The document discusses social media and its history and impact. It explores how brands can benefit from social media by adopting the philosophy of Zoroaster of having good thoughts, good deeds and good words. Different social media strategies like push and pull are examined. The importance of quality content and storytelling on social media is highlighted. Tips are provided such as setting clear objectives and understanding each platform's specificities. Case studies like a transmedia drama series and brand integrations are presented.

1. Social Media Forum 2013
21 - 23 May 2013
Dubai International Convention and Exhibition Centre

2. HISTORY REPEATS ITSELF
Grégory Bolle

3. 2009 twitter
MENA DISCOVERED THE
POWER OF SOCIAL MEDIA

4. Past Present
FIRST TABLET
6th
century BC
FIRST BAZAAR
734 - 738 AD
ZOROASTER
12th
century BC

5. Past Present
DIGITAL TABLET
2010
ONLINE BAZAAR
1995
SOCIAL MEDIA
2008
SOCIAL MEDIA
2013 / 2015?
?

6. Zoroaster Learn
GOOD THOUGHTS
GOOD DEEDS GOOD WORDS
How brands can benefits from the Zoroaster’s philosophy?

7. SHARING MY CHALLENGES

8. Me Agencies

9. Agencies Views
ENGAGEMENT
INTEGRATED
TRANS-MEDIA
LIKE
BROADCAST
ONE TO ONE
CRISIS
MANAGEMENT
VIRAL
DATA
EXPOSURE
ROI
PERFORMANCE
2.0
MULTI-SCREEN
EXPERIENCE
SHARED

10. Brands Dilemma
BRANDS
BRAND EXPERIENCE
MEDIA EXPOSURE
MORE PR COVERAGE
CONVERSATIONAL

11. Brands Dilemma
BRANDS
RETURN ON
IMAGE
RETURN ON
CONSUMERS
RETURN ON
INVESTMENT
LONG TERM
BRAND EQUITY
MID -TERM
CRM FUNCTIONS
SHORT TERM
TRANSACTIONS

12. Brands Impasse
BRANDS
EVERYONE IS TRYING TO CREATE
THEIR OWN SOCIAL MEDIA SCIENCE

13. MENA Reality
Mapping the MENA brands in function of their business model
TRADING ECONOMIC
MODEL
SERVICE ECONOMIC
MODEL

14. MENA Test
Mapping the MENA brands in function of their level of maturity
HIGH
LOW
PLATEAU EFFECT # 1
TIME
BRAND
POWER
BRAND
MATURITY
PLATEAU EFFECT # 2 PLATEAU EFFECT # 3
TRADEMARK
PRODUCT CENTRICS
CATEGORY CENTRICS
BRAND OF OPPOSITION
BRAND OF
PROPOSITION
ICONIC BRAND
SALES
USP
SERVICE BRAND
CONTENT
EMOTION

15. MENA Test
Brand’s maturity, budget commitment & KPI will define YOUR strategic social media approach
BRAND
MATURITY
SALES
USP
SERVICE BRAND
CONTENT
EMOTION
MAPPING
KPI
RETURN ON
IMAGE
RETURN ON
CONSUMERS
RETURN ON
INVESTMENTS
SOCIAL MEDIA
APPROACH
PUSH
STRATEGY
MIXED
PULL
STRATEGY
DEFINING
BUDGET
HIGH
LOW
$

16. PUSH OR THE 1.0 APPROACH

17. Push Data
Nothing wrong with #PUSH strategy in Social Media. Question is how we assess the media journey.
Source: QUISMA -GroupM - www.quisma.com

18. Push Data
From a marketing performance point of view (direct ROI) – Social Media won’t help much
Source: QUISMA -GroupM - www.quisma.com

19. Push Campaign
It is more likely that I follow a FB campaign advocated by my friend Lara

20. Push PR
Welcome to a World of Fun – where actually Twitter is misused for corporate messages

21. LET’S TRY PULL STRATEGY

22. Pull Social
Here are the 4 components of a good #PULL Social Media strategy
Source: Emily Bell - Columnist – The Guardian – “There's no point spurning technology, creativity follows it” - 2011

23. Mass Quality
Advertisers want a critical mass to act – Users want quality time online: Game on!
45
millions
ARABIC CONTENT QUALITY
Source: http://vr-zone.com/articles

