Arch Media Sfima Workshop 1


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  • Arch Media Sfima Workshop 1

    2. 2. SFIMA SMS Alerts <ul><li>Text the keyword “SFIMA” </li></ul><ul><li>Send to “36500” </li></ul><ul><li>Text SFIMA to 36500 </li></ul><ul><li>You will be signed up for notifications and reminder for future SFIMA events! </li></ul><ul><li>NO SPAM! </li></ul>
    3. 3. AGENDA <ul><li>Mobile 101 </li></ul><ul><ul><li>Eric Archuleta - Owner Arch Media, Prof. Interactive Media –Art Institute Fort Lauderdale, SFIMA Board Member </li></ul></ul><ul><li>Mobile Industry Case Studies and Applications </li></ul><ul><li>Building and launching a Mobile Campaign </li></ul><ul><ul><li>Charlie Wiggs VP of Sales and Service 3Ci </li></ul></ul><ul><li>Merchant Case Study </li></ul><ul><ul><li>Emily Pelosi, Director of Digital Advertising, Office Depot </li></ul></ul><ul><li>Break @ 10:30am </li></ul>
    4. 4. OBJECTIVES <ul><li>Mobile Marketing Basics </li></ul><ul><li>Gain a better understanding of how to integrate mobile into your marketing mix </li></ul><ul><li>Utilize this new medium to grow your business and engage your customers! </li></ul><ul><li>Understanding of the underlying technology </li></ul>
    5. 5. What is Mobile Marketing?
    6. 6. What is Mobile Marketing? <ul><li>SMS, MMS, WAP SITES </li></ul><ul><li>MOBILE SEARCH </li></ul><ul><li>MOBILE INTERNET </li></ul><ul><li>APPLICATIONS/DOWNLOADS </li></ul><ul><li>LOCATION BASED SERVICES </li></ul>
    7. 7. Industry Stats Set For Explosive Growth! Source: US Data, Jupiter Reports Global ABI Research
    8. 8. Why Mobile Marketing? <ul><li>The “third screen” </li></ul><ul><li>90%+ read rates on SMS messages </li></ul><ul><li>Reach the all important 18 to 34 Demographic </li></ul><ul><li>X-Factor to all of your marketing campaigns </li></ul><ul><ul><li>TV, Radio, Print, Online, Etc </li></ul></ul><ul><li>YOUR COMPETITION WILL BEAT YOU TO IT! </li></ul>*All Trademarks and registered Trademarks are the property of their respective owners RESTAURANTS CHURCHES ATTRACTIONS E-COMMERCE CASINOS
    9. 9. Why Mobile Marketing? (2) <ul><li>List Building – Build your SMS List </li></ul><ul><ul><li>Email 2.0! </li></ul></ul><ul><li>Brand Awareness & Sales </li></ul><ul><ul><ul><li>Interactive Promotions (Online and Offline) </li></ul></ul></ul><ul><ul><ul><li>mCoupons </li></ul></ul></ul><ul><ul><ul><li>Brand Collateral </li></ul></ul></ul><ul><ul><ul><li>Event based promotions </li></ul></ul></ul><ul><li>Customer Loyalty </li></ul><ul><ul><ul><li>Polls, Voting, Social Networking, Viral </li></ul></ul></ul>
    10. 10. What’s the Buzz About? <ul><li>Ultimate 1 to 1 marketing </li></ul><ul><ul><ul><li>Phone is personal </li></ul></ul></ul><ul><ul><ul><li>Targeted </li></ul></ul></ul><ul><li>Excellent first mover advantages </li></ul><ul><ul><ul><li>SMS optin – Worth more than an email Opt-in? </li></ul></ul></ul><ul><ul><ul><li>Increased Brand Recall rates </li></ul></ul></ul><ul><li>260+ mil & growing - US Cellular Users </li></ul><ul><li>Get it into your marketing mix!!!!!!!!!!! </li></ul>
    11. 11. MOBILE 101 - Terms <ul><li>SMS – Short Message Service - Limited to 160 alpha numeric characters – no pictures, or multimedia. </li></ul><ul><li>MMS - Multimedia Messaging Service, is a cellular telephone standard for sending messages that include multimedia objects (images, audio, video, rich text). MMS is an extension of the SMS standard, allowing longer message lengths and using WAP to display the content. Its most popular use is sending photographs from camera-equipped handsets, although it is also popular as a method of delivering ringtones as well. </li></ul>
