For more information on this presentations visit The Internet Show ME 2011: http://www.terrapinn.com/exhibition/internet-show-middle-east/

1. Engaging Social Media
Social Media World Conference
September 21st th- 22nd , 2010
ADNEC, Abu Dhabi, UAE
By : Ayman Hamed- Marketing Director
Al-Islami Foods

2. Quick Survey…
• MySpace
• Blogs?
Do you have • Facebook?
• Online Forum?
an account • Flickr? Do you read…
• Twitter?
on… • LinkedIn?
• RSS Feeds?
• Digg?
Do you or a Have you
• Wikipedia client of yours submitted
Have you ever • Yahoo?
searched for do social content to a
• Google? media social
anything on…
• Ask?
marketing network?

3. Agenda
I- Finding our Bearing
IV- Taking it Global II- Tunning In
III-Putting it Together

4. I- Finding Our Bearing

5. Cultural Fraudulent
Diversity &
In Opportuni
S.East Asia stic
(Moslems, Practices
Buddhists,
Hindus,
In The
Christians) Middle
East
How Did Halal
Get Started?

6. The
Opportunity
• Global Halal Food Business
Valued at US$580 Billion
(Source: Euro monitor)
• Current & Relevant Target
Audience of Muslims of 1.8
Billion
• Islam The Fastest Growing
Religion In The World Value is Created, Now
• Halal Food Products Who Will Capture The
Estimated To Constitute Value?
20% of Total Food Value by
2025
• Extended Middle Eastern
Region Also
Characterized By The
Youngest Population

7. Composition of the $580 Billion HALAL Market
Central & S. Asia
Europe (Inc. Russia) $175 Bil
$65 Billion
China
$ 5 Billion
S. E. Asia
N. America $ 95 Billion
$15 Billion
Africa
$115 Billion Middle East
$111 Billion
S. America
$1 Billion Australia & NZ
$1.5 Billion
Middle East = 19% Of World Value
(*Source: Euromonitor)

8. Which Countries Are Benefiting The Most
From This Growth?
By in large the leading countries can be described as :
Western, Non Muslim, Industrialized
• Australia & NZ
• USA
• Canada
• UK and EU
• Brazil
• India

9. What Other Countries Are Now Moving
Into Position
Countries that will succeed in penetrating the Global Halal Market will be
those that pay attention to the details of, standards, branding and
marketing & Collaborate with others.
• Malaysia
• Thailand
• Brunei
• Singapore
• China
• Philippine
• Turkey
• UAE

10. Which Companies Have Recognized the
Opportunity!
By in large those that have first mover advantage are Multinationals:
• Nestle
• McDonalds
• KFC
• TESCO
• Aussie Beef
• New Zealand Lamb

11. Who Is Al-Islami ?
History : Dubai Coop society born in 1971
by Hajj Saeed Lootah. In 1981 launched
brand Co-OP Islami to ensure genuine
supply of Halal food. Starting with Frozen
whole chicken, followed by processed
products.
Vision: To Become A Global Food Brand By
Leading The Agenda On The Emergence of
„Halal‟ As A Global Mega Trend And
Capturing The Imagination of Food Lovers
Around The World
Mission: To Provide Authentic Halal
Food With The Highest Standards Of
Quality and Health, Thus Emerging As A
Role Model For All Food Providers
Around The World
Aim: To be AED 1 Billion by 2013

12. Good to Remember……
Halal for Al Islami Foods Is Not A Trend, Or a Variant, Or Part of Our Business
IT IS OUR BUSINESS!!!

13. Why Al-Islami ?
Global Sourcing
Stringent
Sharia’a’ & Regional
Quality Manufacturi
Compliance ng
1st, truly
Meeting
Regional
Consumer
Halal Brand
Lifestyle
Our Brands

14. II. Tuning in..

15. So what is
Social
Media?

16. “Social Media is an
umbrella term that
defines the various
activities that integrate
technology, social
interaction, and the
construction of words,
pictures, videos, and
audio.”
– Wikipedia
(www.wikipedia.org)

17. “Over 80% of Americans Use Social
Media Monthly.”
-Forrester, The Broad Reach of Social Technologies 2009

