Tools to Create your Multichannel Customer Engagement Strategy for Phone, SMS, App, Browser, and Chat

1. Channel of Choice:
Let’s get started!

2. “It’s not physical versus virtual – it’s
which brand creates the best experience
to drive an event that increases loyalty”
rian Dunn C E O B es t B uy

3. A mo b i le s how ro om fo r F or d
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4. MOBILE MARKETING TRENDS
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5. MOBILE MARKETING TRENDS
MEDIA FORMS IMPACT ON PURCHASE
MOBILE PHONES PENETRATION WORLDWIDE DECISIONS
SMART PHONES PENETRATION WHERE DO PEOPLE USE THEIR MOBILE DEVICES?
WORLDWIDE
S ou rce s :
InM o b i - F irs t wave of m o b ile m e d ia co ns u m p tion – Q 4 S u rve y
Inte rne t S tatis tics C om p e nd iu m , D e ce m b e r 201 1
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6. EXPECTATIONS ARE EVOLVING
INSTANT GRATIFICATION INFORMED
C u s tom e rs are all ab ou t C u s tom e rs know you r
N O W. p rod u cts , and you r
com p e titors p rod u cts .
RECOGNIZED COMPARE
C u s tom e rs want to b e C u s tom e rs e valu ate cu s tom e r
acknowle d ge d and s e rvice acros s ind u s trie s .
re ward e d .
VALUED SOCIAL
C u s tom e rs e xp e ct valu e from C u s tom e rs are s ocially
th e ir inte raction with you r inte rconne cte d
b rand .
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7. SO ARE SERVICING TECHNOLOGIES
SOCIAL LOCAL MOBILE
Social media is now a Leverage location based Mobile bridges the social
primary channel for marketing to target the and location with
communicating and right message in right time personalization that was
servicing your customers. at the right location never possible before
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8. CUSTOMER SERVICE IS A
COMPETITIVE ADVANTAGE
P/E Ratio of brands with exceptional cus tomer s ervice vs Indus try A verage
S o u rce : Yah oo F inan ce , 4.27.1 2 8

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10. UNDERSTANDING CROSS-CHANNEL
COST, BENEFITS & CHALLENGES
FACE2FACE VOICE CHAT IVR APP SOCIAL BROWSER TEXT
C OS T: $26.00 $7.00 $1.50 $0.25 $0.20 $0.15 $0.12 $0.01
• 95% open
• Personal • Rich • Interactive • Easy • Rich • Viral • Rich
rate
•Persuade •Complex • Un- • Natural •Controlled • Social Medial
B E NE FITS : •Complex • Probing obtrusive language experience Trust
• Minimal
connectivity
• Secure
required
driven
C HA LLE NG E : •Impractical • Control • Scale •Impersonal •Requires • Security • Connect- •Requires
• Limited download • Uncontrol- ivity Opt-In
• Scale • Data customer • Limited able • 160
Mine adoption complexity • Repeat • Viral character
limits usage limit
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11. How can I create an effective multi-
channel strategy to optimally service
my customers, while driving loyalty
and revenue?
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12. 12

13. Leverage the bes t features
eac h channel offers to drive
us age and engagement

14. THE CHALLENGE THE SOLUTION
 Drive Opt-in user base through
Streamline service Your ACE JH1OX 6290 is
acquisition, dealer network, and
ready after service. Please
communication and
contact your service
advisor at 9500336001
phone response channels for taking delivery.
offers /promotions
across dealer network  Establish triggered & scheduled
messages to support service and
resale lifecycle delivered by
rules-based engine integrated
RESULTS with Tata’s CRM system:
2. service alerts,
30,000,000 3. promotions / offers,
Messages sent 4. new vehicle announcements) Se rv ice
no tif ica tio ns
re du ce d in bo un d 14
an d ou tb ou nd

15. E ns ure the content and us er
experience acros s channels are –
• C ons is tent
• A vailable
• A c curate

16. THE CHALLENGE THE SOLUTION
Shift from outbound call to  App-like navigation
mobile engagement to (360° views of vehicles,
showcase Ford’s lineup and
make it easier for consumers
rotating cube, etc.) on
to research and purchase sophisticated HTML5-
vehicles across channels. based m.ford.com
 “Locate a Dealer”
RESULT “Search Dealer

