April 9, 2020
Ecommerce: Leveraging Influencers, Messenger Bots, and Snapchat Ads | AWasia 2018

Ecommerce: Leveraging Influencers, Messenger Bots, and Snapchat Ads | AWasia 2018

So, uh. Turns out Snapchat isn’t just for
sending d*ck pics right. Alright guys, before we get into who I am and
why I’m here to speak to you, I want to talk to you about the current state of
internet marketing because we’re in this really weird, sort of stage at
the moment, where our success as internet marketers and what we do, it’s all based
on driving traffic directly from an ad to an offer, and we’re just kind of going
through this weird transitional period, where people are starting to do much
more multi-level, sorry, multi-touch point marketing. Where we send people to
from one video to another, and we create custom audiences based on engagement, and
all that sort of stuff, but until now our campaign success has very much been based
on optimisation and media buying skills and tactics and it’s essentially been a
race to zero. Where, as the ad costs go up, because the
Facebook ad real estate is consistent, and more advertisers come into the
market, it becomes a lot more difficult to compete right. So on top of that,
artificial intelligence also coming into the game and that’s playing
a massive factor. It’s a huge element in what’s going on. We’re getting to the
point where we can literally, or business owners are just going to be able to tell
Facebook or Google or whatever it is, how much they think a conversion is worth to
them, punch that in, how much they’re going to make from a customer, and then
put in their creative and Facebook’s going to go and do all the targeting and
everything by itself, and this isn’t progressing at a linear rate. If
you look at technology from the last one to ten years, compared to the last two
years or so, we’re seeing massive increases in this technology and it’s
completely changing the landscape of internet marketing. So if you are
relying on played and old media buying tactics, your business is doomed.
It sounds pretty dull. We’ll get onto it in just a sec why I think this and what direction internet marketing is going in, but
first, I’m Dim Niko, as the lovely introducer said. Founder of Epoch Agency
right. We specialise in paid traffic for private label ecom brands. Team spent
over $10 million on ads and I also create a bunch of content around
all this stuff, which is why I’m speaking to you today, so I can come and
help you out with a couple of strategies and all that sort of stuff. So
as it says, I get a ride out of growth hacking and using unorthodox strategies
to geometrically grow our clients’ companies and our own companies because
at the end of the day, we’re internet marketers. We’re here to make a
lot of money. We’re not here to slowly scale companies and if we want to do
that, we can go back into like the corporate space and get a job or
something like that. We want to find ways to really growth hack and scale very
very quickly. So on top of that, I’m the co-owner and CMO of Ape Athletics, a
fitness apparel company. As you can see, they’re kind of like Gym Shark. We
sell fitness clothing and that means that everything I’m going to talk to you
about today, we’ve either tried through our own company or through our client’s
company. So I very much practice what I preach. I’m not just another
agency owner that’s coming up and talking about what we’re doing for our
clients. We’re actually doing this with our own ad spend for our own business.
Okay, so yeah. So back to what we were talking about before. Where’s internet
marketing going? It’s no longer gonna be a game of media buying and
direct to offer ads. I think that artificial intelligence is essentially
going to make media buyers, or what we think media buyers are today, quite
redundant. It’s gonna be the final nail on the coffin. So as we do
get closer to that break even return on ad spend, we’re going to see a
transition into all of this more strategically driven marketing, which is
exactly what I’m going to talk to you about in a sec. So the bottom line is we
need to be creative with our strategy, we need to think outside the box and I’m
going to give you three strategies that we can actually use or implement
tomorrow when you go home, swipe this stuff straight into your business and
start giving it a crack because there are some massive opportunities that you
guys don’t wanna miss out on. So firstly, Snapchat advertising and Instagram
Stories, they go hand in hand for a couple of reasons, which we’ll talk
about in just a sec and exploiting the undiscovered gold mine that is allowing
us to achieve CPMs of as low as a $1.78 and I think, actually in the stats
when we go through them, it’s even lower than that. So with Facebook
advertising, where it costs 20, 30 40, whatever it might be, depending on
what vertical your advertising in, we’ve seen particularly coming out of Black
Friday now, extremely high CPMs. Imagine if instead of it costing $50 or $30
to show your ad to a thousand people, the power behind showing
our ads to a thousand people for as little as a $1.78.
