This document summarizes Mohamed Megahed's presentation on digital marketing and social media. The presentation discusses reaching prospects through social media by unleashing your brand and building meaningful relationships with customers. It emphasizes influencing prospects through their friends' stories on social platforms like Facebook and engaging customers at the center of their experience on networks. The presentation provides strategies for connecting with more people effectively online and on mobile to drive brand and business results through social media.

1. REACH your Prospects …
Unleash your BRAND
Presented By: Mohamed Megahed
Twitter: @M_Megahed
linkedin.com/in/mmegahed
Digital Marketing Arts conference and workshop, Cairo on 10-11 Sep. 2012

2. Marketing in a connected
World & Facebook Newsfeed

3. Social Media is
about people, and their
relationships.
No marketing or advertising is
more interesting to people than
their friends.

4. Back to the Future in Marketing
1920 1990 2012

5. The Opportunity in a nutshell
Build more meaningful Influence prospects
relationships with your STORIES
through their friends
customers
Increase Gain new
Retention Customers

6. How to make use of the Opportunity
Influence
Engage
Connect

7. THIS IS WHAT A PAGE LOOKS LIKE TO YOU

8. THIS IS WHAT IT LOOKS LIKE TO A USER
You’re competing
with family and
friends
View your page as
a source, not a
destination

9. QUESTIONS TO ASK FOR EACH POST
Aligned with brand purpose?
Consistent and unique personality?
Provides value to fans?
Reinforces brand message?
Light-weight? Conversational?
Ask questions, contain call to
actions, involve your friends,
right cadence, use
photos/videos/polls?
Boosted by media?

11. Advertising in the news feed
CONNECT with more people more effectively online and on mobile
ENGAGE people at the center of their Facebook experience
INFLUENCE customers to drive your brand and business results

12. Connect with more people more
effectively online and on mobile

13. News feed is where 950M+ people spend time
sharing the most important parts of their lives
40%
of people’s time
on Facebook is
on news feed
Source: comScore, June 2012.

14. News feed is also where people stay connected
with brands wherever they are
40-150x
more likely people will
consume branded
content on the
news feed than on
a brand Page
Source: comScore, June 2011.

15. News feed provides advertisers with the most scaled,
dynamic mobile platform
543M
mobile monthly
active users
67%
YOY mobile
MAU growth
Source: Facebook 10Q, June 2012.

16. So, how do brands connect with
people in news feed?

17. RELEVANT
STORIES
get organically placed
into John’s
news feed

18. John
The most relevant
stories are being
shown to John in his
news feed.
In this case, your
brand story was
relevant enough that it
was shown to John
organically.

19. Anna
Anna attended a
wedding this week
and all of her friends
are posting about it.
Because of this
engagement from her
friends, they will be
shown in her feed.
As a result, your
brand’s Page post
may not appear
organically or will
appear below all of
these friend stories.

20. But…
You can promote it as
a sponsored story, so
that it will appear in
Anna’s feed, or
appear higher than it
would have
organically.
Sponsored
story

21. Sponsored stories expand your reach to fans and
friends of fans in news feed
Friends of
Fans
Fans
Organic
reach
Source: Facebook internal data, August 2012.

22. Engage people at the center of
their Facebook experience

23. News feed is the most engaging place on Facebook
for marketers
65%
of likes
happen in
news feed
115B
news feed story
impressions daily
35%
of comments
happen in
news feed
Note: Data reflects both Page posts and user stories.
Source: Facebook internal data, August 2012.

24. News feed puts your brand in the center of the
Facebook experience

25. …with more real estate than others
2x
the size of a
300x250 banner

26. …with more real estate than others
Full
screen on
mobile

27. News feed is the most engaging place for Page
Posts
>10x
engagement for Page
Post in news feed vs.
right-hand side
Note: Engagement analysis is based off of average CTR for aggregate Page posts over a 7-day period., comparing news feed (delivery to fans and friends of fans) to right-hand side.
Source: Facebook internal data, July 2012. Worldwide normalized data (based on news feed impressions and right-hand side impressions).

28. Influence customers to drive your
brand and business results

29. Improve ad recall and brand resonance
with Page posts in news feed
10x
Higher ad recall for
Page post in news feed
vs. right-hand side
Note: Right-hand side based on marketplace.
Source: Internal data, July 2012.

30. ALL TOGETHER,
NOW
• A NEW ERA IN COMMUNICATIONS

31. IN 2003, INTRODUCED THE
WORLD TO A NEW WAY OF
COMMUNICATING
Today, Skype users make 1.8 billion hours of video calls per year.
Across multiple platforms Across the world Across mediums
Source: Internal Skype data September 2010 – August 2011

32. UNIVERSALLY
RELEVANT
Skype 5.0 for 20% of all More than 30 million
Windows is available international calling people logged in at
in 32 languages traffic in 2011* the same time
*TeleGeography January 2011

33. SKYPE IS GROWING FAST.
REALLY FAST.
Daily UU's (HP) 240,743
Daily Impressions 439,342
•
YOY Growth
Source: internal

34. COMMUNICATION + CONNECTION

35. MOST INTIMATE SOCIAL NETWORK
240 thousand At Peak times,
30 million
UUs on HP in Egypt
users online globally
16 thousand
UUs in call in Egypt
244 million
UUs worldwide
207 billion
minutes of voice & video calls 439 thousand
in 2010, 42% of which Impressions/day in Egypt
was video.
Source: 1 comScore Media Metrix,, January 2012 + internal

36. AD OPPORTUNITIES

37. PUT YOUR BRAND AT THE HEART
OF THE SKYPE EXPERIENCE
• Rich Media executions in an uncluttered social setting with
engaged users on multiple devices

38. • IMPACT
Your BRAND is at the center of the Skype experience
Rich Media executions in an
uncluttered social setting
with engaged users.
Always the first sight upon
launch when users return to
Skype throughout the day.

40. Total Traffic Per Month:
Unique Visits
9,000,000
Visits
30,000,000
Page Views
160,000,000/ Month

41. Behavioral
Targeting on LOL

42. Behavioral Targeting Objectives:
Higher CTR%
Guaranteed fit with:
Customer’s Location
Customer’s Demographic
Customer’s Interest Profile
More likely to be noticed by customers
More Engaging

43. Green Variables = No Login Required
Browser Type
Browser Language
City/ Country
Operating System
Service Provider
Domain
Mobile Brand & Device
Interest & Looking For Unlimited combinations are possible

44. How Can it be Used?
Up- Sell Acquire
To Current Customers New Customers
Upgrades From competition
Offers Customers who fit your targeted
New services profile
New Models Customers who have similar
Accessories products
Maintenance Customers already use the
Renewal offers competition products
Discounts for current Customers interested in your
customers product category
Value added services, etc…

46. MSN Arabia Growth Jan 2011 to June 2012
Traffic +88% Traffic +120% Traffic +31%
UU +37% UU +48% UU +17%
MENA Traffic +72%
WIDE UU +26%

47. Fastest Growing Portal in GCC 2011

48. DELIVERING
CREATIVITY
Clean Environment and Unique custom creative
innovative ad formats
Viral Ads experiences
l

49. DEMO

54. BRANDED
CONTENT/CUSTOM
SOLUTIONS

55. DEMO

56. • MSN HP Countdown Bar
• MSN HP Takeover
• MSN New Year’s Special
Sponsorship
• MSN Channels Takeover &
Branding
• MSN Men
• MSN Entertainment
• MSN Games
• MSN Kids

57. Drive Creativity in MSN with Rich Media
57

58. Thank You