Social Media Strategy to Increase Consideration for Mashreq Bank

1 of 1491 of 149
Boopin 2018
www.boopin.com
Hello there,
We are boopin

2 of 149
Boopin 2018
www.boopin.com
Our Mission
Tousher brands into the new age of digital
marketing and advertising through innovative
business solutions and integrated marketing
communications.
Our Vision
Tobe the industry leader in marketing and
advertising that fosters brand truth and nurture
customer growth
We are a combination of creative, technologists strategists and producers
whoare passionate to reach their dreams by dedication. Our work puts
us on the map, and our commitment to creative innovation keeps us
there.
Who we are

Boopin 2018
www.boopin.com
Our experience across a broad range of marketing services with a diverse
collection of clientele.
3 of 23
Our Reach

4 of 1494 of 149
Boopin 2018
www.boopin.com
Our Partners

5 of 1495 of 149
Boopin 2018
www.boopin.com
Our DIM methodology
lets us move quickly,
accurately and
eﬃciently with
innovation and
creativity at the
heart of everything
wedo.
DIM is a lean process designed to integrate
the best of traditional planning and research,
Design Thinking and Agile production
INSIGHT
BRIEF
STRATEGY
CREATIVE
TEST & LEARN
EVOLVE & DEVELOP
RESEARCH
PLANNING
ITERATIONS
POC
MakeDiscover Imagine
Our approach

Our dedicated team
A uniﬁed
interdisciplinary
team working on
big challenges through
honest collaboration
with our clients.
We are a team of storytellers, problem
solvers, artists and technologists with
end to end capability. We foster greater
collaboration between our team for a
deeper level of understanding and
respect thus, resulting to a more
enjoyable working relashionship.
Visual Design
Content
Technology
StrategyResearch
Experience
PROJECT
MANAGER
Client & Stake
holders
6 of 23

7 of 149
Boopin 2018
www.boopin.com
Media Planning
and buying
We target audience
through the most suitable
media channel
Branding & Corporate
Identity
Every company must have
their own unique identity.
Be your own brand.
Web Design
&Development
We create website with a
great deal of usability and
User Experience.
Mobile Game &
App Development
Create a sustainable
marketing channel as you
build your own brand
SEO & Ecommerce
Solution
Boost your search engine
rankings and Grow your
business
Integrated
Communication
We ensure that all forms
of the company’s
communications and
messages are unified.
Social Media
Marketing
Increase your brand’s
online visibility and
discoverability through
social media platforms.
Programmatic
ImpAZAR your online reach
through sensible audience
targeting
Services

8 of 149
Boopin 2018
www.boopin.com
IG Forex
Boopin were able to meet the KPI that IG Forex
instigated from the very beginning, all CTR and
Impressions were able to deliver on every
campaign, conversion rate rose up to 2,19%. As
a result, IG Forex was able to gain more website
visits, leads and even sales for the span of the
campaign.
Media Planning and Buying
3 of 10
8 of 23
25.1M
Impressions
3M+
Users reached
5.6K
Clicks
3.2K
Leads
17K
Downloads

9 of 149
Boopin 2018
www.boopin.com
Gems
Education
GEMS education was looking to build a
full database of potential parents through
digital channels. The data would then be
passed on to their customer team to
develop a relationship and possibly a new
recruit.
A comprehensive lead generation campaign
deployed on social channels and through
our exclusive oracle platform.
3 of 10
9 of 23
2m
Impressions
1m
Users reached
300k
Clicks
10k
Leads
Media planning and buying

10 of 149
Boopin 2018
www.boopin.com
LG Electronics
LG Electronics, is one of the biggest players in
the world market for mobile phones and HDTV
sets. The company wishes to augment their
brand awareness and sales by integrating various
digital campaign targeting mainly the UAE
market.
3 of 10
10 of 23
6m
Impressions
3.8m
Users
reached
4.5M
Clicks
12k
Leads
To be able to achieve the goal of LG – to spread
brand awareness on it line of products and in
the long run establish a good positioning
online, Boopin created a strategy that will
magnify the brand. We made used of our
various online tools to disseminate the ads on
all relevant channels. The main key channels that
we used are Programmatic Display, Google
Display Network and Premium Display. Boopin
is proud to say that it has surpassed its prior set
KPI for LG, the CTR’s and impressions
skyrocketed due to its nonstop monitoring.

11 of 149
Boopin 2018
www.boopin.com
Audemars Piguet
Audemars Piguet is on the look out for a team of
expert marketers to help the brand tap in the
Arabian market especially the local community.
The client is very eager to integrate a digital
campaign that will resonate greatly to its target
audience.
3 of 10
11 of 23
2m
Impressions
1m
Users reached
800k
Clicks
5K
Leads
900K
Video views

12 of 149
Boopin 2018
www.boopin.com
Makani
3 of 10
12 of 23
Geolocation apps provides companies with real
insight about customer preferences. However,
Makani, just like any other location-based mobile
apps poses various challenges such as privacy
concern, accuracy and trust.
Boopin performed the following to properly
execute the creation and promotion of the Makani
mobile app:
• Google Display Network was utilized to
compel people to download the mobile app
• “Mobile app engagement” on Google Search
Network to increase online visibility
• “TrueView for mobile app promotion” on
YouTube to allow the use of videos.
• Measure and monitor the downloads from the
app install campaigns
• Web banners were used on top EN and AR
news portals using ad server
30m
Impressions
5m
Users reached
2M
Clicks
300K
Downloads

13 of 149
was conceived to idealize the booming
digital era of today. We’ve use modern trends of media
to spread messages of awareness, bridging gaps
between products and consumers through cohesive
brain storming, research and planning.
Boopin has seen rapid growth in little time by working
with the most prominent and known brands in the world,
delivering integrated digital, broadcast, social, print and
publishing communication solutions, enhancing
experiences along the way and ultimately making our
clients more valuable for consumers.

