integrating sms into your cross-channel messaging strategy

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

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•  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

Thank You

Thank You for Attending!

am@bronto.com michael.ballard@bronto.com

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