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What's Next: Ogilvy x Google Chatbots Partnership

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We are seeing an explosion of the use of Bots in the areas of sales and customer service, but what makes a Chatbot useful? During the recent rise in Chatbot popularity we have seen many bad deployments, so how can you avoid the pitfalls and ensure your Bot succeeds?

Join us to learn all about the new world of Chatbots, Artificial Intelligence, Neuro-linguistic programming, Machine Learning and best practices for deploying the technology for your business.

Publié dans : Marketing
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What's Next: Ogilvy x Google Chatbots Partnership

  1. 1. Powered by What’s Next: Ogilvy x Google
 Chatbots AI & Messaging
  2. 2. Welcome Ritesh Patel Chief Digital Officer, 
 Health & Wellness Ogilvy Consulting Dayoán Daumont Consulting Partner
 Ogilvy Consulting Peter Fasano Consulting Principal Ogilvy Consulting Ben Levine Global Partnerships Lead Ogilvy
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  5. 5. +
  6. 6. Our 2019 priorities
  7. 7. Ogilvy+Google 2019 Plan The Google + Ogilvy Shared Ambition Prove how technology and data are fuel for better creative ideas Video Excellence What: Using data and tools to make and deliver video content more effectively—from awareness through purchase (YouTube) Why: Because most clients (and teams) don’t understand the diversity of video formats and the outcomes they can drive. We need to create video assets fit for purpose rather than channel. How: Video Essentials Training; Audit of Google data, tools and talent that can plug into Ogilvy processes; Ogilvy Creative Challenge/Px; 180 Video Ogilvy OS Enablement Leverage Google data and technology to amplify the power of the products and services 
 within Ogilvy’s OS in a differentiated way KPIs: 100% trained through Video Essentials; creative challenge output at Cannes; 3-5 marquee case studies to share new capabilities; adoption of tools and shift in output in key markets has increased significantly Training and Execution Creative Intelligence What: Use the power of creativity and data coming together to drive greater efficiency, effectiveness and value for our clients 
 (Cloud, ML) Why: Because we are uniquely placed to do this with our vast collection of creative assets, history and knowledge. How: Identify 1-2 clients for whom we have (1) DTC work and content at scale, (2) performance and first-party customer data, and (3) a data/analytics team that can do 
 stuff with it. Immersive Experience What: Launch the WPP “Daydream Practice” to unlock powerful ways to drive tangible client value through immersive experiences (Lens, Assistant) Why: Because we want to help our clients get ahead of a massive new opportunity to engage with their customers in a more impactful way How: Engage with SBCs (Bottle Rocket; GSI) and existing DD team to drive forward; identify media-creative WPP shared client(s) to pilot with end-to-end KPIs: 1-2 client engagements in-progress (will need more granular metrics based on PM); full visibility across Google/ WPP in terms of Ogilvy skillsets in this area; own “insights- based/ML-driven” content KPIs: 1 marquee Lens case study before Cannes and 3-4 by end of year; develop clear method for monetization; develop a sales toolkit; Ogilvy+Google “hack day” with clients in top market(s) Build Momentum & Infrastructure Owning the Value
  8. 8. Google Cloud overview
  9. 9. … you don’t have to know HOW to do this - just that it is POSSIBLE
  10. 10. 10 Cloud enables Creative End to End Research Ideation Creation Execution Themes, and Topics for the Target Market Accelerate Ideation Working with Digital Mediums, think Cloud Deliver Incredible Experiences
  11. 11. 11 Creatively Solving Business Problems With Data & Technology
  12. 12. 12 Execution
  13. 13. 13 Think of Cloud like LEGO, you’re only limited by your own creativity.
  14. 14. 14 Voice & Assistants
  15. 15. 15 Vodafone - Servicing “How can I top up my phone?” “How much data have I used?” “How much was my last bill?” “What are my current charges?” “When is my bill due?” ...
  16. 16. 16 Applying Machine Learning to App Functionality
  17. 17. 17 Self diagnosis to increase product sales Product £25 Imagine you have something appear on your lip. You’re not sure what it is, but you know it’s possible to diagnose You take a quick picture, that will be analysed Cloud Function holds a code snippet to send image to AutoML AutoML has been trained on many diseases that can be diagnosed visually. If a match can be detected, the label is passed to Firestore Firestore can find the diagnosis, and will display the relevant medical products The user can then purchase this product directly in the app
  18. 18. 18 Websites
  19. 19. 19 IoT Connected Devices
  20. 20. 20 Digital OOH
  21. 21. 21 Research
  22. 22. 22 Vox Pop Speech and Sentiment Customers are asked a set of survey questions, which are recorded on an audio device during a test drive of a new vehicle Speech-to-Text API converts audio files to text files. It also includes Speaker Diarization to identify multiple speakers Natural Language API analyses the text for sentiment Text output can also be used for topic modelling to identify themes of both positive and negative sentiment
  23. 23. 23 Image Pipeline with Product Detection Use the Twitter API to export Tweets based on hashtags, or keywords Store the outputs in Cloud Storage, ready for cleaning. Create a dataprep recipe to clean the data, and extract image links Feed this data into BigQuery for Analysis Run AutoML on all image links to detect if the image contains your product Visualize the output in Data Studio to track a count of product placements
  24. 24. 24 Ideation
  25. 25. 25 Vision API Cloud Vision API enables developers to understand the content of an image with machine learning models. It quickly classifies images into thousands of categories, and a whole lot more
