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Social Media in the Middle East
- 2. IN A CULTURE BUILD ON RELATIONSHIPS, THE MIDDLE EAST IS WELL SUITED FOR A WORLD WHERE RELATIONSHIPS ARE WHAT MATTERS
- 3. BRIEF HISTORY OF COMMUNICATION Oral Culture Manuscript Culture Publish / Print Culture Electronic age
- 4. Manuscript Print Culture Digital Age Oral Culture Culture 45 years 60,000 5,000 years 300 - 600 ago Internet years ago ago people years ago was born people started to people started to write started to speak publish
- 5. ADVERTISING IS AS EARLY AS THE MEDIUM IT SELF 1890’s Coca-Cola Ad 1950’s Winston TV Ad
- 6. MORE HISTORY… SORRY First TV Ad • July 1941 • The Watchmaker Bulova paid $9 • It was air on a New York Station before a basketball Game
- 7. FIRST BANNER AD • First online company to commercially sell banner ads was Hotwired in October 1994 • AT&T was the first to pay HotWired to display the 468 x 60 banner
- 8. FIRST NEWSPAPER AD La Presse, Paris 1836/08/09 Volume 4
- 9. SO, HOW DO THESE MEDIUMS COMPARE WHEN IT COMES TO ADVERTISING SPENDING SINCE THEIR CREATION ?
- 10. AD REVENUE GROWTH FROM 1850 - 2010 200000 150000 100000 50000 0 1850 1870 1890 1910 1930 1950 1970 1990 2010 Newspapers
- 11. AD REVENUE GROWTH FROM 1850 - 2010 200000 150000 100000 50000 0 1850 1870 1890 1910 1930 1950 1970 1990 2010 Newspapers Magaines
- 12. AD REVENUE GROWTH FROM 1850 - 2010 200000 150000 100000 50000 0 1850 1870 1890 1910 1930 1950 1970 1990 2010 Newspapers Magaines Radio
- 13. AD REVENUE GROWTH FROM 1850 - 2010 200000 150000 100000 50000 0 1850 1870 1890 1910 1930 1950 1970 1990 2010 Newspapers Magaines Radio Television
- 14. AD REVENUE GROWTH FROM 1850 - 2010 200000 150000 100000 50000 0 1850 1870 1890 1910 1930 1950 1970 1990 2010 Newspapers Magaines Radio Television Internet
- 15. ONLINE ACHIEVED IN 15 YEARS, WHAT PRINT ADVERTISING ACHIEVED IN 150 YEARS
- 16. FOUNDATION OF ONLINE COMMUNITIES Lack of formal publishers Primitive search engine Absence of regional media leaders
- 17. HOW TO REACH USERS IN THE MIDDLE EAST? There are approximately 325 Million Arabs People that can effectively communicate in English is approximately 6.5 million, or 2%
- 18. WHAT ARE REGIONAL USERS DOING ONLINE? Uploading Content Download Rich Media Chat Rooms Forums Email and Search
- 19. BRIEF CASE STUDY KOOORA.COM VS. ESPN.COM
- 20. SO, HOW DO I LEVERAGE ONLINE COMMUNITIES STRENGTHEN MY BRAND?
- 21. THE DIFFERENT TYPES OF REGIONAL ONLINE COMMUNITIES Global Networks Direct Communities Managed Communities Participating Communities
- 22. GLOBAL NETWORKS Its not only Facebook and Twitter Facebook Internet Facebook Country Active Users users Users Penetration Egypt 3,078 2,155 17,060 13% Saudi Arabia 2,062 1,443 9,800 15% Emirates 1,475 1,033 3,777 27% Jordan 795 557 1,741 32%
- 23. DIRECT COMMUNITIES Company owned and managed Well moderated Highly customizable
- 24. MANAGED COMMUNITIES Started by companies, managed by users Niche Not as moderated
- 25. PARTICIPATING COMMUNITIES Started and managed by users No legal structure Loosely moderated
- 26. USING ARAB COMMUNITIES TO BUILD YOUR BRAND Be Interactive Creative Content Become Influencer Manage your brand advocates
- 27. BE INTERACTIVE WHILE STAYING RELEVANT Regional communities offer unprecedented level of innovation and creativity Audiences have become co-creators and distributors of your content
- 28. CREATIVE CONTENT DARE TO BE DIFFERENT
- 29. BECOME AN INFLUENCER Listen - Brands what kind People are need to move influence to emotional from control to want to influence achieve
- 31. MANAGE YOUR BRAND ADVOCATES The #1 trusted source for information today is “People” These people are creating Content about your Brand Regional Communities offer unprecedented level of innovation and creativity
- 33. RECESSION ACCELERATES ON- LINE More Consumers At Home Increased Need For Social Networks Trust Deficit Favors Word-of-Mouth Longer Search Times To Find Best Values
- 34. RECESSION ACCELERATES ONLINE On average do more research People trust people even more
- 35. SO HOW DO I FIGURE OUT MY ROI
- 36. UHHH !!! No Clue What's the ROI if you don’t engage?
