Grafdom - 100 UAE Brands on Social Media (2011 Report)

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UAE Social Media Brands / 2011

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“

We look to brands for poetry and for spirituality, because we're not getting those things from our communities or from each other.

Naomi Klein International Bestselling Author

Introduction Having worked with multinational corporations, governments, SMEs and clients throughout the region, Grafdom has unparalleled experience in digital media. Our commitment to this field, which extends far beyond websites, social networks and mobile phones, has enabled us the privilege to compile this report and play a key role in the research & advancement of digital technology in the Middle East.

Our research identified over 2,798 corporate brands that currently maintain a loyal following in a variety of business industries. In order for corporate brands to qualify for the rankings, they need to maintain a brand presence on more than one social media network and be in the top five of their category. The current year's results focus on followers on Facebook (FB), Twitter (T) and Youtube (Y); their scores can be found in their respective columns on the following pages.

Companies have long wondered who the UAE's top 100 are; they inquired about the best social media brands they could benchmark against. Now they can >

Rankings Most Influential Brands & Personalities

Banking & Finance FB

T

Y

Standard Chartered UAE

17,167

143

17,310

Mashreq

1,732

433

2,165

RAK Bank

13

1,707

1,720

Abu Dhabi Commercial Bank

184

2

186

Emirates NBD

85

33

118

Tweet by @StanChartUAE

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Comm & Tech FB

T

Y

Sony ME

64,358

552

64,910

Etisalat

44,111

6,937

51,048

du

13,963

4,786

18,749

Samsung Arabia

13,764

1,380

15,144

Motorola ME

10,324

214

10,538

Tweet by @SonyMEA

Visit our Dubai stores for unbelievable prices of Sony products only during #DSF, plus Free gift vouchers!

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Destinations FB

T

Y

Dubai Mall

47,513

9,016

56,529

JBR The Walk

16,501

1

16,502

Burj Khalifa

13,059

333

13,392

Wild Wadi

9,994

403

10,397

Mall of the Emirates

7,591

340

7,931

Tweet by @thedubaimall

It's never too late to pick up a gift for your mom!

Head over to The Dubai Mall to get something special for your lovely moms Grafdom.com

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Hospitality FB

T

Y

Atlantis

21,481

2,116

41

23,638

Aloft Abu Dhabi

12,889

1,224

1

14,114

Intercontinental DFC

3,302

6,796

16

10,114

Jumeirah

6,564

1,482

91

8,137

Yas Hotel

2,202

1,509

3,711

Tweet by @Atlantis

Weather looks great for #Sandance this Friday at @NasimiBeach :) Bring your sun-tan lotion and make sure you get there early!

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F&B FB

T

Burger King UAE

37,036

6

Just Falafel

9,887

386

Zaatar w Zeit

8,878

36

8,914

720

5,234

5,954

5,012

180

5,192

Wild Peeta Kitsch Cupcakes

Y

37,042 9

10,282

Tweet by @burgerkinguae

Looking for yummy ideas this weekend?

Go for the TWINS value offer or the PIZZA BURGER, and add new Potato Crisscuts!

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Health & Fitness FB

T

Y

Contender

2,305

558

13

Duplays

1,381

477

Ahdaaf

1,030

399

Original Fitness

635

387

1,022

Fitness First

472

265

737

2,876 1,858

10

1,439

Tweet by @contendermma

We're holding a graduation for our young Brazilian Jiu Jitsu students. We'll post photos and videos later.

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Publications FB

T

TimeOut Dubai

10,303

11,429

21,732

Khaleej Times

18,813

2,897

21,710

GulfNews

1,642

7,710

9,352

824

6,606

7,430

5,517

1,040

6,557

The National Ahlan Magazine

Y

Tweet by @timeoutdubai

We've had 8 emails and 4 phone calls in the last hour asking us if @justinbieber will be coming to Dubai this week. It is NOT happening.

