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Social Media for SMEs- Presentation for JCCI

  1. 1. SOCIAL MEDIA for SMEs Presented by Motaz Hajaj
  2. 2. Education: • BS in Computer Engineering from Missouri S&T • MS in Engineering Management & Leadership from Santa Clara University Industry Experience • IT Technical Services Officer- The National Commercial Bank- AlahiNCB • Business Development Manager- Noca, Inc • Business Development Consultant- KoolWallet • Associate Campaign Specialist- Responsys • Business Analyst- The National Commercial Motaz Hajaj CEO/Co-Founder Chess Tag About Motaz
  3. 3. About Chess Tag Chess Tag is based in Jeddah with a presence in Riyadh and Dubai Why the chess icon? When you play chess, you have to think many steps ahead and be quick to change your plan when the game changes Why the Knight? The Knight comes out of nowhere to defeat the opponent. That is our objective.
  4. 4. AGENDA What is Social Media? History of Social Media How Important is Social Media? Social Media Channels Social Media & Content Development Social Media Strategy Social Ads Influencers
  6. 6. Social Media is… Web-based communication tools that enable people to interact with each other by both sharing and consuming information. ~lifewire.com
  7. 7. A comment about Social Networking Social networking is a subset of social media. It focuses on audiences and relationships. Social networking consists of sites like blogs, social bookmarking, and wikis. These sites are less about relationships and more about information. Examples: Reddit Flickr Tumblr
  8. 8. User accounts Profile Pages Friends, followers, hashtags, mentioning Feeds Personalization Notifications Likes or comments Reviews, ratings, or voting Features of Social Media
  9. 9. Spam Cyberbullying/Cyberstalking Self-image manipulation Information Overload A “bubble” of information with your own views Fake news Privacy & Security Issues of Social Media
  11. 11. Evolution of Social Media • Text communication on boards • Chat & Instant Messaging • Forums • Dating/connection sites with member profiles • MMORPGS like World of Warcraft • Profile Based Sites • Real Time Updates • Feeds • Media Sharing • Influencers • Temporary Content • Live Video & Streaming • Virtual & Augmented Reality
  12. 12. Text Communication Usenet Systems- 1979 Predecessor to RSS feeds, Usernets allow posting articles to newsgroups and do not have a central server or administrator. Source: Daniel Rehn, Flickr
  13. 13. Text Communication Bulletin Board Systems- late 70s Users log in, one at a time, to a host modem to interact with one another. Popular channel for illegal activity like piracy and hacking.
  14. 14. Text Communication Online Services- AOL and CompuServe Companies began making the internet accessible for everyone. CompuServe offered chat too, while AOL featured member profiles.
  15. 15. Chat & Instant Messaging IRC was UNIX-based and incorporated file and link sharing. ICQ was PC based and is the father of avatars, LOLs and emoticons. Yahoo! Messenger, MSN Messenger and others followed.
  16. 16. Forums Modern forums offer a better UI and give users a place to communicate with text and images.
  17. 17. Dating/Connection Sites Dating Sites were some of the first modern networks to pop up. Users created profiles, added photos but could not usually keep friends lists. Some early dating sites include Match.com and JDate
  18. 18. Dating/Connection Sites Niche Networking Sites allowed those sharing similar demographics like race to connect. Examples: AsianAvenue.com, BlackPlanet.com, MiGente.com
  19. 19. Dating/Connection Sites Early Connection Sites focused on shared commonalities. SixDegrees.com and Classmates.com
  20. 20. MMORPGS Massively multiplayer online role-playing games allows communication while playing games and began in the early 2000s. World of Warcraft lets players interact both during play and on forums. Source: BagoGames, Flickr
  21. 21. Profile Based Sites These are the earliest versions of networks that flood the internet today. Friendster LinkedIn MySpace Facebook Twitter
  22. 22. Real-Time Updates Up until this time, most sites required a computer to post photos and comments. With the use of mobile, real-time status updates and photos became the norm. Twitter Instagram
  23. 23. Feeds Following in the footsteps of Twitter, more networking sites adopted the feed mindset, giving users a reverse- chronological glimpse into their communities. Facebook Newsfeed LinkedIn News Feed
  24. 24. Media Sharing Besides sharing opinions, photos and comments, users started sharing their favorite articles, videos and content not created by themselves. This social sharing phenomenon gave brands a way to be seen and created the need for viral content creation.
