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connect • engage • measurehttp://en.wikipedia.org/wiki/Fullerene
2/25/10
• 300 Million mobile subscribers in the US
• 97% of mobile phones are text enabled
• About 5 Billion text messages sent every day in US
• Provides a ‘rope’ bridge for the digital divide
• The most successful app has less than 2% reach.
SMS: The EveryPhone App
35-44 year olds send 239 texts and make 223 phone calls per month.
Mobile integrated with media drives active database building…
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Media: Put the Call to Action Anywhere/Everywhere
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Center for Community Change
Connect: Text JUSTICE to 30644
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Center for Community Change
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
Profile: Collect and Save Data
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Connect: Use That Data for Targeted Messaging
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Build profiles with unlimited segmentation
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Local Theaters Customizable data gathering for profiles:
•Birthday•Marital Status•Last Movie Seen•Location•Mailing Address•etc.
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Citizen Journalism: Reach Experts and Sources Anytime/Anywhere
Measure. Measure. Measure.
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Let’s make it perfect
Text WEDDING to 69866
Martha Stewart uses Mobile Commons in all media …
Text WEDDING to 69866 for a wedding wish from Martha
TV/Radio
Web
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… to create integrated programs with SMS
• Brand engagement opportunity• Drive opt-ins via Print or Digital• Collect email addresses for
marketing• Upsell opportunities for advertisers
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Dinner Tonight Program (text DINNER to 30644)
MobileAudience
• Email capture• Sponsor opportunity• Content distribution
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Interactive Outdoor
Integration that turns outdoor interaction into profiles.
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Web Integration
Driving Conversions From TV
The Shedd Aquarium used an SMS call-to-action in 25% of their TV ads to drive contest entries.
•The TV ad with an SMS call-to-action generated 325% more contest entries than any other call-to-action.
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Supporters that receive a text message are 77% more likely to donate.
Use Case: Humane Society
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Tell-A-Friend with text.
Use Case: Children’s Aid Society
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From Radio
• Mobile call-to-action in the weekly podcast
• Over 25,000 listeners have texted in over last 30 days
• Program quickly expanding to other radio shows
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Use Case: Blue Ocean Institute
Mobile | Web | Facebook21
FishPhone: Text Fish + Halibut to 30644
To find the closest H1N1 vaccine…
Use Case: Public Utility
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…or the closest youth shelter
Text SAFE + Address to 69866Text FLU + ZIP to 30644
Text:LOOKUP + LabelTo 69866
NRDC
Taxi TV
On Taxi Tops
On Packaged Goods
Key Customers Public Interest Arts & Culture Consumer Brands Labor Unions Health & Human Services
Associations
Politics Faith Based
Conservation