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Most Buzzing TV Ads Ramadan 2013
 

Most Buzzing TV Ads Ramadan 2013

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Last year we have presented and for the first ...

Last year we have presented and for the first
time a comprehensive report for the most
buzzing TV Ads in the month of Ramadan.
However this year the buzz is much lower
during to the political unrest in Egypt. This
year we are not presenting extracts of the
conversations , yet we are presenting a much
more executive approach

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    Most Buzzing TV Ads Ramadan 2013 Most Buzzing TV Ads Ramadan 2013 Presentation Transcript

    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Most Buzzing TV Ads Ramadan 2013 www.TheSocialMediaScience.com
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| BUILDING ON PAST SUCCESS !
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Methodology The success of The Most Buzzing TV Ads in Ramadan 2012 report was remarkable, maybe because it was first report of its kind to be published in MENA. The report went viral from Day 1 getting 4,000 views in less than a week. it was added to the top featured presentations on SlideShare.com home page for 24 hours. To date the report has 7,400 views 1,200 Shares & Likes on Facebook 600 shares on twitter and 850 shares on LinkedIn. The report also was requested by emails from more than 25 agencies and companies to measure their Ramadan campaigns performance.The thing that indicts the urge of this type of content.
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| The report was mentioned by Michael Leander, one of the best gurus in Digital Marketing worldwide. Michael Leander mentioned the report in his professional website/blog, and he tweeted “That its rare nowadays for a person to create 99% original content” Methodology
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Most Significant Feedbacks Methodology
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Most Significant Feedbacks Methodology
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Featured on SlideShare Methodology
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Most Tweeted Methodology
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Preface Last year we have presented and for the first time a comprehensive report for the most buzzing TV Ads in the month of Ramadan. However this year the buzz is much lower during to the political unrest in Egypt. This year we are not presenting extracts of the conversations , yet we are presenting a much more executive approach
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| This research was built on valid and reliable data and its totally unbiased and objective. Each step was take in an unbiased manner and drawn each conclusion to the best ability and without Introducing researchers vested interest. Data gathered are analyzed in both qualitative and quantitative approaches. Research Philosophies Methodology Please refer to the Appendix to review the research building blocks and methodologies
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Introducing the Social Buzz Score Card© What is Social Buzz Score Card© ? • Social Buzz Score Card© is a system which evaluates campaigns performance , using unique and powerful diagnostics to show how your campaigns can be optimized. • Our Social Buzz Score Card can be tailored to you at each stage of the online campaign development process, whether at the strategic and concept stage, animatic, or for fully developed campaigns. • The Social Buzz Score Card is supported by focus groups (upon request) and online analysis that is proven to give value to you and your consumers. • The Social Buzz Score Card can be used to measure the effectiveness of both offline campaigns and its online buzz and the online brand activations. Methodology
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Understanding The Social Buzz Score Card© Social Index Share of Voice 2.3% Sentiment Ratio 20% Positive Total Video Views 1M Total Facebook Conversations 15K Total Twitter Conversations 5K Ad Virality 4.2% Social Engagement 3.5% Score 72.1 Social Impact 1.2%
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013|
