Mobile banking is taking off, with the potential to change entire economies where the majority of people currently are currently "unbanked," as the term goes. There have been been several very interesting reports and articles recently on the topic. On the Foreign Policy blog, World bank consultant Christine Bowers writes about the enormous economic implications that mobile banking has for the world's poorest:
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Amnesty's campaign to close Guatanamo using SMS has been bothering me ever since I opted in to the mobile action network. Don't get me wrong - the web campaign is great and the pictures and stories on the blog are effective.
But the mobile campaign is all wrong. Yes, mobile campaigns are a new medium, only beginning to show a return, and not well understood. This is even true for big commercial campaigns that are only now sticking their toes into the mobile marketing waters.
But come on, advocacy organization, you are smarter than that. Mobile marketing is not rocket science, there is already a lot we know, and even as you experiment, use some common sense and pay attention to what you already know about engaging users and constituents.
So in order:
1. What's happening in the mobile marketing market that advocacy organizations should pay attention to (caution: this is US-centric!)
- Carriers in the US are loosening up their previously tight restrictions on mobile advertising. Verizon, Sprint/Nextel, and AT&T are now allowing banner ads on their landing pages
- More and more Americans have WAP-enabled phones, allowing them to do more and more on their cell phones, including watching video and photos, browsing the web, and of course, ubiquitous text messaging. rich media mobile messaging for greater brand and communication impact. Marketers now have at their disposal MMS (define), WAP push (clickable links to WAP-based multimedia content incorporated into SMS messages), and video shortcodes (consumers receive a video stream directly to their handset in response to texting to a shortcode).
- Altogether more than 74% of US adults have cell phones -- and they do not leave the house without them (and their keys and wallets - the three things most adults walk around with at all times.)
- Sms/texting is growing by leaps and bounds with more than 64.8 billion SMS messages sent in the first six months of 2006, up 98.8% from 32.6 billion in first six months of 2005.
- Mobile marketers are salivating, with polls, contests, coupons, and even mobi-sodes, short sms serial stories hitting the commercial market. Pepsi, Ford, Toyota, Burger King all have mobile campaigns, and more and more marketers are allocating hard dollars to "mobile marketing" budgets.
- Visa announced its mobile payment platform, allowing cardholders to use their mobile phones to make purchases or conduct other transactions by tapping them against readers. Think 'just in time' fundraising.
But what's the ROI for mobile marketers - such as advocacy organizations?
Everyone agrees, the medium is young, it is risky when poorly done, and it'll take time to judge payoffs. MobileActive's research of existing campaigns shows some interesting returns with sizeable opt-ins, and rather impressive open and forward rates for campaigns conducted by IFAW and Oxfam, for example. We will be publishing more details from specific campaigns in the next MobileActive Guide on Mobile Advocacy.
While a lot of metrics are still elusive, Brandweek reports about a commercial campaign: For the "Everydayrocks" text initiative, some 13,000 people opted in. And more than 75% of the entrants responded to SMS messages from the brand and/or redeemed mobile coupons. Only 4.8% opted out. Most telling, however, was that mobile emerged as the conduit with the best market reach; mobile outperformed radio by more than 64% and billboards by 24%. Overall, the mobile redemption rate was 28%, making it by far the most effective component."
We have seen positive other PR as well - a clever campaign, especially one that goes viral, will get earned media coverage and word-of-mouth exposure
What are advocacy organizations concerned about?
According to Brandweek, there still is considerable "consumer resistance, the main reason behind the carriers' historic refusal to open the gates to ad content." Brandweek goes on: "Studies have shown that consumers are less than thrilled with the idea of receiving ads on their cells. While early adopter teens are among the biggest targets, three-quarters of cell phone users ages 10 to 18 said they do not think it's OK to be marketed to on a mobile device, according to a study of 2,000 users conducted by Weekly Reader Research, Stamford, Conn., on Brandweek's behalf. Forrester Research in Cambridge, Mass., found 79% of consumers are turned off by the idea of ads on their phones and a mere 3% of respondents said they trust text ads."
