The Middle East Social Media Guide
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The Middle East Social Media Guide

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The Middle East Social Media Marketing Guide will give you a complete step-by-step overview on setting up your own brand's social media presence, including Facebook pages, Twitter accounts and ...

The Middle East Social Media Marketing Guide will give you a complete step-by-step overview on setting up your own brand's social media presence, including Facebook pages, Twitter accounts and LinkedIn profiles. It also tells you which are best monitoring tools out there, so you'll never be overwhelmed with too much to do and too few hands!

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The Middle East Social Media Guide The Middle East Social Media Guide Presentation Transcript

  • INSIGHTS INTO SOCIAL MEDIA SUCCESS! Mastering the basics Researched & created by IQPC for The Online & Digital Marketing Summit
  • “Social media is just a buzzword until you come up with a plan” Zach Dunn
  • SOCIAL MEDIA IN THE ARAB WORLD: WHAT YOU NEED TO KNOWTOTAL FACEBOOK USERS IN ARAB TOTAL TWITTER USERS IN ARAB WORLD: 27,711,503 WORLD: 6.5 MILLION FASTEST GROWTH SINCE JAN 2011: EGYPT 2 MILLION NEW FACEBOOK USERS
  • SOCIAL MEDIA IN THE ARAB WORLD: WHAT YOU NEED TO KNOW USERS BY GENDER (%) NUMBER OF TWEETS PER DAY: 252,000LEBANON 45 55 PER MINUTE: 175 EGYPT 36 64 TUNISIA 42 58 JORDAN PER SECOND: 3 41 59
  • “A brand is no longerwhat we tell theconsumer it is – it is whatconsumers tell each otherit is.” Scott Cook
  • SO HOW CAN YOU MASTER SOCIAL MEDIA?
  • Decide1. Have you considered that you need to enroll your team into a social media course?2. Have you received the buy-in from senior management for rolling this campaign out?3. Have you informed the IT & web teams (they’re the ones who’ll provide the technical tools)4. Are you ready to handle customer service queries & complaints in real-time, online – publically? Is your Customer Services Manager on-board with your plans?
  • Listen1. What is your market talking about?2. What are their concerns?3. What do they want from products like yours?4. Have they had a bad experience with you or a competitor?5. What is their biggest obstacle to buying? In a nutshell: know THEIR story before telling them yours.
  • Focus1. You don’t need to be on every social network (Facebook, Twitter, etc.) at the same time2. Figure out what you want to achieve: 1. Lots of fans 2. Feedback on products 3. People sharing your links 4. People talking about you3. Social media is a tactic, NOT a strategy4. Different social networks require differing levels of daily or weekly commitment5. After considering the above, choose the network that works best to achieve your goals and build your strategy around it
  • Engage1. Start sharing your opinions, advice and content2. Give your followers & fans (your potential and existing customers) feedback on their opinions: remember, they are always right, even if they’re not!3. Is there something they’re looking for that you can offer? Let them know, by demonstrating it instead of telling them about it. Demos go a long way!4. Accept constructive criticism5. Ask them for suggestions, ways to improve and what they want from your industry6. Provide them with solutions to their concerns when applicable to your expertise
  • “You will make mistakes. If you are sincere about helping the community, theLearn authenticity will show and your mistakes will be forgiven.” Zia Yusuf1. Sign up to social media marketing blogs and resources2. Read updates regularly – this is a fairly new marketing channel, things change daily. In the case of Google+, they changed in 16 days3. Challenge the norms. Just because advertising on Facebook didn’t work for product A, doesn’t mean it won’t work for product B4. Don’t worry about mistakes and failed campaigns. Discuss, re-direct and improve5. Attend seminars, conferences and forums such as Click Egypt – this is where people like you come to learn, discuss, debate and decide
  • MeasureMeasuring the ROI of social media continues to be a hot topic among marketers, whetherin the board room or at industry conferences.Being a new channel, metrics for social media measurement are still in their infancy, withnew metrics arising regularly due to growth in various aspects.‘Do you measure the ROI of a phone? No you don’t, because it is a medium, not a product.Similarly, social media is a medium and should be seen as such.’ Alexander McNabb
  • MeasureYou can, however, measure your success in certain ways as follows:1. How many followers/ fans do you gain per week?2. Has anyone bought a product from you based on something you said on the network?3. How much time are people spending on your website once they click on its link on your social media page? (you can get this info from your Google Analytics. Here’s how)4. How many times are your tweets re-tweeted or your Facebook links shared?5. How many times are you mentioned on social networks? Google’s ‘Social Alerts’ lets you set up alerts where you receive emails on when this happens
  • SIDE NOTE:If you’re enjoying these tips on successfulsocial media marketing, you may want to gain live advice and knowledge from the experts who will present Click Egypt in November. Click here to join Egyptian marketers atthe biggest marketing event in the region.
