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DIGITAL
MEDIA
STRATEGY
Nabatat Flowers
DIGITAL
MEDIA
STRATEGY
Nabatat Flowers
AGENDA
• Situation
• Objectives
• Strategy
• Tactics
• Action Plan
AGENDA
Market
Research
Saudi Arabia
Interests and
Hobbies of
Facebook Users
10 Top
Facebook
Pages
Saudi Arabia
Interests and
Hobbies of
Instagram Users
Saudi Arabia
Interests and
Hobbies of
Twitter Users
Top 10
Twitter
Profiles
Saudi Arabia
The size of the market for the trade of natural roses and flowers in
the Kingdom exceeds 200 million riyals annually due to the increasing
demand, also seeks to increase the volume of those exports from
Through more than 41 varieties of roses that the Kingdom's rose
plantations host.
Industry
Insights
*Source: https://www.alwatan.com.sa/article/1052163
Situation
Analysis
Competitors
• Nabatat Flowers
• Bouquetexp
• FLORELLE
• Fleurkw
• Floward
Situation
Analysis
Competitors
Overview
Total Follower:
1.9k
Target Audience:
Men & Women
Industry:
Flower shop
Languages:
Arabic & English
Designs:
Graphic designs without too natural images
Have Multi Channels:
Instagram
Twitter
Snapchat
Frequency
Posting
Top Posts
1 2
3
Summary
The Content:
Content is good and including emojis and hashtags
Type of Content:
Engagement, competition, educational content without direct sales
Nabatat don’t have:
website, active Facebook page, mobile app
Posting time and frequency
Average 4 posts per week
Designs:
Stock images without natural flowers
*Using natural images is crucial
Overview
• Total Follower:
• 15k
• Target Audience:
• Men & Women
• Industry:
• Online Flower shop
• Languages:
• Arabic
• Designs:
• natural images + stock images with poor quality
• Have Multi Channels:
• Website
• Facebook
• Instagram
• Twitter
• Snapchat
Frequency
Posting
1 post each 2 days
Top Posts
Summary
The Content:
Content is good and including and hashtags
Type of Content:
Engagement and direct sales
Boquete Express don’t have:
mobile app
Posting time and frequency
Average 4 posts per week
Designs:
Real images
Highlighted Stories:
with their previous works
FLORELLE
Overview
• Total Follower:
• 1.5k
• Target Audience:
• Women
• Industry:
• Flower shop
• Languages:
• English/ Arabic
• Designs:
• natural images
• Have Multi Channels:
• Instagram
2 benches in Riyadh and Khobar
Frequency
Posting
2.5 posts per day
Top Posts
Summary
• The Content:
• Content is good and including and hashtags
• Type of Content:
• Engagement and direct sales
• FLORELLE don’t have:
• mobile app, website. Facebook page
• Posting time and frequency
• Average 2:3 posts per day
• Designs:
• Real images
• Highlighted Stories:
with their previous works
flowardco
Overview
• Total Follower:
• 218k
• Target Audience:
• Men & Women
• Industry:
• Online app for flowers and gifts
• Languages:
• English/ Arabic
• Designs:
• Mixed between natural images and designs
• Have Multi Channels:
• Website
• app
• Instagram
• Twitter
• Facebook
• Located in 9 cities in Gulf area, and 4 Saudi cities (Riyadh, Jeddah, Mecca and Dammam.
Frequency
Posting
3 posts per day
Type of
Posts
Top Posts
Summary
• The Content:
• Content is good and doesn’t including and hashtags
• Type of Content:
• Engagement and direct sales
• flowardco don’t have:
• -
• Posting time and frequency
• Average 3 posts per day
• Designs:
• Real images and graphic designs
• Highlighted Stories:
with their previous works
Have Multi Channels:
• Website
• app
• Instagram
• Twitter
• Facebook
STRENGTHS
- Best Quality with best
price
-Wide variety of natural
and plastic flowers
S
WEAKNESSES
- Poor images
- Urgency leads to poor
quality
- Late response
W
OPPORTUNITIES
- More Sales
Be number one in
Dammam
O
THREATS
- High competition
- Delivery
T
SWOT
ANALYSIS
Company
Intro
About
Sell the various variety of the flowers like as; roses, lotus , lilies and
others.
the flowers are very beautifully arranged by the professional floral
designer and suitable for every occasions.
Products
of Flowers
• Birthday
• Anniversary
• Wedding
• Some Special occasions
• Weekly Packages
• Get well wishes
Segment
& Target
• Wedding Planner
• Parents
• Spouse
• Partner and friend
• Companies
• Hospitals
• Schools
• Halls
Buyer
Persona
Wedding Planner
Reem Alharbi
32 Years old
Married, has 2 children
Needs and Wants:
• Plan her own wedding on Eastern Province.
• Using recommendations from friends who have
gotten married there before.
• Specially vendor for wedding halls, flowers shop
Pain Points:
Buyer
Persona
House wife
Needs and Wants:
Seeking for great atmosphere with flowers and plants.
Om Fahd
37 years old
Married, have 3 children
Lives in Dammam
Pain Points:
High price of weekly packages Don't have time to tack care
Social class: B, A-
Challenges:
Quality
Delivery
Organize
Marketing Communication:
Language: Arabic
Tone of Voice: Friendly
Channel: Instagram and Snpachat
DIY
Videos
DIY flower vase ideas that will instantly make any part of your home more colorful.
Online Videos and offline workshop
Objectives • Digital Media Objectives
• Digital Media Strategy
• Content Distribution Strategy
• Brand Position
Objective A
- Develop Brand Awareness (Develop Band Awareness)
Objective B
- Sales Objective (Grow revenue by increasing sales)
Objective C
- Engaging Objective (Build Community around Nabatat)
Digital
Media
Objectives
Strategy would be divided into 2 main phases
Phase 1
• Step 1 enhancing Nabatat flowers’ online presence and generating brand
awareness.
• Step 2 increase sales through social media campaign.
Phase 2
• Increasing more sales through social media campaigns.
Digital
Media
Strategy
Our social media strategy in phase one will start by raising the awareness
for the brand and products in eastern province. As well as highlighting the
product and it’s benefits.
At this phase we will increase sales through digital media campaigns.
