Mobile Commons Webinar | Best Practices for Compelling & Compliant Calls to Action | April 23rd, 2015

Copyright © 2015. Mobile Commons, Inc. All rights reserved. | www.mobilecommons.com | info@mobilecommons.com
Mobile Commons Call to Action Guide
April 2015
Sara McGovern
Mobile Strategist
smcgovern@uplandsoftware.com

2!
Introduction!
Deﬁnitions!
Typical User Flow!
Promoting Your SMS Campaign!
Compliance Content Guidelines!
!Calls to Action!
!Text Messages!
!Mobile Giving!
Sample Calls to Action!
Additional Resources!
!
!
Agenda

Mobile
Commons,
Inc.
|
www.mobilecommons.com
|
info@mobilecommons.com

3

Introduction

Deﬁnitions!
4!
Short Message Service (SMS): !
Standardized communications protocol for mobile
devices, a.k.a. a text message.!
!
Multimedia Message Service (MMS): !
Standard communications protocol to send
multimedia content (images, animated gifs, and
video) to mobile phones.!

Deﬁnitions!
5!
Shortcode: The 5 or 6 digit phone number that organizations use to interact with
end users over SMS or MMS.!
Keyword: The word or name that end users text in initially to opt into a campaign,
used to differentiate campaigns using the same shortcode.!
Call to Action (CTA): Any content or material that asks end users to text a
keyword to a shortcode.!

Deﬁnitions!
6!
CTIA!
•  The Wireless Association is an industry trade group that represents the international
wireless telecommunications industry. !
•  They are the industry trade group that audits calls to actions in the marketplace.!
•  They create compliance requirements and publish a handbook detailing these
requirements.!
CTIA Audit!
•  If your call to action or message content is found to be non-compliant you could
receive a CTIA Audit. !
•  This will require you to correct and change your CTA or message content. !
•  The Mobile Commons support team will help guide you through this process should
you receive an audit.!

Mobile
Commons,
Inc.
|
|

7

Promoting Your SMS Campaign

Typical User Flow!
8!
Here is how an end user typically opts into a campaign:!
•  The end user sees a call to action in the marketplace.!
•  The end user sends a text message containing the campaign-speciﬁc keyword to the
shortcode number advertised on the call the action.!
•  The end user receives an automated welcome message from the shortcode to their
mobile phone.!
•  The end user becomes an active subscriber to the text messaging campaign.!
•  The subscriber can now begin receiving messages from you!!
BROADCAST! PRINT! ONLINE! IN PERSON!

Call to Action Best Practices!
9!
Follow this list of best practices for promoting your call to action
across different channels to ensure a big, happy subscriber list:!
!
Be Clear!
Be Concise!
Be Bold!
Provide Value!
Be Compliant!
!

Be Clear!
10!
Keep your call to action clean and singular with a simple keyword. Asking
users to take multiple actions means they will take none.!

Be Concise!
11!
Keep your message and reason for people to opt in simple and immediately
easy to understand.!

Be Bold!
12!
Make sure your actual call to action is easy to see, and highlight the keyword
and shortcode. Make them bold or use another color to make them stand out
even better.!

Provide Value!
13!
Let users know why they should text in, and what they should expect with
recurring messages. Make sure there is value both to opting in initially and
subscription.!

Mobile
Commons,
Inc.
|
|

14

Compliance Guidelines

Compliance Content: Calls to Action!
15!
The following compliance information must be on every SMS call to action. It should be
visible and readable, near the SMS call to action but can be in smaller print.!
!
!
!
!
!
!
!
!
•  You must let users know that they are opting in to your text messaging campaign.!
•  You must provide the type of messages, whether the messages are recurring, and
how frequently they should expect to receive messages (i.e. up to 5msg/mo.)!
•  You must link to your terms & conditions and your privacy policy!
•  You must indicate that no purchase is necessary.!
•  You must include “Text STOP to quit, HELP for more info.” STOP must be in bold!
•  You must include “Message and data rates may apply” in this exact wording!
By texting <keyword> to <shortcode> you are opting-in to receive recurring
<type of message (i.e health and wellness> text messages from <name of
organization>. Please see <link to your T&C> for our Terms & Conditions
and our Privacy Policy <link to your PP> . Text STOP to opt-out, HELP for
more info. No purchase necessary. Message & Data Rates May Apply.!

