My presentation for the Telecommunications Regulatory Authority's eBiz Connect Workshop held on June 4th 2014 at the TRA premises in Al Waheeda Street in Dubai.

1. TELECOMMUNICATIONS
REGULATORY AUTHORITY (TRA)
EBIZ CONNECT WORKSHOP
INTEGRATE SOCIAL MEDIA
MARKETING INTO YOUR
CURRENT STRATEGY
4th June, 2014 – TRA PREMISES – AL WHEEDA - DUBAI
Presenter: Omar Kattan, CSO - Sandstorm Digital FZE

2. FOLLOW ON TWITTER
@TheUAETRA
@OmarKattan
#ebizconnect

3. WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives
2. Researching, Auditing & Listening
3. Defining Your Brand Story
4. Developing Your Buyer Personas
5. Devising Your Social Media Strategy
6. Creating Your Editorial Calendar
7. Getting Started With Social Media
8. Measuring Your Social Media Marketing ROI

4. BUT FIRST, SOME
PERTINENT STATS…

5. ALMOST 4% OF GLOBAL INTERNET
USERS FROM MIDDLE EAST

6. ABOVE AVERAGE INTERNET
PENETRATION (34.3% GLOBAL)

7. 88% OF ONLINE USERS ARE
ON SOCIAL MEDIA

8. ALMOST 60 MILLION
USERS ON FACEBOOK…

9. AND 1 OUT OF 4 OF THEM
ARE FROM EGYPT

10. OTHER SOCIAL NETWORKS
ALSO GROWING RAPIDLY

11. FACEBOOK MOST POPULAR BUT
OTHERS GAINING GROUND

12. EVEN SPLIT BETWEEN
ARABIC AND ENGLISH

13. MORE THAN TWO THIRDS
OF USERS ARE MALES

14. 68% OF SOCIAL MEDIA
USERS ARE “MILLENIALS”…

15. MUSIC & MOVIES MOST
POPULAR TOPICS

16. MAJORITY OF GULF USERS
FROM SAUDI & UAE

17. UAE HAS HIGHEST OVERALL
SOCIAL MEDIA PENETRATION

18. GLOBAL BRANDS ARE
ADOPTING SOCIAL MEDIA

19. OREO “NEWSJACKING”
EXAMPLE…
Background
• February 2013 Super Bowl
• Lights Go Out – Game Stops
• 100 Million Viewers Turn to Social
Media to see this…
Within 1 hour…
• 10,000 Re-tweets
• 18,000 FB Likes
• 5000 Shares
And lots of headlines, in 100 countries!
$0 - 525,000,000 earned impre$$sion$

22. SOCIAL NEWS & EVENTS
ARE NOW THE NORM

23. EVEN GOVERNMENTS ARE
GETTING IN ON THE ACTION…

24. BOTTOM LINE…
You need to integrate social
into your current strategy…

25. WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives
2. Researching, Auditing & Listening
3. Defining Your Brand Story
4. Developing Your Buyer Personas
5. Devising Your Social Media Strategy
6. Creating Your Editorial Calendar
7. Getting Started With Social Media
8. Measuring Your Social Media Marketing ROI

26. SETTING YOUR SOCIAL MEDIA
GOALS & OBJECTIVES
What are your marketing goals & objectives?
 Branding?
 Lead Generation?
 Sales?
 Customer Service?
 Reputation Management
 A mixture of the above?

