“Our work is not only business, its life time                                       commitment”          E-Commerce: Onlin...
@TWDigitalAds| /TWDigitalAds                                        TWDA| Issue No.17 |Social Media & Content Department  ...
@TWDigitalAds| /TWDigitalAds                                                    TWDA| Issue No.17 |Social Media & Content ...
@TWDigitalAds| /TWDigitalAds                                            TWDA| Issue No.17 |Social Media & Content Departme...
@TWDigitalAds| /TWDigitalAds                                                 TWDA| Issue No.17 |Social Media & Content Dep...
@TWDigitalAds| /TWDigitalAds                                                TWDA| Issue No.17 |Social Media & Content Depa...
@TWDigitalAds| /TWDigitalAds                                                TWDA| Issue No.17 |Social Media & Content Depa...
@TWDigitalAds| /TWDigitalAds                                 TWDA| Issue No.17 |Social Media & Content Department        S...
@TWDigitalAds| /TWDigitalAds                                       TWDA| Issue No.17 |Social Media & Content Department   ...
@TWDigitalAds| /TWDigitalAds                                 TWDA| Issue No.17 |Social Media & Content Department         ...
@TWDigitalAds| /TWDigitalAds                                               TWDA| Issue No.17 |Social Media & Content Depar...
@TWDigitalAds| /TWDigitalAds                                       TWDA| Issue No.17 |Social Media & Content Department   ...
@TWDigitalAds| /TWDigitalAds                                                TWDA| Issue No.17 |Social Media & Content Depa...
@TWDigitalAds| /TWDigitalAds                              TWDA| Issue No.17 |Social Media & Content DepartmentDare & Deal|...
@TWDigitalAds| /TWDigitalAds                                TWDA| Issue No.17 |Social Media & Content Department          ...
@TWDigitalAds| /TWDigitalAds                                 TWDA| Issue No.17 |Social Media & Content DepartmentWill this...
@TWDigitalAds| /TWDigitalAds                                TWDA| Issue No.17 |Social Media & Content Department          ...
@TWDigitalAds| /TWDigitalAds                                TWDA| Issue No.17 |Social Media & Content DepartmentWhat secur...
@TWDigitalAds| /TWDigitalAds                                              TWDA| Issue No.17 |Social Media & Content Depart...
@TWDigitalAds| /TWDigitalAds                                         TWDA| Issue No.17 |Social Media & Content Department ...
@TWDigitalAds| /TWDigitalAds                          TWDA| Issue No.17 |Social Media & Content Department     Online Shop...
@TWDigitalAds| /TWDigitalAds                          TWDA| Issue No.17 |Social Media & Content Department     Online Shop...
@TWDigitalAds| /TWDigitalAds                          TWDA| Issue No.17 |Social Media & Content Department     Online Shop...
@TWDigitalAds| /TWDigitalAds                                             TWDA| Issue No.17 |Social Media & Content Departm...
@TWDigitalAds| /TWDigitalAds                                TWDA| Issue No.17 |Social Media & Content Department          ...
@TWDigitalAds| /TWDigitalAds                           TWDA| Issue No.17 |Social Media & Content Department               ...
@TWDigitalAds| /TWDigitalAds                          TWDA| Issue No.17 |Social Media & Content Department       Top Viral...
@TWDigitalAds| /TWDigitalAds                                       TWDA| Issue No.17 |Social Media & Content DepartmentWit...
@TWDigitalAds| /TWDigitalAds                             TWDA| Issue No.17 |Social Media & Content Department        FMCG ...
@TWDigitalAds| /TWDigitalAds                          TWDA| Issue No.17 |Social Media & Content DepartmentRestaurants & Ca...
@TWDigitalAds| /TWDigitalAds                                        TWDA| Issue No.17 |Social Media & Content Department  ...
@TWDigitalAds| /TWDigitalAds                           TWDA| Issue No.17 |Social Media & Content DepartmentTake this quiz ...
@TWDigitalAds| /TWDigitalAds                          TWDA| Issue No.17 |Social Media & Content DepartmentOlympics Coverag...
@TWDigitalAds| /TWDigitalAds                                       TWDA| Issue No.17 |Social Media & Content Department   ...
