Facebook Benchmarks in the Middle East

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Facebook Benchmarks in the Middle East is the third report by The Online Project, and is the result of collaborating with SocialWatchlist.com. The report showcases the top performing brands on social …

Facebook Benchmarks in the Middle East is the third report by The Online Project, and is the result of collaborating with SocialWatchlist.com. The report showcases the top performing brands on social media in the MENA region on Facebook.

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  • 1. FacebookBenchmarks inthe Middle East September 2012 Presented by The Online Project
  • 2. Presented by The Online Project 2 Why read this report? This report allows you to benchmark the performance of your activity on Facebook against that of your industry peers in the Middle East. The last few years have witnessed staggering growth in brands’ adoption of social media platforms, such as Facebook, as a way to engage with consumers and, consequentially, influence their purchasing decisions. Terms such as “Engagement Rate” and “Talking About This” have become commonplace in the social media industry, but what does it all mean when determining the strength of a brand’s presence on Facebook? The purpose of this report is to identify the key performance indicators (KPIs), and showcase the behavior of the top corporate Facebook pages, per industry, in the MENA region. We will identify and analyze eight core industries, according to five essential KPIs, in order to evaluate who are the top performing pages per industry. We also identified a benchmark based on calculating an average of the top ten pages for each KPI per industry. Brands can then use these benchmarks as a reference point to evaluate the performance of their pages. What differentiates this report from other versions that rank brand pages, aside from its scope, is the inclusion of five core KPIs that are used simultaneously to assess the overall performance of the brand pages. Thus, the selection of the KPIs is critical. They are, • Community size; • Content performance; • “Talking about this”; • Response time. • Engagement ratio;Facebook Benchmarks in the Middle East
  • 3. Presented by The Online Project 3 How to make use of this report As the first report of its kind to encompass the entire Middle East, the findings will have great impact on the evaluation of the success of a brand’s presence on Facebook and how it’s being measured. Not only will this report provide companies with a benchmark to measure their performance against, but it will also allow anyone from social media enthusiasts to brand managers to extract insights and inspiration from the top performing pages in the industry.Facebook Benchmarks in the Middle East
