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For more information on this presentations visit The Internet Show ME 2011: http://www.terrapinn.com/exhibition/internet-show-middle-east/
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Ten Reasons YOU Need to Monitor Social Media….
The marketing game has changed
Fundamental shift from TRADITIONAL media to DIGITAL media
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% of worldwide Internet users get product information online
Radio
38 years
Television
18 years
Internet
4 years
iPod
4 years
4 months!
Years to reach 50 Million users:
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 / day
160,000 Arabic blogs running on Arab social media site Jeeran
17 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 Survey 2009, O’Dwyer’s PR magazine, Apr. ‘10 issue
Tens of millions of “conversations” happen daily across the Internet on social media platforms
“Social media will see the steepest growth of any channel over the next 5 years”
Forrester Research
How can you make sense of it all? Social Media Monitoring
Determining marketing effectiveness and ROI is no longer about measuring the number of
impressions or mentions
Marketing effectiveness is about how well your company establishes relationships with customers
Social media monitoring enables you to measure and analyze consumer engagement and
sentiment, as well as your company’s reach, influence and reputation
Brand Mentions
Al Islami Foods 346
McDonalds 1,602
KFC 213
Emirates Bank 352
Emaar 215
Zain 1,066
Emirates Airlines 218
MENA region user Mentions on 20/09/2010
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
Fact:
• SocialEyez recently researched & analyzed consumer sentiment and perception of a leading
UAE bank including analysis of 2,400 comments over 2 months.
10 Reasons YOU Need to MonitorSocial Media…
Find out what the world thinks about you, your competitors & your industry1
0
50
100
150
SocialEyez Marketing Agency X
Cost66% lower cost
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
Result
Identified 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 demand
Source: BNSPulse Report, 1Q 2010 Edition
10 Reasons YOU Need to MonitorSocial Media…
Find out what the world thinks about you, your competitors & your industry1
Identify conversations about your products or market, increasing sales opportunities
Bring all relevant conversations to you, improving your ability to build your brand with potential customers
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
10 Reasons YOU Need to MonitorSocial Media…
Develop qualified leads by engaging consumers2
10 Reasons YOU Need to MonitorSocial Media…
Develop qualified leads by engaging consumers2
Example:
After launching in 1500 Target stores, organic tea maker Steaz Teas’ ad agency Chemistry based a marketing 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 page
Facebook ads increased Steaz’s fan base
A 68,000-person e-mail list received two offers, so online coupons were pushed
Minimal marketing budget used social media monitoring sites to track consumer reactions and tailor campaign for maximum efficiency
Result
50,000 coupon-downloads
20% redeemed coupons
6,000 social media mentions recorded
3,000 new fans joined Steaz’s Facebook page
Sales doubled in Dec. ‘09
Source: Talent Zoo, Inc. (talentzoo.com)
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
10 Reasons YOU Need to MonitorSocial Media…
Monitor customer feedback more effectively3
Example: Mashreq Bank’s recent engagement on Social media
10 Reasons YOU Need to MonitorSocial Media…
Result
Customer satisfaction increases
Customers begin feeling that there is a 2 way relationship with their bank & their feedback is listened to
Before After
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 product/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
10 Reasons YOU Need to MonitorSocial Media…
Improve customer relations by engaging them in their space4
10 Reasons YOU Need to MonitorSocial Media…
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 900
10% 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 hours
Lufthansa receives millions of passengers annually, many using social media to express opinions and experiences with Lufthansa–but airline is actively monitoring social media
Result
Monitoring reveals who is leading the most relevant discussions, enabling targeted engagement Quantitative and qualitative data analysis enables Lufthansa to understand source of sudden
increased negativity Lufthansa engages passengers while showing proof flight delays were due to airport and were
beyond airline’s control Within 3 days, positive sentiment goes back up and negative goes back down
Source: Riverpoint Solutions Group LLC, dhs.com+ve-ve
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 interviews
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
10 Reasons YOU Need to MonitorSocial Media…
Find out what employees REALLY think about your company5
Example:
Company wins Business Today award for “Best Employer”
Company employs 114,000 around the world
Result
Staff read about the award and question its criteria, clearly showing dissatisfaction
Over 1,100 blog posts recorded all with negative sentiment towards company
Examples 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
10 Reasons YOU Need to MonitorSocial Media…
Find out what employees REALLY think about your company5
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
10 Reasons YOU Need to MonitorSocial Media…
Gauge online AND offline marketing campaign effectiveness6
Example:
High-end hotel chain launches offline marketing campaign for new hotel opening
Consumers react to marketing campaign showing excitement & anticipation for hotel opening
Consumers pose 1 key question about hotel Bar
Result
Social media monitoring provided insight into customer sentiment and how they are reacting to
marketing campaign
Revealed what consumers are interested in and 1 key question 45% of conversations included
Hotel adjusted campaign to include pictures of the Bar in question
Consumers react positively and bar is fully booked for 12 consecutive days
10 Reasons YOU Need to MonitorSocial Media…
Immediately Measure effects of OFFLINE marketing campaigns ONLINE6
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
10 Reasons YOU Need to MonitorSocial Media…
Monitor your competition7
Example: Automotive in Saudi Arabia
User posts a comment “I bought the Chrysler 300 last year but am very unhappy with its fuel
consumption so will trade it in for a Lexus – their cars will save me a lot – does anyone have
suggestions?”
Result
Lexus fans engage in conversation and convince the user to buy the Lexus RX
Chrysler loses a client to its competition - Lexus
Uncovered untapped opportunity to raise brand awareness and gain market share
10 Reasons YOU Need to MonitorSocial Media…
Monitor your competition7
vs
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
10 Reasons YOU Need to MonitorSocial Media…
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.
Online gaming is one of BitDefender’s major markets Social media monitoring revealed growing trend of game account hacking to steal personal
information Conversation analysis showed large percentage of gamers misunderstood game account security
Result
BitDefender started monitoring specific forums and websites for conversations about anti-virus software
Identified relevant individuals to engage with product and solution information Built trust within gaming community, creating additional sales opportunities
10 Reasons YOU Need to MonitorSocial Media…
Spot consumer trends as they happen8
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
10 Reasons YOU Need to MonitorSocial Media…
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.
JetBlue faces potential nightmare Social media monitoring reveals 460% spike in social media conversations Media sentiment analysis shows mostly neutral conversations, but negative on the rise
Result
JetBlue refrains from immediate response because public opinion was neutral to positive but as negative increased reaction was needed
Finally issued a 140-word statement Published it only on their blog to guarantee wide distribution PR crisis averted
Source: SocialTimes.com, “4 Reasons JetBlue Nailed Their Social Media Response to Crazy Flight Attendant”, Aug. 19, 2010
10 Reasons YOU Need to MonitorSocial Media…
Protect your brand and reputation9
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
*BuzzLogic study
10 Reasons YOU Need to MonitorSocial Media…
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
•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
10 Reasons YOU Need to MonitorSocial Media…
Influence the Influencers10
+ve-ve
Localized sources are key – yes Facebook & Twitter are huge globally, but the regional
sources often more important
Case: QZone in China has 300 million users!
Arabic Example:
Multi-lingual Social Media Monitoring & Analysis Service
The world’s first true Arabic social media monitoring platform
Native-speaking Arabic language experts
Providing unparalleled insight into the MENA region, with
analysts on the ground in 5 countries – understanding the local
dialects
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
Customized, comprehensive search support for optimal results
Expert analysis unmatched by any competitor
o Native English-, French-, and Arabic-speaking social media experts
o 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 colloquialisms
Proactive account management
o 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 You