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My eCampaigning Forum 2011 keynote on mobile campaigning in Greenpeace in Oxford
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River – talk to me Jussi Kivipuro
Global Mobile Innovation Manager Greenpeace International
for eCampaiging Forum 2011
This is an extended version of the presentation given in eCampaigning Forum in Oxford, UK on 22 March 2011.
More information about the forum: http://fairsay.com/events/ecampaigning-forum/2011
This presentation, more information about the speaker and other presentations at:
http://kivipuro.com
Presentation includes the speaker notes for the benefit of knowledge sharing amongst the event visitors. I hope our conversations inspired you to consider, try out, and further develop your own mobile offering.
Warmest,
Jussi Kivipuro
mobility mobile phones
What is mobility? • Me reaching other people, other systems and “my
stuff” • via different devices • at different times • with different network connections
new audiences
relevant
impactful
I argue that Mobility will enable Greenpeace globally to gain new audiences, become more relevant and more impactful.
Contents
Why mobility is relevant to Greenpeace?
How mobility has helped our campaigns?
How we support our offices to succeed?
Mobile examples from Greenpeace offices
Why mobility is relevant for GP?
unique benefits
globally relevant
• Mobility delivers relevant and unique benefits and features to Greenpeace campaigning
• Mobile phones are widespread globally
Mobility delivers unique benefits to Greenpeace campaigning • spontaneous vs. regulated • reality vs. virtual reality • relevant vs. arbitrary • social vs. isolated • service vs. marketing • interaction vs. mass-medium • sender control vs. media control
Mobile phones are globally here to stay
Mobile phones now outnumber PC's worldwide by 5 to 1
2. MOBILE IS GLOBALLY RELEVANT - About 5 billion mobile phone subscriptions - Over 500 million 3G subscriptions, to double in 2011
- Over 150 million Facebook users over mobile
Reach and find us spontaneously
Mobile bridge
Mobility
Mobile is a bridge between the reality and virtual reality
An augmentation bridge
Mobility
Augmentation is bringing digital things to the physical world
Making the invisible visible
Augmented reality does not distant you away from reality, only adds a relevant layer to it. Seeing the value of your surroundings or threat can drive change of behaviour in a fundamental way.
Relevance via context sensivity
When right information is brought to you at right time in right place, decision making is easy. This drives behavioral changes. Context sensivity of place, time and person.
Service vs. marketing
Safe fish guide All in all, you move from “trying to push people” to do something to enabling people to fulfill their needs or their desire to save the planet and their own lives.
Able to connect people together Mobile is personal You make it you own, you have it with you 24/7 It is the only way to always reach and be reachable It is your social tool
Questions?
NEXT:
How mobility has helped our
campaigns?
Contents
Why mobility is relevant to Greenpeace?
How mobility has helped our campaigns?
How we support our offices to succeed?
Mobile examples from Greenpeace offices
Case China
• Mobile engagement project • 2,5 years initiative • 5 people full time staff and operational budget • Steering committee
Overall project goals
Test different mobile channels Run pilot campaigns Campaigning, communications development Global skill-sharing during the project
Several campaigns
Sustainable agriculture campaign • Problem:
• WHO banned pesticides used in food production • Health risks to farmers and consumers
• Solution: • Phase out the
use of dangerous chemicals
• Use of safer farming methods
Sustainable agriculture campaign
• Campaign: • Laws enforced and regulation improved
• Strategy: • Change buying
policy of supermarkets
• Consumer education
Overall campaign
• Examples of existing activities: • Research • Interaction with farmers • Publishing printed purchase guides for consumers • Actions in supermarkets • Website • Other…
Role of mobile?
Define a problem: • How to create a service for women who do daily shopping decisions? Helps their daily life and helps us with the campaign.
