Monthly Social Media Monitoring Report

Introduction

Research Methodology

This report monitored all Arabic and English language content on Wataniya’s social channels in Kuwait. The report also tracks the social media engagement by analyzing users and numbers.

Period 24 April 2012 – 23 May April

2012

Region Kuwait

LanguagesArabic & English

ChannelsFacebook, Twitter, Youtube, Blog

Apr-12 May-12 Jun-120

10,00020,00030,00040,00050,00060,00070,000

Facebook Twitter Blog

• Facebook grew at a faster pace than previous months

Overall

• Wataniya remains the most popular telecom on Twitter and Facebook

• The Blog’s traffic has remained unchanged

Although VivaTelecom is not really growing, Zain has started to acquire more followers (14th May)

38,676 Followers(↑6,580 New Followers)

twitter Insights

• This graph depicts the number of people each company is following. WataniyaTelecom has to follow people for help desk purposes but rarely unfollow them when the issue is resolved. Following that many people does not look good for a telecommunications company like Wataniya.

twitter Insights

Country and gender demographics

70% of users are from Kuwait. Followed by 4% from Egypt and 4% from India.

Other users are registered from Brazil, Philippines and Argentina.

The number of female followers has increased by

2%

twitter Insights

90 RTs

61 RTs

45 RTs

41 RTs

Our audience loves contests and they participate if the prize is worth it. We built trust during GiveKuwait contests and people expected more from us.

Following this tweet, we had a Samsung competition where over 250 people participated.

We were the first telecom to release anything on social media about the much anticipated Samsung SIII device. Hamad’s influence played a part in getting this video out to people.

This account has 143,235 followers and put out several negative tweets about @WataniyaTelecom

Retweetstwitter Buzz

• Twitter followers have increased by 21.7% during the month of May.

• Help desk continues to assist people in a timely manner

• WataniyaTelecom continues to gain followers on Twitter, due to contests and giveaways

• Negative feedback came from SMS ads received by users like Wataniya’s chat service

• Wataniya should start unfollowing users that got their issues resolved

twitter Key Takeaways

• Total views in May: 39,761• Gender: Male 70.4% | 29.6% Female• Most Viewed Video: Samsung Galaxy SIII

Kuwait Saudi Arabia United Arab Emirates

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Country

View

sYouTube Key Takeaways

• Mobile apps play a major role in traffic. People share videos on Twitter, whatsapp, BBM

• 18% of the people who see our videos watch them on our blog or if they’re embedded on a website

YouTube Key Takeaways

Direct TrafficEmbedded PlayerYoutube Suggested VideosYoutube SearchOthers

• Viva uploaded 13 videos on Manchester United Academy. The views are less than 100

• Zain has not posted anything since the flash mob except for the Samsung Galaxy SIII TVC. The video has ~800 views

• The male to female ration watching Wataniya Telecoms has increased, this could be due to the Samsung SIII video

• The views increased by 8,000 in comparison with last month

YouTube Key Takeaways

• People talking about Facebook Wataniya has increased significantly. • The amount of people Wataniya is reaching on the Facebook Page is on a

steady rise. • The total amount of likes has increased by approximately 5,000 likes from

last month which is more than triple the amount of Likes increase last month.

Facebook Insights

Facebook Buzz

1. Maxpress Promotion (Ad based)2. How-to recharge your prepaid (Ad

based)3. Maxpress Promotion with kid (Ad

based)4. Samsung Galaxy SIII Video by Hamad

5. Dust Storm Tips - English6. Dust Storm Tips - Arabic7. IKEA Wataniya Rewards8. Galaxy SIII Expectations post

Facebook InsightsCountry Demographics

Facebook InsightsTracking “likes”

• Ads continue to generate the most amount of likes on our Facebook Page

• The most amount of likes was on 5/10 with 441 Likes. • Due to high engagement on the Facebook Page this month (Dust

Storm), the Facebook page was the second best source of Likes.