  26. 26. 26 What can you see?
  27. 27. 27 Here’s what the Vision API can see
  28. 28. 28 Video Intelligence API The Cloud Video Intelligence API allows developers to use Google video labelling analysis as part of an application.
  29. 29. 29 How long would it take to detail out per second each scene?
  30. 30. 30
  31. 31. 31 270 labels for a 60 second spot…
  32. 32. 32 That was for one video - imagine the possibilities with 1000 videos.
  33. 33. 33 Adding real insight by combining with YouTube Retention Data Internal shots of the car are replayed more on average than any other video segments Completion rate is 17% higher when we include mountain roads When we show yellow cars users lose interest in the videos Imagine you could tell your client the following:
  34. 34. 34 Creation
  35. 35. 35 Machine Learning Models
  36. 36. 36 Right now, there are four things in particular ML systems are extremely good at. Machine learning has all sorts of useful applications. Classification Prediction Generation Understanding
  37. 37. 37 Classification Machine learning helps us predict a category based on the data the system has been trained on. Cat
  38. 38. 38 Prediction ML can help us predict outcomes, or actions, as with YouTube’s Watch Next.
  39. 39. 39 Understanding Machine learning is key to making computers comprehend speech and language. “What restaurants are nearby?”
  40. 40. 40 Dynamic Creative
  41. 41. 41 Templating Assets for Endless Combinations
  42. 42. 42 Rendering
  43. 43. 43 3D Modelling 360 Video
  44. 44. 44 Creatively Solving Business Problems With Data & Technology +
  45. 45. 
 CHAT BOTS, AI AND MESSAGING
  46. 46. WHAT THE HECK IS A CHAT BOT ? A chatbot is a piece of software designed to simulate human conversation, and they are often powered by artificial intelligence and machine learning.
  47. 47. AND WHERE CAN I GET ONE ? Chatbots live on SMS, social networks, or inside messaging apps like Facebook messenger or Slack, and can automate one-on-one interactions, often eliminating the need for a human. Messenger apps Mobile appsText/SMS Websites SearchIntelligent home products
  48. 48. Ogilvy Consulting WHY NOW IMAGE RECOGNITION OPTICAL CHARACTER RECOGNITION & AUTOMATIC LANGUAGE IDENTIFICATION NATURAL LANGUAGE PROCESSING MACHINE LEARNING
  49. 49. THE GROWTH OF THE BOTS CONSUMER BEHAVIOR HAS CHANGED
  50. 50. Ogilvy Consulting THE BRAND USER EXPERIENCE HAS CHANGED “I don’t care if customer service comes from a human or technology as long as I get my questions answered accurately” 40% *5-point agreement scale Among U.S. online adults (n=6001) Would rather start an automated customer service chat to get answers to questions instantly than wait on a phone to speak with someone live 35% Would rather reach customer service using messaging apps/chats (e.g., Facebook messenger) that they typically use instead of going to a dedicated customer service app/website 27%
  51. 51. Ogilvy Consulting Basic Scripted • Matches user entries to key phrases and gives scripted responses Intent Recognizer • Employs natural language processing (NLP) tools to extract meaning from a request Dialogue Manager • Executes actions based on user intent • Contextualizes interactions by aggregating intents from session Intelligent Advisor • Complex inferential capabilities including ability to understand “slang” • Recommend options to enhance outcomes Artificial IntelligenceRule-Based Complexity, Cost, Time, Resources HighLow CHATBOTS PROVIDE A WIDE RANGE OF UTILITY
  52. 52. 5 CATEGORIES OF BOTS
  53. 53. Ogilvy Consulting CUSTOMER SERVICE Hello, how can I help you?
  54. 54. 85% Of customer interactions will be managed without a human by 2020. – Gartner prediction
  55. 55. Ogilvy Consulting CUSTOMER SERVICE
  56. 56. THE FIRST ROBOT LAWYER A CHATBOT THAT BEATS PARKING TICKETS
  57. 57. Ogilvy Consulting There’s a lot happening in the world. Here are your top stories today: CONTENT
  58. 58. Ogilvy Consulting British Vogue. Vogue Fashion Update delivers fashion news and videos. CONTENT
  59. 59. Quartz It’s a conversation about the news with a bot.
  60. 60. Ogilvy Consulting Can you send me: ! Sneaker trends ! Weekly shop ! Gifts SHOPPING & E-COMMERCE
  61. 61. Nordstrom chatbot is ready to help shoppers find the perfect gift.
  62. 62. Nordstrom chatbot also improves customer service.
  63. 63. Ogilvy Consulting SNAPTRAVEL HAS PROCESSED $1 MILLION IN HOTEL BOOKINGS INSIDE MESSENGER.
  64. 64. Ogilvy Consulting SMART ASSISTANTS Do you want me to arrange a meeting ?
  65. 65. Ogilvy Consulting AMY OR ANDREW ? X.AI
  66. 66. Ogilvy Consulting ORDERING & NOTIFICATIONS Check in is open:
 Go ahead and get your boarding pass! See you soon on board with us.
  67. 67. Ogilvy Consulting ORDERING
  68. 68. Ogilvy Consulting BOTS AND OTHER INTEGRATIONS
  69. 69. SOME OF OUR WORK
  70. 70. Build it and they will come…
  71. 71. Ogilvy Consulting
  72. 72. Ogilvy Consulting • What objective are we driving for the business? • What value are we delivering for the user? 1) Value proposition1. VALUE PROPOSITION
  73. 73. Ogilvy Consulting Who are the users? 
 Age? Location?
 Motivation?
 Segments?
 How do they prefer to communicate? 2. USERS
  74. 74. Ogilvy Consulting • How can we reduce friction and enable our audience to use this tool as effectively as possible? • At what point in their digital day would they use this tool? 3. DEVICES
  75. 75. Ogilvy Consulting In healthcare for example: Does it need to be HIPAA compliant? Will the chatbot capture personal information ? Will it handle and/or report Adverse Events? 
 What kind of Privacy Policy? 4. PRIVACY
  76. 76. Ogilvy Consulting Where would users like to engage with the chatbot?
 Which of these channel(s) match privacy requirements? 5. CHANNELS
  77. 77. Ogilvy Consulting What will the chatbot talk about? What kind of conversations need to be pushed?
 
