This document discusses StarStar numbers and how they can be used for mobile engagement. StarStar is a mobile marketing platform that allows users to call short codes like **BRAND to access custom audio announcements, messages, or be forwarded to call centers. It provides analytics on user interactions and can be used for applications like opt-ins, app downloads, mobile coupons, sweepstakes entries, and more. Examples of major brands currently using StarStar are discussed. The presentation then goes into more detail on how StarStar numbers work and how brands can benefit from using the platform for various mobile marketing use cases and objectives.
Social Advocacy- The Next Big Thing. People Trust People More Than Brands™
StarStar Numbers and the Future of Mobile Engagement
1. StarStar Numbers and the
Future of Mobile Engagement
MMA Webinar Series
September 18, 2014
Sponsored By:
2. 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:
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
9/18/14 Proprietary 2 & Confidential
3. 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: membership@mmaglobal.com or visit
http://www.mmaglobal.com/member-center/benefits.
9/18/14 Proprietary 3 & Confidential
6. Today’s Agenda
• How StarStar numbers work
• How to use and benefit from
Star Star numbers
• Questions
9/18/14 Proprietary 6 & Confidential
7. Presenters
Austin DeSavino
Client Development Associate
Mblox
Maria LaBrutto
Senior Account Manager, Account Services
Mblox
Moderator
Leo Scullin
Head of Global Industry Initiatives
Mobile Marketing Association
9/18/14 Proprietary 7 & Confidential
12. 12
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! )
14. 14
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
15. 15
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
16. 16
Who is using ?
QSR ENTERTAINMENT RETAIL
TRAVEL & SERVICES COMMUNICATIONS SPORTS
17. 17
Solves Your Offline to Online Needs
ANY BRAND EXPERIENCE, ANY TIME, ANYWHERE.
18. 18
StarStar®
Select
AVAILABLE
TODAY
Supported
by
all
major
U.S.
mobile
car rier s ,
servi ce
i n cludes
vanity
number ,
analy+cs,
and
a
selec+on
of
packaged
caller
expe r iences
inc luding :
• Custom
audio
messages
• Use
celebri+es
and
brand
representa+ves
to
incen+vize
ac+on
• C a l l
f o rwarding/ c a l l
t ransfer s *
• Memorable
numbers
to
connect
callers
with
call
centers
• Auto-‐repl y
w ith
SMS
• Drive
App
downloads
and
usage,
mobile
website
traffic
and
video
views
• Auto-‐repl y
w ith
MMS*
• Send
mobile
coupons
using
images
• Singl e -‐ l evel
IVR
• Combine
mul+ple
StarStar
experiences
with
an
IVR
menu
• Opt-‐ins
to
marke+ n g
l i s t s
o r
sweepstakes
• Simple,
MMA
and
TCPA
compliant
Caller
experiences
can
be
t a rgeted
by
device,
carrier ,
and
loca+on**
*
Per
call/per
minute
surcharge
applies
**
Geo-‐targe+ng
requires
addi+onal
fees
19. 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
22. 22
USE CASE:
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
that self-selected consumers can express
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
contact them whenever they feel so
i n s p i r e d .
2. There are people who want your product.
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. Off 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.
23. 23
CASE STUDY:
OPTIMUM
Build
out
a
CRM
database
to
provide
product
and
service
alerts
to
exis+ng
customers
and
streamline
customer
service
requests
GOALS:
OFFER: Call
**OPTIMUM
to
associate
your
mobile
number
to
your
OpFmum
account
and
opt-‐in
to
Cablevision’s
recurring
service
alerts
EXPOSURE: Exis+ng
Cablevision
customers
will
receive
the
call-‐to-‐ac+on
email
blasts,
billing
statements
and
in-‐channel
integra+ons
Launched
March
2014
and
has
received
thousands
of
calls
and
mobile
opt-‐ins,
incredibly
high
conversion
rates
RESULTS &
SUCCESS
FACTORS:
24. 24
CASE STUDY:
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:
OFFER: Call
**SONIC
to
opt-‐in
and
sign-‐up
for
exclusive
text
deals
and
mobile
coupons
EXPOSURE: Broadcast
TV
spots
and
Point-‐of-‐Purchase
media
in
stores
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.
RESULTS &
SUCCESS
FACTORS:
25. 25
USE CASE:
App Downloads
WITH SO MANY APPS OUT ON THE MARKET, ENSURE YOURS
MAKES ITS WAY ONTO YOUR TARGET AUDIENCE’S RADAR.
1 2 3
REALIZE YOUR MEDIA
EFFICACY BY USING AIR-TIME
AND BIG MEDIA EXPOSURE TO
PROMOTE THAT APP
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.
Ads
+
in-‐game
callouts
+
graphics
+
other
screen
real-‐estate
=
1000’s
of
mobile
app
downloads
Dallas
Mavericks
sponsorship
+
in-‐stadium
call-‐outs
=
1000’s
of
mobile
app
downloads
In-‐show
content
and
CTA
promo+ons
=
1000’s
of
mobile
app
downloads
26. 26
CASE STUDY:
NFL
GOALS:
OFFER:
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
RESULTS &
SUCCESS
FACTORS:
Over
three-‐quarters
of
a
million
consumers
have
engaged
with
**NFL
to
get
the
NFL
Mobile
app.
“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
27. 27
USE CASE:
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. Leverage specific discounts and value-adds in
r e a l - t i m e .
3. Makes redemption easy for high returns.
4. Increase average order values. Nickelodeon
offered
a
$5
mobile
coupon
at
Target
stores.
Redemp%on
rates
were
10
%mes
higher
than
exis%ng
benchmarks.
28. 28
CASE STUDY:
NICK
Drive
more
customers
to
purchase
Dora
Rocks
products
in
Target
stores
and
increase
coupon
redemp+on
rates
Call
**NICK
for
a
special
message
from
Dora
for
kids
and
a
$5
off
coupon
for
Mom
In
store
video,
FSI
placements,
social
media
30%
coupon
redemp+on
rate
from
StarStar
calls.
Redemp+on
over
10x
exis+ng
Nickelodeon
and
Target
benchmarks
for
standard
mobile
delivery
GOALS:
OFFER:
EXPOSURE:
NOTES:
29. 29
USE CASE:
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
30. 30
USE CASE:
Sweepstakes
PEOPLE LOVE TO WIN. YOUR
BRAND WILL TOO.
1. Keep audiences glued to your
e ff o r t s t o f i n d o u t r e s u l t s .
2. Off 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 ff e c t i n g a p o t e n t i a l l y g r e a t
outcome. 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.
31. 31
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
32. 32
7 Reasons to Choose
1. Simple, memorable, measurable
2. Reaches people in-the-moment, on-the-go
3. Can deliver any mobile experience
4. Works on all major carriers, reaching over 265
million people in the U.S.
5. Integrates seamlessly across media campaigns
6. Highlights your brand– with no friction,
confusion or disruption
7. Provides real-time metrics and demonstrable ROI
33. 33
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
@MB L O X
34. 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
Upcoming MMA Events
SM2 Innovation Summit
September 30-October 1
The SMARTIES
October 1
APAC Forum/ The
SMARTIES – Vietnam
October 30
EMEA Forum – London
November 10
APAC Forum – Indonesia
November 13
9/18/14 Proprietary 34 & Confidential
35. Additional Resources
Smartbrief click here
Mobile Smart Fundamentals click here
LinkedIn Group click here
Twitter click here
MMA Online: Committees at Work
click here
MMA Online: Webinar Archive click here
MMA Online: White Papers click here
9/18/14 Proprietary 35 & Confidential