1 / 13

Driving customer engagement through mobile

Driving customer engagement through mobile. The growth of mobile. Data predicted to grow 10x in next 4 years. 1/3 of people in the UK now use a tablet. Most smartphone users now check their phones 150 times a day Source: KPCB Internet Trends 2013. Fans top needs include betting, match

nia
Download Presentation

Driving customer engagement through mobile

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Driving customer engagement through mobile

  2. The growth of mobile Data predicted to grow 10x in next 4 years 1/3 of people in the UK now use a tablet • 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

  3. 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 Grab a coffee on your way, log into the WiFi to tweet about the event See on event online, book, download e-ticket Arrive at the venue, meet your friends, you all log onto the WiFi

  5. The Mobile Journey AT THE EVENT Scan the e-ticket for entry Receive a food offer while browsing the venue app Tweet & Instagram live pictures

  6. The Mobile Journey AFTER THE EVENT 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

  7. 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. Driving customer engagement • 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

  9. A platform to improve customerexperience • 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 • 100Kdownloads within the first week • 400Kcustomers are continuing to use with around 200Kdoing so every month

  10. Using social media to engage more customers Over 3,000 entries Over 13,000 'likes' of entries 300,000 reach

  11. 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

  12. 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

More Related