Sameer Issa Creative Strategist Communications amp Social Media

Social Media ApproachCreative Strategic Approaches to Social Media Engagement

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Humor

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Media ParadoxCreative Approach to Social Media

Sameer Issa Creative Strategist Communications amp Social Media

First Lets start by identifying a destination

Sameer Issa Creative Strategist Communications amp Social Media

ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo

Destination

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Humor

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Media ParadoxCreative Approach to Social Media

Sameer Issa Creative Strategist Communications amp Social Media

First Lets start by identifying a destination

Sameer Issa Creative Strategist Communications amp Social Media

ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo

Destination

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Media ParadoxCreative Approach to Social Media

Sameer Issa Creative Strategist Communications amp Social Media

First Lets start by identifying a destination

Sameer Issa Creative Strategist Communications amp Social Media

ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo

Destination

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Media ParadoxCreative Approach to Social Media

Sameer Issa Creative Strategist Communications amp Social Media

First Lets start by identifying a destination

Sameer Issa Creative Strategist Communications amp Social Media

ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo

Destination

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Media ParadoxCreative Approach to Social Media

Sameer Issa Creative Strategist Communications amp Social Media

First Lets start by identifying a destination

Sameer Issa Creative Strategist Communications amp Social Media

ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo

Destination

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Media ParadoxCreative Approach to Social Media

Sameer Issa Creative Strategist Communications amp Social Media

First Lets start by identifying a destination

Sameer Issa Creative Strategist Communications amp Social Media

ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo

Destination

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Media ParadoxCreative Approach to Social Media

Sameer Issa Creative Strategist Communications amp Social Media

First Lets start by identifying a destination

Sameer Issa Creative Strategist Communications amp Social Media

ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo

Destination

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Media ParadoxCreative Approach to Social Media

Sameer Issa Creative Strategist Communications amp Social Media

First Lets start by identifying a destination

Sameer Issa Creative Strategist Communications amp Social Media

ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo

Destination

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Media ParadoxCreative Approach to Social Media

Sameer Issa Creative Strategist Communications amp Social Media

First Lets start by identifying a destination

Sameer Issa Creative Strategist Communications amp Social Media

ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo

Destination

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Media ParadoxCreative Approach to Social Media

Sameer Issa Creative Strategist Communications amp Social Media

First Lets start by identifying a destination

Sameer Issa Creative Strategist Communications amp Social Media

ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo

Destination

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Media ParadoxCreative Approach to Social Media

Sameer Issa Creative Strategist Communications amp Social Media

First Lets start by identifying a destination

Sameer Issa Creative Strategist Communications amp Social Media

ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo

Destination

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Media ParadoxCreative Approach to Social Media

Sameer Issa Creative Strategist Communications amp Social Media

First Lets start by identifying a destination

Sameer Issa Creative Strategist Communications amp Social Media

ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo

Destination

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Media ParadoxCreative Approach to Social Media

Sameer Issa Creative Strategist Communications amp Social Media

First Lets start by identifying a destination

Sameer Issa Creative Strategist Communications amp Social Media

ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo

Destination

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

Social Media ParadoxCreative Approach to Social Media

Sameer Issa Creative Strategist Communications amp Social Media

First Lets start by identifying a destination

Sameer Issa Creative Strategist Communications amp Social Media

ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo

Destination

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

First Lets start by identifying a destination

Sameer Issa Creative Strategist Communications amp Social Media

ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo

Destination

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo

Destination

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

and A Starting Point

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

80 of CEOrsquos believe that their brand provides a superior customer experience

Only 8 of their customers agreeFutureLab

Current Position

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

To get therewe need to cross the

Social Media Paradoxget ready here it goes

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

People will buy but only if you stop selling

Beyond the commercial Message

ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

People will listenbut only if you stop talking

ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo

Andre Gide

Rising Above The Noise

Sameer Issa Creative Strategist Communications amp Social Media

People will talk about youBut only if you stop talking

about yourself

Social branding

ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo

Bernard Baruch

Sameer Issa Creative Strategist Communications amp Social Media

People will receive your messagebut only if you stop sending

Attract

ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo

Ben McConnel

Sameer Issa Creative Strategist Communications amp Social Media

People will hear youBut only if you stop shouting

ldquoIn the past you were what you ownednow you are what you sharerdquo

Godfried Bogaard

Share

Sameer Issa Creative Strategist Communications amp Social Media

People will tell your storyBut only if you tell theirs

ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott

Engage

Sameer Issa Creative Strategist Communications amp Social Media

People will care about youBut only if you care less about yourself

ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo

Jesus Christ

Add Value

Sameer Issa Creative Strategist Communications amp Social Media

People will be the source of your wealthBut only if you enrich their lives first

Sustain

ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle

Sameer Issa Creative Strategist Communications amp Social Media

In Social MediaThere Are No Dorsquos And Donrsquots

No Secret Recipe

Sameer Issa Creative Strategist Communications amp Social Media

No right or wrong way

Sameer Issa Creative Strategist Communications amp Social Media

Only One Way

Sameer Issa Creative Strategist Communications amp Social Media

Matt Goulart

ldquoSocial Media is about peopleits not about your business

provide for people and people will provide for yourdquo

The bottom line

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about doing things the way it shouldrsquove been done in the first place

ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo

Jeff Benjamin

Back to basics

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about enriching peoplersquos lives amp experiences

inspire

ldquoSocial media is about sociology and psychology more than it is about technologyrdquo

Brain Solis

Sameer Issa Creative Strategist Communications amp Social Media

Mother Teresa

Creativity amp Passion is the gasoline of social media

ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo

The fire

Sameer Issa Creative Strategist Communications amp Social Media

Social Media EngagementStrategic Approach for sustainable results

Sameer Issa Creative Strategist Communications amp Social Media

ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the

next wave of change through Social Mediardquo

Facing the Challenge

Sameer Issa Creative Strategist Communications amp Social Media

20 Business Model

web 20Social Space

Agency 20Enterprise 20

Branding 20

Adaptability to ChangeResponsiveness to social Media

circles of Change

Sameer Issa Creative Strategist Communications amp Social Media

Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they

may not be the answer for customer engagementrdquoJulie Schlack

Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

People will hear youBut only if you stop shouting

ldquoIn the past you were what you ownednow you are what you sharerdquo

Godfried Bogaard

Share

Sameer Issa Creative Strategist Communications amp Social Media

People will tell your storyBut only if you tell theirs

ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott

Engage

Sameer Issa Creative Strategist Communications amp Social Media

People will care about youBut only if you care less about yourself

ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo

Jesus Christ

Add Value

Sameer Issa Creative Strategist Communications amp Social Media

People will be the source of your wealthBut only if you enrich their lives first

Sustain

ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle

Sameer Issa Creative Strategist Communications amp Social Media

In Social MediaThere Are No Dorsquos And Donrsquots

No Secret Recipe

Sameer Issa Creative Strategist Communications amp Social Media

No right or wrong way

Sameer Issa Creative Strategist Communications amp Social Media

Only One Way

Sameer Issa Creative Strategist Communications amp Social Media

Matt Goulart

ldquoSocial Media is about peopleits not about your business

provide for people and people will provide for yourdquo

The bottom line

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about doing things the way it shouldrsquove been done in the first place

ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo

Jeff Benjamin

Back to basics

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about enriching peoplersquos lives amp experiences

inspire

ldquoSocial media is about sociology and psychology more than it is about technologyrdquo