Find a solution: • Food lovers guide
• Information about safe food • Where to buy / where not to buy • Celebrity favourite dishes
Food lovers service and it’s promotion
Web to mobile
Direct push – SMS & MMS
SNS/BBS/Blog/
Micro-blog
Mobile advertising
mSEO
WAP push Mobile
application
Mobile site
Size of potential audience
Apps
Mobile site
MMS
SMS
Richness of experience
Apps
Mobile site
MMS
SMS
Marketing Ads in MMS magazines
From 13761243648
Y Yes, send me more info
submit
Marketing SMS push
From 13761243648
Y
Do you want to know more about safe food?
From 1376124368
YES
Food lovers guide Series of SMS & MMS messages
Learn more on our mobile site ->
Food lovers guide Mobile campaign site
learn more download goodies
gift to a friend
Events, and radio
Marketing Glossy women magazines
Food lovers guide Mobile application
iOS
S60
Marketing Social media
Marketing: Web to mobile Type in your mobile phone number to receive the mobile guide by a WAP push link.
Marketing: Mobile Advertising
Benefits to campaigns
Audience creates power • campaign results • big surprise effect • Empowers GP and speeds up the negotiations
• Saving costs and paper • reaching new audiences • Printing guides and reports
Benefits to communications
• Reach new audiences • Cost per contact • Loyalty / reaction
• Good targeting with rich data • relevant information • Right calls for action
Questions?
NEXT:
How we support our offices to succeed?
Contents
Why mobility is relevant to Greenpeace?
How mobility has helped our campaigns?
How we support our offices to succeed?
Mobile examples from Greenpeace offices
Holistic set of mobile initiatives
Lead projects
Knowledge sharing
Capacity building
Gmobs community, newsletters, mobile innovation site
Best practices, research, benchmarking
Digital mobilization CoE
Infra- structure
Planet 3 CMS mobile site
Planet 3 mobile applications
Universe CRM mobile (SMS, MMS)
Strategy
Second lead project
Greenlight China
Vision and strategy
New recruits, new roles globally
Pilot projects and campaigns
2010 2011 2012 2009
Development of shared content management system • One important and empowering tool is Greenpeace global content management system.
• This enables offices to publish unified, local and targeted interactive experience over web and mobile with social media integration.
global CMS: web site
global CMS: mobile site Coming
up
global CMS: iPhone app
global CMS: iPad app Coming
up
Challenging the way we think
• While developing the technology and building case studies based on our existing way of working, part of my work has focused on challenging the organisation to think out-of-the-box.
• This work has culminated to • challenging the definition of engagement of the
people • Challenging people to ask themselves “how we
campaign our selves, and with people in 2020” and pitching for our 2020 digital vision.
• Defining engagement KPIs
Questions?
NEXT:
Mobile examples from Greenpeace
offices
Contents
Why mobility is relevant to Greenpeace?
How mobility has helped our campaigns?
How we support our offices to succeed?
Mobile examples from Greenpeace offices
Output in NROs • Turkey opened mobile fundraising as part of direct dialogue • Mobile undesize fish campaign
Output in NROs • Switzerland created a fish guide app • sustainable guide for
buying fish • Easy and successful
SMS payment solution • 240 donations in first
1,5 months • augmented reality RW3
Output in NROs
• Germany developed a fish guide • Over 20 000 downloads by 2010.
Output in NROs
• GP Netherland created mobile QR-code application • part of their forest awareness building campaign. • Some 200 000 people viewed the sexy viral video.
Output in NROs
• Love Letters to the Future campaign • Part of the Copenhagen
climate campaign • augemented reality
elements in China, Turkey and Netherlands.
• Results and learnings were shared in GMOBS online training for over 20 people
• GPI won 2 webby awards
Output in NROs • GPI developed Energy Revolution
app • GPI iGreenpeace app has been
downloaded over 17 000 times during 2010, 10-15% of users signed up to our email list.
Output in NROs
• CoolIT campaign and Electronics campaign have created iPhone optimised campaign pages.
• GP Finland had substantial success • 25% of their digital visitors, visited
mobile site in their Shining Christmas mobile campaign. Read more: http://bit.ly/galsLa
• More Walk Less Talk in Cancun climate meeting