Mobile March 2012

1. Mobile March Presentation
March 16, 2012
© OLSON 2012

2. What We’ll Cover
• Framework for mobile strategy development
• Elements and options available
• Stakeholders involved
• Best practices and case examples:
CONNECTION IS ALL THAT COUNTS® 2

3. 8 Elements of a Mobile Strategy
Awareness • how will people know we are mobile?
CALL TO ACTION
Access • how will they respond to that message?
Platform • where will we direct them?
ENGAGEMENT
Content • what will they see when they get there?
• how will we get them to agree to ongoing
Enrollment communication?
RELATIONSHIP
MANAGEMENT
Communication • what will we say to them once they do?
Amplification • how can we make our message shareable?
VALUE
GENERATION
Transaction • how does all of this drive our business?
CONNECTION IS ALL THAT COUNTS® 3

4. Call To Action:
Awareness + Access
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5. Awareness Drivers
Traditional Mobile
Traditional Advertising Mobile Advertising
TV, Radio Mobile Display
Bought Media Print, OOH Mobile Web SEM
Online Mobile App Store SEM
Marketing Assets
On Product Mobile Properties
Owned Media Point of Sale Mobile Websites
Sponsorship Mobile Applications
Web Properties
CRM Mobile CRM
Earned Media Email Database Mobile SMS Alerts
Social Media App Push Notifications
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6. Access Methods
pros cons
SMS • simple • carrier compliance
Text KEYWORD to • widest handset penetration • real estate for call to action
12345…
• best user experience if
URL redirect and optimized site are • feature phone access
Visit example.com… in place • non-optimized sites
• visually engaging
QR CODE • ability to deep link or embed • relatively low adoption
Scan this bar code… data • requires application
IMAGE RECOGNITION • uses existing imagery (ie no • awareness
Scan this logo or image… additional packaging) • requires application
NEAR FIELD
COMMUNICATION • easy, intuitive • very low device penetration
Tap here…
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7. TV + URL
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
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8. OOH + SMS
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
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9. OOH + Image Recognition
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
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10. Email + SMS
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%
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11. Social Media + 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
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12. Print + QR
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
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13. Mobile Advertising + Click
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
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14. Engagement:
Platform + Content
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15. Platform Considerations
• Carrier Integration (Short Codes)
Mobile Messaging • Messaging Formats (SMS, MMS)
• CRM Integration
• Mobile vs Tablet
Mobile Web • Device Optimization
• CMS Integration
• Device Platform (Apple, Android, RIM, etc)
Mobile Apps • OS Versions
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16. Mobile Content Strategy Evolution
Mobile Integration Mobile Context
Creating user experiences that leverage Making the actual messaging dynamic
other capabilities on the handset based on time and place
(Phone Dialer, Maps, Contacts, Camera, (eg location-based services, geo fencing,
Mobile Accelerometer, Push Notifications) augmented reality, weather triggers)
Device
Mobile Optimization Mobile Relevance
Formatting existing content and Changing the content approach to suit the
communications for the mobile handset “user-on-the-go”
(shorter messages and smaller screens, (more store finders and product information,
simpler navigation, no flash) less brochures)
Mobile User
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17. Mobile Relevance
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
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18. 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
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19. Mobile Context
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
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20. Relationship Management:
Enrollment + Communication
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21. Enrollment and Communication
Relevance
Enrollment Communication
Promotional SMS
Permission
Informational Management MMS
Push
Transactional
Notifications
Personalization
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22. Promotional Enrollment + SMS
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
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23. Informational 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
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24. Promotional 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
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25. Promotional Enrollment + MMS
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
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26. Informational Enrollment + Push Notifications
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
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27. Value Generation:
Amplification + Transaction
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28. Mobile Role in Amplification
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
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29. Making Mobile Social
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
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30. 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
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31. Making Social Mobile
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
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32. Mobile Role in Transaction
Physical Goods Digital Goods
Mobile Shopping Assistant
Drive to retail
Service and information in store
POS Mitigating the “showroom” problem
Mobile Loyalty
Drive return visits
Payment Reward and incent
Mobile POS
Phone as payment processing device
(eg Square, Paypal)
Mobile Commerce
Mobile Content
Tickets
Payment Mobile Shopping Environment Apps
Advertising as storefront (eg Tesco) Donations
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33. Mobile Commerce
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
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34. 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
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35. Thank You!
Mike Brown
VP Business Development, Mobile
mbrown@olson.com
twitter @michaelkbrown
linkedin.com/in/anothermikebrown