After that we’re going to go through Messenger bots. A little bit
unconventional. We’re not going to talk about it in the same way that everyone
else is talking about it. Actually, a couple months ago, this was at the start
of the year, we used a growth hacking kind of strategy, where we generated
just under 24 grand sales in a single day, using this weird
sort of giveaway strategy coupled with influencers. So we’ll talk about that and
we’re still using that today. We did it about two weeks ago. Don’t have the stats
on that one yet, but I think we did about 30 grand of sales in the first hour of
one of those product launches. So very much still works today and then Facebook
ad influencers, which sounds kind of funny, no one is doing this. So I suggest you
listen up to this one. It’s essentially coupling Facebook ads
with our Instagram influences to get insane returns on ad spend, but we’ll go
through that in a sec. So, story ads, why are story ads so incredible. Firstly,
a couple of things. The CPMs are ridiculously cheap, particularly with
Snapchat because it is such a primitive platform. I mean, there was no Snapchat
pixel until a couple of months ago, and that means we can build our top of
funnel audiences for super cheap. So while people may not actually
purchase straight out of Snapchat, it means we can drive a bunch of traffic
that we can later retarget and you know, do all that fancy mumbo jumbo. So why
it’s so cheap? Extremely primitive platform, which I’ll show you in just a
sec. The targeting is still super, super basic and you need custom data.
You need to have your own customer list or some
kind of pixel data or something like that, because the targeting like I said,
is really basic. It works off Datalogic’s third-party. Don’t quote me on
that, but yeah also 9×16, which means that business owners or marketers
need to create purpose-made content around Snapchat and Instagram ads, which
just means there are less advertisers in the market and these Instagram
Story ads are a CPM of about $10, so still great opportunity and with Snapchat,
there’s a minimum ad set budget. If we run an ad on Snapchat, we have to set
the ad set budget to at least 50 bucks. The result of that is if you want to run
10 different ad sets to test, you’re gonna be spending 500 bucks a day
right. Considerable amount of money for a business owner that you’re just trying
to get into the market or whatever. So that barrier to entry, that sort of
resistance is why it’s such a great opportunity. So as you can see here, the
stats. This is just a couple tests we ran a little while ago but a total of $1.38 CPM
we were getting like $0.30 swipe-ups with some of this stuff. So super
epic and again, like I said, you can use this for your top of funnel stuff, you
can create conversion-based campaigns now because there is a
Snapchat pixel now, but it’s very – it’s still very new and primitive. So, as I was
describing the targeting before, we can’t actually – like, the targeting is super basic.
I mean if you type “entrepreneurship” into Facebook
advertising, you’re gonna get like a million options pop up, and from there if
you choose one of those, you get like a million suggestions, nothing comes up
with Snapchat. So we have to have our own custom audiences. Again,
another reason why it makes it a lot more difficult for any random marketer
to just come into the space and start playing with it, which means that it is a
great opportunity and it’s super cheap. So hot tip, when you do start playing
around with Snapchat ads, I’ve got two examples here alright. HiSmile, a teeth
whitening company in Australia, they’re absolutely crushing it and you can see
that with the Snapchat advertising, we always want our ad content to look
native, whether it’s on Facebook or Snapchat or whatever it might be and
natively, the Snapchat content is very low-quality I suppose, you’ve got your
friends taking – not d*ck pics, but taking all selfies and quite low-quality, so you
can see that the company here, when we actually put their ads side by side, they
downscaled their content or the quality of their content rather, so that it
seamlessly integrates into the content that is on the Snapchat platform,
and you’ll get much, much better results if you do this. Funnily enough.
