Social Media for SMEs- Presentation for JCCI

SOCIAL MEDIAfor

SMEs

Presented by

Motaz Hajaj

Education:

• BS in Computer Engineering from Missouri

S&T

• MS in Engineering Management & Leadership

from Santa Clara University

Industry Experience

• IT Technical Services Officer- The National

Commercial Bank- AlahiNCB

• Business Development Manager- Noca, Inc

• Business Development Consultant- KoolWallet

• Associate Campaign Specialist- Responsys

• Business Analyst- The National Commercial

Bank- AlahiNCB

Motaz HajajCEO/Co-Founder

Chess Tag

About Motaz

About Chess Tag

Chess Tag is based in Jeddah with a

presence in Riyadh and Dubai

Why the chess icon?

When you play chess, you have to think

many steps ahead and be quick to change

your plan when the game changes

Why the Knight?

The Knight comes out of nowhere to defeat

the opponent. That is our objective.

AGENDA

What is Social Media?

History of Social Media

How Important is Social Media?

Social Media Channels

Social Media & Content Development

Social Media Strategy

Social Ads

Influencers

WHAT ISSOCIAL MEDIA?

Social Media is…

Web-based communication tools that enable people to interact

with each other by both sharing and consuming information.

~lifewire.com

A comment about Social Networking

Social networking is a subset of social media. It focuses on audiences and relationships.

Social networking consists of sites like blogs, social bookmarking, and wikis.

These sites are less about relationships and more about information.

Examples:RedditFlickrTumblr

User accountsProfile PagesFriends, followers, hashtags, mentioningFeedsPersonalizationNotificationsLikes or commentsReviews, ratings, or voting

Features of Social Media

SpamCyberbullying/CyberstalkingSelf-image manipulationInformation OverloadA “bubble” of information with your own viewsFake newsPrivacy & Security

Issues of Social Media

HISTORY OFSOCIAL MEDIA

Evolution of Social Media

• Text communication on boards

• Chat & Instant Messaging

• Forums

• Dating/connection sites with member profiles

• MMORPGS like World of Warcraft

• Profile Based Sites

• Real Time Updates

• Feeds

• Media Sharing

• Influencers

• Temporary Content

• Live Video & Streaming

• Virtual & Augmented Reality

Text Communication

Usenet Systems- 1979

Predecessor to RSS feeds, Usernets allow posting articles to newsgroups and do not have a central server or administrator.

Source: Daniel Rehn, Flickr

Text Communication

Bulletin Board Systems- late 70s

Users log in, one at a time, to a host modem to interact with one another.

Popular channel for illegal activity like piracy and hacking.

Text Communication

Online Services- AOL and CompuServe

Companies began making the internet accessible for everyone.

CompuServe offered chat too, while AOL featured member profiles.

Chat & Instant

Messaging

IRC was UNIX-based and incorporated file and link sharing.

ICQ was PC based and is the father of avatars, LOLs and emoticons.

Yahoo! Messenger, MSN Messenger and others followed.

Forums

Modern forums offer a better UI and give users a place to communicate with text and images.

Dating/Connection Sites

Dating Sites were some of the first modern networks to pop up. Users created profiles, added photos but could not usually keep friends lists.

Some early dating sites include Match.com and JDate

Dating/Connection Sites

Niche Networking Sites allowed those sharing similar demographics like race to connect.

Examples: AsianAvenue.com, BlackPlanet.com, MiGente.com

Dating/Connection Sites

Early Connection Sites focused on shared commonalities.

SixDegrees.com and Classmates.com

MMORPGS

Massively multiplayer online role-playing games allows communication while playing games and began in the early 2000s.

World of Warcraft lets players interact both during play and on forums.

Source: BagoGames, Flickr

Profile Based Sites

These are the earliest versions of networks that flood the internet today.

FriendsterLinkedInMySpaceFacebookTwitter

Real-Time Updates

Up until this time, most sites required a computer to post photos and comments. With the use of mobile, real-time status updates and photos became the norm.

TwitterInstagram

Feeds

Following in the footsteps of Twitter, more networking sites adopted the feed mindset, giving users a reverse-chronological glimpse into their communities.

Facebook NewsfeedLinkedIn News Feed

Media Sharing

Besides sharing opinions, photos and comments, users started sharing their favorite articles, videos and content not created by themselves.

This social sharing phenomenon gave brands a way to be seen and created the need for viral content creation.

Temporary Content

Millennials especially joined new networks like Snapchat to take advantage of a way to communicate that was a little more discreet.

Snapchat hit the nail on the head with their disappearing content and personal messaging.

