Mobile Marketing & Social Change N2 Y4

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Mobile Marketing & Social Change N2 Y4

  1. 1. Using Mobile Marketing as a Vehicle for Social Change N2Y4 Conference Garage Session Presented by: Madeleine Moss Funes Product Marketing, mBlox
  2. 2. Summary <ul><li>Quick Mobile Survey </li></ul><ul><li>What is Mobile Marketing? </li></ul><ul><li>Why is it Important for Socially-Relevant Organizations? </li></ul><ul><li>The “How” of Mobile Marketing – Strategies, Techniques, Use Cases </li></ul>
  3. 3. Mobile Surveys <ul><li>Text “CHANGE” to 96625 to take survey </li></ul>Fundraising Follow-up Volunteer Recruitment/Satisfaction Advocacy Survey Polls re public opinion on issue  use results to generate buzz Go to Results to see live results
  4. 4. What is Mobile Marketing? <ul><li>MMA defines MM as “use of the mobile medium as a communications and entertainment channel between a brand and an end-user” </li></ul>Sell Goods Interact with Users Create Community Provide Information Increase Awareness Recruitment Promote Events Get Money Mobilize Action
  5. 5. Why Mobile Marketing? <ul><li>4.1 billion mobile subscribers in the world, a global penetration rate of 61.1 percent </li></ul><ul><li>Mobile marketing is expected to grow to over $24 billion worldwide in 2013, up from $1.8 billion in 2007 (per ABI research). </li></ul><ul><li>Brands’ share of budgets spent on mobile marketing and communications is set to increase almost 150% by 2013 (per survey done by Telefonica O2) </li></ul>
  6. 6. Why Mobile Marketing?
  7. 7. Why Mobile Marketing: Advantages Over Other Marketing Mediums <ul><li>Ubiquity and Immediacy </li></ul><ul><li>Interactivity </li></ul><ul><ul><li>Between Brand/Cause and Consumer </li></ul></ul><ul><ul><li>Consumer to Device </li></ul></ul><ul><li>More Resource-Efficient </li></ul><ul><ul><li>Simpler to set up </li></ul></ul><ul><ul><li>Higher response rates </li></ul></ul><ul><ul><li>Complementary to other initiatives </li></ul></ul><ul><li>Impact </li></ul><ul><ul><li>Great way to reach younger tech-savvy, optimistic generation </li></ul></ul>
  8. 8. Why Mobile Marketing? <ul><li>Flexibility in Approach </li></ul><ul><li>Broad Reach and Specific Targeting possible at one time, with one medium in one campaign </li></ul>B r and s Engagement Point Mobile Search Idle Screen Operator portal TAG MMS/SMS Push WAP Broadcast Operator Network TV & Video Community Sites Games Music Co n s u me r s Campaign Technology Mobile Content service Operator portal Sports News
  9. 9. Why Mobile Marketing? <ul><li>2.9M mobile users in the US received the Biden VP announcement via SMS </li></ul><ul><li>62262 spells OBAMA = increased mindshare and candidate awareness </li></ul><ul><li>Multiple keywords around issues (ex. IRAQ, JOBS) = immense opportunity for interaction and engagement with constituent base </li></ul><ul><li>Using mobile, Obama for America: </li></ul><ul><ul><li>Capitalized on the tech-centric habits of change-hungry youth to mobilize a community of followers to rally for a cause (his presidency) </li></ul></ul><ul><ul><li>Built the Obama brand </li></ul></ul><ul><ul><li>Drove behavioral changes (get out and vote reminders) </li></ul></ul>
  10. 10. The How of Mobile Marketing: Marketing Campaign Objectives and Related Tactical Examples Mobile word-of-mouth, generating buzz Building mobile opt-in list; base of potential volunteers, donors, evangelists Building loyalty and passion about the cause, building community Fundraising from individuals and corporations Building awareness about your cause Social Impact <ul><li>Participation in the raffle requires participation of other people (Columbia Tristar Film) </li></ul><ul><li>Receiving a discount requires passing a message on other people </li></ul>Mobile word-of-mouth <ul><li>Personalized information on condition of registration (L’Oreal) </li></ul>Building customer database <ul><li>Provision of a mobile newsletter including actual product information (Major European night-clubs) </li></ul>Enhancing brand loyalty <ul><li>Provision of a ring tone during a cross-media campaign </li></ul>Sales promotion <ul><li>Provision of push SMS with information about a given product (Coca-Cola) or cause (UNICEF) </li></ul>Building brand awareness Example For-Profit
