This document outlines Shahid's social media marketing strategy for Ramadan 2015. The objectives were to help viewers organize their Ramadan schedule and catch up on series and movies. The approach involved content marketing, real-time marketing, influencer marketing, and social media customer service. Tactics across Facebook, Twitter, YouTube, and Google+ focused on visuals, links, hashtags, and answering questions. Outcomes included increased likes, followers, reach and resolving hundreds of customer service cases through social media. The takeaways emphasized the importance of content as a defining strategy, scheduling content in advance while allowing for real-time changes, leveraging influencer mentions, and being flexible to feedback.

1. SHAHID
Engage Dubai 2015

2. the no.1
premium VOD
destination in
MENA
4.8 million
Facebook fans
2.3 million
Twitter followers
9.1 million users
avg monthly uniques
460 million views
in 2015

3. RAMADAN 2015

4. Objective & Approach
4
Approach
Social Media Customer Service (SCS)
Proactively engaging with audience to address needs and requests
Influencer Marketing
Focusing on specific key individuals (or types of individual) rather
than the target market as a whole
Real‐Time Marketing
Is creating a strategy focused on current, relevant trends and
immediate feedback from customers
Content Marketing
A strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to attract
and retain a clearly‐defined audience
Objective
Help viewers
organize Ramadan
and catchup on
series and movies
on their own time
#‫رتبنالك‬_‫رمضان‬
CONTENT
MARKETING
REAL‐TIME
MARKETING
INFLUNCER
MARKETING
SCS
0 20 40 60 80

5. Tactics
5
Facebook
• Focus on
Visuals
• Promote links
of episodes
• Create
interactivity
Twitter
• Focus on
Visuals
• Mention
influencers
• Answer
questions
• Use relevant
hashtags
YouTube
• Upload
promos
• Upload short
clips
• In rare cases
upload full
episodes
Google+
• Upload short
clips
• Promote links
of episodes
SCS
• Twitter
listening
• Open
messages on
Facebook
• Convert
question from
public to
traditional CS
channels

6. Content Mix
Photos
50%
Videos
15%
Links
30%
Text
5%
Infographic Polls Tips Videos

7. Outcome Highlights
7
Week1 Week2 Week3 Week4
133,351
70,879
80,150
120,463
Likes Per Week
Facebook
• Fan increase: +322.5K*
• Reach: 55.5M*
Week1 Week2 Week3 Week4
9,523 9,413
6,634
8,097
Followers Per Week
Twitter
• Followers increase: +33K*
• Potential reach: 12.2M*
Social Media Customer
Service (SCS)
• Implemented a two ways
conversational dialogue
• Managed to funnel social
media customer service
into an existing system
• Resolved hundreds of
cases, and managed to
convert perception to
positive
*monthly

8. Takeaways
• Content Marketing is not just a term its an approach that can define your whole
strategy
• Schedule what you can to free up time for Real‐time Marketing
• Influencers Marketing is triggered with mentions
• Be ready to revamp your whole strategy based on feedback
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9. Thank you
Follow me on Twitter
• @Fouadm
Connect with me on LinkedIn
• Fouad Masuod
• Fouad.Masoud@mbc.net
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