14 of 14914 of 149
Boopin 2018
www.boopin.com
Social media proposal
2018 - August

15 of 149
Boopin 2018
www.boopin.com
1. The brief
2. Research
3. Insight & Strategy
4. Social Approach
5. Back to Basics
1. Platform Approach
2. Content Approach
3. Content Pillars
4. Community Management
5. Crisis Support
6. Event Activation
7. Influencer Relationship Management
8. Measurement
6. Transformational Ideas
1. Visit Mashreq
2. Mashreq Events
3. NEO Mashreq
7. Social Advertising
8. Account Management
9. Media Implementation
Table of content

16 of 14916 of 149
Boopin 2018
www.boopin.com
The brief

17 of 149
Boopin 2018
www.boopin.com
Utilising a 360 social
approach to increase
Banking customers
consideration
Foster active and engaged
communities by ensuring
two-way conversations
and inspiring
extraordinary stories
Drive advocacy and
brand love by
establishing strong
relationships with
relevant influencers
And ultimately drive
footfall by achieving
the aforementioned
objectives
The objectives

18 of 149
Boopin 2018
www.boopin.com
How we can help to achieve objectives
You need a partner who can provide best in class client servicing and serve as a trusted
advisor for all things social and digital. An agency that can effectively manage reputation and
engage audiences through remarkable experiences and extraordinary stories here in the UAE,
around the region, and around the world.

19 of 14919 of 149
Boopin 2018
www.boopin.com
The research

20 of 149
Boopin 2018
www.boopin.com
WHAT WE
KNOW
ABOUT
THE NEW
DIGITAL
BANKING
CUSTOMERS

Boopin 2018
www.boopin.com | Agency Proﬁle
Banking customers today believe in the power of
digital stories - be it telling their own story or
listening to those told by others.

22 of 149
MORE OFTEN AN
ASSIST INTERACTION
MORE OFTEN AN
LAST INTERACTION
TARGETED
AUDIENCE
Online
Interaction
VIDEO
DISPLAY
PAID GENERIC
SEARCH
REFERRALS
SOCIAL
ORGANIC SEARCH
EMAIL
PAID BRAND
SEARCH
DIRECT
Boopin 2018
Banking customer’s journey

23 of 14923 of 149
Boopin 2018
www.boopin.com
35% As a
result
spend more time
exploring their
banking options
They research on multiple device

24 of 14924 of 149
Boopin 2018
www.boopin.com
3 Things to note about digital banking customer
They like to be
shown and not told
They are impacted with content
across all their screens
They are especially mobile dependent
in the consideration phase1 32

25 of 14925 of 149
Boopin 2018
www.boopin.com
Insight and strategy

26 of 149
Boopin 2018
www.boopin.com
Professional
Approach
Business
• Understand the
customer journey
• Improve the local
branch expertise
• Empower bank
employees
• Embrace online banking
technology
• Never stop improving
• Personal & Business
• Private banking
• Corporate banking
• International
• Securities
• Foreign exchanges
• Al Islami banking
• Loan services
Technology &
Ease
Customer
Satisfaction
What do we offer ? – The Mashreq Bank

27 of 14927 of 149
Boopin 2018
www.boopin.com
The Challenge
Lack of follower for the
influencers in the banking
sector, in the middle east
Lack of knowledge
of the new tax
system
Lack of knowledge of the
services and products
provided on social media
platforms Eg: Snapchat

28 of 149
Boopin 2018
www.boopin.com
The competition

29 of 14929 of 149
Boopin 2018
www.boopin.com
The audience and the competition

30 of 14930 of 149
Boopin 2018
www.boopin.com
Brand Audit

31 of 149
Boopin 2018
www.boopin.com
Brand Facebook Instagram Twitter Snapchat Youtube
Emirates NBD ✔ ✔ ✔ ✔ ✔
First Abu Dhabi Bank ✔ ✔ ✔ X ✔
HSBC ✔
Global page
✔ ✔ ✔ ✔
Brand presence : channels

32 of 149
Boopin 2018
www.boopin.com
Emirates NBD ✔ ✔ ✔ - -
First Abu Dhabi Bank ✔ ✔ ✔ - -
HSBC ✔
Global page
✔ ✔ - -
Brand presence : verification

33 of 149
Boopin 2018
www.boopin.com
Emirates NBD 947k 46k 129k - 12K
First Abu Dhabi Bank 980k 7.2k 56.6k - 2.4K
HSBC 2.1m 17k 169k - 16k
Brand presence : community size

34 of 149
Boopin 2018
www.boopin.com
CHANNEL CHOICE
• Facebook, Instagram & twitter remain as the three key channels across retail brands.
• Despite the success and popularity of snapchat, brands are sticking to Instagram due to media
offerings and a higher support of branded content.
• Youtube is considered a secondary asset where successful brands upload only the relevant content.
CHANNEL ROLES
• On a local level, all banks dedicate all the channels for the same content. However, as global best
practices are reviewed, it is important to define a key role for each of the channels and center the
social strategy accordingly.
CROSS CHANNEL
• To deploy an effective social media strategy, brands should consider multiple touchpoints across
their different networks to complete an overall user journey.
• The best practice is to unify the end destination for content (ex: website) while exchanging traffic
between the different social channels with different types of messages.
Brand presence : key takeaways

35 of 14935 of 149
Boopin 2018
www.boopin.com
Creative design review

36 of 149
Boopin 2018
www.boopin.com
THE GOOD:
• The creative approach of the page clearly resonates
the company’s branding.
• Templates are coherent in most of the images.
• Images used are neatly processed
• Videos are compelling
THE BAD:
• Some key images are not templated
• Some images are congested with text and creative
elements.
TAKEAWAYS:
• The brand produce better source of images like an
actual photoshoot to create a more appealing and
relatable creatives to increase engagements
Emirates NBD - Design

