My Social Media Marketing Presentation - TRA (eBiz Connect) - Dubai

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My presentation for the Telecommunications Regulatory Authority's eBiz Connect Workshop held on June 4th 2014 at the TRA premises in Al Waheeda Street in Dubai.

My presentation for the Telecommunications Regulatory Authority's eBiz Connect Workshop held on June 4th 2014 at the TRA premises in Al Waheeda Street in Dubai.

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  • Oreo Example: http://www.huffingtonpost.com/2013/02/04/oreos-super-bowl-tweet-dunk-dark_n_2615333.html
  • local broadcasters are now placing a heavier emphasis on social integration and interaction across second and third screens.
  • Your brand is what people say about you when you’re not in the room
    It’s about them, not you
    Remember why you are relevant to your customer: What do you do for them? Why should they care? - Beth Comstock Chief Marketing Officer GE
    Gen Y and Gen Z is are new bread of consumers
    Ants with megaphones
  • Your brand is what people say about you when you’re not in the room
    It’s about them, not you
    Remember why you are relevant to your customer: What do you do for them? Why should they care? - Beth Comstock Chief Marketing Officer GE
    Gen Y and Gen Z is are new bread of consumers
    Ants with megaphones
  • Your brand is what people say about you when you’re not in the room
    It’s about them, not you
    Remember why you are relevant to your customer: What do you do for them? Why should they care? - Beth Comstock Chief Marketing Officer GE
    Gen Y and Gen Z is are new bread of consumers
    Ants with megaphones
  • Your brand is what people say about you when you’re not in the room
    It’s about them, not you
    Remember why you are relevant to your customer: What do you do for them? Why should they care? - Beth Comstock Chief Marketing Officer GE
    Gen Y and Gen Z is are new bread of consumers
    Ants with megaphones
  • Your brand is what people say about you when you’re not in the room
    It’s about them, not you
    Remember why you are relevant to your customer: What do you do for them? Why should they care? - Beth Comstock Chief Marketing Officer GE
    Gen Y and Gen Z is are new bread of consumers
    Ants with megaphones
  • Your brand is what people say about you when you’re not in the room
    It’s about them, not you
    Remember why you are relevant to your customer: What do you do for them? Why should they care? - Beth Comstock Chief Marketing Officer GE
    Gen Y and Gen Z is are new bread of consumers
    Ants with megaphones
  • Your brand is what people say about you when you’re not in the room
    It’s about them, not you
    Remember why you are relevant to your customer: What do you do for them? Why should they care? - Beth Comstock Chief Marketing Officer GE
    Gen Y and Gen Z is are new bread of consumers
    Ants with megaphones
  • Your brand is what people say about you when you’re not in the room
    It’s about them, not you
    Remember why you are relevant to your customer: What do you do for them? Why should they care? - Beth Comstock Chief Marketing Officer GE
    Gen Y and Gen Z is are new bread of consumers
    Ants with megaphones
  • Source: http://www.businessinsider.com/bii-mobile-insights-multi-screen-media-consumption-is-the-new-normal2-2012-8#ixzz33YYX1Hst
  • Source: http://www.businessinsider.com/bii-mobile-insights-multi-screen-media-consumption-is-the-new-normal2-2012-8#ixzz33YYX1Hst

Transcript

  • 1. TELECOMMUNICATIONS REGULATORY AUTHORITY (TRA) EBIZ CONNECT WORKSHOP INTEGRATE SOCIAL MEDIA MARKETING INTO YOUR CURRENT STRATEGY 4th June, 2014 – TRA PREMISES – AL WHEEDA - DUBAI Presenter: Omar Kattan, CSO - Sandstorm Digital FZE
  • 2. FOLLOW ON TWITTER @TheUAETRA @OmarKattan #ebizconnect
  • 3. WORKSHOP AGENDA 1. Setting Your Social Media Goals & Objectives 2. Researching, Auditing & Listening 3. Defining Your Brand Story 4. Developing Your Buyer Personas 5. Devising Your Social Media Strategy 6. Creating Your Editorial Calendar 7. Getting Started With Social Media 8. Measuring Your Social Media Marketing ROI
  • 4. BUT FIRST, SOME PERTINENT STATS…
  • 5. ALMOST 4% OF GLOBAL INTERNET USERS FROM MIDDLE EAST
  • 6. ABOVE AVERAGE INTERNET PENETRATION (34.3% GLOBAL)
  • 7. 88% OF ONLINE USERS ARE ON SOCIAL MEDIA
  • 8. ALMOST 60 MILLION USERS ON FACEBOOK…
  • 9. AND 1 OUT OF 4 OF THEM ARE FROM EGYPT
  • 10. OTHER SOCIAL NETWORKS ALSO GROWING RAPIDLY
  • 11. FACEBOOK MOST POPULAR BUT OTHERS GAINING GROUND
  • 12. EVEN SPLIT BETWEEN ARABIC AND ENGLISH
  • 13. MORE THAN TWO THIRDS OF USERS ARE MALES
  • 14. 68% OF SOCIAL MEDIA USERS ARE “MILLENIALS”…
  • 15. MUSIC & MOVIES MOST POPULAR TOPICS
  • 16. MAJORITY OF GULF USERS FROM SAUDI & UAE
  • 17. UAE HAS HIGHEST OVERALL SOCIAL MEDIA PENETRATION
  • 18. GLOBAL BRANDS ARE ADOPTING SOCIAL MEDIA
  • 19. OREO “NEWSJACKING” EXAMPLE… Background • February 2013 Super Bowl • Lights Go Out – Game Stops • 100 Million Viewers Turn to Social Media to see this… Within 1 hour… • 10,000 Re-tweets • 18,000 FB Likes • 5000 Shares And lots of headlines, in 100 countries! $0 - 525,000,000 earned impre$$sion$
  • 20. SOCIAL NEWS & EVENTS ARE NOW THE NORM
  • 21. EVEN GOVERNMENTS ARE GETTING IN ON THE ACTION…
  • 22. BOTTOM LINE… You need to integrate social into your current strategy…
  • 23. WORKSHOP AGENDA 1. Setting Your Social Media Goals & Objectives 2. Researching, Auditing & Listening 3. Defining Your Brand Story 4. Developing Your Buyer Personas 5. Devising Your Social Media Strategy 6. Creating Your Editorial Calendar 7. Getting Started With Social Media 8. Measuring Your Social Media Marketing ROI
  • 24. SETTING YOUR SOCIAL MEDIA GOALS & OBJECTIVES What are your marketing goals & objectives?  Branding?  Lead Generation?  Sales?  Customer Service?  Reputation Management  A mixture of the above?
  • 25. ASSIGN KEY PERFORMANCE INDICATORS (KPI) TO YOUR GOALS
  • 26. ARE YOUR OBJECTIVES & GOALS “SMART”? Specific? Measurable? Attainable? Relevant? Time-bound?
  • 27. NOW PUT THEM INTO A MATRIX (EXAMPLE)…
  • 28. WORKSHOP AGENDA 1. Setting Your Social Media Goals & Objectives 2. Researching, Auditing & Listening 3. Defining Your Brand Story 4. Developing Your Buyer Personas 5. Devising Your Social Media Strategy 6. Creating Your Editorial Calendar 7. Getting Started With Social Media 8. Measuring Your Social Media Marketing ROI
  • 29. Research  Keywords used by customers & prospects  Your niche  Your competitors AUDIT & RESEARCH Audit  Your website & social properties  Your content
  • 30. BUILD UP YOUR ARSENAL OF TOOLS TO USE DURING THE AUDIT & RESEARCH STAGE
  • 31. ANTS WITH MEGAPHONES… “A company’s brand is not what the company says it is, but what the customer says it is … The ants have megaphones now.” Chris Anderson – Author, “The Long Tail”
  • 32.  Who is talking  What are they talking about?  Why are they talking?  Where are they talking  When are they talking  What questions are they asking?  Who’s answering them? LISTEN TO YOUR AUDIENCE
  • 33. SET-UP FREE KEYWORD ALERTS (BRANDED & GENERIC)
  • 34. SIGN-UP TO FREE TOOLS & UPGRADE IF NECESSARY
  • 35. WORKSHOP AGENDA 1. Setting Your Social Media Goals & Objectives 2. Researching, Auditing & Listening 3. Defining Your Brand Story 4. Developing Your Buyer Personas (Your Audience) 5. Devising Your Social Media Strategy 6. Creating Your Editorial Calendar 7. Getting Started With Social Media 8. Measuring Your Social Media Marketing ROI
  • 36. PEOPLE DON’T BUY WHAT YOU DO… They Buy Why You Do It START WITH WHY Simon Sineck – Author & Speaker
  • 37. What we do How we do it Why? HOW MOST BRANDS COMMUNICATE
  • 38. What? How? Why? HOW SUCCESSFUL BRANDS COMMUNICATE
  • 39. “We make great computers They’re beautifully designed, simple to use and user-friendly. Wanna buy one?” EXAMPLE: HOW MOST COMPUTER BRANDS COMMUNICATE…
  • 40. What? How? Why? And we happen to make great computers. Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. Wanna buy one? HOW APPLE COMMUNICATES
  • 41.  Why you do what you do?  What’s your one thing?  Why should your customers care?  Why should they share your message  Why should they buy and rave about your product or service? KNOW YOUR “WHY” & INFUSE IT IN YOUR CAMPAIGNS
  • 42. What you do How you do it Why you do what you do What? How? Why? Stakeholders & Marketplace Your Brand Story YOUR WHY IS YOUR BRAND STORY
  • 43. START WITH YOUR BRAND STORY…
  • 44. WORKSHOP AGENDA 1. Setting Your Social Media Goals & Objectives 2. Researching, Auditing & Listening 3. Defining Your Brand Story 4. Developing Your Buyer Personas 5. Devising Your Social Media Strategy 6. Creating Your Editorial Calendar 7. Getting Started With Social Media 8. Measuring Your Social Media Marketing ROI
  • 45. KNOW YOUR AUDIENCE
  • 46. KNOW YOUR AUDIENCE
  • 47. DEVELOP BUYER PERSONA CARDS
  • 48. B2C B2B REGARDLESS OF WHAT YOU’RE SELLING … YOU NEED THEM.
  • 49. BUT HOW DO YOU GO ABOUT DEVELOPING THEM? Some ideas…
  • 50. MINE DEMOGRAPHIC ANALYTICS DATA
  • 51. MINE SEARCH BEHAVIOR DATA IN YOUR ANALYTICS  Research your website traffic by keyword  Find user similarities in search traffic  Refine buyer personas by social channel  Fill out social details for your personas using social data analytics…
  • 52. SOCIAL DATA ANALYTICS SOURCES
  • 53. AND YOUTUBE DATA
  • 54. SUPPLEMENT YOUR RESEARCH BY CONDUCTING INTERVIEWS WITH EXISTING CUSTOMERS
  • 55. WORKSHOP AGENDA 1. Setting Your Social Media Goals & Objectives 2. Listening, Researching & Auditing 3. Defining Your Brand Story 4. Developing Your Buyer Personas 5. Devising Your Social Media Strategy 6. Creating Your Editorial Calendar 7. Getting Started With Social Media 8. Measuring Your Social Media Marketing ROI
  • 56. THINKS ABOUT YOUR PURCHASE FUNNEL Awareness Consideration Action Shopping
  • 57. YOUR SOCIAL STRATEGY STARTS WITH SELLING YOUR STORY TO THE RIGHT AUDIENCE FIRST *Diffusion of Innovations Curve – Key to spreading ideas!
  • 58. USE INDUSTRY TOOLS TO FIND THEM ?
  • 59. Paid OwnedEarned CONSIDER YOUR MEDIA CHANNELS
  • 60. YOUR AUDIENCE’ MEDIA DEVICE USAGE
  • 61. AND YOUR CONTENT TYPES…
  • 62. MAP YOUR CONTENT TO THE PURCHASE MATRIX
  • 63. THINK CONTENT CREATION & CURATION
  • 64. EXAMPLES OF CONTENT CURATION SOCIAL PLATFORMS
  • 65. MAKE YOUR CONTENT CREATION EFFORTS GO FURTHER…
  • 66. WORKSHOP AGENDA 1. Setting Your Social Media Goals & Objectives 2. Listening, Researching & Auditing 3. Defining Your Brand Story 4. Developing Your Buyer Personas (Your Audience) 5. Devising Your Social Media Strategy 6. Creating Your Editorial Calendar 7. Getting Started With Social Media 8. Measuring Your Social Media Marketing ROI
  • 67. THINK LIKE A PUBLISHER  It’s not just about what you sell  Become a source of information for your audience  Timeliness, frequency and relevance are of the essence  Consistency is critical
  • 68. MAKE YOUR CALENDAR ACCESSIBLE & DYNAMIC WITH GOOGLE DOCS
  • 69. EXPLORE OTHER CONTENT CALENDAR OPTIONS (FREE & PAID)
  • 70. WORKSHOP AGENDA 1. Setting Your Social Media Goals & Objectives 2. Listening, Researching & Auditing 3. Defining Your Brand Story 4. Developing Your Buyer Personas (Your Audience) 5. Devising Your Social Media Strategy 6. Creating Your Editorial Calendar 7. Getting Started With Social Media 8. Measuring Your Social Media Marketing ROI
  • 71. ESTABLISH BASECAMP (I.E. YOUR BLOG)  Choose a blogging platform  Can be hosted off site but preferably on-site  If on-site, host on sub- folder or sub-domain  Install popular plugins (Social Media, SEO, Lead Collection, Nurturing, Analytics, Etc.)
  • 72. SECURE & CONNECT YOUR SOCIAL MEDIA ACCOUNTS …  Register your social media profiles  Connect your website & blog to your properties  Add your business data  Follow relevant accounts  Join the conversation, don’t just broadcast
  • 73. AUTOMATE WITH CAUTION
  • 74. WORKSHOP AGENDA 1. Setting Your Social Media Goals & Objectives 2. Listening, Researching & Auditing 3. Defining Your Brand Story 4. Developing Your Buyer Personas 5. Devising Your Social Media Strategy 6. Creating Your Editorial Calendar 7. Getting Started With Social Media 8. Measuring Your Social Media Marketing ROI
  • 75. MEASURING SOCIAL MEDIA MARKETING ROI  Have you set-up Analytics?  Is it configured to track social media conversions?  Have you placed a monetary value for a conversion?  Are you tracking micro conversions?  Are you tweaking your campaigns based on analytics insights?
  • 76. TO RE-CAP… 1. Set Your Social Media Goals & Objectives 2. Research, Audit & Listen 3. Define Your Brand Story 4. Develop Your Buyer Personas 5. Devise Your Social Media Strategy 6. Create Your Editorial Calendar 7. Get started with Social Media 8. Measure Your Social Media Marketing ROI
  • 77. QUESTIONS? MORE INFORMATION? Sandstorm Digital FZE PO Box 126732, Concord Tower, 6th floor Media City, Dubai, United Arab Emirates Tel: +971 (0) 4 454 97 72. Email: info@sandstormdigital.com
  • 78. SM STATISTICS CREDITS: