Ring, Text and Money


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Mobile Marketing for Advocacy.

Hernán Nadal

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Ring, Text and Money

  1. 1. GreenSMS (Ring, Text and Money) Hernán Pablo Nadal Greenpeace Argentina October 2008 [email_address]
  2. 2. Mobile MKT Common MKT Others non profit organizations integradoras Mobile Company Greenpeace Argentina Green SMS + mobile phone Guerrilla MKT
  3. 3. GreenSMS V1.0: Features <ul><li>Message Sending </li></ul><ul><ul><li>To send SMS to individual users, groups of users or to all users of the database. </li></ul></ul><ul><li>Message Management </li></ul><ul><ul><li>Sorting : To order text messages per date of reception, subject, number of cellular, name, last name or email. </li></ul></ul><ul><ul><li>Folders : To create folders to order the received messages. </li></ul></ul><ul><ul><li>Rules : To create automatic rules so that the received messages are ordered previously according to defined keywords. </li></ul></ul><ul><li>Contact Management & Shipment Groups </li></ul><ul><ul><li>Edit data of users, folders and groups of ready shipment </li></ul></ul><ul><ul><li>Import/export list of contacts. </li></ul></ul><ul><ul><li>Search : within the base of contacts SMS. </li></ul></ul><ul><ul><li>Groups of Shipments : Create or delete groups of shipments. </li></ul></ul><ul><ul><li>Delete contacts (individual or groups) </li></ul></ul><ul><ul><li>To delete folders </li></ul></ul><ul><li>Security </li></ul><ul><ul><li>To backup the hole system. </li></ul></ul>
  4. 4. GreenSMS V1.2: Features (1) <ul><li>Personalization of SMS (any field of the database) </li></ul><ul><li>Group Shipment of SMS Without Restrictions </li></ul><ul><ul><li>This option allows the user to carry out a selection of contacts (being able to be this individual or multiple one) and to carry out the shipment of a text message to be created for this opportunity. </li></ul></ul><ul><li>Custom Exportation </li></ul><ul><ul><li>This option allows the user to export the existing database. Selective exportation is also possible: the user can select among different options such as Contacts, Messages or Groups . </li></ul></ul>
  5. 5. GreenSMS V1.2: Features (2) <ul><li>Database Restoring </li></ul><ul><ul><li>This feature allows the user to restore the database to any previous exported data. This option can be done as many times as neccesary. </li></ul></ul><ul><li>Custom Recovery & Restoring </li></ul><ul><ul><li>This option allows the user to set a max limit of records to be showed by the application. </li></ul></ul>
  6. 6. GreenSMS: Snapshots <ul><li>Mailbox </li></ul>
  7. 7. GreenSMS: Snapshots <ul><li>Contacts </li></ul>
  8. 8. GreenSMS: Snapshots <ul><li>Message Folders </li></ul>
  9. 9. Mobile Activism <ul><li>How do we build the mobile activist database? </li></ul><ul><ul><li>From our supporter´s info from our Friends´s database. </li></ul></ul><ul><ul><li>Supporter´s Magazine´s Insert. </li></ul></ul><ul><ul><li>Offline Activities. </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Cyberactivist´s database </li></ul></ul>
  10. 10. Supporter Magazine´s Insert <ul><li>We requested our supporters to send us a SMS with the word “Greenpeace” </li></ul><ul><li>New Mobile Activists: 1674 </li></ul>
  11. 11. Supporter Magazine´s Insert <ul><li>Supporter´s Contest. </li></ul><ul><li>The supporters were asked to tell them friends to send us a SMS with the word “GP” followed by their supporters number. I.E. “GP 13232” </li></ul><ul><li>Prize: a Greenpeace vest </li></ul><ul><li>New Mobile Activists: 2701 </li></ul>
  12. 12. Supporter Magazine´s Insert <ul><li>Spread the Word </li></ul><ul><li>The supporters were asked to stick the posters in public places as shops, schools, pubs. </li></ul><ul><li>New Mobile Activists: 3274 </li></ul>
  13. 13. Poster Media <ul><li>Size: 60 x 85 cm </li></ul><ul><li>Located inside bars and restaurants </li></ul><ul><li>New mobile activists: 45 </li></ul>
