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‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example

Hicham Saaf tells us how to implement an effective enterprise strategy on social networks .2015 for any questions please contact him at:
http://hichamsaaf.blogspot.com/

Summary: 1-Introduction:Social media Marketing;Presentation of the group
2-Presence on the virtual world: Website/Google+/Facebook/Twitter/YouTube/Linkedin/Presse Release/Mainstream Media
3-Environment analyse:Ranking and popularity;SWOT Analysis 4-Strategy Formulation:Segmentation/Targeting/Definition of functional and operational objectives/Choice of means and resources allocation 5-Conclusion:Conclusion

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‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example

  1. 1. Hicham Saaf Softwear quality engineer hicham.saaf@Gmail.com #IMPLEMENTING AN EFFECTIVE STRATEGY ON SOCIAL NETWORKS FOR ADGECO GROUP www.adgeco.com
  2. 2. 2 • Social media Marketing • Presentation of the group Introduction • Website/Google+/Facebook/Twitter/YouTube/ Linkedin/Presse Release/Mainstream Media Presence on the virtual world • Ranking and popularity • SWOT AnalysisEnvironment analyse • Segmentation • Targeting • Definition of functional and operational objectives • Choice of means and resources allocation Strategy Formulation • ConclusionConclusion Content
  3. 3. 3 INTRODUCTION • Social Media Marketing •Presentation of the Group
  4. 4. 4 Digital marketing is a marketing that applies technologies or platforms such as websites, e- mail, apps (classic and mobile) and social networks. Social Media Marketing is a component of digital marketing. Many organizations use a combination of traditional and digital marketing channels; however, digital marketing is becoming more popular with marketers as it allows them to track their return on investment more accurately compared to other traditional marketing channels. Hence the necessity to have its own digital strategy on the social networks! Social media Marketing Presentation of the Group
  5. 5. Adgeco Group Holding Company in United Arab Emirates was founded on1992 by Mohamed Dekkak (Founder & chairman) offers a wide range of services with the higher caliber of expertise in the respective field of Oil and Gas, Security System Integration, Construction, Hospital Construction, Real Estate and Interior Design, Landscaping, Energy and Power, Engineering, EPC(Engineering, Procurement and Construction), Consulting, Marine, Environmental Development, Pressure Vessels, Scaffolding, Chemical Decontamination, Satellite, Desalination and Sewage, Horizontal Directional Drilling, Multimedia Event and Show. Introduction Presentation of the Group
  6. 6. 6 Presence on the virtual world
  7. 7. 7 Strength Weakness •Template and pro Designe: The image that the site returns is perfectly in line with what the group represents. •Good ranking on Google and search engine. •Clear content, concise and astutely developed adapted content in some pages to different languages. •Fast and fluid navigation. •functional and stable •Adapting to mobiles and tablets. •Customer support. • Experts opinions. •Certain field of the menu does not return any content page. •No flexible navigation between some pages • Absence of langage components on some page: French adgeco must develop her presence on the froncophone world to win a new market.(africa,europ..) •Service menu :too much content(human brain cannot assimilate more than 7 elements at the same time •Interaction of the visitors with the content(sharing). Website Google+ Mainstream Media Presse ReleaseLinkedinYouTubeTwitterFacebook
  8. 8. 8 Strength Weakness •Audience:number of subscribers And consultations. • Google+ is the social media network of google (seo ). • Multiplicity of the content (posts,projects photos,events,visits,sporting engagement..). • Interconnection with other social media company accounts.(links) . • Integration with the rest of google ,a social media platform that’s well integrated with everything from email(Gmail) and office productivity (Google Docs/Apps) to geolocation (Google Maps)and search. •Pages and posts often show up in organic searches, • Subscribers interaction with the page content. • vidéos • Google+ is far behind major competitors in social media users. •Isn’t as popular as Facebook or Twitter for social use. Website Google+ Mainstream Media Presse ReleaseLinkedinYouTubeTwitterFacebook
  9. 9. 9 Strenght Weakness •Audience :6912 fanscan be maximized. • Number of content published peer day. • Introducing of influencers in the content.(creation of the buzz). •Facebook is useful for product development. •Fans interaction with the page content: (Likes ,Sharing ,Comments). • the content is not focused on representing the company services and advantages.(convert fans to customers). • Photos editing: photos quality,company logo.. • Videos : No much videos. • Not interconnected with other social media company accounts.(links) Website Google+ Mainstream Media Presse ReleaseLinkedinYouTubeTwitterFacebook
  10. 10. 10 Strenght Weakness •Audience:14.8K tweets,23.1K followers • Twitter is great for monitoring campaigns (#hashtags) •Followers interaction with the page content: Retwets,Likes,Shars • The content is not focused on representing the company services and advantages.(convert followers to customers). • Photos editing: photos quality,company logo.. • Videos : No much videos. •Not interconnected with other social media company accounts.(1links to website) • brevity of twitter.(Engagement it limited to 140 characters). • Fast paced nature can make reaching large audiences hard. Website Google+ Mainstream Media Presse ReleaseLinkedinYouTubeTwitterFacebook
  11. 11. 11 Strength Weakness •Interconnected with other social media company accounts. •Videos : No much videos. • video audience: Adgeco Group Transport Division Future General Transport141 vues Aerial Drones Project; To Deliver Posts to Citi zens in UAE106 vues •Solar Energy Plants in UAE301 vues Website Google+ Mainstream Media Presse ReleaseLinkedinYouTubeTwitterFacebook
  12. 12. 12 Strength Weakness •Audience :779 followers. •The quality of the networks members is a great opportunity to win direct customers. •Find quality business Relationships. •Not interconnected with other social media company accounts.(1links to website) • Followers interaction with the page content: ,Likes,Shar. • linkedin sharing is limited (twitter). • linkedin content is Not easily searchable. • very low user engagement on the platform. Website Google+ Mainstream Media Presse ReleaseLinkedinYouTubeTwitterFacebook
  13. 13. 13 Strength Weakness •News about projects ,job advertisement,com pany information, new business and strategic alliance . • maximise audience and customers engagement. • strong e- réputation (dynamic company all over the world). • Low presse article readers • The long time spend in reading the articles. • Audience of the presse release. Website Google+ Mainstream Media Presse ReleaseLinkedinYouTubeTwitterFacebook
  14. 14. 14 Strength Weakness •News about projects ,new business and strategic alliance . • Maximise audience and customers engagement • Strength e-réputation (dynamic company all over the world). • No presense on the world mosts popular Mainstream media (cnn,bbc..) • The long time spend in reading the articles. • Regional audience of the portals NetComposites provides research, consultancy, training and information .the latest industry news, an events calendar, a glossary, an ind ustry directory www.netcomposites.com oil & gas news, jobs, data and events. www.rigzone.com leading portal for advertising and media professionals in the Middle East www.mediame.com the portal of petrol industry www.euro-petrole.com Website Google+ Mainstream Media Presse ReleaseLinkedinYouTubeTwitterFacebook
  15. 15. 15 ADGECO Website facebook Mainstream Media Linkedin TwitterYouTube Google+ Presse Release Adgeco digital architecture presence components Website Google+ Mainstream Media Presse ReleaseLinkedinYouTubeTwitterFacebook
  16. 16. 16 Environment Analyse • Ranking and popularity • SWOT Analysis
  17. 17. 17 Ranking and Popularity
  18. 18. 18 Information is power ,if you have the right tools. Alexa's suite of intuitive analytics products transforms data into meaningful insights that lead to competitive advantage for your company. With Alexa metrics and recommendations, you'll understand your audience, uncover competitors' tactics, and execute effective SEO/SEM. Alexa Traffic Rank Sites Linking InSEO Audience Geography Visitors Engagement PopularityTraffic Metrics
  19. 19. 19 # A comparison of historical traffic rank on the Adgeco website and its main competitors on the market shows that the site is largely Rated (378,324) but according to Alexa, in 6 months the traffic have decreased by 91%. Alexa Traffic Rank Sites Linking InSEO Audience Geography Visitors Engagement PopularityTraffic Metrics
  20. 20. 20 # According to Alexa, in 6 months (between June and October of 2014) traffic would have decreased by 91,162 Place Alexa Traffic Rank Sites Linking InSEO Audience Geography Visitors Engagement PopularityTraffic Metrics
  21. 21. 21 # According to Alexa, the group's website is located at 16 953 in the ranking of sites on the UAE. And for a unique visitor is: In 2177 for visits / day .in 2629 for page views / day. in 62,336 for visits / month In 73,847 for page views / month. Alexa Traffic Rank Sites Linking InSEO Audience Geography Visitors Engagement PopularityTraffic Metrics
  22. 22. 22 # According to Alexa, during the 6 months, the percentage of visitors who have entered on a single Web page and have left the site after (Bounce rate) is 26.80% with a decrease of 54% (the bounces of visitors on the website is Inciting them to discover the content of other pages and website ergonomics ..). And the index of page views / day for a single visit increased by 270.00%. And time / day passed on the website is 11:49 min increasing by 401.00%. Alexa Traffic Rank Sites Linking InSEO Audience Geography Visitors Engagement PopularityTraffic Metrics
  23. 23. 23 # According to Alexa, the majority of site visitors are located on US, ireland, Singapor, japan and UAE which shows That the majority of customers or prospects are in these countries and the need to broaden the presence in other world markets area. Alexa Traffic Rank Sites Linking InSEO Audience Geography Visitors Engagement PopularityTraffic Metrics
  24. 24. 24 public géographiepublic géographie SEO: According to Alexa, 8.10% of visits are via search engines with an increase of 17.00% , and that Google is the last website visited before "adgeco.com" which uses the keyword list above to pointing at the company website. Alexa Traffic Rank Sites Linking InSEO Audience Geography Visitors Engagement PopularityTraffic Metrics
  25. 25. 25 # According to Alexa, there are 293 websites that point to the website of adgeco .google, facebook, youtube and yahoo appears at the top of the list. Hence the interest of developing the group's content on these platforms. Alexa Traffic Rank Sites Linking InSEO Audience Geography Visitors Engagement PopularityTraffic Metrics
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  27. 27. 27 Internal Analysis Externat Analysis • Strong website with variety of content, easy to read, easy to navigate, and Interactive. • Presence on several social media sites. • The philosophy of the company that is focused on offering benefits to its customers through a multitude of high quality services. Strength • Insufficient traffic and interaction on social media. • The way of monitoring the presence on social media is incompatible with the structure and organisation of the holding group . • No social compains , initiatives or community engagement. • Lack of presence in popular Mainstream media. • Absence of innovation on the contents présentation. Weakness
  28. 28. 28 Internal Analysis External Analysis • The website can be developed . • New way to maximise clients visits. • Potential to dominate the space. • Increazing apps (analysis,game…) in the social media company strategy. • Potential to benefit of the Event Organisation service to organise compains and social events for a good réputation. • Potential to maximize the followers numbers on social platforms Opportunities • Monitoring Reputation Marketing and Reputation Management is very dangerous . • Corporate competition between social media platforms can create instability and incertainty in long term planning. • Time required for social media is time taken away from production. • The high cost in terms of time needed to maintain social media relationships may derail the campaign:people will leave if nothing new is happening. Threats
  29. 29. 29 Strategy Formulation
  30. 30. 30 Segmenting the presence of the company in the web Presents several advantages: • More strong presence in the web. • Increase ranking of search (SEO). • More visibility of the group services. • Developing the Image notoriety of specialization. • More near and better customer targeting. Geographic segmentation Activity segmentationHere we are talking about a great group which offers multi-service , multi-activity So we have to plan the strategy of its presence according to activity strategic area (DAS), diversifying our virtual profiles will give more strength to our presence. Must think also about segmenting content according to several languages and the visitor’s provenance  Personification of the brand's style. Segmentation Targeting Choice of means and resources allocationDefinition of functional and operational objectives Business segmentation (DAS)
  31. 31. Adgeco NewsAdgeco Services Adgeco Events Adgeco Culture For exemple we can segmentate the presence on facebook according to the customer requirement or by this way (activity segmentation): Segmentation Targeting Choice of means and resource allocationDefinition of functional and operational objectives
  32. 32. 32 Target customers in a context: •Do you sell your services to a company, organizations, or individuals? • Which age category do you contact? •Your majority of customers are female or male? •Your customers are local or international? •In which area does your service is in? • The nature of prospects • Which social network must be targeted ?: • Professionals networks speed up the setting of professional relationship Reference networks establish a communication with the fans Social networking of google gaining visibility and notoriety Segmentation Targeting Choice of means and resource allocationDefinition of functional and operational objectives
