Mobile Technology and Techniques:

1
Mobile Technology and Techniques 2007, 2008 and
Beyond
January 24, 2007

• Presented by
• Dan Solomon
• CEO
• [phone]
• dan_at_mindshare.net

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Your Supporters Are Not Waiting For You
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Visual, Audio

• Pull Out Your Phones

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Play The Numbers

• Adoption gt 220 Million Have Cell Phones
  (USA)
• 14 million iPods sold in Q4
• Usage Always On (10 15 hours a day)
• Computer (5 10 hr.)
• TV (2 4 hr.)
• Newspaper (o.5 1.0 hr)

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Very Personal, Intimate Device
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Popular Culture/Companies Educating People

• American Idol Proves SMS Voting Works
• Engages people in a game
• Can be rewarded with prizes for either some
  winners or all of them
• Can be used repeatedly for ongoing engagement

• Some Idol Voting Facts
• 43 million Idol votes in 2005
• 12.5 million Idol votes in 2004

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Firsts From Politics Online

• November 23 Tony Blair invited the public
  to SMS their comments following The Labour
  Partys Political Broadcast, his last as Prime
  Minister.November 4 First Political Mobile
  Phone Poll -Conducted by Maine Public
  BroadcastingWinner Tech Savvy Pat Lamarche, the
  Green Independent Gubernatorial
  CandidateNovember 1 First Mobile Video Campaign
  Ad Dick DeVos for GovernorOctober 5 First
  Mobile Campaign Website Dick Devos for Governor
  ltd4g.mobigtJune 26 First government official to
  resign via SMS to the Prime Minister -
  Ramos-Horta of East TimorJune First world
  leader to vlog Angela Merkel, GermanyMay
  First election monitored using SMS as the primary
  communications and reporting tool - Montenegro
  Referendum on Independence

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Advocacy Campaign

• Some Campaign Facts
• Mobile campaign begun because of poor response to
  newspaper ads
• 70-90 response rate to e-mail followup
  solicitation, has raised nearly 30,000
• SMS broadcasts to push website traffic is seeing
  a 15 response rate
• Started as a print ad after subway ads and
  postcard ads bombed

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Advocacy
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Recruitment

• Mobile Turns All Other Media Into Immediate
  Direct Response
• Events, Bill Boards, Radio/TV/Newspaper Ads

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Learning from Commercial Experiences
Mobile campaign for Filenes Basement

• Elements
• Initial 10 discount on all purchases
• List notified of secret sales when new
  inventory came in
• Time of day redemption useful for understanding
  traffic patterns and for driving customers to
  under-utilized times

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Geographic Localization
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Over the Horizon Web and Video Content
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Over The Horizon Mobile Advertising
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Web Content Viewable via Mobile
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Over the Horizon Social Media
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Word of Mouth Most Trusted Form of Communications
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International
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Getting It Done

• There are gatekeepers (the carriers) who have to
  approve your campaigns.
• Short codes (like domain names) cost 12,000 per
  year, however many campaigns dont need them, and
  the mnemonic advantage is minimal.
• The only universal use of a cellphone is to make
  phone calls. The second is text messaging. 90
  of all Americans have phones that can send text
  messages.

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Planning for 2007

• Mobile messaging alerts (stage 1) Even if you
  just use text messaging to push people to your
  website, you should be signing up your supporters
  on an SMS list today. You can alert them to new
  information on your website.
• Mobile messaging alerts (stage 2) If you
  periodically ask people to call into radio shows,
  write to newspapers, or call their legislators,
  you can do that too if you have collected their
  zip code at signup time.
• Mobile organizing If you are planning a
  multi-day event in 2007/2008, consider asking
  participants to sign up for alerts through the
  event or conference.

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Questions

• Thoughts and Questions