Post on 05-Dec-2014
description
Sameer Issa Creative Strategist Communications amp Social Media
Social Media ApproachCreative Strategic Approaches to Social Media Engagement
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Humor
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Media ParadoxCreative Approach to Social Media
Sameer Issa Creative Strategist Communications amp Social Media
First Lets start by identifying a destination
Sameer Issa Creative Strategist Communications amp Social Media
ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo
Destination
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Humor
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Media ParadoxCreative Approach to Social Media
Sameer Issa Creative Strategist Communications amp Social Media
First Lets start by identifying a destination
Sameer Issa Creative Strategist Communications amp Social Media
ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo
Destination
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Media ParadoxCreative Approach to Social Media
Sameer Issa Creative Strategist Communications amp Social Media
First Lets start by identifying a destination
Sameer Issa Creative Strategist Communications amp Social Media
ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo
Destination
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Media ParadoxCreative Approach to Social Media
Sameer Issa Creative Strategist Communications amp Social Media
First Lets start by identifying a destination
Sameer Issa Creative Strategist Communications amp Social Media
ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo
Destination
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Media ParadoxCreative Approach to Social Media
Sameer Issa Creative Strategist Communications amp Social Media
First Lets start by identifying a destination
Sameer Issa Creative Strategist Communications amp Social Media
ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo
Destination
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Media ParadoxCreative Approach to Social Media
Sameer Issa Creative Strategist Communications amp Social Media
First Lets start by identifying a destination
Sameer Issa Creative Strategist Communications amp Social Media
ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo
Destination
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Media ParadoxCreative Approach to Social Media
Sameer Issa Creative Strategist Communications amp Social Media
First Lets start by identifying a destination
Sameer Issa Creative Strategist Communications amp Social Media
ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo
Destination
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Media ParadoxCreative Approach to Social Media
Sameer Issa Creative Strategist Communications amp Social Media
First Lets start by identifying a destination
Sameer Issa Creative Strategist Communications amp Social Media
ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo
Destination
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Media ParadoxCreative Approach to Social Media
Sameer Issa Creative Strategist Communications amp Social Media
First Lets start by identifying a destination
Sameer Issa Creative Strategist Communications amp Social Media
ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo
Destination
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Media ParadoxCreative Approach to Social Media
Sameer Issa Creative Strategist Communications amp Social Media
First Lets start by identifying a destination
Sameer Issa Creative Strategist Communications amp Social Media
ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo
Destination
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Media ParadoxCreative Approach to Social Media
Sameer Issa Creative Strategist Communications amp Social Media
First Lets start by identifying a destination
Sameer Issa Creative Strategist Communications amp Social Media
ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo
Destination
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Media ParadoxCreative Approach to Social Media
Sameer Issa Creative Strategist Communications amp Social Media
First Lets start by identifying a destination
Sameer Issa Creative Strategist Communications amp Social Media
ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo
Destination
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Media ParadoxCreative Approach to Social Media
Sameer Issa Creative Strategist Communications amp Social Media
First Lets start by identifying a destination
Sameer Issa Creative Strategist Communications amp Social Media
ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo
Destination
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Social Media ParadoxCreative Approach to Social Media
Sameer Issa Creative Strategist Communications amp Social Media
First Lets start by identifying a destination
Sameer Issa Creative Strategist Communications amp Social Media
ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo
Destination
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
First Lets start by identifying a destination
