Introducing Think Media Labs...Think Media Labs is a premier Digital &S i l& Social Mdi b tiMedia boutique agency founded by Ayman Itani. It aims to help enterprises and international

Introducing Think Media LabsgSocial Media Statistics in the Arab Region

Social Media Platforms The Social Media Strategy | StagesThe Social Media Strategy | StagesThe Social Media Strategy | Framework The Social Media Strategy | FoundationSummary

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Think Media Labs is a premier Digital & S i l M di b ti& Social Media boutique agency founded by Ayman Itani. It aims to help enterprises and international brands targeting Lebanon, the Gulf, g g , ,and the MENA region thrive by drawing on Internet platforms todrawing on Internet platforms to capture digitally their customers & audiencesaudiences.

What We Do:What We Do:What We Do:What We Do:

• Social Media strategy development• Presence management• Social Media strategy development• Presence managementPresence management• Sales strategies

Presence management• Sales strategies• Product launches• Customer strategy and CRM• Product launches• Customer strategy and CRMCustomer strategy and CRM • Promotions and influencer outreach

Customer strategy and CRM • Promotions and influencer outreach

Why Think Media Labs?• Assimilate Digital and Social Media at

th f b i d l• Assimilate Digital and Social Media at

th f b i d l

Why Think Media Labs?

the core of your business model• Integrate into your offline marketing

the core of your business model• Integrate into your offline marketing

efforts• Empower your sales activities

efforts• Empower your sales activitiesp y• Build your Reputation Management

p y• Build your Reputation Management

The founder and CEO Ayman Itani is theThe founder and CEO Ayman Itani is theThe founder and CEO Ayman Itani is the most quoted Digital and Social Media

t i th Middl E t ith

The founder and CEO Ayman Itani is the most quoted Digital and Social Media

t i th Middl E t ithexpert in the Middle East with appearances on BBC, CNN, Al Arabiya, expert in the Middle East with appearances on BBC, CNN, Al Arabiya, Daily Star, LBCI,…Daily Star, LBCI,…

Most sought after public speaker at Social Media events in the MENA region

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T h Di i l M di hTeaches Digital Media at the Lebanese American University y

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Identified as top 30 users of Identified as top 30 users of T i i L bT i i L bTwitter in LebanonTwitter in Lebanon

One of the interesting people One of the interesting people to to tt i t ti t t ith i L bith i L bget get in contact in contact with in Lebanonwith in Lebanon

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We have done work We have done work with a with a wide wide f diff tf diff t b ib i

We have done work We have done work with a with a wide wide f diff tf diff t b ib irange range of different of different businesses, businesses,

governments, governments, universities, media universities, media range range of different of different businesses, businesses, governments, governments, universities, media universities, media institutions, NGOs,…institutions, NGOs,…institutions, NGOs,…institutions, NGOs,…

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Our Clients:Our Clients:Our Clients:Our Clients:





Think Media Labs Think Media Labs Case StudiesCase StudiesCase StudiesCase Studies

McDonaldsMcDonalds Global food chainGlobal food chain

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• Unified digital storefront across 30 branches nationwide

• Complied with global and local brand requirementsrequirements

• Integrated Social Media in business process (marketing, sales, ( g, ,operations,…)

Harvard ArabHarvard Arab Alumni Association

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• We built the online community for Harvard A b Al i i KSAArab Alumni in KSA, UAE, Jordan, Egypt, Qatar, Oman, & LebanonLebanon.

• Coordinated with Harvard University in Cambridge and Abu Dhabi

• Promoted HAAA event of 600 attendees

Lebanese Lebanese BroadcastingBroadcastingBroadcasting Broadcasting Corporation Corporation ppInternational International

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• Strategically introduced digital processes in their 27 year-old business workflows

• Integrated digital team with the departments ofwith the departments of news, editing, production, and live coverageW k d i h h

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• Worked with the top regional shows for digital enablement

Rotana TV: Celebrity Duets IICelebrity Duets II

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• Quadrupled their online community y(Facebook, Twitter, Youtube,…)

• Nurtured community across KSA, UAE, Egypt, Jordan, and Lebanon

• Finalists for the I t t A d ShInternet Awards Show Middle East 2012

C & F : You’reC & F : You re Mine This Valentine

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• Launched the Social Media presencep

• Created an interactive photo application for Valentine

• Finalist for Internet Awards Show Middle East 2012

L b F hiL b F hiLebanese Franchise Lebanese Franchise Association Association

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• Integrated B2B Social Media (international and local franchise)

• Social Media business strategy for annual retail industry conference

Democratic Republic Democratic Republic ppof Music:of Music:Production house and Live performances

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• Created a direct-to-customer selling gchannel

• Integrated a Social Media in business processes (commerce, production, performances, …)I d li l• Improved online sales of music and tickets for live performances.



