A presentation on the Welfare Association 30th Anniversary Campaign plan. Includes progress in the Brand Development, Events, Exhibition and Field visit Plans.
Web & Social Media Analytics Previous Year Question Paper.pdf
BoD presi w notes-1mar2013
1. If you want to learn about a
culture, listen to the stories.
If you want to change a culture,
change the stories. - anonymous
#Welfare30
Amman - March 1 2013
@rchakaki
Saturday, March 2, 13 1
assess the WA current communication efforts
create a celebration identity
skip over detail
highlight areas of improvement recognizing there’s a lot that is going well which we aren’t
addressing
2. “If I look at the masses, I will never act. If I look at one, I will.” - Mother Theresa
Saturday, March 2, 13 2
In 1995 I was doing my masters in computer science WDC. My focus was multimedia
systems. Our dep chair Heller, was heading the committee for the Holocost museum digital
exhibitions. To graduate we had to assist her in her research. being an Arab, it was hard to
remain objective and non-judgmental ..but I believe events happen for a reason.. and so I
focused on learning from the experience.. 3 things:
Focus on one character and tell an emotional. Keep it simple - use technology to engage not
just entertain.
That same year I had learned about the welfare.. little did I know that 18 years later I would
be serving the welfare using what I learned at the holocost museum.
3. how can you help us communicate effectively with
a global audience?
Saturday, March 2, 13 3
Fast forward to Jan 2013.
Dr. Qaddumi asked
The mandate was "Focus on the YOUTH Programs.
4. $1,000,000 Online
Saturday, March 2, 13 4
In this department, my claim to fame is the khalil Jadili story and the 1million dollars it
helped the pcrf generate in a year. So I looked at the YES site in to do my research.
5. Saturday, March 2, 13 5
This is what I found, but it might as well have been this.
7. Saturday, March 2, 13 7
"we’re churning out worker bees that will have to compete with a million indians and a couple
of million Chinese" Dr. Tafeeda suggested I speak to the Ghassan Taha the program leader ..
8. Saturday, March 2, 13 8
Ghassan gave facts that shed light on the beneficiaries and explained what was vague on the
site. That’s ghassan.. loves biking setting up a Welfare biking group in Ramallah.
On my visit to Palestine,
9. Saturday, March 2, 13 9
workshop on effective communication.. & YES group to make sense of their data. helped me
see the beneficiaries and the unique characteristics.
3rd Haitham took me to a field visit.
10. Saturday, March 2, 13 10
I met Odeh. First thing I notice on his desk is a book on Scrum & Agile methodology.. thought
"hmm that's unique"..
11. Saturday, March 2, 13 11
'on the surface we develop websites, but we're using that income to build a semantic web
engine". My eyes lit up. For the investment bankers in the room, that means his company
would receive a multiples of 80 valuation.
12. Saturday, March 2, 13 12
For others, he's creating the next FB, Twitter and Foursquare combined.
13. Saturday, March 2, 13 13
What’s the point? why hide such powerful stories?
You have 10,000 registered youth on that site.
16. Statistics
How do you communicate today? &
Impressions
Saturday, March 2, 13 16
We polled 50 people at random.. online and in person. Palestinians, Affluent, european,
south african.. american
17. Do you know the Welfare Association?
75% Replied
NO
Saturday, March 2, 13 17
what do you know about the welfare?
18. impressions
elitist
closed group
they’ve been
not sure what around forever.. they do
they do! good work! overshadows
emergency aid and partners
health.. no?
government
within proud to be not what it used
government working in it to be
Saturday, March 2, 13 18
the point: what you do is not clear. your values & identity isn’t either.
what about your online communication?
19. Is the Welfare online?
Alexa 2.7m 15,916 total visitors
Ranking
0
likes 292
conversations 19
Saturday, March 2, 13 19
NO social engagement
how do you compare?
20. Is the Welfare online?
Alexa 2.7m 12.2m
Ranking
0 50,900
likes 292
conversations 19
2,738
148,730
Saturday, March 2, 13 20
they’ve invested heavily in marketing.. how about someone in Palestine?
21. Is the Welfare online?
Alexa 2.7m 782,278
Ranking
0 836
likes 292
conversations 19
1,655
4,555
Saturday, March 2, 13 21
they have many chapters..
so are there no conversations about you? ran keyword searches..
