mobilizing

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mobilizing
how mobiles can be useful for NGOs
London, 2006
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Greenpeace

• Greenpeace Argentinas strategy work
• Usage of mobile in the forest campaign
• Mobileactivism on Zero Waste campaign
• GreenSMS our platform
• How do we build the mobileactivist database?

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Greenpeace Argentina how we work
Press/New Media
Fundraising
Actions
Campaigns
Formal Communications
Informal Communications
Online communication strategies (New Media)
Offline communication strategies
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Mobiles in our work

• Sharing information (system of sms alerts between
  Greenpeace and local NGOs or communities / press
  advisories)
• Mobileactivism (call to action from Greenpeace to
  our activists and supporters demonstrations,
  public events, petitions, etc)

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forest mobiles working together
http//fotos.greenpeace.org.ar/img/6852_gr.jpg
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Contact for share critical information
http//fotos.greenpeace.org.ar/img/6843_gr.jpg

• In the north of Argentina, its almost impossible
  for local people to have phone landlines or
  broadband connection. Indigenous people or
  peasants use mobiles to stay in contact with our
  team. Its more easy to call, due to problems
  with the phone services.

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Noemis mobile

• Noemi Cruz is our forest campaigner on the
  ground. She use SMS to stay in contact with all
  local communities in a region with the
  equivalent size of Germany. Shes our crucial
  contact point

http//www.greenpeace.org.ar/fotos/img/4242_gr.jpg
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Mobilizing...

• Through SMS of local people we know where when
  the forest is under danger or people that can be
  evicted by GM soya lords

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SMS useful logistics tool

• Its more easy for our action team to be in
  contact through SMS in order to avoid illegal
  third-party interception or misunderstandings due
  to bad voice reception

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Success!
http//fotos.greenpeace.org.ar/img/9313_gr.jpg
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Zero Waste campaign
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Mobileactivism, a new way for green-lobby
http//fotos.greenpeace.org.ar/img/7601_gr.jpg

• The Zero Waste campaign was the first initiative
  of Greenpeace Argentina in which mobile-activism
  was the main tool used to achieve a goal. Through
  different guerrilla marketing tools, Greenpeace
  asked people to join us as mobile-activists
  sending a SMS to our number and then encouraged
  them to promote the campaign and organize events.
  The result the government of Buenos Aires will
  implement a Zero Waste policy that will, by 2010,
  reduce urban waste sent to landfills by 50

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First Sending

• Text (translation)
• URGENT text or call right now to the legislator
  Jorge Giorno to 4338-3028/3215 and ask him to
  approve Zero Wastes Law. We count on your help.
• Results
• Send 691
• Errors 7
• SMS to Greenpeace 72

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Second Sending were close

• Text (translation)
• URGENT text or call again to the legislator
  Jorge Giorno to [phone] and demand him to
  approve Zero Wastes Law. Your phone call is
  fundamental. Greenpeace.
• Results
• Send 807
• Errors 8
• SMS to Greenpeace 65
• First Upgrade (spontaneous) A 66 years old
  supporter doubled his donation from 10 to 20

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Success!
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Third Sending we won!

• Text (translation)
• Another Greenpeaces Victory Zero Waste Law was
  approved last night. Thanks a lot for your
  support! Greenpeace Argentina
• Results
• Send 1422
• Errors 22
• SMS to Greenpeace 224
• 1 Upgrade. From 5 to 10
• 2 New Supporters. (1 member get Member)

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GreenSMS our secret weapon
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Mobile platform
Common MKT
Others non profit organizations
Mobile Company
SMS/MMS providers
Guerrilla MKT
Greenpeace Argentina
Green SMS mobile phone
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GreenSMS V1.1 Features

• Message Sending
• To send SMS to individual users, groups of users
  or to all users of the database.
• Message Management
• Sorting To order text messages per date of
  reception, subject, number of cellular, name,
  last name or email.
• Folders To create folders to order the received
  messages.
• Rules To create automatic rules so that the
  received messages are ordered previously
  according to defined keywords.
• Contact Management Shipment Groups
• Edit data of users, folders and groups of ready
  shipment
• Import/export list of contacts.
• Search within the base of contacts SMS.
• Groups of Shipments Create or delete groups of
  shipments.
• Delete contacts (individual or groups)
• To delete folders
• Security
• To backup the hole system.

