Mobile CRM Webinar: 6 Steps to Mobile ROI for Government Agencies

Msgme Industry* Insights

Kane Russell, Director of Marke4ngWaterfall Mobile

*6 steps for government agencies looking to maximize mobile ROI

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Waterfall Mobile and the Msgme Pla8orm

Waterfall Mobile Msgme๏ Founded August 2005๏ Offices in SFO (HQ), NYC & Aus4n๏ Backed by Vista Equity Partners ๏ Cross-‐channel mobile & social CRM via

SMS, MMS, QR Codes, IVR, Facebook & Twi[er

๏ Free trial: www.msgme.com๏ API suite: developer.msgme.com๏ Custom applica4on development๏ Short code provisioning, cer4fica4on &

audit management

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๏ The state of government communica4on๏ Issues affec4ng effec4ve government communica4on ๏ 6 steps to mobile ROI ๏ Case studies๏ Key takeaways

Objec<ves

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Government Communica<on takes the following forms:

๏ G2C: government-‐to-‐ci4zen๏ G2B: government-‐to-‐business๏ G2G: government-‐to-‐government (internal/external)๏ G2V: government-‐to-‐visitor

Each form includes the following types of informa<on: ๏ Sta4c (rela4vely): standard informa4on that doesn’t require frequent upda4ng, e.g. an “About” sec4on on a government website

๏ Interac4ve: dialogue to exchange informa4on in real-‐4me, e.g. updates about events or emergencies

๏ Transac4onal: execu4on of tasks, e.g. apply for a driver’s license

Government is vast:๏ USA.gov lists 584 Federal Agencies๏ Need solu4ons for Federal, State & Local

Government Communica<on Complexity

By the numbers:There are roughly 310 million people living (US Census) in the US, an increase of ~25 million in the last decade.

Tracking Popula<on:Take a look at Google’s public data explorer, which allows you to graph US popula4on by state, county, and city according to census data.h[p://goo.gl/gTfBe

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Issues Facing the Government

25%

35%

45%

55%

65%

75%

2008 2009 2010 2011

63%

45%

63%

55%

46%

31%

38%

27%

43%

30%

46%

40%

59%

36%

54%

46%

US Trust in Institutions: 2008-‐2011 (Edelman)

Business Government Media NGOs

๏ The 2010-‐2011 drop mirrors financial crisis decline ๏ US only country to see across-‐the-‐board decline in trust

Country Trust Index2008 2011Trust Index

2008 2011

Global -‐ 55Brazil 48 80

Canada 48 55

China 62 73

France 44 50

India 60 56

Japan 50 51

Russia 36 40

UK 43 40

US 53 40Composite score, ages 25-‐64 (Edelman)Composite score, ages 25-‐64 (Edelman)Composite score, ages 25-‐64 (Edelman)

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Sources of Trust

Blogs from ppl u know

Social from ppl u know

Independent Blog

Independent Social

Brand/Product/Company Blog

Brand/Company/Product Social

0% 100%

Sources of Information Users Trust, June 2010 (Invoke Solutions)

Distrust Some Distrust No Opinion Some Trust Trust

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Features That Inspire Trust

Open Dialogue

Quality of Dialogue

Responsiveness

Volume of Participation

Volume of Content

Length of Relationship

0% 100%

Unimportant Some Unimportance No Opinion Some Importance Very Important

Online Media Features Important for Inspiring Trust, June 2010 (Invoke Solu<ons)

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Why Mobile Makes Sense

1. It’s the most personal device a consumer owns

2. It provides mul4ple channels ideal for interac4ve communica4on

IVRBut it’s not just mobile that governments need, it’s mobile CRM.

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Government Communica<on IssuesIssue Hurdle Example

Coordina4on Individual government agencies siloed from others, preven4ng agencies from sharing info

Dept. of Health needs to share info with Dept. of Energy

Cost Governments are constrained by 4ght budgets that cannot afford wasted resources

Irrelevant mailing wastes postage and hurts community percep4on

Inconsistency Varying messages conveyed across disparate channels equals dissa4sfac4on and confusion

WMD

Security Some informa4on is sensi4ve and cannot be shared publicly

HIPAA compliance affects mass distribu4on of personal info

Technology Varying systems with disparate func4ons that may be outdated; no central IT Support

“When it comes to technology, we are like 30 years behind.”

