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.

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Extending your CRM to Mobile_april 2011

  1. 1. <ul><li>By Matt Silk SVP, Waterfall Mobile </li></ul><ul><li>Extending your CRM to Mobile </li></ul>
  2. 2. Growth of Digital Marketing in the US Source: Forrester, July 2009
  3. 3. The Reign of Traditional Media Is Over
  4. 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. 5. Mobile Activities of US Mobile Users by Generation Source: Deloitte “State of the Media Democracy Fourth Edition: Select U.S. Highlights
  6. 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. 7. Standard Rate SMS Growing Steadily Source: Nielsen Messaging Report Q1 2010
  8. 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. 9. Features & Solutions
  10. 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
  11. 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 

  12. 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. 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. 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. 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>