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Project Freedom: Getting Tarek Shalaby out of Military Prison using Social Media as a catalyst <br />
Presentation Agenda <br />The Back Story:<br /><ul><li>Who the hell is Tarek Shalaby?
Why the hell was he in Jail?</li></ul>The Campaign to get Shalaby out of Prison:<br /><ul><li>Strategy
Vehicles
Results
Takeaways</li></li></ul><li>The Back Story<br />
Who the hell is Tarek Shalaby? <br />
- Tarek Shalaby is a Political Activist / Citizen  Journalist whoparticipated in the 18 day sit in that  led to thetopplin...
Sometimes…<br />
Why the hell was he in Military Prison? <br />
- Shortly after the toppling of Dictator Hosni MubarakPalestine was slated to undertake its “3rd “Intifada”- Thousands of ...
They banned all private and public transportation from heading to the borders<br />
And actually blocked all the roads heading towards Sinai<br />
Several people attempted to go anyway….<br />
Including Tarek Shalaby<br />
And wound up…<br />
Nowhere<br />
For those a bit more practical; including myself<br />
We organized a demonstration in front of the Israeli Embassy in Cairo<br />
Shalaby fed up with the army and his trip to the middle of nowhere<br />
Arrived at the demonstration as the demonstration was decreasing in numbers<br />
And the Israeli, sorry Egyptian Army was increasing<br />
At 4am on that fateful night I received the following text message from a mutual friend….<br />
“I can’t reach Shalaby and looking at his tweets I think he’s been arrested”<br />
I got up in a state of panic and looked at his twitter timeline clearly describing an ambush by the army and his subsequen...
“I can’t reach Shalaby and looking at his tweets I think he’s been arrested”<br />As well as watched a video he took and u...
And started a little campaign….<br />
The Campaign<br />
Step One – Get All the Details<br />I contacted an eye-witness and got the exact story and then cross-checked it with his ...
Step Two – Spread the Info<br />I then wrote up a quick blog post detailing everything that happened and tweeted out the l...
Blog Post Snapshot: 4,000 Hits / One Day<br />
Step Two – Spread the Info<br />As we visited military prison and pressed the army for more information I continued tweeti...
Step Two – Spread the Info<br />Furthermore many media outlets including Huffington Post, Al Jazeera & NY Times viewed the...
Step Three – Keep the Pressure<br />Along with several close friends we then started a Facebook page calling for the immed...
Step Three – Keep the Pressure<br />We called for a demonstration which was posted on the facebook page as well as in many...
My blog post giving specific details and instructions as related to the demonstration<br />
The demonstration filled the square and tens of media outlets covered the protest<br />
Step Four – Tie into a Wider Cause<br />In Parallel with Step Three we actually tied in the cause of getting Tarek Shalaby...
Step Five – Breakthrough<br />We finally started getting concrete information on Shalaby’s trial date and after continued ...
In 4 Days…..<br />
Takeaways - Speed<br />Getting the information out there in a short period of time is essential; the news cycle; particula...
Takeaways - Persistence<br />Continual pushing of updates and information with regards to the cause is essential to keep p...
Takeaways – Attention Span<br />Working really hard in terms of mobilizing people with regards to the cause quickly is ess...
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Project Freedom: Social Media's Role in the Release of Tarek Shalaby from Military Prison

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Project Freedom: Social Media's Role in the Release of Tarek Shalaby from Military Prison

