Key goals for effective and efficient customer relationship management have not changed - acquire new customers, build loyalty, and reduce costs. With the advent of cell phones, consumers are forcing businesses to expand their thinking to now include the mobile channel to meet and further those fundamental objectives. The mobile channel is evolving from one-time, one-off projects to Mobile CRM, where marketers are optimizing one-to-one customer communications and developing more meaningful relationships through this emerging medium.

1. Ge#ng
it
Right*
in
Mobile
*
Move
beyond
one-­‐off
projects
and
into
targeted,
interacAve
conversaAons
Kane
Russell,
Waterfall
Mobile
03-­‐23-­‐2011

2. Waterfall
Mobile
and
the
Msgme
Pla8orm
Waterfall
Mobile Msgme
๏ Founded
August
2005 ๏ Free
trial:
www.msgme.com
๏ Offices
in
SFO
(HQ),
NYC
&
AusAn ๏ API
suite:
developer.msgme.com
๏ Backed
by
Vista
Equity
Partners
๏ Custom
applicaAon
development
๏ Cross-­‐channel
mobile
&
social
CRM
via
๏ Short
code
provisioning,
cerAficaAon
&
SMS,
MMS,
IVR,
Facebook
&
Twi[er audit
management

3. Select
Clients
&
Brand
Campaigns
Agencies
Technology
Providers
Autos
Food
&
Beverages
Media
&
Entertainment
Mobile
Other

4. ObjecAves
๏ Understanding
mobile
CRM
๏ ImplemenAng
mobile
CRM
๏ Achieving
success
with
mobile
CRM
๏ Review
key
takeaways;
Q&A

5. EvoluAon
of
TradiAonal
CRM

6. TradiAonal
CRM
Keys
to
Success
๏
From
Crmtutorial.com
CRM
is
a
process
or
methodology
used
to
bring
together
lots
of
pieces
of
informaAon
about
about
customers'
needs
and
behaviors
in
order
to
develop
stronger
relaAonships
with
them.
๏ From
Wikipedia:
Customer
relaAonship
management
(CRM)
is
a
widely-­‐implemented
strategy
for
managing
a
company’s
interacAons
with
customers,
clients
and
sales
prospects.
๏ From
DesAnaAoncrm.com:
CRM,
or
Customer
RelaAonship
Management,
is
a
company-­‐wide
business
strategy
designed
to
reduce
costs
and
increase
profitability
by
solidifying
customer
saAsfacAon,
loyalty,
and
advocacy.

7. Goals
of
TradiAonal
CRM
Source:
April
2010;
“MarkeAng
ROI”,
Ipsos/Mori
Which of these activities deliver the best ROI according to a group of business leaders?
Best ROI Worst ROI
Branding
CRM
Direct Mail
Email
Field Marketing
Offline Advertising
Online Advertising
Public Relations
Sales Promotion
Sponsorship
Telephone Marketing
0% 5% 10% 15% 20% 25%
RelaAonship
Building CommunicaAon ROI
segmented
/
synthesized
+ managed
/
targeted
= reduced
costs
/
increased
customer
informaAon interacAon profitability

8. The
Mobile
Explosion

9. 2010:
50%
of
Ad
Responses
from
Mobile

10. From
TradiAonal
CRM
-­‐>
Mobile
CRM
Same
Strategy:
๏ RelaAonship
Building
๏ CommunicaAon
Same
Goals:
๏ Increased
Profits
๏ Reduced
Costs
IVR
Applied
to
Mobile:
๏ Mobile
Subscriber
Database
๏ Using
Mobile
CommunicaAon
Channels
๏ Cross
Channel
ROI

11. Roadblocks
๏
The
campaign
/
one-­‐off
mindset
๏
IncenAves
mismatch
๏
Mobile
viewed
as
a
digital
medium
rather
than
a
social
communicaAon
channel
So
how
can
companies
overcome
these
challenges?