So that’s a quick tip. Now, Manychat.
Alright, this is an interesting one. We’ve all heard about Manychat, and we’re almost sick to death of it.
Manychat is essentially just another audience building tool, okay and
it’s all good and well for me to tell you that we use this strategy to
generate 24 grand in sales, but in the process, the more important part is we
created an audience, much like we’ve got our custom audiences and our followings
on Instagram or our influencers’ audiences, we’ve created an audience that we can
constantly broadcast to. We can create multiple touch points. We can send them to
follow-up offers, so that $24,000 in sales is not the end of it. We’ve
put multiple 6-figures through our ManyChat lists and
it’s all about creating the marketing assets. So just keep that in mind when we
do go through this and like I said, we’re still using this strategy. Most recently,
November 18th, where again, I crushed it so, sweet. So why is Manychat so great?
I’ll only briefly go into some of this stuff because like I said, it’s been done
to death but insanely high open rates, insanely high click-through rates. Yeah,
not too much to go through. So there’s the results of the campaign,
which I’m gonna take you through in just a sec, like I said, $23,987 that day and here’s what we did.
We created a growth tool. I’m not sure how familiar you guys are with Manychat.
Essentially, it’s a Messenger bot tool. We created a growth tool that was a RefURL
right and what that means is it’s a link, that when a prospect clicks on it,
or when a website visitor clicks on it, or someone from an influencers following
clicks on it, the following message pops up and it says, “Hey Dimitri, to enter the
giveaway, just hit the button below!” Sweet. They hit the button. They’ve
entered the giveaway. It’s super, super simple because in the past, when we
run Instagram giveaways and stuff like that, it’s always like, “Hey, tag 3 friends
below, and go and follow us, and comment your favorite thing about this.” and it
just gets super complicated. So all we did is we got our influencers to put
the RefURL into their Instagram stories. They literally just created a quick
five-second video that says, “Hey, if you want to enter the giveaway, we’re giving
away $500 worth of stuff. Just swipe up.” right and then when customer
or the prospect or the website visitor swipes up, they go
straight into Manychat and they see this, okay. Then what happens is, once they
enter, they get a message that says, “Hey, come over and follow us.” and that’s
because we want them to follow us on Instagram, that’s another audience that we can retarget with our Facebook ads,
because with Facebook we all know now that, I think for the past 3 to 6 months,
we’ve been able to create audiences based on Instagram engagement.
May have been fair bit longer than that actually. So we get them onto our
Instagram, then they’re pixeled. We can run Facebook ads directly to them. We can
broadcast to them. We’re creating all these epic audiences and then
after that, we tell them to go back and tag their friends, and we tell them
that every extra friend they tag, they get an extra entry, and the reason why we
do that is because we really want to promote virality, and by doing that,
we can put very, very little ad spend behind it or we can have very few
influencers promote it, and the snowball effect happens, and heaps and heaps of
people end up entering the giveaway and getting onto our list. So as I
described, our traffic source was influencers. We do a lot of stuff
with influencers, which I’ll talk about in a sec and you can also do it with
Facebook ads. So you can use the JSON tool, which
essentially is you just click on an ad and the message will open up, or you can
use the common growth tool, and this was a really huge thing. You guys
would have seen in your newsfeeds, people were doing it and they were
saying “Comment “win” below to enter the giveaway” and then a Manychat
bot would reach out. Doesn’t actually work anymore. What you have to do,
because Facebook hates drawn engagement like that, if you run a Facebook ad and
you say “Hey comment XYZ below, so that you can win” then
Facebook is gonna neg the reach and it’s not going to be seen by that many
people. So how I would recommend doing it now is having a more longer-form
response or eliciting a long-form response from the from the customers. So
instead of saying, “Comment “win” below” say something along the lines of, “Comment in
25 words or less, why you love Ape Athletics or why you love our fitness apparel”
right and when you do get the longer-form responses, Facebook sees that and
they think, “Hey, really awesome content from this page. These guys are actually
providing value in the Facebook sphere. So we’re going to give
them a little bit more reach as well.” So the CPMs drop. So the whole
goal with this guys, is to aim for virality, you want people coming back and
tagging their friends as we saw in the screenshot before, and then the snowball
effect happens and that leads us to the winner. So, up until this point, we
may have spent a bunch of money on Facebook ads or influencers and we’ve
built this massive list, now it’s actually time to make some money.
