Roll No.

: 190201116

Digital media marketing

By

Thomas Tom
190201116
Arms &McGregor International Realty
 May, 2020

Digital media marketing

By

Thomas Tom
190201116

Under the guidance of

Shri Makram Hani Dr. KS Sujit

Founder & CEO Associate Professor
Arms &McGregor International Realty IMT, Dubai

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 May, 2020

Certificate of Approval

The following Summer Project Report titled "Digital media marketing" is hereby approved as a
certified study in management carried out and presented in a manner satisfactory to warrant its
acceptance as a prerequisite for the award of Post-Graduate Diploma in Management for which it has
been submitted. It is understood that by this approval the undersigned do not necessarily endorse or
approve any statement made, opinion expressed or conclusion drawn therein but approve the Summer
Project Report only for the purpose it is submitted.

Summer Project Report Examination Committee for evaluation of Summer Project Report

Faculty mentor
Name
Signature

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 Certificate from Summer Project Guides

This is to certify that Mr. Thomas Tom, a student of the Post-Graduate Diploma in
Management, has worked under our guidance and supervision. This Summer Project Report has
the requisite standard and to the best of our knowledge no part of it has been reproduced from
any other summer project, monograph, report or book.

Dr. KS Sujit Mr. Makram Hani

Associate Prof. Founder & CEO
IMT, Dubai Arms &McGregor Int’ Realty

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Contents

Acknowledgement ...................................................................................................................................... 9
Abstract ..................................................................................................................................................... 10
1. INTRODUCTION ................................................................................................................................ 12
1.1 Industrial overview ......................................................................................................................... 12
1.2 About the company ......................................................................................................................... 12
1.2.1 Vision ....................................................................................................................................... 13
1.2.2 Mission..................................................................................................................................... 13
1.2.3 Values ...................................................................................................................................... 13
1.2.4 Commitment ............................................................................................................................ 13
1.3 Managerial Problem ........................................................................................................................ 14
1.4 Rationale for the study .................................................................................................................... 14
1.5 Scope of the study ........................................................................................................................... 15
1.6 Broad Objective .............................................................................................................................. 15
1.7 Specific Objectives ......................................................................................................................... 15
1.8 Methodology ................................................................................................................................... 15
1.8.1 Primary Data ............................................................................................................................ 15
1.8.2 Secondary Data ........................................................................................................................ 16
1.9 Literature review ............................................................................................................................. 16
1.10 Competitive Analysis .................................................................................................................... 17
1.10.1 DACHA Real estate ............................................................................................................... 17
1.10.2 ESPACE Real estate .............................................................................................................. 18
1.10.3 PH Real estate ........................................................................................................................ 18
1.11 Internship Period Activities .......................................................................................................... 19
2. SOCIAL MEDIA ACTIVITIES ........................................................................................................... 22
2.1 Arms &McGregor International Realty .......................................................................................... 22
2.1.1 Introduction to social media accounts...................................................................................... 22
2.1.2 Activity Chart .......................................................................................................................... 24
2.2 Propertyeportal ................................................................................................................................ 27
2.2.1 Introduction to social media Accounts .................................................................................... 27
2.2.2 Activity Chart .......................................................................................................................... 30

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 2.3 Makram Hani .................................................................................................................................. 33
2.3.1 Introduction to social media accounts...................................................................................... 33
2.3.2 Activity Chart .......................................................................................................................... 34
3. OTHER ACTIVITIES .......................................................................................................................... 38
3.1 Press release submissions ............................................................................................................... 38
3.2 Property listing in Master key ......................................................................................................... 38
3.3 Quora account handle ..................................................................................................................... 38
3.4 Training Sessions ............................................................................................................................ 39
4. CONCLUSION ..................................................................................................................................... 41
4.1 Learnings ........................................................................................................................................ 41
4.2 Recommendations ........................................................................................................................... 41
4.3 Limitations ...................................................................................................................................... 41
5. REFERANCES ..................................................................................................................................... 42