Accessibility If informa4on is hard to access, people resist interac4ng and par4cipa4ng

Roughly 50% of Americans vote in Federal elec4ons

Successfully addressing these issues requires a CRM approach

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6 Steps to Mobile ROI

Issue Mobile CRM Approach

Coordina4on Create subscriber database that centralizes and shares data across divisions

Cost Segment and deliver cost-‐effec4ve & channel appropriate message, adhering to subscriber preferences when possible

Inconsistency Track interac4on and exchanges internally and externally, using a centralized database that allows for sharing of informa4on

Security Segment subscribers and messages in order to deliver secure messages through appropriate channels

Systems Draw on solu4ons that are easily integrated into current systems and can adapt to changing technologies

Transparency Provide easier ways for people to stay informed by providing opt-‐in op4ons and preferences for subscribers

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Case Studies

To interact with its riders, San Francisco Bay Area Rapid Transit (BART) launched "Try BART Week" with the goal of

increasing ridership.

Animal Rights organiza4on PETA streamlined digital ac4vism by integra4ng SMS and email in order to incite ac4on and par4cipa4on from their cons4tuents.

NASA JPL, in an effort to boost interest and engagement in a lunar eclipse, called upon mobile to power engagement with

poten4al eclipse viewers.

CCC deployed an emergency messaging no4fica4on system across the majority of its campuses in order to deliver tac4cal advice outbound and receive crucial updates during a crisis.

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PETA Texts “Y” to Stop CrueltyCampaign Overview:

๏ Plan: PETA wanted to simplify digital ac4vism๏ Strategy: created func4onality where people could reply “Y” to a text message in order to trigger a message in support of a par4cular PETA cause.

๏ Follow-‐up: sent confirma4on message via email, mobile & web calls to ac4on included

Results:

๏ 18.5% response rate w/ 43.3% responding within two minutes of message delivery (DMA average email response rate is ~2%).

๏ Other campaigns saw 23.58%, 18.37% and 24.85% response rate.

(Full case study can be downloaded from www.msgme.com)

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6 Steps to Mobile ROI – PETAIssue Mobile CRM Applica<on

Coordina4on Centralized database with cross-‐channel sync allows for upselling campaigns; each new interac4on added as addi4onal data point

Cost Ac4vated par4cular channel according to what was most cost effec4ve, both from a monetary AND efficiency standpoint

Inconsistency Real-‐4me look up of channel address to ensure delivery; various, overlapping lists to manage mul4ple and select interests

Security Subscribers presented with mul4ple opportuni4es to opt in or opt out

Systems API integra4on into email system required no new build of technical capabili4es

Transparency People saw the results of their ac4ons instantly and could choose to stay informed and updated about campaigns results

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BART Drives New Ridership With MobileCampaign Overview:

๏ Plan: BART wanted to engage new riders through emerging media channel๏ Strategy: text-‐to-‐win campaign promoted during “Try BART Week” geared toward encouraging new riders

๏ Follow-‐up: mobile, used ini4ally as a customer acquisi4on tool, switches gears to become a customer reten4on tool.

Results:

๏ BART Chief Communica4ons Officer, Linton Johnson: -‐ You couldn’t buy that much good press or goodwill from customers.-‐ Nearly every day that week we were in the news and that contributed to the

healthy increase in ridership. Our goal now is to keep those customers, and it looks good -‐ ridership was up vs. last year.

(Full case study can be downloaded from www.msgme.com)

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6 Steps to Mobile ROI – BARTIssue Mobile CRM Applica<on

Coordina4on Mul4ple keywords used to segment audience based on day of par4cipa4on; but keywords managed in same account

Cost No need for postal stamps on each entry; no customer support team needed to track entries; all tallied automa4cally

Inconsistency Phone number lookups provide tracking of precise number of unique and repeat subscribers down to the second of each entry

Security Alterna4ve method of entry provided for any folks who preferred to enter online rather than via mobile

Systems Able to sync mobile subscriber data into current ridership database, understand exactly who is new to BART system

Transparency Easily shared with other riders to spread community goodwill, well marketed across online/mobile/signage to create interest

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California Community Colleges Alert YouCampaign Overview:

๏ Plan: CCC need a streamlined form of communica4on to coordinate ins4tu4on and student efforts and energy during emergencies

