Using Text Messaging to Achieve Your Mission

Copyright 2012, Mobile Commons, Inc.

reach everyone, everywhere

How to Achieve Your Mission Via Text: SMS Trends and Best PracHces for 2013

Sam McKelvie @sam_mckelvie

[email protected]

Copyright © 2012 Mobile Commons, Inc. All rights reserved. Made in NYC. 2


Why Text Messaging?

Use SMS to: Get More People To

Take More Action



  Print   Radio   TV   Live Events   Press   Social Media

5-‐10x More Opt-‐Ins



Significantly Higher AcHon Rates

The Shedd Aquarium used an SMS call-to-action in 25% of their TV ads to drive contest entries. •  The TV ad with an SMS call-to-

action generated 325% more contest entries than any other call-to-action. "

Supporters that receive a text message are 77% more likely take action.



Get People to Take AcHon



Get People to Take AcHon



Any AcHon…

Registration Reminders RSVP Response Phone Calls Engagement Downloads Coupons

Mobile Web Video Chat

Donations Sign Petitions

GOTV Purchases

Events



How?

Create 2-‐way, engaging, data-‐driven

conversaHons



•  Fully Integrated Campaigns •  Virality through Tell-A-Friend •  Creating a Relationship with your list

Transitions, Targeting & Segmenting, Conditional Responses

•  Click to Call Advocacy

Through Winning Mobile Trends



Fully Integrated Campaigns












Virality – Tell a Friend



Create a RelaHonship -‐ TransiHons



Create a RelaHonship -‐ Target and Segment



Create a RelaHonship -‐ Customized Responses



Takeaway

SMS is key to: Get More People to Take More Ac:on

by Crea:ng 2-‐way, engaging, data-‐driven

conversa:ons that use

Fully Integrated, Viral, Rela:onship-‐based messaging



Calls through the Web

1.  Drive Phone Calls 2.  Grow Your List 3.  Ask them to take Action



Click-‐to-‐Call Webforms



Historic Campaigns

“Yesterday we did a historic thing… There is no doubt we’ve been heard.” -‐ David Karp, Founder of Tumblr



•  Text Kelly to 38383 And have her call your friends!

Copyright 2012, Mobile Commons, Inc.

reach everyone, everywhere

Thank You! Sam McKelvie @sam_mckelvie

Introduction James Servino Online Fundraising and Advocacy Manager Human Rights Campaign Washington, DC Manages the online fundraising and advocacy efforts for the Human Rights Campaign--the nation’s largest civil rights organization working for lesbian, gay, bisexual and transgender rights with more than 1.5 million members and supporters. The Online Strategy Team at HRC coordinates online fundraising and messaging strategies through engagement on email, mobile text and social media. I have a passion for religion and politics and grateful to be working with HRC to help engage and empower the growing majority of Americans who want to work for LGBT equality.

HRC’s Buyer’s Guide Text Shop to 30644 More than ever, consumers are sending a message to businesses that they are watching. They are watching to see if the businesses they patronize understand and honor issues important to them, giving buying power to issues ranging from LGBT inclusiveness to environmental protection. Corporate social responsibility has become an imperative for a successful business. With the Mobile Buyer’s Guide, we hope to harness that power by providing you with the most accurate review of a business's workplace policies toward LGBT employees wherever you are.

Mobile Buyer’s Guide & Presidential Debate

Quiz Created by: Human Rights Campaign, Fall of 2012

PLUS: Presidential Debate Quiz and NY Marriage Victory Map

The Human Rights Campaign is America's largest civil rights organization working to

achieve lesbian, gay, bisexual and transgender equality. By inspiring and

engaging all Americans, HRC strives to end discrimination against LGBT citizens and

realize a nation that achieves fundamental fairness and equality for all.!

The Human Rights Campaign represents a force of more than 1.5 million members and supporters nationwide — all committed to

making HRC's vision a reality.!193,000+ of our members and supporters

sign-up to receive text message alerts from us. !