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Table of Figures
Figure 1 Comparative analysis of Dubai property market in the first three months of 2019 and 2020 ... 12
Figure 2 Propertyeportal webpage ............................................................................................................ 13
Figure 3 Facebook page of armsmcgregor ............................................................................................... 22
Figure 4 Twitter account of armsmcgregor .............................................................................................. 23
Figure 5 Instagram account of armsmcgregor .......................................................................................... 23
Figure 6 LinkedIn account of armsmcgregor ........................................................................................... 23
Figure 7 YouTube channel of armsmcgregor ........................................................................................... 24
Figure 8 Investment diaries @armsmcgregor ........................................................................................... 25
Figure 9 Pictorial quiz @armsmcgregor ................................................................................................... 25
Figure 10 Customer testimonial @armsmcgregor .................................................................................... 26
Figure 11 Linkin.bio @armsmcgregor ..................................................................................................... 26
Figure 12 Cryptocoffee session post ......................................................................................................... 26
Figure 13 Virtual Tour video (YouTube) ................................................................................................. 26
Figure 14 Recruitment Post @armsmcgregor........................................................................................... 26
Figure 15 Covid 19 post @armsmcgregor ................................................................................................ 26
Figure 16 Promotion of property sale with crypto currency (new service) through social media ........... 27
Figure 17 Facebook account of propertyeportal ....................................................................................... 27
Figure 18 Twitter account of propertyeportal ........................................................................................... 28
Figure 19 Instagram account of propertyeportal ....................................................................................... 28
Figure 20 LinkedIn account of propertyeportal ........................................................................................ 29
Figure 21 YouTube Channel home page of Propertyeportal .................................................................... 29
Figure 22 Twitter post of propertyeportal using product update feature ................................................. 31
Figure 23 Post using Facebook shop feature @propertyeportal ............................................................... 31
Figure 24 Property promotion @propertyeportal ..................................................................................... 31
Figure 25 Seasonal greetings @propertyeportal ....................................................................................... 32
Figure 26 Interactive stories @propertyeportal ........................................................................................ 32
Figure 27Artwork for story @propertyeportal ......................................................................................... 32
Figure 28 Linkin.bio @propertyeportal .................................................................................................... 32
Figure 29 YouTube channel updation (propertyeportal) .......................................................................... 32
Figure 30 Facebook account of Makram Hani ......................................................................................... 33
Figure 31 Instagram account of Makram Hani ......................................................................................... 33
Figure 32 Twitter account of Mr. Makram Hani ...................................................................................... 34
Figure 33 Twitter post of Makram Hani ................................................................................................... 35
Figure 34 Seasonal Greeting post @makramhani .................................................................................... 35
Figure 35 Linkin Bio of Makram Hani ..................................................................................................... 36
Figure 36 Realfact series ........................................................................................................................... 36
Figure 37 IGTV of Makram Hani ............................................................................................................. 36
Figure 38 Press release in Coinscribble .................................................................................................... 38
Figure 39 Press release in Issuewire ......................................................................................................... 38
Figure 40 Makram Hani’s founders academy webpage ........................................................................... 39

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Table of abbreviations

Abbreviation Full Form

1. DLD Dubai land department
2. PEP Propertyeportal
3. CTC Click to convert

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 ACKNOWLEDGEMENT
The internship opportunity I had in Arms &McGregor International Realty was a great chance for
learning and professional development. It’s my first industrial experience in marketing segment hence, I
consider myself privileged to be provided with the opportunity to work in this well esteemed organization.

As an intern, I was given an equal opportunity like the company employees and it’s my pleasure to work
with all these wonderful people and professionals around. The aura of the organization was filled with
positivity and enthusiasm. The welcoming nature of every employee in the organization towards my
ideas and suggestions impressed me.

I take this opportunity to convey my deepest gratitude to Mr. Makram Hani (CEO & Founder, Arms
&McGregor International Realty) who in spite of his extraordinarily busy schedule stood as a pillar
of support during these tough times. Mr. Makram not just welcomed me to the organization, but also
guided me like a teacher, motivated me like a brother and gave me huge responsibility like his trustee.

I express my sincere gratefulness to Mr. Falah Kandi (Web developer, BBP Productions), Mr.
Anshab Abdullah (Web developer, BBP production) and the entire family in the organization for
taking part in useful discussion, believing in me and providing me with all necessary advice and
suggestions to make my training experience colorful and easier.

I would also love to convey my deepest thanks to my faculty mentor Dr. KS Sujith for the right
guidance, all department heads, faculty and non-faculty staff in IMT Dubai for imbibing the conceptual
knowledge of management and providing me with the right environment to work in the campus.

Last but not the least, I would love to thank my parents for their persistent love and support.

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 ABSTRACT
This report will serve the purpose of documentation of various activities I conducted as part of my
internship programme at Arms &McGregor International Realty. This internship was part of the summer
internship programme as prescribed in the curriculum during my post-graduation study in IMT Business
School. Internship opportunity gives students a necessary exposure to much needed industrial working
culture and enable us to have a deeper understanding of various concepts that we undertake as part of our
post graduate diploma management. The summer internship lasted for 2.5 months from 28th March 2020
to 15th June 2020.

