Content development for chatbots

How to understand and meet the competing needs of writers, marketers, and users

Transcript

1. Content development for chatbots How to understand and meet the competing needs of writers, marketers, and users Julie Polk, Rasa Advising Confab // April 26, 2019
2. Me
3. • Trained in acting Shakespeare at the Royal Academy of Dramatic Art and the University of Delaware Me
4. • Trained in acting Shakespeare at the Royal Academy of Dramatic Art and the University of Delaware • MFA in nonfiction from the New School Me
5. • Trained in acting Shakespeare at the Royal Academy of Dramatic Art and the University of Delaware • MFA in nonfiction from the New School • Storyteller, former workshop leader for the Moth, host a monthly NYC storytelling open mic Me
6. • Trained in acting Shakespeare at the Royal Academy of Dramatic Art and the University of Delaware • MFA in nonfiction from the New School • Storyteller, former workshop leader for the Moth, host a monthly NYC storytelling open mic • Founding Partner, Rasa Advising Me
7. Also me
8. Also me • Writer/editor for Goldman Sachs’ technology intranet
9. Also me • Writer/editor for Goldman Sachs’ technology intranet • Senior content strategist, writing workshop leader, Siegel+Gale
10. Also me • Writer/editor for Goldman Sachs’ technology intranet • Senior content strategist, writing workshop leader, Siegel+Gale • Content Strategy lead for artificial intelligence tools, global technology firm
11. Chatbots
12. Chatbots • Pieces of code that enable a computer to execute the mathematics of artificial intelligence and interact with web page visitors in real time, with natural, familiar language, for a more engaging and informative experience
13. What a chatbot really is
14. What a chatbot really is • An app that you can talk to like a person
15. What a chatbot really is • An app that you can talk to like a person • Some of them can learn by themselves
16. What’s about to happen
17. • Technical foundation
18. • Technical foundation • Bot copy vs. other copy
19. • Technical foundation • Bot copy vs. other copy • Tips and tools
20. Technical foundation
21. Artificial intelligence and machine learning
22. Artificial intelligence and machine learning (a very non-sciencey breakdown)
23. Artificial intelligence
24. “The capability of a machine to imitate intelligent human behavior.” https://skymind.ai/
25. • Mimics specific instances of human decision-making https://skymind.ai/
26. • Mimics specific instances of human decision-making • Knowledge base is static https://skymind.ai/
28. Machine learning
29. “Software applications [that] become more accurate in predicting outcomes without being explicitly programmed.” https://searchenterpriseai.techtarget.com/definition/machine-learning-ML
30. • Subset of artificial intelligence https://searchenterpriseai.techtarget.com/definition/machine-learning-ML
31. • Subset of artificial intelligence • Programs improve with training data https://searchenterpriseai.techtarget.com/definition/machine-learning-ML
32. • Subset of artificial intelligence • Programs improve with training data • Knowledge base is dynamic https://searchenterpriseai.techtarget.com/definition/machine-learning-ML
34. People and chatbots process words differently
35. What people ask bots
36. How much does [product] cost?
37. How much does [product] cost? Is the subscription version more expensive?
38. How much does [product] cost? Is the subscription version more expensive? What’s the price difference for the premium edition?
39. How much does [product] cost? Is the subscription version more expensive? What’s the price difference for the premium edition?
40. How much does [product] cost? Is the subscription version more expensive? What’s the price difference for the premium edition?
41. What a bot understands
42. How much does [product] cost? Is the subscription version more expensive? What’s the price difference for the premium edition? Detailed Pricing
43. How much does [product] cost? Is the subscription version more expensive? What’s the price difference for the premium edition? Detailed pricing product
44. How much does [product] cost? Is the subscription version more expensive? What’s the price difference for the premium edition? Detailed pricing product subscription version
45. How much does offering cost? Is the subscription version more expensive? What’s the price difference for the premium edition? Detailed pricing product subscription version premium edition
46. How much does [product] cost? Is the subscription version more expensive? What’s the price difference for the premium edition? Detailed pricing
47. How much does [product] cost? Is the subscription version more expensive? What’s the price difference for the premium edition? Detailed pricing Intent
48. How much does [product] cost? Is the subscription version more expensive? What’s the price difference for the premium edition? Detailed pricing subscription version product premium edition Intent
