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Ge#ng it Right* in Mobile
Kane Russell, VP of Marke,ngWaterfall
* How To Create an Excellent SMS Call To Ac4on
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
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 marke4ngSocial media marke4ngMobile 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)
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
Call to action: Armani
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
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
Call to action: Creative Recreation
• 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
Rules change all the time
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
Call to action: Toyota
• 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
Incentives can be monetary
Key factors to focus on:
• Access
• Time
• Privilege
• Interest
Incentives can be non-‐monetary
Incentives/participation correlation
Incentives sweet spot
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
Call to action: Johnny Rockets
• Aside from incen,ves, user error and confusion are the biggest reasons calls to ac,on fail to engage consumers
The importance of clarity
Highlight the key SMS components
Avoid burying the CTA
Make sure people don’t have to guess
• 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
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
SMS CTAs require the use of cell phones
• 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
Remember: SMS is interactive and immediate
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
Best practice: SMS is mobile glue
Best practice: cross-‐channel
Best practice: SMS requires a secret sauce
CTA Case study: BARTCampaign 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.”
“
Quick note on QR codes
Effective CTAs need four ingredients and a secret sauce
1. Compliance
2. Incentives
3. Clarity
4. Mobile Strategy
* Brand Strategy
Key Takeaways
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
For more informa4on visit www.waterfall.com
Or contact us directly: [email protected]
More industry informa4on available on our blog @ waterfall.com/blog/
View our CTA gallery @ hTp://artohhecta.com/
Any Questions?
