starstar numbers and the future of mobile engagement
DESCRIPTION
StarStar Numbers and the Future of Mobile Engagement Nickelodeon, (**NICK) the NFL (**NFL), and Kellogg’s (**START) are just a few of the hundreds of brands using StarStar numbers to effectively connect with consumers on their mobile phones. Join Mblox, the exclusive provider of StarStar numbers in the US as we look at how StarStar numbers are transforming mobile engagement. StarStar branded phone numbers deliver powerful, personalized mobile content experiences like helping brands increase app downloads and usage, providing simpler, more intuitive mobile marketing opt-ins, and utilizing consumers’ on-the-fly location data to segment mobile offers. Learn first-hand from messaging experts, Maria LaBrutto and Austin DeSavino : How StarStar numbers work How brands use and benefit from StarStar numbers How to integrate a StarStar number into your existing media We will conclude the discussion with a live Q&A session. Moderator: Leo Scullin, Global Industry Initiatives, Mobile Marketing Association Speakers: Austin DeSavino Client Development Associate, Mblox Maria LaBrutto Senior Account Manager, Account Services, Mblox Live Webinar Date: September 18, 2014TRANSCRIPT
StarStar Numbers and the Future of Mobile Engagement
MMA Webinar Series September 18, 2014
Sponsored By:
About the MMA The MMA is the world's leading global non-profit trade association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA's mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.
Anchoring the MMA's mission are four core pillars:
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Cultivating Inspiration Aimed at the Chief Marketer; guiding best practices and driving innovation Building Capability for Success Fostering know-how and confidence within the Chief Marketer's organization Demonstrating Measurement and Impact Proving the effectiveness and impact of mobile through research providing tangible ROI measurement and other data Advocacy Working with partners and our members to protect the mobile marketing industry
About the MMA Additionally MMA committees work collaboratively to develop and advocate global best practices and lead standards development.
Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate-Palmolive, Dunkin' Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L'Oreal, MasterCard, McDonalds, Microsoft, Mondelēz International, Inc. Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more.
The MMA's global headquarters are located in New York and it has regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC), with local councils in 17 countries.
For more information about membership email: [email protected] or visit http://www.mmaglobal.com/member-center/benefits.
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MMA Members Include
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MMA Members Include
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Today’s Agenda
• How StarStar numbers work
• How to use and benefit from Star Star numbers
• Questions
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Presenters
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Moderator
Leo Scullin Head of Global Industry Initiatives Mobile Marketing Association
Austin DeSavino Client Development Associate Mblox
Maria LaBrutto Senior Account Manager, Account Services Mblox
Managing Your Questions
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Share the Insights #MMAWeb
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StarStar Numbers THE FUTURE OF MOBILE ENGAGEMENT
Austin DeSavino & Maria LaBrutto September 18th
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Agenda
Copyright © 2014 Mblox, Inc. All rights reserved.
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HOW STARSTAR NUMBERS WORK
HOW TO USE AND BENEFIT FROM
STARSTAR NUMBERS QUESTIONS
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Austin DeSavino ACCOUNT EXECUTIVE
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What is ?
A MOBILE MARKETING PLATFORM THAT:
o Ac+vates your audience in-‐the-‐moment with a simple, memorable phone call
o Delivers any offline to online experience
o Provides rich metrics and insights
o Gives you access to over 265 million US wireless customers
( ACROSS ALL MAJOR CARRIERS, TOO! )
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How Does Work?
M M A & T C PA C O M P L I A N T !
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The StarStar® Call Flow
1. Customer sees or hears an ad or promotion with a StarStar (**) call to action
2. Calls **BRAND just like a regular phone call
Thanks for calling **BRAND, we’ve just sent you…
3. Is either connected to the brand's call center or hears a custom audio announcement
4. Optionally receives a message with a link to access content
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Rich Analytics & Targeting
THROUGH CARRIER INTEGRATION, STARSTAR DELIVERS: o Complex analy%cs above and beyond any other ac+va+on plaJorm in market
o Dynamic targe%ng based on date & +me, loca+on, device, carrier, and unique user/ mobile number
o Paid media valida%on using one StarStar call to ac+on throughout (TV, radio, print, OOH, social media) and the ability to measure engagement and op+mize
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Who is using ?
ENTERTAINMENT QSR RETAIL
TRAVEL & SERVICES COMMUNICATIONS SPORTS
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Solves Your Offline to Online Needs
ANY BRAND EXPERIENCE, ANY TIME, ANYWHERE.
