fadl al tarzi

Ten Reasons YOU Need to Monitor Social Media….

The marketing game has changed

Fundamental shift from TRADITIONALmedia to DIGITALmedia

59% of marketers decreasing traditional advertising budgets

63% increasing interactive and digital marketing budgets

66% plan to market through social media channels this year

70% f ld id I d i f i li70% of worldwide Internet users get product information online

Years to reach 50 Million users:

Radio38 years Internet

4 years 4 months!

Television18 years

iPod4 years

Sources: Alterian Annual Survey 2009, O’Dwyer’s PR magazine, Apr. ‘10 issue

The marketing game has changed – but Just How Big is Social Media ?

Facebook added 200 million users in just one year

Twitter currently has over 115 million registered users growing at 300 000 / dayTwitter currently has over 115 million registered users, growing at 300,000 / day

160,000 Arabic blogs running on Arab social media site Jeeran

illi F b k i MENA i17 million Facebook users in MENA region

There are more Facebook users than newspaper readers in MENA region

Arabic is the fastest growing language on Facebook

Sources: Alterian Annual Research 2009, O’Dwyer’s PR magazine, Apr. ‘10 issue

“Social media will see the steepest growth of any channel over the next 5 years”

Forrester Research

Tens of millions of “conversations” happen daily across the Internet on social media platforms

Brand MentionsAl Islami Foods 346McDonalds 1,602KFC 213Emirates Bank 352

MENA region user Mentions on 20/09/2010

Emaar 215Zain 1,066Emirates Airlines 218

/ /

How can you make sense of it all? Social Media MonitoringDetermining marketing effectiveness and ROI is no longer about measuring the number of impressions or mentionsMarketing effectiveness is about how well your company establishes relationships with customersSocial media monitoring enables you to measure and analyze consumer engagement and sentiment, as well as your company’s reach, influence and reputation

10 Reasons YOU Need to MonitorSocial Media…

Find out what the world thinks about you, your competitors & your industry1

Consumers are talking about you and your competition every day – whether you know it or not

Social media monitoring enables you to “listen in to the conversations” and gain valuable insights about how the market views you and your competition

F tFact:

• SocialEyez recently researched & analyzed consumer sentiment and perception of a leading UAE bank including analysis of 2,400 comments over 2 months.

100

150

Cost66% lower cost

0

50

SocialEyez Marketing Agency X


Find out what the world thinks about you, your competitors & your industry1

Example:Needed to better understand banking sector in Malaysia before expanding their network

Used social media monitoring to listen to 2 million conversations on blogs, discussion forums and social networks and gain a better understand of consumer banking needs

Performed quantitative and qualitative analysis of the focus, volume, and sentiment of online conversations

ResultIdentified 6 key issues Malaysian banking industry was lacking from a consumer perspective

Structured its marketing campaigns based on “consumer desire”

Understood competitor strong & week points from a consumer perspective

Cancelled a product offering that would have potentially cost millions but had

little demandlittle demand

Source: News Group Consulting


Develop qualified leads by engaging consumers2Identify conversations about your products or market, increasing sales opportunities

Bring all relevant conversations to you, improving your ability to build your brand with potential tcustomers

Engage and influence newly‐discovered sales leads early in the sales cycle before your competition gets there

Gain insight into product use and acceptance to develop new campaigns and incentives targeting new market segments


Develop qualified leads by engaging consumers2

Example:After launching in 1500 Target stores, organic tea maker Steaz Teas’ ad agency Chemistry based a g 5 g , g g y ymarketing campaign in part on social media and data gathered by SM monitoring sites. Key elements included:

PPC Search used to drive consumers to the coupon pageFacebook ads increased Steaz’s fan baseA 68,000‐person e‐mail list received two offers, so online coupons were pushedMinimal marketing budget used social media monitoring sites to track consumer reactions and tailor campaign for maximum efficiency

Result50,000 coupon‐downloads20% redeemed coupons6 000 social media mentions recorded6,000 social media mentions recorded3,000 new fans joined Steaz’s Facebook pageSales doubled in Dec. ‘09


Monitor customer feedback more effectively3

Listening in on customer conversations in real‐time enables immediate response to positive and negative feedback

Monitoring customer sentiment helps identify areas for product or service improvement

Fast, proactive response to customer feedback improves customer satisfaction and boosts brand loyalty


