Coca Cola’s #OpenUp campaign to promote sharing and caring in the Middle East

Coca Cola has hit upon an interesting initiative for its latest digital campaign, with the aim of promoting openness between families. Released with the hashtag #OpenUp on YouTube, Coca Cola has developed two videos over the past eight days. The first, and for me the most moving, is that of Saudi chef Badr. Badr left behind the family tradition of architecture to study and become a cook, which is a rarity in Saudi society. The video and story are both well conceived and directed.

The second video features a social media star from Kuwait, named Ascia. Ascia recounts the challenges she has had to overcome in society as she has pioneered her ideas through Instagram. She thanks her husband Ahmed for the support he has shown her.

What do you think? Are the concepts powerful enough for you to share your #OpenUp story? Do you find them sincere or too scripted? Let me know your thoughts on the content and on Coca Cola’s work here. I’ll keep you posted on any additional videos that Coca Cola posts for this campaign.

Changes in the Region’s Media Scene – BuzzFeed in, Dubai One is out, and we say goodbye to Iain Akerman

In the spirit of Ramadan, here’s a BuzzFeed cat meme to get us all excited! (image source: BuzzFeed)

The summer is traditionally a quiet period for the region; the same goes for Ramadan. This year seems to have been the exception to the rule. First, we had Gulf News reporting that BuzzFeed is considering opening an office in the Middle East. The website publisher, famous for its kitten memes and political coverage, apparently sees an opportunity in Arabic with a local audience, according to the piece written by Gulf News’ Alexander Cornwell.

BuzzFeed, the news and entertainment website best known for its pictures of cats, wants to expand into the Middle East with the launch of an Arabic website.

Launched in 2006, the United States website, which is steadily increasing its hard news content, has already launched UK, Australia, France, Brazil and Español (Spanish) editions. Since November 2013, the website has seen more than 130 million unique monthly visitors, of whom 30 per cent are from outside the United States.

Scott Lamb, Vice-President of International, BuzzFeed, told Gulf News in a phone interview that the Middle East is one of two regions where BuzzFeed is most interested in expanding to.

“There is nothing like BuzzFeed in the Arabic-speaking content,” he said…

Lamb said that there is no set date for the launch of the Arabic language website and that it would have to wait until next year after Germany and India, indicating that the finer details are yet to be worked out.

Asked where BuzzFeed would base its regional operations given that many major international media outlets have set up bureaus in Dubai in recent years while Beirut and Cairo are seen as more traditional regional hubs for news bureaus, Lamb said that it had not been decided.

“We’re not that far down the road,” he said, “We have a fairly big office in London. One possibility would be doing a lot of the coverage from there. But if we were to set up in the region, we would want a physical presence.”

BuzzFeed New York office produces much of its Spanish content.

BuzzFeed started producing hard news content in 2012 with coverage of the US presidential election. Since then it has hired Miram Elder, recruited from The Guardian, as its Foreign Editor.

Internationally, BuzzFeed has had reporters on the ground covering Syria, Iraq and Ukraine. Elder has also led coverage of two topics that are heavily discussed on social media, women’s rights and lesbian, gay, bisexual, and transgender (LGBT) issues.

“We saw this very vibrant conversation around the news in those two spheres [and so] we wanted a team to create original content,” Lamb said.

BuzzFeed plans to continue to increase the amount of hard news content, but Lamb said it would not be stepping away from the traditional social media friendly content of cute cats and quizzes that it is still best known for.

“Ideally, we are looking for a 50/50 mix … we try and keep it very balanced,” he said.

As if the thought of cat memes alongside Arabic-language LGBT news wasn’t enough, the second piece of news was the closure of Dubai One, the English-language television station run by Dubai Media Incorporated (DMI). The channel, best known for programmes like HerSay and Out and About, will lay off 80 percent of its staff as reported by Arabian Business.

Dubai One was created to cater to expatriates in Dubai and the wider region. The channel has fallen behind the likes of satellite provider OSN and the Saudi-owned giant MBC.

Sarah Ahmed Al Jarman, the general manager for Dubai One, told Arabian Business via email that “we have stopped our 4 locally produced shows”, without elaborating. Al Jarwan also referred any further questions to the DMI inhouse public relations team.

And last but not least, we have to say a sad farewell to the Editor of Campaign Middle East, Iain Akerman. Iain was spoken of by those in the creative and media sectors as a journalist to be both feared and respected – he’d chase his sources for breaking news and he’d often champion investigative journalism. I once remember talking to one agency head who referred to Iain with a pained expression. Iain, I wish there were more like you here. You will be truly missed.

#GazaUnderAttack – using Whatsapp to begin a social media campaign

As you’re on the internet reading this, I’m assuming that you’re aware of the events unfolding in Gaza and Israel. Social media has become part of the campaign on both sides to raise awareness for what is happening.

As of 11pm Gaza time, a campaign has begun on Twitter to talk about what is happening in Gaza and spread the word, using the hashtags #GazaUnderAttack and #PrayForGaza. What’s fascinating is that those behind the campaign have used Whatsapp to spread graphics on the campaign a couple of hours before it began. The tactic should have allowed the organizers to spread the awareness as quickly and as quietly as possible, to group their supporters and get them active on Twitter all at the same time. In essence, you’re creating a wave of support online, without anyone on the other side being forewarned.

I’ll be watching this intently, in the hope that that the two sides call a ceasefire as soon as possible. I for one hope that #GazaUnderAttack can be a force for good, to stop the suffering.

The #GazaUnderAttack image was spread via Whatsapp before the campaign was launched on Twitter

The #GazaUnderAttack image was spread via Whatsapp before the campaign was launched on Twitter

How Twitter is helping to foster debate in the Middle East – #WhatisTheSolutionForLebanon & #ImHalfQatari

Despite social media’s reputation for negativity (and getting people jailed in our region), Twitter and other platforms are ideal for beginning and engaging in debate on social issues (image source: lawrencewray.files.wordpress.com)

What’s exciting about social media in today’s Middle East is how the medium is being used to promote conversations organically, and without prompting from any organization. Two examples of hashtag conversations about issues of national interest are #WhatisTheSolutionForLebanon and #ImHalfQatari.

According to the Beirut-based English-language newspaper the Daily Star, the Twitter-based conversation about Lebanon’s political issues began after a crackdown on terrorist cells across the country, which itself was spurred by three suicide bombings within the country. To quote the article:

“Don’t give visas upon airport arrival” was a very common response on the platform, alongside requests to “elect a president now” and “close off Lebanon’s borders.”

When it came to tweeting solutions to Lebanon’s pitfalls, Twitter users split between pessimists who believed that “there is no solution, Lebanon will never be a country,” and others who felt that certain recommendations would improve the situation.

LBCI reporter Yazbek Wehbe’s tweet expressed the view that “ Lebanon should remain neutral [with respect to] regional problems.”

One user suggested a fresh take on security raids by tweeting “[the ISF] should form a special raid unit comprised of Haifa Wehbe, Maya Diab, and Ammar Houry.”

The #ImHalfQatari hashtag was created by Dr. Amal Al-Malki, Associate Professor at Carnegie Mellon University in Qatar. Dr Al-Malki is herself both Qatari, on her father’s side, and Lebanese, on her mother’s. She began the debate after reading an article in the Doha-based Arabic daily Al Raya that suggested Qatari men are increasingly marrying non-Qatari women due to inflated demands for dowries.

The article is excellent and is well worth a read on the state of cultural affairs both in Doha and the wider Gulf in general.

Social media has been criticized by many in the Gulf as a negative phenomenon that often harms both society and individuals. However, as these two hashtags show, Twitter and other social media platforms can be used to foster a positive dialogue about issues that need talking about.

What communications lessons can we learn from Arabtec’s leadership and stock crises?

No investor wants to go through a crisis, but by letting others fill the information vacuum with their facts and thoughts you’ll be prolonging the stock market collapse (image source: http://www.people.opposingviews.com)

For those based in the Gulf and with an interest in communications, the last couple of weeks has been a remarkable story. We’ve watched as the region’s largest construction firm by market value has staggered from one crisis to the next. In less than two months, Arabtec lost over two-thirds of its value – the company’s stock price hit a peak of 7.4 Dirhams on May the 14th and fell to a nadir of 2.61 Dirhams on June the 30th – as well as its CEO and a number of high-profile executives. Where did it go wrong for a company that stated it wanted to be one of the top ten builders in the world?

Undoubtedly, the company’s strategy of transforming from a contractor to a developer and of geographic and sector-based expansion hasn’t paid off during the reign of its previous CEO, the 37 year-old Jordanian Hasan Abdullah Ismaik, who looked to expand the company into the oil and gas and transportation sectors. Ismaik oversaw a US$40 billion dollar agreement with the Egyptian government to build homes in Egypt, and, in a strange move for a Gulf-based contractor, a regional sponsorship agreement with Abu Dhabi-owned Manchester City.

Things began to go drastically awry when rumours spread that Arabtec’s largest shareholder, Abu Dhabi’s Aabar Investments, had reduced its stake in the company. At the same time, the CEO Ismaik had built his stake in the company from 8 per cent all the way up to 28.8 per cent. The story is best told by two reporters at The National, Frank Kane and Hadeel Al Sayegh.

There are some obvious communications lessons to be learned from the Arabtec story, which I hope other companies in the Gulf region will study long and hard.

1) Communicate proactively, stop the rumours: Information on share ownerships seemed to have been leaked out to the market before any announcement by Arabtec itself. While Arabtec didn’t break any rules in terms of non-disclosure, the company could and should have taken a much more proactive stance to explain the share movements made by Aabar Investments, an Abu Dhabi government-owned investment vehicle, and the CEO himself. What was inexcusable was a lack of clarity following a “temporary system glitch” at the Dubai Financial Market, which erroneously reported a drop in Aabar’s stake in Arabtec from 18.85 percent to 14.32 percent. The rumours took over, and filled the void left by a lack of information and analysis.

2) Use the right channels to communicate: As Arabtec’s share price dropped, the CEO announced he was quitting his role. With the stock still heading south, Ismaik announced his resignation. However, this wasn’t announced by the company through a statement to the media or to the stock exchange, but rather by an interview with a newspaper. Again, while Ismaik or Arabtec didn’t break any of the Dubai Financial Market’s rules (which must be reviewed after this sorry debacle), the fact that he announced it himself struck the wrong tone and sent out signals to investors that something was wrong. No information has been forthcoming on his own 28 percent stake in Arabtec, apart from he is willing to sell.

3) No matter the mess, get your story out there: As soon as Ismaik was out, so too were many of his executive management. The company’s head of mergers and acquisitions, Shohidul Ahad-Choudhury, was fired, as were hundreds of employees, including numerous managers. The only comments in the stories that followed were from analysts who were asking, quite rightly, what is going on. It would take eight days before Arabtec would respond to the media at a press conference.

4) Don’t lose your communications team: Whether you like their advice or not, your communications team are essential in a crisis. According to what I’ve been told, Arabtec lost both its head of communications as well as its agency during the past two months. Arabtec’s management should have moved to stem the rumours and controlled the narrative before taking any action re the communications setup, which I hope would have included a more active social media approach (Arabtec’s last tweet from its @ArabtecHolding account was in March).

Reputations that take years to build can be destroyed in a matter of moments in today’s era of information. There’s little excuse for any listed company for not sharing information with shareholders, especially during a crisis. Arabtec has since recovered some of its share value, but the company still has a long way to go if it is to win back investors. Communications is vital to this process. Let’s hope that Arabtec’s new leadership are able to learn some lessons from the past two months, and proactively engage through a systematic communications approach, with strong narratives that lead nothing to the imagination of their investors.

Getting the timing wrong when communicating – MBC’s NYT mishap

The timing of the decision not to print the New York Times in the UAE couldn't have been worse for MBC's Al Ibrahim

The timing of the decision not to print the New York Times in the UAE couldn’t have been worse for MBC’s Al Ibrahim in light of his comments on local press freedoms

Despite what you’ve been led to believe, there are lots of mischief makers in the Gulf – there’s even a handful in the United Arab Emirates. These naysayers were online last month and poking fun at the chief of the largest satellite broadcast group in the region, the Middle East Broadcasting Group, after he announced that Dubai offers “complete press freedom”.

Sheikh Waleed Al Ibrahim, chairman of MBC Group, told journalists at the Arab Media Forum that the Emirate offered complete press freedom in a region where the media is heavily regulated by government. To quote from Arabian Business.

“We launched the Middle East Broadcasting Centre (MBC) Group as a pan-Arab media in 1991 in London – to be able to exercise freedom of the press – as most Arab countries were not open to the idea of press freedom.”

“It was an uphill task initially. However, we remained committed to develop quality contents for the Middle East audiences. We tried to enter Egypt and the government did not let us enter to protect the local television channels. However, when an invitation came from Dubai, we started to engage with Dubai government. Initially, I was reluctant to relocate as we might have to compromise on the content – fearing that we might become subject to censorship and interference. Since then, we were never asked by the government how we run our business and why we do what we do. There has been no government interference on our programme.”

So far, so good. But, as pointed out by comments underneath the Arabian Business article the New York Times was pulled from the publishing presses in the UAE by its local, government-owned partner due to an article printed in the newspaper on labour rights at New York University Abu Dhabi.

While Al Ibrahim’s comments may be spot on, the timing of the New York University Abu Dhabi controversy and the halting of the printing of the New York Times said much more than Al Ibrahim’s comments. Actions do speak louder than words, and despite Al Ibrahim’s best intentions his words were undone by a decision which underlines how much press freedom we have in the region.