March 24, 2008
Social Media Marketing and Local Goverment
Client: Medellín Digital is a brand new program developed by the Major of the City of Medellín Colombia. This project allows every citizen to interact and explore Internet possibilities for free. In alliance with UNE and EPM, local Telcos, the government focused on the need to bring the possibility to people who could not afford computers and Internet connectivity to do so in places specially built for this purpose. Medellín Digital is the most innovative technological project developed by a local government in Colombia. By this means, every citizen can use computers to learn and access to special information designed and developed by a specialized research team through 4 Internet portals as follows: Scholar activities, Library network, Leisure and Entrepreneurial support.
Objective: The main objective is to incorporate Mobile phones as an accurate channel to Interact and inform all the people who belong to this network with fresh and important communications regarding leisure activities, e- learning processes, local library books availability and entrepreneurial advice.
Solution: Offers & Sales through its technological platform has launched the first service regarding library books availability. Through this solution the person who is interested in hiring a book from a local library can consult through Internet for a special title. If the book is not available, the person introduces his cell number on a micro site and when the book is available the O&S platform will inform its availability via SMS.
This program also includes SMS reminders to inform when to return back the book to the library, as well as special reminders when needed.
As the project keeps its evolution similar strategies will be developed for the other 3 portals with O&S consulting and advice to develop marketing strategies that strengthen this unique and innovative project.
Results: Every day growing membership with an outstanding word of mouth effect bringing a new experience to local citizens that are still impressed by this technological conjunction between Internet and mobile devices with accurate and right on time information. More than 435.000 SMS have been considered for this first stage of the project.
Cellnet is a distributor and reseller for the mobile industry in Colombia since 1994.
With 234 points of sale and distribution centers in all major cities in Colombia, Cellnet has become one of the industry leaders.
With a 14 year experience, Cellnet has recently diversified its product portfolio exploring the mobile data market and distribution of Blackberry services.
Two years ago, Cellnet developed Offers and Sales, O&S, a mobile marketing services business unit
