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Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
Ramadan 2014 Most Buzzing Conversations-Digital Media Science
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Ramadan 2014 Most Buzzing Conversations-Digital Media Science

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Ramadan is the highest season of Social Media conversations in the middle east, from talking about #ads , to discussing #TVseries and sharing #food recipes and more. This year we have also added the tragic events that took place in #Gaza plus the #worldcup in the conversation matrix to bring you a full review on what took place online in MENA and Egypt in Specific.

We at Digital Media Science couldn't resist the opportunity to celebrate our re-branding (from The Social Media Science) to bring you an abstract review about the scene in Ramadan.

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  • 1. RAMADAN 2014 BUZZING ADS, SERIES, CONVERSATIONS AND MORE… Nehal Hesham Founder and Chief Strategist, Digital Media Science August 2014
  • 2. Acknowledgement Ramadan is the highest season of Social Media conversations in the middle east, from talking about #ads , to discussing #TVseries and sharing #food recipes and more. This year we have also added the tragic events that took place in #Gaza plus the #worldcup in the conversation matrix to bring you a full review on what took place online in MENA and Egypt in Specific. ! We at Digital Media Science couldn't resist the opportunity to celebrate our re-branding (from The Social Media Science) to bring you an abstract review about the scene in Ramadan. ! Enjoy!
  • 3. 01 Total Conversations in Ramadan 2014
  • 4. Total Conversations: Weight GhazaWorld Cup TV Ads TV Series Thanweya Amma Food Analyzed: Total of 90M Conversations
  • 5. Conversation Overview 1. World Cup- Highest Day of Interaction and conversations was July 13-14 world Cup Final coverage and aftermath 2. Thanweya Amma: July 15-16 day of the results and aftermath 3. Ghaza was almost flat until July 7 and conversation peaked on July 18-19 when the invasion as Air-Land and Civil took place. 4. Most conversations about Ghaza are from Media accounts Analyzed: Total of 90M Conversations
  • 6. Conversation Overview 5. Food managed to be stable all over ramadan keeping a steady 10% of conversations all over the month 6. Series kept a steady rate of 20%-30% most talked about and improved series that caused a huge buzz was Ibn Halal discussing a real story of the murder of Singer Layla Ghofran daughter 7. Ads interaction and conversations decreased from last Ramadan 2013. Day with the most buzz was from July 6-8 #PepsiAd launch Analyzed: Total of 90M Conversations
  • 7. Interest Overtime: All Web 0 15 30 45 60 Week 1 Week 2 Week 3 Week 4 Analyzed: Total of 90M Conversations
  • 8. Interest Per Country: All Web Analyzed: Total of 90M Conversations Ghaza World Cup Series TV Ads Thanweya Amma Food 0 25 50 75 100
  • 9. Share of Voice: Google Search Series/Shows Ghaza Food World Cup TV Ads Thanaweya 40% 25% 15% 15% 3% 2% Analyzed: Total of 74M Conversations
  • 10. Share of Voice: Facebook Analyzed: Total of 8M Conversations Series/Shows Ghaza Food TV Ads World Cup Thanaweya 45% 23% 15% 10% 4% 3%
  • 11. Share of Voice: Twitter Ghaza Series/Shows Food TV Ads World Cup Thanaweya 60% 19% 10% 6% 4% 1% Analyzed: Total of 5M Conversations
  • 12. Share of Voice: Forums Series/Shows Food Thanweya Ghaza TV Ads World Cup 50% 20% 10% 10% 5% 5% Analyzed: Total of 3M Conversations
  • 13. Share of Voice: Totals World Cup 60% 25% 10% 5% Series/Shows 60% 10% 25% 15% TV Ads 70% 20% 5% 5% Ghaza 5% 65% 25% 5% Food 40% 20% 10% 30% Thanaweya 60% 15% 20% 5%
  • 14. 02 Type of Content Shared
  • 15. Type of Content Per Conversation Shares on Social Networks World Series/ TV Ads Ghaza Food 30 % 60 % 10 % 60 % 30 % 10 % 20 % 70 % 10 % 20 % 10 % 70 % 60 % 35 % 5% Image Video Text