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Radio FB

T

Y

Virgin Radio Dubai

18,213

5,255

102

Channel 4 Dubai

3,383

15,757

19,140

Dubai 92

3,837

1,708

5,545

My Radio 1

4,242

334

4,576

Filipino Rhythm Dubai Eye

2,125

29

2,154

23,570

Tweet by @VirginRadioDXB

Usher after party at Nasimi Beach!

Text USHER to 4008 (21+ only....) @brentblack will hook you up this hour!

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TV FB

T

Y

NatGeo AD

66,118

1,932

2,123

70,173

City of Life

10,463

1,001

207

11,671

Dubai One

10,956

469

11,425

20Something

4,640

680

5,320

Emirates 24/7

1,142

1384

2,526

Tweet by @natgeoabudhabi

ÌãÇäÑÈäã ÉÑíÎ?Ç áÈÞÇã ÉÞáÍáÇ ÉÚÈÇÊãáÉáíááÇ ÇäÚã Çæäæß "ÊÇÑÇã?Ç ÊíÞæÊÈÁð ÇÓã ? æ ÉíÏæÚÓáÇ ÊíÞæÊÈÁð ÇÓã 8 "ìæÑÊÑæÕ Grafdom.com

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PR FB

T

Y

2,975

5,148

11

Asdaa

151

638

789

Cicero Bernay

405

154

559

H&K UAE

143

89

232

TRACCS

43

125

168

Spot on PR

8,134

Tweet by @spotonpr

Journalism and the new mob - how do media treat user generated content and the moral issues it can raise? #DubaiToday Grafdom.com

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Online FB

T

Y

Sukar

16,043

1,371

GoNabit

14,797

1,362

4

16,163

Dubizzle

9,804

3,027

14

12,845

Nahel

3,491

1,633

Souq

3,019

1,023

17,414

5,124 3

4,045

Tweet by @sukarcom

Have you guys checked out our campaigns today?

What do you think Grafdom.com

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Education FB

T

Y

American University of Sharjah

4,003

1,003

122

5,128

Edarabia

2,089

1,159

24

3,272

Abu Dhabi University

2,378

336

39

2,753

Zayed University

1,620

881

29

2,530

NYU Abu Dhabi

1,169

227

1,396

Tweet by @ausharjah

One million dirham scholarship fund created at AUS Career Fair to help AUS alums pursue graduate studies at AUS Grafdom.com

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Environmental FB

T

Y

Goumbook

4,308

235

1

Emirates Wildlife Society

3,494

492

3,986

Masdar

450

551

1,001

Emirates Environmental Group

801

78

879

Bee'ah

254

440

694

4,544

Tweet by @goumbook

Do you really think that going green is not easy?

Try these 10 easy tips, print them out and pass them on!

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Humanitarian Goodgate Dubai Cares Volunteer in Dubai Dubai Autism Center Emirates Foundation (Takatof)

FB

T

Y

9,112

137

9

9,258

886

4,619

22

5,527

4,230

475

4,705

981

846

1,827

1,027

77

1,104

Tweet by @goodgate

Global hunger is a huge problem, but meanwhile, up to 25% of all food produced globally is wasted.

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Transportation FB

T

Y

Emirates

55,230

13,552

1,168

69,950

Etihad

17,556

199

476

18,231

Dubai Metro

3,019

947

3,966

404

2,816

3,220

31

2,439

2,470

Navcar RTA

Tweet by @FlyingEmirates

Want to know how many Miles you'll earn on Emirates, or how many Miles you need for a reward?

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Real Estate FB

T

Y

Damac Properties

110

1,262

1,372

Coldwell Banker ME

112

1,062

1,174

Betterhomes

629

117

746

Landmark

77

254

331

Asteco

196

25

221

Tweet by @damacproperties

Rise in temperature expected in UAE this week

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Personalities T Sultan Al Qassemi

46,525

46,525

DJ Bliss

7,024

7,024

Emiratweet

5,092

4,619

Narcysyt

3,594

3,594

Aida Al Busaidi

1,506

1,506

Tweet by @sultanalqassemi

I am overwhelmed by the support from tweeps over Time twitter honor.

