Arab spring presentation
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Transcript of Arab spring presentation
Has the Arab springchanged brands digital perceptions?
Table ofcontents • The Arab spring phenomena
•Arab spring impact on ME market - Economical - Marketers› and perception
•Digital scene in ME - Internet - Mobile - Content type - Social networks •Brands reaction - Opportunity - Skepticism - Confronting the consumer
•Digital campaigns •Case studies• Tips for brands
The Arab Spring Phenomena
The Arab Spring Phenomena A revolutionary wave of demonstrations and protests that have been taking place in the Arab world since 18 December of 2010.
Mauritania, West Sahara, Morocco, Algeria, Tunisia,Libya, Egypt, Sudan, Lebanon, Syria, Iraq, Saudi Arabia, Kuwait, Bah-rain, Oman, Yemen.
Arab spring impact in ME market
Economical• Q1 almost vanished with very little business in many countries.
• Uncertainty about any new investment .
•Uncertainty about achieving any assigned targets . And hence budget freezing , and hire freezing .
•Huge local conglomerates were marked as anti-xxx.
•Some industries came to a complete stoppage like tourism and real estate .
•Newindustriesflourishedlikenewsandflagprinting
ECONOMIC IMPACT on OIL PRICE (table 1)(Crude Oil – Monthly price)*source indexmundi.com
Month ValueSept - 2010 - 75.93 $ Oct - 2010 - 76.14 $ Nov - 2010 - 84.56 $ Dec - 2010 - 90.1$ Jan - 2011 - 92.6$ March - 2011 - 104.42 $
ECONOMIC IMPACT IN WHEAT PRICE (table 2)(Wheat – monthly price)*source indexmundi.com
Month ValueSept - 2010 - 246.25 $ Oct - 2010 - 271.69 $ Nov - 2010 - 270.29 $ Dec - 2010 - 274.37 $ Jan - 2011 - 306.99 $ March - 2011 - 326.54 $
The Leprechaun: These are marketers eager to learn what’s new on the media space, they are knowledge seekers and used to go online before the revolution in non professional way and get to know power of online after #Jan25
The Wonderful Wizard: They pretend to be something more than they actually are, they started hiring digital agencies to show the CEO that they are good, and they get the job done.
The Locust: These are marketers that hits and run – they won’t go digital because it’s budget is transparent. They only care about bud-gets & personal benefits. These guys hurt the whole business.
Marketers and Perception
The Back Seat Driver: They provide too much information from the endless readings they scan on various forums and blogs, And that’s it
The social media expert: These are the ones whom were convinced with the digital before the revolution and used to convince their heads, post the revolution they started immediately pilot campaigns online.
The professional: The professional marketer nothing convince him except talking numbers & KPIs – they are okay with being online but still think the TV has their mass audience – they work hard to achieve goals & prefer long term strategies
Marketers and Perception
The digitalscene in ME
Media Usage Frequency
Egypt
Access Internet via Desktop/laptopRead Newspapers (not online)Text/Call via Mobile
15
12.5
10
7.5
5
2.5
0
7.9
77.5
4.9
11.2
4.4
2.5
7.6
9.29.4
6.5
12.3
5.4
1.5
7.9
9.8
6.8
10.7
6.2
1.5
7.9
12.412.9
5.1
11.3
3.9
1.4
7.6
13.3
3.6
11.9
4.3
2.4
7.6
12
Tim
es P
er W
eek
Access Internet via MobileRead Magazines (not online)Watch TV (not online)
Listen to Radio (not online)
Jordan Morocco Saudi Arabia UAE
Access Internet via Desktop/laptopRead Newspapers (not online)Text/Call via Mobile
Access Internet via MobileRead Magazines (not online)Watch TV (not online)
Listen to Radio (not online)
Media Usage Duration
Egypt Jordan Morocco Saudi Arabia UAE
Min
utes
/ Day
200
175
150
125
100
75
50
25
0
165
73
199
3633
87
54
160
101
162
33
43
79 76
158
65
164
29 30
80
27
144
73
154
31 29
4852
119
48
103
2528
37
59
Digitalscene in MEInternet Usage Rate
Egypt Jordan Morocco SaudiArabia UAE
39% 40%
51%
70%
84%
Place of Internet AcessPe
rcen
tage
120
100
80
60
40
20
0
HomeFamily / Friends HouseCyber Cafe
OfficeOn-the-go
Egypt Jordan Morocco Saudi Arabia UAE
83%
6%
19%
13%
4%
63%
16%
23%22%
1%
69%
12%
40%
9%