37 of 149
Boopin 2018
www.boopin.com
THE GOOD:
• The creative approach of the page clearly
resonates the company’s branding.
• Videos are professionally done
• Modern-looking creatives
THE BAD:
• Approach on the creatives could have been
executed better
• Must instigate more forms of creative content like
gif, short vids, etc.
TAKEAWAYS:
• The brand must work on consistency in
delivering the creatives like the look and feel, size
and even color palette to create harmony on the
page
First Abu Dhabi Bank - Design

38 of 149
Boopin 2018
www.boopin.com
THE GOOD:
• Images are clear
• Relatable Videos
• Websites
THE BAD:
• Image and video formats are inconsistent and no coherence
• Heavy texts on the images
• Repetitive photos
TAKEAWAYS:
• The brand must take time in realigning their global page,
the inconsistencies in the creatives may result to a cluttered-
looking page
HSBC - Design

39 of 149
Boopin 2018
www.boopin.com
Simplified design styles & themes
Low on text
Different styles for different platforms
Focus on image quality
Sized for desktop & mobile
Different styles for different topics
Best practice : Design

40 of 14940 of 149
Boopin 2018
www.boopin.com
Content Review

41 of 149
Boopin 2018
www.boopin.com
THE GOOD:
• Text is compelling
• Tone of voice is contemporary
• Choice of words are simple and easy to understand
THE BAD:
• Some text are not properly paragraph, consumes
space
• Arabic –English translation is not consistent
• Some texts are lengthy
• Posts are most of time starts with interrogative
sentence, no variation
TAKEAWAYS:
• Be more creative and consistent on texts
Emirates NBD - Content

42 of 149
Boopin 2018
www.boopin.com
THE GOOD:
• English and Arabic texts on all posts
• Tone of voice is good and consistent
THE BAD:
• Dead hashtags
• Duplicate hashtags
• Some content are not properly paragraphed
• Inconsistent translation
TAKEAWAYS:
• Be more engaging, contents need to be restructured
First Abu Dhabi Bank - Content

43 of 149
Boopin 2018
www.boopin.com
THE GOOD:
• Text are short and concise
• tone of voice is consistent
• Great choices of words
THE BAD:
• Some text are bombarded by unnecessary
emoticons and icons
TAKEAWAYS:
• The entire content is good and well structure, it
just needs a little more twist for it not to sound so
monotonous
HSBC - Content

44 of 149
Boopin 2018
www.boopin.com
Short & on point
Coherent & informative
Personal touch
Adds value to followers
Use of real images
Current & trendy
Joins conversations
Connects with other channels
Best practices- Content

45 of 14945 of 149
Boopin 2018
www.boopin.com
Community management

46 of 149
Boopin 2018
www.boopin.com
THE GOOD:
• Personalized response
• The number of share and likes on each post is
high
• Provides solution
THE BAD:
• Queries are seldom answered
• Does not engage on healthy conversation with the
community
• Some responses have indicated the name of a
person who answered the query
TAKEAWAYS:
• Indicating the first name of the person answering
the query is comply unnecessary.
Emirates NBD - Community

47 of 149
Boopin 2018
www.boopin.com
THE GOOD:
• Able to answer on some of queries
• Personalized response
• No scripted response
THE BAD:
• Needs to thank those people who are praising the bank
• some queries left unanswered
• The response is more focused only on bad comments /
feedback
TAKEAWAYS:
• The page must exercise the law of acknowledgement in
social media, the response must be spread out even to
those who are not expressing dismay
First Abu Dhabi Bank - Community

48 of 149
Boopin 2018
www.boopin.com
THE GOOD:.
• Most of the queries are answered
• Engagement rate is massive
• Able to address bad comments / feedback
• Response rate is remarkable
THE BAD:
• Some comments have no response or reciprocated
TAKEAWAYS:
• The page engages itself in a healthy conversation, not
only to address a certain issue / problem
HSBC- Community

49 of 149
Boopin 2018
www.boopin.com
Respond to all users
Encourage positive interaction
Personalized responses
Take negative offline
Provide information clearly.
Interim messages for difficult cases
Best practices - Community

Boopin 2018
How do we break through the clutter and take our
audiences on an extraordinary journey?

51 of 149
Boopin 2018
www.boopin.com
PRIORITIZATION Who should we talk to?
PERSONALISATION What do we talk to them about?
PRECISION Where and when is the best
place and time to reach
them?
1
2
3
A new way to look at our audience

52 of 149
Boopin 2018
www.boopin.com
DEMOGRAPHICS
VALUE
AWARENESS
SENTIMENT TOWARDS
Mashreq
MOTIVATION
PRIORITIZATION PERSONALIZATION PRECISIO
N
TYPE OF CUSTOMER LIFESTYLE + INTERESTS Time
MARKET LANGUAGE SOCIAL
MEDIA
GEOGRAPHY / DISTANCE REASON TO VISIT
SEASONALITY
POINT OF
TRASANCTION
Audience personas

53 of 149
Boopin 2018
www.boopin.com
FROM TO
STATIC FORMATS
MULTIPLE MESSAGES
REACHING EVERYONE
MASS
LINEAR
ONLY WORKS AT SCALE
PERSONALIZED
DYNAMIC
DATA-DRIVEN
EFFICIENT
FLEXIBLE
SCALABLE
How can we adopt this new approach ?

54 of 149
Boopin 2018
www.boopin.com
Communications can be personalised,
memorable and clear, quickly informing the
audience of the message intent relevant to
each social channel
Establish reusable assets to allow teams
to focus on content development versus
designing specific communication
elements and adaptations or re-edits
Elevate the elements and the style of the
brand through a more personalised
approach to building communications
Be Customer-Centric
Elevate the Brand
Be Flexible & Scalable
An impactful strategy should

Boopin 2018
We will inspire people from the World to visit our
Bank of contrast by telling extraordinary stories, both
big and small.

