Transcript Integrating Mobile & Email Marketing

Integrating Mobile & Email Marketing
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Duck9.com is part of UCMS
Larry Chiang
Founder CEO D.u.c.k.9
(Digital Underground Credit Knowledge 9)
Tuesday, March 6, 2007
Mentor Marketing (MM) via SMS
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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My Duck9 MM Toolbox
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A quick tour of 6 MM tools and Duck9
business practices
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Duck9.com is part of UCMS
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
2
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
SMS = Friend
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Duck9.com is part of UCMS
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3
Duck9 in a nutshell
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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Duck9 sends SMS reminders to
college students
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Get reminded and manipulate your
FICO score to 750
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Students qualify for great deals
because FICO is in the 90th percentile
(i.e. FICO > 750)
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4
Duck9 uses Mentor Marketing
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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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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5
Duck9 Ranks and Migrates
Prospects
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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Levels P1 to P10
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Level P7 bought something
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Prospect Heat Maps
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Prospect Level vs Cost per lead
Prospect Level vs Revenue per lead
Migrate by Mentoring
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6
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
More data on this topic
available from::
Duck9.com is part of UCMS
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
7
Duck9 Prospect Ranks
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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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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P1 is trying to unsubscribe
P0 is hates Duck9
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Duck9.com is part of UCMS
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8
Newsletter Strategy
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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Reinforce your “truth”.
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Enter late and leave early
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Make it easy to recite
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Holy grail is becoming a second
supplier
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9
Newsletter example
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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Duck9.com is part of UCMS
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10
Keys to Copying Duck9’s program
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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Connect with real world (seminars)
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Do a contest (schwag in stages)
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Rope contestants into doing
something educational
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Hone your unit economics
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Duck9.com is part of UCMS
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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11
Contest Form
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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.edu only
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Ping cell before
they leave with
pizza
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Duck9.com is part of UCMS
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
12
Contest: FICO Score Prep
Three data points only
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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Duck9.com is part of UCMS
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13
Duck9 Campus Process
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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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Duck9.com is part of UCMS
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
14
Field Research
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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Duck9.com is part of UCMS
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15
“Danger Danger Will Robinson!”
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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Make it temporary
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Keep it short
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Don’t sell anything
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Keep to your
mentorship
message
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16
Danger: note credit app and beer
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
More data on this topic
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Duck9.com is part of UCMS
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
17
Get in. Get out. Let them get back
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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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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Contest Form
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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Keep it simple
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Get their pen to
paper
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Rewarded with
Pizza after they
show us SMS
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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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Duck9.com is part of UCMS
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
19
Contest Form
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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Wealth of info!
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No debt, Some
debt, I don’t get it
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Add’l “info”
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Duck9.com is part of UCMS
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
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Deal emotionally with unsubs
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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We can take you off our list of
successful people
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We’re building a list of 1,000,000
college students with a FICO of 750
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“Don’t ya wanna be a part of this?!”
Service your unsub with one more
service
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Take it personal
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Duck9.com is part of UCMS
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
21
Refocus on Prospect Movements
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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P1 is trying to unsubscribe
P0 is hates Duck9
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More data on this topic
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Duck9.com is part of UCMS
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
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
22
Problems in our industry
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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Duck9.com is part of UCMS
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Less than 2% have SMSed a short
code.
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Can’t SMS from an 800 number
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Is there such a thing as an eight digit
short code (or 7,6 or 4).
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
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Commissions – Spiffs- Rips
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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Duck9.com is part of UCMS
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Interest free loans March until Oct
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Free renters insurance
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Car loans for below 4% -4 year terms
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Credit / debit cards
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Brokerage accounts (partial shares)
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
24
Fraud –Add lead value by weeding
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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Age of email
 Match it to social networks sub list
 Age of cell phone number
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Match with carriers issuing
 Assume no transport by college student
 Are they friends and family...???
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Non typical profile of debtor
 Highly tech competent fraudsters
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Duck9.com is part of UCMS
SMS from a landline!
Semi-automated genius fraudsters
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
25
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
More data on this topic
available from::
Duck9.com is part of UCMS
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
26
Company GOALS
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
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Duck9.com is part of UCMS
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Have one million college students
with a FICO score above 750 later
this year.
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Blend peer-to-peer banking with a
bank charter.
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Process campus merchant
transactions for 0% interchange.
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
27
Larry Chiang
Integrating Mobile and
Email Marketing
March 6, 2007
SMS = Friend
More data on this topic
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So Play Bingo…
Duck9.com is part of UCMS
© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
28
Larry Chiang
CEO
(Digital Underground Credit Knowledge 9)
[email protected]
650-566-9600
125 University Avenue, Suite 100
Palo Alto CA 94301
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**** Contest: Play Bingo to win free stuff! Details Duck9.com/Bingo ****
Duck9.com is part of UCMS