Sameer Issa Creative Strategist Communications amp Social Media
ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo
Destination
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
ldquo I tell my friends about your brand not because I like your brand but because I Like my friendsrdquo
Destination
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
and A Starting Point
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
80 of CEOrsquos believe that their brand provides a superior customer experience
Only 8 of their customers agreeFutureLab
Current Position
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
To get therewe need to cross the
Social Media Paradoxget ready here it goes
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
People will buy but only if you stop selling
Beyond the commercial Message
ldquoAdvertising is the price companies pay for being un-originalrdquoYves Bedhar
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
People will listenbut only if you stop talking
ldquoEverything has been said before but since nobody listens we have to keep going back and beginning all over againrdquo
Andre Gide
Rising Above The Noise
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
People will talk about youBut only if you stop talking
about yourself
Social branding
ldquoMost of the successful people Ive known are the ones who do more listening and less talkingrdquo
Bernard Baruch
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
People will receive your messagebut only if you stop sending
Attract
ldquo When agencies and brands stop lsquotargetingrsquo and start lsquoattractingrsquo then they will begin to understand social mediardquo
Ben McConnel
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
People will hear youBut only if you stop shouting
ldquoIn the past you were what you ownednow you are what you sharerdquo
Godfried Bogaard
Share
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
People will tell your storyBut only if you tell theirs
ldquoIn social media you have to think like a publisher not like a marketerrdquoDavid Meerman Scott
Engage
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
People will care about youBut only if you care less about yourself
ldquoFor everyone who exalts himself will be humbled and he who humbles himself will be exaltedrdquo
Jesus Christ
Add Value
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
People will be the source of your wealthBut only if you enrich their lives first
Sustain
ldquo No man can become rich without himself enriching othersrdquoAndrew Carnegle
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
In Social MediaThere Are No Dorsquos And Donrsquots
No Secret Recipe
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
No right or wrong way
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Only One Way
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Matt Goulart
ldquoSocial Media is about peopleits not about your business
provide for people and people will provide for yourdquo
The bottom line
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about doing things the way it shouldrsquove been done in the first place
ldquo The days of making so called ldquofunny creative Adsrdquo that may or may not have a direct impact on customer experience are endingrdquo
Jeff Benjamin
Back to basics
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Social Media is about enriching peoplersquos lives amp experiences
inspire
ldquoSocial media is about sociology and psychology more than it is about technologyrdquo
Brain Solis
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Mother Teresa
Creativity amp Passion is the gasoline of social media
ldquoThere are no great things man can accomplish on this earth only small things with great passionrdquo
The fire
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Social Media EngagementStrategic Approach for sustainable results
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
ldquoStepping out of the comfort zone in traditional media to embrace challenge using creativity amp strategy to bring the
next wave of change through Social Mediardquo
Facing the Challenge
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
20 Business Model
web 20Social Space
Agency 20Enterprise 20
Branding 20
Adaptability to ChangeResponsiveness to social Media
circles of Change
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Social Media engagement is a committable core valueldquo Big Public communities may attract more eyeballs but they
may not be the answer for customer engagementrdquoJulie Schlack
Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
a 360 degree overview for broader thinking
Social Media Strategic Engagement Approaches
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Social Business Model
Social is the thing in common for
all emerging technologies its the
currency of the future think
within that context to socialize
your brand within the social
space amp take advantage of the endless engagement
opportunities
Think Social
Inner Strategic Outlook
web 20Social Space
Enterprise 20
Responsiveness to change
Commitment
Existing Business Model
Staff amp management engagement
