evaluation of SMS campaigns
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 ____________________________________________________________________________________ Finding fabulous fares is fun. Let Yahoo! FareChase search your favorite travel sites to find flight and hotel bargains. http://farechase.yahoo.com/promo-generic-14795097
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@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
____________________________________________________________________________________
Finding fabulous fares is fun. Let Yahoo! FareChase search your favorite travel sites to find flight and hotel bargains. http://farechase.yahoo.com/promo-generic-14795097 _______________________________________________ The air-l@listserv.aoir.org mailing list is provided by the Association of Internet Researchers http://aoir.org Subscribe, change options or unsubscribe at: http://listserv.aoir.org/listinfo.cgi/air-l-aoir.org
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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 ____________________________________________________________________________________ It's here! Your new message! Get new email alerts with the free Yahoo! Toolbar. http://tools.search.yahoo.com/toolbar/features/mail/
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@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.
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@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
______________________________________________________________________________ ______
Finding fabulous fares is fun. Let Yahoo! FareChase search your favorite travel sites to find flight and hotel bargains. http://farechase.yahoo.com/promo-generic-14795097 _______________________________________________ The air-l@listserv.aoir.org mailing list is provided by the Association of Internet Researchers http://aoir.org Subscribe, change options or unsubscribe at: http://listserv.aoir.org/listinfo.cgi/air-l-aoir.org
Join the Association of Internet Researchers: http://www.aoir.org/
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
______________________________________________________________________________ ______ It's here! Your new message! Get new email alerts with the free Yahoo! Toolbar. http://tools.search.yahoo.com/toolbar/features/mail/ _______________________________________________ The air-l@listserv.aoir.org mailing list is provided by the Association of Internet Researchers http://aoir.org Subscribe, change options or unsubscribe at: http://listserv.aoir.org/listinfo.cgi/air-l-aoir.org
Join the Association of Internet Researchers: http://www.aoir.org/
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@listserv.aoir.org [mailto:air-l-bounces@listserv.aoir.org] On Behalf Of Donald Matheson Sent: 2. april 2007 05:59 To: air-l@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@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.
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@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
________________________________________________________________________ ______
______
Finding fabulous fares is fun. Let Yahoo! FareChase search your favorite travel sites to find flight and hotel bargains. http://farechase.yahoo.com/promo-generic-14795097 _______________________________________________ The air-l@listserv.aoir.org mailing list is provided by the Association of Internet Researchers http://aoir.org Subscribe, change options or unsubscribe at: http://listserv.aoir.org/listinfo.cgi/air-l-aoir.org
Join the Association of Internet Researchers: http://www.aoir.org/
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
________________________________________________________________________ ______
______ It's here! Your new message! Get new email alerts with the free Yahoo! Toolbar. http://tools.search.yahoo.com/toolbar/features/mail/ _______________________________________________ The air-l@listserv.aoir.org mailing list is provided by the Association of Internet Researchers http://aoir.org Subscribe, change options or unsubscribe at: http://listserv.aoir.org/listinfo.cgi/air-l-aoir.org
Join the Association of Internet Researchers: http://www.aoir.org/
_______________________________________________ The air-l@listserv.aoir.org mailing list is provided by the Association of Internet Researchers http://aoir.org Subscribe, change options or unsubscribe at: http://listserv.aoir.org/listinfo.cgi/air-l-aoir.org Join the Association of Internet Researchers: http://www.aoir.org/
participants (4)
-
Denise N. Rall -
Donald Matheson -
Redante Asuncion-Reed -
richard.ling＠telenor.com