Engaging Social MediaSocial Media World ConferenceSeptember 21st th- 22nd , 2010ADNEC, Abu Dhabi, UAEBy : Ayman Hamed- Marketing DirectorAl-Islami Foods
Quick Survey… • MySpace • Blogs?Do you have • Facebook? • Online Forum?an account • Flickr? Do you read… • Twitter? on… • LinkedIn? • RSS Feeds? • Digg? Do you or a Have you • Wikipedia client of yours submittedHave you ever • Yahoo? searched for do social content to a • Google? media socialanything on… • Ask? marketing network?
Agenda I- Finding our BearingIV- Taking it Global II- Tunning In III-Putting it Together
Cultural Fraudulent Diversity & In OpportuniS.East Asia stic (Moslems, Practices Buddhists, Hindus, In The Christians) Middle East How Did Halal Get Started?
The Opportunity• Global Halal Food Business Valued at US$580 Billion (Source: Euro monitor)• Current & Relevant Target Audience of Muslims of 1.8 Billion• Islam The Fastest Growing Religion In The World Value is Created, Now• Halal Food Products Who Will Capture The Estimated To Constitute Value? 20% of Total Food Value by 2025• Extended Middle Eastern Region Also Characterized By The Youngest Population
Composition of the $580 Billion HALAL Market Central & S. Asia Europe (Inc. Russia) $175 Bil $65 Billion China $ 5 Billion S. E. Asia N. America $ 95 Billion $15 Billion Africa $115 Billion Middle East $111 Billion S. America $1 Billion Australia & NZ $1.5 Billion Middle East = 19% Of World Value (*Source: Euromonitor)
Which Countries Are Benefiting The Most From This Growth?By in large the leading countries can be described as :Western, Non Muslim, Industrialized• Australia & NZ• USA• Canada• UK and EU• Brazil• India
What Other Countries Are Now Moving Into Position Countries that will succeed in penetrating the Global Halal Market will be those that pay attention to the details of, standards, branding and marketing & Collaborate with others.• Malaysia• Thailand• Brunei• Singapore• China• Philippine• Turkey• UAE
Which Companies Have Recognized the Opportunity! By in large those that have first mover advantage are Multinationals:• Nestle• McDonalds• KFC• TESCO• Aussie Beef• New Zealand Lamb
Who Is Al-Islami ? History : Dubai Coop society born in 1971 by Hajj Saeed Lootah. In 1981 launched brand Co-OP Islami to ensure genuine supply of Halal food. Starting with Frozen whole chicken, followed by processed products. Vision: To Become A Global Food Brand By Leading The Agenda On The Emergence of „Halal‟ As A Global Mega Trend And Capturing The Imagination of Food Lovers Around The World Mission: To Provide Authentic Halal Food With The Highest Standards Of Quality and Health, Thus Emerging As A Role Model For All Food Providers Around The World Aim: To be AED 1 Billion by 2013
Good to Remember……Halal for Al Islami Foods Is Not A Trend, Or a Variant, Or Part of Our Business IT IS OUR BUSINESS!!!
