connect • engage • measurehttp://en.wikipedia.org/wiki/Fullerene

3/17/10

• 300 Million mobile subscribers in the US

• 97% of mobile phones are text enabled

• 5 Billion text messages sent every day in US

• Provides a ‘rope’ bridge for the digital divide

• The most successful app has less than 2% reach.

SMS: The EveryPhone App

35-44 year olds send 239 texts and make 223 phone calls per month.

Source: Pew Internet and American Life Surveys (2005–2008) and CTIA.

Mobile integrated with media drives active database building…

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Media: Put the Call to Action Anywhere/Everywhere

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Center for Community Change

Connect: Text JUSTICE to 30644

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Center for Community Change

House Calls House Parties 100’s of thousands of Advocacy Calls

Thousands of Local House Parties Around a Political Event

Engage: Center for Community Change did…

All From The Mobile Joiners

Profile: Collect and Save Data

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Connect: Use That Data for Targeted Messaging

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me: EARTH

69866: WWF: Thanks for signing up for Earth Hour Alerts! Mark your calendars for March 27th! Send us your email address to get latest news. Reply ‘STOP’ to unsub.

me: me@email.com

69866: WWF: Thanks for sending us your email address. If you want to receive local updates about earth hour – send us your current zip code.

me: 10001

69866: WWF wants to know which species is ur favorite? Reply with ur favorite species here to get exclusive mobile updates!

me: dolphin

69866: Thanks for telling us ur favorite species! Want 2 learn more? Visit the WWF species page @ WorldWildlife.org/Species or reply with ur email address 2 subscribe.

CRMProfile

Phone #

Email address

Likes & interest targetingIncrease newsletter reachRedirect to web (or apps)Drive traffic to private/public partnerships

Social networkingcall-to-action

Website

EmailNewsletter

Television & Radio

Geo-targetingDay part targetingList building

World Wildlife Fund uses Mobile Commons

New broadcast following user signup

Build profiles with unlimited segmentation

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Local Theaters Customizable data gathering for profiles:

•Birthday•Marital Status•Last Movie Seen•Location•Mailing Address•etc.

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Citizen Journalism: Reach Experts and Sources Anytime/Anywhere

Mobilization Strategy

Treatment-on-Treated

Effect

Cost per

Contact

Cost per

Vote

Study

Text Messaging

4% $0.13 $1.62 Dale and Strauss (2006)

“Quality” Phone Calls

4-5% ~$1 ~$20 Youth Vote Coalition, Nickerson (2006)

Door-to-door Canvassing

7-9% $2.50 ~$30 Gerber, Green and Nickerson (2003); Gerber/Green (2000b)

Leafleting 1.2% $0.38 $32 G/G (2000b); Nickerson, Friedrichs and King (2006)

Mail ~0.6% $0.40 $67 Gerber and Green (2000a)

Sources: Original studies and Nickerson (2007)

Get Out The Vote

Measure. Measure. Measure.

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Interactive Outdoor

Integration that turns outdoor interaction into profiles.

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Web Integration

Driving Conversions From TV

The Shedd Aquarium used an SMS call-to-action in 25% of their TV ads to drive contest entries.

•The TV ad with an SMS call-to-action generated 325% more contest entries than any other call-to-action.

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Supporters that receive a text message are 77% more likely to donate.

Use Case: Humane Society

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Tell-A-Friend with text.

Use Case: Children’s Aid Society

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From Radio

• Mobile call-to-action in the weekly podcast

• Over 25,000 listeners have texted in over last 30 days

• Program quickly expanding to other radio shows

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Use Case: Blue Ocean Institute

Mobile | Web | Facebook20

FishPhone: Text Fish + Halibut to 30644

To find the closest H1N1 vaccine…

Use Case: Public Utility

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…or the closest youth shelter

Text SAFE + Address to 69866Text FLU + ZIP to 30644

Text:LOOKUP + LabelTo 69866

NRDC

Taxi TV

On Taxi Tops

On Packaged Goods

Key Customers Public Interest Arts & Culture Consumer Brands Labor Unions Health & Human Services

Associations

Politics Faith Based

Conservation