Arms &McGregor International Realty is a prestigious real estate company located in ever pulsating
market of Dubai. With more than a decades experience in Real estate industry, the company acclaimed
success in property sales, new development marketing, leasing and property management. The
Organizations registered office is located in Cayan business Centre, Tecom, Dubai, United Arab Emirates.

As a marketing intern in the company, I handled the public relation of Arms &McGregor International
Realty, its real estate reference portal (Propertyeportal) and Mr. Makram Hani (Founder &CEO Arms
&McGregor International Realty) on various digital media platforms. I was assigned to improve the reach
and plan engagement activities of these three entities on their social media channels (Facebook, Instagram,
Twitter and LinkedIn); broadcast channel (YouTube); and question & answer website (Quora)
respectively. I also approached and made initial contact to develop relationship with various business
associates and real estate agents across the globe. The opportunity in the company gave me an experience
to the real estate industry in Dubai and the exposure of working with experienced professionals of different
nationalities. Due to the very recent business scenario caused by widespread pandemic my job was
restricted to work from home nature.

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CHAPTER 1 - Introduction

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 1. INTRODUCTION
1.1 Industrial overview

Dubai property market: Dubai

continue to remain as one of the
prime tourist destination in the
world and a key link that connects
Asia to African and European
countries. These features over years,
have made Dubai an investment
hub. In the year 2019, Dubai has
witnessed a total transaction amount
of AED 239.98 billion across three
sectors of sale, mortgage and gift
(Dubai Land department , 2019).
However, Dubai property market
didn’t have a good 2019. Continuing
the trend of 2015, prices in the Figure 1Comparative analysis of Dubai property market in the first three months of
property market fall by 6.00% in the 2019 and 2020
financial year due to reasons such as increasing supply and minimal demand growth (Deloitte, 2019). Cost
conscious residents have a wide range of product to choose from and the landlords were increasing the
incentives by providing the tenants with rent free periods and favorable payment structures. The initial
three months of 2020 was promising for the real estate industry which was expected to revive this year with
the Expo 2020, which was scheduled to run for six months from October ’20. With an expected footfall of
25 million with 14 million coming from abroad the extravaganza was supposed to bring life to the industry
(department, 2019). However the event had to be postponed citing the pandemic reasons to 2021. Since the
complete lockdown imposed on 27th march, the Dubai tourism industry had a complete free fall and housing
sales has plunged by 75% (Gulfnews, 2020). With the government restrictions being removed and the city
being back in business, real estate industry is all geared up to rise again in the coming months.

1.2 About the company

Located in Dubai – the ever-pulsing heart of the international real estate market Arms &McGregor
International Realty®1 is a prestigious real estate agency led by a dynamic executive team with over a

1
https://www.armsmcgregor.com/

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decade thriving experience and acclaimed success in property sales, new development marketing, leasing,
and property management services. Innovative, experienced and built on strong business principles, Arms
&McGregor International Realty® is perfectly poised to deliver vivid results in today’s relentless changing
real estate market. “Our business is beyond properties, our business is people.” Arms &McGregor
International Realty® real estate agency approach is all-encompassing yet remarkably simple; we dedicate
equal attention and resources to every sell, buy or lease while striving to add value to our clients’ projects
by creating new business opportunities (Arms &McGregor International Realty, 2013).

1.2.1 Vision
To become the preferred choice for customers who want the finest of services.

1.2.2 Mission
To generate rewarding agreements, within a framework of professionalism and objectivity, while maintaining
reliability and confidentiality throughout the process.

1.2.3 Values
Building a passionate, innovative and people orientated organization with the highest standards of quality
and integrity in all our property services.

1.2.4 Commitment
Our commitment is to achieve satisfactory transactions with utmost quality of personalized attention and
monitoring of each project.

Propertyeportal2 is a real
estate reference portal in
Dubai with the largest
scope of residential and
commercial properties
segmented by developer
and area including off-
plans and ready to move in.
Propertyeportal is meant to
offer a set of full services
for all stakeholders in the
real estate market. The
website is created with the
user experience in mind,
the site includes many new
features to help users to
quickly and easily navigate
Figure 2 Propertyeportal webpage

2
https://www.propertyeportal.com/

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the site and find property service they are looking for.

