Project QatarBackground and Positioning

Understanding the brand – Project Qatar

The

PROJECT QATAR

What makes PROJECT QATAR special?

- Comprehensive2,100 exhibitors from 47 countries24 national pavilions 41,500 sq.m of exhibition spaceF2F networking opportunities

- ModernReach influential decision makersDirect access to local market dynamics, investors and niche service providers

- SupportiveSponsorship opportunitiesWorkshops and conferencesTrained and certified professionals

- Unique

Latest equipment and services showcasedPromotes International relationships

Qatar's Largest Exhibition For Building, Environmental Technology & Materials

Qatar’s leading construction fair featuring exhibitors from 47+ countries.

The Digital Pie

• Very high penetration of Facebook in Qatar

– Total population: 2.4M

– Total Facebook population: 1.5M

• Males: 1.1M

• Females: 0.3M

• Male to female skew is representative of the entire Qatar

population, which is 75% males

Communication approach

• Social needs to become a place of conversations around event

• From history to quirky facts – social to encompass all aspects

• These elements will help the brand to:

– Educate

– Spread awareness

– Engage the audience

Objectives for Project Qatar

1. Building brand awareness about Project Qatar2. Building visibility for different segments across web3. Increase eyeballs , queries & website visits4. Creating buzz with event highlights5. Engage exhibitors and attendees at the event

Target Audience

Social webWorking professionals

Youth

Organizations

Typically have a LinkedIn account Seek opinions & give suggestions Interested in organizational information Passively looking for Information Have a strong influence on the projects

Price and technology sensitive Look for networking opportunities Showcasing new products Actively looking for new markets Connect with influencers and decision makers

Seeking suggestions and guidance on new products/innovation Sharing opinions and concerns on latest challenges Talking about latest models and technology Typically are active on FB , WhatsApp, Twitter etc New are platforms like Snapchat , Instagram & YouTube etc Website a Primary source of Information and Social to stay updated

Typically have a Facebook Accounts Universities like Texas A&M, QF and QU Interested in new developments Passively looking for career information

Colleges & Universities

Leeds certification and PMP institutes Looking for career options Interested in networking at events Active on blogs and social media

Certification Institutes

What will we do

• Identify Tonality Key concerns• Identify Channels/Sources of Conversation

– Quora | Forums | Yahoo Answers• Identify Unmet needs• Identify trends and opportunity areas

D M R ’ s w i l l b e s e n t o n c e e v e r y d a y o r a s a g r e e s .

So how will we manifest this?

Connect Collaborate Considerate Context Conversations

5 C's of Social media Engagement

Humanizing the Brand#ProjectQatar

Leveraging insights, launching the “ProjectQatar” preaching opportunities, networking whilecelebrating country & its achievements !

Twitter is growing rapidly (240 million users worldwide), but studies say less than half of their users actively tweet. As a major social media site on our list, Twitter’s user-base isn’t as established as LinkedIn’s (300 million active users) or Facebook’s ( 1+ billion active users) at this point. However, Twitter is still a very powerful tool to generate awareness and WOM buzz for events and stoke meaningful engagement among attendees. In particular, Twitter is a great place to:

Connect with industry influencers and marketers. These people were among the first to adopt the network and continue to be very active groups. Promote technology-related events. Users of Twitter are generally more tech-savvy and are more open to innovation than the average user on other social networks. Show off the size of your event. For a large audience of an event (over 1,000 attendees), Twitter is a great place to generate buzz and awareness and amplify the conversations about an event.

Enrolling Twitter

#ProjectQatar on Twitter

Develop an event #hashtag.

Create a hashtag on Twitter so people can easily identify the conversations surrounding Project Qatar in order to listen and participate. Attendees can also search for the hashtag on Twitter to follow updates about your event.

• Encourage attendees to tweet about what they are experiencing during the event under the event #hashtag.

• Encourage attendees to post photos and videos from mobile devices to Twitter with tools like Twitpic.

• Display a feed of all Twitter conversations on-site by projecting them on a wall or scrolling them on a television or computer screen.

• Enable attendees to easily identify and connect with each other by asking them to include their Twitter handles on their badges or name tags.

Use Twitter to create a place online for conversations about the event.

