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

1. Ten Reasons YOU Need to
Monitor Social Media….

2. The marketing game has changed
Fundamental shift from TRADITIONAL media to DIGITAL media
59% of marketers decreasing traditional advertising budgets
63% increasing interactive and digital marketing budgets
66% plan to market through social media channels this year
70% of worldwide Internet users get product information online
f ld id I d i f i li
Years to reach 50 Million users:
Radio
38 years Internet
4 years 4 months!
iPod
Television
4 years
18 years
Sources: Alterian Annual Survey 2009, O’Dwyer’s PR magazine, Apr. ‘10 issue

3. The marketing game has changed – but Just How Big is Social Media ?
Facebook added 200 million users in just one year
Twitter currently has over 115 million registered users, growing at 300,000 / day
Twitter currently has over 115 million registered users growing at 300 000 / day
160,000 Arabic blogs running on Arab social media site Jeeran
17 million Facebook users in MENA region
illi F b k i MENA i
There are more Facebook users than newspaper readers in MENA region
Arabic is the fastest growing language on Facebook
Sources: Alterian Annual Research 2009, O’Dwyer’s PR magazine, Apr. ‘10 issue

4. “Social media will see the steepest growth
of any channel over the next 5 years”
Forrester Research
Tens of millions of “conversations” happen daily across the Internet on social media platforms
Brand Mentions
Al Islami Foods 346
McDonalds 1,602
KFC 213
MENA region user
Emirates Bank 352 Mentions on 20/09/2010
/ /
Emaar 215
Zain 1,066
Emirates Airlines 218
How can you make sense of it all? Social Media Monitoring
Determining marketing effectiveness and ROI is no longer about measuring the number of
impressions or mentions
Marketing effectiveness is about how well your company establishes relationships with customers
Social media monitoring enables you to measure and analyze consumer engagement and
sentiment, as well as your company’s reach, influence and reputation

5. 10 Reasons YOU Need to Monitor
Social Media…
1 Find out what the world thinks about you, your competitors & your industry
Consumers are talking about you and your competition every day – whether you know it or not
Social media monitoring enables you to “listen in to the conversations” and gain valuable
insights about how the market views you and your competition
Fact:
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• SocialEyez recently researched & analyzed consumer sentiment and perception of a leading
UAE bank including analysis of 2,400 comments over 2 months.
Cost 66% lower cost
150
100
50
0
SocialEyez Marketing Agency X

6. 10 Reasons YOU Need to Monitor
Social Media…
1 Find out what the world thinks about you, your competitors & your industry
Example:
Needed to better understand banking sector in Malaysia before expanding their network
Used social media monitoring to listen to 2 million conversations on blogs, discussion forums and
social networks and gain a better understand of consumer banking needs
Performed quantitative and qualitative analysis of the focus, volume, and sentiment of online
conversations
Result
Identified 6 key issues Malaysian banking industry was lacking from a consumer perspective
Structured its marketing campaigns based on “consumer desire”
Understood competitor strong & week points from a consumer perspective
Cancelled a product offering that would have potentially cost millions but had
little demand
Source: News Group Consulting

7. 10 Reasons YOU Need to Monitor
Social Media…
2 Develop qualified leads by engaging consumers
Identify conversations about your products or market, increasing sales opportunities
Bring all relevant conversations to you, improving your ability to build your brand with potential
customers
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Engage and influence newly‐discovered sales leads early in the sales cycle before your competition
gets there
Gain insight into product use and acceptance to develop new campaigns and incentives targeting new
market segments

8. 10 Reasons YOU Need to Monitor
Social Media…
2 Develop qualified leads by engaging consumers
Example:
After launching in 1500 Target stores, organic tea maker Steaz Teas’ ad agency Chemistry based a
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marketing campaign in part on social media and data gathered by SM monitoring sites. Key elements
included:
PPC Search used to drive consumers to the coupon page
Facebook ads increased Steaz’s fan base
A 68,000‐person e‐mail list received two offers, so online coupons were pushed
Minimal marketing budget used social media monitoring sites to track consumer reactions and tailor
campaign for maximum efficiency
Result
50,000 coupon‐downloads
20% redeemed coupons
6,000 social media mentions recorded
6 000 social media mentions recorded
3,000 new fans joined Steaz’s Facebook page
Sales doubled in Dec. ‘09

9. 10 Reasons YOU Need to Monitor
Social Media…
3 Monitor customer feedback more effectively
Listening in on customer conversations in real‐time enables immediate response to positive and
negative feedback
Monitoring customer sentiment helps identify areas for product or service improvement
Fast, proactive response to customer feedback improves customer satisfaction and boosts brand
loyalty

