Msgme	  Industry*	  Insights*6	  steps	  for	  government	  agencies	  looking	  to	  	  	  	  maximize	  mobile	  ROIKane...
Waterfall	  Mobile	  and	  the	  Msgme	  Pla8ormWaterfall	  Mobile                                               Msgme ๏  ...
Objec<ves๏   The	  state	  of	  government	  communica4on๏   Issues	  affec4ng	  effec4ve	  government	  communica4on	  ๏   ...
Government	  Communica<on	  ComplexityGovernment	  Communica<on	  takes	  the	  following	  forms: ๏   G2C:	  government-­...
Issues	  Facing	  the	  Government                           Trust	  Index                                            US	 ...
Sources	  of	  Trust                    Sources	  of	  Information	  Users	  Trust,	  June	  2010	  (Invoke	  Solutions)	 ...
Features	  That	  Inspire	  Trust   Online	  Media	  Features	  Important	  for	  Inspiring	  Trust,	  June	  2010	  (Invo...
Why	  Mobile	  Makes	  Sense1. It’s	  the	  most	  personal	  device	  a	       2. It	  provides	  mul4ple	  channels	  id...
Government	  Communica<on	  IssuesIssue            Hurdle	                                                                ...
6	  Steps	  to	  Mobile	  ROI	   Issue            Mobile	  CRM	  Approach Coordina4on      Create	  subscriber	  database	...
Case	  Studies                                       Animal	  Rights	  organiza4on	  PETA	  streamlined	  digital	  ac4vis...
PETA	  Texts	  “Y”	  to	  Stop	  CrueltyCampaign	  Overview:	   ๏   Plan:	  PETA	  wanted	  to	  simplify	  digital	  ac4v...
6	  Steps	  to	  Mobile	  ROI	  –	  PETA Issue           Mobile	  CRM	  Applica<on Coordina4on     Centralized	  database	...
BART	  Drives	  New	  Ridership	  With	  MobileCampaign	  Overview:	   ๏   Plan:	  BART	  wanted	  to	  engage	  new	  rid...
6	  Steps	  to	  Mobile	  ROI	  –	  BARTIssue           Mobile	  CRM	  Applica<onCoordina4on     Mul4ple	  keywords	  used...
California	  Community	  Colleges	  Alert	  YouCampaign	  Overview:	   ๏   Plan:	  CCC	  need	  a	  streamlined	  form	  o...
6	  Steps	  to	  Mobile	  ROI	  –	  CCCIssue            Mobile	  CRM	  Applica<onCoordina4on      Mul4ple	  schools	  usin...
NASA	  JPL	  Communi<zes	  Lunar	  EclipseCampaign	  Overview:	   ๏   Plan:	  NASA/JPL	  wanted	  to	       encourage	  an...
6	  Steps	  to	  Mobile	  ROI	  –	  NASA	  JPLIssue           Mobile	  CRM	  Applica<onCoordina4on     Use	  of	  loca4on	...
Key	  Takeaways:	  Connec<ng	  with	  Ci<zens                      ๏   Do	  like	  they	  do:	  use	  op4mal	  communica4o...
Do	  Like	  They	  Do   ๏   PETA:	  easier	  to	  respond	  to	  SMS;	         easier	  to	  follow	  up	  via	  email   ๏...
Act	  Like	  They	  Act ๏   PETA:	  follow	  up	  allowed	  for	       addi4onal	  ways	  to	  get	  involved	  in	  the	 ...
Think	  Like	  They	  Think                         ๏   PETA:	  used	  contextual	  language	  that	                      ...
Engage	  Like	  They	  Engage๏      PETA/BART/CCC/NASA:	  all	  two-­‐way,	  interac4ve	  communica4on	  across	         c...
Any	  Ques<ons?                         For	  more	  informa4on	  visit More	  industry	  informa4on	   av...
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Mobile CRM Webinar: 6 Steps to Mobile ROI for Government Agencies


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Given the importance of delivering meaningful content to a broad audience within the government sector, mobile presents a critical investment for government agencies. However, the mobile ecosystem’s complexity makes it challenging to scope a detailed roadmap. This webinar, from the Msgme Industry Insights series, details exactly how government agencies can be successful using mobile to engage their audience.

