mobile crm webinar: 6 steps to maximize mobile roi for government agencies
TRANSCRIPT
Waterfall Industry* Insights
Kane Russell, VP of Marke2ngWaterfall
*6 steps for government agencies looking to maximize mobile ROI
Waterfall Mobile and the Msgme Pla4orm
Waterfall Mobile๏ Founded August 2005๏ Offices in SFO (HQ), NYC & Aus2n๏ Backed by Vista Equity Partners ๏ Cross-‐channel mobile & social CRM via
SMS, MMS, QR Codes, IVR, Facebook & TwiZer
๏ Free trial: www.waterfall.com๏ API suite: apidocs.waterfall.com๏ Custom applica2on development๏ Short code provisioning, cer2fica2on &
audit management
Reference Clients & Brand Campaigns
๏ The state of government communica2on๏ Issues affec2ng effec2ve government communica2on ๏ 6 steps to mobile ROI ๏ Case studies๏ Key takeaways
Objec=ves
Government Communica=on takes the following forms:
๏ G2C: government-‐to-‐ci2zen๏ G2B: government-‐to-‐business๏ G2G: government-‐to-‐government (internal/external)๏ G2V: government-‐to-‐visitor
Each form includes the following types of informa=on: ๏ Sta2c (rela2vely): standard informa2on that doesn’t require frequent upda2ng, e.g. an “About” sec2on on a government website
๏ Interac2ve: dialogue to exchange informa2on in real-‐2me, e.g. updates about events or emergencies
๏ Transac2onal: execu2on of tasks, e.g. apply for a driver’s license
Government is vast:๏ USA.gov lists 584 Federal Agencies๏ Need solu2ons 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 popula2on by state, county, and city according to census data.hZp://goo.gl/gTfBe
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 -‐ 55
Brazil 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)
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
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)
Why Mobile Makes Sense
1. It’s the most personal device a consumer owns
2. It provides mul2ple channels ideal for interac2ve communica2on
IVRBut it’s not just mobile that governments need, it’s mobile CRM.
Government Communica=on IssuesIssue Hurdle Example
Coordina2on Individual government agencies siloed from others, preven2ng agencies from sharing info
Dept. of Health needs to share info with Dept. of Energy
Cost Governments are constrained by 2ght budgets that cannot afford wasted resources
Irrelevant mailing wastes postage and hurts community percep2on
Inconsistency Varying messages conveyed across disparate channels equals dissa2sfac2on and confusion
WMD
Security Some informa2on is sensi2ve and cannot be shared publicly
HIPAA compliance affects mass distribu2on of personal info
Technology Varying systems with disparate func2ons that may be outdated; no central IT Support
“When it comes to technology, we are like 30 years behind.”
Accessibility If informa2on is hard to access, people resist interac2ng and par2cipa2ng
Roughly 50% of Americans vote in Federal elec2ons
Successfully addressing these issues requires a CRM approach
6 Steps to Mobile ROI
Issue Mobile CRM Approach
Coordina2on Create subscriber database that centralizes and shares data across divisions
Cost Segment and deliver cost-‐effec2ve & channel appropriate message, adhering to subscriber preferences when possible
Inconsistency Track interac2on and exchanges internally and externally, using a centralized database that allows for sharing of informa2on
Security Segment subscribers and messages in order to deliver secure messages through appropriate channels
Systems Draw on solu2ons 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 op2ons and preferences for subscribers
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 organiza2on PETA streamlined digital ac2vism by integra2ng SMS and email in order to incite ac2on and par2cipa2on from their cons2tuents.
NASA JPL, in an effort to boost interest and engagement in a lunar eclipse, called upon mobile to power engagement with
poten2al eclipse viewers.
CCC deployed an emergency messaging no2fica2on system across the majority of its campuses in order to deliver tac2cal advice outbound and receive crucial updates during a crisis.
PETA Texts “Y” to Stop CrueltyCampaign Overview:
๏ Plan: PETA wanted to simplify digital ac2vism๏ Strategy: created func2onality where people could reply “Y” to a text message in order to trigger a message in support of a par2cular PETA cause.
