Manage your own online presence effectively to reach your audience and meet your goals. The Marketing Department (TMD) will show you the proper steps on how to (1) Develop your online marketing and content strategy, (2) Setup social media applications that will empower you on taking control over your digital channels and (3) Optimise your activities to reach your desired audience.

1. Develop Your Online Marketing Strategy
Prepared for ArabNetEvent -November 11th, 2014
www.tmd.com.sa
3381 King Abdullah Rd. | Khobar 34623-9003 | Saudi Arabia

2. NOTE
This document has been designed specifically for ArabNetworkshop on Tuesday 11thof November and shared only to attendees of the workshop.
Sharing all or any content in this document without referring to TMD or sharing parts/screenshots of slides without TMD’s logo is not permitted and is a violation of our intellectual property.

3. INTRODUCTION
Nora Nafez AlJindi
ContentMarketingConsultant
Jeddah,SaudiArabia
Eyad Abdullah Siyam
OnlineMarketingConsultant
Khobar,SaudiArabia
Instructors
Assistant
Hailah AlShetwi
OnlineMarketingAnalyst
Riyadh,SaudiArabia

4. 1 Hour Workshop
•Nobreaks
•Questionsattheendofthesession
DesignedFor
•Businessowners
Materials
•Getyourcopy@tmd.com.sa/ArabNet
SETUP FOR TODAY’S WORKSHOP

5. AGENDA
I.ONLINE MARKETING STRATEGY
i.Social Media Policy
ii.Setting Goals
iii.Identifying Personas
iv.Platform Selection
v.Producing Content
vi.Audit Activities
II.ADVANCE MANAGEMENT SOLUTIONS
i.Digital Marketing Management Apps
ii.Business Management Apps

6. I.ONLINE MARKETING STRATEGY DEVELOPMENT
I.Social Media Policy
II.Setting Goals
III.Identifying Personas
IV.Platform Selection
V.Producing Content
VI.Audit Activities

7. ONLINE MARKETING STRATEGY DEVELOPMENT
Social Media Policy –How Disasters Can Social Media Be? (1/2)
Individuals
Brands

8. ONLINE MARKETING STRATEGY DEVELOPMENT
Social Media Policy –How Disasters Can Social Media Be? (2/2)
Trying to be funny with no sense of humor
Effects of not having a social media policy
Trying to be good through likes and shares
Serving clients by untrained agents
Community managers forget to switch to personal account

9. ORGANIZATIONAL RISKS
ADMINISTRATIONAL RISKS
CONTENT RISKS
COMMUNITY RISKS
ONLINE MARKETING STRATEGY DEVELOPMENT
Social Media Policy –Potential Risks

10. An organizational statement that organizes and regulates the use of online media channels among the organization’s stakeholders (staff, leaders, assigned communication personnel and community)
General
Guidelines
Content & Publishing Guidelines
Community Guidelines
ONLINE MARKETING STRATEGY DEVELOPMENT
Social Media Policy –What Is SM Policy?

11. I.Havetheofficiallist:Makesureallstaffandclientsknowswhatareyourofficialchannels
II.Keeptrackofaccesslevels:Centralizesuperadministrationaccessandkeeptrackofwhohasaccesstowhichaccountsandforwhatreasonsandwhenthey’vebeengivenaccesstotheseaccounts.
III.Confidentialinformation:Teammembersshouldnotbeallowedtoshareanyconfidentialinformationbyallmeans;unlessauthorized.
IV.Spreadingrumors:Teammembersshouldnotbeallowedtospreadanyrumorswhatsoever;suchactcanbeconsideredasahighlevelviolation.
V.Representation:Teammembersshouldnotbeallowedtoactorrepresentyourcompanywheninteractingwithindividualsand/ororganizationsononlinesocialplatforms,unlessauthorizedbyofficialmanagement.
ONLINE MARKETING STRATEGY DEVELOPMENT
Social Media Policy –General Guidelines

12. I.Don’tviolateothers’IntellectualPropertyRights:Anycontent(text,images,video, audioandanyotherformatofcontent)that’snotwithintheintellectualpropertiesofyourcompanyshouldnotbeutilizedbyyourcompany.Whichisaviolationofintellectualpropertiesofotherindividualsand/ororganizationsandcanexposeyouintoseriouslegalrisks.
II.Alwaysusepublishingtools:Throughcontentmanagementtoolsactivitiesofmulti- contributorsareeasilytraced
III.Centralizechannelbranding:Socialplatformsaccountbrandingelementssuchasbackgrounds, profilephotos,coverphotos,andanyotherbrandingspacechangesinaccordancetoyourmarketingplansandshouldbechangedbyadminsonly.
IV.Don’tbeoffensive:Adminsarenotallowedtopostcontentthatclassifiedasoffensivetoanyindividualorgroupofindividualsororganizationwhatsoever.
V.Greetbutkeeprelevancetoculture:Holidaygreetingsacceptedbyglobalstandardsareallowedtobeusedinpostsatholidayperiodsinaccordancetocountry’sculturalstandards(suchasRamadan,Eid,etc.).Greetingsfornon-IslamholidayssuchasChristmasisagainstthenorms.
ONLINE MARKETING STRATEGY DEVELOPMENT
Social Media Policy –Content & Publishing Guidelines

13. I.Setfans/followersexpectations:Clarifytoyourcommunityhowareyouusingthesechannelsandhowresponsivedoyoutendtobeineachchannel
II.Directfans/followerstoappropriatechannelsforurgentmatters:Ifyoubelievethatyouaremoreresponsiveviaphoneoremailthenmakethatclear
III.Clarifyhowdoyoumoderate:Makeitclearwhatmakesamoderatordeleteapostdonebyyourcommunityonyourchannel,andwhatmakesamoderatorbansamemberoutofyourcommunity
IV.Askpeopletobepolite:Hereyoucanprettymuchaskcommunitymemberstonotspam,respecteachotherandberelevant
V.Discloseyourintellectualpropertyrights:Clarifyyourpolicy,doyouallowuseofcontent? Doyoualloweditofcontent?Doyouallowcommercialuseofcontent?Etc…
ONLINE MARKETING STRATEGY DEVELOPMENT
Social Media Policy –Community Guidelines

14. I.ONLINE MARKETING STRATEGY DEVELOPMENT
I.Social Media Policy
II.Setting Goals
III.Identifying Personas
IV.Platform Selection
V.Producing Content
VI.Audit Activities

15. ONLINE MARKETING STRATEGY DEVELOPMENT
Setting Goals –Questions You Need To Ask
I.Whatismyobjectives?Increasewebsitevisitsby25%
II.Whatkeyresultswouldgetmetomyobjectives?
1)AttractnewvisitorsfromSocialMediachannels
2)Invitecurrentaudience(fans/followers)onvisitingmywebsite
III.DoIknowtherightwaystoachievemykeyresults?
1)Lookforpotentialvisitorsthroughsearchinghashtags&keywordsthatrelatestotopicsinmywebsite
2)Increasefrequencyofmessageswithacall-to-action“Visitourwebsite”
3)Promotecontentthroughpaidmediatoreachmoreaudience
IV.AmIdoingitright?Insights&reportswilldetermine…

16. I.ONLINE MARKETING STRATEGY DEVELOPMENT
I.Social Media Policy
II.Setting Goals
III.Identifying Personas
IV.Platform Selection
V.Producing Content
VI.Audit Activities

17. Persona Marketing is Marketing Segmentation that can help…
i.Truly understand the target audience
ii.Better introduce the target audience to teams
iii.Engage the target audience with relevant messages
ONLINE MARKETING STRATEGY DEVELOPMENT
Identifying Personas –What Is Persona Marketing?

18. ONLINE MARKETING STRATEGY DEVELOPMENT
Identifying Personas –How Relevant Personas Are to Content Production?
Personas can clear out the unfocused marketing campaigns because without it we end up communicating everything to everyone…
i.Higher ROI comes from knowing who to talk to rather than addressing groups of unrelated audiences in the same time
ii.Persona helps with brand journalism and brand content production, because it is easier to write for a person you know

19. ONLINE MARKETING STRATEGY DEVELOPMENT
Identifying Personas –How To Create a Persona
Choose a market segment you are targeting and Think of a made-up person that represents this segment.
1 -Demographic:
Male / FemaleAge:
Nationality: Job:
2-Psychographic: Mind-set / Psychographics: (Habits / Hobbies / Wants.. etc)
Pain Points s/he is facing (THAT YOU COULD SOLVE)
Keywords you should use to get his/her attention: 3-Nickname:
Give that persona a descriptive nickname E.g. Good Samaritan / without Borders / Neighbourhood
Watch Mom / Logistics & Distribution Guru.

20. ONLINE MARKETING STRATEGY DEVELOPMENT
Identifying Personas –Example of Personas (1/3)
A local brand in Saudi sells Tshirtsthrough both a physical store and an online ordering platform for boys and girls aged from 10-28 and toddlers.
Facts about the brand:
i.Tshirtdesigns by outsourced Saudi designers and not by the brand
ii.Tshirtsare not considered expensive

21. ONLINE MARKETING STRATEGY DEVELOPMENT
Identifying Personas –Example of Personas (2/3)
1.Demographic:
Male19 Years
Single Saudi
2.Psychographic: Mind-set / Psychographics:socially active, video games, influenced by culture, top of his class
Pain Points he is facing:lack of expression
Keywords you should use to get his/her attention:#Local #Talented #Culture #Unique #Creative
3.Nickname: The Gamer

