[OPLIN 4cast] OPLIN 4Cast #201: SMS Engagement

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OPLIN 4Cast

OPLIN 4Cast #201: SMS Engagement
October 27th, 2010

openbook with digits 
<http://www.oplin.org/4cast/wp-content/uploads/2010/10/phones1.gif>A 
couple of weeks ago, OPLIN made a change to our SMS 
messaging service <http://oplin.org/sms> 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 /any/ 
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 /OPLIN 
4cast/ 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.

    * From alerts to engagement
      <http://technorati.com/business/article/from-alerts-to-engagement-the-value/>
      (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."
    * Make customer care rewarding with SMS
      <http://www.mobilemarketer.com/cms/opinion/columns/7842.html>
      (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."
    * How to achieve mobile customer loyalty
      <http://www.textripple.com/blog/?p=35/sms_marketing_strategy/sms_text_messaging>
      (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."
    * Mobile marketing best practices
      <http://www.iziggblog.com/mobile-marketing-practices-etiquette>
      (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."

*/Future-patron Fact:/*

According to the Nielsen Company 
<http://blog.nielsen.com/nielsenwire/online_mobile/african-americans-women-and-southerners-talk-and-text-the-most-in-the-u-s/>, 
the average American teen sends or receives 2,779 SMS 
messages a month.
------------------------------------------------------------
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