56 of 14956 of 149
Boopin 2018
www.boopin.com
Social approach
How we bring Mashreq ’s story to life for precious targeted audience

“Welcome to Mashreq - The next level banking”

The way we talk, amplify, listen, respond and analyze matters,
Every move contributes to crafting the perfects story

59 of 149
Back to Basics
To execute an effective social media strategy, we must ensure
we lay a strong foundation with our ongoing activities and
processes. In the next few slides you will experience how
Strategy, Content, Community Management, Crisis Management,
Event Activation, Influencer Relationship Management and
Measurement will come to life on Mashreq and NEO.

60 of 149
Telling story through an insight driven strategy
To develop a winning social media strategy that delivers
results, we will put data and insights at the heart of our
story for Mashreq and NEO Corporate.
We want to ensure the right strategy and content are
rooted in deep audience insight, allowing us to adapt
more effectively to the ever-changing market trends,
achieve greater results and seize new opportunities.
DATA INSIGHT STRATEGY

61 of 149
Boopin 2018
www.boopin.com
The strategy will encompass the
full Banking ecosystem to ensure
that social media supports use
Mashreq and NEO’s overall
marketing strategy.
Corporate
Brand
Brands Mashreq Bank NEO
The Platforms Primary
Secondary
Identifying our brand architecture

62 of 14962 of 149
Boopin 2018
www.boopin.com
Through paid, owned and earned
channels, we will ensure we are
building awareness, facilitating
online conversations and building
advocacy.
Paid Media
Through paid media we want to ensure we are
reaching and continuing to building awareness
using sophisticated targeting technology
Owned Media
Through our owned content and channels we will
showcase the inspiring experiences Mashreq offers.
From first Mashreq branch to the contemporary
architecture of our most modern buildings, we will
inspire people to visit Mashreq bank online and
offline
Earned Media
We will drive social sharing and brand advocacy
through influencers who embody banking,
finance, investment and innovation
KEY OBJECTIVES: AWARENESS ENGAGEMENT
KEY OBJECTIVES: AWARENESS CONSIDERATION ENGAGEMENT
KEY OBJECTIVES: AWARENESS ENGAGEMENT
Implementing a blended approach

Boopin 2018
Think of every channel as an opportunity in Mashreq. Each one
should reflect the astonishing experiences the bank has to offer.

64 of 149
Boopin 2018
www.boopin.com
We believe it is imperative to communicate
with our target audience based on their
behaviour on each social media platform.
We will strategically choose the type of
content on every social media platform
based on in its role within Mashreq Bank’s
ecosystem and its purpose.
Through a laser focused approach, we
ensure efficiencies and greater success.
Staying true to each social platform

65 of 149
Boopin 2018
www.boopin.com
20% REACTIVECONTENT
With the dynamic nature of Mashreq and NEO, we will allocate
20% of our monthly content to reactive social content. This is
created to respond to events or time-sensitive requests.
Reactive content includes:
• Ad hoc requests
• Daily news requiring immediate
response Global trends
• Reposts and regrams of UGC content
80% PLANNED CONTENT
Planned content will be the primary source of story telling across
Mashreq and NEO Corporate. This will allow us to build a strong
narrative over time and highlight larger events taking place.
Planned content includes:
Ongoing inspirational content
Seasonal events and greetings
Annual events and launches
Promotional activities
Ensuring flexibility when planning content

66 of 149
Adapting platforms
We bring our deep expertise in understanding how people of different
ages, nationalities and interests use various social media platforms to
adapt our content across various channels.
In other words, we adjust our creative content and format to each
platform (tone and technique).

67 of 149
Boopin 2018
www.boopin.com
The tone of voice is a very important part of social media. It is what sets
our content apart in the News feed or Twitter feed. It should resemble
the brand and all it stands for.
The tone of voice will be consistent across all content at all times,
including times of crisis.
A list of do’s and don’ts will be created and used for Mashreq and
NEO Corporate, while updating Mashreq’s tone of voice to
regulate the consistency of the brand voice in both Arabic and
English.
FORWARD-THINKING
INSPIRED
SOPHISTICATED
CUSTOMER CENTRIC
WELCOMING
VALUABLE
Developing a distinct tone of voice

68 of 149
Nimble approach to platforms
We adapt our content across various channels based on our deep
expertise in understanding how people of different ages, nationalities
and interests use various social media platforms

In an online space where experiences are born to stay, each
piece of content is a thread that weaves an extraordinary tale.

70 of 14970 of 149
Boopin 2018
www.boopin.com
Content approach
How we bring Mashreq’s story to life for precious targeted audience

71 of 14971 of 149
Boopin 2018
www.boopin.com
Mashreq Customers
MOOD BOARD

72 of 14972 of 149
Boopin 2018
www.boopin.com
Mashreq – Next
Level Banking
(Mood board)

73 of 14973 of 149
Boopin 2018
www.boopin.com
Everything is
simple with
NEO
(Mood board)

74 of 149
Boopin 2018
www.boopin.com
This editorial process will be applied to all
content and campaigns for Mashreq & NEO
It begins with planning content based on the
principles mentioned, writing compelling text
and choosing gripping imagery, publishing the
content at the right time to the right people and,
finally, assessing what’s working and what isn’t in
order to optimize.
All content is “social by design,” meaning it is
designed to be shared by our target audience.
Content is timely, relevant and light-weight, and
brings forward the brand’s point of view both
through visual imagery and creative copy.
PLANNING
CONTENT PILLARS
ANALYSIS
MEANINGFUL METRICS
& KEY LEARNING
PUBLISHING
LOCAL DELIVERY
AMPLIFICATION
PRODUCTION
IN-HOUSE OR
OUTSIDE CONTENT
Our editorial process

75 of 149
Boopin 2018
www.boopin.com
Everyday engagement and remarkable experiences are
the underpinnings of any conversation calendar.
The monthly calendar highlights day-to-day details of
the brand and corporate or promotional activities and
aligns the content to specific days.
The seasonal calendar highlights the larger events/
campaigns which take place in Mashreq and
remarkable content during launches.
These planning tools allow us to plan a narrative over
time and properly plan for upcoming occurrences,
while also coordinating with the client. It will also allow
for us to find opportunities to cross promote across
Mashreq & NEO.
Our publishing process

76 of 149
Boopin 2018
www.boopin.com
In order to develop a content plan for Mashreq that creates intrigue and
curiosity amongst all types of Banking, we must showcase and cover all aspects
of Mashreq’s offering as a premium bank
To do so, we will create 5 distinctive “content pillars” that will seamlessly run
across all channels – Mashreq & NEO
Each of these content pillars will provide an insightful look into Mashreq’s
costumers, products, activities and services. Together - these pillars will be
themes that encapsulate everything that Mashreq represents as a destination.
All content that we create and subsequently post will fall under at least one of
the content pillars that we create.
What should Mashreq’s voice be in the digital sphere ?

