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Arab spring presentation Presentation Transcript

  • 1. Has the Arab springchanged brandsdigital perceptions?
  • 2. Table ofcontents • The Arab spring phenomena • Arab spring impact on ME market - Economical - Marketers› and perception • Digital scene in ME - Internet - Mobile - Content type - Social networks • Brands reaction - Opportunity - Skepticism - Confronting the consumer • Digital campaigns • Case studies • Tips for brands
  • 3. The Arab Spring Phenomena
  • 4. The Arab Spring PhenomenaA revolutionary wave of demonstrations and protests that havebeen taking place in the Arab world since 18 December of 2010.Mauritania, West Sahara, Morocco, Algeria, Tunisia,Libya,Egypt, Sudan, Lebanon, Syria, Iraq, Saudi Arabia, Kuwait, Bah-rain, Oman, Yemen.
  • 5. Arab spring impactin ME market
  • 6. Economical• Q1 almost vanished with very little business in many countries.• Uncertainty about any new investment .• Uncertainty about achieving any assigned targets . And hence budget freezing , and hire freezing .• Huge local conglomerates were marked as anti-xxx.• Some industries came to a complete stoppage like tourism and real estate .• New industries flourished like news and flag printing
  • 7. ECONOMIC IMPACT onOIL PRICE (table 1)(Crude Oil – Monthly price)*source indexmundi.comMonth ValueSept - 2010 - 75.93 $Oct - 2010 - 76.14 $Nov - 2010 - 84.56 $Dec - 2010 - 90.1$Jan - 2011 - 92.6$March - 2011 - 104.42 $
  • 8. ECONOMIC IMPACT IN WHEATPRICE (table 2)(Wheat – monthly price)*source indexmundi.comMonth ValueSept - 2010 - 246.25 $Oct - 2010 - 271.69 $Nov - 2010 - 270.29 $Dec - 2010 - 274.37 $Jan - 2011 - 306.99 $March - 2011 - 326.54 $
  • 9. Marketers and Perception The Leprechaun: These are marketers eager to learn what’s new on the media space, they are knowledge seekers and used to go online before the revolution in non professional way and get to know power of online after #Jan25 The Wonderful Wizard: They pretend to be something more than they actually are, they started hiring digital agencies to show the CEO that they are good, and they get the job done. The Locust: These are marketers that hits and run – they won’t go digital because it’s budget is transparent. They only care about bud- gets & personal benefits. These guys hurt the whole business.
  • 10. Marketers and Perception The Back Seat Driver: They provide too much information from the endless readings they scan on various forums and blogs, And that’s it The social media expert: These are the ones whom were convinced with the digital before the revolution and used to convince their heads, post the revolution they started immediately pilot campaigns online . The professional: The professional marketer nothing convince him except talking numbers & KPIs – they are okay with being online but still think the TV has their mass audience – they work hard to achieve goals & prefer long term strategies
  • 11. The digitalscene in ME
  • 12. Media Usage Frequency 15 13.3 12.9 12.5 12 12.3 12.4 11.9 11.3 11.2 10.7 10 9.2 9.8 9.4Times Per Week 7.9 7.6 7.9 7.9 7.6 7.5 7.6 7.5 7 6.8 6.5 6.2 5.1 5.4 4.9 5 4.3 4.4 3.9 3.6 2.4 2.5 2.5 1.4 1.5 1.5 0 Egypt Jordan Morocco Saudi Arabia UAE Access Internet via Desktop/laptop Access Internet via Mobile Listen to Radio (not online) Read Newspapers (not online) Read Magazines (not online) Text/Call via Mobile Watch TV (not online)
  • 13. Media Usage Duration 200 199 175 165 162 164 160 158 154 150 144 125 119 103 101 100 87Minutes / Day 79 80 76 75 73 73 65 59 54 52 50 48 48 43 36 37 33 33 31 29 29 30 27 28 25 25 0 Egypt Jordan Morocco Saudi Arabia UAE Access Internet via Desktop/laptop Access Internet via Mobile Listen to Radio (not online) Read Newspapers (not online) Read Magazines (not online) Text/Call via Mobile Watch TV (not online)
  • 14. Digitalscene in ME 84%Internet Usage Rate 70% 51% 40% 39% Egypt Jordan Morocco Saudi UAE Arabia
  • 15. 120 Place of Internet Acess 100 97% 91% 83% 80 69%Percentage 63% 60 56% 40 40% 30% 23% 22% 24% 20 21% 21% 19% 16% 17% 13% 12% 9% 9% 8% 6% 4% 1% 0 0% Egypt Jordan Morocco Saudi Arabia UAE Home Office Family / Friends House On-the-go Cyber Cafe
