Sm advanced career -1

1,517 views

Published on

Social Media Presentation for Advanced Career Seminar @ British University in Egypt
26 April 2014

Published in: Marketing, Technology, Business

Sm advanced career -1

  1. 1. This document is protected under the copyright laws as an unpublished work. This document contains information that is proprietary and confidential to Think Marketing Magazine , which shall not be disclosed outside or duplicated, used, or disclosed in whole or in part for any purpose other than to evaluate Think Marketing Magazine . Any use or disclosure in whole or in part of this information without the express written permission of Think Marketing Magazine is prohibited. SOCIAL MEDIA ADVANCED CAREER SEMINAR RETURN ON ENGAGEMENT CONTENT STRATEGY TECHNIQUES FOR DIGITAL MARKETING
  2. 2. THE EVOLUTION OF ADVERTISING: http://mashable.com/2011/12/26/history-advertising/?awid=5407140804723571552-3344
  3. 3. World’s Most Valuable Brand ?
  4. 4. Source: CNBC
  5. 5. Twitter is an ecosystem that Apple can't control, and Apple likes to control everything
  6. 6. Twitter is an ecosystem that Apple can't control, and Apple likes to control everything
  7. 7. Don’t be afraid of Social Media
  8. 8. Need to interact is built in our DNA We re biologically programmed as social creatures
  9. 9. Brave enough to engage ? • Brand consistency • Culture boundaries • Content diversity • Post formatting • Integrated technology • KEEP AN OPEN MIND!
  10. 10. 1-Website without link to Twitter account 2- Unify your digital identity 3- Make sure all your links are functioning 4- It’s Facebook not Face Book
  11. 11. 5- Don’tTweet like a Machine Social Media is all about creating interactive medium for conversations between people to people or, brands to customers. The more you are human , the more you will be loved. 6- Don’t Go DigitalWithout Strategy I think the content strategy for Egypt Tourism Authority should be enhanced and the step one to make it more impactful it to set goals and develop a tactical plan to achieve this goals. Also an ongoing measurement for the deployed tactics will be very helpful to sharpen the results.
  12. 12. Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. -Sun Tzu
  13. 13. Is Your Digital Marketing Strategy Working? © Copyright 2014. All Rights Reserved.Analyze . Futurize
  14. 14. Marketing isn’t magic. There is a science to it. Dan Zarrella © Copyright 2014. All Rights Reserved.Analyze . Futurize
  15. 15. Strategy
  16. 16. Top 10 Most Facebook-Addicted Countries on Facebook Pages in Egypt publish 380 posts on average per Page per month; however, they have almost 6X fewer Pages registered than in Brazil and almost 8X less than in the United States.
  17. 17. There are 63% male users and 37% female users in Egypt The largest age group is currently18-24, followed by the users in the age of 25-34.
  18. 18. Plan Know and sent crystal clear objective. Know how you will achieve your plan. Engage ImplementYour pre- set plan. Attract, or involve audience Measure Compare to competitors and detects your lost opportunities Measure your success and or, failures © Copyright 2014. All Rights Reserved.Analyze . Futurize
  19. 19. Create a Channel Plan Build Your Community Listen and Compare Select Success Metrics Analyze Your Audiences How Will You Be Human? © Copyright 2014. All Rights Reserved.Analyze . Futurize
  20. 20. Customers or, fans?
  21. 21. © Copyright 2014. All Rights Reserved.Analyze . Futurize SOCIAL MEDIA ENGAGEMENTWITH LOVE
  22. 22. © Copyright 2014. All Rights Reserved.Analyze . Futurize Think Marketing Magazine | www.thinkmarketingmagazine.com Engagement Tactics Nola Cupcakes provides a cool model for how a brand can be socially devoted. The guys have the sense for the digital communication and they know how and when to engage customers and brands to create a cheerful conversation on different Social Media Channels. They just love Social Media!
