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
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
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