Sm advanced career -1

This document is protected under the copyright laws as an unpublished work. This document contains information that is proprietary and

confidential to Think Marketing Magazine , which shall not be disclosed outside or duplicated, used, or disclosed in whole or in part for any purpose

other than to evaluate Think Marketing Magazine . Any use or disclosure in whole or in part of this information without the express written

permission of Think Marketing Magazine is prohibited.

SOCIAL MEDIA

ADVANCED CAREER SEMINAR

RETURN ON ENGAGEMENT CONTENT STRATEGY

TECHNIQUES FOR DIGITAL MARKETING

THE EVOLUTION OF ADVERTISING:

http://mashable.com/2011/12/26/history-advertising/?awid=5407140804723571552-3344

World’s Most

Valuable Brand ?

Source: CNBC

Twitter is an ecosystem that Apple can't

control, and Apple likes to control everything

Twitter is an ecosystem that

Apple can't control, and Apple

likes to control everything

Don’t be afraid of

Social Media

Need to interact is

built in our DNA

We re biologically programmed as

social creatures

Brave enough to

engage ?

• Brand consistency

• Culture boundaries

• Content diversity

• Post formatting

• Integrated technology

• KEEP AN OPEN MIND!

1- Website without link to

Twitter account

2- Unify your digital identity

3- Make sure all your links

are functioning

4- It’s Facebook not Face

Book

5- Don’t Tweet like a MachineSocial Media is all about creating interactive

medium for conversations between people

to people or, brands to customers. The more

you are human , the more you will be loved.

6- Don’t Go Digital Without

StrategyI think the content strategy for Egypt Tourism

Authority should be enhanced and the step

one to make it more impactful it to set goals

and develop a tactical plan to achieve this

goals. Also an ongoing measurement for the

deployed tactics will be very helpful to

sharpen the results.

Strategy without tactics is the

slowest route to victory.

Tactics without strategy is the

noise before defeat.

-Sun Tzu

Is Your

Digital

Marketing

Strategy

Working?

© Copyright 2014. All Rights Reserved.Analyze . Futurize

Marketing isn’t magic. There is a science to it.

Dan Zarrella


Strategy

Top 10 Most Facebook-Addicted

Countries on Facebook

Pages in Egypt publish 380 posts on

average per Page per month; however,

they have almost 6X fewer Pages

registered than in Brazil and almost 8X

less than in the United States.

There are 63% male users and 37%

female users in Egypt

The largest age group is currently18-24,

followed by the users in the age of 25-34.

Plan

Know and sent crystal clear objective.

Know how you will achieve your plan.

Engage

Implement Your pre-set plan.

Attract, or involve audience

Measure

Compare to competitors and detects your lost opportunities

Measure your success and or, failures


Create a Channel Plan

Build Your Community

Listen and Compare

Select Success Metrics

Analyze Your Audiences

How Will You Be Human?


Customers or, fans?


SOCIAL MEDIA ENGAGEMENT WITH LOVE


Think Marketing Magazine | www.thinkmarketingmagazine.com

Engagement Tactics

Nola Cupcakes provides a cool

model for how a brand can be

socially devoted.

The guys have the sense for the

digital communication and they

know how and when to engage

customers and brands to create a

cheerful conversation on different

Social Media Channels.

They just love Social Media!





Engagement Tactics

Nola Cupcakes Wars is a genuine

engagement tactic introduced to

increate the brand viral reach and

create a digital activities to attract

new customers to try Nola Cupcakes.

Analyze . Futurize

THE DIGITAL FLIRT


The Digital Flirt

With 100% positive feedback, Nola successfully

managed to develop a humanized conversation

with Macdonald’s Egypt and it created great buzz

for the brand name, It didn’t stop in Twitter !!!

Negative Neutral Positive


Nola Cupcakes Mentions on Twitter

0

50

100

150

200

250

15-Jan 16-Jan 17-Jan 18-Jan 19-Jan 20-Jan 21-Jan 22-Jan 23-Jan 24-Jan 25-Jan 26-Jan 27-Jan 28-Jan 29-Jan 30-Jan 31-Jan

0

50

100

150

200

15-Jan 16-Jan 17-Jan 18-Jan 19-Jan 20-Jan 21-Jan 22-Jan 23-Jan 24-Jan 25-Jan 26-Jan 27-Jan 28-Jan 29-Jan 30-Jan 31-Jan