At the second phase we will increase more sales
Digital
Strategy
Distribution
Instagram
Snapchat
Twitter
Brand
Position
What we need to put in our target audience mind about
Nabatat:
“We deliver happiness every day, From here the story begins. with natural
flowers, gift wrapping”
Some terms to achieve this position:
• It must appear online and offline.
• We must have a slogan reflects it.
• Having hashtag for it.
• It must appear in our TOV and identity.
Strategy
• Channels
• Languages
• Tone of Voice
• Posting “Frequency – Timing”
• Crisis Plan
• Hashtag Strategy
Social Media
Channels
A channel that suit our budget and target is:
Audit Instagram account, grow revenue by this channel
,and build community.
Social Media
Channels
A channel that suit our budget and target is:
Publishing daily stories on snapcht help us to grow revenue by
this channel ,and build community.
Languages
We need to communicate with our audience with their own language
Bilingual
Arabic & English
We will write content & respond in Arabic on snapchat and twitter
write content & respond in Arabic and English on Instagram.
We will choose the friendly words of their daily words.
Tone of
Voice
A customer should deal with one person with specific characters and
personality which is:
“Friendly”
How to be funny
• Using emotions
• Never using formal words
• Using funny words (Slang)
• Mention customer name
• Using short caption
• Responding like a friend
ONLINE = OFFLINE
Frequency
We need to be in touch with our audience so will use:
“Daily posts”
We need to appear in their newsfeed at least once per
day. Then We could be their best flower shop.
Frequency
We choose the best time to appear on their newsfeed
Based on Channel
Instagram 8 : 10 am
Snapcaht 7 Pm
Crisis
Plan
Planning “Before the crisis” Response “During the crisis” Recovery “After the crisis”
Identifying the crisis team Crisis management &
narrative leverages
Declaration of the end of the
crisis.
Social media listening and
monitoring tools
Recovery plan
Weakness classification Engaging stakeholders and
brand advocates
Reporting
Crisis
Rules
1. Know the source of the problem online & offline.
2. Know the categorize of the issues “Negative feedback or crises”
3. When we face a problem with “Products” we need to pause paid ads on social
media channels.
4. Sharing the updates of the issue with 2 team “online &offline”
Crisis
Plan
1- About the Quality
‫سي‬ ‫تجربة‬ ‫مرة‬ ‫وكانت‬ ‫ضيوفي‬ ‫أمام‬ ‫واحرجتوني‬ ‫ذبالن‬ ‫الورد‬ ‫اليوم‬ ‫وصلني‬
‫ئة‬
‫التوضيح‬
:
2- About the delivery
Hashtag
Strategy
Since hashtags are used with an intent to discover content, the right hashtags can put you
in front of your target audience, even if they haven’t connected with you before.
Hashtags indicating your product or service: Flower, roses gift
Hashtags indicating your niche in your industry: wedding. Weddingparty, graduation
Hashtags for special events or seasons: nationalday, Eid, motherday
Hashtags using location: Dammam, Khobar
Length: Fore ease of sharing on social media platforms, it is recommended that
hashtags doesn't exceed 20 characters
Type Hashtags Channels
Brand #Nabtat #NabatatFlowers
#
‫نباتات‬
Instagram – Facebook - Twitter
Location #SaudiArabia #Khobar #Dam
mam #
‫الدمام‬
#
‫الخبر‬
Instagram - Twitter
Field #
‫بوكيه‬
#
‫ورد‬
#
‫هدايا‬
#
‫ورد‬
_
‫طبيعي‬
#
‫تنسيقات‬
#
‫مسكة‬
_
‫عروس‬
#flower #flowershop #gift
#bouquet
Instagram - Twitter
Events #
‫زفاف‬
#
‫تخرج‬
#
‫هدايا‬
_
‫مواليد‬
#
‫هدايا‬
_
‫العيد‬
#
‫هدايا‬
_
‫تخرج‬
#
‫هدايا‬
_
‫زواج‬
Instagram - Twitter
Trending
Offers #
‫خصومات‬
#
‫عروض‬ Instagram – Facebook - Twitter
Influencers
sa7ora_world
https://www.instagram.com/sa7ora_world/
Events
«
05
‫سبتمبر‬
»
:
‫الخيري‬ ‫للعمل‬ ‫العالمي‬ ‫اليوم‬
.
«
16
‫سبتمبر‬
»
:
‫األوزون‬ ‫طبقة‬ ‫لحفظ‬ ‫الدولي‬ ‫اليوم‬
.
«
21
‫سبتمبر‬
»
:
‫للزهايمر‬ ‫العالمي‬ ‫اليوم‬
.
«
23
‫سبتمبر‬
»
:
‫السعودية‬ ‫العربية‬ ‫للمملكة‬ ‫الوطني‬ ‫اليوم‬
.
«
27
‫سبتمبر‬
»
:
‫للسياحة‬ ‫العالمي‬ ‫اليوم‬
.
«
29
‫سبتمبر‬
»
:
‫للقلب‬ ‫العالمي‬ ‫اليوم‬
.
Content
Calendar
Art
Works
Fore Example:
• Album
• Gif
• Carousel
• Short video
Action
Plan
• Team Roles
• Communication Plan
• Deadline
• Time Frequency
• Actions
• Monthly reports and Recommendations
Team
Roles
1
Communication
2
Creation
3
Ads
Ahmed Rateb Dahy – Mohmed
Create content
Karim
Dahy - Ads Art Work: Mahmoud
Emara
Dahy
Dahy instead of Ahmed
some times
Communication
Plan
Communication Format Frequency Owner
Statues updates Email and call Once a week Ahmed
Action items follow up Email One a week Ahmed
Budget spent Email and call Fortnightly Ahmed and dahy
Risk review updates Meeting online
and email
Fortnightly Ahmed
Packages
“Monthly
Superscription”
‫الشهرية‬ ‫االشتراكات‬
‫البيـــــــان‬ ‫السعر‬
‫منزلك‬ ‫إلنعاش‬ ‫المثلي‬ ‫الطريقة‬
‫ألجلك‬ ‫جديدة‬ ‫باقات‬ ‫بتنسيق‬ ‫سيقوموا‬ ‫منسقينا‬ ‫اسبوع‬ ‫كل‬
‫ساحرة‬ ‫مزهريات‬ ‫مع‬ ‫بااللوان‬ ‫وغنية‬ ‫بالحيوية‬ ‫تنبض‬ ‫الباقات‬ ‫جميع‬ ‫اسبوع‬ ‫كل‬ ‫مختلفة‬ ‫بوكيهات‬
.
