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

2/25/10

• 300 Million mobile subscribers in the US

• 97% of mobile phones are text enabled

• About 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.

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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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

Measure. Measure. Measure.

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Let’s make it perfect

Text WEDDING to 69866

Martha Stewart uses Mobile Commons in all media …

Email

Text WEDDING to 69866 for a wedding wish from Martha

TV/Radio

Web

Print

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… to create integrated programs with SMS

• Brand engagement opportunity• Drive opt-ins via Print or Digital• Collect email addresses for

marketing• Upsell opportunities for advertisers

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Dinner Tonight Program (text DINNER to 30644)

MobileAudience

• Email capture• Sponsor opportunity• Content distribution

Jenny@gmail.com

Jenny@gmail.com

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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 | Facebook21

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