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Cairo ,11 Sept. 2012
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This document is protected under the copyright laws as an unpublished work. This document contains information that is proprietary and confidential to Social Media Radar, which shall not be disclosed outside or duplicated, used, or disclosed in whole or in part for any purpose other than to evaluate Social Media Radar . Any use or disclosure in whole or in part of this information
without the express written permission of Social Media Radar is prohibited.
© 2012 Social Media Radar. All rights reserved.
SM Radar
SM Radar Property I Social Media Radar © Copyright 2012 All Rights Reserved.E-mail: [email protected]
Inspired by:
ART OF WAR
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“If you know neither the enemy nor yourself,
you will succumb in every battle.”
“If you know the enemy and know yourself, you
need not fear the result of a hundred battles.”
“If you know yourself but not the enemy, for
every VICTORY gained you will also suffer a defeat.”
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China Vs. USA
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CIA Totally Monitoring Social Media
How The CIA Uses Social Media to Track How People Feel
CIA secretly monitors world on Twitter, Facebook
CIA Open Source Center Follows Foreign Twitter, Facebook Accounts
CIA actively monitors 5 million tweets every day
AP Exclusive: CIA following Twitter, Facebook
CIA Spies on Social Media
CIA Invests in Social Media Monitoring Firm
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Chinese Copycats
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Strategy without tactics is the slowest route to victory. Tactics without strategy is the
noise before defeat - Sun Tzu.
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The Evolution of Advertising:
http://mashable.com/2011/12/26/history-advertising/?awid=5407140804723571552-3344
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Top Facebook Pages with the Most Momentum in the Political Party category
Source:
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Do you remember Titanic ?
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Marketers should
DiscoverThe real volume of the problem to avoid Online
reputation Crisis
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is to invent it.~Alan Kay
Technology Guru
The best way to predict the future
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Social Media Intelligence
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Do you Listen to your Customers ?!
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One bad statement could cost you your entire business !
Do you give attention to your Online
BRAND Reputation ?
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Social marketing eliminates the middlemen, providing brands the unique opportunity to have a direct relationship with their customers.
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Brand Damage on Social Media
The Gap's New Logo StoryOct.2010
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94% Negative6
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Kevin Smith Case Study
On Saturday, February 13th 2010, Southwest Airlines found themselves suddenly thrown into the midst of aspiraling social media crisis, when one of their passengers – who happened to be famous with over 1 millionTwitter followers – was thrown off the plane, pre-flight, due to his weight. The passenger was Kevin Smith,who, both angry and embarrassed, took to his Twitter account and immediately began relaying the unsightlyincident back to his 1 million followers:
Brand Damage on Social Media
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This began a back and forth Twitter throw down that Southwest Airlines could not win. When you are dealing with an influencer who has the backing of his people, This is where Southwest’s social media strategy truly took flight.
They did the following:• They responded to each individual who tweeted to @SouthwestAir about the situation. No
matter how mean the tweet was, they responded.• They posted a blog post once again apologizing, but also explained the airlines position.• If you check out the comments on the blog post, you will see users who left comments with
curses and writing some not so nice things about Southwest. But no matter how offensive the comments were they didn’t remove any of them.
• They had a VP from Southwest reach out and speak to Kevin Smith on the phone.
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Brand Damage on Social Media
Naguib Sawiris Cartoon StoryJune.2011
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98% Negative2
• All this despite Sawiris's prompt apology: "I apologize for those who don't take this as a joke; I just thought it was a funny picture; no disrespect meant. I am sorry," he tweeted.
