Arab Summit 2017

The Challenge

In April 2017, Jordan was set to host the 28th Ordinary Session of the Arab League Council (also known as the Arab Summit and Amman Summit) for the fourth time. Three months prior, the Royal Hashemite Court had collaborated with Bidaya to establish the very first online presence for the Summit in order to modernize and enhance outreach to the media and general public, particularly Arab youth.

Some of the biggest challenges were overcoming the adverse perception surrounding the Summit and Arab League, raising awareness among the younger generation, and highlighting the Summit’s long-standing history and the value of the resolutions endorsed during previous events. More importantly, however, was ensuring that the social media platforms remained uncontroversial.

Making It Happen

To increase awareness of the Summit, its objectives and agenda, three social media accounts on Facebook, Twitter and YouTube were created to complement the official website and help target Arab youth, government entities, decision-makers and politicians. Bidaya also developed the social media templates – inspired by the Summit’s logo and the Jordanian flag’s seven-pointed star.

Bidaya’s Social Media and Strategic Content Departments played a key role in gathering the necessary content, which ranged from verifying and sharing credible information on various relevant topics to promoting the agenda of the current event. To expand the outreach of the Summit’s key messages, Bidaya conceptualized and executed an outdoor advertising campaign, which celebrated each member of the Arab League. During the Summit week, members of Bidaya’s Social Media and Strategic Content Departments remained on-ground to offer ongoing, immediate support and cover the activities in real-time.

Services Delivered

  • Devised full-fledged, targeted Social Media and Strategic Content strategies (online and      offline)
  • Established Facebook, Twitter and YouTube accounts and social media design guidelines
  • Developed and executed an outdoor advertising campaign (billboards, banners, ads, etc.)
  • Created on-ground branding for the Media Center
  • Developed, designed and produced the Media and Delegation Guides, as well as a booklet for the opening speech of His Majesty King Abdullah II

Outcome

In a mere six weeks, both Facebook and Twitter accounts were verified. The event was soon dubbed ‘The Digital Summit’ – as it was the first to have a solid online presence. As engagement with the social media platforms increased significantly throughout the Summit, more than 90 percent of the comments received were categorized as neutral and positive. Moreover, a large number of prominent Arab and international figures interacted with the Summit’s hashtags and platforms and many news agencies shared the live video stream on their Facebook pages.

The social media platforms also drew the attention of several notable official accounts, including the League of Arab States; Embassy of the Hashemite Kingdom of Jordan – Baghdad; Prime Ministry of Jordan; Embassy of the State of Palestine in Egypt; Embassy of the Hashemite Kingdom of Jordan – Rome; and the Presidency of the Republic of Tunisia.

Social Media Exposure in Numbers

Between 15 February and 31 March 2017:

Facebook 

  • Total number of followers: 151,430

Twitter  

  • Total number of followers: 11,133
  • Comments: 40
  • Shares: 56
Social Media Exposure in Numbers

Facebook: 

  • Total number of followers: 62,758 followers
  • Average daily reach: 121K
  • Average engaged users per day: 5.3K users

Twitter: 

  • Total number of followers: 1,604 followers

Instagram

  • Subscribers: 3,281 subscribers
  • Total views: 747,630 views
  • Numbers of videos: 42 videos to date
  • Top views: 665,053 views