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Move beyond one-off projects and into targeted, interactive conversations with your customers.
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Ge#ng it Right* in Mobile
Kane Russell, VP of Marke2ngWaterfall
* Move beyond one-‐off projects and into targeted, interac7ve conversa7ons
Waterfall and the Waterfall Pla-orm
Waterfall Mobile๏ Founded August 2005๏ Offices in SFO (HQ), NYC & Aus7n๏ Backed by Vista Equity Partners ๏ Cross-‐channel mobile & social CRM via
SMS, MMS, IVR, Facebook & TwiXer
๏ Free trial: www.waterfall.com๏ API suite: apidocs.waterfall.com๏ Custom applica7on development๏ Short code provisioning, cer7fica7on &
audit management
Select Clients & Brand Campaigns
Agencies
Technology Providers
Autos
Food & Beverages
Media & Entertainment
Mobile
Other
๏Understanding mobile CRM
๏ Implemen7ng mobile CRM
๏Achieving success with mobile CRM
๏Review key takeaways; Q&A
Objec<ves
Evolu<on of Tradi<onal CRM
๏ From Crmtutorial.com
CRM is a process or methodology used to bring together lots of pieces of informa2on about about customers' needs and behaviors in order to develop stronger rela7onships with them.
๏ From Wikipedia:
Customer rela7onship management (CRM) is a widely-‐implemented strategy for managing a company’s interac2ons with customers, clients and sales prospects.
๏ From Des7na7oncrm.com:
CRM, or Customer Rela7onship Management, is a company-‐wide business strategy designed to reduce costs and increase profitability by solidifying customer sa7sfac7on, loyalty, and advocacy.
Tradi<onal CRM Keys to Success
Goals of Tradi<onal CRM
Rela2onship Building
segmented / synthesized customer informa7on
Communica2onmanaged / targeted
interac7on
ROI reduced costs / increased
profitability
Source: April 2010; “MarkeFng ROI”, Ipsos/Mori
0% 5% 10% 15% 20% 25%
Telephone Marketing
Sponsorship
Sales Promotion
Public Relations
Online Advertising
Offline Advertising
Field Marketing
Direct Mail
CRM
Branding
Which of these activities deliver the best ROI according to a group of business leaders?
Best ROI Worst ROI
+ =
The Mobile Explosion
2010: 50% of Ad Responses from Mobile
From Tradi<onal CRM -‐> Mobile CRM
Same Strategy:
๏ Rela7onship Building
๏ Communica7on
Same Goals:
๏ Increased Profits
๏ Reduced Costs
Applied to Mobile:
๏ Mobile Subscriber Database
๏ Using Mobile Communica2on Channels
๏ Cross Channel ROI
Roadblocks
๏ The campaign / one-‐off mindset
๏ Incen7ves mismatch
๏ Mobile viewed as a digital medium rather than a social communica7on channel
So how can companies overcome these challenges?
3 Companies “GeTng it Right”
Strategy: Ongoing customer acquisi2on and communica2on for increased life2me value
Strategy: Increased customer segmenta2on and mobile ac2va2on for reduced costs
Strategy: Cross-‐channel promo2on and con2nued customer segmenta2on to increase ROI
Winner of the Academy Award for Best Documentary Feature, and winner of the 2009 Sundance Film Fes7val’s Audience Award, “The Cove” follows a team of ac7vists and filmmakers as they infiltrate a heavily-‐guarded cove in Taiji, Japan where over 20,000 dolphins and porpoises are slaughtered each year.
Par7cipant Media and TakePart were seeking a way to keep the gripping experience of the film fresh and relevant in the minds of viewers. “The Cove” needed a campaign that would reach poten7al ci7zen ac7vists directly and keep them informed and ac7vated agents of environmental change.
The Cove: The Cause
The Cove: Theatre & DVD Release
US limited theatrical release – July 2009๏ 9% opt-‐in rate for opening weekend
๏ Started with 4 theaters, scaled to 57 theaters
๏ US expanded release – December 2009๏ ~25,000 subscribers captured ๏ 29% of subscribers signed the pe77on
DVD Release – December 2009
๏ Subscriber list grew to ~38,000 subscribers ๏ S7ll 25% of subscribers were signingthe pe77on
The Cove: Oscar Night
On March 7, 2010, “The Cove” won the Oscar for Best Documentary at the 82nd Annual Academy Awards.
When Ric O’Barry held up a banner, the Academy panned away only 7 seconds into the acceptance speech.
The visibility surrounding “The Cove” has put con7nued pressure on Japan, and the Oscar win has brought interna7onal scru7ny to the issue. e.
