Dana Al Salem´s keynote at WSA-mobile Global Congress in Abu Dhabi, Feb 1-3 2015 events.wsa-mobile.org

1. Smart Content for Smart Societes
Focus on Smart Engagement
Dana Al Salem

2. To understand what Smart Engagement means, we need to first
understand the shared Mindset of our Audiences.

3. What is the Fastest Growing Audience Today?
Who is the Audience of the Future?
Who is the Next Generation?

4. The fastest growing audience today is the Millennials (18-34).
There are 83M of them today in the US alone.
$62 billion on media content in 2015.
$200 billion annually by 2017.

5. To understand the Mindset of Millennials, we need to look back at the
environment they have grown up in.

6. For Baby Boomers and Gen X, there was a belief in institutions,
systems and leaders.

7. There was a belief in government and leaders

9. There was a belief in education systems

11. There was a belief in financial institutions

13. There was a belief in health organizations

15. There was a belief in heroes

17. So, what has changed? How has the environment affected the
Millennials beliefs?

18. Education systems have failed

20. Heroes have fallen

22. The health system is flawed

24. Military and police presence is prevalent…

26. …yet, public safety sentiment is not guaranteed

28. Financial institutions have collapsed

30. Even countries have defaulted

33. iceland

34. This is what we have left the next generation.
This is the environment they grew up in.

35. The Mindset of the Millennials is a mistrust of institutions.
They do not believe in systems, organizations or leaders.

36. So, how do you engage with them?

37. Create a Belief System. Give them something to believe in.

38. A Belief System = Emotional Equity.
Emotional Equity = Smart Engagement.

39. So, how do you build a Belief System?

40. Belief System = Give them a reason to believe. Give them a reason to
belong. Build a relationship, not a transaction.
• Empathize with them
• Curate for them
• Teach them
• Be Consistent in your promises
• Be Sincere in delivery

41. Millennials want to Feel Empowered. To engage them, you must
enable them to
• Do (How does this help me do things?)
• Learn (How does this help me be in the know/be informed?)
• Curate (How does this enable me to make this experience my
own?)

42. New
Consumers
AdvocacyEngagementEmpowerment
Repeat
Customers
+
$$$$
+
$$$$
Empowerment = Emotional Equity
Emotional Equity = Smart Engagement.

43. So, who is doing this right?
Who is engaging their audiences the smart way?

44. Some examples
• Product Personalization
• Audience Collaboration
• Humor Driving Imitation
• Innovation and Opportunity

45. Product Personalization

46. Nutella “Personalized Name” Jars
• Nutella made personalized named jars available for sale online. It
generated revenues of 8.1BN EUR in 2014.
• It is the number one spread in the world. The company is family
owned and run by 89 year old Michele.

47. Nutella “Stories”
• Nutella in commemoration of their 50th anniversary created a story
sharing space for users to express their love for the brand.
• 76,405 Stories have been shared to date.

48. Coca Cola “Personalized” Bottles
Coca Cola personalized name bottles available for sale online.
• 998M impressions on Twitter
• 235k tweets from 111k fans using #ShareaCoke
• 150M personalized bottles sold
• 730k glass bottles were personalized via the ecommerce store
• Revenue boosted to 50BN USD in 2014

49. Audience Collaboration

50. Cancer Research “Selfies”
No Makeup Selfies was a campaign to raise awareness and funding for
Cancer Research.
• Accept a no makeup nomination
• Take a no makeup selfie
• Text BEAT to 70007 and post on facebook
• Nominate 3 friends to do it next

51. ALS “Ice Bucket Challenge”
ALS Ice Bucket Challenge was a campaign to raise awareness and
funding for ALS Research. ALS, also known as Lou Gehrig’s Disease.
• Accept a challenge or decline and donate
• Drop a bucket of ice over your head
• Video the event
• Challenge 3 friends to do it next

52. ALS “Ice Bucket Challenge”
• 1BN views on Youtube
• Has raised 110M USD
• Other participants
Oprah, Justin Bieber, Britney
Spears, Bill Gates, Mark
Zuckerberg, Lady Gaga, Charlie
Sheen, George Bush, Foo
Fighters, Kermit the Frog, Justin
Timberlake, Taylor Swift, Jon
Bon Jovi, Selena Gomez,
Jennifer Lopez
Obama declined, but donated
ALS “Bush Ice Bucket Challenge”

53. Dove “Real Beauty Sketches” Campaign
This campaign was a social experiment to illustrate how women are their
own worst critics and was used to reinforce the brand commitment to
fostering self-esteem in women.
• Sketch was done by a forensic artist based on self description
• Second sketch was done based on the perception of a stranger
• Both sketches were hung together to reveal the differences
• 114M video views online
• 3,707,407 shares, the third most video shared of all time

54. Dove “Real Beauty Sketches” Campaign

55. Dove “Real Beauty Sketches” Campaign

56. Humor Driving Imitation

57. Dos Equis “The Most Interesting Man in the World” Campaign

58. Dos Equis “The Most Interesting Man in the World” Campaign
Dos Equis created a personality, who is so extraordinary, so exaggerated,
the humor and character type drives engagement.
1. The humor drives the virality and sharing
2. The content is accessible to curation or editing
3. The series allows for users to create more chapters

59. Dos Equis “The Most Interesting Man in the World” Campaign
Dos Equis then deepened the brand extension to move users from Youtube
to their website for a fully interactive treasure hunt. The final call to action is
to capture the user mobile number, to receive a call from the Most
Interesting Man in the World.

60. Old Spice “The Man Your Man Could Smell Like” Campaign

61. Old Spice “The Man Your Man Could Smell Like” Campaign
Dos Equis created a personality, who is so Manly, so exaggerated, the
humor and character type drives engagement.
1. The humor drives the virality and sharing
2. The content is accessible to curation or editing
3. The series allows for users to create more chapters

62. Innovation and Opportunity

63. Smart Engagement is not just reserved to brands.
Countries are doing it too.

64. Abu Dhabi in the 70s…

65. Abu Dhabi in the 70s
HH Sheikh Zayed Built a Belief
System
Sustainability
Mobility
Education
Infrastructure
Entertainment
Hospitality
Culture & Arts

66. Abu Dhabi in the 70s and Today
HH Sheikh Zayed Built a Belief
System
Sustainability
Mobility
Education
Infrastructure
Entertainment
Hospitality
Culture & Arts

67. Abu Dhabi in the 70s and Today

68. Abu Dhabi – The Belief System

69. Abu Dhabi has given us a platform at WSA to
• Do
• Learn
• Curate
That is Smart Engagement.
ABU DHABI + = Smart Engagement

70. Thank you