‫ملحوظة‬
:
‫اسبوعيآ‬ ‫الباقات‬ ‫تجديد‬ ‫مع‬ ‫نظيفة‬ ‫بفازات‬ ‫وتبديلها‬ ‫الفازات‬ ‫استرجاع‬ ‫سيتم‬
‫اشتراك‬
3
‫بها‬ ‫شهرية‬ ‫لباقة‬ ‫أشهر‬
12
‫زهرة‬ ‫لاير‬ 533
‫ولمدة‬ ‫يؤهلكم‬ ‫الشهري‬ ‫االشتراك‬ ‫هذه‬
3
‫من‬ ‫شهرية‬ ‫باقة‬ ‫علي‬ ‫للحصول‬ ‫شهور‬
12
‫بمزهرية‬ ‫مختلف‬ ‫بلون‬ ‫زهرة‬
.
‫اشتراك‬
6
‫بها‬ ‫شهرية‬ ‫لباقة‬ ‫أشهر‬
12
‫زهرة‬ ‫لاير‬ 1073
‫ولمدة‬ ‫يؤهلكم‬ ‫الشهري‬ ‫االشتراك‬ ‫هذه‬
6
‫من‬ ‫شهرية‬ ‫باقة‬ ‫علي‬ ‫للحصول‬ ‫شهور‬
12
‫بمزهرية‬ ‫مختلف‬ ‫بلون‬ ‫زهرة‬
.
‫اشتراك‬
12
‫بها‬ ‫شهرية‬ ‫لباقة‬ ‫ا‬ً‫شهر‬
12
‫زهرة‬ ‫لاير‬ 2153
‫ولمدة‬ ‫يؤهلكم‬ ‫الشهري‬ ‫االشتراك‬ ‫هذه‬
12
‫من‬ ‫شهرية‬ ‫باقة‬ ‫علي‬ ‫للحصول‬ ‫ا‬ ً‫شهر‬
12
‫بمزهرية‬ ‫مختلف‬ ‫بلون‬ ‫زهرة‬
.
‫الشركات‬ ‫باقة‬
‫وموظفيها‬ ‫زبائنها‬ ‫إلى‬ ‫الطلب‬ ‫حسب‬ ‫المصممة‬ ‫الهدايا‬ ‫وإيصال‬ ‫وتنظيم‬ ‫إختيار‬ ‫أعباء‬ ‫والمؤسسات‬ ‫الشركات‬ ‫عن‬ ‫للتخفيف‬
.
‫موظفيك‬ ‫مع‬ ‫تفاعل‬ ‫لاير‬
‫ومنتجة‬ ‫ثرية‬ ‫عمل‬ ‫لبيئة‬ ‫إنتمائهم‬ ‫بقوة‬ ‫يشعرون‬ ‫وأجعلهم‬ ‫وإمتنان‬ ‫تقدير‬ ‫من‬ ‫يستحقون‬ ‫ما‬ ‫موظفيك‬ ‫إمنح‬
.
‫إلى‬ ‫تصل‬ ‫بنسبة‬ ‫تتفوق‬ ‫بإنتظام‬ ‫موظفيها‬ ‫مع‬ ‫تتفاعل‬ ‫التي‬ ‫الشركات‬ ‫أن‬ ‫إلى‬ ‫تشير‬ ‫واألبحاث‬ ‫التقارير‬ ‫آخر‬
202
%
‫أقل‬ ‫تفاعل‬ ‫نسبة‬ ‫ذات‬ ‫الشركات‬ ‫من‬ ‫نظيرها‬ ‫على‬
.
‫والزبائن‬ ‫العمالء‬ ‫إسعاد‬ ‫لاير‬
‫بها‬ ‫التوصية‬ ‫وحتى‬ ‫شركتك‬ ‫عن‬ ‫الحديث‬ ‫عبر‬ ‫الجميل‬ ‫وسيردون‬ ‫الخاصة‬ ‫بهدايانا‬ ‫وزبائن‬ ‫عمالئك‬ ‫إسعد‬
.
‫كذلك‬ ‫ومعارفهم‬ ‫أصدقائهم‬ ‫فسيحبونك‬ ،‫عمالءك‬ ‫أحبك‬ ‫إذا‬
.
‫العمل‬ ‫بيئة‬ ‫تحسين‬ ‫لاير‬
ً‫ال‬‫طوي‬ ‫يدوم‬ ‫األول‬ ‫اإلنطباع‬ ‫أن‬ ‫العلم‬ ‫حق‬ ‫نعلم‬
.
‫لموظفيك‬ ‫ديناميكية‬ ‫عمل‬ ‫بيئة‬ ‫أنشئ‬ ‫أو‬ ‫عمالءك‬ ‫مع‬ ‫لقاءك‬ ‫أماكن‬ ‫في‬ ‫وجاذبية‬ ‫جماال‬ ‫أضف‬
.
Packages
“Companies
Superscription”
Design Your
Package 1
‫األول‬ ‫الباقة‬
‫لاير‬ 180
‫ذوقك‬ ‫على‬ ‫زهور‬ ‫باقات‬ ‫تكوين‬
.
‫نظافتها‬ ‫ضمان‬ ‫مع‬ ‫مرتبة‬ ‫غير‬ ‫الزهور‬ ‫تصلك‬ ‫وسوف‬ ‫باألسفل‬ ‫الزهور‬ ‫باقات‬ ‫إحدى‬ ‫اختر‬
.
‫األلوان‬ ‫مزج‬ ‫في‬ ‫الخاصة‬ ‫ولمستك‬ ‫إبداعك‬ ‫واظهر‬ ‫العائلة‬ ‫مع‬ ‫بك‬ ‫الخاصة‬ ‫الزهور‬ ‫باقة‬ ‫بترتيب‬ ‫استمتع‬
.