27. ASSIGN KEY PERFORMANCE
INDICATORS (KPI) TO YOUR GOALS

28. ARE YOUR OBJECTIVES &
GOALS “SMART”?
Specific?
Measurable?
Attainable?
Relevant?
Time-bound?

29. NOW PUT THEM INTO A
MATRIX (EXAMPLE)…

30. WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives
2. Researching, Auditing & Listening
3. Defining Your Brand Story
4. Developing Your Buyer Personas
5. Devising Your Social Media Strategy
6. Creating Your Editorial Calendar
7. Getting Started With Social Media
8. Measuring Your Social Media Marketing ROI

31. Research
 Keywords used by
customers & prospects
 Your niche
 Your competitors
AUDIT & RESEARCH
Audit
 Your website & social
properties
 Your content

32. BUILD UP YOUR ARSENAL OF TOOLS TO USE
DURING THE AUDIT & RESEARCH STAGE

33. ANTS WITH
MEGAPHONES…
“A company’s brand is not
what the company says it
is, but what the customer
says it is … The ants have
megaphones now.”
Chris Anderson – Author, “The
Long Tail”

34.  Who is talking
 What are they talking
about?
 Why are they talking?
 Where are they talking
 When are they talking
 What questions are they
asking?
 Who’s answering them?
LISTEN TO YOUR
AUDIENCE

35. SET-UP FREE KEYWORD
ALERTS (BRANDED & GENERIC)

36. SIGN-UP TO FREE TOOLS &
UPGRADE IF NECESSARY

37. WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives
2. Researching, Auditing & Listening
3. Defining Your Brand Story
4. Developing Your Buyer Personas (Your Audience)
5. Devising Your Social Media Strategy
6. Creating Your Editorial Calendar
7. Getting Started With Social Media
8. Measuring Your Social Media Marketing ROI

39. PEOPLE DON’T
BUY WHAT YOU
DO…
They Buy Why
You Do It
START WITH WHY
Simon Sineck – Author & Speaker

40. What we do
How we do it
Why?
HOW MOST BRANDS
COMMUNICATE

41. What?
How?
Why?
HOW SUCCESSFUL BRANDS
COMMUNICATE

42. “We make great computers
They’re beautifully designed, simple to
use and user-friendly.
Wanna buy one?”
EXAMPLE: HOW MOST COMPUTER
BRANDS COMMUNICATE…

43. What?
How?
Why?
And we happen to make great
computers.
Everything we do, we believe in
challenging the status quo. We
believe in thinking differently.
The way we challenge the status
quo is by making our products
beautifully designed, simple to use
and user friendly.
Wanna buy one?
HOW APPLE COMMUNICATES

44.  Why you do what you do?
 What’s your one thing?
 Why should your customers
care?
 Why should they share your
message
 Why should they buy and
rave about your product or
service?
KNOW YOUR “WHY” & INFUSE
IT IN YOUR CAMPAIGNS

45. What you do
How you do it
Why you do what
you do
What?
How?
Why?
Stakeholders & Marketplace
Your
Brand
Story
YOUR WHY IS YOUR BRAND STORY

46. START WITH YOUR BRAND
STORY…

47. WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives
2. Researching, Auditing & Listening
3. Defining Your Brand Story
4. Developing Your Buyer Personas
5. Devising Your Social Media Strategy
6. Creating Your Editorial Calendar
7. Getting Started With Social Media
8. Measuring Your Social Media Marketing ROI

48. KNOW YOUR AUDIENCE

49. KNOW YOUR AUDIENCE

50. DEVELOP BUYER
PERSONA CARDS

51. B2C B2B
REGARDLESS OF WHAT YOU’RE
SELLING … YOU NEED THEM.

52. BUT HOW DO YOU GO ABOUT
DEVELOPING THEM?
Some ideas…

53. MINE DEMOGRAPHIC ANALYTICS
DATA

54. MINE SEARCH BEHAVIOR DATA IN
YOUR ANALYTICS
 Research your website
traffic by keyword
 Find user similarities in
search traffic
 Refine buyer personas by
social channel
 Fill out social details for
your personas using social
data analytics…

55. SOCIAL DATA ANALYTICS SOURCES

56. AND YOUTUBE DATA

57. SUPPLEMENT YOUR RESEARCH BY CONDUCTING
INTERVIEWS WITH EXISTING CUSTOMERS

58. WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives
2. Listening, Researching & Auditing
3. Defining Your Brand Story
4. Developing Your Buyer Personas
5. Devising Your Social Media Strategy
6. Creating Your Editorial Calendar
7. Getting Started With Social Media
8. Measuring Your Social Media Marketing ROI

59. THINKS ABOUT YOUR PURCHASE FUNNEL
Awareness
Consideration
Action
Shopping

60. YOUR SOCIAL STRATEGY STARTS WITH SELLING
YOUR STORY TO THE RIGHT AUDIENCE FIRST
*Diffusion of Innovations Curve – Key to spreading ideas!