There are now strict guidelines, drafted by the Mobile Marketing Association, on opt-in and opt out procedures.
It's my phone! Be scrupulous about your opt-in practices, absolutely meticulous in following the mobile marketing code of ethics, and make your vendors follow them to the T. Your brand is at stake, and people will get very annoyed if they perceive you spamming them.
But this is not stopping mobile marketers who are chomping at the bit.
So, what do we know about effective mobile marketing?
Can we talk?
1. Mobile messaging should be about interaction, do not just pitch. A hard notion for advocacy organizations used to pushing email messages by the millions. Mobiles offer a unique opportunity for interaction. Advocacy organizations need to think about mobile marketing as a conversation, a way to interact two-ways with their constituents.
2. Trust is key here as the mobile medium is so very personal. Gain permission and offer relevant and timely content.
3. Pull people to mobile interaction through other media -- ads, billboards, the web and offer, in turn, mobile interaction with those media.
4. Be careful about targeting your demographics and make your ask accordingly -- asking an older constituency to upload mobile photos is probably not going to be very successful.
5. Be relevant. Offer timely news and functional updates that are of interest to your audience-- and be clever. Just by way of an idea: The American Lung Association could offer air quality updates via sms for where I live, for example. In Amnesty's case, I would like to know how many others are signing the petition and how it's going -- what are others saying and how successful is the campaign? Send me an sms with an update since signing on -- I have not heard a lick from Amnesty since I signed the petition two days ago.
6. Mobile marketing works best when it's pull, not push, and there is an opportunity for people to express themselves - to 'talk' back, to suggest, to respond. Humor works here!
7. Be multi-media. Integrate your mobile marketing and messaging into your entire media and messaging campaing; do not let mobile be an add-on - it shows, and it costs you if not done well.
This is a world that is rapidly evolving. Bandwith and technology improving al the time, we will see Internet- and TV-style ads, search, and much more branded content.
For advocacy organizations, mobile marketing is used most effectively for facilitating a dialogue with their constituents. This 'third screen' can create extended conversation, creating connections across online and traditional media exposures.
So what should Amnesty have done better here?
1. Do no ask me for my email to sign the petition, let me do it via sms.
2. Show what people are saying on the petition via sms, in real time on the blog, in ads, in public interest announcements -- in your other media campaign.
3. Tell me back how it is going -- what other people are saying, what is happening.
4. Communicate regularly with me VIA text, BUT remind me of how to opt out.
5. Ask me to forward a note, ask me to make a call, ask me to express myself in a some way in a poll, in a 160 character message, poem or statement.
6. Use humour, allow for humour -- it may be gallows humour in the case of Gitmo, but hey...
Overall: engage me, and do not let me feel that I am sinking in your typical advocacy 'push' hole that benefits you organizationally, but in the end has no impact on the issue, nor engages me in any way.
In the end, because mobiles are so personal, there is a huge opportunity for a conversation that few advocacy organizations used to messaging OUT have any idea how to do effectively. Mobiles are very much a read/write medium in the web 2.0 fashion and only those organizations willing to hear back and engage in 'it's the conversation, stupid' will end up running catchy, creative, engaging, and innovative mobile campaigns.
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Following on the heels of the BBC feature on the revolutionary growth and availablity of mobile phones in Kenya, OmyNews features a new project-to-be in South Africa's KwaZulu Natal province. The UmNyango Project of Fahamu, a MobileActive participant, equips rural women in the Province with free text messaging to report on violence against them and their children, and report other abuses. The project coordinator, Anil Naidoo, says: ""This is the first time in KwaZulu Natal that we know of, where SMS technology has been used to directly empower women in this way.
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In today's New York Times there is a full-page ad for Amnesty's Close Guantanamo campaign -- complete with a short code for a text-in campaign. Text believe to '30644; to opt in to the Amnesty campaign. This is the frst time that a major campaign is using a text component in their work here in the US. Of course, it's par for the course elsewhere in the world, but organizations have been cuatious here for fear of annoying supporters, and unsure of the ROI of the investment.
