mobile grassroots

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Mobile Campaigns on a Budget Introduction for Grassroots Organizers Prepared for NAPWA 06.10.2010

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Page 1: Mobile grassroots

Mobile Campaigns on a BudgetIntroduction for Grassroots Organizers

Prepared for NAPWA 06.10.2010

Page 2: Mobile grassroots

About Distributive Networks

• Privately held DC-based Mobile Technology Company• Winner 2008 Global Messaging Award • Winner 2008 & 2009 Golden Dot Award

“Best Text Messaging Campaign”• Deloitte Fast 500 Technology Company 2007• Washington DC’s Best Places to Work 2007 & 2008• Finalist 2008 MMA Mobile Marketer of the Year• Winner 2008 Politics Magazine Best Use of Mobile

Page 3: Mobile grassroots

Mobile is uni q ue from other channels

1. Ubiquity: Mobile messaging is affordable for end users, and nearly

everyone has and uses a mobile phone on a daily basis.

2. Interactivity: Mobile messaging allows for interactive two-way

communication, providing instant gratification and enabling personal relationship-building.

3. Immediacy: Mobile messages have the highest chance of reaching a recipient wherever they

are, and within moments of being sent.

4. Impact: Mobile communications spur recipients to act, whether to purchase a product, make a

donation, attend an event, share information with a friend, or any other call to action.

5. Intimacy: A person’s mobile device is ultimately portable and often perceived as an extension

of one’s personality.

Page 4: Mobile grassroots

285,000,000+Mobile Subscribers in USA

Page 5: Mobile grassroots

What is mobile anyway?

Text messaging (SMS)

Mobile web

IVR/Voice

Email

Mobile applications

Social Networking

Mobile advertising

Ringtones/Wallpapers

Mobile video

Netbooks and iPads

Page 6: Mobile grassroots

The Mobile Pyramid: Understanding Mobile

SMS / Texting

Mobile Web

Apps

Distribution (potential audience size)

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e) Rich Experience. Narrow DistributionTypically limited to smartphones (iPhone, Android, Palm). Utilizes phone’s features like GPS, accelerometer, address book, offline access. Great for gaming, social networking, augmented reality and other rich applications.

Experience Limited by Browser (some better than others). Wide DistributionMobile banking, airline flight status… most of what you do on the web, but on the phone.

Limited Experience. Widest DistributionUseful for calls to action. Text “HAITI” to 12345.

Page 7: Mobile grassroots

Leverage mobile’s uni q ue strengths

• Common Phone Features• Voice• SMS• Camera• Web• Email

• Popular Phone Activities• Voice Calls• Text Messaging• Social Networking• Web Surfing• Gaming• Email

• Uni q ue Strengths• Ubiquitous• Immediate• Interactive• Powerful• Personal

Page 8: Mobile grassroots

Text Messages: Just the facts

“2.3 trillion SMS messages sent by 2010…”

ZDNet 2006

“Up to 5 billion SMS messages sent each day in 2009.”

CTIA 2010

That’s like 1.825 trillion for the year!

YUP.

OMFG!

SMS msgs have increased at least 100% year over year since 2005.

Page 9: Mobile grassroots

Text Messages: The Basics

A “short code” is a 5 or 6 digit number used for mobile marketing/advocacy.

A “keyword” is a unique word or alpha-numeric combination used to route pre-programmed auto response messages.

Short Code messaging is typically handled by an SMS services vendor. There are many to choose from.

To: 56333

Msg: RALLY

Send Save

Shortcode

Keyword

Page 10: Mobile grassroots

Text Messages: Best practices

Text messages are 160 characters in the US

U don’t hav2 use txt spk 2 get UR msg a X

Concise messages with clear calls to action and standardized abbreviations are most effective

Try not to send a link to a desktop site in a text message

Preface web addresses with http:// instead of www.

Message folks between 11 AM and 7 PM unless it’s really important

Use bit.ly, ow.ly tiny URL or other free link shorteners to save message space

Text messages cost money for the end user. Get their permission to message them and be reasonable in your messaging

Page 11: Mobile grassroots

What can I do with SMS?

Polling

Measurements

Mobilization

GOTV

Volunteer Coordination

Protest Coordination

List Building

Alerts

Data Collection

Email Message Primers

Advocacy

Page 12: Mobile grassroots

Where can I get some of that?

Page 13: Mobile grassroots

Mobile Web: Good to know

Page 14: Mobile grassroots

Mobile Web: So what are folks doing? Fastest-Growing Content Categories via Browser Access 

3 Month Avg. Ending Apr. 2010 vs. 3 Month Avg. Ending Apr. 2009

Total U.S. Age 13+

Source: comScore MobiLens

  Total Audience (000)

Browser Access Category Apr-09 Apr-10 % Change

Total Audience: 13+ yrs old 232,000 234,000 1

Used browser 55,503 72,872 31

Social Networking 15,708 29,835 90

Bank Accounts 7,801 13,154 69

General Reference 7,246 12,084 67

Sports Information 14,033 21,549 54

Search 23,266 34,912 50

Stock Trading 3,214 4,817 50

Online Retail 4,968 7,326 47

News 17,957 26,003 45

Movie Information 10,295 14,895 45

Classifieds 7,039 10,181 45

Page 15: Mobile grassroots

Mobile Websites: Things to remember

The iPhone is not the only phone

Simple design

Easy to navigate

Fast loading

“Snack sized” copy

Link to other mobile sites

Facebook mobile

YouTube mobile

Twitter mobile

Google Maps

Page 16: Mobile grassroots

How can I get one of those?

Page 17: Mobile grassroots

What about my iPhone App?

Page 18: Mobile grassroots

Where did you say that was again?

Bargain SMS Service Providers

SumoText.com

41411.com

EZTexting.com

Mobile Website Builders

MoFusePremium.com

iPhone Applications on the Cheap

AppMakr.com

Page 19: Mobile grassroots

More information than you’ll ever need

• Pew Internet Project: Teens and Mobile. 2010. files.me.com/billbaileyjr/9bb32o

• Ad Mob: Mobile Metrics. June 2009. files.me.com/billbaileyjr/4hc3cl

• Pew Internet Project. The Mobile Difference. 2009. files.me.com/billbaileyjr/iwjmwf

• Mobile Marketing Association: Mobile Attitude and Usage Study. 2008. files.me.com/

billbaileyjr/y238v3

• Mobile Future: Welcome to the Mobile Future. 2009. files.me.com/billbaileyjr/oxmxwe

• Michael Becker and Michael Hanley: Cell Phone Usage and Advertising Acceptance

Among College Students: A Four-Year Analysis. 2008. files.me.com/billbaileyjr/44v7xk

• Mobile Future: Hispanic Broadband Access.2009. files.me.com/billbaileyjr/ya8oio

• VeriSign (Now Mobile Messenger): Cross Carrier Marketing Compliance Playbook. 2009.

files.me.com/billbaileyjr/koatfx

• Mary Meeker: Economy and Internet Trends. October 2009. files.me.com/billbaileyjr/

reanvq

Page 20: Mobile grassroots

Questions?

Page 21: Mobile grassroots

Thank you!

Bill BaileyManager, Nonprofit Partnerships

Distributive [email protected]

202-289-2246 x121