Inventory”
100M+ 2x  SMS your address to
schedule a test drive
 Price comparison links
Page views Time spent per visit
vs. industry average  Opt in to find out more
 Social media 16

17.  E nable communication acros s
channels to provide a holis tic s upport
s ys tem for your cus tomers
 C lick to call or chat
 Text to call or chat
 IVR s upport
…many more
 Provide cus tomers with multiple
options to communicate with your
brand and pick the one they are mos t
comfortable with!
 Facilitate 100% availability
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18. OBJECTIVE
Drive traffic to the mobile s ite, and
engage us ers to S MS s weeps takes
& community through:
• Us e Incentives : wallp ap e r d ownload s ,
s we e p s take e ntrie s and traile r vie ws
• Text-to-A ctions in magazines ,
news papers and pos ters e ach with RESULT
d iffe re nt ke yword s MOBILE SITE MOBILE MEDIA SMS
• Links to ticket purchas e s ite s & cinema
location find e rs +345k +131k +182k 2.29
• Unique C hannel tracking s p e cific to
Total pag e Total S ite Total Click Av erag e S MS
e ach ch anne l and m e d ia to le arn & views vis itors Throug h per Us er
op tim ize p e rform ance .
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19. 19

20. • Put cus tomers at the centre of your s trategy
• Define your rules of engagement per channel
• Meas ure, analys e and optimize (repeat)
• Inves t and res ourc e appropriately

21. GETTING IT RIGHT
RIGHT OBJECTIVES
What are you optimizing for?
RIGHT CUSTOMERS
Who are you optimizing for?
RIGHT CHANNELS
What channels to use?
v
v
 Volu m e  R ob u s t C R M
 C os t  S e gm e ntation
 R e ve nu e  Ad op tion
 S atis faction  M atu rity
 Loyalty
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22. Mobile Telephony/ Mobile Print Outdoor
touchpoints Web Messaging Applications Web TV/ Radio Store Media Media
Social Games
MULTI-CHANNEL ENGAGEMENT
product
Rich Media placement
Ad Unit
QR code
Media
enabled Print
Interactive Ad
Billboard
In-Store
TV Spot Poster
Brand presence
Mobile Shortcode/ Print Sponsored
Website Phone number Website Outdoor Package
80800 events
S o m e th ing cn ge d
to d ay. S O D A bo ttle s
are n o w co m in g with
h id d e n co d e s un d e r
th e cap. R e d e e m
th e co d e s to colle ct
p o ints and win co o l
p rize s !
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23. Mobile Telephony/ Mobile Web Store/ Print Outdoor media/
Web Messaging Applications TV/Radio package Media Events
Registration
1
+10 points
2
80800
3
C X V5342445
Interaction
Th anks ! You now h ave 50entrie s !
4
D o you k now wh ich fam ous ac tre s s
s tarring in ou r TV s p ot? R ep ly with
A) M .F ox or B) C .The ron for 20
b onu s e ntries
A
C ongratu lations ! You now
h ave 70e ntrie s
5
23 Personalized
challenges
+80 points
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24. Redemption Rate: 25%-35% Revenue /Customer: 10%-15%
0.9 m
1.4 m 1.4% 2.1% 2.3%
Mobile Web
Sponsored Events
0.7 m % Messaging
Results
Mobile App
2.1 m 4.3 m
Web
Cola Orange Lime
Participation: 50% -70% Reduced Attrition: 15%-25%%
45 % 32 % 18 % 3.5 % 1.5 %
Mobile Web Messaging Web Mobile App Sponsored Events
Soda Soda
consumer profile consumer profile
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25. WE ARE VELTI
We work with some of the World’s Largest Brands…
With the scale & experience to deliver complex mobile marketing solutions
 NASDAQ Traded: VELT
 1000+ employees, including 450+ engineers
 $185MM+ in 2011 revenue
 Over 3,500 campaigns in 2011
 450 global brand, agency and mobile operator customers
 2.5 billion consumers per month reachable through Velti’s platforms
 Operations in 35 countries
 Deliver both Managed Service & SaaS solutions

26. IT’S BEEN
Reach me at dmartin@velti.com, #derekfmartin, or my blog,
http://beterbusinessbanter.com
Be sure to visit www.velti.com for more information and to read
our blog on mobile marketing insights
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