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Facebook
Benchmarks in
the Middle East



                        September 2012
          Presented by The Online Project
Presented by The Online Project                                                                          2




                                  Why read
                                  this report?
                                  This report allows you to benchmark the performance of your
                                  activity on Facebook against that of your industry peers in the
                                  Middle East. The last few years have witnessed staggering growth
                                  in brands’ adoption of social media platforms, such as Facebook,
                                  as a way to engage with consumers and, consequentially,
                                  influence their purchasing decisions. Terms such as “Engagement
                                  Rate” and “Talking About This” have become commonplace in the
                                  social media industry, but what does it all mean when determining
                                  the strength of a brand’s presence on Facebook?

                                  The purpose of this report is to identify the key performance
                                  indicators (KPIs), and showcase the behavior of the top corporate
                                  Facebook pages, per industry, in the MENA region. We will
                                  identify and analyze eight core industries, according to five
                                  essential KPIs, in order to evaluate who are the top performing
                                  pages per industry. We also identified a benchmark based on
                                  calculating an average of the top ten pages for each KPI per
                                  industry. Brands can then use these benchmarks as a reference
                                  point to evaluate the performance of their pages.

                                  What differentiates this report from other versions that rank brand
                                  pages, aside from its scope, is the inclusion of five core KPIs that
                                  are used simultaneously to assess the overall performance of the
                                  brand pages. Thus, the selection of the KPIs is critical. They are,

                                     •	 Community size;             •	 Content performance;
                                     •	 “Talking about this”;       •	 Response time.
                                     •	 Engagement ratio;
Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                    3




                                  How to
                                  make use
                                  of this report
                                  As the first report of its kind to encompass the entire Middle
                                  East, the findings will have great impact on the evaluation of
                                  the success of a brand’s presence on Facebook and how it’s
                                  being measured.

                                  Not only will this report provide companies with a benchmark
                                  to measure their performance against, but it will also allow
                                  anyone from social media enthusiasts to brand managers to
                                  extract insights and inspiration from the top performing pages
                                  in the industry.




Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                           4




                                  Methodology
                                  The information herein reflects a joint study by The Online
                                  Project and SocialWatchlist.com. The data pertaining to the Key
                                  Performance Indicators (KPIs) discussed above were collected
                                  during August 2012. Whereas data pertaining to the growth
                                  figures of the top ten performing pages per industry were
                                  collected during the second quarter of 2012.

                                  Before proceeding with the findings, we will take a look at a
                                  breakdown of the formulas that are comprised in each of our KPIs.

                                  1.	 Community size:
                                      This KPI indicates the number of likes a page received, and
                                      clearly shows the pages that have adopted a fan-growth
                                      driven strategy with their presence on Facebook. Since it’s
                                      encouraged to continuously strive to increase the size of the
                                      community, there are no benchmarks regarding the ideal fan
                                      base number for any community on Facebook.

                                  2.	 Talking about this:
                                      This KPI indicates the number of fans that interact with the page
                                      in actions such as new page likes, comments, posts by fans,
                                      shares, photo tagging, and other interactions. It clearly shows
                                      the pages that focus on increasing engagement with their fans.

                                        Talking About This = Page Likes + Wall Posts + Post Likes +
                                        Comments + Shares + Answers + RSVPing an Event + Mentions
                                        + Photo Tagging + Checking in at Your Place



Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                                                                     5




                                  3.	 Engagement ratio:
                                      This metric indicates the number of fans that interact with the
                                      brand according to “Talking About This” with respect to the
                                      “Community Size”, and clearly evaluates whether the fan
                                      interactions are qualitative or just quantitative in nature.

                                           Engagement Ration = (Talking About This ) / (Community Size)


                                  4.	 Content performance:
                                      Content performance indicates the average number of fans
                                      that interact with the content that is posted by the page on
                                      their newsfeeds. The interactions comprise mostly of likes,
                                      comments, and shares. A sample of 30 randomly collected
                                      posts from the past 3-6 months was used to calculate these
                                      interactions, with respect to the “Community Size”. This KPI
                                      clearly evaluates the strength and performance of the posted
                                      content, relative to the size of the community.

                                           Content Performace = (Likes + Shares + Comments) /
                                           (Community Size)


                                  5.	 Response time (customer service performance):
                                      This KPI indicates the average amount of time the page takes
                                      to respond to its fans, by acting in the capacity of a customer
                                      service agent. 30 random inquires were extracted from each
                                      page as a sample to calculate the time taken to respond to an
                                      inquiry, and ultimately, the efficiency of the page’s customers.
                                      The response time KPI was omitted for the following industries:
                                      Food & Beverage, Automotive, TV Channels, and FMCGs.
                                      The reasoning behind this is that they lack the strong customer
                                      service orientation that the other pages possess on their pages.




                                  Disclaimer: The data in this report was compiled by both SocialWatchlist.com and The Online Project.
                                  Based on continuous daily monitoring of thousands of Facebook pages in the Middle East, the number
                                  of likes, people talking about and engagement rates were pulled directly with no assumptions, subjective
                                  opinions, or custom rating system. Each page is manually verified to ensure it is official, and regularly spot-
                                  check their data to ensure its accuracy. Social Watchlist is privately owned and not affiliated, endorsed
                                  or sponsored by Facebook. Some of the brands mentioned in the report are or were clients of The Online
                                  Project but no preference or bias was towards any of them while collecting the data in this report.


Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                      6




                                  Findings
                                  The findings of the study are presented below according to the
                                  respective industry. In addition to the KPIs and growth rates of
                                  the top performing pages per industry, we also presented the
                                  average engagement and response rates for the entire industry
                                  in addition to benchmarks for each KPI per industry.


                                         Airlines

                                  Airlines Fan Base
                                  Rank     Page                                Fans
                                  1        Emirates                            601,131
                                  2        Qatar Airways                       289,381
                                  3        nasair ‫طيران ناس‬                    217,605
                                  4        Etihad Airways                      136,361
                                  5        Royal Jordanian Airlines            125,947
                                  6        RAK Airways                         55,409
                                  7        Middle East Airlines - Air Liban    49,957
                                  8        EGYPTAIR                            45,036
                                  9        Gulf Air                            28,710
                                  10       Oman Air                            23,871


                                  Airlines Engagement Ratio
                                  Industry Benchmark: 11%
                                  Rank      Page                              Engagement Ratio
                                  1        Syrian Arab Virtual Airlines       52%
                                  2        Oman Air                           22%
                                  3        Etihad Airways                     12%
                                  4        Qatar Airways                      5%
                                  5        nasair ‫طيران ناس‬                   5%
                                  6        Emirates                           4%
                                  7        Middle East Airlines - Air Liban   4%
                                  8        Air Arabia                         3%
                                  9        Gulf Air                           3%
                                  10       Royal Jordanian Airlines           2%
Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                         7




                                          Airlines

                                  Airlines Content Performance
                                  Industry Benchmark: 0.59%
                                  Rank Page                                      Content Performance
                                  1        Oman Air                              1.31%
                                  2        Emirates                              1.13%
                                  3        Etihad Airways                        0.62%
                                  4        Bahrain Air                           0.61%
                                  5        Middle East Airlines - Air Liban      0.41%
                                  6        Qatar Airways                         0.38%
                                  7        Saudi Arabian Airlines                0.37%
                                  8        nasair ‫طيران ناس‬                      0.36%
                                  9        Air Arabia                            0.34%
                                  10       RAK Airways                           0.34%


                                  Airlines Response Time
                                  Industry Benchmark: 485 minutes
                                  Rank Page                                   Response Time (minutes)
                                  1       EGYPTAIR                            73
                                  2       Royal Jordanian Airlines            95
                                  3       Middle East Airlines - Air Liban    99
                                  4       Qatar Airways                       147
                                  5       nasair ‫طيران ناس‬                    199
                                  6       Oman Air                            413
                                  7       Gulf Air                            463
                                  8       Etihad Airways                      664
                                  9       RAK Airways                         1036
                                  10      Saudi Arabian Airlines              1662

Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                         8




                                          Airlines

                                  Airlines Talking About This
                                  Industry Benchmark: 8,199
                                  Rank Page                                  Talking About This
                                  1       Emirates                           26,257
                                  2       Etihad Airways                     16,924
                                  3       Qatar Airways                      15,213
                                  4       nasair ‫طيران ناس‬                   11,109
                                  5       Oman Air                           5,216
                                  6       Royal Jordanian Airlines           2,761
                                  7       Middle East Airlines - Air Liban   1,826
                                  8       EGYPTAIR                           950
                                  9       Syrian Arab Virtual Airlines       916
                                  10      Gulf Air                           814