    12. 12. MOBILE 101 - Terms <ul><li>Keyword – i.e. SFIMA </li></ul><ul><ul><li>A word or name used to distinguish a targeted message within a Short Code Service. </li></ul></ul><ul><li>Short codes - 36500 </li></ul><ul><li>- 4- 6 Characters - also known as short numbers , are special telephone numbers, significantly shorter than full telephone numbers, which can also be used to address SMS and MMS messages from mobile phones or fixed phones. </li></ul><ul><ul><li>4 characters – Carrier Specific </li></ul></ul><ul><ul><li>5 or 6 - commercial use </li></ul></ul>Text SFIMA to 36500
    13. 13. MOBILE 101 - Terms <ul><li>TYPES OF SHORT CODES: </li></ul><ul><ul><li>Vanity Short Code - $1,000 per month – i.e. DEPOT – hint: always list numbers (qwerty) </li></ul></ul><ul><ul><li>Random Short Code - i.e. 36500 $500/m </li></ul></ul><ul><ul><li>Shared Short Code (resellers/programs) (risk) </li></ul></ul><ul><ul><ul><li>Similar to a shared IP (i.e. Vertical Response) </li></ul></ul></ul><ul><ul><li>Premium Short Code - </li></ul></ul><ul><ul><li>Short Code with a Billing mechanism by which the mobile subscriber is charged above standard text messaging rates for mobile content and/or subscription. </li></ul></ul>
    14. 14. MOBILE 101 - Terms <ul><li>MO - Mobile Originated Message </li></ul><ul><ul><li>The mobile subscriber’s initial opt-in message, sent FROM his/her handset. </li></ul></ul><ul><li>MT - Mobile Terminated Message MT, </li></ul><ul><ul><li>The reply message from the consumer’s mobile network that reaches his/her handset after sending MO message. </li></ul></ul><ul><li>Aggregator - An Organization that acts as a middleman between applications and content providers, and mobile carriers. Provides message traffic throughput to multiple wireless operators or other aggregators; provides mobile initiative campaign oversight, and administration, as well as billing services </li></ul>
    15. 15. MOBILE 101 - Terms <ul><li>WAP Site (Wireless Application Protocol ) </li></ul><ul><ul><li>A website that is specifically designed and formatted for display on a mobile device </li></ul></ul><ul><ul><li>Auto identified (Amazon Anywhere) </li></ul></ul>
    16. 16. MOBILE 101 - Terms <ul><li>Industry Regulation and Oversight </li></ul><ul><li>TCPA - Telephone Consumer Protection Act (1991) </li></ul><ul><ul><li>From a telephone marketer's viewpoint, the most significant part of the TCPA regulations concern commercial solicitation calls made to residences. </li></ul></ul><ul><ul><li>The individual who receives a call after a name removal request has been given to the caller is granted a private right of action in a local court and may sue for $500 in damages for each violation. In some cases, the courts can levy triple damages. Similar suits may be filed for violations of the TCPA's provisions regarding faxes, autodialers, and artificial or prerecorded messages. </li></ul></ul><ul><li>MMA – Mobile Marketing Association </li></ul>
    17. 17. How do you get a campaign going? <ul><li>Short Code – 5-6 DIGITS </li></ul><ul><li>Choose your Keyword(s) </li></ul><ul><li>Campaign Approval </li></ul><ul><ul><li>via Aggregators or Experts (3Ci) </li></ul></ul><ul><ul><li>10-12 weeks for approval </li></ul></ul>
    18. 18. SMS Campaign Basics <ul><li>Get Subscribers/Promotion </li></ul><ul><ul><li>Add Your Keyword and Short Code to everything! </li></ul></ul><ul><li>Get Permission </li></ul><ul><ul><li>Follow double Opt-in Rules When Possible </li></ul></ul><ul><ul><li>Pull Campaigns are safest </li></ul></ul><ul><li>Get Creative </li></ul><ul><ul><li>Be Creative, Be Respectful! </li></ul></ul>
    19. 19. Creative Campaigns TYPE DESCRIPTION Result Retailer In- Store Pull Campaign, Contest. Build SMS list, Distribute Collateral - Follow up with specials and Coupons Service Provider - Auto Repair, Travel, etc. SMS reminders/Alerts Better Customer Service, Increased Loyalty Charity – Non-Profits Utilize SMS to Raise Funds Incremental Fundraising Brand Pull campaign via Offline Collateral Build SMS List, distribute Loyalty based collateral Packaging Add Short Codes to packages, Snap Tags Distribute information, Instructions, etc. Media - TV/Radio Add SMS polls, sweepstakes, surveys, to TV, Radio, collateral Create interaction with offline media, build customer loyalty, SMS list
