Girls, Games, Giving…Gambling October 2012
Girls, Games, Giving…Gambling
October 2012
Agenda
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Gambling
Gaming
Girls Giving
Agenda
• What is the state of consumer behaviour?
• What is the charitable giving industry doing?
• How does this apply to gambling?
• What is the adult industry doing?
• How does this apply to gambling?
• What is the gaming industry doing?
• How does this apply to gambling?
• Questions
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Mobile is Everything
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Telephones
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Banking
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Coupons
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Directory Enquiries
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Games
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Magazines
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Maps
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Food Shopping
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Music
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News
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Reading
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Recruitment
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Travelling for meetings
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Scrapbooks
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Shopping
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Taxis
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Film and TV
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Congratulations
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Landlines
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Ad spend
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Knowledge
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Mobile is not a platform
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Engaging your customers using mobile is a natural response to the changing patterns of behaviour already demonstrated
Mobile is not just a platform on which you can offer a product
Mobile should be the glue that holds your products and services together
Giving
“Giving”
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Mind the gap
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The danger…
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The Evolution of Mobile Giving
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Innovators 2.5%
Early adopters 13.5%
Early majority
34% Late majority
34% Laggards 16%
Social proof Scarcity
Beyond the tipping point
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Innovators 2.5%
Early adopters 13.5%
Early majority
34% Late majority
34% Laggards 16%
Social proof Scarcity
Regular giving now innovative
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Innovators 2.5%
Early adopters 13.5%
Early majority
34% Late majority
34% Laggards 16%
Social proof Scarcity SMS donation
RG PSMS
Huge growth in mobile giving
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Survey respondents who have given to
charity in last 3 months
“In which of the following ways did you
give?”
Why SMS?
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Personal
• More likely to appeal to the user as a more intimate engagement
Self contained channel
• No need for the user to ‘do anything’ beyond own a phone
90% are read within 1 hour
• In fact most are read within minutes
Control
• The initial interaction by the user overcomes the biggest barrier
DEC
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SMS Donations – all about the Short Code
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Gift Aid Innovation
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Results
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500% increase in SMS donations
60% opt-in to gift aid
Double the response from other channels
25% added to these donations
Over £1,500,000 raised by SMS and Gift aid
OpenMarket processed over £10,000 minute
Record donations by mobile for DEC
Peaks in donation revenue
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August 2011
Peak caused
by single TV plug on ITV
The Faberge Big Egg Hunt
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Short Code at the heart of it all
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Capturing the public’s imagination
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Regular Giving
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Regular Giving
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Direct Debit is a big emotional commitment
User feels less in control
How do you stop a direct debit (or put it on hold)?
Feel like you are paying for utilities rather than donating
Regular PSMS for more streamlined with the user in the driving seat
Regular Giving
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Lessons
• Enabling a mobile payment mechanism is a natural response to where the customer is
• The use of strong calls-to-action where the user can respond within 5 seconds has dramatically changed advertising strategy
• The initial interaction is the biggest step – this will be the same for gambling
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Girls
Girls
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Content 2-way chat Television
Content Downloads
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Come in two main formats
Heavily driven by content
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Re-engage
• Once the customer has interacted with you once, keep talking to them using SMS
Produce
• Get new content together all the time and advertise it constantly
Call to action
• Make sure every piece of marketing (TV, Print, SMS) has a direct call to action
Simplicity rules
• Keep the call to action simple – DO THIS NOW
Segment
• Keep a track of user preference and target SMS broadcasts appropriately – if they want to see Anna, tell them when Anna has a
Get your content out there
• If you pay 3p for a text message and charge £3 for a download, you only need a 1% conversion rate
• A well targeted campaign can see conversion of over 15%
Two-way chat
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User driven
•‘Chat’ services are about keeping the user engaged at their level – people won’t necessarily want to talk about the same things