                                  Fan base growth figures for the airlines industry during the second
                                  quarter of 2012:




Social Media Benchmarks in the Middle East
Presented by The Online Project                                                       9




                                         Automotive

                                  Automotive Fan Base
                                  Rank   Page                      Fans
                                  1      Kia Egypt                 504,230
                                  2      BMW Middle East           375,823
                                  3      Audi Middle East          356,659
                                  4      Toyota Saudi              315,651
                                  5      Renault Egypt             286,942
                                  6      BMW Egypt                 249,224
                                  7      Nissan Motor Egypt        232,511
                                  8      Chevrolet Egypt           213,726
                                  9      Toyota Egypt              212,876
                                  10     Peugeot ME                206,362


                                  Automotive Engagement Ratio
                                  Industry Benchmark: 7%
                                  Rank Page                        Engagement Ratio
                                  1       Hyundai Saudi Arabia     24.2%
                                  2       Volkswagen Middle East   8.6%
                                  3       Mercedes-Benz KSA        7.9%
                                  4       Toyota Saudi             7.8%
                                  5       Audi Middle East         4.6%
                                  6       BMW Middle East          4.0%
                                  7       Kia UAE                  3.8%
                                  8       Mercedes-Benz Jordan     3.1%
                                  9       Nissan Motor Egypt       3.0%
                                  10      Toyota Egypt             2.6%



Facebook Benchmarks in the Middle East
Presented by The Online Project                                                          10




                                         Automotive

                                  Automotive Content Performance
                                  Industry Benchmark: 0.38%
                                  Rank Page                        Content Performance
                                  1       Mercedes-Benz KSA        1.07%
                                  2       Mercedes-Benz Jordan     0.61%
                                  3       BMW Egypt                0.53%
                                  4       MINI Middle East         0.35%
                                  5       Toyota Saudi             0.30%
                                  6       Cadillac Arabia          0.26%
                                  7       Audi Middle East         0.21%
                                  8       Volkswagen Middle East   0.18%
                                  9       BMW Middle East          0.17%
                                  10      Nissan Motor Egypt       0.15%


                                  Automotive Talking About It
                                  Industry Benchmark: 11,032
                                  Rank Page                        Talking About It
                                  1       Toyota Saudi             24,491
                                  2       Audi Middle East         16,433
                                  3       Hyundai Saudi Arabia     15,308
                                  4       BMW Middle East          15,163
                                  5       Kia UAE                  7,454
                                  6       Volkswagen Middle East   7,147
                                  7       Nissan Motor Egypt       6,862
                                  8       Mercedes-Benz KSA        6,752
                                  9       Toyota Egypt             5,633
                                  10      Kia Egypt                5,080

Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                    11




                                         Automotive

                                  Fan base growth figures for the automotive industry during the
                                  second quarter of 2012:




Facebook Benchmarks in the Middle East
Presented by The Online Project                                                          12




                                         Banks

                                  Banks Fan Base
                                  Rank    Page                               Fans
                                  1       QNB                                231,247
                                  2       Al Rajhi Bank                      132,998
                                  3       SABB                               110,024
                                  4       UAE Exchange                       81,594
                                  5       Jordan Ahli Bank                   64,071
                                  6       Standard Chartered UAE             63,688
                                  7       Mashreq Bank                       61,052
                                  8       NBK                                31,425
                                  9       Riyad Bank                         31,185
                                  10      The Saudi Investment Bank          26,330


                                  Banks Engagement Ratio
                                  Industry Benchmark: 6%
                                  Rank Page                           Engagement Ratio
                                  1       The Saudi Investment Bank   20.4%
                                  2       Citibank UAE                12.5%
                                  3       QNB                         6.9%
                                  4      Commercial Bank of Qatar     6.7%
                                  5      SABB                         4.6%
                                  6      UAE Exchange                 2.9%
                                  7      Barwa Bank Group             2.4%
                                  8      Al Hilal Bank                2.2%
                                  9      Rakbank                      1.8%
                                  10     NBK                          1.6%


Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                 13




                                         Banks

                                  Banks Content Performance
                                  Industry Benchmark: 0.47%
                                  Rank Page                             Content Performance
                                  1       Abu Dhabi Islamic Bank        1.65%
                                  2       QNB                           0.59%
                                  3       The Saudi Investment Bank     0.55%
                                  4       Citibank UAE                  0.38%
                                  5       Commercial Bank of Qatar      0.37%
                                  6       Al Hilal Bank                 0.30%
                                  7       Jordan Ahli Bank              0.29%
                                  8       Arab Bank                     0.20%
                                  9       Rakbank                       0.18%
                                  10      Kuwait International Bank     0.18%


                                  Banks Response Time
                                  Industry Benchmark: 480 minutes
                                  Rank Page                           Response Time (minutes)
                                  1       UAE Exchange                73
                                  2       Al Rajhi Bank               109
                                  3       Jordan Ahli Bank            154
                                  4       SABB                        278
                                  5       QNB                         284
                                  6       Al Hilal Bank               423
                                  7       The Saudi Investment Bank   670
                                  8       Rakbank                     764
                                  9       Arab Bank                   939
                                  10      Riyad Bank                  1109

Social Media Benchmarks in the Middle East
Presented by The Online Project                                                                      14




                                         Banks

                                  Banks Talking About This
                                  Industry Benchmark: 3,285
                                  Rank Page                                  Talking About This
                                  1       QNB                                15,933
                                  2       The Saudi Investment Bank          5,380
                                  3       SABB                               5,023
                                  4       UAE Exchange                       2,381
                                  5       Mashreq Bank                       868
                                  6       Al Rajhi Bank                      795
                                  7       Citibank UAE                       768
                                  8       Jordan Ahli Bank                   652
                                  9       Commercial Bank of Qatar           532
                                  10      NBK                                516

                                  Fan base growth figures for the banks industry during the second
                                  quarter of 2012:




Social Media Benchmarks in the Middle East
Presented by The Online Project                                                          15




                                         FMCGs

                                  FMCGs Fan Base
                                  Rank   Page                             Fans
                                  1      Pepsi Masr                       1,263,311
                                  2      Pepsi Arabia                     1,169,868
                                  3      Chipsy Egypt                     648,946
                                  4      Lay’s Arabia                     613,981
                                  5      Doritos Arabia                   554,703
                                  6      Kit Kat Arabia                   543,296
                                  7      Head and Shoulders Arabia        505,295
                                  8      Mountain Dew Arabia              493,440
                                  9      Almarai                          486,303
                                  10     Nivea Middle East                419,646


                                  FMCGs Engagement Ratio
                                  Industry Benchmark: 5.5%
                                  Rank Page                           Engagement Ratio
                                  1       Nescafe Egypt               10.3%
                                  2       7up Egypt                   9.2%
                                  3       Lay’s Arabia                8.4%
                                  4       Tang Arabia                 5.5%
                                  5       Nescafe Arabia              4.8%
                                  6       Head and Shoulders Arabia   4.3%
                                  7       Almarai                     3.7%
                                  8       Nivea Middle East           3.5%
                                  9       Doritos Arabia              3.5%
                                  10      Pepsi Masr                  2.3%



Facebook Benchmarks in the Middle East
Presented by The Online Project                                                               16




                                         FMCGs

                                  FMCGs Content Performance
                                  Industry Benchmark: 0.29%
                                  Rank Page                           Content Performance
                                  1       7up Egypt                   0.68%
                                  2       Lay’s Arabia                0.59%
                                  3       Nescafe Arabia              0.28%
                                  4       Pepsi Masr                  0.26%
                                  5       Almarai                     0.24%
                                  6       Doritos Arabia              0.23%
                                  7       Nescafe Egypt               0.20%
                                  8       Pepsi Arabia                0.19%
                                  9       Master Chips                0.14%
                                  10      Mountain Dew Arabia         0.12%


