected to your brand’s Facebook Page, so you can manage your inbox through your Page or Business Manager.
As your chat volume grows, you can consider integrating some basic automation to your messaging, like greetings and instant replies. You can also move to a fully automated approach.
For automated messaging, you’ll need to work with a developer like ManyChat, Chatkit or Chatfuel. These developers offer a range of options from pre-built templates to self-serve tools.
2. Build Your Prototype
It may be helpful to build a prototype of your new Messenger experience before you build the experience itself.
Botsociety is an online tool that can help you build quick and easy prototypes. You can also export videos and wireframes. It’s free to get started, and can help bring your idea to life before you dive into full development. It’s also a great tool for presentations.
3. Find the Right Developer and Production Partner
When you’re ready to dig in and build, finding the right developer is important. Facebook’s Solutions Explorer can help you identify Messenger developers by country, language and expertise.
In addition to building the Messenger experience, you’ll also need to produce any photo, video and audio assets. If you’re building a Messenger experience in support of a bigger campaign, consider producing assets for Messenger together as part of that process.
4. Anticipate Customer Needs
Beyond designing and building the conversation you want to have, think about what the people who message you will want to talk about. Are there questions and topics that frequently come up?
Anticipating these ahead of time, and proactively building them into your messaging experience, will help you meet the needs of your customers and avoid drop off.
The good news is you probably already have this information. Consumer research, CRMs, website analytics and even the content of your Facebook Page and messages can provide helpful insight about the kinds of conversations people want to have with you.
WestJet has done a great job of anticipating their customers’ needs. People can choose to browse frequently asked questions or be connected to a live agent.
5. Test, Measure and Optimize
Once you’ve built your messaging experience, you’ll have the opportunity to test, measure and optimize it.
The Messaging Insights API can help you do this, and so can your developer. You can also integrate App Events into your bot to set up reporting in Facebook Analytics.
Of course, you can get reports on your click-to-Messenger ad performance through all of Facebook’s ads measurement tools.
Finally, consider building mechanisms for feedback into your bot itself.
In this example, people can report errors and share screenshots directly within the bot. This is a great way to get high quality feedback on what you’ve built.
Think About It
To create their Messenger experience, LG Mexico spent a lot of time planning, designing, developing and testing to ensure the official launch was optimized for success.
Below are the steps they followed to create their experience. Sort these steps from beginning to end of the process.
Check out these resources to continue developing your skills.