Becoming socially readyNew online business
Social values built in within your brand
think like people become people
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Be humble
Be Passionate amp determined
Do more with less
Build a positive team and family spirit
Build open amp honest relationships
Pursue growth amp learning
Be adventurous creative amp open minded
Create fun amp little weirdness Deliver WOW through service
Zappos Core ValuesA successful social business model from
the future
A Social Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
bull Committable Core values ldquo hire and fire staff accordinglyrdquo
bull No department for customer service at Zappos its a built-in component within the corporate culture
bull Social Values represent the core of the brand resulting in unique customer experience that is both personal amp enriching
bull Core values are socially charged amp virally enabled spreading positive spirit between employees and customers like fire
bull Zappos went from struggling up in 2000 to getting acquired by amazon in a deal values $12 billion in 2009
bull Zappos Social Media engagement approach is an extension of its social business model and a natural outcome
Zappos Business Model
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
web 20Social Space
Enterprise 20
Social Change Responsive
ldquoThe Medium is the Messagerdquo
The characteristics of the medium
itself have a social effect For
example emails changed the way
we work accordingly engaging
with social media forces to comply
by the rules of the social mix
Think Socializing Customer Experience
Outer Strategic Outlook
Create successful practices of social engagement for others to follow
Think of simple social engagement opportunities to provide value for customers
Solve problems through Social Media
Adding Social FlavorCreative useful
Content
Context amp touch points
Better user experience
Human face of the Business
Plan monitor sustain and modify
Engage
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
BlendtecPioneer of Social Media
bull A Consistent social media approach was implemented through a serious of youtube videos showing CEO blending anything from ipads iphones to bailout plans
bull A very creative social media engagement campaign took the world by storm and transformed Blendtec from an unknown small company two years ago into a $100 million business
bull Blentec direct responsiveness to Social Media engagement along with the proper creative approach created the transformation
Social Change Responsive Business Model Case Study
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
The result of the proper engagement process will be
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Brand - Social Space Dynamic Interaction
A Transparent Social Brand
Interact positively with social
space embrace amp create change
taking advantage of endless
opportunities Requiring a highly
transparent amp dynamic business
model to be able to respond and
interact simultaneously
Think InteractiveExplore new areas
Adventurous responsive amp PioneerHigh-Tech enabled
Fast moving embrace change amp accept risksSocial Engagement is
Your Main Asset
Socially Charged
Social Business Model
Interact amp Engage
Enterprise 30
web 30Social Space
Customers find you
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
An Opportunity Towards Competitive Greatness
Social Branding
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Social Branding
Opportunity is missed by most people because it is dressed in overalls and looks like work
Thomas Edison
bull Moving the brand into the social space unveils remarkable business opportunities away from the crowded competition in the traditionalldquounsocialrdquo zone
bull Unique opportunities for un-matched business growth through customer advocacy getting rid of the burden of traditional advertising amp marketing expenses
bull Creates a competitive business model with a high ldquoCorporate IQ levelrdquo and fast responsiveness rate to upcoming changes threats and opportunities
bullEnabling strong genuine relationships with customers suppliers employees and capitalizing on such networks for business growth
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Creative ProcessOut of The Box Multi-layer Thinking
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Moving into Social Space Provides
Endless Creative Freedom amp Challenges
Social Media is the ultimate Challenge for real creativity
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Think Brand within social context
Think usability Problem Solving
Think new added values and enhancing customer
experience
Think Context and touch points of interaction both online amp offline
Social Space Layer
Context Touch Points of Interaction
Relevancy
Relevancy
Audience Communities
New Emerging Touch points
Groups
Individuals
Memes
Target Audience
Customer Advocacy
New Groups with common interest
Allow consumer to become the story
Allow Viral Spread through Group activity
Marketing Solutions Not Ads
The Creative
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Strategic ProcessBig Vision With Adaptive Learning Attribute