Using twitter for awareness building

• Identifying our TG on Twitter from Corporates & companies , business owners , consultants etc– Following them back & driving into conversations

• Running an awareness campaign on Twitter– Hosting Tweet Chat sessions on event days with the speakers |

technology & industrial experts. Example• #AskQatar• #AskOurExperts

LINKEDIN EVENT

FACEBOOK EVENT

Instead of allowing people to connect and communicate via individual profiles, YouTube will serve as a publishing platform for video content. The site will includes various features such as channels, comments, ratings and integrations with other social networks) that plants it firmly in the category of social media.

Customized YouTube Channel. Include Channel Tags, or keywords used to help people find your channel, when creating your account. Use the “Event Dates” module to promote event List all events schedules on YouTube channel using the “Event Dates” module. Link to registration site from the “Tickets” field to allow viewers to buy tickets to events. Showcase Country Tour and Storyline Highlight what attendees have to gain by coming toProject Qatar. Distribute the video to attendeesto remind them of the great experience they had at Project Qatar or to provide them a glimpse into a session they may have missed.

Enrolling YouTube

Bringing Brand alive in videos

• Creating an a video series to build a story of the brand– Highlighting Products/Services ,Clients speak , Shows/events,

product Innovations thought leadership & more…

Users can click on these annotations and be directed to intended source ( Like website)

The Country Tour

Playgrounds and StadiumsCorniche and SouqsMedical facilities

Hotels and museumsPeople and cultureUniversities

Open area gymnasiumBeaches and DunesResidential and corporates

5mins

10mins

15mins

Country Introduction : How do we demonstrate this concept of 5-10-15 innovatively?

Qatar aims at setting high standards in Infrastructure in terms of quality and facilities

$49 Billion Construction Contracts awarded in 2015

Develop a customized YouTube channel for PROJECT QATARwith an interactive landing page tab!

Using YouTube to showcase 5-10-15

About Qatar | Country Speak | Country Tour | All in 5-10-15

Welcome ToTHE

QatarAt Arabian Gulf’s Heart

5

10

15

Click here to see where you can spend time in meusems

Click here to see where you can See stadiums in Qatar

Click here to see where you can be live in world class residentially.

An interactive tab with all the information about the Qatar.

Users can click on these buttons and videos featuring the highlights of 5-10-15 will

start playing.

• Create event in the Facebook Events applicationWe will most likely want to make your event public, which will allow anyone to view and RSVP. It also enables people to invite their own Facebook friends to the event.• Post on event wall and send updatesThe key here is staying in the forefront of people’s minds so they not only remember to attend but also spread the word about your event to their Facebook friends as well.Some items to share on event wall include: Links to the event agenda Information about speakers Articles or blog posts about your event topic Video links Photos of a previous event • Invite others to Facebook event through email• Share event on relevant Facebook pages and groups• Prompt live check-ins to event on FacebookEncouraging attendees to use this feature can be a great way to build goodwill with your venue, since you’re providing them additional word-of-mouth marketing via Facebook.

Enrolling Facebook

#Project Qatar on Facebook

During the event:

• Use live updates to mention booth contests, fun activities and share pictures.

• In each post, share any links or materials of the guest speakers an exhibitors

• Include pictures of any guest speakers or attendees.

• Encourage attendees to share or comment during the event on Facebook via mobile.

• Give people information to share and ask them to spread the news

• on your behalf!

Using Facebook to Build Credibility

• Creating Facebook timeline for Qatar (Project Qatar)– Highlighting Key Achievements & building the milestones

• Meet the Exhibitors App– Allowing to connect with Exhibitors and ask queries

How will this roll out?

• #ProjectQatar A Sample Poster Series on Facebook– Featuring Stories of achievements in Qatar construction industry

Online advocacy for building awareness

• Identifying people on web who can be the influencers– Industry Experts– Marketing and IT Professionals

• Reaching out to the influencers/communities and associating with them– Hosting online groups meet-ups and making them aware of the

upcoming Project Qatar.– UGC-: Making them talk about ‘Project Qatar’ on their blogs,

Twitter & community forums

Sample Pictures

Using Infographic to educate audience

• An Infographic on Project Qatar / achievements / Exhibitors/Participants or allied things.– Example- Footfalls and Networking | Contracts and investment stats etc– Easy Interpretation and quick consumption of Information

Sample Pictures

Engaging Fans with the daily content on FB

Quotes

Generic

Events Post

Or anything that drives conversation

Triva

Content mix to keep the audience interested & engaged

Engaging people in conversations and establishing a connect with them

LinkedIn as business-focused social network is typically used for business networking and industry education apart from career opportunities. As such, it is a great channel to leverage #ProjectQatar:

• Spread the highlights on Project Qatar. • Market to other business professionals in creating

business opportunity at Project Qatar• Connect with people from a particular industry or

field to join the Project Qatar• Use the LinkedIn Events application to create and

promote event• Ask people to mark that they’re “attending”• Reach out through InMail• Share the event through LinkedIn status• Post links to the event in other LinkedIn group• Leverage TripIt• Review the highlights of the event with the Group

Linking LinkedIn

#ProjectQatar on LinkedIn

Promote through event App: Promote Project Qatar on official page.

