Bpg i group social media conference - may 2013

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Social Media = Push and Pull strategy opportunities for the MENA brands. Best formula for social media = hiring the right talents.

Social Media = Push and Pull strategy opportunities for the MENA brands. Best formula for social media = hiring the right talents.

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  • 1. Social Media Forum 201321 - 23 May 2013Dubai International Convention and Exhibition Centre
  • 2. HISTORY REPEATS ITSELF Grégory Bolle
  • 3. 2009 twitterMENA DISCOVERED THEPOWER OF SOCIAL MEDIA
  • 4. Past PresentFIRST TABLET6thcentury BCFIRST BAZAAR734 - 738 ADZOROASTER12thcentury BC
  • 5. Past PresentDIGITAL TABLET2010ONLINE BAZAAR1995SOCIAL MEDIA2008SOCIAL MEDIA2013 / 2015??
  • 6. Zoroaster LearnGOOD THOUGHTSGOOD DEEDS GOOD WORDSHow brands can benefits from the Zoroaster’s philosophy?
  • 7. SHARING MY CHALLENGES
  • 8. Me Agencies
  • 9. Agencies ViewsENGAGEMENTINTEGRATEDTRANS-MEDIALIKEBROADCASTONE TO ONECRISISMANAGEMENTVIRALDATAEXPOSUREROIPERFORMANCE2.0MULTI-SCREENEXPERIENCESHARED
  • 10. Brands DilemmaBRANDSBRAND EXPERIENCEMEDIA EXPOSUREMORE PR COVERAGECONVERSATIONAL
  • 11. Brands DilemmaBRANDSRETURN ONIMAGERETURN ONCONSUMERSRETURN ONINVESTMENTLONG TERMBRAND EQUITYMID -TERMCRM FUNCTIONSSHORT TERMTRANSACTIONS
  • 12. Brands ImpasseBRANDSEVERYONE IS TRYING TO CREATETHEIR OWN SOCIAL MEDIA SCIENCE
  • 13. MENA RealityMapping the MENA brands in function of their business modelTRADING ECONOMICMODELSERVICE ECONOMICMODEL
  • 14. MENA TestMapping the MENA brands in function of their level of maturityHIGHLOWPLATEAU EFFECT # 1TIMEBRANDPOWERBRANDMATURITYPLATEAU EFFECT # 2 PLATEAU EFFECT # 3TRADEMARKPRODUCT CENTRICSCATEGORY CENTRICSBRAND OF OPPOSITIONBRAND OFPROPOSITIONICONIC BRANDSALESUSPSERVICE BRANDCONTENTEMOTION
  • 15. MENA TestBrand’s maturity, budget commitment & KPI will define YOUR strategic social media approachBRANDMATURITYSALESUSPSERVICE BRANDCONTENTEMOTIONMAPPINGKPIRETURN ONIMAGERETURN ONCONSUMERSRETURN ONINVESTMENTSSOCIAL MEDIAAPPROACHPUSHSTRATEGYMIXEDPULLSTRATEGYDEFININGBUDGETHIGHLOW$
  • 16. PUSH OR THE 1.0 APPROACH
  • 17. Push DataNothing wrong with #PUSH strategy in Social Media. Question is how we assess the media journey.Source: QUISMA -GroupM - www.quisma.com
  • 18. Push DataFrom a marketing performance point of view (direct ROI) – Social Media won’t help muchSource: QUISMA -GroupM - www.quisma.com
  • 19. Push CampaignIt is more likely that I follow a FB campaign advocated by my friend Lara
  • 20. Push PRWelcome to a World of Fun – where actually Twitter is misused for corporate messages
  • 21. LET’S TRY PULL STRATEGY
  • 22. Pull SocialHere are the 4 components of a good #PULL Social Media strategySource: Emily Bell - Columnist – The Guardian – “Theres no point spurning technology, creativity follows it” - 2011
  • 23. Mass QualityAdvertisers want a critical mass to act – Users want quality time online: Game on!45millionsARABIC CONTENT QUALITYSource: http://vr-zone.com/articles