10. 10 Reasons YOU Need to Monitor
Social Media…
Example: Mashreq Bank’s recent engagement on Social media
Before After
Result
R lt
Customer satisfaction increases
Customers begin feeling that there is a 2 way relationship with their bank & their feedback is listened to

11. 10 Reasons YOU Need to Monitor
Social Media…
4 Improve customer relations by engaging them in their space
Almost 60% of survey respondents use social media to “vent” about a customer care experience*
Monitoring provides insight into customer attitudes and experiences, enabling opportunities for
product/service improvements
d t/ i i t
Social media monitoring provides opportunities to engage your customers in several ways to
build your relationship:
o Inform them
o Thank them
o Share information with them
o Apologize to them
o Redirect them
*Society for New Communications Research survey

12. 10 Reasons YOU Need to Monitor
Social Media…
4 Improve customer relations by engaging them in their space
Example:
Lufthansa passenger posts negative comment about 3 hour flight delay in CDG airport, user has 2,400
followers on Twitter and is a C‐level executive at a firm employing over 900
10% of followers re‐tweet comment & negative viral effect begins, same passenger calls for co‐workers
to stop flying Lufthansa. Negative sentiment around brand increases by 33% in 48 hours
Lufthansa receives millions of passengers annually, many using social media to express opinions and
experiences with Lufthansa–but airline is actively monitoring social media
Result
Monitoring reveals who is leading the most relevant discussions, enabling targeted engagement
Quantitative and qualitative data analysis enables Lufthansa to understand source of sudden
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increased negativity
Lufthansa engages passengers while showing proof flight delays were due to airport and were
beyond airline’s control
Within 3 days, positive sentiment goes back up and negative goes back down
‐ve
+ve Source: News Group Consulting

13. 10 Reasons YOU Need to Monitor
Social Media…
5 Find out what employees REALLY think about your company
Listen in on employee blogs to gain unfiltered opinions about your company, products, and service
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Social media monitoring often provides more accurate, honest data than surveys or interviews
Real‐time data‐gathering enables faster response to employee issues
Fact:
54% of surveyed employees disclosed that they do not respond to internal HR surveys 100% honestly

14. 10 Reasons YOU Need to Monitor
Social Media…
5 Find out what employees REALLY think about your company
Example:
Company wins Business Today award for “Best Employer”
Company employs 114,000 around the world
C l d h ld
Result
Staff read about the award and question its criteria, clearly showing dissatisfaction
Over 1,100 blog posts recorded all with negative sentiment towards company
Examples of posts “"you are asking us to work for 9.15 hours a day“
Through social media monitoring, company detects negative sentiment and starts by creating an
internal blog to allow staff to vent through, within a more “contained” environment

15. 10 Reasons YOU Need to Monitor
Social Media…
6 Gauge online AND offline marketing campaign effectiveness
Traditional, easy‐to‐measure, narrow‐channel advertising no longer effective
Consumers now control how and where they receive information across wide range of channels &
platforms
Social media monitoring enables numerous channels to be monitored & analyzed in real‐time to
quickly determine what works and what does not
Highly targeted, effective, cost‐efficient marketing now possible

16. 10 Reasons YOU Need to Monitor
Social Media…
6 Immediately Measure effects of OFFLINE marketing campaigns ONLINE
Example:
High‐end hotel chain launches offline marketing campaign for new hotel opening
High end hotel chain launches offline marketing campaign for new hotel opening
Consumers react to marketing campaign showing excitement & anticipation for hotel opening
Consumers pose 1 key question about hotel Bar
Result
R lt
Social media monitoring provided insight into customer sentiment and how they are reacting to
marketing campaign
Revealed what consumers are interested in and 1 key question 45% of conversations included
Hotel adjusted campaign to include pictures of the Bar in question
Consumers react positively and bar is fully booked for 12 consecutive days

17. 10 Reasons YOU Need to Monitor
Social Media…
7 Monitor your competition
Stay informed about your competitors’ marketing campaigns, blogs & new products and services
Effectively gauge competitors’ influence and acceptance in the marketplace
Gain insight into competitive strengths & weaknesses
Hear what your own customers are saying about your competitors

18. 10 Reasons YOU Need to Monitor
Social Media…
7 Monitor your competition
Example: Automotive in Saudi Arabia
User posts a comment “I bought the Chrysler 300 last year but am very unhappy with its fuel
consumption so will trade it in for a Lexus – th i
ti ill t d it i f L their cars will save me a lot – d
ill l t does anyone have
h
suggestions?”
Result
Lexus fans engage in conversation and convince the user to buy the Lexus RX
Chrysler loses a client to its competition ‐ Lexus
Uncovered untapped opportunity to raise brand awareness and gain market share
vs

