[Air-l] evaluation of SMS campaigns

[Denise N. Rall]

Redante -

This is a bit vague but perhaps will give you a
direction.  Australia has a nation-wide Quit Smoking
day (well a week of related events) and I believe that
was backed up by SMS. 
http://www.quitnow.info.au/internet/quitnow/publishing.nsf/Content/home

This is a related campaign site that is targeted at
young people that talks about sending e-cards.

http://www.oxygen.org.au/

I did hear via media that they had backed it up with a
SMS send-out but I have no idea if that actually
occurred, or if it did, if it was successful.

The other campaign I noted was the anti-cervical
cancer vaccine that is now available for young women
in Australia.

No idea about the specifics of the follow-up through
but there has been a lot of media play on 'messages to
youth' being 'sent out as SMSs'

and someone (like you) should be finding out the
effective rates on this campaign claim.  I see it
(cynically) as a media buzzword, it seems that at
least in Australia 'youth' and 'SMS' are often used in
the same sentence . . .

 


--- Redante Asuncion-Reed <redantereed at yahoo.com>
wrote:

> Hello all
> 
> I had a tremendous response to my first query on my
> research for my theses I thought I'd go to the list
> once again.
> 
> I am looking for literature, web sites, books, and
> any other resources that can give me a good overview
> of evaluation of SMS campaigns. If you can suggest
> resources specific to evaluation of SMS campaigns
> undertaken by NGOs and civil society organizations
> that would be great. 
> 
> What I am looking for are general guidelines in
> evaluating whether your SMS campaign was successful
> or not. What metrics are used, and how does one
> define ROI (return on investment) in a social
> justice SMS campaign?
> 
> What I have discovered so far in my research is that
> the actual numbers are pretty low in many SMS
> campaigns by NGOs in terms of how many signed a
> petition, for example, by SMS. However, despite the
> low numbers, many NGOs still were able to use SMS
> campaigning to push their agenda successfully and
> that there is a tremendous interest among NGOs to
> use SMS technology for their campaigns. This is true
> particularly in developing countries.
> 
> Any help will be appreciated. 
> 
> Redante
> 
> 
> 
> 
>  
>
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Denise N. Rall, PhD thesis, "Locating four pathways to 
internet scholarship" School of Env. Science, Southern Cross University, Lismore NSW 2480 AUSTRALIA 
Tues: Room T2.17, +61 (0)2 6620 3577 Mobile 0438 233 344 
http://www.scu.edu.au/schools/rsm/staff/pages/drall/
Virtual member, Cybermetrics Group, University of Wolverhampton, UK
http://cybermetrics.wlv.ac.uk/index.html


 
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