Case Study, Digital marketing, News

El Araby Group deal with Social Media Crisis by a PR Statement

A new brand join the club of  Egyptian brands have faced a Social Media Crisis in Egypt, After Mobinil, Vodafone, Chipsy,  Spectra…

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new brand join the club of  Egyptian brands have faced a Social Media Crisis in Egypt, After Mobinil, Vodafone, Chipsy,  Spectra Restaurants and recently Coca Cola,  The new club member is El Araby Group. This support a theory that it become impossible to fully protect your brand reputation on Social Media which give the power to the customers. We show the case with more info from evaluating the risk that social media and the Internet present to your brand, to developing online brand protection techniques on social media and online crisis communications plan.

Also Read : Coca Cola Egypt Responds to Fabricated Ads on Social Media


  • 53% of Twitter users recommend companies and products in their tweets
  • 74% of B2B companies aggressively using Facebook in social media marketing
  • 57% of companies have acquired customers through LinkedIn
  • 75% of small businesses in the U.S. engage in social media marketing
  • $3.1 billion will be spent on social media marketing in 2014
  • B2B spending on social media marketing will rise 67% over the next 3 years
  • 20% of all website visitors to company sites come from social media
  • 2 out 3 people that follow a brand on Twitter will purchase from that brand
  • 66% of marketers saw a rise in search engine rankings due to social media marketing
  • 92% of businesses plan to invest more in social media in 2013


One of the amazing facts about Social Media Crisis is it always arise form the middle of no where ! One angry customer would write a very emotional words supported by related visuals and wait for the snow ball phenomenon to take over.

Al Arabi Social Media crisis
Al Arabi brand attack on Social Media [Click to view on Facebook]


Mahmoud El Araby
Mahmoud El Araby

As El- Araby Group [Egyptian joint stock family enterprise] operating in the market since 1964 under the leadership of  Mahmoud El Araby who stated in the [highlight color=”#eb0707″]CEO message [/highlight]: Through our continuous efforts and God’s help, our products have attained a reputation of being of the highest quality.

This would be a reason why some people would mix between a pure good intentions of an entrepreneur who decided to give the credit of his success to God [Which is very common in the Egyptian Society] and a political color biased to the Muslim Brotherhood. Yet! Mahmoud Al Araby is already well known that he involved in some projects for community development activities including building The Famous Mosque [Al Rahman Al Raheem] but the man still have a clear record of any political history. However, This didn’t prevent the fact that the estimated reach for this post was over 760 K in more than 6 Fan pages all of them are against Muslim Brotherhood policy.

Facts & Figures :

We give a special thanks for Manal Negmeldin [e-Business Manager at Al Araby Group] for sharing with us the official PR statement and giving Think Marketing an exclusive access to corporate digital media monitoring reports to support us with significant facts and figures.
>> Estimated Total Reach  : 760,581
>> Estimated Total Shears : 3542 [increasing]
>> Peak on Twitter : 77 mentions [ reached on: 16 May 3:58am]
>> Associated Hashtag/s   : #تجرد
Al Arabi Social Media crisis on twitter
Al Arabi Social Media Crisis on Twitter [10-17 May 2013]


Quick and Positive by the El Araby Group [highlight color=”#eb0707″]official page [/highlight] by posting PR statements using the “We Know ” technique to slow down the feedback of previous mentioned posts vilifies the group reputation. We fits took a deeper look into El Araby Group official page:

Al Arabi Social Media crisis PR Statement on Facebook
Al Arabi official Facebook page


>> Brand Fans: 60,581
>> Talking about: 770
>> Engagement: 2,978
>> Posts per day: 1.56
>> Engagement per post: 119
>> Daily Fans Growth : 51
>> Most fans from Egypt 96.1 %
>> Seems like the fans growth rate is not affected by the Crisis and the number of fans still getting higher also the posts interactions still within normal range.


PR Statement Analysis :

Al Arabi Social Media crisis PR Statement on Facebook
Al Araby PR Statement [Click to view on Facebook]


Conclusion //

Social Media changed the relationship between customer and business from master and servant to give the customer the power to respond, record and report in with massive exposure and it become so hard and even impossible to fully protect your brand reputation on Social Media Networks, The rate of sharing for such hate message is directly proportional with the level of emotions you can trigger from the audience and the more your words are emotional, the more shares and likes you can get !

El Araby Group was really lucky to have this minor crisis spread on Twitter [where most of crisis come from] and also with no video supporting the claimed situation is very helpful to make it appear like an imaginary story but! they ware wise enough to admit the fact and explain the propose behind asking customers to submit personal info and ID numbers for the benefits of customer protection. I think the documentation cycle implemented by El Araby group should be changed while I am writing this as it might cause more misunderstanding or, fire back again.

Brand Guard-ship Techniques //

Most brand managers or, PR teams get panic for the crisis without re-considering the volume of the crisis and its amplification rate against time ! This is a reminder for each brand that even quick response is a highly recommended action in such cases and even every minute count could be an advantage or, a lost opportunity to minor the negative effect yet! go into threat evaluation and know what kind of threat you are facing, explore the sources  and react accordingly.

The Essence of Strategy is Choosing What Not to Do. – Michael Porter

Fight Social Media Fire With Social Media Water:

You should get the battle mood and get ready for the fight. Invest some time in setting a strategy before reacting in random directions or, just respond in smart tactful moves. Arm your army with knowledge and information.

Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. Sun Tzu, The Art of War

Spamming is not a recommended technique or recruiting a face accounts would make it even worse. You should think fast how to recruit an army for a counter attack to eliminate or, neutralize the effect of the crisis you are facing.

Be Human:

 The amazing thing about Social Media is its a Social Media, in other words its a medium where people socialize, The last thing you would do is to react as a machine. people tend to respond better to simple direct words [like Sorry and Thank You]. Always the simplest way to be forgiven is to be truly sorry !

Say sorry and mean it if you did a mistake, explain in simple words and make simple and straight to the point and never underestimate your customers abilities to understand what is right and what is wrong.

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Enthusiastic young man who is Passionate about the power of Digital Marketing and always hungry to grow my expertise. With excellent Digital Marketing, project management and relationship building. Non-traditional 24X7 Strategic Thinker | Analyzer | Informative | Ideas Igniter | e-Strategist.

Google launches native ad-blocker to improve Ad standards

After almost a year of preparation, Google has finally released their new native Ad-blocker for Chrome, hopefully pushing advertisers to…

After almost a year of preparation, Google has finally released their new native Ad-blocker for Chrome, hopefully pushing advertisers to improve their ad standards and quality. Google chrome will now automatically filter and disable certain ads and websites that do not adhere to their new set of rules.

Users will not have to fear bad experiences again as websites with pop up ads (with no exit/close button in sight), full volume music when opening webpages, and etc.

The ad-blocker has been in the works for almost a year now, with sources speaking to The Wall Street Journal back in April 2017. The ad-blocker will be turned on by default for all Chrome users.

This is another step for Google, who aims to ensure a better online experience for their users, and to shift the ad industry from intrusive advertising to more subtle and relevant ads.

Google and fellow internet giant Facebook are members of the Coalition for Better Ads, an international industry group that has researched the different forms of web advertising that has annoyed internet users the most.

The group has complied a list of undesirable ads, listing 12 forms of online advertising that advertisers should avoid to provide consumers with the best online experience. Unsurprisingly, the biggest offenders are in mobile.


via Coalition for Better Ads


The ad-blocking system has been rolling out for a while now, and has already caught some offenders. According to Google’s Engineering Manager Chris Bentzel, “As of February 12, 42% of sites which were failing the Better Ads Standards have resolved their issues and are now passing. This is the outcome we are were hoping for — that sites would take steps to fix intrusive ads experiences themselves and benefit all web users.”

For users, when navigating through websites, the ad-blocker will first check on the website you are about to visit, checking if it is a part of a website that had been flagged as not following the Better Ads Standards. If it is, ads will be automatically blocked.

When this happens, this is how it will look like for users.



If you’re a website developer or website owner, you can visit Google’s Ad Experience Report to find out if you need to make some changes.

Otherwise, you may receive a 30-day warning from Google about your violations. Ads will not be stopped by default until 30 days after the warning has been issued, and there have been no changes.


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#BloggerGate; how one hotel got over 4M Euros in publicity

You may or may not have heard, but BloggerGate has been washing over international media the last few days, just…

You may or may not have heard, but BloggerGate has been washing over international media the last few days, just like how Cadbury’s Aliens have taken over our newsfeeds.

Caused by a simple request for free accommodation by a young influencer and the snarkiest reply from a hotel, Bloggergate has now amassed over 4.2 million Euros in free publicity.

But, what is Bloggergate?


From the top

On Jan 16, White Moose Café and Hotel posted a Facebook post that showed a redacted email from a young influencer who was interested in the hotel. She emailed asking if the hotel would be interested in a collaboration, as most influencers do, but she wasn’t expecting this reply.


Dear Social Influencer (I know your name but apparently it’s not important to use names),Thank you for your email…

Posted by The White Moose Café on Tuesday, January 16, 2018

The hotel’s reply has been called magnificent, many stating that influencers shouldn’t ask for freebies.

The influencer’s, UK based Elle Darby, email can be seen in the photo, where she discusses her (back then) 87k YouTube followers and 76k Instagram followers. She continues with


“My partner and I are planning to come to Dublin for an early Valentine’s Day weekend from Feb 8th to 12th to explore the area.

As I was searching for places to stay, I came across your stunning hotel and would love to feature you in my YouTube videos/dedicated Instagram stories/posts to bring traffic to your hotel and recommend others to book up in return for free accommodation.”


Apparently, Darby did not do her research.

White Moose Café has been famous for its sharp witted social media, often getting into battles with Vegans and even an entire country on social media.

Its Facebook currently has over 180k fans, and the White Moose Café wasn’t here to play.

Although the hotel tried to keep her identity secret, people figured it out and flooded her social media. Darby soon took to YouTube to try and explain her side.


Her reaction video got a lot of backlash, even from the blogging community as well. Backlash continued on the hotel, to which they replied by banning all influencers from the café and hotel.

**ALL BLOGGERS BANNED FROM OUR BUSINESS**Following the backlash received after asking an unidentified blogger to pay…

Posted by The White Moose Café on Wednesday, January 17, 2018


What’s happening now

Media outlets all over the world tried to get Paul Stenson, the owner and replier of the infamous email, to discuss things and media exposure has blown through the roof.

Stenson is definitely having fun with the attention.

Following recent events, we have added a new container to our countertop…

Posted by The White Moose Café on Saturday, January 20, 2018

I have been blocked from Twitter for Tweeting to Aldi UK a screenshot of an abusive message one of their employees sent…

Posted by The White Moose Café on Friday, January 19, 2018


Posted by The White Moose Café on Monday, January 22, 2018


The biggest thing happening now though is a PR company’s estimation of how much the free publicity that both have received would be in advertising spend.

According to ClearStory, an Ireland based PR company, BloggerGate has been written about in over 50 publications worldwide, which would have cost the influencer 4.3million Euros in equivalent advertising spend.

Well, Stenson couldn’t let the opportunity pass.

I’ll be posting out this invoice today…

Posted by The White Moose Café on Saturday, January 20, 2018


The photo shows an invoice towards the influencer, requesting payment of the 4.3 million, as well as taxes which makes it equal to 5 million Euros.

The press conference underhandedly also makes fun of President Trump, including Melania Trump.

Darby also couldn’t help herself as she released another reaction video on her channel.

So far, we’re waiting for Stenson’s next reply.


Researching before Requests

There is a lesson to be learned here for eager influencers.

Always research your target audience before trying to reach out.

Honestly, it’s a lesson all of us should know.

If Darby had done a little bit of research, she would have steered clear of Stenson’s wrath. Or maybe, just maybe, they’re in on it together?

The White Moose Café has created viral and great content gems over the years.


And even created a video, earlier in 2017, discussing how to use “Offended Snowflakes” on social media to your advantage.


If only Darby had seen it.

Either way, its been lucrative for Darby, whose YouTube channel has received over 8,400 followers since this all started. Her views have also accumulated over 2.7million views since then.

The White Moose Café has also received a lot of good will through the scandal, and will definitely get more with their brand-new t-shirts.

Paul Stenson isn’t completely bad either.

Should we follow this example?

It cannot be said that the whole situation has been bad for both parties, it’s the exact opposite.

The opportunities and free publicity from this very public, and very “savage” battle has shown that sometimes being rude or witty can get you places.

But, should others follow their example?

Could just anyone reply, as Stenson did, and receive such a boom?

Tell us your thoughts on the entire thing in the comments.

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Momentum Cairo newest Managing Director, Lina Fateen

FP7’s and Momentum’s MCN has been busy with a lot of changes in his companies the last few days for…

FP7’s and Momentum’s MCN has been busy with a lot of changes in his companies the last few days for a fresh yet challenging start for 2018, promoting two big names to new seats, and the first month of the year hasn’t even finished yet!

