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By 2014, Gartner Research estimates that social networking services will replace email as the primary communications vehicle for 20 percent of business users – and for many people this is already the case. As you connect to customers in social channels, a key question is – how can you scale that communication? If you have only a few people monitoring Twitter, what do you do when they go home? As you successfully interact with people on Twitter, how do you handle the growth?Do you hire a whole new group of people to “tweet”? Or do you look at how appropriate forms of automation can help you scale your interaction?In this presentation, Voxeo's Dan York explores how Voxeo’s tools and platforms can help you scale your usage of social channels. You will learn how to:Monitor a Twitter account and take action on incoming messages or mentions.Send urgent notifications via SMS or voice based on certain keywords that appear in tweets.Craft appropriate automatic responses based on what customers send via Twitter.Use an automated app can assist the person monitoring a Twitter account in collecting information to provide a response.Tie your social interaction into the same analytics and application used for other communication channels like voice, SMS, IM, and mobile web.Plus you will get a view of how these services can be extended to other social services like facebook.
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SERVING THE SOCIAL CUSTOMER: SCALING YOUR SUPPORT FOR TWITTER, FACEBOOK AND MORE!November 30, 2010! Dan York!
Dir. of Conversations!twitter.com/danyork!
twitter.com/voxeo!
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Logistics!
Please ask questions through the GoToWebinar interface.
Twitter hashtag: #voxeo
Sample app source code online: • https://github.com/tropo/tropo-twitter-samples
Archive will be available at: • http://blogs.voxeo.com/jamsessions/2010/11/
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
“Social networking services will replace email as the primary vehicle for communications for 20 percent of business users by 2014” - Gartner Research
Source: ComputerWorld UK, Nov 15, 2010
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
The Generation Difference!
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Strongly Agree Somewhat Agree Neither Agree nor Disagree
Somewhat Disagree
Strongly Disagree
Dont Know / Not Sure
18-24
25-34
35-44
45-54
55+
Prefer to receive SMS alerts when checking order status, delivery updates, etc.!
Source: Opus Research Consumer Preference survey (2010, n=985)
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
In the past 6 months, when shopping for goods and services, I have consulted with friends on social networks!
Source: Opus Research Consumer Preference survey (2010)
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Why Twitter?!
Stay tuned into the customers voice (CRM)
Support the communication channels in demand by the masses (CRM)
Foster loyal and engaged customers (CRM)
Word-of-mouth / viral marketing (PR, Marketing)
Negative publicity / damage control (PR)
Conscious marketing presence so the organization is not viewed as operating in the past (Marketing)
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
What happens if you are successful?!
HOW DO YOU SCALE YOUR SUPPORT FOR TWITTER?!
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Scaling Options!
Hire a team of tweeters
Force your existing team into 24x7
Ignore all tweets outside of “work” hours – or reply later
Integrate Twitter messages into your existing contact center
Apply an appropriate level of automation
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
BEWARE
OF THE
TWITTER-BOT
BACKLASH!
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
About Voxeo!
Founded in 1999
World’s largest hosted VoiceXML and CCXML platform – Over 82,000 hosted ports globally; hundreds of premise deployments
Over 200,000 developers using Voxeo platforms
The Voxeo difference: Unlocked Communications, Customer Obsession Teams, Communications Passion
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
One World, One Platform!
Slough, UK Frankfurt, Germany
Singapore
Las Vegas, NV Atlanta, GA
Orlando, FL
Single View
Voxeo Prophecy Hosting
Hong Kong
Patented multi-tenant, virtualized architecture – 82,000 ports and growing Optimized for real-time communication
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Unified Self-Service™!
One application investment
Multiple communication channels
One deployment platform – or use your platform of choice
Improved, accelerated ROI
Any tool, programming paradigm or language
Voxeo compatibility modes for porting existing applications
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Design Once – Deploy Anywhere!
Voice Video Text Mobile Web
Account Information
Activity History
User Preferences
Purchase History
Other Information
IM Two-Way SMS
Personalized Dialogs and Visual Display
Real-time caller
preferences, location,
responses
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Two Solutions For Twitter!
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Voxeo Labs, Unlocking the Path to Innovation
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Cloud Communications Service
www.tropo.com
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Tropo and Twitter!
