olson mobile march presentation 2012 03-16

Mobile March Presentation

March 16, 2012

© OLSON 2012

C O N N E C T I O N I S A L L T H A T C O U N T S ®

What We’ll Cover

• Framework for mobile strategy development

• Elements and options available

• Stakeholders involved

• Best practices and case examples:

2


8 Elements of a Mobile Strategy

• how will people know we are mobile? Awareness

• how will they respond to that message? Access

• where will we direct them? Platform

• what will they see when they get there? Content

• how will we get them to agree to ongoing communication? Enrollment

• what will we say to them once they do? Communication

• how can we make our message shareable? Amplification

• how does all of this drive our business? Transaction

3

CALL TO ACTION

ENGAGEMENT

RELATIONSHIP

MANAGEMENT

VALUE

GENERATION

C O N N E C T I O N I S A L L T H A T C O U N T S ® 4

Call To Action:

Awareness + Access


Awareness Drivers

5

Bought Media

Owned Media

Earned Media

Traditional Mobile

Traditional Advertising TV, Radio

Print, OOH

Online

Mobile Advertising Mobile Display

Mobile Web SEM

Mobile App Store SEM

Marketing Assets On Product

Point of Sale

Sponsorship

Web Properties

Mobile Properties Mobile Websites

Mobile Applications

CRM Email Database

Social Media

Mobile CRM Mobile SMS Alerts

App Push Notifications


Access Methods

6

• carrier compliance

• real estate for call to action

• feature phone access

• non-optimized sites

• relatively low adoption

• requires application

• awareness

• requires application

• very low device penetration

• simple

• widest handset penetration

• best user experience if

redirect and optimized site are

in place

• visually engaging

• ability to deep link or embed

data

• uses existing imagery (ie no

additional packaging)

• easy, intuitive

SMS

Text KEYWORD to

12345…

URL

Visit example.com…

QR CODE

Scan this bar code…

IMAGE RECOGNITION

Scan this logo or image…

NEAR FIELD

COMMUNICATION

Tap here…

pros cons


Old Navy Best Tees

• Awareness: 2-minute TV “infomercial”

starring Mr. T & Anna Faris aired on E!'s Talk

Soup and Chelsea Lately, then cut to :30 spot

• Access: URL with auto device redirect to

both versions of site, web and mobile

• Call to action: Visit 1800besttees.com to get

a PIN for a free T-shirt; mobile and desktop

websites created

• Result: 25% of visits from mobile, 25k

coupons distributed in just 3 hours

7

TV + URL


Mini Vending Machine

• Awareness: Fully interactive

Mini “vending machine”

projection at 5 locations

asked passersby “Which

Mini are you craving?”

• Access: SMS keyword with

vending machine code for

each of nine models

• Call To Action: Text the

code and your model will

drive around to the bottom of

the machine

• Results: generated

considerable buzz and

multiple awards including a

gold OBIE

8

OOH + SMS


Yoplait Greek4Good

• Awareness: OOH with Greek messaging and

instructions for downloading an app to decode

• Access: Image recognition

• Call to Action: track down messages and

scan using image recognition to earn points

toward $25K donation to Feeding America

• Results: Thousands of downloads in 4 weeks

9

OOH + Image Recognition


Cineplex SCENE

• Awareness: Email blast

sent to loyalty database

• Access: Two methods,

click on link to add

mobile number to profile

or text in keyword

• Call to Action: You

could win free movies if

you opt in to SMS

alerts…

• Result: more people

chose SMS than link

click, overall “CTR”

including SMS ~ 3%

10

Email + SMS


Bauer Stick Giveaway

• Awareness: Owned and earned

media (Bauer website,

Facebook, Twitter) to test

audience appetite for SMS at

lowest possible media cost

• Access: SMS keyword

• Call to Action: Text STICK to

606060 for a chance to win a

Supreme TotalONE hockey stick

• Result: 6% response rate

11

Social Media + SMS


NWM Internal Communication

• Awareness: Special

edition of Forbes, 7K

copies distributed at

annual financial reps

meeting

• Access: QR codes plus

direct URL provided for

those without reader

• Call to Action: scan this

code to see a special

message (device detection

used to optimize for the

device)