McDonald’s Egypt Mentions on Twitter

Engaged Followers – Flirt Tweet Effect

13,585followers of

NOLA Cupcakes

Followers of both: 1,209

41,352followers of

McDonalds Egypt

RETURN ON SOCIAL MEDIA ENGAGEMENT


Voice Of Customer – Flirt Tweet Impact

Positive Verbatim Positive Verbatim Positive Verbatim


Positive Verbatim Positive VerbatimVerbatim from brand

https://twitter.com/IconCreations/status/431124995071569920

https://twitter.com/IconCreations/status/431124995071569920



Social Shares on Think

Marketing website

SHARES ON SOCIAL MEDIA CHANNELS

Facebook Twitter Linkedin Google Plus Pinterest



Nola Cupcakes and Macdonal’s story views from

Google Analytics

0

500

1000

1500

2000

2500

3000

3500

4000

24-Jan 25-Jan 26-Jan 27-Jan 28-Jan 29-Jan 30-Jan 31-Jan 1-Feb 2-Feb 3-Feb 4-Feb 5-Feb 6-Feb 7-Feb 8-Feb

5,826Hits

44.2%

Returnin

g

visitors

3.9%Bounc

e


ENGAGED BRANDS


The Digital Flirt impact didn’t stop in Twitter, it spread to Facebook and more

brands took the initiative to news-jacking Nola Cupcakes and MacDonald's Egypt

story, more brands joined the party

Sarmady

Digital Republic

Digibuzzme

Think Marketing

Digibuzzme

Icon Creations

24© Copyright 2014. All Rights Reserved.Analyze . Futurize

Think MarketingMcDonald’s

The story didn’t stop here,

The leading digital

publishing and marketing

company Sarmady posted

the article on Facebook fan

page saluting Digital

Republic

Interesting to see two of the biggest

Digital Marketing Providers in Egypt

involved in Nola Cupcakes story !


Sarmady and Digital Republic- Facebook

https://www.facebook.com/sarmady/posts/10152077827059504?stream_ref=10

https://www.facebook.com/sarmady/posts/10152077827059504?stream_ref=10

Impact on Digital Republic – Digital Agency


2060

2080

2100

2120

2140

2160

2180

2200

23-Jan 24-Jan 25-Jan 26-Jan 27-Jan 28-Jan 29-Jan 30-Jan 31-Jan 1-Feb 2-Feb

Digital Republic Fans

Digital Republic People Talking About

0

20

40

60

80

100

120

140

160

180

24-Jan 25-Jan 26-Jan 27-Jan 28-Jan 29-Jan 30-Jan 31-Jan 1-Feb 2-Feb 3-Feb 4-Feb 5-Feb

2 Articles published about the story on Digibuzz and Think Marketing Magazine

6 Brands

100%

Nola Cupcakes and McDonald’s: Shall We Wait for Something Official Soon?

This would be the most delicious conversation on Twitter in 2014

73 11 1 00 1732 155 2 2 1

ROE Effect Summarized

positive sentiment feedback

on Twitter

Joined the party on

Facebook and Twitter

1317%Increase in organic [un-paid] mentions ratiofor Nola Cupcakes brand name on Twitter on28 Jan 2018

Top 5 Factors That Drive People To Share Content With Their Social

Networks:

1-LaughterIf something makes you laugh, you want to make other laugh. Therefore, you post the content to your Facebook wall or to your Twitter account to make your friends laugh and put a smile on their faces. After all, laughter makes us feel good so whynot spread the love?

2-InspirationIt could be artistic inspiration, a motivational speech, or an idea that inspires us to spread love and happiness throughout our communities. A good example is how Coca Cola Egypt campaign boom on Social Media #etganen

3-OriginalityWhen people see something creative and original they are also likely to want to share it.

4-ShockIt follows the fact that when something gets a strong reaction out of people they want to share it with others, to see if theother people have similar strong reactions.