  • Top tips -1. Choose to create a Facebook Page instead of groups. Groups are restrictive2. Let your brand name be the title of your Page, place your products under that in dedicated tabs3. Invite staff to ‘Like’ the Page & get involved by engaging on it4. Populate it with content as well, not just demos of your products. Give people a reason to visit and share. This can be news, blog posts etc.5. Update weekly if not daily6. Add company news, videos, photos of employees / office. This puts a human face behind your corporate image7. Invite existing clients to ‘Like’ the page. If possible, have them add testimonials on your ‘Wall’8. Advertise your Page using Facebook’s advertising platform. Make it worth people’s time to ‘Like’ it, e.g. give them a free trial product or free download if they do
  • Top tips -1. Choose your Twitter Handle (@yourname) wisely. Try keeping it short as it takes up space when people retweet you2. Make your bio keyword-rich and focused. E.g. say ‘Egypt-based car rentals: 4x4s, sedans & hatchbacks’ instead of ‘the best car rental company in Egypt’3. Start your Twitter existence by asking questions, getting feedback and constructive criticism4. Retweet industry news and comments by industry gurus. People will respect you as someone who shares information on things they are passionate about
  • Top tips -5. Try tweeting or re-tweeting at least once a day if not more6. Don’t worry about numbers of followers. Quality matters more thanquantity. Having 1,000 fans with buying potential is better than 100,000without it7. Invite existing clients to follow you, and follow them back. They will mostlikely retweet your tweets8. As far as possible, follow back the people who start following you9. Master the # (hash) tag. These are social bookmarks on Twitter and letpeople follow trends and topics that are being discussed e.g. #cars #FIFAResource: One of the best guides for using Twitter for business was written by ChrisBrogan. Twice. Click here & here to learn how to maximise the business potential of yourtweets!
  • Top tips -1. Setup your company profile on LinkedIn and use it as the standard for all employees on LinkedIn2. Ensure keyword-rich bios mentioning your exact job function and company3. Advertise on LinkedIn using their LinkedIn Ads feature. With over 200 million highly segmented professionals on it, you have the opportunity to focus your ad on those 10 individuals in Cairo you really want to connect with4. If you want to get in touch with someone not within your network, find a mutual connection and ask for an Introduction. Introductions as highly valued on LinkedIn
  • Top tips -5. You can connect your LinkedIn account to your company Twitter account sothat anytime you tweet something from it, it gets shared on your LI profile6. Join groups on LinkedIn focused on your industry. People share weekly, daily,and in some cases hourly! Take part in discussions there and start connectingthrough this7. Add the ‘Answers’ application on LinkedIn to your profile. Answers allowsprofessionals to ask questions on products, industries and more, and gives youthe opportunity to show your expertise8. Share content. LinkedIn allows you to share your presentations, videos, etc.In fact, a great way is to add the SlideShare application, where your content canthen go beyond this platform and be searchable on Google!
  • Hone your skillsWant to know how to create and manage a great Facebookpage? Visit this page by Hubspot which explains (with video) inbasic steps how to create that winning pageStill figuring out how to master the art of tweeting, retweeting,& mentioning? Still confused on what RT, MT and D mean onTwitter? Visit this page – also by Hubspot – which gives you thelow-down on how to be a champion business-tweeter
  • ToolsDownload these great tools to simplify, organise and monitoryour social network presence. Best of all: they’re free!1. Tweetdeck: An application that works on desktops, iPads & iPhones; it allows you to monitor multiple accounts on Facebook, Twitter, Foursquare, LinkedIn and others2. Hootsuite: A web-based application ensuring you are always connected to your network wherever you are. Being a web-based platform means all you need is a smartphone!3. Seesmic: A cross platform application that allows you to break up your Twitter stream into multiple columns, manage multiple Twitter accounts etc.4. Ubersocial: A smart-phone based application which allows you to use & monitor multiple Twitter accounts directly from your phone
  • Finally, remember that your social media campaign may be your responsibility to run, but it is owned by all your employees. Work together to share, innovate and finally: convert your fans into financial returns!
  • Congratulations! These are the basics you need for social media marketing. With social media marketing strategies changing daily – and new networks rising regularly – you need to stay abreast of the latest best practice. We already shared with you some key SEO tips recently, and over the coming months we will share with you many other tools to master the digital marketing field, including email marketing, copywriting and mobile marketing.What’s more, in October, we will share with you a detailed Digital Marketing Guidebook, which will include insights into better social media marketing! The Online & Digital Marketing Summit 21-23 November 2011 Sofitel Cairo, El Gezirah, Cairo, Egypt