bots by ogilvy
TRANSCRIPT
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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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CHATBOTS ARE HERE
OUR AGENDA TODAY
• Background and landscape • Chatbot strategy • Tech and development • Success stories
BACKGROUND & LANDSCAPE
LAYING DOWN THE BASICSWhy 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
MESSAGING APP USAGE IS THROUGH THE ROOFMonthly 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
Mill
ions
1Q20154Q20132Q2012
Top 4 messaging apps
Top 4 social networks
2018 ESTIMATES 4 BILLION PEOPLE ONLINE GLOBALLYOut 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
Inte
rnet
use
rs (b
illio
ns)
201820152012
Internet
Messaging
Social
YOUR CUSTOMERS ARE READYIn 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.
THE WESTERN WORLD IS ABOUT 2 YEARS BEHIND CHINAIn China messaging apps are mature in technology infrastructure and there’s a lot to learn from them
AND BRANDS LAUNCH CAMPAIGNS EXCLUSIVELY IN MESSAGING APPS
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 appsTwitter 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
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
AND GOOGLE HAS INFILTRATED THOSE PLATFORMS TOO
ALLOWING US TO RESPOND 1:1 TO EVERY SINGLE CUSTOMER
CHATBOT STRATEGY
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?
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
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
ONLINE CUSTOMERS ARE (VERY) FRUSTRATEDWith 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.
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
MAIN CHALLENGES FACING CHATBOTS
Source: Usurv, May 2016. Nationally representative of a 1,000 UK adults.
60
50
40
30
20
10
05
9
23
32
4143
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
Source: Usurv, May 2016. Nationally representative of a 1,000 UK adults.
THE SOLUTION? A CHATBOT THAT LEARNS… #NOT #BOTFAIL
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:
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:
THE REAL COST OF CHATBOTSPersonal insights and human connections
Perfect Solution
+ =Human
Understanding (Empathy, trust and
relationships)
Tech Efficiency (Tailored data
collection)
SUCCESS FORMULAIn 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.
IDEA STARTERSHere 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)
IDEA STARTERSHere 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)
TECH & DEVELOPMENT
YOU CAN GO ONE OF TWO MAIN ROUTES
Closed chat Open-ended chat
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.
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.
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
SUCCESS STORIES
OGILVY LONDON HAS LAUNCHED BOTS BY OGILVYWhat 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
Try it yourself:
http://m.me/OgilvyRoomService Room names: ‘Blaze’, ‘Voyage’, Bond’, and a a few Easter Eggs…
BOTS BY OGILVY ROOMBOT
Try it yourself:
http://m.me/MondrianLondon Room names: ‘Blaze’, ‘Voyage’, Bond’, and a a few Easter Eggs…
BOTS BY OGILVY MONDRIAN HOTEL
Try it yourself:
http://m.me/Stoptober Campaign over now but you can still go and see it!
BOTS BY OGILVY STOPTOBER
OUR TEAMS IN ASIA ARE ALL OVER THE TREND
OUR TEAMS IN ASIA ARE ALL OVER THE TREND
OTHER EXAMPLES
FILM STREAM CHATBOT
TACO CHATBOT
BANKING CHATBOT
FASHION CHATBOT
LANGUAGE CHATBOT
AND MANY MORE CHATBOTS
THANK YOU
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