voice marketing

Sonic Branding: Facebook and Instagram's Huge Miss

Do you know what Venmo is doing right with sound in their app? Facebook and Instagram have some catching up to do. Press play for this 1-minute Flash Briefing:

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Transcript:

🔊 SOUND ON 🔊

1

00:00:02.506 --> 00:00:06.806

Facebook has no sound. Instagram has no sound of their brand.

2

00:00:07.126 --> 00:00:08.426

This is a huge miss.

3

00:00:08.766 --> 00:00:14.752

There should be an audio mark that plays when certain things happen or even at least when you open the app. Let's talk

4

00:00:14.803 --> 00:00:17.566

about just Instagram for a second. If you think about Venmo:

5

00:00:18.306 --> 00:00:24.375

There's a cash register cha-ching sound when you receive money. And you actually have a physical reaction to that where you get a

6

00:00:24.425 --> 00:00:28.306

little dopamine rush, you feel good, it's a positive sensation - good association - with

7

00:00:28.626 --> 00:00:29.026

money.

8

00:00:29.766 --> 00:00:30.266

Facebook and Instagram

9

00:00:31.106 --> 00:00:38.070

have a lot of things going on in our body, a lot of reactions in our brain, major hormonal and neurotransmitter shifts

10

00:00:38.131 --> 00:00:44.006

happening as we scroll and like and see comments and get those emotional strokes (ego strokes).

11

00:00:44.686 --> 00:00:48.286

But there's no sound to it. Huge miss.

7 Powerful Stats About Voice Technology & #VoiceFirst Marketing

Last week my smart friend Michelle Excell from The Antipodean asked me for some stats about voice.

michelle-excell-voice-marketing-question-emily-binder.jpeg.PNG

Michelle is not the only one who’s asked. So let’s all share. Here are the top stats about the power and rapid growth of voice technology, voice search, and #voicefirst marketing.

Voice Marketing Stats for 2019:

Smart speakers are the fastest growing consumer technology of all time, reaching 50% of U.S. population in under five years.

Smart speakers are the fastest growing consumer technology of all time, reaching 50% of U.S. population in under five years.

  1.  Smart speakers are the fastest growing consumer technology since the smartphone (above - this is the popular chart from The Alexa Conference - see my top takeaways here).

  2. In 2018, voice purchases increased 3x on Alexa compared to the 2017 holiday season.

  3. Typing is very slow compared to what our brains can process through speaking and listening. 

    1. The average person speaks 110-130 WPM (words per minute). 

    2. However, we have the mental capacity to understand someone speaking at 400 words per minute (if that were possible). 

    3. We only type 38-40 WPM. Think about the implications for voice search:

  4. Voice searches will account for 30-50% of all searches by 2020. (Gartner predicts 30%, Comscore predicts 50%).

  5. Two stats from my most recent podcast focusing on Alexa in-skill purchasing (ISP) and high conversion rates inside skills for purchases with voice:

    1. Early results show that voice skills have higher conversion rates for purchasing than any standard website or mobile experience. E.g.: Two skills with very high conversion rates for upsell to premium version (34-50%): Big Sky (weather) and Escape the Airplane (game). -voicebot.ai, 1/24/2019

    2. Voice in the car - huge opportunity: twice as many U.S. adults have used voice in the car compared to smart speakers and monthly active users are 60% higher. 

  6. 75% of smart speaker users interact with their speaker daily.

  7. Ownership rates for smart speakers are nearly equivalent among people 25, 35, 45, or 55 years old. -Edison Research, The Smart Audio Report - 7/18/2018

Amazon Echo First Generation. Photo by  Loewe Technologies  on Unsplash.

Amazon Echo First Generation. Photo by Loewe Technologies on Unsplash.

Want more information about voice? Great resources:

This Week in Voice Podcast - Emily Binder with Jason Fields, Voicify (Season 3, Ep. 13)

Emily Binder joined Jason Fields, Chief Strategy Officer at Voicify, and host Bradley Metrock, CEO of Score Publishing and head of VoiceFirst.FM on This Week in Voice.

Stream the episode here or click the image below:

This Week in Voice Podcast: Guests: Emily Binder and Jason Fields (season 3, episode 13) with Bradley Metrock

This Week in Voice Podcast: Guests: Emily Binder and Jason Fields (season 3, episode 13) with Bradley Metrock

Listen on your favorite podcast player:

  1. Apple Podcasts (iTunes) - This Week in Voice: Season 3, Episode 13

  2. Stitcher

  3. TuneIn: on your smart speaker, say:

"Alexa, play This Week in Voice."

"Hey Google, play This Week in Voice podcast."

Timestamps and stories (sources linked):

1) 04:15: Amazon's Super Bowl ad, featuring Harrison Ford, is already drawing positive reviews in advance of the big game

  • Amazon is reassuring us that they can be trusted (PR wake)

  • “Not everything makes the cut” re: Amazon Alexa hardware

  • I love this - very Bezos: Queen: “Don’t Stop Me Now” plays at the end

  • Celebrities and testimonial - well cast, diverse (Harrison Ford, Forest Whitaker, Broad City women, astronauts)

  • A little creepy

  • Transparency about product failure - brands can make mistakes (this is the zeitgeist we’re in)

    • 10:35 - Amazon Alexa microwave

  • Clever psychology

2) 11:48 - Siri Shortcuts can be used to steal and send personal data

3) Voicebot.AI Story of the Week: Walmart pulls out of Google Express and Google Shopping Actions

  • This is about DATA

4) BBC: Are smart speakers good for kids?

5) "Can we create a non-patriarchal, unprejudiced, post-gender virtual world?"

  • What is “post-gender”!?

Marketing and voice tech in under three minutes a day.

On Alexa Flash Briefing and Google Home.

Click to hear samples.