Getting it Right in Mobile: How to Use Mobile to Build Relationships
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Ge#ng it Right* in Mobile Kane Russell, Waterfall Mobile 03232011 * Move beyond oneoff projects and into targeted, interacAve conversaAons
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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.
Transcript of Getting it Right in Mobile: How to Use Mobile to Build Relationships
Ge#ng it Right* in Mobile
Kane Russell, Waterfall Mobile03-‐23-‐2011
* Move beyond one-‐off projects and into targeted, interacAve conversaAons
Waterfall Mobile and the Msgme Pla8orm
Waterfall Mobile Msgme๏ Founded August 2005๏ Offices in SFO (HQ), NYC & AusAn๏ Backed by Vista Equity Partners ๏ Cross-‐channel mobile & social CRM via
SMS, MMS, IVR, Facebook & Twi[er
๏ Free trial: www.msgme.com๏ API suite: developer.msgme.com๏ Custom applicaAon development๏ Short code provisioning, cerAficaAon &
audit management
Select Clients & Brand Campaigns Agencies
Technology Providers
Autos
Food & Beverages
Media & Entertainment
Mobile
Other
๏Understanding mobile CRM
๏ ImplemenAng mobile CRM
๏Achieving success with mobile CRM
๏Review key takeaways; Q&A
ObjecAves
EvoluAon of TradiAonal CRM
๏ From Crmtutorial.com
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 DesAnaAoncrm.com:
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.
TradiAonal CRM Keys to Success
Goals of TradiAonal CRM
RelaAonship Building
segmented / synthesized customer informaAon
CommunicaAonmanaged / targeted
interacAon
ROI reduced costs / increased
profitability
Source: April 2010; “MarkeAng ROI”, Ipsos/Mori
0% 5% 10% 15% 20% 25%
Telephone Marketing
Sponsorship
Sales Promotion
Public Relations
Online Advertising
Offline Advertising
Field Marketing
Direct Mail
CRM
Branding
Which of these activities deliver the best ROI according to a group of business leaders?
Best ROI Worst ROI
+ =
The Mobile Explosion
2010: 50% of Ad Responses from Mobile
From TradiAonal CRM -‐> Mobile CRM
Same Strategy:
๏ RelaAonship Building
๏ CommunicaAon
Same Goals:
๏ Increased Profits
๏ Reduced Costs
Applied to Mobile:
๏ Mobile Subscriber Database
๏ Using Mobile CommunicaAon Channels
๏ Cross Channel ROI
IVR
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?
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
Winner 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.
The Cove: The Cause
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 signingthe peAAon
The Cove: Oscar Night
On 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.
The 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
The Cove: Results & Takeaways
Anheuser-‐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 ...
A-‐B: The EvoluAon
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 interacAons
• 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
SoluAon
A-‐B: Speed to Market For Sweeps
Winner SelecAon ToolCampaign Setup
Enter our mobile sweepstakes by
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 [email protected]. 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.
Mobile #:
Email:
The mobile number has entered in the sweeps!HTML Web Signup Form
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
A-‐B: Results & Takeaways
TransiAon 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
Working 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 ...
PETA: Know Thy Customer
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.
PETA: IniAaAng AcAon
Passionate subscribers + clever technical soluAon = AcAon Alerts via SMS
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
Achieving Success with Mobile CRM e.
Implement Mobile is where your customers are -‐ start building a mobile database now
Integrate Place mobile calls to acAons across all of your markeAng messaging
InteractMobile presents an opportunity to send and receive -‐ take advantage
IterateConstantly 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