18. “2/3 of the global internet population visits
social networks.”
-Nielsen, Global Faces: Networked Places, 2009

19. Should I give a hoot?

20. “Social Media has overtaken
adult entertainment and email
as the #1 activity on the web.”
-socialnomics, Social Media Blog

21. Because Social Media
is Changing the
Media Landscape
“Technology is shifting the power
away from the editors, the
publishers, the establishment,
the media elite. Now it’s the
people who are in control.”
-Rupert Murdock, Media Mogul

22. “So…What are the trends?”
@Techczar

23. Years it took a
medium to reach 50
million users…

24. 38 Years

25. 13 Years

26. 4 Years

27. 3 Years

28. “100 Million users in less than 9
months.”

29. I-phone
Applications hit 1
billion downloads
in 9 months

30. 80% of Twitter usage is on mobile
devices

31. Every minute- 13 hours of video is
uploaded to YouTube.

32. It would take a person more than 412
years to view every video on YouTube.

33. 1,200,000,000
The number of YouTube videos viewed per day.

34. 13,000,000
The number of articles available
on Wikipedia.

35. 4,000,000,000
The number of photos archived on
Flicker.com as of June 2009.

36. 1382%
The monthly
growth rate of
twitter users
from January
to February
2009.

37. 27,300,000
The average # of
“tweets” per day
on Twitter.

38. 5,000,000,000
The number of minutes
spend on Facebook
each day

39. “If Facebook were a
Country, it would be
the 4th most
populated in the
world, ahead of
Japan.”
-Mark Zuckerberg

40. China’s Q-Zone is Larger!
(Over 300 Million Users)

41. So what is it all about?

42. A means to an end.
ENGAGEMENT FUNNEL

43. ENGAGEMENT FUNNEL

44. “Social Media is all about the Dialogue.”

45. “85% of Social Media users believe that a
company should go further than just
leaving a presence on social sites and
should also interact with its customers.”
-Cone, Business in Social Media Strategy, Sept. 2008

46. Which means it’s… It’s not…
transparent controlled
inclusive organized
authentic exclusive
vibrant product-driven
consumer-driven “on-message”

47. The conversation is powered by
• Social Networks
• News & Bookmarking
• Blogs
• Microblogging
• Video Sharing
• Photo Sharing
• Message boards
• Wikis
• Virtual Reality
• Social Gaming
• Related:
– Podcasts
– Real Simple Syndication (RSS)

48. III. How Islami is putting it together

49. But How to Capture Value ?
Willingness To
Pay
Sales Value
Me Too Products Differentiation
Poor Market Activation Activation
Substitutes Innovation
Greys Engagement
Retail Concentration
Value Capture Trading Terms
Distributor Gaps Overheads
Wrong Business System Partnerships
Legislation (Duties) Business System
Inefficient Processes Managing Ecosystem
Heavy Competition Supply Chain Costs
Cost of Sales Managing Exit Effectively
Willingness To
Supply

50. Our Corporate Strategies
1 Build a powerful, local, regional & global
“Halal” brand
Invest heavily in ATL & BTL
2 Develop a brand led organization
3
Increase our total market sharethe Category SOV
Dominate
(Existing Geographies, Concepts, Categories & Channels)
Expand New Concepts such as
4
Meat Shop, Cart & Farooj
Aggressively expand geography
(in every category)
Re Launch in KSA &Europe
5
Drive expansion through innovation
(In Formula, Packaging, Benefits, channels etc.) Better Consumer
Based on
Understanding Develop new Food
solutions

51. 1 Build A Powerful, Local, Regional & Global
“Halal” Brand
Communication Evolution of Al- ISLAMI Brand
Functionality 3. Going beyond the trade-off of
(HALAL) Functionality & Convenience to
1. Emphasis on Bonding (Universal Values)
HALA as real
Differentiator
Interrupt-
ion
Intrusion Engagement
2. Emphasis on
Functional Benefits
“Healthier, Nutritious &
Tastier Lifestyle/conven
ience
1. Halal Interruption : Emphasizing What Is Real Halal (Functional)
2. Halal Intrusion : Emphasizing Tangible Benefits (Added Value)
3. Halal Engagement : Emphasizing Universal Values (Cutting across all segments)

