Social Media Forum 201321 - 23 May 2013Dubai International Convention and Exhibition Centre
HISTORY REPEATS ITSELF Grégory Bolle
2009 twitterMENA DISCOVERED THEPOWER OF SOCIAL MEDIA
Past PresentFIRST TABLET6thcentury BCFIRST BAZAAR734 - 738 ADZOROASTER12thcentury BC
Past PresentDIGITAL TABLET2010ONLINE BAZAAR1995SOCIAL MEDIA2008SOCIAL MEDIA2013 / 2015??
Zoroaster LearnGOOD THOUGHTSGOOD DEEDS GOOD WORDSHow brands can benefits from the Zoroaster’s philosophy?
SHARING MY CHALLENGES
Me Agencies
Agencies ViewsENGAGEMENTINTEGRATEDTRANS-MEDIALIKEBROADCASTONE TO ONECRISISMANAGEMENTVIRALDATAEXPOSUREROIPERFORMANCE2.0MULT...
Brands DilemmaBRANDSBRAND EXPERIENCEMEDIA EXPOSUREMORE PR COVERAGECONVERSATIONAL
Brands DilemmaBRANDSRETURN ONIMAGERETURN ONCONSUMERSRETURN ONINVESTMENTLONG TERMBRAND EQUITYMID -TERMCRM FUNCTIONSSHORT TE...
Brands ImpasseBRANDSEVERYONE IS TRYING TO CREATETHEIR OWN SOCIAL MEDIA SCIENCE
MENA RealityMapping the MENA brands in function of their business modelTRADING ECONOMICMODELSERVICE ECONOMICMODEL
MENA TestMapping the MENA brands in function of their level of maturityHIGHLOWPLATEAU EFFECT # 1TIMEBRANDPOWERBRANDMATURIT...
MENA TestBrand’s maturity, budget commitment & KPI will define YOUR strategic social media approachBRANDMATURITYSALESUSPSE...
PUSH OR THE 1.0 APPROACH
Push DataNothing wrong with #PUSH strategy in Social Media. Question is how we assess the media journey.Source: QUISMA -Gr...
Push DataFrom a marketing performance point of view (direct ROI) – Social Media won’t help muchSource: QUISMA -GroupM - ww...
Push CampaignIt is more likely that I follow a FB campaign advocated by my friend Lara
Push PRWelcome to a World of Fun – where actually Twitter is misused for corporate messages
LET’S TRY PULL STRATEGY
Pull SocialHere are the 4 components of a good #PULL Social Media strategySource: Emily Bell - Columnist – The Guardian – ...
Mass QualityAdvertisers want a critical mass to act – Users want quality time online: Game on!45millionsARABIC CONTENT QUA...
Pull ContentMENA brands of proposition (+ some opposition ones) need to invest into #PULL strategyHIGHLOWPLATEAU EFFECT # ...
Brands StoryBRANDSOFPROPOSITIONPHYSICALSPACEVIRTUAL SPACEEMOTIONAL SPACEMENA brands need to learn howto create a panorama ...
Brands StoryIN THE MENA – THERE ARE VERY FEW BRANDSTHAT KNOW HOW TO CAPITALIZE ON BRANDEDCONTENT + BROADCAST GREAT ARABICC...
04 CASE STUDY
04 DramaThe First Ever Transmedia Drama Series in the MENA region
04 DramaMeet with the 4 Housemates Grégory Bolle
TV Social MediaSocial media universe of our 4 housemates
2.0 TrackingMonitoring the quantitative performance & capitalizing on the online conversations
04 ReebokInserted the Reebok brand into the 04 social media platforms
04 ReebokCapitalizing further on Reebok’s brand ambassador – Lewis Hamilton – F1 World Champion
FAVORITE SOCIAL MEDIA STORY Grégory Bolle
Peace TalkEmpower the Soft diplomacy to change the world #PEACE #RESPECT via Facebook
WHEN SOCIAL MEETS MONEY Grégory Bolle
Friends CoffeeStarbucks is one of the rare brands that understood how to monetize its Facebook platformSOCIAL MONEY
Fly NetworkCan we merchandise opportunity of network?NETWORK MONEY ?
