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Understanding Alexa Skills
Insert Confidentiality Level in slide footer 2 14 September 2018
Why should you listen to me?
19 years SEO experience
Sear...
Why focus on Alexa?
3 14 September 2018
Google
4 14 September 2018
Understanding the market landscape
Echo
Alexa Assistant
Google Home HomePod N/A
Siri CortanaAss...
5 14 September 2018
Amazon Echo vs. Google Home (US)
VS.
GoogleAmazon
6 14 September 2018
Amazon Echo vs. Google Home (UK)
VS.
GoogleAmazon
70%
24%
6%
US Voice-Enabled Speaker User Share by
Player 2017
Amazon Alexa Google Home Other
Source: eMarketer, April 2017...
What are people doing on voice devices?
Voice device skills are on the rise
Now >30,000 Alexa Skills available
globally (March 2018) vs. 1650 Google
Actions
https...
Will Amazon maintain their market lead?
• Amazon has pioneered and led
e-commerce excellence
• Using their prime network t...
The language of Alexa
Insert Confidentiality Level in slide footer 11 14 September 2018
Anatomy of an Alexa Utterance
Alexa, ask Vodafone how much is my bill?
Wake word
Starting
phrase
Skill
invocation
name
Utt...
Wake word
• Currently there are only 4 options (Alexa,
Amazon, Echo and Computer)
• Users are requesting custom wake words...
Starting Phrases
Starting Phrase Example
Ask <invocation name> Alexa, Ask Vodafone
Begin <invocation name> Alexa, Begin Vo...
15 14 September 2018
Source: Study of 37,000 Alexa utterances Q1 2018
Starting phrase vocabulary is evolving so play it sa...
16 14 September 2018
Source: Study of 37,000 sample Alexa utterances Q1 2018
Play it safe in your starting phrase choices
...
Anatomy of an Alexa Request
Alexa, ask Vodafone how much is my bill?
Wake word
Starting
phrase
Skill
invocation
name
Utter...
Skill Invocation Name
• Must be easy to remember
• Cannot be changed once skill is certified
and published
• Evidence of n...
Anatomy of an Alexa Request
Alexa, ask Vodafone how much is my bill?
Wake word
Starting
phrase
Skill
invocation
name
Utter...
Utterance
• Natural, real world language that is easy
to remember
• Use your data to optimise these queries
– Google Searc...
What makes a good
Alexa strategy?
Insert Confidentiality Level in slide footer 21 14 September 2018
22 14 September 2018
Is Voice Search over-hyped?
• Study of 1000 U.S. consumers in
May 2018 by Rich Relevance
• 70% of res...
What are people doing on voice devices?
Voice strategy compliments your other platforms & activity
• Voice skills are not apps
• Quite rightly, e-commerce is stil...
25 14 September 2018
What is the key then to a good voice device strategy?
Organic
Paid Media
ATL
Email
Customer Experience
Provide user actions to ATL brand advertising
• Brands are pushing voice Skills as
market differentiation to their
competi...
Align with your featured snippets (organic) strategy
28 14 September 2018
Using Alexa skills to connect to your audience (email marketing)
Your Brand®
• Skills are a great way...
Podcasting and audio opportunities
• 96% of UK population listen to
radio but only 6% listen to
podcasts
• Voice device pe...
Improve customer experience and call centre deflection
Users are positive about voice skills
Source: Study of 15,230 Alexa skills Q1 2018
Inspiration from Ocado and Just Eat
Brands entering the age of data-first discovery
Only 15% of FTSE 100
companies have an Alexa
Skill
Source: Vodafone Study ...
Does voice live up to the hype?
• Hands-free, voice first
interactions
• If we only view as an input
method, impossible to...
Next steps and homework
Buy voice device in next Amazon sale, explore competitor Skills
Encourage customer or in-house dev...
Insert Confidentiality Level in slide footer 36 14 September 2018
Why should you listen to me?
Thank you
What questions
do...
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Understanding Alexa Skills: How to Add Amazon’s Market-Leading Device Into Your Current and Future Marketing Strategy

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From Click Consult's Benchmark Search Conference 2018, Hilton Manchester Deansgate, 5th September. Presented by Nick Wilsdon, Search Product Owner, Vodafone.