  11. 11. The How of Mobile Marketing: Building Community <ul><li>Getting and Keeping Your Community Involved via Mobile </li></ul><ul><ul><ul><li>News Alerts </li></ul></ul></ul><ul><ul><ul><li>Running update on impact (ex. 400 trees have been saved today) </li></ul></ul></ul><ul><ul><ul><li>Interact with impacted individuals </li></ul></ul></ul><ul><ul><ul><li>Viral activity </li></ul></ul></ul><ul><ul><ul><li>Create relationships with community </li></ul></ul></ul><ul><ul><ul><li>Leverage appeal of high profile individuals (free ringtone, etc.) </li></ul></ul></ul><ul><ul><ul><li>Learn about your community </li></ul></ul></ul>
  12. 12. The How of Mobile Marketing: Push vs. Pull Advertising Branding: banner ad displaying a logo. Direct response: text ad invites a response for a contest, etc. Call to action here is to click on the hyperlink which says “enter to win a free party”. Integrated intent: banner ad with click-on capability. If the user clicks on the link they will arrive at the marketer’s webpage. <ul><li>Push </li></ul><ul><li>Not targeted to user, user does not expect at that time </li></ul>
  13. 13. The How of Mobile Marketing: Push vs. Pull Advertising <ul><li>Pull </li></ul><ul><li>Marketing/advertising attached to content or services that a user requests and is specifically targeted to the given user. </li></ul><ul><li>User must take action to initiate </li></ul><ul><ul><li>Opt-in email </li></ul></ul><ul><ul><li>Click to call </li></ul></ul><ul><ul><li>SMS Opt-in </li></ul></ul><ul><ul><li>Location Finder </li></ul></ul><ul><ul><li>Mobile search </li></ul></ul><ul><ul><li>SMS/MMS content feeds </li></ul></ul><ul><ul><li>Location based services </li></ul></ul><ul><ul><li>Barcode links </li></ul></ul>
  14. 14. The How of Mobile Marketing: Tactics  SMS <ul><li>Pros </li></ul><ul><ul><li>Pervasiveness </li></ul></ul><ul><ul><li>Simple </li></ul></ul><ul><ul><li>Easy to track </li></ul></ul><ul><li>Cons </li></ul><ul><ul><li>No images </li></ul></ul><ul><ul><li>Only 160 characters </li></ul></ul><ul><li>Examples: </li></ul><ul><ul><li>Coca-Cola </li></ul></ul><ul><ul><li>Alicia Keys and American Idol </li></ul></ul><ul><ul><li>Crimestoppers </li></ul></ul><ul><ul><li>Emergency alerts </li></ul></ul><ul><ul><li>Text 911 for deaf mobile users </li></ul></ul><ul><ul><li>Blue Ocean Institute sustainable fish information – try it out! </li></ul></ul><ul><ul><li>Red Cross in Sweden http:// www.streamio.se/Play?projectId =1223 </li></ul></ul>Text FISH [name of fish] to 30644
  15. 15. Try It Out – SMS Pledge Campaign
  16. 16. Try It Out – SMS Poll
  17. 17. Try It Out – SMS Donations <ul><ul><li>Via Mobile Giving Foundation </li></ul></ul><ul><ul><ul><ul><ul><li>Set donation of $5, via SMS </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Minimum of 3 months lead time </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Established (1 year) 501c3, at least $500K in revenue </li></ul></ul></ul><ul><ul><ul><ul><li>Must be registered as a soliciting charity in all states where fundraising will occur </li></ul></ul></ul></ul>
  18. 18. The How of Mobile Marketing: Tactics  MMS <ul><li>Applicability to Social Impact: </li></ul><ul><li>Promote awareness by documenting trip to your region of concern  keep community tied in to what is happening on the ground </li></ul><ul><li>Generate buzz around issue by publicizing fundraising events </li></ul><ul><li>User-generated content </li></ul><ul><ul><li>Social networking sites launching mobile extensions </li></ul></ul><ul><ul><li>TV interactivity (eyewitness news, competitions etc.) </li></ul></ul><ul><ul><li>YouTube, Flickr, etc. </li></ul></ul><ul><li>Interactive Marketing, Advertising and Life Style </li></ul><ul><ul><li>BMW launched an MMS campaign </li></ul></ul><ul><ul><ul><li>Photo sent to customers of how their model would look with new snow tires </li></ul></ul></ul><ul><ul><ul><li>30% conversion rate overall, one of BMW’s most successful campaigns </li></ul></ul></ul>