‫الباقة‬ ‫تفاصيل‬
:
-
10
‫أبيض‬ ‫روز‬ ‫حبات‬
5
‫موف‬ ‫كريز‬ ‫حبات‬
1
‫ماسنجانا‬
‫للتزيين‬ ‫وشريط‬ ‫فازة‬ ‫مع‬ ‫الزهور‬ ‫تأتي‬
Design Your
Package 2
‫الثانية‬ ‫الباقة‬
‫لاير‬ 204
‫ذوقك‬ ‫على‬ ‫زهور‬ ‫باقات‬ ‫تكوين‬
.
‫نظافتها‬ ‫ضمان‬ ‫مع‬ ‫مرتبة‬ ‫غير‬ ‫الزهور‬ ‫تصلك‬ ‫وسوف‬ ‫باألسفل‬ ‫الزهور‬ ‫باقات‬ ‫إحدى‬ ‫اختر‬
.
‫األلوان‬ ‫مزج‬ ‫في‬ ‫الخاصة‬ ‫ولمستك‬ ‫إبداعك‬ ‫واظهر‬ ‫العائلة‬ ‫مع‬ ‫بك‬ ‫الخاصة‬ ‫الزهور‬ ‫باقة‬ ‫بترتيب‬ ‫استمتع‬
.
‫الباقة‬ ‫تفاصيل‬
:
-
10
‫روز‬ ‫حبات‬
4
‫اوركيد‬ ‫بيبي‬ ‫حبات‬
1
‫ماسنجانا‬
‫للتزيين‬ ‫وشريط‬ ‫فازة‬ ‫مع‬ ‫الزهور‬ ‫تأتي‬
Design Your
Package 3
‫الثالثة‬ ‫الباقة‬
‫لاير‬ 204
‫ذوقك‬ ‫على‬ ‫زهور‬ ‫باقات‬ ‫تكوين‬
.
‫نظافتها‬ ‫ضمان‬ ‫مع‬ ‫مرتبة‬ ‫غير‬ ‫الزهور‬ ‫تصلك‬ ‫وسوف‬ ‫باألسفل‬ ‫الزهور‬ ‫باقات‬ ‫إحدى‬ ‫اختر‬
.
‫األلوان‬ ‫مزج‬ ‫في‬ ‫الخاصة‬ ‫ولمستك‬ ‫إبداعك‬ ‫واظهر‬ ‫العائلة‬ ‫مع‬ ‫بك‬ ‫الخاصة‬ ‫الزهور‬ ‫باقة‬ ‫بترتيب‬ ‫استمتع‬
.
‫الباقة‬ ‫تفاصيل‬
:
-
10
‫روز‬ ‫حبات‬
4
‫اوركيد‬ ‫بيبي‬ ‫حبات‬
.+
4
‫كريز‬ ‫حبات‬
2
‫ماسنجانا‬ ‫حبة‬
‫للتزيين‬ ‫وشريط‬ ‫فازة‬ ‫مع‬ ‫الزهور‬ ‫تأتي‬
‫بالي‬ ‫على‬ ‫ا‬ً‫م‬‫دائ‬ ‫باقات‬
‫واألفراح‬ ‫الزواجات‬
‫السعودي‬ ‫الوطني‬ ‫العيد‬
‫االعتذار‬
‫جديد‬ ‫لمنزل‬ ‫استقبال‬
‫تخرج‬
‫الجديد‬ ‫للمولود‬
‫األب‬ ‫يوم‬
‫والعيد‬ ‫رمضان‬
‫الميالد‬ ‫أعياد‬
‫والغرام‬ ‫الحب‬
‫والتبريكات‬ ‫التهنئات‬
‫االعتذار‬
‫العاجل‬ ‫بالشفاء‬ ‫التمنيات‬
‫السنوية‬ ‫للذكرى‬ ‫هدايا‬
Occasions
Recommendations
.1
‫المناسبات‬ ‫علي‬ ‫بناء‬ ‫الباقات‬ ‫تقسيم‬ ‫إعادة‬
.
.2
‫المتنوعة‬ ‫الشهرية‬ ‫االشتراكات‬ ‫عن‬ ‫االعالن‬
.3
‫هنجرستيشن‬ ‫شركة‬ ‫لدي‬ ‫المعرض‬ ‫تسجيل‬
&
‫سوفت‬
.4
‫االبلكيشن‬ ‫اعمال‬ ‫من‬ ‫االنتهاء‬
.5
‫االجتماعي‬ ‫التواصل‬ ‫حسابات‬ ‫علي‬ ‫ممولة‬ ‫حمالت‬ ‫بداية‬
.6
‫جدد‬ ‫عمالء‬ ‫الكتساب‬ ‫جديدة‬ ‫اسواق‬ ‫فتح‬ ‫علي‬ ‫تساعد‬ ‫ومميزة‬ ‫متنوعة‬ ‫و‬ ‫جديدة‬ ‫باقات‬ ‫ابتكار‬
(
‫ا‬ ‫اشتراكات‬
‫لشركات‬
-
‫المدارس‬
-
‫المستشفيات‬
-
‫الخاصة‬ ‫العيادات‬
-
‫الخ‬
...
.7
‫بالنباتات‬ ‫العناية‬ ‫طرق‬ ‫عن‬ ‫عامة‬ ‫نصائح‬ ‫قصيرة‬ ‫فديوهات‬ ‫انشاء‬
-
‫عمالئنا‬ ‫افعال‬ ‫ردود‬
-
‫خ‬ ‫عن‬ ‫انطباعتهم‬
‫دمتنا‬
‫الجديدة‬
-
‫و‬ ‫التنسيق‬ ‫وطرق‬ ‫االنواع‬ ‫واجود‬ ‫افضل‬ ‫اختيار‬ ‫من‬ ‫بداية‬ ‫الكواليس‬ ‫وراء‬ ‫ما‬ ‫عن‬ ‫معلومات‬ ‫مشاركة‬
‫االبتكار‬
‫االفعال‬ ‫وردود‬ ‫والتوصيل‬ ‫االونالين‬ ‫والطلبات‬
.
.8
‫مثل‬ ‫الهامة‬ ‫والفاعليات‬ ‫باالحداث‬ ‫االجتماعية‬ ‫المشاركة‬
(
‫السعودي‬ ‫الوطني‬ ‫العيد‬
...
‫الخ‬
)
.9
‫الكتروني‬ ‫موقع‬ ‫انشاء‬
.10
‫بالبيانات‬ ‫خاص‬ ‫للمعرض‬ ‫كارت‬ ‫تصميم‬
.11
‫اهداء‬ ‫كروت‬ ‫تصميم‬
....
