Category Archives: CRM

Robotics: Can Data Make You Funnier – Cannes Lions csuitepodcast with Dr Heather Knight & DigitasLBi

In the first part of my final csuitepodcast from Cannes Lions, I spoke with Social Roboticist, Dr Heather Knight and DigitasLBi’s Chief Creative Officer International, Chris Clarke.  My two guests had presented together at the Festival’s Inspiration Stage alongside Heather’s comedian robot sidekick, Ginger, in a session entitled ‘Can Data Make You Funnier?’, which aimed to look at how data and technology can act as catalysts and enablers for creativity.

Chatting with Chris Clarke and Dr Heather Knight

Chatting with Chris Clarke and Dr Heather Knight

Heather explained that the key theme of their presentation was that technology should be more than functional and Chris added that it was quite timely given we see so many headlines about the dangers of the Robot Future, with the idea that robots will replace humans.  Whilst it’s therefore understandable that many people get concerned that robots will put them out of a job, Heather said that this is referring to old fashioned robotics, which is simply about automation, whereas she is interested in more innovative use of technology where robots can work alongside people.

Chris said that the questions they were therefore asking was whether or not it is possible to code for kindness or generate empathy with a robot, which is what he believes Ginger demonstrates.  He feels that companies tend to prioritise efficiency in the use of technology, but he questioned whether this was the best goal.

As to why build a comedian robot, Heather said that she is trying to solve the complex problem of how you model people, which of course is not a single line of code!  She has therefore been looking at acting training and dance, because when you look at human performers, they have a lot of insight in how you craft characters and relationships over time.  She wanted an excuse to work with people who were in that format and wondered what could a robot do on stage by itself, and eventually decided on stand-up comedy because she thought that if technology could apologise sometimes, or make fun of itself, then we would be happier people.

Heather said humour is mostly about surprise so when she started, she thought it would be as simple as just teaching the robot a good joke.  But she soon realised that’s not quite true as a lot of comedy is about storytelling, the audience listens and is drawn in, so she had to ensure that the voice came from the robot.  It therefore makes sense for a robot to be telling jokes about its sensors or audience perception!

She started with a database of jokes that Ginger would randomly cue them and look for feedback, but as she’s learned more about the structure of comedy and storytelling, it’s become more planned, but with moments of serendipity.

Ginger The Robot

Ginger The Robot

Heather said that once on stage, the comedian is the ringleader who puts the audience in their place – particularly to hecklers for example. She said when she spoke to comedians in her research, they said that the audience is not in charge.  Chris added that even some of the most famously spontaneous comedians like Eddie Izzard, if you see their show in five different cities, it’s the same show and even the responses to the hecklers are often the same.  This is why he thinks this area is relevant to brands as they know they have to form relationships with customers, which they do through CRM, but it comes across very ‘robotic’, in the pejorative sense – something Heather hopes will one day be a complement.  Chris therefore believes that brands can therefore learn from Ginger, as he said it is possible to have an automated programme that feels human, that is self-deprecating and charming, it is not just about pure efficiency and moves away from doing tasks for people and is more towards having a real relationship.

I mentioned that when I was at the Globalisation & Localisation Association’s annual conference that took place in Amsterdam a few months earlier, their opening keynote speaker, Thimon de Jong talked about how robots could be used in roles such as on reception or as a concierge in a hotel.  Heather agreed and added that they could also be used for room service, but warned customers that they need to remember the robots will still have a camera, so guests shouldn’t thinkin they can remain naked when the robots bring the food or drink to their room!!

The Cannes Lions episodes of the csuitepodcast were sponsored by Capstone Hill Search.

Thanks to ICCO for allowing us to carry out the interviews in their House of PR.

All previous shows of the csuitepodcast series are available on the websiteSoundclouditunes and TuneIn.  There is also a growing community on Facebook and Twitter, where you can get involved in the discussion.  Finally, if you subscribe to the show, please can you give it a positive rating and review on itunes in particular as this helps it up the charts!

 

Edelman Earned Brand Study – csuitepodcast Show 31 Part 2

For part 2 of Show 31 (starting at 8:31) of the csuitepodcast, the second of the three shows recorded at the Global ICCO PR Summit, I spoke with Michelle Hutton, Chief Operating Officer at Edelman Europe about the findings of the latest Edelman Earned Brand Study.

The theme of this year’s study was disruption, particularly looking at how brands themselves, across 18 different categories, can be disrupters, and this was achieved by researching over 13,000 consumers across 13 countries.

As Michelle explained, marketers have spent a lot of time and money getting consumers from being aware, through consideration and preference, to being loyal.  However, Edelman have found that there is something special beyond loyalty and that if you can get consumers to be committed and really invested in a brand, they will do some pretty amazing things.  Therefore, as part of their study, Edelman have developed a methodology to be able to measure how marketers can be disruptive in their relationship with their consumers.

Michelle said that many people think that in low involvement categories, the concept of being committed is not relevant, but actually, in every single category that Edelman explored, they found that there are already many people committed to brands in those sectors.  However, where many brands are falling short is around the concept of shared value.  For example, those people who want to be committed to the brand want to feel like they are part of the conversation around it – they’ll advocate for the brand, defend them in times of crisis and are there waiting.  However, whilst brands listen well, many don’t often respond well, and therefore, it’s those brands that use those committed consumers to their advantage who are doing it well.

The highest relationship index scored turned out to be in China and the lowest was in the Netherlands.  As for age splits, millennial males were found to be the most engaged segment with brands, which Michelle found surprising.

Michelle then went on to talk about how this all leads to how you can engage consumers to take real action around a brand and she cited Unilever as a best in class example of a company encouraging all of their brand marketers to think long term and creatively about how purpose can not only drive business results through their brands but also make the world a better place.  She also said that disrupter brands understand the shared economy and the power of peer-to-peer and so marketers in more traditional companies need to look at those start-ups, their business models and how they engage, respond and communicate with their consumers.

#ad – Many thanks to global media intelligence provider CARMA for supporting the series of shows I produced from ICCO.  Please do visit their website to find out more about how they can help you deliver actionable insights through media monitoring and PR measurement.

All previous shows of the csuitepodcast series are available on Soundcloud or itunes and please, if you subscribe, can you give the show a positive rating and review on itunes in particular.

The show also now has a Facebook page and Twitter feed so please do follow and get involved in the conversation.

The birthday blog

So just over a week ago on March 22nd, just in case you wanted to put it in your diary for next year, I turned 48 (Christ I’m getting old!).

The breakdown of my birthday messages these days tends to be:

  • Cards – from family members
  • Facebook messages – mostly from friends that I don’t tend to see that often
  • Txts – from closer friends who feel the urge to be rude about my age

And then there’s email – left purely to the CRM databases of the various companies that I’ve signed up to their mailing lists or bought something from. However, so poor are they at their these types of campaigns, I genuinely wonder what they bother.

A few examples included Virgin Atlantic, who, fair play, were first to wish me a Happy Birthday at 6.34am, but suggested I celebrated by visiting their site to enter a competition where I could win a three day break to New York.  Nah, you’re OK thanks.

I then got a special birthday message from that bloody annoying Confused.com robot, Brian who didn’t know how old I was, despite surely knowing my date of birth for all the various insurance quotes I’ve submitted there, although at least he got my name right!

And then there was Spurs, the club I have spent thousands of pounds on over the years, who gave me a whopping 15% off any purchases I made in their store (subject to Terms and Conditions of course!

Come on guys, you can do better than this surely!

Feel free to share below any good or bad birthday CRM examples you’ve had.