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Published byMaxwell Birkett Modified over 8 years ago
Driving customer engagement through mobile
The growth of mobile Most smartphone users now check their phones 150 times a day Source: KPCB Internet Trends 2013 Fans top needs include betting, match updates, social media and food & drink offers Research carried out June 2013 utilising Sky research panel 1/3 of people in the UK now use a tablet Data predicted to grow 10x in next 4 years
The Cloud: The WiFi Expert The No 1 public WiFi provider in the UK Over 20,000 installed venues 8 million people pass through a Cloud hotspot every day 40 million sessions per month, delivery over 1.5 billion minutes
4 The Mobile Journey BEFORE THE EVENT See on event online, book, download e-ticket Grab a coffee on your way, log into the WiFi to tweet about the event Arrive at the venue, meet your friends, you all log onto the WiFi
5 Scan the e-ticket for entry Receive a food offer while browsing the venue app Tweet & Instagram live pictures The Mobile Journey AT THE EVENT
6 After enjoying a bite to eat, using your offer & pay via payment app Receive a message about the next event & purchase tickets An email arrives the next day with an online survey about the experience The Mobile Journey AFTER THE EVENT
Case Study: Driving consumer engagement in park Branding on landing page Provide offers to drive engagement Integrated customer data from WiFi into email marketing program (30% Opt-in rate) Use online queue busting activities via The Cloud WiFi
8 Alton Towers customers want to push boundaries & test themselves (& friends) Celebrity Cloud Control with Joey and Sam (TOWIE) 681 tweets, reach = 23mil 71% of WiFi users engage in social networking People like to boast Partnership on park with PicSolve With WiFi moved to digital download in park & at home (20% now digital) 25% shared to social media > Each of these people created 8 new web hits Driving customer engagement
A platform to improve customer experience Settle your bill with a few taps on your iPhone, using PayPal, credit or debit card An electronic confirmation is sent to the user and a message is transmitted to the till 100K downloads within the first week 400K customers are continuing to use with around 200K doing so every month
Using social media to engage more customers Over 3,000 entries Over 13,000 'likes' of entries 300,000 reach
Driving engagement during events Enhance the in-venue experience: Branding on WiFi landing page, quick links to relevant content, targeted advertising, radio access for smartphones, social media activity Engage with wider fan base: Social media used to interact with fans not at the event, cricket quiz, running commentary, sharing of photographs Stats from the Ashes: 18.5k unique devices connected 52,789 WiFi sessions 920mil minutes on Sunday alone
The mobile opportunity: Summary Acquire new customers through advertising & offers Drive customer engagement via social media Enhance the customer experience in-venue Gain insight from customer data Better customer understanding via trend analysis and measuring customer satisfaction Building brand loyalty > For messaging via mobile to be really effective, creative should be adapted to the users device & environment
13 Thank you
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