                                  FMCGs Talking About This
                                  Industry Benchmark: 24,525
                                  Rank Page                              Talking About This
                                  1       Lay’s Arabia                   51,860
                                  2       Nescafe Egypt                  35,655
                                  3       Pepsi Masr                     29,364
                                  4       7up Egypt                      24,678
                                  5       Head and Shoulders Arabia      21,836
                                  6       Doritos Arabia                 19,304
                                  7       Almarai                        18,212
                                  8       Nescafe                        17,598
                                  9       Nivea Middle East              14,701
                                  10      Pepsi Arabia                   12,039

Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                     17




                                         FMCGs

                                  Fan base growth figures for the FMCG industry during the second
                                  quarter of 2012:




Facebook Benchmarks in the Middle East
Presented by The Online Project                                                              18




                                         Food & Beverage

                                  Food & Beverage Fan Base
                                  Rank   Page                                   Fans
                                  1      KFC Arabia                             1,060,599
                                  2      Pizza Hut Middle East                  599,167
                                  3      Just Falafel                           471,168
                                  4      Hardee’s Arabia                        264,673
                                  5      Burger King Egypt                      232,849
                                  6      Sugar Daddy’s Bakery - Amman           219,993
                                  7      Krispy Kreme Saudi Arabia              142,147
                                  8      La Poire Egypt                         144,617
                                  9      Auntie Hanady’s Cheesecake & Cookies   101,790
                                  10     Lemon Shisha Bistro                    99,509


                                  Food & Beverage Engagement Ratio
                                  Industry Benchmark: 7%
                                  Rank Page                               Engagement Ratio
                                  1       McDonald’s Arabia               21.5%
                                  2       La Poire Egypt                  9.9%
                                  3       Azkadenya                       8.4%
                                  4       Hardee’s Arabia                 8.1%
                                  5       Baskin Robbins Gulf             5.9%
                                  6       Subway Arabia                   5.4%
                                  7       Sugar Daddy’s Bakery - Amman    3.2%
                                  8       The Chocolate Bar               3.0%
                                  9       KFC Arabia                      2.5%
                                  10      Burger King Egypt               2.3%



Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                19




                                         Food & Beverage

                                  Food & Beverage Content Performance
                                  Industry Benchmark: 0.31%
                                  Rank Page                              Content Performance
                                  1       Subway Arabia                  0.55%
                                  2       Auntie Hanady’s Cheesecake &   0.39%
                                          Cookies
                                  3       Sugar Daddy’s Bakery - Amman   0.35%
                                  4       Baskin Robbins Gulf            0.32%
                                  5       McDonald’s Arabia              0.30%
                                  6       Krispy Kreme Saudi Arabia      0.29%
                                  7       Azkadenya                      0.28%
                                  8       The Chocolate Bar              0.26%
                                  9       Lemon Shisha Bistro            0.18%
                                  10      Hardee’s Arabia                0.15%


                                  Food & Beverage Talking About This
                                  Industry Benchmark: 12,746
                                  Rank Page                              Talking About This
                                  1       KFC Arabia                     26,490
                                  2       McDonald’s Arabia              21,989
                                  3       Hardee’s Arabia                21,561
                                  4       La Poire Egypt                 14,257
                                  5       Pizza Hut Middle East          13,699
                                  6       Sugar Daddy’s Bakery - Amman   7,005
                                  7       Azkadenya                      6,686
                                  8       Burger King Egypt              5,422
                                  9       Just Falafel                   5,176
                                  10      Baskin Robbins Gulf            5,171
Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                         20




                                          Food & Beverage

                                  Fan base growth figures for the food & beverage industry during the
                                  second quarter of 2012:




Facebook Benchmarks in the Middle East
Presented by The Online Project                                                       21




                                         Mobiles

                                  Mobiles Fan Base
                                  Rank   Page                            Fans
                                  1      Nokia Egypt                     1,378,544
                                  2      Blackberry Middle East          406,497
                                  3      Samsung Mobile Levant           278,932
                                  4      Samsung Mobile Arabia           197,826
                                  5      HTC MEA                         161,498
                                  6      Nokia Saudi Arabia              142,511
                                  7      Nokia Jordan                    140,121
                                  8      Nokia UAE                       139,441
                                  9      Sony Mobile Middle East         109,539
                                  10     Sony Mobile EG                  108,676


                                  Mobiles Engagement Ratio
                                  Industry Benchmark: 7.5%
                                  Rank Page                        Engagement Ratio
                                  1       BlackBerry Egypt         34.5%
                                  2       Motorola Middle East     9.1%
                                  3       Samsung Mobile Arabia    4.4%
                                  4       Samsung Mobile Levant    4.2%
                                  5       Nokia UAE                4.2%
                                  6       Nokia Saudi Arabia       4.1%
                                  7       Nokia Syria              4.1%
                                  8       Nokia Jordan             3.2%
                                  9       Samsung Mobile Saudi     3.2%
                                  10      Nokia Egypt              3.1%



Facebook Benchmarks in the Middle East
Presented by The Online Project                                                               22




                                         Mobiles

                                  Mobiles Content Performance
                                  Industry Benchmark: 0.31%
                                  Rank Page                            Content Performance
                                  1       Samsung Mobile Saudi         0.50%
                                  2       Nokia Jordan                 0.42%
                                  3       Sony Mobile KSA              0.40%
                                  4       Nokia Syria                  0.39%
                                  5       Nokia Iraq                   0.34%
                                  6       Nokia UAE                    0.24%
                                  7       Samsung Mobile Arabia        0.23%
                                  8       Sony Mobile Middle East      0.20%
                                  9       Nokia Lebanon                0.17%
                                  10      Nokia Egypt                  0.15%


                                  Mobiles Response Time
                                  Industry Benchmark: 425 minutes
                                  Rank Page                         Response Time (minutes)
                                  1       Samsung Mobile Levant     65 min
                                  2       Nokia Saudi Arabia        129 min
                                  3       Sony Mobile EG            214 min
                                  4       Motorola Middle East      318 min
                                  5       Nokia Egypt               460 min
                                  6       HTC MEA                   531 min
                                  7       Nokia Lebanon             626 min
                                  8       Nokia Jordan              635 min
                                  9       Blackberry Middle East    636 min
                                  10      BlackBerry Egypt          642 min

Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                        23




                                          Mobiles

                                  Mobiles Talking About This
                                  Industry Benchmark: 13,128
                                  Rank Page                                       Talking About This
                                  1       Nokia Egypt                             42,794
                                  2       BlackBerry Egypt                        34,687
                                  3       Samsung Mobile Levant                   11,734
                                  4       Samsung Mobile Arabia                   8,707
                                  5       Blackberry Middle East                  8,311
                                  6       Motorola Middle East                    6,604
                                  7       Nokia Saudi Arabia                      5,888
                                  8       Nokia UAE                               5,862
                                  9       Nokia Jordan                            4,501
                                  10      Sony Mobile Middle East                 2,193


                                  Growth figures for the mobile industry are unavailable.




Facebook Benchmarks in the Middle East
Presented by The Online Project                                                        24




                                          Telecom

                                  Telecom Fan Base
                                  Rank     Page                           Fans
                                  1        Vodafone Egypt                 1,446,354
                                  2        Etisalat Misr                  873,197
                                  3        STC ‫االتصاالت السعودية‬         624,897
                                  4        JawwaL                         518,967
                                  5        Mobinil                        429,567
                                  6        Mobily                         424,470
                                  7        TE Data                        413,368
                                  8        Zain                           357,625
                                  9        Zain Iraq                      212,625
                                  10       Orange Jordan                  206,462


                                  Telecom Engagement Ratio
                                  Industry Benchmark: 4.5%
                                  Rank Page                         Engagement Ratio
                                  1        Asiacell                 8.9%
                                  2        Vodafone Egypt           4.8%
                                  3        JawwaL                   4.7%
                                  4        Zain Jordan              4.6%
                                  5        Zain Iraq                4.6%
                                  6        STC ‫االتصاالت السعودية‬   4.5%
                                  7        Zain Saudi Arabia        4.1%
                                  8        Orange Jordan            3.0%
                                  9        Umniah belong            2.8%
                                  10       Mobinil                  2.8%



Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                 25




                                         Telecom

                                  Telecom Content Performance
                                  Industry Benchmark: 0.26%
                                  Rank Page                             Content Performance
                                  1       Asiacell                      0.87%
                                  2       Vodafone Egypt                0.24%
                                  3       Etisalat Misr                 0.23%
                                  4       Zain Iraq                     0.21%
                                  5       JawwaL                        0.21%
                                  6       Mobinil                       0.19%
                                  7       Wataniya Mobile Palestine     0.17%
                                  8       Zain Jordan                   0.17%
                                  9       Du                            0.16%
                                  10      Zain Saudi Arabia             0.13%