  14. 14. Member Get Member <ul><li>Message : </li></ul><ul><ul><ul><li>Soy Juan Villalonga d Greenpeace.Necesitamos ser mas para detener las Papeleras!Enviame un Mensj d TXT c/3 celulares d amigos para ponerlos en accion. Ayudame </li></ul></ul></ul><ul><li>Message (translation): </li></ul><ul><ul><ul><li>Im Juan Villalonga from Greenpeace. We need to be more to stop Pulp Mills. Send me a SMS with 3 cells numbers of your friends to start them up. Help me. </li></ul></ul></ul><ul><li>The message was sent using the name of Juan Villalonga, our political director, recognized in Argentina. </li></ul><ul><li>We use typical SMS language. </li></ul><ul><li>The message is a “call to action” against Pulp Mills. </li></ul>
  15. 15. Member Get Member <ul><li>Results </li></ul><ul><ul><li>1st Part: </li></ul></ul><ul><ul><ul><li>Sent: 220 </li></ul></ul></ul><ul><ul><ul><li>Errors: 6 </li></ul></ul></ul><ul><ul><ul><li>SMS to Greenpeace:48 </li></ul></ul></ul><ul><ul><li>2nd Part: </li></ul></ul><ul><ul><ul><li>Sent: 5000 </li></ul></ul></ul><ul><ul><ul><li>Errors: 70 </li></ul></ul></ul><ul><ul><ul><li>SMS to Greenpeace:1522 </li></ul></ul></ul><ul><ul><ul><li>13 new supporters (1 MGM) </li></ul></ul></ul><ul><ul><ul><li>2 Upgrades </li></ul></ul></ul>New mobile Activists: 4109
  16. 16. Offline Activities <ul><li>Artic Sunrise in B.A. </li></ul><ul><ul><li>Staff and volunteers getting information of visitors. </li></ul></ul><ul><ul><li>New Mobile Activists: 365 (Checked) </li></ul></ul>
  17. 17. Offline Activities <ul><li>U2 concerts. </li></ul><ul><ul><li>Staff and volunteers getting information of visitors. </li></ul></ul><ul><ul><li>New Mobile Activists: 467 (checked) </li></ul></ul>
  18. 18. Website <ul><li>Small text ad in our cybercenter menu. </li></ul><ul><li>New Mobile activists (1 Month): 232 </li></ul>
  19. 19. Cyberactivists <ul><li>In each cyberaction we ask for cellphone and land telephone number. </li></ul><ul><li>Optional Information </li></ul><ul><li>65 % of the cyberactivists completed this information </li></ul>
  20. 20. Flashmob SMS <ul><li>Message : </li></ul><ul><ul><li>“ URG: Soy Fabi Cantilo. Hoy a 17 hs. Recital gratis x Papeleras en el barco de Greenpeace. Puente Dique 2 Pto Madero. Este msj es tu entrada. Veni aunke llueva.” </li></ul></ul><ul><li>Translation : </li></ul><ul><ul><li>“ URG: I’m Fabiana Cantilo. Today 17hs. Free Concert for Pulp Mills in the Greenpeace´s Ship. Brigde 2 Pto Madero. This Message is your ticket. Came allthough rain.” </li></ul></ul>
  21. 21. Flashmob Clarín “ As part of the Pulp Mills campaign, Fabiana Cantilo, made a surprise concert in the warehouse of the Greenpeace ship. Her voice was listened by 200 people summoned by SMS to their cellphones. While she is fighting by noble causes , she waits the Gardel Prizes.” Diario Clarín
  22. 22. Overall Results
  23. 23. Zero Waste Campaign
  24. 24. First Sending <ul><li>Text (translation) </li></ul><ul><ul><li>“ URGENT: call right now to the legislator Jorge Giorno to 4338-3028/3215 and ask him to approve Zero Waste’s Law. We count on your help .” </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Send: 691 </li></ul></ul><ul><ul><li>Errors: 7 </li></ul></ul><ul><ul><li>SMS to Greenpeace: 72 </li></ul></ul>
  25. 25. Second Sending <ul><li>Text (translation) </li></ul><ul><li>“ URGENT: call again to the legislator Jorge Giorno to (011)4338-3028 and demand him to approve Zero Waste´s Law. Your phone call is fundamental . Greenpeace.” </li></ul><ul><li>Results </li></ul><ul><ul><li>Send: 807 </li></ul></ul><ul><ul><li>Errors: 8 </li></ul></ul><ul><ul><li>SMS to Greenpeace: 65 </li></ul></ul><ul><ul><li>First Upgrade ( spontaneous ) : A 66 years old supporter doubled his donation: from $10 to $20 </li></ul></ul>
  26. 26. Third Sending <ul><li>Text (translation) </li></ul><ul><li>“ Another Greenpeace’s Victory : Zero Waste Law was approved last night . Thanks a lot for your support! Greenpeace Argentina ” </li></ul><ul><li>Results </li></ul><ul><ul><li>Send: 1422 </li></ul></ul><ul><ul><li>Errors: 22 </li></ul></ul><ul><ul><li>SMS to Greenpeace: 224 </li></ul></ul><ul><ul><li>1 Upgrade. From $5 to $10 </li></ul></ul><ul><ul><li>2 New Supporters. (1 member get Member) </li></ul></ul>
  27. 27. Success!