The new Bush Telegraph: SMS Text Messaging

The Australian coined term, ‘Bush Telegraph’ refers to the very quick means of stories getting to everyone in all parts of the country. Originally spread by telephone and word of mouth, text messaging is a modern version of this form of instant communication.

Looking at recent news headlines, there are more and more instances of bulk text messaging campaigns being used for ‘call to action’ campaigns, mobilising people quickly and cheaply around issues. This form of mobile campaigning has taken off around the globe with great success. MobileActive.org is a group of people dedicated to initiating social change through the use of mobile phones. They highlight just some of the arenas where mobile texting campaigns have made a significant impact.

The recent texting campaign by the Save the Children charity in the UK generated a response of 100,000 texts from citizens in just three days protesting the bombings in Gaza which have taken the lives of so many innocent children. These SMS text messages were then presented as a petition to the UK government.

This new form of the ‘bush telegraph’ can connect citizens of the world allowing communication around issues on an international global SMS level. Perhaps the most successful demonstration of the power of SMS text messaging was the 1999 ‘Battle of Seattle’. The demonstrations held outside the World Trade Organization talks were coordinated primarily by text messaging. Activists were mobilised to attend the rally and to pass on the text message to their friends. This form of viral marketing would be worth watching for marketers of all industries. Protesters were told the venue and time by text and then also moved around to avoid the heavy police presence at the demonstration. The speed and reliable delivery of text messages make it a great medium to organise campaigns.

A bit closer to home, the Philippines has been called the ‘text-messaging centre of the world’ and they have been using mobile phones to organise popular movements for the last ten years. The instant and cost-effective nature of bulk text messaging led to a successful protest against the corrupt government of Joseph Estrada who had to step down. Sometimes this particular protest is referred to as a ‘coup de text’. In Spain, texting led to the defeat of the Popular Party and in South Korea, young people used SMS text messages to turn the election to their preferred candidate of President Roh Moo Hyun in 2004.

Mobile marketers would do well to look at the success enjoyed by text messaging campaigns and harness the power of bulk text messaging to their advantage. From the rather silly ‘flash mobbings’ of 2003 where groups of around 100 people summoned by text messages, emails and blogs, would gather at a specified site to perform a specified stunt to the mass political protests that have been organised by text messaging, the effective nature of bulk text messaging has been displayed.

The number of mobile phones in Australia (at last count over 21 million mobile phone users) outnumbers landlines and public telephones. It is the most logical mass communication device for any marketer or campaign organizer. Bulk SMS message providers can send thousands of messages at any time plus two-way text allows almost instant response to the campaign. Making bulk SMS text messaging the new form of the ‘bush telegraph’ reliable, measurable and most importantly, effective.

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