  25. 25. Temporary Content Millennials especially joined new networks like Snapchat to take advantage of a way to communicate that was a little more discreet. Snapchat hit the nail on the head with their disappearing content and personal messaging. Source: Johnny Wilbank, Flickr
  26. 26. Influencers People became favorites or “Influencers” in their niche by having a distinct personality and by publishing content their fans and followers love to see. Brands began to seek out influencers to spread their own message to their massive followings for a fee or perk.
  27. 27. Live Video and Streaming As mobile network speeds increased, live video streaming capabilities became possible for anyone with a smart phone. Almost every major social network has embraced live video in some format.
  28. 28. Virtual/Augmented Reality Virtual and augmented reality is here, but not readily available to everyone. Google Glass and (Facebook owned) Oculus are testing and perfecting their technology and it can’t be too long until virtual reality is a part of most people’s every day lives.
  30. 30. Targeting With social media, you can micro-target your audience. You can target based on demographics, career, interests and many others.
  31. 31. Analytics After carefully targeting your ads, you can view information that will help you make better decisions in the future. Tweak your audience to reach even more specific people next time.
  32. 32. Brand Loyalty By sharing relevant content and interacting with your fans, you build brand loyalty. Let your personality shine through so you’re seen as people instead of a faceless company.
  33. 33. Relationship Building You can connect and listen to customers. Interaction with your fans can tell you more about their lives and needs. You can also connect with other businesses and niche leaders.
  34. 34. Your competition is doing it Don’t fall behind. Don’t lose your customers to the brands that are present online. You don’t want to play catch up, plus it’s more expensive change a customer’s mind later.
  35. 35. You can run with the big boys Even if your marketing budget can’t compare to the big brands, you have the opportunity gain eyeballs with your creativity.
  36. 36. Off Guard Users view social media not as a marketing platform, but as a place to view content they want. This makes them more receptive to your message.
  37. 37. Generate Media Coverage Your viral message could be picked up by print or large online media. What’s better than free publicity?
  38. 38. Customer Feedback Having a good listening and monitoring strategy means you get to be the first to respond to complaints and problems. People want to rant or have their problem solved. Wouldn’t you rather show how dedicated you are to your customers by solving their issue?
  39. 39. Boost SEO Google uses social media engagement as part of their search algorithm. The more action there is on your social media, the higher the search rankings for your website.
  40. 40. Emergency Response If you have a large fan base, you can alert your fans to emergencies or recalls. It’s a great way to be honest and keep your customers trust.
  41. 41. Image: SEOPressor.com
  42. 42. Oreo AirAsia Facebook Case Studies
  43. 43. OREO Cookie’s Daily Twist Challeng e: Innovati on: A bold campaign to celebrate 100 years. For 100 days straight, Oreo posted a new image on Facebook that celebrated pop culture. Results: 433 M Facebook views 280% increase in shares 2,600 media stories Multiple Awards
  44. 44. AirAsia Frienzy Challeng e: Innovati on: Low brand awareness in a competitive market. Generate buzz around their new flights to Australia. They launched a contest to win a free flight with 302 Facebook friends. To enter, users chose their friends, allocated seats and shared a snapshot of their decision. Results: Over $1.5M of PR coverage 30% Fan increase 12,500 entries 2M+ reach
  45. 45. Saudi Marketing Conference Mobil1 Twitter Case Studies
  46. 46. Sell out event using only social media Launched email marketing campaign Live coverage of event Create awareness and interest in conference Launched a WhatsApp broadcast using our network Landed 70% of sales through social media Those who couldn’t attend watched the event unfold live Ran organic Twitter campaign with frequent tweets and efficient listening 1000 retweets + 600 Twitter mentions ChessTagCaseStudy
  47. 47. Many sponsors announced at once Created a Twitter Conversation with another sponsor Need Maximum Awareness during sponsorship announcements Tweet appeared on 1st page of Saudi sports magazine ChessTagCaseStudy
