Integrating SMS Into Your Cross-Channel Messaging Strategy


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Waterfall Mobile SVP Matt Silk presents an insider's perspective about the current state of mobile marketing, where the industry is headed, and what you can do now to stay ahead of the curve. Learn rich insights and clear takeaways that you can integrate right away to augment your communications strategy.

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Integrating SMS Into Your Cross-Channel Messaging Strategy

  1. 1. Integrating SMS Into YourCross-channel MessagingStrategyBy Matt SilkSVP, Waterfall Mobile
  2. 2. Bronto Webinars Thank you for attending Housekeeping Q&A Recording @bronto Topic Suggestions? Bronto Nation
  3. 3. Our Contest
  4. 4. Integrating SMS Into YourCross-channel MessagingStrategyBy Matt SilkSVP, Waterfall Mobile
  5. 5. Growth of digital marketing in the U.S. U.S. Mobile, Social & Email Market Value ($s in millions) CAGR $13,232 32% $11,274 $9,150 38% $6,998 $4,896 $3,242 26% 10% Source: Forrester, 2011
  6. 6. The Reign of Traditional Media Is Over
  7. 7. 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)
  8. 8. Mobile Activities of US Mobile Users by Generation Source: Deloitte ―State of the Media Democracy Fourth Edition: Select U.S. Highlights
  9. 9. Number of Calls vs. SMS per Month 3,377 # of Calls Made / Received # of SMS Sent / Received 1,446 1,358 664 645 516 225 272176 169 208 203 179 114 138 99 95 46 Total <12 13-17 18-24 25-34 35-44 45-54 55-64 65+ Source: Nielsen Messaging Report
  10. 10. Standard Rate SMS Growing Steadily Source: Nielsen Messaging Report
  11. 11. Mobile Messaging is a Very Complex Ecosystem Launching a Mobile Messaging Campaign 1. Learn the rules, regulations and the ecosystem 2. Get your short code 3. Get your connectivity 4. Build or partner/license the required software 5. Launch a campaign 6. Interact with your subscribers
  12. 12. Features & SolutionsMessaging Types: FeaturesBasic Text Response Outbound MessagingSubscriptions Interactive RepliesEmail Capture HTML WidgetsContests & Sweepstakes APIs 

  13. 13. Case Study: The Cove (Oscar for Best Documentary)Engage viewers in theater and DVDTurn passive viewers in activists to stop theslaughter of 20K dolphins each yearDrove subscribers to sign petition via mobilewhich was sent to Obama and Japaneseambassador9% opt-in rate for movie-goers and 22% signedthe petitionProducers held up a call-to-action sign duringOscar acceptance speechHundreds of thousands have joined campaign
  14. 14. Case Study: Bud Light On-Pack Instant WinMarch Madness campaign with grand prize Instant Win Text HOOPS to 22377 see if you’re a winnertrip to championship weekend in Las VegasSpecially-marked packages of Bud Lighttagged with ―Text HOOPS to 23377 (BEERS)‖Users enter the six-digit unique game codefound on the package to see if they won Call To Ac on:Since codes not always entered Instant Win! Textcorrectly, opt-in after the age-gate explainedentry HOOPS to 22377 to see if youIntegrated opt-in to Bud Light’s mobile list into won!the message flowsMarketed contest to existing Bud Light list

  15. 15. Case Study: McDonald’s - McChicken SandwichDrive users into McDonald’s to try new McDonald’s chicken sandwichesRegional campaign in 2 major cities: San Diego and TucsonAvailable to English and SpanishUsers received a free coupon for the new McChicken sandwich10k coupons in 4 weeks delivered25% opt-in rate after users received coupons
  16. 16. Case Study: NASA - Lunar EclipseNational campaign to connect users viewing the December 20th lunar eclipseOnce users join the campaign, they receive reminders to watch the eclipse andinstructions on how to share their location and comments with othersMap of users viewing locations is populated based on user-entered zip codesUsers may also interact with reply-enabled messaging to share their comments
  17. 17. Case Study: NASA – PETA• Upon sign up via any online channel or mobile user information is captured• New and updated data synched in near real-time with existing CRM platform• Email capture campaigns launched via SMS• Targeted outbound messaging as metadata is synched to mobile CRM platform• Successful Action Alert email process extended to mobile via “Reply Y” process• Campaign #1: 19% conversion rate with 43% acting within two minutes• 24%, 13%, 25% conversion rates for next respective campaigns
  18. 18. CALL TO ACTION#1Text SMS to 33233
  19. 19. Achieving Success with Mobile CRM•Implement – Mobile is where your customers are - start building a mobiledatabase now•Integrate – Place mobile calls-to-actions across all of your marketingmessaging•Interact – Mobile presents an opportunity to send and receive - takeadvantage•Iterate – Constantly update your subscriber profiles with new data andsegmenting criteria
  20. 20. Thanks & Q&A Thanks for your time today! Any questions? Want to learn more? Contact your Bronto account manager today!
  21. 21. SMS Inside The BrontoAppDamian TrzebuniaProduct Marketing Manager
  22. 22. How to do this in Bronto… Create Build Automate Keywords Messages Measure
  23. 23. Create Keywords
  24. 24. Build Messages
  25. 25. Automate
  26. 26. Measure
  27. 27. 3 ways to get started with SMS in Bronto1. Email Growth—Use SMS sign-up to grow your subscriber list2. Discount Coupon—Text in for a one-time coupon3. Discount Alerts—Sign up to receive discount alerts via text 1000 Messages for $180
  28. 28. Thank You
  29. 29. Thank You for Attending! Account Management Follow Up Email Webinar Recording Whitepaper
  30. 30. Contest Random Name Drawing Bronto RC Car