mobile messaging for smarties
DESCRIPTION
Deck presented at Richmond Mobile Monday on June 27, 2011, by Jim Washok, chief texter of OTAir mobile messaging solutions. Adapted for reading without benefit of Jim\'s narration.TRANSCRIPT
three mobile solutions to...
๏ increase revenue
๏ decrease expenses
๏ generate leads
๏ foster brand loyalty
๏ improve customer service
MOBILE MESSAGING
jim washok | chris littleton | daniel catley
WHO WE ARE | WHAT WE DO
๏ Founded in 2005 in Richmond, VA
๏ Mobile interaction engineering
๏ Turnkey, flexible, DIY SaaS SMS platform reaching 98% of U.S.
๏ Rapid mobile web architecting for info delivery & lead generation
๏ Instant, relevant, engaging conversation
๏ Wholistic incorporation into existing/future...
๏ Communications - email, online, voice, print, signage, etc.
๏ Operational systems - ERM, CRM, sales, inventory, etc.
๏ Business processes - person lifecycle management
๏ Physical environments - scenario appropriateness
๏ Consultative approach with a foundation of thousands of previous successes & failures reduces risks & facilitates rapid positive ROI
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
SELECT CLIENTS & PARTNERS
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
SELECT CLIENTS & PARTNERS
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
SELECT CLIENTS & PARTNERS
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
WORD OF MOUTH
...inexpensive interactive communications for reliable
and rapid engagement of a quality audience with
uniquely focused messaging via a universally desired
secure channel for intimate socializing.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
...the 'holy grail' of personable, effective messaging!
MULTIMEDIA COMPARISONhow similar to word of mouth is other media
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
PRINT/DM BEST DEFINED AS...
...inexpensive interactive communications for reliable
and rapid engagement of a quality audience with
uniquely focused micro-messaging via a universally
desired secure channel for intimate socializing.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
RADIO BEST DEFINED AS...
...inexpensive interactive communications for reliable
and rapid engagement of a quality audience with
uniquely focused micro-messaging via a universally
desired secure channel for intimate socializing.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
TV BEST DEFINED AS...
...inexpensive interactive communications for reliable
and rapid engagement of a quality audience with
uniquely focused micro-messaging via a universally
desired secure channel for intimate socializing.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
EMAIL BEST DEFINED AS...
...inexpensive interactive communications for reliable
and rapid engagement of a quality audience with
uniquely focused micro-messaging via a universally
desired secure channel for intimate socializing.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
WEB BEST DEFINED AS...
...inexpensive interactive communications for reliable
and rapid engagement of a quality audience with
uniquely focused micro-messaging via a universally
desired secure channel for intimate socializing.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
COMMUNICATION ISSUESa trio of primary challenges to all messaging
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
๏ not fast enough
๏ not seen in time
๏ crowded for attention
Message
Distribution
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
๏ no personalization
๏ no customer segmentation
๏ no use of customer data
Message
Irrelevancy
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
๏ wrong time to call
๏ wrong place to visit
๏ lack of organic recall
Message
'Non-gagement'
APPS, ADS & SCANS...OH MY!so much power...so little reach
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
๏ multimedia opportunities
๏ minority user base; <30%
๏ tech/platform constrained
MOBILE WEB & NATIVE APPS
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
๏ maximum creative exposure
๏ major relevancy & use issues
๏ tech/app/carrier constrained
MOBILE ADS & SCAN CODES
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
๏ integrated social marketing
๏ just a drop in Niagara Falls
๏ mobile reach not assured
SOCIAL MICRO-MESSAGING
3 EFFECTIVE SOLUTIONSto ease communication issue woes
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
rapid foot / click traffic
receive individual data
improve service
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
3 EFFECTIVE SOLUTIONS
rapid foot / click traffic
receive individual data
improve service
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
NOT 3, BUT 1!
TEXT MESSAGING
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
SMS : A 3-IN-1 SOLUTIONquick & easy traffic | receive data | improve service
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
๏ integrated direct response
๏ sent in secs; read in mins
๏ no msg / relevancy conflicts
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
๏ keywords group customers
๏ names, emails, zips, dob
๏ menus, codes, surveys/polls
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
๏ customer/data triggers msgs
๏ insert personalization data
๏ two-way interaction
SMS WORST DEFINED AS...