 How does this relate to the value proposition? 
 What level of personalization will be applied? 
 How does this impact each audience segment? 6. CONVERSATIONAL TASKS
  78. 78. Ogilvy Consulting ● Name: 
 ● About: 
 ● Characteristics: • Does this align with existing programs/call centers/sales force? • What is the proper type/length/ frequency of conversations? 7. BOT PERSONA AND LEXICON
  79. 79. Ogilvy Consulting What existing approved materials can be leveraged? ( FAQs, websites, apps, print materials, call centre scripts, etc.) 
 What external resources can be leveraged? What net new material must be created? 
 How can the conversations best be brought through the approval process 8. ASSETS
  80. 80. Ogilvy Consulting Does it need to be self-contained? What 3rd party services should it leverage? Engine APIs Services
 Does it connect into existing CRM or authentication? 9. THIRD PARTY SERVICES
  81. 81. Ogilvy Consulting How will the chatbot be implemented? 
 
 What is the appropriate system architecture?
 What considerations must be taken for NLU? 10. DEPLOYMENT AND SECURITY
  82. 82. Ogilvy Consulting 11) Analytics What are the KPIs that relate to value proposition? Quantitative Engagement KPIs → users, conversations, length per session, click through rates
 Qualitative user feedback / surveys → feedback / surveys / pull requests
 Capture Pull requests → what questions are being asked most → what do we need to address in the 2nd horizon 11. ANALYTICS
  83. 83. Ogilvy Consulting How will the user get to know the bot service? 
 → digital marketing → social media → SEO
 → partnerships with portals → salesforce / events / etc. 12. MARKETING YOUR BOT
  84. 84. Ogilvy Consulting STOPTOBER KEEPING YOU GOING SOS SUPPORT TIPS & TRICKS TO HELP
  85. 85. Ogilvy Consulting
  86. 86. Ogilvy Consulting PUBLIC HEALTH ENGLAND
  87. 87. Ogilvy Consulting VaccinesMedInfo
  88. 88. Questions?
  89. 89. Thank you.

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