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Voice-activated Devices & Brand Opportunities
Hello!
Rob BlackieRitesh Patel
What’s the weather like in your city?
Tell us where you’re dialing in from!
Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: ...
Confidential	contents.	For	internal	use	only.
The	Internet	of	things
Connecting things in the home – Growing
Commercial Use
of Mouse
(Apple Lisa)
1983
Commercial Use of
Window-Based GUI
(Xerox Star)
1981
Commercial Use
of Mobile
Co...
Voice	is	Everywhere
Source:	MindMeldTIME
2005 2010 2015 2020
0B
100B
200B
300B
K E Y W O R D 	 	
S E A R C H E S
V O I C E 	 

S E A R C H E S...
By	2018,	30%	of	our	interactions	
with	technology	will	be	through	
conversations	with	smart	
machines
Source:	Design	News:...
Welcome	to	your	ECHO	Journey
Alexa is the brain behind Amazon Echo, Echo Dot, Echo Show and other Alexa Devices. Using Ale...
People	powering	innovation	
“I	personally	love	the	multiple	alarms,	since	they	are	the	first	thing	
we	do	each	morning,	se...
ECHO is a Big Win for Voice Interfaces
• More	than	11	million	ECHO	units	have	sold	since	it’s	
debut	
• Integrations	with	...
15KPUBLISHED

S K I L L S
OVER
All	enabled	by	the	Alexa	app,	voice,	
or	Amazon.com
Branded	skills	provide	customers	with:	...
Companion	App
• Register	a	device	
• View	and	manage	
actions	
• Link	third	party	accounts	
• View	lists	
• Enable/Disable...
Popular	Skills	Categories
S M A R T 	 H O M E C O N N E C T E D 	 C A R S P O R T S E N T E R T A I N M E N T
E D U C A T ...
CONSUMER	JOURNEY
I	use	the	Uber	skill	to	
request	a	ride	to	my	
spinning	class.
I	use	the	NYC	Subway	
Status	skill	to	chec...
CONSUMER	JOURNEY
I	use	the	1-800	Flowers	
Skill	to	order	flowers	
for	my	mom’s	birthday	
next	week.
During	lunch,	I	spill	...
CONSUMER	JOURNEY
I	use	the	Campbell’s	Kitchen	
skill	to	find	a	recipe	to	make	
for	dinner.
I	use	the	Patrón	skill	to	
find...
A F T E R N O O N E V E N I N GM O R N I N G
When	I	wake	up,	I	ask	Alexa,	
what’s	in	the	news?
I	use	the	National	Rail	
sk...
A F T E R N O O N E V E N I N GM O R N I N G
When	I	wake	up,	I	ask	Alexa,	
what’s	in	the	news? When	I	return	home,	I	
use	...
A F T E R N O O N E V E N I N GM O R N I N G
When	I	wake	up,	I	ask	Alexa,	
what’s	in	the	news? When	I	return	home,	I	
use	...
For	the	Geeks
Alexa	Frameworks
Alexa	is	supported	by	two	powerful	frameworks
ALEXA

VOICE

SERVICE
Unparalleled	Distribution:	
AVS	allow...
Inside	the	Alexa	Skills	Kit	(ASK)
Here’s	how	ASK	works
Alexa	Identifies	Skill	&	Recognizes	Intent	
Through	ASR	&	NLU
You	P...
How	could	you	get	started
DEFINE
Start	By	Asking	The	Right	Questions
What	are	consumers	most	interested	
in?	
What	are	their	needs	from	your	brand	
...
DEFINE
Start	By	Asking	The	Right	Questions
DEPLOY
Design,	Build	&	Deploy	Your	Skill	
What	are	your	consumers	most	
interes...
DEFINE
Start	By	Asking	The	Right	Questions
DEPLOY
Design,	Build	&	Deploy	Your	Skill	
OPTIMIZE
Listen	to	Your	Users	&	

Opt...
The	Importance	of	Strong	VUI	Design
An engaging Alexa skill starts with a well-designed voice experience. Ogilvy offers th...
Our	partnership	with	Amazon	
provides	a	plan	to	take	your	projects	
from	inception	to	launch	with	a	
honed	process	that	in...
START
END
2
DEVELOPMENT
TESTING	&	CERTIFICATION
The	Plan 1
3
Establish	Strategic	&	Creative	Direction	
Develop	User	Flows	...
START
END
2TESTING	&	CERTIFICATION
The	Plan 1
3
Establish	Strategic	&	Creative	Direction	
Develop	User	Flows	&	Scripts
Pre...
START
END
2
DEVELOPMENT
Bring	the	Skill	to	Life
Perform	QA	Testing
Prepare	Skill	for	Amazon	Review
~3–6	WeeksTESTING	&	CER...
Insights	&	Highlights
Inspiration	from	brands	who’ve	built	Alexa	skills
“Can	You	Make	Me	a	Drink?”
		Bringing	the	brains	o...
So	what	can	you	do
Things
developed in
the Ogilvy
Innovation Lab
Questions!
Rob BlackieRitesh Patel
ritesh.patel@ogilvy.com
What's Next for Voice-activated devices & brand opportunities
What's Next for Voice-activated devices & brand opportunities
What's Next for Voice-activated devices & brand opportunities
What's Next for Voice-activated devices & brand opportunities
What's Next for Voice-activated devices & brand opportunities
What's Next for Voice-activated devices & brand opportunities
What's Next for Voice-activated devices & brand opportunities
What's Next for Voice-activated devices & brand opportunities
What's Next for Voice-activated devices & brand opportunities
What's Next for Voice-activated devices & brand opportunities
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What's Next for Voice-activated devices & brand opportunities

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Now far from science fiction, voice-activated devices are permeating all parts of our lives. From Amazon Echo to Google Home and Apple’s Siri, this technology is helping people take on daily tasks such as shopping, setting up reminders and a fast-growing range of other actions.

Check out the webinar recording to find our more about the brand opportunities this technology presents.

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What's Next for Voice-activated devices & brand opportunities

