C3 2018 | Voice Search and Digital Knowledge Management: Your Future Is Here
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Duane Forrester, VP Insights, Yext at C3 2018
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C3 2018 | Voice Search and Digital Knowledge Management: Your Future Is Here
- 1. The Future Has Already Begun How Voice Search and Digital Knowledge Management Impact You DUANE FORRESTER VP, INDUSTRY INSIGHTS - YEXT @DUANEFORRESTER
- 2. Before we get to Voice, let’s talk DKM Digital Knowledge Management DKM’d
- 3. HOW STRUCTURED DATA CHANGES YOUR JOB
- 12. BRAND MANAGER
- 19. DKM SKILL #1: MASTER INVESTIGATOR
- 23. DKM SKILL #3: MASTER COMMUNICATOR
- 24. ATL EWR ORD
- 25. DKM SKILL #4: MASTER THINKER
- 27. DKM SKILL #5: MASTER BUILDER
- 30. Where DKM Applies Pretty much everywhere now…
- 31. Like in Voice Search Google Assistant is now on more than 400 million devices Siri came on another 70 million+ devices over the holidays
- 32. Voice search matters on several levels For the search engine: Faster interaction leads to greater consumer retention and engagement For the consumer: It’s faster. It’s about our desire to do less and receive more. For a business: Consumer behavior and search engine investments often go hand-in-hand. Those rich experiences we have on mobile devices, and the faith we put in a single spoken answer, come from the trust a search engine has established with us. For the big players: For the main providers of hardware and services in this space, the fight is on for consumer loyalty.
- 33. Where We Stand Today “
- 34. Who Leads? Amazon controls the lion’s share of the market – over 70%
- 35. The Customer Journey with Voice Instructional - open this app, add this to my list, set a timer Transactional - purchasing a product, or placing an item into a cart for purchase Assistive - “best tacos near me”
- 36. Technically Speaking Areas of focus for optimizing in a Voice Search world • Information Satisfaction • Length • Formulation • Elocution • Be a rich snippet/rich result • Contextually relevant • Markup • Secure • Mobile friendly
- 37. Actions, Skills, Voice Personas What You Can Do: Google Actions Alexa Skills Who You Are: Personas
- 38. Next Steps for Voice Assistants Digital Agents Full access to our lives Full control to act on our behalf AI powered and personalized Gatekeeper of what data reaches us
- 39. Wrapping Up We’ve written a free ebook on Voice and have the full webinar with Google Assistant and Cortana available: eBook: http://offers.yext.com/voice-search-wp-2 Webinar: http://offers.yext.com/voice-search-webinar-2
Notas do Editor
- Where we started (6 minutes total) What was the impetus to start down the path of voice being the next big interface - what problem was being solved with the advent of voice assistants? How has the space grown since its inception? We see data saying things like “20% of actions on Google apps are voice actions” and predictions like “50% of all queries will be voice by 2020”. Consumer adoption is growing How has the technology grown to power these experiences?
- If you’re an SEO, your job has been pretty clear over the past 10+ years.
- You help translate the pile of largely unstructured web content and messages that your brand produces…
- And look to organize it, tag it, mark it up, and otherwise optimize it…
- So that when that search engine spider comes a-crawlin’ along…
- You make the cut, and are one of those ten blue links on page one of a keyword search that’s relevant to your brand—and hopefully, drives sales.
- So SEO has always been a bit of a faith-based initiative. You have to hope the search engines crawl you. Then rank you. Then rank you higher. And hopefully, never ever punish you.
- In other words, SEOs live with a fair share of fear that the latest animal-named change to an algorithm that they never get to see early… doesn’t hurt their visibility and therefore, their business.
- That uncertainty can make even the sharpest SEO angry, upset. As can other changes. And Google, Bing, Apple, Yahoo, Amazon and other increasingly intelligent services are driving a lot of change….
- And it doesn’t matter if you’re the Brand Manager…
- …the Social Media Manager…
- Or the CMO… Intelligent services are changing your world rapidly.
- And now you see that the services you thought you knew, are even MORE intelligent?!? The rise of intelligent services is creating a new career opportunity for those who are willing to take on new responsibilities.
- …and while that could be soul-crushing news…. It’s not. I see it as great news for smart/savvy people!
