“Ask Peres” Facebook Campaign

In recent years, Shimon Peres has branded himself as an innovation evangelist, promoting his country’s creativity and backing ideas and technological solutions geared to make the world a better place.

The 90 year old statesman is somehow always ahead of his time. Quite an impressive achievement since his time spans over an almost 70 year political career during which most of the population of the world was born.

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After his massive “Be My Friend on Facebook” campaign, that successfully danced around the presidency’s marketing laws and ethics, President Peres is now encouraging people to ask him questions in a special Facebook tab, promissing that the most “liked” questions will be answered via Youtube.

The campaign was launched yesterday (October 14), and has so far reached 150 comments, 160 shares and some media attention.

Wanna have a go at asking Peres some questions? Click here and let me know if he actually answered you back!

The campaign will run until October 31.

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8 Simple Steps Towards Reaching A Broader Audience

As I have mentioned in previous posts, your country’s achievements may seem wonderful to you and your Diaspora, but if your goal is to make friends for your country, showing off is not enough, and can sometimes be annoying. I mean, if your country has a strong economy and you are promoting that aspect in a country that suffers from high unemployment, you might start pissing people off.

You must show how your country’s achievements benefit the region or city you reside in.

It is classic “What’s In It For Me” only with the mind-set of ‘What’s In It for Them’ elevated by social media, and creating a win for all situation.

For example, let’s say that one of the pillars of your country’s overall branding strategy is its medical field. It is part of your job to make people aware of the fact that you have a lot to offer in that realm. So what’s the problem? Write a few words, add hashtags and attach an article from a website published in your native country raving all about it and post on your Facebook page, right? Sure if you want it to end right there, but if you want to be effective there are more ways to do it, and here is one of them:

  1. Contact the author of the article as well as the hero of the story.
  2. Email the article to local bloggers who would be interested in that content and offer to connect them with the above.
  3. Contact an online medical publication as well as a specific community that would be positively affected by this breakthrough, and get them to publish the story (written by the blogger who picked it up) on their website, newsletter and social networks. Don’t just post it on their page, it works better for all involved if they post it on their website and later share it themselves.
  4. Tell them all that you will be more than happy to promote the post using your mission’s networks as well.
  5. Once it is published, keep your promise and share it on your Social Media Channels using effective hashtags.
  6. Post on your website that the local publication/blog/organization wrote about this amazing discovery in your country, give the gist of it and share the link to where it was published.
  7. Thank the blogger as well as the organization/publication for posting and promise to let them know if and when you receive anything that would be of interest to them and send them the link to the featured article on your website.
  8. Use the information in the article and refer to it in an answer you compose in response to that or a related topic on Quora or any other significant Q&A based social network.

By applying these simple and basic PR moves, you will be able to:

  1. Deliver your message to a broader audience.
  2. Give your country positive exposure.
  3. Make new connections with bloggers, organizations and publications that will in the future be open and willing to receive more information from you and also possibly host or co-sponsor joint events, delegations or co-ops.
  4. Contribute to the local community and show how relevant you are to their day-to-day lives.
  5. Improve your country’s online presence and reputation. The circulation of linked information from one website to another, as well as newsletters, tweets and shares help search engines pick up on you and the story.

Having an APPtitude

I’ve noticed that recently, governments on both local and national levels have entered the marvelous mobile world by developing apps designed to provide citizens, tourists and expats with relevant information serving their needs.

Such initiatives are important tools in providing service and increasing visibility.

It also helps governments on any level position themselves as progressive, in tuned with the public, moving with the times, and well-organized. Especially in an era when people’s patience is wearing thin and bureaucracy, well bureaucracy never goes anywhere.

Going back to some of my previous posts, those who may be seeking this information are already engaged with your country one way or another and though it helps you strengthen their appreciation of you more, it doesn’t do enough for making new friends.

Encouraging tourism or foreign investments starts by raising awareness to what your country has to offer. In addition to campaigns, conferences and other forms of targeted engagement, I propose a slightly less likely utilization of apps:

Wait for it…: Gaming.

Before you raise your brow or go back to checking your emails, hear me out.

Gaming is not just a lifestyle of junk food and avatars. We’ve all resorted to games conveniently available on our phones at least once while attending a boring meeting or lecture or even on the train or flight on some business trip.

According to an article published on Mashable.com,  In September 2012, 251 million people played games on Facebook, up from 226 million in September of 2011. Beyond the growth rate, the scary part is that those number refer only to  Facebook!

Every game we play, whether on an old-school board game or on a savvy flashy mobile phone have one thing in common: A Background.

A background can be a storyline and or a location in which the game takes place. Why not make the background your own?

Now, obviously if your aim is to improve your country’s image and to increase tourism and foreign investments you wouldn’t want to design a bloody war quest set in your land. But if business capital is what you seek, why not complement your efforts by producing a rollercoaster or runner game set in the downtown business quarter of your financial and commercial capital? Or if tourism is your goal, why not use the beautiful landscapes of your country as a background even for an angry birds style game? Sounds silly? Maybe…but you have an opportunity to make your country visible and attractive without an obvious direct affiliation and positioning one or more of your cities with an already well-known and strong place brand that you aspire to become like or even surpass.

Think about it for a moment. If the game you designed allows the gamer to choose a layout setting or even simply advance to different levels using the same group of cities, the long-term effect of associating the place you are promoting, is that it is in the same league as the other cities in the group.

If your game takes place in Tokyo, London, New York and a city in your country, what does it imply about its economic importance or its fashion industry?

This is not a new concept and is found mainly in track racing games, but it is applicable to almost any genre. The better the game, the more people download the app, the more people consume you regardless of their existing perception of you.

All you have to do is decide what aspect of your country you what to amplify in conjunction with your branding efforts, invest a small amount of money or even have an intern do it for you for free and use your contacts to launch the game.

As far as promoting the game goes – the sky s the limit. You might find it effective to promoting the app by giving people who share their high scores on your Facebook page or a game fan page prizes that support your message.

There is really no need to reinvent the wheel. Move with the times, and give people what they love.