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www.turkayfe.org
BACKGROUNDDid you know that Turkey was listed on the 33th rank out of 50 countries in the Anholt-Roper Na-tions Brands Index for 2010? This is 6 points below its 2009 ranking.
Given the competitive environment around the world, nation branding is becoming significantly im-portant. Countries with favorable images abroad can boost tourism, get more foreign investment, attract scholars, improve trade relations and add value to its culture abroad. Even though it is a multi-year process and it would take a long time to achieve solid results, it is a long-term investment for future generations.
We believe that Turkey has the potential to become a globally-known name. To help share what Turkey has to offer, we have developed a web 2.0 project where interested parties can participate in defining what Turkey means in the information age.
OUR MISSIONTurkayfe.org is a social networking site for people who love Turkey and a meeting spot for people from all walks of life. Our goal is to share what Turkey has to offer through our revolutionary nation-branding site.
Turkey, due to stereotypes and negative news coverage by the mainstream media, does not have a favorable image abroad. Turkayfe.org, a.k.a Turkey’s International Coffee House, is an online social diplomacy platform to encourage dialogue amongst people who are interested in Turkey in order to contribute her nation branding efforts. In addition, Turkayfe.org invites people to take part in a revo-lutionary new way to promote Turkey online through real peoples’ experiences.
*To learn more about Anholt-GfK Roper Nations Brands Index, please visit:
TURKAYFE.ORGDefining Turkey’s Role in the World
Through Social Media and Nation [email protected]
http://www.gfkamerica.com/practice_areas/roper_pam/placebranding/nbi/index.en.html
WEBSITEThrough this Web 2.0 technology incorporated platform, the project aims to empower Turkish citi-zens’ participation in social diplomacy and introduce a new approach to nation branding. Users are invited to post their thoughts and questions in 7 main categories with 68 subcategories. Although the growing community is small, reaction to the site has been overwhelmingly positive.
Through Turkayfe.org, any individual or organization interested in Turkey will have access to a variety of information provided by people. Supporters can share articles, photos, audio clips, videos, presenta-tions, resources and other personal experiences that would make positive associations with Turkey. “Türkiye’yi Bir de Sen Anlat! / Share your Türksperience!” is our message that would inspire collabora-tion to enhance the image of Turkey.
www.turkayfe.org
WHY TURKAYFE?Turkayfe is a play on words including the word ‘Turk’ and ‘Kayfe’ meaning a Turkish coffeehouse. In 1555, Turkish coffee houses were considered to be anchors of the community where science, religion, government and philosophy were discussed. Turkayfe.org continues this proud tradition into the 21st Century. The ultimate goal is to contribute a view of Turkish people beyond the traditional media landscape, which only seems to focus on the negative news coming out of Turkey.
OBJECTIVES Turkayfe.org is a non-profit, all volunteer endeavor that aims to promote and define Turkey’s ‘brand’ through person to person communication. We have defined communication objectives to encourage positive perceptions and to introduce a timely, relevant and an interactive story about Turkey.
I. Demonstrate Turkey’s modern and forward thinking approach as well as its tradi-tional rootsII. Create a database about Turkey including every kind of user-generated informa-tionIII. Truly engage the foreign audiences by crafting a timely and interactive story about TurkeyIV. Give the opportunity to promote Turkey to Turkish people or people who have been to Turkey or who are interested in Turkish CultureV. Create a system to link together the different organizations and departments that can work for improving Turkey’s brandVI. Spark interest in foreign audiences and start having people to people conversa-tions
TURKAYFE.ORG ON SOCIAL MEDIAFacebook: over 900 members - www.facebook.com/turkayfe.orgTwitter: over 700 followers – www.twitter.com/turkayfe
TURKAYFE.ORG EVENTSTurkish Coffee Culture Series – “From 16th Century to 21st Cen-tury and Beyond”New York City – Washington, DC-Boston
In collaboration with Turkey’s oldest cof-fee ground seller; Kurukahveci Mehmet Efendi and American Turkish Associa-tion (ATA-DC), Turkayfe.org hosted four events in 2011 - 2012 including pres-entation on Turkish Coffee traditions, its history, social culture and its influence on the American society. The events fea-tured expert lectures and free tasting, followed by networking receptions.
www.turkayfe.org
OTHER EVENTS
Turkayfe.org co-founder Efe Sevin was in Bogota, Colombia in January 21, 2011 to present the project to scholars and practitioners during the 2nd Place Branding Conference.
lished in the Journal of Place Management and Development in March 2011. It evaluates the role of Web 2.0 technologies in branding through story-telling framework and discusses the importance of ‘social diplomacy’.
Turkayfe.org partners Emin Okutan and Deniz Caner presented Turkey’s first nation branding social networking website at Social Media Week Istanbul on February 8th, 2011. Please watch the presentation online at: http://livestre.am/BS5t
Turkayfe.org hosted online coffee fortune telling sessions with Kismet the Great.
Turkayfe.org helped sponsor and publicize Matt Krause on his “Walk Across Turkey” starting September 1, 2012.
Binnazabla.com became the “online fortune telling sponsor” of Turkayfe.org.
TURKAYFE.ORG ORGANIZED THE FIRST EVER TURKISH COFFEE TRUCK TOUR IN THE USIn collaboration with Turkey’s oldest coffee ground seller; Kurukahveci Mehmet Efendi and American Turkish Association (ATA-DC), Turkayfe.org team organized and conducted the Mobile Coffee Truck tour of 5 U.S. cities (Washington D.C,, Baltimore, New York, New Haven, Boston) in Spring 2012 in which volunteers gave 5000 of free samples of Turkish coffee and met hundreds of people. Tur-kayfe.org team organized and conducted the Mobile Coffee Truck tour of Washington DC during the Turkish Culture Heritage month of September 2012.
