Are You M-SAVVY ?

What’s Your T.Q.? TEXT QUOTIENT

B4N BFF F2F ROTFL MOS OTOH P911 S^ What’s Your T.Q.? Bye For Now Best Friends Forever Face To Face Rolling On The Floor Laughing Mom Over Shoulder On The Other Hand Parent Alert What’s Up?

B4N

BFF

F2F

ROTFL

MOS

OTOH

P911

S^

What You Should Know … 252 million U.S. mobile users 317 million projected by 2012 64% of mobile users are frequent users of text 48 billion text messages sent monthly in U.S. 36% “took action” based on a mobile campaign

252 million U.S. mobile users

317 million projected by 2012

64% of mobile users are frequent users of text

48 billion text messages sent monthly in U.S.

36% “took action” based on a mobile campaign

Definitions SHORT CODE KEYWORD SMS MMS WAP

SHORT CODE

KEYWORD

SMS

MMS

WAP

9 Ways To Use Mobile Now Tools For M-Savvy Marketers

Tagging of Traditional Ads Posters & Kiosks in malls, restaurants & waiting rooms Magazine and newspaper advertisements Business Cards & Receipts Promo offers at special events #1 Unlimited number of keywords available Keywords are segmented by ad medium As users text for promos and offers, total texts are tracked by keyword Text MUSTANG to 51684 and get a video of your dream car! Receive mobile offers on Explorer accessories and get a free oil change! Coupons and promotions News and updates Preston Ford 123 Main St. Clark, NJ 07066 Text F350 to 51684 for special rates on Super Duty accessories! Mobile Rewards Text FA0294 to 51684 to get accessory specials!

Unlimited number of keywords available

Keywords are segmented by ad medium

As users text for promos and offers, total texts are tracked by keyword

Audience members text in messages to be displayed on-stage during event Receive return message containing targeted sponsor promotion Interactive Live Events #2 ESPN2 “Interactive Tuesday” welcomes fans to text in comments about the game, which scroll across the top of the screen From: 30241 To: 123-456-7890 Sent: 7/5/08 9:15PM Thanks for sending in your message! Find out about other Ford Events and sign up for a flight plan at http://ford.com/av08

Mobile Alerts Libraries are just starting to incorporate overdue book alerts, reserved book alerts and other notifications into their ILS Alerts can be sent out on-demand by alert coordinator, or automated based on each patron’s account #3 From: 51684 To: 123-456-7890 Sent: 4/28/08 8:03AM A book that you’ve borrowed, The Secret Life of Bees, is overdue. Please return today to avoid fines.

Libraries are just starting to incorporate overdue book alerts, reserved book alerts and other notifications into their ILS

Alerts can be sent out on-demand by alert coordinator, or automated based on each patron’s account

Text A Librarian (SMS Chat) Audiences can initiate mobile chat via text keyword Librarian “concierge” can type back, typically thru the web #4 Gold Mobile “Chat Goblin” interface – SMS-to-web From: 123-456-7890 To: 30241 Sent: 4/28/08 1:30PM CHAT do u guys have a map of ancient Greece? From: 30241 To: 123-456-7890 Sent: 4/28/08 1:32PM Yes! In our reference annex, 3rd floor. We close at 9pm. Can I help you further?

Audiences can initiate mobile chat via text keyword

Librarian “concierge” can type back, typically thru the web

Gold Mobile “Chat Goblin” interface – SMS-to-web

In-Store + Event Surveys In-store or event signage displays initial question Visitors answer 1-5 questions via text, and receive promotion at end Answers exported to Excel #5 From: 30241 To: 123-456-7890 Sent: 4/28/08 10:02AM Thank you! Question 2: What is your zipcode? Reply SURVEY XXXXX where X=your zipcode.

In-store or event signage displays initial question

Visitors answer 1-5 questions via text, and receive promotion at end

Answers exported to Excel

Web Send-2-Phone Send pricing, discount codes or directions from website via text #6

Send pricing, discount codes or directions from website via text

How Much Do You Know? Mobile Quiz

Mobile Video Send-2-Phone Text BALLYS to 299669 and get a video tour of Bally’s! Video Tour Readers text in to receive detailed information and link to short video (0:30-0:60 secs) Download and view videos directly on mobile phones by clicking on link in text message Potential topics are unlimited #7 From: 299669 To: 123-456-7890 Sent: 5/28/08 1:31PM Your Bally’s event coordinator is Jane Smith. Call her now at 234-567-8901 Get a video tour of Ballys! http://ballys.com/vid1

Readers text in to receive detailed information and link to short video (0:30-0:60 secs)

Download and view videos directly on mobile phones by clicking on link in text message

Potential topics are unlimited

Web-2-Mobile Widget Viewers sign up in self-contained web application to receive wallpapers, ringtones, videos or alerts Widget can be reposted on blogs, social networking profiles, etc. #8 From: 51684 To: 123-456-7890 Sent: 4/28/08 8:03AM Your wallpaper is here! Click here to download: http://thewb.goldmo.com/7/oc.jpg

Viewers sign up in self-contained web application to receive wallpapers, ringtones, videos or alerts

Widget can be reposted on blogs, social networking profiles, etc.

Picture Contest To: nascar@jack.com Contest information contains instructions and link to contest WAP site Participants take a picture and send it via mobile email #9 From: 51684 To: 123-456-7890 Sent: 3/1/08 10:03AM NASCAR Contest Take a pic and send to [email_address] to enter! Goto http://m.jack.com for contest info and fun downloads.

Contest information contains instructions and link to contest WAP site

Participants take a picture and send it via mobile email

The Future Mobile phone becomes “The Device” Mobile adoption continues to mirror U.S. population GPS adds pinpoint targeting to marketers’ arsenal Audiences, not marketers, will have final say

Mobile phone becomes “The Device”

Mobile adoption continues to mirror U.S. population

GPS adds pinpoint targeting to marketers’ arsenal

Audiences, not marketers, will have final say

Q&A