One sentence BIG IDEA:
How will voice recognition technology impact public relations?
Why is this relevant to marketers?
Brand Voice: Consider not just how a brand looks, but also how it sounds. Companies will be easily recognized by their brand voice. Should the voice be feminie or masculine? What’s the right tone? Start thinking about what your brand will sound like and who your brand will be.
Searchability: Is your brand and content searchable via voice?
Example of a brand that does not translate well via voice recognition technology: Sideqik (Pronounced “Sidekick.”)
Conversational: Write content in terms of how people speak. Example: Write headlines that are questions.
Think how your content will sound when being read by a third-party smart device that you have no control over.
Keep content simple.
How will headings and bullets sound when read aloud?
“People are engaging with their voice-activated speakers as if they were human. They’re saying ‘please,’ ‘thank you,’ and even ‘sorry. People perceive the devices as more than just an electronic toy, they’re more akin to another person or a friend,” according to a Google blog post.
Challenge for Attendees:
Map out how a brand will sound in all of its various marketing channels.