  19. 19. The How of Mobile Marketing: Tactics  LBS, Apps <ul><li>Location-based services </li></ul><ul><ul><li>181M A-GPS handsets, 13M subs use LBS apps in 2009, growing to 52M by 2013 </li></ul></ul><ul><ul><li>Market to people based on where they are </li></ul></ul><ul><ul><li>Proximity marketing, ex. Nike </li></ul></ul><ul><ul><li>Enrich standalone apps to make more effective </li></ul></ul><ul><li>App stores </li></ul><ul><ul><li>Ads disguised as apps -  Virtual Zippo Lighter </li></ul></ul><ul><ul><li>Ads integrated into games, video content or other apps </li></ul></ul>
  20. 20. The How of Mobile Marketing: Tactics  Mobile Internet <ul><li>Mobile Search </li></ul><ul><ul><li>Google, Yahoo!, voice-enabled search </li></ul></ul><ul><ul><li>Admob </li></ul></ul><ul><li>Banner ads </li></ul><ul><li>Why? </li></ul><ul><ul><li>Mobile Click-thru Rates (CTR) tend to be 3-5x greater than online </li></ul></ul><ul><ul><li>Draw advocates into your mobile community </li></ul></ul>Mobile Search
  21. 21. The How of Mobile Marketing: Challenges <ul><li>Global Differences </li></ul><ul><ul><li>Europe, Asia ahead of US in Mobile </li></ul></ul><ul><li>Evolving advertising ecosystem </li></ul><ul><li>List-Building </li></ul><ul><ul><li>Opt-in list </li></ul></ul><ul><ul><li>Breadth and depth </li></ul></ul><ul><li>Effectiveness </li></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><li>Clear call to action </li></ul></ul><ul><li>Getting Started </li></ul><ul><ul><li>MMA and carrier rules in the offdeck space </li></ul></ul><ul><ul><li>Compliance audits </li></ul></ul><ul><ul><li>Retention </li></ul></ul>
  22. 22. Try It Out – Set Up a Mobile Campaign Screen shots on the following slides from Waterfall Mobile
  23. 23. Try It Out – Set Up a Mobile Campaign
  24. 24. Try It Out – Set Up a Mobile Campaign
  25. 25. Try It Out – Set Up a Mobile Campaign
  26. 26. Try It Out – Set Up a Mobile Campaign
  27. 27. Try It Out – Set Up a Mobile Campaign
  28. 28. Try It Out – Set Up a Mobile Campaign
  29. 29. Questions? Please feel free to email me at madeleine.moss@mblox.com
  30. 30. Appendix
  31. 31. List of Charities mGive $5 90999 ZOO Columbus Zoo and Aquarium Mobile Commons $5 20222 OMC Choice Ministries, Inc. mGive $5 90999 NATS Childrens National Medical Center mGive $5 90999 KIDS Children's Miracle Network mGive $5 90999 FUND Children's Cancer Research Fund mGive $5 90999 DREAM Children Affected by AIDS Foundation mGive $5 90999 RESPOND Call and Response Mobile Commons $5 20222 TIGER Big Cat Rescue Corp. Mobile Commons $5 20222 TIGER Big Cat Rescue Corp. MobileCause $5 20222 BIG Big Brothers Big Sisters of Greater Kansas City MobileCause $5 20222 BIG Big Brothers Big Sisters of Greater Kansas City mGive $5 27722 GIVE ASPCA mGive $5 90999 RIGHTS Amnesty International of the U.S.A. mGive $5 90999 HEART American Heart Association mGive $5 20222 CVC American Cancer Society, Great West Division Mobile Giving Foundation $5 20222 HOPE American Cancer Society, California Division Mobile Giving Foundation $5 20222 HOPE American Cancer Society, California Division mGive $5 90999 AMBER AmberWatch Foundation Distributive Networks $5 20222 ALS ALS Foundation - Florida Chapter Mobile Commons $5 20222 POETS Academy of American Poets, Inc. ASP Donation ShortCode Keyword Charity
