SMS Blast Strategy & ImplementationA Lesson Learned

from Preparation of 2nd University Phase of Bogor 5

SMS Blast and Pride Campaign in Indonesia

Started in 2009 (Bogor 3)

Emphasis on technology

Most strategic usage: Karimunjawa National Park (Bogor 4)

Challenges:- One way vs interactive

communication- Message strategy not

strong enough to create action

- Measuring success

The Science: Mass Interpersonal Persuasion

BJ Fogg, Persuasive Technology Lab , at Stanford Innovation Laboratory 1st experiment in using computer for behavior change in

the 90s. Behavior Design: creating systems to change behavior science + industry

Mass Interpersonal Persuasion technique is:a way of bringing together the power of mass interpersonal communication with the reach of mass media

(BJ Fogg, 2008)

1. Motivation

2. Ability (Simplicity)

3. Trigger

The Science: Fogg’s Behavior Model for Persuasive Design

users who have high ability but low motivation need to have motivation increased so they cross the behavior activation

threshold.

to increase a user’s ability, designers of persuasive

experiences must make the behavior easier to do

persuasive design relies heavily on the power of simplicity.

A trigger is something that tells people to perform a behavior now = call to action

The Rationales

No luxury of time for preparation of 2nd University Phase BROP workshop + 2nd university phase scheduled to be back to back Most CMs uses cellphone, when service is limited, text message (SMS) is

the effective way to reach out to them In general, level of resilience and stress of Bogor 5 is lower, compared to

previous cohort Cross-site analysis of data qualitative on preferred/widely use

communication channels while radio is not a popular channel, cellphones are widely use in various way (even in area with no services! )

To get insight needed for lesson plan development Most CMs only knows limited range of marketing material/channels

provide exposures and experiences in optimizing cellphones usage On-hand learning experiences for new PPMs

SMS Blast “OL DE BEST”OL DE BEST (read: All The Best) is Bogor 5 slogan

The main objectives for the SMS Blast were:CMs comes to Bogor for BROP Workshop & 2nd University Phase with completed planning deliverables(1) CMs ready to bring Pride deliverables to 2nd university phase(2) CMs email the last version of BROP document to PPMs before

coming to Bogor (3) CMs are well prepared for spending 7 weeks in Bogor

SMS Blast period: 28 Januari - 3 Februari 2013

An application of :• Behavior Model for Persuasive Design (BJ Fogg, 2009)• FrontlineSMS 2.0 platform

Step 1: Planning A. develop SMS Blast strategy

Determine: Behavior goal

Define sequence of simple behavior target

Determine: SMS blast implementation period

Frequency of sending out messages

Develop: offline promotion material , including catchy name for the program

SMS Blast Strategic Plan SMS Technology: Frontline

SMS; SMSCaster, etc

Develop plan to collect target audience phone numbers

Ask consent from identified target audience

Decide the most economical SMS provider

Messages design & crafting (140 characters)

Develop plan to measure SMS blast effectiveness

Develop feedback tools

Katherina Tjandra:

The technical person for Frontline SMS technology & SMS daily

operators

Sarilani Wirawan & Ade Yuliani:

Setting SMS blast objectives; messages design & crafting

Step 1: Planning B. Team Building

Step 1: Planning C. Crafting SMS blast messages & implementation preparation

Ability: Define sets of simple

behavior target

Trigger : craft Call to Action messages

(max. 140 characters)

Motivation: Benefit/Reason for Action

1. Review list of deliverables + timelines, brainstorm on CMs challenges to perform the behavior

2. Develop template for planning: timelines and message contents 3. Define sets of simple behavior target to create simplicity of target behavior 4. Crafting draft messages:

• maximum 140 characters, for each element• Selecting languages to be used culture free, simple word, no jargon, easy to

understand by different dialect • Decide on number of interactive messages, i.e quizzes, including its mechanism

5. Pre-testing language of the messages and understanding of interactive instructions6. Determine frequency of messages sending per day7. Determine sequence and time for sending messages triggers always the FIRST!

Step 1: PlanningD. Technology

1. Collect & review information on Frontline SMS version 1.0 and 2.02. Download both version of Frontline SMS and understanding the

platform and its differences 3. Make decision on version of Frontline SMS to be used. 4. Collecting CMs phone numbers5. Understanding the CMs;

• the most common cellphone service provider that are being used by CMs

• Making decision on selecting service provider6. Creates group in Frontline7. Pretesting the use of technology

• SMS operator allocate time to regularly send out SMS • On the first SMS: PPMs directly check with CMs, to confirmed that the

SMS is from Rare, and to ensure each CMs had received the messages. • Adaptive: slight modification in content and sequence due to dynamic

of responses and situation• Team checking and consultation for any modification of strategy• Quiz - the interactive messages: CMs sent their respons through email,

to an independent committee members • Winner of the quiz was announce during 2nd phase university training

plus handing out the prizes • Distribute and collect feedback form, on the 2nd week of university

training

Step 2: Implementation of SMS Blast

Make a new folder, with title: UNIV 2 BGR, for all final documents that you

will bring to Bogor. Ol de Best!