19. 10 Reasons YOU Need to Monitor
Social Media…
8 Spot consumer trends as they happen
Social media are the ideal breeding ground for consumer trends
Online communities attract people with similar interests and influences
Major social networks such as Facebook, Twitter and LinkedIn encourage groups to exchange ideas
The average Facebook user is connected to 60 pages, groups, and events, enabling the rapid spread
of ideas and trends
Social Media monitoring can identify trends as they emerge from online communities and influential
websites

20. 10 Reasons YOU Need to Monitor
Social Media…
8 Spot consumer trends as they happen
Example:
Security software developer BitDefender needed to monitor the social media landscape to spot
developing trends in online security issues.
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Online gaming is one of BitDefender’s major markets
Social media monitoring revealed growing trend of game account hacking to steal personal
information
Conversation analysis showed large percentage of gamers misunderstood game account security
Result
BitDefender started monitoring specific forums and websites for conversations about anti‐virus
software
Identified relevant individuals to engage with product and solution information
Built trust within gaming community, creating additional sales opportunities

21. 10 Reasons YOU Need to Monitor
Social Media…
9 Protect your brand and reputation
Companies no longer have complete control over their brand identity
Consumers now control the content and timing of conversations about your products and services
Social media monitoring enables you to engage consumers when and where they are talking about
you and help you steer the conversation
Qualitative analysis helps provide insight into positive and negative consumer sentiment, enabling
you to take quicker, more effective action

22. 10 Reasons YOU Need to Monitor
Social Media…
9 Protect your brand and reputation
Example:
Air carrier JetBlue flight attendant creates public sensation by losing his temper and abandoning his
aircraft, sliding down an emergency slide at the terminal.
, g g y
JetBlue faces potential nightmare
Social media monitoring reveals 460% spike in social media conversations
Media sentiment analysis shows mostly neutral conversations, but negative on the rise
Result
R lt
JetBlue refrains from immediate response because public opinion was neutral to positive but as
negative increased reaction was needed
Finally issued a 140‐word statement
Published it only on their blog to guarantee wide distribution
P bli h d it l th i bl g t g t id di t ib ti
PR crisis averted
Source: SocialTimes.com, “4 Reasons JetBlue Nailed Their
Social Media Response to Crazy Flight Attendant”, Aug. 19, 2010

23. 10 Reasons YOU Need to Monitor
Social Media…
10 Influence the Influencers
Traditional influencers – entertainment and sports celebrities
Social media influencers – anyone passionate about a topic or product, often bloggers
Blog readership has grown 300% in the past several years*
Currently over 35,000 active Arabic blogs
Blogs have evolved from “personal scrapbooks” to influential public opinion makers
Social media monitoring enables you to find and engage influential bloggers, websites, and forums
talking about your company, products, and industry
*News Group Consulting

24. 10 Reasons YOU Need to Monitor
Social Media…
10 Influence the Influencers
Example: Multinational FMCG
•Rumors begin around a certain food product sold in Egypt, being made from Pig fat
•Thousands of conversations start around the topic with calls to boycott the brand
•Over 6,000 discussions begin in 24 hours with 67% negative towards the brand
Results
•Company is monitoring social media and detects rise in buzz volume
•Company contacts key Egyptian religious influencer with thousands of Twitter followers & Facebook
fans and presents truth to gain his support
•Within 48 hours discussion volume drops to normal levels and positive sentiment exceeds negative
‐ve
ve
+ve

25. Multi‐lingual Social Media Monitoring & Analysis Service
Localized sources are key – yes Facebook & Twitter are huge globally, but the regional
sources often more important
f p
Case: QZone in China has 300 million users!
Arabic Example: www.watwet.com
The world’s first true Arabic social media monitoring platform
Native‐speaking Arabic language experts
Providing unparalleled insight into the MENA region, with
analysts on the ground in 5 countries – understanding the local
dialects
Headquartered in Dubai, UAE

26. Fact: If you did nothing but read Tweets throughout the entire work day, it would
take you over 3,000 years to get through what’s available today
Social Eyez provides:
Comprehensive insight into public opinion about your brand, market & competition
Customized, comprehensive search support f optimal results
C i d h i h for i l l
Expert analysis unmatched by any competitor
o Native English‐, French‐, and Arabic‐speaking social media experts
o Local and regional insight expertise and understanding
insight, expertise,
o In‐depth knowledge of important regional social media
On‐the‐ground local language experts who understand regional dialects, slang terms,
and colloquialisms
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Proactive account management
o Actively monitor both Arabic and non‐Arabic social media
o Comprehensive, customized reports
o In‐depth qualitative and quantitative analysis
o Social media alerts

27. Thank You
www.socialeyez.ae
www socialeyez ae
info@socialeyez.ae
info@socialeyez ae
Tel. +9714 3564100
Tel +9714 3564100