SMS Technical Deep Dive

The latest edition of the Technical Marketers Monthly Meeting was all about email deliverability. Kevin Ryan, Product Manager at Salesforce for SMS took us through three product areas he and his team are responsible for: Mobile Connect, Journey Builder SMS Activity, and SMS APIs. You can catch the session in its entirety via this recording link. Below are five key points from the session as outlined in Guilda’s post on Twitter.

You can access the recording by using the registration link in the Tweet above

One thing I learned from this session is that content is not shared between Mobile Connect and SMS Activities in Journey Builder. Each app has its own content store. Mobile Connect manages its content while SMS Activities relies on Content Builder for its content.

QRG = Quick Reference Guide for Mobile terminology
Short Message Service (SMS) is the most common form of text messaging
Multimedia Messaging Service
Mobile Terminated (MT) are outbound mobile messages sent to your customers/subscribers
Mobile Originated (MO) are inbound mobile messages sent by customers/subscribers
Delivery Receipts (DLR) only let you know whether a message was delivered, it does not confirm that it was read
Application-to-Person (A2P) messaging is where a person receives messages from an application – IN scope in this post
Person-to-Person (P2P) messaging is where a person receives messages from another person – Out of scope in this post

SMS Messaging and Value Chain Process – Image from presentation

What’s required to send SMS from Marketing Cloud?

There are three attributes the are required to deliver SMS messages from Marketing, they are:

1. Subscriber Key
2. Mobile number
3. Locale (Country)

The Locale value is inferred when using the contact model. You can use a Data Extension (DE) too, but you must include the appropriate, 5 alphanumeric locale (country code) in order to send from the DE, said Kevin. I’ve reference a number of resources for this topic in the Resources section at the bottom.

Do I Have Permission?

May I vs. Can I? Just because you (technically) can, doesn’t mean you should send SMS without explicit opt-in (permission) from the recipient. Otherwise, you come off looking like this…

Source: Gifer

Subscriptions live at a code and keyword level. What this means is that when inbound mobile messages sent by customers/subscribers are received, Marketing Cloud will first match to account (MID) that is associated with that code. Second, it will route to the keyword owner, which is at the Business Unit level. Several more checks and validations are applied to ensure that wishes of the person sending the SMS are respected and handled appropriately. For a deeper look at this process, you should look slides 21-22 and/or watch the recording around the 21 minute mark.

Inbound Messaging Outline as shown on slide 22

Summary

Kevin included a lot of good, easy to digest examples and use cases for leveraging MobileConnect, including many tips, tricks, and sample code. In addition to the excellent information shared in this session, I’ve added a few more to supplement it, below. Hope you enjoy(ed) the session as much as I did. Additional resources, including the recording and slides, as well as a number of other SMS related resources, are linked below.

Resources

SMS Technical Deep Dive session recording (56 minutes)
SMS Technical Deep Dive session slides (downloadable PDF)
SMS Subscription Management (B2C Marketer Group London recording)
Mobile Messaging Strategies (Trailhead module)
Mobile Contact Management (Trailhead module)
SMS Messaging with MobileConnect (Trailhead module)
Digital Engagement SMS Messaging Reference (Salesforce Knowledge Article)
Mobile Concepts and Definitions (Salesforce Knowledge Article)
What is P2P and A2P messaging? (Twilio Support Article)
Mobile Keywords and Codes (Salesforce Help Doc)
MobileConnect Guides for SMS Sending (Salesforce Help Doc)
Valid Locales for Data Extension Sends (Salesforce Help Doc)
Data Extension Sends (Salesforce Help Doc)
ISO 3166 COUNTRY CODES (International Organization for Standardization)

Marketing Champion

2020 Salesforce Marketing Champions List
2020 Salesforce Marketing Champions List

I am happy to share that I was included, with many talented and passionate individuals in the inaugural cohort of Salesforce Marketing Champions. The first class was announced on its blog on April 20, 2020. Congratulations to everyone!

Fortunately for me, I have had the pleasure of working with or at least getting to know, many of the newly minted champions. It’s even more exciting to see a great number of people I haven’t interacted with, meaning I have the opportunity to meet and learn from others I might have otherwise not crossed paths with. In my experience, the marketing circle is far smaller than some of its sibling (sometimes rival) departments, so it’s nice to see my circle expand!