5-NostalgiaOne of the biggest factors that gets people to share web content with their friends in social networks is nostalgia. Just like how Pepsi and Chipsy played this game of bringing the most famous Ramadan characters to Pepsi Ramadan 2013 Film

http://thinkmarketingmagazine.com/index.php/coca-cola-egypt-campaign-boom-on-social-media-etganen/

http://thinkmarketingmagazine.com/index.php/pepsi-chipsy-ramadan-2013-film-behind-the-scenes/

Share 1 new information?Not more than 140 Character- feel free to use hash-tags

• Blogs

• Articles

• Press Releases

• Whitepapers

• Website Content

• Landing Pages

• Infographics

• Slideshare Presentations

Documents

• Newsletters

• Animated Videos

• Viral Images

• WordPress Websites

• eBooks – Cartoon / Comic

Strips

• Guides


Type of Content

This document is protected under the copyright laws as an unpublished work. This document contains information that is

proprietary and confidential to Think Marketing Magazine , which shall not be disclosed outside or duplicated, used, or

disclosed in whole or in part for any purpose other than to evaluate Think Marketing Magazine . Any use or disclosure in

whole or in part of this information without the express written permission of Think Marketing Magazine is prohibited.

SOCIAL MEDIA CAMPAIGNDIGITAL IMPACT INSIGHTS

COCA COLA EGYPT RELEASE OFFICIAL WORLD CUP 2014 ANTHEM BY NANCY AJRAM & CHEB KHALED

Think Marketing Magazine | Analyze. Futurize © Copyright 2014. All Rights Reserved.


Acknowledgement

As 2014 FIFA World Cup Brazil™ is getting closer, the football lovers allover the world excitement is

growing. The Coca-Cola Company the world’s largest beverage company is one of the longest-

standing corporate partners of FIFA, with a formal association since 1974 and an official

sponsorship of FIFA World Cup™ that began in 1978. Coca-Cola has had stadium advertising at

every FIFA World Cup™ since 1950

Egypt is recognized as the hub for Coca Cola Middle East marketing activities and just released

the official World Cup 2014 Arabic anthem by Nancy Ajram & Cheb Khaled. We are proudly

introducing the first Social Media case study developed to cover digital impact for the campaign

evaluation for Egypt and MENA region.

Wish you #Enjoy

-Think Marketing Team





Coca Cola Egypt

Digital Channels Overview


@CocaColaEgypt Followers Growth @CocaColaEgypt Twitter Mentions

Coca Cola Egypt YouTube Subscribers

0

200

400

600

800

1000

9-Apr 10-Apr 11-Apr 12-Apr 13-Apr 14-Apr 15-Apr 16-Apr

40000

41000

42000

43000

44000

45000

7-Apr 8-Apr 9-Apr 10-Apr 11-Apr 12-Apr 13-Apr 14-Apr 15-Apr 16-Apr 17-Apr

Coca Cola Egypt Channel Viewership

110000

110500

111000

111500

112000

7-Apr 8-Apr 9-Apr 10-Apr 11-Apr 12-Apr 13-Apr 14-Apr 15-Apr 16-Apr 17-Apr

25900000

26100000

26300000

26500000

26700000

26900000

27100000

27300000

7-Apr 8-Apr 9-Apr 10-Apr11-Apr12-Apr13-Apr14-Apr15-Apr16-Apr17-Apr


1480000

1485000

1490000

1495000

1500000

1505000

1510000

1515000

1520000

1525000

1530000

7-Apr 8-Apr 9-Apr 10-Apr 11-Apr 12-Apr 13-Apr 14-Apr 15-Apr 16-Apr

Egyptian Fans Statistics on Coca-Cola Global Facebook Page

Egyptian Fans Global FansEgyptian Fans Growth

Voice of Customer



0

200

400

600

800

1000

1200

1400

1600

1800

1-Apr 2-Apr 3-Apr 4-Apr 5-Apr 6-Apr 7-Apr 8-Apr 9-Apr 10-Apr 11-Apr 12-Apr 13-Apr 14-Apr 15-Apr 16-Apr 17-Apr

