Palestinian Businesses Utilization of Social Media Marketing


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This is the preview of my graduation seminar of how Palestinian businesses use social media for marketing purposes

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Palestinian Businesses Utilization of Social Media Marketing

  1. 1. Palestinian Businesses Utilization<br />OfSocial Media Marketing<br />Prepared by: Ayman Qarout<br />
  2. 2. SOCIAL NETWORKS<br /><ul><li>Meet & share
  3. 3. Has purpose
  4. 4. Interact with each other</li></li></ul><li>
  5. 5. Video/Photo Sharing<br /><ul><li>Share photos & videos
  6. 6. Discover & learn
  7. 7. Interact with other users</li></li></ul><li>OVER SPARK NEW MEDIA<br />
  8. 8.
  9. 9. BLOGS<br /><ul><li>Personal site
  10. 10. Easy to create & share
  11. 11. Visitors can leave comments</li></li></ul><li>
  12. 12. PODCASTS<br /><ul><li>On-demand Radio & TV shows
  13. 13. Available 24-hours
  14. 14. Sharable</li></li></ul><li>OVER SPARK NEW MEDIA<br />
  15. 15. SOCIAL MEDIA<br />Social media networks are<br />primarily Internet and mobile<br />based tools for sharing and<br />discussing information among<br />human beings. The term most<br />often refers to activities that<br />integrate technology,<br />telecommunications and social<br />interaction, and the<br />construction of words, pictures,<br />videos and audio.<br />
  16. 16. SOCIAL MEDIA<br />Person<br />Media Producer<br />Media Consumer<br />
  17. 17. has more than 300,000,000 users<br />China<br />India<br />United States<br />Facebook<br />Indonesia<br />Brazil<br />Pakistan<br />Bangladesh<br />If Facebook were a country, it would be the world’s 4th largest<br />
  18. 18.
  19. 19. Need of the Study<br /><ul><li> All major global brands use social media to reach their customers, even small businesses & professionals do
  20. 20. Facebook: Rank2 … YouTube: Rank 5 … Blogger: Rank 16
  21. 21. What is Palestinian businesses position in social media?</li></li></ul><li>RESEARCH QUESTIONS<br />1. How social mediamarketing is different from the traditional marketing?<br />2. What is local organizations perception toward social media?<br />3. What are the social media tools most used by local organizations?<br />4. Which social media marketing tactics do local organizations use? Are they effective compared to global organizations uses?<br />5. Do these tactics take advantage of the new media aspects?<br />
  22. 22. SOCIAL MEDIA MARKETING<br />Social media marketing is a term that describes use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service<br />
  23. 23.
  24. 24. SOCIAL MEDIA<br />CHARACTERESTICS<br /><ul><li>Participation and Sharing
  25. 25. User-generated and user-control
  26. 26. Community
  27. 27. Conversation
  28. 28. Openness</li></li></ul><li>FROM PASSIVE TO ACTIVE<br />
  29. 29. Social media marketing case studies (2)<br />CASE STUDY<br />Social Media Marketing Adoption<br />- Sample: 1068 marketers<br />- 66% will be investing in social media in 2010<br /><ul><li>Of them, 40% will shift more than 1/5 of their traditional marketing toward social media marketing
  30. 30. 51% are shifting marketing efforts toward more customer engagement</li></li></ul><li>Direct Methods<br />SMM TACTICS<br />
  31. 31. Indirect Methods<br />SMM TACTICS<br />Indirect Methods<br />
  32. 32. SMM TACTICS<br />Offer discounts, coupons or special offers to customers who find you via social media<br />Hold contests<br />Talk about company culture and values<br />Highlight employees<br />Learn new things, related to your industry or not<br />Share insight and opinion<br />Direct traffic to your site<br />Show your human face<br />Mention awards you’ve won or accreditations you’ve earned<br />Answer common customer questions<br />Be the one to break the news in your industry<br />See how your competitors are interacting with customers<br />Track conversations about your brand for online reputation management<br />
  33. 33. METHODOLOGY<br /><ul><li>Secondary data: books, articles and case studies
  34. 34. Primary data: structured questionnaires and unstructured interviews
  35. 35. Sample size: 20 local companies
  36. 36. Limitations: No cooperation from companies, time limitations, surveyed companies are only in Ramallah</li></li></ul><li>FINDINGS<br />I think social media sites are good only for fun and socializing<br />
  37. 37. FINDINGS<br />I encourage open conversations with both customers and employees, and encourage customers to participate and talk about me<br />
  38. 38. FINDINGS<br />I prohibit access to social networks in my company domain<br />
  39. 39. FINDINGS<br />Personal usage of social media sites<br />
  40. 40. FINDINGS<br />Does your business have a presence in social media? <br />
  41. 41. FINDINGS<br />Social media channels used<br />
  42. 42. FINDINGS<br />Tactics Used<br />
  43. 43. CONCLUSION<br /><ul><li> Marketers are not up-to-date with what is happening in the industry
  44. 44. Most of social media marketing efforts are still in early stage and need to be worked out
  45. 45. There is no true “relationship marketing” in local companies, and most of them care only with directly selling their products</li></li></ul><li>RECOMMENDATIONS<br />Marketers should seek to more engage the customers, make conversations with them<br />2. Companies should become more open, encouraging both their customers and employees to talk about them<br />3. Marketers should start taking risks in their marketing campaigns, and be more creative<br />4. When having a presence in social media, you shouldn't ignore it<br />5. Make customers fall in with you<br />