  48. 48. Mercedes Benz KFC Instagram Case Studies
  49. 49. Mercedes-Benz GLA Challeng e: Innovati on: Generate interest around their new compact SUV, the GLA Their marketing team contacted photographers and asked them to show what they would pack in their GLA. Their items were laid on a cargo mat to show how much the GLA could fit. Results: 54% increase in website visits
  50. 50. KFS Smart Menu Challeng e: Innovati on: Launch their cheapest meal ever in Romania. To parody #RichKidsOfInstagram, the hashtag #LittleMoneyBigFun was launched. Users could choose a RichKids photo and post their own not-so-rich version on Instagram. Results: 21% sales boost #1 Twitter topic in Romania 1M in free media Best KFC meal launch since 2009
  51. 51. Ministry of Health EricTheCarGuy YouTube Case Studies
  52. 52. Low use of clinics and free supplies Created YouTube Pre-Roll video ads Low awareness of MOH program to support Diabetes patients Created #‫-السكري‬ ‫صحصحله‬ hashtag & worked with influencers 28 Million impressions on hashtag in 1 week Over 700,000 views The campaign resulted in an increase in patient benefit usage, improving the lives of people throughout KSA. ChessTagCaseStudy
  53. 53. EricTheCarGuy Challeng e: Innovati on: Generate sales for online car parts store EricTheCarGuy offers simple instructions, tips and tricks for those willing to work on their own cars. This isn’t fancy, but it shows that people will come running if you just give them what they need. Results: 800k Subscribers Over 3M views on most videos
  54. 54. Cathay Pacific Airways DocuSign LinkedIn Case Studies
  55. 55. Cathay Pacific Airways Challeng e: Innovati on: Advertise a new flight from Hong Kong to Chicago Cathay Pacific wanted to target business travelers on LinkedIn. They used Sponsored Polls, Display ads and Recommendation Ads and focused on groups which contained their target market. Results: 1,300 poll responses Over 100 recommendations
  56. 56. DocuSign Challeng e: Innovati on: Increase awareness and sales of the software. DocuSign purchased bulk InMail and targeted business people by geographic area for a 6 month campaign. Results: 45% increase in sales
  57. 57. Lilly Pulitzer Grub Hub Snapchat Case Studies
  58. 58. Lilly Pulitzer Innovati on: Garment company Lilly Pulitzer created a geofilter with the brand’s iconic patterns. The geofilter was only available in 31 locations, which added exclusivity.
  59. 59. Grub Hub Innovati on: Instead of an expensive Super Bowl ad, Grub Hub used Snapchat influencer Michael Platco, known for his quirky illustrations, to comment on the popular game food- wings.
  60. 60. Jumbo Ice Cream Red Sea Mall Multi-Channel Case Studies
  61. 61. Launched a contest aligned with influencers to give away 3 iPhones and 3 Galaxy Samsung phones Create active social media accounts with 8k followers in 6 months Facebook & Instagram • Almost 1 Million Impressions • 41,000 Engagements Twitter • 4 Million Impressions • 284,000 Engagements ChessTagCaseStudy
  62. 62. No strategy or community management Launched 7 campaigns + daily listening/monitoring/ management Cover over 350 stores on social media Created a social media calendar Constant updates on mall events and store promotions Redeveloped website to showcase sales and events Over 4 Million hits to website monthly Communication With 350 stores Placed dedicated team members on-site Earned 5 prestigious awards since 2013 Monthly promotional content and photography for brands Daily updates and strong connections with retail stores Over 400,000 Facebook fans Over 50,000 Twitter followers Over 50,000 Instagram followers 15 Million mall visitors per year ChessTagCaseStudy
  63. 63. Old Spice Volkswagen Integrated Marketing Case Studies
  64. 64. Old Spice Agency: Client: Challeng e: Innovati on: Wieden + Kennedy Old Spice Continue the series of successful TV ads into an audience-engaging campaign. Old Spice encouraged viewers to ask questions of the star of their TV ads via social media. Over 200 sarcastic and funny response videos were posted to YouTube. Results: Thousands of questions tweeted to @OldSpice Millions of YouTube views Watch video here
  65. 65. Volkswagen Agency: Client: Challeng e: Innovatio n: Ogilvy CapeTown Volkswagen Introduce the new Polo in South Africa Marketers developed a real- life game of tag with people test-driving the new car. Viewers could see the car on a specified route, use Twitter to tag it, and then hop in for a test drive until they were tagged out. The test-driver who managed to sit in the seat the longest won the car.
