De impact van voice. srm 31 5-2018

SRM De Impact van Voice. 31 mei 2018SRM De Impact van Voice. 31 mei 2018
De impact van Voice
31 mei 2018
Een verkenning

5 grote ontwikkelingen
komen samen.

SRM De Impact van Voice. 31 mei 2018

Disclaimer

Her

11) HER
https://www.youtube.com/watch?v=WzV6mXIOVl4

“For most of our cultural evolution as a
species, humans have transmitted
knowledge and ideas from one generation to
another through oral tradition,
The voice is therefore perhaps the most
innate and intuitive way for us to
communicate.”
Nick Ryan.
Composer, sound designer, artist
and audio specialist.

Agenda
- Smart Speakers
- Uitbreidingen van de Smart Speakers
- Wat getallen/penetratie
- Skills en Actions
- Research
- Mogelijke toepassingsopties
- Stem
- Analytics
- Merken
- SEO
- Podcast

Smart Speaker
Home

Amazon Echo
2014

Amazon Echo:
https://www.youtube.com/watch?v=zmhcPKKt7gw

Echo Dot

28) Echo Dot
https://www.youtube.com/watch?v=80Z7zUpB-ig

Echo Dot Kids

Google Home

35) Google Home:
https://www.youtube.com/watch?v=8AkPKaUE-rI

Apple HomePod

Microsoft Invoke

Alibaba
T-Mall Genie

Baidu Raven H Smart Assistant

45) Baidu Raven
https://www.youtube.com/watch?v=FpTX93HxGpI

Jumbo

Klanten van Jumbo
kunnen vanaf eind
september de gewenste
boodschappen
inspreken in hun
mobiele telefoon. Dan
start Jumbo met een
pilot voor een
stemfunctie in de
boodschappen-app.
In eerste instantie
kunnen 1000 gebruikers
van de dienst gebruik
maken.

Toepassingen van Voice in huis

LG

Kohler

Houston Smart Homes.

58) Houston Smart Homes
https://www.youtube.com/watch?v=KeAnHgJ8WwA

BMW

61) BMW
https://www.youtube.com/watch?v=a5dcHqcRZS8

Mercedes Benz

Smartphone

Google Assistent

68) Google Assistant
https://www.youtube.com/watch?v=FPfQMVf4vwQ

Google Duplex

70) Google Duplex
https://www.youtube.com/watch?v=D5VN56jQMWM

Samsung Bixby

74) Samsung Bixby
https://www.youtube.com/watch?v=vWXIDwHTg-8

Amazon
additional tools

Echo Show

78) Echo Show
https://www.youtube.com/watch?v=tVxe-WkU7ds

Echo Look

80) Amazon Look:
https://www.youtube.com/watch?v=9X_fP4pPWPw

Amazon Key

82) Amazon Key:
https://www.youtube.com/watch?v=wn7DBdaUNLA

Amazon
Voice Shopping

84) Amazon Shopping
https://www.youtube.com/watch?v=mCjvV3iFsuw

Alibaba T-Mall Genie 2.0

88) Alibaba T-Mall Genie 2.0
https://www.youtube.com/watch?v=MoVXUhe-pCo&

Microsoft Cortana
en
Amazon Alexa

92) Cortana en Alexa
https://www.youtube.com/watch?v=O_BmdkuTbz8

Wat getallen/penetratie

Big or Small

AIQUDO

105) Q Actions from Aiqudo
https://www.youtube.com/watch?v=sRehilIMBow

Houndify

108) Houndify
https://www.youtube.com/watch?v=H2MqFbrl7QM

Amazon Skills, Google Actions en
Cortana Skills

Amazon Alexa

Alexa Skill Blueprints

Google Actions

Microsoft Cortana

Storyline

https://getstoryline.com

124) Storyline
https://youtu.be/HwdEMna_IG0

Dialogflow

Voice Guidelines
Ben Sauer

https://voiceguidelines.clearleft.com

Toepassingen

Research

http://nationalpublicmedia.com/wp-content/uploads/2018/01/The-Smart-Audio-Report-from-
NPR-and-Edison-Research-Fall-Winter-2017.pdf?

PWC

Amazon Research

Gartner Research

2021
1 op de 5 consumenten koopt met “stem”

Adobe Photo editing

153) Adobe photo editing
https://www.youtube.com/watch?v=e6TccXFBY5g

Horeca

Healthcare

• Amazon is building a 12-person health and wellness
team within its Alexa division to help make the assistant
more useful to the health care sector.
• Diabetes management.
• Care for the elderly.
• Care for new mothers and infants.
• Helping ensure clients take their medications on time
• Keeping them connected with distant family members
• Acting as a lifeline in the case of falls or injuries

https://www.theatlantic.com/magazine/archive/2018/05/what-alexa-taught-my-father/556874/

Analfabetisme

Alexa for Business

164) Alexa for business
https://www.youtube.com/watch?v=ViB3XhsTLuo&

BBC Acadamy

BBC Academy:
http://www.bbc.co.uk/academy/
BBC Academy The Inspection Chamber:
http://www.bbc.co.uk/taster/projects/inspection-chamber
168) BBC Inspection chamber
https://www.youtube.com/watch?v=EGcZoeAwbWs