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Lebanon Social Media in Numbers 2011

• Number of active Twitter users: 46,000 users

• Number of Facebook users: 1,093,420 users.

Source: http://www.dsg.ae/en/Publication/Pdf_En/DSG_Arab_Social_Media_Report_No_2.pdf



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S i l M diSocial MediaFramework & StrategyFramework & Strategy

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The Social CustomerThe Social Customer

A customer that interacts withDefinition A customer that interacts with

you, the organization, through

e o

activities performed on online

fplatforms.

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Social Media Strategy | STAGESSocial Media Strategy | STAGES

STAGE STAGE • Does not dedicate resources11

STAGESTAGE

Does not dedicate resources (budget and staff) for Social Media initiativesSTAGE

2STAGE

2 initiatives• Monitors relevant activity by

l i i ti d fSTAGE

3STAGE

3 leveraging existing and free services

STAGE

4STAGE

4 • Explores possible routes for adopting the concept

STAGE

5STAGE

5

p g pthinkmedialabs.com

Social Media Strategy | STAGES

STAGE STAGE • Engages in testing Social Media


11

STAGESTAGE

Engages in testing Social Media platforms

• Does not assign dedicatedSTAGE

2STAGE

2 • Does not assign dedicated resources but establishes social

di id liSTAGE

3STAGE

3 media guidelines • Uses the social medium in its

STAGE

4STAGE

4 existing marketing and public relations activities

STAGE

5STAGE

5thinkmedialabs.com


STAGE STAGE • Assigns dedicated staff and


11

STAGESTAGE

• Assigns dedicated staff and allocates a budget for handling

STAGE

2STAGE

2 social media initiatives• Engages actively with the social

STAGE

3STAGE

3 customer and leverages social media metrics

STAGE

4STAGE

4

media metrics • Expands its social media presence

and taps into new opportunitiesSTAGE

5STAGE

5

and taps into new opportunitiesthinkmedialabs.com


STAGE STAGE • Leverages the capabilities of


11

STAGESTAGE

• Leverages the capabilities of social media for all of its core f ti l d t tSTAGE

2STAGE

2 functional departments • Includes: Sales, marketing, and

STAGE

3STAGE

3 services departments and activities

STAGE

4STAGE

4 • Benefits from more sophisticated brand monitoring tools

STAGE

5STAGE

5

brand monitoring toolsthinkmedialabs.com


STAGE STAGE

B fit f th t f i


11

STAGESTAGE

• Benefits from the support of senior management for developing a

STAGE

2STAGE

2 social business • Drives a Social CRM

STAGE

3STAGE

3 implementation • Integrates all customer-centric

STAGE

4STAGE

4Integrates all customer centric functions into one cohesive systemSTAGE

5STAGE

5system

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Social Media Strategy | FRAMEWORKSocial Media Strategy | FRAMEWORK

The social media strategyThe social media strategy framework is based on a sequence of activities that pertain to the development of apertain to the development of a strategy and an engagement

b d th t t tprocess based on that strategy.


Step 1

Step 2

Step3

Step4

Step5

Step61 2 3 4 5 6

Set Business GoalsGoals

Establish Workflow

Processes Define Stakeholders

& Operational

Grounds

ListenEngage

in CGrounds Conversa

tionMeasure & Refine& Refine

Social Media Strategy | FRAMEWORK

Step

1Step

2Step

3Step

4Step

5Step

6


1 2 3 4 5 6

Set Business • Define your social media Se us essGoals

ystrategy goals and objectives

• These must be in line with your• These must be in line with your general organization business goalsgoals

• Improve customer engagement


Step

1Step

2Step

3Step

4Step

5Step

6


1 2 3 4 5 6

Set Business Goals

• Favor customer-driven innovationE h b d d t tiGoals • Enhance brand and reputation management

• Reduce social marketing, sales, and support costs by using social a d suppo t costs by us g soc acontainers as mediums in contrast to traditional channelscontrast to traditional channels


Step

1Step

2Step

3Step

4Step

5Step

6


1 2 3 4 5 6

Establish • Establish workflow processes s ab sWorkflow

Processes

pin support of your goals

• Define your workflows in your• Define your workflows in your Social CRM implementationWorkflows act as formal• Workflows act as formal guidance for your employees


Step

1Step

2Step

3Step

4Step

5Step

6


1 2 3 4 5 6

Establish • Workflows cater for marketing,

s ab sWorkflow

Processessales, and support activities

• Workflow mirror your yengagement in defining social media policiesmedia policies

