bots by ogilvy

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Page 1: Bots by Ogilvy

The webinar will start shortly…

Thanks for joining us today!

Page 2: Bots by Ogilvy

Tell us where you’re dialing in from!

Page 3: Bots by Ogilvy

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

Page 4: Bots by Ogilvy

It will be available shortly on our blog! http://www.ogilvydo.com/category/events/webinars/

Ogilvy staff: It’s also on The Market! https://app2.crowdbase.com/o/ogilvy

Are you on the go? You can join our webinars on mobile, too! Download from the App Store or Google Play

Want this deck?

Page 5: Bots by Ogilvy

CHATBOTS ARE HERE

Page 6: Bots by Ogilvy

OUR AGENDA TODAY

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

Page 7: Bots by Ogilvy

BACKGROUND & LANDSCAPE

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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

Page 9: Bots by Ogilvy

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

Page 10: Bots by Ogilvy

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

Page 11: Bots by Ogilvy

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.

Page 12: Bots by Ogilvy

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

Page 13: Bots by Ogilvy

AND BRANDS LAUNCH CAMPAIGNS EXCLUSIVELY IN MESSAGING APPS

Page 14: Bots by Ogilvy

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

Page 15: Bots by Ogilvy

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

Page 16: Bots by Ogilvy

AND GOOGLE HAS INFILTRATED THOSE PLATFORMS TOO

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ALLOWING US TO RESPOND 1:1 TO EVERY SINGLE CUSTOMER

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CHATBOT STRATEGY

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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?

Page 20: Bots by Ogilvy

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

Page 21: Bots by Ogilvy

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

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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.

Page 23: Bots by Ogilvy

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

Page 24: Bots by Ogilvy

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

Page 25: Bots by Ogilvy

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

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

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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:

Page 28: Bots by Ogilvy

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:

Page 29: Bots by Ogilvy

THE REAL COST OF CHATBOTSPersonal insights and human connections

Perfect Solution

+ =Human

Understanding (Empathy, trust and

relationships)

Tech Efficiency (Tailored data

collection)

Page 30: Bots by Ogilvy

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.

Page 31: Bots by Ogilvy

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)

Page 32: Bots by Ogilvy

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)

Page 33: Bots by Ogilvy
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TECH & DEVELOPMENT

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YOU CAN GO ONE OF TWO MAIN ROUTES

Closed chat Open-ended chat

Page 36: Bots by Ogilvy

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.

Page 37: Bots by Ogilvy

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.

Page 38: Bots by Ogilvy

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

Page 39: Bots by Ogilvy

SUCCESS STORIES

Page 40: Bots by Ogilvy

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

Page 41: Bots by Ogilvy

Try it yourself:

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

BOTS BY OGILVY ROOMBOT

Page 42: Bots by Ogilvy

Try it yourself:

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

BOTS BY OGILVY MONDRIAN HOTEL

Page 43: Bots by Ogilvy

Try it yourself:

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

BOTS BY OGILVY STOPTOBER

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OUR TEAMS IN ASIA ARE ALL OVER THE TREND

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OUR TEAMS IN ASIA ARE ALL OVER THE TREND

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OTHER EXAMPLES

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FILM STREAM CHATBOT

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TACO CHATBOT

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BANKING CHATBOT

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FASHION CHATBOT

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LANGUAGE CHATBOT

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AND MANY MORE CHATBOTS

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THANK YOU

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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