Brain Solis

Sameer Issa Creative Strategist Communications amp Social Media

Mother Teresa

Creativity amp Passion is the gasoline of social media

ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo

The fire

Sameer Issa Creative Strategist Communications amp Social Media

Social Media EngagementStrategic Approach for sustainable results

Sameer Issa Creative Strategist Communications amp Social Media

ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the

next wave of change through Social Mediardquo

Facing the Challenge

Sameer Issa Creative Strategist Communications amp Social Media

20 Business Model

web 20Social Space

Agency 20Enterprise 20

Branding 20

Adaptability to ChangeResponsiveness to social Media

circles of Change

Sameer Issa Creative Strategist Communications amp Social Media

Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they

may not be the answer for customer engagementrdquoJulie Schlack

Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

People will tell your storyBut only if you tell theirs

ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott

Engage

Sameer Issa Creative Strategist Communications amp Social Media

People will care about youBut only if you care less about yourself

ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo

Jesus Christ

Add Value

Sameer Issa Creative Strategist Communications amp Social Media

People will be the source of your wealthBut only if you enrich their lives first

Sustain

ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle

Sameer Issa Creative Strategist Communications amp Social Media

In Social MediaThere Are No Dorsquos And Donrsquots

No Secret Recipe

Sameer Issa Creative Strategist Communications amp Social Media

No right or wrong way

Sameer Issa Creative Strategist Communications amp Social Media

Only One Way

Sameer Issa Creative Strategist Communications amp Social Media

Matt Goulart

ldquoSocial Media is about peopleits not about your business

provide for people and people will provide for yourdquo

The bottom line

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about doing things the way it shouldrsquove been done in the first place

ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo

Jeff Benjamin

Back to basics

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about enriching peoplersquos lives amp experiences

inspire

ldquoSocial media is about sociology and psychology more than it is about technologyrdquo

Brain Solis

Sameer Issa Creative Strategist Communications amp Social Media

Mother Teresa

Creativity amp Passion is the gasoline of social media

ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo

The fire

Sameer Issa Creative Strategist Communications amp Social Media

Social Media EngagementStrategic Approach for sustainable results

Sameer Issa Creative Strategist Communications amp Social Media

ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the

next wave of change through Social Mediardquo

Facing the Challenge

Sameer Issa Creative Strategist Communications amp Social Media

20 Business Model

web 20Social Space

Agency 20Enterprise 20

Branding 20

Adaptability to ChangeResponsiveness to social Media

circles of Change

Sameer Issa Creative Strategist Communications amp Social Media

Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they

may not be the answer for customer engagementrdquoJulie Schlack

Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

People will care about youBut only if you care less about yourself

ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo

Jesus Christ

Add Value

Sameer Issa Creative Strategist Communications amp Social Media

People will be the source of your wealthBut only if you enrich their lives first

Sustain

ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle

Sameer Issa Creative Strategist Communications amp Social Media

In Social MediaThere Are No Dorsquos And Donrsquots

No Secret Recipe

Sameer Issa Creative Strategist Communications amp Social Media

No right or wrong way

Sameer Issa Creative Strategist Communications amp Social Media

Only One Way

Sameer Issa Creative Strategist Communications amp Social Media

Matt Goulart

ldquoSocial Media is about peopleits not about your business

provide for people and people will provide for yourdquo

The bottom line

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about doing things the way it shouldrsquove been done in the first place

ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo

Jeff Benjamin

Back to basics

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about enriching peoplersquos lives amp experiences

inspire

ldquoSocial media is about sociology and psychology more than it is about technologyrdquo

Brain Solis

Sameer Issa Creative Strategist Communications amp Social Media

Mother Teresa

Creativity amp Passion is the gasoline of social media

ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo

The fire

Sameer Issa Creative Strategist Communications amp Social Media

Social Media EngagementStrategic Approach for sustainable results

Sameer Issa Creative Strategist Communications amp Social Media

ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the

next wave of change through Social Mediardquo

Facing the Challenge

Sameer Issa Creative Strategist Communications amp Social Media

20 Business Model

web 20Social Space

Agency 20Enterprise 20

Branding 20

Adaptability to ChangeResponsiveness to social Media

circles of Change

Sameer Issa Creative Strategist Communications amp Social Media

Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they

may not be the answer for customer engagementrdquoJulie Schlack

Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

People will be the source of your wealthBut only if you enrich their lives first

Sustain

ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle

Sameer Issa Creative Strategist Communications amp Social Media

In Social MediaThere Are No Dorsquos And Donrsquots

No Secret Recipe

Sameer Issa Creative Strategist Communications amp Social Media

No right or wrong way

Sameer Issa Creative Strategist Communications amp Social Media

Only One Way

Sameer Issa Creative Strategist Communications amp Social Media

Matt Goulart

ldquoSocial Media is about peopleits not about your business

provide for people and people will provide for yourdquo

The bottom line

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about doing things the way it shouldrsquove been done in the first place

ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo

Jeff Benjamin

Back to basics

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about enriching peoplersquos lives amp experiences

inspire

ldquoSocial media is about sociology and psychology more than it is about technologyrdquo

Brain Solis

Sameer Issa Creative Strategist Communications amp Social Media

Mother Teresa

Creativity amp Passion is the gasoline of social media

ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo

The fire

Sameer Issa Creative Strategist Communications amp Social Media

Social Media EngagementStrategic Approach for sustainable results

Sameer Issa Creative Strategist Communications amp Social Media

ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the

next wave of change through Social Mediardquo

Facing the Challenge

Sameer Issa Creative Strategist Communications amp Social Media

20 Business Model

web 20Social Space

Agency 20Enterprise 20

Branding 20

Adaptability to ChangeResponsiveness to social Media

circles of Change

Sameer Issa Creative Strategist Communications amp Social Media

Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they

may not be the answer for customer engagementrdquoJulie Schlack

Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

In Social MediaThere Are No Dorsquos And Donrsquots

No Secret Recipe

Sameer Issa Creative Strategist Communications amp Social Media

No right or wrong way

Sameer Issa Creative Strategist Communications amp Social Media

Only One Way

Sameer Issa Creative Strategist Communications amp Social Media

Matt Goulart

ldquoSocial Media is about peopleits not about your business

provide for people and people will provide for yourdquo

The bottom line

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about doing things the way it shouldrsquove been done in the first place

ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo

Jeff Benjamin

Back to basics

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about enriching peoplersquos lives amp experiences

inspire

ldquoSocial media is about sociology and psychology more than it is about technologyrdquo

Brain Solis

Sameer Issa Creative Strategist Communications amp Social Media

Mother Teresa

Creativity amp Passion is the gasoline of social media

ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo

The fire

Sameer Issa Creative Strategist Communications amp Social Media

Social Media EngagementStrategic Approach for sustainable results

Sameer Issa Creative Strategist Communications amp Social Media

ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the

next wave of change through Social Mediardquo

Facing the Challenge

Sameer Issa Creative Strategist Communications amp Social Media

20 Business Model

web 20Social Space

Agency 20Enterprise 20

Branding 20

Adaptability to ChangeResponsiveness to social Media

circles of Change

Sameer Issa Creative Strategist Communications amp Social Media

Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they

may not be the answer for customer engagementrdquoJulie Schlack

Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

No right or wrong way

Sameer Issa Creative Strategist Communications amp Social Media

Only One Way

Sameer Issa Creative Strategist Communications amp Social Media

Matt Goulart

ldquoSocial Media is about peopleits not about your business

provide for people and people will provide for yourdquo

The bottom line

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about doing things the way it shouldrsquove been done in the first place

ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo

Jeff Benjamin

Back to basics

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about enriching peoplersquos lives amp experiences

inspire

ldquoSocial media is about sociology and psychology more than it is about technologyrdquo

