July 20, 2011
Ukraine – A Digital Roadmap
Executive summaryFBC Media is building a digital content strategy with both roactive and reactive elements aimed in the initial hase at deconstructing !ulia "ymoshen#o and ositively ro$ecting %#raine as it drives &or closer ties to the E%'Elements o& this strategy are already being roduced and a blog has alreadybeen ublished at
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(eliverables
The Centre for Former Socialist Republics (CXSR
"his is a olicy centre to understand and exlain the modern dynamico& &ormer )oviet and *arsaw +act nations'
t will &ocus on -
o
.lbania
o
./erbai$an
o
Bulgaria
o
eorgia
o
a/a#hstan
o
+oland
o
omania
o
%#raine
o
%/be#istan
.ointment o& &ive &ellows to the C3)' .merican .cademic .drian aratnyc#y is being invited to $oin'
The CXSR !ebsite
"he C3) website will contain credible analysis and oinion that will resonate in the 4echo chamber5 within the %#raine'
)ite navigation &rom the homeage will be by country and content'
"he rimary &ocus will be on long6&orm international a&&airs style articles that have in6deth analysis and commentary'
)econdary site area will have site admin and contributors small news sniets, site udates and 7uic# news commentary'
+age
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C89F(E9".:
"hird &eature is &or 4registered users5 and &ans o& the site that send intheir own articles &or ublication' "his art o& the site would be regulated by guidelines li#e no racism, sexism, no inaroriate language, etc' But o& course strident views can be exressed'
$logs
nitial themes; the deconstruction o& !ulia "ymoshen#o starting with her concentration cam remar#s' "he contradictions o& (avid J ramer'
Further themes; "he 4as +rincess5 and her ties to :a/aren#o, &lawedgas olicy, ties to +utin, .nti6)emitism, her time in o&&ice sustaining and enabling a system she now calls corrut'
+ositive ro$ection themes; +ension re&orms, %#raine<s ro6E% stance,anti6corrution initiatives'
Blogs will ta#e both &ormal 4o6ed5 tone and more casual 4bloggy5 style'
%e&t stage acti'it
Blast emails aimed at targeted audiences in Euroe and the %)'
. second site to house blogs =robably a blogsot site>'
)earch engine otimisation to drive the online material to the ublished material'
Cluster o& activity around %#rainian ndeendence (ay including Flic#r hoto albums' "his also hels drive users to the material'
Blac# 8s' "his could include
*i#iedia age modi&ication to highlightcorrution and trial and modi&y the tone o& language being used' enerating imact in the digital sace8n July 1?
th
2011 the :ondon (aily "elegrah ran a story in which !ulia "ymoshen#o said her country was being turned into a 4vast concentration cam at the heart o& Euroe5 "his rovides a myriad o& oortunities in the digital sace'
Even be&ore we roduce our own article on this sub$ect we can tweet the lin# to the original (aily "elegrah iece' *ith some #eywords such as 4holocaust5 in the text it will be ic#ed u by "witter users'
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C89F(E9".: