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MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
MIR - June 2011 - Mobile Activation
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MIR - June 2011 - Mobile Activation

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Daniel Lammon, Strategy Director at MIR, presenting on how UNICEF can make a more meaningful impact with mobile.

Daniel Lammon, Strategy Director at MIR, presenting on how UNICEF can make a more meaningful impact with mobile.

Published in: Technology, Business
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  • -Many brands are struggling with how to bake mobile into their existing efforts. Only a few years ago the web was in a similar position (at some agencies it still is). Just as the web usually is today, mobile should be considered at the inception of any brand initiative in order to have the greatest impact.
  • -Strategy, Creative, Development, and possible a bridge builder to aid in communication and education.
  • -You must begin with a solid understanding of what role Mobile plays in a given ecosystem -How are the people you want to reach using their devices? Search, SMS, MMS, Social, Video, Photos, Apps, Mobile Web, etc. -Develop an understanding of the behaviors of your target(s), and decide if there are ways for mobile to help them better accomplish what they ’ re already doing. -How does UNICEF relate to the behaviors you want to capitalize on or encourage? -Mobile is, well, mobile. So understanding where people will be when you interact with them is vital. How will their location affect their reception of your message?
  • -The capabilities of today ’ s smart phones are pretty incredible, but they aren ’ t the be-all, end-all due to limited penetration -Apps aren ’ t always the best option. To build something natively for multiple devices can increase costs several fold. -Mobile web builds are more accessible across devices, and reach a larger audience at a lower price -Working in a feature phone dominated market doesn ’ t mean their aren ’ t many opportunities for mobile. -WAP sites and SMS provide many avenues for engagement
  • -Briefly discuss the principles of Propagation Theory. “ Plan not for who you reach, but for who they reach. ”
  • -Don ’ t be a one trick pony -Platforms over campaigns -Digital/Social/Mobile value usually comes in four forms. Entertainment, Utility, Information, or Discounts. These aren ’ t mutually exclusive.
  • -This will likely be where behavior, value and location intersect. -
  • -In the U.S. the Mobile Marketing Association establishes best practices and guidelines for mobile opt-ins. -In the U.S. a “ Double opt-in ” is the norm. This usually means the consumer consents to initial participation in a mobile messaging program by clicking through on an email, or website CTA, and then again via SMS for the specific initiative being communicated. - A means of opting out must also be clearly defined. -Standards and legal requirements will vary from country to country, though.
  • -A user should be able to flow almost seamlessly from one campaign element to another. But you have to build the roads for them to get there. -This means connecting all of your campaign elements. Emails should highlight and drive to web/social sites, they should mention mobile efforts. TV should mention social/mobile components in the end treatments at the very least. Same for print. -This helps give your efforts a jump start by reaching out to your current supporters first. They ’ re also the most likely to share these efforts with others.
  • -Leverage the existing data that you have garnered from your previous CRM and analytics efforts. This will provide invaluable insight into how mobile fits into the lives of your audience. -From your web analytics you ’ ll be able to determine what percentage of web traffic is coming from mobile devices, and what type of devices are being used. - The information garnered from you web measurement efforts can be referenced with demographics of your area of operations to check for further relevance. - The combination of data from your web analytics and existing research on your area of operations will tell you much of what you need in terms of what devices your efforts need to work on. - We ’ re all still figuring out Mobile as we go. So testing your efforts is vital. This means everything from AB testing different copy, to experimenting with different message delivery methods. A good way to think about testing is to liken it to bouncing a ball off a wall. You need to have boundaries in place to return information from your efforts back to you so you can learn from them. Otherwise, their just out in the ether and you have no idea how to improve them. - Response rates are vital for SMS based campaigns and should be measured and compared against all of your copy and delivery tweaks. - Time spent is a valuable metric for Mobile Web and Mobile Application executions. But Continued Use Rates are more important for determining how valuable your users find your efforts, and will help determine if your efforts are providing longstanding value.
  • -From HealthCare, to Education, to facilitating business and finance Healthcare - Cell-Life Aftercare , a joint project between the University of Cape Town and Peninsula University of Technology, can remotely monitor 15 to 20 patients per heath care worker, provide supplemental medical information and relay information back to a central database all via mobile technology. New parents are able to register newborn babies via SMS in Africa! When the parents and their baby are in the database , they will receive text messages with helpful information about parenthood, how much their baby should weigh, eat, sleep, and will also have a link to UNICEF and baby healthcare information. In Kenya, a partnership between the non-profit organization Text to Change and the telecommunications company Zain used SMS mobile quizzes to keep Zain ’ s employees up-to-date on the latest HIV/AIDS information. Instant communication combined with an eagle-eye view of disease demographics has already prevented at least one outbreak of typhoid in Uganda. The U.S.-based non-profit Academcy of Educational Dev elopment – Satellife developed a program to rel ay information through networks via personal digital assistants (PDAs). Education - MXIt reaches 40% of South Africa ’s population according to a company spoke sper son, and has teamed up with scores of organizations to provide educational information on everything from mathematics to driving instructions. MXIt partners with cities and school districts to provide personal tutoring and curricula for use inside and outside of the classroom. Business and Finance -The mobile phone is used more often than other means by all these small-scale craftsmen as a means of keeping contacts and making new ones with suppliers and customers, and more easily and quickly than was possible before, either by voice calls or by using SMS. The possibility of obtaining information on the latest prices in different markets makes for greater transparency and more favourable prices Mobile enables fisherman to provide wholesale dealers with information on the size of their catch and the price they are seeking, and enables the wholesalers to do the same with their contacts further upstream. Many negotiations are conducted by telephone, and it is quite common for a boat to put in at a port with all the subsequent stages in getting the catch from the boat to the shop already planned SMS payments and money transfers have made banking and financing more accessible to the unbanked population... and with lower fees (1-3% vs 10%+ through traditional methods).
  • The Nike+ platform is one of the best pieces of branded digital work to date. It fully embodies the elements of mobile/digital discussed earlier. Nike knew runners have always logged and tracked their runs manually, Nike+ made it easier for them to do that. It was sharable and social, but it excluded runners who didn ’ t own nike shoes, and couldn ’ t track your location. People were already carrying iPhones to listen to music, so with Nike+GPS, they opened up their platform to everyone with an iPhone. The Nike+ platform was so strong that it spawned multiple offshoots such as Nike Grid in London, and Nike+ Graffiti in Amsterdam
  • Transcript