77 of 149
Our current platforms
PRIMARY PLATFORMS
SECONDARY PLATFORMS

78 of 149
Boopin 2018
www.boopin.com
Every experience in Mashreq is out of the ordinary.
This should be reflected through every piece of content
we post online.
“Mashreq
Next Level
Banking”
“Everything
is simple
with NEO”
How do creating content buckets
help?
Besides organizing on-going content, content
buckets play a large role in:
‣
‣
‣
‣
Identifying what users are most interested
based on audience comments and
sentiment analysis
Ensuring we’re speaking to all audiences equally
Creating content in a strategic manner
Planning monthly content based on most
important conversation points
Suggested content buckets

79 of 14979 of 149
Boopin 2018
www.boopin.com
Sample content across platforms

80 of 149
Boopin 2018
www.boopin.com
Mashreq, Next Level Banking

81 of 149
Boopin 2018
www.boopin.com

82 of 149
Boopin 2018
www.boopin.com

83 of 149
Boopin 2018
www.boopin.com

84 of 149
Boopin 2018
www.boopin.com
Everything is simple with Neo

85 of 149
Boopin 2018
www.boopin.com

86 of 149
Boopin 2018
www.boopin.com

87 of 149
Boopin 2018
www.boopin.com

88 of 149
Boopin 2018
www.boopin.com
Facebook will be our main hub that communicates with
various audiences through unique content coupled with
micro-targeting.
The content on this platform should be predominantly
video-based or interactive with call to actions so as to
garner more engagement.
360 PHOTOSLISTICLE VIDEOS STUNNING PHOTOSAERIAL HD VIDEOS
Potential Media Styles
Priority Areas
BANKING SERVICES, FINANCIAL SERVICES, CORPORATE BANKING, DIGITAL BAKING ,
INVESTMETS
Facebook

89 of 149
Boopin 2018
www.boopin.com
Twitter will be our customer service portal that helps us
reach out to the community. This will also be a space
where we can share content more frequently with a
focus on events, technology, and promotions as the
platform welcomes frequent posting.
The tone of voice on this channel should be more
formal than others as media outlets and other
government agencies re-share content posted by us.
Priority Areas
NEWS & UPDATES RETWEETS IMAGES VIDEOS
BANKING, FINANCIAL SERVICES, CORPORATE BANKING, DIGITAL
BAKING , INVESTMETS
Twitter
Enjoy the lowest remittance rates with
Mashreq international banking n trading
Enjoy the lowest remittance rates with
Mashreq international banking n trading

90 of 149
Boopin 2018
www.boopin.com
Our Instagram platform will be dominated by user
generated visuals that will inspire audiences to
choose Mashreq as their customer destination.
With a mix of content that provides insights into Abu
Dhabi’s architecture, nature, and heritage, it will
provide potential Banking with a complete visual
story of what Mashreq has to offer.
It is also the platform that will be most helpful for
identifying advocates and employing ambassadors
for the Emirate of Mashreq.
Priority Areas
USER GENERATED IMAGES
BANKING, FINANCIAL SERVICES, CORPORATE BANKING,
DIGITAL BAKING , INVESTMETS
Instagram

91 of 149
Boopin 2018
www.boopin.com
Our Snapchat channel, will provide audiences
with raw real- time content that captures the
essence of ongoing festivals, events and
destinations within Mashreq.
Snapchat stories will also provide coverage from
a personal point of view with different filters in
unique locations encouraging users to visit
them.
LIVE COVERAGE INFLUENCER TAKEOVERS
Priority Areas
Digital & Online Banking, NEO
Snapchat

92 of 149
Boopin 2018
www.boopin.com
YouTube will be seen as our online TV platform for
event wrap-ups, commercials, destination time-lapse
videos and more. We can utilize YouTube to its full
potential by sharing interesting video content
created by us as well as by other brands in the city.
Due to Google’s ability to micro-target, we will also be
able to target unique audiences with relatable content.
360 PHOTOS LISTICLE VIDEOS
AERIAL HD VIDEOS HD TIME LAPSE
Priority Areas
YouTube

93 of 149
Boopin 2018
www.boopin.com
Google Plus will be a mirror-image of our Facebook
page. We will share posts frequently for SEO
purposes.
This platform will not be utilized to drive engagement
as their user-base is the most inactive of all our
platforms.
STUNNING PHOTOSAERIAL HD VIDEOS
Priority Areas
Google+

94 of 149
Boopin 2018
www.boopin.com
Pinterest will be targeted to our young millennial audiences
and provide them with the Emirate’s offerings categorised by
individual boards.
The platform will have a mix of user-generated and owned
content.
STUNNING PHOTOSAERIAL HD VIDEOS
Priority Areas
BANKING, FINANCIAL SERVICES, CORPORATE BANKING, DIGITAL BAKING ,
INVESTMETS
Pinterest

95 of 149
Boopin 2018
www.boopin.com
LinkedIn will serve as our B2B platform and
targeted specifically to a niche audience of
businessmen, event coordinators, and
marketing professionals.
This platform will serve as positioning Mashreq the
ideal destination for associations, corporations, and
conventions/ exhibitions.
The platform will have a mix of thought leadership
posts as well as testimonials.
STUNNING PHOTOS
EDUCATIONAL POSTS
THOUGHT LEADERSHIP ARTICLES
Priority Areas
LinkedIn

Imagine a story that’s contributed to by its very audience. The
beauty of managing communities online is that they play an
instrumental role in crafting our extraordinary tale.

