‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example

Hicham Saaf
Softwear quality engineer
hicham.saaf@Gmail.com
#IMPLEMENTING AN EFFECTIVE
STRATEGY ON SOCIAL NETWORKS FOR
ADGECO GROUP
www.adgeco.com

2
• Social media Marketing
• Presentation of the group
Introduction
• Website/Google+/Facebook/Twitter/YouTube/
Linkedin/Presse Release/Mainstream Media
Presence on the
virtual world
• Ranking and popularity
• SWOT AnalysisEnvironment analyse
• Segmentation
• Targeting
• Definition of functional and operational
objectives
• Choice of means and resources allocation
Strategy Formulation
• ConclusionConclusion
Content

3
INTRODUCTION
• Social Media Marketing
•Presentation of the Group

4
Digital marketing is a marketing that applies technologies or platforms such as websites, e-
mail, apps (classic and mobile) and social networks. Social Media Marketing is a component of
digital marketing. Many organizations use a combination of traditional and digital marketing
channels; however, digital marketing is becoming more popular with marketers as it allows
them to track their return on investment more accurately compared to other traditional
marketing channels. Hence the necessity to have its own digital strategy on the social networks!
Social media Marketing Presentation of the Group

Adgeco Group Holding Company in United Arab Emirates was founded on1992 by Mohamed
Dekkak (Founder & chairman) offers a wide range of services with the higher caliber of expertise in
the respective field of Oil and Gas, Security System Integration, Construction, Hospital Construction,
Real Estate and Interior Design, Landscaping, Energy and Power, Engineering, EPC(Engineering,
Procurement and Construction), Consulting, Marine, Environmental Development, Pressure Vessels,
Scaffolding, Chemical Decontamination, Satellite, Desalination and Sewage, Horizontal Directional
Drilling, Multimedia Event and Show.
Introduction Presentation of the Group

6
Presence on the virtual world

7
Strength Weakness
•Template and pro
Designe: The image that
the site returns is perfectly
in line with what the group
represents.
•Good ranking on Google
and search engine.
•Clear content, concise and
astutely developed adapted
content in some pages to
different languages.
•Fast and fluid navigation.
•functional and stable
•Adapting to mobiles and
tablets.
•Customer support.
• Experts opinions.
•Certain field of the menu
does not return any
content page.
•No flexible navigation
between some pages
• Absence of langage
components on some page:
French adgeco must
develop her presence on
the froncophone world to
win a new
market.(africa,europ..)
•Service menu :too much
content(human brain
cannot assimilate more
than 7 elements at the
same time
•Interaction of the visitors
with the content(sharing).
Website Google+
Mainstream
Media
Presse ReleaseLinkedinYouTubeTwitterFacebook

8
Strength Weakness
•Audience:number of subscribers
And consultations.
• Google+ is the social media
network of google (seo ).
• Multiplicity of the content
(posts,projects
photos,events,visits,sporting
engagement..).
• Interconnection with other social
media company accounts.(links) .
• Integration with the rest of google
,a social media platform that’s well
integrated with everything from
email(Gmail) and office productivity
(Google Docs/Apps) to geolocation
(Google Maps)and search.
•Pages and posts often show up in
organic searches,
• Subscribers
interaction with
the page content.
• vidéos
• Google+ is far
behind major
competitors in
social media
users.
•Isn’t as
popular as
Facebook or
Twitter for social
use.
Website Google+
Mainstream
Media

9
Strenght Weakness
•Audience :6912
fanscan be maximized.
• Number of content
published peer day.
• Introducing of
influencers
in the content.(creation of
the buzz).
•Facebook is useful for
product development.
•Fans interaction with the
page content:
(Likes ,Sharing
,Comments).
• the content is not focused
on representing the
company services and
advantages.(convert fans to
customers).
• Photos editing: photos
quality,company logo..
• Videos :
No much videos.
• Not interconnected with
other social media
company accounts.(links)
Website Google+
Mainstream
Media

10
Strenght Weakness
•Audience:14.8K
tweets,23.1K
followers
• Twitter is great
for
monitoring
campaigns
(#hashtags)
•Followers interaction with the
page content:
Retwets,Likes,Shars
• The content is not focused on
representing the company
services and advantages.(convert
followers to customers).
• Photos editing: photos
quality,company logo..
• Videos :
No much videos.
•Not interconnected with other
social media company
accounts.(1links to website)
• brevity of twitter.(Engagement
it limited to 140 characters).
• Fast paced nature can make
reaching large audiences hard.
Website Google+
Mainstream
Media

11
Strength Weakness
•Interconnected with
other social media
company accounts.
•Videos :
No much videos.
• video audience:
Adgeco Group
Transport Division
Future General
Transport141 vues
Aerial Drones Project;
To Deliver Posts to Citi
zens in UAE106 vues
•Solar Energy Plants in
UAE301 vues
Website Google+
Mainstream
Media

