Social Media, Emerging Platforms & Advertising

MINDSHARE MENA DIGITAL

OUR GLOBAL DIGITAL FOOTPRINT

EMEA 33 Offices

462+ Digital staff325+ Search staff

APAC9 offices

248+ Digital staff150+ Search staff

The Americas10 offices

370+ Digital staff300+ Search staff

Regional Hubs

OUR CLIENTS

A COMPLETE DIGITAL SERVICE OFFERING

SOCIAL MEDIA IN MENA IS BIG……..

1,311,882

Twitter Users

Middle East North Africa

45 MillionUsers

3 Million2.8 Million

…and market indicators point to further growth

MENA DIGITAL SPEND IN 2015 est

$600Million

INCREASE IN SOCIAL USAGE

GROWTH IN LOCALDEVELOPERS & PLATFORMS

GLOBAL PLAYERS SETTING UP REGIONAL BASE

Over 9O% of online users are members of a social network. (UAE & KSA)

New game……. old rules

Test & Learn

Adoption Curve

Audience Migration

“Customer Centric Growth”

The Social Media Eco-system

There is a reason why the time to reach 100m users is decreasing…..

Dominant Players

Niche Players

A continuous reliance on 3 dominant players to support new networks and applications

Forums

Understanding the social media adoption curve

Engagement

Volume

Early Majority Late Majority

ContributorsInfo-consumers

InnovatorsInfluencers

Early adoptersEngagers

Advocates

Understanding the social media adoption curve

Engagement

Volume

TestCommunity

InfluencerCommunity

Mass Community

An “old’ new approach to Social Media planning

We should apply a fundamental targeting approach to social media

networks discovery and community engagement

Social Networks

Moving from “doing” Social to being Social

Advocacy & Earned Media In the planning process

Building and organizing around people, involving your customers

Start right at the beginning

In-built customer experiences not an afterthought

Connecting the dots

PRINT

TV

RADIO

MOBILE

DISPLAY

OUTDOOR

GAMING

BLOGGERS

SEARCH

LIKES

PR

UGC

ROI ROERELEVANCE

WEB

Advertising in the social space is tricky….

Consumers

The needs of the brand

Brand

The needs of the community

What is the value of our community

How many fans do we

have?

How can we get them to

buy our products

Why should I follow you?

What do I get back?

Stop spamming

me!

Social Media

I only want to talk to my

friends in this space

…..But first and foremost should be a relationship

…a process of VALUE exchange

between the consumer and the brand

through ADVERTISING

Social Media Platforms up their game • Mobile ads• Sponsored Results

• Enhanced Profile Page• Interest Targeting

Social Media Platforms up their game • Promoted Updates • Promoted Specials

• New company pages• Ipad app advertising

The rate of technology advancement is accelerating20

11

Looking at Emerging Platforms

Social TV

“Any technology that supports communication and social

interaction around TV content”

“TVs with integrated native applications that create a

seamless interaction between social networks and TV content”

Social TV

Social TV

“Any technology that supports communication and social

interaction around TV content”

Connected: a convergence of worldsSocial

MediaTV

Social Media

Internet

Advertising on SMART TVs

Over 1.2 billionSmart TV devices

by 2015

Key drivers of online advertising

Video

Liquid Content

Mobile

Video leads the way A continuous demand

for online video content

Arabic contentBranded content

Commissioned

Online TV

Seasonal Series

The Mobile Age

87% Mobile Penetration 45% Internet Users use Mobile Internet

55% use mobile internet while watching TV ARABIC APPS

Content…feed them and they will stay

THINK SOCIAL, BE SOCIAL

TEST

SCALE

LEARN

SUM

MAR

Y

THANK YOU

: @BoyeB