m o b i l e v a a n i : t e c h n o l o g y . m e d i a ... · partner program –be part of the mv...

M o b i l e V a a n i : T e c h n o l o g y . M e d i a . D e v e l o p m e n t


Partner program – Be part of the MV network of Community Media platforms

Create your program channel on MV App – No cost!!

Expand to IVR and social media

in no time

1. You send us an EoI

2. We will set up an exclusive publicly-accessible content channel on MV App

3. We will train you on basic operations

4. MV App usage will be free of cost. Expand to IVR at minimal costs

5. We will do a monthly training review on content design & analytics

6. You achieve traction through your own community, and also from others on MV

7. We include you as a part of the Mobile Vaani network

8. Revenue and cost share agreements depending upon the traction gained

9. Along with a partnership to make your channel financial sustainable

10. We can together grow the community media community

Phase 1 Phase 2

2


Expression of Interest (EOI)

• The partner program is ideal for community radio stations, community media organizations, online campaign websites, and developmental organizations

Name of organization: Operational since:

Geography of work (describe at the panchayat/block/district level):

Nature of work (for example, media/health/education/agri extension):

Document the use of communication tools in the past (for example, if you have used mobile phones, radio, mobile vans, etc for outreach):

Size of operations (number of field reps, number of households):

Contact person name: Email:

Website: Phone number:

How do you plan to use Mobile Vaani? What is the most interesting part of the proposition for you?

3


Contact us!!!

Send your EoI to

[email protected]

Visit our website and browse the

activities section:

http://www.gramvaani.org

We will immediately get back to you on your

expression of interest and set up a separate

channel for you within one week

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mailto:[email protected]

http://www.gramvaani.org/


Why you would want to use the Mobile Vaani appI would like to use local media in Raipur for community empowerment, but most

available channels are not discussion oriented but meant for one-on-one

communication

Can we use FB/WA to run a Q&A campaign and follow it up with a moderated discussion

about the use of contraceptives amongst youth boys and girls?

I plan to start an NCD (health) focused awareness program, how can I conduct a

cost-effective base line study and a follow up communication campaign to educate

people?

We would like to have our own 360-degree

media channel to engage with the

community on topics of health, citizen rights,

livelihood etc., but how?

NGO’s

CBO’s

FPO’s

GovCR

Stations

SE’s

Alternate Social media/messaging channels like FB & WA have

limitations like lack of anonymity, being too generic/open and user

limit constraints

Alternate Social media/messaging channels like FB & WA have

limitations like lack of anonymity, being too generic/open and user

limit constraints

Offline survey and conventional marketing campaigns targeting the poorly literate audience is

cost prohibitive

Offline survey and conventional marketing campaigns targeting the poorly literate audience is

cost prohibitive

Community empowerment requires participation & engagement, but

most messaging platforms like WA do not support group

communication at large scales

Community empowerment requires participation & engagement, but

most messaging platforms like WA do not support group

communication at large scales

Most media channels are uni-directional (TV, radio, print),

literacy dependent (most of the Internet), or are data-

connectivity reliant (non-inclusive)

Most media channels are uni-directional (TV, radio, print),

literacy dependent (most of the Internet), or are data-

connectivity reliant (non-inclusive)

CBO: Community based OrganizationsFPO’s: Farmer Produce OrganizationsSE’s: Social EnterprisesCR: Community Radio StationsNGO’s: Non-Gov. Organizations

5


Mobile Vaani – A voice based participatory media platform

Mobile Vaani can help you extend your reach, use mobile ICTs to

engage with internet and non-Internet savvy communities, collect

people-sourced reports on developmental work and convey them to

relevant stakeholders

AND

Help you run the network in a financially viable manner

Community Households Individuals Institutions

Talk to us to talk to them

6


A multi-interface community media channel

Missed call

Smart App

Communities/clubs

Volunteer led community mobilization model

Technology – Social Media on voice

Co

nte

nt o

pe

ratio

ns

Urban, Semi-Urban , Young Indian Smart phone user

Rural-Semi Urban & Urban poor with feature

phone

Federated Network of Community media platforms : ~25 instances across the central & Northern states of Bihar, Jharkhand, MP, Chattisgharh, UP

Social sector partners:

Adolescent health, physically

disabled people, maternal

health, early marriage, domestic

violence, nutrition, sanitation,

agriculture, jobs

Media partners: Hyperlocal

news coverage, citizen

opinions and experiences,

community perception

Government: Awareness and

utilization of welfare schemes,

performance, problems,

analysis

Village communities: Social

norms and behaviour change,

collective action, community

mobilization for group activities

Urban communities:

