mobile marketing & social change n2 y4
DESCRIPTION
TRANSCRIPT
Using Mobile Marketing as a Vehicle for Social Change
N2Y4 ConferenceGarage SessionPresented by: Madeleine Moss Funes
Product Marketing, mBlox
Summary
Quick Mobile Survey
What is Mobile Marketing?
Why is it Important for Socially-Relevant Organizations?
The “How” of Mobile Marketing – Strategies, Techniques, Use Cases
Mobile Surveys
Text “CHANGE” to 96625 to take survey
Fundraising Follow-up
Volunteer Recruitment/Satisfaction
Advocacy Survey
Polls re public opinion on issue use results to generate buzz
Go to Results to see live results
What is Mobile Marketing?
MMA defines MM as “use of the mobile
medium as a communications
and entertainment channel between a brand and an end-
user” Sell Goods
Interact with UsersCreate Community
Provide Information
Increase Awareness
Recruitment
Promote Events
Get Money
Mobilize Action
Why Mobile Marketing?
4.1 billion mobile subscribers in the world, a global penetration rate of 61.1 percent
Mobile marketing is expected to grow to over $24 billion worldwide in 2013, up from $1.8 billion in 2007 (per ABI research).
Brands’ share of budgets spent on mobile marketing and communications is set to increase almost 150% by 2013 (per survey done by Telefonica O2)
Why Mobile Marketing?
Why Mobile Marketing: Advantages Over Other Marketing Mediums
Ubiquity and Immediacy Interactivity
Between Brand/Cause and Consumer Consumer to Device
More Resource-Efficient Simpler to set up Higher response rates Complementary to other initiatives
Impact Great way to reach younger tech-savvy, optimistic generation
Why Mobile Marketing?
B r and s
Engagement Point
Mobile Search
Idle Screen
Operator portal
TAG
MMS/SMS Push
WAP
Broadcast
Operator Network
TV & Video
Community Sites
Games
Music
Consumers
Campaign Technology
Mobile Content service
Operator portal
Sports
News
• Flexibility in Approach
• Broad Reach and Specific Targeting possible at one time, with one medium in one campaign
Why Mobile Marketing? 2.9M mobile users in the US received the
Biden VP announcement via SMS 62262 spells OBAMA = increased mindshare
and candidate awareness Multiple keywords around issues (ex. IRAQ,
JOBS) = immense opportunity for interaction and engagement with constituent base
Using mobile, Obama for America: Capitalized on the tech-centric habits of
change-hungry youth to mobilize a community of followers to rally for a cause (his presidency)
Built the Obama brand Drove behavioral changes (get out and vote
reminders)
The How of Mobile Marketing: Marketing Campaign Objectives and Related Tactical Examples
For-Profit Social Impact Example
Building brand awareness
Building awareness about your cause
Provision of push SMS with information about a given product (Coca-Cola) or cause (UNICEF)
Sales promotion
Fundraising from individuals and corporations
Provision of a ring tone during a cross-media campaign
Enhancing brand loyalty
Building loyalty and passion about the cause, building community
Provision of a mobile newsletter including actual product information (Major European night-clubs)
Building customer database
Building mobile opt-in list; base of potential volunteers, donors, evangelists
Personalized information on condition of registration (L’Oreal)
Mobile word-of-mouth
Mobile word-of-mouth, generating buzz
Participation in the raffle requires participation of other people (Columbia Tristar Film)
Receiving a discount requires passing a message on other people
The How of Mobile Marketing: Building Community
Getting and Keeping Your Community Involved via Mobile News Alerts Running update on impact (ex. 400 trees have been saved today) Interact with impacted individuals Viral activity Create relationships with community Leverage appeal of high profile individuals (free ringtone, etc.) Learn about your community
The How of Mobile Marketing: Push vs. Pull Advertising
Branding: banner ad displaying a logo.
Direct response: text ad invites a response for a contest, etc. Call to action here is to click on the hyperlink which says “enter to win a free party”.
Integrated intent: banner ad with click-on capability. If the user clicks on the link they will arrive at the marketer’s webpage.
Push Not targeted to user, user does not expect at that time
The How of Mobile Marketing: Push vs. Pull Advertising
Pull Marketing/advertising attached to content or services that a
user requests and is specifically targeted to the given user. User must take action to initiate
Opt-in emailClick to call
SMS Opt-in Location Finder
Mobile searchSMS/MMS content
feedsLocation based services
Barcode links
The How of Mobile Marketing: Tactics SMS
Pros Pervasiveness Simple Easy to track
Cons No images Only 160 characters
Examples: Coca-Cola Alicia Keys and American Idol Crimestoppers Emergency alerts Text 911 for deaf mobile users Blue Ocean Institute sustainable fish information – try it out! Red Cross in Sweden http://www.streamio.se/Play?
projectId=1223
Text FISH [name of fish] to 30644
Try It Out – SMS Pledge Campaign
Try It Out – SMS Poll
Try It Out – SMS Donations
Via Mobile Giving FoundationSet donation of $5, via SMSMinimum of 3 months lead time
Established (1 year) 501c3, at least $500K in revenue
Must be registered as a soliciting charity in all states where fundraising will occur
The How of Mobile Marketing: Tactics MMS
Applicability to Social Impact:
• Promote awareness by documenting trip to your region of concern keep community tied in to what is happening on the ground
• Generate buzz around issue by publicizing fundraising events
User-generated content Social networking sites launching mobile extensions TV interactivity (eyewitness news, competitions etc.) YouTube, Flickr, etc.