49. How much does [product] cost? Is the subscription version more expensive? What’s the price difference for the premium edition? Detailed pricing product subscription version premium edition Intent Entity
50. Intent Entity Chatbot response
51. Key takeaway, writing-wise
52. You have to think backwards
53. • How will the bot respond to this question? You have to think backwards
54. • What intent has already been programmed into the bot that the user’s question will hit? • How will the bot respond to this question? You have to think backwards
56. Bot copy vs. other kinds of copy
57. WORDS MEAN THINGS
58. Transparency
59. THE UNCANNY VALLEY OF LANGUAGE
60. Assistance
61. Clarity
62. Managing client expectations
63. Why people want chatbots
64. • Cool
65. • Cool • Voluntold
66. • Cool • Voluntold • Robot overlords
67. What chatbots are really good at
68. • Navigating complex websites
69. • Navigating complex websites • Answering product questions
70. • Navigating complex websites • Answering product questions • Facilitating non-sales tasks
71. • Navigating complex websites • Answering product questions • Facilitating non-sales tasks • Reinforcing brands
72. Before you begin: strategic questions
73. • Is there standardized, transparent pricing and/or other information that a bot can provide?
74. • Is there standardized, transparent pricing and/or other information that a bot can provide? • Are there demos, trials, or introductory materials (videos, blog posts, downloads) that a bot can redirect people to?
75. • Is there standardized, transparent pricing and/or other information that a bot can provide? • Are there demos, trials, or introductory materials (videos, blog posts, downloads) that a bot can redirect people to? • What are the key benefits you want the bot to convey?
76. • Is there standardized, transparent pricing and/or other information that a bot can provide? • Are there demos, trials, or introductory materials (videos, blog posts, downloads) that a bot can redirect people to? • What are the key benefits you want the bot to convey? • Do you have a governance plan in place?
77. Beyond the boilerplate: coaxing language from your clients
78. • 8-word value prop • Team conversations • Unexpected/uncommon word usage (ADA accessibility vs. file transfer)
79. What marketers need to know about asking the bot questions
80. • Try The bot needs enough information to parse
81. • Try The bot needs enough information to parse • Is there a demo I can try?
82. But too much information can confuse it • Can I get Managed File Transfer (MFT) in messaging in cloud as well as mobile and desktop?
83. But too much information can confuse it • Can I get Managed File Transfer (MFT) in messaging in cloud as well as mobile and desktop?
84. mobile cloud desktop About About About
85. Tips, tricks, tools
86. Avoid jargon HOW TO DO IT Creates transparency/lends credibility TIP WHY IT’S IMPORTANT • Use the simplest possible language • Write so a 9-year-old could understand it • Read your responses out loud Content: tips and tricks
87. Use active voice HOW TO DO IT TIP WHY IT’S IMPORTANT Content: tips and tricks More energetic, saves space (Hint: it’s the zombies thing.)
88. HOW TO DO IT TIP WHY IT’S IMPORTANT Content: tips and tricks Creates engaging, loyalty- building experiences • Limit responses to about 30 words • Vary sentence length Use natural speech patterns
89. HOW TO DO IT TIP WHY IT’S IMPORTANT Content: tips and tricks Vivid; saves space Instead of… “Get your work done more quickly.” Try… Finish sooner. Verbs, not adjectives or adverbs
90. HOW TO DO IT TIP WHY IT’S IMPORTANT Content: tips and tricks Instead of… Root out hidden redundancies Creates clarity; saves space Subscriptions renew automatically each month by default. Try… • Subscriptions renew each month or… • Subscriptions renew monthly
91. HOW TO DO IT TIP WHY IT’S IMPORTANT Content: tips and tricks Avoid throat- clearing Keeps things more fluid; saves space • Don’t start responses with “I understand that…” • Avoid transition words like “However...”
92. HOW TO DO IT TIP WHY IT’S IMPORTANT Content: tips and tricks Use contractions • “I’m a bot…” One of the most effective ways to create a natural- language experience in writing
93. Pitfall: specificity [PRODUCT] [PRODUCT]
94. Pitfall: specificity [PRODUCT]
95. Pitfall: jokes
96. Pitfall: jokes • Always rooted in truth of the product
97. Pitfall: jokes • Always rooted in truth of the product • Always positive
98. Pitfall: jokes • Always rooted in truth of the product • Always positive • Affirmation of what you and your customer have in common
99. Testing and feedback
100. Testing and feedback • Ask complete questions
101. Testing and feedback • Ask complete questions • Mini real-time hackathon/testathon
102. Testing and feedback • Ask complete questions • Mini real-time hackathon/testathon • Screenshots
103. Q&A
104. Fantastic! Thank you.