Here’s a look at a couple of the ways we engage with them using SMS.!

Text SHOP to 30644

Created by: Human Rights Campaign, Fall of 2012

Informed Consumers

The LGBT community is estimated to have $712 billion in buying power annually, and 78 percent of LGBT people are extremely or very likely to consider brands that are known to provide equal workplace benefits for their employees, including LGBT workers.!

*According to research by Witeck-Combs Communications and Marketresearch.com. !

Informed Consumers

Ratings • 80-100: Businesses/brands that receive our highest workplace equality scores. • 46-79: Businesses/brands that have taken steps toward a fair-minded workplace and receive a moderate workplace equality score. • 0-45: Businesses/brands that receive our lowest workplace equality scores • *Non-responder unofficial scores.

HRC’s Buying for Equality Guide (Buyer’s Guide) Featured Comparisons • Starbucks 90 vs. Caribou Coffee 15 (estimate) • Nike 100 vs. Adidas 15 (estimate) • General Mills 100 vs. J.M Smucker 0 (estimate) • Nordstrom 100 vs. Neiman Marcus 15 (estimate) • Try yourself! Text Shop to 30644

How does it work?

Step 1: Our supporter texts ‘Shop’ or ‘Buy’ to 30644 Step 2: They receive a message that asks them to text back the store or business they want a score for Step 3: They receive the score and how that rates in comparison to the guide plus a link to the full guide

Reach

Reach

500,000+ downloads

41,244 requests

2,000+ requests

Top free App

Top requests 10,000 users this past year for the mobile HRC Buyer’s Guide Over 41,000 text messages queries for company scores Mobile Buyer’s Guide heavily utilized during holiday shopping season

15

• ‘Tell a friend’ to expand

reach and awareness.

• Take Action: when we don’t have official scores for a company we want to drive them to an advocacy page. • Share: Integrate social sharing after providing company scores.

What’s Next

Other examples New York Marriage Map No longer active Text Shop to 30644 After using the MConnect to drive thousands of mobile calls to NY state legislators in the 2011 marriage campaign. We sent one final message to our supporters asking them to drop a pin on our equality map sending a note of congrats on marriage equality coming to NY.

Presidential Debate Quiz No longer active (Text debate to 30644) If there's one common accessory during major national TV events, it's a cellphone. From the Oscars to the Democratic and Republican Conventions, viewers sit at home with their cellphones out reading news or tweeting and texting their observations to friends and followers. HRC Debate Trivia was a simple engagement using our mobile broadcast platform that quizzes people on LGBT history in the debates and more broadly in the campaigns. Five lucky winners earned HRC VOTE t-shirts as prizes.

We celebrated the first presidential debate of the 2012 election season with a text message trivia game.!

The game covered topics from marriage equality to openly gay politicians. It was an great way to use mobile services to educate and inform people about HRC’s concerns and mission, and how that connects to the current political atmosphere – not to mention encouraging them to vote. The questions weren’t easy, but the winners got a t-shirt for their LGBT rights knowledge, and everyone learned something new. !

This also allowed us an opportunity to complete user profiles by asking for every user’s name and email address for future communications and better data.!

Presidential Debate Quiz

• At the time of the debate in October 2012 we had 120,000 people on our list. !• 12,000 people participated in the quiz.!• That’s a 10% response rate.!!

Presidential Debate Quiz

At the time of passage in 2011, our list was around 80,000 people. Over 20,000 people took action and liked marriage equality so much they dropped a pin on it. That’s a 25% response rate!

NY Marriage Map

Questions?

Text NTEN to 30644 to get a free HRC sticker and sign-up for text messages from HRC!

Or scan this nifty QR code on your smartphone.

Connect James Servino

Human Rights Campaign @jserves

[email protected] fb.me/servino

Or scan this scary QR code on your

smartphone.

Technology

Using Text Messaging to Achieve Your Mission