Interactive Marketing, Advertising and Life Style BMW launched an MMS campaign
Photo sent to customers of how their model would look with new snow tires30% conversion rate overall, one of BMW’s most successful campaigns
The How of Mobile Marketing: Tactics LBS, Apps
Location-based services 181M A-GPS handsets, 13M subs use LBS apps
in 2009, growing to 52M by 2013 Market to people based on where they are Proximity marketing, ex. Nike Enrich standalone apps to make more effective
App stores Ads disguised as apps - Virtual Zippo Lighter Ads integrated into games, video content or other
apps
The How of Mobile Marketing: Tactics Mobile Internet
Mobile Search Google, Yahoo!, voice-
enabled search Admob
Banner ads Why?
Mobile Click-thru Rates (CTR) tend to be 3-5x greater than online
Draw advocates into your mobile community
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
2006 2007 2008 2009 2010 2011
27.031.1
36.042.9
52.3
64.8
20.3 23.328.8
35.1
43.9
55.8
Mobile Internet Users Mobile Search Users
Mobile Search
The How of Mobile Marketing: Challenges Global Differences
Europe, Asia ahead of US in Mobile Evolving advertising ecosystem List-Building
Opt-in list Breadth and depth
Effectiveness Relevance Clear call to action
Getting Started MMA and carrier rules in the offdeck space Compliance audits Retention
Try It Out – Set Up a Mobile CampaignScreen shots on the following slides from Waterfall Mobile
Try It Out – Set Up a Mobile Campaign
Try It Out – Set Up a Mobile Campaign
Try It Out – Set Up a Mobile Campaign
Try It Out – Set Up a Mobile Campaign
Try It Out – Set Up a Mobile Campaign
Try It Out – Set Up a Mobile Campaign
Appendix
List of CharitiesCharity Keyword ShortCode Donation ASP
Academy of American Poets, Inc. POETS 20222 $5 Mobile Commons
ALS Foundation - Florida Chapter ALS 20222 $5 Distributive Networks
AmberWatch Foundation AMBER 90999 $5 mGive
American Cancer Society, California Division HOPE 20222 $5 Mobile Giving Foundation
American Cancer Society, California Division HOPE 20222 $5 Mobile Giving Foundation
American Cancer Society, Great West Division CVC 20222 $5 mGive
American Heart Association HEART 90999 $5 mGive
Amnesty International of the U.S.A. RIGHTS 90999 $5 mGive
ASPCA GIVE 27722 $5 mGive
Big Brothers Big Sisters of Greater Kansas City BIG 20222 $5 MobileCause
Big Brothers Big Sisters of Greater Kansas City BIG 20222 $5 MobileCause
Big Cat Rescue Corp. TIGER 20222 $5 Mobile Commons
Big Cat Rescue Corp. TIGER 20222 $5 Mobile Commons
Call and Response RESPOND 90999 $5 mGive
Children Affected by AIDS Foundation DREAM 90999 $5 mGive
Children's Cancer Research Fund FUND 90999 $5 mGive
Children's Miracle Network KIDS 90999 $5 mGive
Childrens National Medical Center NATS 90999 $5 mGive
Choice Ministries, Inc. OMC 20222 $5 Mobile Commons
Columbus Zoo and Aquarium ZOO 90999 $5 mGive
List of CharitiesCURE International CUREGIVE 90999 $5 mGive
Dikembe Mutombo Foundation CONGO 90999 $5 mGive
Disabled American Veterans THANKS 90999 $5 mGive
Doctors Without Borders DOB 90999 $5 mGive
Dystonia Medical Research Foundation DMRF 90999 $5 mGive
Entertainment Industry Foundation SHOWME 20222 $5 Mobile Giving Foundation
Entertainment Industry Foundation SHOWME 20222 $5 Mobile Giving Foundation
Environmental Resource Center ECO 90999 $5 mGive
Family Violence Prevention Fund RESPECT 41010 $5 mGive
Feed the Children, Inc. FEED 90999 $5 mGive
Flobots.org TOOLS 90999 $5 mGive
Focus On The Family FAMILY 20222 $5 MobileCause
Food Bank of the Rockies FOOD 90999 $5 mGive
Food Lifeline MEALS 20222 $5 Mobile Giving Foundation
