TELECOMMUNICATIONS REGULATORY AUTHORITY (TRA)EBIZ CONNECT WORKSHOPINTEGRATE SOCIAL MEDIA MARKETING INTO YOUR CURRENT STRATEGY

4th June, 2014 – TRA PREMISES – AL WHEEDA - DUBAIPresenter: Omar Kattan, CSO - Sandstorm Digital FZE

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@TheUAETRA

@OmarKattan

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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

BUT FIRST, SOME PERTINENT STATS…

ALMOST 4% OF GLOBAL INTERNET USERS FROM MIDDLE EAST

ABOVE AVERAGE INTERNET PENETRATION (34.3% GLOBAL)

88% OF ONLINE USERS ARE ON SOCIAL MEDIA

ALMOST 60 MILLION USERS ON FACEBOOK…

AND 1 OUT OF 4 OF THEM ARE FROM EGYPT

OTHER SOCIAL NETWORKS ALSO GROWING RAPIDLY

FACEBOOK MOST POPULAR BUT OTHERS GAINING GROUND

EVEN SPLIT BETWEEN ARABIC AND ENGLISH

MORE THAN TWO THIRDS OF USERS ARE MALES

68% OF SOCIAL MEDIA USERS ARE “MILLENIALS”…

MUSIC & MOVIES MOST POPULAR TOPICS

MAJORITY OF GULF USERS FROM SAUDI & UAE

UAE HAS HIGHEST OVERALL SOCIAL MEDIA PENETRATION

GLOBAL BRANDS ARE ADOPTING SOCIAL MEDIA

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$

SOCIAL NEWS & EVENTS ARE NOW THE NORM

EVEN GOVERNMENTS ARE GETTING IN ON THE ACTION…

BOTTOM LINE…

You need to integrate social into your current strategy…

WORKSHOP AGENDA

1. Setting Your Social Media Goals & Objectives2. Researching, Auditing & Listening3. Defining Your Brand Story4. Developing Your Buyer Personas5. Devising Your Social Media Strategy6. Creating Your Editorial Calendar7. Getting Started With Social Media8. Measuring Your Social Media Marketing ROI

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?

ASSIGN KEY PERFORMANCE INDICATORS (KPI) TO YOUR GOALS

ARE YOUR OBJECTIVES & GOALS “SMART”?

Specific?

Measurable?

Attainable?

Relevant?

Time-bound?

NOW PUT THEM INTO A MATRIX (EXAMPLE)…

WORKSHOP AGENDA

1. Setting Your Social Media Goals & Objectives2. Researching, Auditing & Listening3. Defining Your Brand Story4. Developing Your Buyer Personas5. Devising Your Social Media Strategy6. Creating Your Editorial Calendar7. Getting Started With Social Media8. Measuring Your Social Media Marketing ROI

Research Keywords used by

customers & prospects Your niche Your competitors

AUDIT & RESEARCH

Audit Your website & social

properties Your content

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

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”

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

SET-UP FREE KEYWORD ALERTS (BRANDED & GENERIC)

SIGN-UP TO FREE TOOLS & UPGRADE IF NECESSARY

WORKSHOP AGENDA

1. Setting Your Social Media Goals & Objectives2. Researching, Auditing & Listening3. Defining Your Brand Story4. Developing Your Buyer Personas (Your Audience)5. Devising Your Social Media Strategy6. Creating Your Editorial Calendar7. Getting Started With Social Media8. Measuring Your Social Media Marketing ROI

PEOPLE DON’T BUY WHAT YOU DO…They Buy Why

You Do It

START WITH WHY

Simon Sineck – Author & Speaker

What we do

How we do it

Why?

HOW MOST BRANDS COMMUNICATE

What?

How?

Why?

HOW SUCCESSFUL BRANDS COMMUNICATE

“We make great computers

They’re beautifully designed, simple to use and user-friendly.

Wanna buy one?”