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Lets Take a Look First at Conventional Marketing Strategic Process
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Big Strategy
Focus Groups
Launch
AdjustMeasure
New Strategy
Conventional Marketing Strategic Approach
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Objectives
People Audience
Strategy
Insight
MonitorSustain
Adapt
Adjust
Learning Curve
EngageImplement
Content Packaged in small multi-flavored pieces for easy
consuming
ltlt
lt
ltlt
ltlt
ltlt lt
NurtureMeasure
Adjust
Interactive Cycle
Social Media Marketing Strategic ApproachThe Learning Adaptive Process
Big Strategy Start small with room to growPeople trust people
Re-ThinkLook from new
Viewpoint
Big Thinking Small Idea
SMARTSpecific- Measurable -
Attainable - Relevant - Timed
Keep the conversation
goingSeeding Touch
Points
Conversation is the King
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Value Usefulness Entertain Social Connectivity
Social Media Core Criteria
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Support Community Goals
Before Marketing Needs
Encourage Member
Interaction
Maintain Agility amp Quick Growth
Multi Flavored Uses
all types of Media
Enable Self Expression and Communication
among Community Members
Integrated with Strategic
Marketing Objectives amp
Activities
Should be Living Organisms
Company Participation
Meet Business
Objectives
Social Media Marketing Scope Check List
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Social Media PortfolioPractical Engagement Approaches - Case Studies
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Coffee Shop amp RestaurantServing Social Media
Case Study 1
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client is a well-established successful coffee shop and restaurant business with a wide base of customers enjoying a unique friendly social experience and a variety of drinks and food served within a warm friendly family atmosphere at very reasonable competitive prices
bull Among the course of several years client sought different traditional marketing and advertising solutions to increase his customer base and attract new clients but such options didnrsquot produce any significant results
bull Analysis revealed that a major withdraw was the brand recognition as reputation was spread only within a closed circle of existing customers
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
bull A major competitive edge behind this business model and a major attracting point lies in its unique social experience offered to its customers
bull Warm friendly and family atmosphere around 60 of its customers are regulars ldquo visiting 3 times weekly or morerdquo More than 40 of customers have developed a relationship and solid interaction among each other
bull Customers were asked to describe in one word their personal experience the main frequent words were ldquo Friendly Comfortable Relaxing Social Funrdquo
Core Competencies Competitive Edge
Setting ProductPriceCulture
Brand Overview
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
bull Spacious environmental setting divided into a variety of indoor and outdoor spaces each offering a unique cozy ldquohome-likerdquo experience
ProductPriceCulture
Brand Analysis
Setting
Core Competencies Competitive Edge
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
bull A variety of quality food and drinks offered at reasonable competitive prices
bull Regular updates and menu-changes take place to introduce new choices
bull Quality Service is maintained and closely monitored through highly trained staff
Culture
Brand Analysis
Setting
Core Competencies Competitive Edge
ProductPrice
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Emotional ExperienceldquoSocial Friendly Sense of Belonging amp Self Expression
Brand Competitive Positioning
Phys
ical
Exp
erie
nce
ldquoSet
ting
Pro
duct
s Q
ualit
y P
ricerdquo
Competition
Current Positioning
New Positioning
Low High
Hig
h
An opportunity for For Social Branding
Social Branding Opportunity
High Socially Charged Emotional Experience though the Integration
of Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Approaching Social MediaMoving the Brand to Social Space To Achieve
Business Objectives amp Growth
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Create Fun amp Enjoyable Experiences thought Social Interactivity
Be Humble
Be Adventurous Creative amp Open
Minded
Build a Friendly Family Spirit Though Positive
Communication
Seek amp Drive Change
Always Listen
Deliver More For Less
Be A Social Role Model
Social BrandingDefining Committable Brand Core
Values for Social Positioning
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Engagement Opportunities
bull Capitalize on the unique and friendly social experience offered to customers as the major core competency of this business model through the Strategic use of Social Media
bull Audience is young technology Savvy and social media active
bull Using Social Media different platforms ldquo Facebook Twitter Youtuberdquo to provide a multi-flavored social set of experiences