Food Lifeline MEALS 20222 $5 Mobile Giving Foundation
Friends of the World Food Program FRIENDS 90999 $5 mGive
Fundacion Teleton Mexamerica TELETON 90999 $5 mGive
Girls for a Change BEAUTY 90999 $5 mGive
Greater Chicago Food Depository MEALS 90999 $5 mGive
Greenville Hospital System GHS 90999 $5 mGive
HoustonPBS (Association for Community Broadcasting) KUHT 90999 $5 mGive
Human Rights Campaign Foundation HRIGHTS 20222 $5 Mobile Commons
Human Rights Campaign Foundation HRIGHTS 20222 $5 Mobile Commons
List of CharitiesIFAW GIVE 464329 $5 mGive
Invisible Children, Inc. RESCUE 20222 $5 MobileCause
Jewish Federation of Metropolitan Detroit TEEN 90999 $5 mGive
Johnjay & Rich Care For Kids Foundation CARE 90999 $5 mGive
Jumpstart for Young Children READ 90999 $5 mGive
Keep a Child Alive ALIVE 90999 $5 mGive
KRMA-Denver PBS RMPBS 90999 $5 mGive
Make-A-Wish Foundation WISH 90999 $5 mGive
Malaria No More NET 90999 $5 mGive
Mapendo International RESCUE 90999 $5 mGive
March Of Dimes Missouri BABY 20222 $5 Mobile Giving Foundation
March Of Dimes Missouri BABY 20222 $5 Mobile Giving Foundation
Mercy Corps MERCY 20222 $5 Mobile Giving Foundation
Mercy Corps MERCY 20222 $5 Mobile Giving Foundation
Mid-Ohio Foodbank USX8 90999 $5 mGive
Morehouse College MC1867 90999 $5 mGive
National Law Enforcement Officers Memorial Fund HELP1 20222 $5 MobileCause
National Relief Charities RELIEF 20222 $5 Mobile Commons
National Relief Charities RELIEF 20222 $5 Mobile Commons
Neediest Kids NEED 90999 $5 mGive
Open Doors USA BIBLE 20222 $5 MobileCause
Open Doors USA BIBLE 20222 $5 MobileCause
Operation Smile SMILE 90999 $5 mGive
List of CharitiesPBS PBSNAT 90999 $5 mGive
PPMD CURE 90999 $5 mGive
Rebuilding Together HEROES 20222 $5 Mobile Giving Foundation
Rebuilding Together HEROS 20222 $5 Mobile Giving Foundation
Richie-Madden Children's Foundation/Tides Foundation CHILD 90999 $5 mGive
Safe Blood for Africa HIV 90999 $5 mGive
Share Our Strength, Inc. SHARE 20222 $5 Mobile Giving Foundation
Sheltering Arms Senior Services SASS 90999 $5 mGive
SOS Children's Villages SOS 90999 $5 mGive
Special Olympics Colorado SOCO 90999 $5 mGive
St. Jude Childrens Research Hospital STJUDE 90999 $5 mGive
Stand Up to Cancer STAND 40202 $5 mGive
Starlight Children’s Foundation STAR 90999 $5 mGive
Stern Grove Festival GROVE 90999 $5 mGive
Susan G. Komen for the Cure® KOMEN 90999 $5 mGive
The Children's Aid Society CHILDREN 20222 $5 Mobile Commons
The Humane Society of the United States HUMANE 20222 $5 Mobile Commons
The Humane Society of the United States HUMANE 20222 $5 Mobile Commons
The Marine Toys for Tots Foundation TOY 90999 $5 mGive
The Pantry of Broward, Inc FOOD 20222 $5 Wireless Factory
The Pantry of Broward, Inc FOOD 20222 $5 Wireless Factory
The Salvation Army Atlanta TSA 90999 $5 mGive
The Salvation Army Central Territory ARMY 90999 $5 mGive
List of CharitiesThe Salvation Army DFW Metroplex Command DoGood 90999 $5 mGive
The Salvation Army in Greater Columbus KETTLE 90999 $5 mGive
The Salvation Army Memphis RING 90999 $5 mGive
TJ Martell Foundation TJMF 90999 $5 mGive
Twin Cities Public Television TPT 90999 $5 mGive
UNICEF TAP 864233 $5 mGive
United Nations Foundation BEDNET 90999 $5 mGive
United Way FIT 864833 $5 mGive
VFW Foundation BRAVE 90999 $5 mGive
Washington DC Martin Luther King Jr. National Memorial Project Foundation
MLK 20222 $5 Mobile Commons
Western PA Humane Society PETS 20222 $5 Distributive Networks
WHY (World Hunger Year) WHY 90999 $5 mGive
WomenHeart LIVE 90999 $5 mGive
Worship2action w2a 90999 $5 mGive