22. Who knows about your activities & events?
Saturday, March 2, 13 22
PEOPLE ON TWITTER ... they’re talking to a room full of people.. WELFARE IS NOT THERE!
let’s look at your identity..another form of communication
23. Welfare Association - Identity
Saturday, March 2, 13 23
here we’re looking at colors, form, behavior online and offline.. and let me say you have an
elegant and strong presence.
Burgundy dominates. matter of fact someone likened your organization to a building
24. Saturday, March 2, 13 24
so how do you look online? and what messages does your appearance give?
25. trendy or
target retro?
audience? social?
SCORE:
4/10
useful
content?
functional? aligned with
aesthetically vision &
pleasing? values?
Saturday, March 2, 13 25
so what do you think? if you were a company who would you be?
26. Welfare Association - identity?
Saturday, March 2, 13 26
We asked your team.. “if a person, who?” If a family “what values”?
27. internal
team
If the Welfare Association was a.. input
As a person As a family
rich old man democratic
young child centralized
well known celebrity loyal
philanthropist loving
snob monopolistic
chaotic sky is the limit
elite
doesn’t read much
action oriented
Saturday, March 2, 13 27
28. it is unclear
Saturday, March 2, 13 28
why do we care? not touching brand.. want to avoid the mistakes of the celebration brand..
and
teach the team to look at details..
29. internal
team
what would you like to see? input
one welfare
down to earth less/no bureaucracy
grassroots + hands-on work & communicate from the heart
clear vision
happy
Palestinian identity w beneficiaries integrated with a professional approach at work
effective
appreciates 1$ as much as 1m$
cooperative
work for cause, ownership & loyalty
Saturday, March 2, 13 29
so how do we do this?
30. a plan for
Looking ahead 2013
Saturday, March 2, 13 30
31. tell stories
Saturday, March 2, 13 31
70 per cent of everything we learn is through stories. In a crowded web with shrinking
attention spans, the shorter the better. 1 - 2min
when we share them...
32. share with passion
Saturday, March 2, 13 32
share feelings more than facts
speak of values, speak in proverbs, have personality!
to be effective..
33. keep it simple
Saturday, March 2, 13 33
photos and videos.. save the details for those who ask for them.
no matter where or how you say it..
34. one message
Saturday, March 2, 13 34
across all mediums and all expressions.. The brand and the text / photo / video / space
must all be saying the same thing
and remember internet speed..
35. deliver it fast!
Saturday, March 2, 13 35
make it timely. You can’t run a story through 5 approvals to get it out the door.
last but not least..
36. celebrate.communicate.engage.fundraise
engage everyone
word of mouth is
on digital steroids!
Saturday, March 2, 13 36
that is what the web is for.. your audiences become spokespersons. they defending your
brand, promote it, and propagate your message
37. celebrate.communicate.engage.fundraise
Saturday, March 2, 13 37
so we’re using the year to celebrate
communicate in a new and systematic fashion
engage in dialogues rather than monologs and.. fundraise through traditional and new
channels
38. Communicate what?
• Spent the past 30 years building - this year
we are also communicating
• We share stories of a rich culture and a
people who survived and thrived against all
odds
• We shoulder the responsibility to convey the
depth of the Palestinian Human
Experience
• We want to give a global voice to the
thousands of people who’ve touched our
lives
• We want to shine a spotlight on our
partners in the field who do the difficult
work diligently and in silence
• We want to connect Palestinians and lovers
of Palestine globally with those in our land
through their beautiful tales.
• We want to engage a global community in
rebuilding Palestine through our programs
Saturday, March 2, 13 38
who do we communicate with?
39. address ALL stakeholders..
Individuals
Int’l NGOs
??
??
??
Corporates
Youth
partners
Int’l Gov
Donors
Health
Institutions
Beneficiaries
Jerusalem The Welfare
Architects
Association
Jerusalem
Home
Owners
Saturday, March 2, 13 39
we must target specific groups with relevant messages. That is why we need many stories in
many formats. Tastes vary and your team realized that quickly when I shared examples of
popular campaigns online.
TO illustrate..
40. UNICEF
what works on social media?
free the UNICEF
children
bullying
Saturday, March 2, 13 40
I am using this again because Dr. Qaddumi liked it.
what’s our plan?