    20. 20. Current Issues <ul><li>Legal Issues </li></ul><ul><li>Carrier Fee’s </li></ul><ul><ul><li>50% of m-Commerce </li></ul></ul><ul><li>Cell Phone plans </li></ul><ul><ul><li>$ for text ($.15 to $.50) </li></ul></ul><ul><li>Phones/Hardware </li></ul><ul><ul><li>BlackBerry Curse </li></ul></ul><ul><ul><li>iPhone blessing </li></ul></ul><ul><li>User Knowledge and Education </li></ul>
    21. 21. Resolutions <ul><li>Legal Issues - Regulations and Best Practices (MMA) </li></ul><ul><li>Carrier Fee’s </li></ul><ul><ul><li>Carriers are realizing it’s better to get a lower % </li></ul></ul><ul><ul><li>Mobile Giving Foundation “aid” to 52000 </li></ul></ul><ul><li>Cell Phone plans </li></ul><ul><ul><li>All inclusive plans “Sprint $99 for everything” </li></ul></ul><ul><li>Phones/Hardware </li></ul><ul><ul><li>Getting Better Every day - Barcode readers </li></ul></ul><ul><li>User Knowledge and Education </li></ul><ul><ul><li>Users like you are in the Know! </li></ul></ul><ul><ul><li>My mother is texting me! </li></ul></ul>
    22. 22. Organizations <ul><li>MMA - Mobile Marketing Association </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Define Best Practices </li></ul></ul><ul><ul><li>Leading Mobile on a global basis </li></ul></ul><ul><ul><li>Similar to IAB </li></ul></ul><ul><li>Mobile Marketing News </li></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>CSCA (Common Short Code Association) </li></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>CTIA (Cellular Telephone Industries Association ) </li></ul><ul><ul><ul><li> </li></ul></ul></ul>
    23. 23. Helpful Hints <ul><li>Work with reputable experienced agencies </li></ul><ul><li>Be CAREFUL with SMS list rental (MMA) </li></ul><ul><ul><li>Build your Own! </li></ul></ul><ul><ul><li>SMTP vs. SMS i.e. ( </li></ul></ul><ul><li>SMS Opt-in List may be more valuable than your email list in the future! </li></ul><ul><li>Reserve your .mobi domains </li></ul><ul><li>Add SMS Sign up to your website Today! </li></ul>
    24. 24. FUTURE <ul><li>THE HOLY GRAIL </li></ul><ul><ul><li>In-Store Pmts via Mobile Phones (Mypay in EU) </li></ul></ul><ul><li>In-store Reviews </li></ul><ul><ul><li>Take a picture of the bar code and pull reviews on a product </li></ul></ul><ul><li>Blue-Tooth Push </li></ul><ul><ul><li>Turn your Blue-Tooth on a receive coupons as you walk past a store in the mall etc. </li></ul></ul><ul><ul><li>Text “taco bell 33315” to GOOGL “46645” </li></ul></ul>
    25. 25. Cool Stuff <ul><li>GOOGLE </li></ul><ul><ul><li>Text “taco bell 33315” to GOOGL “46645” </li></ul></ul><ul><li>Spyderlynk – Snap Tags – See your Handout </li></ul><ul><ul><li>Send picture of “enhanced” logo to distribute messaging, collateral etc. </li></ul></ul><ul><ul><li>Great for tracking offline print, scavenger hunts, Packaging etc. </li></ul></ul><ul><ul><li>Text “taco bell 33315” to GOOGL “46645” </li></ul></ul>
    26. 26. Arch Media <ul><li>We deliver comprehensive Interactive Media and Mobile Marketing solutions for your company. We specialize in emerging media and true value added CRM solutions customized to your needs. </li></ul><ul><li>Arch Media takes a holistic approach to improving your interactive performance. </li></ul>INTERNET | MOBILE | VIDEO
    27. 27. NNE Mobile Sweepstakes Giveaway DEMO 1 Free Ticket $250 Value
    28. 28. THANK YOU! <ul><ul><li>Eric Archuleta </li></ul></ul><ul><ul><li>President </li></ul></ul><ul><ul><li>Arch Media, Inc. </li></ul></ul><ul><ul><li>Fort Lauderdale, FL 33315 </li></ul></ul><ul><ul><li>954.661.5789 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul>