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Why You Cannot Ignore English Language on Social Media in UAE

Posted by Vaibhav Kalamdani on December 18, 2013

From the day I planned to work in Dubai, I wanted to learn Arabic. I am sure, like me there are several who plan to learn Arabic, and some have even learnt the language.

Being in the field of marketing, we have been taught to speak the language that your customer speaks and understands. Now connecting this learning with the stats on how rapidly social media is growing in the UAE, I was startled to know the increasing popularity of different social media channels in this region. What also made me realize is that this country is flooded with Expats from different parts of Non-Arabic speaking world, mainly from Central Asia, South-East Asia, Europe, Australia and Russia.

As a person living in a new place, you are most likely to connect with communities that promote local news and brands that sell locally. Companies that market in this region do not necessarily have the locals buying their goods and services, but also a lot of expats. For example, no matter where you are from, there are very high chances that you would want to know about the promotions carried out by tech brands, restaurants, hotels, etc. And everyone wouldn’t consider learning Arabic. That’s when English language comes to the rescue.

Being the universal language, communication in English plays a key role in this region as almost everyone understands it to some extent. As per a report, English is the second most spoken language in Dubai – the most popular emirate in UAE.

So when you are chalking out your content strategy, remember that a post that’s written in Arabic may do well, but it can perform better if it’s written in English or like how some brands do it – in both the languages for Arabs as well as Non-Arabs to understand the message.

Do you think it is necessary for brands to communicate in Arabic on social media? Let me know with your comments below.

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Challenge for Social Media Marketers: Adjusting to Community Conversation Dynamics

Posted by Vaibhav Kalamdani on June 29, 2011

How often do you come across Brands that speak the community’s language and tone? The basic mantra of social media marketing is to understand who your members are, what tone do they speak in, where they are from, and what is their want. Another important component to identify is what environment these members are conversing in. For example, a set of members at a seminar would react and communicate differently compared to Facebook.

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India’s Leading Mutual Fund Company “UTI” Embraces Social Media

Posted by Vaibhav Kalamdani on January 15, 2010

Unit Trust of India, popularly known as UTI, recently marked their presence on social media to engage with their consumers. The leading mutual fund company – with over 1 crore investor portfolios – has taken the digital route to promote the “Language of Investment” by addressing user queries and helping them achieve a stable financial life.

The mutual fund giant has set up official accounts on social media platforms like Facebook, Twitter and YouTube to spread its message “Kisney Sikhai India ko Investment ki Bhasha” indicating that UTI MF has taught India the Language of Investment. It conducts activities that lead people to think about investments, wealth management, smart ways to getting rich, etc. Read the rest of this entry »

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Bharti AXA General Insurance sets on a Stress-free Journey on Social Media

Posted by Vaibhav Kalamdani on November 23, 2009

Brands that are helpful always find a special place in the consumers’ heart. As more and more companies follow the “social media” way to reach out to their customers, there are companies that are taking an extra step to make sure they create a positive impact not only on the business front, but also on the society. Bharti AXA is the latest company to join this list and use social media in a healthy way to promote its messages.

Bharti AXA General Insurance has a dedicated micro-site that focuses on providing solutions to people who are in stress. Besides, it aims at encouraging people to lead a “holistic” life by involving Mickey Mehta, India’s Holistic Health and wellness Guru, to share his health tips and secrets. Read the rest of this entry »

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Unilever Ambitious About Asian Market, Adopts Social Media

Posted by Vaibhav Kalamdani on October 31, 2009

unilever-logoLooking at the rate at which social media is growing amongst small businesses across the world, corporate giants are making sure not to be left behind in experimenting the latest marketing medium. We’ve already seen companies like Ford, General Motors, Coca Cola, Southwest Airlines, etc. embrace social media and using it effectively to create a strong online presence. Now, its time for FMCG (Fast Moving Consumer Goods) companies to set the gear high and ride its benefits! According to Advertising Age, FMCG mogul Unilever is all set to whirl the social media wand in the Asian market.