๏ Strategy: deployed two-‐way, social media integrated, mobile emergency no4fica4on system

๏ Follow-‐up: successful “ShakeOuts” to raise awareness about emergency preparedness

Results:

๏ 2 million+ students connected ๏ 50+ districts served๏ 100+ colleges enabled

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6 Steps to Mobile ROI – CCCIssue Mobile CRM Applica<on

Coordina4on Mul4ple schools using same plasorm, but segmented campaigns across various keywords

Cost Save 4me and money by taking advantage of most ubiquitous device available

Inconsistency Can seamlessly transi4on between one-‐to-‐one and on-‐to-‐many communica4on in order to op4mize message clarity

Security No sensi4ve informa4on shared, sign up created out of ease of use and not obliga4on

Systems Mobile, Twi[er access provide easy entry and outlet points for integra4on into complicated emergency procedure program

Transparency Communicate a sense of preparedness in the event of a crisis, providing proac4ve rather than reac4ve sense of ac4on

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Campaign Overview:

๏ Plan: NASA/JPL wanted to encourage and interact with Lunar eclipse viewers

๏ Strategy: once subscribed, users received reminders to watch the eclipse, instruc4ons on how to share loca4on that populated map in real 4me

๏ Follow-‐up: data gathered during subscrip4on process used for driving mobile web traffic

NASA JPL Communi<zes Lunar Eclipse

Results:

๏ Campaign received thousands of comments๏ 100% par4cipa4on valida4ng loca4on๏ Social media upsell successful with thousands of Flickr photo uploads

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6 Steps to Mobile ROI – NASA JPLIssue Mobile CRM Applica<on

Coordina4on Use of loca4on data a means for targe4ng and outreach

Cost Excellent customer acquisi4on tool as no real incen4ve needed to join subscriber database other than par4cipate in cool event

Inconsistency People could track their comments and ideas in real 4me directly on website

Security Anonymity given to users with automa4c blocking of key digits of their phone number

Systems Dropped text-‐to-‐screen func4onality directly onto homepage

Transparency Provided real 4me picture of par4cipants in the campaign

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Key Takeaways: Connec<ng with Ci<zens

๏ Do like they do: use op4mal communica4on medium for the par4cular audience

๏ Act like they act: expand interac4on beyond the first conversa4on

๏ Think like they think: tone of communica4on reflects rela4onship with audience

๏ Engage like they engage: two-‐way interac4ve communica4on

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Do Like They Do

๏ PETA: easier to respond to SMS; easier to follow up via email

๏ BART: SMS provided most reliable service for people on the go

๏ CCC: mobile and Twi[er the language of choice for today’s college-‐age youth

๏ NASA: allowed for people of all ages, tech savvy and phone types to par4cipate

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Act Like They Act๏ PETA: follow up allowed for addi4onal ways to get involved in the campaign, including general list and ac4on team

๏ BART: having grown a large list, now can interact going forward (adding metadata to enhance targe4ng capabili4es)

๏ CCC: created sense of community and fun around follow-‐up; ini4ated by the audience

๏ NASA: able to drive traffic to mobile website, inform and update people about current events and occurrences

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Think Like They Think

๏ PETA: used contextual language that reflected knowledge of current events: “Help chimps! CareerBuilder plans to air an ad during the Super Bowl & we need ur help! Reply Y to send CareerBullies a msg to keep chimps out of ads. <3peta2”

๏ BART: Automa4cally won something -‐ no chance of genera4ng poor user experience

๏ CCC: not obligatory -‐ just useful, as obligatory tasks for students and young people owen looked at with scorn

๏ NASA: CTA = Text IMTHERE to 67463;personalized event for par4cipants

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Engage Like They Engage

๏ PETA/BART/CCC/NASA: all two-‐way, interac4ve communica4on across channels

-‐ PETA: SMS, television, email-‐ BART: SMS, print, web-‐ CCC: SMS, Twi[er-‐ NASA: SMS, mobile web

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Any Ques<ons?

For more informa4on visit www.msgme.com

Or contact us directly: [email protected]

More industry informa4on available on our blog @ blog.msgme.com

Case studies are available @ clicky.me/msgmecs

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Mobile CRM Webinar: 6 Steps to Mobile ROI for Government Agencies

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Transcript of Mobile CRM Webinar: 6 Steps to Mobile ROI for Government Agencies