river talk to me - ecampaigning forum 2011 keynote

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





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:


Contents





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





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

Thank you!

Stay in touch twitter: hiiamuc

[email protected] http://linkedin.com/in/kivipuro

river talk to me - ecampaigning forum 2011 keynote

Technology