Example: Mashreq Bank’s recent engagement on Social media

Before AfterBefore After

R ltResultCustomer satisfaction increasesCustomers begin feeling that there is a 2 way relationship with their bank & their feedback is listened to


Improve customer relations by engaging them in their space4

Almost 60% of survey respondents use social media to “vent” about a customer care experience*

Monitoring provides insight into customer attitudes and experiences, enabling opportunities for d t/ i i tproduct/service improvements

Social media monitoring provides opportunities to engage your customers in several ways to build your relationship:

o Inform themo Thank themo Share information with themo Apologize to themo Redirect them

*Society for New Communications Research survey


Improve customer relations by engaging them in their space4

Example:Lufthansa passenger posts negative comment about 3 hour flight delay in CDG airport, user has 2,400 followers on Twitter and is a C‐level executive at a firm employing over 90010% of followers re‐tweet comment & negative viral effect begins, same passenger calls for co‐workers to stop flying Lufthansa. Negative sentiment around brand increases by 33% in 48 hoursLufthansa receives millions of passengers annually, many using social media to express opinions and experiences with Lufthansa–but airline is actively monitoring social media

ResultMonitoring reveals who is leading the most relevant discussions, enabling targeted engagement Quantitative and qualitative data analysis enables Lufthansa to understand source of sudden Q q yincreased negativityLufthansa engages passengers while showing proof flight delays were due to airport and were beyond airline’s controlWithin 3 days, positive sentiment goes back up and negative goes back down

Source: News Group Consulting+ve‐ve


Find out what employees REALLY think about your company5

Listen in on employee blogs to gain unfiltered opinions about your company, products, and service

Social media monitoring often provides more accurate, honest data than surveys or interviewsg p y

Real‐time data‐gathering enables faster response to employee issues

Fact:54% of surveyed employees disclosed that they do not respond to internal HR surveys 100% honestly


Find out what employees REALLY think about your company5

Example: Company wins Business Today award for “Best Employer”C l d h ldCompany employs 114,000 around the world

ResultStaff read about the award and question its criteria, clearly showing dissatisfactionStaff read about the award and question its criteria, clearly showing dissatisfaction

Over 1,100 blog posts recorded all with negative sentiment towards companyExamples of posts “"you are asking us to work for 9.15 hours a day“

Through social media monitoring, company detects negative sentiment and starts by creating an internal blog to allow staff to vent through, within a more “contained” environment


Gauge online AND offline marketing campaign effectiveness6

Traditional, easy‐to‐measure, narrow‐channel advertising no longer effective

Consumers now control how and where they receive information across wide range of channels & platforms

Social media monitoring enables numerous channels to be monitored & analyzed in real‐time to quickly determine what works and what does not

Highly targeted, effective, cost‐efficient marketing now possible


Immediately Measure effects of OFFLINE marketing campaigns ONLINE6

Example:

High end hotel chain launches offline marketing campaign for new hotel opening High‐end hotel chain launches offline marketing campaign for new hotel opening Consumers react to marketing campaign showing excitement & anticipation for hotel openingConsumers pose 1 key question about hotel Bar

R ltResultSocial media monitoring provided insight into customer sentiment and how they are reacting to marketing campaignRevealed what consumers are interested in and 1 key question 45% of conversations includedHotel adjusted campaign to include pictures of the Bar in questionConsumers react positively and bar is fully booked for 12 consecutive days


Monitor your competition7

Stay informed about your competitors’ marketing campaigns, blogs & new products and services

Effectively gauge competitors’ influence and acceptance in the marketplace

Gain insight into competitive strengths & weaknesses

Hear what your own customers are saying about your competitors


Monitor your competition7

Example: Automotive in Saudi ArabiaUser posts a comment “I bought the Chrysler 300 last year but am very unhappy with its fuel

ti ill t d it i f L th i ill l t d h consumption so will trade it in for a Lexus – their cars will save me a lot – does anyone have suggestions?”