Apparently, Asia is the biggest market for the FMCG companies to market their products, with demand escalating from fast-developing nations like China and India. Being aware of the growing competition, Unilever has decided to promote three of its popular brands, Pond’s, Lux and Comfort through social media. The aim is to target specific regions and engage users via certain social media platforms like blogs, video-sharing sites, etc. Read the rest of this entry »

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Social Media Expands Horizon for Travel and Hotel Companies

Posted by Vaibhav Kalamdani on September 26, 2009

travel-and-hotel-social-medThere’s an explosion of social media sites that are ready to assist the travel and hospitality industry reach out to both, their existing as well as potential customers. As users increasingly use forums, review sites and social networking sites to share their experience, seek answers to their queries and assist others in need, the popularity of these social media platforms is certainly on the rise.

While Facebook and Twitter are still the favourites for most of the travel and hotel companies, other niche sites like WAYN, LonelyPlanet, Virtual Tourist, etc. are making their presence felt as well. They are soon becoming an online destination for users to share their travel pictures, likes and dislikes, views and knowledge about a particular place, etc. Read the rest of this entry »

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Royal Challengers Bangalore Gear Up for Social Media Promotion

Posted by Vaibhav Kalamdani on September 12, 2009

RCB-logoThough social media promotions are common in countries like the US and the UK, emerging economies like India too are accelerating into the new world of marketing. Not only businesses and the entertainment industry, but also the sports industry has started taking social media seriously – particularly Cricket, which is considered as a “religion” in India by many.

The Indian Premier League (IPL), a Twenty20 version of cricket, has earned tremendous popularity in India and several other cricketing nations. The format, which currently includes eight franchises in form of teams, comprises of professional players from different International cricket teams to compete for the tournament. Though these teams invest huge amount of money in offline promotions, some have turned up to online media since the last year after realizing its potential in connecting with the Cricket fans. Read the rest of this entry »

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Using Social Media as an Extension of Traditional Advertising

Posted by Vaibhav Kalamdani on June 13, 2009

The success of a brand depends a lot on how well people familiarize with it. An average consumer comes across hundreds of advertisements each day through television, radio, hoardings, newspapers and magazines, internet, text messages, etc. However, the ones that appeal his needs, interests, imagination, thinking, behavior, and/or lifestyle tend to win over others when it comes to brand recall. At the end of the day, an individual remembers only few advertisements out of the major chunk that he comes across on that particular day.

There are several businesses that consider social media as an expense rather than an investment. Conventional firms often stick to the traditional advertising vehicles and are reluctant to use social media tools, which is not a desirable move today. No doubt traditional mediums are important, but the growing significance of social media just cannot be ignored. Read the rest of this entry »

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Using Corporate Blogs and Social Networks to Save Communication Costs

Posted by Vaibhav Kalamdani on May 15, 2009

blogs-and-social-networksEvery company in this world aims to cut down its costs and improve its bottom line. There are several costs that a company has to incur to perform its business, one of the most important being the communication cost. Communication costs refer to expenses made on internal and external communication. Internal communication takes place within the company, such as internal newsletters and brochures, employee engagement activities, group meetings, conferences, etc. External communication takes place outside the company with the public, consumers, local authorities, government agencies, etc.

One of the major benefits of social media is that it is open to all and is freely available. Social media applications such as social networks, blogs, video and photo sharing sites prove useful in sending across messages to any concerned person whom you wish to communicate with.

Organizations who wish to leverage social media and cut down their communication costs can take up the following two steps: Read the rest of this entry »

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Sony Embraces Social Media

Posted by Vaibhav Kalamdani on March 1, 2009

Japanese firm Sony, one of the world’s leading manufacturers of consumer electronics has embraced social media to market its latest innovation – the pocket style PC. With Sony Vaio P, Sony’s expansion into the relatively young notebook computer market is greatly being noticed across international boundaries already.

As part of its marketing initiative, Sony is using social media applications to spread awareness about its latest product for the global audience. It has adopted an integrated marketing approach, using traditional media as well as the contemporary social media to publicize its brand. Read the rest of this entry »

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