Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital
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This document provides an overview of the voice ecosystem and why it matters. It discusses: - The growing landscape of voice assistants like Siri, Cortana, Alexa and Google Assistant. - Key trends like the growth of smart speaker usage and the increasing proportion of searches that are voice-based. - Opportunities in the voice ecosystem across areas like search, skills/apps, content, retail and data analytics. - Steps companies can take to plan for voice, including analyzing the landscape, identifying content gaps, and creating voice-optimized content and experiences.
Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital
- 1. UNDERSTANDING THE VOICE ECOSYSTEM, AND WHY IT MATTERS.
- 2. REPRISE / INTRO Jorge Seeliger Head of Innovation EMEA
- 3. WE ARE
- 4. REPRISE / 69 OFFICES WORLDWIDE 41 COUNTRIES DIGITAL FOLKS 2,500 SEACH EXPERTS 1,250 PROJECTED GROWTH 54%
- 5. AGENDA 1. The voice landscape 2. What does the future hold? 3. Introduction to voice search 4. What are we doing now for voice search 5. Crafting voice experiences 6. Recap 7. Questions
- 6. REPRISE / WHY VOICE IS IMPORTANT TO YOU Conversation is the most natural way to engage Voice releases the friction of traditional technology interaction Users can now interact with your product in a more intimate way
- 7. REPRISE / THE ‘VOICE’ ECOSYSTEM A NEW LAND OF OPPORTUNITY AND COMPLEXITY Monetisation & Retail Search SEO + Paid Platforms & Skills/Apps Content & Experiences Visual & Voice Data & Analytics
- 8. REPRISE / THE GROWTH OF VOICE 1 in 10 in the UK End of 2018 100M Smart speakers globally 20% of all searches today are voice. By 2022 it will be 50% By 2030 30% of web browsing will be voice triggered 65,000 Alexa skills available worldwide
- 9. REPRISE / VOICE WILL BE EVERYWHERE
- 10. REPRISE / SIRI CORTANA ALEXA ASSISTANT BEHIND THE VOICE
- 11. REPRISE / HOW ARE WE USING SMART SPEAKERS Ask questions Music Weather/News/Sports Timers/alarms/reminders/calendar Play games/trivia Cooking/recipes/conversions Skills Smart home Podcasts/Audiobooks Purchase products 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
- 12. REPRISE / AND IN RETAIL? Shoppers use voice before, during and after they make a purchase 0% 10% 20% 30% 40% 50% Research products Add to my shopping list Track a package Make a purchase Provide ratings or reviews Contact support Reorder items I use voice to:
- 13. REPRISE / HOW ARE WE USING VOICE
- 14. WHAT DOES THE FUTURE HOLD?
- 15. REPRISE / A MORE HUMAN FEELING Advances in AI & Technology are changing how we interact. • Google are constantly improving how the assistant interacts and responds to us. AI helping speed up the learning. • Google says six new voices are coming to the Google Assistant, including that of singer John Legend.
- 16. REPRISE / VOICE & VISUAL CONVERGENCE
- 17. REPRISE / SPECIFIC DEVICES Hundreds of hours of fun and educational content, including ad-free radio stations and playlists, Audible books, and a growing list of premium kids skills Free time unlimited Amazon Parental Dashboard Age curated content Skills and content adapted to their age and automatically filtered explicit songs from Amazon Music Easy-to-use parental controls let you set daily time limits, review activity, or pause Alexa on the device
- 20. VOICE IS POWERED BY RICH SNIPPETS If a searcher is using voice search and expecting a verbal reply, they will not be presented with a choice of results. Instead, the “position 0” result is read out and where there is a featured snippet, this will be the choice of the voice assistant. How this gets generated: Based on relevant content Different queries appeal to different formats Correct structured data
- 21. REPRISE / WHAT ARE RICH SNIPPETS
- 22. REPRISE / RICH SNIPPETS AND VOICE SEARCH The use of Rich Snippets benefits search engines, users and site operators. • The search engines are able to return more relevant results. • Users can determine the relevancy of specific results more easily, often on the SERP. • Site operators may benefit from increased click-through rates, and reduced bounce rates since users have a better idea of the site contents Nearly 30% of 1.4 million Google queries tested now show Rich Snippets.