EXAMPLE: HOW MOST COMPUTER BRANDS COMMUNICATE…

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

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

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

START WITH YOUR BRAND STORY…

WORKSHOP AGENDA

1. Setting Your Social Media Goals & Objectives2. Researching, Auditing & Listening3. Defining Your Brand Story4. Developing Your Buyer Personas5. Devising Your Social Media Strategy6. Creating Your Editorial Calendar7. Getting Started With Social Media8. Measuring Your Social Media Marketing ROI

KNOW YOUR AUDIENCE

KNOW YOUR AUDIENCE

DEVELOP BUYER PERSONA CARDS

B2C B2B

REGARDLESS OF WHAT YOU’RE SELLING … YOU NEED THEM.

BUT HOW DO YOU GO ABOUT DEVELOPING THEM?

Some ideas…

MINE DEMOGRAPHIC ANALYTICS DATA

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…

SOCIAL DATA ANALYTICS SOURCES

AND YOUTUBE DATA

SUPPLEMENT YOUR RESEARCH BY CONDUCTING INTERVIEWS WITH EXISTING CUSTOMERS

WORKSHOP AGENDA

1. Setting Your Social Media Goals & Objectives2. Listening, Researching & Auditing3. Defining Your Brand Story4. Developing Your Buyer Personas5. Devising Your Social Media Strategy6. Creating Your Editorial Calendar7. Getting Started With Social Media8. Measuring Your Social Media Marketing ROI

THINKS ABOUT YOUR PURCHASE FUNNEL

Awareness

Consideration

Action

Shopping

YOUR SOCIAL STRATEGY STARTS WITH SELLING YOUR STORY TO THE RIGHT AUDIENCE FIRST

*Diffusion of Innovations Curve – Key to spreading ideas!

USE INDUSTRY TOOLS TO FIND THEM

?

Paid

OwnedEarned

CONSIDER YOUR MEDIA CHANNELS

YOUR AUDIENCE’ MEDIA DEVICE USAGE

AND YOUR CONTENT TYPES…

MAP YOUR CONTENT TO THE PURCHASE MATRIX

THINK CONTENT CREATION & CURATION

EXAMPLES OF CONTENT CURATION SOCIAL PLATFORMS

MAKE YOUR CONTENT CREATION EFFORTS GO FURTHER…

WORKSHOP AGENDA

1. Setting Your Social Media Goals & Objectives2. Listening, Researching & Auditing3. Defining Your Brand Story4. Developing Your Buyer Personas (Your Audience)5. Devising Your Social Media Strategy6. Creating Your Editorial Calendar7. Getting Started With Social Media8. Measuring Your Social Media Marketing ROI

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

MAKE YOUR CALENDAR ACCESSIBLE & DYNAMIC WITH GOOGLE DOCS

EXPLORE OTHER CONTENT CALENDAR OPTIONS (FREE & PAID)

WORKSHOP AGENDA

1. Setting Your Social Media Goals & Objectives2. Listening, Researching & Auditing3. Defining Your Brand Story4. Developing Your Buyer Personas (Your Audience)5. Devising Your Social Media Strategy6. Creating Your Editorial Calendar7. Getting Started With Social Media8. Measuring Your Social Media Marketing ROI

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.)

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

AUTOMATE WITH CAUTION

WORKSHOP AGENDA

1. Setting Your Social Media Goals & Objectives2. Listening, Researching & Auditing3. Defining Your Brand Story4. Developing Your Buyer Personas5. Devising Your Social Media Strategy6. Creating Your Editorial Calendar7. Getting Started With Social Media8. Measuring Your Social Media Marketing ROI

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?

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

QUESTIONS?MORE INFORMATION?

Sandstorm Digital FZE PO Box 126732, Concord Tower, 6th floorMedia City, Dubai, United Arab EmiratesTel: +971 (0) 4 454 97 72. Email: info@sandstormdigital.com

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