Content in conversation - Mike Jeffs - CMA Digital Breakfast

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?

Thank You

[email protected]

www.branded3.com

@mikerjeffs

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