Brain Solis

Sameer Issa Creative Strategist Communications amp Social Media

Mother Teresa

Creativity amp Passion is the gasoline of social media

ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo

The fire

Sameer Issa Creative Strategist Communications amp Social Media

Social Media EngagementStrategic Approach for sustainable results

Sameer Issa Creative Strategist Communications amp Social Media

ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the

next wave of change through Social Mediardquo

Facing the Challenge

Sameer Issa Creative Strategist Communications amp Social Media

20 Business Model

web 20Social Space

Agency 20Enterprise 20

Branding 20

Adaptability to ChangeResponsiveness to social Media

circles of Change

Sameer Issa Creative Strategist Communications amp Social Media

Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they

may not be the answer for customer engagementrdquoJulie Schlack

Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Only One Way

Sameer Issa Creative Strategist Communications amp Social Media

Matt Goulart

ldquoSocial Media is about peopleits not about your business

provide for people and people will provide for yourdquo

The bottom line

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about doing things the way it shouldrsquove been done in the first place

ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo

Jeff Benjamin

Back to basics

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about enriching peoplersquos lives amp experiences

inspire

ldquoSocial media is about sociology and psychology more than it is about technologyrdquo

Brain Solis

Sameer Issa Creative Strategist Communications amp Social Media

Mother Teresa

Creativity amp Passion is the gasoline of social media

ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo

The fire

Sameer Issa Creative Strategist Communications amp Social Media

Social Media EngagementStrategic Approach for sustainable results

Sameer Issa Creative Strategist Communications amp Social Media

ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the

next wave of change through Social Mediardquo

Facing the Challenge

Sameer Issa Creative Strategist Communications amp Social Media

20 Business Model

web 20Social Space

Agency 20Enterprise 20

Branding 20

Adaptability to ChangeResponsiveness to social Media

circles of Change

Sameer Issa Creative Strategist Communications amp Social Media

Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they

may not be the answer for customer engagementrdquoJulie Schlack

Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Matt Goulart

ldquoSocial Media is about peopleits not about your business

provide for people and people will provide for yourdquo

The bottom line

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about doing things the way it shouldrsquove been done in the first place

ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo

Jeff Benjamin

Back to basics

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about enriching peoplersquos lives amp experiences

inspire

ldquoSocial media is about sociology and psychology more than it is about technologyrdquo

Brain Solis

Sameer Issa Creative Strategist Communications amp Social Media

Mother Teresa

Creativity amp Passion is the gasoline of social media

ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo

The fire

Sameer Issa Creative Strategist Communications amp Social Media

Social Media EngagementStrategic Approach for sustainable results

Sameer Issa Creative Strategist Communications amp Social Media

ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the

next wave of change through Social Mediardquo

Facing the Challenge

Sameer Issa Creative Strategist Communications amp Social Media

20 Business Model

web 20Social Space

Agency 20Enterprise 20

Branding 20

Adaptability to ChangeResponsiveness to social Media

circles of Change

Sameer Issa Creative Strategist Communications amp Social Media

Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they

may not be the answer for customer engagementrdquoJulie Schlack

Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about doing things the way it shouldrsquove been done in the first place

ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo

Jeff Benjamin

Back to basics

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about enriching peoplersquos lives amp experiences

inspire

ldquoSocial media is about sociology and psychology more than it is about technologyrdquo

Brain Solis

Sameer Issa Creative Strategist Communications amp Social Media

Mother Teresa

Creativity amp Passion is the gasoline of social media

ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo

The fire

Sameer Issa Creative Strategist Communications amp Social Media

Social Media EngagementStrategic Approach for sustainable results

Sameer Issa Creative Strategist Communications amp Social Media

ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the

next wave of change through Social Mediardquo

Facing the Challenge

Sameer Issa Creative Strategist Communications amp Social Media

20 Business Model

web 20Social Space

Agency 20Enterprise 20

Branding 20

Adaptability to ChangeResponsiveness to social Media

circles of Change

Sameer Issa Creative Strategist Communications amp Social Media

Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they

may not be the answer for customer engagementrdquoJulie Schlack

Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Social Media is about enriching peoplersquos lives amp experiences

inspire

ldquoSocial media is about sociology and psychology more than it is about technologyrdquo

Brain Solis

Sameer Issa Creative Strategist Communications amp Social Media

Mother Teresa

Creativity amp Passion is the gasoline of social media

ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo

The fire

Sameer Issa Creative Strategist Communications amp Social Media

Social Media EngagementStrategic Approach for sustainable results

Sameer Issa Creative Strategist Communications amp Social Media

ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the

next wave of change through Social Mediardquo

Facing the Challenge

Sameer Issa Creative Strategist Communications amp Social Media

20 Business Model

web 20Social Space

Agency 20Enterprise 20

Branding 20

Adaptability to ChangeResponsiveness to social Media

circles of Change

Sameer Issa Creative Strategist Communications amp Social Media

Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they

may not be the answer for customer engagementrdquoJulie Schlack

Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Mother Teresa

Creativity amp Passion is the gasoline of social media

ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo

The fire

Sameer Issa Creative Strategist Communications amp Social Media

Social Media EngagementStrategic Approach for sustainable results

Sameer Issa Creative Strategist Communications amp Social Media

ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the

next wave of change through Social Mediardquo

Facing the Challenge

Sameer Issa Creative Strategist Communications amp Social Media

20 Business Model

web 20Social Space

Agency 20Enterprise 20

Branding 20

Adaptability to ChangeResponsiveness to social Media

circles of Change

Sameer Issa Creative Strategist Communications amp Social Media

Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they

may not be the answer for customer engagementrdquoJulie Schlack

Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Social Media EngagementStrategic Approach for sustainable results

Sameer Issa Creative Strategist Communications amp Social Media

ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the

next wave of change through Social Mediardquo

Facing the Challenge

Sameer Issa Creative Strategist Communications amp Social Media

20 Business Model

web 20Social Space

Agency 20Enterprise 20

Branding 20

Adaptability to ChangeResponsiveness to social Media

circles of Change

Sameer Issa Creative Strategist Communications amp Social Media

Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they

may not be the answer for customer engagementrdquoJulie Schlack

Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the

next wave of change through Social Mediardquo

Facing the Challenge

Sameer Issa Creative Strategist Communications amp Social Media

20 Business Model

web 20Social Space

Agency 20Enterprise 20

Branding 20

Adaptability to ChangeResponsiveness to social Media

circles of Change

Sameer Issa Creative Strategist Communications amp Social Media

Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they

may not be the answer for customer engagementrdquoJulie Schlack

Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

20 Business Model

web 20Social Space

Agency 20Enterprise 20

Branding 20

Adaptability to ChangeResponsiveness to social Media

circles of Change

Sameer Issa Creative Strategist Communications amp Social Media

Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they

may not be the answer for customer engagementrdquoJulie Schlack

Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they

may not be the answer for customer engagementrdquoJulie Schlack

Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

a 360 degree overview for broader thinking

Social Media Strategic Engagement Approaches

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Social Business Model

Social is the thing in common for

all emerging technologies its the

currency of the future think

within that context to socialize

your brand within the social

space amp take advantage of the endless engagement

opportunities

Think Social

Inner Strategic Outlook

web 20Social Space

Enterprise 20

Responsiveness to change

Commitment

Existing Business Model

Staff amp management engagement

Becoming socially readyNew online business

Social values built in within your brand

think like people become people

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Be humble

Be Passionate amp determined

Do more with less

Build a positive team and family spirit

Build open amp honest relationships

Pursue growth amp learning

Be adventurous creative amp open minded

Create fun amp little weirdness Deliver WOW through service

Zappos Core ValuesA successful social business model from

the future

A Social Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

bull Committable Core values ldquo hire and fire staff accordinglyrdquo

bull No department for customer service at Zappos its a built-in component within the corporate culture

bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching

bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire

bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009

bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome

Zappos Business Model

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

web 20Social Space

Enterprise 20

Social Change Responsive

ldquoThe Medium is the Messagerdquo

The characteristics of the medium

itself have a social effect For

example emails changed the way

we work accordingly engaging

with social media forces to comply

by the rules of the social mix

Think Socializing Customer Experience

Outer Strategic Outlook

Create successful practices of social engagement for others to follow

Think of simple social engagement opportunities to provide value for customers

Solve problems through Social Media

Adding Social FlavorCreative useful

Content

Context amp touch points

Better user experience

Human face of the Business

Plan monitor sustain and modify

Engage

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

BlendtecPioneer of Social Media

bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans

bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business

bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation

Social Change Responsive Business Model Case Study

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

The result of the proper engagement process will be

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Brand - Social Space Dynamic Interaction

