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?