97 of 14997 of 149
Boopin 2018
www.boopin.com
Managing communities across platforms

98 of 149
Boopin 2018
www.boopin.com
Day-to-day community management goes beyond responding to
comments online. It also serves as the first step towards building a
stronger community in the social space and provides insights into
fan sentiment.
Daily moderation procedure:
Moderator to review page on an ongoing basis - seven days a
week & identify any issues that require a response, based on the
response protocols while engaging community with quality
conversations.
Day-to-day moderation

99 of 149
Boopin 2018
www.boopin.com
It is important to have a set plan for public responses that moderators
can use. This may include questions and/or comments – both positive
and negative – and related content which we can tap into that will be
important in directing conversations and shaping opinions.
Amplify a positive message – The person posting the initial
positive comment will likely share with their online and offline
social networks and may serve as a future brand ambassador.
Transform a negative message to positive – we can correct
misinformation or in the case of dissatisfaction, attempt to remedy
the problem.
Communicate to fans and followers a very personalised and
empowering message – Acknowledging user’s feedback and
comments, energise potential conversations to lead stronger
engagement
We will keep the FAQ document updated
with all comments and their corresponding
responses.
These will be useful, not only for keeping
track of issues that may appear, but also to
ensure that comments from followers are
relayed throughout.
As a result, a Response Protocol should include:
• Original comment from user
• Suggested response from Moderator
• Approved response from the NEO team
Response protocol

100 of 149
Boopin 2018
www.boopin.com
Active listening is a crucial line of defence against a crisis developing. Clear
guidelines are integral in making our community understand what to do when
an issue arises. It also important in helping us identify potential conversations
with people talking about Mashreq Bank.
Active Listening Process
Having a pulse on NEO’s social networks takes more than
monitoring. That's why Active listening is critical to tracking
conversations around your brand.
RELEVANT HASHTAGS RELEVANT HOLIDAYS CELEBRITY CONTENT
KEY WORD TRENDING CONTENT TRENDING EVENTS
Active listening

101 of 149101 of 149
Boopin 2018
www.boopin.com
Being prepared for crisis

102 of 149
Boopin 2018
www.boopin.com
Social media crisis are steadily on the rise - however, 76% of them were
preventable, had the organisations invested in proper training.
-Altimeter, Social Business Readiness
Social media has changed how information is spread and how people form opinions. It
has also changed how brands manage their reputation – every day, but especially
during times of crisis.
In order to effectively help Mashreq & NEO through a crisis – or, more importantly,
prevent a crisis – it is essential to have a strong and systemized crisis management
protocol in place.
At Boopin, we have a strong understanding on how to employ techniques around
stakeholder engagement, community management and content activation to
understand and plan for a crisis in the social media age.
Social crisis management

103 of 149
Boopin 2018
www.boopin.com
Readiness
Radar
Recovery
Response
Readiness
Team & Protocols
Radar
Listening & Detection
Response
Issues & Crises
Recovery
Reporting & Rebuild
However, we cannot prepare or map out every possible risk
since situational nuances will determine the correct response.
Rather, we need to put a framework in place.
There are four elements of our Mashreq Influencer risk
management framework:
Readiness: Getting the right resources and people in place.
Develop strong and trusting relationships with the influencers.
Radar: Using listening and detection to discover and react to
issues that could quickly escalate into a crisis situation for Visit
Mashreq if left unaddressed.
Response: Fix the influencer issue at hand. Provide
influencers with relevant information.
Recovery: Continue listening, weigh volume and velocity
against vocal critics, re-evaluate your message, assess the
impact, look for opportunity.
Our social crisis framework
20%
Crisis

104 of 149104 of 149
Boopin 2018
www.boopin.com
Event activation

105 of 149
Boopin 2018
www.boopin.com
PLAN
Set strategy, timelines & KPIs
Creative ideation
Plan content calendar for teaser/launch/post phases
Ignite conversation and build excitement
EXECUTE
Activate unique presence online and offline
Create live branded content and conversation
Leverage user-generated content
Interact and moderate real-time
MEASURE
Promote shareable content and exclusives
Video production
Share wrap-up content online
Post-event measurement and learning
Event activation stages

106 of 149106 of 149
Boopin 2018
www.boopin.com
The benefits of events activation
‣ Extend the reach of your
pre-event buzz and
action
‣ Sustain buzz with
post-event
content and
search impact
‣ ‘Own’ a larger piece of
event share of voice

107 of 149107 of 149
Boopin 2018
www.boopin.com
Influencer relationship management

108 of 149
Influencer relationship management defined
Influencer Relationship Management (IRM) refers to the act of building
a partnership with influencers. This is based on the values of respect
and trust. The foundation of any fruitful relationship is a true value
exchange between the brand and influencer. Through these programs
we aim to activate genuine word of mouth online at a scale that can
positively impact business.

109 of 149
Boopin 2018
www.boopin.com
What relationship does he or she
have with the audience? How will that
impact my brand?
How will his or her style represent
my brand?
Does this influencer know and/or
understand my category?
REACH
How well and how often does this
influencer reach my target audience?
RELEVANCE
Is this influencer relevant for my
brand?
Does he or she incorporate a level of personality
and/or storytelling when promoting brands?
How are fans responding to branded content from
this influencer?
RESONANCE
Does this content look like marketing?
Influencer selection criteria

What good is a conversation if it falls on deaf ears? By hearing
what our audience has to say and evolving them into deep
insights, we can continue to create extraordinary experiences
with consistency.

