sm sppt
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Using SMSMobile Communication: Section 1
What is SMS?
Short Message Service (SMS), commonly referred to as “texting”, is a way to send messages up to 160 characters between cell phones or other devices
The messages can be stored and viewed later
It is the standard used by most cell phone networks
In 2000, fewer than 20 billion messages were sent, by 2010 that number had grown to 6.1 trillion
SMS Uses
Mass Messaging
Alerts and Notifications
Event Interactions
In-store Promotions and Mobile Couponing
Mobile Marketing Opt-ins
Keyword actions
Setting the Stage
SMS allows brands to invite consumers to opt-in to receive content whether it be a message, coupon code or hyperlinks.
Effective: Open rates for text messages are around 98% iPhone users are generally more open to receiving SMS
campaigns
Timely: Most texts are viewed within 15 minutes and responded to within the hour
Content is King: consumers opt-in because they expect unique, valuable or exclusive content
Creating a SMS Campaign
Goals: determine what you want your campaign to accomplish – Increase traffic, social media engagement, sales
Secure a short code: the four to six digit number customers will text to ‘opt-in’ and receive your branded message
Designate a keyword: the brief message customers send to the short code
Audience and Timeline: Who is the campaign for? When is the best time to make them aware of the offer?
SMS Case Study: Dominos
Goal: grow local Domino’s Facebook group, sell pizzas
Audience: students at sporting events
Message (delivered in arena): “49er Fans get 50% OFF ALL MENU PRICE PIZZAS & Bread Sides All day TODAY for playoffs! Coupon Code (FACE50)”
Coupon codes and FB metrics made it possible to measure effectiveness
Effectiveness: Each message reached 500 students resulting in 125 orders. FB group collected nearly 2,000 fansCase Study by
EZtexting
Due Diligence
Essential practices for running a legal SMS marketing campaign:
Must Have Permission – customers must “opt-in” before being contacted by SMS. Can be done through use of keywords, in-store signup etc.
Opt-out Available – the customer must be allowed to discontinue messaging at any time. Placing a keyword like “No” or “Stop” is recommended.
Identify Yourself – the recipient must be able to distinguish who is sending the message and why.
Keep it Short – don’t forget you only have 160 characters
Texting Laws: Do not break
Telephone Consumer Protection Act (TCPA): regulate texts using auto-dialers. Customers must give consent to receive text -> Opt-in Applies to all numbers, regardless of Do-Not-Call list
CAN-SPAM Act: defines commercial messages as those that primarily advertise or promote a commercial product or good. Sender must be clearly identified Opt-out must be free and easily accessible
Section 1 Complete!
Next Section: Push Notifications