Mobile technologies are changing the face of digital marketing by allowing consumers access to their email, the web and social media whenever and wherever they want. Join us in our second round webinar with Jeff Hasen, Chief Marketing Officer of Hipcricket, as we revisit how mobile is changing email. In this webinar, you'll learn about the latest in mobile marketing and ad models, and how to increase your profits, subscriber engagement and customer loyalty by integrating mobile strategies with your current email programs. On the agenda: - Leverage your existing email database to start your mobile strategy now - Increase customer engagement and loyalty with mobile marketing - Leverage specific best practices and quick wins for integrating mobile into your marketing program

1. Webinar
TRANSFORM YOUR EMAIL PROGRAMS WITH
MOBILE TECHNOLOGIES
- What You Need To Know To Succeed
April 19th, 2011
✆ Dial-in telephone: +1 (312) 878-0222
Access code: 421-745-219
Webinar ID: 473-277-553

2. BEFORE WE GET STARTED…
 Having technical difficulties?
− Use the Q&A dialog box to let us know
− If we can’t help you call Citrix at 888-259-
8414 for technical support .
− Or you can chat with a Citrix representative
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•To submit questions during the webinar,
use the Q&A chat box Today’s webinar is moderated by:
•Everyone will receive a link to a recording Vicky Oxley
of the presentation and a copy of the slide
Vice-President of Services
deck within 1 to 2 business days
WhatCounts
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3. TWEET!
Twitter about the webinar using #whatcounts
Follow:
@WhatCounts
@hipcricket
@jeffhasen
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4.  Moving forward as a rebranded WhatCounts using the
WhatCounts robust and flexible technology.
 We have a much larger foot print, with offices in Atlanta,
Washington D.C., Seattle, and Sydney, Australia
 Team members will be able provide more resources and
opportunities for our clients and partners.
 We will be able to better maximize our customers’
revenue opportunity while improving production efficiency
and reducing cost.
 Union reinforces our commitment to a culture focused on
customer service and satisfaction
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5.  One of the only ESPs with flexible deployment options including
SaaS, On-premise appliance (Broadcaster), and Managed
Services.
 Dedicated account model with a history of commitment to
exemplary customer service.
 Campaign Production Services – our team members are able to
help you implement best practices on a daily basis.
 Full Video and Social Integration.
 Long list of marquee clients include Costco, Alaska Airlines,
MSNBC.com FOXNews, Pandora, Virgin America, Ziff Davis
Enterprises, AARP & NEA
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6. WhatCounts Hipcricket
Partnership
We believe Hipcricket is the best Mobile partner in the
space today…have the most experience & best technology
WhatCounts and Hipcricket are currently jointly referring
customers to one another. Alaska Airlines and Costco,
which are both WhatCounts clients, are now working with
Hipcricket.

7. Speaker
Jeff Hasen, CMO – Hipcricket
Co-created the certification program for the Mobile
Marketing Association
One of only two individuals certified by the MMA to train
professionals and students on mobile marketing
definitions, techniques and benefits
Companies benefiting from his talents have landed on
Wired’s list of most innovative entities on Earth and been
named pioneers and the early leader in the burgeoning
mobile marketing category
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8. Hipcricket
The one-stop mobile marketing and advertising company
that empowers brands, agencies and media properties to
engage customers, drive loyalty and increase sales
Hipcricket’s customers connect with consumers across
every mobile channel, including SMS, e-mail, mobile Web
sites, advertising networks, social media and branded apps
Delivered over 90,000 mobile marketing campaigns, the
most in the industry
Named the “early leader” in mobile marketing by a leading
global analyst firm

9. SOME OF HIPCRICKET’S CLIENTS
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10. AGENDA
Review of mobile behavior and interests
How mobile has changed e-mail
The complementary nature of email and
mobile
Questions and comments

