The Use of Social Media      in Business Across           CulturesAn Analysis of Perceptions and Practices in the UAE and ...
IntroductionsProfessor Nicholas Imparato       Professor Mouwafac Sidaoui                              2
USF MBA Students       3
Agenda•   Social Media Study and Limitations•   Technology Timeline•   Literature Review•   Quantitative Analysis•   Conte...
Project Process•   The use of social       •   Technology timeline     •   Surveyed business    media technologies        ...
Study and Limitations    Eliza Gerland & Amy Whittaker                  6
Scoping Survey                Yes         NoImportance, purpose,         Whether social mediaand context for using       h...
Limitations• Limited access to businesses in the UAE• Brief survey• Trial use of questionnaire• Sample size• Limited to bu...
Past to PresentSocial Media Technology Timeline       Alfred Dang & Roza Khademi                   9
Enabling Technology• Development of dynamic  web content• Paradigm shift:  • From information retrieval to    active parti...
Rise of Social Networks   (2002 and Beyond)           11
Business Interactions• Increasing business accessibility  to social media networks• Leveraging networks and  profiles for ...
Acceleration ofTechnology Adoption        1990: Tim Berners Lee creates the first        prototype webpage and web browser...
Literature Review   Erika Rincon & Kristen Trad               14
What is Social Media?           Social Media: “a group of Internet-based applications           that build on the ideologi...
Types of Social Media             Crowdsourcing – Customer Ratings                            Networking                 •...
Corporate Use of Social Media    Marketing/Advertising       • Brand Awareness       • Customer Engagement       • Trend A...
Consumer Motivations for  Using Social Media           18
Effect of Social Media on Business•     Less Hierarchy      – Middle management not needed to convey messages to organizat...
Quantitative Analysis   Alfred Dang, Regan Sweeney, Erik Shallman                      20
Executive Summary• Procedure:  •   Developed an instrument  •   Collected data  •   Managed data quality  •   Analyzed res...
Data Quality• Stringency standards required exclusion• Cleansing data and categories• Demographic data with focus on perce...
Country of Residence     Saudi Arabia, 1    Turkey, 1                         UAE, 24           USA, 74                   23
Highest Level of Education       Doctorate           High School         8%                    4%                         ...
Industry                       Business/Legal/     Other                         Professional     31%                     ...
Time Using Social Media in Business       Between 5 - 6            7+ years          years                                ...
Social Media Practices in           UAE and USA• Two Tests:  • Comparison of Means (ANOVA)  • Mosaic Plots• Statistical Pr...
Social Media Practices inUAE and USA: ANOVA                       p-value 0.8432            28
Percentage of Customer BaseUsing Social Media: Mosaic                         p-value 0.5230             29
Gaming and Gamification                    p-value 0.0092           30
Photo and Video Sharing                    p-value 0.0092           31
Industry Differences                       p-value < 0.0001         32
Correlation between Perception and        Behavior: Bivariate                33
Hypothesis: Perception Drives Behavior              (ANOVA)                  34
Summary• Exploratory study generated insight  regarding similarities between social  media practices of the UAE and USA• C...
Content Analysis  May Abughazalah & Alfred Dang              36
Top Ten U.S. Companies in UAE and USA                  37
Top performing             Companies in the UAE             Twitter                               FacebookCompanies       ...
Social Media in the UAE• Facebook penetration in the UAE is the highest in the  Arab world• >38% of companies in the UAE u...
UAE Targeted Social MediaWhat is out there?• Dubizzle  • Launched 2005  • 4,000 Daily unique users• WatWet  • Arabic versi...
Case Study: Universities      Abu Dhabi University           University of San Francisco6,231 Facebook Likes              ...
Case Study: Burger King         Burger King USA                      Burger King UAE5 million Facebook Likes              ...
Insights from Company Visits• Long term thinking, long term investments• A diversified economy is a healthy economy• The c...
Conclusions from Study• Businesses in both the UAE and USA are increasingly  leveraging social media to deepen connections...
Questions, Discussion, a    nd Next Steps    Facilitated by Alfred Dang & Regan Sweeney                      45
Thank you! Professor Nicholas Imparato Professor Mouwafac Sidaoui           46
Works Cited•   Sources: 50 Social Sites That Every Business Needs a Presence on. InsideCRM. Retrieved from    http://www.i...
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The Use of Social Media in Business Across Cultures - An Analysis of Perceptions and Practices in the UAE and USA

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A presentation juxtaposing the analysis of perceptions & practices of social media use amongst businesses in the UAE / USA

Presentation delivered by MBA from University of San Francisco - School of Management at the Higher Colleges of Technology in Abu Dhabi, UAE on
June 14th, 2012.

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  • Based on the nature of this course our class worked on the following process.
  • Exploratory study – to identify differences, if any, of the usage of social media in the US and the UAE. To find ideas and data that will help build a framework for understanding how social media is currently used and for outlining potential uses in the future. The social media revolution cannot be shaked by any one economy.
  • Exploratory study - Exlore the use of social media in both countries10 demographic questions for the participants of the surveyAsked whether respondents used social media in their businessAsked 10 follow-up questions
  • There are tools in the UAE that measure social media usage that do not exist in the US, and because of our limited access to businesses/consumers in the UAE we could not account for this info.- Lengthy surveys can deter people from responding, therefore we built a shorter survey – which limited our data but aided us in # of responses for such short notice- We have no experience using this questionnaire beforeOur sample size is not representative of either country because we did not send our survey out to too many corporate businesses in the US for fear that we would have a much larger sample size in the US versus the UAEOur preliminary survey has only appealed to people using social media for business, whereas there is more studying to be done about the consumer use of social media interaction between companies.
  • In the next couple of slides, Alfred and I will be giving a brief overview of technoloogy and when it was introduced to the marketAs seen here, after 1995 iFrame HTML, a paradigm shift occurred to Web 2.0, which we will discuss later as well as how it led to Social Media. It was a shift in the internet from static pages to interactive user experiences
  • [EDIT] Define: Web 2.0 and user-generated content?? Ideological too leftist???? Insert other possible definitions of social media?
  • [EDIT] S
  • MENTION THIS IS ILLUSTRATIVE, NOT DEFINITIVE
  • Limitations of the current study….Reference to Kristen…Of the qualititative discover the tools Collecting this kind of data from the UAE users. Yet are they the same?
  • - This study employed the use of an online survey system to gather data from a poll of participants representing the United Arab Emeritus and the United States of America- The stringency standards employed in during the analysis of the survey data required the exclusion of group of observations- During the cleansing of the data to maintain constancy standards other categories were aggregated - The survey used demographic data to partition the results, but focused on the perception and implementation of Social Networking in both countries
  • High internet and mobile penetration and the large youth demographic in the UAE have enabled businesses in the country to use popular social media platforms like Facebook, Twitter and YouTube as effective NOTES:Facebook penetration in the UAE is the highest in the Arab world and among the top 10 in the world. The 15-29 age group constitutes almost 75% of the Facebook users in the Arab world.48% The percentage of internet hits for social networking sites like Facebook, Twitter, LinkedIn, in the MENA region (Source: Euromonitor International)Less than 38% The percentage of companies in the UAE using social media to promote their services, products, or brands (Source: SpotOn PR, July 2009)41% had some contact with their favorite brands through social media while 65% did the same through e-mail. The internet has become a popular and effective tool to reach teen consumers and social networking sites such as Facebook are often components of marketing strategies that are directed at teens
  • UAE Women Network is an Arabic online community and forum for UAE women. From the site’s mission statement, available in English, the site “promotes balance for the UAE women between her various roles, increasing mental, familial and social stability.” It’s an open forum for women of the UAE to connect and discuss issues, while adhering to social and religious values commonly held by the public. It’s an extremely popular site in the UAE, ranking #12 in traffic. While it doesn’t crack the top 100 in other MENA countries, nearly 11 per cent of their users are from the Kingdom of Saudi Arabia, and users from Oman, Egypt, and Kuwait are also well represented on the forum. Dubizzle, which was originally launched in 2005 primarily as Dubai’s first online community with an extensive classified section, grew exponentially with 4,000 unique daily visitors with active discussion forums between members and reviews and blogs about Dubai’s entertainment, dining, and shopping offerings. In 2009, it expanded and also launched an Abu Dhabi version of the popular portal. It’s the 38th most popular website in the UAE.WatWet is the Arabic-language answer to Twitter, and has about 25,000 users in the region, though most are from Jordan where WatWet was launched. It’s social-networking and micro-blogging in Arabic, and is gaining a heavy following with its SMS-update service that allows users to update their pages through SMS
