What You'll Learn In This Webinar: * What is a keyword? * How to select keywords that are relevant, simple and short. * Understanding and planning for the autocorrect. * What is typoglycemia, and why you should care. * A dozen great keyword examples, and why they're so great!

1. © 2014 Tatango, Inc. All rights reserved.
How To Select SMS Keywords

2. © 2014 Tatango, Inc. All rights reserved.
Presenters
Derek Johnson - Tatango - @thederekjohnson
Derek Johnson is the founder and CEO of Tatango. He’s been
helping businesses with their SMS marketing strategies for the
last seven years.

3. © 2014 Tatango, Inc. All rights reserved.
Table of Contents
● What is a Keyword?
● Make it Relevant
● Keep it Simple
● Keep it Short
● Beware of the Autocorrect
● Avoid Using Numbers Exclusively
● Avoiding the Shift
● Quick Confusion
● Multiple Words

4. © 2014 Tatango, Inc. All rights reserved.
What is a Keyword?

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Make it Relevant
● Relevance to business name, or brand.
o ben, benjamin, moore, etc.
● Relates to the product(s) you sell.
o floor, carpet, paint, etc.
● Describes your brand, or what you're selling.
o color, home, combo, irresistible, etc.
● specific campaign,
o sample, pint, etc.

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keep It Simple

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Keep It Short

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Beware of the Autocorrect

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Planning for the Autocorrect
● Test – Test keywords for autocorrecting on different phones.
● Append a Number – While this isn't ideal, appending a number to the end
of a keyword will usually stop the auto correct.
● Claim the Auto Correct – Claim the different versions of the autocorrects,
so as to not lose any new opt-ins.
● Avoid Acronyms - Try to avoid acronyms if at all possible.

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Avoid Using Numbers Exclusively
● It's called a keyword for a reason.
● Text 65432 to 33733.

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Avoid The Shift
Avoid the Shift?
● Numbers 1 , 2 , 3 , 4 , 5, etc.
● Symbols $ , ? , - , ' , : , +, etc.

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Avoid Quick Confusion
● Typoglycemia.
o I cdnuolt blveiee taht I cluod aulaclty uesdnatnrd waht I was rdanieg.
● Using symbols or other letters in place of what actually should belong.
o "pissa", "pi$$a", "pi33a", etc.
● Keyword misspelling.
o "pizzza", "piza", "pizzaa"
● Unambiguous letters & numbers.

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Numbers Letters
4 H
5 S
7 L
8 B
0 D
0 O
Letters Letters
I J
J L
L T
K X
U V
V Y
E F
C G

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Letters Letters
I J
J L
L T
K X
U V
V Y
E F
C G
Letters Numbers
D 0
D O
D Q
C G
O Q

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Unambiguous Letters & Numbers

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Multiple Words
● Non-Tatango customer advice.
● When texting, 9% of customers will put space between “My” & “Lexus”.

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Julep

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Chipotle

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Macy’s

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7-Eleven

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Forest Service

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Reader’s Digest

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Chipotle

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Staples

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Pizza Hut

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Pet Supermarket

27. Questions?
Derek Johnson
CEO
Tatango
@thederekjohnson
derek@tatango.com
© 2014 Tatango, Inc. All rights reserved.