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Social Media and Digital Marketing Initiatives 2013 A strategic and tactical approach to Social Media


Overall Objectives for the 2013 Marketing Campaigns •

Increasing awareness in the wider Middle East, driving visitor numbers within the GCC and further afield increased visitor acquisition by 15% for Automechanika Dubai 2013 against 2012 figures and increased increased visitor acquisition by 28% for Materials Handling Middle East against previous year

•

Positioning Automechanika Dubai and Materials Handling Middle East as the foremost authority within their respective industries

•

Moving towards content and online marketing, away from the use of traditional media


So How Will it All Work?


LinkedIn Introduction LinkedIn is the leading online professional directory of individuals and companies. Individuals use LinkedIn for professional networking, connecting, and job searching. Companies use LinkedIn for recruiting and for providing company information to prospective employees. When it comes to pay-per-click (PPC) ads, Google is the undisputed heavyweight champion. So to attract new business, especially as a B2B player, we need alternative ways to reach customers. For B2B companies like us, increasingly, that means shifting some ad dollars to LinkedIn, the Networking site for professionals that has garnered 175 million users (40million in the U.S.) since 2002.


Linkedin Why use LinkedIn Highly targeted form of advertising, can target a specific demographic. LinkedIn’s PPC ads let you target specific job titles, job functions, industries, or company size, to name a few options


Analytics Results Automechanika Dubai Linkedin LinkedIn requires a minimum budget of $10 per day and $2 per click


Analytics Results Automechanika Dubai Linkedin LinkedIn offers several unique PPC advertising opportunities -- poll ads, social ads, 'Join Group' ads, and video ads. Since much of inbound marketing revolves around deepening the relationship between us and our prospects these alternatives are worth considering.


Analytics Results for Materials Handling Middle East - Linkedin


Analytics Results for Materials Handling Middle East - Linkedin With LinkedIn, you typically only pay on a cost-per-click basis, which means that you won't be charged for impressions. This is a great feature, because it means that users who clicked our ad saw something in our ad that sparked their interest.


Analytics Results for Materials Handling Middle East - Linkedin


Facebook Introduction Facebook is a popular free social networking website that allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues.


Facebook Why use Facebook •

Helps build our enthusiast community, those interested in the Industry

Facebook advertising can be either used to generate more ‘likes’ or linked directly to our website and VOR page

Can run a competition for them to provide key contact details

Facebook advertising - highly targeted, can target a specific demographic unlike Google Adwords


Facebook


Analytics Results AMDU – Facebook Campaign Overview


Analytics Results AMDU – Facebook Advertisement & Story Examples


Twitter Introduction Twitter is an online social networking and microblogging service that enables users to send and read "tweets", which are text messages limited to 140 characters.


Twitter Why Use Twitter Connecting with customer • •

Automechanika Frankfurt has 879 followers Our exhibitors and visitors are already there, and talking to us

Branding and Brand Loyalty •

• •

Once you have engaged, helped your customers (your followers) on twitter, they will be loyal to your brand for a long time. Customer Feedback News and the Viral effect

(Analytics only available since July on paid Advertising)


Overall Outlook on our Social Media Marketing Brand Recognition Big Wins

Community

Mindshare with Lurkers

Repeat Exposure

Social Media Marketing

Ahead of the Curve and Competitive Advantage

Authority

Website Traffic

Influence


Considerations for effective social media usage Working with other departments in the business • Social media marketing is most efficient and effective when it’s coordinated with our company’s brand team, email marketing team, advertising team, and other various marketing departments. Identifying key influencers and competitors • Good for keeping an eye on our competitors to see what they’re up to and to identify key influencers who may be driving the conversation in our industry. You use a tweet-by-tweet strategy • Learn to understand what the audience needs through analytics, then implement a process that drives measurable ROI. Build relationships and listen • It will draw engagement, encourage brand advocacy, and keep customers happy.


Where Else is the Social Media Growth in the MENA region Number of social network users in the Middle East is expected to grow by 23.3% in 2013 Facebook, Twitter on most business radars, but less conventional social networks like Instagram, Pinterest, and blog platform Tumblr are also wildly popular in the region and are growing quickly


Instagram Instagram is the fourth most popular social network in the Arab world after Facebook, Twitter and Google, according to a report published by Northwestern University in Qatar. Why we should care about Instagram: • There are more than 100 million active Instagram users worldwide, who share around 40 million pictures per day, which receive 8,500 likes and 1,000 comments each second. • A study recently published by Simply Measured agency shows that the rate of interaction with pictures posted by businesses has increased by 35% during the last year. • On May 2nd, Instagram launched a new feature that allows users to tag pictures they post, linking not just to users, but also to businesses. On Facebook, this feature enhanced interaction with businesses; analysts expect the same on Instagram.


Tumblr Tumblr is a microblog service that allows users to create content on customizable blogs, and easily re-blog, share, and comment on content within the community. Why you should care about Tumblr: • Tumblr hosts 102 million individual microblogs, which contain a total of 44.6 billion posts that are visited by almost 30 million users per month. • Social Snap statistics show that a Tumblr user spends about 1 hour and 38 minutes a day browsing the site, which is more than the time users spend searching on Bing, and only a few minutes less than the average time spent on YouTube. • Tumblr users are almost divided equally among males and females.


