By: Abdulhadi Hafez
Yesterday we blogged about our 1st Day at the 2012 Arabian Social Media Kuwait Conference and today we had even more fun at the event. Yes, that’s me on the right (the short guy!) representing Raad Afyouni Advertising Agency.
And next to me is Mr. Mathew Batarse, the Director of the Social Media Club in Kuwait (a non-profit organization that facilitates social connections and collaborations), which he convinced us to become an official member of (and we’re happy to!)
During his presentation, Mr. Mathew kindly shared some really interesting facts and insights on social media and on how some of the best companies are utilizing it to reach and connect with their customers in an engaging, practical, but more importantly, non-salesy way.
For example, Gigaset’s neat little “Talk to the bird” Facebook campaign. What did Gigaset do to get people more engaged on Facebook? Well I can describe it to you, but I don’t want to bore you to death so I encourage you to watch the above video to get your daily creative inspiration intake.
You know what Gigaset did, was humanize their brand and with a non-salesy and storytelling way of delivering a marketing message, even though they used a Parrot to do so (I know, how ironic!) You know what? Two previous articles we wrote that relate to these topics come to mind, How the Heck do I Humanize my Social Media Brand?, and The Future of Advertising: Effective Storytelling (6 Tips), in case you’re interested in getting some further inspiration.
One other speaker we were inspired by was delivered by Mr. Khalid Al-Zanki, who has recently founded The Media Boss, whose mission is to educate, empower, entertain and inspire people by spreading knowledge of marketing and technology.
Khalid Al-Zanki was also responsible for bringing the best-selling author and world-famous social media commentator, Gary Vaynerchuk to speak at the Crush it Seminar in Kuwait, which received quite some publicity from the media, namely Al-Watan TV as you can see from the above YouTube video.
The biggest takeaway from Khalid’s presentations and from others as well, is to sit and plan your social media strategy before you launch. Of course content is king, but one key finding is that only 20% of your content should be promotional while 80% should be entertaining and/or educational. Here’s an example of the 80% type of content that not only educates and entertains (through comedy) but shows the importance of Digital Marketing Strategy as well.
We stumbled upon a great blog post on the Brand Architect, titled “Just Being Digital is Not a Strategy”, and nothing can explain this statement better than the above comic by the amazing Tom Fishburne. If a picture is worth a thousands words, a funny and enlightening comic is worth a thousand pictures.
It doesn’t take a genius to set up a Facebook page, a Twitter account, or any other social media channel as part of the fact. It does, however, take a Creative genius to know how to properly utilize those channels to attain top marketing and organizational objectives, whether it’s to attain leads or generate awareness around a brand or cause.
Furthermore, the post provided a table (feel free to click on the image for a larger view) by management consultancy McKinsey to highlight social media’s four primary functions: monitor, respond, amplify, and lead consumer behavior. This proves to use even more just how much more there is to strategy in social media.