- 23. WHAT ARE WE DOING NOW FOR VOICE SEARCH
- 24. REPRISE / OUR VOICE SEARCH ROADMAP Phase 5 Post Launch Testing & Reiteration Phase 2 Landscape Analysis & Benchmarking Phase 1 Keyword Research Phase 3 Content Gaps Analysis Phase 4 Content Creation
- 25. REPRISE / SEO RECAP Different formats for different questions Answer the question in an efficient manner for users and voice If we can get the rich snippets now, it will future proof us. Rich Snippets Are Key Be Concise & Conversational Optimise For Now, Win For The Future
- 27. REPRISE / THE TECHNOLOGY EVOLUTION 2011 2012 2013 2014 2015 2016 2017 2018 2019 APR Siri (Apple) JUL APR Cortana (Microsoft) NOV Amazon Echo & Alexa MAY NOV Google Home JUNE Apple Homepod THROUGHOUT 2018 Amazon Release Echo Show & Spot Sony, Hisense and LG support Alexa (throughout 2018) 10+ major car manufacturers introduce Alexa or Siri to New Models Google Assistant
- 28. REPRISE / OUR KEY SUCCESS FACTORS BUSINESS VALUE DIGITAL PRODUCT CHARACTER & CONTEXT TECHNOLOGY & SECURITY
- 29. REPRISE / WHAT’S THE OPPORTUNITY? What new interactions can we create? How does this contribute to business objectives? How can we make existing interactions even easier/richer? Is it an appropriate environment to use voice? DIGITAL PRODUCT
- 30. REPRISE / Can we quantify it? A CLEAR MEASURABLE COMMERCIAL BENEFIT BUSINESS VALUE What’s the overall business objective Is it achievable?
- 31. REPRISE / CHARACTER & CONTEXT A PLAYFUL AND MEMORABLE EXPERIENCE Voice interfaces need to have personalities in order to be engaging. To show how important this is Google have on-boarded the story artist of Brave and Monsters University to help develop the Google Home and OK Google personalities.
- 32. REPRISE / TECHNOLOGY OPTIONS TECHNOLOGY & SECURITY
- 33. NEXT STEPS
- 34. REPRISE / OUR FRAMEWORK Content & Experiences Platforms & Skills Search SEO & Paid Monetization & Retail Data & Analytics Assessing the ideal platforms, architectures and Apps or Skills that should be used or created to achieve our goals and what do we need to think of? Understanding the role of the activation in the overall plan, defining the customer experience and the content that will fuel it. What content needs to be created, how will it coexist with existing content, what are the platforms, is it only organic or paid also? What are the opportunities to monetize what we’re creating, is there a potential link to a owned or external retail platform? What are the data outputs depending on the platform, how will we optimize, are there any legal restriction?
- 35. REPRISE / 6 STEPS TO SUCCESS • Business Objectives • Customer & Brand Insights • Roadmaps • Working Framework • Objectives • Insights • Target Markets • Budget & Timeframes • Approach Alignment • JTBD & Insight • Sketch Ideas & Hypothesis • Prioritise & Storyboard • Distribution & Adoption • Prototype • User Testing & Validate Exploratory Workshop Brief Design & Strategy Title goes here / Date 1 2 3
- 36. REPRISE / 6 STEPS TO SUCCESS • Creative Production • Technical Development • Business Integration • Deploy Live Product • Distribution Strategy (Owned, Earned & Shared) • Media Integration (Paid) • User Acquisition • User Engagement & Retention • Analytics Tracking • Iteration Build & Deploy Activate & Distribute Learnings & Optimise 4 5 6
- 37. REPRISE / RECAP Voice Search Is happening Voice as a channel Crafting voice experiences Plan For The Future Now
- 38. QUESTIONS?
- 39. THANK YOU!