Workshop given at the Saudi Media Forum by Diya Murra, Senior Project Manager at The Online Project, on 28 November 2013

1. Saudi Media Forum A World Class Social Media
Campaign For Your Business
NOVEMBER 2012
PRESENTED BY TOP

2. Diya Murra
Senior Project Manager
www.theonlineproject.me
@Dimurra
1

3. Social Media 101
2

4. Social Media 101 - Agenda
What is social media?
How is it different than other types of media?
Why use social media?
Examples of social media channels
Social media in the Middle East
3

5. What is social media
4

6. What is social media
5

7. What is social media
6

8. What is social media
7

9. What is social media
8

10. How Social Media Is Different
Public Relations
• Talk to Journalists, Professionals
• One-to-Many
• Control the Brand
• Push the Message
• Speak as a Spokesman
9
Public Relationships
• Talk to Customers, People
• One-to-One & One-to-Many
• Manage the Brand
• Engage the Community
• Speak as a Peer

11. Which Social Networks To Use
Define your target audience
1.Age group
2.Country
3.Niche or shared interests
4.Type of your product/service
10

12. Who Should Manage My Social Media
In-house
• Better product/service knowledge.
• Better understanding of company’s
culture.
• Clearer vision of goals.
• Immediate access to related
information.
• Less costly most of the time.
11
Outsource
• Faster.
• Social media know-how.
• Strategy.
• Reach.
• Guidelines.
• Time saving.
• Neutral vision.
• Monitoring & Analysis

13. Social Media Process
Analysis
Listen
Assessment
Respond
• Jump into running conversations.
• Get live feedback on certain products/services
• Point out questions/leads and share with all concerned parties.
• Reply to all questions asked on each channel.
• Minimize the response time as much as possible to improve your
users’ service experience.
Reporting
Improvement
12
• Keep your users/customers updated with relevant content.
Engage

14. Engagement Tips
1.
2.
3.
4.
5.
6.
7.
13
No one would like to talk to computers or machines, just be
human.
Personalize your communication and NEVER copy paste.
Do your best to respond using the same language.
Keep looking for negative comments, those are the ones
you are going to benefit of.
It's public relationSHIPS not public relations.
Don't over promote your brand.
Get the community involved in taking decisions.

15. Which Social Networks To Use
14

16. Which Social Networks To Use
164 million
blogs
150 years of
YouTube videos
viewed on Facebook / day
1:7 people
on earth
250 million
is active on Facebook
Tweets /day
1 Billion
on Facebook
15

17. Introduction To Our Team
And Services
16

18. 17

19. 18

20. Where we work
Three regional offices, clients throughout the Middle East
and campaigns executed across the world
19

21. Our Services
Strategy
Community
Business opportunities
created through social media
Tailor-made strategic and
tactical campaigns with full
online and on-ground
activation
Building, growing and
managing your online
communities around your
brand or cause
Listening
Reputation
Advertising
Real-time customer insights
and analysis of your brand,
industry and target audience
trends
20
Campaigns
24/7 comprehensive social
media crisis and reputation
management
Multi-platform advertising
using techniques proven to
reduce clients advertising
spend

22. Why we do it
Social media is changing the way
people, companies and governments
make decisions, communicate and
consume.
The Middle East is at the forefront of
this change. Before the advent of
social media, public discourse was
limited across the region. But in the
last five years a dramatic shift in
power has occurred, as these social
tools have allowed people to
communicate and co-ordinate like
never before.
We believe social media can create a
positive change in the region and we
want to help brands be part of it.
21

23. The roots of our success
22

24. 23

25. Proprietary technology and systems
Content Scorer™
We built this content analysis tool to help our
team, our clients and other social businesses
maximize the value of their content.
• Track the performance of tweets
• Score tweets based on multiple variables
SMMS Moderation Tool ™
We developed this dedicated tool to help
streamline community management processes.
•
•
•
•
24
Categorize, report and schedule responses
Agency-to-client workflow management
Analyse sentiment
Filter spam

26. Research with relevance
We believe that research relevant to
the region is fundamental to our
clients success in social.
But most behavioral research on
social media is related to the EU/US
markets and does not address the
complexity of the Middle East.
We create industry reports containing
the insights and tactics our clients and
partners need to succeed in social in
the region.
25

27. 24 / 7 / 365 moderation systems
TOP has developed the first 24/7 social
media call centre in the region catering for
round the call moderation and responding in
coordination with our customer’s call
centres. This has enhanced customer
experience and brand health tremendously.
A dedicated team of analysts managing
communities at all times to ensure an
uninterrupted customer service experience.
26

28. Advertising Optimization
Social advertising is an important part
of campaigning and early online
community growth. Our experience in
using social advertising market places
means we can get our clients one of
the lowest possible “click through
rates” (CTR) in your target market.
27
7.8 Million

29. Strategic thinking and relationships
We deliver market-leading advice for our
clients, as a product of our direct
strategic relationships with social media
platforms and our thought leadership
work within the industry.
28

30. Our experience
FMCG
TELECOMS
NGO
BANKING & INSURANCE
29
AIRLINE
HEALTH
AUTOMOTIVE
FINANCE
ELECTRONICS
F&B
LOGISTICS

31. Planning Social Media Campaigns
30

32. Planning Social Media Campaigns - Agenda
Set Objectives
Brainstorm – and organize ideas
Write down the plan
Start Project (Content, Design, Development)
Pre-Launch
Launch
Advertise
Manage
Measure, Report and Document
31

33. Objectives
32

34. Brainstorm
33

35. Write Down A Plan
34

36. Start Project - Content
-
35
Identify target audience
Keep objective in mind
Agree on content type and post content
Supplement with ads!
Monitor engagement rates

37. Start Project - Design
-
36
Identify target audience
Keep objective in mind
Brand and platform guidelines
Details, Details, Details

38. Start Project - Development
- Research – is this doable?
- Either get the right person to do it
- Or use a tool
- TEST TEST TEST!
37

39. Pre-Launch
- What is an influencer?
- Do you know any interested
influencers?
- Contact influencers
25K Followers
38

40. Pre-Launch
- Tease your audience to
increase hype
39

41. Launch
Launch BIG!!
To launch big and gain
momentum, you need
to ADVERTISE!
40

42. Advertise - Facebook
Types of Advertising
Sponsored Stories
Sponsored Page
Stories
41
Sponsored Page
Post Stories
Facebook Ads
Page
Ads
Post
Ads

43. Advertise - Twitter
42

44. Managing and Engaging the Online Community
43

45. Measure Report and Document
- Facebook insights walkthrough
- Twitter
Hootsuite: www.hootsuite.com - HootSuite is a social media management
system for businesses and organizations to collaboratively execute
campaigns across multiple social networks from one secure, web-based
dashboard. Launch marketing campaigns, identify and grow audiences,
and distribute targeted messages using HootSuite’s unique social media
dashboard. https://hootsuite.com/features/custom-analytics
44

46. Case Studies
-
45
#RJLaunch
#RJTwinter
NDG
#YouTube Launch
Nawras

47. Questions
46

48. The Online Project
Theonlineproject.me
Twitter.com/Theonlineproj
Facebook.com/Theonlineproject
Linkedin.com/Company/The-online-project