The document discusses the clustering of different user groups on social media in Kuwait, emphasizing the distinct preferences of Kuwaitis and expats across platforms like Facebook, Twitter, and Instagram. It highlights the necessity for brands to understand these dynamics to optimize their social media strategies and improve customer service. Empirical analysis is called for to validate the observations made during the research in November 2014.

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Social User Channel Preferences
How different user groups cluster on social media sites

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The items and comments here are results of observations while working in Kuwait during November 2014
Anecdotes and resulting theories are subject to challenge
Empirical analysis is needed to support or debunk these observations
Background

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Do groups of people, defined by language or nationality tend to gather on certain social media sites?
Can analytics study language use on sites map to location information in users profile?
Do companies know this and present themselves and their products differently?
How does their approach to customer service differ? SLAs, KPIs
Questions

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Kuwait
Population is <40% Kuwaiti, rest expats
Facebook, English visibly used more often
Twitter, Arabic almost exclusively
Instagram, much Arabic & growing quickly
Expats more likely to use Facebook
Kuwaiti’s more likely to use Twitter
Brands appear to pitch higher value products on Twitter

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Why & What
Analyzed Twitter, Facebook & Instagram for interactions with companies
If the anecdotes from the previous slide are true then,
Brands need to know this breakdown
Brands can better position their goods on the proper platform
Brands can optimize their social media approach for the target audience
Empirical data is needed to confirm or dismiss

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Companies & Sites
Ooredoo Kuwait
@OoredooKuwait
Fb/OoredooinKuwait
Instagram/OoredooKuwait
Zain Kuwait
@ZainKuwait
Fb/ZainKuwait
Instagram/ZainKuwait
Viva Telecom Kuwait
@VivaTelecom
Fb/VivaQ8
Instagram/VivaTelecom

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Zain
Ooredoo
Viva
FB likes
84K
248K
315K
FB average comments
16
3
62
FB engagement
no
little to none
no
Twitter followers
151K
140K
179K
Tweets
11K
37,4K
24,3K
Twitter engagement
yes
yes
yes
Instagram followers
89K
54K
106K
Instagram posts
547
1,4K
1,7K
Instagram engagement
no
some
yes
Social Stats
November 2014
Engagement = responds to others on site

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@VIVAtelecom

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@OoredooKuwait

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@ZainKuwait

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VIVAQ8

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OoredooinKuwait

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ZainKuwait

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VivaTelecom

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OoredooKuwait

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ZainKuwait

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I am on a mission to get companies on track in providing decent customer service via online channels
Want to know more? Check out:
Twitter @serviceplease20
About.me/andrewfmaher
http://Serviceplease.de
About
Andrew Maher