getting to know social in jordan by social@ogilvy

Social Media Megatrends in 2014

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Outline

• More brands on Google+ • Explosive growth for LinkedIn• Vine/Keep, Instagram, Youtube• Mobile• Social photography • Increase of digital marketing spend

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• Google+ is a ‘one size fits all’ social media solution

• Growing at a faster rate then Facebook

• Integrates with many other aspects of the web

1. Google+

Source: Social MetricsDate: April 2013

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• 10 million + users in MENA • Middle East users use it primarily

for: – Relationship-building– New business – Credible information

• 36% of users access the site over mobile in the region, vs. 33% worldwide

2. LinkedIn

Source: LinkedIn 360 Member Study, Middle East 2013

Date: 2013

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• Local businesses using Facebook as a portal for retail, with payment usually on delivery.

• Examples: Foulard, Anayah, Fanilla Couture, Pink Fudge, and Craves

3. Facebook for Retail

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4. Vine/Keek

• Arab Vines has 670,042 likes on Facebook

• Local vines: Palestinian, Lebanese, Egyptian, Syrian, Sudanese Vines

• Arab Keek facebook page 503,614 likes and 36,888 “talking about this”

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5. Instagram

• Growing trend of using Instagram by businesses

• Local business examples includes: GulfCenter (catering company), 3abella (Abaya sale KSA) and Foulard (Hijab sale KSA)

Digitalks.M

E: http://

bit.ly/1btL3vw

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• The site receives more than 260 million views per day from the region. 

• Regional YouTube Heroes:– Parenting: SuperMama (Egypt)– Beauty: Duniati (Lebanon) and 

Huda Kattan (UAE)– Do-it-yourself channel:  E-Keif

 (Jordan)– Cooking: Chef Osama and 

Manal Al Alem (Pan Arab)– Comedy:  N20 Comedy (Pan Arab)

6. YouTube

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• 189 million of Facebook’s users are ‘mobile only’ • 30% of Facebook’s ad revenue comes from mobile users (up 7% from the year

before) • MENA region has the 2nd highest rate of smartphone shipments out of Asia

7. Mobile

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• 69% of 18-29 year-olds post original photos and video online according to a Pew study

• Instagram, Vine, Facebook and others are constantly adding ways to enhance photos

• DSLR camera industry is also growing given their affordable cost and high-quality photos

8. Social Photography

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• Online advertising is growing at 37% annually in the MENA region

• Expecting to hit $1 billion in 5 years • Total digital ad spend in the Middle

East is currently 8-10 percent of the total global ad spend

9. Increase in Digital Spending

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• The two biggest platforms to watch in 2014 are Google+ and LinkedIn• Customers are increasingly turning to mobile, so brands must optimize apps

and online experiences for mobile devices • Social photography and a focus on visual is radically changing the way

people communicate • A greater percentage of advertising spend is going to be on social and digital

platforms

Takeaways

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“We sell or else.”