How To Make An Excellent SMS Call To Action

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Have you ever wondered how to create the perfect SMS marketing call to action? This webinar covers everything you need to know - from compliance, to incentives, design and metadata collection for ROI. From the Getting It Right in mobile webinar series.

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How To Make An Excellent SMS Call To Action

  1. 1. Ge#ng  it  Right*  in  Mobile*  How  To  Create  an  Excellent  SMS  Call  To  Ac,onKane  Russell,  VP  of  Marke,ngWaterfall  Mobile
  2. 2. Waterfall  Mobile  and  the  Msgme  Platform Waterfall  Mobile Msgme ๏ Founded  August  2005 ๏ Free  trial:  www.msgme.com ๏ Offices  in  SFO  (HQ),  NYC  &  Aus=n ๏ API  suite:  developer.msgme.com ๏ Backed  by  Vista  Equity  Partners   ๏ Custom  applica=on  development ๏ Cross-­‐channel  mobile  &  social  CRM  via  SMS,   ๏ Short  code  provisioning,  cer=fica=on   MMS,  QR  Codes,  IVR,  Facebook  &  TwiRer &  audit  management
  3. 3. Growth  of  digital  marketing  in  the  U.S. U.S.  Mobile,  Social  &  Email  Market  Value  ($s  in  millions) CAGR Mobile  marke,ng $13,232 32% Social  media  marke,ng Email  marke,ng $11,274 $9,150 $8,237 38% $6,998 $7,057 $5,697 $4,896 $4,238 $3,242 $2,777 $4,995 26% $4,217 $1,652 $3,453 $2,760 $2,119 $1,590 $2,262 $2,468 10% $1,510 $1,694 $1,875 $2,066 2011 2012 2013 2014 2015 2016 Source:  Forrester,  2011
  4. 4. Objectives  for  today’s  webinarHow  to  create  an  excellent  call  to  ac,on:   1. Compliance 2. Incen,ves 3. Clarity 4. Mobile-­‐specific  strategy 5. Takeaways
  5. 5. Call  to  action:  Armani
  6. 6. Compliance Failure  to  comply  with  the  regula,ons  set   forth  by  CTIA,  the  Mobile  Marke,ng   Associa,on  and  carriers  can  result  in   suspension  of  a  short  code  and  monetary   fines.  
  7. 7. Basic  components  of  compliance1. The  phrase  “Message  and  Data  Rates   May  Apply”  presented  one  line  above   or  below  the  call-­‐to-­‐ac,on2. The  frequency  of  messages  sent  per   month  clearly  adver,sed  (e.g.  10   messages  will  be  sent  per  month)3. Opt-­‐out  instruc,ons  (e.g.  Text  STOP   to  unsubscribe)4. Help  instruc,ons  (e.g.  Text  HELP  for   help)5. List  of  supported  carriers  easily   accessible.• 1-­‐4  equivalent  info  needed  in  opt-­‐in   confirm  message
  8. 8. Call  to  action:  Creative  Recreation
  9. 9. Compliance  depends  on  campaign  type• Subscrip,on   campaigns  need  all   components  of  CTA   compliance• Sweepstakes   campaigns  need  a   URL  to  the  official   rules• Premium  content   campaigns  need  to   be  double  opt-­‐in *Check  if  you  don’t  know
  10. 10. Rules  change  all  the  time
  11. 11. Objectives  for  today’s  webinarHow  to  create  an  excellent  call  to  ac,on:   1. Compliance 2. Incen/ves 3. Clarity 4. Mobile-­‐specific  strategy 5. Takeaways
  12. 12. Call  to  action:  Toyota
  13. 13. Calls  to  action  need  incentives • Mobile  phone  is  a   very  personal   medium • Technology  for   technology  sake  does   not  appeal  to  the   majority  of   consumers • Clear  incen,ves   a_ract  new   consumers • Nothing  new
  14. 14. Incentives  can  be  monetary
  15. 15. Incentives  can  be  non-­‐monetaryKey  factors  to  focus  on: • Access • Time • Privilege • Interest
  16. 16. Incentives/participation  correlation
  17. 17. Incentives  sweet  spot
  18. 18. Objectives  for  today’s  webinarHow  to  create  an  excellent  call  to  ac,on:   1. Compliance 2. Incen,ves 3. Clarity 4. Mobile-­‐specific  strategy 5. Takeaways
  19. 19. Call  to  action:  Johnny  Rockets
  20. 20. The  importance  of  clarity• Aside  from  incen,ves,  user   error  and  confusion  are   the  biggest  reasons  calls  to   ac,on  fail  to  engage   consumers
  21. 21. Highlight  the  key  SMS  components
  22. 22. Avoid  burying  the  CTA
  23. 23. Make  sure  people  don’t  have  to  guess
  24. 24. Creating  clarity• Oversimplify  user  commands  (e.g.  quota,on  marks,  similar  characters)• Avoid  phrases  that  would  fall  vic,m  to  autocorrect• Include  SMS  CTA  across  mul,ple  pieces  of  marke,ng  collateral
  25. 25. Objectives  for  today’s  webinarHow  to  create  an  excellent  call  to  ac,on:   1. Compliance 2. Incen,ves 3. Clarity 4. Mobile-­‐specific  strategy 5. Takeaways
  26. 26. SMS  CTAs  require  the  use  of  cell  phones
  27. 27. Some  common  mistakes• Using  an  SMS  CTA  in  an   area  without  cell  phone   service• Using  SMS  to  link  to  a   non-­‐mobile  site• Using  SMS  as  a  way  to   link  to  a  website  -­‐  and   that’s  it• Failing  to  capture   metadata  for  targe,ng
  28. 28. Remember:  SMS  is  interactive  and  immediate
  29. 29. Objectives  for  today’s  webinarHow  to  create  an  excellent  call  to  ac,on:   1. Compliance 2. Incen,ves 3. Clarity 4. Mobile-­‐specific  strategy 5. Takeaways
  30. 30. Best  practice:  SMS  is  mobile  glue
  31. 31. Best  practice:  cross-­‐channel
  32. 32. Best  practice:  SMS  requires  a  secret  sauce
  33. 33. CTA  Case  study:  BARTCampaign  Overview:   • Plan:  BART  wanted  to  engage  new  riders   through  emerging  media  channel • Strategy:  text-­‐to-­‐win  campaign  promoted   during  “Try  BART  Week”  geared  toward   encouraging  new  ridersResults:   • BART  Chief  Communica,ons  Officer,  Linton   Johnson:   “ You couldn’t buy that much good press or goodwill from customers ... Nearly every day that week we were in the news and that contributed to the healthy increase in ridership. Our goal now is to keep those customers, and it looks good - ridership was up vs. last year.” (Full  case  study  can  be  downloaded  from  www.msgme.com)
  34. 34. Quick  note  on  QR  codes
  35. 35. Key  TakeawaysEffective  CTAs  need  four  ingredients  and  a  secret  sauce1. Compliance2. Incentives3. Clarity4. Mobile  Strategy*  Brand  Strategy
  36. 36. You  make  the  call  -­‐  WildHorsePreservation.org
  37. 37. You  make  the  call  -­‐  V
  38. 38. You  make  the  call  -­‐  State  Farm
  39. 39. You  make  the  call  -­‐  Taco  Bell
  40. 40. You  make  the  call  -­‐  MGM
  41. 41. Any  Questions? For  more  informa,on  visit  www.msgme.com More  industry  informa,on   available  on  our  blog  @   blog.msgme.com View  our  CTA  gallery  @   h_p://artoghecta.com/ Or  contact  us  directly:  marke,ng@waterfallmobile.com

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