Oisin lunny openmarket - mml 2013
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Transcript of Oisin lunny openmarket - mml 2013
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T O P T E N T I P S T O . . ....Improve Acquisition and Retention using Mobile
Oisin Lunny, Senior Market Development Manager, OpenMarket
#MMLTOP10 @oisinlunny
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#MMLTOP10
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#MMLTOP10 10
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#MMLTOP10 10
See The Bigger Picture
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#MMLTOP10 10
See The Bigger Picture
Futurist @gleonhard - In five years 80% of all web traffic will be mobile Some people will never become cable and satellite TV users
Mobile is a very personal deviceAdvertising based on interruption will not work
Move to model where the brand is part of the story, or is the story
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#MMLTOP10 9
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#MMLTOP10 9
Put yourself in the shoes of the consumer
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#MMLTOP10 9
Put yourself in the shoes of the consumer
A consumer centric approach -> surveys, research , feedback loop Eurostar a great example of using SMS for customer feedback
System run by OpenMarket clients FizzbackHundreds of daily responses fed into Tableau for data visualisation
Easy to use consumer feedback to inform your campaigns
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#MMLTOP10 8
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#MMLTOP10
Create a strategy around the consumer experience
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#MMLTOP10
Create a strategy around the consumer experience
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#MMLTOP10
Create a strategy around the consumer experience
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Consumer insight is your best friendTake the feedback
think of all the steps where the consumer will be using mobileJoin the dots
Devour blogs like flurry “A Day in the Life of a Mobile Consumer”
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#MMLTOP10 7
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#MMLTOP10 7
Have a long-term plan, but implement mobile changes now
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#MMLTOP10 7
Have a long-term plan, but implement mobile changes now
Consider launching a mobile website before desktopOptimise and use responsive design
Set up SMS shortcode before launching appBuild up a database - incentivise with mobile crediting
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#MMLTOP10 7
Have a long-term plan, but implement mobile changes now
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#MMLTOP10 7
Have a long-term plan, but implement mobile changes now
Consider the Minimum Viable Product approach (eg Dropbox)More and more products will be mobile first, and mobile only
Launch, trail, test, A/B, compare, revise, refine....Look at innovators in gaming / gambling for inspiration
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#MMLTOP10 7
34.8%
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#MMLTOP10 7
34.8%According to the CIM growth summit Marketing Confidence results: 34.8% of marketeers are scared to try new stuff, risk averse
so...Use proven mobile tech like SMS to try new ideas
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#MMLTOP10 7
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#MMLTOP10 6
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#MMLTOP10
Use mobile to tell your brand story
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#MMLTOP10
Use mobile to tell your brand story
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For people to connect to your brand people want to connect to backgroundThis needs to effectively be a part of your mobile activity
Use all mobile comms channels to tell the story Not just for directly selling an outcome
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Source: nVision / Charity Awareness Monitor (nfpSynergy)Base: 1,000 online respondents aged 16+, GB
Massive growth of SMS giving
% of respondents who have given to charity in last 3
months“In which of the
following ways did you give?”
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#MMLTOP10 5
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#MMLTOP10 5
build the opt-in
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#MMLTOP10 5
build the opt-in
Simple, instant, worthy of following upNot just an acquisition blast
Build retention and activation into your planningA golden opportunity to connect with this personal channel
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#MMLTOP10 5
Keep It Simple at the Start!
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#MMLTOP10 5
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#MMLTOP10 5
Do it bit by bit, tease the info out of the user, don’t ask for it all at onceFor a great example in signup visit the MFortune mobile casino
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#MMLTOP10 5
60%
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#MMLTOP10 5
60%You can achieve huge opt in rates if you get the technology rightOur simple opt-in mechanic for the DEC had a 60% opt-in rate
This was double the response and revenue of the other channels
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#MMLTOP10 4
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#MMLTOP10 4
Real-time interactions get better responses
Getty Images
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#MMLTOP10 4
Real-time interactions get better responses
Getty Images
Brand engagement is in realtime Use all the available channels - SMS, Social, Push, Advertising
OpenMarket offer smart segments for push notificationsYou can send push notifications instantly based on in app behaviour
Also use segmenting to build up your databases
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£0
£75,000
£150,000
£225,000
£300,000TV
TV
TV events / newspaper ads drove peak donations, in particular support from ITV
Peaking at 298k on 08/07/11
#MMLTOP10 4
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£0
£75,000
£150,000
£225,000
£300,000TV
TV
#MMLTOP10 4
DEC a great example of realtime mobile response potentialTake advantage of realtime events
People respond 24/7 so have a CRM strategy to follow upAutomated SMS responses, reminders, anniversaries, opt in, invites
We are on mobile all the time, important for brands to be part of that
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#MMLTOP10 3
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#MMLTOP10 3
Personalisation is key
KYC
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#MMLTOP10 3
Personalisation is key
KYCCollate and collect more and more dataBuild up their user profile gradually e.g. favourite product
Get as much info and segment your audience.
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#MMLTOP10 3
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#MMLTOP10 3
Tailor messages to time of day / week / timezoneE.g. "good evening" feels like a positive interaction
Welcome regulars backAbove all Know Your Customer
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#MMLTOP10 2
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#MMLTOP10 2
MEASURE RESULTS
technorati.com
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#MMLTOP10 2
MEASURE RESULTS
technorati.com
Most mobile interactions can be measuredThe more you know the easier it is to track results and users
Improves speed of innovation to market, use tracking in realtime, A/B Try different campaigns and tailor mobile campaigns on the fly
A flexible platform is essential for this approach
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#MMLTOP10 1
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#MMLTOP10 1
listen, listen again, listen often
thenextbigwriter.com
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#MMLTOP10 1
listen, listen again, listen often
thenextbigwriter.com
Listen to your customersSurveys every 6/12 months to improve what you do
Listen to your partners and employeesListen to your competitorsListen and keep listening
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What we doOpenMarket provides mobile solutions for
enterprises to engage and transact with customers, partners and employees via the mobile channel
Our clients trust us to power their mobile business
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Mobile Engagement PlatformYour Systems OpenMarket’s MEP Your audience
1
Service'edi)ng'via'drag'and'drop'or'APIsThe'workflow'engine'processes'services,'simplifies'data'integra)ons'to'your'preferred'business'systems'(CRM,'analy)cs,'other'web'services)'and'generates'reports
2
1
2
Mul)Fchannel'support'including'SMS,'MMS,'Push,'Email,'Voice'&'IVR'ensures'the'right'message'is'sent'via'the'preferred'method'
3
3
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customers and partners