0%
97%
24%
17%21%
30%
91%
56%
8%9%
21%
DailyAlternate Day
1-2 times per week1 time in 2 weeks
Perc
enta
ge
90
80
70
60
50
40
30
20
10
0
FrequencyofOfficeInternetAccess
72%
14%
8%
4% 2%
51%
21%17%
2%
8%
81%
6%9%
3%1%
56%
24%
13%
3% 1% 0%0%0%0%
80%
14%
4%
1% 1% 1%
1 time per monthLess often than 1 time per month
Egypt Jordan Morocco Saudi Arabia UAEDailyAlternate Day
1-2 times per week1 time in 2 weeks
1 time per monthLess often than 1 time per month
Perc
enta
ge
80
70
60
50
40
30
20
10
0
Frequency of Home Internet Access
72%
14% 8%
4%2% 0%
51%
21%17%
2%8% 0%
81%
6%
9%
3%1% 0%
56%
24%
13%
3%1%
0%
80%
14%
4%
1%1% 1%
Hour
s / W
eek
120
100
80
60
40
20
0
At Home AttheOffice
Egypt Jordan Morocco Saudi Arabia UAE
Duration of Internet Acess
12.9113.48
11.6
12.45
14.83
18.6
10.91
8.56
9.67
8.32
Digitalscene in MEInternet-enabled Mobile Penetration
Egypt Jordan Morocco SaudiArabia UAE
41%
51%
28%
69%
58%
Digitalscene in MEMobile Internet USage
Egypt Jordan Morocco SaudiArabia UAE
22%18%
24%
54%57%
Egypt Jordan Morocco SaudiArabia UAE
Digitalscene in MEInstant Messaging
20% 19%
37%
48%
70%
Digitalscene in MEMobile Ownership
Egypt Jordan Morocco SaudiArabia UAE
90%
75%
90%95%
99%
Digitalscene in MESocial Networking
Egypt Jordan Morocco SaudiArabia UAE
20% 20%
29%
45%
69%
Digitalscene in MEOnline Purchase
Egypt Jordan Morocco SaudiArabia UAE
1%2% 2%
5%
12%
Egypt
2%
5%4%
18%
15%
Jordan Morocco SaudiArabia UAE
Digitalscene in MEOnline Research
Twitter•Positive: It was a powerful tool in spreading what’s happening
•Negative: It’s embracing role in the Pan-Arab uprisings
Algeria#algeria#bouteflika#algerie#algrevolution
Tunisia#tunisia#sidibouzid#jan14#bouazizi
Egypt#mubarak#jan25#ghonim#Molotov
Libya#geddafi#benghazi#gaddaficrimes#libya
Syria#syria#daraa#mar15#assad
Facebook•Positive: Facebook has no doubt proved the most vital source of rebellion on the net.
•Negative: Facebook has deleted several opposition group accounts due to terms of service violations.Algeria• Envoyés Spéciaux
Algériens
• Algerian Revolution
Tunisia• Tunisian Revolt
• 14 Janvier 2011 TN
Egypt• 25 Egypt
• El Shaheed
Libya• Libyan Youth Movement
• Videos of the LibyanRevolution
Syria• Syrian Free Press
• End State of Emergencyin Syria
News. Vs games related search queries
YEMEN
News. Vs games related search queries
TUNISIA
News. Vs games related search queries
SUDAN
News. Vs games related search queries
SAUDI ARABIA
News. Vs games related search queries
MOROCCO
News. Vs games related search queries
LIBYA
News. Vs games related search queries
EGYPT
News. Vs games related search queries
ALGERIA
Digital scene in Egypt
The Internet Users Aspirers
Communicators
InfluncersNetworkers
Functionals
KnowledgeSeekers
Percentage
They loved criticismThey share negativesThey shout to all They are CreativeThey became experts
Internet Users in Egypt 27
26
25
24
23
22
21
20
Criteria% from number of totalmobile users (72M)
MobileOwnership90%
41%
22%
Internet-enebaledMobile
Mobile InternetUsage
Number of Twitter UsersDigital growth (Micro blogging)
BeforeJan25
26,0000
45,0000
100,0000
AfterJan25
July
Neo-Socialism Trend70% of online conversations directly called for a larger economic role by the government.
TermSalary IncreaseFood SubsidiesJob CreationPublic Healthcare
“ Desert lands in Egypt are Large and abundant, and it is our rights as lower-in-come people to have wide and beatiful apartments with green areas around ”
Sample Verbatim
1.2 million800 k1.5 million700 k
63%54%46%21%
February 2011 Mentions % Increase from January
The Disconnect - between the Elite & the Masses
Optimism towards the revolution is declining as the youth seem to disintegrate on issues that initially integrated them. Religious
influenceemantingfrom groups inspired by the Salafimovmentand the Muslim brotherhood is on the rise
25% Drop
Conclusion1. Gaming2. Social Media 3. Movie Download4. IM services5. Search
Before the revolution
Post the revolution1. Use Proxies 2. Search 3. News 4. live streaming 5. News Fan Pages on FB6. Twitter
BrandsReactionWhat does this mean to brands?
