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SOCIAL MEDIA IN THE MIDDLE EAST:
THE GOOD, THE BAD &
THE UGLY
By Mohammad Hijazi
@mhijazi
WHAT IS THE ONE WORD THAT
MARKETERS NOWADAYS ARE
CHASING?
THE GOOD
Examples from good &
inspiring social media
campaigns from the Middle
East
#MYDUBAI
•Sheikh Hamdan bin Mohammed bin Rashid Al
Maktoum, Crown Prince of Dubai, launched in
January 2014 the #MyDubai nitiative to
create an autobiography of Dubai through
social media.
•Open for all of the Emirate’s residents and
visitors, the initiative encourages people to
capture the real life dynamics of Dubai and
share the most compelling moments they
experience.
•People are invited to contribute by using the
hashtag #MyDubai, and will be able to
introduce the unique values and culture of the
Emirate to the world through social media,
which has become one of the most important
channels through which the world observes
Dubai.
#MYDUBAI
LBC’S CHEYEF 7ALAK
CITI-FURNITURE’S UGLY COUCH
•"The Ugliest Couch Contest" for furniture
retailer, Citifurniture, allowed people across
Lebanon to search for ugly couches and
share them on the Citifurniture Facebook fan
page so people could vote for them.
•The people with the most votes (and hence,
the "ugliest" couch!) won the chance to have
Citifurniture replace their couch with a
beautiful one, in addition to a range of other
prizes.
•The campaign met with a highly positive
reaction, generating over 18,000 likes in a
few weeks as well as a positive feedback.
VODAFONE’S SUPER TETA
•First and only digitally-oriented media campaign to
be launched in the Egyptian telecom category to
serve the business objective of pushing online
services.
•In one month:
• webisodes reached 80% of their Facebook target(16 Million)
• 15% increase in total channel video views
• E-shop traffic increased by 92%,
• Facebook gained 18% more new
• community generated 47% more interactions
• mobile application downloads increased by 20%
• 99% of the current users updated their application
ROYAL JORDANIAN TWEET-UP
•To raise its social media profile in the region,
Royal Jordanian Airlines invited 20 of
Jordan's top bloggers and influencers to
meet on-board for the launch of the airline's
A320 aircraft. While on board, the crew
handed out gifts, Royal Jordanian pillows
and other branded goods. The airline staff
also demonstrated Royal Jordanian's
onboard and in-flight services.
ROYAL JORDANIAN TWEET-UP
•Though aviation
regulations prevented the
aircraft from actually
taking off, the campaign
was well-received by the
bloggers onboard, with
1,500 tweets generated
during the event.
SAMSUNG LEVANT’S SECRET ADMIRER
•Twitter users were chosen to be given a special treat
on Valentine’s Day.
•The team went through each and every tweeps
personal Twitter, Facebook, Instagram and even
Foursquare profile in order to find out what they love,
need and want.
•3 gifts were sent to 9 Tweeps daily over the course of
3 days and gifts were wrapped with a card that was
customized to each person and were signed with the
hashtag #Secretadmirer_SL.
•On the last day, the card revealed that the Secret
admirer is in fact Samsung Levant.
•This generated huge social buzz and engagement.
WIN A TRIP TO FRANCE WITH COUQLEY
•The challenge was to create an
online campaign that would
increase the number of customers
per day eating at Couqley.
•Customers would reserve their
tables online using ReserveOut
and would automatically get free
dessert to everyone on their table
and a chance to win a trip to
France.
•In 2 months:
• 1,695 online reservations were made
for 6,195 customers.
• 4,732 complimentary desserts were
offered.
• 85% of all reservations were made
online (up from just 5%).
OLAY’S EYES OF ARABIA
•Olay was launching three new eye
products that promised a complete
eye makeover.
•Targeting local women from UAE
and Saudi Arabia.
•Created the region’s first 100%
online beauty pageant. One that
they could easily take part in, just
by uploading a picture of their
eyes.
•Women could also reveal more
about themselves by writing about
the personality behind the eyes.
•A market limitation was now the key
element of the campaign.
THE BAD
Examples where companies
or influential figures get
criticized online
DISCRIMINATION
BEING AN AMATEUR
GRAMMAR/LANGUAGE MISTAKES
PROVOCATIVE POSTS
NOT KNOWING YOUR AUDIENCE
FAKE FOLLOWERS
PROMOTING BAD BEHAVIOR
THE UGLY
Incidents where social
media backfired and went
viral
SAYFCO & RYMCO TWITTER WARS
BENIHANA KUWAIT SUES BLOOGER
MEA YOUTUBE INCIDENT
KEY TAKEAWAY
•Good conduct comes with planning and research, studying the market,
knowing the audience and choosing a good community manager.
•Mistakes happen and bad conduct occurs, but should be fixed
immediately in the relevant manner.
•Ugly conduct should not happen and could highly affect your
company’s image.
EVERYONE IS EMBRACING SOCIAL MEDIA.
WHY NOT YOU?
THANK YOU Tweet me: @mhijazi
SOURCES
Ema’s Top Social Media Campaigns From MENA in 2014:
https://www.linkedin.com/pulse/emas-top-social-media-campaigns-from-
mena-2014-ema-linaker
Middle East case studies: Beat FM wins ArabNet's best digital campaign
https://econsultancy.com/blog/9483-middle-east-case-studies-beat-fm-
wins-arabnets-best-digital-campaign/
Dubai Lynx 2015:
http://www.dubailynx.com/winners/2015/media/entry.cfm?entryid=635
&award=101&order=0&direction=1
Cloud961: Restaurants in Lebanon do not exist without social media
http://cloud961.com/blog/2013/10/restaurants-in-lebanon-do-not-
exist-without-social-media/
Andrea Maral: Olay Eyes of Arabia
http://www.andreamaral.com/Olay-Eyes-of-Arabia

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Social Media Case Studies From The Middle East: The Good, The Bad & The Ugly

  • 1. SOCIAL MEDIA IN THE MIDDLE EAST: THE GOOD, THE BAD & THE UGLY By Mohammad Hijazi @mhijazi
  • 2. WHAT IS THE ONE WORD THAT MARKETERS NOWADAYS ARE CHASING?