TURKISH COFFEE TRUCK SPONSORS
www.turkayfe.org
NEWS COVERAGE Hürriyet Newspaper
http://www.hurriyet.com.tr/yazarlar/21692267.asp
http://www.aa.com.tr/tr/yasam/85373--amerikalilar-turk-kahvesini-sevdihttp://www.dailymotion.com/video/xtwsr1_amerikalylar-turk-kahvesini-sevdi_news
Turkish Radio Television1 October 2012
http://www.youtube.com/watch?v=JpCGWP97dNc
Voice of America14 October 2012
http://www.amerikaninsesi.com/content/turk-kahvesiyle-kurulan-turk-amerikan-dostlugu/1522127.html
Turkish NY
15 June 2011 Washington’da Türk Kahvesi ve Fal Keyfi12 June 2011 Türk Evinde Turkayfe’yle Türk Kahvesi
Radikal Newspaper
Blog Gezgini21 January 2011 Adres Gezgini Röportaj: “Türkiye’yi Bir de Sen Anlat!: Turkayfe.org”Mezun.comKavenin 40 yillik hatiri artik sanal almede...Washington Post18 September 2012 Turkish Coffee, on the House Today in D.C.Dcist21 September 2012 The Weekly Feed: Clairvoyant Coffee EditionWashington City Paper20 September 2012 Artsdesk Washingon Life18 September 2012 The Dish: Tasty BitesDC Eater18 September 2012 DC’s Secret Dishes; A Free Turkish Coffee Food TruckDaily Coffee News18 September 2012 Mobile Turkish Coffee House Working the Streets of D.C.Washington City and Press18 September 2012 Turkish Coffee, On The House Today in D.C. Turkish Amerikan TV6 June 2011 Turkish Coffee Culture EventSarisayfalarMobile Turkish Coffee Truck Tour in Washington DCCitizen 2.0Citizen 2.0 Paper
BIOGRAPHIES Gizem Salcigil White – Founder and Communications Director, Washington, DC – [email protected] is the founder of Turkayfe.org. Gizem is also the founder of the “Mobile Turkish Coffee Truck” project which promotes Turkey through engagement and “coffee diplomacy.” This volunteer initiative has been honored in the United States House of Representatives Congressional Record in May 2012. She holds a Bachelor’s degree in Banking & Finance from Bilkent University and a Master’s degree in Global Marketing Communication & Advertising from Emerson College, Boston. Her professional interests include nation branding, international affairs and digital media. From March 2011 to March 2012, she worked at the Press Counselor’s office at the Turkish Embassy in Washington D.C. and currently is working at Turkish Airlines Washington D.C. office as a Public Relations Representative. Gizem has been donating her time and energy to the Turkish-American community in Washington, DC since 2009. Gizem is the co-chair of the 2012 Washington D.C. Turkish Festival and has been a board member of the American Turkish Association of Washington D.C. (ATA-DC) for two years. She is also the Washington D.C. representative of Federation of Turkish American Associations.
Efe Sevin – Co-Founder and Political Communication Director – [email protected] Sevin (BSc, METU ‘08; MA, Emerson College ‘10; PhD, American University ‘14) is a researcher inter-ested in public diplomacy, political communication, public opinion and nation/place branding subjects. As a Fulbright Visiting Scholar, he has written his master’s thesis entitled “Controlling the Message: A Strategic Approach to Nation Branding Processes” where he discussed the importance of solid com-munication strategies in branding campaigns. He has been involved in several grassroots public diplo-macy and public advocacy campaigns both in Turkey and in the United States. Currently, he is working as a part of Emerson Baja Coalition to help in the rebranding attempts of Rosarito Beach, Mexico.
Emin Okutan – Partner and Web Community Director – [email protected] Okutan is a 2008 University of Maine Graduate in the degree of Business Administration. As a President for the International Student Association, he received the best student club on campus award. During his stay in the U.S., he worked on two projects for the AMA (American Marketing Asso-ciation) National Competition, receiving honors award. After graduation he worked for Bilkent Alumni Association to set up an online social network. Currently, he is in a start-up firm in Bilkent Cyberpark promoting technology entrepreneurship.
www.turkayfe.org
Evren Tok - Outreach Director, Canada - [email protected] Tok obtained his Ph.D from the School of Public Policy and Administration and Institute of Po-litical Economy at Carleton University, Ottawa/Canada. He obtained his MA degree from the Institute of Political Economy at Carleton University. He is currently affiliated with North South Institute as a research assistant and have been working as a sessional instructor in the Department of Political Science and Department of Social Work at Carleton University, teaching courses on International De-velopment, Political Economy, Public Opinion and Politics of Developing Countries.
Joy Crow – Social Media Consultant – [email protected] Crow did her graduate studies in Business Administration at Bilkent University in Ankara, Turkey and graduated in 2012. Her undergraduate studies were at Northwest Florida State College where she majored in Project Management, served in various offices in student organizations, and graduat-ed with high honors in 2010. Before coming to Turkayfe.org, she was involved in helping a software company (CyanGate) strengthen its presence on the web.
CONTACT INFORMATION For further information, please contact us at [email protected] us online:www.turkayfe.orgwww.facebook.com/turkayfe.orgwww.twitter.com/turkayfeGoTurkey.com owns the copyrights for cover pictures