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Great idea: The nonprofit Center for Biological Diversity offers free ringtones of rare and endangered animals. Download their haunting hoots, sensational songs and crazy croaks to your cell phone. Available are calls of the blue-throated Macaw, Beluga Whale, Boreal Owl, Mountain Yellow-legged Frog, Yosemite Toad, or any one of over forty other endangered critters. Ringtones are free and available here. Nice way to build a list as well.
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Just a quick note about the current Greenpeace campaign surrounding the UN vote on a bottom trawling moratorium. Our international office created a South Park style viral animation featuring a song lovingly reversioned from the South Park Movie. On top of that, they're offering ringtones as MP3 downloads so you can support the campaign wherever you go. These just launched today so no idea on take-up yet but should be interesting.
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Mobile phones have enormous potential in electoral, voter registration, and election monitoring campaigns.
With close to 2.5 billion phones in circulation around the world, in many countries mobile phones are the easiest and least expensive way to communicate and are far more pervasive than the Internet.
Internationally mobile phones have been used for systematic election monitoring in Macedonia and Kenya, among women voters in Saudi Arabia, and in a number of popular uprisings in the Ukraine and South Korea. In the 2004 U.S. election, almost 10,000 people started their voter registration process through a mobile campaign. This year the U.S. based group Mobile Voter aims to register 55,000 young people to vote via their cell phones.
While the use of mobile phones in elections and voter registration campaigns is still in an experimental stage, a lot has been learned about the characteristics of successful campaigns. In this guide we will share these findings with you, along with case studies, and other information organizations can use to run their own mobile campaigns.
DOWNLOAD THE GUIDE. (Log-in required)
This guide was written by Michael Stein, a writer and Internet strategist, and edited by Katrin Verclas, the executive director of
NTEN.Read the press release.
MobileActive is a project of Green Media Toolshed. The MobileActive Strategy Guides were produced with the support of the Surdna Foundation, and in collaboreation with NTEN: Your Nonprofit Technology Community.
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In very exciting news, microcredit pioneer Muhammad Yunas and the Grameen Bank he founded have won this year’s Nobel Peace Prize for their work bringing people out of poverty in Bangladesh. This is a great win for everyone who believes that the path to peace is through ending poverty and that technology can help achieve this.
Yunas came up with the concept of microfinance, which has made it possible for millions of Bangladeshis to rise out of poverty. He has also made great strides in bringing technology to poor areas in Bangladesh, particularly cell phones.
The Grameen Phone initiative uses cell phones for economic development. How it works is that banks give loans so people can purchase mobile phones and in turn rent them out to others in their villages. These phones are often the first access entire villages have to a telephone. Not only do these phones make excellent businesses for the people who manage them, but they also make it possible for everyone in the town to work more efficiently through faster communications. A case study about this program is available here. I’ve also written about it here.
And not surprisingly, access to mobile technology is bringing about the development of innovative new tools to meet Bangladeshi’s specific needs. One example is the service Cell Bazaar, a kind of mobile Craig’s List that people can use to check prices before they buy or sell a product to make sure they are getting the best rate.
Congratulations Yunas and Grameen Bank. Your win is a great achievement for the movement behind using technology for social change, the field of microfinance, and everyone in Bangladesh.
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"SMS lowers the cost of operations for UNICEF - to help feed the children of Africa"SMS messaging has become an important communication tool for many of the most successful businesses in the world. Thanks to collaboration between the United Nations' UNICEF and Australian software company Red Oxygen, SMS has also become an essential tool for helping some of the poorest people in Africa.Tauhidur Rashid, the director of UNICEF's operation in the African nation of Tanzania, says that Red Oxygen's two-way email to SMS software has become an indispensable part of UNICEF's operations. "We've found that SMS is the best way for us to reach the wide variety of people all over the country that we need to keep in contact with. Red Oxygen's software has made that SMS communication easy and practical".UNICEF is a worldwide agency of the United Nations specializing in human rights, education, public health and development issues, primarily for children and women. With such a broad mission, the UNICEF team has a wide range of communications needs. SMS is the best communications option to meet those needs in Tanzania, according to Mr.
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