- Today’s world of structured data—maps, info cards, and specific answers—needs you more than ever. This is driving an increase in the need for THE MOST ACCURATE data from THE MOST AUTHORITATIVE sources. Because how can an intelligent service be intelligent, if it’s wrong? Right? So you know what the rise of intelligent services is ALSO creating? A new job opportunity within companies.
- That of the Digital Knowledge Manager. And what is a DKM? It consists of a number of specific skills that I’m going to quickly share with you today. Ready?
- First and foremost, a DKM is a Master Investigator. This is someone who can track down all of the authoritative sources of knowledge about your brand, people, products, events, and locations from within your organization. Now, if you’re a small company, this could be an easy job. But if you’re a large organization, it could be a huge undertaking requiring conversations with Marketing, IT, Legal, Facilities, Store Ops, and more. We’re talking about identifying and finding all the “Public facts about your business that you want in the hands of your customers.”
- The DKM doesn’t just settle for the data the organization says it has. Instead, the DKM investigates what consumers are demanding and then works to source the data within the organization. For instance, did you know that according to Google, 70% of hotel searches now include a specific type of amenity. What are the amenities—or GRANULAR DETAILS — that consumers are seeking about your people, products, events, and locations today? What will they be tomorrow? That’s where the investigative DKM is of critical importance.
- Because of the many teams a DKM will have to work with, they must also be a Master Negotiator—someone who can help arbitrate conflicts amongst data sources and people within the organization. Digital Knowledge Management is about boiling all of your data down to clear sources of truth. And to do that, conflicts must be resolved in ways that promote accuracy, stability, and efficiency. We’ve had clients come to us and share, sometimes 8, 10 different sources for their data – across a wide variety of sources from their CMS to basic spreadsheets! And all needed someone to identify and shepherd that data to best effect.
- Let’s look at this in context. Think about the internal teams—and even franchisees--that own the data for McDonald’s locations, their menus, and their nutritional information. To deliver this structured data via today’s intelligent services, the DKM must negotiate the twists and turns of internal and franchise politics to ensure that to the consumer, everything is one brand, one voice, one accurate data set to answer their needs in the moment.
- The third skill a DKM must possess is that of the master communicator. As technology evolves, so too do the responsibilities and opportunities for your brand with its digital knowledge.
- For instance, the DKM should be the first in an organization to know about new intelligent services features that need to be serviced by new digital knowledge. Case in point, the ability to provide multiple pick-up/drop-off points for a specific location within Uber. You already see this in action at large airports like Atlanta, Chicago, Dallas, San Francisco, and Newark. But did you know that Yext can help you manage up to six such points and publish them to certain intelligent services? It’s the DKM’s role to spot the opportunity and communicate it to the appropriate teams in order to source and leverage the data fully. Uber made this possible – they owned this! Own the Answers! Own YOUR Answers! RECAP the first 3 skills – Master Investigator, Master Negotiator, Master Communicator
- A DKM must always keep one eye on the future. How are these intelligent services evolving? What does that mean for your company? Your customers? How does tech change consumer behaviors?
- Today, one of the biggest questions you should be asking yourself is “How will voice search impact my brand? My search traffic? My relationship with customers?” Believe it or not, Lego is doing it by creating a bot on the Alexa skills store that allows any Echo user to ask questions and get detailed answers about new and old Lego sets, themes, and other products. And with 20% of searches on Google already done via voice search, it’s probably not a bad idea to be thinking about how to prepare your digital knowledge for voice search today. (SOURCE: https://www.thinkwithgoogle.com/intl/en-gb/articles/what-marketers-should-expect-from-search-in-the-future.html). LEGO SOURCE ARTICLE: Extentia Introduces the ‘BrickBot’ Skill for Alexa on Amazon Echo LEGO® fans can now get updates on available LEGO® sets, set details, themes, and sub-themes Pune, India, June 8, 2016 – Extentia has added the BrickBot skill to the Alexa skills store. This skill enables LEGO® enthusiasts to ask Alexa for details on LEGO® sets, themes, and sub-themes available. For kids and the AFOL community, it is the ideal place for collecting information on LEGO® sets. The Alexa Voice Service (AVS) that powers Amazon Echo allows users to interact with the device using voice commands. The range of workable skills includes answering questions, playing music, controlling smart home devices, managing to-do lists, and more. BrickBot gathers content from Brickset.com, using APIs and makes Alexa respond to user commands about LEGO® products. This means that the skill does not require any external hardware or account information and LEGO® enthusiasts can use just voice commands to get the material they require. It saves hours of searching, allows users to access information hands free while they are immersed in playing with LEGO®. BrickBot also has a mechanism to inform users if there is information that is unavailable. In summary, this skill ensures that users are up to date on all things related to LEGO®. Key Features Sets Available in a Given Year and Specifications of Any Particular Set BrickBot enables users to ask Alexa about LEGO® sets available from any given year, including the previous, current, and coming years. Furthermore, it powers Alexa to provide details about a particular set as and when requested. Users can access the set name, year of its release, as well as the number of pieces in the theme that the set is a part of.
