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Ema‟s Mega Trends For Social Media
in Middle East
2014
@emalinaker
http://emalinakeruae.tumblr.com/
Google Plus Comes Of Age

343 Million Users Makes
Google + the second largest
platform in terms of monthly
users
It ties your activities to search
It will start to become the „one
size fits all‟ platform as it ties
video, with search, local
content and demographics
MOBILE IS KING
Mobile in the middle
Mobile technology
and behavior is at the
center of our current
digital ecosystem,
including web, social
and search activities

Social
Networks

Websites

SOCIAL SHARING

SEARCH ENGINES

Paid Media

4
Big Data Dilemmas
The millenials that live and
work in the Middle East
region maybe tech savvy and
carry smart phones but they
have limited data or no data
at all especially in Egypt,
Levant and North Africa
Free Wifi and internet
services will reap dividends
to those venues and retailers
that provide it
App-based Marketing/Gaming is Booming
We are seeing a big increase
in application usage and
development especially in
Saudi, Qatar and the UAE.
Telling stories through apps
that embody a brand‟s
character will be increasingly
popular
Community gaming on tablets
in particular is growing at a
vast pace with over 11.8
million daily active users in
MENA*
*Source: AlistDaily October 2013
6
Social Driving Commerce

7
Understanding the Social
Shopper Will Be Paramount for
Retailers in The Region
Increased Trust in Ecommerce Will Lead To
Boom
The biggest spenders in the
Middle East hail from Egypt,
Saudi Arabia and the UAE which is also where social is
most actively used.
Qatar, Oman, Bahrain and
Kuwait also have deep
pockets with 90 million
Internet users who spent a
collective $9 billion online in
2012. By 2015, that region is
expected to spend $15
billion.
*Source: The Future of Commerce 2012
M-commerce Driving High Ticket Purchasing
Rise of the hyper connected,
mobile, digital buyer means
companies need to think mobile
first moving into 2014
The research shows that purchase
levels held steady at 68% across
the study regions of Saudi Arabia,
Qatar and UAE.
M-commerce is becoming more
established, which means that
users are now migrating their
spending on big-ticket physical
items from the PC to mobile*
*Source: MEF Third Global Consumer Survey for 2013
The Dawn Of I-Commerce or Instagram Commerce
• Already a HUGE trend in Kuwait I predict I-Commerce or Instagram commerce
will become bigger in other countries across the Middle East – Egypt, Jordan
and Lebanon are all ripe for this to take off in a big way in 2014
VISUAL &
INTEGRATED
CONTENT
EVOLUTION
50 years ago,
David Ogilvy asked:

“Are your ads
looking more
like magazine
spreads yet?”

13

13
We‟re Seeing Deeper Integration of Media

OWNED
Creating
remarkable
content

Engaging
the right
influencers

PAID
EARNED

Driving communities
to advocate &
take action
Visual Storytelling Becomes More Prevalent
Micro & disposable content important for capturing the youth markets
Hyper Targeted Communications To Those That REALLY Matter
SOCIAL EVENTS
LIVE TV Will Become More Social
SOCIAL & REAL LIFE EVENTS BECOME MORE INTEGRATED
• With Expo 2020 being
announced late
November we saw the
power of social media to
drive engagement, reach
and impact of the live
celebrations taking place
in Dubai that evening.
The Twittersphere was
awash with congratulatory
tweets &
Vines/Instavideos of the
fireworks

20
SOCIAL BECOMES STRATEGIC
BUSINESS IMPERATIVE
Social Will Start To Help Businesses in MENA Become Smarter
Elevation of Social Media Managers To Social Strategists/Directors

Write like a journalist, think
like an editor.
Be self-reflective. It’s a twofold process.
Be an expert at
understanding social
dynamics, sociology, and
behavioral psychology a
top priority.Utilize
gamification and storytelling
techniques.
Be objective in a subjective
way.
70/30 Rule.
Ema's Mega #MENA Social Media Trends 2014

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Ema's Mega #MENA Social Media Trends 2014

  • 1. Ema‟s Mega Trends For Social Media in Middle East 2014 @emalinaker http://emalinakeruae.tumblr.com/
  • 2. Google Plus Comes Of Age 343 Million Users Makes Google + the second largest platform in terms of monthly users It ties your activities to search It will start to become the „one size fits all‟ platform as it ties video, with search, local content and demographics
  • 4. Mobile in the middle Mobile technology and behavior is at the center of our current digital ecosystem, including web, social and search activities Social Networks Websites SOCIAL SHARING SEARCH ENGINES Paid Media 4
  • 5. Big Data Dilemmas The millenials that live and work in the Middle East region maybe tech savvy and carry smart phones but they have limited data or no data at all especially in Egypt, Levant and North Africa Free Wifi and internet services will reap dividends to those venues and retailers that provide it
  • 6. App-based Marketing/Gaming is Booming We are seeing a big increase in application usage and development especially in Saudi, Qatar and the UAE. Telling stories through apps that embody a brand‟s character will be increasingly popular Community gaming on tablets in particular is growing at a vast pace with over 11.8 million daily active users in MENA* *Source: AlistDaily October 2013 6
  • 8. Understanding the Social Shopper Will Be Paramount for Retailers in The Region
  • 9. Increased Trust in Ecommerce Will Lead To Boom The biggest spenders in the Middle East hail from Egypt, Saudi Arabia and the UAE which is also where social is most actively used. Qatar, Oman, Bahrain and Kuwait also have deep pockets with 90 million Internet users who spent a collective $9 billion online in 2012. By 2015, that region is expected to spend $15 billion. *Source: The Future of Commerce 2012
  • 10. M-commerce Driving High Ticket Purchasing Rise of the hyper connected, mobile, digital buyer means companies need to think mobile first moving into 2014 The research shows that purchase levels held steady at 68% across the study regions of Saudi Arabia, Qatar and UAE. M-commerce is becoming more established, which means that users are now migrating their spending on big-ticket physical items from the PC to mobile* *Source: MEF Third Global Consumer Survey for 2013
  • 11. The Dawn Of I-Commerce or Instagram Commerce • Already a HUGE trend in Kuwait I predict I-Commerce or Instagram commerce will become bigger in other countries across the Middle East – Egypt, Jordan and Lebanon are all ripe for this to take off in a big way in 2014
  • 13. 50 years ago, David Ogilvy asked: “Are your ads looking more like magazine spreads yet?” 13 13
  • 14. We‟re Seeing Deeper Integration of Media OWNED Creating remarkable content Engaging the right influencers PAID EARNED Driving communities to advocate & take action
  • 15. Visual Storytelling Becomes More Prevalent
  • 16. Micro & disposable content important for capturing the youth markets
  • 17. Hyper Targeted Communications To Those That REALLY Matter
  • 19. LIVE TV Will Become More Social
  • 20. SOCIAL & REAL LIFE EVENTS BECOME MORE INTEGRATED • With Expo 2020 being announced late November we saw the power of social media to drive engagement, reach and impact of the live celebrations taking place in Dubai that evening. The Twittersphere was awash with congratulatory tweets & Vines/Instavideos of the fireworks 20
  • 22. Social Will Start To Help Businesses in MENA Become Smarter
  • 23. Elevation of Social Media Managers To Social Strategists/Directors Write like a journalist, think like an editor. Be self-reflective. It’s a twofold process. Be an expert at understanding social dynamics, sociology, and behavioral psychology a top priority.Utilize gamification and storytelling techniques. Be objective in a subjective way. 70/30 Rule.