StarStar Numbers and the Future of Mobile Engagement

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:

9/18/14 Proprietary & Confidential 2

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.


MMA Members Include


MMA Members Include


Today’s Agenda

•  How StarStar numbers work

•  How to use and benefit from Star Star numbers

•  Questions


Presenters


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


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.


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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


In-‐show content and CTA promo+ons


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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


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


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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