A history and description of social media channels for small to medium sized businesses. Motaz Hajaj presented this to the Jeddah Chamber 26 December, 2016.
2. Education:
• BS in Computer Engineering from Missouri
S&T
• MS in Engineering Management & Leadership
from Santa Clara University
Industry Experience
• IT Technical Services Officer- The National
Commercial Bank- AlahiNCB
• Business Development Manager- Noca, Inc
• Business Development Consultant- KoolWallet
• Associate Campaign Specialist- Responsys
• Business Analyst- The National Commercial
Motaz Hajaj
CEO/Co-Founder
Chess Tag
About Motaz
3. About Chess Tag
Chess Tag is based in Jeddah with a
presence in Riyadh and Dubai
Why the chess icon?
When you play chess, you have to think
many steps ahead and be quick to change
your plan when the game changes
Why the Knight?
The Knight comes out of nowhere to defeat
the opponent. That is our objective.
4. AGENDA
What is Social Media?
History of Social Media
How Important is Social Media?
Social Media Channels
Social Media & Content Development
Social Media Strategy
Social Ads
Influencers
6. Social Media is…
Web-based communication tools that enable people to interact
with each other by both sharing and consuming information.
~lifewire.com
7. A comment about Social Networking
Social networking is a subset of social media. It focuses on audiences
and relationships.
Social networking consists of sites like blogs, social bookmarking, and
wikis.
These sites are less about relationships and more about information.
Examples:
Reddit
Flickr
Tumblr
8. User accounts
Profile Pages
Friends, followers, hashtags, mentioning
Feeds
Personalization
Notifications
Likes or comments
Reviews, ratings, or voting
Features of Social Media
11. Evolution of Social Media
• Text communication on boards
• Chat & Instant Messaging
• Forums
• Dating/connection sites with member profiles
• MMORPGS like World of Warcraft
• Profile Based Sites
• Real Time Updates
• Feeds
• Media Sharing
• Influencers
• Temporary Content
• Live Video & Streaming
• Virtual & Augmented Reality
12. Text Communication
Usenet Systems- 1979
Predecessor to RSS
feeds, Usernets allow
posting articles to
newsgroups and do not
have a central server or
administrator.
Source: Daniel Rehn, Flickr
13. Text Communication
Bulletin Board Systems- late 70s
Users log in, one at a time, to a
host modem to interact with one
another.
Popular channel for illegal activity
like piracy and hacking.
14. Text Communication
Online Services- AOL and
CompuServe
Companies began making the
internet accessible for
everyone.
CompuServe offered chat too,
while AOL featured member
profiles.
15. Chat & Instant
Messaging
IRC was UNIX-based and
incorporated file and link
sharing.
ICQ was PC based and is the
father of avatars, LOLs and
emoticons.
Yahoo! Messenger, MSN
Messenger and others
followed.
17. Dating/Connection Sites
Dating Sites were some of the
first modern networks to pop
up. Users created profiles,
added photos but could not
usually keep friends lists.
Some early dating sites
include Match.com and JDate
18. Dating/Connection Sites
Niche Networking Sites
allowed those sharing similar
demographics like race to
connect.
Examples: AsianAvenue.com,
BlackPlanet.com,
MiGente.com
20. MMORPGS
Massively multiplayer
online role-playing games
allows communication
while playing games and
began in the early 2000s.
World of Warcraft lets
players interact both
during play and on forums.
Source: BagoGames, Flickr
21. Profile Based Sites
These are the earliest
versions of networks that
flood the internet today.
Friendster
LinkedIn
MySpace
Facebook
Twitter
22. Real-Time Updates
Up until this time, most sites
required a computer to post
photos and comments. With the
use of mobile, real-time status
updates and photos became the
norm.
Twitter
Instagram
23. Feeds
Following in the footsteps of Twitter,
more networking sites adopted the
feed mindset, giving users a reverse-
chronological glimpse into their
communities.
