bots by ogilvy

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Hello!

José Arteaga Digital Designer Social@Ogilvy

James Whatley Planning Partner - Innovation Ogilvy & Mather Advertising

William Godfrey User Experience Architect

OgilvyOne London

Jeremy Wilson Director of Creative Strategy Ogilvy & Mather New York

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CHATBOTS ARE HERE

OUR AGENDA TODAY

• Background and landscape • Chatbot strategy • Tech and development • Success stories

BACKGROUND & LANDSCAPE

LAYING DOWN THE BASICSWhy does anyone care about chatbots, anyway?

90%

Source: Chatbots Magazine. http://bit.ly/2axy3PC

of our time on mobile is spent on email and

messaging platforms

“I would love to back teams that build stuff for places where the consumers hang out!” 

Niko Bonatsos, Managing Director at General Catalyst

MESSAGING APP USAGE IS THROUGH THE ROOFMonthly active users for top 4 social networks and messaging apps

Source: Companies. Business Insider.

3,500

3,000

2,500

2,000

1,500

1,000

0

Mill

ions

1Q20154Q20132Q2012

Top 4 messaging apps

Top 4 social networks

2018 ESTIMATES 4 BILLION PEOPLE ONLINE GLOBALLYOut of which a staggering 3.5 billion people will be using messaging apps

Source: Activate forecast, GlobalWebIndex, eMarketer, ITO, Activate analysis.

3

2

1

0

Inte

rnet

use

rs (b

illio

ns)

201820152012

Internet

Messaging

Social

YOUR CUSTOMERS ARE READYIn a recent survey conducted by Ubisend…

63.9% 49.4%

Source: Ubisend. http://bit.ly/2aFDmrj

of consumers said businesses should be available in

messaging apps

said they would rather use a messaging app than a

phone call to communicate with a business.

THE WESTERN WORLD IS ABOUT 2 YEARS BEHIND CHINAIn China messaging apps are mature in technology infrastructure and there’s a lot to learn from them

AND BRANDS LAUNCH CAMPAIGNS EXCLUSIVELY IN MESSAGING APPS

SOME PLATFORMS ARE ALREADY SUPPORTING CHATBOTS…

Facebook Messenger Full API access and

engagement reaching 900 million users per month via desktop & mobile and one-click access to profile data

Slack In-line chat and integration

with any web service to reach 2.5 million business users via

desktop & mobile appsTwitter Public chat and public

response with a chatbot providing an in-line chat service without access to

profile or geo-location data

SMS SMS interaction with limited media and no geo-location

data to reach 99% of consumers, pay per message

using Twilio

Facebook Messenger Full API access and

engagement reaching 900 million users per month via desktop & mobile and one-click access to profile data

Slack In-line chat and integration

with any web service to reach 2.5 million business users via

desktop & mobile apps

AND GOOGLE HAS INFILTRATED THOSE PLATFORMS TOO

ALLOWING US TO RESPOND 1:1 TO EVERY SINGLE CUSTOMER

CHATBOT STRATEGY

SHOULD YOUR CLIENT START A CHATBOT STRATEGY?First, you should be able to answer ‘yes’ to these questions…

Is there a need that can be

satisfied by a bot?

Do you believe it will enhance the customer experience?

Will you encourage

human involvement?

Do you really know

your customer?

Are you willing to tailor the

experience along the way?

PREDICTED USES FOR CHATBOTS

46

Fast answersForwarding to appropriate human

Convenience in online services

40

33

26

Source: Usurv, May 2016. Nationally representative of a 1,000 UK adults.

Complaint Resolution

Source: Usurv, May 2016. Nationally representative of a 1,000 UK adults.

BASIC PRE-DETERMINED SYSTEM

CONVERSATIONAL EXPERIENCE BASED SYSTEM

COGNITIVE INTELLIGENCE BASED SYSTEM

Responses are pre-defined and based on structured user

actions. Rules-engine and decision-tree driven.

Recognizes keywords and ad-hoc phrases in natural

conversation using machine learning Natural Language

engine. Provides pre-defined answers to queries posed in

natural language.

Ability to understand complex conversations,

maintain context, identify sentiments and provide

optimized responses. Uses cognitive intelligence.

Examples

WHICH CHATBOT SOLVES THE BRAND’S OBJECTIVES

ONLINE CUSTOMERS ARE (VERY) FRUSTRATEDWith the top three online services frustrations being…

Lack of details (open hours & address) 46%

40%

33%

Inability to ask simple questions

Poor quality or untimely responses

Source: Usurv, May 2016. Nationally representative of a 1,000 UK adults.