E-Commerce: Online Shopping & Group Buying- TWDA July-August Newsletter
E-Commerce: Online Shopping & Group Buying- TWDA July-August Newsletter
E-Commerce: Online Shopping & Group Buying- TWDA July-August Newsletter
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E-Commerce: Online Shopping & Group Buying- TWDA July-August Newsletter

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How often do you shop online? Do you trust to put your credit card number online? Do you think that e-commerce has a future in MENA? All these questions and more will be answered in TWDA July newsletter , discussing the e-commerce market in MENA

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E-Commerce: Online Shopping & Group Buying- TWDA July-August Newsletter

  1. 1. “Our work is not only business, its life time commitment” E-Commerce: Online Shopping & Group Buying July-August 2012Issue No.17| July 2012 In This Issue E-payment Future in MENA Exclusive inter view with Souq Marketing Manager Exclusive inter view with Dare’N’Deal CEO Top stories from top performers in MENA and special section about Olympics 2012 @TWDigitalAds /TWDigitalads
  2. 2. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department Table of Contents July-August 2012 Issue No. 17PG 2 PG 3 PG 4 Editorial Case Study Market News Namshi| Are they doing it What’s new in digital right?PG 5-6 PG 7 PG 8-11Industry News Industry Trends View From What’s new in fashion How people innovate The Top Top players local & GlobalPG 12 PG 13-17 PG 18 Spot On TWDA Inspires Socialize WAMDA CoE E- Exclusive interview with Startups, Blogs, new pag- Commerce Event Dare N Deal CEO & Souq es & more Marketing ManagerPG 19 PG 20-26 PG 27-30 TWDA Zoom How To & Viral Digital Viral videos & Tips What’s interesting Campaigns Analysis, top ads & More PG 29-33 Fun Section – Olympic Section www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  3. 3. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department @TWDigitalAds| /TWDigitalAds Issue No.17 |TWDA| Social Media & Content Department Exclusive: Interview with Abdellatif Olama CEO & founder of Dare N Deal Editorial What is Namshi & how it Generates Sales? E-Commerce: Online Shopping & Group BuyingHow often do you shop online? Do you We in TWDA, believe in new startups andtrust to put your credit card number online? their value in our development, that is whyDo you think that e-commerce has a future we zoomed in on some of the e-commercein MENA? All these questions and more start-ups in Egypt like Zoboon & Eshtery.will be answered in TWDA July newslet- Do you know what social commerce is?ter , discussing the e-commerce market in You will also be getting a closer look on itsMENA. benefits and its tips and tricks.We will be taking a closer look in the na- We covered an event that happened lastture of group buying in Egypt and how it June in Amman which is CoE E-Commerceboomed locally and regionally. Our main event, discussing e-commerce in MENA.Case Study this month will be about some- We have dedicated a special section for thething you may have seen its ads during the Olympics covering all the online buzzfirst quarter of 2012 which is Namshi. We about the games that happened in the re-will be taking a closer look on their social gion.and digital activity.Our highlight in this issue is an exclusive Hope you find July Newsletter fruitful andinterview with Dare n Deal CEO & founder resourceful and make sure you tell us whatAbdellatif Olama. He reveled great secrets topic you think we should discuss nextabout his strategy and what are other strate- month.gies competitor like Offerna & Living- We cant wait to hear from you!Social. Also he reveled important numbers /TwDigitalAdsabout revenues of Group Buying websites @TwDigitalAdsin Egypt.E-payment took a huge part in this newslet-ter, we discussed all the payment methodsavailable in MENA & in Egypt in particu-lar, with highlights on e-masary & Fawry. CEO Quote We believe in the value of online content and we know how important e- commerce is and how it will boom in the upcoming years in MEAN, yet still the payment issue is unsolved. “If Content is King, than Billing is King Kong” -Mostafa Gamrah 2 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  4. 4. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department Namshi.com| Are They Doing It Right? C ASE S TUDY NAMSHI.com lunched, January 12, Digital Success 2012 –Key component of Namshi’s strategy is to improve online shopping experience of footwear, apparel & fashion accessories Namshi.com was officially launched in January 2012. Having initially started with delivery to the UAE, with focusing on bringing the fashion trends & styles in the Middle East and North Africa.the website has grown rapidly not only in terms of building a diverse selection of brandsand styles, but also in increasing its customer base across the region offering a wide vari-ety of international brands and styles, many of which are exclusive brands unavailable inregional retail stores.Namshi is not just aiming to capture a portion of the e-commerce market. But aiming tocapture a portion of the retail market in the region. The site currently offers free deliveryof goods across the GCC and in Egypt, using Aramex as its shipping partner, building itsinventory to include about 20,000 products distributed from Dubai. The site has attractedinvestment from the Berlin-based firm Rocket Internet with huge investmentNamshi.com is ranked #14,933 in the world; a low rank means that this website gets a lotof visitors. This site is worth $407,233 USD and advertising revenue is $643 USD per day,now also featuring a new Arabic language interface, which is poised to become the re-gions preferred shopping destination. Social Media Success The process of buying is one of the best features at Namshi.com The customer makes an order online, logistics team picks the items from ware- house, and then we immediately deliver directly to the customer for free. They even allow exchanges and refunds to make sure you wouldn’t lose your money in case the sizes aren’t as you wished for. Namshi doesn’t only have a great website but also a very successful active Facebook Fan page with more than 225,000 likes and tabs of Twitter, Seasons Sales, Imme- diate Purchase Tab, New Arrivals and more. Yet another highlight to Namshi’s success is the fact that they are one of the first e-commerce sites in the region to activate the facebook shop, yet transactions are still done through the site not the app. Namshi did an aggressive Facebook campaign in the first quarter of 2012 and theories reveals that 45% of its sales and Facebook fans have increased due to that Facebook campaign. 3 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  5. 5. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department The use of online television sites has Facebook reveals it has more than 83 M ARKET doubled during Ramadan million fake users W ATCH Top News in Digital More NewsThe broadcasters MBC and OSN, based in On the heels of escalating scepticism aboutDubai, said use of their online-TV services Marissa Mayer Appoint- the value of Facebook advertising, the com-had increased during the Holy Month. pany has revealed that more than 83 million ed as Yahoo New CEO As a top executive atSam Barnett, the chief executive of MBC of its 955 million users may be fakes Google for the past 13Group, said that the viewership had doubled The company provided more details about the years, Marissa Mayeron its Shahid.net, which allows users to categorization: of its nearly one billion users, played an instrumental rolewatch TV shows on demand for free. 4.8 per cent are fake accounts maintained in in developing many of theIn the first 15 days of Ramadan MBC had 15 addition to a user’s primary account; 2.4 per services that have torment- cent are misclassified accounts, wherein users ed Yahoo as its appealmillion media views, which compares to 16 waned among Web surfers,million for the entire period of Ramadan in have falsely created accounts for businesses advertisers and investors.2011. OSN also said the use of its online-TV or other non-human entities, which should Now, Yahoo is turning to itsservice had risen 100% compared with the actually be represented on Facebook through longtime nemesis to fix eve-period immediately before Ramadan. Pages, not personal profiles; and 1.5 per cent rything that has gone wrongThey have seen double the number of views of its user base is made up of “undesirable” while Google Inc.and registrations over the first week . accounts that serve up spam or otherwise breach the social network’s terms of service. Hotmail is replaced with Outlook Mail Middle East and Africa Youtube Launches Ramadan Channel lead in global ad spend growth Internet advertising saw the biggest increases, with advertisers spending 12.1% more in Q1 2012 than one year prior. During that time, ad spend overall increased 3.1% globally. Dollars devoted to TV ad- vertising grew 4% in North America, second only to outdoor, and a respectable 7.5% in Latin America. How- YouTube has announced the launch of an ever, in the developingMicrosoft is overhauling its free webmail online channel dedicated to Ramadan countries of the Middle Eastservice, dropping the Hotmail brand it has shows. The channel will feature more than and Africa, the TV ad spendused since acquiring the product in 1998, grew a whopping 33.8%. 50 premium shows.and adopting the name Outlook.com. Unilever is the main commercial sponsor ofThe revamped service will help sort messages the site, through its brands Lipton and Twitter penetration in-as they arrive and allow users to make inter- Knorr. Internet users in the Middle East and creases 3,000% in Saudinet calls on Skype. It said the move would North Africa watch an average of 167 mil- Arabia Half of the king-help tackle the problem of "cluttered" inbox- lion YouTube videos a day, ranking it the dom’s active users log ines. The action may also be designed to win second highest region globally in terms of daily while more than 50 per-over users of Googles rival Gmail service. views. It is the first time YouTube has aired cent access the micro blog- a dedicated Ramadan channel, in what is ging site via their smartphone Arabic accountsMicrosoft said that in many cases email had the most important month of the year for for 1.2 percent of all publicbecome a "chore" because its users accounts the Arab TV industry. tweets.had become "overloaded" with material. 4 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  6. 6. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department Visa and the National Bank of Egypt Offer E-commerce solutions as part of summer campaign I NDUSTRY N EWS To satisfy the customers demands, the National Bank of Egypt (NBE) and Visa recent- Keeping you up ly found the online purchasing solutions at providing customers with secure, conven- ient and reliable means to make the customers purchase via the internet and pro- to date mote e-commerce growth in Egypt. NBE launched a simple-to-use Visa service that Interesting Fact confirms the cardholders identity with an extra password for online transactions. The service will ensure NBE Visa cardholders will benefit from the security, convenience and efficiency of Visa when choosing to shop online. With internet penetra- tion in Egypt at over 30% of the total population as Researchers say of January 2011 and expected to grow by 40% an- that they can nually, the potential to grow e-commerce is sub- stantial. determine 90 per- cent of a person’s And NBE has recently started their summer cam- personality from paign that will start from first of June to 31 of Au- gust with 1000 prizes to be won for the Visa Cred- their footwear it cards to drive purchase transactions over cash. The National Bank of Egypt is pleased to up-level its offering to customers and work closely with Visa on these great initiatives with providing value-added security services to their cus- tomers which they think it is crucial. and which is also a safe and convenient e-commerce environment in Egypt E-commerce picks up in Middle East UAE missing out on billion-dollar e-commerce tradingWhile the Middle East has been slow to The UAE is missing out on the US$680 billion (Dh2.49bn) global e-commerceadopt e-commerce, it seems doing business industry, with just 5 per cent of businesses transacting online.online is now gaining in popularity. The majority of businesses in the Emirates do not sell products on the inter-According to one estimate the sector in- net, and only 11 per cent make purchases via the Web, according to a surveycreased by 300% last year. by the Telecommunications Regulatory Authority (TRA). That comes despite, 44 per cent of UAE employees routinely using a comput-One obstacle in the way of growth is the lack er at work, according to the survey.of a decent postal service in the region, but "What is very low is take-up of e-commerce - online trading, buying and sell-Jordan-based Aramex has come up with a ing," said Fintan Healy, the executive director of regulatory affairs at the TRA.novel way of getting parcels to their custom- "A high degree of employees use computers at work," he added. "Thereers. seems to be a bit of a disconnect there." 5 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  7. 7. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department The Fancy Shop I NDUSTRY T RENDS The Fancy is a social photo shar- How People ing website and app created by Joseph Einhorn. The Fancy describes itself as Innovate “part store, blog, magazine and wish list" Its objective is to connect its users through shared tastes and the “things” they find interesting. It has been de- scribed as a number of things, such as "a collection of beautiful stuff" and “a kind of fashion magazine for the blog age. The Fancy has moved into ecommerce rapidly and aggressively. The New York- based startup only enabled ecommerce on its website in February, but is already averaging $50,000 a week in sales among a registered user-base of nearly 1 million. ETSY-The Handmade Shop Etsy is an e- commerce website focused on handmade or vintage items as well as art and craft supplies. These items cover a wide range including art, photog- raphy, clothing, jewelry, food, bath and beauty products, quilts, knick-knacks, and toys. Many individuals also sell craft supplies such as beads, wire, and jewelry-making tools. All vintage items must be at least 20 years old. The site follows in the tradition of open craft fairs, giving sellers personal storefronts where they list Google Wallet Unlike your leather wallet, Google Wallet is password protected. And if you ever lose your phone you can remotely disable your mobile wallet from the web. The new version of the Google Wallet app supports all your credit and debit cards. Carry them with you on your phone or computer. Shop faster, smarter and safer, in-store and online, Google Wallet now supports all major credit and debit cards, from Visa®, Master- Card®, American Express®, and Discover®. Google Wallet stores your cards online so theyre with you wherever you go in the real or virtual worlds.6 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  8. 8. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department Shopify|Create Your Online Store Now I NDUSTRY T RENDS How People Innovate Shopify offers a complete ecommerce solution Shopify is a hosted ecommerce solution that allows you to set up and run your own online store. Pick an ecommerce website template, list your products, accept credit card orders, and ship your goods — all with a few clicks of the mouse. With Shopify its easy to sell online and theres no software to download or maintain. In your store administration area you can add new inventory, organize your products into collec- tions, create blog posts, manage content pages and more. You can sell virtually any- thing using Shopify, from physical goods like t-shirts, to services like yoga courses, to digital downloads like ebooks. What is Social Commerce? Social commerceis a subset of electronic commerce that involves using social media, online media that supports social interaction, and user contributions to assist in the online buying and selling of products and services. Social commerce is the use of social networks in the context of e-commerce transactions. The term social commerce was introduced by Yahoo! in November 2005 to describe a set of online collaborative shopping tools such as shared pick lists, user ratings and oth- er user-generated content-sharing of online product information and advice Facebook Commerce Facebook commerce, f-commerce, and f-commerce refer to the buying and selling of goods or services through Facebook, either through Facebook directly or through the Facebook Open Graph. In March 2010, 1.5 million businesses had pages on Face- book that were built using Facebook Markup Language (FBML). A year later, in March 2011, Facebook deprecated FBML and adoptediframes.Among other things, this al- lowed developers to gather more information about their Facebook visitors. Twitter Commerce Brazil is a pioneer in the industry with the platform Plu$tter, integrated payment sys- tem PagSeguro, meets the needs of ordinary users and even large businesses. To make purchases, the site has a system that reports in real time the status of transactions via direct message (DM).7 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  9. 9. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department Souq.com V IEW F ROMSouq.com was established in 2005 to become the largest e-commerce site in the T HE T OPArab world covering Saudi Arabia, UAE, Jordan, Kuwait and Egypt and soon ex- Top Playerspanding to new markets. Local & GlobalSouq.coms idea is very similar to Amazons and eBays its where Sellers andbuyers can meet up easily and safe lt sell or buy the products they are demand-ing for,Souq.com is working on facilitating the online purchasing transactions, and ithas been pioneering the field of e-commerce in the Middle East with the bestprices and offers, and the souq.com team is spread in many different regions sothey can satisfy all the users wherever they are to make the online shoppingsafe and easy.Souq.com also posts some of its latest products and updates on its Facebookfan page that has more than 180,000 likes, where you can also ask about anyprices and information and get the reply shortly.Also, Souq recently acquired sukar.com" the Middle Easts first and online privateshopping club" Sukar offers prepaid payment options, and has seen usage in-crease by 3 and a half times since February 2011. Prepaid channels now ac-count for 70% of all of the site’s payments, compared to 20% the same timelast year.One of the success factors for Souq, is that it gives the opportunity for any product own-er to open his own online shop, and have his own profile and domain to portray hisproducts.What differs Souq from any other online brands, is the fact that it concentrate highly ondigital advertising, specially during high seasons like Ramadan, 8 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  10. 10. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department LivingSocial to Pull Out of MENA V IEW F ROM T HE T OPLivingSocial is planning to pull out of the Middle East just one year after entering the Top Playersmarket through the acquisition of a homegrown player. Local & GlobalLivingSocial is a website that offers daily discounts on a various products and servicessuch as travelling that can be purchased easily online,LivingSocial was founded as Hungry Machine in 2007 by four employeesfrom Revolution Health Group just as a Visual Bookshelf application on Facebook. Thathas let users to share their favorite reads with their friends In June 2011, GoNabit operates in the UAE, Egypt, Lebanon and Jordan, and claims tohave saved consumers more than $5m in 2010-2011.Group buying websites typicallysign up a range of businesses to offer discounts, and take a percentage of the reve-nue.Now the daily deals giant, based in the United States and one of the worlds largestafter Groupon, is considering selling its business in the region amid intense competi-tion from rival sites.LivingSocial is looking to sell its subscriber base in the UAE, Egypt and Lebanon, ac-cording to sources with knowledge of the negotiations who wished to remain anony-mous.LivingSocial is looking to sell its subscriber base, which is said to number about750,000 recipients, with a deadline set for this month, according to informed sources.The company is believed to be in talks with potential buyers within the Middle East.It is as yet unclear what may happen to LivingSocials staff based in the region,thought to number about 90, should a sale go ahead. 9 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  11. 11. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department Measuring Social Media Performance V IEW F ROM T HE T OP Top Players Offerna Of all group buying websites, Offerna Local & Global with 950K fans, has the most organized Facebook page, they are consistent in terms of posts, yet they still lack strate- gy and some other engaging content other than Offerna offers and deals. One of the weakness points in Offerna page is the fact that they dont usualy answer people comments and ques- tions, and that is one of the key success for Social MediaWith 255K fans the least page with thenumber of fans, but Cobone is still Coboneworking well with Social Media, they tryto initiate different content other thanoffers and deals and they work veryhard to answer all comments and in-quires for clients. With only 45K fans LivingSocial is at LivingSocial the end of the Group Buying Funnel, Market shares yet they try to flourish their content June 2012: and write the offers in an appealing way. Still one of the main problems of LivingSocial is the lack of Arabic con- 66% DnD, 14% tent, even of Living Social addresses Offerna, 13% LS, the niche they never should fail to 7% Cobone have Arabic posts once in a whileCompeting for first place with Dare n DealOfferna DnD has 976K fans. Theylack some strategy on the page butthey are the only ones who work onproviding different kind of fun con-tent on their page on a regular ba-sis, Their posting is consistent andthey tone of voice they use is mod-erate 10 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  12. 12. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department E-Payment Methods in MENA V IEW F ROM T HE T OP E-payment is still an issue in Closer look on MENA, particularly in Egypt specially after PayPal closed e-patment the gate in Egypt due to theft and online Fraud prob- lems. Some people feel insecure while purchasing products online, that is way most of the websites offer COD (Cash on Delivery) yet there is still a problem in purchas- ing products from online shops like Amazon and eBay. There was an attempt to solve this problem by cre- ating solutions such as One- Card, CashU & Edfa3ly. Yet still the e-payment is not a solved issue. During the past years ser- vices like e-masary oper- ating in Egypt and other countries in MENA to help consumers buy online and even pay bills. Also the big advancement in Egypt or the Cash Cow as it has been called is Fawry. Fawry is a payment service available through banks and a nationwide network of retailers and also Egypt Post offices, that enables you to pay for your bills or recharge different services like, re- charging your mobile phones or other services like your CashU account. Yet still the e-payment solu- tion is not solved in Egypt11 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  13. 13. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department WAMDA CoE E-Commerce Event S POT O N ! Inustry Top CoE (Celebration of Entrepre- Events neurship) E-Commerce was held on June 2nd in Amman, the aim of the event was to gather industry experts and startups sharing trends, chal- lenges and opportunities the e- commerce sector offers. The main focus of the event was the MENA region, but speakers from all over the world came to bring their experience. The Event was live streamedand there where some Google hangouts from some of the talks. The event was com-posed of two days, day one was speed mentoring sessions from industry top innovators,day 2 was all about the speakers. While the Google+ Hangout On Air was an experi-ment, the first global test of the platform, it turned out to be a successful element ofCoE, proving that its a great tool for information sharing. Im sure it will be used in manyways globally, especially in the MENA region, for protest coverage, sharing educationalclasses and other social broadcasts focused on activism among other topics. Demet Mutlu, Founder & CEO of Trendyol.com Demet Mutlu is the Founder & CEO of Trendyol.com, Turkey’s leading fashion e-commerce site. With over 5 million members, Trendyol.com has become one of the biggest fashion sites in the world shortly after opening its doors in March 2010. Martin Waldenstrom, CEO of CashU Martin joined Maktoob group in 2005, then the largest Arab Online Portal, and joined cashU in 2009 as a CEO and Di- rector. He is credited with building it to be an innovative alternative payment solutions for E-commerce business in MENA region. 12 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  14. 14. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content DepartmentDare & Deal| Going Above & Beyond TWDADuring TWDA hunt for all the hot news and trends in e-commerce and group buying , we I NSPIREShad to take a closer look on one of the top group buying websites in the region which is InspiringDare N Deal, and we had an interview with their CEO Abdellatif Olama. Take a lookabout what he had to say about the group buying market and how the OT Venture ac- Interviewsquisition assisted them.Why group buying? what potential did you see in that project that helped in makingyour decision?Group buying boomed in the USA during early 2009 when the US was suffering from theeconomic crisis and the credit crunch. The group buying business was immune to theturbulent state of the economy and even catered to businesses and consumers in suchtimes. Many businesses found useful as a way to finance marketing through the sales oftheir own products/services and consumers found it as a good way to save money andtry out new products and services.Where do you see Dare n Deal between competitors in terms of position & size?DAREnDEAL (DnD) is the market leader in Egypt and the fastest growing e-commercewebsite in KSA. Market shares based on revenue year to date: 62% DnD, 19% Offerna, 10% Cobone, 9% LivingSocial (LS) Market shares based on revenue June 2012: 66% DnD, 14% Offerna, 13% LS, 7% Cobone Market shares based on number of coupons sold year to date: 65% DnD, 16% Offer- na, 14% LS, 5% Cobone Market shares based on number of coupons sold June 2012: 62% DnD, 21% LS, 12% Offerna, 5% Cobone 13 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  15. 15. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department TWDA I NSPIRES Inspiring InterviewsWhere do you see Dare n Deal between competitors in terms of strategy?DnDs strategy is to cover the largest mass of the market by displaying the largestnumber of offers and all types of products and services. E.g., DnD offers luxuriousspa deals as well as koshary deals and both are able to achieve high sales volumesthrough DnD. DnD focuses the most on online presence through the biggest affili-ate network and aggressive online ad campaigns.LivingSocial plays on a niche, attempting to cater to merchants who appreciateLSs reporting system, which attempt to help with the profiling and further analysisof purchasers. LS utilizes its international brand as the worlds second largest groupbuying player to obtain good offers and compromises a lot on its commission with “Plan Less, Gen-merchants in an attempt to penetrate the market. erate Sales Early,Offerna changed strategies many times, which hurt the performance of the com- Sell More “pany a lot. They first worked on targeting the higher end consumer market, thentook a more general approach. Offerna markets itself through a mix of online andoffline activities. Current strategy seems to be based on buffering good deals forsome time, suffering from low sales during these periods, then launching the buff-ered deals during a short time period, increasing sales during this period andattempting to grab the attention of the consumers.Cobone seem like they were the biggest spenders on ad campaigns with a mix ofonline, radio and PR coverage that resulted in very low sales. Current strategy inEgypt is to minimize losses by implementing an aggressive cost-cutting scheme.Cobone is still the group buying incumbent in KSA and is trying to protect its lead-ership using a strategy that focuses on attempting to retain existing merchants andsigning multiple long-term contracts with new merchants. 14 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  16. 16. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content DepartmentWill this be the maximum dare n deal will be doing or are you looking for an ex- TWDA I NSPIRESpansion strategy?DnD just expanded to KSA and is growing there very fast. Further geographical ex-pansion is expected within 2012 in the Gulf region. Expansion is also expected inthe product range offered by DnD to cover both products that are totally new to Inspiringthe online domain in the region and products that are currently offered by other e- Interviewscommerce platforms. DnD will expand very aggressively.How did you utilize social media to meet your marketing objectives? and did itadd value to your business?We have an in-house social media team that provides constant communicationwith visitors and customers of DnD. DnD also is the only major group buying web-site in the region that provides facebook communication on every deal page on thewebsite. This has helped DnD ease a lot the concerns of people who are new to theexperience of buying online, who actually represent the majority of DnDs currentcustomer base. Social media were also the source of a lot of feedback that allowsus to always understand the markets opinion and improve our offers continuously.Did new media influence your sales? how?New media have been the main source that triggered the word of mouth aboutDnD, resulting the incredible growth DnD witnessed over the past year.What are the main 2 obstacles you have faced when you started the project?Finding the right people to join my team and choosing the right partner to acceptfunding from.How did the acquisition of OT Ventures benefit your business, and do you thinkyour case resembles Living Social acquisition of GoNabIt?OT Ventures benefited DnD by immediately enabling a large number of partnershipin record time (e.g., with Mobinil, ARPU+, otlob.com, masrawy.com, MSN Arabia,Fawry, etc.). The business development work done by OT Ventures and the experi-ence (combined with strong work ethics) in the online field have been impressive.The acquisition of OT Ventures is different from the LS acquisition of GoNabit. Themain reason is that OT Ventures acquired DnD to use the DnD team in creating thee-commerce strategy for the group (LINKonLINE being an icon of internet in theregion) and move forward with a plan to dominate e-commerce domain in theMiddle East. LS acquired GoNabit seemingly to cover as many countries in the re-gion as possible with a very shallow presence (i.e., with low sales and low marketshare but a constant flow of a few deals). GoNabit is LSs tick on the Middle Eastbox in terms of presence but is negligible in terms of population it is serving and insales volumes.What advice you want to give to business owners and new startups?Plan less, generate sales early, sell more.15 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  17. 17. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department A Closer Look on Souq.com TWDADuring our Market Scan, we had to interview the leading Online Shopping web- I NSPIRESsite in the MENA region . We had an interview with Nardeen Abdulla, Souq Egypt InspiringMarketing Manager . Interviews Omar Sodoudi General ManagerTell us about Souq.com how did it come to be?Souq.com is the largest online retailer in the Arab world, providing buyers andsellers with a convenient, competitive and safe shopping experience, across thewidest selection of brands and products in the region.From humble beginnings in 2005, Souq.com now attracts over 7.5 million uniquevisitors per month - a figure which is growing in double digits monthly - from coun-tries across the Middle East and North Africa. Headquartered in Dubai, Souq.comoffices spread in other countries of the region like Kuwait, Jordan, Kingdom of Sau-di Arabia and Egypt.Customers benefit from easy access to great deals every day on Souq.com, whichoffers a range of payment options to suit customers preferences, with door todoor delivery on purchased items. Souq.com is responsible for and manages theentire purchase process, tracking the shipped merchandise and verifying its deliv-ery and only when the customer approves the item is the seller paid, makingSouq.com the Arab worlds most trusted online shopping destination.Our alexa Ranking: Nardeen Abdulla Marketing Manager16 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  18. 18. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content DepartmentWhat security risk does ecommerce involve? What Are the Biggest Barriers to TWDA I NSPIRESSouq?Online payments ! We are living in country most of the people don’t have Creditedcard and if they have they are not convinced to use it onlineHowever we are providing cash on delivery –Cash u & Fawry Inspiring InterviewsWhat are your plans for the future?Make every person in the Arab world buy online whatever needed for lifeHow Can Small Businesses Take Advantage of E-Commerce?For businesses, Souq.com is the regions e-commerce partner of choice, with brand-ed online retail stores and easy payment methods for buyers. Souq.com supportsbusinesses needs, including marketing; cash flow and product distribution; consul-tancy and advice on e-commerce; and mentorship for entrepreneurs.Reach is one of the main advantage of the E-Commerce small business can reachmillions of users across the worldDoes social media help in increasing your sales?219,000 have joined our FB page -44,000 users is talking about souq.comDefiantly social media is one of our main channels increasing awareness ,sales we Omar Sodoudi General Managerconsider it as 2 ways of communication so the users can give us comments whatthey need what they are looking for kind of creating a direct relation with the souqusersHow does utilizing digital advertising and Adwords in particular help in achievingyour goals and targets?Who are your main competitors in Egypt and in The region?Offline line market is still our biggest competitor also with some international E-commerce web sitesWhat would you say are the biggest obstacles for e-retail in the region?Lake of education and awareness about e commerce and selling online, said OmarEl Manialawy Deal Of The Day Manager Nardeen Abdulla Marketing Manager17 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  19. 19. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department Zoboon ”Get surprised with every shopping experience” S OCIALIZE Startups, social blogs new pages Zoboon is a very fun and easy cell- phone software that offers you many & More rewards during your daily shopping and restaurants/cafes hangouts with friends, which has been very common lately especially on Facebook with its page that has over 20,000 likes. As you are out for shopping or dinning, the program”Zoboon” will keep counting up your points “at more than 20 merchants “which you can exchange later with many amazing gifts, you can also be a Silver or Golden customer attop stores and have your exclusive rewards.All what you need is just your smartphone that you will easily download the programon it, and whenever you shop you just show your Zoboon ID to collect your points eve-ry time you shop at any of Zoboon’s member stores such as “Levi’s,Alef Bookstores,Gloria Jean’s, Timberland, Vans, Coffee Shop Company and much more very usable Eshtery First Virtual Store in EgyptEshtery is a mobile based shopping application that was founded this year in Egypt, it repli-cates the offline shopping experience in e-commerce format, The company prints engagingQR (Quick Response) codes on boards and walls. You will just need to go to Eshtery.me Website and install the application to yourSmartphone then you can enjoy your shopping for a variety of everyday items such as gro-ceries, food, gifts, etc by simply scanning the codes under the image of the item using theapplication and it will be delivered to youall items available on the preprinted walls from restaurants or grocery stores are preloadedonto the mobile application granting the consumer direct ordering access. Eshtery’s applica-tions currently run on Nokia, Android, IOS, J2ME and Blackberry platforms.18 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  20. 20. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department Agzakhana the Middle East first Online pharmacy TWDA Z OOM What we think is It was founded by the 24 year old en- trepreneur Ahmed Shabana who also interesting founded Pharmarecruit.com, its a web- site that serves an online recruitment portal linking pharmacy graduates with the industry. It has almost 15,000 likes on its Face- book Page,where you can find tabs to the purchasing links,offers,locations and photos of the products to make it easier for the customers instead of searching it up. AgzaKhana.com provides free consultations to its customers From Sunday-Thursday between10 am and 5 am, AgzaKhanas customers or patients, can also ask a pharmacist about theirsymptoms and what medication they should take through the internet.Aghzakhana also has an iPhone application with more than 30000 extra updated products andalso added the new "Directory" feature allowing users to locate the nearest healthcare facility,spa, or gym..Egypt should support such ideas that helps our national and societal development to grow big-ger We cant wait to see what else he comes up with. Edfa3ly.com e-Payment Solution Since you sure have noticed that most of foreigner shopping websites especially American ones Dont usually work with Egyptian credit cards, now you can purchase whatever you want from web- sites like“eBay, amazon, Victorias secret and more" Without any problems because Edfa3ly.com has found a solution for that Edfa3ly.com gives you the permission to use PayPal in Egypt and it will be shipped safely from US to your door. So it’s just simple like this; you just choose what you want from any American website like eBay ,Amazon , BestBuy , etc then submit your order through Edfa3ly.com Website that will show you the final price you are sup- posed to pay and after the confirmation your item should be delivered within 14-21 business days. You can also get extra info about Edfa3ly.com through its Facebook Fan page that has almost 415,000 likes ,which has YouTube, Twitter and Contact tabs and also a Calculator app that makes it simple for you to calculate your shipping prices. 19 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  21. 21. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department Online Shopping in The Arab World H OW T O Tips, Tricks &The Experience of Online Sopping Infographics Kuwait & UAE are MENA top Lead- ers in Online Shopping. Egypt Comes Last Who is Shopping Online Online Shopping Concerns20 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  22. 22. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department Online Shopping in The Arab World H OW T O Tips, Tricks & Online Shopping Motivation Infographics Middle East ac- quires 40% from the total online shop- ping market, while Asia Pa- cific holds 49% What is Bought Online Hotel Reserva- tions to acquire 26% from total Online Shop- Products Category Demographics ping Globally Airline Tickets is to acquire 32% of total online Shopping glob- ally21 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  23. 23. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department Online Shopping in The Arab World H OW T O Tips, Tricks & How Do They Prefer to Pay Infographics What is Bought OnlineAverage Payment For Single Online Purchase 32% of MENA Inter- net users buy online22 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  24. 24. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department Facebook Shop Explained H OW T O Facebook shops have emerged dur- Tips, Tricks & ing the last three years, giving Infographics brands the space to create their own facebook shop in their brand pages. This concept gives fans the access to shop while they are doing their daily social activities on social networks. Studies have revealed that the Facebook shop have in- creased sales in the first 2 years for many brands, while others say that Facebook shop will soon demolish. We at TWDA believe that this is worth a try in the region, as it worked quite well for Namshi and many other brands. We believe thatthe brands in Egypt that can benefit from the Facebook Shop, are brands likeCompuMe, Radio Shack , Mobile ShopAlso toy stores, like Toys R us, due to the fact that kids from ages 7-14 are livingmost of their lives on Facebook. Top Worldwide Facebook Shops 3 of the top Facebook stores are Lady Gaga Store, selling Music and different lady Gaga products, Also the Liverpool Store selling t- shirts, caps and more. Third is the breast cancer store selling differ- ent pink goods to help support the breast cancer cause and all money are donated 23 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  25. 25. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department Twitter for E-Commerce H OW T O Tips, Tricks & InfographicsTwitter is a powerful tool for all ecommerce store owners, and can easily be used to in-crease customer engagement and sales. You need to start thinking of twitter as a public complaint department, activate twitter asyour main customer service tool. Then you can start making transactions and deliveringdirectly to consumers. Sales, discounts, and new products Ask fun questions Ask for opinions on which new prototype your Twitter community likes best Ask about their favorite products and brands Offer to send them free stuff. Pinterest Drives E-Commerce Sales Pinterest is now the 3rd most popular social network site in the world, and ecommerce stores can lever- age its popularity to significantly increase traffic and sales. 24 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  26. 26. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department Nefsak.com H OW T O Tips, Tricks & InfographicsNefsak is the first e-commerce websites that resembles Amazon in Egypt, andwhen we say first we mean that is 100% owned and operating in Egypt. The ownerSherif Nassar objective was to create the first bilingual e-commerce website inEgypt. Today, Nefsak.com has quickly become one of Egypt’s most successful andrecognizable websites, with 1,500 active registered users, growing by the day, andselling more than 5,500 products.Nefsak Owner claims that they depend mainly on Google Adwords as hub for theironline sales revenue “Google AdWords gives nearly 60% of their business returnand about 85% of new acquisitions” .Yet from our analysis we came up with the fact the Nefsak is not using Adwordsaggressively to compete with its main competitor Souq. Souq is practically every-where around the web, they target forums, blogs, websites and even on Youtube,they are basically dominating GDN in their sector.What Nefsak needs to do, is work on targeting and optimizing their campaignmore by that they will reach double sales in no time.From the Social Media Point of View, Nefsak is doing quite well with 150K Face-book fans, and consistent level of posting, and different types of engaging con-tent. Yet they lack strategy and posting techniques and they need to boost thequality of all their content in terms of text, pictures and videos 25 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  27. 27. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department Top Viral Videos in Egypt in July-August V IRAL V IDEOS Most watched videos on the web Most Buzzing VideosTop Viral Videos Worldwide in July-AugustThe online content during the month of Ramadan is 45% higher than any other time in the region especially Egypt.From ads to TV series, shows and more. Video content acquires 67% from the total online content. Top videos inEgypt during this last month where Mobinil, new corporate ad, which is a song showing different sub-cultures inEgypt, this song-ad highly boomed during the first 2 days while it reached 250k views in the first 2 days.Other videos were about one of the prankster shows in Ramadan “EL Hokm Ba3d El Mozawla” where one of theguests Slaps the presenter and crew members after they tell them he is on Israeli TV.Also one of the most shared videos, was a the one for one of Ramadan TV series “EL Zawja El Rab3a” (The FourthWife), scene was between Mostafa Shabaan and one of his wives Aiten Amer. People hated the scene and theymade fun about it but the famous word “‫ ”احبوش‬didnt fail from being the most buzzing word during the month ofRamadan. 