So what we did was we offered a runner up prize to actually drive
conversions from this list. We said to everyone on the list, of course there was
the one winner that won the $500 or a $1,000 prize or whatever it was,
the big prize and then after that everyone won a runner-up prize.
Worked for a couple of reasons. Firstly, it was extremely personalised. So
as you can see here, “Congratulations to full name”, people think that this
broadcast is going out to everyone and it was calling out that specific person. So
we were getting responses that were like, “Oh my god. I’m so excited! Thanks so much
thanks for choosing me!” and then we gave them $15 spending money.
Instead of doing – a lot of people like to do discount codes. Just 15% off.
If we give them a tangible amount and we say, “Hey you’ve got a $15 voucher to use on our store.” If they don’t use it,
they feel like they’re losing something. It’s not the same with discount codes
and that’s why that worked well and then of course, we gave them a “unique
code”, which wasn’t actually a unique code. We can’t we can’t dynamically send out
messages so that everyone gets a different message in Manychat. So we
gave them a “unique code”, again, making them feel as though that had one.
Making them feel real special, and of course, saying that they can only
use this for orders over $75 and it worked great. We got 254 orders
and like I said, just under 24 grand that day in sales. So that brings me to the
third and final strategy or point. Influencer Marketing, and this has been
a hot topic because everyone says that influencer marketing is overpriced and
it doesn’t work anymore and they’ve tried buying shout-outs. See the way it
was two or three years ago, you’d literally just be able to DM pages.
You’d send them a message, you say how much for me to post and it would cost
you 50 bucks. They’ll chuck up a post. They might have 200,000 or 300,000
followers and then you’ll get like a $1,000 worth of sales
come through and people were building whole businesses off this.
It was insane. They were just scaling this up. They were
reaching out to as many influencers as they could and then slowly, influencers
caught on. They started putting their prices up. At the same time, the
market sophistication increased. So the people in the market weren’t as
responsive to seeing influencers’ ads. I mean, we’ve all seen those stupid
bracelets now on Instagram that everyone was selling back then through influencers
and so, it doesn’t work as well anymore.
Or that’s what people think. I still think it’s massively, massively untapped
right and that’s because it’s not about just buying shout-outs and
having a single touch point anymore. We have sponsored athletes. All the
guys that work with us, they work with us for an extended duration, and their
audiences see us over and over and over again. They’ve built a really,
really loyal following with their audience and when the customer or the
prospect does see our product, they’ll see it for months leading up to a launch.
One of our recent launches, we did 80 grand in the first hour. 110 grand
that day all built on influencer marketing, and it didn’t cost us
anywhere near that much for the influencers. So how do we actually
find these influencers? It’s a lot about building relationships and branding and
positioning, okay. You don’t want to just reach out to an influencer and say,
“Hey I want to pay you this much or how much do you cost to put
up a post?” because they’ll just give you an absurd number. What you want to do is
you want to create an ongoing relationship, so that you’re paying them
say a monthly wage or something like that and again, that way their customers
or their followers, rather, see your product on an ongoing basis and then you
get the conversion on the seventh or eighth touch point. Not the first touch
point. So two types of influencers. Macro influencers, of course. We pay
wage plus commission, and the reason we do that, as you’ll see in a second, when
we start talking about the Facebook ad influencers. If we give them a wage and we
sign them on with the contract, they’ve got a little bit more or we’ve got a
little bit more control over them, and we can really get them doing some
cool stuff, when it comes to the ads manager and sharing their audiences and
all that, which we’ll talk about in a sec, and of course, the commission to
incentivise them. Okay. It really helps them get personally invested
and drive sales and stuff like that. So then the micro influencers, they’re
typically 50,000 or less. Sorry the macro are over a 100,000.
These micro influencers, we just pay a commission only, and that’s a
really, really great way at brand building because you just reach out at
mass, and if you’ve built a solid brand and you know how to sell that vision,
everyone will want to get on board. So it’s a little bit easier for us now
with Ape Atheltics, so we’ve got a bit of a name in the industry, but essentially
what you want to do is you want to create and have a very clear mission
statement, a very clear direction that the company is going or the brand is
going. That way people want to be a part of it and then you’ll have no
trouble with this sort of stuff. So why are influencers actually undervalued? The
first one is they’re an instant source of hot traffic. Okay. The influencer has
already done all the heavy lifting for you. They’ve already built up an awesome
relationship with the customer or with the prospect and they already have the
whole know, like, and trust okay, and that means when they post their product,
they’ll drive sales, essentially straightaway. Now, they are still
simply underpriced. If you can build up these relationships and you can
reach out and you’ve got good brand positioning, you will get an insane
return on investment over time from these influences and finally, they also
have audiences. Sounds like a no-brainer. What do I actually mean by that? They have – we’ll get to that in a sec
actually. So, bottom line is all about building relationships. It’s a long-term
game. It’s not just buying shout-outs and then blasting your audiences and stuff like that. Yeah, let’s get into Facebook ad
influencers, and this is a really interesting one. Like I said, no one is
doing this yet. I came across one guy who was a client for a bit and if I told you
who he was and what his companies were, you’d know exactly who he is and he’s
doing this stuff as well. So back onto my point, where influences have audiences
right. As you can see here, we can share these audiences, or these influencers can
share these audiences with your ad account or your business manager.
Two ways of doing it.You can, and this is why again like I said, it’s really
important to get the influencers on a wage where it’s possible. Two ways
of doing it. We can make ourselves an admin or get them to make us an admin in
their business manager or ad account, and they all have ad accounts because
remember, these Instagram pages, if they’ve got 200,000 followers, it’s a
business Instagram page. So it’s a targetable audience with our Facebook
advertising. Or we can get them to create the audience in their
ads manager and then directly share that audience with us, okay.
So what does this actually look like? As you can see here, we’ve got this guy, Max,
he was one of our influences. Epic dude. Really cool guy and what we did was,
we created ads directly targeted to his Instagram following and his email list
and people that are engaged with his Facebook, his website visitors, all that
sort of stuff. Stuff that we can only do because we have him on a wage,
and we’ve got a bit more push-pull. We can say, “Hey, do you mind if
we do this?” and we’re building that long-term relationship. So what we did
was we put up a post targeted to all those audiences.
