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Back	
  to	
  the	
  Future	
  
Yesterday’s	
  Values,	
  Tomorrow’s	
  Media	
  




 Jimmy Ghazal
 Head	
  of	
  Digital	
  |	
  Quantum	
  Communica>ons	
  
 "In	
  a	
  virtual	
  world	
  one	
  	
  
	
  	
  	
  cannot	
  be	
  homeless"	
  
                   Eli	
  Khoury	
  |	
  CEO	
  Quantum	
  Group	
  
From	
  the	
  early	
  ages	
  of	
  cave	
  pain<ng	
  


©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
To	
  modern	
  day	
  technology.	
  	
  


©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
Cave	
  Pain>ng	
                            Clay	
  Cuneiform	
  Script	
      Parchment	
  Wri>ng	
     Paper	
  Prin>ng	
     Television	
     Screen	
  




                                                                               Mediums	
  	
  
               have	
  changed	
  but	
  the	
  essence	
  remains	
  the	
  same.	
  
                                                  	
  
                                                  	
  
 ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
                                                  	
  
 
In	
  its	
  ever-­‐changing	
  form	
  	
  

Contentt	
  	
  he	
  
                                               Medium	
  



has	
  always	
  been	
  at	
  
                                                            ArCorm	
  
heart	
  of	
  communica<on.	
  




  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
Visual	
  
                                            +	
         Word	
  
                                                                           =	
               Content	
  




                                                    The	
  visual	
  and	
  the	
  words	
  remain	
  	
  
                                                    the	
  trampoline	
  


©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
 
                                            The	
  available	
  mediums	
  of	
  the	
  era	
  	
  
                                              Dictated	
  the	
  format	
  	
  
                                                 of	
  the	
  message	
  




                    and        	
  Defined	
  a	
  specific	
  audience	
  

©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
Enter	
  Digital	
  


©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
The	
  Digital	
  Era	
  forced	
  a	
  radical	
  	
  
                                            change	
  on	
  all	
  communica<on	
  fronts	
  

                                            /	
  	
  The	
  Medium	
  	
  	
  
                                            /	
  	
  The	
  Audience	
  	
  	
  
                                            /	
  	
  The	
  Content	
  	
  
                                            /	
  	
  The	
  Agency	
  
©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
/	
  	
  What	
  Changed?	
                                                                                                              Non	
  
                                                                                                                                         Exhaus<ve	
  



                        Pre-­‐Digital	
                                         	
  Post-­‐Digital	
  
	
                      	
                                                      	
  
	
                      /	
  Long	
  live	
  the	
  TVC	
                       /	
  Hail	
  Facebook	
  
Medium	
                /	
  Paid	
  Media	
                                    /	
  Earned	
  and	
  Owned	
  Media	
  
                        /	
  Selec>ve	
  Experts	
                              /	
  Everyone	
  is	
  a	
  Producer	
  
                        	
  
	
           /	
  Unengaged	
                                                   /	
  Engaged	
                                          Agencies	
  
	
           /	
  Mass	
  Targe>ng	
  	
                                        /	
  Targeted	
  Media	
  	
                            needed	
  to	
  	
  
Audience	
   /	
  Simple	
  Reach	
                                             /	
  Wide	
  Reach	
                                    revisit	
  their	
  
             /	
  Vague	
  Analy>cs	
                                           /	
  Detailed	
  Analy>cs	
                             opera<ng	
  
             /	
  High	
  Sa>sfac>on	
                                          /	
  High	
  Expecta>ons	
                              model	
  	
  
                                                                                	
  
	
                                  /	
  One	
  Content	
  Fits	
  All	
                /	
  Tailor-­‐made	
  Content	
  
Content	
                           /	
  Issues	
  Resolved	
  by	
  the	
  	
  	
  	
  	
   Ongoing	
  Community	
  	
  	
  	
  	
  
                                                                                        /	
  
                                    	
  	
  	
  Press	
  Release	
                      	
  	
  	
  Management	
  
                                    /	
  High	
  Produc>on	
  Cost	
   /	
  Cheap	
  User	
  Generated	
  
  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
                                                                                        Content	
  
The	
  digital	
  revolu<on	
  has	
  introduced	
  new	
  media	
  that	
  
virtually	
  melted	
  the	
  physical	
  borders	
  and	
  gave	
  birth	
  to	
  an	
  
interconnected	
  world	
  of	
  individuals.	
  	