    • 1. Mobile Activation: Guidelines & Case Studies
    • 2. Guidelines
    • 3. Mobile isn ’ t a bolt on
    • 4. It requires new additions to your teams
    • 5. Always ground your planning in behavior
    • 6. Consider the devices that are common among your audience
    • 7. Make it sharable
    • 8. Provide Continual Value
    • 9. Finding your mobile sweet spot
    • 10. Permissions and Opt-ins
    • 11. Integrating with other campaign elements
    • 12. Across the board measurement
    • 13. Case Studies
    • 14. Cell-Life and MXit Background : In South Africa their are many more cellphones than landlines. The National Aids Helpline (NAHL) is free to call from a landline, but regular cellphone rates apply. It ’ s expensive to call from a private cellphone, or people have to make use of public phones which are often within earshot of others. Problem: It ’ s expensive and invasive to call the NAHL Solution: Leverage MXit, a mobile messaging service with over 20MM users. To allow young adults to receive HIV counseling via text, which is more efficient, private, and cost effective. “ Splash screen ” ads were used to drive initial awareness of the campaign. Results: 4000% increase in number of people using the service. Counsellors were able to handle 10+ conversations at a time. Hoax calls decreased dramatically. All at a cost of only $35,000
    • 15. Red Cross in Haiti Problem: In January 2010 a massive earthquake devastated much of Haiti. The Red Cross needed a way to quickly collect donations that would engage a large number of people. Solution : Within a few hours, mGive had teamed up with the Red Cross to implement what would become the most successful mobile giving campaign to date. By texting “ HAITI ” to 90999 people could donate $10. The campaign propagated throughout all media channels. Results: Within five days the campaign had raised over $22 MM. By June 2010, it had raised over $41 MM. 14% of donations to Haiti came via text, more than television or email. 95% of text donations were from first time donors to the Red Cross. Over 20K text donors opted in to the Red Cross ’ email list.
    • 16. Mobile matters in emerging markets More than 1/3 of the African population has a mobile plan, with some areas reaching almost 2/3 market penetration. 20% of Kenyans have access to grid electricity, but mobile subscriber penetration stands at over 42%. By 2015: Only 32% of the population is expected to be connected to the grid, but mobile penetration will have reached 75%.
    • 17. Nike+ GPS
    • 18. Thank You

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