My eCampaigning Forum 2011 keynote on mobile campaigning in Greenpeace in Oxford

1. Jussi Kivipuro
Global Mobile Innovation Manager
River – talk to me Greenpeace International
for eCampaiging Forum 2011

2. 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

3. 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

4. mobility mobile
phones

5. What is mobility?
• Me reaching other people, other systems and “my
stuff”
• via different devices
• at different times
• with different network connections

6. impactful
new audiences
relevant

7. I argue that Mobility will enable Greenpeace
globally to gain new audiences, become more
relevant and more impactful.

8. 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

9. Why mobility is relevant for GP?
unique benefits
globally relevant

10. • Mobility delivers relevant and unique benefits
and features to Greenpeace campaigning
• Mobile phones are widespread globally

11. 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

12. Mobile phones are globally here to
stay
Mobile phones now outnumber PC's
worldwide by 5 to 1

13. 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

14. Reach and find us spontaneously

15. Mobile bridge
Mobility
Mobile is a bridge between the reality and virtual reality

16. An augmentation bridge
Augmentation is bringing digital things to
the physical world
Mobility

17. 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.

18. 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.

19. 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.

20. 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

21. Questions?
NEXT:
How mobility has
helped our
campaigns?

22. 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

23. Case China
• Mobile engagement project
• 2,5 years initiative
• 5 people full time staff and operational budget
• Steering committee

24. Overall
project
goals
Test different mobile channels
Run pilot campaigns
Campaigning, communications
development
Global skill-sharing during the project

25. Several campaigns

26. 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

27. Sustainable agriculture campaign
• Campaign:
• Laws enforced and regulation improved
• Strategy:
• Change buying
policy of
supermarkets
• Consumer
education

28. Overall campaign
• Examples of existing activities:
• Research
• Interaction with farmers
• Publishing printed purchase guides for consumers
• Actions in supermarkets
• Website
• Other…

29. 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

30. Food lovers service and it’s
promotion
WAP push
Mobile SNS/BBS/
application Blog/
Micro-blog
Direct Mobile site
push – Mobile
SMS & advertising
MMS
Web to mSEO
mobile

31. Size of potential audience
Apps
Mobile site
MMS
SMS

32. Richness of experience
Apps
Mobile site
MMS
SMS

33. Marketing
Ads in MMS magazines
From
1376124364
8
Y Yes, send me
more info
submit

34. Marketing
SMS push
From
1376124364
Do you want From
8
1376124368
to know
more about
safe food?
Y YES

35. Food lovers guide
Series of SMS & MMS messages
Learn more on our mobile site ->

36. Food lovers guide
Mobile campaign site
learn more gift to a download
friend goodies

37. Events, and radio

38. Marketing
Glossy women magazines

39. Food lovers guide
Mobile application
iOS
S60

40. Marketing
Social media

41. Marketing:
Web to mobile
Type in your mobile phone number to receive
the mobile guide by a WAP push link.

42. Marketing:
Mobile Advertising

43. 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

44. Benefits to communications
• Reach new audiences
• Cost per contact
• Loyalty / reaction
• Good targeting with rich data
• relevant information
• Right calls for action

45. Questions?
NEXT:
How we support our
offices to succeed?

46. 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

47. Holistic set of mobile initiatives
Strategy Vision and strategy
Lead Greenlight China
projects
Second lead project
Planet 3 CMS mobile site
Infra- Planet 3 mobile applications
structure
Universe CRM mobile (SMS, MMS)
Gmobs community, newsletters, mobile innovation site
Knowledge
Best practices, research, benchmarking
sharing
Digital mobilization CoE
Capacity New recruits, new roles globally
building Pilot projects and campaigns
2009 2010 2011 2012

48. 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.

49. global CMS: web site

50. global CMS: mobile site
Coming
up

51. global CMS: iPhone app

52. global CMS: iPad app
Coming
up

53. 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

54. Questions?
NEXT:
Mobile examples
from Greenpeace
offices

55. 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

56. Output in NROs
• Turkey opened mobile fundraising as part of direct dialogue
• Mobile undesize fish campaign

57. 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

58. Output in NROs
• Germany developed a fish
guide
• Over 20 000 downloads by 2010.

59. 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.

60. 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

61. 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.

62. 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

63. Thank you!
Stay in touch
twitter: hiiamuc
jussi.kivipuro@greenpeace.org
http://linkedin.com/in/kivipuro