• Result: 4% response rate

12

Print + QR


Fifth Third Bank Scholarship

• Awareness: mobile

display advertising

using location-based

targeting within variable

radii of college

campuses

• Access: link click

• Call to Action: click

here to find out how you

could win a $10,000

scholarship

• Result: 1.8MM

impressions, highly

targeted at relatively low

cost

13

Mobile Advertising + Click


Engagement:

Platform + Content


Platform Considerations

15

• Carrier Integration (Short Codes)

• Messaging Formats (SMS, MMS)

• CRM Integration Mobile Messaging

• Mobile vs Tablet

• Device Optimization

• CMS Integration Mobile Web

• Device Platform (Apple, Android, RIM, etc)

• OS Versions Mobile Apps


Mobile Content Strategy Evolution

16

Mobile

Device

Mobile User

Mobile Optimization

Formatting existing content and

communications for the mobile handset

(shorter messages and smaller screens,

simpler navigation, no flash)

Mobile Integration

Creating user experiences that leverage

other capabilities on the handset

(Phone Dialer, Maps, Contacts, Camera,

Accelerometer, Push Notifications)

Mobile Context

Making the actual messaging dynamic

based on time and place

(eg location-based services, geo fencing,

augmented reality, weather triggers)

Mobile Relevance

Changing the content approach to suit the

“user-on-the-go”

(more store finders and product information,

less brochures)


Boston Scientific Sales Tools

• Platform: tablet web and native

applications for direct distribution

to sales rep devices

• Content: sales collateral

(tutorials, 3D imagery, calculators)

• Engagement: design takes full

advantage of tablet medium:

tabbed navigation, swipe

gestures, pinch and zoom, full

screen video.

• Result: well received by doctors

and well adopted by reps;

underlying framework designed to

be highly flexible and reusable for

future applications

17

Mobile Relevance


Discover Boating Mobile

• Platform: mobile website with 3

versions (US, Canadian English,

Canadian French)

• Content: buying guide, educational

videos, boat show finder, boat loan

calculator, mobile app directory

• Engagement: driven by the insight that

the best predictor of new buyers are

those who visit other people’s boats,

the mobile site puts all the right tools in

the hand of potential buyers on the go

• Result: Since launching in July 2011

the site has had more than 70,000

unique visitors, about 10% of overall

traffic

18

Mobile Relevance


Bayer Rosacea App

• Platform: mobile application

(iPhone, Android & Blackberry

• Content: definitive source for

Rosacea information, support, and

management tools

• Engagement: log and track flare

ups, view relevant news and get a

discount on Finacea. Integration

with Weather Network means app

changes color based on triggers for

condition (temperature, humidity,

wind speed)

• Result: thousands of downloads,

endorsement by National Rosacea

Society

19

Mobile Context


Relationship Management:

Enrollment + Communication


Enrollment and Communication

21

Enrollment

Promotional

Informational

Transactional

Communication

SMS

MMS

Push Notifications

Personalization

Relevance

Permission

Management


Limited Secret Savings Club

• Enrolment: text, scan or

visit the mobile optimized

site to sign up for 10% off all

purchases

• Communication: account

balances, request rewards,

recent transactions,

program information

• Relationship: mobile

messaging reinforces the

exclusive nature of the

program

• Result: 50,000 customer

sign ups in the first 48 hours

22

Promotional Enrollment + SMS


Ontario Lottery Alerts

• Enrolment: SMS keyword or full

registration online through web

and mobile web

• Communication: winning

numbers and jackpot alerts by

SMS

• Relationship: site enables

players to register, select alert

preferences and modify

preferences as needed

• Result: Enrolment has

increased 300% in past year

23

Informational Enrollment + SMS


MGD Nothing To Hide Ride

• Enrolment: promotional; enter to win a

Harley and opt in to program alerts for

more chances to win

• Communication: SMS alerts when

consumer passes by retail location

• Relationship: surprise and delight (with

careful management of business rules!)