  23. 23. © Copyright 2014. All Rights Reserved.Analyze . Futurize Think Marketing Magazine | www.thinkmarketingmagazine.com
  24. 24. © Copyright 2014. All Rights Reserved.Analyze . Futurize Think Marketing Magazine | www.thinkmarketingmagazine.com Engagement Tactics Nola Cupcakes Wars is a genuine engagement tactic introduced to increate the brand viral reach and create a digital activities to attract new customers to try Nola Cupcakes.
  25. 25. Analyze . Futurize THE DIGITAL FLIRT
  26. 26. © Copyright 2014. All Rights Reserved.Analyze . Futurize The Digital Flirt With 100% positive feedback, Nola successfully managed to develop a humanized conversation with Macdonald’s Egypt and it created great buzz for the brand name, It didn’t stop in Twitter !!! Negative Neutral Positive
  27. 27. © Copyright 2014. All Rights Reserved.Analyze . Futurize Nola Cupcakes Mentions on Twitter 0 50 100 150 200 250 15-Jan 16-Jan 17-Jan 18-Jan 19-Jan 20-Jan 21-Jan 22-Jan 23-Jan 24-Jan 25-Jan 26-Jan 27-Jan 28-Jan 29-Jan 30-Jan 31-Jan 0 50 100 150 200 15-Jan 16-Jan 17-Jan 18-Jan 19-Jan 20-Jan 21-Jan 22-Jan 23-Jan 24-Jan 25-Jan 26-Jan 27-Jan 28-Jan 29-Jan 30-Jan 31-Jan McDonald’s Egypt Mentions on Twitter Engaged Followers – Flirt Tweet Effect
  28. 28. 13,585 followers of NOLA Cupcakes Followers of both: 1,209 41,352 followers of McDonalds Egypt RETURN ON SOCIAL MEDIA ENGAGEMENT © Copyright 2014. All Rights Reserved.Analyze . Futurize
  29. 29. Voice Of Customer – Flirt Tweet Impact Positive Verbatim Positive Verbatim Positive Verbatim © Copyright 2014. All Rights Reserved.Analyze . Futurize Positive Verbatim Positive VerbatimVerbatim from brand
  30. 30. Think Marketing Magazine | www.thinkmarketingmagazine.com © Copyright 2014. All Rights Reserved.Analyze . Futurize Social Shares on Think Marketing website SHARES ON SOCIAL MEDIA CHANNELS Facebook Twitter Linkedin Google Plus Pinterest
  31. 31. Think Marketing Magazine | www.thinkmarketingmagazine.com © Copyright 2014. All Rights Reserved.Analyze . Futurize Nola Cupcakes and Macdonal’s story views from Google Analytics 0 500 1000 1500 2000 2500 3000 3500 4000 24-Jan 25-Jan 26-Jan 27-Jan 28-Jan 29-Jan 30-Jan 31-Jan 1-Feb 2-Feb 3-Feb 4-Feb 5-Feb 6-Feb 7-Feb 8-Feb 5,826 Hits 44.2% Returnin g visitors 3.9% Bounc e
  32. 32. © Copyright 2014. All Rights Reserved.Analyze . Futurize ENGAGED BRANDS Think Marketing Magazine | www.thinkmarketingmagazine.com The Digital Flirt impact didn’t stop in Twitter, it spread to Facebook and more brands took the initiative to news-jacking Nola Cupcakes and MacDonald's Egypt story, more brands joined the party
  33. 33. Sarmady Digital Republic Digibuzzme Think Marketing Digibuzzme Icon Creations 24© Copyright 2014. All Rights Reserved.Analyze . Futurize Think MarketingMcDonald’s
  34. 34. The story didn’t stop here, The leading digital publishing and marketing company Sarmady posted the article on Facebook fan page saluting Digital Republic Interesting to see two of the biggest Digital Marketing Providers in Egypt involved in Nola Cupcakes story ! © Copyright 2014. All Rights Reserved.Analyze . Futurize Sarmady and Digital Republic- Facebook
