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Sienna Public Relations
Building in Russia
Sienna Public Relations
June 22, 2009
Sienna Public Relations
Agenda
1.0 Objective
2.0 Considerations
3.0 Our Insight
4.0 The Big Idea
5.0 Our Strategy
6.0 How it Works
7.0 Why it Works
8.0 Measuring Success
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1.0 Objective
Increase active participation in Kiva and its mission
among the Russian people through social media.
*
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2.0 Considerations
Russians are willing to give but are
mistrustful of organized charities.
And Kiva is virtually unknown.
Sienna Public Relations
3.0 Our Insight
5
It’s a cultural thing.
We can harness the inherent viral nature of social
networking to achieve our objective.
It’s about connecting two degrees of separation.
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Overcoming obstacles:
• Language
• Conversational Conventions
• Trust
Lenders in Russia are two degrees of separation
away from English speaking Russian students in the
U.S., Canada, U.K., etc.
3.0 Reaching Kiva’s Target Audience
Lender
Student
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4.0 The Big Idea
Increase active participation in Kiva and its mission
among the Russian people by empowering Russian
students to create niche lending teams.
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5.0 Our Strategy
Empower Russian students (studying in Russia and
abroad) to create niche lending teams on Kiva.org
using members of their own social networks, and
spread the word about Kiva across Russia.
2o Ko1o
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6.0 How it Works
25 Russian
Students Recruits post a
link to Kiva on
social media
profile
LSE Lending
Team Recruits 75
Friends and
Family
100 Russian
Friends Click on
the Recruits’ Link
75 Russian
Friends Create a
New Lending
Team on Kiva.org
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7.0 Why it Works
Implementation
Cost effective
Timely
Builds trust
Creates a bridge
Incentivizes students
Creates communities
Disposable
income
Gross income
Social media
Studying
abroad
Student
ambassadors
English→
Russian
Real-world
experience
Draws
lenders
Draws
volunteers
Low upfront
Low
long-term
Sienna Public Relations
8.0 Measuring Success
Current
State
Awareness &
Action
Implement Sienna PR Strategy
Increased Russian Kiva Activity
Russian Awareness & Adoption
Future
State
Awareness &
Action
Identify Baseline Numbers for Kiva
Forecast Using 2 Degrees Strategy
Measure Forecast Against Baseline
Measure Results Against Goals to Identify