Aha, are you typing? Now, put both hand forward. Wiggle your fingers. Just

wait for the next SMS in 2 seconds...

• Content• Personalization• Consumer control

Messages Success Factors:

• Device Technology• Transmission process• Product fit• Media cost

Media Success Factors:

• Consumer Attention• Consumer Behavior• Cost Ratio

Success Measures:

Step 3: Measuring SMS Blast Effectiveness Feedback Process from Dual Core

(Dickinger, Haghirian, Murphy, & Scharl, 2004)

Step 3: Measuring SMS Blast Effectiveness Feedback Process from Dual Core

Concept being Evaluated

Operational Definition of Concept Indicator

Effectiveness of SMS Blast for

Dual Core

Perceived benefit of SMS blast

SMS messages perceived as useful or not useful (8 items)

Audience emotional reaction

SMS messages gives positive feelings (happy, calm, energized) or negative feelings (annoyed, can not concentrate, worry) (10 items)

Audience Actionmessages receiver do or do not do the action as instructed by the text messages (8 items)

Step 3: Measuring SMS Blast Effectiveness Feedback Process from Dual Core

Feedback from CMs are collected using a 20-25 minutes questionnaire at 2nd week of 2nd university phase training

Self-administer questionnaires, 3-pagers

Rate of questionnaires return 100%

Very Use-ful

30%

Useful27%

Neutral43%

SMS Blast Effectiveness: Perceived Benefit

Reminders to make "Univ2BGR“ Folder

Very useful (42%)Useful (42%)

Neutral (17%)

Reminder to send draft BROP document by email

to PPMVery useful (25%)

Useful (42%)Neutral (33%)

Interactive competition to send interesting story

prior to my arrival in Bogor

Very useful (17%)Useful (17%)Neutral (67%)

N = 12

Pos-itive65%

Neg-ative 35%

SMS Blast Effectiveness : Emotional ReactionI feel as part of my

cohort, when I receives messages of SMS Ol De

Best

Messages of SMS Ol De Best makes me

feel worry

N = 12

Did the action50%

Did not do the action50%

SMS Blast Effectiveness: Action

I made a new folder with title "Univ2BGR"

Yes (75%)No (25%)

I sent interesting story about my preparation prior to my arrival in

Bogor Yes (25%)No (75%) N = 12

Other Facts

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%100%

92%

58% 58%50%

33%

17% 17%

Mobile Phone Usage by CMs(N = 12)

Brightspot on Message Crafting

• SMS Blast strategy template form made the message development easier to do

• Defining the simple behavior and its sequence contribute to the success of achieving the main behavior objective.

• Pre-testing is critical to check if the message is easy to understand and do-able.

• Develop each messages with 140 character to make the SMS fits with all kinds of cell phone

• Message contents is relevant to audience

Brightspot on Technology Usage

• Frontline SMS v2.1.3 software is user friendly.• The interface appearance is similar to Outlook so it is easy to

manage inbox, sent box, messages by criteria• Easy to record phone number with ID, able to edit address

book easily, able to make group of recipient.• Compatible with any modem and provider.• The software developer/Frontline Community Forum were

helpful with quick response if we ask something regarding software usage

• The focus is on sending message to many people, not in getting SMS replies

The “OL DE BEST” SMS would be better if …

Messages was more user-friendly Expand the duration for longer period Provide introduction about the services and the benefit Not too many messages in a day Not more than 2 messages per

day Add humor to the messages and more interactive quiz Need to make sure the sender’s SMS provider service is stable.

Unstable signal will be have implication on time for sending and receiving message. When there is pending message, other message could not be sent.

Operator is familiar with the software and technique to sending out messages

There is one dedicated cellphone/computer to enable SMS receiving from audience. If computer+modem off, it can not received reply/feedback from audiences

Moving Forward into 2nd Univ. Phase: Lesson Plan for “Optimizing the Use of Cellphone for Your Campaign”

2 hours workshop session in 2nd university phase

Learning objectives: At the end of the session, participants will be able to: - Identify and understand the power of cellphone as

communication channel- Exercise using cellphone as one option for channel in

campaign at site - Make decision on cellphone usage for campaign at site

SMS Blast Strategy Planning Worksheet (3 tabs)