Back to the Future Yesterday’s
Values, Tomorrow’s Media Jimmy Ghazal Head of Digital | Quantum Communica>ons

"In a virtual world one
cannot be homeless" Eli Khoury | CEO Quantum Group

From the early ages of
cave pain<ng © 2012 | Jimmy Ghazal

To modern day technology.
© 2012 | Jimmy Ghazal

Cave Pain>ng Clay Cuneiform
Script Parchment Wri>ng Paper Prin>ng Television Screen Mediums have changed but the essence remains the same. © 2012 | Jimmy Ghazal

In its ever-­‐changing form
Contentt he Medium has always been at ArCorm heart of communica<on. © 2012 | Jimmy Ghazal

Visual + Word
= Content The visual and the words remain the trampoline © 2012 | Jimmy Ghazal

The available mediums of
the era Dictated the format of the message and Defined a specific audience © 2012 | Jimmy Ghazal

Enter Digital © 2012
| Jimmy Ghazal

The Digital Era forced a
radical change on all communica<on fronts / The Medium / The Audience / The Content / The Agency © 2012 | Jimmy Ghazal

/ What Changed?
Non Exhaus<ve Pre-­‐Digital Post-­‐Digital / Long live the TVC / Hail Facebook Medium / Paid Media / Earned and Owned Media / Selec>ve Experts / Everyone is a Producer / Unengaged / Engaged Agencies / Mass Targe>ng / Targeted Media needed to Audience / Simple Reach / Wide Reach revisit their / Vague Analy>cs / Detailed Analy>cs opera<ng / High Sa>sfac>on / High Expecta>ons model / One Content Fits All / Tailor-­‐made Content Content / Issues Resolved by the Ongoing Community / Press Release Management / High Produc>on Cost / Cheap User Generated © 2012 | Jimmy Ghazal Content

The digital revolu<on has introduced
new media that virtually melted the physical borders and gave birth to an interconnected world of individuals. © 2012 | Jimmy Ghazal

/ There is a change
in the communica<ons game-­‐play. © 2012 | Jimmy Ghazal

/ Tradi<onal influencers no longer
control, determine and an<cipate the outcome of the game. © 2012 | Jimmy Ghazal

/ Today’s new game-­‐makers are
what we previously referred to as the “audience”. © 2012 | Jimmy Ghazal

A new power was born,
it is the power of “ONE” © 2012 | Jimmy Ghazal

One individual today can be
more influen<al [ posi<vely or nega<vely ] with more reach than a media agency of the previous decades. © 2012 | Jimmy Ghazal

The Evolu<on Campaigns PlaCorm
Short Lived Infinite Life<me Press Release Blogs, Pages, Tweets.. Issue Tackled Issue Re-­‐emerging Audience Par<cipant / Community Fan Influencer / Ambassador Brand Product © 2012 | Jimmy Ghazal

How did that affect the
Agency? © 2012 | Jimmy Ghazal

/ The communica<ons
industry has been evolving its opera<ng model to be]er suite the era it is living. © 2012 | Jimmy Ghazal

/ Agencies today are
re-­‐integra<ng previously created independent en<<es into their core bodies. (i.e. Branding, Media, PR, Events, Social, Content, Planning, Interac<ve) © 2012 | Jimmy Ghazal

/ Smaller new media
models i.e. the Digital and Social Media Agencies will either need to extend their services to cover the full communica<ons spectrum or embed themselves into larger exis<ng models. © 2012 | Jimmy Ghazal

/ Clients nowadays want a
one stop shop experience © 2012 | Jimmy Ghazal

/ But regardless of
the opera<ng model, the industry is moving away from just “Mass Targe<ng” towards “Listening Engaging” and © 2012 | Jimmy Ghazal

The Old Agency Model
Mass Targe>ng / Core disciplines are embedded in the agency Business Media Mass Targe>ng Crea<ve © 2012 | Jimmy Ghazal

Mass Targe>ng Media The
80’s-­‐90’s Model Branding / The rise of the specialized divisions Business Planning PR Crea<ve Mass Targe>ng Produc<on © 2012 | Jimmy Ghazal

Technology Mass Targe>ng
Media The Current Model / More Branding specialized divisions Business Planning PR / Interac<ve Social / Digital Crea<ve Listening Analy<cs Produc<on © 2012 | Jimmy Ghazal

