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  1. 1. Using SMS Mobile Communication: Section 1
  2. 2. 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
  3. 3. SMS Uses  Mass Messaging  Alerts and Notifications  Event Interactions  In-store Promotions and Mobile Couponing  Mobile Marketing Opt-ins  Keyword actions
  4. 4. 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
  5. 5. 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 andTimeline:Who is the campaign for?When is the best time to make them aware of the offer?
  6. 6. 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 SidesAll dayTODAY 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
  7. 7. 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.  IdentifyYourself – 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
  8. 8. 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
  9. 9. Section 1 Complete! Next Section: Push Notifications

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