  • 4. Presented by The Online Project 4 Methodology The information herein reflects a joint study by The Online Project and SocialWatchlist.com. The data pertaining to the Key Performance Indicators (KPIs) discussed above were collected during August 2012. Whereas data pertaining to the growth figures of the top ten performing pages per industry were collected during the second quarter of 2012. Before proceeding with the findings, we will take a look at a breakdown of the formulas that are comprised in each of our KPIs. 1. Community size: This KPI indicates the number of likes a page received, and clearly shows the pages that have adopted a fan-growth driven strategy with their presence on Facebook. Since it’s encouraged to continuously strive to increase the size of the community, there are no benchmarks regarding the ideal fan base number for any community on Facebook. 2. Talking about this: This KPI indicates the number of fans that interact with the page in actions such as new page likes, comments, posts by fans, shares, photo tagging, and other interactions. It clearly shows the pages that focus on increasing engagement with their fans. Talking About This = Page Likes + Wall Posts + Post Likes + Comments + Shares + Answers + RSVPing an Event + Mentions + Photo Tagging + Checking in at Your PlaceFacebook Benchmarks in the Middle East
  • 5. Presented by The Online Project 5 3. Engagement ratio: This metric indicates the number of fans that interact with the brand according to “Talking About This” with respect to the “Community Size”, and clearly evaluates whether the fan interactions are qualitative or just quantitative in nature. Engagement Ration = (Talking About This ) / (Community Size) 4. Content performance: Content performance indicates the average number of fans that interact with the content that is posted by the page on their newsfeeds. The interactions comprise mostly of likes, comments, and shares. A sample of 30 randomly collected posts from the past 3-6 months was used to calculate these interactions, with respect to the “Community Size”. This KPI clearly evaluates the strength and performance of the posted content, relative to the size of the community. Content Performace = (Likes + Shares + Comments) / (Community Size) 5. Response time (customer service performance): This KPI indicates the average amount of time the page takes to respond to its fans, by acting in the capacity of a customer service agent. 30 random inquires were extracted from each page as a sample to calculate the time taken to respond to an inquiry, and ultimately, the efficiency of the page’s customers. The response time KPI was omitted for the following industries: Food & Beverage, Automotive, TV Channels, and FMCGs. The reasoning behind this is that they lack the strong customer service orientation that the other pages possess on their pages. Disclaimer: The data in this report was compiled by both SocialWatchlist.com and The Online Project. Based on continuous daily monitoring of thousands of Facebook pages in the Middle East, the number of likes, people talking about and engagement rates were pulled directly with no assumptions, subjective opinions, or custom rating system. Each page is manually verified to ensure it is official, and regularly spot- check their data to ensure its accuracy. Social Watchlist is privately owned and not affiliated, endorsed or sponsored by Facebook. Some of the brands mentioned in the report are or were clients of The Online Project but no preference or bias was towards any of them while collecting the data in this report.Facebook Benchmarks in the Middle East