  67. 67. Good starting point Largest demographic coverage Easiest to manage for business Best targeting Facebook
  68. 68. Viral capabilities Better for hashtags Seems more instantaneous Message must be short Good for interacting and engagement Use for customer service Retweet other users’ content as well Twitter
  69. 69. Use for photos & videos Art, travel, fashion, etc. Mostly mobile Artistic niches excel Be good at detail Post high-quality photos Utilize hashtags for your industry Instagram
  70. 70. Second largest search engine Post how-to’s, DIYs, unboxing, tutorials Good for influencers Use to post webinars Include a call-to-action Monitor comments Customer testimonials YouTube
  71. 71. Better for B2B Older, well-educated audience Target by industry, job title Build connection before pitching Utilize LinkedIn groups LinkedIn
  72. 72. Use for photos & visuals Target Millennials Good for Influencers Fastest growing network Mostly age 18-34 Create filters for your audience Share “Stories” Snapchat
  74. 74. Every action online should be guided by your STRATEGY
  75. 75. Run an audit… • To tell you how your social media is currently doing Who is connecting with you? What sites does your target market use? How do you compare to competitors? Who is your company controls each channel? Is each channel serving its purpose? Should any be updated or deleted? Are there any fraudulent reports?
  76. 76. Objectives… • Help determine ROI • Allow you to quickly react when expectations are not met • Should be aligned with general marketing strategy Specific Measurable Attainable Relevant Time-bound
  77. 77. Integrate • Social media may be able to help with many aspects of your business Sales Customer Service Human Resources Research & Development Marketing
  78. 78. Content Plan & Calendar Types of content for each channel EX: 50% website traffic booster 25% shared media 25% lead generation How often to post Target audience for each channel Will you use ads to promote? Calendar- dates and times for posts on each channel Hubspot Social Media Calendar
  79. 79. Brand Guidelines Adapt your normal brand guidelines for digital. If you don’t have any, now is a good time to establish them. Logo limitations Appropriate photography Typography Image alteration Color pallets Paragraph Settings
  80. 80. Copy Platform Product Positioning Voice & Tone Key Message Keywords Hashtags Facts & Figures to Share Audience Take-Away
  81. 81. CPS Critical Path Schedule - What activities need to be completed for the project to be finished on time
  82. 82. Digital Marketing Trifecta Image: Digilari.com.au
  84. 84. Brainstorming Come up with images and subjects to base posts on
  85. 85. Planning Come up with images and subjects to base posts on. Many free templates are available online. Image: Bytelaunch.com
  86. 86. Post Design • Take photos, or alter existing photos. Add your logo or text overlays. • Edit videos. • Create infographics • Use correct dimensions and size for each channel
  87. 87. Content Writing Write your text, keeping in mind your image, channel and copy platform. Don’t forget: • Tone • Voice • Keywords • Hashtags
  88. 88. Scheduling Use the tools that Facebook, Instagram and Twitter have created for businesses: • Facebook Manager (for Instagram too) • Twitter for Business You can upload your plans so you don’t have to enter each post manually.
  90. 90. Facebook & Instagram Ads Create ads for certain objectives: • App Engagement • App Installs • Brand Awareness • Clicks to Website • Event Responses • Lead Generation • Local Awareness • Offer Claims • Page Likes • Page Post Engagement • Store Visits • Video Views • Website Conversions
  91. 91. Facebook Ads
  92. 92. Facebook Ads
  93. 93. Facebook Ads
  94. 94. Facebook Ads
  95. 95. Facebook Ads
  96. 96. Facebook Ads
  97. 97. Twitter Ads Create ads for certain objectives: • Followers Campaign • Website Visits • Website conversions • Video views campaigns • Tweet engagement campaigns • App install/engagement campaigns • Leads campaigns
  98. 98. Twitter Ads
  99. 99. Twitter Ads
  100. 100. Twitter Ads
  101. 101. Twitter Ads
  102. 102. Twitter Ads
  103. 103. Twitter Ads
  104. 104. Twitter Ads
  105. 105. Twitter Ads
  106. 106. YouTube Ads Ad Options • Display ads • Overlay Ads • Skippable video ads • Non-skippable video ads • Bumper ads • Sponsored Cards
  107. 107. YouTube Ads
  108. 108. YouTube Ads
  109. 109. YouTube Ads
  110. 110. LinkedIn Ads LinkedIn offers: • Sponsored Content • Sponsored InMail • Text Ads
  111. 111. LinkedIn Ads
  113. 113. What is an Influencer? An influencer could be a celebrity or a normal person who has a large following on social media. Brands pay influencers to gain access to their niche audiences.
