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Jussi Kivipuro                     Global Mobile Innovation ManagerRiver – talk to me           Greenpeace International  ...
This is an extended version of the presentation given in eCampaigning Forum in Oxford, UK on 22 March 2011.More informatio...
Presentation includes the speaker notes for the benefit of knowledge sharing amongst the event visitors. I hope our conver...
mobility   mobile           phones
What is mobility? •  Me reaching other people, other systems and “my    stuff”    • via different devices    • at differen...
impactfulnew audiences                 relevant
I argue that Mobility will enable Greenpeace  globally to gain new audiences, become more  relevant and more impactful.
ContentsWhy mobility is relevant to Greenpeace?How mobility has helped our campaigns?How we support our offices to succeed...
Why mobility is relevant for GP?unique benefits                        globally relevant
• Mobility delivers relevant and unique benefits  and features to Greenpeace campaigning• Mobile phones are widespread glo...
Mobility delivers unique benefitsto Greenpeace campaigning•    spontaneous vs. regulated•    reality vs. virtual reality• ...
Mobile phones are globally here to stayMobile phones now outnumber PCs        worldwide by 5 to 1
2. MOBILE IS GLOBALLY RELEVANT- About 5 billion mobile phone subscriptions- Over 500 million 3G subscriptions, to double i...
Reach and find us spontaneously
Mobile bridge                                      MobilityMobile is a bridge between the reality and virtual reality
An augmentation bridge            Augmentation is bringing digital things to            the physical world                ...
Making the invisible visibleAugmented reality does not distant you away from reality, only adds a relevantlayer to it.Seei...
Relevance via context sensivity            When right information is brought to you at right            time in right plac...
Service vs. marketing                             Safe fish guideAll in all, you move from“trying to push people”to do som...
Able to connect people togetherMobile is personalYou make it you own, you have it with you 24/7It is the only way to alway...
Questions?                       NEXT:             How mobility has                  helped our                 campaigns?
ContentsWhy mobility is relevant to Greenpeace?How mobility has helped our campaigns?How we support our offices to succeed...
Case China• Mobile engagement project• 2,5 years initiative• 5 people full time staff and operational budget• Steering com...
Overallprojectgoals          Test different mobile channels          Run pilot campaigns          Campaigning, communicati...
Several campaigns
Sustainable agriculture campaign• Problem: •  WHO banned pesticides used in food production •  Health risks to farmers and...
Sustainable agriculture campaign• Campaign: •  Laws enforced and regulation improved• Strategy:  •  Change buying     poli...
Overall campaign• Examples of existing activities: •  Research •  Interaction with farmers •  Publishing printed purchase ...
Role of mobile?Define a problem:• How to create a service for women who do  daily shopping decisions? Helps their daily li...
Food lovers service and it’spromotion                                         WAP push   Mobile               SNS/BBS/ app...
Size of potential audience                     Apps                  Mobile site                     MMS                  ...
Richness of experience                   Apps              Mobile site             MMS           SMS
MarketingAds in MMS magazines                  From                  1376124364                  8                  Y     ...
MarketingSMS push                   From                   1376124364     Do you want         From                   8    ...
Food lovers guideSeries of SMS & MMS messages         Learn more on our mobile site ->
Food lovers guideMobile campaign site       learn more   gift to a   download                     friend      goodies
Events, and radio
MarketingGlossy women magazines
Food lovers guide Mobile applicationiOSS60
MarketingSocial media
Marketing:Web to mobileType in your mobile phone number to receive the mobile guide by a WAP push link.
Marketing:Mobile Advertising
Benefits to campaignsAudience creates power •  campaign results •  big surprise effect •  Empowers GP and speeds up the ne...
Benefits to communications• Reach new audiences •  Cost per contact •  Loyalty / reaction•  Good targeting with rich data ...
Questions?                         NEXT:             How we support our             offices to succeed?
ContentsWhy mobility is relevant to Greenpeace?How mobility has helped our campaigns?How we support our offices to succeed...
Holistic set of mobile initiatives Strategy    Vision and strategy  Lead        Greenlight China projects                 ...
Development of shared contentmanagement system• One important and empowering tool is  Greenpeace global content management...
global CMS: web site
global CMS: mobile site                          Coming                            up
global CMS: iPhone app
global CMS: iPad app                       Coming                         up
Challenging the way we think• While developing the technology and building  case studies based on our existing way of  wor...
Questions?                        NEXT:              Mobile examples             from Greenpeace                        of...
ContentsWhy mobility is relevant to Greenpeace?How mobility has helped our campaigns?How we support our offices to succeed...
Output in NROs•  Turkey opened mobile fundraising as part of direct dialogue•  Mobile undesize fish campaign
Output in NROs• Switzerland created a  fish guide app •  sustainable guide for    buying fish •  Easy and successful    SM...