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Vodafone Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Vodafone launched their ads this year during the 2nd week of Ramadan. Last year Vodafone was one of the low performers in terms of their ad buzz, this year and despite of the negative feedbacks they might have got, but their performance got better. Vodafone Egypt Campaign Name: Digital Support: Number of Ads: Agency: Katr Sherak (Increase Your Sharing) Social Media-Online Ads 4 Ads (Mohamed Mounir- Black Theama) JWT Cairo-Director: M.Kalawi Vodafone Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Official TVC’s on YouTube Vodafone Egypt Video Views: 379K Video Views: 571K Video Sentiment Video Sentiment 94% Positive 90% Positive WATCH THE VIDIEO
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Utilizing Social TV Vodafone added a ticker on TV Channels during the airing of series to encourage people to talk about their favorite TV series Vodafone Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Vodafone Egypt Social Buzz Score Card© Share of Voice 1.2% Sentiment Ratio 40% Positive Total Video Views 1.6M Total Facebook Conversations 7.2K Total Twitter Conversations 5.5K Ad Virality 1.2% Social Engagement 4.2% Score 49.9 Conversations Sample:: 5,000 Social Impact 21%
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Vodafone Egypt Buzz Value Most Buzzing Keyword Most Buzzing Feedback Most Buzzing Image Buzz Psych ‫محشي‬‫فطير‬ Most talked about feedback was the fact that Mounir (ad singer and famous star in Egypt) is destroying himself with such an ad 40% of the conversations about the hashtag and the ad was about hash and and weed
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Pepsi Masr
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Pepsi’s ad last year was considered a disastrous, the feedbacks they got was 69% negative. However this year Pepsi tried to comeback with a nostalgic campaign. Pepsi started Ramadan this year with a teaser campaign followed by their actual launch on the 2nd week of Ramadan Pepsi Masr Campaign Name: Digital Support: Number of Ads: Agency: Lets Continue our Gatherings Social Media-Offline Ads Supporting Facebook 2 Ads (Main Film- bogy Supportinfg Fawazeer) Impact BBDO Pepsi Masr
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Official TVC’s on YouTube Video Views: 2.4M Pepsi Masr WATCH THE VIDEO Video Sentiment 96.8% Positive
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Pepsi Masr Social Buzz Score Card© Share of Voice 2.3% Sentiment Ratio 70% Positive Total Video Views 3.2M Total Facebook Conversations 8K Total Twitter Conversations 4.5K Ad Virality 4.2% Social Engagement 0.9% Score 62 Social Impact 19.4% Conversations Sample:: 5,000
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Buzz Value Pepsi Masr Most Buzzing Keyword Most Buzzing Feedback Most Buzzing Image Buzz Psych ‫ف‬‫ؤاد‬‫ندس‬ ‫الم‬ 70% of the conversations about the ad were nostalgic and emotional The most buzzing feedback was about how much people loved the ad soundtrack by Egyptian music arranger Hassan El Shafie
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Coca-Cola Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Coca Cola was one of the first to launch their ads this year. This year and at the last week in Ramadan, they have launched a celebrity endorsed campaign, to help promote the Leh La2 concept Coca Cola Egypt Campaign Name: Digital Support: Number of Ads: Agency: Coca Cola Egypt Leh La2 (Why Not) Social Media-Online Ads-Twitter Camping 2 Ads (1 Celebrity endorsement) FP7 Cairo-
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Official TVC’s on YouTube Video Views: 2.6M WATCH THE VIDEO Coca Cola Egypt Video Sentiment 93.2% Positive
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Social Buzz Score Card© Share of Voice 1.2 Score 72.1 Sentiment Ratio 80% Positive Total Video Views 4.9M Total Facebook Conversations 28K Total Twitter Conversations 70K Ad Virality 1.9% Social Engagement 3.1% Coca Cola Egypt Social Impact 12% Conversations Sample:: 5,000
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Buzz Value Coca Cola Egypt Most Buzzing Keyword Most Buzzing Feedback Most Buzzing Image Buzz Psych ‫اعان‬‫المزريطه‬ 46% of the conversations were emotional and 20% sarcastic We all need to leave in Egypt that is portrayed in Coca Cola Ads
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| MAXIBON Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Last year the Maxibon ad was the most buzzing ad along with Etisalat. This year they managed to build upon their success with a high performing ad, yet it wasn’t as high as last year but still it is considered one of the highest performing during this year MAXIBON Egypt Campaign Name: Digital Support: Number of Ads: Agency: MAXIBON Chocolate Online Ads-Socila Media- Mobile Apps Two Ads (Lion & Food Order) JWT Cairo MaxiBon