11. Do you currently have a mobile strategy?
 Yes we have a mobile strategy in place
 Yes, but we just started
 No, but plan on incorporate one in the next year
 No, I don’t have one and am not sure if I want/need
one
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12. MOBILE BEHAVIORS AND INTERESTS
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13. MOBILE SERVICES USAGE PER AGE GROUP, US
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14. MORE THAN CALLS
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15. ARE THEY TALKING, TEXTING OR BOTH?
Number of Billed SMS Sent/Received Monthly
• Hispanic – 943
• White – 687
• African-American – 888
• Asian -- 440
Voice Minutes Used Monthly
• Hispanic – 777
• White – 595
• African-American – 1,261
• Asian -- 628
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16. HOW ARE CONSUMERS ACCESSING EMAIL?
• Number of visitors to web-based email sites dropped 6 percent YOY
• During same period, number of those accessing email on mobile grew 36
percent
• 70 million (30 percent of all mobile subscribers)
• Males are 14 percent more likely than females
• Adoption of mobile email is 78 percent of smartphone population
• Daily usage grew 40 percent to 44 million people
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17. MEGATREND 1 - SMARTPHONES
30% own smartphones with 50% penetration expected by year’s end
42% of newly acquired devices are smartphones
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18. MEGATREND 2– TABLETS AND ASSOCIATED ACTIVITIES
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19. What is your main target
age demographic?
 Teens
 20 – 30
 30 – 40
 40 – 50
 50 and up
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20. THE ALL-IN GENERATION
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21. THE TEXTING TEENS AND 20’S
97% of college students text
Communicating via social
networks is second nature
18-24 year olds are 46 percent
more likely to access email than
average mobile user
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22. THE TRAILBLAZING LATE 20’S & EARLY 30’S
Approximately 27% are interested
or highly interested in participating
in mobile marketing campaigns
Nearly the same number are
somewhat likely or very likely to
opt in to receive mobile marketing
messages
25-34 year olds are 60 percent
more likely to access email than
average mobile user
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23. THE FAMILY-FOCUSED LATE 30’S &
EARLY 40’S
Approximately 60% text
Over 40% take pictures with their
mobile devices
Only about 3% download ringtones
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24. THE 50’S & 60’S ARE THE NEW 40’S
42% of 55-64 year olds text
21% of 65+ text
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25. WHY IS MOBILE MARKETING SO
EFFECTIVE?
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26. TURN PASSIVE CHANNELS INTO
INTERACTIVE EXPERIENCES
Print TV
Internet Mobile In-Store
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27. PERFORMANCE METRICS
Set up campaign in minutes
View real-time reports to optimize
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28. BETTER RECALL THAN OTHER
CHANNELS
US Mobile Content Users Who Recall Seeing Ads, by
Mobile activity, March 2010 *
While browsing websites using
Brand recall rates from
35%
your mobile phone mobile marketing are
20 greater than web
While searching for information 29%
using your mobile phone and 10 times greater
While using an app you have
than direct mail**
downloaded to your mobile 26%
phone
While sending/receiving text
13%
messages
While using a map navigation or
used some other service on your 9%
mobile phone that automatically…
0% 10% 20% 30% 40%
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29. CASE STUDY
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30. MOBILE BEST PRACTICE – ASK FOR A MOBILE
NUMBER
55%
of
subscribers
come
through
simon.com
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31. MOBILE BEST PRACTICE – USE A CARROT TO
DRIVE GROWTH
34%
conversion to
mobile shopper
club
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32. MOBILE BEST PRACTICE – TEST MEDIA AND
PLACEMENT
60% more subscribed by txt only vs. txt + email address
BEST standee placement performed 65% better than worst
placement
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33. MOBILE BEST PRACTICE – EMAIL2TXT
25% text to WIN
generated from email
messages
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34. MOBILE BEST PRACTICE – SOCIAL2TXT
15% text to WIN
generated from Facebook posts
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35. MOBILE BEST PRACTICE – INTEGRATE INTO
PASSIVE MEDIA
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36. BEST PRACTICE – BE PLAYFUL AND USE GAMES
Engagement through jokes
and trivia
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37. BEST PRACTICE – ALWAYS ALLOW FOR RESPONSE
In 2010, Simon pushed
116,914 messages
and received
75,245 back
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38. SMS BEST PRACTICE – INTEGRATE WITH
TRADITIONAL MEDIA
68% opt-in response
rate off radio
campaign
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39. EMAIL AND MOBILE
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40. EMAIL VS. SMS
Email is graphic and content-centric
SMS is offer-centric
Alaska Air: Exclusive
deals @
AlaskaAir.com on new
Horizon flights
between Bellingham
and Portland
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41. CADENCE
Cadence for email and SMS should remain the same
No data at this time suggests a higher percentage of opt-outs when
consumers are receiving both email and SMS messages
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42. BEST PRACTICES
Do not purchase a list, build one
Follow carrier and Mobile Marketing Association guidelines
Don’t send to a consumer’s mobile device unless they explicitly give you
permission
Don’t have mobile sit on an island – make it an integrated part of your
program
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43. YOU’RE NOT LATE BUT WE WON’T
BE ABLE TO SAY THAT FOR LONG
Integration with mobile is ready for prime time
Brands are monetizing databases with as little as 2,500 names and as
large as several hundred thousand
Your email databases can help complement and convert
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44. After hearing what was presented in
today’s webinar, are you more
interested in integrating mobile into
your marketing mix?
 I already have mobile integrated, but now I have new ideas
on different things I can do
 Yes, I plan on integrating mobile within the next year
 I would like to integrate mobile, but I need to do further
research
 I do not plan on integrating mobile
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45. Q&A
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46. Next Webinar
“Increase Revenues by Nurturing Your
Prospects into Customers Using
Email”
Tuesday, April 26th
11:30 AM Pacific / 2:30 PM Eastern
Featuring Terry Miller,
Managing Partner, CRM Group
More Info To Come Shortly
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47. Contact Jeff Hasen
Chief Marketing Officer, Hipcricket
jhasen@hipcricket.com
@jeffhasen
@hipcricket
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48. Contact Us
WhatCounts, Inc.
315 5th Avenue South, Suite 800
Seattle, WA 98104
800-440-7005
www.whatcounts.com
Twitter @whatcounts
sales@whatcounts.com
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