“Social Media is anumbrella term thatdefines the variousactivities that integratetechnology, socialinteraction, and theconstruction of words,pictures, videos, andaudio.”– Wikipedia (www.wikipedia.org)
“Over 80% of Americans Use Social Media Monthly.” -Forrester, The Broad Reach of Social Technologies 2009
“2/3 of the global internet population visits social networks.” -Nielsen, Global Faces: Networked Places, 2009
“Social Media has overtakenadult entertainment and emailas the #1 activity on the web.” -socialnomics, Social Media Blog
Because Social Media is Changing the Media Landscape“Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.” -Rupert Murdock, Media Mogul
“85% of Social Media users believe that a company should go further than just leaving a presence on social sites and should also interact with its customers.” -Cone, Business in Social Media Strategy, Sept. 2008
Which means it’s… It’s not… transparent controlled inclusive organized authentic exclusive vibrant product-drivenconsumer-driven “on-message”
The conversation is powered by• Social Networks• News & Bookmarking• Blogs• Microblogging• Video Sharing• Photo Sharing• Message boards• Wikis• Virtual Reality• Social Gaming• Related: – Podcasts – Real Simple Syndication (RSS)
But How to Capture Value ? Willingness To Pay Sales Value Me Too Products Differentiation Poor Market Activation Activation Substitutes Innovation Greys Engagement Retail Concentration Value Capture Trading Terms Distributor Gaps Overheads Wrong Business System Partnerships Legislation (Duties) Business System Inefficient Processes Managing Ecosystem Heavy Competition Supply Chain Costs Cost of Sales Managing Exit Effectively Willingness To Supply
Our Corporate Strategies 1 Build a powerful, local, regional & global “Halal” brand Invest heavily in ATL & BTL 2 Develop a brand led organization 3 Increase our total market sharethe Category SOV Dominate (Existing Geographies, Concepts, Categories & Channels) Expand New Concepts such as 4 Meat Shop, Cart & Farooj Aggressively expand geography (in every category) Re Launch in KSA &Europe 5 Drive expansion through innovation (In Formula, Packaging, Benefits, channels etc.) Better Consumer Based on Understanding Develop new Food solutions
1 Build A Powerful, Local, Regional & Global “Halal” Brand Communication Evolution of Al- ISLAMI BrandFunctionality 3. Going beyond the trade-off of (HALAL) Functionality & Convenience to 1. Emphasis on Bonding (Universal Values) HALA as real Differentiator Interrupt- ion Intrusion Engagement 2. Emphasis on Functional Benefits “Healthier, Nutritious & Tastier Lifestyle/conven ience 1. Halal Interruption : Emphasizing What Is Real Halal (Functional) 2. Halal Intrusion : Emphasizing Tangible Benefits (Added Value) 3. Halal Engagement : Emphasizing Universal Values (Cutting across all segments)
1 Build A Powerful, Local, Regional & Global “Halal” Brand• Functional Benefits & Lifestyle
1 Build A Powerful, Local, Regional & Global “Halal” Brand• Bonding
2 Develop A Brand Led OrganizationExpected SOV for 2010 will be around 60% of the total Frozen meat category 40% 60% Islami Others
Maktoob• Maktoob.com is the #1 consumer portal that provides multimedia services such asemail, videos music, movie reviews, chat rooms, women’s sections for cookery, healthand beauty, men’s sections for cars and computers and other information. Country Unique Visits Saudi Arabia 6,015,436 UAE 1,094,599 Bahrain 237,169 Kuwait 528,040 Oman 179,636 Levant 411,864 Qatar 250,209 Egypt 2,757,163
MSN Arabia• MSN Arabia is one of the top 5 consumer portals worldwide. It is consistently visited by young adults for interactive services: MSN Messenger Hotmail Games Music Video Health and Fitness All Other General News Page views per month: 42.58 million (Page views are the number of times the website pages/sections have been viewed) Unique users per month: 11.07 million (Unique users refer to the number of people who visit the website.)
Ikoo Network• The Ikoo Network consists of an assortment of websites, catering to different target audiences.• Their women network is a combination of sites targeting women across the GCC. Sedty Lakii UAE Women 3roos Mn66 Page views per month: 73.8 million (Page views are the number of times the website pages/sections have been viewed) Unique users per month: 5.83 million (Unique users refer to the number of people who visit the website.)
AL AAB• One of the few websites allowed for online gaming.
MSN Messenger • Impressions Booked: 505,288 impressions delivered. 1,515 clicks, 0.30% CTR. Interactions: 833 users initiated expansion ; I.R: 55% The I.R is the total # of user initiated actions; as this operation is an expandable banner, we monitor the % of users who opt to expand the banner and read more. The CTR & I.R are outstanding, considering this is a targeted campaign exclusively on females aged 20 to 44.
Alaab• Impressions Booked: 700,203 impressions delivered 1,890 clicks, 0.28% CTR. CTR well above average,on an +80% Arab Female majority site.
Alaab• Impressions Booked: 100% Share of voice were secured All users who enter the page will see the Islami logo on both sides of the page.
Ikoo Network• Impressions Booked: 1,957,332 impressions delivered. 2,935 clicks, 0.15% CTRfurther FREE impressions secured from the Ikoo network.
Keys to Success1. Experiment with social media2. Make a plan3. Listen4. Be transparent & honest5. Share your content6. Be personal and act like a person7. Contribute in a meaningful way8. See criticism as an opportunity9. Be proactive10. Accept you can’t do it all !