All of his audiences and then we set them up from our brand, and it said,
“As you can see, as worn by Max Tuning” so when someone’s strolling through their
newsfeed, instead of seeing Ape Atheltics and just seeing some random model in
the photo and not really associating with the brand, it’s just a completely
random brand because the fitness industry is so saturated now, anyone can
go and like, start selling fitness apparel. Instead of it just being another
brand they scroll past, instantly, if they follow Max and they watch his vlogs
every day and they really engage with his content, they’re just going to stop
scrolling, and out of curiosity think, you know, what’s going on here? Who is
this brand? I need to know more. They’ll click through. We’ll pixel them. We’ll start
retargeting. We’ll follow them up with more content, all that sort of stuff
right. So that’s essentially what Facebook ad influencers are. We can
run our ads to the influencers and then to the influencers’ audiences and then the
next step up from that is we can actually set up ads from the influencers
pages, and this is where you’re going to get astronomical returns. So
we’re only just starting to test that sort of stuff. I don’t know if anyone
really doing that yet, at all, and what essentially we’re doing there, again, it’s
super important to have the wage going on so that we can actually post from
their pages, and you might say, “Man, why would these influencers ever let us
post from their pages and do all this stuff?” like I said, it’s about building a
relationship and you can actually create a really great pitch around it. You
can tell these guys, “Hey, we know how hard the organic reach has been,” because
that’s been a massive problem for them right. Organic keeps going down. We all
know organic social media marketing and all that sort of stuff is
kind of a dying breed now, and we need to be in the paid game. So we tell them that,
“Hey, we’re gonna float your ad spend. We’re gonna start creating a posts and
boosting them directly to your audiences. Sure, it might link you out to our
products, but that’s fine and you’re gonna start seeing a stronger connection
develop with your followers again, as it was back in the golden days” when they
could just grow their Instagram accounts like crazy and organic was the thing
right, and on top of that, when we’re marketing to colder audiences and
lookalikes from their pages because people, or we are testing this like I
said, but I’m thinking people are going to be a lot more likely or a lot more responsive to a post that comes from an athlete,
even if they haven’t heard from him, than a brand, if they haven’t heard from the
brand. So yeah, we’re doing that and when we told them that, “Hey we’re gonna
be marketing to new audiences. Your following is going to grow. We’re all
going to benefit.” It’s gonna keep everyone happy. So that’s what we did.
Here’s one of the ad sets that we ran. It got a 6.34x return.
That’s just to his email list and that was pretty epic, and
on that day, we had a launch and using all these influencers and all
these strategies, we did just under a $111,000 in sales on that day.
So worked incredibly well guys and yeah. So the truth is that was
just three. Really, there’s no end to this, okay. So I challenge you all. When
you are doing your marketing, start getting really creative with the strategy.
Instead of just going direct to an offer, start thinking about how you
can start adding a bunch of touch points between the initial ad that you run
and actually asking for the sale. See what you can do with that, so that
you can really build a relationship and start building a brand with your
customer because that is the direction that internet marketing is going in, and
if you’re continuing to just go direct to offer and try and optimise and race
to the ground, it’s only gonna end one way and we discussed that earlier. So
guys, that’s me, Dimitri Nikolakakis. Shoot me a friend request if you like.
Any questions you’ve got, just ask away and I believe we’re gonna have a Q&A now?
Is that what’s going on? Beautiful. Thanks guys. Let’s give it up for Dimitri Nikolakakis.
Thanks man. No problem. Your joke at the beginning there
about Snapchat d*ck pics. My name is Eric Dyck, so all my all my pics are d*ck pics.
Beautiful. That’s my best joke that I’ve ever made up. So alright. So Slido.com AWA18
to ask some questions. We have some good ones here. If there’s any that
that pick your – that sound good here. To start with the top one there from Xavier,
what platforms do you suggest for influencers? Do they all include micro
influencers too or do you have other suggestions for platforms?
Okay. So we don’t actually go to these platforms at all. We find that when we are
going into the platforms, you’re comparing basically – it’s a very
different dynamic. If we’re reaching out directly to the influencer
from our brand page and saying, “Hey, we’ve got this massive opportunity for
you. We’re not sure if you’re the right fit. We’d love to have a discussion and
kind of see.” versus talking to an influencer on a platform that’s there
purely to make money, they’re just hopped onto the platform so that they can
monetise, that’s the only interest that they really have in mind.
We find that we get much better results. We get better deals. We find better
influencers that are really into and that really get around the brand by directly
reaching out and actually building a relationship. So yeah. We tend to stick
away from the platforms. This is just one that I have that I’m interested in. With influencers, like engagement is such a
big thing. There’s a lot of people that have a big followings but they’re
garbage. They don’t have any engagement. How do you – is it literally an
eye test that you go through and look at someone’s following and see how much
people are actually engaged? Do you have metrics? Yeah there are some metrics.