Sanitation and waste

management, rural-urban

migration, living conditions,

labour rights, entitlements for

people in the informal

unorganized sector 7


How Mobile Vaani works

Missed call-Call

back/Access App

Skip/Browse/

Listen to channels

Like/Record/

Forward content

Moderate & publish on IVR/App

Analyze & share

learnings with partners

• Android App - Enhanced user experience – Images, Video (YouTube),Text

• Record comments/queries – Forward content (IVR/WA)• Personal pages of Contributors (usage & content consumption data

shown)• Club & theme wise resource lists (local, national & regional info) -

Discussion forums on topical issues (linked items using Hashtag)• Activity feed providing a personalized feed of content

• Android App - Enhanced user experience – Images, Video (YouTube),Text

• Record comments/queries – Forward content (IVR/WA)• Personal pages of Contributors (usage & content consumption data

shown)• Club & theme wise resource lists (local, national & regional info) -

Discussion forums on topical issues (linked items using Hashtag)• Activity feed providing a personalized feed of content

The new App interfaceThe new App interface

•IVR-10-digit missed call model – Vernacular

• Free for end users

• Can skip content, record comments/questions, forward

• Channels programmed like radio

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• Lightweight to be able to function seamlessly on low-end smartphones

Android platform

• Reduces the high cost of access of IVR

• Capture early adopters of digital migration in rural areas –The App becomes the destination service

Migration to smart phones in rural areas

• Audio content can be searched, liked, cached and forwarded by the users and access it anytime and anywhere. Currently, not possible with IVR. (Content discovery gets improved significantly)

Ease of access

• Possibility of organizations (partners) using the platform to distribute content and capture data from users in rural geographies and markets

• Crowd-sourced moderation, can be done by field staff and volunteers

Platform for authorized content management

• Manual user enrollment, offlineapp sharing

• Tracking of field activities• Data collection surveys, useful

for platform baseline studies

Support for field staff

• Capture usage patterns and analytics for mobile app users

• Field MIS & dashboard –Community managers to manage clubs/volunteers (incentive system)

Usage patterns & analytics

• Seamlessly embed content from Youtube, alongside audio and pics

• Share on Facebook and Whatsapp, make your content viral on social media

Youtube and social media integration

• Ad integration with click to jump to new item/know more

• Integrated surveys, connect to call-center

Ad slots & dashboard

The new MV App Interface!! Key design motivators

9


What do you get by signing up?

Community

10

Platform reach InteractivityBest practices & Innovation

One of the largest voice-based ICT4D platforms having touched 1Mn.+ households

Managing 18+ MV Clubs

Worked with 150+ Dev sector Partners

Multiple themes like health, Gender & Child rights, Livelihood, Workforce, inclusion, Governance

One of the largest voice-based ICT4D platforms having touched 1Mn.+ households

Managing 18+ MV Clubs

Worked with 150+ Dev sector Partners

Multiple themes like health, Gender & Child rights, Livelihood, Workforce, inclusion, Governance

Multi-channel: IVR & App interfaces

Voice surveys, discussion forums, interviews and other formats enabling participation

Content Moderation

Offline facilitation for social development via local groups

Multi-channel: IVR & App interfaces

Voice surveys, discussion forums, interviews and other formats enabling participation

Content Moderation


Innovative content formats & strategies


Real time Analytics

Tech innovation-Speech enabled ‘Q/A’ (Quora) -Voice bots - Distributed & smart moderation

Innovative content formats & strategies


Real time Analytics

Tech innovation-Speech enabled ‘Q/A’ (Quora) -Voice bots - Distributed & smart moderation


Real time data analytics

Visualization of data analytics for easy interpretation and insights

11

Moderation & Content operations

13


Our content strategy & why does it work? Learnings & Process

Implementation process

Implementation process

What is different? (Key learnings)

Innovation in Campaign strategies

Innovation in Campaign strategies

Narration (Info

modules)

InterviewsDrama

episodes

Quizzes

Q/A, Queries

Needs assessment

•Partner inputs

•Secondary research

•Surveys, FGD’s to help with -- Awareness, availability & accessibility study

•Identify current gaps

•Partner inputs

•Secondary research

•Surveys, FGD’s to help with -- Awareness, availability & accessibility study

•Identify current gaps

Design & Production

•Consider Social & Cultural dynamics (Sensitivity)

• Multi-format & incorporate CTA’s (Call to action)

•A/B testing & field/user testing

•Consider Social & Cultural dynamics (Sensitivity)

• Multi-format & incorporate CTA’s (Call to action)

•A/B testing & field/user testing

Engagement & monitoring

•Initiate action through insightful & respectful dialogue

• Moderation Process

•Monitor & use data to understand barriers to change and other dynamics

•Initiate action through insightful & respectful dialogue

• Moderation Process

•Monitor & use data to understand barriers to change and other dynamics

Context, Credibility &

Completeness

Community (response)

driven

Conversational –User generated

content

Dynamic –Concurrent monitoring

Content diversity

Entertainment

Discussion forums

(Community response)

