Engage Dubai 2015: Fouad Masoud, MBC

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SHAHID presented at Engage Dubai 2015 by Fouad Masoud from MBC

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Engage Dubai 2015: Fouad Masoud, MBC

  1. 1. SHAHID
  2. 2. the no.1 premium VOD destination in MENA 4.8 million Facebook fanes 2.3 million Twitter followers 9.1 million users avg monthly uniques 460 million views in 2015
  3. 3. RAMADAN 2015
  4. 4. Objectives, Goals & KPIs 4 Associate SHAHID  with the freedom  of choice Experiment with  social customer  support Focus on Content  Marketing Protect content  from piracy KPIs • Media Views  • Mention of  official hashtags  • Growth of official  accounts  GoalsObjectives Help viewers  organize Ramadan  and catchup on  series and movies  on their own time
  5. 5. Tactics – Social Media Platforms 5 Facebook • Focus on Visuals • Promote links  episodes • Create interactivity    Twitter  • Focus on Visuals  • Mention  influencers  • Answer questions  • Use relevant  hashtags  YouTube • Upload promos • Upload short clips • In rare cases upload  full episodes G+ • Post links for SEO  purposes
  6. 6. Tactics – Other 6 Customer Service  • Listen for keywords on  Twitter  • Open messages on  Facebook • Convert question from  public to traditional CS  channels Anti‐Piracy • Obtain digital rights  • Setup a team of certified  YouTube individuals • Find and remove any  infringing content Product Life cycle  • Report on users feedback • Feedback is evaluated by  product team and later  streamlined in the product  pipeline 
  7. 7. Content Mix Photos 50% Videos 15% Links 30% Text 5% Infographic Polls Tips Videos
  8. 8. Outcome Highlights 8 Week1 Week2 Week3 Week4 133,351 70,879 80,150 120,463 Likes Per Week Facebook • Total Number of Likes :  4.3M • Likes Increase in a Month : 322.5K  • Total Reach in a Month : 55.5M Week1 Week2 Week3 Week4 9,523 9,413 6,634 8,097 Followers Per Week Twitter • Total Number of Followers : 722K • Followers increase in a Month : 33K • Total Number of Mentions : 3,457 • Total Number of Retweets : 5,445  Full Ownership Territory Ownership No Rights 57 33 5 Viewership Anti‐piracy • Shows with digital rights saw a 57%  increase on viewership 
  9. 9. Takeaways • Start with clear objectives and measurable KPIs  • Content Marketing is not just a term its an approach that can define your whole  strategy • Schedule what you can to free up time for Real‐time Marketing • Influencers Marketing is triggered with mentions  9
  10. 10. Thank you Follow me on Twitter • @Fouadm Connect with me on LinkedIn • Fouad Masuod • Fouad.Masoud@mbc.net 10

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