๏ “The Cove” aired 3X on Animal planet in August/September
๏ New mini-‐series “Blood Dolphins” launched on Animal Planet in September to con7nue to drive support for the campaign
๏ Subscriber list con7nues to grow past 200K
๏ Over 1.4M have have signed the pe77on on Facebook๏ Theatrical release launched in Japan on October 21, 2009
๏ Won an AdWeek Buzz Award๏ Ac7vism list leveraged for other marine causes and ini7a7ves
The Cove: Results & Takeaways
Anheuser-‐Busch was one of the biggest and earliest mobile marketers in the US. They ran campaigns through their agency since 2004 and even placed a call-‐to-‐ac7on on a Superbowl ad.
But A-‐B wanted to empower their brands and digital agencies to create, manage and launch their own campaigns. They even wanted to create a profit center from their mobile strategy to empower all of their distributors to run campaigns.
An so the story began in 2008 ...
A-‐B: The Evolu<on
A-‐B: Age Ga<ngIssue
• A-‐B legal required the marketers to throw away lists at end of every campaign
• No centralized technology soluFon
• No ongoing CRM strategy for leveraging these interacFons
• Stored age-‐verified flag in database for six months at a shortcode level
• Developed plugin architecture so client could add/subtract age and locaFon verificaFon modules on a campaign basis
• Client specifies content for "not-‐of-‐age" or "non-‐qualifying" states
• Plugins used individually or in tandem
Solu7on
A-‐B: Speed to Market For Sweeps
Winner Selec7on ToolCampaign Setup
Enter our mobile sweepstakes by ¿OOLQJ�RXW�WKH�LQIRUPDWLRQ�EHORZ�RU�WH[WLQJ�6:((36�WR�������
Message and Data Rates May Apply. No more than 30 messages a month will be sent to subscribers. To unsubscribe, text STOP or UNSUB to 67463 (MSGME). For support, text HELP to 67463 (MSGME) or email [email protected]. Supported carriers include Alltel, Boost, AT&T, Nextel, Sprint, T-Mobile, Verizon Wireless, Cincinnati Bell, US Cellular & Virgin Mobile. Not all pre-paid phones are supported. Campaign / service is compatible with most handsets. Participation must be made by the account holder.
Mobile #:
Email:
The mobile number has entered in the sweeps!HTML Web Signup Form
A-‐B: Large Company/Varying Needs• A-‐B is divided into product groups with different P&Ls and different digital agencies
• Twelve different clients have 12 different different needs, ideas and requirements
A-‐B: Results & Takeaways
Transi7on from campaign focus to CRM is underway...e.
๏ Well over 150 campaigns launched in 2010 alone
๏ Great variety of campaign types launched-‐-‐Sweeps, Subscrip7ons, Wallpapers & Ringtones, Dynamic Coupon, IVR, etc.
๏ Increased messaging level almost 100% from 2009 already๏ Increased subscriber base by over 25% from 2009 already๏ Discussing wholesaler/distributor marke7ng programs for 2011 ini7a7ve:
-‐Turn messaging into profit center
-‐Increase overall subscriber list exponen7ally
Working with their aggregator, People for the Ethical Treatment of Animals (PETA) had a func7onal messaging platorm that allowed them to blast messages to their social ac7vism list. Their CRM data, however, was stored in another vendor’s platorm and they were forced to do manual list pulls and then submit messaging request to their technology team.
Mobile giving also become a top execu7ve mandate given the success of the mobile giving campaign for the Hai7 disaster relief.
So PETA began talking to messaging vendors in April 2010 ...
PETA: Know Thy Customer
PETA: CRM Integra<on
๏ Opt-‐in Via Exis7ng User Touchpoints: Upon sign up via any online channel (widget, web form, etc), user informa7on is synched to Msgme.
๏ Opt-‐in Via Msgme: Upon sign up via SMS campaign, user informa7on is synched to PETA’s CRM system.
๏ New and Updated Data Synch: Msgme synchs with PETA’s CRM system in near real-‐7me. When user informa7on is changed or updated, it automa7cally synchs with user profile in Msgme.
๏ Email Capture via SMS: PETA can deploy campaigns directly reques7ng user emails, which are then synched to CRM system.
๏ Filtering Outbound SMS Messaging: PETA may now target subscribers via any data available in their CRM system.
PETA: Ini<a<ng Ac<on
Passionate subscribers + clever technical solu2on = Ac2on Alerts via SMS
PETA: Results & Takeaways
๏ Integrate mobile as part of an overall communica7on strategy
๏ Use mobile’s advantages (interac7vity, immediacy) to your advantage๏ Add data to your subscribers’ profile at every opportunity
Achieving Success with Mobile CRM e.
Implement Mobile is where your customers are -‐ start building a mobile database now
Integrate Place mobile calls to ac7ons across all of your marke7ng messaging
InteractMobile presents an opportunity to send and receive -‐ take advantage
IterateConstantly update your subscriber base with new data and informa7on and track each campaign’s success for maximum results -‐ the key is that mobile is a long term play
Any Ques<ons?
For more informa7on visit www.waterfall.com
Contact Waterfall Mobile @ [email protected]