[Air-l] evaluation of SMS campaigns

Sun Apr 1 22:39:20 PDT 2007

Hi,

Given all the recent discussion with regards the meaning of words etc, I
was a little reluctant to ask what was meant by campaigns.  

>From what I understand you are interested in instances of institutions
(usually non-governmental) using SMS to spread their message.  In this
instance Scott Campbell has written a little on the use of SMS and
mobile phone by AA to help people between meetings.  In this case the
institution is Alcoholics Anonymous and the impact would be a better
outcome from their process. 

Another variation of this is information or service campaigns run by the
government.  It might be that the Norwegian tax return system could fit
in here.  In Norway people get a filled out version of their tax returns
sent to them.  If there are no changes to be made, they can use a
special PIN code and send an SMS message to the tax authorities saying
that everything is ok.  This is not really an information campaign, but
it is a type of streamlined public administration system.

The word campaign is also used by operators in terms of their
advertising. Indeed in Europe when you travel from one country to the
next the new operator often sends an SMS to you welcoming you to their
network and encouraging you to use their services.  Here the institution
is commercial and the impact would be perhaps increased traffic.  I
don't know of an studies regarding this.

A final meaning might be in the case of social protest.  Here the
institutions are often less formal than in the previous two cases.  The
impact, of course, is the number of people showing up for a protest or
an action.  There has been a little research in this area.  I understand
that there is a paper on this in Jim Katz' new book that is coming out
from MIT press soon. 

I hope that this helps.

Rich Ling

-----Original Message-----
From: air-l-bounces at listserv.aoir.org
[mailto:air-l-bounces at listserv.aoir.org] On Behalf Of Donald Matheson
Sent: 2. april 2007 05:59
To: air-l at listserv.aoir.org
Subject: Re: [Air-l] evaluation of SMS campaigns

In New Zealand, the Electoral Commission experiment with using text
messages
to encourage newly enrolled voters to turn out on election day. More at:
http://www.elections.org.nz/study/voter-motivation-trial-report.html

On 4/2/07 3:24 PM, "Denise N. Rall" <denrall at yahoo.com> wrote:

> 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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