{"id":11957,"date":"2019-05-02T10:31:21","date_gmt":"2019-05-02T10:31:21","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=11957"},"modified":"2020-10-21T10:36:32","modified_gmt":"2020-10-21T10:36:32","slug":"facebook-messenger-takes-centre-stage-for-customer-service","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/facebook-messenger-takes-centre-stage-for-customer-service","title":{"rendered":"Facebook Messenger takes centre stage for customer service"},"content":{"rendered":"

\u201cThe future is private,\u201d proclaimed Mark Zuckerberg at Facebook\u2019s F8 developer conference this week. <\/span><\/h2>\n

Zuckerberg talked about creating the \u201cdigital equivalent of a living room\u201d where you can interact privately, sharing private updates with individuals or groups of friends, making secure payments, and sharing your location. <\/span><\/p>\n

At the heart of this is Facebook\u2019s new messenger app. It’s being redesigned to focus on \u00a0\u2018interoperability\u2019 between Facebook\u2019s services, and will be encrypted (similarly to WhatsApp). The new Messenger, which will include a desktop app, will include a \u2018friends\u2019 tab. You\u2019ll be able to see what all your friends are sharing privately with you on Facebook, Instagram and WhatsApp. <\/span><\/p>\n

Zuckerberg outlined six principles that will inform the development of future services from Facebook: <\/span><\/p>\n

    \n
  1. Private interactions – simple intimate spaces that are private. <\/span><\/li>\n
  2. Encryption. Not even Facebook will be able to see what you\u2019re sharing. <\/span><\/li>\n
  3. Reducing permanence, so messages that you don\u2019t want to hang around forever, won\u2019t. <\/span><\/li>\n
  4. Safety. <\/span><\/li>\n
  5. Interoperability between Facebook\u2019s platforms <\/span><\/li>\n
  6. Secure data storage. Facebook says it won\u2019t store data in countries where data \u201ccould be improperly accessed, either because there is weak rule of law, or because a government might try to forcibly get access to your data\u201d.<\/span><\/li>\n<\/ol>\n

    There\u2019s clearly a tension here between brands wanting to use Facebook<\/a> as a platform for reach and engagement, and what Zuckerberg sees as the future, i.e. private messaging between groups of friends on Messenger.<\/span><\/h3>\n

    But with 40 million businesses using Messenger, and 20 billion messages being exchanged between businesses and their customers each month, perhaps he doesn\u2019t need to be too worried yet. Facebook has invested in making Messenger a more effective tool for brands to connect with customers, introducing a raft of features such as: <\/span><\/p>\n

      \n
    1. The ability to book appointments (integrating with calendar apps)<\/span><\/li>\n
    2. Lead generation tools, including the ability to create lead generation campaigns in Messenger, with a new lead generation template in Ads Manager. New leads can be qualified with an automated Q&A within Messenger, and integrated to a CRM<\/span><\/li>\n
    3. An authentication tool that automatically authenticates and redirects a customer to Messenger so they can get a personal experience. <\/span><\/li>\n<\/ol>\n

      All this points to a future where private, personalized and human-led communication is at the heart of a brand\u2019s social media customer service strategy.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

      \u201cThe future is private,\u201d proclaimed Mark Zuckerberg at Facebook\u2019s F8 developer conference this week. Zuckerberg talked about creating the \u201cdigital equivalent of a living room\u201d where you can interact privately, sharing private updates with individuals or groups of friends, making secure payments, and sharing your location. At the heart of this is Facebook\u2019s new messenger…<\/p>\n","protected":false},"author":10,"featured_media":11960,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sync_status":"","episode_type":"","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[35,335],"tags":[],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/05\/1ABF56BA-A142-4C2F-9BE0-B8358FFBC1E0.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"

      Facebook Messenger takes centre stage for customer service<\/a><\/blockquote>