12. 3
Companies
“Ge#ng
it
Right”
Strategy:
Ongoing
customer
acquisiAon
and
communicaAon
for
increased
lifeAme
value
Strategy:
Increased
customer
segmentaAon
and
mobile
acAvaAon
for
reduced
costs
Strategy:
Cross-­‐channel
promoAon
and
conAnued
customer
segmentaAon
to
increase
ROI

13. The
Cove:
The
Cause
Winner
of
the
Academy
Award
for
Best
Documentary
Feature,
and
winner
of
the
2009
Sundance
Film
FesAval’s
Audience
Award,
“The
Cove”
follows
a
team
of
acAvists
and
filmmakers
as
they
infiltrate
a
heavily-­‐guarded
cove
in
Taiji,
Japan
where
over
20,000
dolphins
and
porpoises
are
slaughtered
each
year.
ParAcipant
Media
and
TakePart
were
seeking
a
way
to
keep
the
gripping
experience
of
the
film
fresh
and
relevant
in
the
minds
of
viewers.
“The
Cove”
needed
a
campaign
that
would
reach
potenAal
ciAzen
acAvists
directly
and
keep
them
informed
and
acAvated
agents
of
environmental
change.

14. The
Cove:
Theatre
&
DVD
Release
US
limited
theatrical
release
–
July
2009
๏ 9%
opt-­‐in
rate
for
opening
weekend
๏ Started
with
4
theaters,
scaled
to
57
theaters
๏ US
expanded
release
–
December
2009
๏ ~25,000
subscribers
captured
๏ 29%
of
subscribers
signed
the
peAAon
DVD
Release
–
December
2009
๏ Subscriber
list
grew
to
~38,000
subscribers
๏ SAll
25%
of
subscribers
were
signing
the
peAAon

15. The
Cove:
Oscar
Night
On
March
7,
2010,
“The
Cove”
won
the
Oscar
for
Best
Documentary
at
the
82nd
Annual
Academy
Awards.
When
Ric
O’Barry
held
up
a
banner,
the
Academy
panned
away
only
7
seconds
into
the
acceptance
speech.

16. The
Cove:
Results
&
Takeaways
The
visibility
surrounding
“The
Cove”
has
put
conAnued
pressure
on
Japan,
and
the
Oscar
win
has
brought
internaAonal
scruAny
to
the
issue.
e.
๏ “The
Cove”
aired
3X
on
Animal
planet
in
August/September
๏ New
mini-­‐series
“Blood
Dolphins”
launched
on
Animal
Planet
in
September
to
conAnue
to
drive
support
for
the
campaign
๏ Subscriber
list
conAnues
to
grow
past
200K
๏ Over
1.4M
have
have
signed
the
peAAon
on
Facebook
๏ Theatrical
release
launched
in
Japan
on
October
21,
2009
๏ Won
an
AdWeek
Buzz
Award
๏ AcAvism
list
leveraged
for
other
marine
causes
and
iniAaAves

17. A-­‐B:
The
EvoluAon
Anheuser-­‐Busch
was
one
of
the
biggest
and
earliest
mobile
marketers
in
the
US.
They
ran
campaigns
through
their
agency
since
2004
and
even
placed
a
call-­‐to-­‐acAon
on
a
Superbowl
ad.
But
A-­‐B
wanted
to
empower
their
brands
and
digital
agencies
to
create,
manage
and
launch
their
own
campaigns.
They
even
wanted
to
create
a
profit
center
from
their
mobile
strategy
to
empower
all
of
their
distributors
to
run
campaigns.
An
so
the
story
began
in
2008
...

18. A-­‐B:
Age
GaAng
Issue
• A-­‐B
legal
required
the
marketers
to
throw
away
lists
at
end
of
every
campaign
• No
centralized
technology
soluAon
• No
ongoing
CRM
strategy
for
leveraging
these
interacAons
SoluAon
• Stored
age-­‐verified
flag
in
database
for
six
months
at
a
shortcode
level
• Developed
plugin
architecture
so
client
could
add/subtract
age
and
locaAon
verificaAon
modules
on
a
campaign
basis
• Client
specifies
content
for
"not-­‐of-­‐
age"
or
"non-­‐qualifying"
states
• Plugins
used
individually
or
in
tandem

19. A-­‐B:
Speed
to
Market
For
Sweeps
Campaign
Setup Winner
SelecAon
Tool
Enter our mobile sweepstakes by
Mobile #:
Email:
HTML
Web
Signup
Form The mobile number has entered in the sweeps!
Message and Data Rates May Apply. No more than 30 messages a month will
be sent to subscribers. To unsubscribe, text STOP or UNSUB to 67463 (MSGME).
For support, text HELP to 67463 (MSGME) or email support@msgme.com.
Supported carriers include Alltel, Boost, AT&T, Nextel, Sprint, T-Mobile, Verizon
Wireless, Cincinnati Bell, US Cellular & Virgin Mobile. Not all pre-paid phones are
supported. Campaign / service is compatible with most handsets. Participation
must be made by the account holder.

