Using mobile to change behavior v3

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  • Harnessed the one-time donors can be powerful2 examplesRed Cross raised $21 million for Haiti through their $10 text message initiative for HaitiMobile giving raised $30 million for HaitiAnother example is Obama’s presidential fundraising campaign using social media and technology. Obama raised $639 of private support, 6.5 million donations, 3 million donors,
  • Harnessed the one-time donors can be powerful2 examplesRed Cross raised $21 million for Haiti through their $10 text message initiative for HaitiMobile giving raised $30 million for HaitiAnother example is Obama’s presidential fundraising campaign using social media and technology. Obama raised $639 of private support, 6.5 million donations, 3 million donors,
  • Harnessed the one-time donors can be powerful2 examplesRed Cross raised $21 million for Haiti through their $10 text message initiative for HaitiMobile giving raised $30 million for HaitiAnother example is Obama’s presidential fundraising campaign using social media and technology. Obama raised $639 of private support, 6.5 million donations, 3 million donors,
  • Harnessed the one-time donors can be powerful2 examplesRed Cross raised $21 million for Haiti through their $10 text message initiative for HaitiMobile giving raised $30 million for HaitiAnother example is Obama’s presidential fundraising campaign using social media and technology. Obama raised $639 of private support, 6.5 million donations, 3 million donors,
  • Using mobile to change behavior v3

    1. 1. Changing Behavior using Mobile<br />By Loreanne Garcia<br />June 2010<br />
    2. 2. Change behavior through simplicity, motivation and triggers<br />Simplicity<br />Motivation<br />(+fun)<br />Triggers<br />Cool<br />Reduce barriers<br />Prompt repeat action<br />Social Acceptance<br />Pleasure<br />Source: (1) The BJ Fogg Behavior Model<br /> (II) Conversation with Professor Jennifer Aaker<br />
    3. 3. Mobile Technology has a unique position to persuade<br /><ul><li>People already use it, some services are almost inexpensive and its instant
    4. 4. It can persuade at the right time, at the right place
    5. 5. You can take advantage of “down time”</li></ul>Source: “Text Messaging as a Tool for Behavior Change in Disease Prevention and Management” Heather Cole-Lewis; Trace Kershaw<br />
    6. 6. Mobile technology is being used to increase participation<br />
    7. 7. Mobile technology is also being used to change behavior<br />
    8. 8. …. but changing behavior through mobile is not as simple as it looks<br />
    9. 9. Test: Using mobile to reduce online/offline barrier to engagement<br />“I’ll go if you go” pilot<br /><ul><li>Highly motivated user: “Brides to Be”
    10. 10. Target smsasking fifteen users to go the gym three times in one week
    11. 11. Pilot failed: friends too busy, bad timing</li></li></ul><li>What did I learn?<br />
    12. 12. Change behavior through simplicity, motivation and triggers<br />Simplicity<br />Motivation<br />(+fun)<br />Triggers<br />Cool<br /><ul><li>Hard to coordinate schedules
    13. 13. Activity required physical effort
    14. 14. Gap between offline and offline experience</li></ul>Social Acceptance<br />Pleasure<br />Source: (1) The BJ Fogg Behavior Model<br /> (II) Conversation with Professor Jennifer Aaker<br />
    15. 15. Social Network and Gaming<br /><ul><li>Look for ways to close the gap between the online experience and the offline action
    16. 16. Design social networks for user-to-user interaction
    17. 17. Target smaller groups to increase participation and leverage social influence
    18. 18. Community, competition, public recognition</li></li></ul><li>Should have designed social networks for user-to-user interaction<br />User-to-Product<br />User-to-User<br />‘Static experience’<br />‘Conversation’<br />
    19. 19. Couple online experience with offline action<br />Online Experience<br />Offline Action<br />Advocate<br />Donate<br />Microvolunteer<br />Volunteer<br />Ongoing engagement<br />???<br />
    20. 20. Target smaller groups: “Unexpected Acts of Good”<br />4 Tags:<br /><ul><li>2 Design Loft
    21. 21. 2 Graduate School of Business</li></li></ul><li>Questions?<br />

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