.12
‫شات‬ ‫عالسناب‬ ‫يومي‬ ‫بشكل‬ ‫المنسقين‬ ‫اعمال‬ ‫مشاركة‬
.13
‫عالية‬ ‫بجودة‬ ‫المنتجات‬ ‫لجميع‬ ‫صور‬
Promote
Nabatat Location
On Snapcht
Menus on Saudi Menus
Address
THANKS

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Digital media strategy Nabatat

  • 2. AGENDA • Situation • Objectives • Strategy • Tactics • Action Plan AGENDA
  • 13. The size of the market for the trade of natural roses and flowers in the Kingdom exceeds 200 million riyals annually due to the increasing demand, also seeks to increase the volume of those exports from Through more than 41 varieties of roses that the Kingdom's rose plantations host. Industry Insights *Source: https://www.alwatan.com.sa/article/1052163
  • 15. • Nabatat Flowers • Bouquetexp • FLORELLE • Fleurkw • Floward Situation Analysis Competitors
  • 16. Overview Total Follower: 1.9k Target Audience: Men & Women Industry: Flower shop Languages: Arabic & English Designs: Graphic designs without too natural images Have Multi Channels: Instagram Twitter Snapchat
  • 19. Summary The Content: Content is good and including emojis and hashtags Type of Content: Engagement, competition, educational content without direct sales Nabatat don’t have: website, active Facebook page, mobile app Posting time and frequency Average 4 posts per week Designs: Stock images without natural flowers *Using natural images is crucial
  • 20. Overview • Total Follower: • 15k • Target Audience: • Men & Women • Industry: • Online Flower shop • Languages: • Arabic • Designs: • natural images + stock images with poor quality • Have Multi Channels: • Website • Facebook • Instagram • Twitter • Snapchat
  • 23. Summary The Content: Content is good and including and hashtags Type of Content: Engagement and direct sales Boquete Express don’t have: mobile app Posting time and frequency Average 4 posts per week Designs: Real images Highlighted Stories: with their previous works
  • 24. FLORELLE Overview • Total Follower: • 1.5k • Target Audience: • Women • Industry: • Flower shop • Languages: • English/ Arabic • Designs: • natural images • Have Multi Channels: • Instagram 2 benches in Riyadh and Khobar
  • 27. Summary • The Content: • Content is good and including and hashtags • Type of Content: • Engagement and direct sales • FLORELLE don’t have: • mobile app, website. Facebook page • Posting time and frequency • Average 2:3 posts per day • Designs: • Real images • Highlighted Stories: with their previous works
  • 28. flowardco Overview • Total Follower: • 218k • Target Audience: • Men & Women • Industry: • Online app for flowers and gifts • Languages: • English/ Arabic • Designs: • Mixed between natural images and designs • Have Multi Channels: • Website • app • Instagram • Twitter • Facebook • Located in 9 cities in Gulf area, and 4 Saudi cities (Riyadh, Jeddah, Mecca and Dammam.
  • 32. Summary • The Content: • Content is good and doesn’t including and hashtags • Type of Content: • Engagement and direct sales • flowardco don’t have: • - • Posting time and frequency • Average 3 posts per day • Designs: • Real images and graphic designs • Highlighted Stories: with their previous works Have Multi Channels: • Website • app • Instagram • Twitter • Facebook
  • 33. STRENGTHS - Best Quality with best price -Wide variety of natural and plastic flowers S WEAKNESSES - Poor images - Urgency leads to poor quality - Late response W OPPORTUNITIES - More Sales Be number one in Dammam O THREATS - High competition - Delivery T SWOT ANALYSIS
  • 34. Company Intro About Sell the various variety of the flowers like as; roses, lotus , lilies and others. the flowers are very beautifully arranged by the professional floral designer and suitable for every occasions.
  • 35. Products of Flowers • Birthday • Anniversary • Wedding • Some Special occasions • Weekly Packages • Get well wishes
  • 36. Segment & Target • Wedding Planner • Parents • Spouse • Partner and friend • Companies • Hospitals • Schools • Halls
  • 37. Buyer Persona Wedding Planner Reem Alharbi 32 Years old Married, has 2 children Needs and Wants: • Plan her own wedding on Eastern Province. • Using recommendations from friends who have gotten married there before. • Specially vendor for wedding halls, flowers shop Pain Points:
  • 38. Buyer Persona House wife Needs and Wants: Seeking for great atmosphere with flowers and plants. Om Fahd 37 years old Married, have 3 children Lives in Dammam Pain Points: High price of weekly packages Don't have time to tack care Social class: B, A- Challenges: Quality Delivery Organize Marketing Communication: Language: Arabic Tone of Voice: Friendly Channel: Instagram and Snpachat
  • 39. DIY Videos DIY flower vase ideas that will instantly make any part of your home more colorful. Online Videos and offline workshop
  • 40. Objectives • Digital Media Objectives • Digital Media Strategy • Content Distribution Strategy • Brand Position
  • 41. Objective A - Develop Brand Awareness (Develop Band Awareness) Objective B - Sales Objective (Grow revenue by increasing sales) Objective C - Engaging Objective (Build Community around Nabatat) Digital Media Objectives
  • 42. Strategy would be divided into 2 main phases Phase 1 • Step 1 enhancing Nabatat flowers’ online presence and generating brand awareness. • Step 2 increase sales through social media campaign. Phase 2 • Increasing more sales through social media campaigns. Digital Media Strategy
  • 43. Our social media strategy in phase one will start by raising the awareness for the brand and products in eastern province. As well as highlighting the product and it’s benefits. At this phase we will increase sales through digital media campaigns. At the second phase we will increase more sales
  • 45. Brand Position What we need to put in our target audience mind about Nabatat: “We deliver happiness every day, From here the story begins. with natural flowers, gift wrapping” Some terms to achieve this position: • It must appear online and offline. • We must have a slogan reflects it. • Having hashtag for it. • It must appear in our TOV and identity.
  • 46. Strategy • Channels • Languages • Tone of Voice • Posting “Frequency – Timing” • Crisis Plan • Hashtag Strategy
  • 47. Social Media Channels A channel that suit our budget and target is: Audit Instagram account, grow revenue by this channel ,and build community.
