As a product of a conservative society, the Arab youth found social networking services like Twitter and Facebook great tools to challenge the status quo and shake things up. However, since public and private personas are very different things in the Middle East, they needed to find a space where they could be true to themselves without being exposed to scrutiny. So they went underground. This panel describes how the local youth has found ways to navigate through the limitations imposed by government censorship and the social requirements of their conservative society, creating thriving private social networks that help them to share, communicate freely and define themselves as individuals. It also discusses the opportunities that this unique online ecology creates and why it is a precursor of things to come in other markets.

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THE MIDDLE EAST’S
SOCIAL MEDIA
UNDERGROUND
GUI RANGEL
GYRO
#ARABSOCIAL

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There are more people
with mobile phones in the world
than people with access
to potable water.

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UNDERSTANDING
THE MIDDLE EAST

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SOCIAL MEDIA
IN THE MIDDLE EAST

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THE ARAB SPRING

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88% of the Middle East
online population uses social
networking websites daily.

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77% of the online population
is below 34 years old

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65% of the online population is male
35% are female users

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The UAE boasts a 172%
mobile phone penetration ratio

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The UAE and Saudi Arabia
are 1st and 3rd
in smartphone penetration

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• Saudi Arabia is home to most active Tweeps
• Saudi Arabia has also the highest Twitter penetration
of anywhere in the world.
• The most followed Twitter accounts are from
religious figures, followed by media personalities

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33% Saudi Arabia’s
Twitter penetration -
the highest in the world
Followed by Indonesia (19%) and Spain (14%)

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• Saudi Arabia is the #1 country in the world
in terms of YouTube viewers.
• More than 100 million daily views to YouTube.
• 50% of all views in KSA are via mobile.
In UAE this figure is 40%.

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• 56 million active users on Facebook in MENA.
• 28 million log on daily, 15 million via mobile.
• 33 million access accounts via a phone
or tablet each month.

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empathy|ˈempəәTHē|
noun
the ability to understand and share
the feelings of another.

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VS

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afgani burqa khaleej burqa niqab chador hijab shayla

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kandura and thobes

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Fadi'a
the exposing of famous personalities

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THE SOCIAL BEINGS

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THE SOCIAL GROUPS

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siter-ra
(metaphoric veil)
because of fear of the evil eye outside of
their social circle. (touch wood)
Even if they suspect someone in their inner
circle they will be deleted from the group.

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THE VIRTUAL
SOCIAL GROUPS

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67% Movies and music
46% Community issues
43% Sports
34% Politics
14% Religion
POPULAR TOPICS

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• Videos
• Jokes
• Pictures
• Poetry
• Islamic Prayers
• Hadiths
CONTENT SHARED

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TIER 1: CLOSE FRIENDS
EXPLICIT CONTENT JOKES

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TIER 2: IMMEDIATE FAMILY
CUTE MESSAGES MORNING MESSAGES

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TIER 3: EXTENDED FAMILY
NEWS FRIDAY MESSAGES FUNNY VIDEOS

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TIER 4: SPECIAL INTEREST GROUPS
SOCCER RUMOURS

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THE MIDDLE EAST VS.
THE WESTERN WORLD

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TOP UNDERGROUND SOCIAL MEDIA CHANNELS
Whatsapp

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TOP UNDERGROUND SOCIAL MEDIA CHANNELS
Whatsapp

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So, Facebook has
payed US$19 billion
to buy Whatsapp.
Is this a sign?

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SYMBIOTIC MARKETING

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• Non-intrusive
• Transparent
• Content driven
• Micro & disposable content prevailing
• Humanly Relevant
• Crowdsourced
• Ambassadors/Influencers
SYMBIOTIC MARKETING

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• Marketing becomes embedded
in the product
• From ad agencies to curators
• Create emotional connection
with the consumer
SYMBIOTIC MARKETING

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THANK
YOU

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gui.rangel@gyro.com