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UNDERSTANDING THE
VOICE ECOSYSTEM, AND
WHY IT MATTERS.
REPRISE /
INTRO
Jorge Seeliger
Head of Innovation
EMEA
WE ARE
REPRISE /
69
OFFICES
WORLDWIDE
41
COUNTRIES
DIGITAL FOLKS
2,500
SEACH EXPERTS
1,250
PROJECTED GROWTH
54%
AGENDA
1. The voice landscape
2. What does the future hold?
3. Introduction to voice search
4. What are we doing now for v...
REPRISE /
WHY VOICE IS IMPORTANT TO YOU
Conversation is
the most natural
way to engage
Voice releases the
friction of
trad...
REPRISE /
THE ‘VOICE’ ECOSYSTEM
A NEW LAND OF OPPORTUNITY AND COMPLEXITY
Monetisation
& Retail
Search
SEO + Paid
Platforms...
REPRISE /
THE GROWTH OF VOICE
1 in 10 in the UK
End of 2018
100M
Smart speakers
globally
20%
of all searches
today are voi...
REPRISE /
VOICE WILL BE EVERYWHERE
REPRISE /
SIRI CORTANA ALEXA ASSISTANT
BEHIND THE VOICE
REPRISE /
HOW ARE WE USING SMART SPEAKERS
Ask questions
Music
Weather/News/Sports
Timers/alarms/reminders/calendar
Play ga...
REPRISE /
AND IN RETAIL?
Shoppers use voice before, during and after they make a purchase
0% 10% 20% 30% 40% 50%
Research ...
REPRISE /
HOW ARE WE USING VOICE
WHAT DOES THE
FUTURE HOLD?
REPRISE /
A MORE HUMAN FEELING
Advances in AI & Technology are changing
how we interact.
• Google are constantly improving...
REPRISE /
VOICE & VISUAL CONVERGENCE
REPRISE /
SPECIFIC DEVICES
Hundreds of hours of fun and educational content,
including ad-free radio stations and playlist...
REPRISE /
VOICE NOTIFICATIONS
INTRODUCTION TO
VOICE SEARCH
VOICE IS POWERED BY RICH
SNIPPETS
If a searcher is using voice search and expecting a verbal reply,
they will not be prese...
REPRISE /
WHAT ARE RICH SNIPPETS
REPRISE /
RICH SNIPPETS AND VOICE SEARCH
The use of Rich Snippets benefits search
engines, users and site operators.
• The...
WHAT ARE WE DOING NOW
FOR VOICE SEARCH
REPRISE /
OUR VOICE SEARCH ROADMAP
Phase 5
Post Launch
Testing &
Reiteration
Phase 2
Landscape
Analysis &
Benchmarking
Pha...
REPRISE /
SEO RECAP
Different formats for
different questions
Answer the question in
an efficient manner for
users and voi...
VOICE EXPERIENCES
26
REPRISE /
THE TECHNOLOGY EVOLUTION
2011 2012 2013 2014 2015 2016 2017 2018 2019
APR
Siri
(Apple)
JUL APR
Cortana
(Microsof...
REPRISE /
OUR KEY SUCCESS FACTORS
BUSINESS
VALUE
DIGITAL
PRODUCT
CHARACTER
& CONTEXT
TECHNOLOGY
& SECURITY
REPRISE /
WHAT’S THE OPPORTUNITY?
What new
interactions can
we create?
How does this
contribute to
business
objectives?
Ho...
REPRISE /
Can we
quantify it?
A CLEAR MEASURABLE COMMERCIAL BENEFIT
BUSINESS
VALUE
What’s the
overall
business
objective
I...
REPRISE /
CHARACTER
& CONTEXT
A PLAYFUL AND MEMORABLE EXPERIENCE
Voice interfaces need to have
personalities in order to b...
REPRISE /
TECHNOLOGY OPTIONS
TECHNOLOGY
& SECURITY
NEXT STEPS
REPRISE /
OUR FRAMEWORK
Content &
Experiences
Platforms
& Skills
Search
SEO & Paid
Monetization
& Retail
Data &
Analytics
...
REPRISE /
6 STEPS TO SUCCESS
• Business Objectives
• Customer & Brand Insights
• Roadmaps
• Working Framework
• Objectives...
REPRISE /
6 STEPS TO SUCCESS
• Creative Production
• Technical Development
• Business Integration
• Deploy Live Product
• ...
REPRISE /
RECAP
Voice Search
Is happening
Voice as a
channel
Crafting
voice
experiences
Plan For
The Future
Now
QUESTIONS?
THANK YOU!
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Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 1 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 2 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 3 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 4 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 5 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 6 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 7 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 8 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 9 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 10 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 11 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 12 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 13 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 14 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 15 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 16 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 17 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 18 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 19 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 20 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 21 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 22 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 23 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 24 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 25 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 26 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 27 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 28 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 29 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 30 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 31 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 32 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 33 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 34 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 35 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 36 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 37 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 38 Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital  Slide 39
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Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital

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Voice search devices are working their way into more homes and more devices, so it has never been more important to understand the voice search ecosystem and the opportunities that they present.

This session - which you can listen to on-demand at https://www.brighttalk.com/webcast/16065/342946 - will discuss how and why voice is emerging as an important communications channels, where voice can go from here, and what you need to do to deliver connected customer experiences that generate a return on investment.

Speaker: Jorge Seeliger, Head of Innovation, Reprise Digital

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Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger, Head of Innovation, Reprise Digital

  1. 1. UNDERSTANDING THE VOICE ECOSYSTEM, AND WHY IT MATTERS.
  2. 2. REPRISE / INTRO Jorge Seeliger Head of Innovation EMEA
  3. 3. WE ARE
  4. 4. REPRISE / 69 OFFICES WORLDWIDE 41 COUNTRIES DIGITAL FOLKS 2,500 SEACH EXPERTS 1,250 PROJECTED GROWTH 54%
  5. 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. 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. 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. 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. 9. REPRISE / VOICE WILL BE EVERYWHERE
  10. 10. REPRISE / SIRI CORTANA ALEXA ASSISTANT BEHIND THE VOICE
  11. 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. 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. 13. REPRISE / HOW ARE WE USING VOICE
  14. 14. WHAT DOES THE FUTURE HOLD?
  15. 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. 16. REPRISE / VOICE & VISUAL CONVERGENCE
  17. 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
  18. 18. REPRISE / VOICE NOTIFICATIONS
  19. 19. INTRODUCTION TO VOICE SEARCH
  20. 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. 21. REPRISE / WHAT ARE RICH SNIPPETS
  22. 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. 23. WHAT ARE WE DOING NOW FOR VOICE SEARCH
  24. 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. 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
  26. 26. VOICE EXPERIENCES 26
  27. 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. 28. REPRISE / OUR KEY SUCCESS FACTORS BUSINESS VALUE DIGITAL PRODUCT CHARACTER & CONTEXT TECHNOLOGY & SECURITY
  29. 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. 30. REPRISE / Can we quantify it? A CLEAR MEASURABLE COMMERCIAL BENEFIT BUSINESS VALUE What’s the overall business objective Is it achievable?
  31. 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. 32. REPRISE / TECHNOLOGY OPTIONS TECHNOLOGY & SECURITY
  33. 33. NEXT STEPS
  34. 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. 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. 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. 37. REPRISE / RECAP Voice Search Is happening Voice as a channel Crafting voice experiences Plan For The Future Now
  38. 38. QUESTIONS?
  39. 39. THANK YOU!
  • TobiasKhler

    Apr. 25, 2019
  • AlexanderWink

    Dec. 28, 2018
  • ChiaLiYeung

    Nov. 29, 2018

Voice search devices are working their way into more homes and more devices, so it has never been more important to understand the voice search ecosystem and the opportunities that they present. This session - which you can listen to on-demand at https://www.brighttalk.com/webcast/16065/342946 - will discuss how and why voice is emerging as an important communications channels, where voice can go from here, and what you need to do to deliver connected customer experiences that generate a return on investment. Speaker: Jorge Seeliger, Head of Innovation, Reprise Digital

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