  	
  	
  

 ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
/	
  There	
  is	
  a	
  change	
  in	
  the	
  
	
  	
  	
  communica<ons	
  game-­‐play.	
  




 ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
 
/	
  Tradi<onal	
  influencers	
  no	
  longer	
  
     control,	
  determine	
  and	
  an<cipate	
  
     the	
  outcome	
  of	
  the	
  game.	
  




 ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
 
/	
  Today’s	
  new	
  game-­‐makers	
  are	
  	
  
     what	
  we	
  previously	
  referred	
  to	
  as	
  
        the	
  “audience”.	
  	
  



 ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
A	
  new	
  power	
  was	
  born,	
  	
  
       it	
  is	
  the	
  power	
  of               	
  
“ONE”	
  	
  
	
  

	
  




        ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
One	
  individual	
  today	
  can	
  be	
  more	
  influen<al	
  
[	
  posi<vely	
  or	
  nega<vely	
  ]	
  	
  
with	
  more	
  reach	
  than	
  a	
  media	
  agency	
  
of	
  the	
  previous	
  decades.	
  




 ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
The	
  Evolu<on	
  
Campaigns	
                                   PlaCorm	
  
Short	
  Lived	
                              Infinite	
  Life<me	
  
Press	
  Release	
                            Blogs,	
  Pages,	
  Tweets..	
  
Issue	
  Tackled	
                            Issue	
  Re-­‐emerging	
  
Audience	
                                    Par<cipant	
  /	
  Community	
  
Fan	
                                         Influencer	
  /	
  Ambassador	
  
Brand	
                                       Product	
  


  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
How	
  did	
  that	
  affect	
  
the	
  Agency?	
  


©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
/	
  	
  	
  The	
  communica<ons	
  industry	
  has	
  	
  
	
  	
  	
  	
  	
  been	
  evolving	
  its	
  opera<ng	
  model	
  	
  
	
  	
  	
  	
  	
  to	
  be]er	
  suite	
  the	
  era	
  it	
  is	
  living.	
  




  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
/	
  	
  Agencies	
  today	
  are	
  re-­‐integra<ng	
  
       previously	
  created	
  independent	
  	
  
       en<<es	
  into	
  their	
  core	
  bodies.	
  	
  
       (i.e.	
  Branding,	
  Media,	
  PR,	
  Events,	
  Social,	
  Content,	
  
       Planning,	
  Interac<ve)	
  




 ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
/	
  	
  Smaller	
  new	
  media	
  models	
  i.e.	
  the	
  Digital	
  and	
  Social	
  
         Media	
  Agencies	
  will	
  either	
  need	
  to	
  extend	
  their	
  
         services	
  to	
  cover	
  the	
  full	
  communica<ons	
  spectrum	
  	
  
         or	
  embed	
  themselves	
  into	
  larger	
  exis<ng	
  models.	
  




 ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
/	
  Clients	
  nowadays	
  want	
  a	
  	
  

one	
  stop	
  shop	
  	
  
experience	
  




 ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
/	
  	
  But	
  regardless	
  of	
  the	
  opera<ng	
  model,	
  the	
  industry	
  is	
  
         moving	
  away	
  from	
  just	
  “Mass	
  Targe<ng”	
  towards	
  

       “Listening	
   	
  Engaging”	
         and




  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
The	
  Old	
  Agency	
  Model	
  
                                                                                     Mass	
  Targe>ng	
  
/	
  	
  	
  Core	
  disciplines	
  
            are	
  embedded	
  
            in	
  the	
  agency	
  
                                                                     Business	
  
                                                         Media	
  



                                  Mass	
  Targe>ng	
  
                                                                       Crea<ve	
  




  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
Mass	
  Targe>ng	
  
                                                                                         Media	
  

The	
  80’s-­‐90’s	
  Model	
  	
  
                                                                                                       Branding	
  
/	
  	
  The	
  rise	
  of	
  the	
  
         specialized	
  
         divisions	
                                                           Business	
  
                                                                Planning	
  

                                                                                                                   PR	
  

                                                                                 Crea<ve	
  

                                         Mass	
  Targe>ng	
  



                                                                                                     Produc<on	
  


  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
Technology	
                                Mass	
  Targe>ng	
  