  • 6. Presented by The Online Project 6 Findings The findings of the study are presented below according to the respective industry. In addition to the KPIs and growth rates of the top performing pages per industry, we also presented the average engagement and response rates for the entire industry in addition to benchmarks for each KPI per industry. Airlines Airlines Fan Base Rank Page Fans 1 Emirates 601,131 2 Qatar Airways 289,381 3 nasair ‫طيران ناس‬ 217,605 4 Etihad Airways 136,361 5 Royal Jordanian Airlines 125,947 6 RAK Airways 55,409 7 Middle East Airlines - Air Liban 49,957 8 EGYPTAIR 45,036 9 Gulf Air 28,710 10 Oman Air 23,871 Airlines Engagement Ratio Industry Benchmark: 11% Rank Page Engagement Ratio 1 Syrian Arab Virtual Airlines 52% 2 Oman Air 22% 3 Etihad Airways 12% 4 Qatar Airways 5% 5 nasair ‫طيران ناس‬ 5% 6 Emirates 4% 7 Middle East Airlines - Air Liban 4% 8 Air Arabia 3% 9 Gulf Air 3% 10 Royal Jordanian Airlines 2%Facebook Benchmarks in the Middle East
  • 7. Presented by The Online Project 7 Airlines Airlines Content Performance Industry Benchmark: 0.59% Rank Page Content Performance 1 Oman Air 1.31% 2 Emirates 1.13% 3 Etihad Airways 0.62% 4 Bahrain Air 0.61% 5 Middle East Airlines - Air Liban 0.41% 6 Qatar Airways 0.38% 7 Saudi Arabian Airlines 0.37% 8 nasair ‫طيران ناس‬ 0.36% 9 Air Arabia 0.34% 10 RAK Airways 0.34% Airlines Response Time Industry Benchmark: 485 minutes Rank Page Response Time (minutes) 1 EGYPTAIR 73 2 Royal Jordanian Airlines 95 3 Middle East Airlines - Air Liban 99 4 Qatar Airways 147 5 nasair ‫طيران ناس‬ 199 6 Oman Air 413 7 Gulf Air 463 8 Etihad Airways 664 9 RAK Airways 1036 10 Saudi Arabian Airlines 1662Facebook Benchmarks in the Middle East
  • 8. Presented by The Online Project 8 Airlines Airlines Talking About This Industry Benchmark: 8,199 Rank Page Talking About This 1 Emirates 26,257 2 Etihad Airways 16,924 3 Qatar Airways 15,213 4 nasair ‫طيران ناس‬ 11,109 5 Oman Air 5,216 6 Royal Jordanian Airlines 2,761 7 Middle East Airlines - Air Liban 1,826 8 EGYPTAIR 950 9 Syrian Arab Virtual Airlines 916 10 Gulf Air 814 Fan base growth figures for the airlines industry during the second quarter of 2012:Social Media Benchmarks in the Middle East
  • 9. Presented by The Online Project 9 Automotive Automotive Fan Base Rank Page Fans 1 Kia Egypt 504,230 2 BMW Middle East 375,823 3 Audi Middle East 356,659 4 Toyota Saudi 315,651 5 Renault Egypt 286,942 6 BMW Egypt 249,224 7 Nissan Motor Egypt 232,511 8 Chevrolet Egypt 213,726 9 Toyota Egypt 212,876 10 Peugeot ME 206,362 Automotive Engagement Ratio Industry Benchmark: 7% Rank Page Engagement Ratio 1 Hyundai Saudi Arabia 24.2% 2 Volkswagen Middle East 8.6% 3 Mercedes-Benz KSA 7.9% 4 Toyota Saudi 7.8% 5 Audi Middle East 4.6% 6 BMW Middle East 4.0% 7 Kia UAE 3.8% 8 Mercedes-Benz Jordan 3.1% 9 Nissan Motor Egypt 3.0% 10 Toyota Egypt 2.6%Facebook Benchmarks in the Middle East
  • 10. Presented by The Online Project 10 Automotive Automotive Content Performance Industry Benchmark: 0.38% Rank Page Content Performance 1 Mercedes-Benz KSA 1.07% 2 Mercedes-Benz Jordan 0.61% 3 BMW Egypt 0.53% 4 MINI Middle East 0.35% 5 Toyota Saudi 0.30% 6 Cadillac Arabia 0.26% 7 Audi Middle East 0.21% 8 Volkswagen Middle East 0.18% 9 BMW Middle East 0.17% 10 Nissan Motor Egypt 0.15% Automotive Talking About It Industry Benchmark: 11,032 Rank Page Talking About It 1 Toyota Saudi 24,491 2 Audi Middle East 16,433 3 Hyundai Saudi Arabia 15,308 4 BMW Middle East 15,163 5 Kia UAE 7,454 6 Volkswagen Middle East 7,147 7 Nissan Motor Egypt 6,862 8 Mercedes-Benz KSA 6,752 9 Toyota Egypt 5,633 10 Kia Egypt 5,080Facebook Benchmarks in the Middle East
