EVERY year, the biggest brand names from across the gulf gather under one roof to recognize the most innovative products at the Product of the Year Awards (POY). The prestigious award rewards innovation in the FMCG sector, by allowing the customers themselves to vote and select winners. And every year after the award ceremony, POY conducts an interactive seminar for all participating brands under the umbrella of POY Talks: supporting innovation. The topic for this year's seminar, held at the Dubai Marina Yacht Club, was ‘How can FMCG brands succeed in establishing online engagement through social media?' The seminar helped FMCG clients understand the progressing social media landscape and how they can optimize their efforts and investments to build effective social media presence. Key speakers from Facebook- Instagram, Diwanee publishing group, Shahiya.com, U Turn and TNS market research addressed the penetration and use of online tools in the GCC market and how women are specifically engaging through the different social media platforms. The digital world has been evolving since the very beginning. New engagement platforms are popping up every day and getting outdated the next day. Only a few have survived the test of time by changing with the times. The seminar also shed light on how different social media platforms have experienced changes and how a business can build healthy engagement with their audience, by understanding what sort of content consumers like to engage with. The growing popularity of video content was also discussed, focusing on what it takes to develop interesting video content that can go viral and simultaneously achieve brand objectives. Examples were used to show how it is not only important to develop interesting content, but to also distribute it at the right time to the right people. The panel consisted of some of the most renowned speakers from the industry. Stephen Hillebrand, CEO TNS Market Research gave a snapshot of the region's online media consumption habits and where this region is heading in terms of social media, with a special focus on GCC women. Amira Rashad, Head of Brand, Facebook Middle East, discussed the measures of success for FMCG brands on Facebook and Instagram, and how it is important to present the new changes occurring within Facebook and Instagram tools in order to help set the foundation for a proper understanding of the platforms. Kaswara Al-Khatib, Chairman at UTURN, shed light on how online video is different from conventional TVCs, he explained how there are many ways to create video content that can go viral, and how people need to understand what makes a really good piece of video. Herve Cuviliez, CEO at Diwanee, spoke about the increase of program-led advertising and competition on main social platforms, he urged brands to look at improving their earned media to generate better data and improve ROI on the marketing investments. Also present in the panel was Daniel Neuwirth, the Co-Founder of Shahiya.com. He spoke about how Shahiya engages housewives on social media, and about engaging home cooks and online influencers on shahiya.com. As always, the seminar received immense response and strong participation. All-in-all, a healthy recap for everyone to remember to keep their audience at the forefront of all marketing activities, as it is consumers that decide the rise and fall of any brand – a philosophy the Product of the Year Award truly stands for. Product of The Year is currently receiving registrations for its 2016 edition, the deadline for closing the edition is Sept. 30, 2015. — SG
