social action mobile marketing
DESCRIPTION
Mobilizing a group of supporters requires more than communication. To effectively unite people around a common cause for social action, marketers face the task of creating a massive, engaged, online and offline community. Without numbers, the community’s voice lacks punch. Without engagement - both on the ground and the web - the community only thinks and talks about, rather than activating, change. To build, engage and support this community, marketers need to capture supporters anywhere and everywhere. Communication need to be immediate in order to take advantage of any political or societal developments. Location data remains vital in order to pinpoint concentrated groups of followers. Above all, social-action organizations need to transform supporters into advocates and activists empowered by each other. This webinar discusses how mobile addresses all of the above and enables development of an effective community with engaged constituents. Part of the Waterfall Industry Insights series.TRANSCRIPT
Waterfall Industry* Insights
* Social Action Mobile Marketing
Kane RussellVice President of MarketingWaterfall Mobile
Corporate๏ Founded August 2005๏ O!ices in SFO (HQ), Austin & NYC๏ Backed by Vista Equity Partners ๏ Cross-channel mobile & social CRM via SMS, IVR,
Passbook, 2D Codes, Coupons, Push & Social
๏ Access @ waterfallmobile.com๏ Personalized engagement for mobile๏ Intuitive user interface๏ Full-service compliance support, including
provisioning, certification & audit management
Platform
1. Success formula for cause-based marketers
2. Mobile for social action
3. Case studies with best practices
4. Mobile donations
5. Overall strategic takeaways
6. Next steps and Q&A
Agenda for Today’s Webinar
Source: nonprofitmarketingguide.com, 2013
Most Important Nonprofit Communication Goals
Acquiring new donors
Engaging our community
General brand awareness
Retaining current donors
Thought leadership
Creating website traffic
Acquiring new participatns
Building a print or email list
Acquiring new volunteers
Retaining participants
Other 4%7%
12%18%
20%22%22%
30%45%
52%57%
What are the most important communication goals for your non-profit?
Most Important Nonprofit Communication Channels
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Web
site
Soci
al M
edia
Emai
l
Even
ts PR
Prin
t
Vid
eo
Blog
Paid
Adv
ertis
ing
Phon
e
Phot
os
Mob
ile
Podc
astin
g
Source: nonprofitmarketingguide.com, 2013
How would you rate the following communication channels in terms of their importance for your nonprofit?
Very importantSomewhat important
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Success Formula For Cause-based Marketers
ROI+ =More
SupportersActive
Engagement}Robust
Community
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Challenge For Cause-based Marketers
ROI+ =More
SupportersActive
Engagement}Robust
Community
Capture subscribers anywhere and everywhere
Immediate communication necessary
Location information crucial for mobilization
Transform passive supporters into activists
Unite subscribers to feel empowered by each other
*All at a reasonable cost
1. Success formula for cause-based marketers
2. Mobile for social action
3. Case studies with best practices
4. Mobile donations
5. Overall strategic takeaways
6. Next steps and Q&A
Agenda for Today’s Webinar
Cell Phones Per 100 Citizens
55
60
65
70
75
80
85
90
95
100
2008 2009 2010 2011 2012 2013
Source: CTIA & WorldBank, 2013
8689
9295
98102
How many cell subscriptions are there in the United States per 100 people?
Source: Pew Internet, 2013
Most Used Consumer Communication Channels
SMS
Internet
Apps
Location information
Music
Video
“Check-in” 8%21%
48%49%50%52%
60%81%
Which cell phone activities do you currently use?
Length Of Time Reading Marketing Emails
Android Phone
Android Tablet
iPhone
Desktop
iPad
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: Movable Ink and eMarketer, 2013
0-3 3-15 15+
(Seconds)
When consumers do view emails, how long do they spend reading?
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
The Mobile Advantage
Mobile is Preferred.75% of consumers prefer receiving ads via SMS. The opt-out rate for mobile messaging is less than 2%.
Percentage of Subscribers That View Contents
98PERCENT
20PERCENT
Opt-in Email
16PERCENT
Facebook Updates
29PERCENT
Tweets
Response Time
Email & Social are Less Personal The average American has 1 cell number, versus 3 email accounts (with an average 200 unread emails).