ResultLexus fans engage in conversation and convince the user to buy the Lexus RX Chrysler loses a client to its competition ‐ LexusUncovered untapped opportunity to raise brand awareness and gain market share

vs


Spot consumer trends as they happen8

Social media are the ideal breeding ground for consumer trends

Online communities attract people with similar interests and influences

Major social networks such as Facebook, Twitter and LinkedIn encourage groups to exchange ideas

The average Facebook user is connected to 60 pages, groups, and events, enabling the rapid spread of ideas and trends

Social Media monitoring can identify trends as they emerge from online communities and influential websites


Spot consumer trends as they happen8

Example:Security software developer BitDefender needed to monitor the social media landscape to spot developing trends in online security issues.p g yOnline gaming is one of BitDefender’s major markets Social media monitoring revealed growing trend of game account hacking to steal personal informationConversation analysis showed large percentage of gamers misunderstood game account security

ResultBitDefender started monitoring specific forums and websites for conversations about anti‐virus softwareIdentified relevant individuals to engage with product and solution informationIdentified relevant individuals to engage with product and solution informationBuilt trust within gaming community, creating additional sales opportunities


Protect your brand and reputation9

Companies no longer have complete control over their brand identity

Consumers now control the content and timing of conversations about your products and services

Social media monitoring enables you to engage consumers when and where they are talking about you and help you steer the conversation

Qualitative analysis helps provide insight into positive and negative consumer sentiment, enabling you to take quicker, more effective action


Protect your brand and reputation9

Example:Air carrier JetBlue flight attendant creates public sensation by losing his temper and abandoning his aircraft, sliding down an emergency slide at the terminal. , g g yJetBlue faces potential nightmareSocial media monitoring reveals 460% spike in social media conversationsMedia sentiment analysis shows mostly neutral conversations, but negative on the rise

R ltResultJetBlue refrains from immediate response because public opinion was neutral to positive but as negative increased reaction was neededFinally issued a 140‐word statementP bli h d it l th i bl g t g t id di t ib tiPublished it only on their blog to guarantee wide distributionPR crisis averted

Source: SocialTimes.com, “4 Reasons JetBlue Nailed Their Social Media Response to Crazy Flight Attendant”, Aug. 19, 2010


Influence the Influencers10

Traditional influencers – entertainment and sports celebrities

Social media influencers – anyone passionate about a topic or product, often bloggers

Blog readership has grown 300% in the past several years*

Currently over 35,000 active Arabic blogs

Blogs have evolved from “personal scrapbooks” to influential public opinion makers

Social media monitoring enables you to find and engage influential bloggers, websites, and forums talking about your company, products, and industry

*News Group Consulting


Influence the Influencers10

Example: Multinational FMCG•Rumors begin around a certain food product sold in Egypt, being made from Pig fat•Thousands of conversations start around the topic with calls to boycott the brand•Thousands of conversations start around the topic with calls to boycott the brand•Over 6,000 discussions begin in 24 hours with 67% negative towards the brand

Results•Company is monitoring social media and detects rise in buzz volume•Company contacts key Egyptian religious influencer with thousands of Twitter followers & Facebook fans and presents truth to gain his support•Within 48 hours discussion volume drops to normal levels and positive sentiment exceeds negative

‐ve+ve

ve

Localized sources are key – yes Facebook & Twitter are huge globally, but the regional sources often more important

Multi‐lingual Social Media Monitoring & Analysis Service

f p

Case: QZone in China has 300 million users!

Arabic Example: www.watwet.com

The world’s first true Arabic social media monitoring platform

Native‐speaking Arabic language experts

Providing unparalleled insight into the MENA region, withanalysts on the ground in 5 countries – understanding the localdialects

Headquartered in Dubai, UAE

Fact: If you did nothing but read Tweets throughout the entire work day, it would take you over 3,000 years to get through what’s available today

Social Eyez provides:

Comprehensive insight into public opinion about your brand, market & competition

C i d h i h f i l lCustomized, comprehensive search support for optimal results

Expert analysis unmatched by any competitoro Native English‐, French‐, and Arabic‐speaking social media experts

o Local and regional insight expertise and understandingo Local and regional insight, expertise, and understanding

o In‐depth knowledge of important regional social media

On‐the‐ground local language experts who understand regional dialects, slang terms,and colloquialismsq

Proactive account managemento Actively monitor both Arabic and non‐Arabic social media

o Comprehensive, customized reports

o In‐depth qualitative and quantitative analysis

o Social media alerts

Thank YouThank Youwww socialeyez aewww.socialeyez.aeinfo@socialeyez [email protected] +9714 3564100Tel. +9714 3564100

fadl al tarzi

Documents

odwyers prmagazine

ofsur d t

increasingi f ld id

alterian annualsurvey2009