- 37. BRITISH PETROLIUM CASE STUDY The explosion occurred on April 20 BP didn’t give its first tweet on the disaster until April 27, simply saying: 188,000 followed fake @BPGlobalPR
- 39. USER CONTENT ABOUT BP
- 40. USERS WHERE JUST GETTING STARTED BP Plugin for Firefox Halloween Costumes BP Spend $148 million on Ads, PR, and Social Media to manage the situation
- 41. “The single biggest problem with communication is the illusion that it has taken place.” George Bernard Shaw
Editor's Notes
- Kooora is the leading sport site in the regionIts based on a basic forum engineWhen you compare it with the leading global site for sport, it stacks up. It does not beat it, but it stacks upWhen compare the level of user engagement of the site, you will see that Kooora’s users are far more engaged. They spend more time on the site, and view a lot more pages. This is the power of the Arab communities. They are relevant, they confortable, and content is proprerly managed
- For the most part, the only way companies know that customers have questions, comments, or concerns, is if they contact customer service, make the news, form a public group, or if buying patterns, stock value, and sales trends suddenly shift.
- Direct Community: These are communities owned and managed by a company typically running proprietary community and enterprise collaboration software solutions. Examples include the National Breast Cancer Foundation’s community website, Starbucks’ blog, or Dell’s support community. The organization is responsible for running and managing the community and benefits from rich data and user profiles created within that community. These also would include private B2B and internal employee-targeted communities.Managed Community: These are communities started and managed by the organization, but run on consumer-facing social networking sites like Twitter, Facebook or LinkedIn. Examples here include the National Breast Cancer Foundation’s Facebook Page, Starbucks’ Flickr group pool, or Dell’s presence on Twitter. The organization is responsible for running and managing the community, but does not necessarily benefit from the rich data and user profiles created within the community. Typically, the facilitator of the community (Twitter, Facebook, etc.) benefits the most from the underlying data.Participating Community: These are communities started and managed by individuals or groups of users, typically on consumer-facing social networking sites, but sometimes also with proprietary software. An example here would be a fan site for Microsoft’s Xbox or an independent Porsche enthusiast group. Typically the organization whose products or services are the topic of discussion can participate, but has no authority or access to the data created within the community.What is your objective? If you are running a digital marketing campaign, your strategy is different than if you are running a support solution. The difference in strategy is important for defining what the end goal is and how to use the various tools and technologies to support that strategy. For example, with a digital marketing strategy, you likely care more about authenticity and awareness than question/answer rates. It’s important to clearly understand your objective, because it helps define the technologies used to support it, the measurements to track the objective, and what role social media plays in the strategy.Who is your audience? If you are trying to reach a new or existing audience, your choice of solutions (direct, managed, or participating community) may vary. In a network strategy, you likely care about the relationships between the members of your communities. In this case, creating both direct and managed communities may be a good solution. The National Breast Cancer Foundation links its managed community (Facebook) to its direct community, for example.What are you measuring? What most savvy organizations have figured out about community and collaboration technologies is that they provide an abundance of data –- whether it is to feed a CRM system, mine for customer ideas and suggestions, or identify influential users. The real value is the deep insight and analysis that can be gained from the veritable goldmine of customer data found within your community. While some of this mining can be done on consumer networks, it doesn’t compare to the level of analysis that you can do within your own community.
- Be Prompt