• Executive Summary
• Industry, Digital & Consumer Trends
• Situation analysis
• Competition analysis
• Project objectives
• Social media management
Al Watania Poultry Company founded in 1977 by Sheikh
Sulaiman Al Rajhi.
The group of companies has expanded to Egypt to
develop the poultry industry based on the best
available experiences using the latest technologies to
produce the high quality products.
About Al Watania
This presentation explains the steps of social media management for Al Watania
Poultry Digital media channels.
The scope of works is based on the best practices of managing Digital media assets,
existing digital landscape in the target region, target audience's affinities and
This file explains the steps of digital revamping, including Digital media management
and components of content strategy and creative.
Digital media plan summary
Industry, Digital & consumer trends
The table below showing conclusions outline facts and trends in the poultry industry and mass
marketing in Egypt region for 2019 in terms of "positive" and "negative“.
consumption in Egypt will increase from 993 thousand
tons in 2017 to 1 156 thousand tons in 2026 with
Past purchase experience of frozen poultry by those
who only purchase live poultry 57% of the respondents,
who currently only purchase live poultry, pointed out
that they had purchased frozen poultry in the past
while 43% of the respondents, who only purchase live
poultry, pointed out that they have never purchased
frozen poultry before.
The consumption of poultry meat from live poultry
vendors reached around 720 thousand tons in 2016,
with a relative share of 64% followed by frozen poultry,
part of which is imported, with Egypt's total
consumption of it reaching around 327 thousand tons.
The Egyptian poultry industry is not consolidated; top
10 largest producers barely account for 20% of the total
industrial broiler production. Over 70% of the total
industrial broiler meat production is done by the farms
with less than 15 000 birds per cycle with poor
biosecurity level and high cost of production. Policy
changes are difficult to implement.
The internal poultry market in Egypt is substantial and
will likely grow by more than 30% in the next 10 years.
It is protected by 30% import tax for poultry.
GOE is not consistent in its support of the domestic
Digital consumers trends
Digital for living:
Users in the region don't just 'go online' – they live online 91% of local population use a mobile or
89% of online consumers in the region are prompted by both online and offline content or ads to look for
more information immediately, on a connected device.
86% of internet users (accessing via computer, tablet or smartphone) go online for personal reasons daily.
An average person in the region now owns 2 or more connected devices.
Digital presence is critically important in the regional business.
Digital for buying
82% of regional smartphone users have used their device while shopping for specific products.
71% if consumers in the target region who have researched on their smartphone have actually bought a
brand, they wouldn't usually consider because of relevant information available on their smartphone in
Users go online to find useful information on local businesses: 45% look for prices,
29% search for business hours, 27% look for contact information.
Active digital media channels:
Facebook (https://www.facebook.com/alwatania.egypt )
LinkedIn (https://www.linkedin.com/company/al-watania-poultry-egypt-/ )
Inactive digital media channels:
Instagram (https://www.instagram.com/alwataniapoultry/ )
Twitter (https://twitter.com/AlwataniaEgypt )
YouTube (https://www.youtube.com/Alwataniaegy/ )
Al Watania Poultry digital media channels
Time range – last month
Al Watania Poultry Facebook Page Situation analysis
& shares all
Posts per types
Image Video Text
N/A N/A 348 5.7K 2% 100% 0% 0%
Conclusion: during the last month the only 2 posts are published so the number of interactions is so little, according to amount
of page likes.
To activate with fans, should add something on a daily basis with that number of likes, the brand should be able to activate
more followers with their posts it is recommended to post about a current and engaging event' post something funny or
promoted posts in order to boost the engagement.
Explanation of the analysis below: green color represents the strongest presence in the channel
among 5 key competitors; the red color represents the weakest presence in the channel.
Alwatania Poultry Almaraa Poultry Koki Egypt Dakahlia Poultry Pyramid Poultry Awzan company
N/A 2,323 Followers
N/A N/A N/A
N/A 5 Followers
N/A 1,986 Followers
The analysis of social media platforms has been conducted in order to see the areas that need
improvement for Al Watania Poultry brand inn terms of better digital media exposure.
Analysis conclusions: the current position of the Al Watania Poultry in digital media is good
compared to the key competitors.
Koki Egypt has significantly more powerful presence on Facebook, meanwhile Al Watania
Poultry has good in Facebook & Instagram.
Al Watania Poultry has more powerful presence on LinkedIn
1. Increase fan base.
2. Improve fans engagement & loyalty.
3. Excel the brand position.
4. Fix the website bugs
1. Design and develop the infrastructure of digital media assets.
2. Increase customer base.
3. Maximize brand awareness.
4. Increase customer engagement.
5. Mange communication platforms at customers touch points on digital media.
- Digital media management of four channels (Facebook, Twitter, Instagram, YouTube) to promote
Digitally the campaigns & create engagement.
- Integrate the campaigns across the channels, cross promote the campaigns.
- Leverage offline activations wherever applicable due to local regulations.
- Use the virality of potential of content via the channel mix: owned, paid and earned digital
Mechanics - Steps
Develop & Empower Digital media channels:
Mechanics – Digital Media
Professional content management of digital media channels
(Facebook, Instagram, YouTube, Twitter) and (website).
Develop interactive images & GIFs, infographics, articles.
Develop the website and create updated articles.
B- Contents development:
Digital media channels management
The scope of works includes:
Monitoring digital media channels to develop a strategy that
will influence the targeted audience.
Use of different moderation options to stay within reasonable limits
& fit the brand identity.
Develop visual communication of creative ideas which describes
the brand identity & customer needs.
Use of optimized mix of posts to create better engagement on
social media platforms.
Monitor latest technology & social media trends to keep the social
media platforms up-to-date.
Use of social media analytics tools to track & measure the
Prepare monthly reports; adapt social media strategy &
Digital Media Channel Number of posting per channel per time period
Facebook 2-3 Posts per week
Instagram 2-3 Posts per week
YouTube Number of posts depends upon availability
of content provided and budget
Twitter 2-4 tweet per day
Total: 76 – 144 posting per month
The scope of channels managed includes
Digital media assets