1) The document discusses strategies for integrating SMS, IVR, and social media channels. It provides examples of how various companies have effectively used multiple channels in their marketing. 2) The 5 key steps outlined are to address low-hanging fruit, drive innovation through multiple channels, share data across channels, use data to inform strategies, and develop ongoing personalized conversations. 3) The overall message is that companies should deliver personalized messages to customers across appropriate channels to maximize engagement. Data should be shared and used to optimize communications over time.

1. 5 Strategies for Effectively
Integrating SMS, IVR and Social
Kane Russell
Vice President of Marketing
Waterfall
Amy Brennan
Marketing Manager
Angel

2. Your Presenters
Kane Russell
Vice President of Marketing
Waterfall
Amy Brennan
Marketing Manager
Angel

3. Today s Discussion
Angel &
Waterfall
Mobile
Channel
Overview
5 Steps
For
Integrating
SMS, IVR
and Social
Audience
Q&A

4. Angel Company Overview
§ Founded in 1999 as a BU of (NASDAQ: MSTR)
§ Patented IVR Technology: 25+ granted
§ Over 1,200 customers in 20 different industries
§ Over 10,000 applications deployed including many of nation s top consumer brands
§ Industry Awards for Technology Excellence

5. Why Move To the Cloud?
§ Highest level of security
§ Platform Scalability & Geo-Redundancy
§ Eliminate/reduce Capital Expense
§ Continual Technology Refresh
§ Speed to Market
§ Instant IT bandwidth
§ Pay for what you use

6. Best-in-Breed Solutions
Inbound IVR Outbound IVR Virtual Call Center
Angel Vision: Redefine VoiceCustomerExperiencePlatform
Web Accessible Data Integration
Multi-Channel
Interaction Capability
Web Mobile Email PhoneSMS
Seamless Data
IntegrationData
Warehouses
ERPCRM
Voice Biometrics
CTI
Name & Address
Capture
Phone Payment
Solution Real-time Transcription
Mobility Chat
Plug & Play Apps
GPS
MULTI-CHANNEL / MULTI-MODAL COMMUNICATION
On-Demand Business Intelligence Analytics
Intuitive BI Analytics

7. The IVR experience is just as
important as the technology.
User-centered design methodologies, evaluation
tools, and best practices will deliver better IVR
experiences and business results.

8. Let s Face it: Many People Hate
IVRs…
1) You are asked by the agent to repeat
information that you already
provided.
2) You are made to listen to several
minutes of nonsense before you are
offered anything that you care about.
3) You are made to wait a long time
only to be routed to an agent who
doesn t know who you are or what
you want.
4) You wait a long time only to discover
that you are in the wrong queue.
5) You are bounced from one IVR
system to another IVR system.

9. Good automation:
• Knows who you are…
• Caters to your preferences…
• Anticipates your needs…
• Respects your time…
• Serves you quickly!
And now… knows WHERE you are
But They Like Good Automation
Your order has
been confirmed
Need Help?
888-692-6435

10. Waterfall Overview
§ Founded August 2005
§ Offices in San Francisco (HQ), New York City and Austin, TX
§ Backed by $6B software fund Vista Equity Partners
§ Cross-channel mobile & social CRM

11. Success comes down
to execution
Channel Overview
SMS
IVR
Social

12. SMS is an
interactive and
immediate form of
communication.
SMS Execution
1) Include time sensitivity in your
messaging
2) Integrate a clear call to action
informing next steps
3) Focus on driving customer
lifetime value as opposed to
one-off engagement
4) Use language appropriate for
the text message environment
5) Mind time of day when
delivering messages
How to create interactivity and
immediacy:

13. The IVR
experience is just
as important as
the technology.
IVR Execution
1) Asked to repeat information that
you already provided
2) Made to listen to several minutes
of non-substantive filler
3) Made to wait a long time only to
be routed to an a agent
4) Wait a long time only to discover
that you are in the wrong queue
5) Bounced from one IVR system to
another
Poor experience includes:

14. 1) Dedicate resources to listening to
social conversations
2) Generate one-to-many
conversations with the desired
audience
3) Use multimedia resources to
invigorate your social ecosystem
4) Address negative feedback
honestly rather than covering up
5) Embrace social across your
organization
Social media is a
give and take means
to engage a desired
audience.
Social Execution
Focus areas:

15. 5 Steps For Integrating SMS, IVR & Social
Address the low hanging fruit
Drive innovation with multiple channels
Share data across channels
Use data to inform and iterate
Develop ongoing personalized conversations

16. 1) Address The Low Hanging Fruit
Collect data via multiple
channels
Integrate calls to action
across media

17. Case In Point: Stella Artois
Multichannel commitment
increases # of eyeballs &
campaign trust

18. 2) Drive Innovation With Multiple Channels
1) Assess each individual
channel to understand
how it interrelates with
others.
2) Understand each
channel’s role within a
multichannel campaign
3) Preplan the follow- up
strategy
Roadmap

19. Case In Point: Jay Z Decoded
1) Pre-book launch, every page released to
the public using encoded pages placed in
strategic locations
2) Fans decoded pages over the course of a
month
3) Clues found in person or online via
Bing.com
4) Text in unique game code from found and
decoded pages
5) Credit for decoding awarded online upon
which players could share via social media
sites
6) Participants also entered to win various
prizes including NYE Jay-Z concert
2011 Multi-platform search experience and interactive game
to decode Jay-Z’s life and lyrics

20. 3) Share Data Across Channels
Moving from multichannel to cross-channel marketing
Multichannel marketing puts customers
and data as recipients of multi-pronged
communication strategy.
Cross-channel marketing puts customers and
data at the center of an integrated
communication strategy.
CUSTOMERS CHANNELS BRAND

21. Case In Point: PayNearMe
Partnership between PayNearMe and 7-Eleven
1) Allows for the purchase of online goods using
zero cash or credit cards on hand.
2) Users execute a purchase using their
PayNearMe account and later settle the
balance in person at a local retailer like 7-11.
3) Account holders can check account balance,
transaction history, and payments history in real
time via the web, IVR and SMS.
4) User-centric CRM, with user information shared
and updated across SMS, IVR and online
simultaneously.

22. 4) Use Data To Inform And Iterate
Strategy: Send the right message, at the
right time, to the right person, in the right place
in the optimal format
Subscriber Data
Segmentation points about
individual subscribers, such
as date of birth, gender,
zip code, shoe size
Operational Data
Analysis of subscriber
behavior in aggregate, such
as opt out rates, open rates,
inventive level

23. Case Almost Point: Assorted Campaigns
Stop marketing – create personalized engagement instead

24. 5) Develop Ongoing Personalized Conversation
SMS, IVR and social
communication should replicate
consumer conversation.
1) Interactive
2) Ongoing
3) One channel picks up where
another leaves off
4) One-to-many communication
moves to one-to-one

25. 5) Case Almost Point: PETA
Use collected data to personalize the conversation

26. Key Takeaways
• The result: Delight your customers by delivering the right message, at the right
time, to the right person, in the right place in the optimal format.
Disseminate calls to action across media Grab the low hanging fruit
Drive campaign innovation Use multiple channels
Develop a cross-channel perspective Integrate SMS/IVR/Social data
Determine messaging strategy from data Optimize to the user
Deepen engagement and insight over time Create conversations

27. Q&A
Kane Russell
Vice President of Marketing, Waterfall
krussell@waterfall.com
Resources: Blog | eBooks
Amy Brennan
Marketing Manager, Angel
abrennan@angel.com
Resources: Blog | Mobility White Paper