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Bots by Ogilvy

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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!

Publié dans : Marketing
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Bots by Ogilvy

  1. 1. The webinar will start shortly… Thanks for joining us today!
  2. 2. Tell us where you’re dialing in from!
  3. 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
  4. 4. 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?
  5. 5. CHATBOTS ARE HERE
  6. 6. OUR AGENDA TODAY • Background and landscape • Chatbot strategy • Tech and development • Success stories
  7. 7. BACKGROUND & LANDSCAPE
  8. 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. 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. 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. 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. 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. 13. AND BRANDS LAUNCH CAMPAIGNS EXCLUSIVELY IN MESSAGING APPS
  14. 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. 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. 16. AND GOOGLE HAS INFILTRATED THOSE PLATFORMS TOO
  17. 17. ALLOWING US TO RESPOND 1:1 TO EVERY SINGLE CUSTOMER
  18. 18. CHATBOT STRATEGY
  19. 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. 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. 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. 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. 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. 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. 25. Source: Usurv, May 2016. Nationally representative of a 1,000 UK adults. THE SOLUTION? A CHATBOT THAT LEARNS… #NOT #BOTFAIL
  26. 26. 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:
  27. 27. 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:
  28. 28. THE REAL COST OF CHATBOTS Personal insights and human connections Perfect Solution + = Human Understanding (Empathy, trust and relationships) Tech Efficiency (Tailored data collection)
  29. 29. 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.
  30. 30. 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)
  31. 31. 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)
  32. 32. TECH & DEVELOPMENT
  33. 33. YOU CAN GO ONE OF TWO MAIN ROUTES Closed chat Open-ended chat
  34. 34. 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.
  35. 35. 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.
  36. 36. 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
  37. 37. SUCCESS STORIES
  38. 38. 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
  39. 39. Try it yourself: http://m.me/OgilvyRoomService Room names: ‘Blaze’, ‘Voyage’, Bond’, and a a few Easter Eggs… BOTS BY OGILVY ROOMBOT
  40. 40. Try it yourself: http://m.me/MondrianLondon Room names: ‘Blaze’, ‘Voyage’, Bond’, and a a few Easter Eggs… BOTS BY OGILVY MONDRIAN HOTEL
  41. 41. Try it yourself: http://m.me/Stoptober Campaign over now but you can still go and see it! BOTS BY OGILVY STOPTOBER
  42. 42. OUR TEAMS IN ASIA ARE ALL OVER THE TREND
  43. 43. OUR TEAMS IN ASIA ARE ALL OVER THE TREND
  44. 44. OTHER EXAMPLES
  45. 45. FILM STREAM CHATBOT
  46. 46. TACO CHATBOT
  47. 47. BANKING CHATBOT
  48. 48. FASHION CHATBOT
  49. 49. LANGUAGE CHATBOT
  50. 50. AND MANY MORE CHATBOTS
  51. 51. THANK YOU
  52. 52. 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

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