111 of 149111 of 149
Boopin 2018
www.boopin.com
Conversational impact reporting

112 of 149
Boopin 2018
www.boopin.com
Successful, engaging, creative work stems not only
from great ideas, but from knowledge. Utilizing
our proprietary approach to measure –
Conversation Impact - we will create three
different types of reports for Mashreq Bank and
NEO :
‣ Daily Report
‣ Monthly Report
Measurement

113 of 149
Boopin 2018
www.boopin.com
E N S U R I N G W E R E A C H O U R K P I ’ S
At the beginning of each month, we analyze the previous month’s
performance in the Monthly Measurement Report. The report is
delivered in two parts:
1.A quantitative scorecard that presents all numerical data
2.A qualitative deck that includes analysis of monthly performance,
including key learnings and takeaways.
We will track our progress against all of our previously set KPI’s in
order to figure out how we are performance against our targets.
The most important KPI for us is the Engagement Rate, which tells us
what percentage of users took action (e.g. Liked, Commented, etc.)
on our content. As a result, a higher Engagement Rate indicates a
more relevant fan base.
Daily, Weekly & Monthly reports

114 of 149
Boopin 2018
Every story has breakthrough moments. They draw people in
and make them want to be a part of something. Our
transformational ideas will do that and more

115 of 149
Boopin 2018
www.boopin.com
To create peaks in engagement and excite our
audiences, we must ensure a steady flow of
creative ideas that truly change behaviours, and
force our audiences pay attention. The next few
slides will showcase potential ideas for Mashreq
and NEO, utilising a variety of influencers, digital
innovations and engaging content.
Transformational ideas

116 of 149116 of 149
Boopin 2018
www.boopin.com
Bot banking guide

117 of 149
Boopin 2018
www.boopin.com
Insight:
Customers want to customize their banking experiences to best fit their personal style.
However,most banking guides aredesigned for mass consumption and may be
overwhelming for Banking as they try to find activities that would most excite them.
Idea:
Introducing the banking agent BOTS (short for Robot) - the customer assistant and
solution that sits within an existing messaging platform on Facebook and Twitter. It’s
artificial intelligence allows it to analyse audiences preferences based on their
Facebook profile and respond to customers LIVE 24/7.
We propose developing BOT personas, based on distinctive customer styles. For
example: Bader the Backpacker, Valia the Wanderer, Amira the Art lover or Faz the
Foodie!
Extraordinary Story:
Pairing technology with diversity, this bot will showcase Mashreq’s little
treasures to those that value it the most by truly answering fan questions, LIVE
on demand as well as speak the language the Banking speak.
Bot banking guides

118 of 149118 of 149
Boopin 2018
www.boopin.com
Corporate Banking Finance
Customer service Personal banking
Car Loans Home Finance
‫اﻟﺧدﻣﺎت‬‫اﻟﻣﺻرﻓﯾﺔ‬
‫ﻟﻠﺷرﻛﺎت‬
‫اﻟﻣﺎل‬
‫ﯾﺔ‬
‫ﺧدﻣﺔ‬
‫اﻟزﺑﺎﺋن‬
‫اﻟﺧدﻣﺎت‬‫اﻟﺷﺧﺻﯾﺔ‬
‫اﻟﺑﻧﻛﯾﺔ‬
‫ﻗروض‬
‫اﻟﺳﯾﺎرات‬
‫اﻟﺗﻣوﯾل‬
‫اﻟﻌﻘﺎري‬
Bot banking guides

119 of 149119 of 149
Boopin 2018
www.boopin.com
Mashreq
Events and CSR

120 of 149
Boopin 2018
www.boopin.com
Mashreq – Customer of the month

121 of 149
Boopin 2018
www.boopin.com
The Mashreq – Mobile ATM & Drinks in Desert (Outdoor adventure )

122 of 149
Boopin 2018
www.boopin.com
Insight:
Nowadays it's all about live content; people want to be in the
moment, see what's happening now! Consumers arelooking for real
content that is unedited nor produced, and they want to be part of
the actual experience.
Idea:
Introduce the charity campaign to help needy parents and students
join school
Extraordinary Story:
The Back to School represents the extraordinary ability of Mashreq
to innovate and to help society. It also allows the Mashreq to tap
into the high demand for live content
Back to school

123 of 149
Boopin 2018
www.boopin.com
Mashreq – Neo – Influencer’s marketing

124 of 149124 of 149
Boopin 2018
www.boopin.com
Account management
Events and CSR

125 of 149
Boopin 2018
www.boopin.com
ACCOUNT MANAGEMENT TEAM STRUCTUREScope of work: Overseeing the overall performance of the account,
setting strategies and ensuing it’s implemented to achieve KPI’s
Working days & hours: 9am – 6pm (Sunday – Thursday)
Scope of work: Ensuring that daily tasks are delivered, managing the
account from a 360 perspective, working on campaign ideas and
execution plans.
Scope of work: Planning and Implementing multiple small and large
digital campaigns. Managing delivery of work – pre-empting potential
problems and defining solutions.
Account Director
Account
Manager
Jr.Account
Manager
Account
Executive
Scope of work: Taking care of daily requests to ensure it’s delivered
on time, feeds in information to other team members and works closely
with the customer service team to assist them throughout the day
Account Management Team Structure

126 of 149
Boopin 2018
www.boopin.com
CREATIVE TEAM STRUCTUREScope of work: Overseeing the account from a creative
perspective.
Scope of work: Works on the daily creative requirements.
Scope of work: Works on the daily creative requirements.
Creative Director
Sr. Creative
Director
Creative
Designer
Creative Team Structure

127 of 149127 of 149
Boopin 2018
www.boopin.com
Tasks Request Responsibility Response
Daily Requests Content piece, PR, Creative, Account Manager 1) Content piece: 4 hours
(Working Hours) meetings, campaign and news Account Executive 2) PR: 20 min.
3) Meetings: Upon request
4) Campaign: 3 working days
5) News: 20 min.
Daily Requests PR, news and campaigns Account Manager 1) PR: Next Day/ 10:00am
(After Working Hours) Account Executive 2) News: Next Day/9:00am
3) Campaign: 3 working days
Weekend Requests PR, news and campaigns N/A
Events & Live coverage Live tweeting/posts(without Account Executive Boopin to receive brief 20 customized
creative) days before the event.
Daily Creative requests Posts, static videos Creative designer 1) Posts: 2 hours
2) Static video : 2 days
Video Requests Animation, multimedia, Creative designer 1) Static: 2 days
(Working hours) customization 2) 2d Animation: 4 days
3) 3d Animation: 8 days
Community Management process