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StarStar® Select
AVAILABLE TODAY Suppor ted by a l l ma jo r U .S . mob i l e ca r r i e r s , se rv i ce inc ludes van i ty number , ana l y+cs , and a se lec+on o f packaged ca l l e r exper iences i nc lud ing : • Cu s t om aud i o mes s a ge s
• Use celebri+es and brand representa+ves to incen+vize ac+on
• Ca l l f o rwa rd i n g / c a l l t r an s f e r s * • Memorable numbers to connect callers with call centers
• Au to -‐ r ep l y w i t h SMS • Drive App downloads and usage, mobile website traffic and video views
• Au to -‐ r ep l y w i t h MMS* • Send mobile coupons using images
• S i n g l e -‐ l e ve l I VR • Combine mul+ple StarStar experiences with an IVR menu
• Opt -‐ i n s t o ma r ke+ng l i s t s o r sweep s t a ke s
• Simple, MMA and TCPA compliant
Ca l l e r exper iences can be ta rgeted by dev i ce , ca r r i e r , and loca+on**
* Per call/per minute surcharge applies ** Geo-‐targe+ng requires addi+onal fees
Poll Ques+on: What form of mobile messaging do you u+lize the most?
1. SMS
2. MMS
3. PUSH NOTIFICATIONS (MOBILE APPS)
4. EMAIL
5. VOICE
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Maria LaBrutto HEAD OF CLIENT SERVICES
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StarStar® Select USE CASES
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U S E C A S E :
Opt-Ins / Subscriptions
PUT YOUR MOBILE EFFORTS TO WORK IN SUPPORT OF QUALIFIED DATABASE GROWTH.
1. E a s y - t o - u s e m o b i l e o p t - i n c a p a b i l i t i e s m e a n t h a t s e l f - s e l e c t e d c o n s u m e r s c a n e x p r e s s i n t e r e s t i n w h a t y o u h a v e t o s a y b y g i v i n g y o u t h e i r i n f o r m a t i o n – a n d p e r m i s s i o n – t o c o n t a c t t h e m w h e n e v e r t h e y f e e l s o i n s p i r e d .
2. T h e r e a r e p e o p l e w h o w a n t y o u r p r o d u c t . M o b i l e m a k e s i t e a s y f o r t h e m t o t e l l y o u s o .
3. O f f e r e n g a g i n g c o n t e n t o n - t h e - g o t o s p u r o p t - i n s .
AT&T used sponsorship with NASCAR to acquire opt-‐ins via a mobile game, which allowed fans to try and pick the fastest diver during the race that week. Interested fans dialed **FAST and instantaneously received the game to their mobile phones, while inspiring fans to opt-‐in to future alerts along the way.
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C A S E S T U D Y:
OPTIMUM
Build out a CRM database to provide product and service alerts to exis+ng customers and streamline customer service requests
GOALS:
EXPOSURE: Exis+ng Cablevision customers will receive the call-‐to-‐ac+on email blasts, billing statements and in-‐channel integra+ons
OFFER: Call **OPTIMUM to associate your mobile number to your OpFmum account and opt-‐in to Cablevision’s recurring service alerts
Launched March 2014 and has received thousands of calls and mobile opt-‐ins, incredibly high conversion rates
RESULTS & SUCCESS FACTORS:
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C A S E S T U D Y:
SONIC
Leverage tradi+onal media assets to build out a CRM database to provide customers with mobile coupons and exclusive promo+onal offers, increasing restaurant sales.
GOALS:
EXPOSURE: Broadcast TV spots and Point-‐of-‐Purchase media in stores
OFFER: Call **SONIC to opt-‐in and sign-‐up for exclusive text deals and mobile coupons
Since campaign launch, over 120,000 calls have been made by consumers wan+ng to sign up to receive text alerts from their nearest Sonic restaurant.
Phase 2 of the campaign launching Fall 2014 will leverage the IVR plaJorm to opt-‐in to the alerts program via a single touch prompt which will use geo-‐loca+on to opt the user into the nearest Sonic store.
RESULTS & SUCCESS FACTORS:
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U S E C A S E :
App Downloads
REALIZE YOUR MEDIA EFFICACY BY USING AIR-TIME AND BIG MEDIA EXPOSURE TO
PROMOTE THAT APP
WITH SO MANY APPS OUT ON THE MARKET, ENSURE YOURS MAKES ITS WAY ONTO YOUR TARGET AUDIENCE’S RADAR.
VALIDATES SPEND ON SPONSORSHIPS WITH
INCREASED EXPOSURE TO NEW OR NICHE TARGET
AUDIENCES.
EASILY INTEGRATES WITH YOUR CUSTOM CONTENT,
SUCH AS TV SHOWS, VIDEOS, AND EDITORIAL CONTENT.
1 2 3
Ads + in-‐game callouts + graphics + other screen real-‐estate
= 1000’s of mobile app downloads
Dallas Mavericks sponsorship + in-‐stadium call-‐outs
= 1000’s of mobile app downloads
In-‐show content and CTA promo+ons
= 1000’s of mobile app downloads
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C A S E S T U D Y:
NFL
GOALS:
OFFER:
“We’ve used StarStar several times now in Verizon advertising campaigns and it has become a mainstay of how we reach the mobile consumer. I’ve seen few things as simple and nothing more brand-oriented for driving response than StarStar. **NFL is among our best case studies to date.”