...the text communication service component of
phone, web or mobile communication systems, using
standardized communications protocols that allow
the exchange of short text messages between fixed
line or mobile phone devices.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
...a cute toy to be used with family & friends!
SMS BEST DEFINED AS...
...inexpensive interactive communications for reliable
and rapid engagement of a quality audience with
uniquely focused micro-messaging via a universally
desired secure channel for intimate socializing.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
...the closest digital medium to word of mouth!
UNIVERSALdevice/carrier agnostic | used daily by 200 million
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
SECUREsafe wireless medium | personal device | removable
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
FASTtexts delivered within seconds
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
RELIABLE1st mass communication method following disasters
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
INEXPENSIVEpay for absolute reach at pennies per text
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
SIMPLE160 unformatted chars for easy content creation
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
FOCUSEDa specific message to a specific audience
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
UNIQUEeasily personalized to each recipient
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
DESIREDmust opt-in | easy opt-out
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
ENGAGINGadds direct response to ads | relevancy inspires action
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
INTERACTIVEinstant response built-in | most reply within an hour
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
INTIMATEconversation via most personal device
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
SOCIAL6 billion texts daily in U.S. | preferred over voice
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
FLEXIBLEany use | any device | anytime | anywhere | any how
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
universal
easy fastcell # capture
focusdata input
per sonal
inex pen sive
LBSmulti me dia
SMS + + + + + + + + - w/url
Web - - - - + + login - - ~
Apps - - - - ~ + + - + +
QR - - - - ~ w/url - - - ~
Ads - + - - + - - - + ~
IMPLEMENTATIONSwhat's possible? | just how easy...really?
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
TEXT BOOK TO 68247
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
Standard message & data rates apply. No purchase necessary. Must be present to win. Winners chosen at random. One entry per number.
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
๏ call to action in all media
๏ text keyword to short code
๏ instant, pre-configured reply
๏ various workflow options
๏ two-way communication
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
๏ collect actionable leads
๏ NOW = higher rates
๏ all ads direct response
๏ mobile web adds options
๏ feed to lead / CRM apps
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
INTEGRATION LAYERS
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
AGGREGATORS
http://www.usshortcodes.com/csc_aggregators.html
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
APPLICATION PROVIDERS
http://www.usshortcodes.com/csc_applicators.html
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
SUBSCRIBER API | CALL<?xml version=”1.0” encoding=”utf-8” ?>
<SubscriberRequest>
<Authorization>
<Username>OTAir</Username>
<Password>otair</Password>
</Authorization>
<Subscriber>
<CurrUserId>088029</CurrUserId>
<CurrCellNumber>9994561234</
CurrCellNumber>
<CurrEmail></CurrEmail>
<CellNumber>1234567890</CellNumber>
<ProviderId>3</ProviderId>
<UserId>088029</UserId>
<Name>Jim Washok</Name>
<Email>[email protected]</
Email>
<Validate>Y</Validate>
<Notify>Y</Notify>
</Subscriber>
<Groups>
<Group>
<ShortCode>68247</ShortCode>
<Keyword>oualerts</Keyword>
<SubGroup>security</SubGroup>
<InclSubGrps>N</InclSubGrps>
<Action>A</Action>
</Group>
<Group>
<ShortCode>68247</ShortCode>
<Keyword>oualerts</Keyword>
<SubGroup>Residences</SubGroup>
<InclSubGrps>Y</InclSubGrps>
<Action>D</Action>
</Group>
</Groups>
</SubscriberRequest>
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
SUBSCRIBER API | RESULT<?xml version=”1.0” encoding=”utf-8” ?>
<SubscriberResponse><Subscriber>
<CurrUserId>088029</CurrUserId><CurrCellNumber>9994561234</CurrCellNumber><CurrEmail></CurrEmail><CellNumber>1234567890</CellNumber><ProviderId>3</ProviderId><UserId>088029</UserId><Name>Jim Washok</Name><Email>[email protected]</Email><Validated>Y</Validated><Notified>Y</Notified><Additions>3</Additions><Updates>2</Updates><Replacements>5</Replacements><Deletions>2</Deletions><Errors>0</Errors><Subs>11</Subs>
</Subscriber>
<Groups><Group>
<ShortCode>68247</ShortCode><Keyword>oualerts</Keyword><SubGroup>security</SubGroup><Result>A</Result><ErrorCode>0</ErrorCode><ErrorMessage></ErrorMessage>
</Group><Group>
<ShortCode>68247</ShortCode><Keyword>oualerts</Keyword><SubGroup>residences</SubGroup><Action>D</Action><ErrorCode>0</ErrorCode><ErrorMessage></ErrorMessage>
</Group><Group>...
