The document discusses the evolution of communication mediums from traditional forms to digital, emphasizing that the essence of content remains unchanged despite shifts in mediums. It highlights the significant impact of the digital revolution on communication strategies, where the audience has gained unprecedented influence and agencies are adapting to provide integrated, responsive services. The need for personalized, targeted communication is underscored, advocating for quality engagement over sheer quantity of followers.

1. Back
to
the
Future
Yesterday’s
Values,
Tomorrow’s
Media
Jimmy Ghazal
Head
of
Digital
|
Quantum
Communica>ons

2. "In
a
virtual
world
one
cannot
be
homeless"
Eli
Khoury
|
CEO
Quantum
Group

3. From
the
early
ages
of
cave
pain<ng
©
2012
|
Jimmy
Ghazal

4. To
modern
day
technology.
©
2012
|
Jimmy
Ghazal

5. Cave
Pain>ng
Clay
Cuneiform
Script
Parchment
Wri>ng
Paper
Prin>ng
Television
Screen
Mediums
have
changed
but
the
essence
remains
the
same.
©
2012
|
Jimmy
Ghazal

6.
In
its
ever-­‐changing
form
Contentt
he
Medium
has
always
been
at
ArCorm
heart
of
communica<on.
©
2012
|
Jimmy
Ghazal

7. Visual
+
Word
=
Content
The
visual
and
the
words
remain
the
trampoline
©
2012
|
Jimmy
Ghazal

8.
The
available
mediums
of
the
era
Dictated
the
format
of
the
message
and
Defined
a
specific
audience
©
2012
|
Jimmy
Ghazal

9. Enter
Digital
©
2012
|
Jimmy
Ghazal

10. The
Digital
Era
forced
a
radical
change
on
all
communica<on
fronts
/
The
Medium
/
The
Audience
/
The
Content
/
The
Agency
©
2012
|
Jimmy
Ghazal

11. /
What
Changed?
Non
Exhaus<ve
Pre-­‐Digital
Post-­‐Digital
/
Long
live
the
TVC
/
Hail
Facebook
Medium
/
Paid
Media
/
Earned
and
Owned
Media
/
Selec>ve
Experts
/
Everyone
is
a
Producer
/
Unengaged
/
Engaged
Agencies
/
Mass
Targe>ng
/
Targeted
Media
needed
to
Audience
/
Simple
Reach
/
Wide
Reach
revisit
their
/
Vague
Analy>cs
/
Detailed
Analy>cs
opera<ng
/
High
Sa>sfac>on
/
High
Expecta>ons
model
/
One
Content
Fits
All
/
Tailor-­‐made
Content
Content
/
Issues
Resolved
by
the
Ongoing
Community
/
Press
Release
Management
/
High
Produc>on
Cost
/
Cheap
User
Generated
©
2012
|
Jimmy
Ghazal
Content

12. The
digital
revolu<on
has
introduced
new
media
that
virtually
melted
the
physical
borders
and
gave
birth
to
an
interconnected
world
of
individuals.
©
2012
|
Jimmy
Ghazal

13. /
There
is
a
change
in
the
communica<ons
game-­‐play.
©
2012
|
Jimmy
Ghazal

14.
/
Tradi<onal
influencers
no
longer
control,
determine
and
an<cipate
the
outcome
of
the
game.
©
2012
|
Jimmy
Ghazal

15.
/
Today’s
new
game-­‐makers
are
what
we
previously
referred
to
as
the
“audience”.
©
2012
|
Jimmy
Ghazal

16. A
new
power
was
born,
it
is
the
power
of
“ONE”
©
2012
|
Jimmy
Ghazal

17. One
individual
today
can
be
more
influen<al
[
posi<vely
or
nega<vely
]
with
more
reach
than
a
media
agency
of
the
previous
decades.
©
2012
|
Jimmy
Ghazal