  • 48. Social Media Channels A channel that suit our budget and target is: Publishing daily stories on snapcht help us to grow revenue by this channel ,and build community.
  • 49. Languages We need to communicate with our audience with their own language Bilingual Arabic & English We will write content & respond in Arabic on snapchat and twitter write content & respond in Arabic and English on Instagram. We will choose the friendly words of their daily words.
  • 50. Tone of Voice A customer should deal with one person with specific characters and personality which is: “Friendly” How to be funny • Using emotions • Never using formal words • Using funny words (Slang) • Mention customer name • Using short caption • Responding like a friend ONLINE = OFFLINE
  • 51. Frequency We need to be in touch with our audience so will use: “Daily posts” We need to appear in their newsfeed at least once per day. Then We could be their best flower shop.
  • 52. Frequency We choose the best time to appear on their newsfeed Based on Channel Instagram 8 : 10 am Snapcaht 7 Pm
  • 53. Crisis Plan Planning “Before the crisis” Response “During the crisis” Recovery “After the crisis” Identifying the crisis team Crisis management & narrative leverages Declaration of the end of the crisis. Social media listening and monitoring tools Recovery plan Weakness classification Engaging stakeholders and brand advocates Reporting
  • 54. Crisis Rules 1. Know the source of the problem online & offline. 2. Know the categorize of the issues “Negative feedback or crises” 3. When we face a problem with “Products” we need to pause paid ads on social media channels. 4. Sharing the updates of the issue with 2 team “online &offline”
  • 55. Crisis Plan 1- About the Quality ‫سي‬ ‫تجربة‬ ‫مرة‬ ‫وكانت‬ ‫ضيوفي‬ ‫أمام‬ ‫واحرجتوني‬ ‫ذبالن‬ ‫الورد‬ ‫اليوم‬ ‫وصلني‬ ‫ئة‬ ‫التوضيح‬ : 2- About the delivery
  • 56. Hashtag Strategy Since hashtags are used with an intent to discover content, the right hashtags can put you in front of your target audience, even if they haven’t connected with you before. Hashtags indicating your product or service: Flower, roses gift Hashtags indicating your niche in your industry: wedding. Weddingparty, graduation Hashtags for special events or seasons: nationalday, Eid, motherday Hashtags using location: Dammam, Khobar Length: Fore ease of sharing on social media platforms, it is recommended that hashtags doesn't exceed 20 characters
  • 57. Type Hashtags Channels Brand #Nabtat #NabatatFlowers # ‫نباتات‬ Instagram – Facebook - Twitter Location #SaudiArabia #Khobar #Dam mam # ‫الدمام‬ # ‫الخبر‬ Instagram - Twitter Field # ‫بوكيه‬ # ‫ورد‬ # ‫هدايا‬ # ‫ورد‬ _ ‫طبيعي‬ # ‫تنسيقات‬ # ‫مسكة‬ _ ‫عروس‬ #flower #flowershop #gift #bouquet Instagram - Twitter Events # ‫زفاف‬ # ‫تخرج‬ # ‫هدايا‬ _ ‫مواليد‬ # ‫هدايا‬ _ ‫العيد‬ # ‫هدايا‬ _ ‫تخرج‬ # ‫هدايا‬ _ ‫زواج‬ Instagram - Twitter Trending Offers # ‫خصومات‬ # ‫عروض‬ Instagram – Facebook - Twitter
  • 59. Events « 05 ‫سبتمبر‬ » : ‫الخيري‬ ‫للعمل‬ ‫العالمي‬ ‫اليوم‬ . « 16 ‫سبتمبر‬ » : ‫األوزون‬ ‫طبقة‬ ‫لحفظ‬ ‫الدولي‬ ‫اليوم‬ . « 21 ‫سبتمبر‬ » : ‫للزهايمر‬ ‫العالمي‬ ‫اليوم‬ . « 23 ‫سبتمبر‬ » : ‫السعودية‬ ‫العربية‬ ‫للمملكة‬ ‫الوطني‬ ‫اليوم‬ . « 27 ‫سبتمبر‬ » : ‫للسياحة‬ ‫العالمي‬ ‫اليوم‬ . « 29 ‫سبتمبر‬ » : ‫للقلب‬ ‫العالمي‬ ‫اليوم‬ .
  • 61. Art Works Fore Example: • Album • Gif • Carousel • Short video
  • 62. Action Plan • Team Roles • Communication Plan • Deadline • Time Frequency • Actions • Monthly reports and Recommendations
  • 63. Team Roles 1 Communication 2 Creation 3 Ads Ahmed Rateb Dahy – Mohmed Create content Karim Dahy - Ads Art Work: Mahmoud Emara Dahy Dahy instead of Ahmed some times
  • 64. Communication Plan Communication Format Frequency Owner Statues updates Email and call Once a week Ahmed Action items follow up Email One a week Ahmed Budget spent Email and call Fortnightly Ahmed and dahy Risk review updates Meeting online and email Fortnightly Ahmed
  • 65. Packages “Monthly Superscription” ‫الشهرية‬ ‫االشتراكات‬ ‫البيـــــــان‬ ‫السعر‬ ‫منزلك‬ ‫إلنعاش‬ ‫المثلي‬ ‫الطريقة‬ ‫ألجلك‬ ‫جديدة‬ ‫باقات‬ ‫بتنسيق‬ ‫سيقوموا‬ ‫منسقينا‬ ‫اسبوع‬ ‫كل‬ ‫ساحرة‬ ‫مزهريات‬ ‫مع‬ ‫بااللوان‬ ‫وغنية‬ ‫بالحيوية‬ ‫تنبض‬ ‫الباقات‬ ‫جميع‬ ‫اسبوع‬ ‫كل‬ ‫مختلفة‬ ‫بوكيهات‬ . ‫ملحوظة‬ : ‫اسبوعيآ‬ ‫الباقات‬ ‫تجديد‬ ‫مع‬ ‫نظيفة‬ ‫بفازات‬ ‫وتبديلها‬ ‫الفازات‬ ‫استرجاع‬ ‫سيتم‬ ‫اشتراك‬ 3 ‫بها‬ ‫شهرية‬ ‫لباقة‬ ‫أشهر‬ 12 ‫زهرة‬ ‫لاير‬ 533 ‫ولمدة‬ ‫يؤهلكم‬ ‫الشهري‬ ‫االشتراك‬ ‫هذه‬ 3 ‫من‬ ‫شهرية‬ ‫باقة‬ ‫علي‬ ‫للحصول‬ ‫شهور‬ 12 ‫بمزهرية‬ ‫مختلف‬ ‫بلون‬ ‫زهرة‬ . ‫اشتراك‬ 6 ‫بها‬ ‫شهرية‬ ‫لباقة‬ ‫أشهر‬ 12 ‫زهرة‬ ‫لاير‬ 1073 ‫ولمدة‬ ‫يؤهلكم‬ ‫الشهري‬ ‫االشتراك‬ ‫هذه‬ 6 ‫من‬ ‫شهرية‬ ‫باقة‬ ‫علي‬ ‫للحصول‬ ‫شهور‬ 12 ‫بمزهرية‬ ‫مختلف‬ ‫بلون‬ ‫زهرة‬ . ‫اشتراك‬ 12 ‫بها‬ ‫شهرية‬ ‫لباقة‬ ‫ا‬ً‫شهر‬ 12 ‫زهرة‬ ‫لاير‬ 2153 ‫ولمدة‬ ‫يؤهلكم‬ ‫الشهري‬ ‫االشتراك‬ ‫هذه‬ 12 ‫من‬ ‫شهرية‬ ‫باقة‬ ‫علي‬ ‫للحصول‬ ‫ا‬ ً‫شهر‬ 12 ‫بمزهرية‬ ‫مختلف‬ ‫بلون‬ ‫زهرة‬ .
