The document discusses how mobile marketing and text messaging campaigns can inspire action and drive engagement. It provides several examples of successful campaigns run by organizations that used text messages to: 1) Make a one-to-one connection with their audiences 2) Discover opportunities for personalized outreach using mobile data 3) Inspire audiences to take actions like donating, voting, or sharing information with others The document argues that integrated mobile campaigns that combine outreach on multiple channels can achieve practical results and get people to take desired actions more effectively than traditional marketing alone.

1. LIA S. ASSOCIATES
THE MOBILE
MARKETING
REVOLUTION
Introduction – chapter 5
By JED ALPERT
BOOKCLUB
190309

3. INTRODUCTION

4. Martha Stewart
“Dinner Tonight” Campaign
● Text “DINNER” for recipe idea
● Text “COOK” for shopping list, full
recipe email, and coupon
RESULT:
More than 20% users send text, different
20% each day > ongoing conversation +
new sponsorship

5. RI4A
“JUSTICE” Campaign
● Landline, mail, door to door not work to
organize supporters
● Create text message community
RESULT:
Thousands activists in a few months, 65.000
people coming to listening house parties
around the country.

6. Why text message?
● Mobile phone is the one technology that is with people 24 hours a
day, 7 days a week (unlike radio and TV)
● Text messaging is “everyphone app”
(97% mobile phones can receive text message)
● Open rate is really high, unlike commercial email
● Company can be one-to-one with everyone to create long term
conversation channel, unlike social media
● Integrate with existing media for maximum impact

7. Chapter 1
Why Mobile?

8. SMS is as essential for business and organizational users as it
already is for individuals. Why?
Text messages drive people to action—whether it’s voting, clicking a
link, redeeming a coupon, making a phone call, or merely sending in
their personal information.

9. Friedhelm Hillebrand, a German communication researcher is the first to
set 160-character messages for cell phones, which we know now as
SMS (Short Message Service).
He was the chairman of Global System for Mobile Communications in
1985.

10. The History of SMS
● 1992 > first SMS via PC by Vodafone
● 1993 > first SMS typed on a phone by Nokia
● 1995 > mainly used for network notifications
SMS is not possible across different networks
● 2002 > network carriers work together, allowing SMS across
different networks > 1 billion SMS/month in USA
● 2010 > 173 billion SMS/month in USA

11. MOBILE EXTENDS THE WEB’S
REVOLUTIONARY DEMOCRATIZATION
OF INFORMATION

12. As we all know, personal computing, the web and particularly
hyperintelligent search engines have completely revolutionized the
process of gathering, tracking, and retrieving information.

13. The web democratizes the flow of information and automates tasks that
should be automated.
It elevates people’s role into more productive work, they won’t be busy
processing information but act on it.
The web democratize not only who can access information, but also
what kind of information can be accessed.
The web democratization of information provides new resources and
opportunities for business, such as the Customer Relationship
Management (CRM) softwares.

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Mobile has all the revolutionary power today that the web did 20 years
ago—but with even greater reach.
Mobile democratizes the information that people can receive and
empowers them to communicate with each other.

15. MOBILE ENABLES A TWO-WAY
CONVERSATION THAT LETS YOU KNOW
YOUR AUDIENCE
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16. With mobile, you dramatically increase the amount of data you have
available. A good mobile CRM can keep track of every text message
sent, every phone call made, and every web link clicked.
This might raise privacy concerns, but everyone on your mobile list has
given permission to be there. On the other hand, numerous internet
advertising sneak on users’ data without permission using spyware.
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Mobile communication is conversational.

18. SMS has the power—more than any other communications approach,
from traditional marketing to social networking— to move customers
from awareness to engagement to sale.
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20. Chapter 2
BEING IN SOCIAL MEDIA IS
NOT ENOUGH,
YOU HAVE TO INVITE
EVERYONE BACK TO YOUR
PLACE
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When it comes to fishing for customers, it seems almost everyone
is talking about social media.
However, social media can’t be a replacement for traditional
forms of connection.

22. If you base your campaign
in venues you don’t control
(such as Facebook or Youtube)
you may get great attendance,
but it’s hard to convert
and retain these party goers.
It’s better to have
a house of your own where you can
gather data that belongs to you
and build long term relationships
with your visitors.