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Mobile CRM Webinar: 6 Steps to Mobile ROI for Government Agencies

  1. 1. Msgme  Industry*  Insights*6  steps  for  government  agencies  looking  to        maximize  mobile  ROIKane  Russell,  Director  of  Marke4ngWaterfall  Mobile 1
  2. 2. Waterfall  Mobile  and  the  Msgme  Pla8ormWaterfall  Mobile Msgme ๏ Founded  August  2005 ๏ Free  trial: ๏ Offices  in  SFO  (HQ),  NYC  &  Aus4n ๏ API  suite: ๏ Backed  by  Vista  Equity  Partners   ๏ Custom  applica4on  development ๏ Cross-­‐channel  mobile  &  social  CRM  via   ๏ Short  code  provisioning,  cer4fica4on  &   SMS,  MMS,  QR  Codes,  IVR,  Facebook  &   audit  management Twi[er 2
  3. 3. Objec<ves๏ The  state  of  government  communica4on๏ Issues  affec4ng  effec4ve  government  communica4on  ๏ 6  steps  to  mobile  ROI  ๏ Case  studies๏ Key  takeaways 3
  4. 4. Government  Communica<on  ComplexityGovernment  Communica<on  takes  the  following  forms: ๏ G2C:  government-­‐to-­‐ci4zen ๏ G2B:  government-­‐to-­‐business By  the  numbers: There  are  roughly  310   ๏ G2G:  government-­‐to-­‐government  (internal/external) million  people  living  (US   ๏ G2V:  government-­‐to-­‐visitor Census)  in  the  US,  an   increase  of  ~25  million  in   the  last  decade.  Each  form  includes  the  following  types  of  informa<on:   ๏ Sta4c  (rela4vely):  standard  informa4on  that  doesn’t   require  frequent  upda4ng,  e.g.  an  “About”  sec4on  on   a  government  website Tracking  Popula<on: ๏ Interac4ve:  dialogue  to  exchange  informa4on  in  real-­‐ Take  a  look  at  Google’s   4me,  e.g.  updates  about  events  or  emergencies public  data  explorer,   ๏ Transac4onal:  execu4on  of  tasks,  e.g.  apply  for  a   which  allows  you  to  graph   US  popula4on  by  state,   driver’s  license   county,  and  city  according   to  census  data.Government  is  vast: h[p:// ๏  lists  584  Federal  Agencies ๏ Need  solu4ons  for  Federal,  State  &  Local 4
  5. 5. Issues  Facing  the  Government Trust  Index US  Trust  in  Institutions:  2008-­‐2011  (Edelman)Country 2008                    2011 75%Global -­‐ 55 63% 63%Brazil 48 80 65% 59%Canada 48 55 54% 55% 55%China 62 73 46% 45% 46% 46%France 44 50 45% 43% 40%India 60 56 38% 36%Japan 50 51 35% 31% 30% 27%Russia 36 40 25%UK 43 40 2008 2009 2010 2011US 53 40 Business Government Media NGOsComposite  score,  ages  25-­‐64  (Edelman) ๏ The  2010-­‐2011  drop  mirrors  financial  crisis  decline   ๏ US  only  country  to  see  across-­‐the-­‐board  decline  in  trust 5
  6. 6. Sources  of  Trust Sources  of  Information  Users  Trust,  June  2010  (Invoke  Solutions)             Blogs  from  ppl  u  know Social  from  ppl  u  know Independent  Blog Independent  Social Brand/Product/Company  BlogBrand/Company/Product  Social 0% 100% Distrust Some  Distrust No  Opinion Some  Trust Trust 6
  7. 7. Features  That  Inspire  Trust Online  Media  Features  Important  for  Inspiring  Trust,  June  2010  (Invoke  Solu<ons)         Open  Dialogue Quality  of  Dialogue Responsiveness Volume  of  Participation Volume  of  Content Length  of  Relationship 0% 100% Unimportant Some  Unimportance No  Opinion Some  Importance Very  Important 7
  8. 8. Why  Mobile  Makes  Sense1. It’s  the  most  personal  device  a   2. It  provides  mul4ple  channels  ideal  for   consumer  owns interac4ve  communica4on IVR But  it’s  not  just  mobile  that   governments  need,  it’s   mobile  CRM.   8