Publié dans : Marketing
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Understanding Alexa Skills: How to Add Amazon’s Market-Leading Device Into Your Current and Future Marketing Strategy

  1. 1. Understanding Alexa Skills
  2. 2. Insert Confidentiality Level in slide footer 2 14 September 2018 Why should you listen to me? 19 years SEO experience Search Product Owner, Vodafone Group since 2014 Manages search deployment across 26 international markets to 516m mobile customers
  3. 3. Why focus on Alexa? 3 14 September 2018
  4. 4. Google 4 14 September 2018 Understanding the market landscape Echo Alexa Assistant Google Home HomePod N/A Siri CortanaAssistant Name Voice Devices Amazon Partnerships have potential to disrupt market share i.e. SONOS or Beats but consider white-goods brands and social assistants (Facebook) Apple Microsoft OS Integrations Fire Chrome / Android OS X / iOS Windows
  5. 5. 5 14 September 2018 Amazon Echo vs. Google Home (US) VS. GoogleAmazon
  6. 6. 6 14 September 2018 Amazon Echo vs. Google Home (UK) VS. GoogleAmazon
  7. 7. 70% 24% 6% US Voice-Enabled Speaker User Share by Player 2017 Amazon Alexa Google Home Other Source: eMarketer, April 2017 “75% of US households will have Smart Speakers by 2020” Growth rate is comparable to the early years of smartphone adoption Source: Gartner, Edison Research 2017 Amazon Alexa owns 70% of the US market
  8. 8. What are people doing on voice devices?
  9. 9. Voice device skills are on the rise Now >30,000 Alexa Skills available globally (March 2018) vs. 1650 Google Actions https://www.codecademy.com /learn/learn-alexa https://developer.amazon.com /alexa-skills-kit
  10. 10. Will Amazon maintain their market lead? • Amazon has pioneered and led e-commerce excellence • Using their prime network to push voice device units • Although approach has been a little manual (lacking AI) they have taken early lead • Amazon is already a transactional platform (credit cards on file for all users)
  11. 11. The language of Alexa Insert Confidentiality Level in slide footer 11 14 September 2018
  12. 12. Anatomy of an Alexa Utterance Alexa, ask Vodafone how much is my bill? Wake word Starting phrase Skill invocation name Utterance
  13. 13. Wake word • Currently there are only 4 options (Alexa, Amazon, Echo and Computer) • Users are requesting custom wake words • Custom wake words would increase security • Paradoxically, lack of device and assistant standardisation will result in users sticking to standard brand terms
  14. 14. Starting Phrases Starting Phrase Example Ask <invocation name> Alexa, Ask Vodafone Begin <invocation name> Alexa, Begin Vodafone Launch <invocation name> Alexa, Launch Vodafone Load <invocation name> Alexa, Load Vodafone Open <invocation name> Alexa, Open Vodafone Play <invocation name> Alexa, Play Vodafone Play the game <invocation name> Alexa, Play the game Vodafone Resume <invocation name> Alexa, Resume Vodafone Run <invocation name> Alexa, Run Vodafone Start <invocation name> Alexa, Start Vodafone Start playing the game <invocation name> Alexa, Start playing the game Vodafone Tell <invocation name> Alexa, Tell Vodafone Use <invocation name> Alexa, Use Vodafone • The language of Alexa voice devices • This vocabulary rapidly expanding i.e. what, give and order • You can assign several utterances to the same custom intent, in fact this is recommended in your mapping for real world language use
  15. 15. 15 14 September 2018 Source: Study of 37,000 Alexa utterances Q1 2018 Starting phrase vocabulary is evolving so play it safe
  16. 16. 16 14 September 2018 Source: Study of 37,000 sample Alexa utterances Q1 2018 Play it safe in your starting phrase choices 0% 5% 10% 15% 20% 25% 30% 0 2000 4000 6000 8000 10000 12000 ask open start what's play tell launch what give how when who get begin Starting Phrase Frequency Distribution 2018 No. ofOccurances Distribution(%) • Ask is the most popular term, found in 28% of our sample utterances • Open is second with 21% distribution • Interestingly, other options tail off sharply, How is only found in 2% of our sample • As with blue-underlined links, stick to common usage to improve UX
  17. 17. Anatomy of an Alexa Request Alexa, ask Vodafone how much is my bill? Wake word Starting phrase Skill invocation name Utterance
  18. 18. Skill Invocation Name • Must be easy to remember • Cannot be changed once skill is certified and published • Evidence of name squatting across voice device platforms, register your brand terms now • Alexa requires brand ownership documentation for single terms but allows invocation name duplication • Google focused on unique term registration (gold rush mentality) “the first time [users] find themselves saying something like, ‘Cortana, open x x cat facts 0178 x x,’ it’ll become clear that Google and Microsoft made the wrong choice.” - Eric Olson from 3PO-Labs
  19. 19. Anatomy of an Alexa Request Alexa, ask Vodafone how much is my bill? Wake word Starting phrase Skill invocation name Utterance
  20. 20. Utterance • Natural, real world language that is easy to remember • Use your data to optimise these queries – Google Search Console (GSC) – Scrapped from Google Suggest – SEO tool data – Google Keyword Tool – Internal search data • Manual variations are required at the moment (30 recommended per intent) • Alexa provides build-in slots and custom slots for utterance construction • Pay close attention to your comments on the Amazon platform. Early adopters are trying to help make skills better. This feedback will enable you to refine queries
  21. 21. What makes a good Alexa strategy? Insert Confidentiality Level in slide footer 21 14 September 2018
  22. 22. 22 14 September 2018 Is Voice Search over-hyped? • Study of 1000 U.S. consumers in May 2018 by Rich Relevance • 70% of respondents had never used voice to search for products • Voice search is not useful for searching for products (currently) this was a terrible study • How can hands-free, voice first interactions work? Source: https://goo.gl/SR2xoY
  23. 23. What are people doing on voice devices?
  24. 24. Voice strategy compliments your other platforms & activity • Voice skills are not apps • Quite rightly, e-commerce is still focused on mobile/web • Voice skills should compliment this activity • Should add convenience and reduce friction for customers • They should help build customer loyalty to your brand • “Hands-free, voice-first interactions is at base-level, simply another input method ” Voice WebMobile Gerry White, Just Eat
  25. 25. 25 14 September 2018 What is the key then to a good voice device strategy? Organic Paid Media ATL Email Customer Experience
  26. 26. Provide user actions to ATL brand advertising • Brands are pushing voice Skills as market differentiation to their competitors • Low-barrier to entry makes this an easy content-marketing or online PR strategy • Great way to engage brand or PR departments within your organisation • As should be best practice, ATL brand advertising drives interest and online harvests this
  27. 27. Align with your featured snippets (organic) strategy
  28. 28. 28 14 September 2018 Using Alexa skills to connect to your audience (email marketing) Your Brand® • Skills are a great way to connect to an early adopter audience (ABC 1) • Virtual assistants will likely hit email marketing hard but also opens new opportunities • Amazon audience was 310mln in 2016. US population was 325m in 2017 • Customer Profile API retrieves user data, i.e. name, phone number and email. • Only requires verbal permission, not account linking through web/app (reduces friction) • Will allow you to build connections and even assess viability of Amazon B2C or B2B service offerings
  29. 29. Podcasting and audio opportunities • 96% of UK population listen to radio but only 6% listen to podcasts • Voice device penetration will significantly disrupt user consumption of audio content • Brands can deliver their own skill to deliver audio content and (or) simply optimise discovery within other skills (TuneIn, AnyPod etc.)
  30. 30. Improve customer experience and call centre deflection
  31. 31. Users are positive about voice skills Source: Study of 15,230 Alexa skills Q1 2018
  32. 32. Inspiration from Ocado and Just Eat
  33. 33. Brands entering the age of data-first discovery Only 15% of FTSE 100 companies have an Alexa Skill Source: Vodafone Study May 2018 • Alexa Skills marketing place is largely full of non-brand content. • First-adopters have built games and fun skills (20% of top skills are games) • Brands have the services and data points needed within to take user skills to the next level • Voice will resolve data management and access issues
  34. 34. Does voice live up to the hype? • Hands-free, voice first interactions • If we only view as an input method, impossible to see it failing. It improves convenience and reduces friction • It will not replace e-commerce channels (yet) but voice can augment their activity and improve customer experience
  35. 35. Next steps and homework Buy voice device in next Amazon sale, explore competitor Skills Encourage customer or in-house developers to launch basic skill – ! hackathon Register your brand terms across voice platforms Think about omnichannel marketing opportunities and reducing friction Develop data-first access and interactions
  36. 36. Insert Confidentiality Level in slide footer 36 14 September 2018 Why should you listen to me? Thank you What questions do you have? @nickwilsdon

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