Include a link to the project qatar website and #hashtag.

Prove the value of attending by sharing information about event topics, exhibitors and speakers.

Invite connections in LinkedIn. Provide the event #hashtag and Twitter

handles of guest speakers. consider giving them a way to access the

event virtually. Post event notification inside of

LinkedIn Groups. Provide information to attend and include

event #hashtag. “Promotions” tab under many of these

groups to alert their members.

Paid Ads to get website footfalls

Precise targeting for relevant audience

Facebook Ads

Instagram is an excellent visual platforms for promoting Project Qatar. This visual network can help with pre-event promotion as well as connecting with attendees during the event.

• Create a hashtag for your eventThe hashtag will help people discover about project and create awareness. It will also encourage people to upload their own photos to Instagram with our hashtag• Share photos promoting the eventA great way to build buzz on Instagram is to share photos that get people excited about your event. Create a branded Instagram campaign for event that will outline the types of photos we’ll share.• Host a contestA Hosting an Instagram contest is really simple. For example, ask followers to share a photo of tickets to your event and include your event’s hashtag• Create a storyboardHaving regular updates will make people look forward to the next installment and keep them wanting more!

Integrate with Instagram

Using Instagram for user engagement

• Creating Project Qatar presence on Instagram– Adding check-in facilities location venue for Project Qatar

• Promoting exhibitors , Incentivizing users on Check in’s. Eg – Incentivized Check at exhibitors stalls – Tip visitors about the innovation exhibitors at the venue

When anyone checks-in the at the venue/exhibitor stall

They get to read a tip from Project Qatar

Online-Offline Innovation to drive Engagement

• Social Photo Booth for your visitors to Pose, Capture and Share effortlessly. – People love clicking pictures and sharing in their social network– Making use of the concept during event – Project Qatar

Content Calendar- Plan

Tools Before During After

• Promote the event by sharing the event details on your wall

• Share updates on your wall and upload pictures from the event

• On your wall, thank those who came to the event

• Answer remaining questions from event and send email with link to your wall

• Create an unique event hashtag

• Customize your Twitter background with the event brand

• Schedule tweets in advance to promote

• Maximize the opportunity for a re-tweet by limiting your tweet to 120 characters

• Encourage tweeting during the event

• Create a Twitter List of your conference speakers for others to follow

• List people’s Twitter usernames on their badges

• Encourage people to continue discussion

• Use tweets to promote next event

• Have link to event homepage in your profile

• Invite connections to attend

• Join Groups

• Encourage those that meet at the event to connect

• Continue networking after the event

• Review the highlights of the event within your groups

• Create a location to check-in• Co-market with content

provider• Leave a “Tip” or “To Do”

• Develop scavenger hunt about event

• Watch for negative feedback about the event

• Review Check-ins and Tips left by attendees

Content Engagement Plan

Updates about Projects ,Awards to build Credibility

Updates around Events (Exhibitors and Products) etc

Daily post for audience engagement around tips, contests , Polls , to engage the audience on the page

Monitoring Reports

• Quantitative monitoring report– Facebook analytics: Fans, interactions, comments, etc.– Application analytics: Number of times it was played– Twitter analytics: Number of tweets, RTs, followers, links on Twitter,

participation in the contests– YouTube and Instagram analytics: Views, subscribers, comments, ratings

• Qualitative monitoring report– Facebook and seeding: Snapshots of conversations generated– Facebook analytics: Post quality– YouTube and Instagram analytics: Comments snapshots and ratings– Track comments and discussions– Discussions and conversations in forums, groups, Q&As, communities etc– Feedback from people and influencers about the company

Experiential Solutions

Interactive Print Ads

Users can experience the entire building in 3D view.

Moving Object in 3D Motions

Holograms at Events

Hologram Concepts

Thank You

Robin Goel, QDigitals