  9. 9. Government  Communica<on  IssuesIssue Hurdle   ExampleCoordina4on Individual  government  agencies  siloed  from   Dept.  of  Health  needs  to  share  info   others,  preven4ng  agencies  from  sharing  info with  Dept.  of  EnergyCost Governments  are  constrained  by  4ght  budgets   Irrelevant  mailing  wastes  postage   that  cannot  afford  wasted  resources and  hurts  community  percep4onInconsistency Varying  messages  conveyed  across  disparate   WMD channels  equals  dissa4sfac4on  and  confusionSecurity Some  informa4on  is  sensi4ve  and  cannot  be   HIPAA  compliance  affects  mass   shared  publicly distribu4on  of  personal  infoTechnology Varying  systems  with  disparate  func4ons  that   “When  it  comes  to  technology,  we   may  be  outdated;  no  central  IT  Support are  like  30  years  behind.”Accessibility If  informa4on  is  hard  to  access,  people  resist   Roughly  50%  of  Americans  vote  in   interac4ng  and  par4cipa4ng Federal  elec4onsSuccessfully  addressing  these  issues  requires  a  CRM  approach 9
  10. 10. 6  Steps  to  Mobile  ROI   Issue Mobile  CRM  Approach Coordina4on Create  subscriber  database  that  centralizes  and  shares  data  across  divisions Cost Segment  and  deliver  cost-­‐effec4ve  &  channel  appropriate  message,  adhering   to  subscriber  preferences  when  possible Inconsistency Track  interac4on  and  exchanges  internally  and  externally,  using  a  centralized   database  that  allows  for  sharing  of  informa4on Security Segment  subscribers  and  messages  in  order  to  deliver  secure  messages   through  appropriate  channels Systems Draw  on  solu4ons  that  are  easily  integrated  into  current  systems  and  can   adapt  to  changing  technologies Transparency Provide  easier  ways  for  people  to  stay  informed  by  providing  opt-­‐in  op4ons   and  preferences  for  subscribers 10
  11. 11. Case  Studies Animal  Rights  organiza4on  PETA  streamlined  digital  ac4vism   by  integra4ng  SMS  and  email  in  order  to  incite  ac4on  and   par4cipa4on  from  their  cons4tuents. To  interact  with  its  riders,  San  Francisco  Bay  Area  Rapid   Transit  (BART)  launched  "Try  BART  Week"  with  the  goal  of   increasing  ridership. CCC  deployed  an  emergency  messaging  no4fica4on  system   across  the  majority  of  its  campuses  in  order  to  deliver  tac4cal   advice  outbound  and  receive  crucial  updates  during  a  crisis.   NASA  JPL,  in  an  effort  to  boost  interest  and  engagement  in  a   lunar  eclipse,  called  upon  mobile  to  power  engagement  with   poten4al  eclipse  viewers. 11
  12. 12. PETA  Texts  “Y”  to  Stop  CrueltyCampaign  Overview:   ๏ Plan:  PETA  wanted  to  simplify  digital  ac4vism ๏ Strategy:  created  func4onality  where  people   could  reply  “Y”  to  a  text  message  in  order  to   trigger  a  message  in  support  of  a  par4cular  PETA   cause.   ๏ Follow-­‐up:  sent  confirma4on  message  via  email,   mobile  &  web  calls  to  ac4on  includedResults:   ๏ 18.5%  response  rate  w/  43.3%  responding   within  two  minutes  of  message  delivery  (DMA   average  email  response  rate  is  ~2%).   ๏ Other  campaigns  saw  23.58%,  18.37%  and   24.85%  response  rate.   (Full  case  study  can  be  downloaded  from 12