GIF (image) from Reddit via GIPHY

Follow #MarketingChampions on Twitter see posts from individual champions and learn more about the program’s activities. You can also follow the Marketing Cloud Champions list curated by Guilda Hilaire, Senior Manager of Product Marketing at Salesforce Marketing Cloud.

London's Calling (Virtually) 5 Tips for Seamless Marketing Cloud Implementation

Speaker Image for London's Calling 5 Tips... Session

In light of recent events, London’s Calling 2020 will be a virtual event complete with virtual expo and live access to sponsors (Note: expo and sponsor chat are open during the event only). Tune in Friday at 11:05 am GMT (7:05 am EST) on London’s Calling TV to catch my 5 Tips for a Seamless Marketing Cloud Implementation.

You have your Marketing Cloud licenses and you are ready to use them to get closer to your audience. But where do you start? I’ll share my tips to implement Marketing Cloud right the first time and give your organisation the tools they need to engage with your audience.

The following tips will be explored during this session:
  • Technology
  • Stakeholders
  • Deliverability
  • Data
  • Plan

For more information about London’s Calling Virtual Experience, please visit their FAQ page.

Talking Marketing Cloud with The Wizard News

wizard-news-logo-header

I was fortunate to join the Episode 53 of the WizardCast to talk Marketing Cloud. You can subscribe to the WizardCast through these sources. Click the link below for access to the original post and podcast where I talk Marketing Cloud with Brian and Mark.

via WizardCast Marketing Cloud with Chris Zullo — The Wizard News

My DF14 Sessions

At the time of this post, Dreamforce is only 9 days away! If you haven’t filled in your agenda already, you should stop reading and immediately go and do that. Do not delay, do not pass Go, etc. However, if you’re still with me and you have some slots to fill in your DF14 schedule, then take a look at the followings sessions I am participating in when Dreamforce rolls around. This is my third Dreamforce in as many as years and coincidentally I have 3 sessions. Rather than reinvent the wheel, I hit the easy button and copied the session details below with links if your interested.

Building Culture: It’s Bigger than Salesforce

Speakers: Kyla Longe, Christopher Fuller, Mark Kovacevich, Pauline Mulvey and Chris Zullo

Join us to learn how to use Work.com and Chatter to improve and manage the culture of your organization. It’s not all about flipping a switch and watching the magic happen by itself. In order to make the undesirable desirable, harness peer pressure positively, design rewards, and demand accountability, you must have a plan if you hope to change the culture in your Salesforce environment. We’ll describe practical use-cases, even in regulated industries, that will help you drive change and engage your employees and colleagues. Discover how to get more traction in your Salesforce instance while shifting the culture.

Time & Location

Monday, 1:30 PM – 2:10 PM
Hilton San Francisco Union Square
Golden Gate 6,7,8

Building a Successful Social Strategy with #5W1H

Speakers: Nicholas Zinser and Chris Zullo

You’re an admin and you are expected to be all things to all people…right? Don’t just “do” social, “be” social. Join us as we leverage the familiar concept of Who, What, When, Where, Why, and How…aka #5W1H, to help your organization be more social and measure it. Walk away with the framework and tips for each section that can be customized to your organization’s needs to be social and add value to the bottom line.

Time & Location

Tuesday, 9:00 AM – 9:40 AM
Century Theaters
Theater 4

Building Culture: It’s Bigger than Salesforce

Speakers: Kyla Longe, Pauline Mulvey and Chris Zullo

Use Work.com and Chatter to improve and manage the culture of your organization. It’s not all about flipping a switch and watching the magic happen by itself. In order to make the undesirable desirable, harness peer pressure positively, design rewards and demand accountability you must have a plan if you hope to change the culture in your Salesforce environment. We’ll describe practical use-cases, even in regulated industries that will help you drive change, and engage your employees and colleagues. Join us and discover how to get more traction in your Salesforce instance while shifting the culture.

Time & Location

Thursday, 10:00 AM – 10:30 AM
Moscone Center West
Admin Theater Zone

CNX14 Week in Review

Now that Connections 2014 has wrapped up, I’d like to take a moment to look back at a great week for the following reasons:

  • Education – This should always be the priority when attending these conferences
  • Networking – It is called Connections after all. Might as well make some
  • Entertainment – After many hours of running from one session to the next, it’s nice to unwind

Education

Knowledge is power and so is understanding how to use it. If training is offered, take it. Deep dive training tracks usually come at an extra cost. Grab one if it fits your budget. However, there typically are several shorter training sessions that are included with your conference pass. I was able to take advantage of both this week and glad I did. I left CNX14 knowing more than I did going in.