  • 16. Series Most Shared Content Series/Shows 60% 30% 10% 1. Most shared type of content for series on Social Networks (FB and Twitter) were images rather than videos 2. Type of images that where shared where 70% comics and MEME’s of series scenes, inspired by show content 3. This year unlike 2013 TV series interactions were 80% higher than last year
  • 17. TV Ads Most Shared Content TV Ads 20% 70% 10% 1. Most shared type of content for TV ads on Social Networks (FB and Twitter) were videos rather than images 2. However video shares included a higher number of text between criticizing the ad and between showing favoritism 3. This year unlike 2013 TV Ads interactions are 60% lower than last year
  • 18. 03 Top Ranking Series
  • 19. Total Interactions/Conversations Top 10 Bab El Hara Ibn Halal Saraya Abdeen El Sayad Sabaa Wasaya Segn El Nesa Saheb El Saada Farrq Tawqeet Embratoryt Min Facebook Google Search YoutubeSeries/Ranked VIVA Atata 240K 10.9M 78K 63K 55K 48K 35K 34K 29K 22K 6.7M 1.6M 3.8M 8M 6.2M 6M 4.2M 9.3M 3.4M 1.2M 500K* 5M 200K* 9M 4M 6M 100K* 15M 2M 10M *Some series that are airing on MBC channels have in accurate views due to content privacy and content being exclusive for shahid.net
  • 20. Introducing Twitter TV Ratings
  • 21. Introducing Twitter TV Ratings 1. Twitter TV Ratings is first introduced by Nilsen Social in cooperation with twitter but it was never introduced in the MENA Region until now by Digital Media Science. 2. Tweets - Tweets ascribed to a linear TV episode. 3. Unique Authors – Unique Twitter accounts that have sent at least one Tweet ascribed to a specific TV episode. 4. Impressions - The number of times any Tweets ascribed to a TV episode were seen. 5. Unique Audience - The total number of distinct Twitter accounts accruing at least one impression of one or more different Tweets ascribed to a TV episode.
  • 22. Twitter TV Ratings: Series/Specials Rank Network Program Unique Audience (000) Impressions (000) Unique Authors Tweets (000) Rising Country 1 MBC ‫احلاره‬ ‫باب‬ 123 18,000 654 150 KSA 2 MBC ‫عابدين‬ ‫سرايا‬ 78 12,000 456 149 KSA 3 Nahar- Hayat- MBC ‫حالل‬ ‫ابن‬ 56 9,000 345 144 Egypt 4 Al Hayat ‫الصياد‬ 58 9,300 345 53 KSA 5 Hayat- Dream Mehwar ‫النسا‬ ‫سجن‬ 33 4,000 125 40 Egypt 6 CBC- Dream ‫وصايا‬ ‫السبع‬ 45 5,000 133 30 KSA 7 MBC ‫السعادة‬ ‫صاحب‬ 16 3,300 125 39 KSA 8 Al Nahar ‫توقيت‬ ‫فرق‬ 14 2,000 112 18 Egypt 9 MBC ‫مني‬ ‫امبراطورية‬ 13 1,500 87 7 Egypt 10 CBC ‫اطاطا‬ ‫فيفا‬ 11 800 98 6 Egypt 10 Digital Media Science Twitter TV Ratings Monthly Top 10- Series/Specials
  • 23. Twitter TV Ratings: Shows/Religious Rank Network Program Unique Audience (000) Impressions (000) Unique Authors Tweets (000) Rising Country 1 MBC 10 ‫خواطر‬ 213 23,000 897 310 KSA 2 MBC- CBC ‫الشيطان‬ ‫خطوات‬ 12 8,000 235 25 Egypt 3 Nahar ‫اللحظة‬ ‫عيش‬ 9 6,323 135 12 Egypt 4 Iqraa ‫رمضانية‬ ‫كنوز‬ 8 4,300 89 8 KSA 4 Digital Media Science Twitter TV Ratings Monthly Top 4 - Shows/Religious
  • 24. Twitter TV Ratings: Shows/Entertainment Rank Network Program Unique Audience (000) Impressions (000) Unique Authors Tweets (000) Rising Country 1 MBC ‫البحر‬ ‫قرش‬ ‫رامز‬ 514 60,000 4,121 888 Egypt 2 MBC 3 ‫فاي‬ ‫واي‬ 172 18,000 653 452 KSA 3 Al Hayat ‫املعسكر‬ ‫في‬ ‫فؤش‬ 9 6,323 135 35 Egypt 4 Al Nahar ‫ابيض‬ ‫قلبك‬ 9 5,200 101 12 Egypt 5 CBC ‫كرمي‬ ‫املسامح‬ 8 4,300 89 10 KSA 5 Digital Media Science Twitter TV Ratings Monthly Top 5 - Shows/Entertainment
  • 25. TV Series Sentiment Ratio Bab El Hara Sarya Abdeen Ibn Halal El Sayad Segn El Nesa Sabaa Wasaya 0 25 50 75 100 Analyzed: Total of 10K Conversations
  • 26. Top Ranking TV Ads
  • 27. Introducing SocialBuzz Score Card©
  • 28. Introducing Social Buzz Score Card © 1. Social Buzz Score Card© is a system which evaluates campaigns performance , using unique and powerful diagnostics to show how your campaigns can be optimized. 2. Social Buzz Score Card was first introduced by the Digital Media Science in Ramadan 2013 Most Buzzing TV ads report.
