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Extending your CRM to Mobile_april 2011
Extending your CRM to Mobile_april 2011
Extending your CRM to Mobile_april 2011
Extending your CRM to Mobile_april 2011
Extending your CRM to Mobile_april 2011
Extending your CRM to Mobile_april 2011
Extending your CRM to Mobile_april 2011
Extending your CRM to Mobile_april 2011
Extending your CRM to Mobile_april 2011
Extending your CRM to Mobile_april 2011
Extending your CRM to Mobile_april 2011
Extending your CRM to Mobile_april 2011
Extending your CRM to Mobile_april 2011
Extending your CRM to Mobile_april 2011
Extending your CRM to Mobile_april 2011
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Extending your CRM to Mobile_april 2011

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Presentation by Matt Silk, SVP of Waterfall Mobile, at the Bronto Summit. Outlines best practices and strategies for email service providers looking to integrate mobile into their service offering.

Presentation by Matt Silk, SVP of Waterfall Mobile, at the Bronto Summit. Outlines best practices and strategies for email service providers looking to integrate mobile into their service offering.

Published in: Technology, Business
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  • 1. <ul><li>By Matt Silk SVP, Waterfall Mobile </li></ul><ul><li>Extending your CRM to Mobile </li></ul>
  • 2. Growth of Digital Marketing in the US Source: Forrester, July 2009
  • 3. The Reign of Traditional Media Is Over
  • 4. World’s Most Ubiquitous Device: Mobile Phone Industry Timeline: 1990 – 2G/GSMA (era of the hand phone) 2001 – 2.5/3G introduced 2004 – mobile tops 1 billion 2006 – mobile tops 2 billion 2007 – mobile tops 3 billion 2008 – mobile tops 4 billion 2009 – mobile tops 4.6 billion (4G introduced) 2010 – mobile tops 5 billion Sources: Population: US Census Bureau, March 2010; TVs: Nationmaster Website, October 2009; PCs: Forrester Research, June 2007; Measuring the Information Society (2011)
  • 5. Mobile Activities of US Mobile Users by Generation Source: Deloitte “State of the Media Democracy Fourth Edition: Select U.S. Highlights
  • 6. Number of Calls vs. SMS per Month (Q1 2010) Source: Nielsen Messaging Report Q1 2010 # of SMS Sent / Received # of Calls Made / Received
  • 7. Standard Rate SMS Growing Steadily Source: Nielsen Messaging Report Q1 2010
  • 8. Mobile Messaging is a Very Complex Ecosystem <ul><li>Launching a Mobile Messaging Campaign </li></ul><ul><li>Learn the rules, regulations and the ecosystem </li></ul><ul><li>Get your short code </li></ul><ul><li>Get your connectivity </li></ul><ul><li>Build or partner/license the required software </li></ul><ul><li>Launch a campaign </li></ul><ul><li>Interact with your subscribers </li></ul>
  • 9. Features & Solutions
  • 10. Case Study: The Cove (Oscar for Best Documentary) <ul><li>Engage viewers in theater and DVD </li></ul><ul><li>Turn passive viewers in activists to stop the slaughter of 20K dolphins each year </li></ul><ul><li>Drove subscribers to sign petition via mobile which was sent to Obama and Japanese ambassador </li></ul><ul><li>9% opt-in rate for movie-goers and 22% signed the petition </li></ul><ul><li>Producers held up a call-to-action sign during Oscar acceptance speech </li></ul><ul><li>Hundreds of thousands have joined campaign which is still live and growing
 </li></ul>
  • 11. Case Study: Bud Light On-Pack Instant Win <ul><li>March Madness campaign with grand prize trip to championship weekend in Las Vegas </li></ul><ul><li>Specially-marked packages of Bud Light tagged with “Text HOOPS to 23377 (BEERS)” </li></ul><ul><li>Users enter the six-digit unique game code found on the package to see if they won </li></ul><ul><li>Since codes not always entered correctly, opt-in after the age-gate explained entry </li></ul><ul><li>Integrated opt-in to Bud Light’s mobile list into the message flows </li></ul><ul><li>Marketed contest to existing Bud Light list 

 </li></ul>
  • 12. Case Study: McDonald’s - McChicken Sandwich <ul><li>Drive users into McDonald’s to try new McDonald’s chicken sandwiches </li></ul><ul><li>Regional campaign in 2 major cities: San Diego and Tucson </li></ul><ul><li>Available to English and Spanish </li></ul><ul><li>Users received a free coupon for the new McChicken sandwich </li></ul><ul><li>10k coupons in 4 weeks delivered </li></ul><ul><li>25% opt-in rate after users received coupons </li></ul>
  • 13. Case Study: NASA - Lunar Eclipse <ul><li>National campaign to connect users viewing the December 20 th lunar eclipse </li></ul><ul><li>Once users join the campaign, they receive reminders to watch the eclipse and instructions on how to share their location and comments with others </li></ul><ul><li>Map of users viewing locations is populated based on user-entered zip codes </li></ul><ul><li>Users may also interact with reply-enabled messaging to share their comments </li></ul>
  • 14. Achieving Success with Mobile CRM <ul><li>Implement – Mobile is where your customers are - start building a mobile database now </li></ul><ul><li>Integrate – Place mobile calls to actions across all of your marketing messaging </li></ul><ul><li>Interact – Mobile presents an opportunity to send and receive - take advantage </li></ul><ul><li>Iterate – Constantly update your subscriber base with new data and information and track each campaign’s success for maximum results - the key is that mobile is a long term play </li></ul>
  • 15. Thanks & Q&A <ul><li>Thanks for your time today! </li></ul><ul><li>Any questions? Want to learn more? </li></ul><ul><li>Contact your Bronto account manager today! </li></ul>

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