  33. 33. 33 To determine the functional goals of the company we must simply answer the question :what are the goals behind the definition of the company digital strategy on the social media?. The main functional aims are: • Improving and monitoring the positioning in the social and mainstream media scene. • Defining and executing a specific social media strategy. • Create, maintain and develop social media initiatives on social media platforms of the company. • Development of ongoing social media campaigns, blog strategies, videos, and community engagement. • Produce reports and suggests recommendations. • Publishing a brand content across all channels such as posting to social channels. • Monitoring for Online Reputation Management and Social Media Marketing. • Monitoring specific matrix and describing the company positioning. • SEO Business Listings Claimed & Optimized. • Social Media Marketing and Building Strong Referral Networks. • Final SEO, Reputation Marketing and Reputation Management details. • Extend and maintain brand awareness across a variety of social media platforms. Segmentation Targeting Choice of means and resource allocationDefinition of functional and operational objectives Functional Objectives Operational Objectives
  34. 34. 34 Operational objectives(Why?) • Strong presence in the social media and mainstream media scene all over the world • Maximize and increase site ranking. • Social media to engage with audiences and build excellent relationship. • Increase the online reputation • Attract more qualified prospects • Convert more of those prospects into customers • Retaining customers (loyalty) and turn them into prescribers to optimize the busines turnover. •Determinate the adequate actions to do in the future . Segmentation Targeting Choice of means and resource allocationDefinition of functional and operational objectives Functional Objectives Operational Objectives
  35. 35. 35 1-Respect the key success factors: clarifying objectives  Involvement  Content  Regularity 2-Define objectives indicators Determine the variables to be measured: - Audience: fans, followers ... - Reputation. - Number of conversion. - Client Engagement: likes, comments, ... Measure and monitor the evolution of these indicators (invest in analytical tools if necessary). 3-Plan actions to 12 months: •Platform to invest •Publish content, who will achieve and ensure its standby (what you want to say +what they're Interested in): - Explain the benefits of the group's services. -Give a voice to collaborators and share customers opinions. -Explain Innovations. -Decrypt Market trends. -Share Customer experiences. -Give Advice. • Number of articles per month •Way to follow a comments •Way to follow the reputation •Determine the periodicity 4- Creating profiles and pages segmented and interconnected. 5. Organize events: inaugurations, site visits, conferences, training, partner events. Segmentation Targeting Choice of means and resource allocationDefinition of functional and operational objectives Means Resources
  36. 36. 36 6-The quality of the execution of the company's web strategy is an indicator that should assess the level of achievement of the goals during the year. To do that several ways exist: Web analytics Google Analytics is a great way to understand the traffic of your site and blog. Seo optimizer tools There are dozens of tools to check your site optimization (SEO) with search engines. Most of them are free and easy to access like Google webmaster tools that makes it possible to see exactly which keywords Google used to explore your website. Segmentation Targeting Choice of means and resource allocationDefinition of functional and operational objectives Means Resources
  37. 37. 37 Team work: • A team of experts in the area of web marketing (internal) • Influencers : Involving celebrities to participate in campaigns of the group (external). • Involving experts of other related areas in the training of the team members if necessary (external). Equipement: • Powerful computers • Good speed internet connection (online sharing great contents ...) •Buying Software Applications if necessary. • Trainings • Workshops for customers  Time allocated: Depends on the strategy development process. Setting goals Targeting clients Selecting the appropriate social networks  Defining proposals  Preparing contents Launching campaigns involvement and interaction Evaluating results . Estimation: 12 months Segmentation Targeting Choice of means and resource allocationDefinition of functional and operational objectives Means Resources
  38. 38. 38 CONCLUSION
  39. 39. 39 Finally we can say that social networks are becoming increasingly important nowadays in both "number" and "power". Trademarks are just beginning to be aware and try nowadays to approach on this "new channel of communication." This communication channel affects a potential target very focused and very large via multiple types of social networks that exist. But many companies are still reluctant to launch their brand on social networks because the e-reputation and image of the company is too risky and requires not only expertise but an exceptional sense of feeling and a great and credible influence on the public to project the benefits of virtual market in the physical market.
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