Sharja Womens'Council - Dubai University

social media - for business
Sat - Nov 17 - 2012
Sharjah Business Women Council

@rchakaki

Thursday, December 6, 12

about.me/rchakaki

@rchakaki
rama.chakaki.com
slideshare.com/rchakaki

DubaiEye103.8 Wed. 12-2

@barakabits

There are three things extremely hard:
Steel, a Diamond & to know oneself.
- Ben Franklin


the heros campaign
generated ~ 1m USD

Key Learning
Objectives

• Understand the key differences
between social media and traditional
media.

• Gain practical knowledge required to
build objectives and a social media
strategy.

• Select the relevant social media
platforms to begin engaging your
stakeholders.

• Gain knowledge of basic back -
office systems supporting
accounting, productivity, fundraising
and client management.

• Learn about online software service
providers of back-office systems
using Web 2.0 tools.

Ice-breaker - socialize

• random fact about you

• one fun reason you want to learn about social media

• a fact about your business idea the world would be interested in knowing

• something you heard about social media you ﬁnd interesting


UNICEF

free the UNICEF
children

bullying

Don't follow trends, start trends.
- Frank Capra

what makes a “Social” entrepreneur

Methodology borrowed

Self Target

new
socialized
Values

the basics hold on to your seats!


Social Media is..

• an umbrella term that deﬁnes the various activities that integrate technology,
social interaction and the construction of words, pictures, videos, audios and
software applications.

• people having conversations online

• conversations powered by

• blogs, RSS, microblogs, widgets, podcasts, video sharing sites, virtual
worlds, wikis, social networks, message boards


UAE – Teen Survey Results

• Teens are among the highest user population

• 20+ hours per week on social networking

• Most popular sites:

• Facebook

• YouTube

• Twitter

• Pinterest

• social gaming


UAE - Teen Survey Results

• Teens indirectly spend 350
billion USD
• They have an average of 53
online friends
• They are greatly inﬂuenced by
online trends
• They ignore online ads


characteristics of
social media


the old, the new and the combination

social media landscape


it is mobile

• You will have your social media
channels with you all the time –
and it will be location based.

• The estimated mobile market is
3.3 billion US Dollars in 2013.


mobile apps for business


UAE Business Survey

• Are you considering using social media for your business?


Business uses of social media


over 15 m people have watched the video on YouTube,
estimated to have generated over $150 m worth of exposure for the company.

ofﬁcemax - 122m Dance Elves

5 m ‘friends’ on social sites,
13 m email subscribers,
a peak of 8.5m monthly visitors
over 3 m online campaign donors


twitter - mac & jinx
facebook - face logo

fourSquare - active billboard
facebook - photo upload app

personal ﬁnance - community


freelance - community


art & culture - community


Marine Conservation - Ernst van der poll & Baraka Ventures
42


education - community


charity - community


fmcg (fast moving consumer goods) - FB Page


eCommerce


food blog


eNews


critical success factors


social media is like good parenting

24x7 - conversations - permanent - can be measured

The recipe for social media success
Seed Users and content – provided by host.
• Content • Experience

• Video • in media

• Audio • in software

• Text • in business

• Applications • in user behavior

• Relevant • online & oﬀ-line

• Useful • Marketing

• Users • Oﬀ-line Events


metrics


developing a social
step #1
media strategy

plan A to Z think big - plan bigger


data
process feedback data analysis
gathering

stakeholders message channels

your strategy
strategy &
budget
building vision timelines

blocks

deﬁne your vision &
discuss them with your stakeholders
goals

understand your digital stakeholders’ mindset


our region on the
web

• rapid consumption of new
social media tools

• learning to co-create

• learning from the web

• disconnected realities - digital
& non

• thirsty for positive content?


identify your stakeholders


segment your target


select your communication channels

+


shorter - faster - more relevant

Hyper-
connectivity

shorter Hyper-
attention transparency
spans
the micro cycle

Miniaturization
of content, Fragmentation
products, and of demand
services and supply


conclusion - the macro of micro

• CRAFT a strong narrative and have it reverberate across social news streams.*

• SHRINK

• format

• time

• distribution

• authority

• ENGAGE


drive trafﬁc from various channels to your site


Ripple effect - drive trafﬁc back to your domain


Channels
Targets & Timelines

Target Launch Phase I Phase II Phase III Phase III+

Monthly Labor Market Trends Report (MLMTR) 1 3 3 3 2

Quarterly Supplement - Sector speciﬁc 1 1 1 1

Social Media

Reports

Blogs 5 monthly 5 15 15 15 15

Tweet

Site Membership

FB membership

Linked-in

Press Releases 4 1 1 1 1

PR Events 3 1 1 1

TV 3 1 1 1

Radio 3 1 1 1

Off-line activities


prioritize!
• HTML Mail

• website content

• blog

• viral video

• Tumblr

• twitter stream

• fb page

• pinterest boards

• linked-in groups

• wikipedia content

• stumble-upon pages

• sponsorship

• advertising


document
fundraising notes sharing photo stream accounting
sharing
--- --- --- ---
---
ﬁrst giving evernote ﬂicker xero
dropbox

thought niche social
crowdsourcing credibility video
leadership blog community
--- --- ---
--- ---
indigogo wikipedia vimeo
wordpress ning

visual social HTML eMail
slide sharing productivity tool analytics
network ------
--- ------ ---
--- campaign
slideshare social text raven tools
pinterest monitor

mass social communication professional
network
---
channels social network
---
crm
----
instant news
----
facebook
& tools linked-in
centric CRM twitter


Revised

• Understand the key differences
between social media and traditional
media.

• Gain practical knowledge required to
build objectives and a social media
strategy.

• Select the relevant social media
platforms to begin engaging your
stakeholders.

• Gain knowledge of basic back -
office systems supporting
accounting, productivity, fundraising
and client management.

• Learn about online software service
providers of back-office systems
using Web 2.0 tools.

References
• eCommerce - Middle East (Marka VIP) http://markavip.com.website-information.info/

• Lawyers online - http://www.lawsitesblog.com/2012/08/aba-survey-shows-growth-in-lawyers-social-media-
use.html

• public parts - book

• 9 Best Social media campaigns ever - http://au.smallbusiness.yahoo.com/photos/photo/-/14805271/the-7-best-
social-media-campaigns-ever/14805278/

• Best Social Media News Reference - mashable.com

• social media landscape - http://tommytoy.typepad.com/tommy-toy-pbt-consultin/2011/12/4-megatrends-in-
social-media-and-social-business.html

• karen the bus monitor - forbes - http://www.forbes.com/sites/toddessig/2012/06/25/donations-to-karen-klein-
bullied-bus-monitor-pour-into-crowd-funding-site/

• Online people classiﬁcation - http://tommytoy.typepad.com/tommy-toy-pbt-consultin/2011/07/what-is-social-
media-the-history-of-social-media-and-the-social-media-ecosystem.html


References

• 5 cleaver social media campaigns - http://mashable.com/2012/02/26/clever-social-
media-campaigns/

• Business productivity tools - http://www.limitlessimaginations.com/blog/bid/
124419/6-Must-Have-Productivity-Tools-for-Your-Business

• eConsultancy - http://econsultancy.com/ae

• planking - http://www.geekosystem.com/best-planking-pictures/#0

• viral videos - http://www.huﬃngtonpost.com/2012/10/15/red-bull-stratos-
marketing_n_1966852.html

• Twitter Basics: http://www.ﬂowtown.com/blog/10-tips-to-master-twitter-
etiquette#ixzz29vonNRzN


Sharja Womens'Council - Dubai University

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