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


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


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


41%

51%

28%

69%

58%

Digitalscene in MEMobile Internet USage


22%18%

24%

54%57%


Digitalscene in MEInstant Messaging

20% 19%

37%

48%

70%

Digitalscene in MEMobile Ownership


90%

75%

90%95%

99%

Digitalscene in MESocial Networking


20% 20%

29%

45%

69%

Digitalscene in MEOnline Purchase


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


TUNISIA


SUDAN


SAUDI ARABIA


MOROCCO


LIBYA


EGYPT


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

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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

Sorry, accept interactive discussions only…Anyone? Follow me @mostafagamrah

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arab spring presentation

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