                                  Telecom Response Time
                                  Industry Benchmark: 140 minutes
                                  Rank Page                           Response Time (minutes)
                                  1       Vodafone Egypt              9
                                  2       Mobinil                     14
                                  3       Zain                        103
                                  4       Zain Jordan                 126
                                  5       Qtel                        131
                                  6       Zain Saudi Arabia           157
                                  7       Zain Iraq                   158
                                  8       Orange Jordan               168
                                  9       Etisalat UAE                261
                                  10      Vodafone Qatar              271

Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                        26




                                          Telecom

                                   Telecom Talking About This
                                  Industry Benchmark: 20,025
                                  Rank     Page                                 Talking About This
                                  1        Vodafone Egypt                       69,248
                                  2        STC ‫االتصاالت السعودية‬               27,980
                                  3        JawwaL                               24,416
                                  4        Etisalat Misr                        17,489
                                  5        Asiacell                             16,848
                                  6        Mobinil                              11,946
                                  7        Zain Iraq                            9,854
                                  8        Zain Jordan                          9,199
                                  9        Zain Saudi Arabia                    7,118
                                  10       Orange Jordan                        6,156

                                  Fan base growth figures for the telecom industry during the second
                                  quarter of 2012:




Social Media Benchmarks in the Middle East
Presented by The Online Project                                                                    27




                                          TV Channels

                                  TV Channels Fan Base
                                  Rank    Page                                       Fans
                                  1       Al Jazeera Channel                         2,345,532
                                  2       MBC2                                       2,283,523
                                  3       MBC4                                       1,987,535
                                  4       Al Arabiya ‫قناة العربية‬                    1,980,843
                                  5       MBC Action                                 1,418,814
                                  6       MBC MAX                                    1,150,029
                                  7       Al Jazeera English                         1,098,954
                                  8       MBC 3                                      962,501
                                  9       MBC 1                                      711,978
                                  10      National Geographic Abu Dhabi              695,559


                                  TV Channels Engagement Ratio
                                  Industry Benchmark: 5.5%
                                  Rank Page                                     Engagement Ratio
                                  1       Alhurra ‫قناة الحرة‬                    10.8%
                                  2       Fox Movies                            10.6%
                                  3       Al Aan TV                             6.9%
                                  4       Al Arabiya ‫قناة العربية‬               5.6%
                                  5       FOX                                   5.3%
                                  6       National Geographic Abu Dhabi         4.7%
                                  7       OSN                                   4.0%
                                  8       MBC 3                                 3.1%
                                  9       Akhbar Al Aan - ‫اخبار اآلن‬            3.0%
                                  10      Al Jazeera Sport - ‫الجزيرة الرياضية‬   2.6%



Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                         28




                                          TV Channels

                                  TV Channels Content Performance
                                  Industry Benchmark: 0.12%
                                  Rank Page                                     Content Performance
                                  1       Alhurra ‫قناة الحرة‬                    0.32%
                                  2       Al Jazeera Sport - ‫الجزيرة الرياضية‬   0.29%
                                  3       Fox Movies                            0.17%
                                  4       MBC 3                                 0.08%
                                  5       National Geographic Abu Dhabi         0.08%
                                  6       Fatafeat - El Hayat Helwa             0.06%
                                  7       OSN                                   0.05%
                                  8       MBC 1                                 0.05%
                                  9       MBC2                                  0.04%
                                  10      FOX                                   0.04%


                                  TV Channels Talking About This
                                  Industry Benchmark: 44,490
                                  Rank Page                                        Talking About This
                                  1       Al Arabiya ‫قناة العربية‬                  111,829
                                  2       Fox Movies                               72,590
                                  3       Alhurra ‫قناة الحرة‬                       54,233
                                  4       Al Aan TV                                34,057
                                  5       National Geographic Abu Dhabi            32,612
                                  6       MBC2                                     30,777
                                  7       MBC4                                     29,522
                                  8       MBC 3                                    29,484
                                  9       Al Jazeera Channel                       27,696
                                  10      MBC Action                               22,100

Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                     29




                                         TV Channels

                                  Fan base growth figures for the TV channels industry during the
                                  second quarter of 2012:




Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                            30




                                  Key Takeaways
                                  •	 Results should be benchmarked and analyzed against
                                     competitors in the same industry; a seemingly low engagement
                                     rate in one industry could be a top performer in another.

                                  •	 Excelling in one or two KPIs should not be an excuse for lagging
                                     in others. It is extremely difficult to be the top performer across
                                     the board, however every effort should be made to maintain a
                                     certain standard of achievement as to avoid being knocked out
                                     of the top 10 altogether.

                                  •	 Brands should not solely focus on increasing their fan base as
                                     an indicator of their success – a common misconception. The
                                     engagement rate is a good indicator of how relevant a brand is
                                     to its customers and how much the fan base listens to it. Brands
                                     should be constantly looking for creative ways to engage with
                                     their fan base, supplemented with advertising for growth.

                                  •	 With the release of this report, and others like it, brands can no
                                     longer hide behind information asymmetry. Brands who have
                                     an average response time longer than 24 hours, while their
                                     competitors are keeping it under 10 minutes, might be attacked
                                     for such indifference.




Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                                                        31




                                  Contributions
                                  & special thanks
                                  This report could not have been      Hammouri; Yara Al Qudah; Zena     Wutsen; Ali Al Hassani; Nader
                                  produced without the efforts of      Risheg; Kareem Shareef; Tara      Abu Eiteh; Ahmad Salem; Tanya
                                  some of key team members and         Mubaidin; and Hadeel Hmaidi;      Marrar; Sara Assad; Mohammad
                                  partners.                            and our designers Lama Qudah;     Khatib;    Mohammad       Abu
                                                                       Mustapha Al Abdali; Ahmad         Baker;     Julia    Schmutzler;
                                  A special thanks goes                Yassen and Senior Social Media    Yasmine Sakka; Abdel Aziz
                                  out to: Rakan Brahedni,              Developers Zeid Haddadin and      Abu-Fadaleh; Hamzeh Zaher;
                                  founder of Social Watchlist,         Alaa Badran. The remaining        Salwa Qattan; Dana Abiqwa;
                                  who contributed in content           members of our Analysis &         Furat Abuhashhash; Ez Zmeili;
                                  development and data analysis.       Monitoring team: Muhyidean        Mahmoud Madi Dwairi; Dina
                                  Zeid     Habayeb,         Business   Tarawneh, Amer Yaghi, and         Habash; Ala’a Qaraeen; Dana
                                  Development             Executive,   Sajeda Dabbas. Firas Steitiyeh,   Kakish; Riham Abu Daqqa;
                                  who authored the report and          Products Manager, and his team:   Maher Jilani; Ahmad Moqanasa;
                                  created synergies with everyone      Khaled Nobani, Yazan Qteishat,    Tarek Qaitouqa; Hanan Dajani
                                  involved. Feras Hilal, Social        and Ruba Nobani.                  and Nour Soudani.
                                  Media Marketing Manager, who
                                  served as a main contributor         Our operations team for           And our colleagues at
                                  in analyzing the data; Hamzeh        making it possible to do          Modern Media for their
                                  Janakat, Head of Analysis &          what we do: COO Qais Al           constant support: Razan
                                  Monitoring, who collected and        Rousan; Human Resources           Goussous, Kholoud Sarsak,
                                  prepared the data, along with        Manager Hadeel Al Jobour;         Samah Ayoub, Zeina Gammoh,
                                  his team: Zeid Bushnaq, Lina         Human Resources Officer Dana      Mustafa Shahwan, Ammar Al
                                  Meshal, Mahmoud Shahwan,             Refai; Business Development       Haman, Motasem Khalifa, Lee
                                  Rawan Hamed, and Islam Ayyeh.        Associate     Eman      Mufleh;   McGrath, Leen Halawani, Hanna
                                  Suad Taji, Art Director, and Ala’a   Technical Support Manager         Hamati, Ammar Jarrar, Hadi
                                  Tameem, Designer, who are            Odey AbdulGhani and IT            Soudi, Nabil Shukri; and former
                                  responsible for the design of        Support Ahmad Anabtawi;           team member Ghada Odeh.
                                  the report and accompanying          Executive Assistant Tourane
                                  infographics.                        Dione;      our     Advertising   We received feedback,
                                                                       Executives Roula Al Khatib and    direction and information
                                  We would also like to thank          Fouad Abida; and our finance      from the following industry
                                  all the team members at              team: Khaled Al Azhari, Raed al   contributors, without whom
                                  TOP who make it possible             Absi and Saad Hashem.             the preparation of the
                                  to spend every day learning                                            report would not have been
                                  something      new:     Client       Former team members, who          possible as well: Iain Twine
                                  Servicing Manager, Nisreen           have left a lasting trace on      and Mark SooHoo from Edelman
                                  Shawwa; Head of Community            what we do: Hussam Binni;         PR Agency for their mentorship
                                  Management,            Jansait       Nahla Tabbaa; Sohaib Ismail;      and guidance; Zeid Nasser from
                                  Qoughondoqa;       Strategists       Ahmad Akour; Osama Tuffaha;       MediaMe.com in addition to
                                  and Project Managers Ali             Rama Abdelhadi; Dana Mismar;      Ismail Atrash from Endeavor, and
                                  Zuaiter, Ali Abdulhadi, Sima         Loay Malahmeh; Mahmoud            the team at Social Watchlist for
                                  Zeidan, Dima Shahin and Diya         Mujahed; Ali Babay; Ashtar        their contributions in collecting
                                  Murra; Community Managers            Daraghmeh; Firas Jallad; Nicola   and analyzing the data.
                                  Najeeb Nimri; Sabina Al              Khoury; Mohammad Moey
                                  Shawareb; Shatha Hamdan; Tala        Shawash; Amer Al Saleh; Kim


