mobile grassroots
TRANSCRIPT
Mobile Campaigns on a BudgetIntroduction for Grassroots Organizers
Prepared for NAPWA 06.10.2010
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
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.
285,000,000+Mobile Subscribers in USA
What is mobile anyway?
Text messaging (SMS)
Mobile web
IVR/Voice
Mobile applications
Social Networking
Mobile advertising
Ringtones/Wallpapers
Mobile video
Netbooks and iPads
The Mobile Pyramid: Understanding Mobile
SMS / Texting
Mobile Web
Apps
Distribution (potential audience size)
Fun
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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.
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
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.
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
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
What can I do with SMS?
Polling
Measurements
Mobilization
GOTV
Volunteer Coordination
Protest Coordination
List Building
Alerts
Data Collection
Email Message Primers
Advocacy
Where can I get some of that?
Mobile Web: Good to know
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
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
How can I get one of those?
What about my iPhone App?
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
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
Questions?
Thank you!
Bill BaileyManager, Nonprofit Partnerships
Distributive [email protected]
202-289-2246 x121