Text 101 Thursday, February 28 Smart. Reply, Inc Eric Holmen, President Texting 4 Health Conference Stanford University February 2008
1. Essential background on text 2. Execution building blocks Texting 4 Health Conference Stanford University February 2008
Essential background Texting 4 Health Conference Stanford University February 2008
Text = SMS Short Messaging Service Texting 4 Health Conference Stanford University February 2008
SMS = 160 Texting 4 Health Conference Stanford University February 2008
WHY 160? !!!!! Texting 4 Health Conference Stanford University February 2008
Brief history Texting 4 Health Conference Stanford University February 2008
“Merry Christmas” December 3, 1992 Texting 4 Health Conference Stanford University February 2008
nd 2 SMS = Texting 4 Health Conference Stanford University February 2008
…Cheating the system Texting 4 Health Conference Stanford University February 2008
“store & forward” Texting 4 Health Conference Stanford University February 2008
“best attempt” Texting 4 Health Conference Stanford University February 2008
= no guarantees Texting 4 Health Conference Stanford University February 2008
Infrastructure Texting 4 Health Conference Stanford University February 2008
Mobile-to-mobile vs. SMS Broadcast Texting 4 Health Conference Stanford University February 2008
“Inter-operability” Texting 4 Health Conference Stanford University February 2008
SS 7 Protocol “Ring” Carriers: Verizon, T-Mobile, AT&T, etc Texting 4 Health Conference Stanford University February 2008
Message Aggregators SS 7 Protocol “Ring” Carriers: Verizon, T-Mobile, AT&T, etc Texting 4 Health Conference Stanford University February 2008
MO MT “Its an world out there…” Texting 4 Health Conference Stanford University February 2008
MO (Mobile Originated) =inbound Texting 4 Health Conference Stanford University February 2008
MT (Mobile Terminated) =outbound Texting 4 Health Conference Stanford University February 2008
The Glorious Rule of Opt-in Texting 4 Health Conference Stanford University February 2008
BLACKLIST Texting 4 Health Conference Stanford University February 2008
How to Execute an SMS program Texting 4 Health Conference Stanford University February 2008
3? UR 2 ask Texting 4 Health Conference Stanford University February 2008
Answer the question: “How can I help people do what they want to do better with mobile? ” Texting 4 Health Conference Stanford University February 2008
Answer the question: “How will I gain opt-in to my program? ” Texting 4 Health Conference Stanford University February 2008
Answer the question: “How will I measure results? ” Texting 4 Health Conference Stanford University February 2008
IVR or Call Center Plan Channel Integrations MO & MT messages Opt-in Plan Short Code Value Proposition Texting 4 Health Conference Stanford University February 2008
Buy or build. Texting 4 Health Conference Stanford University February 2008
Short Code Value Proposition Secure a “short code” (Jargon = “CSC”) Texting 4 Health Conference Stanford University February 2008
“ 6 to 8 weeks” = 12 weeks Cost…vanity = $1500/mo …random = $500/mo Short Code Value Proposition CSC Sharing…issues Texting 4 Health Conference Stanford University February 2008
Procure…test…certify Short Code Every carrier has a process and a bureaucracy Value Proposition Texting 4 Health Conference Stanford University February 2008
Opt-in Program… You’re the expert Opt-in Plan Short Code It takes a long time to hit critical mass. Value Proposition Texting 4 Health Conference Stanford University February 2008
MO & MT messages Opt-in Plan Short Code Create your messaging plan Value Proposition Texting 4 Health Conference Stanford University February 2008
MO & MT messages Opt-in Plan Select your SMS partner, or build it yourself. Short Code Value Proposition Texting 4 Health Conference Stanford University February 2008
Vendor selection basics. . . MO & MT messages Opt-in Plan Short Code Value Proposition Technical competence Service oriented Member – Mobile Marketing Association Lots of client references Ownership structure Texting 4 Health Conference Stanford University February 2008
Cost Items & Ranges MO & MT………………. . $0. 04 to $0. 12 Database………………… $0 ? IVR phone………… $0. 15 to $0. 25/min Set-up fees, creative, strategy…………………. . $ to $$$ Neustar (Portability)………………… $15 k/yr Compliance Conference Stanford University February 2008 Req…………… $ to $$$ Texting 4 Health
Integration Plan Channel Integrations MO & MT messages Opt-in Plan Short Code You’re the expert Good SMS does not stand alone Value Proposition Texting 4 Health Conference Stanford University February 2008
IVR or Call Center Plan Channel Integrations MO & MT messages Opt-in Plan IVR, Call Center, Interaction Plan Short Code Value Proposition Texting 4 Health Conference Stanford University February 2008
IVR or Call Center Plan Channel Integrations MO & MT messages Opt-in Plan Short Code Value Proposition Its still a phone. Make it easy to be a phone. IVR, ASR, TTS Texting 4 Health Conference Stanford University February 2008
IVR or Call Center Plan Channel Integrations MO & MT messages Opt-in Plan Short Code Value Proposition Response plan to questions. Bring issues into continuous program design Texting 4 Health Conference Stanford University February 2008
Best advice… Hold hands with someone that has been through the process many times. Texting 4 Health Conference Stanford University February 2008
20 minutes! Thank you. Texting 4 Health Conference Stanford University February 2008
Texting 4 Health Conference Stanford University February 2008
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