The first idea that was digitally developed forward was Drinkaware Regulations on Social Media. The task for this idea was to make chatbots, CTAs and custom tabs that work inside Facebook. They needed to link to the Drinkaware site and promote alcohol responsibility in a clear, direct way.
For the set of regulations I was able to find three websites that simply explain how to implement the chosen Facebook tools. These are as follows:
CTAs - https://www.ducttapemarketing.com/facebook-call-to-action-buttons/
Page Tabs - https://blog.hubspot.com/blog/tabid/6307/bid/26330/how-to-create-custom-tabs-for-facebook-business-pages.aspx
In order to physically make and test tools, I made a live, replica page of the UK's top alcohol brand Stella Artois.
By using Chatfuel, I physically made the tool by using text and images taken from the Drinkaware site. All automated responses were carefully written and considered to ensure that the user experience would feel fluid and personal. Depending on what the user chooses, the chatbot has been designed to eventually take them to the Drinkaware website. This bridges the gap, identified in the research stage, between Facebook and Drinkaware.
To aware users about the chatbot, I also considered the introduction of cover photo regulations. Rather than requiring brands to just put 'Drinkaware.co.uk for the facts', brand pages would also be required to include text stating 'To Learn about drinking responsibly, visit the Drinkaware tab' and 'Alternatively, press the 'Send Message' button below and click 'Get Started''. This would allow users to learn about alcohol within Facebook.
To take a look at the tools in action, you can visit facebook.com/stellaartoisexample. For explanation purposes however, use of these digital tools were recorded and edited in After Effects.
In terms of the regulations, CTAs and custom tabs were extremely easy to create and implement. I was able to simply use the Drinkaware website URL to embed information in the Facebook tools. The chatbot was much more complex however; to provide users with a wide coverage of alcohol related areas, I made a tree diagram which divides the Drinkaware site into 3 main sections. These were developed from the Drinkaware site map and ensured that the majority of content on their website would be included in the chatbot.
By using Chatfuel, I physically made the tool by using text and images taken from the Drinkaware site. All automated responses were carefully written and considered to ensure that the user experience would feel fluid and personal. Depending on what the user chooses, the chatbot has been designed to eventually take them to the Drinkaware website. This bridges the gap, identified in the research stage, between Facebook and Drinkaware.
To aware users about the chatbot, I also considered the introduction of cover photo regulations. Rather than requiring brands to just put 'Drinkaware.co.uk for the facts', brand pages would also be required to include text stating 'To Learn about drinking responsibly, visit the Drinkaware tab' and 'Alternatively, press the 'Send Message' button below and click 'Get Started''. This would allow users to learn about alcohol within Facebook.
To take a look at the tools in action, you can visit facebook.com/stellaartoisexample. For explanation purposes however, use of these digital tools were recorded and edited in After Effects.
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