Twitter treated as simply another text channel • Same app can also use voice, SMS, IM
Tropo app can be attached to a Twitter account • Uses the OAuth authentication process, i.e. you need
to be logged into the Twitter account to approve the access for your Tropo app
Tropo sees both “replies” and “mentions” • @voxeo This service is very cool!
• Sitting in an informative @voxeo webinar!
Tropo Scripting!
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Tropo Scripting!
Your app runs in the Tropo cloud. • Is also typically hosted in the Tropo cloud.
Similar to Google App Engine.
Access to most language libraries.
SIMPLE. EASY.
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
DEMO TIME!
GET READY TO TWEET!!
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Example 1: Simple Reply App!
Blindly sends back canned response
Try it out: @tropohello <anytext>
Sample code (JavaScript):
say ("Hello there, @"+currentCall.callerID+". Thank you! ");
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Replies vs Mentions!
A “reply” has your Twitter ID at the beginning: • @voxeo Your support team rocks!
A “mention” includes your Twitter ID: • Listening to a @Voxeo developer jam session.
For a reply, Tropo removes your Twitter ID from the beginning of the message • Allows multi-channel apps to treat tweets as they
would any other IM or SMS message
To differentiate, you can test for the presence/absence of your Twitter ID
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Example 2: Night Service!
If the tweet: 1) is a reply; and 2) arrives between certain hours, send back a response saying the office is currently closed • Mentions are ignored because the message was not “to” us.
Try it out: @stratohelp <anytext>
Note: Tropo servers are set for UTC – you need to factor that into your hour calculations.
Sample code (python): • The final “else” could be left off, in which case the app will take no action.
from datetime import *
if currentCall.initialText.find("@stratohelp") == -1: if datetime.now().hour not in range(12,21) : say("Our offices are currently closed. Please ...") else: say("Our offices are open. We'll reply back to you soon.")
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Example 3: Keyword Actions/Alerts!
Sends out SMS alerts based on keywords or Twitter replies with appropriate links
Try it out: @tropohelp <text>
Rules: • If Twitter account is mentioned in a tweet with the word “fail”, in
either case, send an SMS alert (which goes to my phone)
• If the message is a reply and includes the word: • “help” – reply with URL and send an SMS alert
• “faq” – reply with the URL to the FAQ
• “documentation” – reply with the URL to the documentation
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Example 3: Keyword Actions/Alerts!
Sends out SMS alerts based on keywords or replies with appropriate links
Try it out: @tropohelp <text>
Sample code (python):
text = currentCall.initialText.lower()
if text.find("fail") > -1: message("Whoa! " + currentCall.callerID + " is tweeting a fail", {"to":"tel:+14075551212", "network":"SMS"})
elif text.find("@tropohelp") == -1: #Is it a reply?
if text.find("help") > -1: say("Tropo lets you build apps ...") message("Tropo help request from: " + currentCall.callerID, {"to":"tel:+14075551212", "network":"SMS"})
elif text.find("faq") > -1: say("The Tropo FAQ is at https://www.tropo.com/docs/...")
elif text.find("documentation") > -1: say("Tropo docs are at https://www.tropo.com/docs/")
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Example 4: Twitter Contest!
Perform some action based on “secret password” or other text
Try it out: @ClubTropo Tropo Rocks!
Example merely sends back a different response, but could add information to a database or take some other action
See http://blog.tropo.com/2010/08/13/linking-to-twitter-using-javascript-tropo-scripting/
Sample code (JavaScript):
message = currentCall.initialText; if(message == "Tropo Rocks!"){ say("You just learned how to make a Twitter bot with @Tropo for free. Welcome to the club."); } else { say ("Say what? Try it again - send us a tweet with the correct password to get on the list."); }
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Example 5: Yahoo Weather!
Tweets back latest weather for US ZIP code
Try it out: @danweathertest <ZIPcode> • @danweathertest 32801
• @danweathertest 90210
Sample code (python): • https://github.com/tropo/tropo-twitter-samples/
Multi-channel application: • Voice: +1-407-374-3994
• SMS: +1-407-374-3994
• Skype Voice: +990009369991438833
• SIP Voice: sip:[email protected]
• IM (Jabber): [email protected]
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Scenario: Augmenting Human Agents!
Human agents and Tropo app can share the same Twitter account
Tropo app could: • only reply at certain times (ex. night service)
• reply based on certain keywords
• gather necessary information so that human agent has all the info he/she needs to reply
Combination of human and app can get customers their information as fast as possible
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Some Notes About Twitter!