Output in NROs• Germany developed a fish  guide •  Over 20 000 downloads by 2010.
Output in NROs• GP Netherland created mobile QR-code  application •  part of their forest awareness building campaign. •  ...
Output in NROs• Love Letters to the  Future campaign •  Part of the Copenhagen    climate campaign •  augemented reality  ...
Output in NROs• GPI developed Energy Revolution  app• GPI iGreenpeace app has been  downloaded over 17 000 times  during 2...
Output in NROs• CoolIT campaign and  Electronics campaign have  created iPhone optimised  campaign pages.• GP Finland had ...
Thank you!                    Stay in touch                  twitter: hiiamucjussi.kivipuro@greenpeace.org  http://linkedi...
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River talk to me - eCampaigning Forum 2011 keynote

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My eCampaigning Forum 2011 keynote on mobile campaigning in Greenpeace in Oxford

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  1. 1. Jussi Kivipuro Global Mobile Innovation ManagerRiver – talk to me Greenpeace International for eCampaiging Forum 2011
  2. 2. This is an extended version of the presentation given in eCampaigning Forum in Oxford, UK on 22 March 2011.More information about the forum:http://fairsay.com/events/ecampaigning-forum/ 2011This presentation, more information about the speaker and other presentations at:http://kivipuro.com
  3. 3. Presentation includes the speaker notes for the benefit of knowledge sharing amongst the event visitors. I hope our conversations inspired you to consider, try out, and further develop your own mobile offering.Warmest,Jussi Kivipuro
  4. 4. mobility mobile phones
  5. 5. What is mobility? •  Me reaching other people, other systems and “my stuff” • via different devices • at different times • with different network connections
  6. 6. impactfulnew audiences relevant
  7. 7. I argue that Mobility will enable Greenpeace globally to gain new audiences, become more relevant and more impactful.
  8. 8. ContentsWhy mobility is relevant to Greenpeace?How mobility has helped our campaigns?How we support our offices to succeed?Mobile examples from Greenpeace offices
  9. 9. Why mobility is relevant for GP?unique benefits globally relevant
  10. 10. • Mobility delivers relevant and unique benefits and features to Greenpeace campaigning• Mobile phones are widespread globally
  11. 11. Mobility delivers unique benefitsto Greenpeace campaigning•  spontaneous vs. regulated•  reality vs. virtual reality•  relevant vs. arbitrary•  social vs. isolated•  service vs. marketing•  interaction vs. mass-medium•  sender control vs. media control
  12. 12. Mobile phones are globally here to stayMobile phones now outnumber PCs worldwide by 5 to 1
  13. 13. 2. MOBILE IS GLOBALLY RELEVANT- About 5 billion mobile phone subscriptions- Over 500 million 3G subscriptions, to double in 2011- Over 150 million Facebook users over mobile
  14. 14. Reach and find us spontaneously
  15. 15. Mobile bridge MobilityMobile is a bridge between the reality and virtual reality
  16. 16. An augmentation bridge Augmentation is bringing digital things to the physical world Mobility
  17. 17. Making the invisible visibleAugmented reality does not distant you away from reality, only adds a relevantlayer to it.Seeing the value of your surroundings or threat can drive change of behaviour ina fundamental way.
  18. 18. Relevance via context sensivity When right information is brought to you at right time in right place, decision making is easy. This drives behavioral changes. Context sensivity of place, time and person.
  19. 19. Service vs. marketing Safe fish guideAll in all, you move from“trying to push people”to do something toenabling people to fulfilltheir needs or theirdesire to save theplanet and their ownlives.
  20. 20. Able to connect people togetherMobile is personalYou make it you own, you have it with you 24/7It is the only way to always reach and be reachableIt is your social tool
  21. 21. Questions? NEXT: How mobility has helped our campaigns?
  22. 22. ContentsWhy mobility is relevant to Greenpeace?How mobility has helped our campaigns?How we support our offices to succeed?Mobile examples from Greenpeace offices
  23. 23. Case China• Mobile engagement project• 2,5 years initiative• 5 people full time staff and operational budget• Steering committee
  24. 24. Overallprojectgoals Test different mobile channels Run pilot campaigns Campaigning, communications development Global skill-sharing during the project
  25. 25. Several campaigns
  26. 26. Sustainable agriculture campaign• Problem: •  WHO banned pesticides used in food production •  Health risks to farmers and consumers• Solution: •  Phase out the use of dangerous chemicals •  Use of safer farming methods
  27. 27. Sustainable agriculture campaign• Campaign: •  Laws enforced and regulation improved• Strategy: •  Change buying policy of supermarkets •  Consumer education
  28. 28. Overall campaign• Examples of existing activities: •  Research •  Interaction with farmers •  Publishing printed purchase guides for consumers •  Actions in supermarkets •  Website •  Other…
  29. 29. Role of mobile?Define a problem:• How to create a service for women who do daily shopping decisions? Helps their daily life and helps us with the campaign.Find a solution:• Food lovers guide •  Information about safe food •  Where to buy / where not to buy •  Celebrity favourite dishes
  30. 30. Food lovers service and it’spromotion WAP push Mobile SNS/BBS/ application Blog/ Micro-blog Direct Mobile site push – Mobile SMS & advertising MMS Web to mSEO mobile
  31. 31. Size of potential audience Apps Mobile site MMS SMS
  32. 32. Richness of experience Apps Mobile site MMS SMS
  33. 33. MarketingAds in MMS magazines From 1376124364 8 Y Yes, send me more info submit
  34. 34. MarketingSMS push From 1376124364 Do you want From 8 1376124368 to know more about safe food? Y YES
  35. 35. Food lovers guideSeries of SMS & MMS messages Learn more on our mobile site ->
  36. 36. Food lovers guideMobile campaign site learn more gift to a download friend goodies
  37. 37. Events, and radio
  38. 38. MarketingGlossy women magazines
  39. 39. Food lovers guide Mobile applicationiOSS60
  40. 40. MarketingSocial media
  41. 41. Marketing:Web to mobileType in your mobile phone number to receive the mobile guide by a WAP push link.
  42. 42. Marketing:Mobile Advertising
  43. 43. Benefits to campaignsAudience creates power •  campaign results •  big surprise effect •  Empowers GP and speeds up the negotiations• Saving costs and paper •  reaching new audiences •  Printing guides and reports
  44. 44. Benefits to communications• Reach new audiences •  Cost per contact •  Loyalty / reaction•  Good targeting with rich data •  relevant information •  Right calls for action
  45. 45. Questions? NEXT: How we support our offices to succeed?
  46. 46. ContentsWhy mobility is relevant to Greenpeace?How mobility has helped our campaigns?How we support our offices to succeed?Mobile examples from Greenpeace offices
  47. 47. Holistic set of mobile initiatives Strategy Vision and strategy Lead Greenlight China projects Second lead project Planet 3 CMS mobile site Infra- Planet 3 mobile applications structure Universe CRM mobile (SMS, MMS) Gmobs community, newsletters, mobile innovation siteKnowledge Best practices, research, benchmarking sharing Digital mobilization CoECapacity New recruits, new roles globallybuilding Pilot projects and campaigns 2009 2010 2011 2012
  48. 48. Development of shared contentmanagement system• One important and empowering tool is Greenpeace global content management system.• This enables offices to publish unified, local and targeted interactive experience over web and mobile with social media integration.
  49. 49. global CMS: web site
  50. 50. global CMS: mobile site Coming up
  51. 51. global CMS: iPhone app
  52. 52. global CMS: iPad app Coming up
  53. 53. Challenging the way we think• While developing the technology and building case studies based on our existing way of working, part of my work has focused on challenging the organisation to think out-of-the- box.• This work has culminated to •  challenging the definition of engagement of the people •  Challenging people to ask themselves “how we campaign our selves, and with people in 2020” and pitching for our 2020 digital vision. •  Defining engagement KPIs
  54. 54. Questions? NEXT: Mobile examples from Greenpeace offices
  55. 55. ContentsWhy mobility is relevant to Greenpeace?How mobility has helped our campaigns?How we support our offices to succeed?Mobile examples from Greenpeace offices
  56. 56. Output in NROs•  Turkey opened mobile fundraising as part of direct dialogue•  Mobile undesize fish campaign
  57. 57. Output in NROs• Switzerland created a fish guide app •  sustainable guide for buying fish •  Easy and successful SMS payment solution •  240 donations in first 1,5 months •  augmented reality RW3
  58. 58. Output in NROs• Germany developed a fish guide •  Over 20 000 downloads by 2010.
  59. 59. Output in NROs• GP Netherland created mobile QR-code application •  part of their forest awareness building campaign. •  Some 200 000 people viewed the sexy viral video.
  60. 60. Output in NROs• Love Letters to the Future campaign •  Part of the Copenhagen climate campaign •  augemented reality elements in China, Turkey and Netherlands. •  Results and learnings were shared in GMOBS online training for over 20 people •  GPI won 2 webby awards
  61. 61. Output in NROs• GPI developed Energy Revolution app• GPI iGreenpeace app has been downloaded over 17 000 times during 2010, 10-15% of users signed up to our email list.
  62. 62. Output in NROs• CoolIT campaign and Electronics campaign have created iPhone optimised campaign pages.• GP Finland had substantial success •  25% of their digital visitors, visited mobile site in their Shining Christmas mobile campaign. Read more: http://bit.ly/galsLa• More Walk Less Talk in Cancun climate meeting
  63. 63. Thank you! Stay in touch twitter: hiiamucjussi.kivipuro@greenpeace.org http://linkedin.com/in/kivipuro
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