128 of 149
Boopin 2018
www.boopin.com
ACCOUNT MANAGEMENT COMMUNICATION CYCLE
Monthly Meetings- Once a month Boopin: Account 1. Monthly report 1. Approval on theme for next
Manager 2. Discuss key success points month
Boopin: Account 3. Measure KPIs 2. Feedback on agency/ team
Executive 4. Discuss next month plans performance
Boopin: Account Director Client
team
3. Weekly updates.
Quarterly Meetings- Every Three Boopin: Account 1. Quarter activation plan 1. Approval on activation plan and
months Manager 2. Discuss key success points suggested direction within two
Boopin: Account 3. Measure KPIs weeks after presenting the
Executive 4. Discuss plans for next quarter plan.
Boopin: Account Director
Client team
Yearly Strategy Meeting
Boopin: Account Manager
Boopin: Account Executive
Boopin: Account Director
Client team
1. Year in review
2. KPIs that were met
3. Present new direction and plan
Approval on activation plan and
suggested direction within one month
after presenting theplan.
Community Management cycle

129 of 149129 of 149
Boopin 2018
www.boopin.com
Media buying

130 of 149
Boopin 2018
www.boopin.com
The main objectives that we will work on
Build strong fan
base on all social
media channels
Driving traffic/
increasing
awareness.
Collecting database
and custom
audience.
Conversions
ØOur media tactics are focusing on reaching, engaging and converting prospects to buyers.
Objectives Vs. Media Tactics

131 of 149
Boopin 2018
www.boopin.com
Awareness- Branding Campaigns
Fan Acquisition on Social Channel
Engagement on Social Media
Campaigns
Website Traffic – Digital
Campaigns
Promotional
Campaigns
E-commerce
Campaigns
Retargeting
Will increase your brand awareness on YouTube Channel
Increase fan base and likability of the brand on SMchannels
Engage with your users, which will increase the organicreach
Increase traffic on the e-commerce website and online buying
Deals and promotions for more purchases inquantities
Increase online buying with lower cost, maximums ROI
Maintain purchases from the same users and avoidretention
Full Funnel Strategy

132 of 149
Boopin 2018
www.boopin.com
Awareness- Branding
Campaigns
Engagement on Social
Media Campaigns
Campaigns
Promotiona
l
Campaigns
E-commerce
Campaigns
Retargeti
n g
Ø Objective: Will increase your brand
awareness across the social media
channels, build brand image and
inform audience with the new brand
logo.
Ø Budget: AED xxx for YouTube
videos.
Ø Impact: Increase true views on the
channel and achieve xxx views across
all the videos.

133 of 149
Boopin 2018
www.boopin.com
Fan Acquisition on
Social Channel
Campaigns
Campaigns
Promotional Campaigns
E-commerce
Campaigns
Retargeting
Ø Objective: Increase fan base and
likability on social media channels.
Ø Budget: AED xxxx for fan
acquisition on Twitter and
Facebook & IG
Ø Impact: Increase fan base by almost
xxx of new followers and page likes.

134 of 149
Boopin 2018
www.boopin.com
Full Funnel Strategy Awareness- Branding Campaigns
Engagement on
Social Media
Campaigns
Campaigns
E-commerce
Campaigns
Retargeting
Ø Objective: Engage with users and
uplift their engagement on the
social media pages.
Ø Budget: AED xxxx for promoted
content across Facebook,
Instagram and Twitter.
Ø Impact: Enhance the engagement
ranking of the page as well as
maintain eco reach and eco
interaction with our content on the
pages.

135 of 149
Boopin 2018
www.boopin.com
Full Funnel
Strategy
Campaigns
Website Traffic –
Digital
Campaigns
Ø Objective: Increase website traffic and
volume of driving new users to the
website.
Ø Budget: AED xxxx for the digital
campaigns, this budget is also for
promoting promotions.
Ø Impact: Drive xxxx clicks of new unique
users to the website.
E-commerce
Campaigns
Retargeting

136 of 149
Boopin 2018
www.boopin.com
Campaigns
Campaigns
Promotional
Campaigns
E-commerce
Campaigns
Retargeting
Ø Objective: Create awareness of
the products that we have in
stores and promotional deals
we do per campaign.
Ø Budget: AED xxxx for the digital
campaigns, YouTube, Social
Media, all the campaigns that are
running on the calendar and
promotions.
Ø Impact: Drive more sales
and footfall to the stores,
result in maximizing the
ROI.

137 of 149
Boopin 2018
www.boopin.com
Thank you

Dubai
2803 JBC 1, Cluster G Jumeirah
Lakes Towers
P.O. Box 112587, Dubai - UAE
Email:info@boopin.com
Tel: 5365 425 4 971+
India
C/703, Nestle Appartments,
Opp Toyota Showroom Malad
West, Mumbai
UAE
33 UBI Avenue, Room 3,
Units 59-07#, Vertex Tower A,
UAE, 408868
Tel: 91881824 65+
Cyprus
Limassol, Kyrilou Loukareos 19
Ofﬁce 206, Kato Polemidia
4156
Tel: 99721717 357+
www.boopin.com
boopincoms
boopincommunications
boopincommunications
ContactUs

Social Media Strategy to Increase Consideration for Mashreq Bank

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Social Media Strategy to Increase Consideration for Mashreq Bank

Similar to Social Media Strategy to Increase Consideration for Mashreq Bank (20)

Recently uploaded

Recently uploaded (20)

Social Media Strategy to Increase Consideration for Mashreq Bank