//The Ultimate Guide to GDPR and Facebook Messenger Marketing by @virginianussey

The Ultimate Guide to GDPR and Facebook Messenger Marketing by @virginianussey



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When you venture into a new territory, you begin by learning the basics. With regard to Facebook Messenger marketing – everything is new territory.

Add to that the changes that came into effect in May, taking into account the European Union's general data protection regulations.

GDPR sets the rules you follow to make sure you stay compliant or face fines of 10 million euros.

So, consider this guide as a guide for Facebook Messenger marketing and GDPR issues.

we examine the rules of the road, we will do a small test drive.

I will show you how to unlock new marketing successes with Facebook Messenger marketing while remaining fully GDPR compliant.

The Basics of the General Regulation on Data Protection in the European Union

Let's start with a quick review of the basic principles of the RGPD and the marketing rules via Facebook Messenger.

stay on the safe side of the law and you do not violate any of Facebook's requirements.

There is a lot of information on the details of the RGPD, some easier to digest than others.

Fortunately, the basic concept is quite simple.

To meet the new standards, your communications must be:


This means that you must obtain consent to receive messages using an opt-in. model.

This also means that you agree to keep all personally identifiable information of the customers.

And, super important: you must be able to honor all requests for deletion of customer data.

All of the above features will be incorporated into a good Facebook Messenger marketing platform.

The RGPD applies to all EU citizens, regardless of your company.

If you are doing business in the EU or if you have personal information about EU citizens, then these rules apply to you.

If a little more information on the GDPR would be helpful, take a look at my recommendations:

Facebook also defines rules and publishes guidelines that apply to Messenger marketing.

It is therefore essential to keep them in mind if you want to make the most of the platform.

Here are four rules of Messenger marketing that you must follow:

1. Get User Involvement

As Facebook has said, you must give people control of the messages they receive.

It's easy to create an opt-in chatbot to confirm your communications. they will receive.

2. Follow Facebook Messenger Rule 24 + 1

When Facebook released its Messenger API, it established basic rules to prevent spam on the platform. form.

24 + 1 Rule.

A business page can send an unlimited number of messages to a new contact within the first 24 hours of contact. Once this period has elapsed, the page can send a promotional message after that.

However, if the user uses a message (ie messages, including clicks), the 24-hour clock is reset.

3. Use Subscription Messaging

When sending automated messages in Facebook Messenger, you specify the purpose of the message by choosing from about thirty different functions :

Event Recall.Updated Appointment.Presentation Update.No

Companies can enforce Facebook Messenger's credentials for email status Subscription and, when approved, they can send subscriber updates.

There is actually a deadline of December 31st to apply for the subscription mail status.

4. Always let people know how to unsubscribe by typing "Stop" at any time

If you use MobileMonkey (disclosure: my employer), you do not have to worry about management of the unsubscription process; you get a complete solution right out.

Otherwise, you will need to develop this feature and make sure that subscription requests are handled in a timely manner.

Demonstration of a Facebook Messenger & GDPR Compliance Discussion Explosion

The easiest way to understand the steps to follow to stay compliant is to see its creation in action.

Let's take a look at what makes a cat compatible with GDPR and Facebook Messenger. looks like practice, using the MobileMonkey Blaster Chat tool.

Step 1: New contacts when someone sends a message to your Facebook business page


The Facebook API provides standard information about all your new Messenger contacts:

Name and surname.Gender.Local.Time zone.When they became a contact.

Because the rule of Facebook is that you can send an automated mess aged to your new contacts, take advantage of them to invite them to receive subscription email updates.

Step 2: Welcome to new contacts with an invitation to participate

in progress. These are the same steps you followed to create a free chatbot on Facebook Messenger with some special notes.

You will invite people to sign up for updates. press a button for "yes" or "no".

If the user touches "Yes, sign me up!", He has allowed you to send additional content.

What does our membership page look like in the chat:

 opt-in for facebook messenger "width =" 380 "height =" 606 "data-original = "https: //cdn.searchenginejournal.com/wp-content/uploads/ 2018/09 / secure-clear-opt-in-380x606.png

When you create conversation messages in MobileMonkey, this is equivalent to creating an email with the help of MailChimp. You use a visual content generator and add content with widgets.

