An implementation case study of SMS and Marketing Automation at News Corp Australia. - Why SMS & Marketing Automation - Case Studies - What's next? - Keep in mind... - 3 Key Takeaways This presentation was prepared for and presented at the ADMA Techmix (http://www.admatechmix.com.au/), 24 June 2016.

1. SMS & Marketing
Automation
Implementation
Case Study
Presented by: Greg Beazley, National Campaign Manager
June 2016

2. Greg Beazley
● Over 9 years Marketing experience
● National Campaign Manager at
News Corp Australia
● Marketo Certified Consultant
● Lead implementation of Marketo
● Focus on customer lifecycle
strategies for B2B

3. The Purpose
● Why SMS & Automation?
● Case Studies
● What’s next?
● Keep in mind…
● 3 Key Takeaways
Implementation Case Study

4. Why SMS?
89%
Smartphone
penetration in Aus1
1. Source 2. Source 3. Source
90sec
Avg response time
vs 90min for email2
98%
Typical open rate
vs ~20% for email3

5. Why Automation?
CRM ➜ Personalised ➜ Behavioural ➜ Relevant ➜
Automated ➜

6. 40%More cost effective than Twilio’s integration with Marketo

7. Case Studies

8. Publication
Deadline
SMS/Email
7x
More effective at driving
conversion than Email

9. Retention SMS
Conversion to booking:
13% SMS vs 2% Email

10. Event Reminders &
Check-in SMS

11. Event Reminders

12. Event Check-in

13. Event Check-in Personalised Not Personalised

14. 61%Of attendees checked in via SMS

15. Benefits of Event Check-in SMS:
✓ Seamless entry / no queues
✓ Personalised experience
✓ No more excel spreadsheets
✓ iPad check-in now a back up
✓ Attendance tracked back in CRM
✓ Received positive feedback

16. What’s next?
Plenty of SMS activity planned...
● Sophisticated Notifications
● Lead Generation
● Data Capture/Enrichment
● Post-Event Surveys
● Customer Satisfaction
● Promotional SMS

17. 80%Consumers haven’t received SMS from their favourite brands.
Source

18. Keep in mind...
✓ Operational vs Promo
✓ Less is more (2 p/mth)
✓ Time sensitive / quick redemption
✓ Functional Unsubscribe
✓ Links need a mobile experience
✓ Label SMS with who it’s from

19. 3 Key Takeaways
Don’t
overlook
SMS
Automate
with CRM
data
Respect
the
Channel

20. Thank you
@gregbeazley
gregbeazley.com
gregbeazley@gmail.com /
greg.beazley@news.com.au
slideshare.net/gregbeazley
surfersinadress.com
Background images sourced from unsplash.com