23. Eric Schmidt, Google’s executive chairman, talked about how the web
has empowered—but also limited—activism.
You can be heard, but you need to think about outcomes.
It’s nice to fish in a big well-stocked pond, but it’s not enough to wave
at the fish in the pond. You need to reel them in.
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Creating social media campaigns with no clear goals and
protocols means opening door to hijacks and risks.
The campaign will end up generating more negative
attention than positive.

25. ● In 2006 Chevy Tahoe SUV launch a competition
asking for user generated videos > get lots of
mocking videos
● In 2009 Skittles home page pull directly from social
media with hashtag of the brand > getting various
content that either mock Skittles or had nothing to do
with Skittles
● In 2010 Nestle overwhelmed with deleting comments
from its social media about its use of palm oil which
Greenpeace claims is harmful to the environment

26. Social media functions more as a loyalty program than a
customer acquisition tool. Vast majority of brand followers in
social media ALREADY know/use the brand. Only a small single
digit percent of sales can be attributed to social media alone.

27. We pay a lot of attention to followers, page views, likes, post count that
we’ve lost sight of what to do next. Social media is good to engage
existing customers. The problem arises when campaign strategy ends
there. Instead, it should only be the beginning.

28. TAKING THE NEXT STEP

29. THE CHALLENGE
How do you spread your message broadly to reach the most number of
people but also keep it personal to move them to action?
1. Build an broad audience/a network in social media
2. Translate to one-to-one personal communication
3. Combine and coordinate to get actual results
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30. CHAPTER 3
STEP 1: MAKE THE ONE-TO-ONE
CONNECTION
LIA S. ASSOCIATES

31. MAKE THE ONE-TO-ONE CONNECTION
The Baltimore Aquarium wanted to woo tourists, a group likely to have
the time and the inclination to visit.
But how to reach them?
Tourists, only in town for a short time, were not likely to watch much
local television, listen to local radio, or otherwise make themselves
available to an advertiser in traditional ways.

32. 1. Make the one-to-one connection.
Baltimore Aquarium arranged a tie-in with Jet Blue in
which the airline offered information as the plane taxied to the
gate. Here was a captive audience, fresh to the city, with some
free attention, just waiting to see something new.
2. Discover the one-to-one opportunities.
Right after a Jet Blue plane touched down in Baltimore,
just as travelers were being welcomed to the city by the flight
attendant and probably wondering what to do there, they were
offered a relevant answer.

33. 3. Inspire action.
The commercial didn’t just convey information, it asked
travelers to donate to the aquarium. As passengers turned their
cell phones back on, the advertisement invited them to text in a
small donation to support the aquarium’s goals.
4. Develop a long-term relationship.
Once passengers donated to the aquarium by sending
a text, they opened the door for continued engagement.

34. Using social media is another great way to drive mobile
engagement.
We wrote in the last chapter that social media provide a superb tool
for building an audience—but not such a superb tool for generating
sales or gathering extensive user data.
ONE-TO-ONE FOR EVERYONE

35. ONE-TO-ONE FOR EVENTS
In general, organizations should use the assets they have to promote
their mobile list and start a conversation that can lead to lifelong
engagement.
Groups that throw events, for example, or have access to large venues
often have a huge captive audience—but an audience that’s going to
leave the venue in a couple of hours.

36. WHEN ONE-TO-ONE GOES VIRAL
One of the smartest things St. Jude did throughout its mobile campaign
was to ask its college leadership members to forward on its messages.
Sometimes the best way to get the word out about your organization is
to have other people spread the word for you.
The organizations featured throughout this chapter had their existing
assets work for them when they built their one-to-one connections.
Those assets can be an ad campaign, a giant sports arena, a yogurt
top, or a website. But those assets can also be the people who care the
most about you.

37. “Old media” like newspapers and radio are looking for new ways to
engage their traditional audiences. Groups like WNYC and the New
York Times are brainstorming innovative ways to keep their members
informed and establish a beachhead in the new media era by building
out interactive elements to their reportage.
Their mobile campaigns can range from sending tune-in alerts for new
shows to asking citizen journalists to text in local updates during a
natural disaster.
ONE-TO-ONE ON MEDIA

38. They’re taking advantage of the media they
have and their existing assets to reach
consumers and build a mobile list.