  35. 35. Impact on Digital Republic – Digital Agency © Copyright 2014. All Rights Reserved.Analyze . Futurize 2060 2080 2100 2120 2140 2160 2180 2200 23-Jan 24-Jan 25-Jan 26-Jan 27-Jan 28-Jan 29-Jan 30-Jan 31-Jan 1-Feb 2-Feb Digital Republic Fans Digital Republic People Talking About 0 20 40 60 80 100 120 140 160 180 24-Jan 25-Jan 26-Jan 27-Jan 28-Jan 29-Jan 30-Jan 31-Jan 1-Feb 2-Feb 3-Feb 4-Feb 5-Feb
  36. 36. 2 Articles published about the story on Digibuzz and Think Marketing Magazine 6 Brands 100% Nola Cupcakes and McDonald’s: Shall We Wait for Something Official Soon? This would be the most delicious conversation on Twitter in 2014 73 11 1 00 1732 155 2 2 1 ROE Effect Summarized positive sentiment feedback on Twitter Joined the party on Facebook and Twitter 1317%Increase in organic [un-paid] mentions ratio for Nola Cupcakes brand name on Twitter on 28 Jan 2018
  37. 37. Top 5 Factors That Drive People To Share Content With Their Social Networks: 1-Laughter If something makes you laugh, you want to make other laugh. Therefore, you post the content to your Facebook wall or to your Twitter account to make your friends laugh and put a smile on their faces. After all, laughter makes us feel good so why not spread the love? 2-Inspiration It could be artistic inspiration, a motivational speech, or an idea that inspires us to spread love and happiness throughout our communities. A good example is how Coca Cola Egypt campaign boom on Social Media #etganen 3-Originality When people see something creative and original they are also likely to want to share it. 4-Shock It follows the fact that when something gets a strong reaction out of people they want to share it with others, to see if the other people have similar strong reactions. 5-Nostalgia One of the biggest factors that gets people to share web content with their friends in social networks is nostalgia. Just like how Pepsi and Chipsy played this game of bringing the most famous Ramadan characters to Pepsi Ramadan 2013 Film
  38. 38. Share 1 new information? Not more than 140 Character- feel free to use hash-tags
  39. 39. • Blogs • Articles • Press Releases • Whitepapers • Website Content • Landing Pages • Infographics • Slideshare Presentations Documents • Newsletters • Animated Videos • Viral Images • WordPress Websites • eBooks – Cartoon / Comic Strips • Guides © Copyright 2014. All Rights Reserved.Analyze . Futurize Type of Content
  40. 40. This document is protected under the copyright laws as an unpublished work. This document contains information that is proprietary and confidential to Think Marketing Magazine , which shall not be disclosed outside or duplicated, used, or disclosed in whole or in part for any purpose other than to evaluate Think Marketing Magazine . Any use or disclosure in whole or in part of this information without the express written permission of Think Marketing Magazine is prohibited. SOCIAL MEDIA CAMPAIGN DIGITAL IMPACT INSIGHTS COCA COLA EGYPT RELEASE OFFICIAL WORLD CUP 2014 ANTHEM BY NANCY AJRAM & CHEB KHALED Think Marketing Magazine | Analyze. Futurize © Copyright 2014. All Rights Reserved. Think Marketing Magazine | www.thinkmarketingmagazine.com
