Driving customer
engagement
through
mobile
The growth of mobile
1/3 of people in
the UK now use
a tablet
Data predicted to
grow 10x in next
4 years
Most smartphone users now check
their phones 150 times a day
Fans top needs include betting, match
updates, social media and food & drink offers
Source: KPCB Internet Trends 2013
Research carried out June 2013 utilising Sky research panel
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
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
4
Arrive at the venue,
meet your friends,
you all log onto the
WiFi
The Mobile Journey
AT THE EVENT
Scan the e-ticket
for entry
Receive a food offer
while browsing the
venue app
5
Tweet & Instagram
live pictures
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
6
An email arrives the
next day with an online
survey about the
experience
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
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
8
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
Thank you
13