Source: Johnny Wilbank, Flickr

Influencers

People became favorites or “Influencers” in their niche by having a distinct personality and by publishing content their fans and followers love to see.

Brands began to seek out influencers to spread their own message to their massive followings for a fee or perk.

Live Video and Streaming

As mobile network speeds increased, live video streaming capabilities became possible for anyone with a smart phone.

Almost every major social network has embraced live video in some format.

Virtual/Augmented Reality

Virtual and augmented reality is here, but not readily available to everyone.

Google Glass and (Facebook owned) Oculus are testing and perfecting their technology and it can’t be too long until virtual reality is a part of most people’s every day lives.

HOW IMPORTANT ISSOCIAL MEDIA?

Targeting

With social media, you can micro-target your audience. You can

target based on demographics, career, interests and many

others.

Analytics

After carefully targeting your ads, you can view information that

will help you make better decisions in the future. Tweak your

audience to reach even more specific people next time.

Brand Loyalty

By sharing relevant content and interacting with your fans, you

build brand loyalty.

Let your personality shine through so you’re seen as people

instead of a faceless company.

Relationship Building

You can connect and listen to customers. Interaction with your

fans can tell you more about their lives and needs.

You can also connect with other businesses and niche leaders.

Your competition is doing it

Don’t fall behind. Don’t lose your customers to the brands that

are present online.

You don’t want to play catch up, plus it’s more expensive change

a customer’s mind later.

You can run with the big

boys

Even if your marketing budget can’t compare to the big brands,

you have the opportunity gain eyeballs with your creativity.

Off Guard

Users view social media not as a marketing platform, but as a

place to view content they want. This makes them more receptive

to your message.

Generate Media

Coverage

Your viral message could be picked up by print or large online

media. What’s better than free publicity?

Customer Feedback

Having a good listening and monitoring strategy means you get

to be the first to respond to complaints and problems.

People want to rant or have their problem solved. Wouldn’t you

rather show how dedicated you are to your customers by solving

their issue?

Boost SEO

Google uses social media engagement as part of their search

algorithm. The more action there is on your social media, the

higher the search rankings for your website.

Emergency Response

If you have a large fan base, you can alert your fans to

emergencies or recalls. It’s a great way to be honest and keep

your customers trust.

Image: SEOPressor.com

Oreo

AirAsia

Facebook Case Studies

OREO Cookie’s Daily Twist

Challeng

e:

Innovati

on:

A bold campaign to celebrate 100 years.

For 100 days straight, Oreo posted a new image on Facebook that celebrated pop culture.

Results:

433 M Facebook views

280% increase in shares

2,600 media stories

Multiple Awards

AirAsia Frienzy

Challeng

e:

Innovati

on:

Low brand awareness in a competitive market. Generate buzz around their new flights to Australia.

They launched a contest to win a free flight with 302 Facebook friends. To enter, users chose their friends, allocated seats and shared a snapshot of their decision.

Results:

Over $1.5M of PR coverage

30% Fan increase

12,500 entries

2M+ reach

Saudi Marketing Conference

Mobil1

Twitter Case Studies

Sell out event using only social media

Launched email marketing campaign

Live coverage of eventCreate awareness and interest in conference

Launched a WhatsAppbroadcast using our network

Landed 70% of sales through social media

Those who couldn’t attend watched the event

unfold live

Ran organic Twitter campaign with frequent tweets and

efficient listening

1000 retweets+

600 Twitter mentions

Ch

ess

Tag

Cas

e St

ud

y

Many sponsors announced at once

Created a Twitter Conversation with another sponsor

Need Maximum Awareness during

sponsorship announcements

Tweet appeared on 1st page of Saudi sports magazine

Ch

ess

Tag

Cas

e St

ud

y

Mercedes Benz

KFC

Instagram Case Studies

Mercedes-Benz GLA

Challeng

e:

Innovati

on:

Generate interest around their new compact SUV, the GLA

Their marketing team contacted photographers and asked them to show what they would pack in their GLA. Their items were laid on a cargo mat to show how much the GLA could fit.

Results:

54% increase in website visits

KFS Smart Menu

Challeng

e:

Innovati

on:

Launch their cheapest meal ever in Romania.

To parody #RichKidsOfInstagram, the hashtag #LittleMoneyBigFunwas launched. Users could choose a RichKids photo and post their own not-so-rich version on Instagram.

Results:

21% sales boost

#1 Twitter topic in Romania

1M in free media

Best KFC meal launch since 2009

Ministry of Health

EricTheCarGuy

YouTube Case Studies

Low use of clinics and free supplies

Created YouTubePre-Roll video ads

Low awareness of MOH program to support Diabetes

patients

Created #السكري- صحصحله

hashtag & worked with influencers

28 Million impressions on hashtag in 1 week Over 700,000 views

The campaign resulted in an increase in patient benefit usage, improving the lives of people throughout KSA.