  • The Use of Social Media in Business Across Cultures - An Analysis of Perceptions and Practices in the UAE and USA

    1. 1. The Use of Social Media in Business Across CulturesAn Analysis of Perceptions and Practices in the UAE and USA Higher Colleges of Technology Abu Dhabi, UAE June 14th, 2012 1
    2. 2. IntroductionsProfessor Nicholas Imparato Professor Mouwafac Sidaoui 2
    3. 3. USF MBA Students 3
    4. 4. Agenda• Social Media Study and Limitations• Technology Timeline• Literature Review• Quantitative Analysis• Content Analysis of UAE and USA• Questions, Conclusion and Next Steps 4
    5. 5. Project Process• The use of social • Technology timeline • Surveyed business media technologies and literature review professionals in the in business UAE and the USA • Comparison of• Exploratory study companies in the • Practice vs. perceptions UAE and USA• Compare / Contrast • Analysis vs. literature UAE and USA 5
    6. 6. Study and Limitations Eliza Gerland & Amy Whittaker 6
    7. 7. Scoping Survey Yes NoImportance, purpose, Whether social mediaand context for using has ever been used and social media reasons for not using it 7
    8. 8. Limitations• Limited access to businesses in the UAE• Brief survey• Trial use of questionnaire• Sample size• Limited to business perspective only 8
    9. 9. Past to PresentSocial Media Technology Timeline Alfred Dang & Roza Khademi 9
    10. 10. Enabling Technology• Development of dynamic web content• Paradigm shift: • From information retrieval to active participation• Rise of AJAX 10
    11. 11. Rise of Social Networks (2002 and Beyond) 11
    12. 12. Business Interactions• Increasing business accessibility to social media networks• Leveraging networks and profiles for reputation / hiring• Improving customer service and engagement• Advent of closed inter- enterprise social networks 12
    13. 13. Acceleration ofTechnology Adoption 1990: Tim Berners Lee creates the first prototype webpage and web browser 1995: Netscape IPO 1999: Tim O’Reilly coins the term “Web 2.0” 2002 – Friendster is created 2004 – Facebook is created 2006 – Twitter is created Mar. - April, 2012 – Facebook has 901 million users, Twitter has 130 million users and almost 350 million tweets daily (or 128 billion tweets per year) 13
    14. 14. Literature Review Erika Rincon & Kristen Trad 14
    15. 15. What is Social Media? Social Media: “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.” - Andreas Kaplan and Michael HaenleinWeb 2.0:As defined by Tim O’Reilly, loosely defined intersection of web applicationfeatures that facilitate participatory information sharing, interoperability, user-centered design, and collaboration on the World Wide WebUser-Generated Content (UGC):Conversational or two-way media that is a key characteristic of Web 2.0 whichencourages the publishing of ones own content and commenting on other peoples. 15
    16. 16. Types of Social Media Crowdsourcing – Customer Ratings Networking • Expedia.com and Trip Advisor • Facebook • Yelp, Qaym, and other customer • LinkedIn review sites • Google+ Location-Based Networking Microblogging • foursquare • TwitterSources: 50 Social Sites That Every Business Needs a Presence on. 16
    17. 17. Corporate Use of Social Media Marketing/Advertising • Brand Awareness • Customer Engagement • Trend Analysis Public Relations and business outreach Reputation Management Crisis ManagementSources: Castro, C. “Global Innovation.” 17
    18. 18. Consumer Motivations for Using Social Media 18
    19. 19. Effect of Social Media on Business• Less Hierarchy – Middle management not needed to convey messages to organization – Empowers employees who do the work• Focus on Consumers – Better understanding of what customers want – Improve customer service – Retain existing and attract new customers• Wider Reach – Reach global customers – Crowdsource across geography and disciplinesSources: 1. Hisaka, A. (2012, April 27). The Benefits of Social Media for Businesses.;2. George, B. (2010, December 23). How Social Networking has Changed Business. 19
    20. 20. Quantitative Analysis Alfred Dang, Regan Sweeney, Erik Shallman 20
    21. 21. Executive Summary• Procedure: • Developed an instrument • Collected data • Managed data quality • Analyzed results • Gleaned insights• Results: • Similar practices between the UAE and USA • Correlation between perception and behavior 21
    22. 22. Data Quality• Stringency standards required exclusion• Cleansing data and categories• Demographic data with focus on perception and implementation of social media 22
    23. 23. Country of Residence Saudi Arabia, 1 Turkey, 1 UAE, 24 USA, 74 23
    24. 24. Highest Level of Education Doctorate High School 8% 4% Undergraduate Graduate 36% 52% 24
    25. 25. Industry Business/Legal/ Other Professional 31% Services 26% High- AcademiaTech/Telcom 17% 13% Financial Services 13% 25
    26. 26. Time Using Social Media in Business Between 5 - 6 7+ years years <1 year Between 1 - 2 Between 3 - 4 years years 26
    27. 27. Social Media Practices in UAE and USA• Two Tests: • Comparison of Means (ANOVA) • Mosaic Plots• Statistical Profile • Few significant differences • Gaming and Gamification • Photo and Video Sharing • Industry 27
    28. 28. Social Media Practices inUAE and USA: ANOVA p-value 0.8432 28
    29. 29. Percentage of Customer BaseUsing Social Media: Mosaic p-value 0.5230 29
    30. 30. Gaming and Gamification p-value 0.0092 30
    31. 31. Photo and Video Sharing p-value 0.0092 31
    32. 32. Industry Differences p-value < 0.0001 32
    33. 33. Correlation between Perception and Behavior: Bivariate 33
    34. 34. Hypothesis: Perception Drives Behavior (ANOVA) 34
    35. 35. Summary• Exploratory study generated insight regarding similarities between social media practices of the UAE and USA• Correlation between business actions and perception in regard to social media 35
    36. 36. Content Analysis May Abughazalah & Alfred Dang 36
    37. 37. Top Ten U.S. Companies in UAE and USA 37
    38. 38. Top performing Companies in the UAE Twitter FacebookCompanies Followers Companies LikesChannel 4 Dubai 15,757 National Geo AD 66,118Emirates Airlines 13,552 Emirates Airlines 55,230Timeout Dubai 11,429 Dubai Mall 47,513Dubai Mall 9,016 Khaleej Times 18,813Gulf News 7,710 Etihad 17,556 38
    39. 39. Social Media in the UAE• Facebook penetration in the UAE is the highest in the Arab world• >38% of companies in the UAE use social media for promotion• 41% of consumers had some contact with their favorite brands through social media 39
    40. 40. UAE Targeted Social MediaWhat is out there?• Dubizzle • Launched 2005 • 4,000 Daily unique users• WatWet • Arabic version of Twitter • 25,000 users in the region 40
    41. 41. Case Study: Universities Abu Dhabi University University of San Francisco6,231 Facebook Likes 16,750 Facebook Likes1900 Twitter followers 2800 Twitter followersActivities: Activities: • Event Announcements • Event Announcements • Useful general Advise • USF in the News • Answering Inquires • Article Sharing • Reminders • Reminders • Achievements • Academic Advise • Product Promotion • Achievements 41
    42. 42. Case Study: Burger King Burger King USA Burger King UAE5 million Facebook Likes 68,400 Facebook Likes52,600 Twitter followers 28 Twitter followersActivities: Activities: • Product Launch • Product Launch • Viral Campaigns (Mainly Facebook) • Consumer Generated Content • Basic Product promotion • Coupon gifts to engaged customers • Delivery Service Promotion • Seasonal Promotions • Website Engagement • Surveys • Low Customer Engagement • User Driven Campaigns 42
    43. 43. Insights from Company Visits• Long term thinking, long term investments• A diversified economy is a healthy economy• The culture is evolving and businesses are now looking to collect feedback from both employees and customers• The use of social media in business in the UAE and the USA will grow over the next few years 43
    44. 44. Conclusions from Study• Businesses in both the UAE and USA are increasingly leveraging social media to deepen connections with customers and consumers• Survey respondents who believe that the use of social media is important for business are also utilizing it• Service companies in the UAE (e.g. media and travel) are currently having the most success with social media outreach• Social media users in the UAE use different tools than users in the USA (e.g., Dubizzle & Wat Wet)• Just scratching the surface – much more to do to understand any differences in practices and perceptions that may exist 44
    45. 45. Questions, Discussion, a nd Next Steps Facilitated by Alfred Dang & Regan Sweeney 45
    46. 46. Thank you! Professor Nicholas Imparato Professor Mouwafac Sidaoui 46
    47. 47. Works Cited• Sources: 50 Social Sites That Every Business Needs a Presence on. InsideCRM. Retrieved from http://www.insidecrm.com/features/50-social-sites-012808/• Sources: Castro, C. “Global Innovation.” Kannan, S., Menezes, G., McKechnie, D. (2010). Social Networking sites in the UAE emerging market: in pursuit of knowledge about users. Retrieved from http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1135&context=dubaipapers• Sources: Hisaka, A. (2012, April 27). The Benefits of Social Media for Businesses. The Customr Collective. Retrieved from http://thecustomercollective.com/alexhisaka/83643/benefits-social-media-businesses.• George, B. (2010, December 23). How Social Networking has Changed Business. Harvard Business Review Blog Network. Retrieved from http://blogs.hbr.org/hbsfaculty/2010/12/how-social-networking-has-chan.html• Gibson, R. (2012, January 17). General format. Retrieved from http://mashable.com/2012/01/17/business- social-media-progress/• SMU. Retreived May 20, 2011 from the Wiki SMU https://wiki.smu.edu.sg/digitalmediaasia/Digital_Media_in_UAE, Nielson (2011). Social Media Report. Retrieved from http://www.dsg.fohmics.net/Portals/Pdfs/report.pdf, http://www.itp.net/mobile/587205-uae- firms-not-making-good-use-of-social-media 47

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