A Transparent Social Brand

Interact positively with social

space embrace amp create change

taking advantage of endless

opportunities Requiring a highly

transparent amp dynamic business

model to be able to respond and

interact simultaneously

Think InteractiveExplore new areas

Adventurous responsive amp PioneerHigh-Tech enabled

Fast moving embrace change amp accept risksSocial Engagement is

Your Main Asset

Socially Charged

Social Business Model

Interact amp Engage

Enterprise 30

web 30Social Space

Customers find you

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

An Opportunity Towards Competitive Greatness

Social Branding

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Social Branding

Opportunity is missed by most people because it is dressed in overalls and looks like work

Thomas Edison

bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone

bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses

bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities

bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Creative ProcessOut of The Box Multi-layer Thinking

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Moving into Social Space Provides

Endless Creative Freedom amp Challenges

Social Media is the ultimate Challenge for real creativity

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Think Brand within social context

Think usability Problem Solving

Think new added values and enhancing customer

experience

Think Context and touch points of interaction both online amp offline

Social Space Layer

Context Touch Points of Interaction

Relevancy

Relevancy

Audience Communities

New Emerging Touch points

Groups

Individuals

Memes

Target Audience

Customer Advocacy

New Groups with common interest

Allow consumer to become the story

Allow Viral Spread through Group activity

Marketing Solutions Not Ads

The Creative

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Strategic ProcessBig Vision With Adaptive Learning Attribute

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Lets Take a Look First at Conventional Marketing Strategic Process

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Big Strategy

Focus Groups

Launch

AdjustMeasure

New Strategy

Conventional Marketing Strategic Approach

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Objectives

People Audience

Strategy

Insight

MonitorSustain

Adapt

Adjust

Learning Curve

EngageImplement

Content Packaged in small multi-flavored pieces for easy

consuming

ltlt

lt

ltlt

ltlt

ltlt lt

NurtureMeasure

Adjust

Interactive Cycle

Social Media Marketing Strategic ApproachThe Learning Adaptive Process

Big Strategy Start small with room to growPeople trust people

Re-ThinkLook from new

Viewpoint

Big Thinking Small Idea

SMARTSpecific- Measurable -

Attainable - Relevant - Timed

Keep the conversation

goingSeeding Touch

Points

Conversation is the King

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Value Usefulness Entertain Social Connectivity

Social Media Core Criteria

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Support Community Goals

Before Marketing Needs

Encourage Member

Interaction

Maintain Agility amp Quick Growth

Multi Flavored Uses

all types of Media

Enable Self Expression and Communication

among Community Members

Integrated with Strategic

Marketing Objectives amp

Activities

Should be Living Organisms

Company Participation

Meet Business

Objectives

Social Media Marketing Scope Check List

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Social Media PortfolioPractical Engagement Approaches - Case Studies

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Coffee Shop amp RestaurantServing Social Media

Case Study 1

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices

bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results

bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers

bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other

bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo

Core Competencies Competitive Edge

Setting ProductPriceCulture

Brand Overview

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience

ProductPriceCulture

Brand Analysis

Setting

Core Competencies Competitive Edge

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

bull A variety of quality food and drinks offered at reasonable competitive prices

bull Regular updates and menu-changes take place to introduce new choices

bull Quality Service is maintained and closely monitored through highly trained staff

Culture

Brand Analysis

Setting

Core Competencies Competitive Edge

ProductPrice

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression

Brand Competitive Positioning

Phys

ical

Exp

erie

nce

ldquoSet

ting

Pro

duct

s Q

ualit

y P

ricerdquo

Competition

Current Positioning

New Positioning

Low High

Hig

h

An opportunity for For Social Branding

Social Branding Opportunity

High Socially Charged Emotional Experience though the Integration

of Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Approaching Social MediaMoving the Brand to Social Space To Achieve

Business Objectives amp Growth

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Create Fun amp Enjoyable Experiences thought Social Interactivity

Be Humble

Be Adventurous Creative amp Open

Minded

Build a Friendly Family Spirit Though Positive

Communication

Seek amp Drive Change

Always Listen

Deliver More For Less

Be A Social Role Model

Social BrandingDefining Committable Brand Core

Values for Social Positioning

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Engagement Opportunities

bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media

bull Audience is young technology Savvy and social media active

bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences

bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds

Capitalizing on Core Competencies

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Social Media Branding

Where All Your Online amp Offline Enriching Social Experiences Meet In One Place

Within A Warm Friendly Setting

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Strategic Implementation

Serving Social Media

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed

Live on Big Screens

Bringing Social Media Into The Coffee Shop Community amp Social

News Updates amp Activities

Special Offers amp Promotions

Rich Engagement amp Conversation tool between

members amp groups according to fields of interest through

sub Twitter Accounts

Customers Tweeting Brand along with their

menu-orders within specific times get it Free

Direct amp Live Customer Service amp Feedback Channel

Announce Competitions and

winners list

Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo

Big Screens Showing Live Twitter Feeds

Mixing Online amp Offline Social Experiences To Maximize Social Impact

SweepStakesAward Tweets Randomly

All Other Social Media Activities Are Tweeted To Increase

Awareness

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Leveraging Social Media Around Brand Core Values

Leveraging Social Media

Your Friendly Brand

Empowering Engagement

Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing

Members Personal News amp Updates

Raise A Community Social Cause And Encourage Fans Participation Use FaceBook

Ads To Encourage People To Engage In Discussion About The Social Cause

Raising Awareness About The Brand

Make Public Donation To Community Organization As

Voted By Fans

Fans Suggest New Food amp Drinks Menu

Items Allowing Public Voting Winning Dishes

To Be Served Free of Charge On A Specific

Day of The Week

Top Jokes Funny Clips Community ldquoViralrdquo News

And Inspiring Quotes

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Leveraging Social Media

Prizes unlock when certain number of fans

is reached All Group Members Wn

Rewarding winners through Coupon CodeshttpwwwWildfireappcom

Special Weekly Prizes For ldquoTop Membersrdquo who bring

Biggest Number of Friends to The Fan Page

Prizes are Integrated to the Brand Social Positioning Encouraging Social

Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For

Attending Social Events and Adventures

SuperFan Club

Facilitating amp Rewarding Engagement

FaceBook Club Info amp Updates Are Regularly

Tweeted And Displayed on Site Through Twitter Feed

Screens

Sameer Issa Creative Strategist Communications amp Social Media

Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans

Unlock At 2000 Fans

Unlock At 3000 Fans

Unlock At 4000 Fans

Unlock At 5000 Fans

Unlock At 10000 Fans

Spend 30 Jd Get 10 JD Off

SuperFan Club Overview

This Week Top 10 FansSabn Vbaghg250 Friends1

2

3

4

5

6

7

8

9

10

Sabn Vbaghg230 Friends

Sabn Vbaghg210 Friends

Sabn Vbaghg190 Friends

Sabn Vbaghg172 Friends

Sabn Vbaghg160 Friends

Sabn Vbaghg154 Friends

Sabn Vbaghg131 Friends

Sabn Vbaghg123 Friends

Sabn Vbaghg119 Friends

King

Sabn Vbaghg250 Friends

Sabn Vbaghg230 Friends

QueenCurrent Fans 2200

Become a Fan

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Serving a Multi Flavored Social Experience