• Communicate these policies internally to establishinternally to establish governance


Step

1Step

2Step

3Step

4Step

5Step

6


1 2 3 4 5 6

Define • Identify the customers to e eStakeholders

& Operational

Grounds

yengage with

• Identify the social containersGrounds • Identify the social containers to targetIdentify the resources required• Identify the resources required to accomplish your processes


Step

1Step

2Step

3Step

4Step

5Step

6


1 2 3 4 5 6

Define • Define the duties and Stakeholders & Operational

Groundsresponsibilities of these resourcesresources

• Determine the modus operandi for interfacing with offlinefor interfacing with offline channels to achieve the set b i lbusiness goals


Step

1Step

2Step

3Step

4Step

5Step

6


1 2 3 4 5 6

Listen • Assess your current image status i th i lin the social space.

• Identify and learn the use of social media monitoring tools to discover what is being said about youat s be g sa d about you

• Identify the social containers and uncover the key influencersuncover the key influencers


Step

1Step

2Step

3Step

4Step

5Step

6


1 2 3 4 5 6

Engage in • Tap into conversations of interest gageConversation

p• Provide value for those following

and publishing postsand publishing posts• Ensure the protagonists and

viewers identify with your brandviewers identify with your brand• Ensure that they derive value

from their engagement


Step

1Step

2Step

3Step

4Step

5Step

6


1 2 3 4 5 6

Measure & • Assess continuously the easu e &Refine

ystatus of your relationships

• Assess the benefits these are• Assess the benefits these are entailing for both parties


Step

1Step

2Step

3Step

4Step

5Step

6


1 2 3 4 5 6

Measure & • Set and monitor relevant easu e &Refine measures to ensure the

relationship is mutually beneficialrelationship is mutually beneficial• Ensure that lessons are learned

and used to refine both theand used to refine both the listening and engagement activities



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Social Media Strategy | FOUNDATIONSSocial Media Strategy | FOUNDATIONS

Business Units1 Business UnitsKey Performance Indicators2

Social Containers3

Identify the business units that benefit the

Social Containers3

Identify the business units that benefit the most from SCRM, determine the KPIs that

th f SCRM j tmeasure the success of a SCRM project, and then delimit its operational grounds.


Business Units1

• Marketing DepartmentC t S i D t t

Business Units

• Customer Service Department• Sales Department• IT Department


Key Performance Indicators2

• Customer Responsiveness

Key Performance Indicators

• Market Responsiveness• Product Development and p

Services Delivery Effectiveness• Sales EffectivenessSales Effectiveness

Social Media StrategySocial Media Strategy | FOUNDATIONS

S i l C t i3

User Profiles Discussion Forums

Social Containers3

User Profiles, Discussion Forums, Blogs, RSS Feeds, Communities of Practice Document Sharingof Practice, Document Sharing, Social Surveying, Social Li t i Wiki E tiListening, Wikis, Expertise Location, B2B Social Sales



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Social Media Strategy | STAGESSocial Media Strategy | STAGES

STAGE

1STAGE

1• Does not dedicate resources (budget and staff) for social media initiatives• Monitors relevant activity by leveraging existing and free services • Explores possible routes for adopting the concept

STAGE

2STAGE

2

• Explores possible routes for adopting the concept

• Engages in testing Social Media platforms• Does not assign dedicated resources but establishes social media guidelines 22

STAGE

3STAGE

3

• Uses the social medium in its existing marketing and public relations activities

• Assigns dedicated staff and allocates a budget for handling social media initiatives33

STAGE STAGE

initiatives• Engages actively with the social customer and leverages social media metrics • Expands its social media presence and taps into new opportunities• Leverages the capabilities of social media for all of its core functional

departments44

STAGESTAGE

departments • Includes: Sales, marketing, and services departments and activities • Benefits from more sophisticated brand monitoring tools• Benefits from the support of senior management for developing a social

STAGE

5STAGE

5business

• Drives a Social CRM implementation • Integrates all customer-centric functions into one cohesive system


Step 1

Step 2

Step3

Step4

Step5

Step61 2 3 4 5 6

Set Business GoalsGoals

Establish Workflow

Processes Define Stakeholders

& Operational

Grounds

ListenEngage

in CGrounds Conversa

tionMeasure & Refine& Refine

THANK YOU!THANK YOU!

THANK YOU !

Presentations of TML can be found at:

t l b / lidthinkmedialabs.com

tmla.bz/slides

THANK YOU!THANK YOU!THANK YOU! THANK YOU!

Documents

Introducing Think Media Labs...Think Media Labs is a premier Digital &S i l& Social Mdi b tiMedia boutique agency founded by Ayman Itani. It aims to help enterprises and international