Compliance Content: Text Messages!
16!
There are some requirements for the first text message a user receives from you, as
well as additional compliance information for messages sent after the first text.!
!
Reply STOP to quit, HELP for more info. Data&MsgRatesMayApply!
!
•  This content NEEDS to be in your first text message back to a user from any opt-in
method (text message, web form, in-person, etc.)!
•  This content should be sent over to your subscribers periodically. We recommend
once a month. We provide this content as a placeholder in our system for your
convenience.!
MC: Welcome! Reply with your First Name (i.e.
John) to get started. Reply STOP to quit, HELP
for more info. Data&MsgRatesMayApply.!

Compliance Content: Mobile Giving!
17!
If you are a mobile giving (text to donate) client, there are detailed compliance
instructions you will receive when you set up your mobile giving keyword. There are
additional pieces of content that will needed to be included on your calls to action if you
are asking users to donate via SMS. !
!
Here is the required print compliance content:!
!
! A one-time donation of <$5.00 or $10.00> will be added to your mobile phone bill or
deducted from your prepaid balance. All donations must be authorized by the account
holder. All charges are billed by and payable to your mobile service provider. User must
be age 18 or older or have parental permission to participate. By texting YES, the user
agrees to the terms and conditions. Service is available on most carriers. Message &
Data Rates May Apply. Donations are collected for the beneﬁt of the “ENTER
CHARITY NAME” by the Mobile Giving Foundation and subject to the terms found at
www.hmgf.org/t. You can unsubscribe at any time by texting STOP to shortcode
<XXXXXX>; text HELP to <XXXXXX> for help. !

We’re Here to Help!!
18!
Finally, don’t be afraid to ask for a second opinion!!
Send your creative mocks and scripts to your mobile strategist, and they will review it
for both compliance and best practices (as well as just being another set of eyes!)!

Mobile
Commons,
Inc.
|
|

19

Sample Client!
Calls to Action

Print Posters!
20!
GIVEto the
Museums
you love.
One man’s inspired
vision created us.
The tradition continues
through people like you.
Text DONATE
to 25383 to Give $5.
A one-time donation of $5.00 will be added to your mobile phone bill or deducted from your prepaid
balance. All donations must be authorized by the account holder. All charges are billed by and
payable to your mobile service provider. All donations must be authorized by the account holder.
User must be age 18 or older or have parental permission to participate. By texting YES, the user
agrees to the terms and conditions. Service is available on most carriers. Message & Data Rates
May Apply. Donations are collected for the benefit of the CARNEGIE MUSEUMS OF PITTSBURGH by
the Mobile Giving Foundation and subject to the terms found at www.hmgf.org/t. You can
unsubscribe at any time by texting STOP to short code 25383; text HELP to 25383 for help.

Web Forms!
21!

Flyers and Stickers!
22!

Social Media!
23!

Other Languages!
24!

Live Events!
25!

Mobile
Commons,
Inc.
|
|

26

Additional Resources

CTIA Handbook!
27!
1. The CTIA Short Code Handbook!
!
!
This is the absolute deﬁnitive guide to all compliance requirements when using a
shortcode. Please be sure to reference this as you create your initial opt-in messages
and calls to action. If you need any help navigating this, or have questions after
reviewing, just shoot me an email, happy to help!!
!
https://www.mobilecommons.com/wp/wp-content/uploads/2014/11/CTIA-Short-Code-
Monitoring-Handbook-v1.4.1.pdf !
!
Our article on the recent updates to the CTIA handbook is a great quick-guide (and
important to note if you have done text messaging in the past):!
!
https://www.mobilecommons.com/blog/2014/11/three-important-changes-note-new-ctia-
handbook/!
!

Online Resources!
28!
2. Mobile Commons Blog!
!
Great resource for mobile strategy and tips,
case studies, industry news, and more!!
!
https://www.mobilecommons.com/blog/!
3. Mobile Commons Calls to
Action Twitter Account!
!
See examples of how other clients are getting
the word out about their campaigns: !
!
https://twitter.com/mobilecommonsCA!

Mobile Resources!
29!
4. Client SMS Club!
Text MOBILE to 662266 for helpful tips on
using the Mobile Commons platform.!
!
5. Mobile Commons 24/7 Support!
Our support system is monitored by our entire Mobile
Strategy team, so you are sure to get a great &
timely response to any of your platform questions. !
Text SUPPORT to 662266 or
email support@mobilecommons.com!

Thank you!
Email support@mobilecommons.com!
!
Text SUPPORT to 662266!

Mobile Commons Webinar | Best Practices for Compelling & Compliant Calls to Action | April 23rd, 2015

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Mobile Commons Webinar | Best Practices for Compelling & Compliant Calls to Action | April 23rd, 2015