Facebook Benchmarks in the Middle East
Presented by The Online Project                                                           32




                                  About TOP
                                  As the Middle East’s leading social media agency,		
                                  The Online Project develops and executes social media
                                  strategies for Fortune 500 companies and high profile
                                  organizations operating in the region.




Facebook Benchmarks in the Middle East
Presented by The Online Project                                                                    33




                                  Contact Us
                                  For general inquiries please email info@theonlineproject.me

                                  Dubai                  Riyadh                  Amman
                                  Tel: +971 4 428 0731   Tel: +966 1 463 4462    Tel: +962 6 465 8209
                                  Fax: +971 4 429 3236   Fax: +966 1 462 6413    Fax: +962 6 465 8206
                                  7th Floor, Thuraya 2   Al Rabiah Building      P.O. Box 840616
                                  Dubai Media City       Olaya Riyadh, KSA       Amman 11184
                                  P.O. Box 500717                                Jordan
                                  Dubai, UAE




Facebook Benchmarks in the Middle East

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Facebook Benchmarks in the Middle East

  • 1. Facebook Benchmarks in the Middle East September 2012 Presented by The Online Project
  • 2. Presented by The Online Project 2 Why read this report? This report allows you to benchmark the performance of your activity on Facebook against that of your industry peers in the Middle East. The last few years have witnessed staggering growth in brands’ adoption of social media platforms, such as Facebook, as a way to engage with consumers and, consequentially, influence their purchasing decisions. Terms such as “Engagement Rate” and “Talking About This” have become commonplace in the social media industry, but what does it all mean when determining the strength of a brand’s presence on Facebook? The purpose of this report is to identify the key performance indicators (KPIs), and showcase the behavior of the top corporate Facebook pages, per industry, in the MENA region. We will identify and analyze eight core industries, according to five essential KPIs, in order to evaluate who are the top performing pages per industry. We also identified a benchmark based on calculating an average of the top ten pages for each KPI per industry. Brands can then use these benchmarks as a reference point to evaluate the performance of their pages. What differentiates this report from other versions that rank brand pages, aside from its scope, is the inclusion of five core KPIs that are used simultaneously to assess the overall performance of the brand pages. Thus, the selection of the KPIs is critical. They are, • Community size; • Content performance; • “Talking about this”; • Response time. • Engagement ratio; Facebook Benchmarks in the Middle East
  • 3. Presented by The Online Project 3 How to make use of this report As the first report of its kind to encompass the entire Middle East, the findings will have great impact on the evaluation of the success of a brand’s presence on Facebook and how it’s being measured. Not only will this report provide companies with a benchmark to measure their performance against, but it will also allow anyone from social media enthusiasts to brand managers to extract insights and inspiration from the top performing pages in the industry. Facebook Benchmarks in the Middle East
  • 4. Presented by The Online Project 4 Methodology The information herein reflects a joint study by The Online Project and SocialWatchlist.com. The data pertaining to the Key Performance Indicators (KPIs) discussed above were collected during August 2012. Whereas data pertaining to the growth figures of the top ten performing pages per industry were collected during the second quarter of 2012. Before proceeding with the findings, we will take a look at a breakdown of the formulas that are comprised in each of our KPIs. 1. Community size: This KPI indicates the number of likes a page received, and clearly shows the pages that have adopted a fan-growth driven strategy with their presence on Facebook. Since it’s encouraged to continuously strive to increase the size of the community, there are no benchmarks regarding the ideal fan base number for any community on Facebook. 2. Talking about this: This KPI indicates the number of fans that interact with the page in actions such as new page likes, comments, posts by fans, shares, photo tagging, and other interactions. It clearly shows the pages that focus on increasing engagement with their fans. Talking About This = Page Likes + Wall Posts + Post Likes + Comments + Shares + Answers + RSVPing an Event + Mentions + Photo Tagging + Checking in at Your Place Facebook Benchmarks in the Middle East
  • 5. Presented by The Online Project 5 3. Engagement ratio: This metric indicates the number of fans that interact with the brand according to “Talking About This” with respect to the “Community Size”, and clearly evaluates whether the fan interactions are qualitative or just quantitative in nature. Engagement Ration = (Talking About This ) / (Community Size) 4. Content performance: Content performance indicates the average number of fans that interact with the content that is posted by the page on their newsfeeds. The interactions comprise mostly of likes, comments, and shares. A sample of 30 randomly collected posts from the past 3-6 months was used to calculate these interactions, with respect to the “Community Size”. This KPI clearly evaluates the strength and performance of the posted content, relative to the size of the community. Content Performace = (Likes + Shares + Comments) / (Community Size) 5. Response time (customer service performance): This KPI indicates the average amount of time the page takes to respond to its fans, by acting in the capacity of a customer service agent. 30 random inquires were extracted from each page as a sample to calculate the time taken to respond to an inquiry, and ultimately, the efficiency of the page’s customers. The response time KPI was omitted for the following industries: Food & Beverage, Automotive, TV Channels, and FMCGs. The reasoning behind this is that they lack the strong customer service orientation that the other pages possess on their pages. Disclaimer: The data in this report was compiled by both SocialWatchlist.com and The Online Project. Based on continuous daily monitoring of thousands of Facebook pages in the Middle East, the number of likes, people talking about and engagement rates were pulled directly with no assumptions, subjective opinions, or custom rating system. Each page is manually verified to ensure it is official, and regularly spot- check their data to ensure its accuracy. Social Watchlist is privately owned and not affiliated, endorsed or sponsored by Facebook. Some of the brands mentioned in the report are or were clients of The Online Project but no preference or bias was towards any of them while collecting the data in this report. Facebook Benchmarks in the Middle East