  • 66. ‫الشركات‬ ‫باقة‬ ‫وموظفيها‬ ‫زبائنها‬ ‫إلى‬ ‫الطلب‬ ‫حسب‬ ‫المصممة‬ ‫الهدايا‬ ‫وإيصال‬ ‫وتنظيم‬ ‫إختيار‬ ‫أعباء‬ ‫والمؤسسات‬ ‫الشركات‬ ‫عن‬ ‫للتخفيف‬ . ‫موظفيك‬ ‫مع‬ ‫تفاعل‬ ‫لاير‬ ‫ومنتجة‬ ‫ثرية‬ ‫عمل‬ ‫لبيئة‬ ‫إنتمائهم‬ ‫بقوة‬ ‫يشعرون‬ ‫وأجعلهم‬ ‫وإمتنان‬ ‫تقدير‬ ‫من‬ ‫يستحقون‬ ‫ما‬ ‫موظفيك‬ ‫إمنح‬ . ‫إلى‬ ‫تصل‬ ‫بنسبة‬ ‫تتفوق‬ ‫بإنتظام‬ ‫موظفيها‬ ‫مع‬ ‫تتفاعل‬ ‫التي‬ ‫الشركات‬ ‫أن‬ ‫إلى‬ ‫تشير‬ ‫واألبحاث‬ ‫التقارير‬ ‫آخر‬ 202 % ‫أقل‬ ‫تفاعل‬ ‫نسبة‬ ‫ذات‬ ‫الشركات‬ ‫من‬ ‫نظيرها‬ ‫على‬ . ‫والزبائن‬ ‫العمالء‬ ‫إسعاد‬ ‫لاير‬ ‫بها‬ ‫التوصية‬ ‫وحتى‬ ‫شركتك‬ ‫عن‬ ‫الحديث‬ ‫عبر‬ ‫الجميل‬ ‫وسيردون‬ ‫الخاصة‬ ‫بهدايانا‬ ‫وزبائن‬ ‫عمالئك‬ ‫إسعد‬ . ‫كذلك‬ ‫ومعارفهم‬ ‫أصدقائهم‬ ‫فسيحبونك‬ ،‫عمالءك‬ ‫أحبك‬ ‫إذا‬ . ‫العمل‬ ‫بيئة‬ ‫تحسين‬ ‫لاير‬ ً‫ال‬‫طوي‬ ‫يدوم‬ ‫األول‬ ‫اإلنطباع‬ ‫أن‬ ‫العلم‬ ‫حق‬ ‫نعلم‬ . ‫لموظفيك‬ ‫ديناميكية‬ ‫عمل‬ ‫بيئة‬ ‫أنشئ‬ ‫أو‬ ‫عمالءك‬ ‫مع‬ ‫لقاءك‬ ‫أماكن‬ ‫في‬ ‫وجاذبية‬ ‫جماال‬ ‫أضف‬ . Packages “Companies Superscription”
  • 67. Design Your Package 1 ‫األول‬ ‫الباقة‬ ‫لاير‬ 180 ‫ذوقك‬ ‫على‬ ‫زهور‬ ‫باقات‬ ‫تكوين‬ . ‫نظافتها‬ ‫ضمان‬ ‫مع‬ ‫مرتبة‬ ‫غير‬ ‫الزهور‬ ‫تصلك‬ ‫وسوف‬ ‫باألسفل‬ ‫الزهور‬ ‫باقات‬ ‫إحدى‬ ‫اختر‬ . ‫األلوان‬ ‫مزج‬ ‫في‬ ‫الخاصة‬ ‫ولمستك‬ ‫إبداعك‬ ‫واظهر‬ ‫العائلة‬ ‫مع‬ ‫بك‬ ‫الخاصة‬ ‫الزهور‬ ‫باقة‬ ‫بترتيب‬ ‫استمتع‬ . ‫الباقة‬ ‫تفاصيل‬ : - 10 ‫أبيض‬ ‫روز‬ ‫حبات‬ 5 ‫موف‬ ‫كريز‬ ‫حبات‬ 1 ‫ماسنجانا‬ ‫للتزيين‬ ‫وشريط‬ ‫فازة‬ ‫مع‬ ‫الزهور‬ ‫تأتي‬
  • 68. Design Your Package 2 ‫الثانية‬ ‫الباقة‬ ‫لاير‬ 204 ‫ذوقك‬ ‫على‬ ‫زهور‬ ‫باقات‬ ‫تكوين‬ . ‫نظافتها‬ ‫ضمان‬ ‫مع‬ ‫مرتبة‬ ‫غير‬ ‫الزهور‬ ‫تصلك‬ ‫وسوف‬ ‫باألسفل‬ ‫الزهور‬ ‫باقات‬ ‫إحدى‬ ‫اختر‬ . ‫األلوان‬ ‫مزج‬ ‫في‬ ‫الخاصة‬ ‫ولمستك‬ ‫إبداعك‬ ‫واظهر‬ ‫العائلة‬ ‫مع‬ ‫بك‬ ‫الخاصة‬ ‫الزهور‬ ‫باقة‬ ‫بترتيب‬ ‫استمتع‬ . ‫الباقة‬ ‫تفاصيل‬ : - 10 ‫روز‬ ‫حبات‬ 4 ‫اوركيد‬ ‫بيبي‬ ‫حبات‬ 1 ‫ماسنجانا‬ ‫للتزيين‬ ‫وشريط‬ ‫فازة‬ ‫مع‬ ‫الزهور‬ ‫تأتي‬
