Move beyond one-off projects and into targeted, interactive conversations with your customers.

1. Ge#ng
it
Right*
in
Mobile
Kane
Russell,
VP
of
Marke2ng
Waterfall
*
Move
beyond
one-­‐off
projects
and
into
targeted,
interac7ve
conversa7ons

2. 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

3. Select
Clients
&
Brand
Campaigns
Agencies
Technology
Providers
Autos
Food
&
Beverages
Media
&
Entertainment
Mobile
Other

4. ๏ Understanding
mobile
CRM
๏ Implemen7ng
mobile
CRM
๏ Achieving
success
with
mobile
CRM
๏ Review
key
takeaways;
Q&A
Objec<ves

5. Evolu<on
of
Tradi<onal
CRM

6. ๏
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

7. Goals
of
Tradi<onal
CRM
Rela2onship
Building
segmented
/
synthesized
customer
informa7on
Communica2on
managed
/
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
Email
Direct Mail
CRM
Branding
Which of these activities deliver the best ROI according to a group of business leaders?
Best ROI Worst ROI
+ =

8. The
Mobile
Explosion

9. 2010:
50%
of
Ad
Responses
from
Mobile

10. 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

11. 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?

12. 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

13. 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

14. 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
signing
the
pe77on

15. 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.

16. 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

17. 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

18. A-­‐B:
Age
Ga<ng
Issue
• 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

19. A-­‐B:
Speed
to
Market
For
Sweeps
Winner
Selec7on
ToolCampaign
Setup
Enter our mobile sweepstakes by
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 support@msgme.com.
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

20. 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

21. 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

22. 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

23. 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.

24. PETA:
Ini<a<ng
Ac<on
Passionate
subscribers
+
clever
technical
solu2on
=
Ac2on
Alerts
via
SMS

25. 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

26. 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
Interact
Mobile
presents
an
opportunity
to
send
and
receive
-­‐
take
advantage
Iterate
Constantly
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

27. Any
Ques<ons?
For
more
informa7on
visit
www.waterfall.com
Contact
Waterfall
Mobile
@
marke7ng@waterfall.com