bull Enabling online and offline direct interaction as a unique social mixing and branding opportunity thus encouraging people to participate in the discussion around the brand raising the over-all awareness and social media share of voice creating demand and generating more traffic in both the online and offline worlds
Capitalizing on Core Competencies
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Social Media Branding
Where All Your Online amp Offline Enriching Social Experiences Meet In One Place
Within A Warm Friendly Setting
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Strategic Implementation
Serving Social Media
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
All Twitter feeds with the hash-tag ldquoBrand namerdquo and its sub categories will be displayed
Live on Big Screens
Bringing Social Media Into The Coffee Shop Community amp Social
News Updates amp Activities
Special Offers amp Promotions
Rich Engagement amp Conversation tool between
members amp groups according to fields of interest through
sub Twitter Accounts
Customers Tweeting Brand along with their
menu-orders within specific times get it Free
Direct amp Live Customer Service amp Feedback Channel
Announce Competitions and
winners list
Updates from other Social Media Channels ldquoFacebook amp Youtuberdquo
Big Screens Showing Live Twitter Feeds
Mixing Online amp Offline Social Experiences To Maximize Social Impact
SweepStakesAward Tweets Randomly
All Other Social Media Activities Are Tweeted To Increase
Awareness
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Leveraging Social Media Around Brand Core Values
Leveraging Social Media
Your Friendly Brand
Empowering Engagement
Special Section For Most Regular Customers amp Top Fans Including Top Weekly Listing
Members Personal News amp Updates
Raise A Community Social Cause And Encourage Fans Participation Use FaceBook
Ads To Encourage People To Engage In Discussion About The Social Cause
Raising Awareness About The Brand
Make Public Donation To Community Organization As
Voted By Fans
Fans Suggest New Food amp Drinks Menu
Items Allowing Public Voting Winning Dishes
To Be Served Free of Charge On A Specific
Day of The Week
Top Jokes Funny Clips Community ldquoViralrdquo News
And Inspiring Quotes
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Leveraging Social Media
Prizes unlock when certain number of fans
is reached All Group Members Wn
Rewarding winners through Coupon CodeshttpwwwWildfireappcom
Special Weekly Prizes For ldquoTop Membersrdquo who bring
Biggest Number of Friends to The Fan Page
Prizes are Integrated to the Brand Social Positioning Encouraging Social
Interaction Ranges From Discounts Free Meals amp Drinks To Free Tickets For
Attending Social Events and Adventures
SuperFan Club
Facilitating amp Rewarding Engagement
FaceBook Club Info amp Updates Are Regularly
Tweeted And Displayed on Site Through Twitter Feed
Screens
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Spend 20 Jd Get 5 JD Off Unlock At 1000 Fans
Unlock At 2000 Fans
Unlock At 3000 Fans
Unlock At 4000 Fans
Unlock At 5000 Fans
Unlock At 10000 Fans
Spend 30 Jd Get 10 JD Off
SuperFan Club Overview
This Week Top 10 FansSabn Vbaghg250 Friends1
2
3
4
5
6
7
8
9
10
Sabn Vbaghg230 Friends
Sabn Vbaghg210 Friends
Sabn Vbaghg190 Friends
Sabn Vbaghg172 Friends
Sabn Vbaghg160 Friends
Sabn Vbaghg154 Friends
Sabn Vbaghg131 Friends
Sabn Vbaghg123 Friends
Sabn Vbaghg119 Friends
King
Sabn Vbaghg250 Friends
Sabn Vbaghg230 Friends
QueenCurrent Fans 2200
Become a Fan
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Encouraging Group Activities through ldquoWin as a Group Concept ldquo
Serving a Multi Flavored Social Experience
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Video Channel
Facilitating Engagement
The Funny ChefThe Chef is a Socially Active Recognized Individual with a
Funny Character Spreading Humor amp Jokes Among Customers The Idea is TO Capitalize On his Social Skills
Through Encouraging amp Directing The Publishing of Hilarious YouTube Videos Showing Funny Incidents Taking
Place in the kitchen Proper Seeding amp Monitoring is Required For Videos to Go Viral
Voting amp Video Contests
Publish YouTube Videos Showing Events amp
Activities ldquo Taking Place At The Coffee Shop
Top YouTube Videos Shared On Other Social Sites
Including ldquoLive Twitter Feed Screenrdquo and Displayed On
Big Screens Available At Site
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Using Traditional Media to Spread The Word about Activities Within The Social Media Space To
Attract ldquoAudiencerdquo Towards Active Social Engagement
Spreading the Word
Newspaper Magazine Ads Showing FaceBook
SuperFan Club Main Screen Updates amp Other Social Contests Including Winners List and Awards
Grantedldquo We Decided to Cut Our Advertising
Activities and Use the Budget Instead For Social Goodrdquo
Deliver An Ad Around That Concept And Direct People to FaceBook Public Donation Voting Section
Integrating Offline Marketing
Raising The Voice of Social Media Within The Offline World
Promotional Giveaways ldquoT-shirts Coffee Mugsrdquo
Including Eye Catchy Design About Social Media
Engagement
ldquoChoose Your MenurdquoDirect Audience To
FaceBook Menu Voting Section
Raise Awareness About Engagement in Social