Opt-in SMS
90SECS
Opt-in Email
2.5DAYS
+ =
+ =
Opt-in SMS
Sources: Smart Insights, eMarketer, MarketingProfs: 2013 / Techcrunch, Microsoft: 2012
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Mobile For Social Action
ROI+ =More
SupportersActive
Engagement}Robust
Community
✓ Capture subscribers anywhere and everywhere
✓ Immediate communication necessary
✓ Location information crucial for mobilization
✓ Transform passive supporters into activists
✓ Unite subscribers to feel empowered by each other
✓ *All at a reasonable cost
1. Success formula for cause-based marketers
2. Mobile for social action
3. Case studies with best practices
4. Mobile donations
5. Overall strategic takeaways
6. Next steps and Q&A
Agenda for Today’s Webinar
The CoveAcquiring Subscribers
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Source: TakePart YouTube, 2009
In-Theater
9% opt-in rate for limited release
~25,000 subscribers captured during expanded release
29% of subscribers signed the petition
DVD
Subscriber list grew to ~38,000 subscribers
25% signed the petition
Oscar Night
88% increase in subscriber list
Thousands of tweets, Facebook mentions and blog posts
Ongoing
Continued growth with 1.4MM signing the petition
Best Practice
View mobile as a long-term means to maximize customer
lifetime valueSource: ABC, 2010
Results & Best Practices
PETAIntegrating Email And Mobile
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Source: sfcitizen.com via Steve Rhodes, 2010
First Campaign
18.5% conversion rate
43.3% took action within 2 minutes
Subsequent Campaigns
#2 – 23.58% conversion rate
#3 – 18.37% conversion rate
#4 – 24.85% conversion rate
Best Practices
Target e"ectively
Use channels opportunistically
Define next steps to customers
Source: PETA, 2013
Results & Best Practices
Waiting For “Superman”Digital Codes
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Source: sfcitizen.com via Steve Rhodes, 2010Source: Participant Media, 2012
Results & Best Practices
Unique Code Redemption
Online pledge campaign: 9.58%
Online ticket sales: 20.43%
In-theater distribution: 3.35%
Companion book: 7.27%
In-store promotion: 6.24%
Mobile: 45.96%
Total Impact
19,200 new to DonorsChoose.org
1,753 donors contributed an additional $142,929
$832,254 total donations
26,913 projects funded, reaching 699,738 students
Best Practices
Personalize mobile campaigns
Implement a cross-channel approach
Source: DonorsChoose.org, 2012
DoSomething.Org1-to-1 Conversations
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Source: Ted.com, 2013
Nancy LublinDoSomething.org “Texting That Saves Lives”
Results & Best Practices
Context
Send 200K messages/week to teens for social action
Texting is familiar, comfortable, fast, private and real-time
Results
Found mobile to be 11X more powerful than email
Recipients revealed extremely personal details
Huge data potential
Best Practices
Focus on mobile data
Push boundaries of what you’re doing today
Source: DoSomething.org, 2013
FEMAMobilizing Supporters
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Source: Fema.gov, 2013
Results & Best Practices
Channels
App available for Android, Apple and Blackberry
SMS distributes preparedness tips and enables shelter search
Social media provides updated information
Mobile website o"ers easy-to-navigate access
Results
Drive real-time interactive communication
Continue to improve mobile innovation each year
Best Practices
Take an incremental approach to mobile
View customer profiles across channels
Source: USA.gov, 2013
Planned Parenthood2D Codes For Customer Activation
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Source: Mashable, 2012
Results & Best Practices
Thought process
Create a community across geographies
60K distribution
Results
Active sharing throughout a number of states
Continue to experiment with mobile programs
Best Practices
Experimentation helps drive strategy
Dive into mobile with a purpose
Source: Mashable, 2013
1. Success formula for cause-based marketers
2. Mobile for social action
3. Case studies with best practices
4. Mobile donations
5. Overall strategic takeaways
6. Next steps and Q&A
Agenda for Today’s Webinar
Source: Redcross.org, 2013
Best Practices
Rules
Only 501(c)(3) organizations have authorization
Donations capped at $25 max
Mobile giving separate from mobile marketing
Alternatives
Mobile-optimized website
Pledge campaign
App
Best Practices
Find the best strategy for your organization
Source: mGive, 2013
1. Success formula for cause-based marketers
2. Mobile for social action
3. Case studies with best practices
4. Mobile donations
5. Overall strategic takeaways
6. Next steps and Q&A
Agenda for Today’s Webinar
Source: ArtotheCTA.com, 2013
Comprehensive gallery of mobile and social calls to action provides thorough understanding of
customer acquisition and ROI
artofthecta.com
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
ChannelCommunicate across channels, including SMS, email, 2D codes and voice, to personally engage supporters the way they prefer.
Customer Focus on end user experience. Test and deploy e!ortless ways for supporters to participate and engage in a 2-way dialogue.
CampaignCampaigns will only succeed with compelling calls to action that clearly define action and incentives.
CustomizationCollect and utilize data to deliver the most targeted, compelling information
Actionable Next Steps
Key Takeaways
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Don’t just message. Have a conversation.
For more information visit www.waterfallmobile.com