12
Strength Weakness
•Audience :779 followers.
•The quality of the
networks members is a
great opportunity to win
direct customers.
•Find quality business
Relationships.
•Not interconnected with
other social media
company accounts.(1links
to website)
• Followers interaction
with the page content:
,Likes,Shar.
• linkedin sharing is
limited (twitter).
• linkedin content is Not
easily searchable.
• very low user
engagement on the
platform.
Website Google+
Mainstream
Media

13
Strength Weakness
•News about
projects ,job
advertisement,com
pany information,
new business and
strategic alliance .
• maximise
audience and
customers
engagement.
• strong e-
réputation
(dynamic company
all over the world).
• Low presse
article readers
• The long time
spend in reading
the articles.
• Audience of the
presse release.
Website Google+
Mainstream
Media

14
Strength Weakness
•News about projects
,new business and
strategic alliance .
• Maximise audience
and customers
engagement
• Strength e-réputation
(dynamic company all
over the world).
• No presense on the
world mosts popular
Mainstream media
(cnn,bbc..)
• The long time
spend in reading the
articles.
• Regional audience
of the portals
NetComposites provides
research, consultancy, training
and information .the latest
industry news, an events
calendar, a glossary, an ind ustry
directory
www.netcomposites.com
oil & gas news, jobs, data and
events.
www.rigzone.com
leading portal for advertising and
media professionals in the Middle
East
www.mediame.com
the portal of petrol industry
www.euro-petrole.com
Website Google+
Mainstream
Media

15
ADGECO
Website
facebook
Mainstream
Media
Linkedin
TwitterYouTube
Google+
Presse
Release
Adgeco digital architecture presence components
Website Google+
Mainstream
Media

16
Environment Analyse
• Ranking and popularity
• SWOT Analysis

18
Information is power ,if you have the right tools.
Alexa's suite of intuitive analytics products
transforms data into meaningful insights that lead to
competitive advantage for your company.
With Alexa metrics and recommendations, you'll
understand your audience, uncover competitors'
tactics, and execute effective SEO/SEM.
Alexa Traffic Rank Sites Linking InSEO
Audience
Geography
Visitors
Engagement
PopularityTraffic Metrics

19
# A comparison of historical traffic rank on the Adgeco website and its main competitors on the market shows that the
site is largely Rated (378,324) but according to Alexa, in 6 months the traffic have decreased by 91%.
Audience
Geography
Visitors
Engagement

20
# According to Alexa, in 6 months (between June and October of 2014) traffic would have decreased by 91,162 Place
Audience
Geography
Visitors
Engagement

21
# According to Alexa, the group's website is located at 16 953 in the ranking of sites on the UAE.
And for a unique visitor is: In 2177 for visits / day .in 2629 for page views / day. in 62,336 for visits / month
In 73,847 for page views / month.
Audience
Geography
Visitors
Engagement

22
# According to Alexa, during the 6 months, the percentage of visitors who have entered on a single Web page and have
left the site after (Bounce rate) is 26.80% with a decrease of 54% (the bounces of visitors on the website is Inciting
them to discover the content of other pages and website ergonomics ..).
And the index of page views / day for a single visit increased by 270.00%.
And time / day passed on the website is 11:49 min increasing by 401.00%.
Audience
Geography
Visitors
Engagement

23
# According to Alexa, the majority of site visitors are located on US, ireland, Singapor, japan and UAE which shows
That the majority of customers or prospects are in these countries and the need to broaden the presence in other
world markets area.
Audience
Geography
Visitors
Engagement

24
public géographiepublic géographie
SEO: According to Alexa, 8.10% of visits are via search engines with an increase of 17.00% , and that Google is the
last website visited before "adgeco.com" which uses the keyword list above to pointing at the company website.
Audience
Geography
Visitors
Engagement

25
# According to Alexa, there are 293 websites that point to the website of adgeco .google, facebook, youtube and yahoo
appears at the top of the list. Hence the interest of developing the group's content on these platforms.
Audience
Geography
Visitors
Engagement

27
Internal Analysis Externat Analysis
• Strong website with variety of content, easy to read,
easy to navigate, and Interactive.
• Presence on several social media sites.
• The philosophy of the company that is focused on
offering benefits to its customers through a multitude
of high quality services.
Strength
• Insufficient traffic and interaction on social media.
• The way of monitoring the presence on social media is
incompatible with the structure and organisation of the holding
group .
• No social compains , initiatives or community engagement.
• Lack of presence in popular Mainstream media.
• Absence of innovation on the contents présentation.
Weakness

28
Internal Analysis External Analysis
• The website can be developed .
• New way to maximise clients visits.
• Potential to dominate the space.
• Increazing apps (analysis,game…) in the social media
company strategy.
• Potential to benefit of the Event Organisation service to
organise compains and social events for a good réputation.
• Potential to maximize the followers numbers on social platforms
Opportunities
• Monitoring Reputation Marketing and Reputation
Management is very dangerous .
• Corporate competition between social media platforms can
create instability and incertainty in long term planning.
• Time required for social media is time taken away from
production.
• The high cost in terms of time needed to maintain social
media relationships may derail the campaign:people will
leave if nothing new is happening.
Threats

