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.

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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

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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

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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

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Questions