Mobile Commons


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Presentation about Mobile Commons by Jed Alpert @ March 2010 501 Tech Club NYC meeting

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Mobile Commons

  1. 1. connect • engage • measure 3/17/10
  2. 2. <ul><li>300 Million mobile subscribers in the US </li></ul><ul><li>97% of mobile phones are text enabled </li></ul><ul><li>5 Billion text messages sent every day in US </li></ul><ul><li>Provides a ‘rope’ bridge for the digital divide </li></ul><ul><li>The most successful app has less than 2% reach. </li></ul>SMS: The Every Phone App 35-44 year olds send 239 texts and make 223 phone calls per month. Source: Pew Internet and American Life Surveys (2005–2008) and CTIA.
  3. 3. <ul><li>Mobile integrated with media drives active database building… </li></ul>
  4. 4. Media: Put the Call to Action Anywhere/Everywhere Center for Community Change
  5. 5. Connect: Text JUSTICE to 30644 Center for Community Change
  6. 6. House Calls House Parties 100’s of thousands of Advocacy Calls Thousands of Local House Parties Around a Political Event Engage: Center for Community Change did… All From The Mobile Joiners
  7. 7. Profile: Collect and Save Data
  8. 8. Connect: Use That Data for Targeted Messaging
  9. 9. World Wildlife Fund uses Mobile Commons me: EARTH 69866: WWF: Thanks for signing up for Earth Hour Alerts! Mark your calendars for March 27 th ! Send us your email address to get latest news. Reply ‘STOP’ to unsub. me: [email_address] 69866: WWF: Thanks for sending us your email address. If you want to receive local updates about earth hour – send us your current zip code. me: 10001 69866: WWF wants to know which species is ur favorite? Reply with ur favorite species here to get exclusive mobile updates! me: dolphin 69866: Thanks for telling us ur favorite species! Want 2 learn more? Visit the WWF species page @ or reply with ur email address 2 subscribe. CRM Profile Phone # Email address Likes & interest targeting Increase newsletter reach Redirect to web (or apps) Drive traffic to private/public partners hips Social networking call-to-action Website EmailNewsletter Television & Radio Geo-targeting Day part targeting List building New broadcast following user signup
  10. 10. Build profiles with unlimited segmentation <ul><li>Customizable data gathering for profiles: </li></ul><ul><li>Birthday </li></ul><ul><li>Marital Status </li></ul><ul><li>Last Movie Seen </li></ul><ul><li>Location </li></ul><ul><li>Mailing Address </li></ul><ul><li>etc. </li></ul>Local Theaters
  11. 11. Citizen Journalism: Reach Experts and Sources Anytime/Anywhere
  12. 12. Sources: Original studies and Nickerson (2007) Get Out The Vote Mobilization Strategy Treatment-on-Treated Effect Cost per Contact Cost per Vote Study Text Messaging 4% $0.13 $1.62 Dale and Strauss (2006) “ Quality” Phone Calls 4-5% ~$1 ~$20 Youth Vote Coalition, Nickerson (2006) Door-to-door Canvassing 7-9% $2.50 ~$30 Gerber, Green and Nickerson (2003); Gerber/Green (2000b) Leafleting 1.2% $0.38 $32 G/G (2000b); Nickerson, Friedrichs and King (2006) Mail ~0.6% $0.40 $67 Gerber and Green (2000a)
  13. 13. Measure. Measure. Measure.
  14. 14. Interactive Outdoor <ul><li>Integration that turns outdoor interaction into profiles. </li></ul>
  15. 15. Web Integration
  16. 16. Driving Conversions From TV <ul><li>The Shedd Aquarium used an SMS call-to-action in 25% of their TV ads to drive contest entries. </li></ul><ul><li>The TV ad with an SMS call-to-action generated 325% more contest entries than any other call-to-action. </li></ul>
  17. 17. <ul><li>Supporters that receive a text message are 77% more likely to donate. </li></ul>Use Case : Humane Society
  18. 18. <ul><li>Tell-A-Friend with text. </li></ul>Use Case : Children’s Aid Society
  19. 19. From Radio <ul><li>Mobile call-to-action in the weekly podcast </li></ul><ul><li>Over 25,000 listeners have texted in over last 30 days </li></ul><ul><li>Program quickly expanding to other radio shows </li></ul>
  20. 20. Use Case : Blue Ocean Institute Mobile | Web | Facebook FishPhone: Text Fish + Halibut to 30644
  21. 21. <ul><li>To find the closest </li></ul><ul><li>H1N1 vaccine… </li></ul>Use Case : Public Utility … or the closest youth shelter Text SAFE + Address to 69866 Text FLU + ZIP to 30644
  22. 22. Text: LOOKUP + Label To 69866 NRDC
  23. 23. Taxi TV
  24. 24. On Taxi Tops
  25. 25. On Packaged Goods
  26. 26. Key Customers Public Interest Arts & Culture Consumer Brands Labor Unions Health & Human Services Associations Politics Faith Based Conservation