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Duck9.com is part of UCMS
Larry ChiangFounder CEO D.u.c.k.9(Digital Underground Credit Knowledge 9)Tuesday, March 6, 2007
Integrating Mobile & Email Marketing
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2 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Mentor Marketing (MM) via SMS
My Duck9 MM Toolbox
A quick tour of 6 MM tools and Duck9 business practices
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3 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
SMS = Friend
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4 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Duck9 in a nutshell
Duck9 sends SMS reminders to college students
Get reminded and manipulate your FICO score to 750
Students qualify for great deals because FICO is in the 90th percentile (i.e. FICO > 750)
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5 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Duck9 uses Mentor Marketing
Adopt a Consumer Advocacy Truth (CAT)
Get emotional Develop an Educational Angle
to promote your CAT Cut it into bite-sized pieces
(Cut & Pastes) Make it temp- Come Grow Go Become #2 (Second-Supplier
Gambit)
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6 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Duck9 Ranks and Migrates Prospects
Levels P1 to P10
Level P7 bought something
Prospect Heat Maps Prospect Level vs Cost per lead Prospect Level vs Revenue per lead
Migrate by Mentoring
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7 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
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8 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Duck9 Prospect Ranks
P2 is jeopardy user (contestants enter here)
P3 is registered web user P4 is logged back in once or interacted
with Duck9 email P5 is conveyed credit data, debt data,
etc P6 is does something P7 is “buys” something P8 is refers P9 is writes, blogs, invites, hosts P10 is buys something as an adult
P1 is trying to unsubscribe P0 is hates Duck9
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9 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Newsletter Strategy
Reinforce your “truth”.
Enter late and leave early
Make it easy to recite
Holy grail is becoming a second supplier
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Newsletter example
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Keys to Copying Duck9’s program
Connect with real world (seminars)
Do a contest (schwag in stages)
Rope contestants into doing something educational
Hone your unit economics We pay $3-5 and have a 50% of netting $20 in 90 days By providing phone support, we need to make $15-$100 per phone call
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Contest Form
.edu only
Ping cell before they leave with pizza
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Contest: FICO Score Prep
Three data points only
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Duck9 Campus Process
1. Contest that collects name, email, cell phone in person on campus
2. Provide immediate service reminding student to pay bill
3. Simultaneous SMS / email increases user task urgency
4. Second supplier gambit. Get to be the #2 supplier!
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Field Research
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
“Danger Danger Will Robinson!”
Make it temporary
Keep it short
Don’t sell anything
Keep to your mentorship message
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Danger: note credit app and beer
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Get in. Get out. Let them get back
Unlike five digit short code, The 650-566-9600 # can be called back
Give them ‘Light’ at the end of the tunnel, “this is 17th of 24”
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Contest Form
Keep it simple
Get their pen to paper
Rewarded with Pizza after they show us SMS
Pick a prize (they win all three but we profile them. No debt, some debt and I don’t get it.)
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Contest Form
Wealth of info!
No debt, Some debt, I don’t get it
Add’l “info”
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Deal emotionally with unsubs
We can take you off our list of successful people
We’re building a list of 1,000,000 college students with a FICO of 750
“Don’t ya wanna be a part of this?!” Service your unsub with one more service
Take it personal
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Refocus on Prospect Movements
P1 is trying to unsubscribe P0 is hates Duck9
P2 is jeopardy user (contestants enter here)
P3 is registered web user P4 is logged back in once or interacted
with Duck9 email P5 is conveyed credit data, debt data,
etc P6 is does something P7 is “buys” something P8 is refers P9 is writes, blogs, invites, hosts P10 is buys something as an adult
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Problems in our industry
Less than 2% have SMSed a short code.
Can’t SMS from an 800 number
Is there such a thing as an eight digit short code (or 7,6 or 4).
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Commissions – Spiffs- Rips
Interest free loans March until Oct
Free renters insurance
Car loans for below 4% -4 year terms
Credit / debit cards
Brokerage accounts (partial shares)
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Fraud –Add lead value by weeding
Age of email Match it to social networks sub list Age of cell phone number
Match with carriers issuing Assume no transport by college
student Are they friends and family...???
Non typical profile of debtor Highly tech competent fraudsters
SMS from a landline! Semi-automated genius fraudsters
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
Company GOALS
Have one million college students with a FICO score above 750 later this year.
Blend peer-to-peer banking with a bank charter.
Process campus merchant transactions for 0% interchange.
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© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.Duck9.com is part of UCMS
Larry Chiang
Integrating Mobile and Email Marketing
March 6, 2007
SMS = Friend
So Play Bingo…
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Duck9.com is part of UCMS
**** Contest: Play Bingo to win free stuff! Details Duck9.com/Bingo ****
Larry ChiangCEO(Digital Underground Credit Knowledge
125 University Avenue, Suite 100Palo Alto CA 94301