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Official TVC’s on YouTube Video Views: 24.9K WATCH THE VIDEOs MaxiBon Video Views: 44.1K Video Sentiment Video Sentiment 99% Positive 90% Positive
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Social Buzz Score Card© Share of Voice 3.2% Score 61.1 Sentiment Ratio 45% Positive Total Video Views 230K Total Facebook Conversations 12K Total Twitter Conversations 4.5K Ad Virality 2.3% Social Engagement 2.1% MaxiBon Social Impact 18% Conversations Sample:: 5,000
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Buzz Value MaxiBon Most Buzzing Keyword Most Buzzing Feedback Most Buzzing Image Buzz Psych ‫خد‬‫فشار‬ 72% of conversations where political Too bad the product is not as good as the ad
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Labanita is a new player this year, their campaign was mainly focusing their re- branding their package and changing their campaign theme and nature. The main idea is to Kick off the brand Mascots (Sawsan & Soaud) and fight their bad behaviors Labanita Egypt Campaign Name: Digital Support: Number of Ads: Agency: Package Rebranding-Kefaya Bqar (Enough with the Cows) Online Ads-Social Media (Very Low Exposure) Two Ads King Tut Advertising Agency Labnita Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Official TVC’s on YouTube Video Views: 61K Video Views: 27K Video Sentiment Video Sentiment 90% Positive 92% Positive WATCH THE VIDEO Labnita Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Social Buzz Score Card© Share of Voice 1.7% Score 72.1 Sentiment Ratio 54% Positive Total Video Views 412K Total Facebook Conversations 2.3K Total Twitter Conversations 2k Ad Virality 0.9% Social Engagement 0.9% Social Impact 7% Conversations Sample:: 5,000 Labnita Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Most Buzzing Image Buzz Value Most Buzzing Keyword Buzz Psych ‫كفايه‬‫ر‬ ‫ب‬‫ي‬ ‫ب‬ 42% of the conversations are political Labnita Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Birell Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| This year Birell have introduced its biggest campaign ever with 12 consecutive ads during the whole month of Ramadan. The ads are basically addressing the traits of males and females according to their horoscopes Birell Egypt Campaign Name: Digital Support: Number of Ads: Agency: Horoscopes Campaign Online Ads-Social Media 12 Ads Leo Burnett-Cairo Birell Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Official TVC’s on YouTube Total Campaign Views: 458k WATCH THE VIDEO Video Sentiment 87% Positive Birell Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Social Buzz Score Card© Share of Voice 3.1% Score 64.3 Sentiment Ratio 65% Positive Total Video Views 140K Total Facebook Conversations 32K Total Twitter Conversations 29K Ad Virality 1.7% Social Engagement 7.2% Social Impact 13% Conversations Sample:: 5,000 Birell Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Most Buzzing Image Buzz Value Most Buzzing Keyword Buzz Psych ‫استرجل‬ 73% of the conversations are political Birell Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Mobinil
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| During the 2nd week of Ramadan, Mobinil launched their offers campaign. During Mid Ramadan they launched the second version of last year hitting song (Always Together) to be one of the most watched videos on Youtube in less than 5 days Mobinil-Offers Campaign Campaign Name: Digital Support: Number of Ads: Agency: Offers with No End /Song Online Ads-Social media 3 Ads Mobinil
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Official TVC’s on YouTube Video Views: 366K Video Views: 702K Video Sentiment Video Sentiment 94% Positive 90% Positive WATCH THE VIDIEO Mobinil
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Social Buzz Score Card© Share of Voice 2.9% Score 42.1 Sentiment Ratio 57% Positive Total Video Views 1.4M Total Facebook Conversations 6.2K Total Twitter Conversations 5K Ad Virality 0.9% Social Engagement 2.1% Social Impact 7% Conversations Sample:: 5,000 Mobinil
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Most Buzzing Image Buzz Value Most Buzzing Keyword Buzz Psych ‫شحرت‬ 71% of the conversations were pessimistic Mobinil
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Official TVC’s on YouTube Video Views: 2M Video Sentiment 98% Positive WATCH THE VIDIEO According to YouTube trends this song was the most viewed and most shared in July-August 2013 Mobinil
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Social Buzz Score Card© Share of Voice 2.1% Score 59.9 Sentiment Ratio 92% Positive Total Video Views 7M Total Facebook Conversations 11K Total Twitter Conversations 9K Ad Virality 1.3% Social Engagement 3.2% Social Impact 17% Conversations Sample:: 5,000 Mobinil