</Groups>
</SubscriberResponse>
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
MESSAGING API | CALL<?xml version=”1.0” encoding=”utf-8” ?> <MessageRequest>
<Authorization> <Username>OTAir</Username> <Password>otair</Password>
</Authorization> <Message>
<Settings> <Delivery>CSC</Delivery> <CSC>68247</CSC> <From>
<Contact></Contact><Email></Email>
</From> <Response>Y</Response> <SendTo>
<Text>Y</Text> <Email>N</Email> <Voice>N</Voice> <RSS>N</RSS>
</SendTo> </Settings>
<Notifications> <Text>8041234567</Text> <Email>[email protected],[email protected]</Email>
</Notifications> <Distribution>
<Number>1234567890</Number> <Carrier>Verizon Wireless</Carrier> <Keyword></Keyword> <SubGroup></SubGroup> <InclSubGrps></InclSubGrps> <Title></Title> <Content>Hello World!</Content>
</Distribution> </Message>
</MessageRequest>
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
MESSAGING API
Messaging API Options
The MT processor allows for three types of
transmissions:
1. Sending a text message to a single recipient
by CSC and/or SMTP
2. Sending a text message to multiple recipients
by CSC and/or SMTP
3. Sending multiple text messages to multiple
recipients by CSC and/or SMTP
4. Sending a text message to a single group, and
optionally all subgroups, by CSC and/or SMTP
5. Sending multiple text messages to multiple
groups, and optionally their subgroups, by
CSC and/or SMTP
Messaging API Results
<?xml version=”1.0” encoding=”utf-8” ?> <MessageResponse> <Value>true</Value> <Errorcode>0</Errorcode> <ErrorMessage></ErrorMessage> </MessageResponse>
EMAIL INTEGRATION
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
OTHER INTEGRATIONS๏ Panera Bread
๏ Salesforce.com
๏ Doctor & dentist appointment reminders
๏ Automotive repair systems
๏ Inventory control systems
๏ Utility monitoring & outage communications
THE POWER OFMICRO-MESSAGING
show me the money...stat!
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
18-22%
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
broadcastopt-in rate
55,000'best of...'sms votes
10-55%sms coupon redemption
85%sms votes
from tv promo
67,000+opt-ins
UP TO 26%
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
lift in sameday sales
1,000free studenttax preps
344:1 ROIvs. 24:1 mail
$0.20 cost/cust
20%sms couponredemption
$275,000savings
80% OPT-IN
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
broadcastretention
15.3%receipt codesubmission
27%deeper funnelpenetration
SOLD-OUTunscheduled
show in hours
10,000opt-ins
ADDITIONAL RESOURCES - DIGITAL
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
๏ Mobile Marketing Association – http://mmaglobal.com
๏ Wireless Week magazine – http://wirelessweek.com
๏ FierceMobileContent – http://fiercemobilecontent.com
๏ Mobile Marketer – http://mobilemarketer.com
๏ Branding Unbound blog – http://www.maverix.typepad.com/
๏ DMNews - Mobile – http://bit.ly/DMnewsMobile
ADDITIONAL RESOURCES - PHYSICAL
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.
"SERVICE SECOND TO NONE"
OTAIR MOBILE MESSAGING
๏ Subscribe to monthly news by email &/or weekly via text
๏ http://i.otair.com/txtnews
๏ Follow us for the latest messaging strategies, uses & stats
๏ Twitter : OTAir
๏ LinkedIn: http://i.otair.com/foloLI
๏ Facebook: http://i.otair.com/foloFB
๏ For free consultation, quote, demo or trial account
๏ Chat us online at OTAir.com 9a-6p ET M-F
๏ Email us at [email protected]
๏ Call us toll-free at 888.898.8247
© 2006-2011 OTAir LLC. All rights reserved. Text It to Say It! is a trademark of OTAir.