                                                                                                      Media	
  

The	
  Current	
  Model	
  	
  
/	
  	
  	
  More	
                                                                                                 Branding	
  
            specialized	
  
            divisions	
  
                                                                                             Business	
  
	
  
                                                                        Planning	
  
                                               PR	
  /	
                                                                 Interac<ve	
  
                                              Social	
                                                                     /	
  Digital	
  

                                                                                               Crea<ve	
  


        Listening	
  

                                                         Analy<cs	
                                               Produc<on	
  


  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
The	
  Issues	
  Today	
  
/	
  	
  Lack	
  of	
  synergy	
  between	
  agency	
  division	
  
	
  
/	
  	
  	
  Lack	
  of	
  understanding	
  of	
  the	
  core	
  brand	
  values	
  	
  
	
  	
  	
  	
  	
  from	
  third	
  party	
  suppliers	
  (i.e	
  Digital	
  and	
  Social)	
  
	
  
/	
  	
  	
  Intermixed	
  communica<ons	
  and	
  messages	
  between	
  	
  	
  	
  
	
  	
  	
  	
  client,	
  agency,	
  social,	
  PR,	
  and	
  online	
  community	
  
	
  
/	
  	
  	
  Very	
  slow	
  reac<on	
  <me	
  (specially	
  in	
  <mes	
  of	
  crisis)	
  
	
  
/	
  	
  	
  Confused	
  clients	
  	
  
	
  
/	
  	
  	
  Content	
  is	
  randomly	
  disseminated	
  and	
  oden	
  	
  
	
  	
  	
  	
  	
  repackaged	
  by	
  users.	
  	
  
  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
The	
  
Content	
  	
  
Maze	
  




 ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
The	
  Solu<on	
  
/	
  	
  Centralized	
  Efforts	
  and	
  Follow	
  up	
  
/	
  	
  Fast	
  Reac<on	
  Time	
  
/	
  	
  Content	
  is	
  King	
  
/	
  	
  Qualita<ve	
  vs.	
  Quan<ta<ve	
  Analy<cs	
  
/	
  	
  S.L.A.R	
  



                    Send	
                    Listen	
     Adapt	
     React	
  



  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
The	
  Recommended	
  Model	
  
                                                                                                                                         S.L.A.R	
  
                                                                                 Media	
  
/	
  	
  	
  All	
  disciplines	
  are	
                                                               Branding	
  

            re-­‐embedded	
  in	
  
            the	
  agency	
                          Technology	
  
                                                                                             Planning	
  
                                                                                                                      Business	
  




                                                   Analy<cs	
                                                           Interac<ve	
  
                                                                                                                          Digital	
  
                                                                                             Content	
  


                                                                   PR	
  /	
  
                                     S.L.A.R	
                    Social	
                                     Crea<ve	
  

                                                                                       Produc<on	
  




  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
Tradi<onal	
  Workflow	
  


                                                                     MANAGEMENT	
  
      Discovery	
                           EXECUTIVE	
  

                                                                     STRATEGIC	
  /	
  MEDIA	
  
                                            PLANNING	
  

                                                                     CLIENT	
  SERVICING	
  /	
  TRAFFIC	
  
                                            COORDINATION	
  


                                                                     ART	
  DIRECTION,	
  DESIGN	
  
      Crea<ve	
                             ART	
  /	
  DESIGN	
  


                                                                     PRINT	
  /	
  BROADCAST	
  /	
  INTERACTIVE	
  
      Deployment	
                          PRODUCTION	
  

                                                                     POLLING	
  
      Measurement	
                         EVALUATION	
  




©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
Recommended	
  Workflow	
  
                                                                                                              MANAGEMENT	
  
  Discovery	
                                                            EXECUTIVE	
  

                                                                                                              STRATEGIC	
  /	
  DIGITAL	
  /	
  MEDIA	
  
                                                                         PLANNING	
  

                                                                                                              CLIENT	
  SERVICING	
  /	
  TRAFFIC	
  /	
  PRODUCTION	
  
                                                                         COORDINATION	
  
                                             Project	
  Management	
  




                                                                                                              INFORMATION	
  ARCHITECTURE	
  /	
  USER	
  EXPERIENCE	
  
                                                                         ARCHITECTURE	
  

                                                                                                              ACQUISITION	
  /	
  COPYWRITING	
  /	
  CONTENT	
  MANAGEMENT	
  
  Content	
                                                              CONTENT	
  


                                                                                                              ART	
  DIRECTION,	
  DESIGN,	
  DIGITAL	
  ART	
  
  Crea<ve	
                                                              ART	
  /	
  GUI	
  	
