Generating Leads through Conversations
As technology pervades more and more aspects of our daily lives, we constantly strive to make each connection meaningful. And often, it begins with a simple conversation.
The Power of Conversation
Filipinos invest a lot of time into their connections, and this also translates in how they conduct their day-to-day affairs online. Filipinos are now more than ever bringing their conversations online, spending over 10 hours per day on the Internet. Chatting and messaging apps have become an integral part of modern-day relationships, whatever the nature. And Messenger, the convenient, straightforward messaging app from Facebook, has steadily emerged to be the preferred platform of Filipinos. According to the Global Web Index, 80% of Filipinos surveyed online use Messenger.
Beyond using messaging apps to stay connected, Filipinos are also increasingly using messaging to engage with businesses. Whether it’s for booking a service, inquiring about product details, or sharing feedback, messaging has ultimately changed the way Filipinos consume—allowing them to effectively communicate and even establish relationships with businesses.
Harnessing the Potential
Today more businesses of different sizes have recognized the impact that conversation makes, not just in connecting people, but also in achieving their goals.
Globe, a leading full-service telecommunications company in the Philippines, is constantly looking for ways to innovate in order to deliver on their promise of connecting people. One of the leading telecommunications providers in the country, Globe sought new ways to expand connections of families both here and abroad. The company also sought to increase their market share through lead generation for their broadband offering.
Globe found the perfect opportunity to start conversations.
The Right Platform
With Filipinos’ heavy use and preference of the Messenger app, it was clear that it made the perfect platform for Globe’s lead generation initiative. The company partnered up with Innovantage, a Facebook Marketing Partner who helped develop a chat bot for their Messenger.
For this collaboration, Globe ran a campaign to test their specially created bot aimed to generate more leads for its broadband offering and to help connect even more families around the world.
The campaign used click-to-Messenger ads to reach people in need of a broadband provider. The click-to-Messenger ads featured a short video which displayed how to get broadband connections in three easy steps via the bot for Messenger.
Better Connections, Better Results
Globe’s campaign yielded great results. Leads increased threefold compared to other online channels within the same period. There was a 10x growth in chat engagement and overall, 50% lower acquisition cost.
Having achieved positive outcomes with Facebook Messenger on their initial campaign, the bot for Messenger has been added as a continuous feature in Globe’s customer service offerings.
Let’s Talk
According to Michelle Fernandez Castillo, Digital Experience Director at Globe, “As customers’ needs evolve and messaging becomes increasingly popular in the Philippines, we are adapting our services to cater to what our audience wants, offering customer service supported by a bot for Messenger.”
“We are proud to have created the first bot for geo-targeting in the Philippines and will continue to innovate, thanks to these great results,” Castillo adds. Globe’s success story is proof that innovation, along with the drive to forge deeper connections with consumers, is key to better business results.
Read more about this success story here.