30
Segmenting the presence of the company in the web
Presents several advantages:
• More strong presence in the web.
• Increase ranking of search (SEO).
• More visibility of the group services.
• Developing the Image notoriety of specialization.
• More near and better customer targeting.
Geographic segmentation
Activity segmentationHere we are talking about a great group which offers multi-service ,
multi-activity
So we have to plan the strategy of its presence according
to activity strategic area (DAS), diversifying our virtual profiles
will give more strength to our presence.
Must think also about segmenting content according to several
languages and the visitor’s provenance 
Personification of the brand's style.
Segmentation Targeting Choice of means and resources allocationDefinition of functional and operational objectives
Business segmentation (DAS)

Adgeco NewsAdgeco Services Adgeco Events Adgeco Culture
For exemple we can
segmentate the presence
on facebook according to
the customer requirement
or
by this way (activity
segmentation):
Segmentation Targeting Choice of means and resource allocationDefinition of functional and operational objectives

32
Target customers in a context:
•Do you sell your services to a company, organizations, or individuals?
• Which age category do you contact?
•Your majority of customers are female or male?
•Your customers are local or international?
•In which area does your service is in?
• The nature of prospects
• Which social network must be targeted ?:
• Professionals networks speed up the setting of professional relationship
Reference networks establish a communication with the fans
Social networking of google gaining visibility and notoriety

33
To determine the functional goals of the company we must simply answer the question :what are the
goals behind the definition of the company digital strategy on the social media?.
The main functional aims are:
• Improving and monitoring the positioning in the social and mainstream media scene.
• Defining and executing a specific social media strategy.
• Create, maintain and develop social media initiatives on social media platforms of the company.
• Development of ongoing social media campaigns, blog strategies, videos, and community
engagement.
• Produce reports and suggests recommendations.
• Publishing a brand content across all channels such as posting to social channels.
• Monitoring for Online Reputation Management and Social Media Marketing.
• Monitoring specific matrix and describing the company positioning.
• SEO Business Listings Claimed & Optimized.
• Social Media Marketing and Building Strong Referral Networks.
• Final SEO, Reputation Marketing and Reputation Management details.
• Extend and maintain brand awareness across a variety of social media platforms.
Functional Objectives Operational Objectives

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Operational objectives(Why?)
• Strong presence in the social media and mainstream media scene all over the world
• Maximize and increase site ranking.
• Social media to engage with audiences and build excellent relationship.
• Increase the online reputation
• Attract more qualified prospects
• Convert more of those prospects into customers
• Retaining customers (loyalty) and turn them into prescribers to optimize the busines turnover.
•Determinate the adequate actions to do in the future .
Functional Objectives Operational Objectives

35
1-Respect the key success factors: clarifying objectives  Involvement 
Content  Regularity
2-Define objectives indicators
Determine the variables to be measured: - Audience: fans, followers ...
- Reputation.
- Number of conversion.
- Client Engagement: likes, comments, ...
Measure and monitor the evolution of these indicators (invest in analytical tools if necessary).
3-Plan actions to 12 months:
•Platform to invest
•Publish content, who will achieve and ensure its standby (what you want to say +what they're Interested in):
- Explain the benefits of the group's services.
-Give a voice to collaborators and share customers opinions.
-Explain Innovations.
-Decrypt Market trends.
-Share Customer experiences.
-Give Advice.
• Number of articles per month
•Way to follow a comments
•Way to follow the reputation
•Determine the periodicity
4- Creating profiles and pages segmented and interconnected.
5. Organize events: inaugurations, site visits, conferences, training, partner events.
Means Resources

36
6-The quality of the execution of the company's web strategy is an indicator that should assess the
level of achievement of the goals during the year. To do that several ways exist:
Web analytics
Google Analytics is a great way to understand the traffic of your site and blog.
Seo optimizer tools
There are dozens of tools to check your site optimization (SEO) with search engines.
Most of them are free and easy to access like Google webmaster tools that makes it possible
to see exactly which keywords Google used to explore your website.
Means Resources

37
Team work:
• A team of experts in the area of web marketing (internal)
• Influencers : Involving celebrities to participate in campaigns of the group
(external).
• Involving experts of other related areas in the training of the team members
if necessary (external).
Equipement:
• Powerful computers
• Good speed internet connection (online sharing great contents ...)
•Buying Software Applications if necessary.
• Trainings
• Workshops for customers
 Time allocated:
Depends on the strategy development process.
Setting goals Targeting clients Selecting the appropriate social networks
 Defining proposals  Preparing contents Launching campaigns
involvement and interaction Evaluating results .
Estimation: 12 months
Means Resources

39
Finally we can say that social networks are becoming increasingly important nowadays in
both "number" and "power". Trademarks are just beginning to be aware and try nowadays
to approach on this "new channel of communication."
This communication channel affects a potential target very focused and very large via
multiple types of social networks that exist.
But many companies are still reluctant to launch their brand on social networks because the
e-reputation and image of the company is too risky and requires not only expertise but an
exceptional sense of feeling and a great and credible influence on the public to project the
benefits of virtual market in the physical market.

‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example

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