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Driving customer engagement through mobile
The growth of mobile
Most smartphone users now check their phones 150 times a
daySource: KPCB Internet Trends 2013
Fans top needs include betting, match updates, social media and food & drink
offersResearch carried out June 2013 utilising Sky research panel
1/3 of people in the UK now use a tablet
Data predicted to grow 10x in next 4 years
The Cloud:The WiFi Expert
The No 1 public WiFi provider in the UK•Over 20,000 installed venues•8 million people pass through a Cloud hotspot every day
•40 million sessions per month, delivery over 1.5 billion minutes
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The Mobile JourneyBEFORE THE EVENT
See on event online, book, download e-
ticket
Grab a coffee on your way, log into the WiFi
to tweet about the event
Arrive at the venue, meet your friends, you all log
onto the WiFi
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Scan the e-ticket for entry
Receive a food offer while browsing the
venue app
Tweet & Instagram live
pictures
The Mobile JourneyAT THE EVENT
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After enjoying a bite to eat, using your offer & pay via payment app
Receive a message about the next
event & purchase tickets
An email arrives the next day with an
online survey about the experience
The Mobile JourneyAFTER THE EVENT
Case Study:Driving consumer engagement in park
• Branding on landing page
• Provide offers to drive engagement
• Integrated customer data from WiFi into email marketing program (30% Opt-in rate)
• Use online queue busting activities via The Cloud WiFi
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Alton Towers customers want to push boundaries & test themselves (& friends)
Celebrity Cloud Control with Joey and Sam (TOWIE) • 681 tweets, reach = 23mil• 71% of WiFi users engage in social
networking
People like to boast• Partnership on park with PicSolve• With WiFi moved to digital download in
park & at home (20% now digital)• 25% shared to social media > Each of
these people created 8 new web hits
Driving customer engagement
A platform to improve customer experience• Settle your bill with a few taps on your
iPhone, using PayPal, credit or debit card
• An electronic confirmation is sent to the user and a message is transmitted to the till
• 100K downloads within the first week
• 400K customers are continuing to use with around 200K doing so every month
Using social media to engage more customers
• Over 3,000 entries • Over 13,000 'likes' of
entries• 300,000 reach
Driving engagement during eventsEnhance the in-venue experience: • Branding on WiFi landing page, quick links to
relevant content, targeted advertising, radio access for smartphones, social media activity
Engage with wider fan base:• Social media used to interact with fans not
at the event, cricket quiz, running commentary, sharing of photographs
Stats from the Ashes: • 18.5k unique devices connected • 52,789 WiFi sessions• 920mil minutes on Sunday alone
The mobile opportunity: Summary• Acquire new customers through advertising & offers• Drive customer engagement via social media• Enhance the customer experience in-venue• Gain insight from customer data• Better customer understanding via trend analysis
and measuring customer satisfaction• Building brand loyalty
> For messaging via mobile to be really effective, creative should be adapted to the users device & environment
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Thank you