TIPS
Tips Social MediaGET A CLEAR UNDERSTANDING OF WHAT IS THECURRENT STATUS OF YOUR BRAND LIFECYCLE. Grégory Bolle
Tips Social MediaDEFINE CLEARLY WHAT SHOULD BE YOURCAMPAIGN KPI BEFORE ENGAGING YOUR BRANDINTO A PUSH AND / OR PULL COMM S...
Tips Social MediaDEFINE REALISTIC OBJECTIVES FOR YOUR SOCIALMEDIA CAMPAIGNS – BASED ON YOURINVESTMENT (TIME / FINANCE / HU...
Tips Social MediaUNDERSTAND THAT EACH SOCIAL MEDIAPLATFORM HAS ITS OWN SPECIFICITY. Grégory Bolle
Tips Social MediaMAKE YOUR BRAND STORY / YOUR BRANDEXPERIENCE VERY PERSONAL & ALWAYS LINK ITTO THE PHYSICAL WORLD. Grégory...
Tips Social MediaBE BOLD. BE AUTHENTIC. BE ORIGINAL.MORE IMPORTANTLY BE SOCIAL BY BEINGGENEROUS. Grégory Bolle
Zoroaster LearnGOOD THOUGHTSGOOD DEEDS GOOD WORDSRemember this slide
Tips Social MediaSUCCESSFUL BRANDS ON SOCIAL MEDIA WILL TRY:GOOD THOUGHTS – BEHAVE RIGHTGOOD WORDS – SPEAK RIGHTGOOD DEEDS...
Grégory BolleStrategic Planning HeadBPG GroupLevel 6 MAF Tower Deira City CenterPO Box 3294 Dubai UAET +971 4 295 3456 | F...
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Bpg i group   social media conference - may 2013
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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.

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Bpg i group social media conference - may 2013

  1. 1. Social Media Forum 201321 - 23 May 2013Dubai International Convention and Exhibition Centre
  2. 2. HISTORY REPEATS ITSELF Grégory Bolle
  3. 3. 2009 twitterMENA DISCOVERED THEPOWER OF SOCIAL MEDIA
  4. 4. Past PresentFIRST TABLET6thcentury BCFIRST BAZAAR734 - 738 ADZOROASTER12thcentury BC
  5. 5. Past PresentDIGITAL TABLET2010ONLINE BAZAAR1995SOCIAL MEDIA2008SOCIAL MEDIA2013 / 2015??
  6. 6. Zoroaster LearnGOOD THOUGHTSGOOD DEEDS GOOD WORDSHow brands can benefits from the Zoroaster’s philosophy?
  7. 7. SHARING MY CHALLENGES
  8. 8. Me Agencies
  9. 9. Agencies ViewsENGAGEMENTINTEGRATEDTRANS-MEDIALIKEBROADCASTONE TO ONECRISISMANAGEMENTVIRALDATAEXPOSUREROIPERFORMANCE2.0MULTI-SCREENEXPERIENCESHARED
  10. 10. Brands DilemmaBRANDSBRAND EXPERIENCEMEDIA EXPOSUREMORE PR COVERAGECONVERSATIONAL
  11. 11. Brands DilemmaBRANDSRETURN ONIMAGERETURN ONCONSUMERSRETURN ONINVESTMENTLONG TERMBRAND EQUITYMID -TERMCRM FUNCTIONSSHORT TERMTRANSACTIONS
  12. 12. Brands ImpasseBRANDSEVERYONE IS TRYING TO CREATETHEIR OWN SOCIAL MEDIA SCIENCE
  13. 13. MENA RealityMapping the MENA brands in function of their business modelTRADING ECONOMICMODELSERVICE ECONOMICMODEL
  14. 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. 15. MENA TestBrand’s maturity, budget commitment & KPI will define YOUR strategic social media approachBRANDMATURITYSALESUSPSERVICE BRANDCONTENTEMOTIONMAPPINGKPIRETURN ONIMAGERETURN ONCONSUMERSRETURN ONINVESTMENTSSOCIAL MEDIAAPPROACHPUSHSTRATEGYMIXEDPULLSTRATEGYDEFININGBUDGETHIGHLOW$
  16. 16. PUSH OR THE 1.0 APPROACH
