You might be chatting to a Bot without even knowing it.Messenger Bots are a great option for brands trying to get deeper engagement with people on mobile (and the web). We’ll show you how they work!

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3. 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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5. CHATBOTS
ARE HERE

6. OUR AGENDA
TODAY
• Background and landscape
• Chatbot strategy
• Tech and development
• Success stories

7. BACKGROUND
& LANDSCAPE

8. LAYING DOWN
THE BASICS
Why 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

9. MESSAGING APP USAGE
IS THROUGH THE ROOF
Monthly 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
Millions
1Q20154Q20132Q2012
Top 4 messaging apps
Top 4 social networks

10. 2018 ESTIMATES 4 BILLION
PEOPLE ONLINE GLOBALLY
Out 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
Internetusers(billions)
201820152012
Internet
Messaging
Social

11. YOUR CUSTOMERS
ARE READY
In 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.

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

13. AND BRANDS LAUNCH CAMPAIGNS
EXCLUSIVELY IN MESSAGING APPS

14. 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 apps
Twitter
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

15. 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

16. AND GOOGLE HAS INFILTRATED
THOSE PLATFORMS TOO

17. ALLOWING US TO
RESPOND 1:1
TO EVERY SINGLE
CUSTOMER

18. CHATBOT
STRATEGY

19. 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?

20. 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

21. 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

22. ONLINE CUSTOMERS
ARE (VERY) FRUSTRATED
With 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.

23. 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

24. MAIN CHALLENGES
FACING CHATBOTS
Source: Usurv, May 2016. Nationally representative of a 1,000 UK adults.
60
50
40
30
20
10
0
5
9
23
32
41
43
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

25. Source: Usurv, May 2016. Nationally representative of a 1,000 UK adults.
THE SOLUTION?
A CHATBOT THAT LEARNS… #NOT
#BOTFAIL

27. 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:

28. 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:

29. THE REAL COST
OF CHATBOTS
Personal insights and human connections
Perfect Solution
+ =
Human
Understanding
(Empathy, trust and
relationships)
Tech Efficiency
(Tailored data
collection)

30. SUCCESS
FORMULA
In 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.

31. IDEA
STARTERS
Here 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)

32. IDEA
STARTERS
Here 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)

34. TECH &
DEVELOPMENT

35. YOU CAN GO ONE OF
TWO MAIN ROUTES
Closed chat Open-ended chat

36. 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.

37. 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.

38. 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

39. SUCCESS
STORIES

40. OGILVY LONDON HAS LAUNCHED
BOTS BY OGILVY
What 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

41. Try it yourself:
http://m.me/OgilvyRoomService
Room names: ‘Blaze’, ‘Voyage’, Bond’, and a a few Easter Eggs…
BOTS BY OGILVY
ROOMBOT

42. Try it yourself:
http://m.me/MondrianLondon
Room names: ‘Blaze’, ‘Voyage’, Bond’, and a a few Easter Eggs…
BOTS BY OGILVY
MONDRIAN HOTEL

43. Try it yourself:
http://m.me/Stoptober
Campaign over now but you can still go and see it!
BOTS BY OGILVY
STOPTOBER

44. OUR TEAMS IN ASIA
ARE ALL OVER THE TREND

45. OUR TEAMS IN ASIA
ARE ALL OVER THE TREND

46. OTHER
EXAMPLES

47. FILM STREAM
CHATBOT

48. TACO
CHATBOT

49. BANKING
CHATBOT

50. FASHION
CHATBOT

51. LANGUAGE
CHATBOT

52. AND MANY
MORE CHATBOTS

53. THANK
YOU

54. 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