• Result: 38% of consumers who were

prompted to share their location did

24

Promotional Enrollment + SMS


Corona MMS Alerts

• Enrolment: part of the

Insider database with

250K members across

portfolio of brands

• Communication: picture

message (MMS) with

limited time offer

• Relationship: value

added messaging is part

of larger communication

strategy with exclusive

offers and promotions

• Result: 46.5% click

through rate

25

Promotional Enrollment + MMS


Dominion of Canada

• Enrolment: Mobile app for one of Canada’s

largest auto and property insurers

• Communication: Push notifications from

central CMS tool for timely reminders and

information alerts; branding for individual broker

• Relationship: infrequent but helpful info

• Result: recent launch across all platforms

26

Informational Enrollment + Push Notifications


Value Generation:

Amplification + Transaction


Mobile Role in Amplification

28

Making Mobile Social Making Social Mobile

Generating sharable mobile content

(check ins, in venue experiences) Mobile interfaces

(eg Facebook apps)

Offering sharing functionality

Dynamic location integration

(eg who is nearby)

Leveraging contacts as a social network


Sony Reader Mobile Coupon

• Campaign: Mobile coupon for

$25 off a Sony Reader; text

READER to get a PIN to

redeem at sonystyle.ca

• Amplification: Ability to share

coupon with friends by replying

with FACEBOOK; directed to

mobile page to verify

credentials, then newsfeed is

populated with message

encouraging others to get their

own coupon by texting SONY

• Results: more viral coupons

delivered than from initial media

response; 40% redemption

29

Making Mobile Social


Purina Cinema Polls

• Campaign: OOH campaign to

build awareness for online

community pawsway.ca

offered real time voting on pet

related polls

• Amplification: encouraged

users to share the vote

question via Facebook, Twitter

or SMS

• Results: over 7% of

participants chose to share

the questions

30

Making Mobile Social


Molson Canadian Seize The Summer

• Campaign: pillar promotion to

support Made From Canada

positioning by tying the brand to

definitive Canadian summer

experiences; players earn badges for

doing and sharing various actions

• Amplification: multiplatform mobile

app with same look and feel as

campaign experience online, one of

the first to create extended two-way

integration with Facebook

• Results: 20% of campaign

engagement driven through mobile;

MMA Award finalist for Best Use of

Mobile Marketing – Promotion

31

Making Social Mobile


Mobile Role in Transaction

32

POS

Payment

Mobile

Payment

Physical Goods Digital Goods

Mobile Shopping Assistant Drive to retail

Service and information in store

Mitigating the “showroom” problem Mobile Loyalty

Drive return visits

Reward and incent

Mobile Shopping Environment Advertising as storefront (eg Tesco)

Mobile Commerce Content

Tickets

Apps

Donations

Mobile POS Phone as payment processing device

(eg Square, Paypal)


Live Nation Wireless Box Office

• Program: Wireless Box

Office, North America’s first

fully transactional mobile

ticketing solution

• Transaction: Mobile

commerce: browse,

purchase (by credit card),

download and redeem all

from the mobile phone

• Result: Mobile Marketing

Association Award for

North America’s top multi-

mobile channel program

33

Mobile Commerce


Red Cross Mobile Donations

• Program: Mobile giving

program for non-profits such as

the Red Cross creates

infrastructure for ongoing

donations through wireless

carrier billing relationship

• Transaction: Mobile

commerce; text in to offer

donation then reply to confirm,

$5 or $10 added to wireless bill

• Result: New channel for point-

of-emotion fundraising, program

has been rolled out across

hundreds of charities

34

Mobile Commerce

Thank You!

Mike Brown

VP Business Development, Mobile

[email protected]

twitter @michaelkbrown

linkedin.com/in/anothermikebrown

olson mobile march presentation 2012 03-16

Technology

mobile accelerometer

mobile strategyawareness

action access

free tshirt mobile

spot access

weeks connection

bank scholarship awareness

response rate connection