Social media_by sameh altawil

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Social media solution for Mobily KSA
by Sameh Al Tawil 2012, www.samehaltawil.com

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  • Step 1 - Post great content (Most page posts are only seen by between 5-16% of existing fans)\nStep 2 – Decide what content you want to amplify via ads. This can be displayed to existing fans, friends of fans and even these users who are not connected in any way to the page. \n\nThis potentially enhances the reach of your chosen posts to \n\n- All existing fans + their friends!\n
  • Step 1 - Post great content (Most page posts are only seen by between 5-16% of existing fans)\nStep 2 – Decide what content you want to amplify via ads. This can be displayed to existing fans, friends of fans and even these users who are not connected in any way to the page. \n\nThis potentially enhances the reach of your chosen posts to \n\n- All existing fans + their friends!\n
  • Step 1 - Post great content (Most page posts are only seen by between 5-16% of existing fans)\nStep 2 – Decide what content you want to amplify via ads. This can be displayed to existing fans, friends of fans and even these users who are not connected in any way to the page. \n\nThis potentially enhances the reach of your chosen posts to \n\n- All existing fans + their friends!\n
  • Step 1 - Post great content (Most page posts are only seen by between 5-16% of existing fans)\nStep 2 – Decide what content you want to amplify via ads. This can be displayed to existing fans, friends of fans and even these users who are not connected in any way to the page. \n\nThis potentially enhances the reach of your chosen posts to \n\n- All existing fans + their friends!\n
  • Step 1 - Post great content (Most page posts are only seen by between 5-16% of existing fans)\nStep 2 – Decide what content you want to amplify via ads. This can be displayed to existing fans, friends of fans and even these users who are not connected in any way to the page. \n\nThis potentially enhances the reach of your chosen posts to \n\n- All existing fans + their friends!\n
  • Step 1 - Post great content (Most page posts are only seen by between 5-16% of existing fans)\nStep 2 – Decide what content you want to amplify via ads. This can be displayed to existing fans, friends of fans and even these users who are not connected in any way to the page. \n\nThis potentially enhances the reach of your chosen posts to \n\n- All existing fans + their friends!\n
  • Step 1 - Post great content (Most page posts are only seen by between 5-16% of existing fans)\nStep 2 – Decide what content you want to amplify via ads. This can be displayed to existing fans, friends of fans and even these users who are not connected in any way to the page. \n\nThis potentially enhances the reach of your chosen posts to \n\n- All existing fans + their friends!\n
  • Step 1 - Post great content (Most page posts are only seen by between 5-16% of existing fans)\nStep 2 – Decide what content you want to amplify via ads. This can be displayed to existing fans, friends of fans and even these users who are not connected in any way to the page. \n\nThis potentially enhances the reach of your chosen posts to \n\n- All existing fans + their friends!\n
  • Ensure most of your existing fans see key content from your page by allocating budget for this. Aim for between 70% - 100% of fan base.\n\nYour existing fans are the most likely users to comment on, like or share content. Each engagement from on a post will create viral stories. (These viral stories will be seen by their friends)\n\n= Leverage your existing fans as ‘social advocates’\n\nGive them the content they want! Know what resonates with your fan base and TA.\n
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  • Anything posted on your wall by the page admin can be showcased to both fans and non fans as an ad format. Therefore controlling the predictability of earned media and maximising the reach of your post.\n\nClient can choose/select what post is to be amplified.\n\nAll posts can be amplified (Image, Video, Links, Questions and the forthcoming FB Offers)\n
  • Depending upon how you are connected to the brand you will see the ad slightly differently.\n\nThe ad ‘expands’ if you have friends who also like the page.\n\nExisting fans can even comment ‘inline’ and engage with the actual page from the ad itself.\n
