This document discusses how voice controlled devices are becoming more popular and important for marketing. It outlines 3 things marketers can do: 1) optimize website content for voice search, 2) ensure websites are voice friendly, and 3) create custom applications for voice platforms. It then discusses the types of custom assistants a company can create for the Google Assistant, including static, dynamic, entertainment, and transactional assistants. The document provides examples and costs for different types of assistants. Overall, it encourages companies to consider how a custom assistant can provide value and seize opportunities in the growing voice space.

1. Google Assistant & Voice
Marketing Optimization 101
“This is a seismic shift, the biggest thing to
happen to companies since web sites were
invented.”

2. The Big Picture: Voice Controlled Devices Are A Big Deal & Getting Bigger
» Past: Voice
commands on
phones was
just the start
kicked things
off
2
» Present: Smart
Speakers are
driving massive
adoption right
now!
» 20% of US
Households
» Amazon Alexa
» Google Home
» Apple
HomePod
» Future: The
Internet of
Things (IOT) is
coming up fast!
» Cars
» Lights
» Locks
» Appliances
» HVAC

3. “Google Assistant is now available on
more than 400 million devices,
including speakers like Google Home,
Android phones and tablets, iPhones,
headphones, TVs, watches and more.
3

4. 3 Things Marketers Can Do Now To Take Advantage Of This Huge Shift
1. Optimize website content for
voice search phrases
2. Ensure website programming
is voice friendly
3. Custom applications to
interact with voice platforms
» Alexa Skills
» Actions on Google
» Apple??
4

5. 1. Voice Optimize Your Content
» Write blogs that actually answer common consumer
questions
» FAQ content
» Include the full question and a short answer to
every possible question relevant to your
business, products, services or category
5

6. 2. Voice Friendly Programming
» Use ‘structured data’ on your site to
ensure voice robots can find and
present answers
6

7. 3. Create Custom Skills & Actions
» Both Google and Alexa offer platforms for
programmers to create custom actions or skills.
» Programmers can create customized Alexa “skills.”
These require the Alexa user to ask Alexa to add the
skill they want.
» “Alexa add the Domino’s pizza skill”
» Programmers can create their own customized
Assistant to the Google Assistant
» “Hey Google, talk to Wesley ER”
7

8. All Are Valuable, But #3 Is Visceral.
» It’s Still Early, So It Seems Like Magic.
» It’s Easy To Show Off To Friends, Employees, Investors,
Board of Directors, Peers and Competitors.
» It’s Trackable.
8

9. RSM Is Starting With Google Assistant Only
» It applies to more devices
» 40% of Smart Speakers
» 60% of Smart Phones
» Android Auto, Android Gear, Nest & Many More
» We believe it will help with non-voice Google SEO
» Has additional potential interactions with Google maps,
Google email, Google calender
» Google Assistant will refer users to the Custom Assistant
with high user ratings for relevant/valued experience
9

10. 10

11. So, Who Needs A Custom Google Assistant?
» When understand ‘Why’...
» We know ‘What’ we are building and…
» The client will know ‘How’ to measure success.
11

12. “
Ok Google, stop saying “I
can’t help with that yet.”
12

13. Measuring Custom Assistant User Value
» Can it enable users of a non-screen Google Assistant
device to get an answer/action that they couldn’t get
without the Custom Assistant?
» Can it enable users to complete a transaction that is
otherwise not possible using voice alone?
» Can it enable users to engage with the company/brand
in a way that they couldn’t with the Custom Assistant?
13

14. There Are Four Basic Types Of Custom Google Assistants RSM Can Build
Static Content
The assistant can
provide specific
answers to a list of
specific questions.
Dynamic Content
The assistant is
connected to
dynamic stream to
provide up-to-date
news and
information.
Entertainment
The assistant plays
a game such as
trivia to create
brand
engagement and
learning.
14
Transactional
The assistant
conducts a
transaction such as
purchase,
scheduling or lead
gen.
Least Complex Most Complex

15. Static Content
» RSM Brand Engagement team assists client in identifying up to 20 most
valuable questions and responses (actions).
» RSM developers build and submit the custom Assistant to Google,
Including and revisions required by Google for approval
» RSM Voice Search Starter Plan: $3,200
» RSM Brand Engagement team reports monthly on action usage and
requested (but unfulfilled) action usage
» RSM Brand Engagement team analyzes usage data to determine
additional valued questions, adding up to 10 new actions per month.
» Google Assistant Monthly Optimization Plan: $250 per month
» (3 month min.)
» Ongoing maintenance and support of Assistant: $90 monthly (no new
questions)
15

16. Suggested Uses
» Tour guide: Custom Assistant can tell visitors specifics about features.
Signage on the tour can prompt visitors to ask the questions as they
move through the site.
» Zoo, Botanica, Dinosaur Park, Cosmosphere, Universities
» After hours customer service rep: Custom Assistant can answer specific
questions that a customer might have when arriving during off hours.
This can easily be prompted by on-site signage
» HR Assistant: Most common questions commonly asked by employees
or prospective employees
» Technical Support: Get ‘hands free’ answers to most common questions,
including follow up questions, just like a live support agent.
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17. Entertainment
» Google is encouraging this type of voice assistant activity
and they have provided some templates to make it
easier for us to build.
» Trivia Game
» Flash Cards
» Personality Quiz
» Podcasts
» Recipes
» Cost are the same as Static Content Assistants
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18. Dynamic Content
» The custom assistant will retrieve dynamic information
from a webhook or RSS feed. This enables the user to get
up-to-date information that the Google Assistant doesn’t
have access to.
» Suggested Uses:
» Event calendars (Genesis class schedule)
» Wait Times (Hospital ER wait times, DMV wait
times)
» Prices, Offers, Limited Deals
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19. Transactional
» This Custom Assistant completes a
purchase or books an appointment or
even captures a lead. It is the most
complex Custom Assistant project
and costs can be significant.
» Determining the costs can be a labor
intensive exercise. RSM fee to
research and scope the overall
feasibility and cost is $350.
19
Domino’s Pizza was 1st
to add voice ordering on
Alexa in early 2016.

20. “Voice activated speaker owners would like to receive
the following from brands;
» Deals, sales and promos (52%)
» Personalised tips and info (48%)
» Events and activity information (42%)
» Business information such as store location (39%)
» Customer service support (38%).”
-Think with Google
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21. Things To Think About When Considering A Voice Assistant
» How will this be more valuable than what the Google
Assistant currently provides? (Try it out...on a screen
device and a non-screen device)
» How specifically can this create value for the company?
» Can we build an Assistant to do that?
» How costly will this Assistant be to build and maintain?
» Would the cost be worth the value?
» What is the value loss if competitors seize the
opportunity and gain an entrenched voice position?
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22. Watch Our 2-Minute Demo Video
https://www.youtube.com/watch?v=JBZt2VpPJSA
22

23. RSM Marketing serves clients nationally.
Get your Google Assistant today.
23
Be the leader,
reap the benefits.

24. » Call Mike Snyder, Partner
» msnyder@rsmconnect.com
» 316.619.3962 (CELL)
» RSMconnect.com
24Get Your Own Google Assistant
Mission:
Breakthrough