  • 11. Presented by The Online Project 11 Automotive Fan base growth figures for the automotive industry during the second quarter of 2012:Facebook Benchmarks in the Middle East
  • 12. Presented by The Online Project 12 Banks Banks Fan Base Rank Page Fans 1 QNB 231,247 2 Al Rajhi Bank 132,998 3 SABB 110,024 4 UAE Exchange 81,594 5 Jordan Ahli Bank 64,071 6 Standard Chartered UAE 63,688 7 Mashreq Bank 61,052 8 NBK 31,425 9 Riyad Bank 31,185 10 The Saudi Investment Bank 26,330 Banks Engagement Ratio Industry Benchmark: 6% Rank Page Engagement Ratio 1 The Saudi Investment Bank 20.4% 2 Citibank UAE 12.5% 3 QNB 6.9% 4 Commercial Bank of Qatar 6.7% 5 SABB 4.6% 6 UAE Exchange 2.9% 7 Barwa Bank Group 2.4% 8 Al Hilal Bank 2.2% 9 Rakbank 1.8% 10 NBK 1.6%Facebook Benchmarks in the Middle East
  • 13. Presented by The Online Project 13 Banks Banks Content Performance Industry Benchmark: 0.47% Rank Page Content Performance 1 Abu Dhabi Islamic Bank 1.65% 2 QNB 0.59% 3 The Saudi Investment Bank 0.55% 4 Citibank UAE 0.38% 5 Commercial Bank of Qatar 0.37% 6 Al Hilal Bank 0.30% 7 Jordan Ahli Bank 0.29% 8 Arab Bank 0.20% 9 Rakbank 0.18% 10 Kuwait International Bank 0.18% Banks Response Time Industry Benchmark: 480 minutes Rank Page Response Time (minutes) 1 UAE Exchange 73 2 Al Rajhi Bank 109 3 Jordan Ahli Bank 154 4 SABB 278 5 QNB 284 6 Al Hilal Bank 423 7 The Saudi Investment Bank 670 8 Rakbank 764 9 Arab Bank 939 10 Riyad Bank 1109Social Media Benchmarks in the Middle East
  • 14. Presented by The Online Project 14 Banks Banks Talking About This Industry Benchmark: 3,285 Rank Page Talking About This 1 QNB 15,933 2 The Saudi Investment Bank 5,380 3 SABB 5,023 4 UAE Exchange 2,381 5 Mashreq Bank 868 6 Al Rajhi Bank 795 7 Citibank UAE 768 8 Jordan Ahli Bank 652 9 Commercial Bank of Qatar 532 10 NBK 516 Fan base growth figures for the banks industry during the second quarter of 2012:Social Media Benchmarks in the Middle East
  • 15. Presented by The Online Project 15 FMCGs FMCGs Fan Base Rank Page Fans 1 Pepsi Masr 1,263,311 2 Pepsi Arabia 1,169,868 3 Chipsy Egypt 648,946 4 Lay’s Arabia 613,981 5 Doritos Arabia 554,703 6 Kit Kat Arabia 543,296 7 Head and Shoulders Arabia 505,295 8 Mountain Dew Arabia 493,440 9 Almarai 486,303 10 Nivea Middle East 419,646 FMCGs Engagement Ratio Industry Benchmark: 5.5% Rank Page Engagement Ratio 1 Nescafe Egypt 10.3% 2 7up Egypt 9.2% 3 Lay’s Arabia 8.4% 4 Tang Arabia 5.5% 5 Nescafe Arabia 4.8% 6 Head and Shoulders Arabia 4.3% 7 Almarai 3.7% 8 Nivea Middle East 3.5% 9 Doritos Arabia 3.5% 10 Pepsi Masr 2.3%Facebook Benchmarks in the Middle East
  • 16. Presented by The Online Project 16 FMCGs FMCGs Content Performance Industry Benchmark: 0.29% Rank Page Content Performance 1 7up Egypt 0.68% 2 Lay’s Arabia 0.59% 3 Nescafe Arabia 0.28% 4 Pepsi Masr 0.26% 5 Almarai 0.24% 6 Doritos Arabia 0.23% 7 Nescafe Egypt 0.20% 8 Pepsi Arabia 0.19% 9 Master Chips 0.14% 10 Mountain Dew Arabia 0.12% FMCGs Talking About This Industry Benchmark: 24,525 Rank Page Talking About This 1 Lay’s Arabia 51,860 2 Nescafe Egypt 35,655 3 Pepsi Masr 29,364 4 7up Egypt 24,678 5 Head and Shoulders Arabia 21,836 6 Doritos Arabia 19,304 7 Almarai 18,212 8 Nescafe 17,598 9 Nivea Middle East 14,701 10 Pepsi Arabia 12,039Facebook Benchmarks in the Middle East
