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Bots by Ogilvy

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  • The webinar will start shortly

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  • Hello!

    Jos 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

    http://bit.ly/2axy3PC

  • 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.

    http://bit.ly/2aFDmrj

  • THE WESTERN WORLD IS ABOUT 2 YEARS BEHIND CHINAIn China messaging apps are mature in technology infrastructure and theres 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 BRANDS 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

    Wont 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 Dont 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 e

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