26 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  28. 28. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content DepartmentWith Ramadan approaching, the digital scene saw a big jump late July in digital advertis-ing mostly by FMCGs, restaurants and TV Channels. This month was also an opportunity D IGITALfor new industries to join the digital realm, such as charity organizations C AMPAIGNS Top campaigns in FMCG Campaigns Analysis the regionMany products have launched competitions during the month of Ramadan such as Activ-ia and Knorr. However, they had varying online presence and on different platforms Knorr had started a competition early July on Facebook and continued till the middle of the month. With the start of Ram- adan, they changed their message and increased their pres- ence online, where they started advertising on local publish- ers such as Maktoob in addition to Facebook. Activia as well has started a competition in July on several platforms asking its customers to share their stories with a chance for it being shared on TV. They advertised for it on Facebook and several local publishers like Masrawy and Cairo360. Others also incorporated Ramadan messages into their campaigns yet without competitions. 27 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  29. 29. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department FMCG Campaigns Analysis D IGITALPepsi and Coca Cola on the other hand continue their yearly tradition of spreading the C AMPAIGNSRamadan spirit with benevolent campaigns asking customers to either donate money or Top campaigns inspread happiness. the region Restaurants & Cafes Campaigns Analysis Few restaurants and fast food chains have been promoting their offers and new dish- es online. However with Ramadan nearing, there was a boom in digital ads, specifi- cally on Facebook where restaurants started promoting for their Ramadan offers and Menus for Sohor or Iftar. Before Ramadan 28 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  30. 30. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content DepartmentRestaurants & Cafes Campaigns Analysis D IGITAL C AMPAIGNSAfter Ramadan Top campaigns in the region29 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  31. 31. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department TV Channels Campaigns Analysis D IGITAL C AMPAIGNS TV Channels, whether entertainment or news, have Top campaigns in always had a minor presence online. However in July, the region this presence increased because of channels mar- keting for their Ramadan shows. Dream TV has had a strong presence online through Facebook and local publishers. Other advertisers include CBC and Youtube’s Channel “Ramadan TV”. Recurrent and New Visitors: Charity organizations usually have a very light presence online. However with the start of the holy month of Ramadan, their presence has increased. Some old advertisers have even returned to take advantage of this month30 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  32. 32. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content DepartmentTake this quiz and see how internet savvy you are! And Know yourOnline Buying Behavior Habits! F UN S ECTION You search "purple jeans" in Ebay, and it returns 543900 results... do you: games, pics & more A. Sort by price and check sellers of the cheaper products are reliable B. Click on the cheapest one to see more info. C. Buy the first pair because they look fabulous! Answer KeyThe pants you select have an asterisk stating to select your size carefully asthere is a stict "NO RETURNS POLICY" do you: Mostly A’s– Safe & SavvyA. Buy instead from a seller that accepts returns.B. Measure yourself and check against the sizing chart to see which pair will fitC. Check what size the pants you have on are and cross your fingers.There is an option to either Buy Now at the price of $50, or start bidding at$10 against five other people. Do you:A. Research final price for similar items, if buy now price is cheaper then go with You love to shop online, that and you do it smart, youB. Buy now because you just KNOW itll be cheaper that way. dont let anyone influenceC. Bid for hours on end, get carried away, and end up paying more than the buy your choice and you now price know exactly what you are doingYou have bought the jeans and are so happy! You wear them to a party the next day,and the seam splits. Do you: Mostly B’s – OKA. Contact the seller to enquire about getting an identical replacement for the pants OnlineB. Get your mum to sew up the seam.C. Throw them out and buy another pair from the same sellerYou reckon the jeans were super cool, and think the seller is awesome! Yougo back to their site and find a one-of-a-kind cap that matches perfectly! Doyou: You think you know a good offer when you seeA. Consider whether you actually NEED this hat, dont you already have a purple one, but maybe you can one...? do a little more homeworkB. Look for other possibilities, maybe a different style! before buying againC. Buy the cap as soon as you see it. (Cant risk anyone else grabbing it) Mostly C’s – ScammedYou are searching on another website and find two identical items. One is halfthe price, but the seller has no feedback... Do you:A. Decide that its safer to go with a trusted seller than risk gettin scammed, and go with the more expensive one.B. You are prepared to give them the benefit of the doubt, and think that because it is You need to think again not very much money, if you get scammed it wont really matter. before you get absolutelyC. Go for the cheaper because you need the extra cash for the Bieber Tickets! broke! Don’t go hard on yourself! 31 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  33. 33. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content DepartmentOlympics Coverage in MENA32 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012
  34. 34. @TWDigitalAds| /TWDigitalAds TWDA| Issue No.17 |Social Media & Content Department KSA Women in Saudi Arabia O LYMPICS IN MENA London’s 2012 Olympics-Saudi Arabian Women to Compete and being called “Prostitutes of the Olympics “ on Twitter ? Saudi Arabia send their first fe- male Olympic athletes for the first time in Olympic histo- ry ,which has taken a long time for Saudi Arabia to agree to send themSo they proudly joined the opening ceremony of the London Games, which sadlyhas led them to be labeled as the "Prostitutes of the Olympics."The moment the two female athletes appeared dressed in traditional hijabs at theopening ceremony, the furious response on Twitter started.Since the International Judo President Marius Vizer stated “The Saudi Arabian ath-lete will take part in judo and she will fight according to the principle and spirit ofjudo, so without a hijab,”but according to the Huff Post Faisal decreed the women could only join the Olym-pics if they "wear suitable clothing that fits with Sharia law, have a male guardianwith them and they do not mix with men during the games.“Global Voices reported insults were unleashed as Twitter user Sultan Al Hilali whospread the Hashtag "Prostitutes of the Olympics." The tweets prompted both nega-tive and positive feedbacks, with some calling for the prosecution of Hilali. 33 www.twdigitalads.com All Copyrights Reserved to TWDA © 2012

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