• Naguib Sawiris Faces Death Threats After Tweeting This Picture Of Mickey And Minnie Mouse
• Egyptian mobile operator Mobinil posted net losses of LE177 million ($29.32 million) for the fourth quarter of 2011
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Listen to your customers on Social Media
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Top Hashtags in Cairo4:30 AM 11 Sept. 2012
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Source:
Top Brands/ Athletic buzz on Social Media
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Ramadan 2012 Campaign evaluation for telecom sector -Egypt
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Ramadan Ads. buzz on Social Media
Title: Don’t let anything stop you
Published on 19 Jul, 2012 Title: 12 piaster offer (1)
Published on 20 Jul, 2012 Title: 12 piaster offer (2)
Published on 26 Jul, 2012
Title: 12 piaster offer (3)
Published on 28 Jul, 2012
Title: El Talkeek
Published on 20 Jul, 2012 Title: El Henyia
Published on 20 Jul, 2012 Title: EL Ekhtefaa
Published on 26 Jul, 2012
Title: El Tawkeel
Published on 29 Jul, 2012
Title: Mobinil initiative (1)
Published on 20 JulyTitle: Mobinil initiative (2)
Published on 24 July
Title: Mobinil initiative (3)
Published on 30 July
Title: Hateksab (1)
Published on 19 July
Title: Hateksab (2)
Published on 26 July
Title: Mobinil song
Published on 31 July
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Title: Don’t let anything stop you
Published on 19 Jul, 2012
Views: 173,931
Title: 12 piaster offer (1)
Published on 20 Jul, 2012
Views: 177,749
Title: 12 piaster offer (2)
Published on 26 Jul, 2012
Views: 101,870
Title: 12 piaster offer (3)
Published on 28 Jul, 2012
Views: 80,401
Title: El Talkeek
Published on 20 Jul, 2012
Views: 46,049
Title: El Henyia
Published on 20 Jul, 2012
Views: 62,695
Title: EL Ekhtefaa
Published on 26 Jul, 2012
Views: 20,705
Title: El Tawkeel
Published on 29 Jul, 2012
Views: 17,697
Title: Mobinil initiative (1)
Published on 20 July
Views: 3,005
Title: Mobinil initiative (2)
Published on 24 July
Views: 1,861
Title: Mobinil initiative (3)
Published on 30 July
Views: 1,374
Title: Hateksab (1)
Published on 19 July
Views: 4,983
Title: Hateksab (2)
Published on 26 July
Views: 2,364
Title: Mobinil song
Published on 31 July
Views: 70,082
Engagement
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Shares
3,913
Likes
14,642
Comments
1,832Shares
3,817
Likes
14,046
Comments
3,400
Shares
3,285
Likes
16,424
Comments
1,929Shares
3,363
Likes
20,481
Comments
1,924
Shares
121
Likes
676
Comments
1,976Shares
6,328
Likes
1,858
Comments
697
Shares
300
Likes
569
Comments
175 Shares
382
Likes
957
Comments
217
Comments: 152
Likes: 159
Shares: 80
Comments: 68
Likes: 117
Shares: 28
Comments: 38
Likes: 86
Shares: 14
Comments: 137
Likes: 109
Shares: 43
Comments: 252
Likes: 136
Shares: 55
Comments: 108
Likes: 360
Shares: 327
Engagement
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Trend
A) 21th of July, 352 mentions – Customers are highly interested in Vodafone new ads
A) 21th of July, 317 mentions – Customers are highly interested in Mobinil new ad
B) 26th of July, 332 mentions – Vodafone ad for the Olympic team is so creative
C) 31th of July, 484 mentions – Customers are highly interested in Mobinil Ramadan song
A B
C
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Dislike
203
Likes
11,585
Comments
2,972
Views1,640,074
Published on:
Jul 31, 2012
Shares
2,911
Comments
1,392Likes
3,323
Total Buzz
6K
Best Ramadan Ads Winner on Social Media
199% Positive
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Its Cool , Its Fun , Its Awesome and Its Science !
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DMArts
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#DMArts TrendTotal mentions: 1736
10:00 AM 382 mentions 12:00 PM
361 mentions
Men
tio
ns
81% Positive 17% Neutral 2
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Cloud Tag
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#DMArts 1736 times
#Mobinil 31 times
#DigitalMarketing 53 times
#SocialMedia 101 times
Top 10 by number of followersTop 10 influencers #DMArts
1- digital_m_arts: 1282- connect2gdnet: 853- mhaamdy: 764- suhaelsherbiny: 675- elibertaa: 626- talaluna: 607- dinamannaa: 548- publicistinc: 439- ansaryyy: 4310- darwishx: 40
etisalatmisr: 64,738loainagati: 64,270ayaabdullah: 43,961mobinil: 34,168sakiatweets: 23,604themiinz: 20,188meemmaa: 20,037seksek: 17,478fouda_: 11,560maimedhat: 11,160
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We did it with PASSION …
SM Radar Team
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Hesham ShataBusiness Development Manager
HShata
eg.linkedin.com/in/hshata