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Buzz Value Most Buzzing Keyword Most Buzzing Feedback Buzz Psych ‫دايما‬‫مع‬‫بعض‬ 23% of the conversations are sarcastic Who is the main singer-Last years song is stronger Mobinil
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Etisalat Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| This year Etisalat launched their campaign during the 3rd week of Ramadan, which made them the last of all telecom companies in Egypt to launch their campaign. Unlike last years huge performance, this year Etisalat was one of the low performers Etisalat Egypt Campaign Name: Digital Support: Number of Ads: Agency: Everyday new innovation Online Ads-Social media 1 Ad Etislat Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Official TVC’s on YouTube Etislat Egypt Video Views: 207K Video Sentiment 95% Positive WATCH THE VIDIEO
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Social Buzz Score Card© Share of Voice 0.3% Score 12.2 Sentiment Ratio 62% Positive Total Video Views 4M Total Facebook Conversations 3.2K Total Twitter Conversations 3K Ad Virality 1.3% Social Engagement 0.2% Social Impact 4% Conversations Sample:: 5,000 Etislat Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Universal Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Starting with a teaser on the 1st week of Ramadan and ending with a series of 4 ads promotion Universal products around the world. The idea of the ad was about Egyptian movie star Ahmed Ezz looking for a bride from around the world Universal Egypt Campaign Name: Digital Support: Number of Ads: Agency: Universal Around The World Non 5 Ads Animation Advertising Universal Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Official TVC’s on YouTube Video Views: 16K Video Views: 26K Video Sentiment Video Sentiment 97% Positive 99% Positive WATH THE VIDIEO Universal Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Social Buzz Score Card© Share of Voice 0.5% Score 23.1 Sentiment Ratio 23% Positive Total Video Views 140K Total Facebook Conversations 12K Total Twitter Conversations 9K Ad Virality 1.7% Social Engagement 0% Social Impact 2.1% Conversations Sample:: 5,000 Universal Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Buzz Value Most Buzzing Keyword Most Buzzing Feedback Buzz Psych ‫دن‬‫قطه‬ - ‫اب‬‫ماهي‬ 32% of the conversations are political Biggest percentage of the feedbacks were about how cute the girls in the ad are and how cute Ahmed Ezz is Universal Egypt
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| TE Telecom
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| National Telecom Industry in Egypt, has launched their rebranding campaign this year through an optimistic patriotic song finding a new beginning. The song got lots of views, however there was always the question of how well their new beginning is? TE Telecom Campaign Name: Digital Support: Number of Ads: Agency: New Beginning Online Ads-Social media 1 Ad-Song Creative Lab TE Telecom
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Official TVC’s on YouTube Video Views: 4M Video Sentiment 89% Positive WATCH THE VIDEO TE Telecom
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Social Buzz Score Card© Share of Voice 1.9% Score 57.1 Sentiment Ratio 47% Positive Total Video Views 7.9M Total Facebook Conversations 3.2K Total Twitter Conversations 2.5K Ad Virality 4.5% Social Engagement 1.2% Social Impact 17.3% Conversations Sample:: 5,000 TE Telecom
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Buzz Value Most Buzzing Keyword Most Buzzing Feedback Most Buzzing Image Buzz Psych ‫ر‬ ‫د‬‫ه‬ ‫ج‬‫ذات‬ 47% of the conversations are sarcastic What is the main purpose and objective of the ad? TE Telecom
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Al-Ahly Bank - PhoneCash
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Last year El Bank El Ahly had a very interesting and humors campaign promoting their funding SME’s. This year they have introduced a new phone cash service that helps customers access their cash from almost any place around Egypt Bank El Ahly Phone Cash Campaign Name: Digital Support: Number of Ads: Agency: Phone Cash I Social Media-Online Ads 9 ds (5 Introductory 4 Informative) TN Advertising Bank El Ahly
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Official TVC’s on YouTube Total Campaign Views: 170K Video Sentiment 97% Positive WATH THE VIDIEO Bank El Ahly