61. USE INDUSTRY TOOLS TO FIND
THEM
?

62. Paid
OwnedEarned
CONSIDER YOUR MEDIA
CHANNELS

63. YOUR AUDIENCE’ MEDIA
DEVICE USAGE

64. AND YOUR CONTENT
TYPES…

65. MAP YOUR CONTENT TO
THE PURCHASE MATRIX

66. THINK CONTENT
CREATION & CURATION

67. EXAMPLES OF CONTENT
CURATION SOCIAL PLATFORMS

68. MAKE YOUR CONTENT CREATION
EFFORTS GO FURTHER…

69. WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives
2. Listening, Researching & Auditing
3. Defining Your Brand Story
4. Developing Your Buyer Personas (Your Audience)
5. Devising Your Social Media Strategy
6. Creating Your Editorial Calendar
7. Getting Started With Social Media
8. Measuring Your Social Media Marketing ROI

70. THINK LIKE A PUBLISHER
 It’s not just about what you
sell
 Become a source of
information for your
audience
 Timeliness, frequency and
relevance are of the
essence
 Consistency is critical

71. MAKE YOUR CALENDAR ACCESSIBLE
& DYNAMIC WITH GOOGLE DOCS

72. EXPLORE OTHER CONTENT
CALENDAR OPTIONS (FREE & PAID)

73. WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives
2. Listening, Researching & Auditing
3. Defining Your Brand Story
4. Developing Your Buyer Personas (Your Audience)
5. Devising Your Social Media Strategy
6. Creating Your Editorial Calendar
7. Getting Started With Social Media
8. Measuring Your Social Media Marketing ROI

74. ESTABLISH BASECAMP
(I.E. YOUR BLOG)
 Choose a blogging
platform
 Can be hosted off site but
preferably on-site
 If on-site, host on sub-
folder or sub-domain
 Install popular plugins
(Social Media, SEO,
Lead Collection,
Nurturing, Analytics, Etc.)

75. SECURE & CONNECT YOUR
SOCIAL MEDIA ACCOUNTS …
 Register your social
media profiles
 Connect your website &
blog to your properties
 Add your business data
 Follow relevant
accounts
 Join the conversation,
don’t just broadcast

76. AUTOMATE WITH
CAUTION

77. WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives
2. Listening, Researching & Auditing
3. Defining Your Brand Story
4. Developing Your Buyer Personas
5. Devising Your Social Media Strategy
6. Creating Your Editorial Calendar
7. Getting Started With Social Media
8. Measuring Your Social Media Marketing ROI

78. MEASURING SOCIAL MEDIA
MARKETING ROI
 Have you set-up
Analytics?
 Is it configured to track
social media
conversions?
 Have you placed a
monetary value for a
conversion?
 Are you tracking micro
conversions?
 Are you tweaking your
campaigns based on
analytics insights?

79. TO RE-CAP…
1. Set Your Social Media Goals & Objectives
2. Research, Audit & Listen
3. Define Your Brand Story
4. Develop Your Buyer Personas
5. Devise Your Social Media Strategy
6. Create Your Editorial Calendar
7. Get started with Social Media
8. Measure Your Social Media Marketing ROI

80. QUESTIONS?
MORE INFORMATION?
Sandstorm Digital FZE
PO Box 126732, Concord Tower, 6th floor
Media City, Dubai, United Arab Emirates
Tel: +971 (0) 4 454 97 72.
Email: info@sandstormdigital.com

81. SM STATISTICS
CREDITS: