Bronto Summit 2011 By Matt SilkSVP, Waterfall Mobile

Extending your CRMto Mobile

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Growth of Digital Marketing in the US

Source: Forrester, July 2009

Bronto Summit 2011

The Reign of Traditional Media Is Over

Bronto Summit 2011

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 (Q1 2010)

Source: Nielsen Messaging Report Q1 2010

# of SMS Sent / Received

# of Calls Made / Received

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Standard Rate SMS Growing Steadily

Source: Nielsen Messaging Report Q1 2010

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Mobile Messaging is a Very Complex Ecosystem

Launching a Mobile Messaging Campaign1.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

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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

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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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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 base with new data

and information and track each campaign’s success for maximum

results - the key is that mobile is a long term play

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Thanks & Q&A

Thanks for your time today!

Any questions? Want to learn more?

Contact your Bronto account manager today!