Facebook Newsfeed
LinkedIn News Feed
24. Media Sharing
Besides sharing opinions,
photos and comments,
users started sharing their
favorite articles, videos and
content not created by
themselves.
This social sharing
phenomenon gave brands
a way to be seen and
created the need for viral
content creation.
25. Temporary Content
Millennials especially joined new
networks like Snapchat to take
advantage of a way to communicate
that was a little more discreet.
Snapchat hit the nail on the head
with their disappearing content and
personal messaging.
Source: Johnny Wilbank, Flickr
26. Influencers
People became favorites or
“Influencers” in their niche by
having a distinct personality
and by publishing content
their fans and followers love to
see.
Brands began to seek out
influencers to spread their
own message to their massive
followings for a fee or perk.
27. Live Video and Streaming
As mobile network speeds
increased, live video streaming
capabilities became possible for
anyone with a smart phone.
Almost every major social
network has embraced live
video in some format.
28. Virtual/Augmented Reality
Virtual and augmented reality is here,
but not readily available to everyone.
Google Glass and (Facebook owned)
Oculus are testing and perfecting their
technology and it can’t be too long
until virtual reality is a part of most
people’s every day lives.
30. Targeting
With social media, you can micro-target your audience. You can
target based on demographics, career, interests and many
others.
31. Analytics
After carefully targeting your ads, you can view information that
will help you make better decisions in the future. Tweak your
audience to reach even more specific people next time.
32. Brand Loyalty
By sharing relevant content and interacting with your fans, you
build brand loyalty.
Let your personality shine through so you’re seen as people
instead of a faceless company.
33. Relationship Building
You can connect and listen to customers. Interaction with your
fans can tell you more about their lives and needs.
You can also connect with other businesses and niche leaders.
34. Your competition is doing it
Don’t fall behind. Don’t lose your customers to the brands that
are present online.
You don’t want to play catch up, plus it’s more expensive change
a customer’s mind later.
35. You can run with the big
boys
Even if your marketing budget can’t compare to the big brands,
you have the opportunity gain eyeballs with your creativity.
36. Off Guard
Users view social media not as a marketing platform, but as a
place to view content they want. This makes them more receptive
to your message.
38. Customer Feedback
Having a good listening and monitoring strategy means you get
to be the first to respond to complaints and problems.
People want to rant or have their problem solved. Wouldn’t you
rather show how dedicated you are to your customers by solving
their issue?
39. Boost SEO
Google uses social media engagement as part of their search
algorithm. The more action there is on your social media, the
higher the search rankings for your website.
40. Emergency Response
If you have a large fan base, you can alert your fans to
emergencies or recalls. It’s a great way to be honest and keep
your customers trust.
43. OREO Cookie’s Daily Twist
Challeng
e:
Innovati
on:
A bold campaign to celebrate
100 years.
For 100 days straight, Oreo
posted a new image on
Facebook that celebrated pop
culture.
Results:
433 M Facebook views
280% increase in shares
2,600 media stories
Multiple Awards
44. AirAsia Frienzy
Challeng
e:
Innovati
on:
Low brand awareness in a
competitive market. Generate
buzz around their new flights
to Australia.
They launched a contest to
win a free flight with 302
Facebook friends. To enter,
users chose their friends,
allocated seats and shared a
snapshot of their decision.
Results:
Over $1.5M of PR coverage
30% Fan increase
12,500 entries
2M+ reach
46. Sell out event using
only social media
Launched email marketing
campaign
Live coverage of event
Create awareness and
interest in conference
Launched a WhatsApp
broadcast using our network
Landed 70% of sales through
social media
Those who couldn’t attend
watched the event
unfold live
Ran organic Twitter campaign
with frequent tweets and
efficient listening
1000 retweets
+
600 Twitter mentions
ChessTagCaseStudy
47. Many sponsors
announced at once
Created a Twitter Conversation with another sponsor
Need Maximum
Awareness during
sponsorship
announcements
Tweet appeared on 1st page of Saudi sports magazine
ChessTagCaseStudy
49. Mercedes-Benz GLA
Challeng
e:
Innovati
on:
Generate interest around their
new compact SUV, the GLA
Their marketing team
contacted photographers and
asked them to show what they
would pack in their GLA. Their
items were laid on a cargo mat
to show how much the GLA
could fit.