  • 16. Frequency of Office Internet Access 90 81% 80 80% 72% 70 60Percentage 56% 51% 50 14% 40 30 24% 20 21% 17% 14% 13% 10 8% 8% 9% 4% 6% 4% 3% 3% 2% 2% 1% 0% 0 0% 0% 1% 0% 1% 1% 1% Daily 1-2 times per week 1 time per month Alternate Day 1 time in 2 weeks Less often than 1 time per month
  • 17. Frequency of Home Internet Access 80% 81% 56% 80 72% 51% 70 60Percentage 50 40 30 20 14% 8% 9% 21% 24% 17% 14% 6% 13% 10 4% 4% 2% 2% 8% 0% 3% 1% 1% 0 0% 1% 0% 3% 0% 1% 1% Egypt Jordan Morocco Saudi Arabia UAE Daily 1-2 times per week 1 time per month Alternate Day 1 time in 2 weeks Less often than 1 time per month
  • 18. Duration of Internet Acess 120 18.6 100 14.83 13.48 12.91Hours / Week 80 12.45 11.6 10.91 9.67 60 8.56 8.32 40 20 0 Egypt Jordan Morocco Saudi Arabia UAE At Home At the Office
  • 19. Digitalscene in ME 69%Internet-enabled Mobile Penetration 51% 58% 41% 28% Egypt Jordan Morocco Saudi UAE Arabia
  • 20. Digitalscene in ME 57%Mobile Internet USage 54% 24% 22% 18% Egypt Jordan Morocco Saudi UAE Arabia
  • 21. Digitalscene in ME 70%Instant Messaging 48% 37% 20% 19% Egypt Jordan Morocco Saudi UAE Arabia
  • 22. Digitalscene in ME 99%Mobile Ownership 95% 90% 90% 75% Egypt Jordan Morocco Saudi UAE Arabia
  • 23. Digitalscene in ME 69%Social Networking 45% 29% 20% 20% Egypt Jordan Morocco Saudi UAE Arabia
  • 24. Digitalscene in ME 12%Online Purchase 5% 2% 2% 1% Egypt Jordan Morocco Saudi UAE Arabia
  • 25. Digitalscene in ME 18%Online Research 15% 5% 4% 2% Egypt Jordan Morocco Saudi UAE Arabia
  • 26. Twitter• Positive: It was a powerful tool in spreading what’s happening• Negative: It’s embracing role in the Pan-Arab uprisingsAlgeria Tunisia Egypt Libya Syria#algeria #tunisia #mubarak #geddafi #syria#bouteflika #sidibouzid #jan25 #benghazi #daraa#algerie #jan14 #ghonim #gaddaficrimes #mar15#algrevolution #bouazizi #Molotov #libya #assad
  • 27. Facebook• Positive: Facebook has no doubt proved the most vital source of rebellion on the net.• Negative: Facebook has deleted several opposition group accounts due to terms of service violations.Algeria Tunisia Egypt Libya Syria• Envoyés Spéciaux • Tunisian Revolt • 25 Egypt • Libyan Youth • Syrian Free Press Algériens Movement • 14 Janvier 2011 • El Shaheed • End State of• Algerian TN • Videos of the Emergencyin Revolution LibyanRevolution Syria
  • 28. News. Vs games related search queries
  • 29. News. Vs games related search queries
  • 30. News. Vs games related search queries
  • 31. News. Vs games related search queries
  • 32. News. Vs games related search queries
  • 33. News. Vs games related search queries
  • 34. News. Vs games related search queries
  • 35. News. Vs games related search queries
  • 36. Digital scenein Egypt
  • 37. Knowledge NetworkersThe Internet Users Influncers Seekers Functionals Aspirers CommunicatorsThey loved criticismThey share negativesThey shout to allThey are CreativeThey became experts Percentage
  • 38. Internet Users in Egypt 27 26 25 24 23 22 21 20
  • 39. Mobile 90% OwnershipCriteria% from number of total 41% Internet-enebaled Mobilemobile users (72M) Mobile Internet 22% Usage
  • 40. Digital growth (Micro blogging)Number of 100,0000Twitter Users 45,0000 26,0000 Before After July Jan25 Jan25
  • 41. Neo-Socialism Trend70% of online conversations directly called for a larger economicrole by the government. Term February 2011 Mentions % Increase from JanuarySalary Increase 1.2 million 63%Food Subsidies 800 k 54%Job Creation 1.5 million 46%Public Healthcare 700 k 21% “ Desert lands in Egypt are Large and abundant, and it is our rights as lower-in-Sample Verbatim come people to have wide and beatiful apartments with green areas around ”
  • 42. The Disconnect - betweenthe Elite & the Masses Optimism towards the revolution is declining as the youth seem to disintegrate on issues that initially Religious integrated them. influence emanting from groups inspired by the 25% Drop Salafi movment and the Muslim brotherhood is on the rise
  • 43. ConclusionBefore the Post therevolution revolution1. Gaming 1. Use Proxies2. Social Media 2. Search3. Movie Download 3. News4. IM services 4. live streaming5. Search 5. News Fan Pages on FB 6. Twitter
  • 44. BrandsReactionWhat does this mean to brands?