  • 3. THE GOOD Examples from good & inspiring social media campaigns from the Middle East
  • 4. #MYDUBAI •Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, launched in January 2014 the #MyDubai nitiative to create an autobiography of Dubai through social media. •Open for all of the Emirate’s residents and visitors, the initiative encourages people to capture the real life dynamics of Dubai and share the most compelling moments they experience. •People are invited to contribute by using the hashtag #MyDubai, and will be able to introduce the unique values and culture of the Emirate to the world through social media, which has become one of the most important channels through which the world observes Dubai.
  • 7. CITI-FURNITURE’S UGLY COUCH •"The Ugliest Couch Contest" for furniture retailer, Citifurniture, allowed people across Lebanon to search for ugly couches and share them on the Citifurniture Facebook fan page so people could vote for them. •The people with the most votes (and hence, the "ugliest" couch!) won the chance to have Citifurniture replace their couch with a beautiful one, in addition to a range of other prizes. •The campaign met with a highly positive reaction, generating over 18,000 likes in a few weeks as well as a positive feedback.
  • 8. VODAFONE’S SUPER TETA •First and only digitally-oriented media campaign to be launched in the Egyptian telecom category to serve the business objective of pushing online services. •In one month: • webisodes reached 80% of their Facebook target(16 Million) • 15% increase in total channel video views • E-shop traffic increased by 92%, • Facebook gained 18% more new • community generated 47% more interactions • mobile application downloads increased by 20% • 99% of the current users updated their application
  • 9. ROYAL JORDANIAN TWEET-UP •To raise its social media profile in the region, Royal Jordanian Airlines invited 20 of Jordan's top bloggers and influencers to meet on-board for the launch of the airline's A320 aircraft. While on board, the crew handed out gifts, Royal Jordanian pillows and other branded goods. The airline staff also demonstrated Royal Jordanian's onboard and in-flight services.
  • 10. ROYAL JORDANIAN TWEET-UP •Though aviation regulations prevented the aircraft from actually taking off, the campaign was well-received by the bloggers onboard, with 1,500 tweets generated during the event.
  • 11. SAMSUNG LEVANT’S SECRET ADMIRER •Twitter users were chosen to be given a special treat on Valentine’s Day. •The team went through each and every tweeps personal Twitter, Facebook, Instagram and even Foursquare profile in order to find out what they love, need and want. •3 gifts were sent to 9 Tweeps daily over the course of 3 days and gifts were wrapped with a card that was customized to each person and were signed with the hashtag #Secretadmirer_SL. •On the last day, the card revealed that the Secret admirer is in fact Samsung Levant. •This generated huge social buzz and engagement.
  • 12. WIN A TRIP TO FRANCE WITH COUQLEY •The challenge was to create an online campaign that would increase the number of customers per day eating at Couqley. •Customers would reserve their tables online using ReserveOut and would automatically get free dessert to everyone on their table and a chance to win a trip to France. •In 2 months: • 1,695 online reservations were made for 6,195 customers. • 4,732 complimentary desserts were offered. • 85% of all reservations were made online (up from just 5%).
  • 13. OLAY’S EYES OF ARABIA •Olay was launching three new eye products that promised a complete eye makeover. •Targeting local women from UAE and Saudi Arabia. •Created the region’s first 100% online beauty pageant. One that they could easily take part in, just by uploading a picture of their eyes. •Women could also reveal more about themselves by writing about the personality behind the eyes. •A market limitation was now the key element of the campaign.
  • 14. THE BAD Examples where companies or influential figures get criticized online
  • 19. NOT KNOWING YOUR AUDIENCE
  • 22. THE UGLY Incidents where social media backfired and went viral
  • 23. SAYFCO & RYMCO TWITTER WARS
  • 26. KEY TAKEAWAY •Good conduct comes with planning and research, studying the market, knowing the audience and choosing a good community manager. •Mistakes happen and bad conduct occurs, but should be fixed immediately in the relevant manner. •Ugly conduct should not happen and could highly affect your company’s image.
  • 27. EVERYONE IS EMBRACING SOCIAL MEDIA. WHY NOT YOU?
  • 28. THANK YOU Tweet me: @mhijazi
  • 29. SOURCES Ema’s Top Social Media Campaigns From MENA in 2014: https://www.linkedin.com/pulse/emas-top-social-media-campaigns-from- mena-2014-ema-linaker Middle East case studies: Beat FM wins ArabNet's best digital campaign https://econsultancy.com/blog/9483-middle-east-case-studies-beat-fm- wins-arabnets-best-digital-campaign/ Dubai Lynx 2015: http://www.dubailynx.com/winners/2015/media/entry.cfm?entryid=635 &award=101&order=0&direction=1 Cloud961: Restaurants in Lebanon do not exist without social media http://cloud961.com/blog/2013/10/restaurants-in-lebanon-do-not- exist-without-social-media/ Andrea Maral: Olay Eyes of Arabia http://www.andreamaral.com/Olay-Eyes-of-Arabia