  1. 1. FOR Powered by Voice-activated Devices & Brand Opportunities
  2. 2. Hello! Rob BlackieRitesh Patel
  3. 3. What’s the weather like in your city? Tell us where you’re dialing in from!
  4. 4. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play
  5. 5. Confidential contents. For internal use only.
  6. 6. The Internet of things
  7. 7. Connecting things in the home – Growing
  8. 8. Commercial Use of Mouse (Apple Lisa) 1983 Commercial Use of Window-Based GUI (Xerox Star) 1981 Commercial Use of Mobile Computing (PalmPilot) 1996 Touch + Camera - based Mobile Computing (iPhone 2G) 2007 Portable Computer (IBM 5100) 1975 Voice on Mobile (Siri) 2011 Voice on Connected / Ambient Devices (Amazon Echo) 2014 The evolution of human computer interfaces
  9. 9. Voice is Everywhere
  10. 10. Source: MindMeldTIME 2005 2010 2015 2020 0B 100B 200B 300B K E Y W O R D S E A R C H E S V O I C E 
 S E A R C H E S WORLDWIDE SEARCHES PER MONTH In 2014, voice search traffic was negligible. Today it exceeds 10% of all search traffic. Virtual assistants exceed 50B voice searches per month. Amazon Echo became the fastest- selling Bluetooth speaker in history. By 2020, over 200 billion searches per month will be done with voice. Voice is fast becoming the new standard
  11. 11. By 2018, 30% of our interactions with technology will be through conversations with smart machines Source: Design News: “UX Design: The Age of Voice Is Here 30% OF INTERACTIONS Voice Digital Assistant B2C 2021 Revenue Projections Source: Tractica: Virtual Digital Assistants Report August 2016 $11.7 BN/YR Alexa Skills Increasing Rapidly Growing over 350% from Sept 2015 – Nov 2016 OVER 350% GROWTH Source: Berg Insight Voice is Powerful Connected Home Install Base 2017 Projections driving over $12 BN in Revenue/Year 45 MM HOMES
  12. 12. Welcome to your ECHO Journey Alexa is the brain behind Amazon Echo, Echo Dot, Echo Show and other Alexa Devices. Using Alexa is as simple as asking a question-just ask, and Alexa will respond instantly. Alexa lives in the cloud so it’s always getting smarter, and updates are delivered to your devices automatically. 
 Here are some of the ways Alexa can make your life easier and more fun. Meet 
 Alexa Music
 &
 Entertainment Calling 
 &
 Messaging News
 &
 Information Questions
 &
 Answers Help Around the House Smart
 Home Fun
 &
 Games Shopping Alexa
 Skills
  13. 13. People powering innovation “I personally love the multiple alarms, since they are the first thing we do each morning, setting them for medication times. It is the perfect reminder! “ “The other night, I found Gary playing his own version of a memory game with Alexa. He was trying to come up with songs he remembered and hadn't heard for awhile and would ask her to play them.” “We use the shopping list feature a lot, and my husband has added things to the list that he remembered, while I was already at the store. Should I mention he adds things like chocolate bars when I'm not looking?”
  14. 14. ECHO is a Big Win for Voice Interfaces • More than 11 million ECHO units have sold since it’s debut • Integrations with ECHO are fast and numerous, it’s flexible, dependable and integrates easily with other products • Transcends into Amazon retail seamlessly • Amazon ECHO’s technology has even been adapted by Ford Motors to build the assistant into their new cars • Amazon Prime Day 7/11/2017 saw record sales and the most popular purchase was the ECHO Dot
  15. 15. 15KPUBLISHED
 S K I L L S OVER All enabled by the Alexa app, voice, or Amazon.com Branded skills provide customers with: seamless interaction with your brand or IP through voice. access to product-relevant information. tips and tricks for product use. a new way to order and purchase products. From entertaining experiences, consumers are interacting with thousands of third-party skills every day
  16. 16. Companion App • Register a device • View and manage actions • Link third party accounts • View lists • Enable/Disable skills
  17. 17. Popular Skills Categories S M A R T H O M E C O N N E C T E D C A R S P O R T S E N T E R T A I N M E N T E D U C A T I O N & R E F E R E N C E H E A L T H 
 & F I T N E S S T R A V E L F O O D & D R I N K L I F E S T Y L EF I N A N C E
  18. 18. CONSUMER JOURNEY I use the Uber skill to request a ride to my spinning class. I use the NYC Subway Status skill to check 
 the train schedule and find that there are significant delays. I ask Alexa for the weather, and the morning NPR headlines. A Day in the Life of an Alexa User A F T E R N O O N E V E N I N GM O R N I N G
  19. 19. CONSUMER JOURNEY I use the 1-800 Flowers Skill to order flowers for my mom’s birthday next week. During lunch, I spill some pizza sauce on my shirt, I use the Tide skill to for stain removal instruction. A lunch time, I use the Dominoes Skill to order pizza. When I return home, I use the Phillips Skill to turn on the living room lights. I use the Uber skill to request a ride to my spinning class. I use the NYC Subway Status skill to check 
 the train schedule and find that there are significant delays. I ask Alexa for the weather, and the morning NPR headlines. Imagine - A Day in the Life of an Alexa User A F T E R N O O N E V E N I N GM O R N I N G
  20. 20. CONSUMER JOURNEY I use the Campbell’s Kitchen skill to find a recipe to make for dinner. I use the Patrón skill to find a beverage recipe to pair with my dinner. I use the Uber skill to request a ride to my spinning class. I use the NYC Subway Status skill to check 
 the train schedule and find that there are significant delays. I ask Alexa for the weather, and the morning NPR headlines. I ask use the 
 Yahoo Fantasy Football skill to check 
 on my matchup. While I enjoy my meal, I use the Spotify skill to play some relaxing music. A F T E R N O O N E V E N I N GM O R N I N G I use the 1-800 Flowers Skill to order flowers for my mom’s birthday next week. During lunch, I spill some pizza sauce on my shirt, I use the Tide skill to for stain removal instruction. A lunch time, I use the Dominoes Skill to order pizza. When I return home, I use the Phillips Skill to turn on the living room lights. Imagine - A Day in the Life of an Alexa User
  21. 21. A F T E R N O O N E V E N I N GM O R N I N G When I wake up, I ask Alexa, what’s in the news? I use the National Rail skill to plan my route to work and check if there are delays or cancellations of trains. Imagine - A day in the life of a UK Consumer