Games

173) Alexa Games
https://www.youtube.com/watch?v=WA20rRVfe1Y

Stem

https://www.engadget.com/2018/04/09/in-pursuit-of-the-perfect-ai-voice/

176) Perfect Voice
https://www.youtube.com/watch?v=RR7ek29mtPc

Wired for Speech demonstrates that
people are "voice-activated": we
respond to voice technologies as we
respond to actual people and behave as
we would in any social situation. By
leveraging this powerful finding, voice
interfaces can truly emerge as the next
frontier for efficient, user-friendly
technology.

Microsoft
Custom Voice

Analytics

Alexa Skills Set

Alpine
Metrics including unique usage, retention, and session
analysis.
Voice pathing, user profiles and voice KPIs.
Insights in how people are using your services, whether they
continue to use them over time, and some kind of metrics on
the quality of customers’ experience.
Voice pathing is particularly interesting, as it shows you the
flow of conversations your customers are having with Alexa.

Merken

Ben Sauer
#open voice

198) Xapp Media
https://xappmedia.com/brands/

CNN:
“Amazon's Alexa is the biggest challenge
for brands since the internet”

• If you say, "Alexa, order me paper towels," the
voice assistant defaults to a suggestion based on
your past Amazon purchases. But if you've never
ordered paper towels, Alexa will recommend one or
two Amazon Prime products through an algorithm.
• That's most likely to be a product with an Amazon's
Choice badge, according to a study last year by L2,
a business analytics firm. Amazon has the power,
and its top recommendations rarely change over
time.

• Amazon doesn't disclose the algorithm for
the Amazon's Choice label. But a
spokesperson says it considers product
ratings, price and shipping speed.
• Alexa is another way for Amazon to push
customers to its own budding lineup of
private-label products like Amazon Basics,
Wickedly Prime and Presto.

• Amazon's Choice for batteries is Amazon
Basics. So if you say, "Alexa, order me
batteries," you're more likely to get Amazon
batteries than Duracell or Energizer. For
paper towels, Amazon's Choice is Presto, not
Bounty or Scott.
• The designation is a threat to brands
because they can't pay to get it.

CNN
To thrive in the voice era, companies
must work closely with Amazon and
revamp their advertising strategies to
create brand loyalty. They will have to
train you to specify a brand instead of
making a broad request.

Experts say companies should focus on
voice search optimization. They need to
ensure that their product descriptions are
relevant and easily categorized, and
match up with how people request those
products on smart speakers.

"If you search for Tide, you come up
with about 10 to 15 different products
and sizes. That is a minefield for a
voice search," said OC&C associate
partner John Franklin.

He said companies should also
narrow their product ranges so
shoppers aren't confused with dozens
of sizes and variations. And they
should keep brand names short and
memorable. Catchy names and tag
lines will outweigh colorful packaging
in the age of Alexa.

t's too early to predict winners and losers.
But brand names that have become
synonymous with their products — think
Q-Tips, Scotch Tape, Kleenex and
Febreze — will probably benefit, said
Brett Leary, a senior vice president at
advertising agency Digitas.

SEO

Brands have spent the past 15 years focused on search
engine optimization and have tweaked their content to align
with Google’s algorithms through their many changes. Voice
SEO brings two new elements to consider:
• How will existing text content, audio content and voice
applications be prioritized in voice search responses in
comparison to web search?
• How will you ensure your content becomes the first, second
or third result?

Jargon

1) speech-to-text (STT)
2) Automated speech recognition (ASR).
3) Standard keyword based search.
Google Assistant, Cortana, Alexa, and even Siri now go
further in attempting to divine user intent based on context.
That context might be what you have done in the past, what
you were doing recently, what is on your calendar next and
so forth.

Termen
NLP (Natural Language Processing)
is a blanket term used to describe a machine’s ability to ingest what is said to it, break it
down, comprehend its meaning, determine appropriate action, and respond back in
language the user will understand.
NLU (Natural Language Understanding)
is a subset of NLP that deals with the much narrower, but equally important facet of how to
best handle unstructured inputs and convert them into a structured form that a machine
can understand and act upon. While humans are able to effortlessly handle
mispronunciations, swapped words, contractions, colloquialisms, and other quirks,
machines are less adept at handling unpredictable inputs.
NLG (Natural Language Generation)
simply put, is what happens when computers write language. NLG processes turn
structured data into text.

MOZ
research by Dr. Peter Meyers

Existing text content will be prioritized in voice search
results.
Peter Meyers compared 1,000 common search queries.
He executed these same queries through Google Home.
71% of responses from Google Assistant were the featured
snippets. If the featured snippet was text-based, it was the
answer coming from Google Home 87% of the time.
Featured snippets that were lists or tables were returned just
under 50% and about 30% respectively. This is likely
because many lists and tables do not translate well into
spoken recitation.

