SMS Blast Strategy & Implementation A Lesson Learned from Preparation of 2 nd University Phase of Bogor 5

1. SMS Blast Strategy & Implementation A Lesson Learned from Preparation of 2nd University Phase of Bogor 5

2. 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

3. 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)

4. 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. 3. Trigger A trigger is something that tells people to perform a behavior now = call to action 1. Motivation 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. 2. Ability (Simplicity)

5. 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

6. 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

7. Step 1: Planning A. develop SMS Blast strategy Messages design & crafting (140 characters) Define sequence of simple behavior target Determine: Behavior goal Determine: SMS blast implementation period Frequency of sending out messages Develop: offline promotion material , including catchy name for the program SMS Blast Strategic Plan Decide the most economical SMS provider SMS Technology: Frontline SMS; SMSCaster, etc Ask consent from identified target audience Develop plan to collect target audience phone numbers Develop plan to measure SMS blast effectiveness Develop feedback tools

8. Step 1: Planning B. Team Building Katherina Tjandra: The technical person for Frontline SMS technology & SMS daily operators SarilaniWirawan & Ade Yuliani: Setting SMS blast objectives; messages design & crafting

9. Step 1: Planning C. Crafting SMS blast messages & implementation preparation • Review list of deliverables + timelines, brainstorm on CMs challenges to perform the behavior • Develop template for planning: timelines and message contents • Define sets of simple behavior target to create simplicity of target behavior • 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 • Pre-testing language of the messages and understanding of interactive instructions • Determine frequency of messages sending per day • Determine sequence and time for sending messages  triggers always the FIRST! Ability: Define sets of simple behavior target Trigger : craft Call to Action messages (max. 140 characters) Motivation: Benefit/Reason for Action

10. Step 1: Planning D. Technology • Collect & review information on Frontline SMS version 1.0 and 2.0 • Download both version of Frontline SMS and understanding the platform and its differences • Make decision on version of Frontline SMS to be used. • Collecting CMs phone numbers • Understanding the CMs; • the most common cellphone service provider that are being used by CMs • Making decision on selecting service provider • Creates group in Frontline • Pretesting the use of technology

11. Step 2: Implementation of SMS Blast Aha, are you typing? Now, put both hand forward. Wiggle your fingers. Just wait for the next SMS in 2 seconds... • 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 Make a new folder, with title: UNIV 2 BGR, for all final documents that you will bring to Bogor. Olde Best!

12. Step 3: Measuring SMS Blast Effectiveness Feedback Process from Dual Core Messages Success Factors: • Content • Personalization • Consumer control Success Measures: • Consumer Attention • Consumer Behavior • Cost Ratio Media Success Factors: • Device Technology • Transmission process • Product fit • Media cost (Dickinger, Haghirian, Murphy, & Scharl, 2004)

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

14. 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%

15. SMS Blast Effectiveness: Perceived Benefit Reminders to make "Univ2BGR“ Folder Very useful (42%) Useful (42%) Neutral (17%) Interactive competition to send interesting story prior to my arrival in Bogor Very useful (17%) Useful (17%) Neutral (67%) Reminder to send draft BROP document by email to PPM Very useful (25%) Useful (42%) Neutral (33%) N = 12

16. SMS Blast Effectiveness : Emotional Reaction I 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

17. 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

18. Other Facts Mobile Phone Usage by CMs (N = 12)

19. 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

20. 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

21. 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+modemoff, it can not received reply/feedback from audiences

22. 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)