Getting it Right in Mobile: How to Use Mobile to Build Relationships


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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.

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Getting it Right in Mobile: How to Use Mobile to Build Relationships

  1. 1. Ge#ng  it  Right*  in  Mobile*  Move  beyond  one-­‐off  projects  and  into  targeted,  interacAve  conversaAonsKane  Russell,  Waterfall  Mobile03-­‐23-­‐2011
  2. 2. Waterfall  Mobile  and  the  Msgme  Pla8ormWaterfall  Mobile Msgme ๏ Founded  August  2005 ๏ Free  trial: ๏ Offices  in  SFO  (HQ),  NYC  &  AusAn ๏ API  suite: ๏ 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. 3. Select  Clients  &  Brand  Campaigns  AgenciesTechnology  Providers  Autos  Food  &  Beverages  Media  &  EntertainmentMobileOther
  4. 4. ObjecAves๏ Understanding  mobile  CRM๏ ImplemenAng  mobile  CRM๏ Achieving  success  with  mobile  CRM๏ Review  key  takeaways;  Q&A
  5. 5. EvoluAon  of  TradiAonal  CRM
  6. 6. TradiAonal  CRM  Keys  to  Success   ๏  From 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 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. 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 SponsorshipTelephone Marketing 0% 5% 10% 15% 20% 25% RelaAonship  Building CommunicaAon ROI    segmented  /  synthesized   + managed  /  targeted   = reduced  costs  /  increased   customer  informaAon interacAon profitability
  8. 8. The  Mobile  Explosion
  9. 9. 2010:  50%  of  Ad  Responses  from  Mobile
  10. 10. From  TradiAonal  CRM  -­‐>  Mobile  CRMSame  Strategy:   ๏ RelaAonship  Building ๏ CommunicaAonSame  Goals:   ๏ Increased  Profits ๏ Reduced  Costs IVRApplied  to  Mobile:   ๏ Mobile  Subscriber  Database ๏ Using  Mobile  CommunicaAon   Channels ๏ Cross  Channel  ROI
  11. 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. 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. 13. The  Cove:  The  CauseWinner  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. 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. 15. The  Cove:  Oscar  NightOn  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. 16. The  Cove:  Results  &  TakeawaysThe  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. 17. A-­‐B:  The  EvoluAonAnheuser-­‐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. 18. A-­‐B:  Age  GaAngIssue• 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   interacAonsSoluAon• 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. 19. A-­‐B:  Speed  to  Market  For  SweepsCampaign  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 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. 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. 21. A-­‐B:  Results  &  TakeawaysTransiAon  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. 22. PETA:  Know  Thy  CustomerWorking  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. 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. 24. PETA:  IniAaAng  AcAon Passionate  subscribers  +  clever  technical   soluAon  =  AcAon  Alerts  via  SMS
  25. 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. 26. Achieving  Success  with  Mobile  CRM  e.  Implement   Mobile  is  where  your  customers  are  -­‐  start  building  a  mobile  database  nowIntegrate   Place  mobile  calls  to  acAons  across  all  of  your  markeAng  messagingInteract 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. 27. Any  QuesAons?   For  more  informaAon  visit Contact  Waterfall  Mobile  @