  • 17. Presented by The Online Project 17 FMCGs Fan base growth figures for the FMCG industry during the second quarter of 2012:Facebook Benchmarks in the Middle East
  • 18. Presented by The Online Project 18 Food & Beverage Food & Beverage Fan Base Rank Page Fans 1 KFC Arabia 1,060,599 2 Pizza Hut Middle East 599,167 3 Just Falafel 471,168 4 Hardee’s Arabia 264,673 5 Burger King Egypt 232,849 6 Sugar Daddy’s Bakery - Amman 219,993 7 Krispy Kreme Saudi Arabia 142,147 8 La Poire Egypt 144,617 9 Auntie Hanady’s Cheesecake & Cookies 101,790 10 Lemon Shisha Bistro 99,509 Food & Beverage Engagement Ratio Industry Benchmark: 7% Rank Page Engagement Ratio 1 McDonald’s Arabia 21.5% 2 La Poire Egypt 9.9% 3 Azkadenya 8.4% 4 Hardee’s Arabia 8.1% 5 Baskin Robbins Gulf 5.9% 6 Subway Arabia 5.4% 7 Sugar Daddy’s Bakery - Amman 3.2% 8 The Chocolate Bar 3.0% 9 KFC Arabia 2.5% 10 Burger King Egypt 2.3%Facebook Benchmarks in the Middle East
  • 19. Presented by The Online Project 19 Food & Beverage Food & Beverage Content Performance Industry Benchmark: 0.31% Rank Page Content Performance 1 Subway Arabia 0.55% 2 Auntie Hanady’s Cheesecake & 0.39% Cookies 3 Sugar Daddy’s Bakery - Amman 0.35% 4 Baskin Robbins Gulf 0.32% 5 McDonald’s Arabia 0.30% 6 Krispy Kreme Saudi Arabia 0.29% 7 Azkadenya 0.28% 8 The Chocolate Bar 0.26% 9 Lemon Shisha Bistro 0.18% 10 Hardee’s Arabia 0.15% Food & Beverage Talking About This Industry Benchmark: 12,746 Rank Page Talking About This 1 KFC Arabia 26,490 2 McDonald’s Arabia 21,989 3 Hardee’s Arabia 21,561 4 La Poire Egypt 14,257 5 Pizza Hut Middle East 13,699 6 Sugar Daddy’s Bakery - Amman 7,005 7 Azkadenya 6,686 8 Burger King Egypt 5,422 9 Just Falafel 5,176 10 Baskin Robbins Gulf 5,171Facebook Benchmarks in the Middle East
  • 20. Presented by The Online Project 20 Food & Beverage Fan base growth figures for the food & beverage industry during the second quarter of 2012:Facebook Benchmarks in the Middle East
  • 21. Presented by The Online Project 21 Mobiles Mobiles Fan Base Rank Page Fans 1 Nokia Egypt 1,378,544 2 Blackberry Middle East 406,497 3 Samsung Mobile Levant 278,932 4 Samsung Mobile Arabia 197,826 5 HTC MEA 161,498 6 Nokia Saudi Arabia 142,511 7 Nokia Jordan 140,121 8 Nokia UAE 139,441 9 Sony Mobile Middle East 109,539 10 Sony Mobile EG 108,676 Mobiles Engagement Ratio Industry Benchmark: 7.5% Rank Page Engagement Ratio 1 BlackBerry Egypt 34.5% 2 Motorola Middle East 9.1% 3 Samsung Mobile Arabia 4.4% 4 Samsung Mobile Levant 4.2% 5 Nokia UAE 4.2% 6 Nokia Saudi Arabia 4.1% 7 Nokia Syria 4.1% 8 Nokia Jordan 3.2% 9 Samsung Mobile Saudi 3.2% 10 Nokia Egypt 3.1%Facebook Benchmarks in the Middle East