  • 69. Design Your Package 3 ‫الثالثة‬ ‫الباقة‬ ‫لاير‬ 204 ‫ذوقك‬ ‫على‬ ‫زهور‬ ‫باقات‬ ‫تكوين‬ . ‫نظافتها‬ ‫ضمان‬ ‫مع‬ ‫مرتبة‬ ‫غير‬ ‫الزهور‬ ‫تصلك‬ ‫وسوف‬ ‫باألسفل‬ ‫الزهور‬ ‫باقات‬ ‫إحدى‬ ‫اختر‬ . ‫األلوان‬ ‫مزج‬ ‫في‬ ‫الخاصة‬ ‫ولمستك‬ ‫إبداعك‬ ‫واظهر‬ ‫العائلة‬ ‫مع‬ ‫بك‬ ‫الخاصة‬ ‫الزهور‬ ‫باقة‬ ‫بترتيب‬ ‫استمتع‬ . ‫الباقة‬ ‫تفاصيل‬ : - 10 ‫روز‬ ‫حبات‬ 4 ‫اوركيد‬ ‫بيبي‬ ‫حبات‬ .+ 4 ‫كريز‬ ‫حبات‬ 2 ‫ماسنجانا‬ ‫حبة‬ ‫للتزيين‬ ‫وشريط‬ ‫فازة‬ ‫مع‬ ‫الزهور‬ ‫تأتي‬
  • 70. ‫بالي‬ ‫على‬ ‫ا‬ً‫م‬‫دائ‬ ‫باقات‬ ‫واألفراح‬ ‫الزواجات‬ ‫السعودي‬ ‫الوطني‬ ‫العيد‬ ‫االعتذار‬ ‫جديد‬ ‫لمنزل‬ ‫استقبال‬ ‫تخرج‬ ‫الجديد‬ ‫للمولود‬ ‫األب‬ ‫يوم‬ ‫والعيد‬ ‫رمضان‬ ‫الميالد‬ ‫أعياد‬ ‫والغرام‬ ‫الحب‬ ‫والتبريكات‬ ‫التهنئات‬ ‫االعتذار‬ ‫العاجل‬ ‫بالشفاء‬ ‫التمنيات‬ ‫السنوية‬ ‫للذكرى‬ ‫هدايا‬ Occasions
  • 71. Recommendations .1 ‫المناسبات‬ ‫علي‬ ‫بناء‬ ‫الباقات‬ ‫تقسيم‬ ‫إعادة‬ . .2 ‫المتنوعة‬ ‫الشهرية‬ ‫االشتراكات‬ ‫عن‬ ‫االعالن‬ .3 ‫هنجرستيشن‬ ‫شركة‬ ‫لدي‬ ‫المعرض‬ ‫تسجيل‬ & ‫سوفت‬ .4 ‫االبلكيشن‬ ‫اعمال‬ ‫من‬ ‫االنتهاء‬ .5 ‫االجتماعي‬ ‫التواصل‬ ‫حسابات‬ ‫علي‬ ‫ممولة‬ ‫حمالت‬ ‫بداية‬ .6 ‫جدد‬ ‫عمالء‬ ‫الكتساب‬ ‫جديدة‬ ‫اسواق‬ ‫فتح‬ ‫علي‬ ‫تساعد‬ ‫ومميزة‬ ‫متنوعة‬ ‫و‬ ‫جديدة‬ ‫باقات‬ ‫ابتكار‬ ( ‫ا‬ ‫اشتراكات‬ ‫لشركات‬ - ‫المدارس‬ - ‫المستشفيات‬ - ‫الخاصة‬ ‫العيادات‬ - ‫الخ‬ ... .7 ‫بالنباتات‬ ‫العناية‬ ‫طرق‬ ‫عن‬ ‫عامة‬ ‫نصائح‬ ‫قصيرة‬ ‫فديوهات‬ ‫انشاء‬ - ‫عمالئنا‬ ‫افعال‬ ‫ردود‬ - ‫خ‬ ‫عن‬ ‫انطباعتهم‬ ‫دمتنا‬ ‫الجديدة‬ - ‫و‬ ‫التنسيق‬ ‫وطرق‬ ‫االنواع‬ ‫واجود‬ ‫افضل‬ ‫اختيار‬ ‫من‬ ‫بداية‬ ‫الكواليس‬ ‫وراء‬ ‫ما‬ ‫عن‬ ‫معلومات‬ ‫مشاركة‬ ‫االبتكار‬ ‫االفعال‬ ‫وردود‬ ‫والتوصيل‬ ‫االونالين‬ ‫والطلبات‬ . .8 ‫مثل‬ ‫الهامة‬ ‫والفاعليات‬ ‫باالحداث‬ ‫االجتماعية‬ ‫المشاركة‬ ( ‫السعودي‬ ‫الوطني‬ ‫العيد‬ ... ‫الخ‬ ) .9 ‫الكتروني‬ ‫موقع‬ ‫انشاء‬ .10 ‫بالبيانات‬ ‫خاص‬ ‫للمعرض‬ ‫كارت‬ ‫تصميم‬ .11 ‫اهداء‬ ‫كروت‬ ‫تصميم‬ .... .12 ‫شات‬ ‫عالسناب‬ ‫يومي‬ ‫بشكل‬ ‫المنسقين‬ ‫اعمال‬ ‫مشاركة‬ .13 ‫عالية‬ ‫بجودة‬ ‫المنتجات‬ ‫لجميع‬ ‫صور‬