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<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4Cast #201: SMS
Engagement </span><br>
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<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">October 27th, 2010</span></p>
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<p style="text-align: justify;"><a title="phones"
href="http://www.oplin.org/4cast/wp-content/uploads/2010/10/phones1.gif"><img
class="alignleft size-full wp-image-1426"
style="margin-right: 3px;" title="phones"
src="cid:part2.04090202.07010908@oplin.org"
alt="openbook with digits" height="142"
width="168"></a><span style="font-size: 16px;
font-family: arial; line-height: 110%;">A couple
of weeks ago, OPLIN made a change to our <a
href="http://oplin.org/sms">SMS messaging
service</a> that enabled us to not only send
messages from libraries to patron cellphones,
but also receive return messages. Originally
this was done to catch "bounce" notifications
that we could send back to the library to let
them know they had entered an incorrect
cellphone number, but the same technology can
handle <em>any</em> return message to the
library—so long as the library is using an
e-mail address that can receive as well as send
messages. We were surprised to see how often
patrons reply to simple notification text
messages, even though the library is not
"listening" for a reply. So in this <em>OPLIN
4cast</em> we're sharing some best practices
from the SMS marketing folks that you might want
to keep in mind as you start to use SMS for
library notices. </span></p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://technorati.com/business/article/from-alerts-to-engagement-the-value/">From
alerts to engagement</a> (Technorati/Gib
Bassett) "SMS as an interaction channel is what
separates text from more 'destination' centric
tactics such as email and the static web. Like
real time recommendations on an e-commerce
website or a call with a live contact center
operator, SMS presents both the opportunity to
communicate as well as engage with customers in
two way conversations."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.mobilemarketer.com/cms/opinion/columns/7842.html">Make
customer care rewarding with SMS</a> (Mobile
Marketer/Dave Lewis) "In using SMS for customer
care notices, bear in mind two factors as you
construct your program. First, it is inherently
a two-way medium, so customers are likely to
respond. Second, it is also real time, so
customers are expecting real time responsiveness
in any follow-on communications."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.textripple.com/blog/?p=35/sms_marketing_strategy/sms_text_messaging">How
to achieve mobile customer loyalty</a> (Text
Ripple/Hans) "Try to make the initial text
message contact with your customer fun and
engaging. It's necessary that the customer feel
as though they are participating in an on-going
conversation they chose to be a part of. In this
way, they will be more likely to feel attachment
to your brand."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.iziggblog.com/mobile-marketing-practices-etiquette">Mobile
marketing best practices</a> (iZigg blog/Joan
Dailey) "Don't forget that giving up a phone
number can be a very personal and nerve-wracking
experience for a potential client. Therefore,
don't push a client for their phone number, and
be understanding if they appear hesitant at
first."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Future-patron
Fact:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">According
to the <a
href="http://blog.nielsen.com/nielsenwire/online_mobile/african-americans-women-and-southerners-talk-and-text-the-most-in-the-u-s/">Nielsen
Company</a>, the average American teen sends or
receives 2,779 SMS messages a month. </div>
<div style="text-align: left;"> </div>
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<hr><!-- Begin standard subscription verbiage -->
<div style="text-align: justify;">The <strong><em>OPLIN
4cast</em></strong>
is a weekly compilation of
recent headlines, topics, and trends that could
impact public
libraries. You can subscribe to it in a variety
of ways, such as: <br>
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<li style="text-align: justify;"><strong>RSS
feed.</strong>
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<li style="text-align: justify;"><strong>Live
Bookmark.</strong>
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4cast RSS feed. </li>
<li style="text-align: justify;"><strong>E-mail.</strong>
You
can have the OPLIN 4cast
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OPLINtech) by subscribing to
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