HUGE thanks to those who voted.

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Media Personalities T Tom Gara

4,178

4,178

Abbas Al Lawati

3,094

3,094

Jessica Swann

2,736

2,736

Magnus Nystedt

2,684

2,684

David George-Cosh

1,991

1,991

Tweet by @tomgara

Say what you will about Australia's cricketing decline we still DOMINATE in the commentary box.

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Events FB

T

Y

Dubai International Film Festival

7,060

3,305

274

10,639

Art Dubai

4,762

5,527

19

10,308

Gitex

7,926

621

Abu Dhabi Film Festival

6,322

1,333

253

2,886

3,139

F1 Abu Dhabi

1,332

1,362

2,694

Dubai Jazz Fest

1,333

1,334

2,667

Abu Dhabi Fighting Championship

1,662

106

World Future Energy Summit

496

725

1,221

Abu Dhabi International Book Fair

447

507

954

Abu Dhabi Art Fair

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8,547 70

78

7,725

1,846

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UAESMB 100

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

14.

15.

16.

17.

18.

19.

20.

21.

22.

23.

24.

25.

NatGeo AD Emirates Airlines Sony ME The Dubai Mall Etisalat Sultan Al Qassemi Burger King UAE Atlantis Dubai Virgin Radio Dubai TimeOut Dubai Khaleej Times Channel 4 Dubai du Etihad Airways Sukar Standard Chartered UAE JBR The Walk GoNabit Samsung Arabia Aloft Abu Dhabi Burj Khalifa Dubizzle City of Life Dubai One DIFF

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70,173 69,950 64,910 56,529 51,048 46,525 37,042 23,638 23,570 21,732 21,710 19,140 18,749 18,231 17,414 17,310 16,502 16,163 15,144 14,114 13,392 12,845 11,671 11,425 10,639

26.

27.

28.

29.

30.

31.

32.

33.

34.

35.

36.

37.

38.

39.

40.

41.

42.

43.

44.

45.

46.

47.

48.

49.

50.

Motorola ME Wild Wadi Art Dubai Just Falafel Intercontinental DFC GulfNews Goodgate Zaatar w Zeit GITEX Jumeirah Spot On PR Mall of the Emirates Abu Dhabi Film Festival The National DJ Bliss Groupon UAE Ahlan Magazine Wild Peeta Dubai 92 Dubai Cares 20Something Kitsch Cupcakes American University of Sharjah Nahel Emiratweet

10,538 10,397 10,308 10,282 10,114 9,352 9,258 8,914 8,547 8,137 8,134 7,931 7,725 7,430 7,024 6,580 6,557 5,954 5,545 5,527 5,320 5,192 5,128 5,124 5,092

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51.

52.

53.

54.

55.

56.

57.

58.

59.

60.

61.

62.

63.

64.

65.

66.

67.

68.

69.

70.

71.

72.

73.

74.

75.

Volunteer in Dubai My Radio 1 Goumbook Tom Gara Emirates Wildlife Society Dubai Metro Yas Hotel Narcysyt Edarabia.com Navcar.com Abu Dhabi Art Fair Abbas Al Lawati Contender Abu Dhabi University Jessica Swann F1 Abu Dhabi Magnus Nystedt Dubai Jazz Fest Zayed University Emirates 24/7 RTA Mashreq Filipino Rhythm Dubai David George-Cosh Duplays

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4,705 4,576 4,544 4,178 3,986 3,966 3,711 3,594 3,272 3,220 3,139 3,094 2,876 2,753 2,736 2,694 2,684 2,667 2,530 2,526 2,470 2,165 2,154 1,991 1,858

76.

77.

78.

79.

80.

81.

82.

83.

84.

85.

86.

87.

88.

89.

90.

91.

92.

93.

94.

95.

96.

97.

98.

99.

100.