52. 1 Build A Powerful, Local, Regional & Global
“Halal” Brand
• Functional  Benefits & Lifestyle

53. 1 Build A Powerful, Local, Regional & Global
“Halal” Brand
• Bonding

54. 2 Develop A Brand Led Organization
Expected SOV for 2010 will be around
60% of the total Frozen meat category
40%
60%
Islami Others

55. IV- How to Take it Across ?

56. Follow The Rules !
1 Listen
2 Engage
3 Measure

57. Listen!
Tweetter
MSN
Yahoo Facebook

58. Maktoob
• Maktoob.com is the #1 consumer portal that provides multimedia services such as
email, videos music, movie reviews, chat rooms, women’s sections for cookery, health
and beauty, men’s sections for cars and computers and other information.
Country Unique Visits
Saudi Arabia 6,015,436
UAE 1,094,599
Bahrain 237,169
Kuwait 528,040
Oman 179,636
Levant 411,864
Qatar 250,209
Egypt 2,757,163

59. MSN Arabia
• MSN Arabia is one of the top 5 consumer portals worldwide.
It is consistently visited by young adults for interactive services:
 MSN Messenger
 Hotmail
 Games
 Music Video
 Health and Fitness
 All Other General News
 Page views per month: 42.58 million
(Page views are the number of times the website pages/sections have been viewed)
 Unique users per month: 11.07 million
(Unique users refer to the number of people who visit the website.)

60. Ikoo Network
• The Ikoo Network consists of an assortment of websites, catering to different target
audiences.
• Their women network is a combination of sites targeting women across the GCC.
 Sedty
 Lakii
 UAE Women
 3roos
 Mn66
 Page views per month: 73.8 million
(Page views are the number of times the website pages/sections have been viewed)
 Unique users per month: 5.83 million
(Unique users refer to the number of people who visit the website.)

61. AL AAB
• One of the few websites allowed for online gaming.

62. Also Linking Our Page to Facebook

64. Engage!

65. Maktoob
• Banner:
 Space Banner 220x550
• Sections:
 Exclusively Female sections of portal

66. MSN Messenger
• Banner:
 Expanding Half Banner 234x60 to 300x250
• Sections:
 Exclusively Females, age 20 to 44.

67. Alaab
• Banner:
 MPU Banner 300x250.
• Sections:
 Main Section

68. Alaab
• Banner:
 Wallapaper takeover
• Sections:
 Main Section

69. Ikoo Network
• Banner:
 Space Banner 220x550.
• Sections:
 Female Channel.
(Across top female portals)

70. Ikoo Network
Snapshots

71. Run Competitions on Facebook

72. Measure!
Audience
Engagement
Loyalty Influence

73. Maktoob
• Campaign Performance:
 1,008,434 impressions delivered.
 2,742 clicks, 0.27% CTR
 Further 350,000 FREE impressions
were secured.

74. MSN Messenger
• Impressions Booked:
 505,288 impressions delivered.
 1,515 clicks, 0.30% CTR.
 Interactions: 833 users initiated expansion ; I.R:
55%
 The I.R is the total # of user initiated actions; as
this operation is an expandable
banner, we monitor the % of users who opt to
expand the banner and read more.
 The CTR & I.R are outstanding, considering this
is a targeted campaign exclusively on females
aged 20 to 44.

75. Alaab
• Impressions Booked:
 700,203 impressions delivered
 1,890 clicks, 0.28% CTR.
 CTR well above average,
on an +80% Arab Female majority site.

76. Alaab
• Impressions Booked:
 100% Share of voice
were secured
All users who
enter the page will see the
Islami logo on both sides
of the
page.

77. Ikoo Network
• Impressions Booked:
 1,957,332 impressions
delivered.
 2,935 clicks, 0.15% CTR
further FREE impressions
secured from the Ikoo network.

78. Ikoo Network
Snapshots

79. Keys to Success
1. Experiment with social media
2. Make a plan
3. Listen
4. Be transparent & honest
5. Share your content
6. Be personal and act like a
person
7. Contribute in a meaningful way
8. See criticism as an opportunity
9. Be proactive
10. Accept you can’t do it all !

81. Thank you