One of the other guys in the business handles specifically how we scout the
influencers and the metrics and stuff, but when we are looking at it, there’s two
sides of it. There’s the metrics and there’s also the engagement, but not
the engagement from a metric perspective where you’re saying, “Hey, we got 100,000
influencers – 100,000 followers. 5% of their audience is liking.
1% is commenting.” We actually go through their comments
and see what they’re saying about the influencer, and you’ll see,
you’ll quickly be able to tell the difference between the really fanatic
followings that are super loyal. Particularly, when you start comparing,
you might have a look at the influencers Instagram audience and then head
over to YouTube and look at their audience there, and if the same people
are commenting on both, you know that they’re building up a really awesome
tribe that’s following that influencer all around the internet. Cool.
Top question on here is Facebook against ManyChat? Do you know anything about
this? Are they planning to ban them so that you just used their platform natively?
Not that I know of. Not planning to ban them. There are a lot
of rules that Facebook’s put in place to avoid ManyChat and Messenger just
becoming like email marketing. So you can’t send promotional messages if
you haven’t had an interaction with the person at least in the last 24 hours and stuff like that, but there are ways you
can go around it. That’s a whole other topic about like broadcasting types
and stuff like that. Cool. You mentioned ManyChat. Have you tested
other messenger bot tools? What are the pros and cons to ManyChat? I’ve heard
Chatfuel is good too. Yeah, great. I’ve only used ManyChat, but yeah there
are tools, Chatfuel, Octane. I think the major shortfall in ManyChat and where
it becomes a challenge in ecommerce is that there’s no revenue tracking
right. So if you create a broadcast and you drive traffic to an
offer, you don’t know unless you’d like to start playing with UTMs and
stuff like that but natively, ManyChat doesn’t have revenue tracking in the
same way that like email marketing software does like Klaviyo, you know.
Yeah. Do you use UTMs on top of whatever you do? Yes, yeah.
UTMs, affiliate links for the affiliates. We can track that sort of
stuff. Really important to know what’s going on and tracking all the success. So
yeah. Nice. How long in minutes and seconds should the Snapchat or Instagram
ads be? 15 is the max. 15 seconds is the max. Yes. So Snapchat adds are 10 seconds, I believe and Instagram ads are 15 seconds, but having
said that, with Instagram ads the story ads you can set up carousels. So
you can have three 15 second story ads within the one ad, that way when the
person’s like clicking through their stories, like rapidly through all
their friends stories, and they come to yours, they have to click three times
before it goes away. If that makes sense. So that’s a cool little trick. Yeah, I’d
recommend doing that. That’s great. Just one from before, not how much is
your revenue from Messenger ads but what percentage of your revenue would
you say, that you bring in, is from Messenger? It’s hard to say. I mean, we could –
I guess that’s really an attribution question because we
have so many touch points and we’re building up a brand, I could say that say
10/20/30 % is from ManyChat but they may have come from an influencer before
that or they may have clicked on a Facebook ad after coming through ManyChat.
So because we are focusing solely on like building up a brand and
having that really awesome tribe of followers, it isn’t so much so that we’re
directly generating revenue from ManyChat, more so that it is just a culmination
of all these different efforts. A piece of the tapestry. Yeah, absolutely.
That’s really cool. So what do we have here. How much do you pay on
average for them to do consistent posting? Cause you mentioned you have the
two-pronged effect. You have sort of the retainer that you have with your
good guys. Then there’s a per post fee as well. Like what is that – what does that fee look like?
Cool. Like the number one question I get all the time. It really
comes down to the relationship that you have with the influencer alright.