  • 22. Presented by The Online Project 22 Mobiles Mobiles Content Performance Industry Benchmark: 0.31% Rank Page Content Performance 1 Samsung Mobile Saudi 0.50% 2 Nokia Jordan 0.42% 3 Sony Mobile KSA 0.40% 4 Nokia Syria 0.39% 5 Nokia Iraq 0.34% 6 Nokia UAE 0.24% 7 Samsung Mobile Arabia 0.23% 8 Sony Mobile Middle East 0.20% 9 Nokia Lebanon 0.17% 10 Nokia Egypt 0.15% Mobiles Response Time Industry Benchmark: 425 minutes Rank Page Response Time (minutes) 1 Samsung Mobile Levant 65 min 2 Nokia Saudi Arabia 129 min 3 Sony Mobile EG 214 min 4 Motorola Middle East 318 min 5 Nokia Egypt 460 min 6 HTC MEA 531 min 7 Nokia Lebanon 626 min 8 Nokia Jordan 635 min 9 Blackberry Middle East 636 min 10 BlackBerry Egypt 642 minFacebook Benchmarks in the Middle East
  • 23. Presented by The Online Project 23 Mobiles Mobiles Talking About This Industry Benchmark: 13,128 Rank Page Talking About This 1 Nokia Egypt 42,794 2 BlackBerry Egypt 34,687 3 Samsung Mobile Levant 11,734 4 Samsung Mobile Arabia 8,707 5 Blackberry Middle East 8,311 6 Motorola Middle East 6,604 7 Nokia Saudi Arabia 5,888 8 Nokia UAE 5,862 9 Nokia Jordan 4,501 10 Sony Mobile Middle East 2,193 Growth figures for the mobile industry are unavailable.Facebook Benchmarks in the Middle East
  • 24. Presented by The Online Project 24 Telecom Telecom Fan Base Rank Page Fans 1 Vodafone Egypt 1,446,354 2 Etisalat Misr 873,197 3 STC ‫االتصاالت السعودية‬ 624,897 4 JawwaL 518,967 5 Mobinil 429,567 6 Mobily 424,470 7 TE Data 413,368 8 Zain 357,625 9 Zain Iraq 212,625 10 Orange Jordan 206,462 Telecom Engagement Ratio Industry Benchmark: 4.5% Rank Page Engagement Ratio 1 Asiacell 8.9% 2 Vodafone Egypt 4.8% 3 JawwaL 4.7% 4 Zain Jordan 4.6% 5 Zain Iraq 4.6% 6 STC ‫االتصاالت السعودية‬ 4.5% 7 Zain Saudi Arabia 4.1% 8 Orange Jordan 3.0% 9 Umniah belong 2.8% 10 Mobinil 2.8%Facebook Benchmarks in the Middle East
  • 25. Presented by The Online Project 25 Telecom Telecom Content Performance Industry Benchmark: 0.26% Rank Page Content Performance 1 Asiacell 0.87% 2 Vodafone Egypt 0.24% 3 Etisalat Misr 0.23% 4 Zain Iraq 0.21% 5 JawwaL 0.21% 6 Mobinil 0.19% 7 Wataniya Mobile Palestine 0.17% 8 Zain Jordan 0.17% 9 Du 0.16% 10 Zain Saudi Arabia 0.13% Telecom Response Time Industry Benchmark: 140 minutes Rank Page Response Time (minutes) 1 Vodafone Egypt 9 2 Mobinil 14 3 Zain 103 4 Zain Jordan 126 5 Qtel 131 6 Zain Saudi Arabia 157 7 Zain Iraq 158 8 Orange Jordan 168 9 Etisalat UAE 261 10 Vodafone Qatar 271Facebook Benchmarks in the Middle East
  • 26. Presented by The Online Project 26 Telecom Telecom Talking About This Industry Benchmark: 20,025 Rank Page Talking About This 1 Vodafone Egypt 69,248 2 STC ‫االتصاالت السعودية‬ 27,980 3 JawwaL 24,416 4 Etisalat Misr 17,489 5 Asiacell 16,848 6 Mobinil 11,946 7 Zain Iraq 9,854 8 Zain Jordan 9,199 9 Zain Saudi Arabia 7,118 10 Orange Jordan 6,156 Fan base growth figures for the telecom industry during the second quarter of 2012:Social Media Benchmarks in the Middle East
  • 27. Presented by The Online Project 27 TV Channels TV Channels Fan Base Rank Page Fans 1 Al Jazeera Channel 2,345,532 2 MBC2 2,283,523 3 MBC4 1,987,535 4 Al Arabiya ‫قناة العربية‬ 1,980,843 5 MBC Action 1,418,814 6 MBC MAX 1,150,029 7 Al Jazeera English 1,098,954 8 MBC 3 962,501 9 MBC 1 711,978 10 National Geographic Abu Dhabi 695,559 TV Channels Engagement Ratio Industry Benchmark: 5.5% Rank Page Engagement Ratio 1 Alhurra ‫قناة الحرة‬ 10.8% 2 Fox Movies 10.6% 3 Al Aan TV 6.9% 4 Al Arabiya ‫قناة العربية‬ 5.6% 5 FOX 5.3% 6 National Geographic Abu Dhabi 4.7% 7 OSN 4.0% 8 MBC 3 3.1% 9 Akhbar Al Aan - ‫اخبار اآلن‬ 3.0% 10 Al Jazeera Sport - ‫الجزيرة الرياضية‬ 2.6%Facebook Benchmarks in the Middle East
