How to Engage with Social Media

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1. Engaging Social MediaSocial Media World ConferenceSeptember 21st th- 22nd , 2010ADNEC, Abu Dhabi, UAEBy : Ayman Hamed- Marketing DirectorAl-Islami Foods 2. Quick Survey MySpace Blogs?Do you have Facebook? Online Forum?an account Flickr? Do you read Twitter? on LinkedIn? RSS Feeds? Digg? Do you or a Have you Wikipedia client of yours submittedHave you ever Yahoo? searched for do social content to a Google? media socialanything on Ask? marketing network? 3. Agenda I- Finding our BearingIV- Taking it Global II- Tunning In III-Putting it Together 4. I- Finding Our Bearing 5. Cultural Fraudulent Diversity & In OpportuniS.East Asia stic (Moslems, Practices Buddhists, Hindus, In The Christians) Middle East How Did Halal Get Started? 6. The Opportunity Global Halal Food Business Valued at US$580 Billion (Source: Euro monitor) Current & Relevant Target Audience of Muslims of 1.8 Billion Islam The Fastest Growing Religion In The World Value is Created, Now Halal Food Products Who Will Capture The Estimated To Constitute Value? 20% of Total Food Value by 2025 Extended Middle Eastern Region Also Characterized By The Youngest Population 7. Composition of the $580 Billion HALAL Market Central & S. Asia Europe (Inc. Russia) $175 Bil $65 Billion China $ 5 Billion S. E. Asia N. America $ 95 Billion $15 Billion Africa $115 Billion Middle East $111 Billion S. America $1 Billion Australia & NZ $1.5 Billion Middle East = 19% Of World Value (*Source: Euromonitor) 8. Which Countries Are Benefiting The Most From This Growth?By in large the leading countries can be described as :Western, Non Muslim, Industrialized Australia & NZ USA Canada UK and EU Brazil India 9. What Other Countries Are Now Moving Into Position Countries that will succeed in penetrating the Global Halal Market will be those that pay attention to the details of, standards, branding and marketing & Collaborate with others. Malaysia Thailand Brunei Singapore China Philippine Turkey UAE 10. Which Companies Have Recognized the Opportunity! By in large those that have first mover advantage are Multinationals: Nestle McDonalds KFC TESCO Aussie Beef New Zealand Lamb 11. Who Is Al-Islami ? History : Dubai Coop society born in 1971 by Hajj Saeed Lootah. In 1981 launched brand Co-OP Islami to ensure genuine supply of Halal food. Starting with Frozen whole chicken, followed by processed products. Vision: To Become A Global Food Brand By Leading The Agenda On The Emergence of Halal As A Global Mega Trend And Capturing The Imagination of Food Lovers Around The World Mission: To Provide Authentic Halal Food With The Highest Standards Of Quality and Health, Thus Emerging As A Role Model For All Food Providers Around The World Aim: To be AED 1 Billion by 2013 12. Good to RememberHalal for Al Islami Foods Is Not A Trend, Or a Variant, Or Part of Our Business IT IS OUR BUSINESS!!! 13. Why Al-Islami ? Global Sourcing Stringent Shariaa & Regional Quality Manufacturi Compliance ng1st, truly MeetingRegional ConsumerHalal Brand Lifestyle Our Brands 14. II. Tuning in.. 15. So what is Social Media? 16. Social Media is anumbrella term thatdefines the variousactivities that integratetechnology, socialinteraction, and theconstruction of words,pictures, videos, andaudio. Wikipedia ( 17. Over 80% of Americans Use Social Media Monthly. -Forrester, The Broad Reach of Social Technologies 2009 18. 2/3 of the global internet population visits social networks. -Nielsen, Global Faces: Networked Places, 2009 19. Should I give a hoot? 20. Social Media has overtakenadult entertainment and emailas the #1 activity on the web. -socialnomics, Social Media Blog 21. Because Social Media is Changing the Media LandscapeTechnology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now its the people who are in control. -Rupert Murdock, Media Mogul 22. SoWhat are the trends?@Techczar 23. Years it took amedium to reach 50 million users 24. 38 Years 25. 13 Years 26. 4 Years 27. 3 Years 28. 100 Million users in less than 9 months. 29. I-phoneApplications hit 1billion downloads in 9 months 30. 80% of Twitter usage is on mobile devices 31. Every minute- 13 hours of video is uploaded to YouTube. 32. It would take a person more than 412years to view every video on YouTube. 33. 1,200,000,000 The number of YouTube videos viewed per day. 34. 13,000,000The number of articles available on Wikipedia. 35. 4,000,000,000The number of photos archived on as of June 2009. 36. 1382% The monthly growth rate of twitter users from January to February 2009. 37. 27,300,000 The average # of tweets per day on Twitter. 38. 5,000,000,000The number of minutes spend on Facebook each day 39. If Facebook were aCountry, it would be the 4th most populated in the world, ahead of Japan. -Mark Zuckerberg 40. Chinas Q-Zone is Larger!(Over 300 Million Users) 41. So what is it all about? 42. A means to an end. ENGAGEMENT FUNNEL 43. ENGAGEMENT FUNNEL 44. Social Media is all about the Dialogue. 45. 