1.
UNDERSTANDING THE
VOICE ECOSYSTEM, AND
WHY IT MATTERS.

2.
REPRISE /
INTRO
Jorge Seeliger
Head of Innovation
EMEA

3.
WE ARE

4.
REPRISE /
69
OFFICES
WORLDWIDE
41
COUNTRIES
DIGITAL FOLKS
2,500
SEACH EXPERTS
1,250
PROJECTED GROWTH
54%

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.
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.
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.
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.
REPRISE /
VOICE WILL BE EVERYWHERE

10.
REPRISE /
SIRI CORTANA ALEXA ASSISTANT
BEHIND THE VOICE

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.
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.
REPRISE /
HOW ARE WE USING VOICE

14.
WHAT DOES THE
FUTURE HOLD?

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.
REPRISE /
VOICE & VISUAL CONVERGENCE

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.
REPRISE /
VOICE NOTIFICATIONS

19.
INTRODUCTION TO
VOICE SEARCH

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.
REPRISE /
WHAT ARE RICH SNIPPETS

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.
WHAT ARE WE DOING NOW
FOR VOICE SEARCH

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.
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.
VOICE EXPERIENCES
26

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.
REPRISE /
OUR KEY SUCCESS FACTORS
BUSINESS
VALUE
DIGITAL
PRODUCT
CHARACTER
& CONTEXT
TECHNOLOGY
& SECURITY

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.
REPRISE /
Can we
quantify it?
A CLEAR MEASURABLE COMMERCIAL BENEFIT
BUSINESS
VALUE
What’s the
overall
business
objective
Is it
achievable?

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.
REPRISE /
TECHNOLOGY OPTIONS
TECHNOLOGY
& SECURITY

33.
NEXT STEPS

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.
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.
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.
REPRISE /
RECAP
Voice Search
Is happening
Voice as a
channel
Crafting
voice
experiences
Plan For
The Future
Now

38.
QUESTIONS?

39.
THANK YOU!