Emirati social media gyro july 2013

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Emirati social media gyro july 2013

  1. 1. INSIGHTS ON HOW EMIRATIS USE DIGITAL SOCIAL MEDIA FOR GYRO
  2. 2. Introducing an independent strategist Outdoor – Direct and Not Invasive • The most prominent form of marketing communication to Emiratis that is also the most underestimated. • For many years, Emiratis in focus groups have reiterated time and again that they love to see outdoor advertising, the bigger the better, the more the merrier – It says the company who's advertising cares and invests in their products or services. – It tells them company has nothing to hide. – It tells them what's the latest. – Its non invasive unlike some social media or direct marketing.
  3. 3. Introducing an independent strategist Emirati Social Media (National Males, 20s) • They’re very private – their social media use is much like the way they live as a community – little information or conversation with the outside world and they make it tough for the outside world to come in. • They like to use nicknames and not use their own names. • Use it mainly to just chat, waste time. • Guys like to cuss at each other, look at girls photos and comment on them. • They like Facebook to create an identity and make themselves seem “high, high” i.e. sophisticated (older guys, see Teens later). • They come up with a persona where they are the the cool guy, the top dog.
  4. 4. Introducing an independent strategist • They like to make fun of each other. • They like to post pics of what they see in public or in their environment that are outrageous or funny. • They like to keep their personal life private. • They use Vclip. • They use Kik – the latest hot thing. • They also use Keek – personal files, funny things people do…probably became popular via Saudi Arabia. • They like to put down others and feel great about it. Emirati Social Media (National Males, 20s)
  5. 5. Introducing an independent strategist • They don’t use any one type of social media for long and are not loyal to any one form. • They can change platforms entirely within a year. • They don’t talk politics via social media. • Always aware that they might be watched. • Kik though is used for more serious chatting as well as WhatsApp. • For videos its Keek, Vclip, Youtube and Facebook. Emirati Social Media (National Males, 20s)
  6. 6. Introducing an independent strategist • They like to see break dance videos but also the funny stuff like Harlem Shake. • They like to watch TV series like Game of Thrones and anything from How I met Your Mother to Arabic Anime – modern ones not like kids cartoons. • They like anime series like Naruto or Bleach. • Twitter is also used by many (at least they have an account). Emirati Social Media (National Males, 20s)
  7. 7. Introducing an independent strategist • Younger guys are less into Facebook (teens) but use WhatsApp and Kik. • Some teens don’t even have a Facebook account. • Social Games are very hot like World of Warcraft, League of Legends, and Amal al Shuoob (there’s an Arabic version of it). – A lot of older guys are into it. • Younger guys are closing their World of Warcraft accounts for Amal Al Shuoob because mainly its totally free. • That said, it’s taboo to ask or talk about if its affordable or not. Emirati Social Media (National Males, TEENS)
  8. 8. Introducing an independent strategist Emirati Social Media
  9. 9. Introducing an independent strategist • Says it all ;) Emirati Social Media (National Females)
  10. 10. Introducing an independent strategist Emirati Social Media (National Females) • Have a different sense of privacy then males. • Are much more paranoid about being watched or letting information out including pics. • Horror stories of veiled girls that spread like a forest fire in the digital world make many keen on what they share. • However, they do like to use Instagram and carefully choose the pics they post, mostly without showing family faces but scenic views of places they visit. • Most groups are closed, Facebook especially.
  11. 11. Introducing an independent strategist Emirati Social Media (National Females) • Public profiles are few and far between. • However, their usage of WhatsApp and Kik is massive – almost to the point where it has replaced phone conversation because it allows to them to chat anytime and anywhere with whomever they like. • Conversations are not saved. • They love to share fashion, funny jokes, photos of places they visited, Poetry, Islamic prayers and Hadeeths. • They also use Twitter but not as much (similar to male usage).
  12. 12. Introducing an independent strategist Emirati Social Media • In summary, there is no real public social media for Emiratis as compared to other communities. • Some seem to open accounts just for the status of having an account. • A very closed knit virtual community where it is very difficult to know who is who because of the false information that is used during registration. • The commercial application of social media seems to be more for females than it is for males (i.e. fashion). • Guys do not take social media seriously, i.e. it is just a fun activity and has not replaced anything in the real world (i.e. human f2f interaction as with other communities). • For females, it seems to have opened more “practical” doors since they are relatively less mobile than their male counterparts and use it as a form of continuous communication with their friends and family.
  13. 13. Ammar & Associates Company Introduction And Offered Services THANK YOU

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