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The presentation focuses on the importance of not going into social media unprepared and how to actually develop a social media strategy through very briefly explaining the steps involved. The second part of the presentation gives some social media tips through some case studies on do's and don't from the middle east ( here the slides are sort of vague but you can easily figure things out if you search for it on my blog or just search for these case studies on Google. These are the slides to the lecture I did at the Amercian Univerisity of Beirut as part of #SM101 Series at the AUB Online Collaborative.
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HOW TO APPROACH SOCIAL
MEDIA MARKETING?
Basic Tips and Snapshots of Middle Eastern Brands’ Efforts
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I NEED YOUR HELP!
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TIP ONE: IF YOU CAN NOT DO IT
ON YOUR OWN, CROWDSOURCE
The power of Social Media is in SOCIAL.
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BUT: BEFORE THAT, PLAN FOR
SOCIAL MEDIA!
HOW?
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BUILDING A SOCIAL MEDIA STRATEGY
1• Listen OUT
2• Marketing Personas
3• Audit Yourself
4• Brand Voice & Tone
5• Build a Communication Strategy & Integrate
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• Implement Monitoring Tools
• Who are the influencers
• What are the communities
• What are they talking about
• Make conclusions and enhance monitoring
1 2 3 4 5
LISTEN OUT
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• Who is you target audience?
• How do they act online?
• Design and Create for them
1 2 3 4 5
MARKETING PERSONAS
2
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IF THEY HAD A SOCIAL MEDIA PRESENCE
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• What are your online properties? How good are they?• What has been said about you?• Do you need to prepare canned responses?• What has been done well, what needs more of an
effort?• What are your resources?• What do you want to achieve?
1 2 3 4 5
AUDIT YOURSELF
3
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• Humanize your USP and Brand
• Is it formal or informal?
• How can you recreate the offline experience online?
1 2 3 4 5
BRAND VOICE & TONE
41
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• Objectives• Content Mix• Campaign Mix• Editorial Calendar• Canned Responses• Scenarios• Establish Platforms – Create accounts• More monitoring
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BUILD A COMMUNICATION STRATEGY & INTEGRATE
5
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WHAT NEXT?
Engage
A few Do’s & Don’ts from MENA Social Media Case studies
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ENGAGE INFLUENCERS
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MONITOR WELL
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MAKE SURE YOUR COMMUNITY KNOWS WHAT ITS
GETTING INTO & WHAT IT HAS TO DO
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EMBRACE NEGATIVE FEEDBACK
DON’T ATTACK THE COMMUNITY
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http://blogbaladi.com/najib/lebanon/the-jasmine-room-revisited/
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IF YOU SCREW UP EMBRACE IT!
http://www.youtube.com/watch?v=Siovanti2u0
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CREATE INTEGRATED STRATEGIES & CAMPAIGNS
• Read on http://theidentitychef.com/2010/02/09/social-media-marketing-in-lebanon-exotica-makes-a-move/
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ESTABLISH A CLEAR FLOW OF CONTENT
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BE A REAL MEMBER OF THE COMMUNITY, NOT ONLY WHEN IT’S ABOUT YOU!
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REWARD ENGAGEMENT, ENCOURAGE
FEEDBACK
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CONTENT RIGHTS?
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STAY CONCURRENT
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THERE’S A LOT MORE TO BE LEARNED
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@sdarine
facebook.com/sdarine
linkedin.com/in/darine
TheIdentityChef.com
THANK YOU!