We have some incredible, incredible influencers that
have hundreds of thousands of followers that might pay like a couple hundred dollars a month for. Plus commission of course. And then there are
some that, when it’s like a completely cold outreach and it’s someone that we
really want to work with that has a big name, they might cost three, four, five grand a month. So it’s not astronomical.
It’s definitely achievable but yeah, that’s to give you an idea.
Okay, cool. Have you dabbled with YouTube influencers at all? Yes. So these guys, all these influencers that we
have, or most of them, are YouTube and Instagram side-by-side. So most of
the reach out happens on Instagram and through our networks and stuff like that.
If we have a really great influencer, they’ll have a bunch of
influencer friends and these guys, particularly in the fitness industry,
have YouTube followings as well as Instagram. YouTube is awesome. 100,000
engaged subscribers on YouTube is gonna be so much more valuable than a
100,000 on Instagram because some of these guys put out like daily
vlogs and their audiences watch them day in, day out. For hour sometimes.
They give hours of their day just to these influencers, you know. So when you’re
playing with that sort of stuff, you get insane returns as well. Very cool.
How many promotional messages in Messenger are enough? This is a question –
I’m always interested like, there’s another question here about email versus
Messenger and do you sort of segment the kinds of messages you send in
Messenger? Do you have a specific kind? Like in Messenger, you kind of have
to give content or you have to give a little bit more? Yeah.
Yeah, I mean. Sorry? Yeah that’s pretty much it. How do you not come across
a spammy? We are really careful with it. We don’t broadcast anywhere near as much as we do with email.
Email we might have a weekend where we send, like if we’ve got a product launch, we might
send eight or nine emails that one weekend to our customer list and the
equivalent on the ManyChat side will literally be like maybe one when we
launch and go live, and then one when the scarcity is coming up,
and it’s we’re gonna have like a price increase or a deadline or whatever it
might be. So like four to one ratio. Yeah, yeah. Definitely gotta be careful
with it. You don’t wanna get your page banned r blocked from
the Messenger bot as well. Nice. What products and – so this is an interesting one.
What products and niche to start with? What sort of like, what’s an average price of
a product that you found to be really successful in this space? In this space
particularly, there are a lot of brands coming out now actually that are going
for higher ticket, like super premium fitness apparel brands and that means
that you’ve got a lot more play, a lot more margin so that you can start
running your Facebook ads and maintain profitability and from there, scale right.
So I think, essentially, at the end of the day, price isn’t really a major factor
particularly with something like this, where we’re building brands. People
are buying because they associate with the brand, not just because they want to
buy the cheapest t-shirt or whatever right. So higher the price, the better. It
makes it a lot easier when it comes to your Facebook advertising or whatever
advertising that might be. Yeah, nice. One last question here. Just give us through
like what an email to an influencer might look like. Like, just
read it out. Sure. So it would go along the lines of, “Hey, mister influencer. My
name is Dimitri, I’m the CMO of a fitness apparel company called Ape Athletics.
You can check it out here” and we linked them out to it, “Our mission is to build
one of the greatest fitness apparel companies in the next 12 to 18 months
and we’re looking at building a massive team of absolutely incredible influencers
to be a part of that journey. So looking at doing expos, doing all this
cool stuff, like I said, selling the dream and from there we’d like to see if
you’re a fit. We’d like to have a chat just to see if the opportunity is right for you, and when are you available to get on a
call.” That’s the kind of message. Pretty simple. Straightforward. Yeah. Pretty simple.
But having a quality product is super key in that equation. Yes that’s right.
Yeah, absolutely. And making sure your brand is aligned with theirs. Absolutely.
That’s right. Very cool. Yeah. Well let’s give Dimitri one more round of applause.
Thank you so much. Thanks man.

3 thoughts on “Ecommerce: Leveraging Influencers, Messenger Bots, and Snapchat Ads | AWasia 2018

  1. Chłop ma krawat o 15cm za krótki ale mówi tak złote rzeczy że jestem cały mokry od samego oglądania

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