  41. 41. Acknowledgement As 2014 FIFA World Cup Brazil™ is getting closer, the football lovers allover the world excitement is growing. The Coca-Cola Company the world’s largest beverage company is one of the longest- standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of FIFA World Cup™ that began in 1978. Coca-Cola has had stadium advertising at every FIFA World Cup™ since 1950 Egypt is recognized as the hub for Coca Cola Middle East marketing activities and just released the official World Cup 2014 Arabic anthem by Nancy Ajram & Cheb Khaled. We are proudly introducing the first Social Media case study developed to cover digital impact for the campaign evaluation for Egypt and MENA region. Wish you #Enjoy -Think Marketing Team © Copyright 2014. All Rights Reserved.Analyze . Futurize Think Marketing Magazine | www.thinkmarketingmagazine.com
  42. 42. © Copyright 2014. All Rights Reserved.Analyze . Futurize Think Marketing Magazine | www.thinkmarketingmagazine.com Coca Cola Egypt Digital Channels Overview
  43. 43. © Copyright 2014. All Rights Reserved.Analyze . Futurize @CocaColaEgypt Followers Growth @CocaColaEgypt Twitter Mentions Coca Cola Egypt YouTube Subscribers 0 200 400 600 800 1000 9-Apr 10-Apr 11-Apr 12-Apr 13-Apr 14-Apr 15-Apr 16-Apr 40000 41000 42000 43000 44000 45000 7-Apr 8-Apr 9-Apr 10-Apr 11-Apr 12-Apr 13-Apr 14-Apr 15-Apr 16-Apr 17-Apr Coca Cola Egypt Channel Viewership 110000 110500 111000 111500 112000 7-Apr 8-Apr 9-Apr 10-Apr 11-Apr 12-Apr 13-Apr 14-Apr 15-Apr 16-Apr 17-Apr 25900000 26100000 26300000 26500000 26700000 26900000 27100000 27300000 7-Apr 8-Apr 9-Apr 10-Apr11-Apr12-Apr13-Apr14-Apr15-Apr16-Apr17-Apr
  44. 44. © Copyright 2014. All Rights Reserved.Analyze . Futurize 1480000 1485000 1490000 1495000 1500000 1505000 1510000 1515000 1520000 1525000 1530000 7-Apr 8-Apr 9-Apr 10-Apr 11-Apr 12-Apr 13-Apr 14-Apr 15-Apr 16-Apr Egyptian Fans Statistics on Coca-Cola Global Facebook Page Egyptian Fans Global Fans Egyptian Fans Growth
  45. 45. Voice of Customer Think Marketing Magazine | www.thinkmarketingmagazine.com
  46. 46. © Copyright 2014. All Rights Reserved.Analyze . Futurize 0 200 400 600 800 1000 1200 1400 1600 1800 1-Apr 2-Apr 3-Apr 4-Apr 5-Apr 6-Apr 7-Apr 8-Apr 9-Apr 10-Apr 11-Apr 12-Apr 13-Apr 14-Apr 15-Apr 16-Apr 17-Apr #Shagga3Helmak Mentions on Twitter Engaging Tweets – Campaign Hashtag 0 200 400 600 800 1000 1200 1400 1600 1800 1-Apr 2-Apr 3-Apr 4-Apr 5-Apr 6-Apr 7-Apr 8-Apr 9-Apr 10-Apr 11-Apr 12-Apr 13-Apr 14-Apr 15-Apr 16-Apr 17-Apr #‫شجع‬_‫حلمك‬ Mentions on Twitter Think Marketing Magazine | www.thinkmarketingmagazine.com
  47. 47. © Copyright 2014. All Rights Reserved.Analyze . Futurize 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 1-Apr 2-Apr 3-Apr 4-Apr 5-Apr 6-Apr 7-Apr 8-Apr 9-Apr 10-Apr 11-Apr 12-Apr 13-Apr 14-Apr 15-Apr 16-Apr 17-Apr Engaging Tweets – Campaign Heroes Nancy Ajram Cheb Khaled Hassan Elshafei Think Marketing Magazine | www.thinkmarketingmagazine.com
  48. 48. © Copyright 2014. All Rights Reserved.Analyze . Futurize Sentiment Analysis Dashboard Think Marketing Magazine | www.thinkmarketingmagazine.com Negative Neutral Positive Negative Neutral PositiveNegative Neutral Positive @cocacolaegypt mentions Song Arabic mentions #‫شجع‬_‫حلمك‬
