#Digital_Marketing:An Enterprise Social Media Strategy Example

Hicham Saaf Softwear quality engineer

[email protected]

#IMPLEMENTING AN EFFECTIVE

STRATEGY ON SOCIAL NETWORKS FOR

ADGECO GROUP

www.adgeco.com

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• Social media Marketing

• Presentation of the group Introduction

• Website/Google+/Facebook/Twitter/YouTube/Linkedin/Presse Release/Mainstream Media

Presence on the virtual world

• Ranking and popularity

• SWOT Analysis Environment analyse

• Segmentation

• Targeting

• Definition of functional and operational objectives

• Choice of means and resources allocation

Strategy Formulation

• Conclusion Conclusion

Co

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INTRODUCTION • Social Media Marketing

•Presentation of the Group

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Digital marketing is a marketing that applies technologies or platforms such as websites, e-

mail, apps (classic and mobile) and social networks. Social Media Marketing is a component of

digital marketing. Many organizations use a combination of traditional and digital marketing

channels; however, digital marketing is becoming more popular with marketers as it allows

them to track their return on investment more accurately compared to other traditional

marketing channels. Hence the necessity to have its own digital strategy on the social networks!

Social media Marketing Presentation of the Group

Adgeco Group Holding Company in United Arab Emirates was founded on1992 by Mohamed

Dekkak (Founder & chairman) offers a wide range of services with the higher caliber of expertise in

the respective field of Oil and Gas, Security System Integration, Construction, Hospital Construction,

Real Estate and Interior Design, Landscaping, Energy and Power, Engineering, EPC(Engineering,

Procurement and Construction), Consulting, Marine, Environmental Development, Pressure Vessels,

Scaffolding, Chemical Decontamination, Satellite, Desalination and Sewage, Horizontal Directional

Drilling, Multimedia Event and Show.

Introduction Presentation of the Group

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Presence on the virtual world

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Strength Weakness

•Template and pro

Designe: The image that

the site returns is perfectly

in line with what the group

represents.

•Good ranking on Google

and search engine.

•Clear content, concise and

astutely developed adapted

content in some pages to

different languages.

•Fast and fluid navigation.

•functional and stable

•Adapting to mobiles and

tablets.

•Customer support.

• Experts opinions.

•Certain field of the menu

does not return any

content page.

•No flexible navigation

between some pages

• Absence of langage

components on some page:

French adgeco must

develop her presence on

the froncophone world to

win a new

market.(africa,europ..)

•Service menu :too much

content(human brain

cannot assimilate more

than 7 elements at the

same time

•Interaction of the visitors

with the content(sharing).

Website Google+ Mainstream

Media Presse Release Linkedin YouTube Twitter Facebook

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Strength Weakness

•Audience:number of subscribers

And consultations.

• Google+ is the social media

network of google (seo ).

• Multiplicity of the content

(posts,projects

photos,events,visits,sporting

engagement..).

• Interconnection with other social

media company accounts.(links) .

• Integration with the rest of google

,a social media platform that’s well integrated with everything from

email(Gmail) and office productivity

(Google Docs/Apps) to geolocation

(Google Maps)and search.

•Pages and posts often show up in

organic searches,

• Subscribers

interaction with

the page content.

• vidéos

• Google+ is far

behind major

competitors in

social media

users.

•Isn’t as

popular as

Facebook or

Twitter for social

use.



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Strenght Weakness

•Audience :6912

fanscan be maximized.

• Number of content

published peer day.

• Introducing of

influencers

in the content.(creation of

the buzz).

•Facebook is useful for

product development.

•Fans interaction with the

page content:

(Likes ,Sharing

,Comments).

• the content is not focused

on representing the

company services and

advantages.(convert fans to

customers).

• Photos editing: photos

quality,company logo..

• Videos :

No much videos.

• Not interconnected with

other social media

company accounts.(links)



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Strenght Weakness

•Audience:14.8K

tweets,23.1K

followers

• Twitter is great

for

monitoring

campaigns

(#hashtags)

•Followers interaction with the

page content:

Retwets,Likes,Shars

• The content is not focused on

representing the company

services and advantages.(convert

followers to customers).

• Photos editing: photos

quality,company logo..

• Videos :

No much videos.

•Not interconnected with other

social media company

accounts.(1links to website)

• brevity of twitter.(Engagement

it limited to 140 characters).

• Fast paced nature can make

reaching large audiences hard.



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Strength Weakness

•Interconnected with

other social media

company accounts.

•Videos :

No much videos.

• video audience:

Adgeco Group

Transport Division

Future General

Transport141 vues

Aerial Drones Project;

To Deliver Posts to Citi

zens in UAE106 vues

•Solar Energy Plants in

UAE301 vues



http://www.youtube.com/watch?v=7bcYPkvkfLs&list=UU2hIejSrErFWjZr27vDcMow




http://www.youtube.com/watch?v=N4i1gU8BGWg&list=UU2hIejSrErFWjZr27vDcMow







http://www.youtube.com/watch?v=iMv3LQHiMWo&list=UU2hIejSrErFWjZr27vDcMow






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Strength Weakness

•Audience :779 followers.