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Social Buzz Score Card© Share of Voice 2.8% Sentiment Ratio 62% Positive Total Video Views 200K Total Facebook Conversations 12.2K Total Twitter Conversations 9.5K Ad Virality 1.1% Social Engagement 0.7% Score 43.2 Conversations Sample:: 5,000 Social Impact 14% Bank El Ahly
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Buzz Value Most Buzzing Keyword Most Buzzing Feedback Most Buzzing Image Buzz Psych ‫مره‬‫خات‬ ‫تس‬ 57% of the conversations are political The ad is good but we don’t know how to download the app and we don’t fully understand the service Bank El Ahly
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| High Performers Conclusion Highest Share of Voice 3.2% Maxibon Most Positive 62% Mobinil Song Highest Video Views 7.9M TE Telecom Highest # Of FB Conversations 32K Birell Highest # of Twitter Conversations 72K COCA Most Viral 4.2% Pepsi Highest Social Engagement 7.2 Birell Highest Social Impact 21% Vodfone
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Comparing Brands Scores Conclusion Coca Cola 57.8 Pepsi 62 Vodafone 49.9 Bank Ahly 43.2 TE Telecom 57.1 Universal 23.1 Etsialat 12.2 Mobinil-Song 59.9 Labnita 34.8 Birell 64.3 Maxibon 61.1
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Conclusion 1. Birell had the highest score because their Social Engagement during the time of the campaign was high. The page content performance at the moment was 4.6%. Hats off to their Social Media Team! 2. However the two most buzzing ads this year with a relatively high Share of Voice are Maxibon & Pepsi Masr 3. TE Telcom song had the highest video views, yet Mobinil song was the most shared on the web 4. Coca Cola had the highest number of Twitter conversations, due to the fact that the hashtag they used is a common word of everyday use 5. Vodafone had the highest Social Impact, due to its offline and online efforts and its influence among the communities and their Facebook application Conclusion
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| This wasn't enough for you? Hungry for more? For more in-depth analysis about any of the campaigns and their performance please visit our website and contact us Lets chat :) nehal@TheSocialMediaScience.com
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Appendix
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Building The Research Methodology 1. Building Research Characteristics Empirical Type -any conclusion drawn are based upon hard evidence gathered from information collected from real life experiences or observations. 2. Research Type Application-Pure Research involves developing and testing theories and hypotheses that are intellectually challenging to the researcher but may or may not have practical application at the present time or in the future.
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Report Building Blocks Methodology 1. Building Parameters Choosing key performance indicators and statistics to look at. Develop the analytical structure in order to have valid and verified data. 2. Data Gathering Using researching tools and manual efforts to gather raw data and make them ready to the analysis phase. Gathering all the numbers of tweets and posts to be part of the quantitative analysis and graphs. Data gathering was formed by 70% primary and 30% secondary data 3. Data Sampling Choosing a sample of valid and significant posts and tweets to formulate consumer opinions and be part of the qualitative analysis. Sampling method is Non Probaiblity Judgment sample: Where the researcher uses his/her judgment to select population members who are good prospects for accurate information.
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| Methodology 4. Data Analysis Analyzing raw data to provide viable information. Analysis was done manually with minimal usage of analytics tools. The data processing operations used: Classification- a process of arranging data in groups or classes on the basis of common characteristics. Depending on the nature of phenomenon involved qualitative data analysis: a very persoanl process that depneds mainly on Content Analysis which is the analysis of the contents of data in order to identify the main themes that emerge from the responses given by the respondents. Quantitative Data Analysis: was used based on manual and automated counting of responses. 5. Findings & Interpretation Showing tables, graphs, pie charts and associated statistics and descriptive prose. Report Building Blocks
    • Nehal Hesham All Rights Reserved The Social Media Science © 2013 www.thesocialmediascience.comBuzzing Ads Ramadan 2013| ThankYou /SocialMediaScience @SocialMediaSci @NehalHesham www.TheSocialMediaScience.com