SECTORS CAUSING THE MOST FRUSTRATION

Utility Local authority Trades Financial services Holiday/Travel

100

96.11

86.93

82.69 79.15

Source: Usurv, May 2016. Nationally representative of a 1,000 UK adults.

Sector causing the most frustration = 100

MAIN CHALLENGES FACING CHATBOTS

Source: Usurv, May 2016. Nationally representative of a 1,000 UK adults.

60

50

40

30

20

10

05

9

23

32

4143

55

Won’t understand questions

Facebook-only access

Incapable of friendly chat

Nothing to stop bot usage

Booking or purchase error concerns

Prefere normal website

Would prefer a human

Source: Usurv, May 2016. Nationally representative of a 1,000 UK adults.

THE SOLUTION? A CHATBOT THAT LEARNS… #NOT #BOTFAIL

CHATBOTS ARE LIKE NEW EMPLOYEES

• Have empathy • Make people laugh • Assist and help them out • Don’t try to sell all the time

To have a good relationship with the consumer your chatbot needs to:

GIVE THEM A SIMPLE AND SMART JOB TO DO

• Have one or two great functions • Launch, learn and iterate

Key to the chatbot experience design:

THE REAL COST OF CHATBOTSPersonal insights and human connections

Perfect Solution

+ =Human

Understanding (Empathy, trust and

relationships)

Tech Efficiency (Tailored data

collection)

SUCCESS FORMULAIn order to create a chatbot that consumers will use, love, share and come back to we need to consider:

Chatbot Sweet Spot

Brand values

Technology

Consumer insight

Longevity, high engagement and success.

IDEA STARTERSHere are some of the issues you can tackle with a chatbot…

Content delivery (CNN on

Messenger)

Storytelling & education

(Tina T-Rex)

Customer service

(KLM app)

Branded utility (Poncho)

Consumer survey

(New product launch)

IDEA STARTERSHere are some of the issues you can tackle with a chatbot…

Content delivery

(Huff Post Entertainment

on Messenger)

Storytelling & education

(Tina T-Rex)

Customer service

(KLM app)

Branded utility (Poncho)

Consumer survey

(New product launch)

TECH & DEVELOPMENT

YOU CAN GO ONE OF TWO MAIN ROUTES

Closed chat Open-ended chat

YOU CAN GO ONE OF TWO MAIN ROUTES

Closed chat

Generally uses buttons. Answers drawn from predetermined choices through a decision tree.

Pros: simple experience and good introduction for a brand into using chatbots as a channel.

Cons: can feel restrictive and repetitive if not carefully considered.

YOU CAN GO ONE OF TWO MAIN ROUTES

Open-ended chat

Input is from free text, bot detects intent of question and answers are selected from scripted responses.

Pros: allows more freedom of input.

Cons: harder to craft and control and requires more moderation.

PRO TIPS ON MAKING GREAT CHATBOTS…

Design to mimic a real conversation

Introduce yourself to the user

Handhold your conversation

Use rich media in the thread

Provide message cards, they facilitate navigation

Have CTAs on your chatbot, like Purchase or Subscription buttons

SUCCESS STORIES

OGILVY LONDON HAS LAUNCHED BOTS BY OGILVYWhat is it? An Ogilvy Group offering to scope, concept, design, build, launch, and maintain chatbots & conversational interfaces for brands

How does it work? Through a combination of our UX / digital product expertise and our best creative copywriters, we are able to scope, design and build bots for almost any bot-related business need

The ambition? To create the best bots in the world that both effect real business change and deliver meaningful brand experiences to every user they touch

Try it yourself:

http://m.me/OgilvyRoomService Room names: ‘Blaze’, ‘Voyage’, Bond’, and a a few Easter Eggs…

BOTS BY OGILVY ROOMBOT

Try it yourself:

http://m.me/MondrianLondon Room names: ‘Blaze’, ‘Voyage’, Bond’, and a a few Easter Eggs…

BOTS BY OGILVY MONDRIAN HOTEL

Try it yourself:

http://m.me/Stoptober Campaign over now but you can still go and see it!

BOTS BY OGILVY STOPTOBER

OUR TEAMS IN ASIA ARE ALL OVER THE TREND

OUR TEAMS IN ASIA ARE ALL OVER THE TREND

OTHER EXAMPLES

FILM STREAM CHATBOT

TACO CHATBOT

BANKING CHATBOT

FASHION CHATBOT

LANGUAGE CHATBOT

AND MANY MORE CHATBOTS

THANK YOU

Questions?

José Arteaga Digital Designer Social@Ogilvy

James Whatley Planning Partner - Innovation Ogilvy & Mather Advertising

William Godfrey User Experience Architect

OgilvyOne London

Jeremy Wilson Director of Creative Strategy Ogilvy & Mather New York