14


• Enhanced analytics

• Improved understanding of user

(community) needs

• Enables sharing (Social Media)

• Allows for dynamic (on the go)

changes in content strategy

• Transcription of (User

generated) content helps with

qualitative analysis

• Enables discoverability of

content

Moderation and content operations

15

Listening to IVR and app

recordings

Assign appropriate title

Select Category (drop down)

Location details of contributor

Tagging content –Thematic tags, qualifier, format

Rating content (Stars) as per

recording quality and content

Save contact (New no)

Contributor details

Select Campaign category (drop

down)

Process best items for Social

media

Moderation process


We have run 50+ campaigns on many diverse topics

Communities

Households

Individuals

Institutions

Mediated discussions formulated with partners

– Early marriage

– Domestic violence

– Maternal health

– Family planning, sex selection

– State of health services

– Rural-urban migration

– State of MNREGA

– Demonetization

– Alcohol ban

CredibilityAuthenticated messages

CompletenessMultiple viewpoints from various

stakeholders

ContextPeople learn through examples of similar

people

3

2

1

16


Our community mobilization strategy & Key learnings

Field

Team

Support processes –Implement

incentive policy

Identify & train field Volunteers

Work with SHG and similar community networks

• Teachers

• Social workers

• Front line workers

• Civil society

(partners)

• Govt Line

department

• Panchayats

• Teachers

• Social workers

• Front line workers

• Civil society

(partners)

• Govt Line

department

• Panchayats

Channels of engagement

• Contextualize induction process - Be

aware & sensitive to social-cultural-

economic dynamics

• Ensure diversity & representation

• Encourage and persist with the need

for user participation

• Educate – Communicate - Engage -

Reinforce

• Partner & work with organizations &

institutions already associated with the

community

• Pathways to mobilize & engage every

user segment will be different –

understand & act accordingly

17

JAN 2019

10K – 30K 100K 70% 8 min 100+

orgsmonth on

month

monthly

users

Partner networks

across 12 states

in India

Partner networks

across 12 states

in India

Mobile Vaani

network: 25 districts

in Bihar and

Jharkhand, NCR

Mobile Vaani

network: 25 districts

in Bihar and

Jharkhand, NCR

Content

partnerships

Career, secondary

education, skills

Agriculture, welfare

schemes

Health, nutrition,

sanitation

Rights and

entitlements

Gender equality

and social norms

Local culture and

entertainment

Hindi belt JEEViKAPRADAN, Digital

GreenPCI, PFI, MHT,

C3IndiaSEWA, PACS

Oxfam, CREA,Breakthrough

GKA, RadioBundelkhand

Tamil Nadu TTCU, GAFWU, TRLM

Karnataka Enable India

~ 10K App downloads in a few months


Partner network – For the differently abled

Give a Missed call to

92663 44111

Get a call

back from

the MV

platform

Enable VaanI

• An Interactive Voice based social media platform

for persons with disability (PWD)

• Support, job search, government schemes

• Karnataka (NV) & Hindi speaking states (HV)

20K+ unique callers

Reaching PWD in 16 states of

India

90%+ User generated

content

Project supported-20+ NGO partners

19


JEEViKA Mobile vaani (with the Bihar state rural livelihood mission)

A Mobile Vaani instance in Nalanda district (Bihar), for awareness content and discussions on topics like Health &Nutrition and other priority issues leading to improved behavior on health, self efficacy of women and multi-stakeholder engagement in the family and community to shape social norms

Partner network – For women SHG members 92666 1844492666 18444

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Shramik vaani -

Three Mobile Vaani instances in Tamil Nadu, working withUnions and worker activists with a goal to bring better working conditions in the textileand garment industry, by using technology to foster collective action among workers inIndia and giving them a voice

Partner networks – For labour rights

92666 7411192666 7411192666 1677792666 1677792111 5355592111 53555SM-NCR

TTCU -

GAFWU

21


Mobile Vaani service offerings: Addressing partner requirements

Main Kuch Bhi KarSakti Hoon, JEEViKA

Mobile Vaani, Shriram Life

NFI, PFI (m-Shakti), PACS

Bayer, New Holland, Greenlight, Quickr,

Bajaj Allianz

Merck for Mothers, Oxfam

Mobile Vaani

Information & awareness campaigns

Audience engagement & Behavior change programs

Marketing campaigns -Advertising, market

research & lead generation

Governance, Accountability & Community monitoring

systems

ExamplesExamples

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Partners & user testimonials

23

THANK YOUfor your attention Contact us::

Vijay Sai Pratap

[email protected]

+91-9880191818

Aaditeshwar Seth

[email protected]

+91-9910012946



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