— John Harrobin, VP Digital Media & Marke+ng-‐Verizon
Drive adop+on of NFL mobile on smartphones and promote exclusive Verizon content
Call **NFL to get NFL Mobile now
EXPOSURE: Primary via broadcast TV: dedicated ads, in-‐game callouts, lower-‐thirds and more
RESULTS & SUCCESS FACTORS:
Over three-‐quarters of a million consumers have engaged with **NFL to get the NFL Mobile app.
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U S E C A S E :
Mobile Coupons
BYE BYE NEWSPAPER CLIPPINGS. GIVE CONSUMERS WHAT THEY NEED AT PRECISELY THE RIGHT MOMENT. 1. E a s i l y p a i r m o b i l e c o u p o n s w i t h p h y s i c a l i n -
s t o r e p r o d u c t s t o s e a l t h e d e a l .
2. L e v e r a g e s p e c i f i c d i s c o u n t s a n d v a l u e - a d d s i n r e a l - t i m e .
3. M a k e s r e d e m p t i o n e a s y f o r h i g h r e t u r n s .
4. I n c r e a s e a v e r a g e o r d e r v a l u e s . Nickelodeon offered a $5 mobile coupon at Target stores. Redemp%on rates were 10 %mes higher than exis%ng benchmarks.
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C A S E S T U D Y:
NICK
In store video, FSI placements, social media
Call **NICK for a special message from Dora for kids and a $5 off coupon for Mom
30% coupon redemp+on rate from StarStar calls. Redemp+on over 10x exis+ng Nickelodeon and Target benchmarks for standard mobile delivery
Drive more customers to purchase Dora Rocks products in Target stores and increase coupon redemp+on rates
GOALS:
OFFER:
EXPOSURE:
NOTES:
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U S E C A S E :
Forward to Call Centers
GOALS:
OFFER:
AAA, Farmer’s Insurance, & PagePlus wanted branded, memorable alterna+ve to regular toll free numbers
Call **AAA, **FARMERS, **PAGEPLUS to connect with call centers
EXPOSURE: Primary via broadcast TV: dedicated ads, in-‐Social media and retail loca+ons and branches
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U S E C A S E :
Sweepstakes
PEOPLE LOVE TO WIN. YOUR BRAND WILL TOO.
1. K e e p a u d i e n c e s g l u e d t o y o u r e f f o r t s t o f i n d o u t r e s u l t s .
2. O f f e r a w a y f o r a u d i e n c e s t o r e p e a t e d l y i n t e r a c t w i t h y o u r b r a n d i n a p o s i t i v e w a y.
3. T h e y m a k e u s e r s f e e l l i k e t h e y a r e a f f e c t i n g a p o t e n t i a l l y g r e a t o u t c o m e . By promo+ng **HAWKS as a means to enter to win a trip to
travel with the team during an overnight away game, the Atlanta Hawks drove opt-‐ins to their mobile database with a 21% conversion rate from call to opt-‐in.
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Using with Traditional A2P Messaging Campaigns
BROADEN YOUR REACH AND RESPONSE • CAMPAIGN INITIATION VIA OFF-LINE MARKETING AS WELL AS
OPT-IN LISTS • Great way to grow opt-in lists while still reaching customers • MMA and TCPA compliant opt-in method via IVR
• CALL-TO-ACTION VIA ** CALL- IN AS WELL AS TEXT-IN RESPONSE
• Some demographics more comfortable with calling than texting • Easier to remember **BRAND than keyword/short code
• RICHER RESPONSE AND FULFILLMENT • More information available via IVR response • Extremely powerful when combined with location
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7 Reasons to Choose
1. Simple, memorable, measurable 2. Reaches people in- the-moment, on-the-go 3. Can del iver any mobi le exper ience 4. Works on al l major carr iers, reaching over 265 mi l l ion people in the U.S. 5. Integrates seamlessly across media campaigns 6. Highl ights your brand– with no fr ic t ion, confusion or disrupt ion 7. Provides real- t ime metr ics and demonstrable ROI
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Thank You SIMPLY CALL * *SALES FROM ANY MOBILE DEVICE TO GET IN TOUCH
F O L L O W U S O N T W I T T E R @ M B L O X
MMA Webinar Series
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Stop Your Mobile Marketing: It’s About the Context Not the Channel September 23 10 Things to Know About In-Store Mobile Marketing October 2 Introduction to Location-Based Audiences October 14 Winning on Pinterest for Marketers October 21
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Smartbrief click here Mobile Smart Fundamentals click here LinkedIn Group click here Twitter click here MMA Online: Committees at Work click here MMA Online: Webinar Archive click here MMA Online: White Papers click here
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