Digital Academy | Class 11
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Digital Academy | Class 11

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Digital Academy | Class 11 Digital Academy | Class 11 Presentation Transcript

  • Welcome and hello…
  • INSIGHTS: L O O K B E F O R E YO U L E A P 24TH OCTOBER 2013 Laura Farrant Insight Director Laura.farrant@digitaslbi.com +971555297123
  • Meet Me Intro  slide  featuring  huge  picture  of  my   face   •  8 years of research experience •  4 years of research experience in the region •  Specialisms include user research.
  • Why we are here today…
  • We want to give you: •  A better idea of the region from a digital perspective with a round of up of current trends and behaviours. •  T help you understand how you can improve your o online offering to truly appeal and engage your target demographic.  
  • We hope you enjoyed the coffee…  
  • And remember…
  • Audience participation mandatory!  
  • Q. Which country in the region has the highest Internet penetration rate?
  • The highest penetration rate in the region can be found in the United Arab Emirates with 75%, followed by: Kuwait – 64% Qatar – 61% The lowest are in Egypt (26%), Morocco (35%) or Iraq (23%)  
  • Q. What percentage of the Middle East’s population is currently using the Internet?
  • In the Middle East there are around 110 million Internet users, which is 40.2% of the total population.  
  • Such is the importance of the Internet in the daily lives of the region’s residents that it overtakes television and other traditional forms of media. 80% of consumers in the region would rather live without a television than live without the internet.
  • Q. What percentage of web content is currently available in Arabic?
  • Just 2%. Research proves that Arabic speakers prefer to use Arabic keywords when starting a search for local products and services. It’s crucial for them to see relevant search results in Arabic but with only 2% of content available in their language the user journey is often a disappointing one.  
  • Q. How digitally social is the Middle East internet user?
  • Quick answer - very. As of 2012, social media penetration is the highest among internet users worldwide with 70.2%. For 2013, it is predicted that the Middle East will have 71 million social network users.  
  • Q. What social networks are used the most?
  • 58M GCC users   10M GCC users 150M users 285M daily video views
  • Q. Which country in the region has the highest amount of Smartphone ownership?
  • KSA. Saudi Arabia currently leads the Middle East by smartphone penetration level, achieving a level of 63%, and is closely followed by the UAE with 61%. In real terms this means that over half the total population of these two countries are connected to a smartphone device.
  • Q. With such a high amount of web users, how many Middle East businesses are currently online?
  • 15% of businesses in the region have an online presence. Why is this when the estimated number of internet users in the region/business reach is 90 million?  
  • Q. What age is the average online shopper in the Middle East?
  • The highest proportions rest in the 35 and up age range – closely followed by the 26-35 age group. Men are more likely that women – 46% compared to 32%. B2C eCommerce sales in the region are predicted to reach an estimated $15 billion in 2015.
  • Q. What is the biggest barrier to shopping online in the Middle East?
  • The risk of credit card fraud, closely followed by the fact that over 1/3 of people are worried about not being able to return/exchange a product.  
  • Nearly finished…
  • Q. Do Middle East based consumers prefer regional or global brands?
  • The quick answer? Although Middle East consumers are warming up to the idea of eCommerce, they still prefer locally focused sites over the regular international giants.  
  • In Saudi Arabia, the top four eCommerce sites are all local providers; Souq, Sukar, Namshi and Markavip. In the UAE, Amazon makes it to third place in the top four (11%); trailing behind local offerings Souq (20%) and Cobone (13%), but coming ahead of Markavip (9%)  
  • So that’s the basics covered…
  • And it’s all very interesting stuff. No doubt. But if you notice these stats very much group the region as one. They are general.
  • And this is the regional challenge. They are plenty of stats out there to tell us what the Internet penetration rates are or how many people own a phone but there is a real lack of information on tangible behaviour.
  • A further challenge is that this is not a region made up of one type of person. There are huge variations in demographics.