  114. 114. Influencers
  115. 115. Ways to use Influencers Create or support content for influencers to use on their own channels Increase your credibility by hosting the influencer on your channels • Unboxing • Social media takeover
  116. 116. How to Choose Influencers Relevance- relevant to your business and your audience Reach- how many people can they get the message to? Resonance- will their audience be engaged?
  117. 117. How to Create a Relationship Reach out- over Twitter chats or blog comments OR Contact their agent Create value- not only just from cash Extend their tone- they need a consistent message Allow creative freedom- you have to be somewhat trusting to work with Influencers
  118. 118. The Right Reach Don’t underestimate a micro-influencer with a low number of followers, if those followers are very involved in the niche. Influencers with 10,000 to 100,000 followers have the best combination of resonance and reach.
  119. 119. Samsung’s Influencer Snapchat Campaign Challeng e: Innovati on: Note7 unveiling Samsung invited Snapchat influencer CyreneQ to an exclusive event in NYC unveiling the Note7. CyreneQ documented her trip to NYC, and then highlighted the features of the Note7, all in 10 second clips on Snapchat.
  120. 120. THANK YOU Motaz@chesstag.com /in/motazhajaj @motazhajaj hajjajm
  121. 121. Resources http://www.webdesignerdepot.com/2009/10/the-history-and-evolution-of-social-media/ http://www.digitaltrends.com/features/the-history-of-social-networking/ https://en.wikipedia.org/wiki/Timeline_of_online_dating_services https://www.lifewire.com/what-is-social-media-explaining-the-big-trend-3486616 http://www.contentfac.com/9-reasons-social-media-marketing-should-top-your-to-do-list/ http://www.best-marketing.eu/case-study-oreos-100th-birthday-celebrations-with-a-twist/ http://oursocialtimes.com/5-outstanding-facebook-marketing-case-studies/ https://socialmediaweek.org/blog/2015/11/instagram-case-studies-learn/ http://oursocialtimes.com/4-linkedin-marketing-case-studies-to-emulate/ http://blog.heyo.com/11-company-case-studies-that-prove-roi-of-linkedin/ https://contently.com/strategist/2016/03/18/awesome-snapchat-marketing-case-studies/ http://www.huffingtonpost.com/young-entrepreneur-council/the-10-best-social-media_b_11654820.html http://www.businessnewsdaily.com/7832-social-media-for-business.html http://www.socialmediaexaminer.com/5-ways-to-use-snapchat-for-business/ http://www.business2community.com/small-business/12-tips-using-youtube-small-business-0861906#YrgpYzkSpDLOOYdb.97 https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/ https://blog.hubspot.com/agency/brand-style-guide-examples https://blog.hubspot.com/blog/tabid/6307/bid/33415/The-Social-Media-Publishing-Schedule-Every-Marketer-Needs-Template.aspx http://wellnessmama.com/23569/himalayan-salt-lamp-benefits/ https://www.fillthefunnel.com/mind-mapping-the-foundation-to-breakout-thinking/ https://www.facebook.com/business/learn/facebook-ads-basics https://business.twitter.com/en/analytics/campaign-dashboard.html https://business.linkedin.com/marketing-solutions/ad-targeting https://www.youtube.com/yt/advertise/launch-ad.html?subid=us-en-bs- v_ads_search_aware_&sourceid=awo&utm_source=online_ads&utm_medium=adcpc&utm_campaign=google_search&utm_term=y outube%20ads&utm_content=en_us&gclid=CPy_v6qmitECFUS5wAodDE8CCw&gclsrc=aw.ds&dclid=CIaY7aqmitECFVYpaQodZmAATQ https://blog.hootsuite.com/influencer-marketing/ http://mediakix.com/2016/08/snapchat-case-study-influencer-activation-samsung/#more-9463