#pcrf4life Aug 2014

what we’ll cover

• how we’re doing

• online giving

• how to mobilize everyone

• engaging the future of the PCRF…

engage YOUTH globally.. in PCRF conversations .. to raise awareness, mobilize volunteers, fund from the crowd and delivering value for all.

social media enables volunteer marketing armies. #PCRF4life

establish presence . relevance . awareness . engagement

we see heroes

how we used to communicate

inspiration - Emmanuel’s Gift

A shift in perspective

Show Strength

Show activity

Show the process

New experiences

Living like any other

Taking on new challenges

Document reactions

Ya Allah!

Document emotions

Inspire

Engage

Celebrate

Appreciate Volunteers - Ali Bin Thaleth. Sheikh Hamdan’s Photographer & Videographer

Excite the media

Forget Disability

Focus on the heroes

Show diversity

Engage Star Community Figures - Joi Ito MIT Media Lab Director

convey messages through emotional shots

show collaboration w community

journalists came joined training sessions

first US-blog feature reach=100,000+ readers

10+ blogs & news articles

Challenge Stereotypes onDisability Engage the Media & Public Figures

one video..

• Photos - Blog - Calls to action w community members & twitter traffic back to the site..

• Content - Photos (hundreds), video (1), Blogs & News Articles (10+), Tweets (daily), TV Interviews (3), Presentations to schools, businesses, universities, social events, keynote addresses (20+), Film Festival Entry (Dubai)

• Messages & Tone- inspire, engage, shift perception of disability, bewilder, excite, collaborate

• Calls to action w community members & twitter to drive traffic back to the site to see other campaigns

PCRF Online

575,238

14,8881,500

2,262

11,516

1.4m

301k12.6k

likes

conversations

Alexa Ranking

Big Picture

Twitter FBMain 2262 14888UAE 2045 4949Chicago 211 1048Houston 162 1131Cincinnati 456Southern Cal 587Melbourne 143Toledo 519Cleveland 519Spanish 2807San Fran 732San Diego 456Jordan 211 2502NY 39 428Boston 49 137Total 4979 31302

stakeholders message & content

vision & objectives

strategy & budget

process

timelines

data analysis

channels

engagement feedback

your strategy building

blocks

theme & brand

vision & objectives

1

PCRF holiday season campaign targets..

Goal Target Volunteers

Financial Target

PCRF owners

Increase social media presence by 3000%

UniversitiesSchools ?

Grow celebrity endorsement ?

Corporate Sponsors ?

?

your input

talk to me! stakeholders

2

who are we addressing?

Youth Volunteers

PCRF

Donors THE DIGITAL

CROWD

Individuals

Int’l NGOs

Corporates

Int’l Gov

Beneficiaries ages 12 - 18

Universities

Youth AssociationsSchools

PCRF Chapters’

Youth

Lebanon

Palestine

Jordan

Research

Media

Chapters

Digital SocietyTwo-thirds of 4 to 7 year olds have used an iPhone or iPod

Stakeholders

segment your target

who’s king? content

3

the content micro cycle

shorter attention spans

Hyper-connectivity

Fragmentation of demand and supplyMiniaturization of content, products, and services

Hyper-transparency

messaging for the shrinking attention span

• CRAFT a strong narrative and have it reverberate across social news streams.*

• SHRINK

• format

• time

• distribution

• authority

• ENGAGE

your message - content basics

• personality!

• visual

• authenticity - in writing

• relevance - to our audience

• consistency - in delivery

• collaborative - mentions

• simplicity - in layout

channels

4

Chapter documentation

Ripple effect - drive traffic back to your domain

include traditional communication channels

+

Other channels

Public speaking

Mechanizing

EventsOther??

Your input

slideshare

online magazines

tumbler

medical journals

youtube

360 campaign

the brand

5

Logo Evolution

identity Evolution

what would the PCRF be if it was a person?

what would the PCRF brand be if it was a family?

serious

fun

formal

happy

innovative

sad creative

simple

optimistic

peaceful

complicated

youthful

engaging

Entertain me - Engagement Tools

6

engagement tools

• Polls• Surveys• Sweepstakes• Coupons• User-Generated

Photo, Essay, and Video Contests

• Pick your Favorites• Quizzes• Trivia • Blogs• Games

PCRF Online Toolkit

• New chapter orientation

• Existing Chapter documentation

• Public Toolkit

• University Toolkit

• School Toolkit

• Corporate Toolkit

• Other?

Our To Do….

Creative Campaign Ideas - Monthly calls

Brand Consistency Audit- Sep 15

Target Specific Groups - Sep 30

Holiday Campaign Ideas - Aug 30

Communications Strategy Input - Sep. 30

Thank you