  • Showcase great content to both fans and non fans.\n\nNon fans have the opportunity to ‘like’ the page.\n\nExisting fans have the opportunity to expand the ad and engage. (Like, comment or share)\n
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  • Then there is premium. More functionality, more powerful.\n\nHigh CTR’s, awareness, spillover to mobile\n
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  • Social media_by sameh altawil

    1. 1. A L See . Listen . Speak Social Media StoryBy Sameh Al Tawil (Tattlr KSA manager)
    2. 2. Vs. Simple Situation Analysis*Alexa stats / Socialbakers, 27.04.2012
    3. 3. Vs.*Alexa stats, 27.04.2012
    4. 4. Vs. 443 242 fans 384 993 fans 31 452 8% Growth rate 12 174 3% Avg. Engagement 0.08% 0.00% Rate 0.07% 0.01% 68% 18% Page score 45% 10% 8.09 0.22% Country reach 7.13% 0.07%*Socialbakers stats, 27.03:27.04.2012
    5. 5. Vs.*Socialbakers stats, 27.03:27.04.2012
    6. 6. Vs.*Socialbakers stats, 27.03:27.04.2012
    7. 7. Vs.*Socialbakers stats, 27.03:27.04.2012
    8. 8. Vs.*Socialbakers stats, 27.03:27.04.2012
    9. 9. Vs.*Socialbakers stats, 27.03:27.04.2012
    10. 10. Apply the Socialbusiness design
    11. 11. Tattlr will Apply the Social Ecosystem “ From Disparate Silos To Connected Nodes ” •An expanded constituent base including core and extendedbusiness design: •A robust, integrated network of nodes and connectionsMetafilter •A holistic technology architecture(From Filter Failure To Clear Signals •Strong and weak ties“Finding meaning in all the noise”) •Active and ambient awareness•Filter, tag sort•Define constructs for measurement•Measure patterns not counts•Depth over surface•Trends versus snapshots•Analyzing for meaning Hive-mind (From Hoarding To Collaborating) •A primary social calibration •Active Participation •Active Engagement •Active Involvement •Crowd-sourcing ideas Dynamic Signal (From Static To Dynamic) “Communication as work, not for work” •Dynamic real time signals of all nodes in the ecosystem •A change in the mode of authorship •Updates on location •Creates efficiencies 11
    12. 12. A hiveminded, dynamically signaling,metafiltered ecosystem will performexponentially better.
    13. 13. Managing theSocial Media Ecosystem
    14. 14. RAINBOW Air Rain Cloud Political, Economic, Social, Technology factors, competitionInactivities Spectators Joiners Social Media Lifestyle, Culture, Psychographic factors Smart phone Mobile phone Collectors Ecosystem Cri cs Creators Laptop Computer Infrastructure
    15. 15. ∑edges e u w d e e e Affinity Weight Time Decay Story Music Image Document Event Etc...
    16. 16. 3 Overlaps & interferences 3 2 4 3 2 4 4 2 3 4 4 2 1 4 2 4 4 4 3 4 3 2 1 4 4 2 4 3 3 4 4 4 2Key Influencers 4 4 3 2 1 2 4 4 3 4 2 4 4 2 1 3 4 4 4 4 3 4 Influence ripple
    17. 17. Bloggers who exert a larger 4 -100 links“Sphere of influence” have a 200+ linksboard ripple effect. 3 2 500+ linksBloggers at the lower ranking levels also influence,but their ripples are smaller. Bloggers with smaller“Influence ripples” tend to higher in volume. 1 1000+ linksMultiple “Influence ripples” are happeningright now, all across the Social Network. Theyoverlap, interact, and span across time and digital 3 2 4space. If the ripple is big enough, eventually it spills 3 2over into areas outside of the Network 4 4 4 2 1 4 4 3 4* links represent # of other blogs/sites referring to recipient.
    18. 18. Social MediaLake analysis Mobily Team, SM consultant & Crowd sourcing % Mobily loyal users, Active bloggers, % Mobily interested users, KSA bloggers, % Mobily inspectors, visitors, bloggers, % Mobily silent visitors %
    19. 19. Social Media Canal Social Socialnetwork A Canal network B API pla orm
    20. 20. Social MediaChannels Social network A canal Social Social network network E Dominance B social network Social Social network network D C
    21. 21. What are we going to do?
    22. 22. I.Tattlr & Connect Ads aim to be your Digital & Social mediapartners that can manage your Social Media strategy, advertising,activities and be heavily involved with your social calendar with aproactive and reactive social plan that maximizes the engagement.II.Raising Mobily Edge Rank to average of 20 (strategy)III.Reach up to 50% of friends of fans (through Reach Generatoror Always on CPC)V.Reach 50%+ of fans on regular basis, 1 million fans by the endof 2012VI.Strategy to get People talking about this to average around8,000 up to 200%VIII.Provide custom Daily, weekly and monthly reports andanalytics that show ER, REO, reach, engagement, brand trackingand competition reports.
    23. 23. & A LPartnership outline
    24. 24. Content manager Social media team Content manager Community ManagerSM Admins Content coordinator 5 Ghost writers Social Media Manager Strategies: SM Appz Monitoring Training Edgerank Training SMS Analyzing Workshops Brainstorming Contents REO Reporting SMO Workshops posts SM Auditing Engagement R.R.S. Etc... A L 2 Ghost writers Social media & technical team I.social media partnership
    25. 25. ∑ edges e u w d e e e e and edge creator we- Weight for this edge type (photo, video, like, tags, event, etc.) d e- Time decay factor based on how long ago the edge was createdII.Edge Rank Strategy outline
    26. 26. ∑ u w d The EdgeRank Algorithm is made up of 3 parts – Affinity, Weight & Time. Every piece of content shared on Facebook (status update, a Like, a Share, a picture, an app, etc) is an Edge and each Edge has a rank or score based on the additive values of these 3 elements: e e e ∑ • Affinity = How Popular you are with a user. • Weight = A score based on how likely the content being shared is to driveedges e action/engagement. Much like Google’s Search Engine rewards relevant content with a higher rank, so does Facebook. Photos, Apps, Videos, etc are among the highest weights. • Time Decay = The simplest of the 3, time decay is simple a degradation based on how old the edge is. Hint, your edge does not age like a fine wine… So what does this have to do with the News Feed? Simple. The higher your EdgeRank, the higher your post goes on the list of News Feed items. At a certain point, your score will be too low to matter, and it won’t show up. This is why it’s crucial to make sure your edges are heavy, relevant and timely.
    27. 27. Affinity COMMENTS Links Updates Creator Tim Facebook Objects ht eD ig Photos VideosWe ecay LIKES
    28. 28. 1- Post Daily (posting frequency)On average, Facebook Fan pages were updated only once every 16 days!With time decay weighing.Against you, you’re essentially counting yourself out of the game if you aren’t posting atleast once a day.Some brands with highly engaged fans and great content will post from3-5 times per day ( Mobily posts Av. 1 post/day) .We’ll need to test what frequency is acceptable for your audience.Using our advanced page managers and social analyzers, monitoring the best time to 3 2post for getting new Likes. 4 3Use tools to deduce what frequency and content is best for your fans. 2 4 4 4 2 1 4 4 3 4
    29. 29. 2. Gain Some Weight (Quality control)Although there is no pre-set hierarchy of weight value, the edges which tend to Storyget high weight scores are posts w/links, videos, pictures and apps. Music The reason behind their weight is simple. ImageMore people will want to click them & Facebook wants users to click. So, we make Documentsure that your status updates include media whenever possible but keep a nice mix. EventJust because photos may do well for clicks doesn’t mean you should only share Etc...pictures the goal is to keep your audience intrigued with new types of contentthey’ll enjoy.
    30. 30. 3- Expose Yourself & Get People TalkingFacebook introduced the “People Talking About This” Rating last September as anon-page measure of fan engagement.A good goal is to aim for 10% of your fans to be talking about you onany given day/week/month.A great way to encourage response to posts are to ask questions. Figment, ourghost writers does a great job of incorporating Apps & Questions into theirFacebook posting mix using our tools and App In News Feed Question andAnswer Feature – a double win for weight factor (app) and engagement(responses).When a fan engages with a fun interactive personality quiz (for example)and then shares their results with friends, their post includes a questionfrom the Facebook quiz which their friends will then be enticed to click &respond to. This method will help increase their on-page People TalkingAbout This Rating as well as increase the weight of their edges, expandtheir reach with sharing, and bring new visitor back to their page wherethe interactive personality quiz app lives.ROE will be defined and measured month by month .
    31. 31. 4. “Ad” Repeat Page ViewingsThe good thing about Facebook ads is that,compared to other cost-per-click ad options, they’re relatively low cost.And, the flexibility with targeting on the platform makes it easy to hitprecise audiences.Since you pay only for the click, you can also count the other impressions asinexpensive branding.Another option we consider is getting creative about driving conversion ON yourFacebook page.Think of ads that drive entries for a Facebook sweepstakes orcontent download back to a Programed App living on your Facebookpage. Including a lead gen form and email opt-in (for example) within your appis an effective way to drive acquisition on page & leads can be posted toyour CRM or email system in real-time.
    32. 32. 5. Engage With Fans On The GoWith 44% of Facebook’s current 800M+ members accessing throughmobile phones or tablets, you’d do yourself a huge disservice to discountthe experience for mobile visitors. But many page managers are unawareof how their special promotions/apps will work for mobile viewers.Take a look at the example where someone was using a contest app toget votes to win a “Dream Job”:The experience here for the mobile user was an error code. They wereunable to access the content, and unable to vote. This experience –especially if it is the first time engaging with a brand – is likely not the oneyou’d be aiming for. Make sure when planning your Facebook promotionthat you ask your vendor about the mobile experience so you don’t risklosing conversions, leads or customers.Coming up with a physical engagement LBS, AR, VR, Etc...
    33. 33. III.Reach GeneratorFebruary 29th 2012, Facebook announced Reach Generator, a new premiumadvertising solution for large clients seeking to reach a higher percentage of fans viasponsored activity.Reach Generator allows advertisers to pay Facebook on an ongoing basis, asopposed to a CPC or CPM basis, to sponsor one page post every day, andguarantee a 75% reach of the page’s fan-base over a month-long period. Thecompany said that test partners, including Ben & Jerry’s, were able to reach 98percent of their page’s fans using Reach Generator, a massive increase over the 16percent of fans that Pages, on average, reach without ads or Sponsored Stories.Reach Generator was outlined briefly on Facebook’s mobile site for the event, andthen hidden from view.
    34. 34. Reach Generator for MobilyEdgerank is important to consider but ultimately amplifying Mobily page content viaPage Posts will re-ignite their stagnant fans (This is something that cannot beachieved organically or by trying to manipulate Edgerank (as Facebook ultimatelycontrol the algorithm and want brands to pay for reach). In other markets Facebook have launched a product called ‘Reach Generator’. Reach Generator guarantees that a minimum of 75% of fans are reachedduring a given period.  The pricing model is based upon ‘Cost per fanreached’.  We are checking with Facebook if they can consider Mobily to be the firstto trial this in the region. * Our suggestion (In the absence of the reach generator product) would be to runwith an always on CPC Page Post strategy (To showcase content).This should be combined with Premium Page Post Bursts (To drive and encourageengagement)
    35. 35. &
    36. 36. Page Post Ad - Introduction
    37. 37. Your Page is mission controlon FacebookEverything starts with your Page
    38. 38. Think 2 Target Audiences!5.1 Million friends of fans(KSA)385,000 existing fans
    39. 39. Page Post Ad – Marketplace and Premium
    40. 40. Premium Page Post Ads (CPM and Homepage) Post on your Page Make the Post into an Ad that can appear on the Home Page Ads will expand for fans and friends of fans
    41. 41. Premium Page Post Ads (CPM and Homepage) Non-Fans with no friends Non-Fans who are friends of Fans of the page who are fans fans
    42. 42. Marketplace Page Post Ads (CPC and ROS) Non-Fans will see………. Existing Fans will see……..
    43. 43. Suggested Lay-down
    44. 44. Always on ‘Marketplace’ Page Posts Marketplace Page Posts May Jun Jul Aug Sep Oct Nov Dec
    45. 45. Use Premium Tactically The most impactful way to distribute your content 3X ROI based on testing with subset 5-10x higher CTR Desktop and mobile of clients* than the rest of FacebookRight-hand side: Ads and sponsored stories News feed (desktop & mobile) sponsored stories only
    46. 46. + Tactical Bursts of Premium Marketplace Page Posts May Jun Jul Aug Sep Oct Nov Dec
    47. 47. Approx. Budget Split by audienceInitially 70% for non fans & friends of fans(Estimated Reach 5.1 Million users)Initially 30% for fans(Estimated Reach 385,000 - This will continue togrow)
    48. 48. Approx. Budget Allocation. 35% 30% 22% CPC Page Post (targeting non fans) 13% CPC Page Post(targeting fans) Premium Ads Social Media consultency, monitoring and analysis
    49. 49. Thank you A L Sameh  Al  Tawil TATTLR  KSA  Manager sameh.altawil@tattlr.netSee . Listen . Speak i n f o @ t a t t l r. n e t h t t p : / / w w w. t a t t l r. n e t M +966 56 370 0006 O +966 01 219 0303 M +966 50 583 0061 F +966 01 219 0503 .

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