22. 1.Demographic:
Female32 Years
A parent (2 Year &10 Years)Saudi
2.Psychographic: Mind-set / Psychographics:reading, cooking, traveling, shopping for her kids
Pain Points she is facing:financial instability
Keywords you should use to get his/her attention:#Kids #Popular #Casual #Fun
3.Nickname:Neighbourhood Watch Mom
ONLINE MARKETING STRATEGY DEVELOPMENT
Identifying Personas –Example of Personas (3/3)

23. I.ONLINE MARKETING STRATEGY DEVELOPMENT
I.Social Media Policy
II.Setting Goals
III.Identifying Personas
IV.Platform Selection
V.Producing Content
VI.Audit Activities

24. Whatyouneedtoknowaboutchoosingthemosteffectiveplatformforyourbusiness…
I.WhatisthemostsuitableSocialMediaplatformforyourcontent?(i.e.Images, text,links,blogposts,videos)
II.WhatisyourgoalsofbeingactiveonSocialMedia?(i.e.Traffictoyourwebsite, Exposeyourbrand,Engagewithusers)
III.Whoareyourtargetedaudience?(i.e.Agedemographics,gender,education…)
IV.HowmanyusersarethereoneachSocialMediaNetwork?
ONLINE MARKETING STRATEGY DEVELOPMENT
Platform Selection –How To Choose Most Effective SM Platforms

25. I.ONLINE MARKETING STRATEGY DEVELOPMENT
I.Social Media Policy
II.Setting Goals
III.Identifying Personas
IV.Platform Selection
V.Producing Content
VI.Audit Activities

26. Relevant to your audience
In a format that’s best consumed
Timely
Leading to an action
ONLINE MARKETING STRATEGY DEVELOPMENT
Content Production –Content Must Be..

27. Consider the following when producing content for your Social Media channels…
i.Yourmessages must reflect your brand personality
ii.Your messages are what you’re communicating… Your toneis how you communicate it
iii.Your messages should be shared with the rightaudience in the rightchannel
iv.Publish > measure > reprioritize > tuneyour message
ONLINE MARKETING STRATEGY DEVELOPMENT
Content Production –Content Considerations

28. Problem Aware
Solution Aware
Product Aware
Most Aware
Unaware
Unaware they have a problem
Understand the challenges but don’t know how to remedy it
Understand the type of support they need
Understand your solutions but don’t which option is better
Knows your solutions very well but wishes for additional support
ONLINE MARKETING STRATEGY DEVELOPMENT
Content Production –Eugene Schwartz’s Awareness Levels

29. MONTH (n)
All posts are scheduled and are ready to go!
Artwork
Approved, Final Review
Finalize Artwork
1stdraft copy
ONLINE MARKETING STRATEGY DEVELOPMENT
Content Production –Suggested Monthly Workflow
Date & Time
Category
Post
Attachment
SocialNetwork
Status
English
Arabic
Image/Video
URL
11/11/20142PM
Our Services
XYZ
أ ب ت
XYZ.JPG
TMD.COM.SA
Facebook
Twitter
LinkedIn,etc.
Pending
Approved
Scheduled

30. I.ONLINE MARKETING STRATEGY DEVELOPMENT
I.Social Media Policy
II.Setting Goals
III.Identifying Personas
IV.Platform Selection
V.Producing Content
VI.Audit Activities

31. Social media insights allows you to measure your performance…
(1) Define your KPI’s (2) set your targets and (3) start beating them!
ONLINE MARKETING STRATEGY DEVELOPMENT
Audit Activities –Insights & Analytics

32. II.ADVANCE MANAGEMENT SOLUTIONS
i.Digital Marketing Management Apps
ii.Business Management Apps

33. KEY TO SUCCESSFUL ONLINE MANAGEMENT
Digital Marketing Management Apps
Utilized by TMD
k
k
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Sendible.com: SM Content scheduling tool
Mailchimp.com: Email campaign management
Zendesk.com:Advanced online customer care
SproutSocial.com: Social Media management system
Google/Analytics. com: Website analytics

34. Problem: Manualand admin work that distracts you from your core business and allocate time for setting your online marketing strategy…
Solution:Web applications. Designed to make you take control over your business…
KEY TO SUCCESSFUL ONLINE MANAGEMENT
Business Management Apps (1/2)
Accounting & Finance
Human Resources
Team Management
Information Technology
Sales & Marketing
And more…
k
k
k

35. KEY TO SUCCESSFUL ONLINE MANAGEMENT
Business Management Apps (2/2)
Utilized by TMD
Xero.com: Online accounting software for small business
Asana.com: Task management. Teamwork without email.
BambooHR.com:Human Resources System
HarvestApp.com: Track time and monitor team activities
Google.com/a: Professional email, online storage, shared calendars, video meetings and more
k
k
k

36. KEY TO SUCCESSFUL ONLINE MANAGEMENT
Other Tools
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37. www.tmd.com.sa
3381 King Abdullah Rd. | Khobar 34623-9003 | Saudi Arabia