Stephen Ghigliotty's presentation at MoNage in Boston - 10.26.2017

1. Brand Storytelling &
The Rise of Chatbots
Conversational Interfaces As Content Marketing
Monage 10.26.2017

2. Today’s Agenda
• The Perspective
• A Confluence of Trends
• Categories of Bots and Behaviors
• Examples that Matter
• Questions and Answers

3. Who is this guy?
@ghigliotty
Lead Certificate Developer & Instructor at the University of Toronto School of Continuing Studies

4. Professional Experience & Client Executions
• Accenture – New York City
• EURO RSCG – New York City
• Saatchi & Saatchi – Toronto
• Globe Alive – Toronto
• Agency 59 – Toronto
• Cineplex Digital Media – Toronto
• Rouge Media Group - Toronto
• Trust Marketing - Toronto
• Pfizer – first web site for Lipitor with
integrated sales intranet
• Toyota – first user generated content
car giveaway contest
• Gay Lea – B2B and B2C web
• Wine Country Ontario – mobile contest
integration with OOH
• Roger’s retail flagship interactive
video walls – gesture based
• Blue Bite Mobile Content Channel

6. Why is brand storytelling important?
• Humans are
• Social
• Visual
• Emotion-driven
• Natural Storytellers
• Ubiquitous mobile technology and social media have made it easier for us to
share our stories
• Marketing pros and brands recognize the power of stories to reach, attracts
and engage audiences

7. Brand Storytelling Is Not New

8. Significant trends are moving fast…
• Voice recognition is reaching a new threshold of capabilities
• Mobile overtaking desktop usage
• Products like Alexa taking hold with growing usage and buzz
• Cloud systems increasingly faster, stable and very dependable
• IoT products coming online, but few standards defined yet
• Artificial Intelligence building capabilities on product,
infrastructure and client sides

11. “
”
2017 represents the turning point where we’ll
see more companies leverage chatbots for
customer service and to aid customers in
making buying decisions.
The Huffington Post - December 2016
Messaging apps have billions of users worldwide and are evolving
into platforms allowing companies to connect with their users…

15. Amazon Alexa Stats – July 2017
• 15,000 Skills (applications & integrations)
• 6% more likely to buy via Amazon
• Number of people that own: 8.2 Million
• Owners spend 10% more on Amazon than
before getting the device
• Most popular skill: setting a timer
• Second most popular skill: playing a song

16. I defy you…
• Call Roger’s, Bell or any airline and not be annoyed
• Find a company with excellent call center service
• Not check your phone first thing in the morning
• Find five of your friends who prefer to speak on the phone as
opposed to texting
• Sit in a hotel lobby or public transit and observe nobody on a
connected device
• Give up wi-fi for 72 hours

17. How do chatbots work?
Knowledge Source
Stock Phrases Conversation Memory
Keyword Matcher
Parser
Interlocutor
Sentence Constructor
Chatbot

18. Chatbots are busy already…
• Customer service
• Lead generation and qualifying
• Self learning applications
• Brand storytelling
• Cognitive Counselling

19. Woebot is a cognitive behavioral therapy
chatbot that has sent 8 million messages

20. Woebot was formally reviewed in a medical
journal and was found to be effective…
• The objective of the study was to
determine the feasibility…of a
fully automated conversational
agent to deliver a self-help
program for college students who
self-identify as having symptoms
of anxiety and depression.
• Conclusions: Conversational agents
appear to be a feasible, engaging,
and effective way to deliver CBT.

21. Kraft - Philadelphia Cream Cheese
• 57 Lifetime Messages Per User
• 45% Users Who Returned
• 2.5 Minutes Time Spent Per
Session Average
• 2.8 Promotion Image Carousel Views
Per User

23. • Delissio recently
launched a bot
• Access to and
promoted from
via Twitter

24. Pokito is a Toronto restaurant with a new bot

25. Playtext – Girl_Space
5.4 Million Messages Exchanged
3.4 Minutes Time Spent Per Session Average

27. What can we expect next?
• The variety and number of chatbots and deployments will grow
exponentially, expanding functionalities at the same time
• AI (artificial intelligence) powered bots will connect to IoT
devices, legacy data and systems to replace or improve customer
service call centers
• Self learning bots will be deployed with increasing frequency
using in-house experts for HR, sales and other efficiencies
• Brands will continue to find campaigns and storytelling
opportunities as they test and learn best practices

28. Q and A --- Thanks for coming!
• The Perspective
• A Confluence of Trends
• Categories of Bots and Behaviors
• Examples that Matter
• Questions and Answers
Connect with me…
• @ghigliotty
• stephen.ghigliotty@gmail.com