The document summarizes a webinar presented by Waterfall Mobile about developing a cross-channel mobile strategy. The webinar covered how mobile drives cross-channel marketing, the different mobile channels including SMS, IVR, push notifications, social media, and passbook. It also discussed managing the complex mobile messaging ecosystem and how the mobile landscape is evolving with technologies like mobile wallets, 1-to-1 communication, and augmented reality. Key takeaways included implementing a cross-channel strategy in phases, optimizing the messaging value chain, and focusing on customers.

1. Mobile’s Data Game:
How to play by the rules and win
Matt Silk, CMO
@waterfallmobile
Thursday, July 11, 13

2. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Waterfall Mobile
Corporate
๏ Founded August 2005
๏ Offices in SF (HQ), Austin & NYC
๏ Backed by Vista Equity Partners
๏ Cross-channel mobile & social CRM via SMS,
IVR, Passbook, QR Codes, Coupons & Social
๏ Access @ waterfallmobile.com
๏ Personalized engagement for mobile
๏ Intuitive user interface
๏ Full-service compliance support, including
provisioning, certification & audit management
Platform
Thursday, July 11, 13

3. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
How Mobile Drives Cross-channel
Chasing the “holy grail”
The Mobile Channels
SMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value Chain
Managing the players effectively
Mobile In The Future
Where we’re headed
Key Takeaways
Actionable next steps
Webinar Agenda
Thursday, July 11, 13

4. Cross-Channel Benefits: Customers
Cross-channel marketing & CRM:
places customers at the center of the
conversation, targeting messaging
based on channel preference and
permission
Multichannel marketing & CRM:
the use of different and disparate
channels to simultaneously push the
same message to the consumer
Channels
Brand
}CUSTOMERS
Channel Channel
Channel
Brand}CUSTOMERS
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Thursday, July 11, 13

5. Marketing
Operations
SupportSales
Cross-channel Benefits: Companies
Enrich Customer
Profiles
Drive Costs
Down
Thursday, July 11, 13

6. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
$48,627
$85,300
$139,003
$216,931
$311,566
$400,971
Millions of Dollars
Growth of Mobile Marketing
$2,405 $3,957 $6,693 $10,456 $15,162 $19,806
Sales Impact
Investment
CAGR
52%
2010 2011 2012 2013 2014 2015
Source: MMA “Mobile Marketing Economic Impact Study.” May 9, 2013.
Thursday, July 11, 13

7. Chasing the “Holy Grail”
★ SMS
★ Passbook
★ IVR
★ Push
★ Facebook
★ Twitter
Thursday, July 11, 13

8. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Poll
How many channels (e.g. Email, SMS, Passbook, Push,
Twitter, Facebook, Instagram, YouTube) do you use to
interact with your favorite brand?
A) 0
B) 1-2
C) 3-4
D) 5+
Vote using your GoToWebinar control panel!
Thursday, July 11, 13

9. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
How Mobile Drives Cross-channel
Chasing the “holy grail”
The Mobile Channels
SMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value Chain
Managing the players effectively
Mobile In The Future
Where we’re headed
Key Takeaways
Actionable next steps
The Mobile Channels
SMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value Chain
Managing the players effectively
Mobile In The Future
Where we’re headed
Key Takeaways
Actionable next steps
Webinar Agenda
Thursday, July 11, 13

10. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Channel Pros Cons
Email Channel of record Clutter of the inbox
IVR Branding and personality High user touch
SMS Ubiquity and open rates No rich media
Passbook Rich media and location Low penetration
Push Immediacy and location No interactivity or history
Facebook Scale Not 1-to-1
Twitter Scale Not 1-to-1
Mobile Messaging Comparison
Thursday, July 11, 13

11. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Forget the Channel
Customer Interactions on
All Channels
Richer Profile Data for
Targeting
Drive
Thursday, July 11, 13

12. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Phase I:Getting to Cross-channel
Matt Silk
Thursday, July 11, 13

13. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Phase II:Getting to Cross-channel
Thursday, July 11, 13

14. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Phase III:Getting to Cross-channel
msilk@mmaglobal.com
4154871200
Thursday, July 11, 13

15. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
CHANNELS - CASE STUDY
Anheuser-Busch
Sweepstakes and beyond
Tactics
• Anheuser-Busch launches a new mobile
campaign every few days
• Vary campaign type, from sweepstakes
to subscriptions, MMS, dynamic
coupons and interactive voice response
• Calls to action promoted across
channels, including signage, digital
signage, online, social media
Results
• Campaign depicted to the right
received 85K calls in two hours and
200K after five days
• Success of campaigns shared across
brands in portfolio to proliferate best
practices
Thursday, July 11, 13

16. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Instant Win
Tactics
• Provide compelling incentive to opt-in customers
• Strong database-building initiative
• Immediately notify users if they have won a prize
• All facets - prizes, frequency, pacing, etc. -
customizable
Strategy
• Promoted in store; each store used own keyword
• Customers texted LB + store number to 44844
• Spurred customers to shop with newly won items
• Instant notification of prize and redemption code
• Tracking and reporting provided by Waterfall
revealed which stores gained the most traction
Results
• Two-week campaign increased
database size by 362%
• Acquired valuable location data (store
ID#) to target future messaging
CHANNELS - CASE STUDY
Lane Bryant
Thursday, July 11, 13

17. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
CHANNELS - CASE STUDY
PETA Action Alerts
Integrated SMS Email
Tactics
• User information captured upon sign
up via any mobile or online channel
• New data synched with CRM in real-
time
• Email-capture campaigns launched
via SMS
• Targeted outbound messaging and
metadata synched to mobile CRM
• Action Alert emails extended to
mobile via “Reply Y” process
Results
• 1st Campaign: 19% conversion rate,
with 43% acting within two minutes
• 24%, 13% and 25% conversion rates
for subsequent campaigns
Thursday, July 11, 13

18. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Why Cross-channel Over The Long Term
1ST GEN
Direct Mail
2ND GEN
Telemarketing
3RD GEN
Email
4TH GEN
Social
5TH GEN
SMS/Push
6TH GEN
---
Customer focus = channel agnostic
Evolution of Direct Marketing Channels
Thursday, July 11, 13

19. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
How Mobile Drives Cross-channel
Chasing the “holy grail”
The Mobile Channels
SMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value Chain
Managing the players effectively
Mobile In The Future
Where we’re headed
Key Takeaways
Actionable next steps
Messaging Value Chain
Managing the players effectively
Mobile In The Future
Where we’re headed
Key Takeaways
Actionable next steps
Webinar Agenda
Thursday, July 11, 13

20. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Mobile Messaging is a Complex Ecosystem
ASP
ESP
CRM
AGENCY
Brands or Marketers Application
Providers
Aggregators Carriers Customers
Thursday, July 11, 13

21. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Value Chain Analysis and Management
ASP
ESP
CRM
AGENCY
Brand or Marketer Application
Providers
Aggregators Carriers Customer
✓ Value Proposition
✓ Motivations
✓ What they don’t tell you
✓ Management approach
Thursday, July 11, 13

22. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
How Mobile Drives Cross-channel
Chasing the “holy grail”
The Mobile Channels
SMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value Chain
Managing the players effectively
Mobile In The Future
Where we’re headed
Key Takeaways
Actionable next steps
Mobile In The Future
Where we’re headed
Key Takeaways
Actionable next steps
Webinar Agenda
Thursday, July 11, 13

23. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
The Mobile Wallet
Thursday, July 11, 13

24. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
1-to-1 Communication
Thursday, July 11, 13

25. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Why Cross-channel Over The Long Term
Augmented
Reality
Card-linked
Offers
Mobile
Payments
NFC/RFID –
Location
Mobile Unique
Identification
?
Customer focus = technology agnostic
Next Generation Mobile Marketing
Thursday, July 11, 13

26. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
How Mobile Drives Cross-channel
Chasing the “holy grail”
The Mobile Channels
SMS, IVR, Push, Twitter, Facebook, Passbook
Messaging Value Chain
Managing the players effectively
Mobile In The Future
Where we’re headed
Key Takeaways
Actionable next steps
Key Takeaways
Actionable next steps
Webinar Agenda
Thursday, July 11, 13

27. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Poll
How far along is your favorite brand in developing a
cross-channel mobile strategy?
A) Currently does it
B) Coming in 12 months
C) Coming in 12+ months
D) Doesn’t seem to be on the radar
Vote using your GoToWebinar control panel!
Thursday, July 11, 13

28. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Overcome Analysis Paralysis
Test and learn
Implement Cross-channel
Phase in three stages
Message from a data perspective
SMS, IVR, Push, Twitter, Facebook, Passbook
Optimize the value chain
Select the right partners
Focus on customers
Flexibility for adapting to and integrating changing technologies
Key Takeaways
actionable next steps
Thursday, July 11, 13

29. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Don’t just message. Have a conversation.
For more information visit www.waterfallmobile.com
or
contact us directly at marketing@waterfallmobile.com
Thursday, July 11, 13