  
                                                                         (GRAPHIC	
  USER	
  INTERFACE)	
  

                                                                                                              PRINT	
  /	
  TV	
  /	
  PLATFORM	
  /	
  INTERACTIVE	
  /	
  MOBILE	
  /	
  GAME	
  
  Deployment	
                                                           DEVELOPMENT	
  


                                                                                                              QUALITY	
  ASSURANCE	
  /	
  WEBMASTERING	
  /	
  CRM	
  /	
  SEO	
  
                                                                         MAINTENANCE	
  


                                                                                                              SOCIAL	
  MEDIA	
  /	
  ANALYTICS	
  
  Measurement	
                                                          USER	
  ENGAGEMENT	
  



 ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
In	
  the	
  Social	
  Media	
  World	
  
For	
  every	
  ac<on	
  there	
  is	
  	
  
an	
  equal	
  and	
  faster	
  reac<on	
  



 ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
/	
  	
  	
  Few	
  decades	
  ago	
  when	
  a	
  situa<on	
  emerged,	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
           a	
  brand	
  had	
  the	
  luxury	
  of	
  <me	
  to	
  wait,	
  evaluate,	
  plan	
  
           and	
  issue	
  a	
  press	
  release	
  to	
  contain	
  the	
  problem.	
  




  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
/	
  	
  Today’s	
  reac<on	
  <me	
  needs	
  to	
  be	
  almost	
  immediate:	
  
         PR,	
  Community	
  Management,	
  Project	
  Management,	
  
         and	
  the	
  Agency	
  need	
  to	
  work	
  hands	
  in	
  hand	
  to	
  be	
  
         able	
  to	
  respond	
  properly	
  before	
  the	
  snowball	
  effect.	
  	
  




 ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
/	
  PR	
  and	
  Social	
  are	
  now	
  	
  
  two	
  sides	
  of	
  the	
  same	
  coin	
  



©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
/	
  	
  	
  Community	
  Management	
  need	
  to	
  be	
  handled	
  by	
  the	
  
           brand	
  guardians	
  and	
  the	
  communica<on	
  experts	
  
           simultaneously.	
  	
  

/	
  	
  	
  A	
  badly	
  managed	
  issue	
  can	
  transform	
  	
  
           in	
  days	
  into	
  thousands	
  of	
  li]le	
  out-­‐of-­‐hand	
  crises.	
  




  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
#New_Middle_East	
  




©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
/	
  	
  	
  Technology	
  and	
  the	
  speed	
  of	
  digital	
  communica<on	
  helped	
  
             shape	
  a	
  new	
  Middle	
  East,	
  one	
  that	
  is	
  young,	
  evolving	
  and	
  
             connected	
  with	
  the	
  rest	
  of	
  the	
  world.	
  




  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
The	
  Challenges	
  
/	
  	
  It	
  is	
  a	
  region	
  of	
  cultural	
  and	
  ethnic	
  mul<plicity	
  

/	
  	
  Sharing	
  one	
  language	
  doesn’t	
  mean	
  that	
  every	
  	
  
         one	
  relates	
  to	
  the	
  same	
  message.	
  

/	
  	
  	
  Social,	
  religious,	
  economic,	
  cultural	
  differences	
  
           and	
  values	
  (many	
  <mes	
  within	
  the	
  same	
  country)	
  




  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
Back	
  to	
  the	
  Future	
  




/	
  	
  	
  Social	
  Media,	
  Targeted	
  Communica<on,	
  Detailed	
  
           Analy<cs	
  are	
  now	
  recrea<ng	
  the	
  virtual	
  borders	
  that	
  
           were	
  erased	
  by	
  the	
  virtual	
  revolu<on.	
  

  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
/	
  	
  Personalized	
  targeted	
  content	
  creates	
  more	
  engagement	
  
                   with	
  individuals	
  and	
  communi<es.	
  	