  17. 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. 18. Push DataFrom a marketing performance point of view (direct ROI) – Social Media won’t help muchSource: QUISMA -GroupM - www.quisma.com
  19. 19. Push CampaignIt is more likely that I follow a FB campaign advocated by my friend Lara
  20. 20. Push PRWelcome to a World of Fun – where actually Twitter is misused for corporate messages
  21. 21. LET’S TRY PULL STRATEGY
  22. 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. 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. 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. 25. Brands StoryBRANDSOFPROPOSITIONPHYSICALSPACEVIRTUAL SPACEEMOTIONAL SPACEMENA brands need to learn howto create a panorama ofexperience with no OFF switch.Digital + Physical Worlds
  26. 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. 27. 04 CASE STUDY
  28. 28. 04 DramaThe First Ever Transmedia Drama Series in the MENA region
  29. 29. 04 DramaMeet with the 4 Housemates Grégory Bolle
  30. 30. TV Social MediaSocial media universe of our 4 housemates
  31. 31. 2.0 TrackingMonitoring the quantitative performance & capitalizing on the online conversations
  32. 32. 04 ReebokInserted the Reebok brand into the 04 social media platforms
  33. 33. 04 ReebokCapitalizing further on Reebok’s brand ambassador – Lewis Hamilton – F1 World Champion
  34. 34. FAVORITE SOCIAL MEDIA STORY Grégory Bolle
  35. 35. Peace TalkEmpower the Soft diplomacy to change the world #PEACE #RESPECT via Facebook
  36. 36. WHEN SOCIAL MEETS MONEY Grégory Bolle
  37. 37. Friends CoffeeStarbucks is one of the rare brands that understood how to monetize its Facebook platformSOCIAL MONEY
  38. 38. Fly NetworkCan we merchandise opportunity of network?NETWORK MONEY ?
  39. 39. TIPS
  40. 40. Tips Social MediaGET A CLEAR UNDERSTANDING OF WHAT IS THECURRENT STATUS OF YOUR BRAND LIFECYCLE. Grégory Bolle
  41. 41. Tips Social MediaDEFINE CLEARLY WHAT SHOULD BE YOURCAMPAIGN KPI BEFORE ENGAGING YOUR BRANDINTO A PUSH AND / OR PULL COMM STRATEGY. Grégory Bolle 
  42. 42. Tips Social MediaDEFINE REALISTIC OBJECTIVES FOR YOUR SOCIALMEDIA CAMPAIGNS – BASED ON YOURINVESTMENT (TIME / FINANCE / HUMAN RESOURCES / ETC.). Grégory Bolle
  43. 43. Tips Social MediaUNDERSTAND THAT EACH SOCIAL MEDIAPLATFORM HAS ITS OWN SPECIFICITY. Grégory Bolle
  44. 44. Tips Social MediaMAKE YOUR BRAND STORY / YOUR BRANDEXPERIENCE VERY PERSONAL & ALWAYS LINK ITTO THE PHYSICAL WORLD. Grégory Bolle
  45. 45. Tips Social MediaBE BOLD. BE AUTHENTIC. BE ORIGINAL.MORE IMPORTANTLY BE SOCIAL BY BEINGGENEROUS. Grégory Bolle
  46. 46. Zoroaster LearnGOOD THOUGHTSGOOD DEEDS GOOD WORDSRemember this slide
  47. 47. Tips Social MediaSUCCESSFUL BRANDS ON SOCIAL MEDIA WILL TRY:GOOD THOUGHTS – BEHAVE RIGHTGOOD WORDS – SPEAK RIGHTGOOD DEEDS – ACT RIGHT Grégory Bolle
  48. 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. 49. Tweets You
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