The Issues Today /
Lack of synergy between agency division / Lack of understanding of the core brand values from third party suppliers (i.e Digital and Social) / Intermixed communica<ons and messages between client, agency, social, PR, and online community / Very slow reac<on <me (specially in <mes of crisis) / Confused clients / Content is randomly disseminated and oden repackaged by users. © 2012 | Jimmy Ghazal

The Content Maze
© 2012 | Jimmy Ghazal

The Solu<on / Centralized
Efforts and Follow up / Fast Reac<on Time / Content is King / Qualita<ve vs. Quan<ta<ve Analy<cs / S.L.A.R Send Listen Adapt React © 2012 | Jimmy Ghazal

The Recommended Model S.L.A.R
Media / All disciplines are Branding re-­‐embedded in the agency Technology Planning Business Analy<cs Interac<ve Digital Content PR / S.L.A.R Social Crea<ve Produc<on © 2012 | Jimmy Ghazal

Tradi<onal Workflow MANAGEMENT
Discovery EXECUTIVE STRATEGIC / MEDIA PLANNING CLIENT SERVICING / TRAFFIC COORDINATION ART DIRECTION, DESIGN Crea<ve ART / DESIGN PRINT / BROADCAST / INTERACTIVE Deployment PRODUCTION POLLING Measurement EVALUATION © 2012 | Jimmy Ghazal

Recommended Workflow MANAGEMENT
Discovery EXECUTIVE STRATEGIC / DIGITAL / MEDIA PLANNING CLIENT SERVICING / TRAFFIC / PRODUCTION COORDINATION Project Management INFORMATION ARCHITECTURE / USER EXPERIENCE ARCHITECTURE ACQUISITION / COPYWRITING / CONTENT MANAGEMENT Content CONTENT ART DIRECTION, DESIGN, DIGITAL ART Crea<ve ART / GUI (GRAPHIC USER INTERFACE) PRINT / TV / PLATFORM / INTERACTIVE / MOBILE / GAME Deployment DEVELOPMENT QUALITY ASSURANCE / WEBMASTERING / CRM / SEO MAINTENANCE SOCIAL MEDIA / ANALYTICS Measurement USER ENGAGEMENT © 2012 | Jimmy Ghazal

In the Social Media World
For every ac<on there is an equal and faster reac<on © 2012 | Jimmy Ghazal

/ Few decades
ago when a situa<on emerged, a brand had the luxury of <me to wait, evaluate, plan and issue a press release to contain the problem. © 2012 | Jimmy Ghazal

/ Today’s reac<on <me
needs to be almost immediate: PR, Community Management, Project Management, and the Agency need to work hands in hand to be able to respond properly before the snowball effect. © 2012 | Jimmy Ghazal

/ PR and Social are
now two sides of the same coin © 2012 | Jimmy Ghazal

/ Community Management
need to be handled by the brand guardians and the communica<on experts simultaneously. / A badly managed issue can transform in days into thousands of li]le out-­‐of-­‐hand crises. © 2012 | Jimmy Ghazal

#New_Middle_East © 2012 |
Jimmy Ghazal

/ Technology and
the speed of digital communica<on helped shape a new Middle East, one that is young, evolving and connected with the rest of the world. © 2012 | Jimmy Ghazal

The Challenges / It
is a region of cultural and ethnic mul<plicity / Sharing one language doesn’t mean that every one relates to the same message. / Social, religious, economic, cultural differences and values (many <mes within the same country) © 2012 | Jimmy Ghazal

Back to the Future /
Social Media, Targeted Communica<on, Detailed Analy<cs are now recrea<ng the virtual borders that were erased by the virtual revolu<on. © 2012 | Jimmy Ghazal

/ Personalized targeted content
creates more engagement with individuals and communi<es. Personalized Content + Targeted Audience = Engaged Ambassadors © 2012 | Jimmy Ghazal

/ Forget about the
highest number of idle Fans. / It’s about Quality not Quan<ty. / Talking to people in their own language and values. / Conver<ng genuine fans into Social Ambassadors. © 2012 | Jimmy Ghazal

/ Think Local,
Act Local, Grow Global © 2012 | Jimmy Ghazal

/ Thank You