My presentation from #MMLiveGlobal, complete with retro Top Of The Pops countdown, hope you enjoy!

1. T O P T E N T I P S T O . . .
...ImproveAcquisitionandRetentionusingMobile
OisinLunny,SeniorMarketDevelopmentManager,OpenMarket
#MMLTOP10 @oisinlunny

2. #MMLTOP10

3. #MMLTOP10 10

4. #MMLTOP10 10
SeeTheBiggerPicture

5. #MMLTOP10 10
SeeTheBiggerPicture
Futurist@gleonhard-Infiveyears80%ofallwebtrafficwillbemobile
SomepeoplewillneverbecomecableandsatelliteTVusers
Mobileisaverypersonaldevice
Advertisingbasedoninterruptionwillnotwork
Movetomodelwherethebrandispartofthestory,oristhestory

6. #MMLTOP10 9

7. #MMLTOP10 9
Putyourselfintheshoesoftheconsumer

8. #MMLTOP10 9
Putyourselfintheshoesoftheconsumer
Aconsumercentricapproach->surveys,research,feedbackloop
EurostaragreatexampleofusingSMSforcustomerfeedback
SystemrunbyOpenMarketclientsFizzback
HundredsofdailyresponsesfedintoTableaufordatavisualisation
Easytouseconsumerfeedbacktoinformyourcampaigns

9. #MMLTOP10 8

10. #MMLTOP10
Createastrategyaroundtheconsumerexperience
8

11. #MMLTOP10
Createastrategyaroundtheconsumerexperience
8

12. #MMLTOP10
Createastrategyaroundtheconsumerexperience
8
Consumerinsightisyourbestfriend
Takethefeedback
thinkofallthestepswheretheconsumerwillbeusingmobile
Jointhedots
Devourblogslikeflurry“ADayintheLifeofaMobileConsumer”

13. #MMLTOP10 7

14. #MMLTOP10 7
Havealong-termplan,butimplementmobilechangesnow

15. #MMLTOP10 7
Havealong-termplan,butimplementmobilechangesnow
Considerlaunchingamobilewebsitebeforedesktop
Optimiseanduseresponsivedesign
SetupSMSshortcodebeforelaunchingapp
Buildupadatabase-incentivisewithmobilecrediting

16. #MMLTOP10 7
Havealong-termplan,butimplementmobilechangesnow

17. #MMLTOP10 7
Havealong-termplan,butimplementmobilechangesnow
ConsidertheMinimumViableProductapproach(egDropbox)
Moreandmoreproductswillbemobilefirst,andmobileonly
Launch,trail,test,A/B,compare,revise,refine....
Lookatinnovatorsingaming/gamblingforinspiration

18. #MMLTOP10 7
34.8%

19. #MMLTOP10 7
34.8%AccordingtotheCIMgrowthsummitMarketingConfidenceresults:
34.8%ofmarketeersarescaredtotrynewstuff,riskaverse
so...
UseprovenmobiletechlikeSMStotrynewideas

20. #MMLTOP10 7

21. #MMLTOP10 6

22. #MMLTOP10
Usemobiletotellyourbrandstory
6

23. #MMLTOP10
Usemobiletotellyourbrandstory
6
Forpeopletoconnecttoyourbrandpeoplewanttoconnecttobackground
Thisneedstoeffectivelybeapartofyourmobileactivity
Useallmobilecommschannelstotellthestory
Notjustfordirectlysellinganoutcome

24. Source: nVision / Charity Awareness Monitor (nfpSynergy)
Base: 1,000 online respondents aged 16+, GB
MassivegrowthofSMSgiving
%ofrespondents
whohavegivento
charityinlast3
months
“Inwhichofthe
followingwaysdid
yougive?”
6

25. #MMLTOP10 5

26. #MMLTOP10 5
buildtheopt-in

27. #MMLTOP10 5
buildtheopt-in
Simple,instant,worthyoffollowingup
Notjustanacquisitionblast
Buildretentionandactivationintoyourplanning
Agoldenopportunitytoconnectwiththispersonalchannel

28. #MMLTOP10 5
KeepItSimpleattheStart!

29. #MMLTOP10 5

30. #MMLTOP10 5
Doitbitbybit,teasetheinfooutoftheuser,don’taskforitallatonce
ForagreatexampleinsignupvisittheMFortunemobilecasino

31. #MMLTOP10 5
60%

32. #MMLTOP10 5
60%Youcanachievehugeoptinratesifyougetthetechnologyright
Oursimpleopt-inmechanicfortheDEChada60%opt-inrate
Thiswasdoubletheresponseandrevenueoftheotherchannels

33. #MMLTOP10 4

34. #MMLTOP10 4
Real-timeinteractionsgetbetterresponses
Getty Images

35. #MMLTOP10 4
Real-timeinteractionsgetbetterresponses
Getty Images
Brandengagementisinrealtime
Usealltheavailablechannels-SMS,Social,Push,Advertising
OpenMarketoffersmartsegmentsforpushnotifications
Youcansendpushnotificationsinstantlybasedoninappbehaviour
Alsousesegmentingtobuildupyourdatabases

36. £0
£75,000
£150,000
£225,000
£300,000TV
TV
TVevents/newspaperadsdrovepeakdonations,
inparticularsupportfromITV
Peakingat298kon08/07/11
#MMLTOP10 4

37. £0
£75,000
£150,000
£225,000
£300,000TV
TV
#MMLTOP10 4
DECagreatexampleofrealtimemobileresponsepotential
Takeadvantageofrealtimeevents
Peoplerespond24/7sohaveaCRMstrategytofollowup
AutomatedSMSresponses,reminders,anniversaries,optin,invites
Weareonmobileallthetime,importantforbrandstobepartofthat

38. #MMLTOP10 3

39. #MMLTOP10 3
Personalisationiskey
KYC

40. #MMLTOP10 3
Personalisationiskey
KYCCollateandcollectmoreandmoredata
Builduptheiruserprofilegraduallye.g.favouriteproduct
Getasmuchinfoandsegmentyouraudience.

41. #MMLTOP10 3

42. #MMLTOP10 3
Tailormessagestotimeofday/week/timezone
E.g."goodevening"feelslikeapositiveinteraction
Welcomeregularsback
AboveallKnowYourCustomer

43. #MMLTOP10 2

44. #MMLTOP10 2
MEASURERESULTS
technorati.com

45. #MMLTOP10 2
MEASURERESULTS
technorati.com
Mostmobileinteractionscanbemeasured
Themoreyouknowtheeasieritistotrackresultsandusers
Improvesspeedofinnovationtomarket,usetrackinginrealtime,A/B
Trydifferentcampaignsandtailormobilecampaignsonthefly
Aflexibleplatformisessentialforthisapproach

46. #MMLTOP10 1

47. #MMLTOP10 1
listen,listenagain,listenoften
thenextbigwriter.com

48. #MMLTOP10 1
listen,listenagain,listenoften
thenextbigwriter.com
Listentoyourcustomers
Surveysevery6/12monthstoimprovewhatyoudo
Listentoyourpartnersandemployees
Listentoyourcompetitors
Listenandkeeplistening

49. Whatwedo
OpenMarketprovidesmobilesolutionsfor
enterprisestoengageandtransactwithcustomers,
partnersandemployeesviathemobilechannel
Ourclientstrustustopowertheirmobilebusiness

50. MobileEngagementPlatform
YourSystems OpenMarket’sMEP Youraudience
1
Service'edi)ng'via'drag'and'drop'or'APIs
The'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

51. customersandpartners