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Ring, Text and Money

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Mobile Marketing for Advocacy.

Mobile Marketing for Advocacy.

Hernán Nadal
http://www.listao.com.ar

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Ring, Text and Money Ring, Text and Money Presentation Transcript

  • GreenSMS (Ring, Text and Money) Hernán Pablo Nadal Greenpeace Argentina October 2008 [email_address]
  • Mobile MKT Common MKT Others non profit organizations integradoras Mobile Company Greenpeace Argentina Green SMS + mobile phone Guerrilla MKT
  • GreenSMS V1.0: Features
    • Message Sending
      • To send SMS to individual users, groups of users or to all users of the database.
    • Message Management
      • Sorting : To order text messages per date of reception, subject, number of cellular, name, last name or email.
      • Folders : To create folders to order the received messages.
      • Rules : To create automatic rules so that the received messages are ordered previously according to defined keywords.
    • Contact Management & Shipment Groups
      • Edit data of users, folders and groups of ready shipment
      • Import/export list of contacts.
      • Search : within the base of contacts SMS.
      • Groups of Shipments : Create or delete groups of shipments.
      • Delete contacts (individual or groups)
      • To delete folders
    • Security
      • To backup the hole system.
  • GreenSMS V1.2: Features (1)
    • Personalization of SMS (any field of the database)
    • Group Shipment of SMS Without Restrictions
      • 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.
    • Custom Exportation
      • 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 .
  • GreenSMS V1.2: Features (2)
    • Database Restoring
      • This feature allows the user to restore the database to any previous exported data. This option can be done as many times as neccesary.
    • Custom Recovery & Restoring
      • This option allows the user to set a max limit of records to be showed by the application.
  • GreenSMS: Snapshots
    • Mailbox
  • GreenSMS: Snapshots
    • Contacts
  • GreenSMS: Snapshots
    • Message Folders
  • Mobile Activism
    • How do we build the mobile activist database?
      • From our supporter´s info from our Friends´s database.
      • Supporter´s Magazine´s Insert.
      • Offline Activities.
      • Website
      • Cyberactivist´s database
  • Supporter Magazine´s Insert
    • We requested our supporters to send us a SMS with the word “Greenpeace”
    • New Mobile Activists: 1674
  • Supporter Magazine´s Insert
    • Supporter´s Contest.
    • 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”
    • Prize: a Greenpeace vest
    • New Mobile Activists: 2701
  • Supporter Magazine´s Insert
    • Spread the Word
    • The supporters were asked to stick the posters in public places as shops, schools, pubs.
    • New Mobile Activists: 3274
  • Poster Media
    • Size: 60 x 85 cm
    • Located inside bars and restaurants
    • New mobile activists: 45
  • Member Get Member
    • Message :
        • 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
    • Message (translation):
        • 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.
    • The message was sent using the name of Juan Villalonga, our political director, recognized in Argentina.
    • We use typical SMS language.
    • The message is a “call to action” against Pulp Mills.
  • Member Get Member
    • Results
      • 1st Part:
        • Sent: 220
        • Errors: 6
        • SMS to Greenpeace:48
      • 2nd Part:
        • Sent: 5000
        • Errors: 70
        • SMS to Greenpeace:1522
        • 13 new supporters (1 MGM)
        • 2 Upgrades
    New mobile Activists: 4109
  • Offline Activities
    • Artic Sunrise in B.A.
      • Staff and volunteers getting information of visitors.
      • New Mobile Activists: 365 (Checked)
  • Offline Activities
    • U2 concerts.
      • Staff and volunteers getting information of visitors.
      • New Mobile Activists: 467 (checked)
  • Website
    • Small text ad in our cybercenter menu.
    • New Mobile activists (1 Month): 232
  • Cyberactivists
    • In each cyberaction we ask for cellphone and land telephone number.
    • Optional Information
    • 65 % of the cyberactivists completed this information
  • Flashmob SMS
    • Message :
      • “ 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.”
    • Translation :
      • “ 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.”
  • 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
  • Overall Results
  • Zero Waste Campaign
  • First Sending
    • Text (translation)
      • “ 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 .”
    • Results
      • Send: 691
      • Errors: 7
      • SMS to Greenpeace: 72
  • Second Sending
    • Text (translation)
    • “ 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.”
    • Results
      • Send: 807
      • Errors: 8
      • SMS to Greenpeace: 65
      • First Upgrade ( spontaneous ) : A 66 years old supporter doubled his donation: from $10 to $20
  • Third Sending
    • Text (translation)
    • “ Another Greenpeace’s Victory : Zero Waste Law was approved last night . Thanks a lot for your support! Greenpeace Argentina ”
    • Results
      • Send: 1422
      • Errors: 22
      • SMS to Greenpeace: 224
      • 1 Upgrade. From $5 to $10
      • 2 New Supporters. (1 member get Member)
  • Success!