- Ultimately, the DKM must structure the people, process, and technologies that will ensure the accurate and timely creation, distribution, and maintenance of a company’s digital knowledge moving forward.
- At the break, you can learn even more about how Yext can help with technology, but the people and process pieces rest with you. Get it right, and digital knowledge becomes a competitive differentiator for your brand—helping you attract more customers through an ever-increasing array of intelligent services.
- As you can see it doesn’t take superhero strength to be a DKM. In fact, if you look at those skills --- … Investigator; Negotiator; Communicator; Thinker; Builder --- they look amazingly similar to the skills you currently employ—but this role is bigger, has a broader impact, works across more teams, and isn’t just about attracting searchers or shares— it’s about ensuring that a company’s digital knowledge is developed and deployed in the best ways possible both internally and externally to serve the business. And that’s a huge opportunity for anyone in this room today. You may think this is a big change for you, but as you’ve seen, it’s really a change of focus, of mindset. Of investment. You’re closer than you realize to this outcome. Become a DKM and own this space.
- Consumer adoption is way up – between smartphones and speakers, we’re looking at tens of millions of instances of digital assistants The big companies believe this is the next evolution of computing – AI-powered everything – voice is among these (wearables, hearables, connected devices, etc.) Consumers are seeking easier ways to complete tasks, and are growing to accept fewer answers as trustworthy
- https://www.blog.google/products/assistant/how-google-home-and-google-assistant-helped-you-get-more-done-in-2017/ https://www.theverge.com/2018/2/1/16961108/apple-earnings-q4-2017-holiday-iphone-x-8-plus-sales
- https://www.blog.google/products/assistant/how-google-home-and-google-assistant-helped-you-get-more-done-in-2017/ https://www.theverge.com/2018/2/1/16961108/apple-earnings-q4-2017-holiday-iphone-x-8-plus-sales
- Consumer adoption is way up – between smartphones and speakers, we’re looking at tens of millions of instances of digital assistants The big companies believe this is the next evolution of computing – AI-powered everything – voice is among these (wearables, hearables, connected devices, etc.) Consumers are seeking easier ways to complete tasks, and are growing to accept fewer answers as trustworthy
- Consumer adoption is way up – between smartphones and speakers, we’re looking at tens of millions of instances of digital assistants The big companies believe this is the next evolution of computing – AI-powered everything – voice is among these (wearables, hearables, connected devices, etc.) Consumers are seeking easier ways to complete tasks, and are growing to accept fewer answers as trustworthy
- What should the focus for a business be when they think of being part of a voice assisted landscape? Customer Journey Examples of place/product/person voice search queries that businesses would want to show up for Instructional - open this app, add this to my list, set a timer Transactional - purchasing a product, or placing an item into a cart for purchase Assistive - “best tacos near me”
- Rework with data from articles with the 5-things-to-do list: 1. Take control over your digital knowledge. Get your data systems fully aligned so you can identify and share everything that’s important about your healthcare system. This includes the usual name, address, phone, email, website, and hours of operation. In healthcare, your digital knowledge also extends to doctors’ credentials, conditions treated, services provided, affiliations, payment and provider options, medical papers published, and more. 2. Optimize for search & voice. This is where things get technical on your website. It’s important that you have structured data markup to identify each of the elements mentioned above. Schema.org is the best starting point for this effort, and while it takes work to make sure every address, phone number, and doctor credential is labeled correctly, it sets you up for participation in this world of intelligent search that patients are exploring. By investing in this work for your website, you help your content appear in more rich results within the search engine’s answers. When excellent content is marked up correctly, it can show up as Answer Box content, which is often featured as the spoken answer to voice search queries (jackpot!). There is a lot of nuance and subtlety here, but this document from Google explains how their Quality Raters are trained to evaluate voice answers (if you want insights into normal organic results, this Google training documents helps). 