  
	
  
	
  	
  	
  	
  	
  	
  


                   Personalized	
  
                     Content	
  
                                             +	
     Targeted	
  
                                                      Audience	
  
                                                                     =	
     Engaged	
  
                                                                             Ambassadors	
  




 ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
/	
  	
  Forget	
  about	
  the	
  highest	
  number	
  of	
  idle	
  Fans.	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
/	
  	
  	
  It’s	
  about	
  Quality	
  not	
  Quan<ty.	
  	
  
/	
  	
  	
  	
  Talking	
  to	
  people	
  in	
  their	
  own	
  language	
  and	
  values.	
  	
  
/	
  	
  	
  	
  Conver<ng	
  genuine	
  fans	
  into	
  Social	
  Ambassadors.	
  
	
  
	
  



  ©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
/	
  Think	
  Local,	
  	
  
 	
  Act	
  Local,	
  	
  
 	
  Grow	
  Global	
  

©	
  2012	
  	
  |	
  Jimmy	
  Ghazal	
  
/	
  Thank	
  You	
  

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Back to the Future (evolving model of communication agencies and content in the social and digital era)

  • 1. Back  to  the  Future   Yesterday’s  Values,  Tomorrow’s  Media   Jimmy Ghazal Head  of  Digital  |  Quantum  Communica>ons  
  • 2.  "In  a  virtual  world  one          cannot  be  homeless"   Eli  Khoury  |  CEO  Quantum  Group  
  • 3. From  the  early  ages  of  cave  pain<ng   ©  2012    |  Jimmy  Ghazal  
  • 4. To  modern  day  technology.     ©  2012    |  Jimmy  Ghazal  
  • 5. Cave  Pain>ng   Clay  Cuneiform  Script   Parchment  Wri>ng   Paper  Prin>ng   Television   Screen   Mediums     have  changed  but  the  essence  remains  the  same.       ©  2012    |  Jimmy  Ghazal    
  • 6.   In  its  ever-­‐changing  form     Contentt    he   Medium   has  always  been  at   ArCorm   heart  of  communica<on.   ©  2012    |  Jimmy  Ghazal  
  • 7. Visual   +   Word   =   Content   The  visual  and  the  words  remain     the  trampoline   ©  2012    |  Jimmy  Ghazal  
  • 8.   The  available  mediums  of  the  era     Dictated  the  format     of  the  message   and  Defined  a  specific  audience   ©  2012    |  Jimmy  Ghazal  
  • 9. Enter  Digital   ©  2012    |  Jimmy  Ghazal  
  • 10. The  Digital  Era  forced  a  radical     change  on  all  communica<on  fronts   /    The  Medium       /    The  Audience       /    The  Content     /    The  Agency   ©  2012    |  Jimmy  Ghazal  
  • 11. /    What  Changed?   Non   Exhaus<ve   Pre-­‐Digital    Post-­‐Digital           /  Long  live  the  TVC   /  Hail  Facebook   Medium   /  Paid  Media   /  Earned  and  Owned  Media   /  Selec>ve  Experts   /  Everyone  is  a  Producer       /  Unengaged   /  Engaged   Agencies     /  Mass  Targe>ng     /  Targeted  Media     needed  to     Audience   /  Simple  Reach   /  Wide  Reach   revisit  their   /  Vague  Analy>cs   /  Detailed  Analy>cs   opera<ng   /  High  Sa>sfac>on   /  High  Expecta>ons   model         /  One  Content  Fits  All   /  Tailor-­‐made  Content   Content   /  Issues  Resolved  by  the           Ongoing  Community           /        Press  Release        Management   /  High  Produc>on  Cost   /  Cheap  User  Generated   ©  2012    |  Jimmy  Ghazal   Content  
  • 12. The  digital  revolu<on  has  introduced  new  media  that   virtually  melted  the  physical  borders  and  gave  birth  to  an   interconnected  world  of  individuals.         ©  2012    |  Jimmy  Ghazal  
  • 13. /  There  is  a  change  in  the        communica<ons  game-­‐play.   ©  2012    |  Jimmy  Ghazal  