There is a big opportunity to involve your customer. Its time to own your brand
Opportunities(ReflectedacrossBranddifferent Vehicles )
•Listen •Long Term engagement•Two way Communication “Conversation “•Viral Effect •Targeting Location Interest & Age •Community •Real Time Insights •Easy To Customize
{
Skepticism
?A bottler was worried about their image and was so much keen to launch a campaign that is credible and trusted.
An operator preferred not to be active specially after communica-tion blockage, but they quickly took the vise versa decision and launched all types of campaigns, branding – CSR – promotional.
An airline agent was never afraid spending online after the revolu-tion but their agency was afraid not to take their money as it is a governmental entity, just kidding :)
FMCG’s team was never afraid spending online, they launched their initiative and made an aggressive activation – their CSR was a talk of town.
Confrontingthe consumer
The new social ME, welcome to the Virtual Life
•The way you communicate•How you connect•High level of involvement
DigitalCampaignsCokeCoke didn’t do any revolution related campaigns but they did a talk of town campaign talking about the positivity in each simple thing we see - they increased the digital spend.
Egypt AirEgyptairwasveryactiveduringtherevolutionpromotingtheemotional&thefunctionalsideofthebrand(supportingLybian&sendflightsfor free – their normal advertising plan; selling tickets online) they increased the digital spend.
HenkelHenkel was the 1st. In Egypt to launch the CSR campaign online and took Dubai lynx award, It as their 1st. Time to launch a two way com-munication activation online – but they had budget cuts later.
NestleNestle was not active post the revolution; it was relevant to their brand character but in Q3 Nescafé & Ice-cream launched an aggressive digi-tal campaign – normal spend
MobinilThey launched a CSR campaign during Ramadan supporting 100,000 Egyptian to work- they increased the digital spend
CaseStudies
Henkel Egypt Objectives: Engage with audience via social platforms and give them the chance to contribute & build up on the positive vibes taking place in the country
Solution:• Facebook fan page• Digital campaign
Results: • The ad was viewed more than 25 Million time on different networks.• More than 30,000 like on Facebook.• 500 Follower on Twitter.
Coca-cola Egypt Objectives: Spread positivity among their audience
Solution: • Viral campaign• Facebook engagement • Rich media banners
Results: • Click Through Rate was over the average market• 688,786 like on Facebook• 4,012 follower on Twitter
AdviceWhen you are sick, go to a doctor
When you have a case, go to a lawyer
When it comes to online go to a digital agency
Tips for brands
Strategy
Crisis Management
Advocacy programObjection Handling
Strategy
Let’s agree that from now we will not call it a strategy, but a two way communication strategy
Don’t say, we are not in the US. Don’t worry, the situation is or will be the same in your country, too. Soon.
I am sorry to tell you that… The cycle now in your mind has changed!
StrategyIt used to be
Buy
Buy Consideration
Bond Enjoyment
Evaluation
Love
TrustAdvocators Quality
Final choice
Fewer brands
Many brands
Now it is
Tips for the brand – Advocacy program• Blogger engagement: Identify the top online bloggers for your business (and begin
building relationships)
• Reputation hype: Create a paid reviews & sponsored articles – top new websites & industry related portals
• SocialInfluencers:Createaninfluencermaptoknowwhereyourpromotersanddetractors live online and connect with them
• When launch: Its like you are getting married, make an event for your ambassadors, bloggers,influencers&drawviayoursocialmediaassets
Objectionhandling Before launch• Make a focus group, invite different types of people, present the launch idea.• Shhh, listen and take notes! List all negative points and put into consideration all the
positive as well, prepare the ultimate defending scenario for negative leveraging the positive highlights
When launch• Be active and don’t leave a single feedback without dealing with• Help address customer’s issues to moving forward with your solution
Tips for the brand – crisis management• Monitor: understand the problem, elaborate being bold and convincing
• Cultivate:Developlistofonlineinfluencerstoberecruited(quickresponse)
• Prepare: Transparent communication strategy / activate crisis landing page
• Respond: Update social media landing pages with crisis message / Activate Twit-ter aggressively - Consider using video that delivers a human message
• Promote; Launch a search campaign on Google - Create and optimize a variety of multimedia content to help tell your story in multiple ways
• Control / Lead: Virally or via brand’s ambassadors (attract users into a conver-sation is the most effective way to build goodwill and brand advocates who will support you if crisis hits)
Logical steps to be on social networks
Listening1 2 3
Measuring Engaging
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