التسويق الإلكتروني ودوره في المحافظة علي العملاء ، محاضرة تسويق إلكتروني بالمستشفى السعودي الألماني عسير بالتعاون مع صحيفة المواطن الإلكترونية

1. ‫األلماني‬ ‫السعودي‬ ‫المستشفى‬-‫عسير‬
‫األعمال‬ ‫نمو‬ ‫في‬ ‫ودوره‬ ‫اإللكتروني‬ ‫التسويق‬
‫العمالء‬ ‫علي‬ ‫والمحافظة‬
‫محمد‬ ‫طاهر‬
www.linkedin.com/in/taherosman
@altaherosman
#‫تسويق‬_‫الماني‬_‫عسير‬

7. Gathering of people
in the Vatican for
the unveiling of a
new Pope in both
2005 and 2013

16. Naming Conviction
• We used to refer to our online presence as social media, thus
we are beyond social media if we are talking about a
consistent and mature online presence, it’s Digital
Marketing

17. DigitalMarketing/SocialMedia Titles
• Digital MarketingStrategist/ Analyst
• SocialMedia Strategist/ analyst
• Digital MarketingManager/Executive/ Coordinator/ Senior
• SocialMedia Manager/ Executive/Coordinator/ Senior
• Digital MarketingSpecialistPPC/ SEO
• Digital AccountManager
• ContentWriter/Producer
• Google Analytics
• GraphicDesigner / Creative Ads Creator

18. ExecutiveSummary
 As will be discussed in the SituationalAnalysis,we area bitfarfromtherequired,alot of
improvement couldbe done.
 Measuring success with volume, will never addanyvalue.
 A metrics ofPerformance& Conversionshouldbe applied.
 Digital Marketingwill help to identifyoccasionswhereacustomerexperience wasnotuptotheir
expectationandtoourbusinessstandard.
 Startusing ourhuge amountofdata& AnalyticstotakeDecision.
 Towardsachieving ourmarketingandbusinessgoalswe shouldblendDigital & Marketing
strategies.
 Digital marketingis ajourney,its nota destination.

19. ObjectivesalignedwithCDJ
 Creating Demand ( Inform–Persuade – Remind) andSatisfying that demand
 Defining target market, ideal customer (Personas)
 Building Brand Awareness
 Rank high for search and relevant search queries
 Providing information tovisitors at the righttime
 Collect customers information for potential lead
 DrivingDirect Response
 Engagement and frequent visit.
 Nurture Customer at the loyaltyloob.
 Monitorbrand mention

21. Tactics: Inbound Marketing
Be a Part of the Conversation, Don’t Interrupt

22. Tactics: Inbound Marketing, Contents
Content is the King”, this techniques can be used to fulfill our objectives of branding,
engagement & SEO
•Identify Personas
•Content & Context: contents tailored to who we are trying to reach

23. Contents Metrics KPI
It’s not an easy task to measure success of a content with one metric, though the following
should be considered:
•Reach; how many people consume your content.
•Engagement & Popularity; how many share, like, tweet, pin .. etc
•Lead Generation; how many act by signing up a form, sales .. etc
•Average time; time spent on content page
•Bounce Rate; Percentage of session start with that page
•Exit rate; Percentage that were the last in the session
•Gender: which gender react more/less with specific content
•Location: which location visitors react more/less with specific content
•Entrances: number of time visitors enter through specific page

24. Contents Metrics KPI
Sample: Measuring Lead Generation for Email List Sign Up after reading a content

25. Tactics: Inbound Marketing, Landing Page
Contents Services SEO Leads
E-MailReservation
Results
Definition: A website page specifically designed to convert visitors into leads, based on
the concept (give me something & I will give you something)
CTA – Landing Page – Thank You
Offers
Relevancy, social share, Industry awards and recognition..etc

26. Landing Page Metrics KPI
Landing Page is our Digital Sales Representative, to measure its success we can use the
following metrics
•Conversion/Lead Rate; numbers of visitors converted into a lead
•Reach; how many people consume contents on the landing page
•Engagement & Popularity; how many share, like, tweet, pin .. Etc
•Average time; time spent on the landing page
•Bounce Rate; Percentage of session start with that page
•Exit rate; Percentage that were the last in the session
•Entrances: number of time visitors enter through landing page
•Source; referral, social, paid, organic, email … etc

28. Tactics: PPC (Pay Per Click)
The amount spent to get an advertisement clicked
•Driving the paid traffic will rank us high for search queries.
•Immediate results, we can easily track
•Different targeting options

29. Insights for PPC

30. Tactics: PPC (Pay Per Click) Targeting
•Remarketing (reaching again visitors who visited your website previously)
•Keywords (diabetes keywords)
•Interests, Gender, age, devices … etc
•Locations (GEO)
•Placements (GDN)

31. Talk to (X) Who's Passionate about Luxury Cars Male
34-25 in Riyadh at 8PM on his mobile with a Custom
Message.
Arab.UsersPreferences
Tactics: PPC (Pay Per Click) Targeting

32. Consistency Yet Relevant
• Frequency Capping

33. Tactics: CPM (Cost per Thousand Impression)
The amount spent to get an advertisement seen
Very effective for Branding & Awarness
17.952

34. Very effective on Mobile & Tab Apps (ITunes – Android)
53K 5$
Tactics: CPM (Cost per Thousand Impression)

35. Sample of ads we applied on mobile apps

36. Ads on Mobile Apps Dashboard
89.679 11.83$356

37. Tactics: Analytics

41. Historical Analytics of a Website Page
Returning visitor are 21% only.
88% visitors are male who is looking for jobs
68% of visitors session last between 1-10 second only
25% of visitors use mobile to connect to our website.
Social network is referring only 2.3% to our website
35.7% referral is coming from forums we don’t know about them
Action: Analyze & Act
Tactics: Analytics

