mobile commons webinar | best practices for compelling & compliant calls to action | april 23rd,...

Copyright © 2015. Mobile Commons, Inc. All rights reserved. | www.mobilecommons.com | [email protected]

Mobile Commons Call to Action Guide

April 2015

Sara McGovern Mobile Strategist

[email protected]

2!


Introduction!Definitions!Typical User Flow!Promoting Your SMS Campaign!Compliance Content Guidelines!

!Calls to Action!!Text Messages!!Mobile Giving!

Sample Calls to Action!Additional Resources!!!

Agenda

Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 3

Introduction

Definitions!4!


Short Message Service (SMS): !Standardized communications protocol for mobile devices, a.k.a. a text message.!

!

Multimedia Message Service (MMS): !Standard communications protocol to send multimedia content (images, animated gifs, and video) to mobile phones.!

Definitions!5!


Shortcode: The 5 or 6 digit phone number that organizations use to interact with end users over SMS or MMS.!

Keyword: The word or name that end users text in initially to opt into a campaign, used to differentiate campaigns using the same shortcode.!

Call to Action (CTA): Any content or material that asks end users to text a keyword to a shortcode.!

Definitions!6!


CTIA!•  The Wireless Association is an industry trade group that represents the international

wireless telecommunications industry. !

•  They are the industry trade group that audits calls to actions in the marketplace.!

•  They create compliance requirements and publish a handbook detailing these requirements.!

CTIA Audit!•  If your call to action or message content is found to be non-compliant you could

receive a CTIA Audit. !

•  This will require you to correct and change your CTA or message content. !

•  The Mobile Commons support team will help guide you through this process should you receive an audit.!


Promoting Your SMS Campaign

Typical User Flow!8!


Here is how an end user typically opts into a campaign:!•  The end user sees a call to action in the marketplace.!

•  The end user sends a text message containing the campaign-specific keyword to the shortcode number advertised on the call the action.!

•  The end user receives an automated welcome message from the shortcode to their mobile phone.!

•  The end user becomes an active subscriber to the text messaging campaign.!

•  The subscriber can now begin receiving messages from you!!

BROADCAST! PRINT! ONLINE! IN PERSON!

Call to Action Best Practices!9!


Follow this list of best practices for promoting your call to action across different channels to ensure a big, happy subscriber list:!

!

Be Clear!

Be Concise!

Be Bold!

Provide Value!

Be Compliant!!

Be Clear!10!


Keep your call to action clean and singular with a simple keyword. Asking users to take multiple actions means they will take none.!

Be Concise!11!


Keep your message and reason for people to opt in simple and immediately easy to understand.!

Be Bold!12!


Make sure your actual call to action is easy to see, and highlight the keyword and shortcode. Make them bold or use another color to make them stand out even better.!

Provide Value!13!


Let users know why they should text in, and what they should expect with recurring messages. Make sure there is value both to opting in initially and subscription.!


Compliance Guidelines

Compliance Content: Calls to Action!15!


The following compliance information must be on every SMS call to action. It should be visible and readable, near the SMS call to action but can be in smaller print.!!!!!!!!!•  You must let users know that they are opting in to your text messaging campaign.!•  You must provide the type of messages, whether the messages are recurring, and

how frequently they should expect to receive messages (i.e. up to 5msg/mo.)!•  You must link to your terms & conditions and your privacy policy!•  You must indicate that no purchase is necessary.!•  You must include “Text STOP to quit, HELP for more info.” STOP must be in bold!•  You must include “Message and data rates may apply” in this exact wording!

By texting <keyword> to <shortcode> you are opting-in to receive recurring <type of message (i.e health and wellness> text messages from <name of organization>. Please see <link to your T&C> for our Terms & Conditions and our Privacy Policy <link to your PP> . Text STOP to opt-out, HELP for more info. No purchase necessary. Message & Data Rates May Apply.!

Compliance Content: Text Messages!16!


There are some requirements for the first text message a user receives from you, as well as additional compliance information for messages sent after the first text.!!

