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Ge#ng	
  it	
  Right*	
  in	
  Mobile

*	
  How	
  To	
  Create	
  an	
  Excellent	
  SMS	
  Call	
  To	
  Ac,on


Kane	
  Russell,	
  VP	
  of	
  Marke,ng
Waterfall	
  Mobile
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
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
Objectives	
  for	
  today’s	
  webinar

How	
  to	
  create	
  an	
  excellent	
  call	
  to	
  ac,on:	
  
 1. Compliance
 2. Incen,ves
 3. Clarity
 4. Mobile-­‐specific	
  strategy
 5. Takeaways
Call	
  to	
  action:	
  Armani
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.	
  
Basic	
  components	
  of	
  compliance
1. The	
  phrase	
  “Message	
  and	
  Data	
  Rates	
  
   May	
  Apply”	
  presented	
  one	
  line	
  above	
  
   or	
  below	
  the	
  call-­‐to-­‐ac,on
2. 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
Call	
  to	
  action:	
  Creative	
  Recreation
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
Rules	
  change	
  all	
  the	
  time
Objectives	
  for	
  today’s	
  webinar

How	
  to	
  create	
  an	
  excellent	
  call	
  to	
  ac,on:	
  
 1. Compliance
 2. Incen/ves
 3. Clarity
 4. Mobile-­‐specific	
  strategy
 5. Takeaways
Call	
  to	
  action:	
  Toyota
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
Incentives	
  can	
  be	
  monetary
Incentives	
  can	
  be	
  non-­‐monetary

Key	
  factors	
  to	
  focus	
  
on:
 • Access
 • Time
 • Privilege
 • Interest
Incentives/participation	
  correlation
Incentives	
  sweet	
  spot
Objectives	
  for	
  today’s	
  webinar

How	
  to	
  create	
  an	
  excellent	
  call	
  to	
  ac,on:	
  
 1. Compliance
 2. Incen,ves
 3. Clarity
 4. Mobile-­‐specific	
  strategy
 5. Takeaways
Call	
  to	
  action:	
  Johnny	
  Rockets
The	
  importance	
  of	
  clarity

• Aside	
  from	
  incen,ves,	
  user	
  
  error	
  and	
  confusion	
  are	
  
  the	
  biggest	
  reasons	
  calls	
  to	
  
  ac,on	
  fail	
  to	
  engage	
  
  consumers
Highlight	
  the	
  key	
  SMS	
  components
Avoid	
  burying	
  the	
  CTA
Make	
  sure	
  people	
  don’t	
  have	
  to	
  guess
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
Objectives	
  for	
  today’s	
  webinar

How	
  to	
  create	
  an	
  excellent	
  call	
  to	
  ac,on:	
  
 1. Compliance
 2. Incen,ves
 3. Clarity
 4. Mobile-­‐specific	
  strategy
 5. Takeaways
SMS	
  CTAs	
  require	
  the	
  use	
  of	
  cell	
  phones
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
Remember:	
  SMS	
  is	
  interactive	
  and	
  immediate
Objectives	
  for	
  today’s	
  webinar

How	
  to	
  create	
  an	
  excellent	
  call	
  to	
  ac,on:	
  
 1. Compliance
 2. Incen,ves
 3. Clarity
 4. Mobile-­‐specific	
  strategy
 5. Takeaways
Best	
  practice:	
  SMS	
  is	
  mobile	
  glue
Best	
  practice:	
  cross-­‐channel
Best	
  practice:	
  SMS	
  requires	
  a	
  secret	
  sauce
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	
  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)
Quick	
  note	
  on	
  QR	
  codes
Key	
  Takeaways
Effective	
  CTAs	
  need	
  four	
  ingredients	
  and	
  a	
  secret	
  sauce
1. Compliance
2. Incentives
3. Clarity
4. Mobile	
  Strategy
*	
  Brand	
  Strategy
You	
  make	
  the	
  call	
  -­‐	
  WildHorsePreservation.org
You	
  make	
  the	
  call	
  -­‐	
  V
You	
  make	
  the	
  call	
  -­‐	
  State	
  Farm
You	
  make	
  the	
  call	
  -­‐	
  Taco	
  Bell
You	
  make	
  the	
  call	
  -­‐	
  MGM
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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How To Make An Excellent SMS Call To Action

  • 1. Ge#ng  it  Right*  in  Mobile *  How  To  Create  an  Excellent  SMS  Call  To  Ac,on Kane  Russell,  VP  of  Marke,ng Waterfall  Mobile
  • 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. 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. Objectives  for  today’s  webinar How  to  create  an  excellent  call  to  ac,on:   1. Compliance 2. Incen,ves 3. Clarity 4. Mobile-­‐specific  strategy 5. Takeaways
  • 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. Basic  components  of  compliance 1. The  phrase  “Message  and  Data  Rates   May  Apply”  presented  one  line  above   or  below  the  call-­‐to-­‐ac,on 2. 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. Call  to  action:  Creative  Recreation
  • 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. Rules  change  all  the  time
  • 11. Objectives  for  today’s  webinar How  to  create  an  excellent  call  to  ac,on:   1. Compliance 2. Incen/ves 3. Clarity 4. Mobile-­‐specific  strategy 5. Takeaways
  • 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. Incentives  can  be  monetary
  • 15. Incentives  can  be  non-­‐monetary Key  factors  to  focus   on: • Access • Time • Privilege • Interest
  • 18. Objectives  for  today’s  webinar How  to  create  an  excellent  call  to  ac,on:   1. Compliance 2. Incen,ves 3. Clarity 4. Mobile-­‐specific  strategy 5. Takeaways
  • 19. Call  to  action:  Johnny  Rockets
  • 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. Highlight  the  key  SMS  components
  • 23. Make  sure  people  don’t  have  to  guess
  • 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. Objectives  for  today’s  webinar How  to  create  an  excellent  call  to  ac,on:   1. Compliance 2. Incen,ves 3. Clarity 4. Mobile-­‐specific  strategy 5. Takeaways
  • 26. SMS  CTAs  require  the  use  of  cell  phones
  • 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. Remember:  SMS  is  interactive  and  immediate
  • 29. Objectives  for  today’s  webinar How  to  create  an  excellent  call  to  ac,on:   1. Compliance 2. Incen,ves 3. Clarity 4. Mobile-­‐specific  strategy 5. Takeaways
  • 30. Best  practice:  SMS  is  mobile  glue
  • 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  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. Quick  note  on  QR  codes
  • 35. Key  Takeaways Effective  CTAs  need  four  ingredients  and  a  secret  sauce 1. Compliance 2. Incentives 3. Clarity 4. Mobile  Strategy *  Brand  Strategy
  • 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. 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