Integrating SMS Into Your Cross-Channel Messaging Strategy
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Transcript of Integrating SMS Into Your Cross-Channel Messaging Strategy
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Integrating SMS Into Your Cross-channel Messaging Strategy
By Matt Silk SVP, Waterfall Mobile
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Q&A
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Housekeeping
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Our Contest
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Integrating SMS Into Your Cross-channel Messaging Strategy
By Matt Silk SVP, Waterfall Mobile
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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)
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The Reign of Traditional Media Is Over
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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)
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Mobile Activities of US Mobile Users by Generation
Source: Deloitte “State of the Media Democracy Fourth Edition: Select U.S. Highlights
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Number of Calls vs. SMS per Month
Total <12 13-17 18-24 25-34 35-44 45-54 55-64 65+
4699272
516645
1,446
3,377
1,358
664
95138179203208225169114176
Source: Nielsen Messaging Report
# of SMS Sent / Received
# of Calls Made / Received
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Standard Rate SMS Growing Steadily
Source: Nielsen Messaging Report
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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
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Features & Solutions
Messaging Types: § Basic Text Response § Subscriptions § Email Capture § Contests & Sweepstakes Features § Outbound Messaging § Interactive Replies § HTML Widgets § APIs
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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
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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
!"##$%&$'()&*+,*-."*.$/0*1$%23.$!""#$$.&$%%&''$.&$-22$04$5&6$7&*1
,*-."*.$/0*$
%23.$899:;$.&$<<=>>
-22$04$5&6?@2$"$70**2@
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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
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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
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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
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CALL TO ACTION#2
Text SMS to 33233
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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
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Thanks & Q&A
Thanks for your time today!
Any questions? Want to learn more?
Contact your Bronto account manager today!
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SMS Inside The Bronto App Damian Trezebunia
Product Marketing Manager
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How to do this in Bronto…
Create Keywords
Build Messages
Automate
Measure
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Create Keywords
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Build Messages
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Automate
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Measure
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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
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Thank You
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Thank You for Attending!
[email protected] [email protected]
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