bpg i group social media conference - may 2013
DESCRIPTION
Social Media = Push and Pull strategy opportunities for the MENA brands. Best formula for social media = hiring the right talents.TRANSCRIPT
Social Media Forum 201321 - 23 May 2013 Dubai International Convention and Exhibition Centre
HISTORY REPEATS ITSELF
Grégory Bolle
2009 twitter
MENA DISCOVERED THE POWER OF SOCIAL MEDIA
Past Present
FIRST TABLET 6th century BC
FIRST BAZAAR 734 - 738 AD
ZOROASTER12th century BC
Past Present
DIGITAL TABLET 2010
ONLINE BAZAAR 1995
SOCIAL MEDIA2008
SOCIAL MEDIA2013 / 2015?
?
Zoroaster Learn
GOOD THOUGHTS
GOOD DEEDS GOOD WORDS
How brands can benefits from the Zoroaster’s philosophy?
SHARING MY CHALLENGES
Me Agencies
Agencies Views
ENGAGEMENTINTEGRATED
TRANS-MEDIALIKE
BROADCASTONE TO ONE
CRISIS MANAGEMENT
VIRAL
DATAEXPOSURE
ROIPERFORMANCE
2.0MULTI-SCREEN
EXPERIENCESHARED
Brands Dilemma
BRANDS
BRAND EXPERIENCE
MEDIA EXPOSURE
MORE PR COVERAGE
CONVERSATIONAL
Brands Dilemma
BRANDS
RETURN ON IMAGE
RETURN ON CONSUMERS
RETURN ON INVESTMENT
LONG TERMBRAND EQUITY
MID -TERMCRM FUNCTIONS
SHORT TERMTRANSACTIONS
Brands Impasse
BRANDS
EVERYONE IS TRYING TO CREATETHEIR OWN SOCIAL MEDIA SCIENCE
MENA Reality
Mapping the MENA brands in function of their business model
TRADING ECONOMIC MODEL
SERVICE ECONOMIC MODEL
MENA Test
Mapping the MENA brands in function of their level of maturity
HIGH
LOW
PLATEAU EFFECT # 1 TIME
BR
AN
D
PO
WER
BRAND MATURITY
PLATEAU EFFECT # 2 PLATEAU EFFECT # 3
TRADEMARK
PRODUCT CENTRICS
CATEGORY CENTRICS
BRAND OF OPPOSITION
BRAND OF PROPOSITION
ICONIC BRAND
SALESUSP
SERVICE BRAND
CONTENT
EMOTION
MENA Test
Brand’s maturity, budget commitment & KPI will define YOUR strategic social media approach
BRAND MATURITY
SALES
USP
SERVICE BRAND
CONTENT
EMOTION
MAPPINGKPI
RETURN ON IMAGE
RETURN ON CONSUMERS
RETURN ON INVESTMENTS
SOCIAL MEDIAAPPROACH
PUSHSTRATEGY
MIXED
PULLSTRATEGY
DEFININGBUDGET
HIGH
LOW
$
PUSH OR THE 1.0 APPROACH
Push Data
Nothing wrong with #PUSH strategy in Social Media. Question is how we assess the media journey.
Source: QUISMA -GroupM - www.quisma.com
Push Data
From a marketing performance point of view (direct ROI) – Social Media won’t help much
Source: QUISMA -GroupM - www.quisma.com
Push Campaign
It is more likely that I follow a FB campaign advocated by my friend Lara
Push PR
Welcome to a World of Fun – where actually Twitter is misused for corporate messages
LET’S TRY PULL STRATEGY
Pull Social
Here are the 4 components of a good #PULL Social Media strategy
Source: Emily Bell - Columnist – The Guardian – “There's no point spurning technology, creativity follows it” - 2011
Mass Quality
Advertisers want a critical mass to act – Users want quality time online: Game on!
45millions
ARABIC CONTENT QUALITY
Source: http://vr-zone.com/articles
Pull Content
MENA brands of proposition (+ some opposition ones) need to invest into #PULL strategy
HIGH
LOW
PLATEAU EFFECT # 1 TIME
BR
AN
D
PO
WER
BRAND MATURITY
PLATEAU EFFECT # 2 PLATEAU EFFECT # 3
TRADEMARK
PRODUCT CENTRICS
CATEGORY CENTRICS
BRAND OF OPPOSITION
BRAND OF PROPOSITION
ICONIC BRAND
SALESUSP
SERVICE BRAND
CONTENT
EMOTION
Brands Story
BRANDSOF
PROPOSITION
PHYSICAL SPACE
VIRTUAL SPACE
EMOTIONAL SPACE
MENA brands need to learn how to create a panorama of
experience with no OFF switch.Digital + Physical Worlds
Brands Story
IN THE MENA – THERE ARE VERY FEW BRANDS THAT KNOW HOW TO CAPITALIZE ON BRANDED CONTENT + BROADCAST GREAT ARABIC CONTENT TO THEIR AUDIENCES.
IF THE MENA BRANDS WANT TO BE PART OF THE TOP 100 BRANDS IN THE WORLD – THEY NEED TO GET INTO THE CHALLENGE OF STORYSCAPING!
04 CASE STUDY
04 Drama
The First Ever Transmedia Drama Series in the MENA region
04 Drama
Meet with the 4 Housemates
Grégory Bolle
TV Social Media
Social media universe of our 4 housemates
2.0 Tracking
Monitoring the quantitative performance & capitalizing on the online conversations
04 Reebok
Inserted the Reebok brand into the 04 social media platforms
04 Reebok
Capitalizing further on Reebok’s brand ambassador – Lewis Hamilton – F1 World Champion
FAVORITE SOCIAL MEDIA
STORY
Grégory Bolle
Peace Talk
Empower the Soft diplomacy to change the world #PEACE #RESPECT via Facebook
WHEN SOCIAL MEETS
MONEY
Grégory Bolle
Friends Coffee
Starbucks is one of the rare brands that understood how to monetize its Facebook platform
SOCIAL MONEY
Fly Network
Can we merchandise opportunity of network?
NETWORK MONEY ?
TIPS
Tips Social Media
GET A CLEAR UNDERSTANDING OF WHAT IS THE CURRENT STATUS OF YOUR BRAND LIFECYCLE.
Grégory Bolle
Tips Social Media
DEFINE CLEARLY WHAT SHOULD BE YOUR CAMPAIGN KPI BEFORE ENGAGING YOUR BRAND INTO A PUSH AND / OR PULL COMM STRATEGY.
Grégory Bolle
Grégory Bolle
Tips Social Media
DEFINE REALISTIC OBJECTIVES FOR YOUR SOCIAL MEDIA CAMPAIGNS – BASED ON YOUR INVESTMENT (TIME / FINANCE / HUMAN RESOURCES / ETC.).
Grégory Bolle
Tips Social Media
UNDERSTAND THAT EACH SOCIAL MEDIA PLATFORM HAS ITS OWN SPECIFICITY.
Grégory Bolle
Tips Social Media
MAKE YOUR BRAND STORY / YOUR BRAND EXPERIENCE VERY PERSONAL & ALWAYS LINK IT TO THE PHYSICAL WORLD.
Grégory Bolle
Tips Social Media
BE BOLD. BE AUTHENTIC. BE ORIGINAL.MORE IMPORTANTLY BE SOCIAL BY BEING GENEROUS.
Grégory Bolle
Zoroaster Learn
GOOD THOUGHTS
GOOD DEEDS GOOD WORDS
Remember this slide
Tips Social Media
SUCCESSFUL BRANDS ON SOCIAL MEDIA WILL TRY:
GOOD THOUGHTS – BEHAVE RIGHTGOOD WORDS – SPEAK RIGHTGOOD DEEDS – ACT RIGHT
Grégory Bolle
Grégory BolleStrategic Planning Head BPG GroupLevel 6 MAF Tower Deira City CenterPO Box 3294 Dubai UAET +971 4 295 3456 | F +971 4 295 8066 | M +971 50 435 4846@GregoryBolle | [email protected] | www.batespangulf.com
THANK YOU FOR YOUR ATTENTION
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