Pinterest On Pinterest, users each have their own "Pin Board" where they can post and like pictures, video clips, and links. Users can browse other Pin Boards based on their interests and share the items they like with their friends. Why we should care about Pinterest: • By the end of last year, Pinterest had the highest growth rate in the world among all social networks, reaching 1047%. • 79% of Pinterest's users are female. • 25 of the Fortune 100 companies use Pinterest to promote their brands and products. • Pinterest is the fourth most popular social network website globally.


Recommendations for Use of Social Media at Messe Frankfurt Social Media Use

To maintain consistency over our social media output, a dedicated team member would be required, a ‘community manager’ so to speak

Potentially we could outsource our social media activity to an agency who would manage our requirements for us

Two unofficial quotations received from two separate agencies indicated that social media management on a number of accounts would cost somewhere in the region of $5000


Adjusting to the Future of m-commerce Considerations for our email Marketing Activities


E-mail Marketing? Mobile Marketing? Mobile Usage in the UAE •

62% of UAE Mobile Users use Smart Phone

Of that 62% 71% access the internet everyday 93% of smartphone users notice mobile ads 78% have performed a mobile search after seeing the ads 84% have researched a product or service on their phone 91% visit social networks

People use their Smartphone – 94% at Home 75% at Airport 82% at Work

And those people use their phone to research 59% at home 40% at work 31% on the go (Stats taken from Interactive Middle East)


E-mail Marketing? Mobile Marketing? UAE • •

Smartphone usage is expected to reach 71% by 2016 Extremely high mobile penetration in the UAE, Estimates of 2.4 mobile phones per person

KSA • • • • • •

60% Smartphone penetration 66% of users access the internet everyday 68% of users search on their phone everyday 93% of smartphone users notice mobile ads 70% have performed a mobile search after seeing the ad 87% visit social networks


Development of the Mobile Site


Allows basic functions similar to the website – Visitor Registration, Exhibitor Search functions

OUTCOME

Built to be optimised on all mobile platforms – smartphone and tablet

WEBSITE

OPTIMIZATION

Development of the Mobile Site

23% of all visitor registrations for Automechanika Dubai 2013 came through a mobile platform and 34% for Materials Handling Middle East


Adjusting to the Future of m-commerce Considerations for our email marketing activities


What our current desktop/mobile email template looks like: 1.

Non – Navigation – Many navigation bars break, are too small to tap, or simply aren’t relevant to the content of the email

2.

Clutter – Stacking links on top of each other can cause the user to tap the wrong link, dissuade them from tapping any link, or force them to resize and then tap the link

3.

Illegibility – Content heavy descriptions getting enlarged and look out proportion


What our current desktop/mobile email template looks like: 1.

Colour Palette – Combining tiny screens with dialed down brightness levels to save battery power, and you’re left with poor contast on many mobile devices.

2.

Mis-Tappable States – Each OS has standard UI elements, such as tray icons at the bottom of the screen. Placing buttons or links near them can cause the user to mis-tap them

3.

Ignore Context – Knowing the audience will help you make decisions that account for user context and enhance rather than detract from their experience


What our mobile/email marketing experience should look like: 1.

Enlarge Fonts – Fonts should be larger than traditional emails

2.

Scale – Except for iOS most other mobile operating systems don’t zoom to fit the email. Consider trimming your emails to between 320-550px wide.

3.

Call to action – Put call to action front and centre, and make the button big and obvious

4.

Streamline – Simplify complex headers, navigation bars, social sharing and calls to action to keep the design clean and simple

5.

Using Image – Similar to desktop, OS blocks images on email, except for iOS

6.

Cut to the Chase – Be short, concise and to the point, use only relevant links, copy and images


What our mobile/email marketing experience should look like: 7. Layout – Single Layout template, the skinny approach accomodates smaller screens and can help increase legibility 8. Be Obvious – Mobile devices do not support hover states, so creative ways will need to used to visually indicate clickable links and buttons 9. Finger Targets – The finger has replaced the mouse pointer. Now a need to increase font sizes, line spacing, button sizes to allow fat-finger errors. 10. Ergonomics – Important to keepbuttons, images and other linkables within easy reach.


Development of Automechanika Dubai Infographic With 65 percent of us visual learners, according to the Social Science Research Network, the demand for data that is quickly transferable, coherent and visually interesting is essential. Infographic produced to: • Create increased brand awareness of Automechanika Dubai •

Targeting our audience of manufacturers, distributors, retailers, government institutions and those involved in trade and export

Position Automechanika Dubai as the authority figure on the automotive aftermarket in the Middle East

Shared through emailing marketing activities, social media channels, show website and with various media partnerships

• •

created in partnership with consulting firm Frost and Sullivan to add credibility


Automechanika Dubai Times


Automechanika Dubai Times To achieve increased visitor acquisition and exhibitor participation Targeting - manufacturers, distributors, retailers, government institutions and those involved in trade and export within the automotive aftermarket in the Middle East Positioned as the first Automotive Aftermarket Show Magazine in the UAE 3 stage promotional campaign using emailing marketing, social media channels, show website, and through our media partners Partnering with major exhibitors like Enoc, Bridge Stone and BKT First edition sold advertising to the value of $40k, became a self funded activity Circulation of distribution of over 18,500 print copies and over 38,000 digital copies


Digital marketing at MF