integrating sms into your cross-channel messaging strategy
DESCRIPTION
Waterfall Mobile and Bronto present an insider's perspective about the current state of mobile marketing, where the industry is headed, and what you can do now to stay ahead of the curve. Learn rich insights and clear takeaways that you can integrate right away to augment your communications strategy, including: - Best practices and examples of effective SMS integration with email - Required standards for successful testing of integrated SMSTRANSCRIPT
Integrating SMS Into Your Cross-channel Messaging Strategy
By Matt Silk SVP, Waterfall Mobile
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Integrating SMS Into Your Cross-channel Messaging Strategy
By Matt Silk SVP, Waterfall Mobile
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)
The Reign of Traditional Media Is Over
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)
Mobile Activities of US Mobile Users by Generation
Source: Deloitte “State of the Media Democracy Fourth Edition: Select U.S. Highlights
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
Standard Rate SMS Growing Steadily
Source: Nielsen Messaging Report
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
Features & Solutions
Messaging Types: § Basic Text Response § Subscriptions § Email Capture § Contests & Sweepstakes Features § Outbound Messaging § Interactive Replies § HTML Widgets § APIs
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
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@
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
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
CALL TO ACTION#2
Text SMS to 33233
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
Thanks & Q&A
Thanks for your time today!
Any questions? Want to learn more?
Contact your Bronto account manager today!
SMS Inside The Bronto App Damian Trezebunia
Product Marketing Manager
How to do this in Bronto…
Create Keywords
Build Messages
Automate
Measure
Create Keywords
Build Messages
Automate
Measure
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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