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