  13. 13. 6  Steps  to  Mobile  ROI  –  PETA Issue Mobile  CRM  Applica<on Coordina4on Centralized  database  with  cross-­‐channel  sync  allows  for  upselling  campaigns;   each  new  interac4on  added  as  addi4onal  data  point   Cost Ac4vated  par4cular  channel  according  to  what  was  most  cost  effec4ve,  both   from  a  monetary  AND  efficiency  standpoint Inconsistency Real-­‐4me  look  up  of  channel  address  to  ensure  delivery;  various,  overlapping   lists  to  manage  mul4ple  and  select  interests Security Subscribers  presented  with  mul4ple  opportuni4es  to  opt  in  or  opt  out Systems API  integra4on  into  email  system  required  no  new  build  of  technical  capabili4es Transparency People  saw  the  results  of  their  ac4ons  instantly  and  could  choose  to  stay   informed  and  updated  about  campaigns  results 13
  14. 14. BART  Drives  New  Ridership  With  MobileCampaign  Overview:   ๏ Plan:  BART  wanted  to  engage  new  riders  through  emerging  media  channel ๏ Strategy:  text-­‐to-­‐win  campaign  promoted  during  “Try  BART  Week”  geared   toward  encouraging  new  riders ๏ Follow-­‐up:  mobile,  used  ini4ally  as  a  customer  acquisi4on  tool,  switches  gears   to  become  a  customer  reten4on  tool.  Results:   ๏ BART  Chief  Communica4ons  Officer,  Linton  Johnson:   -­‐ You  couldn’t  buy  that  much  good  press  or  goodwill  from  customers. -­‐ Nearly  every  day  that  week  we  were  in  the  news  and  that  contributed  to  the   healthy  increase  in  ridership.  Our  goal  now  is  to  keep  those  customers,  and   it  looks  good  -­‐  ridership  was  up  vs.  last  year. (Full  case  study  can  be  downloaded  from 14
  15. 15. 6  Steps  to  Mobile  ROI  –  BARTIssue Mobile  CRM  Applica<onCoordina4on Mul4ple  keywords  used  to  segment  audience  based  on  day  of  par4cipa4on;  but   keywords  managed  in  same  accountCost No  need  for  postal  stamps  on  each  entry;  no  customer  support  team  needed  to   track  entries;  all  tallied  automa4callyInconsistency Phone  number  lookups  provide  tracking  of  precise  number  of  unique  and  repeat   subscribers  down  to  the  second  of  each  entrySecurity Alterna4ve  method  of  entry  provided  for  any  folks  who  preferred  to  enter  online   rather  than  via  mobileSystems Able  to  sync  mobile  subscriber  data  into  current  ridership  database,  understand   exactly  who  is  new  to  BART  systemTransparency Easily  shared  with  other  riders  to  spread  community  goodwill,  well  marketed   across  online/mobile/signage  to  create  interest 15
  16. 16. California  Community  Colleges  Alert  YouCampaign  Overview:   ๏ Plan:  CCC  need  a  streamlined  form  of  communica4on  to  coordinate   ins4tu4on  and  student  efforts  and  energy  during  emergencies ๏ Strategy:  deployed  two-­‐way,  social  media  integrated,  mobile   emergency  no4fica4on  system ๏ Follow-­‐up:  successful  “ShakeOuts”  to  raise  awareness  about   emergency  preparednessResults:   ๏ 2  million+  students  connected   ๏ 50+  districts  served ๏ 100+  colleges  enabled 16
  17. 17. 6  Steps  to  Mobile  ROI  –  CCCIssue Mobile  CRM  Applica<onCoordina4on Mul4ple  schools  using  same  plasorm,  but  segmented  campaigns  across  various   keywordsCost Save  4me  and  money  by  taking  advantage  of  most  ubiquitous  device  availableInconsistency Can  seamlessly  transi4on  between  one-­‐to-­‐one  and  on-­‐to-­‐many  communica4on  in   order  to  op4mize  message  claritySecurity No  sensi4ve  informa4on  shared,  sign  up  created  out  of  ease  of  use  and  not   obliga4onSystems Mobile,  Twi[er  access  provide  easy  entry  and  outlet  points  for  integra4on  into   complicated  emergency  procedure  programTransparency Communicate  a  sense  of  preparedness  in  the  event  of  a  crisis,  providing  proac4ve   rather  than  reac4ve  sense  of  ac4on 17