39. CHAPTER 4
STEP 2: DISCOVER THE ONE-TO-ONE
OPPORTUNITIES
LIA S. ASSOCIATES

40. HOW GETTING IT WRONG CAN TEACH YOU
TO GET IT RIGHT
Story about one of Mobile Commons’ biggest mistakes.
Message from The Reform Immigration For America (RI4A):
Immigration Alert: BIG White House meeting w/ pro-immigrant
advocates tomorrow. Text your question now. Top Qs will be asked!
Txt STOP to unsub Please Forward.
Mistake:
STOP in English
ALTO in Spanish
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41. + Phone Number
+ Name
+ Email Address
THE TYPES OF MOBILE DATA

42. THE TYPES OF MOBILE DATA
LIA S. ASSOCIATES
A sampling of the variety of reports that can take mobile data and
analyze user activity.

43. USING MULTIPLE FIELDS OF DATA FOR
TRULY PERSONAL TARGETING
Some organizations, however, don’t just use one piece of data. With
a mobile campaign, you can target your messaging based on a
multitude of criteria.
Labor unions, for example, are some of the most innovative and
extensive users of mobile engagement campaigns. That’s because
text messaging is uniquely useful for the unions.
LIA S. ASSOCIATES

44. HOW ONE CAMPAIGN USED DATA FOR
IN-DEPTH ANALYSIS
Beginning:
Immigration alert: Reply CALL or 866-536-8629 - Republican
senators wrote bill w/NO reform, only more of the same. Tell your
senator: oppose border-only bill!
Middle:
Immigration alert: Republican senators wrote bill w/NO reform, only
more of the same. Reply CALL or 866-961-4293—Tell your senator:
oppose border-only bill!
End:
Immigration alert: Republican senators wrote bill w/NO reform, only
more of the same. Tell your senator: oppose border-only bill! Reply
CALL or 866-974-8813
LIA S. ASSOCIATES

45. HOW ONE CAMPAIGN USED DATA FOR
IN-DEPTH ANALYSIS
English Structure Test Result Spanish Structure
Test Result
LIA S. ASSOCIATES

46. HOW A TEXT MESSAGING CAMPAIGN COMPARES
TO CONTEXTUAL ADVERTISING
LIA S. ASSOCIATES

47. CHAPTER 5
STEP 3: INSPIRE ACTION
LIA S. ASSOCIATES

48. + Integrated Mobile Campaigns can get
the practical results that traditional
marketing can only dream about.
+ Getting people into action. Anything
they meant to do, but didn’t. ex:
a. Purchasing back-in-stock items.
b. Confirming forgotten appointment
c. Giving feedback
d. Sending message to elected
officials,
e. etc.
Integrated Mobile Campaigns

49. Maintaining a connection with an ever-changing target audience
requires an understanding of both the available technologies and the
changing habits and preferences that new technologies made possible.
Reaching the Teenage Audience

50. + Has potential in solving patient
nonadherence in medial world.
+ Limit in texting can force
communicators to make reminders
simple & digestable.
+ Text messaging can provide just the
kind of reminders teenagers need.
Mobile Reminders & Behavior Change

51. + As much as good to push someone to
action, text messaging also helps in
reminding someone not to do
something.
+ Ideal delivery mechanism for tailored
interventions.
+ Increased communication,
accountability, and reinforcement
created by text messaging may
increase the likelihood of remembering
the changes that one should be making.
Mobile Messaging & Impulse Control

52. + “FREE!” gives us emotional charge that
we’re being offered something more
valuable that it really is.
+ People’s purchasing & consumption are
not always guided by the rational self-
interest.
+ People’s decisions are often based on
biases, laziness, fear, & incomplete
information.
+ To be referred as ‘hot’ mind.
FREE OFFERS & The Science of Behavioral Econs (1)

53. + People are more likely to do it if they
are reminded to do something.
+ SMS reminders is an example of
‘cool’ mind intruding onto the ‘hot’.
FREE OFFERS & The Science of Behavioral Econs (2)

54. + Nudging is essentially a power of
driving people into taking things as it is
set by (subconscious manipulation),
e.g: the way foods are arranged in
school cafeteria.
+ SMS campaign takes the middle
ground; provide people the information
they need or reminders for self-control,
without the fear of subconscious
manipulation.
‘NUDGE’ vs. Text Message Campaign

55. + It has already radically reinvented the
way people communicate.
+ The more we learn science of how
people take decisions, the more we can
see the future utility of mobile
engagement.
Mobile Messaging….

56. THANK YOU
BUMI LAUTAN KOPI

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