18. The
Evolu<on
Campaigns
PlaCorm
Short
Lived
Infinite
Life<me
Press
Release
Blogs,
Pages,
Tweets..
Issue
Tackled
Issue
Re-­‐emerging
Audience
Par<cipant
/
Community
Fan
Influencer
/
Ambassador
Brand
Product
©
2012
|
Jimmy
Ghazal

19. How
did
that
affect
the
Agency?
©
2012
|
Jimmy
Ghazal

20. /
The
communica<ons
industry
has
been
evolving
its
opera<ng
model
to
be]er
suite
the
era
it
is
living.
©
2012
|
Jimmy
Ghazal

21. /
Agencies
today
are
re-­‐integra<ng
previously
created
independent
en<<es
into
their
core
bodies.
(i.e.
Branding,
Media,
PR,
Events,
Social,
Content,
Planning,
Interac<ve)
©
2012
|
Jimmy
Ghazal

22. /
Smaller
new
media
models
i.e.
the
Digital
and
Social
Media
Agencies
will
either
need
to
extend
their
services
to
cover
the
full
communica<ons
spectrum
or
embed
themselves
into
larger
exis<ng
models.
©
2012
|
Jimmy
Ghazal

23. /
Clients
nowadays
want
a
one
stop
shop
experience
©
2012
|
Jimmy
Ghazal

24. /
But
regardless
of
the
opera<ng
model,
the
industry
is
moving
away
from
just
“Mass
Targe<ng”
towards
“Listening
Engaging”
and
©
2012
|
Jimmy
Ghazal

25. The
Old
Agency
Model
Mass
Targe>ng
/
Core
disciplines
are
embedded
in
the
agency
Business
Media
Mass
Targe>ng
Crea<ve
©
2012
|
Jimmy
Ghazal

26. Mass
Targe>ng
Media
The
80’s-­‐90’s
Model
Branding
/
The
rise
of
the
specialized
divisions
Business
Planning
PR
Crea<ve
Mass
Targe>ng
Produc<on
©
2012
|
Jimmy
Ghazal

27. Technology
Mass
Targe>ng
Media
The
Current
Model
/
More
Branding
specialized
divisions
Business
Planning
PR
/
Interac<ve
Social
/
Digital
Crea<ve
Listening
Analy<cs
Produc<on
©
2012
|
Jimmy
Ghazal

28. The
Issues
Today
/
Lack
of
synergy
between
agency
division
/
Lack
of
understanding
of
the
core
brand
values
from
third
party
suppliers
(i.e
Digital
and
Social)
/
Intermixed
communica<ons
and
messages
between
client,
agency,
social,
PR,
and
online
community
/
Very
slow
reac<on
<me
(specially
in
<mes
of
crisis)
/
Confused
clients
/
Content
is
randomly
disseminated
and
oden
repackaged
by
users.
©
2012
|
Jimmy
Ghazal

29. The
Content
Maze
©
2012
|
Jimmy
Ghazal

30. The
Solu<on
/
Centralized
Efforts
and
Follow
up
/
Fast
Reac<on
Time
/
Content
is
King
/
Qualita<ve
vs.
Quan<ta<ve
Analy<cs
/
S.L.A.R
Send
Listen
Adapt
React
©
2012
|
Jimmy
Ghazal

31. The
Recommended
Model
S.L.A.R
Media
/
All
disciplines
are
Branding
re-­‐embedded
in
the
agency
Technology
Planning
Business
Analy<cs
Interac<ve
Digital
Content
PR
/
S.L.A.R
Social
Crea<ve
Produc<on
©
2012
|
Jimmy
Ghazal

32. Tradi<onal
Workflow
MANAGEMENT
Discovery
EXECUTIVE
STRATEGIC
/
MEDIA
PLANNING
CLIENT
SERVICING
/
TRAFFIC
COORDINATION
ART
DIRECTION,
DESIGN
Crea<ve
ART
/
DESIGN
PRINT
/
BROADCAST
/
INTERACTIVE
Deployment
PRODUCTION
POLLING
Measurement
EVALUATION
©
2012
|
Jimmy
Ghazal