  22. 22. A F T E R N O O N E V E N I N GM O R N I N G When I wake up, I ask Alexa, what’s in the news? When I return home, I use the Phillips Skill to turn off the living room lights. A lunch time, I use the Just Eat Skill to order my favorite food. Before I leave work, I use the Nest Skill to raise the temperature in my house by 5 degrees so it’s the perfect temperature when I arrive home. I use the National Rail skill to plan my route to work and check if there are delays or cancellations of trains. I use the Sky Scanner Skill to find me the best flight prices for an upcoming trip. Imagine - A day in the life of a UK Consumer
  23. 23. A F T E R N O O N E V E N I N GM O R N I N G When I wake up, I ask Alexa, what’s in the news? When I return home, I use the Phillips Skill to turn off the living room lights. A lunch time, I use the Just Eat Skill to order my favorite food. Before I leave work, I use the Nest Skill to raise the temperature in my house by 5 degrees so it’s the perfect temperature when I arrive home. I use the National Rail skill to plan my route to work and check if there are delays or cancellations of trains. I use the Jamie Oliver skill to find a recipe to make for dinner. I use the Sky Scanner Skill to find me the best flight prices for an upcoming trip. I ask use the 
 Sky News skill to catch up on my nightly news. Imagine - A day in the life of a UK Consumer
  24. 24. For the Geeks
  25. 25. Alexa Frameworks Alexa is supported by two powerful frameworks ALEXA
 VOICE
 SERVICE Unparalleled Distribution: AVS allows your content
 to be everywhere Create Great Content: ASK is how you connect
 to your consumer ALEXA
 SKILLS
 KIT Lives In The Cloud Automated Speech Recognition (ASR) Natural Language Understanding (NLU) Always Learning
  26. 26. Inside the Alexa Skills Kit (ASK) Here’s how ASK works Alexa Identifies Skill & Recognizes Intent Through ASR & NLU You Pass Back a Textual or Audio Response You Pass Back a Graphical Response Alexa Converts Text-to-Speech (TTS) & Renders Graphical Component Respond to Intent through Text & Visual Alexa sends Customer Intent to Your Service Your Service processes Request User Makes a Request Audio Stream is sent up to Alexa
  27. 27. How could you get started
  28. 28. DEFINE Start By Asking The Right Questions What are consumers most interested in? What are their needs from your brand or service? What will surprise & delight them? How can voice impact your consumer journey & help you achieve your business goals? How to Get Started
  29. 29. DEFINE Start By Asking The Right Questions DEPLOY Design, Build & Deploy Your Skill What are your consumers most interested in? What are their needs from your brand or service? What will surprise & delight them? How can voice impact your consumer journey & help you achieve your business goals? Design your experience to drive
 the user to key conversion points. Ensure best practices in voice design and development are baked into your skill. Define your Go To Market plan 
 & utilize your owned channels to promote it to your customer base. How to Get Started
  30. 30. DEFINE Start By Asking The Right Questions DEPLOY Design, Build & Deploy Your Skill OPTIMIZE Listen to Your Users & 
 Optimize the Experience What are your consumers most interested in? What are their needs from your brand or service? What will surprise & delight them? How can voice impact your consumer journey & help you achieve your business goals? Design your experience to drive
 the user to key conversion points. Ensure best practices in voice design and development are baked into your skill. Define your Go To Market plan 
 & utilize your owned channels to promote it to your customer base. Review and utilize analytics and reviews to enhance the skill Monitor reviews and respond 
 to consumers & help address 
 their interests/challenges 
 in utilizing your skill How to Get Started
  31. 31. The Importance of Strong VUI Design An engaging Alexa skill starts with a well-designed voice experience. Ogilvy offers the creative expertise for building the voice user interface (VUI) to help create great experiences and simplifies skill development and Amazon® required skill certification.
  32. 32. Our partnership with Amazon provides a plan to take your projects from inception to launch with a honed process that includes multiple touch-points with the Alexa team. START END VOICE EXPERIENCE DESIGN 2TESTING & CERTIFICATION The Plan 1 3 DEVELOPMENT A high-level framework to help get you started
  33. 33. START END 2 DEVELOPMENT TESTING & CERTIFICATION The Plan 1 3 Establish Strategic & Creative Direction Develop User Flows & Scripts Prepare Utterances & Responses ~4–8 Weeks VOICE EXPERIENCE DESIGN A high-level framework to help get you started
  34. 34. START END 2TESTING & CERTIFICATION The Plan 1 3 Establish Strategic & Creative Direction Develop User Flows & Scripts Prepare Utterances & Responses ~4–8 Weeks VOICE EXPERIENCE DESIGN DEVELOPMENT Bring the Skill to Life Perform QA Testing Prepare Skill for Amazon Review ~3- 6 Weeks A high-level framework to help get you started
  35. 35. START END 2 DEVELOPMENT Bring the Skill to Life Perform QA Testing Prepare Skill for Amazon Review ~3–6 WeeksTESTING & CERTIFICATION Initial Skill Certification Amazon & Developer Testing & Adjustments Re-Certification & Deployment ~4 Weeks The Plan 1 3 Establish Strategic & Creative Direction Develop User Flows & Scripts Prepare Utterances & Responses ~4–8 Weeks VOICE EXPERIENCE DESIGN A high-level framework to help get you started
  36. 36. Insights & Highlights Inspiration from brands who’ve built Alexa skills “Can You Make Me a Drink?” Bringing the brains of the bartender home. “How Big Is My Baby This Week?” Helping inform expectant parents. “What Kind of Dog Is Right For Me?” Connecting people with the perfect pet. Patrón knows tequila, has great recipes and has great tips on mixing drinks at its fingertips. The brand built a voice experience that brings the comfort of a good drink to the comfort of its consumers’ homes…and put a the knowledge of a bartender at the tip of its users’ tongues. BabyCenter, trusted by over 300 million moms, is a go to source to help inform parents as they count down to their baby’s arrival. Weekly updates and helpful tips tied to fetal development — customized to the parent’s due date — help connect parents with their little one’s and hear what to expect as their baby grows. Purina’s been part of the passionate about the lives we share with our canine companions, and believes pets and people are better together. The brand built a voice experience to help connect those looking for a dog with the breed information they need to choose the perfect companion suited to their lifestyle.
  37. 37. So what can you do
  38. 38. Things developed in the Ogilvy Innovation Lab
  39. 39. Questions! Rob BlackieRitesh Patel ritesh.patel@ogilvy.com

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