85% of Social Media users believe that a company should go further than just leaving a presence on social sites and should also interact with its customers. -Cone, Business in Social Media Strategy, Sept. 2008 46. Which means its Its not transparent controlled inclusive organized authentic exclusive vibrant product-drivenconsumer-driven on-message 47. The conversation is powered by Social Networks News & Bookmarking Blogs Microblogging Video Sharing Photo Sharing Message boards Wikis Virtual Reality Social Gaming Related: Podcasts Real Simple Syndication (RSS) 48. III. How Islami is putting it together 49. But How to Capture Value ? Willingness To Pay Sales Value Me Too Products Differentiation Poor Market Activation Activation Substitutes Innovation Greys Engagement Retail Concentration Value Capture Trading Terms Distributor Gaps Overheads Wrong Business System Partnerships Legislation (Duties) Business System Inefficient Processes Managing Ecosystem Heavy Competition Supply Chain Costs Cost of Sales Managing Exit Effectively Willingness To Supply 50. Our Corporate Strategies 1 Build a powerful, local, regional & global Halal brand Invest heavily in ATL & BTL 2 Develop a brand led organization 3 Increase our total market sharethe Category SOV Dominate (Existing Geographies, Concepts, Categories & Channels) Expand New Concepts such as 4 Meat Shop, Cart & Farooj Aggressively expand geography (in every category) Re Launch in KSA &Europe 5 Drive expansion through innovation (In Formula, Packaging, Benefits, channels etc.) Better Consumer Based on Understanding Develop new Food solutions 51. 1 Build A Powerful, Local, Regional & Global Halal Brand Communication Evolution of Al- ISLAMI BrandFunctionality 3. Going beyond the trade-off of (HALAL) Functionality & Convenience to 1. Emphasis on Bonding (Universal Values) HALA as real Differentiator Interrupt- ion Intrusion Engagement 2. Emphasis on Functional Benefits Healthier, Nutritious & Tastier Lifestyle/conven ience 1. Halal Interruption : Emphasizing What Is Real Halal (Functional) 2. Halal Intrusion : Emphasizing Tangible Benefits (Added Value) 3. Halal Engagement : Emphasizing Universal Values (Cutting across all segments) 52. 1 Build A Powerful, Local, Regional & Global Halal Brand Functional Benefits & Lifestyle 53. 1 Build A Powerful, Local, Regional & Global Halal Brand Bonding 54. 2 Develop A Brand Led OrganizationExpected SOV for 2010 will be around 60% of the total Frozen meat category 40% 60% Islami Others 55. IV- How to Take it Across ? 56. Follow The Rules ! 1 Listen 2 Engage 3 Measure 57. Listen! Tweetter MSNYahoo Facebook 58. Maktoob is the #1 consumer portal that provides multimedia services such asemail, videos music, movie reviews, chat rooms, womens sections for cookery, healthand beauty, mens sections for cars and computers and other information. Country Unique Visits Saudi Arabia 6,015,436 UAE 1,094,599 Bahrain 237,169 Kuwait 528,040 Oman 179,636 Levant 411,864 Qatar 250,209 Egypt 2,757,163 59. MSN Arabia MSN Arabia is one of the top 5 consumer portals worldwide. It is consistently visited by young adults for interactive services: MSN Messenger Hotmail Games Music Video Health and Fitness All Other General News Page views per month: 42.58 million (Page views are the number of times the website pages/sections have been viewed) Unique users per month: 11.07 million (Unique users refer to the number of people who visit the website.) 60. Ikoo Network The Ikoo Network consists of an assortment of websites, catering to different target audiences. Their women network is a combination of sites targeting women across the GCC. Sedty Lakii UAE Women 3roos Mn66 Page views per month: 73.8 million (Page views are the number of times the website pages/sections have been viewed) Unique users per month: 5.83 million (Unique users refer to the number of people who visit the website.) 61. AL AAB One of the few websites allowed for online gaming. 62. Also Linking Our Page to Facebook 63. Engage! 64. Maktoob Banner: Space Banner 220x550 Sections: Exclusively Female sections of portal 65. MSN Messenger Banner: Expanding Half Banner 234x60 to 300x250 Sections: Exclusively Females, age 20 to 44. 66. Alaab Banner: MPU Banner 300x250. Sections: Main Section 67. Alaab Banner: Wallapaper takeover Sections: Main Section 68. Ikoo Network Banner: Space Banner 220x550. Sections: Female Channel. (Across top female portals) 69. Ikoo NetworkSnapshots 70. Run Competitions on Facebook 71. Measure!Audience EngagementLoyalty Influence 72. Maktoob Campaign Performance: 1,008,434 impressions delivered. 2,742 clicks, 0.27% CTR Further 350,000 FREE impressionswere secured. 73. MSN Messenger Impressions Booked: 505,288 impressions delivered. 1,515 clicks, 0.30% CTR. Interactions: 833 users initiated expansion ; I.R: 55% The I.R is the total # of user initiated actions; as this operation is an expandable banner, we monitor the % of users who opt to expand the banner and read more. The CTR & I.R are outstanding, considering this is a targeted campaign exclusively on females aged 20 to 44. 74. Alaab Impressions Booked: 700,203 impressions delivered 1,890 clicks, 0.28% CTR. CTR well above average,on an +80% Arab Female majority site. 75. Alaab Impressions Booked: 100% Share of voice were secured All users who enter the page will see the Islami logo on both sides of the page. 76. Ikoo Network Impressions Booked: 1,957,332 impressions delivered. 2,935 clicks, 0.15% CTRfurther FREE impressions secured from the Ikoo network. 77. Ikoo NetworkSnapshots 78. Keys to Success1. Experiment with social media2. Make a plan3. Listen4. Be transparent & honest5. Share your content6. Be personal and act like a person7. Contribute in a meaningful way8. See criticism as an opportunity9. Be proactive10. Accept you cant do it all ! 79. Thank you