worldvision - parvathystory_v4

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World VisionA Letter to God

I’m Parvathy…

My life is now different… Thanks to some good people, I now go to a school, wear a uniform like other kids, carry books, study and play.

I am writing a letter to God so that only good things happen to people

who made it possible for me to attend school.

Getting the prayer heard

A Case in PointHow a girl’s letter became viral….

A Case in Point—The Follow ThroughHow a girl’s letter became viral….

Girl sends letter to Google

Article on all newspapers

Letter becomes viral

Google responds to the girl’s letter

Article uploaded to Reddit under “Uplifting News” section

Article on Business Insider

Helping Parvathy’s prayer to reach out…

Target AudienceGetting the profile of readers right

Primary audience:Working professionals in Tier 1 & 2 cities with inclination to join hands with social causes.

Secondary audience:Influencers who are already active in social causes.

Need: The requirement will be to motivate the TG to share content.

Strategy FocusHow the story unfolds

Interest• Create interest among the audiences with

articles/blogs showcasing the letter

Connect

• Populate on social channels so that the reach of the communication spreads

Engage• Get people to share the letter on FB &

Twitter

Day 1: Guest post the letter

on a blogging

site

Day 10: Reach out to bloggers on newszines who cover

similar stories

Day 13: Post the letter on

World Vision’s FB page

Day 15: Get in touch with social media influencers to promote the letter

Readers share the letter

PHASE 1 PHASE 2 PHASE 3

Campaign FlowDifferent phases in the campaign

Finding Top Indian BloggersPeople/entities who cover general topics

Filtering criteria for shortlisting blogging influencers:• No. of RSS feed subscribers• Unique monthly visitors• No. of pages indexed by Google• Google page ranking• Alexa site ranking

Top Indian BloggersSome of the highly ranked independent people/entities who cover general topics

Author/Org AddressSwaroop C.H http://

www.swaroopch.com/blog/

Amit Varma http://www.indiauncut.com/

The Kamla Show http://kamlashow.com/Sanjeev Sabhlok http://

www.sabhlokcity.com/

Guest Bloggers on NewszinesMedia affiliated bloggers help to step up the reach

Soliciting influencers across all domains (politics, education, etc) who may or may not actively follow social causes.

Sample of a FB look-alike search profile:

Targeting socially ranked Twitter influencers – A Sample:

Targeting Influencers on Social MediaPosting on Facebook & Twitter

The End