๏ Follow-‐up: sent confirma2on message via email, mobile & web calls to ac2on 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)
6 Steps to Mobile ROI – PETAIssue Mobile CRM Applica=on
Coordina2on Centralized database with cross-‐channel sync allows for upselling campaigns; each new interac2on added as addi2onal data point
Cost Ac2vated par2cular channel according to what was most cost effec2ve, both from a monetary AND efficiency standpoint
Inconsistency Real-‐2me look up of channel address to ensure delivery; various, overlapping lists to manage mul2ple and select interests
Security Subscribers presented with mul2ple opportuni2es to opt in or opt out
Systems API integra2on into email system required no new build of technical capabili2es
Transparency People saw the results of their ac2ons instantly and could choose to stay informed and updated about campaigns results
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 ini2ally as a customer acquisi2on tool, switches gears to become a customer reten2on tool.
Results:
๏ BART Chief Communica2ons 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)
6 Steps to Mobile ROI – BARTIssue Mobile CRM Applica=on
Coordina2on Mul2ple keywords used to segment audience based on day of par2cipa2on; 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 automa2cally
Inconsistency Phone number lookups provide tracking of precise number of unique and repeat subscribers down to the second of each entry
Security Alterna2ve 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
California Community Colleges Alert YouCampaign Overview:
๏ Plan: CCC need a streamlined form of communica2on to coordinate ins2tu2on and student efforts and energy during emergencies
๏ Strategy: deployed two-‐way, social media integrated, mobile emergency no2fica2on system
๏ Follow-‐up: successful “ShakeOuts” to raise awareness about emergency preparedness
Results:
๏ 2 million+ students connected ๏ 50+ districts served๏ 100+ colleges enabled
6 Steps to Mobile ROI – CCCIssue Mobile CRM Applica=on
Coordina2on Mul2ple schools using same plasorm, but segmented campaigns across various keywords
Cost Save 2me and money by taking advantage of most ubiquitous device available
Inconsistency Can seamlessly transi2on between one-‐to-‐one and on-‐to-‐many communica2on in order to op2mize message clarity
Security No sensi2ve informa2on shared, sign up created out of ease of use and not obliga2on
Systems Mobile, TwiZer access provide easy entry and outlet points for integra2on into complicated emergency procedure program
Transparency Communicate a sense of preparedness in the event of a crisis, providing proac2ve rather than reac2ve sense of ac2on
Campaign Overview:
๏ Plan: NASA/JPL wanted to encourage and interact with Lunar eclipse viewers
๏ Strategy: once subscribed, users received reminders to watch the eclipse, instruc2ons on how to share loca2on that populated map in real 2me
๏ Follow-‐up: data gathered during subscrip2on process used for driving mobile web traffic
NASA JPL Communi=zes Lunar Eclipse
Results:
๏ Campaign received thousands of comments๏ 100% par2cipa2on valida2ng loca2on๏ Social media upsell successful with thousands of Flickr photo uploads
6 Steps to Mobile ROI – NASA JPLIssue Mobile CRM Applica=on
Coordina2on Use of loca2on data a means for targe2ng and outreach
Cost Excellent customer acquisi2on tool as no real incen2ve needed to join subscriber database other than par2cipate in cool event
Inconsistency People could track their comments and ideas in real 2me directly on website
Security Anonymity given to users with automa2c blocking of key digits of their phone number
Systems Dropped text-‐to-‐screen func2onality directly onto homepage
Transparency Provided real 2me picture of par2cipants in the campaign
Key Takeaways: Connec=ng with Ci=zens
๏ Do like they do: use op2mal communica2on medium for the par2cular audience
๏ Act like they act: expand interac2on beyond the first conversa2on
๏ Think like they think: tone of communica2on reflects rela2onship with audience
๏ Engage like they engage: two-‐way interac2ve communica2on
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 TwiZer the language of choice for today’s college-‐age youth
๏ NASA: allowed for people of all ages, tech savvy and phone types to par2cipate
Act Like They Act๏ PETA: follow up allowed for addi2onal ways to get involved in the campaign, including general list and ac2on team
๏ BART: having grown a large list, now can interact going forward (adding metadata to enhance targe2ng capabili2es)
๏ CCC: created sense of community and fun around follow-‐up; ini2ated by the audience
๏ NASA: able to drive traffic to mobile website, inform and update people about current events and occurrences
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: Automa2cally won something -‐ no chance of genera2ng 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 par2cipants
Engage Like They Engage
๏ PETA/BART/CCC/NASA: all two-‐way, interac2ve communica2on across channels
-‐ PETA: SMS, television, email-‐ BART: SMS, print, web-‐ CCC: SMS, TwiZer-‐ NASA: SMS, mobile web
Any Ques=ons?
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