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Text 101 Thursday, February 28 SmartReply, Inc Eric Holmen, President. 1. Essential background on text 2. Execution building blocks. Essential background. Text = SMS Short Messaging Service. SMS = 160. WHY 160? !!!!!!!!!. Brief history. “Merry Christmas” December 3, 1992. - PowerPoint PPT Presentation
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Texting4Health Conference Stanford University February 2008
Text 101Thursday, February 28
SmartReply, Inc Eric Holmen, President
Texting4Health Conference Stanford University February 2008
1. Essential background on
text
2. Execution building blocks
Texting4Health Conference Stanford University February 2008
Essential backgrou
nd
Texting4Health Conference Stanford University February 2008
Text = SMS
Short Messaging Service
Texting4Health Conference Stanford University February 2008
SMS = 160
Texting4Health Conference Stanford University February 2008
WHY 160?
!!!!!!!!!
Texting4Health Conference Stanford University February 2008
Brief history
Texting4Health Conference Stanford University February 2008
“Merry Christma
s”December 3,
1992
Texting4Health Conference Stanford University February 2008
2nd SMS =
Texting4Health Conference Stanford University February 2008
…Cheating
the system
Texting4Health Conference Stanford University February 2008
“store & forward”
Texting4Health Conference Stanford University February 2008
“best attempt”
Texting4Health Conference Stanford University February 2008
= no guarante
es
Texting4Health Conference Stanford University February 2008
Infrastructure
Texting4Health Conference Stanford University February 2008
Mobile-to-mobile
vs.SMS
Broadcast
Texting4Health Conference Stanford University February 2008
“Inter-operability”
Texting4Health Conference Stanford University February 2008
SS7 Protocol
“Ring”
Carriers:Verizon, T-Mobile,
AT&T, etc
Texting4Health Conference Stanford University February 2008
SS7 Protocol
“Ring”
Carriers:Verizon, T-Mobile,
AT&T, etc
Message Aggregators
Texting4Health Conference Stanford University February 2008
“Its an MO MT world out
there…”
Texting4Health Conference Stanford University February 2008
MO(Mobile
Originated)=inbound
Texting4Health Conference Stanford University February 2008
MT(Mobile
Terminated)=outbound
Texting4Health Conference Stanford University February 2008
The Glorious Rule of Opt-in
Texting4Health Conference Stanford University February 2008
BLACKLIST
Texting4Health Conference Stanford University February 2008
How to Execute an SMS program
Texting4Health Conference Stanford University February 2008
3? UR 2 ask
Texting4Health Conference Stanford University February 2008
Answer the question:
“How can I help people
do what they want to do better with mobile?”
Texting4Health Conference Stanford University February 2008
Answer the question:
“How will I gain opt-in to
my program?”
Texting4Health Conference Stanford University February 2008
Answer the question:
“How will I measure results?”
Texting4Health Conference Stanford University February 2008
Short Code
Opt-in Plan
Value Proposition
MO & MT messages
Channel Integrations
IVR or Call Center Plan
Texting4Health Conference Stanford University February 2008
Buy or build.
Texting4Health Conference Stanford University February 2008
Secure a “short code”(Jargon = “CSC”)
Short Code
Value Proposition
Texting4Health Conference Stanford University February 2008
“6 to 8 weeks”= 12 weeks
Cost…vanity = $1500/mo
…random = $500/mo
CSC Sharing…issues
Short Code
Value Proposition
Texting4Health Conference Stanford University February 2008
Procure…test…certify
Every carrier has a process
and a bureaucracy
Short Code
Value Proposition
Texting4Health Conference Stanford University February 2008
Opt-in Program…You’re the
expert
It takes a long time to hit
critical mass.Short Code
Opt-in Plan
Value Proposition
Texting4Health Conference Stanford University February 2008
Create your
messaging planShort Code
Opt-in Plan
Value Proposition
MO & MT messages
Texting4Health Conference Stanford University February 2008
Select your SMS
partner, or build it
yourself.Short Code
Opt-in Plan
Value Proposition
MO & MT messages
Texting4Health Conference Stanford University February 2008
Vendor selection basics...
Technical competenceService orientedMember – Mobile Marketing AssociationLots of client referencesOwnership structure
Short Code
Opt-in Plan
Value Proposition
MO & MT messages
Texting4Health 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 $$$
Neustar (Portability)………………… $15k/yr
Compliance Req……………………… $ to $$$
Texting4Health Conference Stanford University February 2008
Integration Plan
You’re the expert
Good SMS does not
stand alone
Short Code
Opt-in Plan
Value Proposition
MO & MT messages
Channel Integrations
Texting4Health Conference Stanford University February 2008
IVR, Call Center,
Interaction Plan
Short Code
Opt-in Plan
Value Proposition
MO & MT messages
Channel Integrations
IVR or Call Center Plan
Texting4Health Conference Stanford University February 2008
Its still a phone.
Make it easy to be a phone.
IVR, ASR, TTS
Short Code
Opt-in Plan
Value Proposition
MO & MT messages
Channel Integrations
IVR or Call Center Plan
Texting4Health Conference Stanford University February 2008
Response plan to
questions.
Bring issues into
continuous program design
Short Code
Opt-in Plan
Value Proposition
MO & MT messages
Channel Integrations
IVR or Call Center Plan
Texting4Health Conference Stanford University February 2008
Best advice…
Hold hands with someone that has been through the
process many times.
Texting4Health Conference Stanford University February 2008
20 minutes!
Thank you.
Texting4Health Conference Stanford University February 2008
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