measuring roi for social media marketing in the palestinian context
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Measuring ROI for Social Media Marketing in the Palestinian ContextTRANSCRIPT
Measuring ROI for Social Media Marketing in the Palestinian Context
Prepared by: Yacoub Rabah (SID# 1085038)Supervised by: Dr. Nedal Sabri
MBA Program, Birzeit University
Date: 28 January 2014
Research Questions
• How can Palestinian businesses measure ROI for their social media marketing efforts?
• How do we define Social Media?
• How much is social media marketing used in Palestine?
• Is social media marketing a good tool for Palestinian organizations?
• Is the Palestinian consumer ready for social media marketing?
• What are the Palestinian consumer perceptions of social media marketing and its tools?
Literature Review
Understanding global built up knowledge in social media marketing & research conducted in the field.
Private Sector & Social Media
Manual review of around 273
companies social media outlets and
tools.
Telephony Survey
Perceptions of Palestinians (WBG & EJ) with regards to social media marketing and acceptance of it. Survey of 617 Palestinians.
Online Survey
Online survey for 21 professionals working in the management of social media outlets for Palestinian firms.
Secondary Sources Primary Sources
Literature Review
• Defining Social Media
• Social Media Tools and their Classifications
• Social Media Marketing
• Measuring ROI for Social Media Marketing
• Palestinian General Indicators
How do we define Social Media?In summary we can say that social media is a collection of tools
utilizing the latest World Wide Web technologies to provide organizations and individuals with the ability to connect and share
user generated content in different formats.
How much is social media marketing used in Palestine?
62%
32%
23%
10%
6%
11%
7%
have website
have facebook page
have active facebook
have twitter handle
have active twitter
have linkedIn
have active linkedIn
Uses of social media in private sector?
3%
22%
5%
23%
24%
23%
Annual Reports
Social Responsibility
To Stock Holders
Promotional/Offers
Trivia/contests
Events/News
Top private sector Facebook users
Sector Company Likes
IT Palestine cellular communications ltd 809,865
PAL TEL 485,587
Wataniya Mobile Palestine 328,269
Hadara Technologies 203,470
Isra‘ software and computer company 25,879
Banking Bank of Palestine 104,064
Arab Bank 67,000
The National Bank 31,353
Islamic Bank 29,627
Construction Rawabi 116,100
Palestine Real Estate Investment - PRICO 324
Palestine Industrial Estate Development Company 200
Food National Beverages Company 33,132
Al Arz for Ice Cream Industry 19,762
Siniora food industries company 12,412
Aljuneidi dairy food stuff co 9,388
Insurance Ahleia Insurance Group 6061
Trust 2754
Global United Insurance Co 675
Al-Takaful Palestinian Insurance Co. 72
Investment Palestine Development and Investment Limited Co. - PADICO 14812
The Arab Palestinian Investment Co. - APIC 4353
Leather Nabel Shoes Industry and Trading Company 19,294
Tera Company for shoes Industry 697
Naboly Shoes Company 564
Al-Gentle For Shoes and General Trade Company 76
Paper Arab Eastern Co 157,327
The national paper product and marketing company 48,032
Plastic Basher Siksik Co 124,073
Royal Industrial Trading Company 6925
Palestine plastic industries Co 502
Al Haddad Brothers Company 405
Advertising Palestine Yellow Pages 136,325
Sky Advertising 14,653
Al-nasher advertising company 9716
Zoom 5336
Stone Nassar stone Investment and General Contracting Company 10,162
Alraeda company for marble & stone 118
Consumer Profile
80%
48%
86%
73%
63%
16%
Do you own a computer?
Do you have an email account?
Do you own a mobile?
Have Internet at home or work?
Do you use the Internet?
Do you have a credit card?
Consumer Profile
49%
44%
16%
6%
16%
Have facebook account?
Watch videos on YouTube?
Use twitter?
Use LinkedIn?
Read blogs?
Media Preferences
When asked about their opinion about which media vehicle is best for local firms to use in its marketing, 42% cited the Internet as it seems that was not so long ago dubbed as unconventional media tools have become the conventional of today!
32%
23%
10%
5%
42%
2%
Radio
TV
Newspaper/Magazine
Billboards/Signs
Internet
SMS
Is the Palestinian consumer ready for social media marketing?
23%
7.50%
9.40%
77.20%
36.70%
82%
20%
47%
78.30%
77.80%
12%
5.60%
18.00%
like to receive advertising via email?
ever subscribed to adv mailing list?
ever bought good after receiving adv over email?
Click on adv on facebook?
ever bought good after seeing adv on facebook?
ever liked a facebook page?
ever purchased anything from Internet?
have fears from buying online?
Do you participate with your opinions in social media sites?
Do you comment on what others post?
Do you buy using credit card?
buy online using credit card?
Ever tried to get support online?
What are the Palestinian consumer perceptions of social media marketing and its tools?
• Online advertising is grabbing some attention and generating some business, but very little online commerce
• There are fears of buying online
• Very small percentage (12%) who even have a credit card
• Even if they don’t all actively use social media tools, they do think it is the way of the future and endorse it as the best way of marketing products
Is social media marketing a good tool for Palestinian organizations?
85.6% of respondents think it is useful for companies to use social media marketing.
What about the businesses?
71%
71%
38%
24%
14%
24%
5%
Public Relations
Marketing Tool
Customer Support Tool
Market Research Tool
Good for Social Responsibility
Just keeping up with latest trends
For recruiting talents
Which social media tools business use?
100%
48%
29%
38%
5%
10%
10%
0%
5%
YouTube
Flickr
Blog
Other
Do you have a dedicated social media team?
How many people are working on social media in your organization?
Annual Budget from zero to $4,000
Can you say that social media is generating business for your organization?
Is your company launching campaigns using social media?
Do you have special offers for social media users? Does your company pay for online advertising?
How do you rate your organizations general benefit from social media?
5%
26%
47%
21%
0%
Unsatisfactory Bad Average Good Excellent
How do you measure success of your social media interventions?
29%
71%
14%
0%
71%
5%
Return on Investment
# of Likes or followers
Sale transactions generated by social media
Savings in customer support
Engagement
Other
What measures are available?Metric Formula
Volume The number of mentions of a brand name over a specified period of time. Often segmented into positive and negativevolume using sentiment analysis.
Share of Voice (%)
Engagement (per post) The number of comments on, replies to, likes of, and shares of a given post
Engagement (overall %)OR
Advocates The number of social media participants who write positive posts about a brand during a specified period of time
Return on Investment (ROI)
Leads Generated The number of leads generated from social channels (sometimes expressed as a percent of all leads generated).
Response Time The amount of time elapsed between the receipt of an inquiry or support request via social media and a response from thecompany.
Conclusion & Remarks
• Social media marketing is starting to spark interest among the Palestinian private sector
• Not all see the potential, but that can be attributed to the perceptions of the consumers
• Spending on social media marketing is modest and therefore measuring return on investment is not a big worry at this stage
• Companies who are serious about their social marketing efforts are employing dedicated staff and using social media to launch campaigns
• A few are seeing the benefits and are more concerned with collecting Likes and active engagement than doing business.
Thank You!