33. Recommended
Workflow
MANAGEMENT
Discovery
EXECUTIVE
STRATEGIC
/
DIGITAL
/
MEDIA
PLANNING
CLIENT
SERVICING
/
TRAFFIC
/
PRODUCTION
COORDINATION
Project
Management
INFORMATION
ARCHITECTURE
/
USER
EXPERIENCE
ARCHITECTURE
ACQUISITION
/
COPYWRITING
/
CONTENT
MANAGEMENT
Content
CONTENT
ART
DIRECTION,
DESIGN,
DIGITAL
ART
Crea<ve
ART
/
GUI
(GRAPHIC
USER
INTERFACE)
PRINT
/
TV
/
PLATFORM
/
INTERACTIVE
/
MOBILE
/
GAME
Deployment
DEVELOPMENT
QUALITY
ASSURANCE
/
WEBMASTERING
/
CRM
/
SEO
MAINTENANCE
SOCIAL
MEDIA
/
ANALYTICS
Measurement
USER
ENGAGEMENT
©
2012
|
Jimmy
Ghazal

34. In
the
Social
Media
World
For
every
ac<on
there
is
an
equal
and
faster
reac<on
©
2012
|
Jimmy
Ghazal

35. /
Few
decades
ago
when
a
situa<on
emerged,
a
brand
had
the
luxury
of
<me
to
wait,
evaluate,
plan
and
issue
a
press
release
to
contain
the
problem.
©
2012
|
Jimmy
Ghazal

36. /
Today’s
reac<on
<me
needs
to
be
almost
immediate:
PR,
Community
Management,
Project
Management,
and
the
Agency
need
to
work
hands
in
hand
to
be
able
to
respond
properly
before
the
snowball
effect.
©
2012
|
Jimmy
Ghazal

37. /
PR
and
Social
are
now
two
sides
of
the
same
coin
©
2012
|
Jimmy
Ghazal

38. /
Community
Management
need
to
be
handled
by
the
brand
guardians
and
the
communica<on
experts
simultaneously.
/
A
badly
managed
issue
can
transform
in
days
into
thousands
of
li]le
out-­‐of-­‐hand
crises.
©
2012
|
Jimmy
Ghazal

39. #New_Middle_East
©
2012
|
Jimmy
Ghazal

40. /
Technology
and
the
speed
of
digital
communica<on
helped
shape
a
new
Middle
East,
one
that
is
young,
evolving
and
connected
with
the
rest
of
the
world.
©
2012
|
Jimmy
Ghazal

41. The
Challenges
/
It
is
a
region
of
cultural
and
ethnic
mul<plicity
/
Sharing
one
language
doesn’t
mean
that
every
one
relates
to
the
same
message.
/
Social,
religious,
economic,
cultural
differences
and
values
(many
<mes
within
the
same
country)
©
2012
|
Jimmy
Ghazal

42. Back
to
the
Future
/
Social
Media,
Targeted
Communica<on,
Detailed
Analy<cs
are
now
recrea<ng
the
virtual
borders
that
were
erased
by
the
virtual
revolu<on.
©
2012
|
Jimmy
Ghazal

43. /
Personalized
targeted
content
creates
more
engagement
with
individuals
and
communi<es.
Personalized
Content
+
Targeted
Audience
=
Engaged
Ambassadors
©
2012
|
Jimmy
Ghazal

44. /
Forget
about
the
highest
number
of
idle
Fans.
/
It’s
about
Quality
not
Quan<ty.
/
Talking
to
people
in
their
own
language
and
values.
/
Conver<ng
genuine
fans
into
Social
Ambassadors.
©
2012
|
Jimmy
Ghazal

45. /
Think
Local,
Act
Local,
Grow
Global
©
2012
|
Jimmy
Ghazal

46. /
Thank
You