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How to Augment your Marketing Strategy with Alexa - August 22, 2019

Slides presented at Atlanta Marketing Innovation group by Elizabeth Simpson, Steve Youngblood, and Caroline Dunn on August 22, 2019
Agenda:
- Is Voice the Next Frontier? - Dunn
- Best Alexa Skills - Youngblood
- Best Practices for Designing - Simpson

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How to Augment your Marketing Strategy with Alexa - August 22, 2019

  1. 1. AGENDA •Introductions •Is Voice the Next Frontier? – Dunn •Best Alexa Skills – Youngblood •Best Practices for Designing – Simpson
  2. 2. LIZ SIMPSON • Co-Chair Women Driving Innovation • TAG Emeritus Council member • ADG CTO-Geek who loves to create and innovate! Alexa, Play National Anthems. “Give me a Hint” Hobbies: Darwin the Sheltie and Painting
  3. 3. Steve Youngblood ● 30 Years in Software Product Management, Sales and CxO ● Defined, built and launched products that led an IPO ● Started Alexa Skill building in early 2016 ● Currently CTO building a new B2B/B2C marketplace ● BSBA from the University of Florida ● MBA from the University of North Carolina - Charlotte
  4. 4. CAROLINE DUNN • Only Female and only Atlanta Amazon Alexa Top 10 Finalist 2019 • 2018 New York City Marathon Finisher • AWS Certification
  5. 5. IS VOICE THE NEXT FRONTIER?
  6. 6. Over 100 Million Alexa- enabled devices Reported by: • TechCrunch • The Verge • PC Mag • Engadget
  7. 7. COMMON QUESTIONS •How can I change Alexa’s answers to promote my business? •How can I use Alexa to collect user’s contact info? •Amazon decides Alexa’s answers • User opt-ins are required for sharing contact info
  8. 8. HOW CAN I AUGMENT MY MARKETING STRATEGY WITH ALEXA? Answer: Deploy an Alexa Skill for your company. •”Control” the narrative •Call your company “Innovative” •Stay a step ahead of your competitors
  9. 9. WHAT IS AN ALEXA SKILL? • Similar to an app on your smartphone • Brands can publish content to Alexa • Free and Freemium models • News, games, entertainment, information • User must “open” or “launch” selected skill
  10. 10. ALEXA SKILLS = THE NEXT APP STORE
  11. 11. WHAT ABOUT GOOGLE HOME?
  12. 12. STEVE YOUNGBLOOD • 30 Years in Software Product Management, Sales and CxO • Defined, built and launched products that led an IPO • Started Alexa Skill building in early 2016 • Currently CTO building a new B2B/B2C marketplace • BSBA from the University of Florida • MBA from the University of
  13. 13. Great Alexa Skills and Why
  14. 14. BMW Connected “Alexa, open BMW” “Alexa, ask BMW to unlock my doors” “Alexa, ask BMW to turn on ventilation”
  15. 15. BMW Connected Account Linking Uses a “PIN” to secure access via Alexa for Door Locking and Unlocking. “What’s my fuel range” “Are my windows up”
  16. 16. BMW Connected Why is it great? Just like home automation (lights for example. Only extended to your home on wheels.
  17. 17. Pandora Radio “Alexa, play John Mayer Channel on Pandora “Alexa, Next” “Alexa, thumbs up”
  18. 18. Pandora Radio Links to your Pandora account. Supports your existing channels. Supports “discovery” creating new stations as you request hearing a new artist. Supports tuning via thumbs up and down.
  19. 19. Pandora Radio Amazon devices such as the Echo can, via Alexa skills, be our Radio, music player, all in one.
  20. 20. Geography Trivia “Alexa, Open Geography Trivia “Which city was built in 1908 as the capital of its country as a compromise to the country's two largest cities vying for the honour?”
  21. 21. Geography Trivia Simple usage. Just request the skill Only 5 questions Flash card style
  22. 22. Geography Trivia Quiz and Trivia skills are fun, teaching and simple. Reference for both young and old.
  23. 23. What Types of Skills are Great? ● Ones that involve interaction between the skill and the user ● Multi-player games ● Instant gratification such as turning on and off electrical items ● Ones that can deliver status, such as the Nest skill ● Ones that provide feedback-based on input, like Running Clothes
  24. 24. Where Do Skills Have Greater Meaning? ● When they touch APIs to deliver account specific information ● When they tie into other modes of interaction (SMS, Web) ● Multi-player/user
  25. 25. Liz Simpson ● Co-Chair Women Driving Innovation ● TAG Emeritus Council member ● ADG CTO-Geek who loves to create and innovate! Alexa, Play National Anthems. “Give me a Hint” Hobbies: Darwin the Sheltie and Painting
  26. 26. Voice Design Best Practices Liz Simpson, CTO Alexa Dev Group
  27. 27. Brand Recognition • Invocation Name • No confusion with Alexa features (weather, play, pause) • Represent skill’s functionality or relevance to your brand • Avoid numbers • Two + words (exception if your brand is single word i.e. Spanx) • Logo • BRAND Recognition • Cards • QUALITY images, simple fonts
  28. 28. USER EXPERIENCE Speak Process RespondListen Suggest •Clear PATHS •Guided NAVIGATION •ASSISTANCE •NATURAL Language
  29. 29. SMART Objectives (Specific, Measurable, Actionable, Relevant, Tested) • Friendly, Helpful, Conversational • Purpose driven • Avoid misunderstandings, USE AI • One breath speech, ELEVATOR PITCH • Plan for the UNEXPECTED • uh, umm, IDK • Background noise • No response, Variances • BE FORGIVING! Hmm, I’m not sure. Can you repeat that?
  30. 30. SMART Objectives (Specific, Measurable, Actionable, Relevant, Tested) • Set the Destination • Plan for the Unexpected • uh, umm, IDK • Background noise • No response, Variances • BE FORGIVING! Hmm, I’m not sure. Can you repeat that?
  31. 31. Measurable Results • Custom skills • Unique customers (overall and intents) • Interaction Paths taken • Retention Rate • Session metrics (incl failures and no response) • In skill purchasing • Purchases (by product, product type, total) • Repeat purchases • Upsell conversions • Offer impressions • Subscriptions • Total subscribers, Ended or Expired subscriptions
  32. 32. Privacy • Is Big Brother listening? • Records only on wake word • Certification by Amazon (they check privacy) • Account Linking • Permission for skill to collect user information • Pulled from Amazon account • Location, Name, address • Purchasing privileges • Delete History • Alexa app • Similar to browser history NOTE: Recordings are stored so that your device service can learn and become ‘smarter’.
  33. 33. User Journey Voice Design Best Practices Implementation
  34. 34. www.alexadevgroup.com @alexadevgroup
  35. 35. FRONT PAGE ALEXA SKILL STORE
  36. 36. FRONT PAGE ALEXA SKILL STORE

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