Planning your mobile campaign
Your model of
• With whom do you want to communicating?
• Trained Agents? Supporters? “The Crowd”?
• Inward? Outward? Two-way?
• What phones does your audience have?
• National? International? Multinational?
• Does your audience have to pay to
• Voice Freedom Fone
• SMS Obama for America
• Mobile Web JavaRosa
• Apps Extraordinaries
• Pictures and Video Digital ICS
• Missed Calls / Call me backs SocialTxt
• Money Transfer M-PESA
• List building
• Viral marketing
• Location- or context-based
• Guerilla efforts
How the bad guys using mobile
• Disseminate hate speech
• Rigging elections
• Tracking activists
• Blocking services
SMS in Data Collection: the challenge
• Thousands of observers spread
to difficult areas
• Make a statement on national
character of the election within
• Identify problems quickly so
that they can be remedied
• Concerns about results
SMS in Data Collection: the solution
• Observers text information using predefined codes
• Messages are processed producing live reports that
are monitored at the national headquarters
• Reports are used to alert authorities, make press
statements, and deploy additional observers.
What we learned
• Growing pains of going to scale
• Communication out was just as valuable
• Live data changes things in unexpected ways
• Every phone is different
Where do we go now?
i.e. what I need from you?
• Thank you
– Recipient Pays stifles social causes
– Toll free text lines
– Pricing in developing countries that reflects mobile's
role in human development (nod to one-cent text)
– Non-profits pricing is the long tail
– Better models for mobile fundraising
• Standardize service offerings in plain language
• Free up my location
• Make it easier Rapid Android
• Play nice Open Mobile Consortium
• Think beyond SMS and
smart phone apps.
• Think about scale
• Be creative – think
beyond SMS and
• Consider new program
• Empower along the
• Share your successes
and disasters on