The available widgets allow you to add different types of content with a simple drag-and-drop approach, allowing you to rearrange content by drag-and-drop.

 drag-and-drop-widgets-for-facebook-messenger-chatbot "width =" 600 "height =" 375 "data-original =" https://cdn.searchenginejournal.com/wp- content / uploads / 2018/09 / drag-and-drop-widgets-for-facebook-messenger-chatbot.gif

The widget you use to ask a question to the user and provide it with buttons for their answer is the quick question:

 quick question widget "width =" 1852 "height =" 1264 "data-original =" https://cdn.searchenginejournal.com / wp- content / uploads / 2018/09/4-quick-question-widget.png

Quick Question is my favorite widget because it encourages user interaction – easy answers at the touch of a button.

Take note of the "BLOGSUBSCRIPTION" attribute that avoids contacting profiles. We will use this attribute to create the custom audience segment.

Step 3: Creating a custom audience segment of subscribers for sending messages to

It's time to create a personalized Messenger audience. This creates a list of message recipient contacts.

Use the Audience builder to filter contacts using the custom variable that identifies subscribers who have chosen to register:


Since the audience generator, create a new audience and filter your contacts with the attribute of fact in step 2 and the value "yes, register!", Which reflects a subscriber opt-in.

Chatbot Generator to create chat content, including unsubscribe language

For the next step, we will send a message to subscribers who follow the messaging guidelines and GDPR subscription from Facebook Messenger.

] Use the chatbot builder and, like when you created the sign-up page, create a page using widgets.

In a text widget, you can customize your message by addressing your contact by name by inserting the dynamic attribute "first name":

 first-name-dynamic-attribute "width =" 1990 "height =" 876 "data-original =" https://cdn.searchenginejournal.com/wp-content/uploads/2018/09/first-name-dynamic-attribute.png under19459006] to a volume of 19459003 include clear reminders about how the person can also unsubscribe:

 Custom Attribute and Disabling Language "width =" 380 "height =" 632 "data-original = "https: // cdn .searchenginejournal.com / wp-content / uploads / 2018/09 / custom-attribute-and-opt-out-language-380x632.png

here for an example of a blast cat personalized with the customer's name and including a statement on how to unsubscribe.

How does unsubscription work in Facebook Messenger?

MobileMonkey manages it for you. Do not worry about programming anything.

Just tell people that they can type "stop" at any time to unsubscribe messages.

Step 5 to Your Selected Audience

Create a discussion blast from the discussion blaster, give it a descriptive name, and use the drop-down selector buttons to choose the audience to whom you're sending the blast and the content page you send.

All your audiences and all your pages will be available in a simple and searchable drop-down menu.

Here is an example of an instant messenger configuration:

 Facebook messaging blast configured "width =" 1648 "height =" 1222 "data-original = "https://cdn.searchenginejournal.com/wp-content/uploads/2018/09/ cat-blast-set-up.png

You must identify the subject of the content.

Facebook asks you to provide it so that messages can follow the rules surrounding promotional and non-promotional messaging.

There are more than 20 categories available, so choose the one that best fits the message:

] cat-blast-purpose-selection "width =" 970 "height =" 1312 "data-original =" https://cdn.searchenginejournal.com/wp-content/uploads/2018/09/chat-blast-purpose-menu.png “/>

Now you can see which point it is simple to create a cat blast.

It only takes a few minutes and you have no coding.

The Ultimate Engagement Marketing Channel: Facebook Messenger

When it comes to engagement, messenger is hard to beat.

The opening rates are incredibly high at 80%. Active response rate – people who click on the content – are often 20% or more.

Because people first send a message to your page, people are open to receive follow – up content. This is one of the reasons why the commitment is so high.

In addition, the process of unsubscribing is fast and reliable.

When a person receives junk mail, he does not know if he will respond to a removal request.

On Facebook Messenger, all unsubscriptions are monitored and managed by the software, which ensures the compliance of your company.

Any Marketing Specialist Who Wishes to Offer Personalized Content That Encourages Increased Engagement

Keep in mind that these simple tips and your messages will also be passed on to Facebook Messenger and GDPR.

Other resources on Facebook:

Image credits

All screenshots taken by l & # 39 Author, September 2018

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