Ch

ess

Tag

Cas

e St

ud

y

EricTheCarGuy

Challeng

e:

Innovati

on:

Generate sales for online car parts store

EricTheCarGuy offers simple instructions, tips and tricks for those willing to work on their own cars. This isn’t fancy, but it shows that people will come running if you just give them what they need.

Results:

800k Subscribers

Over 3M views on most videos

Cathay Pacific Airways

DocuSign

LinkedIn Case Studies

Cathay Pacific Airways

Challeng

e:

Innovati

on:

Advertise a new flight from Hong Kong to Chicago

Cathay Pacific wanted to target business travelers on LinkedIn. They used Sponsored Polls, Display ads and Recommendation Ads and focused on groups which contained their target market.

Results:

1,300 poll responses

Over 100 recommendations

DocuSign

Challeng

e:

Innovati

on:

Increase awareness and sales of the software.

DocuSign purchased bulk InMailand targeted business people by geographic area for a 6 month campaign.

Results:

45% increase in sales

Lilly Pulitzer

Grub Hub

Snapchat Case Studies

Lilly Pulitzer

Innovati

on:

Garment company Lilly Pulitzer created a geofilter with the brand’s iconic patterns. The geofilter was only available in 31 locations, which added exclusivity.

Grub Hub

Innovati

on:

Instead of an expensive Super Bowl ad, Grub Hub used Snapchat influencer Michael Platco, known for his quirky illustrations, to comment on the popular game food- wings.

Jumbo Ice Cream

Red Sea Mall

Multi-Channel Case

Studies

Launched a contest aligned with influencers to give away 3 iPhones and 3 Galaxy Samsung phones

Create active social media accounts with 8k followers in 6 months

Facebook & Instagram• Almost 1 Million Impressions

• 41,000 Engagements

Twitter• 4 Million Impressions• 284,000 Engagements

Ch

ess

Tag

Cas

e St

ud

y

No strategy or community management

Launched 7 campaigns + daily listening/monitoring/

management

Cover over 350 stores on social media

Created a social media calendar

Constant updates on mall events and

store promotions

Redeveloped website to showcase sales and

events

Over 4 Million hits to website monthly

CommunicationWith 350 stores

Placed dedicated team members

on-site

Earned 5 prestigious awards since 2013

Monthly promotional content and

photography for brands

Daily updates and strong connections with retail

stores

Over 400,000 Facebook fans

Over 50,000 Twitter followers

Over 50,000 Instagram followers

15 Million mall visitors per yearCh

ess

Tag

Cas

e St

ud

y

Old Spice

Volkswagen

Integrated Marketing

Case Studies

Old Spice

Agency:

Client:

Challeng

e:

Innovati

on:

Wieden + KennedyOld Spice

Continue the series of successful TV ads into an audience-engaging campaign.

Old Spice encouraged viewers to ask questions of the star of their TV ads via social media. Over 200 sarcastic and funny response videos were posted to YouTube.

Results:

Thousands of questions tweeted to @OldSpice

Millions of YouTube views

Watch video here

Volkswagen

Agency:

Client:

Challeng

e:

Innovatio

n:

Ogilvy CapeTownVolkswagen

Introduce the new Polo in South Africa

Marketers developed a real-life game of tag with people test-driving the new car. Viewers could see the car on a specified route, use Twitter to tag it, and then hop in for a test drive until they were tagged out. The test-driver who managed to sit in the seat the longest won the car.

SOCIAL MEDIA CHANNELS

Good starting pointLargest demographic coverageEasiest to manage for businessBest targeting

Facebook

Viral capabilitiesBetter for hashtagsSeems more instantaneousMessage must be shortGood for interacting and engagementUse for customer serviceRetweet other users’ content as well

Twitter

Use for photos & videosArt, travel, fashion, etc.Mostly mobileArtistic niches excelBe good at detailPost high-quality photosUtilize hashtags for your industry

Instagram

Second largest search enginePost how-to’s, DIYs, unboxing, tutorialsGood for influencersUse to post webinarsInclude a call-to-actionMonitor commentsCustomer testimonials

YouTube

Better for B2BOlder, well-educated audienceTarget by industry, job titleBuild connection before pitchingUtilize LinkedIn groups

LinkedIn

Use for photos & visualsTarget MillennialsGood for InfluencersFastest growing networkMostly age 18-34Create filters for your audienceShare “Stories”

Snapchat

SOCIAL MEDIASTRATEGY

Every action online should be guided by your

STRATEGY

Run an audit…

• To tell you how your social media is currently doing

Who is connecting with you?