•The quality of the

networks members is a

great opportunity to win

direct customers.

•Find quality business

Relationships.

•Not interconnected with

other social media

company accounts.(1links

to website)

• Followers interaction

with the page content:

,Likes,Shar.

• linkedin sharing is

limited (twitter).

• linkedin content is Not

easily searchable.

• very low user

engagement on the

platform.



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Strength Weakness

•News about

projects ,job

advertisement,com

pany information,

new business and

strategic alliance .

• maximise

audience and

customers

engagement.

• strong e-

réputation

(dynamic company

all over the world).

• Low presse

article readers

• The long time

spend in reading

the articles.

• Audience of the

presse release.



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Strength Weakness

•News about projects

,new business and

strategic alliance .

• Maximise audience

and customers

engagement

• Strength e-réputation

(dynamic company all

over the world).

• No presense on the

world mosts popular

Mainstream media

(cnn,bbc..)

• The long time

spend in reading the

articles.

• Regional audience

of the portals

NetComposites provides

research, consultancy, training

and information .the latest

industry news, an events

calendar, a glossary, an ind ustry

directory

www.netcomposites.com

oil & gas news, jobs, data and

events.

www.rigzone.com

leading portal for advertising and

media professionals in the Middle

East

www.mediame.com

the portal of petrol industry

www.euro-petrole.com



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ADGECO Website

facebook

Mainstream

Media

Linkedin

Twitter YouTube

Google+

Presse

Release

Adgeco digital architecture presence components



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Environment Analyse • Ranking and popularity

• SWOT Analysis

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Ranking and Popularity

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Information is power ,if you have the right tools.

Alexa's suite of intuitive analytics products

transforms data into meaningful insights that lead to

competitive advantage for your company.

With Alexa metrics and recommendations, you'll

understand your audience, uncover competitors'

tactics, and execute effective SEO/SEM.

Alexa Traffic Rank Sites Linking In SEO Audience

Geography

Visitors

Engagement Popularity Traffic Metrics

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# A comparison of historical traffic rank on the Adgeco website and its main competitors on the market shows that the

site is largely Rated (378,324) but according to Alexa, in 6 months the traffic have decreased by 91%.


Geography

Visitors


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# According to Alexa, in 6 months (between June and October of 2014) traffic would have decreased by 91,162 Place


Geography

Visitors


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# According to Alexa, the group's website is located at 16 953 in the ranking of sites on the UAE.

And for a unique visitor is: In 2177 for visits / day .in 2629 for page views / day. in 62,336 for visits / month

In 73,847 for page views / month.


Geography

Visitors


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# According to Alexa, during the 6 months, the percentage of visitors who have entered on a single Web page and have

left the site after (Bounce rate) is 26.80% with a decrease of 54% (the bounces of visitors on the website is Inciting

them to discover the content of other pages and website ergonomics ..).

And the index of page views / day for a single visit increased by 270.00%.

And time / day passed on the website is 11:49 min increasing by 401.00%.


Geography

Visitors


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# According to Alexa, the majority of site visitors are located on US, ireland, Singapor, japan and UAE which shows

That the majority of customers or prospects are in these countries and the need to broaden the presence in other

world markets area.


Geography

Visitors


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public géographie public géographie

SEO: According to Alexa, 8.10% of visits are via search engines with an increase of 17.00% , and that Google is the

last website visited before "adgeco.com" which uses the keyword list above to pointing at the company website.


Geography

Visitors


25 # According to Alexa, there are 293 websites that point to the website of adgeco .google, facebook, youtube and yahoo

appears at the top of the list. Hence the interest of developing the group's content on these platforms.


Geography

Visitors


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Internal Analysis Externat Analysis

• Strong website with variety of content, easy to read, easy to navigate, and Interactive.

• Presence on several social media sites.

• The philosophy of the company that is focused on offering benefits to its customers through a multitude of high quality services.

Strength

• Insufficient traffic and interaction on social media.

• The way of monitoring the presence on social media is incompatible with the structure and organisation of the holding group .

• No social compains , initiatives or community engagement.

• Lack of presence in popular Mainstream media.

• Absence of innovation on the contents présentation.

Weakness

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Internal Analysis External Analysis

• The website can be developed .

• New way to maximise clients visits.

• Potential to dominate the space.

• Increazing apps (analysis,game…) in the social media company strategy.

• Potential to benefit of the Event Organisation service to organise compains and social events for a good réputation.

• Potential to maximize the followers numbers on social platforms

Opportunities

• Monitoring Reputation Marketing and Reputation Management is very dangerous .

• Corporate competition between social media platforms can create instability and incertainty in long term planning.

• Time required for social media is time taken away from production.

• The high cost in terms of time needed to maintain social media relationships may derail the campaign:people will leave if nothing new is happening.

Threats

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Strategy Formulation

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Segmenting the presence of the company in the web

Presents several advantages:

• More strong presence in the web.