  18. 18. NASA  JPL  Communi<zes  Lunar  EclipseCampaign  Overview:   ๏ Plan:  NASA/JPL  wanted  to   encourage  and  interact   with  Lunar  eclipse  viewers   ๏ Strategy:  once  subscribed,   users  received  reminders   to  watch  the  eclipse,   instruc4ons  on  how  to   share  loca4on  that   populated  map  in  real  4me   ๏ Follow-­‐up:  data  gathered   during  subscrip4on  process   Results:   used  for  driving  mobile   web  traffic ๏ Campaign  received  thousands  of  comments ๏ 100%  par4cipa4on  valida4ng  loca4on ๏ Social  media  upsell  successful  with  thousands   of  Flickr  photo  uploads 18
  19. 19. 6  Steps  to  Mobile  ROI  –  NASA  JPLIssue Mobile  CRM  Applica<onCoordina4on Use  of  loca4on  data  a  means  for  targe4ng  and  outreachCost Excellent  customer  acquisi4on  tool  as  no  real  incen4ve  needed  to  join  subscriber   database  other  than  par4cipate  in  cool  eventInconsistency People  could  track  their  comments  and  ideas  in  real  4me  directly  on  websiteSecurity Anonymity  given  to  users  with  automa4c  blocking  of  key  digits  of  their  phone   numberSystems Dropped  text-­‐to-­‐screen  func4onality  directly  onto  homepageTransparency Provided  real  4me  picture  of  par4cipants  in  the  campaign 19
  20. 20. Key  Takeaways:  Connec<ng  with  Ci<zens ๏ Do  like  they  do:  use  op4mal  communica4on   medium  for  the  par4cular  audience   ๏ Act  like  they  act:  expand  interac4on  beyond   the  first  conversa4on ๏ Think  like  they  think:  tone  of  communica4on   reflects  rela4onship  with  audience ๏ Engage  like  they  engage:  two-­‐way  interac4ve   communica4on 20
  21. 21. Do  Like  They  Do ๏ PETA:  easier  to  respond  to  SMS;   easier  to  follow  up  via  email ๏ BART:  SMS  provided  most  reliable   service  for  people  on  the  go ๏ CCC:  mobile  and  Twi[er  the   language  of  choice  for  today’s   college-­‐age  youth ๏ NASA:  allowed  for  people  of  all   ages,  tech  savvy  and  phone  types   to  par4cipate 21
  22. 22. Act  Like  They  Act ๏ PETA:  follow  up  allowed  for   addi4onal  ways  to  get  involved  in  the   campaign,  including  general  list  and   ac4on  team ๏ BART:  having  grown  a  large  list,  now   can  interact  going  forward  (adding   metadata  to  enhance  targe4ng   capabili4es) ๏ CCC:  created  sense  of  community  and   fun  around  follow-­‐up;  ini4ated  by  the   audience ๏ NASA:  able  to  drive  traffic  to  mobile   website,  inform  and  update  people   about  current  events  and  occurrences 22
  23. 23. Think  Like  They  Think ๏ PETA:  used  contextual  language  that   reflected  knowledge  of  current  events:   “Help  chimps!  CareerBuilder  plans  to  air  an   ad  during  the  Super  Bowl  &  we  need  ur   help!  Reply  Y  to  send  CareerBullies  a  msg   to  keep  chimps  out  of  ads.  <3peta2” ๏ BART:  Automa4cally  won  something  -­‐  no   chance  of  genera4ng  poor  user  experience ๏ CCC:  not  obligatory  -­‐  just  useful,  as   obligatory  tasks  for  students  and  young   people  owen  looked  at  with  scorn ๏ NASA:  CTA  =  Text  IMTHERE  to  67463; personalized  event  for  par4cipants 23
  24. 24. Engage  Like  They  Engage๏ PETA/BART/CCC/NASA:  all  two-­‐way,  interac4ve  communica4on  across   channels -­‐ PETA:  SMS,  television,  email -­‐ BART:  SMS,  print,  web -­‐ CCC:  SMS,  Twi[er -­‐ NASA:  SMS,  mobile  web 24
  25. 25. Any  Ques<ons? For  more  informa4on  visit More  industry  informa4on   available  on  our  blog  @ Case  studies  are  available  @ Or  contact  us  directly: 25
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