  • 45. {There is a big opportunity to involve your customer.Its time to own your brand • Listen • Long Term engagement • Two way CommunicationOpportunities “Conversation “(Reflected across Brand • Viral Effectdifferent Vehicles ) • Targeting Location Interest & Age • Community • Real Time Insights • Easy To Customize
  • 46. Skepticism ?A bottler was worried about their image and was so much keento launch a campaign that is credible and trusted.An operator preferred not to be active specially after communica-tion blockage, but they quickly took the vise versa decision andlaunched all types of campaigns, branding – CSR – promotional.An airline agent was never afraid spending online after the revolu-tion but their agency was afraid not to take their money as it is agovernmental entity, just kidding :)FMCG’s team was never afraid spending online, they launchedtheir initiative and made an aggressive activation – their CSR wasa talk of town.
  • 47. Confrontingthe consumer The new social ME, welcome to the Virtual Life • The way you communicate • How you connect • High level of involvement
  • 48. DigitalCampaignsCokeCoke didn’t do any revolution related campaigns but they did a talk of town campaign talking about the positivity in each simple thing wesee - they increased the digital spend.MobinilThey launched a CSR campaign during Ramadan supporting 100,000 Egyptian to work- they increased the digital spendEgypt AirEgypt air was very active during the revolution promoting the emotional & the functional side of the brand (supporting Lybian & send flights for free – their normal advertising plan; selling tickets online) they increased the digital spend.NestleNestle was not active post the revolution; it was relevant to their brand character but in Q3 Nescafé & Ice-cream launched an aggressive digi-tal campaign – normal spendHenkelHenkel was the 1st. In Egypt to launch the CSR campaign online and took Dubai lynx award, It as their 1st. Time to launch a two way com-munication activation online – but they had budget cuts later.
  • 49. Henkel EgyptObjectives: Engage with audience via social platforms and give them the chance to contribute & build upon the positive vibes taking place in the countrySolution:• Facebook fan page• Digital campaign Case Results:• The ad was viewed more than 25 Million time on different networks.• More than 30,000 like on Facebook. Studies• 500 Follower on Twitter.Coca-cola EgyptObjectives: Spread positivity among their audienceSolution:• Viral campaign• Facebook engagement• Rich media banners Results:• Click Through Rate was over the average market• 688,786 like on Facebook• 4,012 follower on Twitter
  • 50. AdviceWhen you are sick, go to a doctorWhen you have a case, go toa lawyerWhen it comes to online go to adigital agency
  • 51. Tips for brands Strategy Advocacy program Objection Handling Crisis Management
  • 52. Strategy Let’s agree that from now we will not call it a strategy, but a two way communication strategyDon’t say, we are not in the US. Don’t worry, the situation is or will be the same in your country, too. Soon. I am sorry to tell you that… The cycle now in your mind has changed!
  • 53. StrategyIt used to be Many brands Love Fewer brands Evaluation Buy Consideration Final choice Bond Enjoyment Buy Advocators Trust Quality Now it is
  • 54. Tips for the brand –Advocacy program• Blogger engagement: Identify the top online bloggers for your business (and begin building relationships)• Reputation hype: Create a paid reviews & sponsored articles – top new websites & industry related portals• Social Influencers: Create an influencer map to know where your promoters and detractors live online and connect with them• When launch: Its like you are getting married, make an event for your ambassadors, bloggers, influencers & draw via your social media assets
  • 55. ObjectionhandlingBefore launch• Make a focus group, invite different types of people, present the launch idea.• Shhh, listen and take notes! List all negative points and put into consideration all the positive as well, prepare the ultimate defending scenario for negative leveraging the positive highlightsWhen launch• Be active and don’t leave a single feedback without dealing with• Help address customer’s issues to moving forward with your solution
  • 56. Tips for the brand –crisis management• Monitor: understand the problem, elaborate being bold and convincing• Cultivate: Develop list of online influencers to be recruited (quick response)• Prepare: Transparent communication strategy / activate crisis landing page• Respond: Update social media landing pages with crisis message / Activate Twit- ter aggressively - Consider using video that delivers a human message• Promote; Launch a search campaign on Google - Create and optimize a variety of multimedia content to help tell your story in multiple ways• Control / Lead: Virally or via brand’s ambassadors (attract users into a conver- sation is the most effective way to build goodwill and brand advocates who will support you if crisis hits)
  • 57. Logical steps to be onsocial networks 1 2 3 Listening Measuring Engaging
  • 58. Sorry, accept interactivediscussions only…Anyone?Follow me @mostafagamrah www.twdigitalads.com