speak easy: the rise of voice search (mindshare fast - brighton seo 2017)
TRANSCRIPT
Saeley Johnson JnrMINDSHARE FAST
SPEAK EASY: THE RISE OF VOICE SEARCH
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VOICEREFRESHER
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Technology Assistants Search
Consumers Brands
IMPORTANCEOF VOICE
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Consumers BrandsAgency
IMPORTANCEOF VOICE
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But how do we bridge that gap?
UNIQUERESEARCH
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SPEAK EASYINSIGHTS
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Neuroscience Experiments
Qualitative Research
Expert Interviews
Quantitative Research
Secondary Research
Multi-Market Research(UK, DE, ES, CN, JP, SG, TH, AU, US)
VOICE TECHUTILISATION
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THE TASKSAT HAND
%
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EASING
High mental activity
Low mental activityVoice Text
THE COGNITIVE LOAD
Source: Neuro-Insight study 2017; n=102 UK smartphone users. Brain activity measured using SST headsets; unit measurement is radians, which equals strength of brain response.
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CRAVINGINTIMACY
%69 “It would be much easier if technology could speak back to me”
%73 “If voice assistants could understand me properly and speak back to me as well as a human can, I’d use them all the time”
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CRAVINGINTIMACY
%29 of voice users say they have had a sexual fantasy about their voice assistant
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EMOTIONALRESPONSE
Neuro-Insight study Feb 2017; n = 102 UK smartphone users. Brain activity measured using SST headsets; unit of measurement is radians, which equates to positivity of brain response to specific* requests for brands
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“ .”
Companies will now need to think about the actual voice of their brand …
They have to think about how their brand sounds, and the words and
language that their brand uses when communicating with customers ... The
personality of their brand as it’s presented to users.
Martin Reddy, cofounder and chief technology officer, PullString
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BYPASSINGTHE GATEKEEPERS
7,000Skills exist for Alexa
of skills on Alexa are unused69
*based on skills public library mar 2017, public customer usage data and user reviews
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BYPASSINGTHE GATEKEEPERS
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MobileLong Tail& Conversational
Schema & Mark-up
Local, local, local
Position One
KEYTAKEAWAYS
1Voice is growing
2Natural & easy 3Desire for intimacy
4Voice drives emotional connections
5Bypass gatekeepers
6Prepare your assets for voice
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VOICE READYAUTOMOTIVE BRAND
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Building voice tech into new vehicles
Shifting content strategy
Targeting moments of cognitive load
Optimising assets for voice SEO
Answering more questions about products & brand
“ .”
“It’s not about the query....but about what prompted the query.
It’s about moments and how a brand can connect with that moment”
Daniel Williamson, 2017
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THANKSOVER TO YOU
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