• Samsung Galaxy SIII related posts reach a big portion of the audience

• The most amount of likes was on 5/10, a day after we posted we have job openings and our booth at GUST

• Our demographics have remained the same in comparison to last month

• The Dust Storm Tips that were in Arabic and English gained the biggest amount of engagement. People shared the tips with friends

• Top engagement Facebook status was Dust Storm Tips(English) with 813 likes,130 comments and 867 shares

Facebook Key Takeaways

• Unique visitors remained constant in comparison to last month

• The average visit duration is still unchanged

• The amount of new visitors has increased by more than 2%

Blog Insights

Blog Insights

Technical Profile & Traffic

• Traffic from users using Internet Explorer has increased significantly

• Chrome is now the most popular browser followed by Mozilla Agent (Firefox)

Landing Pages

Blog Insights

• Jeremih Spot the Difference contest increased traffic to the blog significantly. • How to recharge your line post generated the most traffic in comparison to other blog posts• Three of the top 10 posts were relating to Samsung Galaxy SIII

Blog Insights

• Most people are submitting their answers in spot the difference contest then leaving. We should redirect people who submitted the answer to the homepage or wataniya.com

Exit Pages

Referrals

Blog Insights

• Facebook remains the biggest traffic source for Wataniya blog

• Users are starting to come from winsight to different blog posts

• Traffic has remained unchanged in comparison to last month

• Browsers generate more traffic than smart phones

• 74% of visitors are new while 26% of visitors are returning visitors

• May 4th generated the most amount of traffic. May 4th was a Friday

• Engagement in comments has increased significantly

Blog Key Takeaways

IMPACT & ECHO

Total views on Hamad’s video on

YouTube was 14,056

Samsung Related Activity

• Facebook Activity:• Total amount of likes: 908• Total amount of comments: 153• Total amount of shares: 202

• Twitter Activity:• Estimated number of tweets: 195

IMPACT & ECHO

Sample of positive tweets generated from #IfollowWataniya contest where participants were asked to complete the sentence: #IfollowWataniya _________, for a chance to win a Samsung Galaxy Note.

twitter Insights

Number of tweets: 383Number of mentions: 243Prize: Galaxy Note

• 33% of tweets were replies

• 21% of tweets were retweets

• 45% of tweets were regular

#IfollowWataniya

Competitive AnalysisYouTube

• Wataniya Telecom

Total Views: 933,652Total Subscribers: 474Total Profile Views:

32,232Videos Uploaded in May:

15

• Zain Telecom

Total Views: 3,148,257Total Subscribers: 1,123Total Profile Views:

283,212Videos Uploaded in May:

1

• Viva Telecom

Total Views: 304,215Total Subscribers: 217Total Profile Views:

43,063Videos Uploaded in May:

13

Competitive Analysis

• Wataniya’s Facebook page has become the fastest growing page again in comparison to last month

• Viva growth has decreased while Zain’s has remained constant

• Wataniya is ahead by almost 15,000 from competitors

Facebook

Competitive AnalysisTwitter

• Wataniya has the most amount of followers but is followed closely by Zain

• Wataniya currently is increasing at the quickest pace in comparison to competitors

• Viva is the least active twitter account between telecoms

Competitive AnalysisTwitter/Facebook

ZainMost buzz on twitter

1. Tweet generated 108 retweets complaining about zains poor signal service

2. Tweets complaining about Zain’s SMS ads 3. Zain announcing having network maintance

generated buzz (possibly adding LTE support)

4. Zain’s Samsung Galaxy SIII pre-order page

Most buzz on Facebook

5. Zain’s Samsung SIII Pre-order page6. Zain sharing Samsung SIII review

generated 41 shares7. Zain announcing opening in Al Hamra Mall

+ inviting bloggers to check it out

VivaMost buzz on twitter

1. Viva twitter contest: Retweet and you might win iPad 3 – generated the most buzz

2. Viva twitter contest: Retweet and you might win iPhone 4S

• All viva tweets that generated buzz this month were related to the two contests

Most buzz on Facebook

1. Viva announcing Galaxy S32. Viva’s Job Opening Event3. Viva Manchester United Academy

IMPACT & ECHOComplaints

Users complain that the Wataniya Rewards program isn’t worth it and people are regarding it as spam

A big portion of users dislike getting SMS messages relating to meeting new people and chatting.

IMPACT & ECHOComplaints

After Wataniya announced a chat conversation with Salwa Al Mutairi users started complaining about it for bringing a disliked celebrity while some took it as a joke.

IMPACT & ECHOComplaints

Help desk takes too long to respond to inquires when a user complains on Facebook. This is causing negative feedback posts from unsatisfied customers.