Faisal Al Bannai, CEO, axiom
Axiom has been named as one of the UAE’s top social media brands, according to a new report from a prominent research company.
According to social media research company SocialBakers, axiom has the second most YouTube subscribers in the country - the most of any mobile retailer - with 23,000 subscribers generating 3.7 million views.
For Facebook, axiom ranks as number five, having added more than 110,000 fans over the past year, and is rapidly approaching the 200,000 likes milestone.
axiom is also one of the fastest growing companies of its kind on Twitter, adding 10,000 new followers over the past year, including 5,000 alone in the past two months, bringing its total to more than 15,000. The company’s Instagram account is also rapidly gaining in popularity, with 3,000 followers and counting.
“The UAE is one of the world’s most social media savvy countries, with our customers increasingly turning to Facebook for questions, entertainment, and information about products and services,” said Faisal Al Bannai, CEO, axiom, which is the Middle East’s largest mobile retailer and distributor.
“The SocialBakers results demonstrate the success of our integrated social media plan. We’re taking the lead in demonstrating that brands must leverage these channels to drive greater dialogue with customers to increase trust and enhance their overall brand experience,” added Al Bannai.
Reflecting the importance of social media in daily life, the Arab World’s total Facebook users increased from 45.2 million in 2012 to 54.6 million in 2013, with the UAE ranking as the highest Facebook penetration in the region, according to the 5th Arab Social Media Report by the Mohammed bin Rashid School of Government.
Posts across axiom’s social media accounts on Facebook, Twitter, YouTube, and Instagram include competitions, expert reviews, and explanatory videos.
In March 2014, axiom’s average Facebook post engagement rate was 1.34 percent – more than five times the UAE’s average of 0.23 percent, according to SocialBakers. The engagement rate includes “likes,” shares, and comments.
axiom also had the UAE’s most popular Facebook post in March 2014, for its “Like and Share to Win” promotion for a new Samsung Galaxy S5 smartphone. The post racked up more than 44,000 total interactions, including 25,000 shares, 15,000 “likes”, and nearly 4,400 comments for a 26.6 percent engagement rate.
In order to answer customers’ questions and comments around-the-clock, axiom provides dedicated a social media team, along with representatives available on Web chat, email, and phone.
axiom’s social media strategy directly complements a recently re-launched website, www.axiomtelecom.com, in a bid to better serve customers and provide up-to-date intelligence on leading devices and products.
The bilingual website features added interactive options, enhanced security, improved usability, greater integration with stores and unmatchable delivery options, including the region’s first two hour delivery service for mobile devices, now live in the UAE and in Riyadh. The pioneering delivery service is set to be extended to additional cities and countries across the region the coming weeks.