  • 14.   /  Tradi<onal  influencers  no  longer   control,  determine  and  an<cipate   the  outcome  of  the  game.   ©  2012    |  Jimmy  Ghazal  
  • 15.   /  Today’s  new  game-­‐makers  are     what  we  previously  referred  to  as   the  “audience”.     ©  2012    |  Jimmy  Ghazal  
  • 16. A  new  power  was  born,     it  is  the  power  of   “ONE”         ©  2012    |  Jimmy  Ghazal  
  • 17. One  individual  today  can  be  more  influen<al   [  posi<vely  or  nega<vely  ]     with  more  reach  than  a  media  agency   of  the  previous  decades.   ©  2012    |  Jimmy  Ghazal  
  • 18. The  Evolu<on   Campaigns   PlaCorm   Short  Lived   Infinite  Life<me   Press  Release   Blogs,  Pages,  Tweets..   Issue  Tackled   Issue  Re-­‐emerging   Audience   Par<cipant  /  Community   Fan   Influencer  /  Ambassador   Brand   Product   ©  2012    |  Jimmy  Ghazal  
  • 19. How  did  that  affect   the  Agency?   ©  2012    |  Jimmy  Ghazal  
  • 20. /      The  communica<ons  industry  has              been  evolving  its  opera<ng  model              to  be]er  suite  the  era  it  is  living.   ©  2012    |  Jimmy  Ghazal  
  • 21. /    Agencies  today  are  re-­‐integra<ng   previously  created  independent     en<<es  into  their  core  bodies.     (i.e.  Branding,  Media,  PR,  Events,  Social,  Content,   Planning,  Interac<ve)   ©  2012    |  Jimmy  Ghazal  
  • 22. /    Smaller  new  media  models  i.e.  the  Digital  and  Social   Media  Agencies  will  either  need  to  extend  their   services  to  cover  the  full  communica<ons  spectrum     or  embed  themselves  into  larger  exis<ng  models.   ©  2012    |  Jimmy  Ghazal  
  • 23. /  Clients  nowadays  want  a     one  stop  shop     experience   ©  2012    |  Jimmy  Ghazal  
  • 24. /    But  regardless  of  the  opera<ng  model,  the  industry  is   moving  away  from  just  “Mass  Targe<ng”  towards   “Listening    Engaging”   and ©  2012    |  Jimmy  Ghazal  
  • 25. The  Old  Agency  Model   Mass  Targe>ng   /      Core  disciplines   are  embedded   in  the  agency   Business   Media   Mass  Targe>ng   Crea<ve   ©  2012    |  Jimmy  Ghazal  
  • 26. Mass  Targe>ng   Media   The  80’s-­‐90’s  Model     Branding   /    The  rise  of  the   specialized   divisions   Business   Planning   PR   Crea<ve   Mass  Targe>ng   Produc<on   ©  2012    |  Jimmy  Ghazal  
  • 27. Technology   Mass  Targe>ng   Media   The  Current  Model     /      More   Branding   specialized   divisions   Business     Planning   PR  /   Interac<ve   Social   /  Digital   Crea<ve   Listening   Analy<cs   Produc<on   ©  2012    |  Jimmy  Ghazal  
  • 28. The  Issues  Today   /    Lack  of  synergy  between  agency  division     /      Lack  of  understanding  of  the  core  brand  values              from  third  party  suppliers  (i.e  Digital  and  Social)     /      Intermixed  communica<ons  and  messages  between                client,  agency,  social,  PR,  and  online  community     /      Very  slow  reac<on  <me  (specially  in  <mes  of  crisis)     /      Confused  clients       /      Content  is  randomly  disseminated  and  oden              repackaged  by  users.     ©  2012    |  Jimmy  Ghazal  
  • 29. The   Content     Maze   ©  2012    |  Jimmy  Ghazal  
  • 30. The  Solu<on   /    Centralized  Efforts  and  Follow  up   /    Fast  Reac<on  Time   /    Content  is  King   /    Qualita<ve  vs.  Quan<ta<ve  Analy<cs   /    S.L.A.R   Send   Listen   Adapt   React   ©  2012    |  Jimmy  Ghazal  
  • 31. The  Recommended  Model   S.L.A.R   Media   /      All  disciplines  are   Branding   re-­‐embedded  in   the  agency   Technology   Planning   Business   Analy<cs   Interac<ve   Digital   Content   PR  /   S.L.A.R   Social   Crea<ve   Produc<on   ©  2012    |  Jimmy  Ghazal  