  • 28. Presented by The Online Project 28 TV Channels TV Channels Content Performance Industry Benchmark: 0.12% Rank Page Content Performance 1 Alhurra ‫قناة الحرة‬ 0.32% 2 Al Jazeera Sport - ‫الجزيرة الرياضية‬ 0.29% 3 Fox Movies 0.17% 4 MBC 3 0.08% 5 National Geographic Abu Dhabi 0.08% 6 Fatafeat - El Hayat Helwa 0.06% 7 OSN 0.05% 8 MBC 1 0.05% 9 MBC2 0.04% 10 FOX 0.04% TV Channels Talking About This Industry Benchmark: 44,490 Rank Page Talking About This 1 Al Arabiya ‫قناة العربية‬ 111,829 2 Fox Movies 72,590 3 Alhurra ‫قناة الحرة‬ 54,233 4 Al Aan TV 34,057 5 National Geographic Abu Dhabi 32,612 6 MBC2 30,777 7 MBC4 29,522 8 MBC 3 29,484 9 Al Jazeera Channel 27,696 10 MBC Action 22,100Facebook Benchmarks in the Middle East
  • 29. Presented by The Online Project 29 TV Channels Fan base growth figures for the TV channels industry during the second quarter of 2012:Facebook Benchmarks in the Middle East
  • 30. Presented by The Online Project 30 Key Takeaways • Results should be benchmarked and analyzed against competitors in the same industry; a seemingly low engagement rate in one industry could be a top performer in another. • Excelling in one or two KPIs should not be an excuse for lagging in others. It is extremely difficult to be the top performer across the board, however every effort should be made to maintain a certain standard of achievement as to avoid being knocked out of the top 10 altogether. • Brands should not solely focus on increasing their fan base as an indicator of their success – a common misconception. The engagement rate is a good indicator of how relevant a brand is to its customers and how much the fan base listens to it. Brands should be constantly looking for creative ways to engage with their fan base, supplemented with advertising for growth. • With the release of this report, and others like it, brands can no longer hide behind information asymmetry. Brands who have an average response time longer than 24 hours, while their competitors are keeping it under 10 minutes, might be attacked for such indifference.Facebook Benchmarks in the Middle East
  • 31. Presented by The Online Project 31 Contributions & special thanks This report could not have been Hammouri; Yara Al Qudah; Zena Wutsen; Ali Al Hassani; Nader produced without the efforts of Risheg; Kareem Shareef; Tara Abu Eiteh; Ahmad Salem; Tanya some of key team members and Mubaidin; and Hadeel Hmaidi; Marrar; Sara Assad; Mohammad partners. and our designers Lama Qudah; Khatib; Mohammad Abu Mustapha Al Abdali; Ahmad Baker; Julia Schmutzler; A special thanks goes Yassen and Senior Social Media Yasmine Sakka; Abdel Aziz out to: Rakan Brahedni, Developers Zeid Haddadin and Abu-Fadaleh; Hamzeh Zaher; founder of Social Watchlist, Alaa Badran. The remaining Salwa Qattan; Dana Abiqwa; who contributed in content members of our Analysis & Furat Abuhashhash; Ez Zmeili; development and data analysis. Monitoring team: Muhyidean Mahmoud Madi Dwairi; Dina Zeid Habayeb, Business Tarawneh, Amer Yaghi, and Habash; Ala’a Qaraeen; Dana Development Executive, Sajeda Dabbas. Firas