1. Mobile Campaigns on a Budget
Introduction for Grassroots Organizers
Prepared for NAPWA 06.10.2010

2. About Distributive Networks
• Privately held DC-based Mobile Technology Company
• Winner 2008 Global Messaging Award
• Winner 2008 & 2009 Golden Dot Award
“Best Text Messaging Campaign”
• Deloitte Fast 500 Technology Company 2007
• Washington DC’s Best Places to Work 2007 & 2008
• Finalist 2008 MMA Mobile Marketer of the Year
• Winner 2008 Politics Magazine Best Use of Mobile

3. Mobile is uni q ue from other channels
1. Ubiquity: Mobile messaging is affordable for end users, and nearly
everyone has and uses a mobile phone on a daily basis.
2. Interactivity: Mobile messaging allows for interactive two-way
communication, providing instant gratification and enabling personal relationship-building.
3. Immediacy: Mobile messages have the highest chance of reaching a recipient wherever they
are, and within moments of being sent.
4. Impact: Mobile communications spur recipients to act, whether to purchase a product, make
a donation, attend an event, share information with a friend, or any other call to action.
5. Intimacy: A person’s mobile device is ultimately portable and often perceived as an extension
of one’s personality.

4. 285,000,000 +
Mobile Subscribers in USA

5. What is mobile anyway?
Text messaging (SMS)
Mobile web
IVR/Voice
Email
Mobile applications
Social Networking
Mobile advertising
Ringtones/Wallpapers
Mobile video
Netbooks and iPads

6. The Mobile Pyramid: Understanding Mobile
Rich Experience. Narrow Distribution
Functionality (richness of experience)
Typically limited to smartphones
(iPhone, Android, Palm). Utilizes phone’s
features like GPS, accelerometer, address
Apps book, offline access. Great for gaming, social
networking, augmented reality and other rich
applications.
Experience Limited by Browser (some
better than others). Wide Distribution
Mobile Web Mobile banking, airline flight status… most of
what you do on the web, but on the phone.
Limited Experience. Widest Distribution
SMS / Texting Useful for calls to action. Text “HAITI” to 12345.
Distribution (potential audience size)

7. Leverage mobile’s uni q ue strengths
•Common Phone Features •Popular Phone Activities
•Voice •Voice Calls
•SMS •Text Messaging
•Camera •Social Networking
•Web •Web Surfing
•Email •Gaming
•Email
•Uni q ue Strengths
•Ubiquitous
•Immediate
•Interactive
•Powerful
•Personal

8. Text Messages: Just the facts
“2.3 trillion SMS messages
sent by 2010…”
ZDNet 2006
SMS msgs
have increased
“Up to 5 billion SMS at least 100%
messages sent each day in year over year
2009.” since 2005.
CTIA 2010
That’s like 1.825 trillion for
the year!
YUP.
OMFG!

9. Text Messages: The Basics
A “short code” is a 5 or 6
Shortcode
digit number used for
mobile marketing/advocacy.
Keyword
To: 56333
A “keyword” is a unique Msg: RALLY
word or alpha-numeric
combination used to route
Send Save
pre-programmed auto
response messages.
Short Code messaging is
typically handled by an
SMS services vendor. There
are many to choose from.

10. Text Messages: Best practices
Try not to send a link to a Use bit.ly, ow.ly tiny URL or
desktop site in a text other free link shorteners to
Text messages are 160 message save message space
characters in the US
U don’t hav2 use txt spk 2
get UR msg a X
Preface web addresses with
http:// instead of www.
Concise messages with
clear calls to action and
standardized abbreviations
Text messages cost money
are most effective
Message folks between 11 for the end user. Get their
AM and 7 PM unless it’s permission to message
really important them and be reasonable in
your messaging

11. What can I do with SMS?
List Building Data Collection
Alerts Email Message Primers
Mobilization Volunteer Coordination
GOTV Protest Coordination
Advocacy Polling
Measurements

12. Where can I get some of that?

13. Mobile Web: Good to know

14. Mobile Web: So what are folks doing?
Fastest-Growing Content Categories via Browser Access
3 Month Avg. Ending Apr. 2010 vs. 3 Month Avg. Ending Apr. 2009
Total U.S. Age 13+
Source: comScore MobiLens
Total Audience (000)
Browser Access Category Apr-09 Apr-10 % Change
Total Audience: 13+ yrs old 232,000 234,000 1
Used browser 55,503 72,872 31
Social Networking 15,708 29,835 90
Bank Accounts 7,801 13,154 69
General Reference 7,246 12,084 67
Sports Information 14,033 21,549 54
Search 23,266 34,912 50
Stock Trading 3,214 4,817 50
Online Retail 4,968 7,326 47
News 17,957 26,003 45
Movie Information 10,295 14,895 45
Classifieds 7,039 10,181 45

15. Mobile Websites: Things to remember
The iPhone is not the only phone
Simple design
Easy to navigate
Fast loading
“Snack sized” copy
Link to other mobile sites
Facebook mobile
YouTube mobile
Twitter mobile
Google Maps

16. How can I get one of those?

17. What about my iPhone App?

18. Where did you say that was again?
Bargain SMS Service Providers
SumoText.com
41411.com
EZTexting.com
Mobile Website Builders
MoFusePremium.com
iPhone Applications on the Cheap
AppMakr.com

19. More information than you’ll ever need
•Pew Internet Project: Teens and Mobile. 2010. files.me.com/billbaileyjr/9bb32o
•Ad Mob: Mobile Metrics. June 2009. files.me.com/billbaileyjr/4hc3cl
•Pew Internet Project. The Mobile Difference. 2009. files.me.com/billbaileyjr/iwjmwf
•Mobile Marketing Association: Mobile Attitude and Usage Study. 2008.
files.me.com/billbaileyjr/y238v3
•Mobile Future: Welcome to the Mobile Future. 2009. files.me.com/billbaileyjr/oxmxwe
•Michael Becker and Michael Hanley: Cell Phone Usage and Advertising Acceptance Among
College Students: A Four-Year Analysis. 2008. files.me.com/billbaileyjr/44v7xk
•Mobile Future: Hispanic Broadband Access.2009. files.me.com/billbaileyjr/ya8oio
•VeriSign (Now Mobile Messenger): Cross Carrier Marketing Compliance Playbook. 2009.
files.me.com/billbaileyjr/koatfx
•Mary Meeker: Economy and Internet Trends. October 2009.
files.me.com/billbaileyjr/reanvq

20. Questions?

21. Thank you!
Bill Bailey
Manager, Nonprofit Partnerships
Distributive Networks
bill@distributivenetworks.com
202-289-2246 x121