What sites does your target market use?

How do you compare to competitors?

Who is your company controls each channel?

Is each channel serving its purpose?

Should any be updated or deleted?

Are there any fraudulent reports?

Objectives…

• Help determine ROI

• Allow you to quickly react when expectations are not

met

• Should be aligned with general marketing strategy

Specific

Measurable

Attainable

Relevant

Time-bound

Integrate

• Social media may be able to help with many aspects of

your business

Sales

Customer Service

Human Resources

Research & Development

Marketing

Content Plan & Calendar

Types of content for each channelEX: 50% website traffic booster

25% shared media

25% lead generation

How often to post

Target audience for each channel

Will you use ads to promote?

Calendar- dates and times for posts on each channel

Hubspot Social Media Calendar

Brand Guidelines

Adapt your normal brand guidelines for digital.

If you don’t have any, now is a good time to establish

them.

Logo limitations

Appropriate photography

Typography

Image alteration

Color pallets

Paragraph Settings

Copy Platform

Product Positioning

Voice & Tone

Key Message

Keywords

Hashtags

Facts & Figures to Share

Audience Take-Away

CPS

Critical Path Schedule

- What activities need to be completed for the project to

be finished on time

Digital Marketing Trifecta

Image: Digilari.com.au

SOCIAL MEDIA&

CONTENT DEVELOPMENT

Brainstorming

Come up with images and subjects to base posts on

Planning

Come up with images and subjects to base posts on.

Many free templates are available online.

Image: Bytelaunch.com

Post Design

• Take photos, or alter existing photos. Add your logo or

text overlays.

• Edit videos.

• Create infographics

• Use correct dimensions

and size for each channel

Content Writing

Write your text, keeping in mind your image, channel and

copy platform. Don’t forget:

• Tone

• Voice

• Keywords

• Hashtags

Scheduling

Use the tools that Facebook, Instagram and Twitter have

created for businesses:

• Facebook Manager (for Instagram too)

• Twitter for Business

You can upload your plans so you don’t have to enter

each post manually.

SOCIAL MEDIAADS

Facebook & Instagram

Ads

Create ads for certain objectives:• App Engagement• App Installs• Brand Awareness• Clicks to Website• Event Responses• Lead Generation• Local Awareness

• Offer Claims• Page Likes• Page Post Engagement• Store Visits• Video Views• Website Conversions

Facebook Ads

Facebook Ads

Facebook Ads

Facebook Ads

Facebook Ads

Facebook Ads

Twitter Ads

Create ads for certain objectives:• Followers Campaign• Website Visits• Website conversions• Video views campaigns• Tweet engagement campaigns• App install/engagement campaigns• Leads campaigns

Twitter Ads

Twitter Ads

Twitter Ads

Twitter Ads

Twitter Ads

Twitter Ads

Twitter Ads

Twitter Ads

YouTube Ads

Ad Options• Display ads• Overlay Ads• Skippable video ads• Non-skippable video ads• Bumper ads• Sponsored Cards

YouTube Ads

YouTube Ads

YouTube Ads

LinkedIn Ads

LinkedIn offers:

• Sponsored Content• Sponsored InMail• Text Ads

LinkedIn Ads

SOCIAL MEDIAINFLUENCERS

What is an Influencer?

An influencer could be a celebrity or a normal person who has a large following on social media.

Brands pay influencers to gain access to their niche audiences.

Influencers

Ways to use Influencers

Create or support content for influencers to use on their own channels

Increase your credibility by hosting the influencer on your channels• Unboxing• Social media takeover

How to Choose Influencers

Relevance- relevant to your business and your audience

Reach- how many people can they get the message to?

Resonance- will their audience be engaged?

How to Create a

Relationship

Reach out- over Twitter chats or blog comments

OR Contact their agent

Create value- not only just from cash

Extend their tone- they need a consistent message

Allow creative freedom- you have to be somewhat trusting to work with Influencers

The Right Reach

Don’t underestimate a micro-influencer with a low number of followers, if those followers are very involved in the niche.

Influencers with 10,000 to 100,000 followers have the best combination of resonance and reach.

Samsung’s Influencer Snapchat Campaign

Challeng

e:

Innovati

on:

Note7 unveiling

Samsung invited Snapchat influencer CyreneQ to an exclusive event in NYC unveiling the Note7. CyreneQ documented her trip to NYC, and then highlighted the features of the Note7, all in 10 second clips on Snapchat.

THANK YOU

Motaz@chesstag.com

/in/motazhajaj

@motazhajaj

hajjajm

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