  • 29. Introducing Social Buzz Score Card © 3. 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. 4. 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.
  • 30. Introducing Social Buzz Score Card © 5. 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.
  • 31. Social Buzz Score Card © Coke Pepsi Lamar Mousa Coast Mountain View Bank Ahly Ad Name SOV Sentiment Impact Engagement Conversation 28K 97K 2K 3K 1.5K 24 K 4.2% 12.1% 1.2 % 2.3 % 1.9 % 5.6 % 10.9 % 24.2 % 3.1 % 3.6 % 2.8 % 8.9 % 3.2 % 8.9 % 0.2 % 1.3 % 2.1 % 4.2 % Ad Virality 60% Positive 80% Positive 92% Positive 10% Positive 20% Positive 55% Positive Mega 6 K4.9 %4.9 %3.9 %20% Positive 12 % 28 % 2 % 3 % 3 % 10 % 8 %
  • 32. Social Buzz Score Card © Ad Name SOV Sentiment Virality SM Impact Engagement Conversation Cottonile Hisense 12 K 4 K 1 K 3 K Mobinil Vodafone Etisalat Telecom EG 2 K 6 K 3.7 % 2.4 % 0.2 % 2.3 % 1.7 % 5.6 % 4.2 % 1.3 % 0.4 % 2.6 % 1.9 % 4.8 % 4.5 % 1.2 % 0.2 % 1.3 % 1.9 % 4.2 % 70% Positive 40% Positive NA 40% Positive 10% Positive 5% Positive 8 % 6 % 1 % 4 % 3 % 12 %
  • 33. Social Buzz Score Card © - Ads Scores Pepsi Coke Cottonil Bank Ahly Mega Mobinil Vodafone TelecomEg Mousa Coast Ad Name Ad Score 77.2 66.9 54.2 51.9 49.8 44.3 32.1 27.8 19.8
  • 34. 05 Top Ranking Brands In Ramadan
  • 35. Number of Likes Growth in Ramadan Engagamnet Contnet Quality 0 25 50 75 100 Top Ranking in Media Channels Numbers in percentage per each category
  • 36. Top Ranking in Media: Youtube CBC Al Nahar Al Hayat 0 40000000 80000000 120000000 160000000 Numbers in Millions covering Total Views in Main Channel and Drama related channel Al Hayat exceeded all channels by almost double the number of views in Ramadan
  • 37. Number of Likes Growth in Ramadan Engagamnet Contnet Quality 0 25 50 75 100 Top Ranking in Beverages Numbers in percentage per each category
  • 38. Top Ranking in Tech & Telecom Number of Likes Growth in Ramadan Engagamnet Contnet Quality 0 30 60 90 120 Numbers in percentage per each category
  • 39. Top Ranking in Charity & NGOs Number of Likes Growth in Ramadan Engagamnet Contnet Quality 0 25 50 75 100 Numbers in percentage per each category
  • 40. More Insights We Do 1. Full Social Buzz Score Card Per TV Campaign 2. Detailed Analysis Per TV Campaign Including BuzzPsych and Sentiment Breakdown 3. Detailed analysis per TV series determining the nature of conversation and social impact and sentiment per TV series/show with social impact and interaction per episode 4. Detailed analysis per brand/industry determining social impact of each page analyzing its content and determining its interactions 5. Top Twitter and Facebook Trends in Ramadan 6. Most active times of interaction per industry and per brand/page in Ramadan
  • 41. Previous Projects 1. The Social Media Landscape MENA 2013 [Report] 2. Most Buzzing TV Ads in Ramadan 2013 3. Religious TV Shows Between Spirituality and Social Interaction Ramadan 2013 4. The Power of Social Television: Most Watched TV Series in Ramadan 2013 5. Brands Activations in Egypt to Keep an Eye on in Ramadan 2013 6. Danone Egypt Promotes its Facebook Page With SMS Services Ramadan 2013 7. Most Buzzing TV Ads in Ramadan 2012 8. Egyptian Brands Online Activation During Ramadan 2012 [Case Audit] 9. Google EgyptYouTube’s Ramadan 2012 Channel [Case Analysis]
  • 42. WHAT DO WE ACTUALLY DO?
  • 43. DROP US A LINE :) Email: team@DigitalMediaScience.net Twitter: @DMScientists Facebook: /DigitalMediaScience www.DigitalMediaScience.net
  • 44. Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013

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