  49. 49. Think Marketing Magazine | www.thinkmarketingmagazine.com Voice Of Customer – Verbatim Hashtag Positive Verbatim Hashtag Positive Verbatim Hashtag Positive Verbatim © Copyright 2014. All Rights Reserved.Analyze . Futurize Brand Mention Verbatim Negative VerbatimBrand Mention Verbatim
  50. 50. © Copyright 2014. All Rights Reserved.Analyze . Futurize Think Marketing Magazine | www.thinkmarketingmagazine.com Campaign Summary
  51. 51. #‫شجع‬_‫حلمك‬#Shagga3Helmak The first & fastest Arabic video to reach 1 million views within ONE DAY only! 1,862 2,980 Coca Cola Official #WorldCup2014 Anthem Tweets included the English hashtag #Shagga3Helmak 2455 Mentions for the Arabic hashtag #‫شجع‬_‫حلمك‬ Views per hr on Official YouTube channel [ Last update till 17 April ] 778,061 Impressions on Twitter till 17Apr. 67,501 Average accounts reach till 17Apr. 99,527 Impressions on Twitter till 17Apr. 55,191 Average accounts reach till 17Apr.
  52. 52. Innovlutions| Confidential Document - © Copyright 2014.All Rights Reserved. Facebook Competitive Analysis
  53. 53. Innovlutions| Confidential Document - © Copyright 2014.All Rights Reserved. 95 3 1,533 2 11 BUFFALO BURGER Butcher's Burger McDonald's Egypt Burger Factory Gourmet Burger Cairo Competitive Fan pages number of fans
  54. 54. Innovlutions| Confidential Document - © Copyright 2014.All Rights Reserved. Buffalo Burger followers most active hours 0 1 2 3 4 5 6 7 8 9 10 12:00 AM 1:00 AM 2:00 AM 3:00 AM 4:00 AM 5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM Buffalo Burger followers Buffalo Burger Tweets
  55. 55. Innovlutions| Confidential Document - © Copyright 2014.All Rights Reserved. Organic Mentions 0 100 200 300 400 500 600 700 800 8-Mar 9-Mar 10-Mar11-Mar12-Mar13-Mar14-Mar15-Mar16-Mar17-Mar18-Mar19-Mar20-Mar21-Mar22-Mar23-Mar24-Mar25-Mar26-Mar27-Mar28-Mar29-Mar30-Mar McDonalds Egypt Mentions Buffalo Burger Mentions Decayed bread crisis
  56. 56. Innovlutions| Confidential Document - © Copyright 2014.All Rights Reserved. McDonalds Egypt decayed bread crisis Initiation Negative Tweet [28 March] Negative TweetNegative Tweet [27 March]
  57. 57. Innovlutions| Confidential Document - © Copyright 2014.All Rights Reserved. Tweebs reactions on decayed bread by MacDonalds Negative Tweet Feedback Negative Tweet FeedbackNegative Tweet Feedback Negative Tweet Feedback Negative Tweet FeedbackNegative Tweet Feedback
  58. 58. © Copyright 2014. All Rights Reserved.Analyze . Futurize Real-time Engagement Many brands forget the fact that Social Media platforms are just a channels and technology itself is just an Enabler. Despite the speed of social and real-time engagement, and impatient audience, the core elements of storytelling have not changed. Give your fans and followers a reason to stay connected with your brand Social Media Channels by opening up a dialogue with them. Spending on Ads is good sometimes, but! Money Can’t Buy You Love – nor Common Sense
  59. 59. #SM_seminar
  60. 60. Please contact us for more info! info@thinkmarketingmagazine.com 002-0100-441-9969 Think Marketing Magazine | www.thinkmarketingmagazine.com THANKYOU

×