  32. 32. List of Charities Mobile Commons $5 20222 HRIGHTS Human Rights Campaign Foundation Mobile Commons $5 20222 HRIGHTS Human Rights Campaign Foundation mGive $5 90999 KUHT HoustonPBS (Association for Community Broadcasting) mGive $5 90999 GHS Greenville Hospital System mGive $5 90999 MEALS Greater Chicago Food Depository mGive $5 90999 BEAUTY Girls for a Change mGive $5 90999 TELETON Fundacion Teleton Mexamerica mGive $5 90999 FRIENDS Friends of the World Food Program Mobile Giving Foundation $5 20222 MEALS Food Lifeline Mobile Giving Foundation $5 20222 MEALS Food Lifeline mGive $5 90999 FOOD Food Bank of the Rockies MobileCause $5 20222 FAMILY Focus On The Family mGive $5 90999 TOOLS Flobots.org mGive $5 90999 FEED Feed the Children, Inc. mGive $5 41010 RESPECT Family Violence Prevention Fund mGive $5 90999 ECO Environmental Resource Center Mobile Giving Foundation $5 20222 SHOWME Entertainment Industry Foundation Mobile Giving Foundation $5 20222 SHOWME Entertainment Industry Foundation mGive $5 90999 DMRF Dystonia Medical Research Foundation mGive $5 90999 DOB Doctors Without Borders mGive $5 90999 THANKS Disabled American Veterans mGive $5 90999 CONGO Dikembe Mutombo Foundation mGive $5 90999 CUREGIVE CURE International
  33. 33. List of Charities mGive $5 90999 SMILE Operation Smile MobileCause $5 20222 BIBLE Open Doors USA MobileCause $5 20222 BIBLE Open Doors USA mGive $5 90999 NEED Neediest Kids Mobile Commons $5 20222 RELIEF National Relief Charities Mobile Commons $5 20222 RELIEF National Relief Charities MobileCause $5 20222 HELP1 National Law Enforcement Officers Memorial Fund mGive $5 90999 MC1867 Morehouse College mGive $5 90999 USX8 Mid-Ohio Foodbank Mobile Giving Foundation $5 20222 MERCY Mercy Corps Mobile Giving Foundation $5 20222 MERCY Mercy Corps Mobile Giving Foundation $5 20222 BABY March Of Dimes Missouri Mobile Giving Foundation $5 20222 BABY March Of Dimes Missouri mGive $5 90999 RESCUE Mapendo International mGive $5 90999 NET Malaria No More mGive $5 90999 WISH Make-A-Wish Foundation mGive $5 90999 RMPBS KRMA-Denver PBS mGive $5 90999 ALIVE Keep a Child Alive mGive $5 90999 READ Jumpstart for Young Children mGive $5 90999 CARE Johnjay & Rich Care For Kids Foundation mGive $5 90999 TEEN Jewish Federation of Metropolitan Detroit MobileCause $5 20222 RESCUE Invisible Children, Inc. mGive $5 464329 GIVE IFAW
  34. 34. List of Charities mGive $5 90999 ARMY The Salvation Army Central Territory mGive $5 90999 TSA The Salvation Army Atlanta Wireless Factory $5 20222 FOOD The Pantry of Broward, Inc Wireless Factory $5 20222 FOOD The Pantry of Broward, Inc mGive $5 90999 TOY The Marine Toys for Tots Foundation Mobile Commons $5 20222 HUMANE The Humane Society of the United States Mobile Commons $5 20222 HUMANE The Humane Society of the United States Mobile Commons $5 20222 CHILDREN The Children's Aid Society mGive $5 90999 KOMEN Susan G. Komen for the Cure® mGive $5 90999 GROVE Stern Grove Festival mGive $5 90999 STAR Starlight Children’s Foundation mGive $5 40202 STAND Stand Up to Cancer mGive $5 90999 STJUDE St. Jude Childrens Research Hospital mGive $5 90999 SOCO Special Olympics Colorado mGive $5 90999 SOS SOS Children's Villages mGive $5 90999 SASS Sheltering Arms Senior Services Mobile Giving Foundation $5 20222 SHARE Share Our Strength, Inc. mGive $5 90999 HIV Safe Blood for Africa mGive $5 90999 CHILD Richie -Madden Children's Foundation/Tides Foundation Mobile Giving Foundation $5 20222 HEROS Rebuilding Together Mobile Giving Foundation $5 20222 HEROES Rebuilding Together mGive $5 90999 CURE PPMD mGive $5 90999 PBSNAT PBS
  35. 35. List of Charities mGive $5 90999 w2a Worship2action mGive $5 90999 LIVE WomenHeart mGive $5 90999 WHY WHY (World Hunger Year) Distributive Networks $5 20222 PETS Western PA Humane Society Mobile Commons $5 20222 MLK Washington DC Martin Luther King Jr. National Memorial Project Foundation mGive $5 90999 BRAVE VFW Foundation mGive $5 864833 FIT United Way mGive $5 90999 BEDNET United Nations Foundation mGive $5 864233 TAP UNICEF mGive $5 90999 TPT Twin Cities Public Television mGive $5 90999 TJMF TJ Martell Foundation mGive $5 90999 RING The Salvation Army Memphis mGive $5 90999 KETTLE The Salvation Army in Greater Columbus mGive $5 90999 DoGood The Salvation Army DFW Metroplex Command

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