Publish YouTube Videos Showing Events amp

Activities ldquo Taking Place At The Coffee Shop

Video Channel

Facilitating Engagement

The Funny ChefThe Chef is a Socially Active Recognized Individual with a

Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills

Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking

Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral

Voting amp Video Contests

Publish YouTube Videos Showing Events amp

Activities ldquo Taking Place At The Coffee Shop

Top YouTube Videos Shared On Other Social Sites

Including ldquoLive Twitter Feed Screenrdquo and Displayed On

Big Screens Available At Site

Sameer Issa Creative Strategist Communications amp Social Media

Using Traditional Media to Spread The Word about Activities Within The Social Media Space To

Attract ldquoAudiencerdquo Towards Active Social Engagement

Spreading the Word

Newspaper Magazine Ads Showing FaceBook

SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards

Grantedldquo We Decided to Cut Our Advertising

Activities and Use the Budget Instead For Social Goodrdquo

Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section

Integrating Offline Marketing

Raising The Voice of Social Media Within The Offline World

Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo

Including Eye Catchy Design About Social Media

Engagement

ldquoChoose Your MenurdquoDirect Audience To

FaceBook Menu Voting Section

Raise Awareness About Engagement in Social

Activities Through Targeted Ads Use Photos Client Comments amp Feedback

Sameer Issa Creative Strategist Communications amp Social Media

Travel amp Tourism

Reward Someone You Love

Case Study 2

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers

bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices

bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget

Sameer Issa Creative Strategist Communications amp Social Media

Market Overview

bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers

bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities

bull Low Profile Branding Is A Main Character Of This Market Place

Sameer Issa Creative Strategist Communications amp Social Media

Challenge

Brand Perception amp Mind Share

Sameer Issa Creative Strategist Communications amp Social Media

Solution

Sameer Issa Creative Strategist Communications amp Social Media

Spreading Love

ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo

Peach Rose A Passion For Gratitude amp Appreciation

A Campaign of Sentiment amp Emotions

Social Media Engagement Theme

Sameer Issa Creative Strategist Communications amp Social Media

We Meet Many People In Our Lives

KnowingThat Only Few Of Them

Are The Ones Who Make All The Difference In The World

Those Who Were Always There

In Good Times And Bad Moments

Supportive Giving Spreading Happiness And Joy

And Doing Whatever It Takes

To Enrich Your Life With Colors Of The Rainbow

Yet Asking For Nothing In Return

We Know That Life Can Sometimes Be So Deceptive

It Can Take Any Of Us Away At A Glance

Without A WarningAnd Even Worse

Take Any Of Our Beloved Ones

If You Think Yoursquore Lucky Enough

To Have That Special Someone In Your Life

Then Now Is The Time

To Give Something Back

And Stop Taking Things For Granted

To Say ldquoThanks For Being There I Care About Yourdquo

Even Better

Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget

Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late

A Letter of Gratitude

Campaign Theme

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Nominate ldquoYour Special Someonerdquo

Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including

A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo

Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand

CROWDSOURCING

ldquoAllowing The Audience To Become The Real Storyrdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Community Discussion amp Voting

Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting

Enabling Community Engagement Through Emotional Appeal

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Multi Channel Social Engagement

Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting

Leveraging Community Engagement In Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Rewarding Your beloved ones

Leveraging Community Engagement In Social Media

Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations

Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members

Process of Engagement

ldquoTreating Your Beloved Ones As Kings And Queensrdquo

ldquoLuxury Of A Lifetimerdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements

Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination

Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises

PERSONALBRANDING

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Integrating online and offline social experiences

ldquoThe Social Experience Is What Count Not The Mediardquo

Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via

Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At

Luxuries Participating Hotel Attracting Media Coverage

Sameer Issa Creative Strategist Communications amp Social Media

Thank You

Sameer Issa Creative Strategist Communications amp Social Media

Encouraging Group Activities through ldquoWin as a Group Concept ldquo

Serving a Multi Flavored Social Experience

Publish YouTube Videos Showing Events amp

Activities ldquo Taking Place At The Coffee Shop

Video Channel

Facilitating Engagement

The Funny ChefThe Chef is a Socially Active Recognized Individual with a

Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills

Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking

Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral

Voting amp Video Contests

Publish YouTube Videos Showing Events amp

Activities ldquo Taking Place At The Coffee Shop

Top YouTube Videos Shared On Other Social Sites

Including ldquoLive Twitter Feed Screenrdquo and Displayed On

Big Screens Available At Site

Sameer Issa Creative Strategist Communications amp Social Media

Using Traditional Media to Spread The Word about Activities Within The Social Media Space To

Attract ldquoAudiencerdquo Towards Active Social Engagement

Spreading the Word

Newspaper Magazine Ads Showing FaceBook

SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards

Grantedldquo We Decided to Cut Our Advertising

Activities and Use the Budget Instead For Social Goodrdquo

Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section

Integrating Offline Marketing

Raising The Voice of Social Media Within The Offline World

Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo

Including Eye Catchy Design About Social Media

Engagement

ldquoChoose Your MenurdquoDirect Audience To

FaceBook Menu Voting Section

Raise Awareness About Engagement in Social

Activities Through Targeted Ads Use Photos Client Comments amp Feedback

Sameer Issa Creative Strategist Communications amp Social Media

Travel amp Tourism

Reward Someone You Love

Case Study 2

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers

bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices

bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget

Sameer Issa Creative Strategist Communications amp Social Media

Market Overview

bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers

bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities

bull Low Profile Branding Is A Main Character Of This Market Place

Sameer Issa Creative Strategist Communications amp Social Media

Challenge

Brand Perception amp Mind Share

Sameer Issa Creative Strategist Communications amp Social Media

Solution

Sameer Issa Creative Strategist Communications amp Social Media

Spreading Love

ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo

Peach Rose A Passion For Gratitude amp Appreciation

A Campaign of Sentiment amp Emotions

Social Media Engagement Theme

Sameer Issa Creative Strategist Communications amp Social Media

We Meet Many People In Our Lives

KnowingThat Only Few Of Them

Are The Ones Who Make All The Difference In The World

Those Who Were Always There

In Good Times And Bad Moments

Supportive Giving Spreading Happiness And Joy

And Doing Whatever It Takes

To Enrich Your Life With Colors Of The Rainbow

Yet Asking For Nothing In Return

We Know That Life Can Sometimes Be So Deceptive

It Can Take Any Of Us Away At A Glance

Without A WarningAnd Even Worse

Take Any Of Our Beloved Ones

If You Think Yoursquore Lucky Enough

To Have That Special Someone In Your Life

Then Now Is The Time

To Give Something Back

And Stop Taking Things For Granted

To Say ldquoThanks For Being There I Care About Yourdquo

Even Better

Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget

Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late

A Letter of Gratitude

Campaign Theme

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Nominate ldquoYour Special Someonerdquo

Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including

A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo

Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand

CROWDSOURCING

ldquoAllowing The Audience To Become The Real Storyrdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Community Discussion amp Voting

Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting

Enabling Community Engagement Through Emotional Appeal

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Multi Channel Social Engagement

Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting

Leveraging Community Engagement In Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Rewarding Your beloved ones

Leveraging Community Engagement In Social Media

Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations

Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members

Process of Engagement

ldquoTreating Your Beloved Ones As Kings And Queensrdquo

ldquoLuxury Of A Lifetimerdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements

Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination

Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises

PERSONALBRANDING

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Integrating online and offline social experiences

ldquoThe Social Experience Is What Count Not The Mediardquo

Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via

Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At

Luxuries Participating Hotel Attracting Media Coverage

Sameer Issa Creative Strategist Communications amp Social Media

Thank You

Sameer Issa Creative Strategist Communications amp Social Media

Using Traditional Media to Spread The Word about Activities Within The Social Media Space To

Attract ldquoAudiencerdquo Towards Active Social Engagement

Spreading the Word

Newspaper Magazine Ads Showing FaceBook

SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards

Grantedldquo We Decided to Cut Our Advertising

Activities and Use the Budget Instead For Social Goodrdquo

Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section

Integrating Offline Marketing

Raising The Voice of Social Media Within The Offline World

Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo

Including Eye Catchy Design About Social Media

Engagement

ldquoChoose Your MenurdquoDirect Audience To

FaceBook Menu Voting Section

Raise Awareness About Engagement in Social

Activities Through Targeted Ads Use Photos Client Comments amp Feedback

Sameer Issa Creative Strategist Communications amp Social Media

Travel amp Tourism

Reward Someone You Love

Case Study 2

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers

bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices

bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget

Sameer Issa Creative Strategist Communications amp Social Media

Market Overview

bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers

bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities

bull Low Profile Branding Is A Main Character Of This Market Place

Sameer Issa Creative Strategist Communications amp Social Media

Challenge

Brand Perception amp Mind Share

Sameer Issa Creative Strategist Communications amp Social Media

Solution

Sameer Issa Creative Strategist Communications amp Social Media

Spreading Love

ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo

Peach Rose A Passion For Gratitude amp Appreciation

A Campaign of Sentiment amp Emotions

Social Media Engagement Theme

Sameer Issa Creative Strategist Communications amp Social Media

We Meet Many People In Our Lives

KnowingThat Only Few Of Them

Are The Ones Who Make All The Difference In The World

Those Who Were Always There

In Good Times And Bad Moments

Supportive Giving Spreading Happiness And Joy

And Doing Whatever It Takes

To Enrich Your Life With Colors Of The Rainbow

Yet Asking For Nothing In Return

We Know That Life Can Sometimes Be So Deceptive

It Can Take Any Of Us Away At A Glance

Without A WarningAnd Even Worse

Take Any Of Our Beloved Ones

If You Think Yoursquore Lucky Enough

To Have That Special Someone In Your Life

Then Now Is The Time

To Give Something Back

And Stop Taking Things For Granted

To Say ldquoThanks For Being There I Care About Yourdquo

Even Better

Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget

Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late

A Letter of Gratitude

Campaign Theme

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Nominate ldquoYour Special Someonerdquo

Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including

A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo

Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand

CROWDSOURCING

ldquoAllowing The Audience To Become The Real Storyrdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Community Discussion amp Voting

Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting

Enabling Community Engagement Through Emotional Appeal

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Multi Channel Social Engagement

Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting

Leveraging Community Engagement In Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Rewarding Your beloved ones

Leveraging Community Engagement In Social Media

Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations

Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members

Process of Engagement

ldquoTreating Your Beloved Ones As Kings And Queensrdquo

ldquoLuxury Of A Lifetimerdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements

Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination

Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises

PERSONALBRANDING

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Integrating online and offline social experiences

ldquoThe Social Experience Is What Count Not The Mediardquo

Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via

Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At

Luxuries Participating Hotel Attracting Media Coverage

Sameer Issa Creative Strategist Communications amp Social Media

Thank You

Sameer Issa Creative Strategist Communications amp Social Media

Travel amp Tourism

Reward Someone You Love

Case Study 2

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers

bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices

bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget

Sameer Issa Creative Strategist Communications amp Social Media

Market Overview

bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers

bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities

bull Low Profile Branding Is A Main Character Of This Market Place

Sameer Issa Creative Strategist Communications amp Social Media

Challenge

Brand Perception amp Mind Share

Sameer Issa Creative Strategist Communications amp Social Media

Solution

Sameer Issa Creative Strategist Communications amp Social Media

Spreading Love

ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo

Peach Rose A Passion For Gratitude amp Appreciation

A Campaign of Sentiment amp Emotions

Social Media Engagement Theme

Sameer Issa Creative Strategist Communications amp Social Media

We Meet Many People In Our Lives

KnowingThat Only Few Of Them

Are The Ones Who Make All The Difference In The World

Those Who Were Always There

In Good Times And Bad Moments

Supportive Giving Spreading Happiness And Joy

And Doing Whatever It Takes

To Enrich Your Life With Colors Of The Rainbow

Yet Asking For Nothing In Return

We Know That Life Can Sometimes Be So Deceptive

It Can Take Any Of Us Away At A Glance

Without A WarningAnd Even Worse

Take Any Of Our Beloved Ones

If You Think Yoursquore Lucky Enough

To Have That Special Someone In Your Life

Then Now Is The Time

To Give Something Back

And Stop Taking Things For Granted

To Say ldquoThanks For Being There I Care About Yourdquo

Even Better

Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget

Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late

A Letter of Gratitude

Campaign Theme

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Nominate ldquoYour Special Someonerdquo

Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including

A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo

Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand

CROWDSOURCING

ldquoAllowing The Audience To Become The Real Storyrdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Community Discussion amp Voting

Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting

Enabling Community Engagement Through Emotional Appeal

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Multi Channel Social Engagement

Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting

Leveraging Community Engagement In Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Rewarding Your beloved ones

Leveraging Community Engagement In Social Media

Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations

Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members

Process of Engagement

ldquoTreating Your Beloved Ones As Kings And Queensrdquo

ldquoLuxury Of A Lifetimerdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements

Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination

Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises

PERSONALBRANDING

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Integrating online and offline social experiences

ldquoThe Social Experience Is What Count Not The Mediardquo

Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via

Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At

Luxuries Participating Hotel Attracting Media Coverage

Sameer Issa Creative Strategist Communications amp Social Media

Thank You

Sameer Issa Creative Strategist Communications amp Social Media

Background

bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers

bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices

bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget

Sameer Issa Creative Strategist Communications amp Social Media

Market Overview

bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers

bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities

bull Low Profile Branding Is A Main Character Of This Market Place

Sameer Issa Creative Strategist Communications amp Social Media

Challenge

Brand Perception amp Mind Share

Sameer Issa Creative Strategist Communications amp Social Media

Solution

Sameer Issa Creative Strategist Communications amp Social Media

Spreading Love

ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo

Peach Rose A Passion For Gratitude amp Appreciation

A Campaign of Sentiment amp Emotions

Social Media Engagement Theme

Sameer Issa Creative Strategist Communications amp Social Media

We Meet Many People In Our Lives

KnowingThat Only Few Of Them

Are The Ones Who Make All The Difference In The World

Those Who Were Always There

In Good Times And Bad Moments

Supportive Giving Spreading Happiness And Joy

And Doing Whatever It Takes

To Enrich Your Life With Colors Of The Rainbow

Yet Asking For Nothing In Return

We Know That Life Can Sometimes Be So Deceptive

It Can Take Any Of Us Away At A Glance

Without A WarningAnd Even Worse

Take Any Of Our Beloved Ones

If You Think Yoursquore Lucky Enough

To Have That Special Someone In Your Life

Then Now Is The Time

To Give Something Back

And Stop Taking Things For Granted

To Say ldquoThanks For Being There I Care About Yourdquo

Even Better

Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget

Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late

A Letter of Gratitude

Campaign Theme

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Nominate ldquoYour Special Someonerdquo

Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including

A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo

Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand

CROWDSOURCING

ldquoAllowing The Audience To Become The Real Storyrdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Community Discussion amp Voting

Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting

Enabling Community Engagement Through Emotional Appeal

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Multi Channel Social Engagement

Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting

Leveraging Community Engagement In Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Rewarding Your beloved ones

Leveraging Community Engagement In Social Media

Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations

Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members

Process of Engagement

ldquoTreating Your Beloved Ones As Kings And Queensrdquo

ldquoLuxury Of A Lifetimerdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements

Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination

Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises

PERSONALBRANDING

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Integrating online and offline social experiences

ldquoThe Social Experience Is What Count Not The Mediardquo

Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via

Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At

Luxuries Participating Hotel Attracting Media Coverage

Sameer Issa Creative Strategist Communications amp Social Media

Thank You

Sameer Issa Creative Strategist Communications amp Social Media

Market Overview

bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers

bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities

bull Low Profile Branding Is A Main Character Of This Market Place

Sameer Issa Creative Strategist Communications amp Social Media

Challenge

Brand Perception amp Mind Share

Sameer Issa Creative Strategist Communications amp Social Media

Solution

Sameer Issa Creative Strategist Communications amp Social Media

Spreading Love

ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo

Peach Rose A Passion For Gratitude amp Appreciation

A Campaign of Sentiment amp Emotions

Social Media Engagement Theme

Sameer Issa Creative Strategist Communications amp Social Media

We Meet Many People In Our Lives

KnowingThat Only Few Of Them

Are The Ones Who Make All The Difference In The World

Those Who Were Always There

In Good Times And Bad Moments

Supportive Giving Spreading Happiness And Joy

And Doing Whatever It Takes

To Enrich Your Life With Colors Of The Rainbow

Yet Asking For Nothing In Return

We Know That Life Can Sometimes Be So Deceptive

It Can Take Any Of Us Away At A Glance

Without A WarningAnd Even Worse

Take Any Of Our Beloved Ones

If You Think Yoursquore Lucky Enough

To Have That Special Someone In Your Life

Then Now Is The Time

To Give Something Back

And Stop Taking Things For Granted

To Say ldquoThanks For Being There I Care About Yourdquo

Even Better

Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget

Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late

A Letter of Gratitude

Campaign Theme

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Nominate ldquoYour Special Someonerdquo

Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including

A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo

Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand

CROWDSOURCING

ldquoAllowing The Audience To Become The Real Storyrdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Community Discussion amp Voting

Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting

Enabling Community Engagement Through Emotional Appeal

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Multi Channel Social Engagement

Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting

Leveraging Community Engagement In Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Rewarding Your beloved ones

Leveraging Community Engagement In Social Media

Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations

Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members

Process of Engagement

ldquoTreating Your Beloved Ones As Kings And Queensrdquo

ldquoLuxury Of A Lifetimerdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements

Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination

Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises

PERSONALBRANDING

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Integrating online and offline social experiences

ldquoThe Social Experience Is What Count Not The Mediardquo

Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via

Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At

Luxuries Participating Hotel Attracting Media Coverage

Sameer Issa Creative Strategist Communications amp Social Media

Thank You

Sameer Issa Creative Strategist Communications amp Social Media

Challenge

Brand Perception amp Mind Share

Sameer Issa Creative Strategist Communications amp Social Media

Solution

Sameer Issa Creative Strategist Communications amp Social Media

Spreading Love

ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo

Peach Rose A Passion For Gratitude amp Appreciation

A Campaign of Sentiment amp Emotions

Social Media Engagement Theme

Sameer Issa Creative Strategist Communications amp Social Media

We Meet Many People In Our Lives

KnowingThat Only Few Of Them

Are The Ones Who Make All The Difference In The World

Those Who Were Always There

In Good Times And Bad Moments

Supportive Giving Spreading Happiness And Joy

And Doing Whatever It Takes

To Enrich Your Life With Colors Of The Rainbow

Yet Asking For Nothing In Return

We Know That Life Can Sometimes Be So Deceptive

It Can Take Any Of Us Away At A Glance

Without A WarningAnd Even Worse

Take Any Of Our Beloved Ones

If You Think Yoursquore Lucky Enough

To Have That Special Someone In Your Life

Then Now Is The Time

To Give Something Back

And Stop Taking Things For Granted

To Say ldquoThanks For Being There I Care About Yourdquo

Even Better

Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget

Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late

A Letter of Gratitude

Campaign Theme

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Nominate ldquoYour Special Someonerdquo

Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including

A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo

Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand

CROWDSOURCING

ldquoAllowing The Audience To Become The Real Storyrdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Community Discussion amp Voting

Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting

Enabling Community Engagement Through Emotional Appeal

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Multi Channel Social Engagement

Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting

Leveraging Community Engagement In Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Rewarding Your beloved ones

Leveraging Community Engagement In Social Media

Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations

Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members

Process of Engagement

ldquoTreating Your Beloved Ones As Kings And Queensrdquo

ldquoLuxury Of A Lifetimerdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements

Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination

Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises

PERSONALBRANDING

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Integrating online and offline social experiences

ldquoThe Social Experience Is What Count Not The Mediardquo

Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via

Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At

Luxuries Participating Hotel Attracting Media Coverage

Sameer Issa Creative Strategist Communications amp Social Media

Thank You

Sameer Issa Creative Strategist Communications amp Social Media

Solution

Sameer Issa Creative Strategist Communications amp Social Media

Spreading Love

ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo

Peach Rose A Passion For Gratitude amp Appreciation

A Campaign of Sentiment amp Emotions

Social Media Engagement Theme

Sameer Issa Creative Strategist Communications amp Social Media

We Meet Many People In Our Lives

KnowingThat Only Few Of Them

Are The Ones Who Make All The Difference In The World

Those Who Were Always There

In Good Times And Bad Moments

Supportive Giving Spreading Happiness And Joy

And Doing Whatever It Takes

To Enrich Your Life With Colors Of The Rainbow

Yet Asking For Nothing In Return

We Know That Life Can Sometimes Be So Deceptive

It Can Take Any Of Us Away At A Glance

Without A WarningAnd Even Worse

Take Any Of Our Beloved Ones

If You Think Yoursquore Lucky Enough

To Have That Special Someone In Your Life

Then Now Is The Time

To Give Something Back

And Stop Taking Things For Granted

To Say ldquoThanks For Being There I Care About Yourdquo

Even Better

Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget

Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late

A Letter of Gratitude

Campaign Theme

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Nominate ldquoYour Special Someonerdquo

Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including

A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo

Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand

CROWDSOURCING

ldquoAllowing The Audience To Become The Real Storyrdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Community Discussion amp Voting

Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting

Enabling Community Engagement Through Emotional Appeal

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Multi Channel Social Engagement

Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting

Leveraging Community Engagement In Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Rewarding Your beloved ones

Leveraging Community Engagement In Social Media

Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations

Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members

Process of Engagement

ldquoTreating Your Beloved Ones As Kings And Queensrdquo

ldquoLuxury Of A Lifetimerdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements

Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination

Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises

PERSONALBRANDING

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Integrating online and offline social experiences

ldquoThe Social Experience Is What Count Not The Mediardquo

Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via

Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At

Luxuries Participating Hotel Attracting Media Coverage

Sameer Issa Creative Strategist Communications amp Social Media

Thank You

Sameer Issa Creative Strategist Communications amp Social Media

Spreading Love

ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo

Peach Rose A Passion For Gratitude amp Appreciation

A Campaign of Sentiment amp Emotions

Social Media Engagement Theme

Sameer Issa Creative Strategist Communications amp Social Media

We Meet Many People In Our Lives

KnowingThat Only Few Of Them

Are The Ones Who Make All The Difference In The World

Those Who Were Always There

In Good Times And Bad Moments

Supportive Giving Spreading Happiness And Joy

And Doing Whatever It Takes

To Enrich Your Life With Colors Of The Rainbow

Yet Asking For Nothing In Return

We Know That Life Can Sometimes Be So Deceptive

It Can Take Any Of Us Away At A Glance

Without A WarningAnd Even Worse

Take Any Of Our Beloved Ones

If You Think Yoursquore Lucky Enough

To Have That Special Someone In Your Life

Then Now Is The Time

To Give Something Back

And Stop Taking Things For Granted

To Say ldquoThanks For Being There I Care About Yourdquo

Even Better

Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget

Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late

A Letter of Gratitude

Campaign Theme

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Nominate ldquoYour Special Someonerdquo

Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including

A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo

Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand

CROWDSOURCING

ldquoAllowing The Audience To Become The Real Storyrdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Community Discussion amp Voting

Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting

Enabling Community Engagement Through Emotional Appeal

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Multi Channel Social Engagement

Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting

Leveraging Community Engagement In Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Rewarding Your beloved ones

Leveraging Community Engagement In Social Media

Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations

Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members

Process of Engagement

ldquoTreating Your Beloved Ones As Kings And Queensrdquo

ldquoLuxury Of A Lifetimerdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements

Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination

Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises

PERSONALBRANDING

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Integrating online and offline social experiences

ldquoThe Social Experience Is What Count Not The Mediardquo

Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via

Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At

Luxuries Participating Hotel Attracting Media Coverage

Sameer Issa Creative Strategist Communications amp Social Media

Thank You

Sameer Issa Creative Strategist Communications amp Social Media

We Meet Many People In Our Lives

KnowingThat Only Few Of Them

Are The Ones Who Make All The Difference In The World

Those Who Were Always There

In Good Times And Bad Moments

Supportive Giving Spreading Happiness And Joy

And Doing Whatever It Takes

To Enrich Your Life With Colors Of The Rainbow

Yet Asking For Nothing In Return

We Know That Life Can Sometimes Be So Deceptive

It Can Take Any Of Us Away At A Glance

Without A WarningAnd Even Worse

Take Any Of Our Beloved Ones

If You Think Yoursquore Lucky Enough

To Have That Special Someone In Your Life

Then Now Is The Time

To Give Something Back

And Stop Taking Things For Granted

To Say ldquoThanks For Being There I Care About Yourdquo

Even Better

Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget

Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late

A Letter of Gratitude

Campaign Theme

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Nominate ldquoYour Special Someonerdquo

Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including

A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo

Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand

CROWDSOURCING

ldquoAllowing The Audience To Become The Real Storyrdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Community Discussion amp Voting

Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting

Enabling Community Engagement Through Emotional Appeal

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Multi Channel Social Engagement

Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting

Leveraging Community Engagement In Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Rewarding Your beloved ones

Leveraging Community Engagement In Social Media

Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations

Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members

Process of Engagement

ldquoTreating Your Beloved Ones As Kings And Queensrdquo

ldquoLuxury Of A Lifetimerdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements

Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination

Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises

PERSONALBRANDING

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Integrating online and offline social experiences

ldquoThe Social Experience Is What Count Not The Mediardquo

Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via

Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At

Luxuries Participating Hotel Attracting Media Coverage

Sameer Issa Creative Strategist Communications amp Social Media

Thank You

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Nominate ldquoYour Special Someonerdquo

Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including

A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo

Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand

CROWDSOURCING

ldquoAllowing The Audience To Become The Real Storyrdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Community Discussion amp Voting

Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting

Enabling Community Engagement Through Emotional Appeal

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Multi Channel Social Engagement

Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting

Leveraging Community Engagement In Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Rewarding Your beloved ones

Leveraging Community Engagement In Social Media

Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations

Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members

Process of Engagement

ldquoTreating Your Beloved Ones As Kings And Queensrdquo

ldquoLuxury Of A Lifetimerdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements

Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination

Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises

PERSONALBRANDING

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Integrating online and offline social experiences

ldquoThe Social Experience Is What Count Not The Mediardquo

Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via

Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At

Luxuries Participating Hotel Attracting Media Coverage

Sameer Issa Creative Strategist Communications amp Social Media

Thank You

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Community Discussion amp Voting

Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting

Enabling Community Engagement Through Emotional Appeal

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Multi Channel Social Engagement

Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting

Leveraging Community Engagement In Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Rewarding Your beloved ones

Leveraging Community Engagement In Social Media

Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations

Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members

Process of Engagement

ldquoTreating Your Beloved Ones As Kings And Queensrdquo

ldquoLuxury Of A Lifetimerdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements

Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination

Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises

PERSONALBRANDING

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Integrating online and offline social experiences

ldquoThe Social Experience Is What Count Not The Mediardquo

Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via

Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At

Luxuries Participating Hotel Attracting Media Coverage

Sameer Issa Creative Strategist Communications amp Social Media

Thank You

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Multi Channel Social Engagement

Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting

Leveraging Community Engagement In Social Media

Sameer Issa Creative Strategist Communications amp Social Media

Rewarding Your beloved ones

Leveraging Community Engagement In Social Media

Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations

Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members

Process of Engagement

ldquoTreating Your Beloved Ones As Kings And Queensrdquo

ldquoLuxury Of A Lifetimerdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements

Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination

Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises

PERSONALBRANDING

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Integrating online and offline social experiences

ldquoThe Social Experience Is What Count Not The Mediardquo

Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via

Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At

Luxuries Participating Hotel Attracting Media Coverage

Sameer Issa Creative Strategist Communications amp Social Media

Thank You

Sameer Issa Creative Strategist Communications amp Social Media

Rewarding Your beloved ones

Leveraging Community Engagement In Social Media

Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations

Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members

Process of Engagement

ldquoTreating Your Beloved Ones As Kings And Queensrdquo

ldquoLuxury Of A Lifetimerdquo

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements

Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination

Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises

PERSONALBRANDING

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Integrating online and offline social experiences

ldquoThe Social Experience Is What Count Not The Mediardquo

Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via

Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At

Luxuries Participating Hotel Attracting Media Coverage

Sameer Issa Creative Strategist Communications amp Social Media

Thank You

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements

Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination

Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises

PERSONALBRANDING

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Integrating online and offline social experiences

ldquoThe Social Experience Is What Count Not The Mediardquo

Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via

Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At

Luxuries Participating Hotel Attracting Media Coverage

Sameer Issa Creative Strategist Communications amp Social Media

Thank You

Sameer Issa Creative Strategist Communications amp Social Media

Process of Engagement

Integrating online and offline social experiences

ldquoThe Social Experience Is What Count Not The Mediardquo

Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via

Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At

Luxuries Participating Hotel Attracting Media Coverage

Sameer Issa Creative Strategist Communications amp Social Media

Thank You

Sameer Issa Creative Strategist Communications amp Social Media

Thank You