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GreenSMS V1.2 Features (1)

• Personalization of SMS (any field of the
  database)
• Group Shipment of SMS Without Restrictions
• This option allows the user to carry out a
  selection of contacts (being able to be this
  individual or multiple one) and to carry out the
  shipment of a text message to be created for this
  opportunity.
• Custom Exportation
• This option allows the user to export the
  existing database. Selective exportation is also
  possible the user can select among different
  options such as Contacts, Messages or Groups.

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GreenSMS V1.2 Features (2)

• Database Restoring
• This feature allows the user to restore the
  database to any previous exported data. This
  option can be done as many times as neccesary.
• Custom Recovery Restoring
• This option allows the user to set a max limit of
  records to be showed by the application.

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GreenSMS

• Mailbox

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GreenSMS

• Contacts

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GreenSMS

• Message Folders

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Building mobile communities

• How do we build the mobile activist database?
• Supporters Magazines Insert.
• Member get member
• Offline Activities.
• Website
• Cyberactivists database

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Supporter Magazines Insert

• We requested our supporters to send us a SMS with
  the word Greenpeace
• New Mobile Activists1674

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Supporter Magazines Insert

• Supporters Contest.
• The supporters were asked to tell them friends to
  send us a SMS with the word GP followed by
  their supporters number. I.E. GP 13232
• Prize a Greenpeace vest
• New Mobile Activists 2701

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Supporter Magazines Insert

• Spread the Word
• The supporters were asked to stick the posters in
  public places as shops, schools, pubs.
• New Mobile Activists 3274

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Poster Media

• Size 60 x 85 cm
• Located inside bars and restaurants
• New mobile activists 45

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Member Get Member

• Message
• Soy Juan Villalonga d Greenpeace.Necesitamos ser
  mas para detener las Papeleras!Enviame un Mensj d
  TXT c/3 celulares d amigos para ponerlos en
  accion. Ayudame
• Message (translation)
• Im Juan Villalonga from Greenpeace. We need to be
  more to stop Pulp Mills. Send me a SMS with 3
  cells numbers of your friends to start them up.
  Help me.
• The message was sent using the name of Juan
  Villalonga, our political director, recognized in
  Argentina.
• We use typical SMS language.
• The message is a call to action against Pulp
  Mills.

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Member Get Member

• Results
• 1st Part
• Sent 220
• Errors 6
• SMS to Greenpeace48
• 2nd Part
• Sent 5000
• Errors 70
• SMS to Greenpeace1522
• 13 new supporters (1 MGM)
• 2 Upgrades

New mobile Activists 4109
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Offline Activities

• Artic Sunrise in B.A.
• Staff and volunteers getting information of
  visitors.
• New Mobile Activists 365 (Checked)

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Offline Activities

• U2 concerts.
• Staff and volunteers getting information of
  visitors.
• New Mobile Activists 467(checked)

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Website

• Small text ad in our cybercenter menu.
• New Mobile activists (1 Month) 232

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Cyberactivists

• In each cyberaction we ask for cellphone and land
  telephone number.
• Optional Information
• 65 of the cyberactivists completed this
  information

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Flashmob SMS

• Message
• URG Soy Fabi Cantilo. Hoy a 17 hs. Recital
  gratis x Papeleras en el barco de Greenpeace.
  Puente Dique 2 Pto Madero. Este msj es tu
  entrada. Veni aunke llueva.
• Translation
• URG Im Fabiana Cantilo. Today 17hs. Free
  Concert for Pulp Mills in the Greenpeaces Ship.
  Brigde 2 Pto Madero. This Message is your ticket.
  Came allthough rain.

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Flashmob
As part of the Pulp Mills campaign, Fabiana
Cantilo, made a surpriseconcert in the warehouse
of theGreenpeace ship. Her voice was listened by
200 people summoned by SMS to their
cellphones.While she is fighting by noble
causes, she waits the Gardel Prizes.Diario
Clarín
Clarín
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A new critical tool for NGOs?
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mobilizing
how mobiles can be useful for NGOs
London, 2006