Presentation on disruption of engagement, which must go beyond posting in social media, to include conversations, chatbots, voice technology and AI. From the Social Media Content Conference 2019.

1. Social Media Content SA Briefings 2019
Personalised Experiences
Engagement Beyond Posts with Bots & Voice
Godfrey Parkin, Britefire

2. All technologies are
transient

3. Rank your intention to invest:

4. USER
EXPERIENCE
CUSTOMER
INTERESTS
BUSINESS
GOALS
SHARABLE VISUAL
NARRATIVES &
INTIMATE
CONVERSATIONS
AT SCALE

5. The power in social networks lies in people
talking with other people about your brand
The power in messaging lies in people talking
with your brand about their needs
Social: awareness & endorsement – Video
Messaging: relationships & sales – Voice

6. Conversations are
the new content

7. The Problem with Websites

8. The Problem with Facebook

9. Why Chatbots
• Scale
• Engagement & empathy
• Open rate & permission rate
• Data collection
• Personalisation
• People prefer synchronous asynchronicity

10. For 73% of customers, valuing their time is the
most important way to provide good CX.
Forrester study

11. Architecting conversations is not trivial

12. • List customer queries
• Create clear responses
• Architect various conversation sequences
– Be fast. Chatbots should not get chatty
– Avoid dead ends or loops – jump to a real human
– Vary responses
• Be mood-light but not personality-heavy
• Add visualization (images, gifs, emoji, video)
• Use calls-to-action
• Analyse data
• Continuously improve
Basic Steps

13. Whole Foods Messenger Bot
• Recipes, brands,
inspiration
• Filters and options
for different types
of food with each
message

14. Whole Foods Messenger Bot
• Send a pizza emoji,
the bot gives a
pizza recipe,
replicating a
human-to-human
Messenger
conversation

15. Flow Builder
(ManyChat)

16. The Problem with Bots

17. Always Add Value to the Customer’s
Process
• Work backwards from the customer’s goal
• Customers want to feel more understood,
solve a problem or make life easier
• Define what information you need from the
customer
• Ask for it, or pull it from past behaviour or
actions

18. Basic Personalisation
• Use their name
• Mention details
such as weather
• Greet for time of
day

19. Basic Personalisation
• Invoke history to avoid
wasting time
• Treat repeat users
differently from first-time
users.

20. Basic Personalisation
• Use live
contextual data to
make the
conversation
relevant

21. Personalisation Is Powerful
(e.g. Chatfuel, Manychat, Botanalytics)

22. Tech Evolves Quickly
• Old-school bots use text conversations,
images, hard-coded conversation flows
• Today’s bots use voice, AI
• Nobody types a Google query any more – why
should they type on your site?

23. Conversational commerce has
become an existential imperative.

24. Within a year half of all
searches will be by voice.
ComScore

25. 50% of consumers will use voice
to shop by 2022.
MoffettNathanson study

26. Facial Recognition (FR) is
Personalisation Beyond Bots
• Start the car, personalize music, seat position (Ford,
Chrysler)
• Let customers log into mobile banking apps
(Chase, HSBC)
• Pay for a meal using Alibaba’s FR payment system (KFC
China)
• Let customers file health insurance claims signed using
a photo (Cigna China)
• Speed up check-in at hotels in China (Marriott)
• Give in-store retail staff customer information drawn from
social media profiles (Facebook patent)
• Speed up car rental pick-up process by 75% (Hertz)

27. Bots Are People Too
Next gen bots are realistic intelligent avatars
Avatars which personalise in real-time are the
future of storytelling

28. Lil Miquela – Virtual Influencer
• 1.6 million Instagram followers
• Songs on Spotify
• Worked with Prada, LVMH
• Does TV interviews
• Is Miquela the new Alexa?
• Build your own brand influencer!

29. J Balvin Lil’ Miquela

30. Balmain’s virtual models, Margot, Shudu and Zhi

31. KFC’s virtual Colonel Saunders

32. Social media “photos” produced by nVidia’s AI
Neural Network
Social media: where real people become fake,
and fake people become real.

33. The Superpersonal App

34. Voice Tech Gets Awesome
(Well Said Labs)

35. Bella Hadid Lil’ Miquela
Kissing your content job goodbye?

36. Bot Your CV

37. Bot Your CV
Esther immediately hit #2 on
Product Hunt, got 1,000
recommends on Medium and
exchanged 24,000 messages

39. All technologies are
transient.
Don’t be a technology.

40. Follow me on @gparkin
www.britefire.com
Thank You!