#Shagga3Helmak Mentions on Twitter

Engaging Tweets – Campaign Hashtag

0

200

400

600

800

1000

1200

1400

1600

1800


حلمك _شجع# Mentions on Twitter



0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000


Engaging Tweets – Campaign Heroes

Nancy Ajram Cheb Khaled Hassan Elshafei



Sentiment Analysis Dashboard


Negative Neutral Positive Negative Neutral PositiveNegative Neutral Positive

@cocacolaegypt mentions Song Arabic mentions حلمك_شجع#


Voice Of Customer – Verbatim

Hashtag Positive Verbatim Hashtag Positive Verbatim Hashtag Positive Verbatim


Brand Mention Verbatim Negative VerbatimBrand Mention Verbatim

https://twitter.com/dinoeg78/status/456368690531794945

https://twitter.com/dinoeg78/status/456368690531794945

https://twitter.com/idirsay/status/456145699915067392

https://twitter.com/idirsay/status/456145699915067392

https://twitter.com/Apqreno/status/456189345939324929

https://twitter.com/Apqreno/status/456189345939324929

https://twitter.com/Hani1907/status/456500411113816065

https://twitter.com/Hani1907/status/456500411113816065

https://twitter.com/hossamnaguib/status/456574843735928833

https://twitter.com/hossamnaguib/status/456574843735928833

https://twitter.com/a7med_gazal/status/456393451915853825

https://twitter.com/a7med_gazal/status/456393451915853825



Campaign Summary

Shagga3Helmak#حلمك _شجع#

The first & fastest Arabic video to reach 1 million views within ONE DAY only!

1,862

2,980

Coca Cola Official #WorldCup2014 Anthem

Tweets included the English

hashtag #Shagga3Helmak

2455Mentions for the Arabic

hashtag #حلمك_شجع

Views per hr on Official YouTube

channel [ Last update till 17 April ]

778,061Impressions on Twitter

till 17Apr.

67,501Average accounts

reach till 17Apr.

99,527Impressions on Twitter

till 17Apr.

55,191Average accounts

reach till 17Apr.

Innovlutions| Confidential Document - © Copyright 2014. All Rights Reserved.

Facebook Competitive Analysis


95

3

1,533

2 11

BUFFALO BURGER Butcher's Burger McDonald's Egypt Burger Factory Gourmet Burger Cairo

Competitive Fan pages number of fans


Buffalo Burger followers most active hours

0

1

2

3

4

5

6

7

8

9

10

12:00

AM

1:00

AM

2:00

AM

3:00

AM

4:00

AM

5:00

AM

6:00

AM

7:00

AM

8:00

AM

9:00

AM

10:00

AM

11:00

AM

12:00

PM

1:00

PM

2:00

PM

3:00

PM

4:00

PM

5:00

PM

6:00

PM

7:00

PM

8:00

PM

9:00

PM

10:00

PM

11:00

PM

Buffalo Burger followers Buffalo Burger Tweets


Organic Mentions

0

100

200

300

400

500

600

700

800

8-Mar 9-Mar 10-Mar11-Mar12-Mar13-Mar14-Mar15-Mar16-Mar17-Mar18-Mar19-Mar20-Mar21-Mar22-Mar23-Mar24-Mar25-Mar26-Mar27-Mar28-Mar29-Mar30-Mar

McDonalds Egypt Mentions Buffalo Burger Mentions

Decayed bread crisis


McDonalds Egypt decayed bread crisis Initiation

Negative Tweet [28 March] Negative TweetNegative Tweet [27 March]

https://twitter.com/Disuky/status/449182929982197761


https://twitter.com/SarahEbeid/status/449485061491273729

https://twitter.com/SarahEbeid/status/449485061491273729

https://twitter.com/ElKhateeb_/status/449207938809610240

https://twitter.com/ElKhateeb_/status/449207938809610240


Tweebs reactions on decayed bread by MacDonalds

Negative Tweet Feedback Negative Tweet FeedbackNegative Tweet Feedback

Negative Tweet Feedback Negative Tweet FeedbackNegative Tweet Feedback

https://twitter.com/aelzayaty24/statuses/450190689968873473

https://twitter.com/aelzayaty24/statuses/450190689968873473

https://twitter.com/TarekNasr360/statuses/450195212443607040

https://twitter.com/TarekNasr360/statuses/450195212443607040

https://twitter.com/SiouxweetNSauer/status/450209391464026113

https://twitter.com/SiouxweetNSauer/status/450209391464026113

https://twitter.com/StevenYanni/statuses/450202236476747777

https://twitter.com/StevenYanni/statuses/450202236476747777



https://twitter.com/Adham_Mostafa/status/450018517627453441

https://twitter.com/Adham_Mostafa/status/450018517627453441


Real-time Engagement

Many brands forget the fact that Social Media platforms are

just a channels and technology itself is just an Enabler.

Despite the speed of social and real-time engagement,

and impatient audience, the core elements of

storytelling have not changed.

Give your fans and followers a reason to stay connected

with your brand Social Media Channels by opening

up a dialogue with them.

Spending on Ads is good sometimes, but!

Money Can’t Buy You Love –

nor Common Sense

#SM_seminar

Please contact us for more info!

[email protected]


THANK YOU