It’s a relationship
•A conversation is made up of two people, and the user will want to feel like he/she knows the chat operator
Remarketing is important
•But frequency of contact should be dictated by the customer – if they normally engage with you every day but then stop for a few days, send a free message asking where they have been
Treat VIP customers well
•Free interactions every month (non-billed SMS, freephone number to call their favourite girl)
Give back
•Offer something ‘real’ to certain customers
•Credit their phone with cash
•Hardcopy content
The Chat Platform
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Having a platform that enables you to build these relationships is key to a long term business
TV
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Voice Short Codes
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Voice Short Codes
5-digit numbers
Callable from
mobiles
Fixed price for mobiles
Can be set to
Freephone
Why use a Voice Short Code
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08/09 numbers potentially damaging brands
• Lack of clarity on pricing
Pricing Clarity across VSCs
• Uniform network pricing
• Can be set to 0p per minute
• No need for mobile users to pay ‘considerably more’
• Clarity increases consumer confidence
Memorable
• Can build a brand around the 5-digit Short Code
Can be enabled across different platforms
• Can be set up across Voice, SMS and MMS
08 Numbers Today
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80% of consumers say 08 phone numbers damage
their perception of a brand
Almost 50% of consumers say they have suffered bill shock as a result of
calling an 08 number
9 out of 10 consumers want more transparency when
dialling 08 numbers
0800 numbers can
cost up to 40p per
minute when dialling from
a mobile. 084x
numbers can cost more
One service drives the other
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Promoted content
downloads
Subscription clubs
SMS Chat Voice chat
TV
Lessons
• The use of multiple mobile communication channels drives customer engagement
• Products are not independent silos but are all used to drive each other
• Simple, easy to use mobile payment mechanism leads to more impulse led purchases and greater revenue in the long term
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Gaming
Push Notifications
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Push Notifications are a permission based customer communications tool
• Specific data is automatically sent to the user via their mobile device
• User is identified by a native application on their handset
• Enables brands to socialise with their customers, hopefully on their customers’ terms
• A range of potential uses include customer service alerts, social updates, new content advice, relevant offers, breaking news, reminders and location specific information
Push Notifications
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Success in Gaming
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Common Findings
• Twice the customer retention rate
• Customer engagement rate is four times higher
Additional Findings
• 80% higher retention rate for users receiving push notifications in the first month after app download
• Over half of all app usage is driven from push notifications
• 67% during the first moth after app download
• 74% during the second month after app download
• 81% during the third month after app download
Permission Based
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Push Notifications can be easily turned off by the user so you must follow some best practice guidelines
• Provide user controls and preferences – Via application user preferences let users select the times they get content and the types of content they are interested in. In doing so users can make the experience more customized and personal
• Make messages relevant – Think more in terms of how can a message serve the customer versus how it can market.
• Make the messages engaging and entertaining – With push you can deliver more than just text so make the interaction as engaging and interesting for the user as possible. This also lends itself to sharing opportunities which will help your brand.
• Maintain brand consistency – Keep your messaging, look and feel consistent across all your channels. This reinforces your brand image and lessons confusion about different messages.
• Track results – Pay attention to what works and what doesn’t so your messaging strategy can improve over time.
The user can opt-out…
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In Game Payments
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Lessons
• Mobile applications that use Push Notifications as a marketing tool are more likely to be kept and used for longer
• This marketing must be relevant to the user and ‘play to their rules’
• In Game Payments using a mobile payment mechanism (online or on mobile) create a different breed of player – one that spends little but often
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Gambling
Mobile should underpin everything
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Every transaction is an opportunity for CRM
Put the user in control by giving them the ability to talk to you as well as the other way round
Keep it simple by send short communications that relay a simple point
Use a call to action on everything – in message, on TV, in print, on the radio
Use these to measure the impact of your marketing in real time and change as is necessary
Summary
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There are many individual lessons these sectors can teach us
• Mobile is not a product, it is a way in which you can interact with your customers across all of your products
• The majority of customers will want to contact you from their mobile and so won’t want to be constrained by limitations of other channels
• Give your customers a multi-modal access point – Voice and SMS using the same number
• Keep calls-to-action simple, but make sure they are on everything
• A mobile payment mechanism will create a different breed of player – one who becomes a VIP in the long term
• Mobile is the glue that can keep your entire product suite together
For more information please contact:
Siamac Rezaiezadeh – [email protected]
Text „siamac‟ to 88600 (from a UK mobile phone number)
Go to www.openmarket.com