  • Consider this…
  • 19% 81% 25% 75%
  • Geographic Demographic Psychographic Behavioral
  • So when it comes to designing for your business we need to be much more specific about target audience and their actual behaviours. You can’t design for the region. You have to design for your audience.  
  • Some organisations are well aware of this and have tested and adapted an offering to work for their target
  • The end result of being able to craft interfaces to meet your end user? Being better able to deliver specific messages to specific types of people. Moving from just selling to conversing  
  • How we get there…
  • Research  
  • The barriers…
  • A question for you…
  • What objections/concerns does your organisation have when it comes to conducting research?  
  • Some common ones we come across: Statistically significant? Expensive? Time consuming? Artificial? Logistical nightmares?  
  • But are these really valid?
  • Some common ones we come across: Statistically significant? Expensive? Time consuming? Artificial? Logistical nightmares?  
  • For example…
  • The Traditional Approaches   The Focus Group  
  • The one-to-one  
  • The online survey  
  • And there are other research techniques to consider as well…
  • What did we learn at the beginning of the session? A. The high degree of social engagement that defines the behaviour of users in this region.  
  • This behaviour creates a great opportunity for us all…
  • We can target specific groups and really get to the heart of who they are, what they are talking about and how they engage in their natural environment.  
  • This is social listening.
  • Meet Me •  Ex-DigitasLBi Belgium •  Social addict •  5 years professionally & Brand Advocate for my clients ;-)
  • Social usage is growing fast in MENA +20% 70M users More than 50% of all social traffic and activity in the GCC comes from Mobile Phones. 58M GCC users 50% 285M daily video views Drivers to eCom +100% ~10M GCC users 76% Arabic +66% 150M users
  • Who is using social media? Approximately 41% of the total MENA population has internet access Female 35% 41% 88% of the MENA online population use social media sites regularly 65% Male 80% of GCC social users 35 30 16 - 17 25 18 - 24 20 25 - 34 15 88% 10 35 - 44 45+ 5 0 Avg. age of a social media users in MENA
  • What do they do? The average person in MENA “LIKES” 5 brands on Facebook. These are the reasons why: From brands I “LIKE”, I will engage with the following content types: I am registered and I contribute more than once a week to: 58% 15% “I’m a customer” 26% “I want to be first to know about the new offerings” 3% 23% Of people who are online: ª  85% have at least 1 social media account “I want the insider knowledge” ª  61% have 2+ accounts ª  60% visit a social network daily “I like to read the brand posts” ª  34% are very active and post often ª  41% search in both Arabic and English ª  21% post to social in both languages Average time spent on Social Media 14.3 hours/week
  • KEY FINDINGS: Facebook A traditional audience will not post photos of themselves. This is changing with some audiences now willing to engage. These audiences will often also comment in both English & Arabic and sometimes uses Arabizi. Arab expats are often bi-lingual or even trilingual. Photos of new purchases or looks they are proud of are common
  • KEY FINDINGS: Instagram Kuwait has been tagged in over 9 Million photos. More than the USA with only 7.7 Million. Dubai has about 6 Million tags. This indicates a very high degree of usage of this platform in the Middle East.
  • KEY FINDINGS: Instagram ‘Pinkfudgegirls’ are two BFF's who sell authentic High-End designer pieces via Instagram.
  • KEY FINDINGS: Twitter •  Twitter is the fastest growing Social Network in the MENA region. •  The estimated number of tweets produced by Twitter users in the Arab world in March 2013 was 335,792,000 tweets or 10,832,000 tweets per day. •  76% of all tweets in the MENA region are in Arabic. •  21% of tweets in ‘Arabizi’ •  #hashtags will be in both Arabic and English regardless of the language used for body text.
  • OPPORTUNITIES OF LISTENING
  • Why listen? Analyse & track discussions Understand brand sentiment Identify trends & key conversation topics Compare competitors and campaigns Discover priority channels Identify online influencers and advocates
  • Listening helps you understand how consumers are using digital media as part of their decision journey, and enables us to engage in a relevant and appropriate manner.
  • ...an encounter of my own They were listening!
  • Another example Douwe Egberts’ response Me vs Nespresso advocacy
  • Brand Advocate identification
  • Customer listening & engagement journey Stage 5 Fully Engaged Stage 1 Traditional Stage 2 Experimental •  Dabbling in social listening occurs •  Customer understanding occurs via focus groups, quantitative surveys, or phone channel/support •  No concerted effort around social listening; possible skepticism about the benefits •  Initial understanding of conversation landscape: what/where/who/why •  Perceive potential benefits of listening •  Still disconnected to business operations Stage 3 Operational •  Share learnings/insights broadly •  Key players/responders identified (i.e. product, marketing, support) •  Develop initial response process & start engaging •  Listening becomes more embedded in business operations •  Executive sponsorship Stage 4 Impactful •  Social listening and engagement drives real business results •  Cross-functional teams partner to listen, engage, take consistent and timely action, and make changes based on insight •  Listening data matched with traditional data to provide real-time overall health of the brand
  • TOOLS: Free(mium)
  • TOOLS: Paid
  • What this looks like
  • Channel overview
  • Detailed channel insights
  • So there are options for data gathering…
  • Explicit data + Implicit data = Strong insight  
  • What do we do once we have the data?
  • Formalise it within documentation
  • …and when we say documentation we don’t mean producing insight reports  
  • We mean bringing your target customer types to life…
  • …as a persona
  • What is it?
  • Persona A model of current human behaviour that is: •  •  •  •  Derived from contextual research data Described as if it were a real person Used to promote shared understanding Used in stories to envision the future  
  • How do you sell that internally…?
  • It’s probably best to describe it another way…
  • Personas are not the same as market segmentation  
  • Age Income Gender
  • Behaviours Goals Attitudes
  • Think of it like this: If I was to describe myself as a type for an e-commerce proposition would it be..?   •  •  •  •    White female 30-35 University educated Household income of $xxx
  • It would be more along the lines of the following:   Motivated by: •  Being able to find a great deal •  Getting access to exclusive products Goals: •  Search according to specific designers •  Seeing what’s new •  White female •  30-35, •  University educated Frustrations: •  Sites that don’t allow her to filter results •  Being forced to register for an account before purchase
  • It’s about understanding needs and behaviours in order to design something that is going to engage me
  • So to get to this point…
  • We have to do some targeted research  
  • And we have to ask the right questions  
  • EXERCISE TIME
  • How many people have seen or used Dubizzle?
  • Let’s imagine that Dubizzle are redesigning their site. They need to research with target users to understand the needs and wants their audience has so that they can craft a new design that will really work and engage.
  • Work with the person sitting next to you – assuming they fall into the target audience – and each take turns to act as participant and researcher. Each write down and ask the type of questions that you think would be important to ask when trying to conduct persona research. Then once you have each written your list, work together to formulate a final question list that you think would allow Dubizzle to get to the heart of their user’s needs.
  • You have 10 minutes You have 10 minutes to discuss.  
  • Lets discuss.
  • Good questions to ask would include: •  •  •  •  •  •  •  •  What does a day in their life look like? What are their pain points? What do they value the most? What are their goals? Where do they go for information? What other sites of a similar nature do they use and why? What kind of experiences are they looking for? What are their common objections to Dubizzle?
  • So where does that leave us?
  • At DigitasLBi we spend a significant amount of our time going direct to the user and wading in with them in their online experiences and behavior to allow our clients to make well-informed decisions. It’s the right thing to do and you will benefit in the long run.  
  • The insights gained from following this process will give you…
  • 1. Focus 2. Empathy 3. Consensus 4. Efficiency 5. Decisions
  • Before I go, I’ll leave you with one question…
  • How many questions do you have about your customers and how confident are you that you have the answers to them?  
  • And if your are in any doubt, it’s not too late.  
  • Research is the answer.  
  • Thank you.
  • T H A N K YO U W H AT ’ S N E X T ? M E D I A : C R O S S D I G I TA L C A M PA I G N S APRIL 10TH