  • 6. Presented by The Online Project 6 Findings The findings of the study are presented below according to the respective industry. In addition to the KPIs and growth rates of the top performing pages per industry, we also presented the average engagement and response rates for the entire industry in addition to benchmarks for each KPI per industry. Airlines Airlines Fan Base Rank Page Fans 1 Emirates 601,131 2 Qatar Airways 289,381 3 nasair ‫طيران ناس‬ 217,605 4 Etihad Airways 136,361 5 Royal Jordanian Airlines 125,947 6 RAK Airways 55,409 7 Middle East Airlines - Air Liban 49,957 8 EGYPTAIR 45,036 9 Gulf Air 28,710 10 Oman Air 23,871 Airlines Engagement Ratio Industry Benchmark: 11% Rank Page Engagement Ratio 1 Syrian Arab Virtual Airlines 52% 2 Oman Air 22% 3 Etihad Airways 12% 4 Qatar Airways 5% 5 nasair ‫طيران ناس‬ 5% 6 Emirates 4% 7 Middle East Airlines - Air Liban 4% 8 Air Arabia 3% 9 Gulf Air 3% 10 Royal Jordanian Airlines 2% Facebook Benchmarks in the Middle East
  • 7. Presented by The Online Project 7 Airlines Airlines Content Performance Industry Benchmark: 0.59% Rank Page Content Performance 1 Oman Air 1.31% 2 Emirates 1.13% 3 Etihad Airways 0.62% 4 Bahrain Air 0.61% 5 Middle East Airlines - Air Liban 0.41% 6 Qatar Airways 0.38% 7 Saudi Arabian Airlines 0.37% 8 nasair ‫طيران ناس‬ 0.36% 9 Air Arabia 0.34% 10 RAK Airways 0.34% Airlines Response Time Industry Benchmark: 485 minutes Rank Page Response Time (minutes) 1 EGYPTAIR 73 2 Royal Jordanian Airlines 95 3 Middle East Airlines - Air Liban 99 4 Qatar Airways 147 5 nasair ‫طيران ناس‬ 199 6 Oman Air 413 7 Gulf Air 463 8 Etihad Airways 664 9 RAK Airways 1036 10 Saudi Arabian Airlines 1662 Facebook Benchmarks in the Middle East
  • 8. Presented by The Online Project 8 Airlines Airlines Talking About This Industry Benchmark: 8,199 Rank Page Talking About This 1 Emirates 26,257 2 Etihad Airways 16,924 3 Qatar Airways 15,213 4 nasair ‫طيران ناس‬ 11,109 5 Oman Air 5,216 6 Royal Jordanian Airlines 2,761 7 Middle East Airlines - Air Liban 1,826 8 EGYPTAIR 950 9 Syrian Arab Virtual Airlines 916 10 Gulf Air 814 Fan base growth figures for the airlines industry during the second quarter of 2012: Social Media Benchmarks in the Middle East
  • 9. Presented by The Online Project 9 Automotive Automotive Fan Base Rank Page Fans 1 Kia Egypt 504,230 2 BMW Middle East 375,823 3 Audi Middle East 356,659 4 Toyota Saudi 315,651 5 Renault Egypt 286,942 6 BMW Egypt 249,224 7 Nissan Motor Egypt 232,511 8 Chevrolet Egypt 213,726 9 Toyota Egypt 212,876 10 Peugeot ME 206,362 Automotive Engagement Ratio Industry Benchmark: 7% Rank Page Engagement Ratio 1 Hyundai Saudi Arabia 24.2% 2 Volkswagen Middle East 8.6% 3 Mercedes-Benz KSA 7.9% 4 Toyota Saudi 7.8% 5 Audi Middle East 4.6% 6 BMW Middle East 4.0% 7 Kia UAE 3.8% 8 Mercedes-Benz Jordan 3.1% 9 Nissan Motor Egypt 3.0% 10 Toyota Egypt 2.6% Facebook Benchmarks in the Middle East
  • 10. Presented by The Online Project 10 Automotive Automotive Content Performance Industry Benchmark: 0.38% Rank Page Content Performance 1 Mercedes-Benz KSA 1.07% 2 Mercedes-Benz Jordan 0.61% 3 BMW Egypt 0.53% 4 MINI Middle East 0.35% 5 Toyota Saudi 0.30% 6 Cadillac Arabia 0.26% 7 Audi Middle East 0.21% 8 Volkswagen Middle East 0.18% 9 BMW Middle East 0.17% 10 Nissan Motor Egypt 0.15% Automotive Talking About It Industry Benchmark: 11,032 Rank Page Talking About It 1 Toyota Saudi 24,491 2 Audi Middle East 16,433 3 Hyundai Saudi Arabia 15,308 4 BMW Middle East 15,163 5 Kia UAE 7,454 6 Volkswagen Middle East 7,147 7 Nissan Motor Egypt 6,862 8 Mercedes-Benz KSA 6,752 9 Toyota Egypt 5,633 10 Kia Egypt 5,080 Facebook Benchmarks in the Middle East
  • 11. Presented by The Online Project 11 Automotive Fan base growth figures for the automotive industry during the second quarter of 2012: Facebook Benchmarks in the Middle East
  • 12. Presented by The Online Project 12 Banks Banks Fan Base Rank Page Fans 1 QNB 231,247 2 Al Rajhi Bank 132,998 3 SABB 110,024 4 UAE Exchange 81,594 5 Jordan Ahli Bank 64,071 6 Standard Chartered UAE 63,688 7 Mashreq Bank 61,052 8 NBK 31,425 9 Riyad Bank 31,185 10 The Saudi Investment Bank 26,330 Banks Engagement Ratio Industry Benchmark: 6% Rank Page Engagement Ratio 1 The Saudi Investment Bank 20.4% 2 Citibank UAE 12.5% 3 QNB 6.9% 4 Commercial Bank of Qatar 6.7% 5 SABB 4.6% 6 UAE Exchange 2.9% 7 Barwa Bank Group 2.4% 8 Al Hilal Bank 2.2% 9 Rakbank 1.8% 10 NBK 1.6% Facebook Benchmarks in the Middle East
  • 13. Presented by The Online Project 13 Banks Banks Content Performance Industry Benchmark: 0.47% Rank Page Content Performance 1 Abu Dhabi Islamic Bank 1.65% 2 QNB 0.59% 3 The Saudi Investment Bank 0.55% 4 Citibank UAE 0.38% 5 Commercial Bank of Qatar 0.37% 6 Al Hilal Bank 0.30% 7 Jordan Ahli Bank 0.29% 8 Arab Bank 0.20% 9 Rakbank 0.18% 10 Kuwait International Bank 0.18% Banks Response Time Industry Benchmark: 480 minutes Rank Page Response Time (minutes) 1 UAE Exchange 73 2 Al Rajhi Bank 109 3 Jordan Ahli Bank 154 4 SABB 278 5 QNB 284 6 Al Hilal Bank 423 7 The Saudi Investment Bank 670 8 Rakbank 764 9 Arab Bank 939 10 Riyad Bank 1109 Social Media Benchmarks in the Middle East
  • 14. Presented by The Online Project 14 Banks Banks Talking About This Industry Benchmark: 3,285 Rank Page Talking About This 1 QNB 15,933 2 The Saudi Investment Bank 5,380 3 SABB 5,023 4 UAE Exchange 2,381 5 Mashreq Bank 868 6 Al Rajhi Bank 795 7 Citibank UAE 768 8 Jordan Ahli Bank 652 9 Commercial Bank of Qatar 532 10 NBK 516 Fan base growth figures for the banks industry during the second quarter of 2012: Social Media Benchmarks in the Middle East
  • 15. Presented by The Online Project 15 FMCGs FMCGs Fan Base Rank Page Fans 1 Pepsi Masr 1,263,311 2 Pepsi Arabia 1,169,868 3 Chipsy Egypt 648,946 4 Lay’s Arabia 613,981 5 Doritos Arabia 554,703 6 Kit Kat Arabia 543,296 7 Head and Shoulders Arabia 505,295 8 Mountain Dew Arabia 493,440 9 Almarai 486,303 10 Nivea Middle East 419,646 FMCGs Engagement Ratio Industry Benchmark: 5.5% Rank Page Engagement Ratio 1 Nescafe Egypt 10.3% 2 7up Egypt 9.2% 3 Lay’s Arabia 8.4% 4 Tang Arabia 5.5% 5 Nescafe Arabia 4.8% 6 Head and Shoulders Arabia 4.3% 7 Almarai 3.7% 8 Nivea Middle East 3.5% 9 Doritos Arabia 3.5% 10 Pepsi Masr 2.3% Facebook Benchmarks in the Middle East
