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Content in conversation
1 0 O C T O B E R 1 7
“Today’s hyper-empowered, tech-augmented consumers
are increasingly in control of the branded messages they
receive and how they shop for brands.”
https://www.thinkwithgoogle.com/consumer-insights/unilever-consumer-marketing-segmentation/
“50% of all searches will be voice searches by 2020”
“People don’t think of Amazon as search, but if you are looking for something to buy,
more often than not you are looking for it on Amazon.”
Eric Schmidt
http://uk.businessinsider.com/amazon-tops-list-for-millennials-must-have-app-charts-2017-8
Half-right
…really we’re all just @rachel_weber10
60 million people Googled for
cars on AutoTrader in July 2016
AutoTrader
50 million people Google for
flights on Skyscanner every month
partners.skyscanner.net/travel-insight
What about people who Google for flights on Google?
An early attempt –
The ultimate guide to cruising
*The* search engine for cruise information in 2013
web.archive.org/web/*/cruise.co.uk
Making information more accessible…2013 style
virginholidayscruises.co.uk/cruise-guide
We built it for SEO
…but search for “drinks packages”…
Wouldn’t the results below the fold have been better?
“Alexa, ask Virgin Holidays what drinks packages
are available on Celebrity Equinox”
2.41%
5.45%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Non-site search users Site search users
Average conversion rateNon site search users vs. site search users
https://www.branded3.com/blog/site-search-generates-3-times-as-many-conversions/
Turn on site search analytics
Click
Turn on site search analytics
Click
Turn on site search analytics
Make sure this is checked
Find your report
Build a knowledge database
Use:
1. Analytics
2. Conversations with your call centre(s)
3. User surveys
4. Keyword research
To:
Create a database of questions customers want answers to
Create an inventory of answers
If you want to be lazy…
…use keyword research for wording and rank-check to find relevant pages.
“Two key characteristics of today’s consumer:
immediacy and relevance.”
I N T H E F U T U R E , B U I L D B R A N D S I N S E G M E N T S O F O N E .
Build a chatbot / Alexa Skill
https://www.geekwire.com/2016/age-alexa-amazon-echo-sales-pace-first-year-iphones/
The Bot platform ecosystemAND THE EMERGING GIANTS
TitleSUB HEADING
https://www.oreilly.com/ideas/infographic-the-bot-platform-ecosystem
https://techcrunch.com/2017/07/03/amazons-alexa-passes-15000-skills-up-from-10000-in-february/
Natural language CX
SEARCH
Customers typically show one of three intents
• Research your products and services
• Lookup a specific file or document
• Navigate sitemap e.g. login
RESPONDER AI
Customers have a direct questionand expect a good answer
• Simple example is an FAQ
• Most chatbots and Alexa skills are at this level today
CONSULTATIVE AI
Customers require specific advice or want to achieve a goal
• Requires a complex conversational interaction
• AI can automate this but typically hard-coded today
Example interactions
SEARCH
> fund fact sheet
> fixed rate mortgage
> login page
RESPONDER AI
What is APR?
CONSULTATIVE AI
Am I eligible for your fixed rate mortgage?
Voice search is no different to
search using text
Can your content be found
without navigation?
Sources
https://www.thinkwithgoogle.com/consumer-insights/unilever-consumer-marketing-segmentation/
https://www.autotrader.co.uk/
https://partners.skyscanner.net/insights/travel-insight
https://trends.google.co.uk/trends/explore?date=today%205-y&q=cheap%20flights,skyscanner
https://www.branded3.com/blog/track-internal-site-search-using-google-tag-manager/
http://the-cma.com/case-studies/virgin-holidays/
https://www.branded3.com/blog/google-voice-search-stats-growth-trends/
https://www.slideshare.net/mikejeffs/ok-google-siri-alexa-cortana-can-you-tell-me-some-stats-on-voice-search
https://www.geekwire.com/2016/age-alexa-amazon-echo-sales-pace-first-year-iphones/
https://www.oreilly.com/ideas/infographic-the-bot-platform-ecosystem
https://techcrunch.com/2017/07/03/amazons-alexa-passes-15000-skills-up-from-10000-in-february/
https://www.solstice.com/our-labs