24. Pull Content
MENA brands of proposition (+ some opposition ones) need to invest into #PULL strategy
HIGH
LOW
PLATEAU EFFECT # 1
TIME
BRAND
POWER
BRAND
MATURITY
PLATEAU EFFECT # 2 PLATEAU EFFECT # 3
TRADEMARK
PRODUCT CENTRICS
CATEGORY CENTRICS
BRAND OF OPPOSITION
BRAND OF
PROPOSITION
ICONIC BRAND
SALES
USP
SERVICE BRAND
CONTENT
EMOTION

25. Brands Story
BRANDS
OF
PROPOSITION
PHYSICAL
SPACE
VIRTUAL SPACE
EMOTIONAL SPACE
MENA brands need to learn how
to create a panorama of
experience with no OFF switch.
Digital + Physical Worlds

26. Brands Story
IN THE MENA – THERE ARE VERY FEW BRANDS
THAT KNOW HOW TO CAPITALIZE ON BRANDED
CONTENT + BROADCAST GREAT ARABIC
CONTENT TO THEIR AUDIENCES.
IF THE MENA BRANDS WANT TO BE PART OF THE
TOP 100 BRANDS IN THE WORLD – THEY NEED TO
GET INTO THE CHALLENGE OF STORYSCAPING!

27. 04 CASE STUDY

29. 04 Drama
The First Ever Transmedia Drama Series in the MENA region

30. 04 Drama
Meet with the 4 Housemates
Grégory Bolle

31. TV Social Media
Social media universe of our 4 housemates

32. 2.0 Tracking
Monitoring the quantitative performance & capitalizing on the online conversations

33. 04 Reebok
Inserted the Reebok brand into the 04 social media platforms

34. 04 Reebok
Capitalizing further on Reebok’s brand ambassador – Lewis Hamilton – F1 World Champion

35. FAVORITE SOCIAL MEDIA STORY
Grégory Bolle

36. Peace Talk
Empower the Soft diplomacy to change the world #PEACE #RESPECT via Facebook

37. WHEN SOCIAL MEETS MONEY
Grégory Bolle

38. Friends Coffee
Starbucks is one of the rare brands that understood how to monetize its Facebook platform
SOCIAL MONEY

39. Fly Network
Can we merchandise opportunity of network?
NETWORK MONEY ?

40. TIPS

41. Tips Social Media
GET A CLEAR UNDERSTANDING OF WHAT IS THE
CURRENT STATUS OF YOUR BRAND LIFECYCLE.
Grégory Bolle

42. Tips Social Media
DEFINE CLEARLY WHAT SHOULD BE YOUR
CAMPAIGN KPI BEFORE ENGAGING YOUR BRAND
INTO A PUSH AND / OR PULL COMM STRATEGY.
Grégory Bolle

43. Tips Social Media
DEFINE REALISTIC OBJECTIVES FOR YOUR SOCIAL
MEDIA CAMPAIGNS – BASED ON YOUR
INVESTMENT (TIME / FINANCE / HUMAN RESOURCES / ETC.).
Grégory Bolle

44. Tips Social Media
UNDERSTAND THAT EACH SOCIAL MEDIA
PLATFORM HAS ITS OWN SPECIFICITY.
Grégory Bolle

45. Tips Social Media
MAKE YOUR BRAND STORY / YOUR BRAND
EXPERIENCE VERY PERSONAL & ALWAYS LINK IT
TO THE PHYSICAL WORLD.
Grégory Bolle

46. Tips Social Media
BE BOLD. BE AUTHENTIC. BE ORIGINAL.
MORE IMPORTANTLY BE SOCIAL BY BEING
GENEROUS.
Grégory Bolle

47. Zoroaster Learn
GOOD THOUGHTS
GOOD DEEDS GOOD WORDS
Remember this slide

48. Tips Social Media
SUCCESSFUL BRANDS ON SOCIAL MEDIA WILL TRY:
GOOD THOUGHTS – BEHAVE RIGHT
GOOD WORDS – SPEAK RIGHT
GOOD DEEDS – ACT RIGHT
Grégory Bolle

49. Grégory Bolle
Strategic Planning Head
BPG Group
Level 6 MAF Tower Deira City Center
PO Box 3294 Dubai UAE
T +971 4 295 3456 | F +971 4 295 8066 | M +971 50 435 4846
@GregoryBolle | gregory@batespangulf.com | www.batespangulf.com
THANK YOU FOR YOUR ATTENTION

50. Tweets You