  • 16. Presented by The Online Project 16 FMCGs FMCGs Content Performance Industry Benchmark: 0.29% Rank Page Content Performance 1 7up Egypt 0.68% 2 Lay’s Arabia 0.59% 3 Nescafe Arabia 0.28% 4 Pepsi Masr 0.26% 5 Almarai 0.24% 6 Doritos Arabia 0.23% 7 Nescafe Egypt 0.20% 8 Pepsi Arabia 0.19% 9 Master Chips 0.14% 10 Mountain Dew Arabia 0.12% FMCGs Talking About This Industry Benchmark: 24,525 Rank Page Talking About This 1 Lay’s Arabia 51,860 2 Nescafe Egypt 35,655 3 Pepsi Masr 29,364 4 7up Egypt 24,678 5 Head and Shoulders Arabia 21,836 6 Doritos Arabia 19,304 7 Almarai 18,212 8 Nescafe 17,598 9 Nivea Middle East 14,701 10 Pepsi Arabia 12,039 Facebook Benchmarks in the Middle East
  • 17. Presented by The Online Project 17 FMCGs Fan base growth figures for the FMCG industry during the second quarter of 2012: Facebook Benchmarks in the Middle East
  • 18. Presented by The Online Project 18 Food & Beverage Food & Beverage Fan Base Rank Page Fans 1 KFC Arabia 1,060,599 2 Pizza Hut Middle East 599,167 3 Just Falafel 471,168 4 Hardee’s Arabia 264,673 5 Burger King Egypt 232,849 6 Sugar Daddy’s Bakery - Amman 219,993 7 Krispy Kreme Saudi Arabia 142,147 8 La Poire Egypt 144,617 9 Auntie Hanady’s Cheesecake & Cookies 101,790 10 Lemon Shisha Bistro 99,509 Food & Beverage Engagement Ratio Industry Benchmark: 7% Rank Page Engagement Ratio 1 McDonald’s Arabia 21.5% 2 La Poire Egypt 9.9% 3 Azkadenya 8.4% 4 Hardee’s Arabia 8.1% 5 Baskin Robbins Gulf 5.9% 6 Subway Arabia 5.4% 7 Sugar Daddy’s Bakery - Amman 3.2% 8 The Chocolate Bar 3.0% 9 KFC Arabia 2.5% 10 Burger King Egypt 2.3% Facebook Benchmarks in the Middle East
  • 19. Presented by The Online Project 19 Food & Beverage Food & Beverage Content Performance Industry Benchmark: 0.31% Rank Page Content Performance 1 Subway Arabia 0.55% 2 Auntie Hanady’s Cheesecake & 0.39% Cookies 3 Sugar Daddy’s Bakery - Amman 0.35% 4 Baskin Robbins Gulf 0.32% 5 McDonald’s Arabia 0.30% 6 Krispy Kreme Saudi Arabia 0.29% 7 Azkadenya 0.28% 8 The Chocolate Bar 0.26% 9 Lemon Shisha Bistro 0.18% 10 Hardee’s Arabia 0.15% Food & Beverage Talking About This Industry Benchmark: 12,746 Rank Page Talking About This 1 KFC Arabia 26,490 2 McDonald’s Arabia 21,989 3 Hardee’s Arabia 21,561 4 La Poire Egypt 14,257 5 Pizza Hut Middle East 13,699 6 Sugar Daddy’s Bakery - Amman 7,005 7 Azkadenya 6,686 8 Burger King Egypt 5,422 9 Just Falafel 5,176 10 Baskin Robbins Gulf 5,171 Facebook Benchmarks in the Middle East
  • 20. Presented by The Online Project 20 Food & Beverage Fan base growth figures for the food & beverage industry during the second quarter of 2012: Facebook Benchmarks in the Middle East
  • 21. Presented by The Online Project 21 Mobiles Mobiles Fan Base Rank Page Fans 1 Nokia Egypt 1,378,544 2 Blackberry Middle East 406,497 3 Samsung Mobile Levant 278,932 4 Samsung Mobile Arabia 197,826 5 HTC MEA 161,498 6 Nokia Saudi Arabia 142,511 7 Nokia Jordan 140,121 8 Nokia UAE 139,441 9 Sony Mobile Middle East 109,539 10 Sony Mobile EG 108,676 Mobiles Engagement Ratio Industry Benchmark: 7.5% Rank Page Engagement Ratio 1 BlackBerry Egypt 34.5% 2 Motorola Middle East 9.1% 3 Samsung Mobile Arabia 4.4% 4 Samsung Mobile Levant 4.2% 5 Nokia UAE 4.2% 6 Nokia Saudi Arabia 4.1% 7 Nokia Syria 4.1% 8 Nokia Jordan 3.2% 9 Samsung Mobile Saudi 3.2% 10 Nokia Egypt 3.1% Facebook Benchmarks in the Middle East
  • 22. Presented by The Online Project 22 Mobiles Mobiles Content Performance Industry Benchmark: 0.31% Rank Page Content Performance 1 Samsung Mobile Saudi 0.50% 2 Nokia Jordan 0.42% 3 Sony Mobile KSA 0.40% 4 Nokia Syria 0.39% 5 Nokia Iraq 0.34% 6 Nokia UAE 0.24% 7 Samsung Mobile Arabia 0.23% 8 Sony Mobile Middle East 0.20% 9 Nokia Lebanon 0.17% 10 Nokia Egypt 0.15% Mobiles Response Time Industry Benchmark: 425 minutes Rank Page Response Time (minutes) 1 Samsung Mobile Levant 65 min 2 Nokia Saudi Arabia 129 min 3 Sony Mobile EG 214 min 4 Motorola Middle East 318 min 5 Nokia Egypt 460 min 6 HTC MEA 531 min 7 Nokia Lebanon 626 min 8 Nokia Jordan 635 min 9 Blackberry Middle East 636 min 10 BlackBerry Egypt 642 min Facebook Benchmarks in the Middle East
  • 23. Presented by The Online Project 23 Mobiles Mobiles Talking About This Industry Benchmark: 13,128 Rank Page Talking About This 1 Nokia Egypt 42,794 2 BlackBerry Egypt 34,687 3 Samsung Mobile Levant 11,734 4 Samsung Mobile Arabia 8,707 5 Blackberry Middle East 8,311 6 Motorola Middle East 6,604 7 Nokia Saudi Arabia 5,888 8 Nokia UAE 5,862 9 Nokia Jordan 4,501 10 Sony Mobile Middle East 2,193 Growth figures for the mobile industry are unavailable. Facebook Benchmarks in the Middle East
  • 24. Presented by The Online Project 24 Telecom Telecom Fan Base Rank Page Fans 1 Vodafone Egypt 1,446,354 2 Etisalat Misr 873,197 3 STC ‫االتصاالت السعودية‬ 624,897 4 JawwaL 518,967 5 Mobinil 429,567 6 Mobily 424,470 7 TE Data 413,368 8 Zain 357,625 9 Zain Iraq 212,625 10 Orange Jordan 206,462 Telecom Engagement Ratio Industry Benchmark: 4.5% Rank Page Engagement Ratio 1 Asiacell 8.9% 2 Vodafone Egypt 4.8% 3 JawwaL 4.7% 4 Zain Jordan 4.6% 5 Zain Iraq 4.6% 6 STC ‫االتصاالت السعودية‬ 4.5% 7 Zain Saudi Arabia 4.1% 8 Orange Jordan 3.0% 9 Umniah belong 2.8% 10 Mobinil 2.8% Facebook Benchmarks in the Middle East
  • 25. Presented by The Online Project 25 Telecom Telecom Content Performance Industry Benchmark: 0.26% Rank Page Content Performance 1 Asiacell 0.87% 2 Vodafone Egypt 0.24% 3 Etisalat Misr 0.23% 4 Zain Iraq 0.21% 5 JawwaL 0.21% 6 Mobinil 0.19% 7 Wataniya Mobile Palestine 0.17% 8 Zain Jordan 0.17% 9 Du 0.16% 10 Zain Saudi Arabia 0.13% Telecom Response Time Industry Benchmark: 140 minutes Rank Page Response Time (minutes) 1 Vodafone Egypt 9 2 Mobinil 14 3 Zain 103 4 Zain Jordan 126 5 Qtel 131 6 Zain Saudi Arabia 157 7 Zain Iraq 158 8 Orange Jordan 168 9 Etisalat UAE 261 10 Vodafone Qatar 271 Facebook Benchmarks in the Middle East
  • 26. Presented by The Online Project 26 Telecom Telecom Talking About This Industry Benchmark: 20,025 Rank Page Talking About This 1 Vodafone Egypt 69,248 2 STC ‫االتصاالت السعودية‬ 27,980 3 JawwaL 24,416 4 Etisalat Misr 17,489 5 Asiacell 16,848 6 Mobinil 11,946 7 Zain Iraq 9,854 8 Zain Jordan 9,199 9 Zain Saudi Arabia 7,118 10 Orange Jordan 6,156 Fan base growth figures for the telecom industry during the second quarter of 2012: Social Media Benchmarks in the Middle East
