worldvision - parvathystory_v4
TRANSCRIPT
Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in master)Client Logo
- Add inmaster slide
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 &
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