  • 24. Pull ContentMENA brands of proposition (+ some opposition ones) need to invest into #PULL strategyHIGHLOWPLATEAU EFFECT # 1TIMEBRANDPOWERBRANDMATURITYPLATEAU EFFECT # 2 PLATEAU EFFECT # 3TRADEMARKPRODUCT CENTRICSCATEGORY CENTRICSBRAND OF OPPOSITIONBRAND OFPROPOSITIONICONIC BRANDSALESUSPSERVICE BRANDCONTENTEMOTION
  • 25. Brands StoryBRANDSOFPROPOSITIONPHYSICALSPACEVIRTUAL SPACEEMOTIONAL SPACEMENA brands need to learn howto create a panorama ofexperience with no OFF switch.Digital + Physical Worlds
  • 26. Brands StoryIN THE MENA – THERE ARE VERY FEW BRANDSTHAT KNOW HOW TO CAPITALIZE ON BRANDEDCONTENT + BROADCAST GREAT ARABICCONTENT TO THEIR AUDIENCES.IF THE MENA BRANDS WANT TO BE PART OF THETOP 100 BRANDS IN THE WORLD – THEY NEED TOGET INTO THE CHALLENGE OF STORYSCAPING!
  • 27. 04 CASE STUDY
  • 28. 04 DramaThe First Ever Transmedia Drama Series in the MENA region
  • 29. 04 DramaMeet with the 4 Housemates Grégory Bolle
  • 30. TV Social MediaSocial media universe of our 4 housemates
  • 31. 2.0 TrackingMonitoring the quantitative performance & capitalizing on the online conversations
  • 32. 04 ReebokInserted the Reebok brand into the 04 social media platforms
  • 33. 04 ReebokCapitalizing further on Reebok’s brand ambassador – Lewis Hamilton – F1 World Champion
  • 34. FAVORITE SOCIAL MEDIA STORY Grégory Bolle
  • 35. Peace TalkEmpower the Soft diplomacy to change the world #PEACE #RESPECT via Facebook
  • 36. WHEN SOCIAL MEETS MONEY Grégory Bolle
  • 37. Friends CoffeeStarbucks is one of the rare brands that understood how to monetize its Facebook platformSOCIAL MONEY
  • 38. Fly NetworkCan we merchandise opportunity of network?NETWORK MONEY ?
  • 39. TIPS
  • 40. Tips Social MediaGET A CLEAR UNDERSTANDING OF WHAT IS THECURRENT STATUS OF YOUR BRAND LIFECYCLE. Grégory Bolle
  • 41. Tips Social MediaDEFINE CLEARLY WHAT SHOULD BE YOURCAMPAIGN KPI BEFORE ENGAGING YOUR BRANDINTO A PUSH AND / OR PULL COMM STRATEGY. Grégory Bolle 
  • 42. Tips Social MediaDEFINE REALISTIC OBJECTIVES FOR YOUR SOCIALMEDIA CAMPAIGNS – BASED ON YOURINVESTMENT (TIME / FINANCE / HUMAN RESOURCES / ETC.). Grégory Bolle
  • 43. Tips Social MediaUNDERSTAND THAT EACH SOCIAL MEDIAPLATFORM HAS ITS OWN SPECIFICITY. Grégory Bolle
  • 44. Tips Social MediaMAKE YOUR BRAND STORY / YOUR BRANDEXPERIENCE VERY PERSONAL & ALWAYS LINK ITTO THE PHYSICAL WORLD. Grégory Bolle
  • 45. Tips Social MediaBE BOLD. BE AUTHENTIC. BE ORIGINAL.MORE IMPORTANTLY BE SOCIAL BY BEINGGENEROUS. Grégory Bolle
  • 46. Zoroaster LearnGOOD THOUGHTSGOOD DEEDS GOOD WORDSRemember this slide
  • 47. Tips Social MediaSUCCESSFUL BRANDS ON SOCIAL MEDIA WILL TRY:GOOD THOUGHTS – BEHAVE RIGHTGOOD WORDS – SPEAK RIGHTGOOD DEEDS – ACT RIGHT Grégory Bolle
  • 48. Grégory BolleStrategic Planning HeadBPG GroupLevel 6 MAF Tower Deira City CenterPO Box 3294 Dubai UAET +971 4 295 3456 | F +971 4 295 8066 | M +971 50 435 4846@GregoryBolle | gregory@batespangulf.com | www.batespangulf.comTHANK YOU FOR YOUR ATTENTION
  • 49. Tweets You