3. Make your website mobile-friendly. Google is moving to a mobile-first approach. They’ve already started the transition and will continue to ramp this up. They now crawl websites and look for a mobile-friendly experience first. How the site works, behaves, and looks on desktop is all secondary now. Take a look at Google’s recommendations for ensuring your site is mobile-friendly. 4. Ensure your website is secure. There is a lot of history with this item, and both major engines have been touting the virtues of secure (HTTPS) for several years. But in February 2018, things will get more obvious. For their part, Google intends to have it’s Chrome browser flag any site a user tries to visit that’s not secure. This may sound scary (and it is for a lot of businesses), but industries such as healthcare and finance are leaders in secure adoption, so chances are good you’ve already got this one covered. Just be sure it’s 100%. “Secure” means 100% secure, not 99%. 5. Set up “Actions” and “Skills.” Google calls them Actions, Amazon calls them Skills. They are both the new way for patients and consumers to interact with smart speakers. You want to play Jeopardy on Alexa? That’s a Skill. Want to hear cat jokes on Google Home? There’s an Action for that. Now, imagine being able to help a patient understand the difference between a common cold and the flu — just by having a Skill or Action that walks them through a series of exploratory questions leading to a likely result. For better or worse, WebMD has taught an entire generation of people that self-diagnosis is possible. This is where your expertise in health services can provide an advantage. You can tap your deep knowledge to ensure accuracy. Consumers are turning to digital assistants more and more, and they will soon turn to them when a minor affliction or accident renders them a patient. We live in a time when machine learning (AI) is capable of data management and pattern understanding like nothing we’ve seen before. That side of technology holds the power to discover cures for many diseases, to extend human life spans, and to find efficiencies where we thought none existed. That same machine learning powers voice-enabled digital assistants. And as consumers get their first taste of how helpful these devices and systems can be, they’re going to demand more. Convenience is a drug, and we always want more. Technical aspects (Duane can cover) Seo, mobile friendly, secure, topic research & focus, Google’s guidelines: https://storage.googleapis.com/guidelines-eyesfree/evaluation_of_search_speech_guidelines_v1.0.pdf Information Satisfaction: the content of the answer should meet the information needs of the user. Length: when a displayed answer is too long, users can quickly scan it visually and locate the relevant information. For voice answers, that is not possible. It is much more important to ensure that we provide a helpful amount of information, hopefully not too much or too little. Some of our previous work is currently in use for identifying the most relevant fragments of answers. Formulation: it is much easier to understand a badly formulated written answer than an ungrammatical spoken answer, so more care has to be placed in ensuring grammatical correctness. Elocution: spoken answers must have proper pronunciation and prosody. Improvements in text-to-speech generation, such as WaveNet and Tacotron 2, are quickly reducing the gap with human performance.
- Google actions and Alexa skills make sense for a lot of businesses. But the real gold here is choosing a persona for your business. We typically think of personas in terms of marketing identifiers. Age, demographic data, shopping habits, etc. are brought together to form a composite view of who the “consumer” is. You might build a persona for the ideal customer, or for a customer you’d like to attract but typically do not. You should build a perosna for the type of customer you do not want to target as this helps you make certain all programs are aligned in the correct direction. But in Voice, persona shifts meaning a bit. Siri, GA, Cortana and Alexa all have discretely different personas. Your business needs to identify their voice perosna as well. If you want to play Jeopardy on Alexa, you interact with the voice of Alex Trebek. He is the persona of the show. Yet so many Alexa skills end up using Alexa’s voice with another company’s data powering the answers. Don’t overlook this opportunity, but also be careful. Selecting a voice persona for your business is as important as managing your brand. In fact, it’s part of that process, so don’t take shortcuts.
- What are the next major milestones for the technology? Where will we be in 5, 10 years? What is the goal for accuracy? 100% would be ideal, but what’s realistic in terms of technology and expectations from consumers? Is there a desire to develop a true Voice Agent to work on a person’s behalf (with permissions), and how far off does this appear to be?