41. 360
going social campaign
Saturday, March 2, 13 41
are we focusing online alone? NO - we’re building a 360 campaign.. covering all aspects of
communication..
42. Saturday, March 2, 13 42
we set campaign plan.. there’s Ouf wondering how he’ll make it happen.. we practiced
capturing stories and
43. Saturday, March 2, 13 43
we got the heart of welfare to speak in stories. short 2 minute stories. befitting for the web.
we discussed challenges..
44. Saturday, March 2, 13 44
and how to step outside of the big burgundy building. we started using social tools internally
we met in groups to plan activities..
45. Saturday, March 2, 13 45
to match the target stakeholders.. this is the youth celebration planning meeting.
and on the last day.. something special happened..
46. Saturday, March 2, 13 46
Najad who was sitting silently for 4 days spoke. He was excited to share his story.. and
wanted to use the computer to show us a video and images . The story brought me to tears.
It was so full of passion.
The fact is we have storytelling in us.. we just need to be given room to make it happen.
Welfare is full of amazing stories.
47. Saturday, March 2, 13 47
Introducing the first web-ready video production made by the welfare team.
48. Introducing the first web-ready video production
made by the welfare team.
Saturday, March 2, 13 48
49. Saturday, March 2, 13 49
building storytelling platform - unleashing the the thousands of stories the welfare has
locked behind its closed doors and presenting them to the many stakeholders..
50. Words are how we think.
Stories are how we link.
Christina Baldwin
getting it done..
Digital Field
Identity Exhibitions Events
Media Visits
Saturday, March 2, 13 50
52. color
Saturday, March 2, 13 52
using celebration colors that are softer.. allowing for the “other stories” to come through..
softening the brand.. keeping the burgundy for exploration later...
53. soothing . natural . earthy.
Saturday, March 2, 13 53
introduce an olive green to represent the land
54. Saturday, March 2, 13 54
an elegant soft palette that complements not overshadows.. open.. welcoming.. we can use it
everywhere
56. Saturday, March 2, 13 56
soften the edges, round the script, use gradients, lose the rigidity. use modern script. this
is a celebration mark. It doesn’t replace the existing brand. it complements it.
57. celebrating
with..
stories from
Palestine
Saturday, March 2, 13 57
use the gold logo and combine it with a grid format that is expandable.. represents the many
building blocks / bricks of the welfare..
58. celebrating..
stories from
Palestine
Saturday, March 2, 13 58
use soft gradients that give depth, but don’t take away from the focus on the main subjects.
59. celebrating..
stories from
Palestine
Saturday, March 2, 13 59
bring out the stories.. in photos and videos
60. celebrating..
stories from
Palestine
#welfare30
in f
Saturday, March 2, 13 60
share and ask others to share through a clear name & tag
61. celebrating..
stories from
Palestine
#welfare30
sustainability
in f
collaboration
Saturday, March 2, 13 61
add the value statements.. sharing values to get people to know what you’re about.
62. celebrating..
stories from
Palestine
#welfare30
sustainability
in f
collaboration
Saturday, March 2, 13 62
grow stories, engage in conversations around the stories. until we have hundreds at the end
of the year. USE YES beneficiaries to create the stories..
63. Digital
Identity
Media
Saturday, March 2, 13 63
64. we’re sharing our stories from palestine... won’t you?
Why you’re receiving this email... f
INFO GRAPH
Title
youth employment
xxxxxxx xxxxxxx xxxxxx xxxxxxx xxxxxxx
xxxxxxx xxxxxxx xxxxxxx
Salma & the kids at Rafa School
xxxxxxx xxxxxxx xxxxxxx xxxxxx
EVENT OF THE MONTH
Ramallah Gala Dinner
Omar - Entrepreneur of the month
xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx
xxxxxxx xxxxxxx xxxxxxxxx xxxxxxx
xxxxxxx xxxxxxx xxxxxxx
xxxxxxx xxxxxxx xxxxxxx
xxxxxxx xxxxxxx xxx
xxxxxxx xxxxxxx
WELFARE ACCOMPLISHMENT IN NUMBERS
1,000,000 Beneficiaries Served to date
Tell Your Friends What's On Location Map Contact Us
You're receiving this newsletter because you are a welfare30.org site member or because you've indicated that you're interested in keeping up with our updates.
Not interested anymore? Unsubscribe. Having trouble viewing this email? View it in your browser.
Saturday, March 2, 13 64
you should have received an email inviting you to view the site. engagement & statistics.
please note, we are in the beginning.. ironing out issues.
68. YES
Since July 2009 the Youth Employment
Services (YES) has sought to offer integrated
employment opportunities to young
Palestinians
821 1,507 $3.7M
Young people Invested across
New permanent supported three YES
jobs created through YES programs
Saturday, March 2, 13 68
69. Digital
Identity Exhibitions
Media
Saturday, March 2, 13 69
72. Saturday, March 2, 13 72
tell stats and display archive photos.. and infographics..
73. Digital
Identity Exhibitions Events
Media
Saturday, March 2, 13 73
engage all the senses ..
74. Saturday, March 2, 13 74
communicate one message through sight, sound, smell, and engagement tools.
75. Saturday, March 2, 13 75
imagine being received by young ladies with flowers wearing your national costumes
76. Saturday, March 2, 13 76
You arrive at the bottom of the staircase at a green velvet curtain.
77. Saturday, March 2, 13 77
dark interior.. lit with soft lanterns on the floor 3 LCD screens on either side of the dark
walls.
78. Saturday, March 2, 13 78
images on the screens display images of beautiful places and people from Palestine.
79. Saturday, March 2, 13 79
the aroma of white jasmine or lemon flower fills the room.
80. Saturday, March 2, 13 80
the ceiling illuminates calligraphy in shiny silver.. “On this land there is something worth
living” is recited overhead.
81. Saturday, March 2, 13 81
set the right mood w background music, lighting, and a personalized invitation that holds an
identity card from someone from your hometown.
82. Saturday, March 2, 13 82
photography exhibit of the beneficiaries & welfare stories.. and a photo set to capture
audience photos during reception..
83. Saturday, March 2, 13 83
This is an extreme example. we will tone it down for our audiences
84. welfa
re 30
Saturday, March 2, 13 84
Make time in the program to capture guests’ stories through photos and videos. Assign
ushers to guide each table.
86. Saturday, March 2, 13 86
A two stage setting removes the hierarchy in seating, facilitates engagement of the entire
room.
87. Saturday, March 2, 13 87
candles, lighting, colors and tone of the event matches the brand
88. Saturday, March 2, 13 88
using olive branches for candle decorations, silver & gold accents on menus & table settings
89. Dear Mr. Abdulhadi
we send you warm wishes from
the old city of Nablus. Your
generous donation has
maintained our home and
several others in our
neighborhood. We hope you
enjoy the photo of the old city
and look forward to your visit.
Ahmad AlTamimi
Leave something behind for Ahmad
Saturday, March 2, 13 89
A postcard from your neighbor in the village. A subtle donation card to be collected by
ushers.
90. Tweet your quote...
Saturday, March 2, 13 90
Gifts from artisans in Palestine. Designed for the event. A photo of a village. A beautiful
pendant with a welfare message.
95. use wall mounted canvas to project stories
Saturday, March 2, 13 95
stories overhead using images.. alternate with Calls to action to engage younger audiences in
social media activities. Captive Audience of 500 .. LIKE OUR FB PAGE. Leave a twitter feed
going with the hashtag #welfare30.. “keep them talking”
96. as photos are taken outside, they are live projected inside
Saturday, March 2, 13 96
97. Digital Field
Identity Exhibitions Events
Media Visits
Saturday, March 2, 13 97
98. Saturday, March 2, 13 98
A staff member capturing the story, photographer / beneficiary.. meanwhile behind the
scene maddness we are..
99. Saturday, March 2, 13 99
managing mixed media - traditional & social, advertising making stories.
realtime stats
streamline communication
transformation
100. Welfare31 - 2014
Alexa
Ranking 200k
100,000
likes
95,0000
conversations 5000
Saturday, March 2, 13 100
we want these to be the statistic of the welfare this time next year.
101. the planet needs more
peacemakers, healers,
restorers and storytellers.
- Dalai Lama
in memory of Victor Kashkoush
Saturday, March 2, 13 101
unlock the treasure of stories the Welfare contains.