Steitiyeh, Kakish; Riham Abu Daqqa; who authored the report and Products Manager, and his team: Maher Jilani; Ahmad Moqanasa; created synergies with everyone Khaled Nobani, Yazan Qteishat, Tarek Qaitouqa; Hanan Dajani involved. Feras Hilal, Social and Ruba Nobani. and Nour Soudani. Media Marketing Manager, who served as a main contributor Our operations team for And our colleagues at in analyzing the data; Hamzeh making it possible to do Modern Media for their Janakat, Head of Analysis & what we do: COO Qais Al constant support: Razan Monitoring, who collected and Rousan; Human Resources Goussous, Kholoud Sarsak, prepared the data, along with Manager Hadeel Al Jobour; Samah Ayoub, Zeina Gammoh, his team: Zeid Bushnaq, Lina Human Resources Officer Dana Mustafa Shahwan, Ammar Al Meshal, Mahmoud Shahwan, Refai; Business Development Haman, Motasem Khalifa, Lee Rawan Hamed, and Islam Ayyeh. Associate Eman Mufleh; McGrath, Leen Halawani, Hanna Suad Taji, Art Director, and Ala’a Technical Support Manager Hamati, Ammar Jarrar, Hadi Tameem, Designer, who are Odey AbdulGhani and IT Soudi, Nabil Shukri; and former responsible for the design of Support Ahmad Anabtawi; team member Ghada Odeh. the report and accompanying Executive Assistant Tourane infographics. Dione; our Advertising We received feedback, Executives Roula Al Khatib and direction and information We would also like to thank Fouad Abida; and our finance from the following industry all the team members at team: Khaled Al Azhari, Raed al contributors, without whom TOP who make it possible Absi and Saad Hashem. the preparation of the to spend every day learning report would not have been something new: Client Former team members, who possible as well: Iain Twine Servicing Manager, Nisreen have left a lasting trace on and Mark SooHoo from Edelman Shawwa; Head of Community what we do: Hussam Binni; PR Agency for their mentorship Management, Jansait Nahla Tabbaa; Sohaib Ismail; and guidance; Zeid Nasser from Qoughondoqa; Strategists Ahmad Akour; Osama Tuffaha; MediaMe.com in addition to and Project Managers Ali Rama Abdelhadi; Dana Mismar; Ismail Atrash from Endeavor, and Zuaiter, Ali Abdulhadi, Sima Loay Malahmeh; Mahmoud the team at Social Watchlist for Zeidan, Dima Shahin and Diya Mujahed; Ali Babay; Ashtar their contributions in collecting Murra; Community Managers Daraghmeh; Firas Jallad; Nicola and analyzing the data. Najeeb Nimri; Sabina Al Khoury; Mohammad Moey Shawareb; Shatha Hamdan; Tala Shawash; Amer Al Saleh; KimFacebook Benchmarks in the Middle East
  • 32. Presented by The Online Project 32 About TOP As the Middle East’s leading social media agency, The Online Project develops and executes social media strategies for Fortune 500 companies and high profile organizations operating in the region.Facebook Benchmarks in the Middle East
  • 33. Presented by The Online Project 33 Contact Us For general inquiries please email info@theonlineproject.me Dubai Riyadh Amman Tel: +971 4 428 0731 Tel: +966 1 463 4462 Tel: +962 6 465 8209 Fax: +971 4 429 3236 Fax: +966 1 462 6413 Fax: +962 6 465 8206 7th Floor, Thuraya 2 Al Rabiah Building P.O. Box 840616 Dubai Media City Olaya Riyadh, KSA Amman 11184 P.O. Box 500717 Jordan Dubai, UAEFacebook Benchmarks in the Middle East