The document discusses integrating SMS messaging into cross-channel marketing strategies. It provides examples of how companies have used SMS campaigns successfully, including the Cove documentary's campaign to stop dolphin slaughter that engaged viewers and drove petition signups. The McDonald's case study describes a regional sandwich promotion campaign that delivered coupons via SMS with a 25% opt-in rate. The presentation emphasizes using SMS to grow customer lists, send discount alerts and coupons, and interact with customers across marketing channels.

1. Integrating SMS Into Your
Cross-channel Messaging
Strategy
By Matt Silk
SVP, Waterfall

2. Bronto Webinars
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3. Our Contest

4. Integrating SMS Into Your
Cross-channel Messaging
Strategy
By Matt Silk
SVP, Waterfall

5. Growth of digital marketing in the U.S.
$3,242
$4,896
$6,998
$9,150
$11,274
$13,232
32%
10%
26%
38%
CAGR
Source:
Forrester,
2011
U.S.
Mobile,
Social
&
Email
Market
Value
($s
in
millions)

6. The Reign of Traditional Media Is Over

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. Mobile Activities of US Mobile Users by Generation
Source: Deloitte “State of the Media Democracy Fourth Edition:
Select U.S. Highlights

9. Number of Calls vs. SMS per Month
Total <12 13-17 18-24 25-34 35-44 45-54 55-64 65+
4699
272
516
645
1,446
3,377
1,358
664
95138179203208225169114
176
Source: Nielsen Messaging Report
# of SMS Sent / Received
# of Calls Made / Received

10. Standard Rate SMS Growing Steadily
Source: Nielsen Messaging Report

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. Features & Solutions
Messaging Types:
§ Basic Text Response
§ Subscriptions
§ Email Capture
§ Contests & Sweepstakes
Features
§ Outbound Messaging
§ Interactive Replies
§ HTML Widgets
§ APIs

13. Case Study: The Cove (Oscar for Best Documentary)
§ Engage viewers in theater and DVD
§ Turn passive viewers in activists to stop the
slaughter of 20K dolphins each year
§ Drove subscribers to sign petition via mobile
which was sent to Obama and Japanese
ambassador
§ 9% opt-in rate for movie-goers and 22% signed
the petition
§ Producers held up a call-to-action sign during
Oscar acceptance speech
§ Hundreds of thousands have joined campaign
which is still live and growing

14. Case Study: Bud Light On-Pack Instant Win
§ March Madness campaign with grand prize
trip to championship weekend in Las Vegas
§ Specially-marked packages of Bud Light
tagged with “Text HOOPS to 23377 (BEERS)”
§ Users enter the six-digit unique game code
found on the package to see if they won
§ Since codes not always entered correctly,
opt-in after the age-gate explained entry
§ Integrated opt-in to Bud Light’s mobile list into
the message flows
§ Marketed contest to existing Bud Light list
Call$To$Ac)on:
Instant$Win!$Text$
HOOPS$to$22377$
to$see$if$you$
won!
Instant$Win$
Text$HOOPS$to$22377
see$if$you’re$a$winner

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. 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 and
instructions 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. • 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
Case Study: NASA – PETA

18. CALL TO ACTION#2
Text SMS to 33233

19. Achieving Success with Mobile CRM
• Implement – Mobile is where your customers are - start building a mobile
database now
• Integrate – Place mobile calls-to-actions across all of your marketing
messaging
• Interact – Mobile presents an opportunity to send and receive - take
advantage
• Iterate – Constantly update your subscriber profiles with new data and
segmenting criteria

20. Thanks & Q&A
Thanks for your time today!
Any questions? Want to learn more?
Contact your Bronto account manager today!

21. SMS Inside The Bronto App
Damian Trezebunia
Product Marketing Manager

22. How to do this in Bronto…
Create
Keywords
Build
Messages
Automate
Measure

23. Create Keywords

24. Build Messages

25. Automate

26. Measure

27. 3 ways to get started with SMS in Bronto
1. Email Growth—Use SMS sign-up
to grow your subscriber list
2. Discount Coupon—Text in for a
one-time coupon
3. Discount Alerts—Sign up to
receive discount alerts via text
1000 Messages for $180

28. Thank You

29. Thank You for Attending!
am@bronto.com
michael.ballard@bronto.com
Account Management
Webinar Recording
Whitepaper
Follow Up Email

30. Contest
§ Random Name Drawing
§ Bronto RC Car