Results:
54% increase in website visits
50. KFS Smart Menu
Challeng
e:
Innovati
on:
Launch their cheapest meal ever
in Romania.
To parody #RichKidsOfInstagram,
the hashtag #LittleMoneyBigFun
was launched. Users could
choose a RichKids photo and
post their own not-so-rich
version on Instagram.
Results:
21% sales boost
#1 Twitter topic in Romania
1M in free media
Best KFC meal launch since 2009
52. Low use of clinics and
free supplies
Created YouTube
Pre-Roll video ads
Low awareness of
MOH program to
support Diabetes
patients
Created #-السكري صحصحله
hashtag & worked with
influencers
28 Million impressions
on hashtag in 1 week Over 700,000 views
The campaign resulted in an increase in patient benefit usage,
improving the lives of people throughout KSA.
ChessTagCaseStudy
53. EricTheCarGuy
Challeng
e:
Innovati
on:
Generate sales for online car
parts store
EricTheCarGuy offers simple
instructions, tips and tricks for
those willing to work on their
own cars. This isn’t fancy, but it
shows that people will come
running if you just give them
what they need.
Results:
800k Subscribers
Over 3M views on most videos
55. Cathay Pacific Airways
Challeng
e:
Innovati
on:
Advertise a new flight from Hong
Kong to Chicago
Cathay Pacific wanted to target
business travelers on LinkedIn.
They used Sponsored Polls,
Display ads and
Recommendation Ads and
focused on groups which
contained their target market.
Results:
1,300 poll responses
Over 100 recommendations
58. Lilly Pulitzer
Innovati
on:
Garment company Lilly Pulitzer created a geofilter with the brand’s
iconic patterns. The geofilter was only available in 31 locations,
which added exclusivity.
59. Grub Hub
Innovati
on:
Instead of an expensive Super Bowl ad, Grub Hub used Snapchat
influencer Michael Platco, known for his quirky illustrations, to
comment on the popular game food- wings.
61. Launched a contest aligned with influencers to give away 3
iPhones and 3 Galaxy Samsung phones
Create active social media accounts with 8k followers
in 6 months
Facebook & Instagram
• Almost 1 Million Impressions
• 41,000 Engagements
Twitter
• 4 Million Impressions
• 284,000 Engagements
ChessTagCaseStudy
62. No strategy or community
management
Launched 7 campaigns + daily
listening/monitoring/
management
Cover over 350 stores
on social media
Created a social media
calendar
Constant updates on
mall events and
store promotions
Redeveloped website
to showcase sales and
events
Over 4 Million hits to
website monthly
Communication
With 350 stores
Placed dedicated team
members
on-site
Earned 5 prestigious
awards since 2013
Monthly promotional
content and
photography for brands
Daily updates and strong
connections with retail
stores
Over 400,000 Facebook fans
Over 50,000 Twitter followers
Over 50,000 Instagram followers
15 Million mall visitors per year
ChessTagCaseStudy
64. Old Spice
Agency:
Client:
Challeng
e:
Innovati
on:
Wieden + Kennedy
Old Spice
Continue the series of
successful TV ads into an
audience-engaging campaign.
Old Spice encouraged viewers
to ask questions of the star of
their TV ads via social media.
Over 200 sarcastic and funny
response videos were posted
to YouTube.
Results:
Thousands of questions
tweeted to @OldSpice
Millions of YouTube views
Watch video here
65. Volkswagen
Agency:
Client:
Challeng
e:
Innovatio
n:
Ogilvy CapeTown
Volkswagen
Introduce the new Polo in
South Africa
Marketers developed a real-
life game of tag with people
test-driving the new car.