• Increase ranking of search (SEO).

• More visibility of the group services.

• Developing the Image notoriety of specialization.

• More near and better customer targeting.

Geographic segmentation

Activity segmentation Here we are talking about a great group which offers multi-service ,

multi-activity

So we have to plan the strategy of its presence according

to activity strategic area (DAS), diversifying our virtual profiles

will give more strength to our presence.

Must think also about segmenting content according to several

languages and the visitor’s provenance

Personification of the brand's style.

Segmentation Targeting Choice of means and resources allocation Definition of functional and operational objectives

Business segmentation (DAS)

Adgeco News Adgeco Services Adgeco Events Adgeco Culture

For exemple we can

segmentate the presence

on facebook according to

the customer requirement

or

by this way (activity

segmentation):

Segmentation Targeting Choice of means and resource allocation Definition of functional and operational objectives

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Target customers in a context:

•Do you sell your services to a company, organizations, or individuals?

• Which age category do you contact?

•Your majority of customers are female or male?

•Your customers are local or international?

•In which area does your service is in?

• The nature of prospects

• Which social network must be targeted ?:

• Professionals networks speed up the setting of professional relationship

Reference networks establish a communication with the fans

Social networking of google gaining visibility and notoriety


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To determine the functional goals of the company we must simply answer the question :what are the

goals behind the definition of the company digital strategy on the social media?.

The main functional aims are:

• Improving and monitoring the positioning in the social and mainstream media scene.

• Defining and executing a specific social media strategy.

• Create, maintain and develop social media initiatives on social media platforms of the company.

• Development of ongoing social media campaigns, blog strategies, videos, and community

engagement.

• Produce reports and suggests recommendations.

• Publishing a brand content across all channels such as posting to social channels.

• Monitoring for Online Reputation Management and Social Media Marketing.

• Monitoring specific matrix and describing the company positioning.

• SEO Business Listings Claimed & Optimized.

• Social Media Marketing and Building Strong Referral Networks.

• Final SEO, Reputation Marketing and Reputation Management details.

• Extend and maintain brand awareness across a variety of social media platforms.


Functional Objectives Operational Objectives

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Operational objectives(Why?)

• Strong presence in the social media and mainstream media scene all over the world

• Maximize and increase site ranking.

• Social media to engage with audiences and build excellent relationship.

• Increase the online reputation

• Attract more qualified prospects

• Convert more of those prospects into customers

• Retaining customers (loyalty) and turn them into prescribers to optimize the busines turnover.

•Determinate the adequate actions to do in the future .


Functional Objectives Operational Objectives

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1-Respect the key success factors: clarifying objectives Involvement

Content Regularity

2-Define objectives indicators

Determine the variables to be measured: - Audience: fans, followers ...

- Reputation.

- Number of conversion.

- Client Engagement: likes, comments, ...

Measure and monitor the evolution of these indicators (invest in analytical tools if necessary).

3-Plan actions to 12 months:

•Platform to invest

•Publish content, who will achieve and ensure its standby (what you want to say +what they're Interested in):

- Explain the benefits of the group's services.

-Give a voice to collaborators and share customers opinions.

-Explain Innovations.

-Decrypt Market trends.

-Share Customer experiences.

-Give Advice.

• Number of articles per month

•Way to follow a comments

•Way to follow the reputation

•Determine the periodicity

4- Creating profiles and pages segmented and interconnected.

5. Organize events: inaugurations, site visits, conferences, training, partner events.


Means Resources

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6-The quality of the execution of the company's web strategy is an indicator that should assess the

level of achievement of the goals during the year. To do that several ways exist:

Web analytics Google Analytics is a great way to understand the traffic of your site and blog.

Seo optimizer tools There are dozens of tools to check your site optimization (SEO) with search engines.

Most of them are free and easy to access like Google webmaster tools that makes it possible

to see exactly which keywords Google used to explore your website.


Means Resources

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Team work:

• A team of experts in the area of web marketing (internal)

• Influencers : Involving celebrities to participate in campaigns of the group

(external).

• Involving experts of other related areas in the training of the team members

if necessary (external).

Equipement:

• Powerful computers

• Good speed internet connection (online sharing great contents ...)

•Buying Software Applications if necessary.

• Trainings

• Workshops for customers

Time allocated:

Depends on the strategy development process.

Setting goals Targeting clients Selecting the appropriate social networks

Defining proposals Preparing contents Launching campaigns

involvement and interaction Evaluating results .

Estimation: 12 months


Means Resources

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CONCLUSION

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Finally we can say that social networks are becoming increasingly important nowadays in

both "number" and "power". Trademarks are just beginning to be aware and try nowadays

to approach on this "new channel of communication."

This communication channel affects a potential target very focused and very large via

multiple types of social networks that exist.

But many companies are still reluctant to launch their brand on social networks because the

e-reputation and image of the company is too risky and requires not only expertise but an

exceptional sense of feeling and a great and credible influence on the public to project the

benefits of virtual market in the physical market.

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