  • 27. Presented by The Online Project 27 TV Channels TV Channels Fan Base Rank Page Fans 1 Al Jazeera Channel 2,345,532 2 MBC2 2,283,523 3 MBC4 1,987,535 4 Al Arabiya ‫قناة العربية‬ 1,980,843 5 MBC Action 1,418,814 6 MBC MAX 1,150,029 7 Al Jazeera English 1,098,954 8 MBC 3 962,501 9 MBC 1 711,978 10 National Geographic Abu Dhabi 695,559 TV Channels Engagement Ratio Industry Benchmark: 5.5% Rank Page Engagement Ratio 1 Alhurra ‫قناة الحرة‬ 10.8% 2 Fox Movies 10.6% 3 Al Aan TV 6.9% 4 Al Arabiya ‫قناة العربية‬ 5.6% 5 FOX 5.3% 6 National Geographic Abu Dhabi 4.7% 7 OSN 4.0% 8 MBC 3 3.1% 9 Akhbar Al Aan - ‫اخبار اآلن‬ 3.0% 10 Al Jazeera Sport - ‫الجزيرة الرياضية‬ 2.6% Facebook Benchmarks in the Middle East
  • 28. Presented by The Online Project 28 TV Channels TV Channels Content Performance Industry Benchmark: 0.12% Rank Page Content Performance 1 Alhurra ‫قناة الحرة‬ 0.32% 2 Al Jazeera Sport - ‫الجزيرة الرياضية‬ 0.29% 3 Fox Movies 0.17% 4 MBC 3 0.08% 5 National Geographic Abu Dhabi 0.08% 6 Fatafeat - El Hayat Helwa 0.06% 7 OSN 0.05% 8 MBC 1 0.05% 9 MBC2 0.04% 10 FOX 0.04% TV Channels Talking About This Industry Benchmark: 44,490 Rank Page Talking About This 1 Al Arabiya ‫قناة العربية‬ 111,829 2 Fox Movies 72,590 3 Alhurra ‫قناة الحرة‬ 54,233 4 Al Aan TV 34,057 5 National Geographic Abu Dhabi 32,612 6 MBC2 30,777 7 MBC4 29,522 8 MBC 3 29,484 9 Al Jazeera Channel 27,696 10 MBC Action 22,100 Facebook Benchmarks in the Middle East
  • 29. Presented by The Online Project 29 TV Channels Fan base growth figures for the TV channels industry during the second quarter of 2012: Facebook Benchmarks in the Middle East
  • 30. Presented by The Online Project 30 Key Takeaways • Results should be benchmarked and analyzed against competitors in the same industry; a seemingly low engagement rate in one industry could be a top performer in another. • Excelling in one or two KPIs should not be an excuse for lagging in others. It is extremely difficult to be the top performer across the board, however every effort should be made to maintain a certain standard of achievement as to avoid being knocked out of the top 10 altogether. • Brands should not solely focus on increasing their fan base as an indicator of their success – a common misconception. The engagement rate is a good indicator of how relevant a brand is to its customers and how much the fan base listens to it. Brands should be constantly looking for creative ways to engage with their fan base, supplemented with advertising for growth. • With the release of this report, and others like it, brands can no longer hide behind information asymmetry. Brands who have an average response time longer than 24 hours, while their competitors are keeping it under 10 minutes, might be attacked for such indifference. Facebook Benchmarks in the Middle East
  • 31. Presented by The Online Project 31 Contributions & special thanks This report could not have been Hammouri; Yara Al Qudah; Zena Wutsen; Ali Al Hassani; Nader produced without the efforts of Risheg; Kareem Shareef; Tara Abu Eiteh; Ahmad Salem; Tanya some of key team members and Mubaidin; and Hadeel Hmaidi; Marrar; Sara Assad; Mohammad partners. and our designers Lama Qudah; Khatib; Mohammad Abu Mustapha Al Abdali; Ahmad Baker; Julia Schmutzler; A special thanks goes Yassen and Senior Social Media Yasmine Sakka; Abdel Aziz out to: Rakan Brahedni, Developers Zeid Haddadin and Abu-Fadaleh; Hamzeh Zaher; founder of Social Watchlist, Alaa Badran. The remaining Salwa Qattan; Dana Abiqwa; who contributed in content members of our Analysis & Furat Abuhashhash; Ez Zmeili; development and data analysis. Monitoring team: Muhyidean Mahmoud Madi Dwairi; Dina Zeid Habayeb, Business Tarawneh, Amer Yaghi, and Habash; Ala’a Qaraeen; Dana Development Executive, Sajeda Dabbas. Firas Steitiyeh, Kakish; Riham Abu Daqqa; who authored the report and Products Manager, and his team: Maher Jilani; Ahmad Moqanasa; created synergies with everyone Khaled Nobani, Yazan Qteishat, Tarek Qaitouqa; Hanan Dajani involved. Feras Hilal, Social and Ruba Nobani. and Nour Soudani. Media Marketing Manager, who served as a main contributor Our operations team for And our colleagues at in analyzing the data; Hamzeh making it possible to do Modern Media for their Janakat, Head of Analysis & what we do: COO Qais Al constant support: Razan Monitoring, who collected and Rousan; Human Resources Goussous, Kholoud Sarsak, prepared the data, along with Manager Hadeel Al Jobour; Samah Ayoub, Zeina Gammoh, his team: Zeid Bushnaq, Lina Human Resources Officer Dana Mustafa Shahwan, Ammar Al Meshal, Mahmoud Shahwan, Refai; Business Development Haman, Motasem Khalifa, Lee Rawan Hamed, and Islam Ayyeh. Associate Eman Mufleh; McGrath, Leen Halawani, Hanna Suad Taji, Art Director, and Ala’a Technical Support Manager Hamati, Ammar Jarrar, Hadi Tameem, Designer, who are Odey AbdulGhani and IT Soudi, Nabil Shukri; and former responsible for the design of Support Ahmad Anabtawi; team member Ghada Odeh. the report and accompanying Executive Assistant Tourane infographics. Dione; our Advertising We received feedback, Executives Roula Al Khatib and direction and information We would also like to thank Fouad Abida; and our finance from the following industry all the team members at team: Khaled Al Azhari, Raed al contributors, without whom TOP who make it possible Absi and Saad Hashem. the preparation of the to spend every day learning report would not have been something new: Client Former team members, who possible as well: Iain Twine Servicing Manager, Nisreen have left a lasting trace on and Mark SooHoo from Edelman Shawwa; Head of Community what we do: Hussam Binni; PR Agency for their mentorship Management, Jansait Nahla Tabbaa; Sohaib Ismail; and guidance; Zeid Nasser from Qoughondoqa; Strategists Ahmad Akour; Osama Tuffaha; MediaMe.com in addition to and Project Managers Ali Rama Abdelhadi; Dana Mismar; Ismail Atrash from Endeavor, and Zuaiter, Ali Abdulhadi, Sima Loay Malahmeh; Mahmoud the team at Social Watchlist for Zeidan, Dima Shahin and Diya Mujahed; Ali Babay; Ashtar their contributions in collecting Murra; Community Managers Daraghmeh; Firas Jallad; Nicola and analyzing the data. Najeeb Nimri; Sabina Al Khoury; Mohammad Moey Shawareb; Shatha Hamdan; Tala Shawash; Amer Al Saleh; Kim Facebook Benchmarks in the Middle East
  • 32. Presented by The Online Project 32 About TOP As the Middle East’s leading social media agency, The Online Project develops and executes social media strategies for Fortune 500 companies and high profile organizations operating in the region. Facebook Benchmarks in the Middle East
  • 33. Presented by The Online Project 33 Contact Us For general inquiries please email info@theonlineproject.me Dubai Riyadh Amman Tel: +971 4 428 0731 Tel: +966 1 463 4462 Tel: +962 6 465 8209 Fax: +971 4 429 3236 Fax: +966 1 462 6413 Fax: +962 6 465 8206 7th Floor, Thuraya 2 Al Rabiah Building P.O. Box 840616 Dubai Media City Olaya Riyadh, KSA Amman 11184 P.O. Box 500717 Jordan Dubai, UAE Facebook Benchmarks in the Middle East