Viewers could see the car on a
specified route, use Twitter to
tag it, and then hop in for a
test drive until they were
tagged out. The test-driver
who managed to sit in the seat
the longest won the car.
68. Viral capabilities
Better for hashtags
Seems more instantaneous
Message must be short
Good for interacting and engagement
Use for customer service
Retweet other users’ content as well
Twitter
69. Use for photos & videos
Art, travel, fashion, etc.
Mostly mobile
Artistic niches excel
Be good at detail
Post high-quality photos
Utilize hashtags for your industry
Instagram
70. Second largest search engine
Post how-to’s, DIYs, unboxing, tutorials
Good for influencers
Use to post webinars
Include a call-to-action
Monitor comments
Customer testimonials
YouTube
71. Better for B2B
Older, well-educated audience
Target by industry, job title
Build connection before pitching
Utilize LinkedIn groups
LinkedIn
72. Use for photos & visuals
Target Millennials
Good for Influencers
Fastest growing network
Mostly age 18-34
Create filters for your audience
Share “Stories”
Snapchat
75. Run an audit…
• To tell you how your social media is currently doing
Who is connecting with you?
What sites does your target market use?
How do you compare to competitors?
Who is your company controls each channel?
Is each channel serving its purpose?
Should any be updated or deleted?
Are there any fraudulent reports?
76. Objectives…
• Help determine ROI
• Allow you to quickly react when expectations are not
met
• Should be aligned with general marketing strategy
Specific
Measurable
Attainable
Relevant
Time-bound
77. Integrate
• Social media may be able to help with many aspects of
your business
Sales
Customer Service
Human Resources
Research & Development
Marketing
78. Content Plan & Calendar
Types of content for each channel
EX: 50% website traffic booster
25% shared media
25% lead generation
How often to post
Target audience for each channel
Will you use ads to promote?
Calendar- dates and times for posts on each channel
Hubspot Social Media Calendar
79. Brand Guidelines
Adapt your normal brand guidelines for digital.
If you don’t have any, now is a good time to establish
them.
Logo limitations
Appropriate photography
Typography
Image alteration
Color pallets
Paragraph Settings
85. Planning
Come up with images and subjects to base posts on.
Many free templates are available online.
Image: Bytelaunch.com
86. Post Design
• Take photos, or alter existing photos. Add your logo or
text overlays.
• Edit videos.
• Create infographics
• Use correct dimensions
and size for each channel
87. Content Writing
Write your text, keeping in mind your image, channel and
copy platform. Don’t forget:
• Tone
• Voice
• Keywords
• Hashtags
88. Scheduling
Use the tools that Facebook, Instagram and Twitter have
created for businesses:
• Facebook Manager (for Instagram too)
• Twitter for Business
You can upload your plans so you don’t have to enter
each post manually.
113. What is an Influencer?
An influencer could be a celebrity or a normal person
who has a large following on social media.
Brands pay influencers to gain access to their niche
audiences.
115. Ways to use Influencers
Create or support content for influencers to use on their
own channels
Increase your credibility by hosting the influencer on
your channels
• Unboxing
• Social media takeover
116. How to Choose Influencers
Relevance- relevant to your business and your audience
Reach- how many people can they get the message to?
Resonance- will their audience be engaged?
117. How to Create a
Relationship
Reach out- over Twitter chats or blog comments
OR Contact their agent
Create value- not only just from cash
Extend their tone- they need a consistent message
Allow creative freedom- you have to be somewhat
trusting to work with Influencers
118. The Right Reach
Don’t underestimate a micro-influencer with a low
number of followers, if those followers are very involved in
the niche.
Influencers with 10,000 to 100,000 followers have the best
combination of resonance and reach.
119. Samsung’s Influencer Snapchat Campaign
Challeng
e:
Innovati
on:
Note7 unveiling
Samsung invited Snapchat influencer CyreneQ to an exclusive event in NYC
unveiling the Note7. CyreneQ documented her trip to NYC, and then
highlighted the features of the Note7, all in 10 second clips on Snapchat.