Tuesday, 22 March 2011

Another year another e-campaigning forum Plus Greenpeace presentation on mobile

Yes, it's that time of the year and here I am again sitting in the lecture hall of the St Anne's college in Oxford.
Many familiar faces here - a but surprised to hear that majority have come to ECF for the first time! That means a lot of new, fresh discussions and challenges - I am really looking forward to all that.

The first presentation is by Greenpeace International. When you think innovation – look at Greenpeace. When are they going to stop being so cool? It's so annoying (this is pure jealousy speaking obviously).

So Jusi Kivipuro leads on mobile innovation in Greenpeace International and he will tell us how GP is using it in their campaigns.

Mobiles now outnumber PC worldwide by 5 to 1. However they are used in different ways than we do:)

Some stats I have that confirm this but are also encouraging in terms ...
“By 2013 mobile phones will overtake PCs as the most common Web access device worldwide.”*Gartner ‘Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’. Jan 2010

“For the first time, there will be over 1 billion mobile devices accessing internet by year-end , gaining quickly on the 1.3 billion PCs accessing the internet – as the former is growing at 2.5 times the rate of the latter”
Frank Gens Senior. VP & Chief Analyst, IDC. Speaking in 2010

Mobile is a bridge btw the real world and the internet. People get in touch when it suits them.
This bridge is Augmented reality – it doesn’t have to be this literally – it could be an SMS service which gives you info based on your location (I know of an example I think in Finland where you can get the appropriate bus schedule based on your location)

Case study - China

Looking at comm and campaigning.
Will look at fundraising in the future.
Wanted to run a number of pilot campaigns

Held three different campaigns to reach the new tipping point in mobile campaigning
300k subscriber to comms from Greenpeace - recruited over 18 months.
10 different mobile channels tested and created KPIs for engagement. [WOW]

Campaign - banned pesticides are used in the production by millions of farmers in China. Tried to improve regulation by getting supermarkets to change their sourcing policies and consumers buying habits.

Service for women who do all the shopping - which helps them in shopping and recommend produce for their favourite dishes.
Apps, mobile site, MMS, MMS
SMS - is the unifying platform that everyone can use while Apps are more exclusive - different operating systems, smartphones. But people who are using them are the heavy consumers. So they might be most active/most influential, although not the highest in numbers.
MMS - ads in MMS magazines. In China people read a lot over mobile. When you click on the ad you find the subscription service for GP info.
SMS push campaign - bought the list of people and asked them if they want to receive info about safe food.

Subscriptions followed by a serious of messages with info about sfae food and produce. Then they would have a link to a mobile website. Plus offline events and radip
Also paper ads promoting iphone apps. Had iphone ads as well as s60 - difficult to find developers for the former.
Took time to think about different channels they can use.

Marketing web to mobile - so people can sign up and get GP mobile guide to use it when they need it - so not trying to move them from web to mobile... Show how important it is to think the journeys through. Cos on the face of it, you wouldn't push people from online where you already g=have people one step away form a conversion....

Mobile was cost-effective for Greenpeace.
They could send messages that people wanted to receive. And they didn't kill and trees!

Audience questions

Good comment from the audience - in order to do mobile correctly, charities need to sort out their mobile websites first. Totally agree with that - so often we need to do the shiny stuff rather than sort out the basics, while basics bring better results...

Another question - Greenpeace focussed on reaching out to middle classes. They didn't try to reach farmers as they were not their primary audience.

Interactive service where people could reply to SMS' from GP? They did contemplate Ask Greenpeace type of service... Google developed a service where a farmer can ask a question and Google generates answers from the search and then they get pushed to human being if answers can not be found...

This sounds like that project in Nigeria 'Learning about living' for children is schools to ask questions about reproductive health. They could do it via web, phone and mobile. Mobile performed best - 10,000 text in the first month, hardly any questions through the web form, and there were pre-set answers that would be played back to the user... (stats from 2008)

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