ADFC Dubai Autism Center RAK Bank Aida Al Busaidi Ahdaaf NYU Abu Dhabi Damac Properties World Future Energy Summit Coldwell Banker ME Emirates Foundation (Takatof) Original Fitness Masdar ADIBF Emirates Environmental Group Asdaa Betterhomes Fitness First Bee'ah Cicero Bernay Landmark H&K UAE Asteco Abu Dhabi Commercial Bank TRACCS Emirates NBD

1,846 1,827 1,720 1,506 1,439 1,396 1,372 1,221 1,174 1,104 1,022 1,001 954 879 789 746 737 694 559 331 232 221 186 168 118

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“Social Media is the most democratic form of expression, where all voices are equally loud” “It has become a worthy news source for both the conventional media & general public” “Social Media is no longer considered a fad. It has become a viable marketing tool with highly attractive returns”

990,905 Total followers of Top 100 UAE Social Media Brands (... just short of 1 million)

Statistics

Category Scores Comm & Tech - 160,389 Destinations - 104,751 TV - 101,115 Transportation - 97,837 Publications - 66,781 Personalities - 63,741 Hospitality - 59,714 Online - 58,126 Radio - 54,883 Events - 49,740 F&B - 33,242 Humanitarian - 22,421 Banking - 21,499 Education - 15,079 Journos - 14,683 Environmental - 11,104 PR agencies - 9,882 Health & Fitness - 7,932 Real Estate - 3,844 Grafdom.com

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Report Stats Most Active Category Least Active Category Most Followers Least Followers Total Followers

Comm & Tech Real Estate NATGEO AD (70,173) Emirates NBD (118) 990,905

YouTube - 1%

Facebook - 72%

4,871

736,603

Twitter - 27% 249,731

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Growth Potential 2,054,520

Produce Content

Measure Progress

Facebook users in the UAE

Engage Audience

36,841 Twitter users in the UAE

$1,048 Promote Presence

Avg. online spending by UAE consumers (annually)

AED 50,000 Avg. social media spending by UAE firms (annually)

Through insight and tracking, the best brands continuously align their social media strategies with their corporate vision.

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SMS

Social Media Successes

How often should we post updates on Facebook?

Should we train our team in social media etiquette?

A customer is tweeting negatively about us, how can we deal with it?

Is it better to tweet during the day or night?

Our competitor has less followers than us but gets more comments on their posts, how?

Why doesn’t anyone retweet our updates?

Which drives more site traffic; Facebook, Twitter or Youtube?

How can we control what our staff post or tweet on their personal accounts?

Can our Facebook page get banned/deleted for starting a competition?

Here are some of the most frequently asked questions we encounter from clients.

Do you know the answers?

For social media brands to succeed; they need not only focus on the number of followers but on the level of engagement and dialogue with them. Unlike conventional forms of media, social media is most effective when exercised in a two-way dialogue format.

As digital and social tools become the go-to resources for everything from news and jobs to networking and friendships, proactive brands will continue to evolve how they interact and engage with their audience to maintain their competitive lead within their industry.

The forthcoming social media study will include the presence of UAE brands on other networks, including Foursquare, Gowalla, Digg, Vimeo, Linkedin and Flickr. As tempting as it may be to maintain a brand presence on multiple networks; equally important is to understand the varied formats and their differentiating value propositions.

Having worked closely with a fair share of the top 100 brands in this report, we welcome your questions or feedback >

Trending Twitter tags in UAE (April) Source: Trendsmap.com

We’re a social bunch, get in touch with us.

Grafdom PO Box 211156 Dubai, UAE +9714 3453033

Farid Gasim gfarid@grafdom.com

Paul Holder paul@grafdom.com

www.grafdom.com twitter.com/grafdom youtube.com/grafdom

Disclaimer: All material presented herein is intended for informational purposes and has been compiled from sources deemed reliable including Facebook, Twitter, Youtube, Google and Other Sources. Material presented is subject to errors, omissions, changes or withdrawal without notice.