20. A-­‐B:
Large
Company/Varying
Needs
• A-­‐B
is
divided
into
product
groups
with
different
P&Ls
and
different
digital
agencies
• Twelve
different
clients
have
12
different
different
needs,
ideas
and
requirements

21. A-­‐B:
Results
&
Takeaways
TransiAon
from
campaign
focus
to
CRM
is
underway...e.
๏ Well
over
150
campaigns
launched
in
2010
alone
๏ Great
variety
of
campaign
types
launched-­‐-­‐Sweeps,
SubscripAons,
Wallpapers
&
Ringtones,
Dynamic
Coupon,
IVR,
etc.
๏ Increased
messaging
level
almost
100%
from
2009
already
๏ Increased
subscriber
base
by
over
25%
from
2009
already
๏ Discussing
wholesaler/distributor
markeAng
programs
for
2011
iniAaAve:
-­‐Turn
messaging
into
profit
center
-­‐Increase
overall
subscriber
list
exponenAally

22. PETA:
Know
Thy
Customer
Working
with
their
aggregator,
People
for
the
Ethical
Treatment
of
Animals
(PETA)
had
a
funcAonal
messaging
plavorm
that
allowed
them
to
blast
messages
to
their
social
acAvism
list.
Their
CRM
data,
however,
was
stored
in
another
vendor’s
plavorm
and
they
were
forced
to
do
manual
list
pulls
and
then
submit
messaging
request
to
their
technology
team.
Mobile
giving
also
become
a
top
execuAve
mandate
given
the
success
of
the
mobile
giving
campaign
for
the
HaiA
disaster
relief.
So
PETA
began
talking
to
messaging
vendors
in
April
2010
...

23. PETA:
CRM
IntegraAon
๏ Opt-­‐in
Via
ExisAng
User
Touchpoints:
Upon
sign
up
via
any
online
channel
(widget,
web
form,
etc),
user
informaAon
is
synched
to
Msgme.
๏ Opt-­‐in
Via
Msgme:
Upon
sign
up
via
SMS
campaign,
user
informaAon
is
synched
to
PETA’s
CRM
system.
๏ New
and
Updated
Data
Synch:
Msgme
synchs
with
PETA’s
CRM
system
in
near
real-­‐Ame.
When
user
informaAon
is
changed
or
updated,
it
automaAcally
synchs
with
user
profile
in
Msgme.
๏ Email
Capture
via
SMS:
PETA
can
deploy
campaigns
directly
requesAng
user
emails,
which
are
then
synched
to
CRM
system.
๏ Filtering
Outbound
SMS
Messaging:
PETA
may
now
target
subscribers
via
any
data
available
in
their
CRM
system.

24. PETA:
IniAaAng
AcAon
Passionate
subscribers
+
clever
technical
soluAon
=
AcAon
Alerts
via
SMS

25. PETA:
Results
&
Takeaways
๏ Integrate
mobile
as
part
of
an
overall
communicaAon
strategy
๏ Use
mobile’s
advantages
(interacAvity,
immediacy)
to
your
advantage
๏ Add
data
to
your
subscribers’
profile
at
every
opportunity

26. Achieving
Success
with
Mobile
CRM
e.
Implement
Mobile
is
where
your
customers
are
-­‐
start
building
a
mobile
database
now
Integrate
Place
mobile
calls
to
acAons
across
all
of
your
markeAng
messaging
Interact
Mobile
presents
an
opportunity
to
send
and
receive
-­‐
take
advantage
Iterate
Constantly
update
your
subscriber
base
with
new
data
and
informaAon
and
track
each
campaign’s
success
for
maximum
results
-­‐
the
key
is
that
mobile
is
a
long
term
play

27. Any
QuesAons?
For
more
informaAon
visit
www.msgme.com
Contact
Waterfall
Mobile
@
sales@waterfallmobile.com