  1. 1. Project Freedom: Getting Tarek Shalaby out of Military Prison using Social Media as a catalyst <br />
  2. 2. Presentation Agenda <br />The Back Story:<br /><ul><li>Who the hell is Tarek Shalaby?
  3. 3. Why the hell was he in Jail?</li></ul>The Campaign to get Shalaby out of Prison:<br /><ul><li>Strategy
  4. 4. Vehicles
  5. 5. Results
  6. 6. Takeaways</li></li></ul><li>The Back Story<br />
  7. 7. Who the hell is Tarek Shalaby? <br />
  8. 8. - Tarek Shalaby is a Political Activist / Citizen Journalist whoparticipated in the 18 day sit in that led to thetoppling of Egyptian Dictator Hosni Mubarak- In his spare time he is CreativeDirector / Partner @planet360- He often speaks out about issues related to theIsraeli occupation of Palestine- He is serious, passionate and dedicatedto helping liberate Egypt <br />
  9. 9. Sometimes…<br />
  10. 10. Why the hell was he in Military Prison? <br />
  11. 11. - Shortly after the toppling of Dictator Hosni MubarakPalestine was slated to undertake its “3rd “Intifada”- Thousands of Egyptians had planned to mark the occasion and show their support by heading out to the Egyptian – Palestinian borders as a show of support and solidarity- Buses were rented to drive everyone out to the borders and a meeting point; Tahrir square was chosen- However the Military Rulers of the “New Egypt” which is still very much like “Old Egypt” had other plans……<br />
  12. 12. They banned all private and public transportation from heading to the borders<br />
  13. 13. And actually blocked all the roads heading towards Sinai<br />
  14. 14. Several people attempted to go anyway….<br />
  15. 15. Including Tarek Shalaby<br />
  16. 16. And wound up…<br />
  17. 17. Nowhere<br />
  18. 18. For those a bit more practical; including myself<br />
  19. 19. We organized a demonstration in front of the Israeli Embassy in Cairo<br />
  20. 20. Shalaby fed up with the army and his trip to the middle of nowhere<br />
  21. 21.
  22. 22. Arrived at the demonstration as the demonstration was decreasing in numbers<br />
  23. 23. And the Israeli, sorry Egyptian Army was increasing<br />
  24. 24. At 4am on that fateful night I received the following text message from a mutual friend….<br />
  25. 25. “I can’t reach Shalaby and looking at his tweets I think he’s been arrested”<br />
  26. 26. I got up in a state of panic and looked at his twitter timeline clearly describing an ambush by the army and his subsequent arrest<br />
  27. 27. “I can’t reach Shalaby and looking at his tweets I think he’s been arrested”<br />As well as watched a video he took and uploaded from his cellphone of his arrest<br />
  28. 28. And started a little campaign….<br />
  29. 29. The Campaign<br />
  30. 30. Step One – Get All the Details<br />I contacted an eye-witness and got the exact story and then cross-checked it with his twitter timeline<br />
  31. 31. Step Two – Spread the Info<br />I then wrote up a quick blog post detailing everything that happened and tweeted out the link as well as giving out my cell phone number inviting anyone with information to contact me<br />
  32. 32. Blog Post Snapshot: 4,000 Hits / One Day<br />
  33. 33. Step Two – Spread the Info<br />As we visited military prison and pressed the army for more information I continued tweeting all vital information received to keep people in the loop<br />
  34. 34. Step Two – Spread the Info<br />Furthermore many media outlets including Huffington Post, Al Jazeera & NY Times viewed the blog post and started spreading the story to a wider audience than I could ever reach on my own<br />
  35. 35. Step Three – Keep the Pressure<br />Along with several close friends we then started a Facebook page calling for the immediate release of Tarek Shalaby and started a hashtag #FreeShalaby<br />
  36. 36.
  37. 37. Step Three – Keep the Pressure<br />We called for a demonstration which was posted on the facebook page as well as in many blogs (including mine)stating the specific rules of the demonstration & the inviting all Egyptians as well as members of the press<br />
  38. 38. My blog post giving specific details and instructions as related to the demonstration<br />
  39. 39. The demonstration filled the square and tens of media outlets covered the protest<br />
  40. 40. Step Four – Tie into a Wider Cause<br />In Parallel with Step Three we actually tied in the cause of getting Tarek Shalaby out of jail; which may be relevant to those that know him to a greater concern of Egyptians; Military trials for civilians which led to tremendous support and interest from a wide base of Egyptians <br />
  41. 41. Step Five – Breakthrough<br />We finally started getting concrete information on Shalaby’s trial date and after continued pressing Shalaby along with over 100 prisoners were set free <br />
  42. 42. In 4 Days…..<br />
  43. 43. Takeaways - Speed<br />Getting the information out there in a short period of time is essential; the news cycle; particularly in Egypt is rapid and yesterday’s news is… yesterday’s news<br />
  44. 44. Takeaways - Persistence<br />Continual pushing of updates and information with regards to the cause is essential to keep people interested and in the loop; Social Media (particularly twitter) is vital<br />
  45. 45. Takeaways – Attention Span<br />Working really hard in terms of mobilizing people with regards to the cause quickly is essential because if this isn’t achieved quickly people will move onto something else<br />
  46. 46. Takeaways – Social Media the Mobilizer<br />In our case Social Media was the catalyst in terms of getting the information out there however without constant on the ground pressure nothing is achieved<br />
  47. 47. The next day Shalaby was back to demonstrating….<br />
  48. 48. After a little fun <br />

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