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Social Messaging

What is Social Messaging?

Social Messaging is the use of bi-directional Text messaging to engage in a dialogue with an individual. The key to Social Messaging as a tool to drive demand is the ability to use it as a means to conduct a continual dialogue across multiple channels.

The challenge with integrating Text to drive demand?

The billions of Text messages that are sent each day is neck and neck with other forms of social updates, like Tweeting and Status updates, so there is no argument that Text is a form social media. However, marketers face a daunting challenge, that is: How to tap into the ubiquity and popularity of Text as a marketing channel, and integrate it into the marketing campaign mix, and measure its effectiveness from a the perspective of driving higher levels of engagement and ultimately contribution to revenue. 

What is so unique about Sweet Social Messaging?

Because Text messaging is clearly a social media we have made it a part of the revolutionary Sweet social media enablement platform. Sweet Social Messaging is unique for two reasons; 1) Engagement and participation levels can now be quantified 2) Sweet's deep integration with Marketing Automation platforms facilitates the multi-channel, continuous dialogue.

Sweet Social Messaging allows a marketing leader to quantify the level of engagement and estimate their sales readiness by assigning a value to Text activity. Measuring how often a person engages via Text or how recently they have responded are indicators of interest and readiness.

Also, until now, MA platforms have used Text simply as a means to send outbound communications. There was no mechanism to capture inbound Texts from specific “calls to action” or to automatically take action or series of actions based on a text responses. Now you can, and the result is powerful!  Text campaigns can now be connected to mainstream marketing campaigns. Sweet provides that linkage that previously separated the Text silo from other communications channels.

Sweet Social Messaging brings automated, 2-way text communications into your integrated marketing mix. Sweet is the first solution to connect inbound and outbound Text programs to Marketing Automation (MA) platforms, allowing  for multi-channel, multi-touch, triggered campaigns driven by text or include text as a component.

Sweet Social Messaging is a key component in the construction of the Sweet Social Profile.  This unique feature of the Sweet platform measures and quantifies specific social activity or engagement level (in this case participation via Text) into a relative value that indicates a prospect’s level of engagement, participation and sales readiness to an organization. That text engagement level is then quantified into an overall social engagement score.

What can you do with Sweet Social Messaging?

• Use inbound Texts to drive other automated campaign actions
• Capture critical pieces of profile information from prospects  like email address
• Create unique response paths based on keywords contained in text
• Use Text to engage over time with scheduled outbound campaigns
• Measure engagement 

 Why does this matter?

 The reason why this is so critical, is that Marketers can now:

• Extend campaigns across multiple channels, for example, use text to drive email 
• Engage immediately with those that are the most interested
• Text can be used to nurture, and raise engagement
• Measure participation and engagement based on Text activity

How Does it Work?

Sweet Social Messaging works with both Dedicated (Vanity) or Shared Short Codes and for both inbound and outbound messaging. In just a few simple steps, you can integrate Text messaging into your campaigns. After your codes have been provisioned in Sweet, the steps to build the text component of a campaign are simple:

1. Choose the keyword users will text in
2. Add Response message to specific inbound keyword
3. Select Marketing Automation platform to capture inbound responses for additional processing

It's that simple. With Sweet's back-end connections to Marketing Automation platforms, an inbound text can result in a multitude of different responses. Virtually any response mechanism that is available from your Marketing Automation system, can be made available with Sweet Text. Additionally, for organizations that use text frequently, Sweet will automatically calculate and quantify the engagement level of responders.

There are many different use cases for Sweet Social Messaging, but some of the more common uses include:

• Using Text as start of contest or promotion, replacing forms in some cases
• Add responders to additional or related campaigns
• Create scheduled reminder campaigns