In a couple weeks, I’ll be attending Dreamforce in San Francisco. Once again, I’m grabbing as many Hands-on Training Sessions (HOTs) as I can manage. These are among the most popular and highly attended sessions. Grab one if you can.

One major announcement that will allow me to continue learning and expanding my skills is the new Marketing Cloud Developer Edition. For the first time ever, anyone can get access to a developer account with ExactTarget. This great for those looking to broaden their command of the core application as well as extend functionality through custom development. To learn more about what you can do with your new account, check out Getting Started with ExactTarget Marketing Cloud development.

Networking

Mingle. Knowledge isn’t the only new thing you should walk away with. Bring cards, use LinkedIn and other means to engage with people and share ideas. One of the things that makes Salesforce Community so strong is the community itself where we learn as much from each other as we do from the official guides and online help.

wpid-imag2904.jpg

Entertainment

CNX14 had a great lineup starting with local band Dude!will.i.amThe Script, DJ Casey Connor  and Walk the Moon.  will.i.am even performed LIVE with a wearable prototype that allowed him to DJ from his wrist! All the acts were at a minimum, entertaining and energetic. It’s nice to wrap up a long day with some great entertainment.

wpid-imag2954.jpg

All in all it was a week we’ll spent. I am looking forward to Connections ’15 in New York!

CNX14 Day 3 Recap

Day 3 was packed with product keynotes and feature specific content. Data was, is and always will be the key. Especially, when we’re talking about people. It’s who you know, not what you know. How well do you know your customers and how can you leverage that information to enhance their experience with your products and retain their patronage? A recurring theme throughout the day was personalization and how every individual is the target market instead simple groups of similar people. It was great to hear firsthand accounts from several organizations how they are engaging customers with relevant information at the right time using the tools in the ExactTarget Marketing Cloud.

Today is the 4th and final day of Connections. There are several keynotes and one last chance to visit the Expo floor, including the Developer Zone where I’ll be. Tomorrow I’ll summarize the week as a whole.

CNX14 Day 2 Recap

You have just taken your first step in the journey with the Marketing Cloud…and in just a few minutes, you will receive an activation email for your free Developer Edition.

Those words brought a tear to my eye. If you haven’t heard, you can now get your very own Developer Account in the ExactTarget Marketing Cloud. This is awesome news for those looking to unlock and extend the power of ExactTarget. All around it was another great day of learning and connecting.

Another cool development happened during the music festival with will.i.am performing and DJing LIVE from his wrist!! It wasn’t without it’s quirks, but he handled it like a BOSS and it was even more impressive as his fully load laptop actually crashed forcing him to rely on the wrist DJ (the death stares his tech guy got as he tried to fix the laptop on stage suggests this was NOT staged. If it was, it was REALLY good acting). The Script and DJ Casey Connor also put on excellent performances.

Time to start day 3 with the Product Keynote at 10:00am ET. Don’t forget you can stream it live here.

CNX14 Day 1 Recap

wpid-imag2896.jpgMonday was the first day of ExactTarget Connections. There are only a few activities available on day one, which is mostly about getting here, registration and prepping to roll through the meat of the conference on Tuesday and Wednesday.  I was fortunate enough to find one activity that is as valuable as just about any you will find here by attending a training session. Whenever I attend any kind of trade show or work related conference, my number one priority is learning something new. Mission accomplished and we’re just getting started! As much fun as the entertainment and parties can be, it’s all about knowledge.

If you’re not attending CNX14 and saving yourself for Dreamforce next month, make sure you maximize your agenda by grabbing at least one Hands-on Training Session (HOT). The fill up fast so if you don’t get the one you want, favorite it and keep checking to see if new ones are added. The most popular HOTs are likely to be repeated. A limited number of walk-ups are held in reserve so even if you can’t lock one in, you still have a good chance of getting in. If you go the “stand-by” route, it is recommended to arrive early to be at the front of the line. There’s always a few no shows, but don’t rely on that if you really need to get in on a particular training session.

I’m excited be here at Connections and looking forward to starting day 2 with the Opening Keynote at 10:00am ET. You can stream it live even if you’re not here.