42. Tactics: Analytics Dashboard

43. Tactics: Analytics Dashboard

44. Tactics: Facebook
Despite the deterioration of reach for business page, facebook still is the black
horse if we play the game well

45. Tactics: CPM - Reach
This option will boost facebook post and increase reach & Engagement

46. Facebook KPI - Insights
It would be great if we added PTAT for measuring performance
Update: facebook remove PTAT to encourage even in-depth Insights

47. Facebook KPI
Each aspect of People should be considered & Analyzed thoroughly

48. Things need to Knowabout FB
• Account/Page/Group/ Events
• FullPageProfile/Cover.
• AdsManager (boost–like–Engage..etc)
• PowerEditor–Instagram Ads
• ContentofValue
• ThirdParty Apps.
• Insights&Analysis
• Algorithmischanging(organicreach/video)

49. 500.000/Day
80% through
Mobile

51. Twitter KPI
Hootsuite Pro and others social media management tools provide a good and
easy metrics to measure the performance on twitter, along with that we can
use:
•Brand search
•Brand Mention
•Numbers of retweets
•Numbers of discussion with others
•Numbers of followers
•Numbers of tweet
•Traffic from twitter to website
•Tracking URL shortening statistics
•Twitter activity stat.
•Negative feedback

52. Twitter KPI
Sample of Tweet DetailsSample of Search Keywords

53. Twitter KPI

54. Tactics: CPV (Cost Per View)
•Promising results on Advertising on Youtube
•Easily tracking and Analytics
•Branding, promotion and Sales
Video advertising is a very powerful area, youtube is considered the second
search engine worldwide, with a growth rate of 109% in KSA with more than 90
million video watch daily according to the statistics 2012

55. Tactics: Youtube Reservation Plans
Reservation Plan is very effective for Brand Awareness and could be used
GroupWise, ads will be shown on the youtube homepage for all visitors in a
country on specific days

56. Youtube KPI
Huge amount of data is available on Youtube Analytic

57. KPI for PPC,CPM, Mobile App Ads & Video Ads
Google Adwords & Analytics provide many metrics as a KPI for PPC & CPM campaigns
which is:
•Click Through Rate (CTR); Total clicks/ad impressions
•Conversion Rate; Percentage of users who take a desired action
•Cost Per Acquisition (CPA); How much it costs to acquire a customer through your ads
•Cost Per Click (CPC); how much each click on your ad costs
•Impression (CPM); How many people see your ad when it’s live
•Cost Per View (CPV); how much does it cost to view your video ad

58. 2016

59. Insights for mobile app / 2010 - 2011

60. http://www.insightsmena.com / 2011
‫المعلومات‬ ‫وتقنية‬ ‫االتصاالت‬ ‫هيئة‬–‫المتنقلة‬ ‫االتصاالت‬ ‫تقرير‬2015
http://www.citc.gov.sa
93%

61. 52%
People Watching youtube Video on their Smartphone Daily, 2015

62. http://www.insightsmena.com / 2011

65. Tactics Cont.
 Email Marketing
 Linkedin.
 Mobile Apps.
 Landing Page
 Banners Ads.
 Google+
 Whatsapp
 Blogging

67. 2000

68. 2003

69. 2011

70. 141
5,058
50,319
0
10000
20000
30000
40000
50000
60000
Dec. 2012 Dec. 2013 Dec. 2015

71. 52
882
2,907
0
500
1000
1500
2000
2500
3000
3500
Jun. 2012 Dec. 2013 Dec. 2015

72. 0
99
962
0
200
400
600
800
1000
1200
Aug. 2012 Dec. 2013 Dec. 2015

73. Suggested Staffing of Digital Marketing Unit
Manager: Analytics, Planning & Supervision, communications, reporting.. etc
PPC: Paid campaigns on Adwords, facebook, linkedin, youtube
SEO: SEO Optimization, on page, off page, landing page, leads, tracking code
Content: content ideas, creation, measure & Analyze
Social Media: CTA management, update, Analyze
Graphic Designer: infographic, video editing, designing
Work in this field need collaboration & brainstorming for Analysis of Data

74. Action Taken So Far – Professional Dev.I have undergone the following trainings on the field of Digital Marketing
http://www.linkedin.com/in/taherosman

75. Action Taken So Far – Identify Personas
I started the process of Identifying Personas after analyzing the behavior of visitors to
our website and started with the following two personas as pilot
Job Seekers Diabetes Pt.
Measurement & Analysis
is going on
Waiting for Content from
Diabetic Pt. Educator

76. Action Taken So Far – Identify Personas
Posting of a Related Content to Personas will
definitely resonate as this one which gave an
organic record results after only 3 days of posting
compared to 6 day general content

77. Action Taken So Far – Landing Page
Before Current
I have modified the landing page to offer value, generate leads & increase
engagement and average time on page

79. Increase of OPD Patients for Dr. Wafaa Shawkat
0
200
400
600
800
1000
1200
Jan-15 Feb-15 Mar-15
Series1
Though its very challenging to Track ROI of Ads Impression, but with consistent survey,
coupons, promotion for online campaign only, dedicated phone …. Etc we can track that

80. CurrentProject
• Grainger & Bosch
• DMP (Digital Management Platform)
• No Standaloneteams– 26
• Behavioral Ads– ProgrammaticAdvertising
• QualifiedProspect Opposed toBraod Demographic
• Spendingof 3.8 Million on Research

81. info.asr@sghgroup.net #‫تسويق‬_‫الماني‬_‫عسير‬
@altaherosman