Twitter messages are restricted to 140 characters • Your application needs to take care of splitting messages that
are longer
Duplicate tweets are rejected (i.e. containing identical text sent to same Twitter account within a certain timeframe) • You need to be aware of this in testing. Applies to both:
• Messages you send to your app
• Messages your app sends back to you
Direct Messages, Twitter Search and Public Timeline are not yet supported
Twitter is... well... not entirely reliable – nor is it realtime.
Tropo WebAPI!
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Tropo WebAPI!
For developers who want more control and/or tighter back-end integration, including reporting and analytics
Twitter configuration identical to Tropo Scripting
Tropo connects to your web server
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Tropo WebAPI!
REST API • Familiar request/response model, using JSON or XML
Full access to all language libraries, including custom development
Tropo WebAPI libraries available for: • Ruby, PHP, Python, C#, Node.js
• http://github.com/tropo
Example apps in other languages: • Go, Scala, Scheme, Erlang, ...
A Different Way...!
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
What if... !
you want to build very complex applications?
you want a solution that will be installed on your premise? behind your firewalls and in your data center?
you need to tie your social channels into your existing analytics and business intelligence software?
you have a development team that already uses the industry standard Eclipse IDE?
Answer.... VoiceObjects!
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Application Lifecycle Management!
1
6
VoiceObjects Analyzer
3VoiceObjects Desktop
Design
2
GUI Design
Storyboard Manager
5
Debug Viewer, Trace Viewer
Load Tester
Phone-less testing
4
Project Documentation Storyboard Manager
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Out-of-the-box Data Capture by VoiceObjects Server - Dimensional Data model optimized for BI analysis - Integrates with data from ASR, CTI, and CRM
CTI Data
IVR Data
CRM Data
Infostore
VoiceObjects Analyzer
(Business Objects, Cognos,
MicroStrategy)
3rd party Analysis Tools
Analysis and Reporting - Based on standard business intelligence tools
- 60+ predefined Reports, based on real-time data - Extends existing Data Warehouse - Includes Customer behavior and business analysis
Highest Rated Analytics Package in the Market
VoiceObjects Infostore and Analyzer!
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
How to provision a Twitter app!
Steps to success:
1. Create a VoiceObjects text application (or add a text layer to an existing voice application)
2. Deploy it on a VoiceObjects Server
3. Add an application within your IMified account a) Configure URL to VoiceObjects Server
b) Add Twitter account
4. Send initial message to start Twitter dialog
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Step 1+2: Create and Deploy!
Build normal IVR call flow in VoiceObjects
Adjust presentation layer: • Output
• Input (Grammars)
... but keep business logic & backend integration
Deploy
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
3: Create Application on IMified!
3. Add to end of URL:
&vsDriver=173&User-Agent=IMified
instructs VoiceObjects Server to activate IMified mode
1. Create (free) IMified account http://www.imified.com/
2. Create new Bot
4. Go through Twitter activation process
Wrapping Up!
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
What Next For Twitter?!
Several ideas under consideration
Direct Messages • Allow for private communication • Requires “following” to be successful
Twitter Search
Public Timeline
What would YOU like to be able to do?
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
On The Horizon - Facebook!
Facebook Chat is possible today... but basically useless for companies because of FB accounts restrictions
OpenGraph API now allows interaction with Facebook Pages that wasn’t possible before
Ideas under consideration: • Monitor a Page and alert on new postings /
comments or a new Like • Posting of content to a Page
What would YOU like to be able to do?
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Next Steps!
Sign up for a free Tropo account:
• http://www.tropo.com/
Download a free copy of VoiceObjects:
• http://developers.voiceobjects.com/
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Resources!
Tropo – http://www.tropo.com/ • Documentation - https://www.tropo.com/docs/
• Blog posts: http://blog.tropo.com/tag/twitter/
VoiceObjects – http://www.voiceobjects.com/ • Developer site – http://developers.voiceobjects.com/
Unified Self-Service blog: • http://blogs.voxeo.com/unifiedselfservice/
Voxeo Labs • http://labs.voxeo.com/
© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Topic: Who you gonna call? Place and Receive Phone Calls from your Web Browser using PhonoSDK
Date: December 16, 2010, 11am US Eastern
Next Developer Jam Session!