How to-make-an-excellent-sms-call-to-action
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How to-make-an-excellent-sms-call-to-action Presentation Transcript

  • 1. Ge#ng  it  Right*  in  Mobile Kane  Russell,  VP  of  Marke,ng Waterfall *  How  To  Create  an  Excellent  SMS  Call  To  Ac4on
  • 2. Waterfall  and  the  Waterfall  Platform Waterfall  Mobile ๏ Founded  August  2005 ๏ Offices  in  SFO  (HQ),  NYC  &  Aus4n ๏ Backed  by  Vista  Equity  Partners   ๏ Cross-­‐channel  mobile  &  social  CRM  via  SMS,   MMS,  QR  Codes,  IVR,  Facebook  &  TwiTer ๏ Free  trial:  www.waterfall.com ๏ API  suite:  apidocs.waterfall.com ๏ Custom  applica4on  development ๏ Short  code  provisioning,  cer4fica4on   &  audit  management
  • 3. Growth  of  digital  marketing  in  the  U.S. 2011 2012 2013 2014 2015 2016 $8,237 $7,057 $5,697 $4,238 $2,777 $1,652 $4,995 $4,217 $3,453 $2,760 $2,119 $1,590 $2,468$2,262$2,066$1,875$1,694$1,510 Email  marke4ng Social  media  marke4ng Mobile  marke4ng $3,242 $4,896 $6,998 $9,150 $11,274 $13,232 32% 10% 26% 38% CAGR Source:  Forrester,  2011 U.S.  Mobile,  Social  &  Email  Market  Value  ($s  in  millions)
  • 4. How  to  create  an  excellent  call  to  ac4on:   1. Compliance 2. Incen4ves 3. Clarity 4. Mobile-­‐specific  strategy 5. Takeaways Objectives  for  today’s  webinar
  • 5. Call  to  action:  Armani
  • 6. Failure  to  comply  with  the  regula4ons  set   forth  by  CTIA,  the  Mobile  Marke4ng   Associa4on  and  carriers  can  result  in   suspension  of  a  short  code  and  monetary   fines.   Compliance
  • 7. 1. The  phrase  “Message  and  Data  Rates   May  Apply”  presented  one  line  above   or  below  the  call-­‐to-­‐ac4on 2. The  frequency  of  messages  sent  per   month  clearly  adver4sed  (e.g.  10   messages  will  be  sent  per  month) 3. Opt-­‐out  instruc4ons  (e.g.  Text  STOP   to  unsubscribe) 4. Help  instruc4ons  (e.g.  Text  HELP  for   help) 5. List  of  supported  carriers  easily   accessible. • 1-­‐4  equivalent  info  needed  in  opt-­‐in   confirm  message Basic  components  of  compliance
  • 8. Call  to  action:  Creative  Recreation
  • 9. • 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 Compliance  depends  on  campaign  type
  • 10. Rules  change  all  the  time
  • 11. How  to  create  an  excellent  call  to  ac4on:   1. Compliance 2. IncenZves 3. Clarity 4. Mobile-­‐specific  strategy 5. Takeaways Objectives  for  today’s  webinar
  • 12. Call  to  action:  Toyota
  • 13. • Mobile  phone  is  a   very  personal   medium • Technology  for   technology  sake  does   not  appeal  to  the   majority  of   consumers • Clear  incen,ves   aIract  new   consumers • Nothing  new Calls  to  action  need  incentives
  • 14. Incentives  can  be  monetary
  • 15. Key  factors  to  focus   on: • Access • Time • Privilege • Interest Incentives  can  be  non-­‐monetary
  • 16. Incentives/participation  correlation
  • 17. Incentives  sweet  spot
  • 18. How  to  create  an  excellent  call  to  ac4on:   1. Compliance 2. Incen4ves 3. Clarity 4. Mobile-­‐specific  strategy 5. Takeaways Objectives  for  today’s  webinar
  • 19. Call  to  action:  Johnny  Rockets
  • 20. • Aside  from  incen,ves,  user   error  and  confusion  are   the  biggest  reasons  calls  to   ac,on  fail  to  engage   consumers The  importance  of  clarity
  • 21. Highlight  the  key  SMS  components
  • 22. Avoid  burying  the  CTA
  • 23. Make  sure  people  don’t  have  to  guess
  • 24. • Oversimplify  user  commands  (e.g.  quota4on  marks,  similar  characters) • Avoid  phrases  that  would  fall  vic4m  to  autocorrect • Include  SMS  CTA  across  mul4ple  pieces  of  marke4ng  collateral Creating  clarity
  • 25. How  to  create  an  excellent  call  to  ac4on:   1. Compliance 2. Incen4ves 3. Clarity 4. Mobile-­‐specific  strategy 5. Takeaways Objectives  for  today’s  webinar
  • 26. SMS  CTAs  require  the  use  of  cell  phones
  • 27. • 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 Some  common  mistakes
  • 28. Remember:  SMS  is  interactive  and  immediate
  • 29. How  to  create  an  excellent  call  to  ac4on:   1. Compliance 2. Incen4ves 3. Clarity 4. Mobile-­‐specific  strategy 5. Takeaways Objectives  for  today’s  webinar
  • 30. Best  practice:  SMS  is  mobile  glue
  • 31. Best  practice:  cross-­‐channel
  • 32. Best  practice:  SMS  requires  a  secret  sauce
  • 33. CTA  Case  study:  BART Campaign  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  riders Results:   • BART  Chief  Communica4ons  Officer,  Linton   Johnson:   (Full  case  study  can  be  downloaded  from  www.msgme.com) 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.” “
  • 34. Quick  note  on  QR  codes
  • 35. Effective  CTAs  need  four  ingredients  and  a  secret  sauce 1. Compliance 2. Incentives 3. Clarity 4. Mobile  Strategy *  Brand  Strategy Key  Takeaways
  • 36. You  make  the  call  -­‐  WildHorsePreservation.org
  • 37. You  make  the  call  -­‐  V
  • 38. You  make  the  call  -­‐  State  Farm
  • 39. You  make  the  call  -­‐  Taco  Bell
  • 40. You  make  the  call  -­‐  MGM
  • 41. For  more  informa4on  visit  www.waterfall.com Or  contact  us  directly:  marke4ng@waterfall.com More  industry  informa4on   available  on  our  blog  @   waterfall.com/blog/ View  our  CTA  gallery  @   hTp://artohhecta.com/ Any  Questions?