See here Sahar El Zoghby and Amr El Kalaawy

Another announcement has been made, this time for long time FP7/CAI member, Lina Fateen.

After working at FP7/CAI for over 16 years, starting as an Account Director, and personally working on the re-launching of Momentum in 2016, Fateen has now been announced to take over as Managing Director of Momentum.

Here is the official announcement by Momentum CEO Tarek Miknas.


Dear All,

Please join me in congratulating Lina Fateen on her promotion to Managing Director of Momentum/CAI, effective immediately.

Lina has more than 20 years of experience in the advertising industry in Egypt; 16 of which have been with FP7/CAI.

It’s impossible to think of Sahar and not think of Lina. They have been a support to one another for over a decade; building up FP7 and then taking on the ambitious challenge of  re-launching Momentum as a fully independent Total Brand Experience Agency in early 2016.

No closed offices or desks. Take a break and watch TV or video games at any time you want. And come to work in flip flops. True that it sounds like Lina in Sahel on any given weekend in the summer, but it’s also the culture that she has introduced at Momentum Cairo.

However, that comes with the precondition that we are producing Award winning work, we are driving our clients’ business forward, we are building a brand and reputation for ourselves in the market and setting an example for any future momentum to open across our network.

Lina is renowned for her multitasking and organization skills.  Her success in setting up agencies’ systems and procedures at FP7 made her a natural choice to setting up an agency from scratch. Her competitive inner drive and hunger for success, her team spirit, and absolute commitment has helped make Momentum a force to be reckoned with in Cairo

But the Momentum journey is still new and there is so much more to be done, so much more to be achieved, so many new practices to introduce and so many more brand to build. Momentum, under Lina’s leadership has the potential to overtake all the heritage player in the market, and it’s my belief that she will make it happen! (No Pressure)

Lina will report into Sahar El Zoghby, CEO, MCN Cairo.

Please join me in wishing her Totally (Awesome) Brand Experience with her team at Momentum Cairo.



Tarek Miknas

CEO, Momentum MENA


Congratulations Lina!

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Amr El Kalaawy promoted as FP7/CAI’s Managing Director

With the new year comes new changes. FP7/CAI, previously Fortune Promo Seven, has just made changes to their managerial roster….

With the new year comes new changes.

FP7/CAI, previously Fortune Promo Seven, has just made changes to their managerial roster.

Amr El Kalaawy, formerly their General Manager, has been working with FP7 for over 10 years now, and continues on with his work as, now, the new Managing Director of FP7’s Cairo chapter.

El Kalaawy takes over the spot from Sahar El Zoghby, who is currently MCN Egypt’s CEO.

Here is the official announcement by Regional FP7 CEO, Tarek Miknas.


Dear All,

It gives me great pleasure to announce the promotion of Amr El Kalaawy as the Managing Director of FP7/CAI effective immediately.

Amr has almost 20 years of experience in the advertising industry in Egypt covering almost each and every business category; 11 of which have been with FP7/CAI.

Amr’s competitive nature, stubborn determination to win, and collaborative leadership style has become well known across the FP7 network.

He has achieved his ambitions and overachieved our expectations, whether his focus was on growth, client retention, product, people or process. In fact, he manages to multi-task across all of these responsibilities on a daily basis.

When Amr introduces the digital practice at FP7/CAI, we start beating the pure play agencies within a year and have become the largest in-house digital offering in the country.

With a belief in the creative product, it’s no surprise that under his leadership, our agency enjoys a reputation far superior to other agencies – this year, we are the most Effective Agency in Egypt for the 2nd year in a row. And the 2nd most Effective in the entire region.

His office is like an open-door policy gone wild. He always has time to grow and support our people – after hiring the best of the best, of course.

By doing all of this and more, he has earned himself the respect and professional admiration of his clients, colleagues, his teams and his seniors.

In his new position, reporting into Sahar El Zoghby, as MCN Egypt CEO, he will be challenged to lead our agency to the future. And under this new structure, we can expect to see a greater deal of sister agency collaboration which we believe will lead to a richer, more integrated product.

Please join me in congratulating Amr and wishing him continued success.

He deserves every bit of it.



Tarek Miknas



We also would like to congratulate El Kalaawy for his new promotion. Amr, we’ll be waiting to see what you can come up with this year.

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