Reply STOP to quit, HELP for more info. Data&MsgRatesMayApply!!•  This content NEEDS to be in your first text message back to a user from any opt-in

method (text message, web form, in-person, etc.)!•  This content should be sent over to your subscribers periodically. We recommend

once a month. We provide this content as a placeholder in our system for your convenience.!

MC: Welcome! Reply with your First Name (i.e. John) to get started. Reply STOP to quit, HELP for more info. Data&MsgRatesMayApply.!

Compliance Content: Mobile Giving!17!


If you are a mobile giving (text to donate) client, there are detailed compliance instructions you will receive when you set up your mobile giving keyword. There are additional pieces of content that will needed to be included on your calls to action if you are asking users to donate via SMS. !!Here is the required print compliance content:!!! A one-time donation of <$5.00 or $10.00> will be added to your mobile phone bill or

deducted from your prepaid balance. All donations must be authorized by the account holder. All charges are billed by and payable to your mobile service provider. User must be age 18 or older or have parental permission to participate. By texting YES, the user agrees to the terms and conditions. Service is available on most carriers. Message & Data Rates May Apply. Donations are collected for the benefit of the “ENTER CHARITY NAME” by the Mobile Giving Foundation and subject to the terms found at www.hmgf.org/t. You can unsubscribe at any time by texting STOP to shortcode <XXXXXX>; text HELP to <XXXXXX> for help. !

We’re Here to Help!!18!


Finally, don’t be afraid to ask for a second opinion!!

Send your creative mocks and scripts to your mobile strategist, and they will review it for both compliance and best practices (as well as just being another set of eyes!)!


Sample Client!Calls to Action

Print Posters!20!


GIVEto the

Museumsyou love.

One man’s inspiredvision created us.

The tradition continuesthrough people like you.

Text DONATEto 25383 to Give $5.

A one-time donation of $5.00 will be added to your mobile phone bill or deducted from your prepaidbalance. All donations must be authorized by the account holder. All charges are billed by andpayable to your mobile service provider. All donations must be authorized by the account holder.User must be age 18 or older or have parental permission to participate. By texting YES, the useragrees to the terms and conditions. Service is available on most carriers. Message & Data RatesMay Apply. Donations are collected for the benefit of the CARNEGIE MUSEUMS OF PITTSBURGH bythe Mobile Giving Foundation and subject to the terms found at www.hmgf.org/t. You canunsubscribe at any time by texting STOP to short code 25383; text HELP to 25383 for help.

Web Forms!21!


Flyers and Stickers!22!


Social Media!23!


Other Languages!24!


Live Events!25!



Additional Resources

CTIA Handbook!27!


1. The CTIA Short Code Handbook!!!This is the absolute definitive guide to all compliance requirements when using a shortcode. Please be sure to reference this as you create your initial opt-in messages and calls to action. If you need any help navigating this, or have questions after reviewing, just shoot me an email, happy to help!!!https://www.mobilecommons.com/wp/wp-content/uploads/2014/11/CTIA-Short-Code-Monitoring-Handbook-v1.4.1.pdf !!Our article on the recent updates to the CTIA handbook is a great quick-guide (and important to note if you have done text messaging in the past):!!https://www.mobilecommons.com/blog/2014/11/three-important-changes-note-new-ctia-handbook/!

!

Online Resources!28!


2. Mobile Commons Blog!!Great resource for mobile strategy and tips, case studies, industry news, and more!!!https://www.mobilecommons.com/blog/!

3. Mobile Commons Calls to Action Twitter Account!!See examples of how other clients are getting the word out about their campaigns: !!https://twitter.com/mobilecommonsCA!

Mobile Resources!29!


4. Client SMS Club!

Text MOBILE to 662266 for helpful tips on using the Mobile Commons platform.!

!

5. Mobile Commons 24/7 Support!

Our support system is monitored by our entire Mobile Strategy team, so you are sure to get a great & timely response to any of your platform questions. !

Text SUPPORT to 662266 or email [email protected]!


Thank you!

Email [email protected]!!

Text SUPPORT to 662266!

mobile commons webinar | best practices for compelling & compliant calls to action | april 23rd,...

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