Google is also prioritizing voice applications to voice search
queries on Google Assistant and by extension Google
Home.
There is deep link discovery baked into Google Actions
which are the new voice apps for the Google Assistant
ecosystem.
Google Assistant will proactively suggest voice apps that
may be relevant to a particular query based on a scan of
these deep links.

Amazon’s Alexa does not have this deep-link discovery
feature yet, but specific phrases are reserved for Alexa
skills.
The voice app and audio content bias represents the birth of
new search algorithms designed specifically for voice
interaction.

But it is a new ballgame

SERP
Ranking for key words and search terms followed a strategy
of getting indexed and then using techniques to move up to
the first search engine results page (SERP).
You could track track your progress from unlisted, to SERP
10 and then to three, two and one.
When your content reached that first page, you could then
work your way up from the bottom to the top of the page.

Voice search is different.
There is only one page and it is short.
There are not 10 entries. Often there is only one.
Google’s Brad Abrams suggested two or maybe three
choices at most for search response.
If there is no way to see your content’s rank if you are not in
the first 1-3 results, how do you know if you are making
progress? Can you ever break into the top three?

Alarmbel.
This means there will be a
premium for first-mover
advantage on specific
search terms.

Organisaties/Merken

Sonic Branding

Merken/Organisaties krijgen een Stem
We hebben de visuele identiteit voor op het scherm.
Met voice krijgen merken en organisaties ook een stem.
Merken en organisaties krijgen zo meer karakter. We deden
het al in radio, maar dan gaat het alleen over zenden. Voice
betekent dat we echt met een merk in gesprek gaan.

24/7 klantenservice
Het callcenter blijft na kantoortijd gewoon open want de
telefoon wordt opgenomen door een spraakcomputer.
En dan ook nog eentje die mij als klant veel beter kent en me
niet van het kastje naar de muur stuurt.
Ook interessant: er is nog maar één stem en één karakter die
spreekt namens het merk. Die oproepkracht met een slecht
humeur gooit geen roet meer in het eten.

Intel

231) Intel
https://www.youtube.com/watch?v=-ihRPi4wcBY

Conversaties

Online conversaties
• De digitale wereld is meer publiekelijk dan de offline wereld,
waar men zich vaak uitslooft en laat zien hoe uniek en
speciaal men is. Dit wordt ook wel een ‘discontinuous
conversation’ genoemd, omdat je kan kiezen wat je zegt en
wanneer dit gebeurt. Dit is een voorbeeld van een sociale
connectie, in plaats van een emotionele connectie.

Nu nog offline conversaties
• De offline wereld is persoonlijker dan de digitale wereld,
waarin men meer face-to-face conversaties aangaat. Dit
wordt wel een ‘continuous conversation’ genoemd, omdat
het emotioneler, meer spontaan en authentiek is.
• Gaat dit ook een rol spelen bij online-voice conversaties?

Advertenties?

AI-speaker advertenties
Wat nu al kan met radiocommercials (targeting), kan straks ook
met voice op onze apparaten. En nog veel gerichter ook,
omdat we de gebruiker veel beter kennen.
Als jij op een regenachtige dag Siri vraagt wanneer die bui
overwaait, heeft KLM een advertentie voor je van last-minute
deals.

Voorbeelden

M RC L

239) M RC L
https://www.youtube.com/watch?v=duI6FmLD8yA

240) M RC L demo
https://www.youtube.com/watch?v=iIY6S77ifyQ

Transavia

Diagio

245) Diageo Bar
https://www.youtube.com/watch?v=9FQLCdBqy-w

General Mills

Tide
[P&G]

Microsoft
JFK files

251) JFK Files Microsoft
https://www.youtube.com/watch?v=XRI0DnjAgmo

Podcast

Google/Android

Nieuwe Google Search vanaf april 2018

New York Times
The Daily

Conclusie

• Er is nog tijd. In december verwachten we Google Assistent
in het Nederlands
• Twee belangrijke actiepunten:
- Leer, probeer, test, leer, probeer en pas aan.
- Ga eens nadenken op een groter niveau. Interactive
storytelling, reason of being en welke vragen zouden
gebruikers kunnen stellen?
• Wie ben jij (merk/organisatie) als sound? En als je dat weet
op welke wijze kan je dat dan meenemen in je identiteit.

Handige links

https://d16w1lcoeot4ot.cloudf
ront.net/assets/360i_VoicePl
aybook_FirstEdition.pdf
https://www.thisweekinvoice.
com
https://voiceguidelines.clearleft.com

www.branded-entertainment.nl

En dat was het.

Met dank aan
• #OpenVoice: https://www.eventbrite.nl/e/open-voice-02-
tickets-46137350056?aff=erelexpmlt
• Maarten Lens-fitzgerald. :https://www.lens-fitzgerald.com
• www.voicebot.ai
• @bensauer
• @NoelleLaCharite
• SRM
• Wekelijkse update: www.brandend-entertainment.nl

De impact van voice. srm 31 5-2018

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De impact van voice. srm 31 5-2018