Activities Through Targeted Ads Use Photos Client Comments amp Feedback
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Travel amp Tourism
Reward Someone You Love
Case Study 2
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Background
bull Client Is A Local Small Operation Travel amp Tourism Agency With A Relatively Small Base Satisfied Group Of Customers
bull Market Place Is Characterized As Heavily Crowded amp Price Oriented Competition Marketing Activities Is Concentrated On Using Traditional Advertising Tools On Seasonal Occasions Competing On Lower And Lower Prices
bull Client Seeks To Raise Brand Awareness amp Achieve Business Growth Through Unconventional amp Effective Marketing Tools And Methods Within The Constraint Of A Limited Budget
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Market Overview
bull Referrals And Word Of Mouth Is The Reliable Tool To Find A Trustable Travel amp Tourism Agent Preliminary Analysis Show That Price-oriented Traditional Advertising Attract Mostly Inquiries More Than It Attracts New Customers
bull Small amp Medium Size Travel Agents Rely On Personal Connections For Business Development Activities
bull Low Profile Branding Is A Main Character Of This Market Place
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Challenge
Brand Perception amp Mind Share
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Solution
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Spreading Love
ldquoI Care About YourdquoA Gift Of Gratitude For ldquoThat Special Someonerdquo
Peach Rose A Passion For Gratitude amp Appreciation
A Campaign of Sentiment amp Emotions
Social Media Engagement Theme
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
We Meet Many People In Our Lives
KnowingThat Only Few Of Them
Are The Ones Who Make All The Difference In The World
Those Who Were Always There
In Good Times And Bad Moments
Supportive Giving Spreading Happiness And Joy
And Doing Whatever It Takes
To Enrich Your Life With Colors Of The Rainbow
Yet Asking For Nothing In Return
We Know That Life Can Sometimes Be So Deceptive
It Can Take Any Of Us Away At A Glance
Without A WarningAnd Even Worse
Take Any Of Our Beloved Ones
If You Think Yoursquore Lucky Enough
To Have That Special Someone In Your Life
Then Now Is The Time
To Give Something Back
And Stop Taking Things For Granted
To Say ldquoThanks For Being There I Care About Yourdquo
Even Better
Indulge His Life With A Gift Of Gratitude Hersquoll Never Forget
Now Is The Timelsquocos Yoursquoll Never Know When Its Too Late
A Letter of Gratitude
Campaign Theme
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Nominate ldquoYour Special Someonerdquo
Using Companyrsquos Social Network At Facebook People Are Invited To Nominate A Special Person In Their Life Including
A Profile Description Of That Person Answering The Question ldquo Why They Think Hersquos That Special To Yourdquo
Empowering Community Individuals To Adopt Their Own Personal Cause Which Revolves Around The Brand
CROWDSOURCING
ldquoAllowing The Audience To Become The Real Storyrdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Community Discussion amp Voting
Community Members Engage In The Emotional Discussion Around Nominees Through Comments And Voting
Enabling Community Engagement Through Emotional Appeal
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Multi Channel Social Engagement
Participants Use Different Media Channels ldquo Text Photos Videosrdquo Through Brand Social Network Channels Facebook Youtube Twitter To Further Spread Their Story And Engage More Attract More Voting
Leveraging Community Engagement In Social Media
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Rewarding Your beloved ones
Leveraging Community Engagement In Social Media
Top 10 Voted Special Persons Will Be Granted ldquothe Awards Of Gratituderdquo Which Consists Of Free Exclusive Travel Packages To Selected Luxurious Locations
Around The World At Royal Treatment Service StandardsOther Awards To Be Granted To Other Categories amp Most Contributing Members
Process of Engagement
ldquoTreating Your Beloved Ones As Kings And Queensrdquo
ldquoLuxury Of A Lifetimerdquo
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Strengthening PersonalizationCustomize The Gift To Fit Your Special Personsrsquo Requirements
Winning Participants Choose Specific Gift-related Details -which Is Fully Customizable- Including Destination
Accommodation Food amp Drinks Flight Details Recreational Activities Trips Site Seeing And Additional Surprises
PERSONALBRANDING
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Process of Engagement
Integrating online and offline social experiences
ldquoThe Social Experience Is What Count Not The Mediardquo
Traditional Media Used To Leverage Social Media Campaign Awareness Facilitating Casual Group Gathering Meetings To Spread Further Via
Facebook ldquo Attend The Eventrdquo Awards Will Be Granted During A Special Ceremony Taking Place At
Luxuries Participating Hotel Attracting Media Coverage
Sameer Issa Creative Strategist Communications amp Social Media
Thank You
Sameer Issa Creative Strategist Communications amp Social Media
Thank You