10 Tips to launch a social brandBaking a Cake

Abdullah AlghadouniVirgin Mobile KSA

@alghadouniFadi KhaterNetizency

@fkhater

Tip #1

Grease the Pan1

Use social media to recruit & announce

Crack a Few Eggs2

Don’t be afraid. Be transparent

Don’t be afraid. Be honest, and apologize.#ArabNet

…and apologize

Tip #3

Use Local Produce3

Hire the local community to build your community

Dig in 4

Reach out to people

Reach out to the community and incentivize them for helping you generate content #ArabNet

…help them get their message across

…and let them help you build a story

Sieve5

Search for problems and solve them

Search for problems and solve them

Play6

Create entertainment value, don’t be too serious

All work and no play makes you a dull brand. Have fun and create entertainment value #ArabNet

Toothpick Test7

§ Split-test ads to increase performance§ Adjust ad schedules§ Constantly check and review your bid against the market§ Separate mobile and desktop ads and adjust your bids§ Optimize different ad types separately (newsfeed, right column, etc.)§ Test bidding strategies and objectives (CPM, CPC, CPA)§ Constantly refresh creative (every 2 to 3 weeks)

Optimize

Tasting8

Targeting Levers

Database & Customers

Look-Alikes & Site Visitors

Relevant Interests & Job Positions

Objectives

Targeting

Messaging

Sales

Targeted

Personalized

Awareness

Mass

Generic

Create customized messages to people based on their online behavior

Find out what each one likes

Customize your content based on people’s behaviors and interests #ArabNet

Cut into the Right Portions

9

Follow the money not the metrics

Platform CPA CP-CLV

Google Search $ ??

Facebook $$$$$ ??

Google Display $$$$$$$ ??

Twitter $$$$$$$$$$ ??

Embrace Failure10

§ Subscribe to beta programs§ Try different ad networks§ Try different messages for the same ad§ Try different media formats

Innovation never comes by following a recipe

Innovation never comes by following a recipe #ArabNet