Integrating SMS Into Your Cross-Channel Messaging Strategy
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The document discusses integrating SMS into cross-channel messaging strategies and highlights the growth of digital marketing, particularly mobile messaging. It outlines the ecosystem of mobile messaging campaigns and provides several case studies that demonstrate successful SMS engagement. The presentation emphasizes the importance of understanding regulations, obtaining necessary tools, and continuously updating subscriber profiles to enhance mobile marketing efforts.
Integrating SMS Into Your Cross-Channel Messaging Strategy
- 1. Integrating SMS Into Your Cross-channel Messaging Strategy By Matt Silk SVP, Waterfall Mobile
- 2. Bronto Webinars Thank you for attending Housekeeping blog.bronto.com Q&A community.bronto.com Recording @bronto Topic Suggestions? Bronto Nation Michael.ballard@bronto.com www.bronto.com/bpd
- 3. Our Contest
- 4. Integrating SMS Into Your Cross-channel Messaging Strategy By Matt Silk SVP, Waterfall Mobile
- 5. Growth of digital marketing in the U.S. U.S. Mobile, Social & Email Market Value ($s in millions) CAGR $13,232 32% $11,274 $9,150 38% $6,998 $4,896 $3,242 26% 10% Source: Forrester, 2011
- 6. The Reign of Traditional Media Is Over
- 7. 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)
- 8. Mobile Activities of US Mobile Users by Generation Source: Deloitte “State of the Media Democracy Fourth Edition: Select U.S. Highlights
- 9. Number of Calls vs. SMS per Month 3,377 # of Calls Made / Received # of SMS Sent / Received 1,446 1,358 664 645 516 225 272 176 169 208 203 179 114 138 99 95 46 Total <12 13-17 18-24 25-34 35-44 45-54 55-64 65+ Source: Nielsen Messaging Report
- 10. Standard Rate SMS Growing Steadily Source: Nielsen Messaging Report
- 11. 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
- 12. Features & Solutions Messaging Types: § Basic Text Response § Subscriptions § Email Capture § Contests & Sweepstakes Features § Outbound Messaging § Interactive Replies § HTML Widgets § APIs
- 13. 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
- 14. Case Study: Bud Light On-Pack Instant Win § March Madness campaign with grand prize ,*-."*.$/0*$ %23.$899:;$.&$<<=>> -22$04$5&6?@2$"$70**2@ trip to championship weekend in Las Vegas § Specially-marked packages of Bud Light tagged with “Text HOOPS to 23377 (BEERS)” § Users enter the six-digit unique game code found on the package to see if they won !"##$%&$'()&*+ § Since codes not always entered correctly, ,*-."*.$/0*1$%23.$ opt-in after the age-gate explained entry !""#$$.&$%%&''$ § Integrated opt-in to Bud Light’s mobile list into .&$-22$04$5&6$ the message flows 7&*1 § Marketed contest to existing Bud Light list
- 15. 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
- 16. 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. Case Study: NASA – PETA • 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 1 7
- 18. CALL TO ACTION#2 Text SMS to 33233
- 19. 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
- 20. Thanks & Q&A Thanks for your time today! Any questions? Want to learn more? Contact your Bronto account manager today!
- 21. SMS Inside The Bronto App Damian Trezebunia Product Marketing Manager
- 22. How to do this in Bronto… Create Build Automate Keywords Messages Measure
- 23. Create Keywords
- 24. Build Messages
- 25. Automate
- 26. Measure
- 27. 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
- 28. Thank You
- 29. Thank You for Attending! Account Management am@bronto.com michael.ballard@bronto.com Follow Up Email Webinar Recording Whitepaper
- 30. Contest § Random Name Drawing § Bronto RC Car