  • 32. Tradi<onal  Workflow   MANAGEMENT   Discovery   EXECUTIVE   STRATEGIC  /  MEDIA   PLANNING   CLIENT  SERVICING  /  TRAFFIC   COORDINATION   ART  DIRECTION,  DESIGN   Crea<ve   ART  /  DESIGN   PRINT  /  BROADCAST  /  INTERACTIVE   Deployment   PRODUCTION   POLLING   Measurement   EVALUATION   ©  2012    |  Jimmy  Ghazal  
  • 33. Recommended  Workflow   MANAGEMENT   Discovery   EXECUTIVE   STRATEGIC  /  DIGITAL  /  MEDIA   PLANNING   CLIENT  SERVICING  /  TRAFFIC  /  PRODUCTION   COORDINATION   Project  Management   INFORMATION  ARCHITECTURE  /  USER  EXPERIENCE   ARCHITECTURE   ACQUISITION  /  COPYWRITING  /  CONTENT  MANAGEMENT   Content   CONTENT   ART  DIRECTION,  DESIGN,  DIGITAL  ART   Crea<ve   ART  /  GUI     (GRAPHIC  USER  INTERFACE)   PRINT  /  TV  /  PLATFORM  /  INTERACTIVE  /  MOBILE  /  GAME   Deployment   DEVELOPMENT   QUALITY  ASSURANCE  /  WEBMASTERING  /  CRM  /  SEO   MAINTENANCE   SOCIAL  MEDIA  /  ANALYTICS   Measurement   USER  ENGAGEMENT   ©  2012    |  Jimmy  Ghazal  
  • 34. In  the  Social  Media  World   For  every  ac<on  there  is     an  equal  and  faster  reac<on   ©  2012    |  Jimmy  Ghazal  
  • 35. /      Few  decades  ago  when  a  situa<on  emerged,                                   a  brand  had  the  luxury  of  <me  to  wait,  evaluate,  plan   and  issue  a  press  release  to  contain  the  problem.   ©  2012    |  Jimmy  Ghazal  
  • 36. /    Today’s  reac<on  <me  needs  to  be  almost  immediate:   PR,  Community  Management,  Project  Management,   and  the  Agency  need  to  work  hands  in  hand  to  be   able  to  respond  properly  before  the  snowball  effect.     ©  2012    |  Jimmy  Ghazal  
  • 37. /  PR  and  Social  are  now     two  sides  of  the  same  coin   ©  2012    |  Jimmy  Ghazal  
  • 38. /      Community  Management  need  to  be  handled  by  the   brand  guardians  and  the  communica<on  experts   simultaneously.     /      A  badly  managed  issue  can  transform     in  days  into  thousands  of  li]le  out-­‐of-­‐hand  crises.   ©  2012    |  Jimmy  Ghazal  
  • 39. #New_Middle_East   ©  2012    |  Jimmy  Ghazal  
  • 40. /      Technology  and  the  speed  of  digital  communica<on  helped   shape  a  new  Middle  East,  one  that  is  young,  evolving  and   connected  with  the  rest  of  the  world.   ©  2012    |  Jimmy  Ghazal  
  • 41. The  Challenges   /    It  is  a  region  of  cultural  and  ethnic  mul<plicity   /    Sharing  one  language  doesn’t  mean  that  every     one  relates  to  the  same  message.   /      Social,  religious,  economic,  cultural  differences   and  values  (many  <mes  within  the  same  country)   ©  2012    |  Jimmy  Ghazal  
  • 42. Back  to  the  Future   /      Social  Media,  Targeted  Communica<on,  Detailed   Analy<cs  are  now  recrea<ng  the  virtual  borders  that   were  erased  by  the  virtual  revolu<on.   ©  2012    |  Jimmy  Ghazal  
  • 43. /    Personalized  targeted  content  creates  more  engagement   with  individuals  and  communi<es.                   Personalized   Content   +   Targeted   Audience   =   Engaged   Ambassadors   ©  2012    |  Jimmy  Ghazal  
  • 44. /    Forget  about  the  highest  number  of  idle  Fans.                                       /      It’s  about  Quality  not  Quan<ty.     /        Talking  to  people  in  their  own  language  and  values.     /        Conver<ng  genuine  fans  into  Social  Ambassadors.       ©  2012    |  Jimmy  Ghazal  
  • 45. /  Think  Local,      Act  Local,      Grow  Global   ©  2012    |  Jimmy  Ghazal