The Middle East and North Africa MENA region is ranked second, after the US and before Brazil, in terms of the number of daily video views on YouTube, with Saudi Arabia ranking number 1 globally with the highest number of video views per internet user. People read and watch based on recommendations and social media shares by their friends. How is this trend affecting the media industry? What can regional broadcasters and entertainment channels do to leverage the power of social media to increase viewership, subscriptions, engagement, and brand awareness?
MBC Group (Middle East Broadcasting Center) is the largest and leading private media company in the Middle East & North Africa region, including 18 TV channels, 2 FM radio stations, and 3 Video-on-demand platforms among others.
When it came to social media, MBC Group had almost 230 active social media properties on Facebook, Twitter, YouTube, Google+, and Instagram, all being managed centrally from the group’s headquarters in Dubai Media City.
We were engaged by MBC Group through our training partners Platinum CPD to address a challenge related to their social media activation team in Egypt, which was a 33 strong team covering the functions of moderation, activation, and reporting. The entire team in Egypt was reporting back to the team in Dubai and social media activation was pretty much centralized where campaigns were generated in Dubai and pushed down to Egypt for execution. Centralized management soon became a challenge and the Egypt unit had to be able to think creatively, plan, and execute in a localized context, especially as MBC was setting ambitious traffic targets for its social and online properties.
As the Egypt team lacked qualification in various areas, MBC Group planned a series of training workshops on social media, communication, and video journalism. Our scope was to develop and deliver a custom upper-intermediate training workshop in Arabic on site in Egypt, with interactive exercises, and hands-on usage of an arsenal of social media tools available through MBC Group.
We developed an extensive three-day training course to meet the training objectives, covering a range of topics with hands-on exercises, interactive sessions on creative thinking, and a team building “project day” in which all elements were put into practice with competition and scoring. Demo material for dummy TV channels was created beforehand to be used and the team’s creativity was put to the test.
The course was able to help the team grasp social media, its latest trends and demographics, the types of communication and content that perform best, and the best practices related to the news and media industry. The course enabled the team to implement a social media strategy, manage communities and engage audiences, conceptualize and deliver creative campaigns and events, measure performance, monitor and manage brand reputation.
Individualized evaluation reports were provided on each participant, and the team was immediately put to challenge following the training and managed to perform well.
May 20, 2013