Makram Hani3 is the Founder and CEO of Arms &McGregor International Group® including Arms
&McGregor Leisure, Vacations, Investments and Realty ®. Aside of running Arms &McGregor
International Realty ® He is also the Founder of BBP a specialist media agency and have cofounded other
Real estate brokerages similar to Morgan’s International Realty and Clemson porter Properties. He believes
in human potential, most of our companies have been built around very successful, ethical individuals, who
are experts in their field. He is also a published author with 3 books one of which is an Amazon best seller
and more than 200 articles on the subjects of Real estate, Investments, Sales, and life coaching.

1.3 Managerial Problem

Due to the current business scenario which is a result of the covid-19 pandemic and strict lockdown imposed
by United Arab Emirates all over, it was found that the net usage of various digital platforms have increased
substantially. The company saw the current business scenario as an opportunity to increase its presence in
various digital podiums. Also in this internet age, presence of the organizations in social and other digital
media has become a necessity for survival. In the real estate industry which has witnessed a neck throat
competition in the recent years, it is essential not to provide your peers with a competitive advantage at any
turf and at any point of time. Also the tech-savvy nature of populace in the most cosmopolitan city of Dubai,
which is the heart of business for Arms &McGregor International Realty has directed the company to follow
a more pro-active approach in digital media. Currently the company has its presence in all major digital media
platforms, but need to follow a more aggressive and reliable approach to outperform its immediate peers.

1.4 Rationale for the study

The project in Arms &McGregor International Realty has introduced me to the digital marketing segment. In
this tech savvy age, where a lot of network building, interactions and business transactions takes place
through digital platforms, a deep dive into the working of online world, has turned out to be a necessity. The
internship opportunity in the organization has opened doors to the abundance of scope in the digital world. I
came across various tools used in social media marketing, the importance of clicks, leads and conversion
through digital media platform and how to improve the traffic for various pages and accounts of the company.

As mentioned earlier, digital media presence has turned out to be a necessity for all organizations. Especially
in Dubai property market that is witnessing a cut throat competition, it isn’t viable for any organization to
allow its competitors to have an advantage over them. Through this project, the company has been able to

3
https://www.makramhani.com/

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continue with its activities to establish presence in various digital media platforms. Also, Arms &McGregor
has increased its traffic in various digital media platforms and generated leads through its online channels.

1.5 Scope of the study

In the 21st century digital media has become the key to hold profession in businesses. The widen scope of
digital media lies in promoting and branding businesses through is platforms. Over the years it has become
the fastest, cheapest and most reliable mode of marketing in targeting audience. The entry of analytical tools
to quantify the marketing campaigns has become a salient feature for success of this segment among the other
modes of marketing. In the recent past digital marketing has become the most sort after career path. The
homogenous growth of digital marketing schools and such courses being adopted by top business schools
has become the proof for anticipated possibilities in the field.

1.6 Broad Objective

To improve the reach and increase the engagement of Arms &McGregor International Realty and associated
entities on various digital media platforms.

1.7 Specific Objectives

 To improve the reach and create engagement for Facebook, Instagram, LinkedIn and Twitter
handles of Arms &McGregor International Realty, Propertyeportal and Makram Hani.
 Create content and make artwork for all the social media channels listed above in coordination
with graphic developers of the company.
 Increase the reach and improve the visibility of Arms &McGregor International Realty,
Propertyeportal and Makram Hani’s broadcast channel in YouTube.
 Carry out the public relation task of Arms &McGregor International Realty in digital platforms
regarding new service launch, generate contacts and property listing in reference channels.
 Understand in detail about terminologies and operations of real estate firms.

1.8 Methodology

The methodology adopted for various online activities and campaigns were a good mixture of quantitative
(from insights of respective channels) and qualitative (expected audience liking and perception) data. The
report uses both primary and secondary data from various sources.

1.8.1 Primary Data

Activities conducted on all accounts of the company were monitored though insights (analytics) of the
respective accounts. Information has also been collected from colleagues, agents and customers (through
interaction in various digital media platforms) of Arms &McGregor International Realty.

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 1.8.2 Secondary Data

The secondary data were collected from the following sources:

 Research papers on social media marketing

 Founders academy – Makram Hani
 Propertyeportal Area wise property report
 Newspapers, articles, videos and websites

All campaigns and activities run in social media during the internship period were targeted to achieve four
major goals. They were:

 Awareness
 Engagement
 Conversion
 Consumer

Goal Business objective Metrics

Awareness (These metrics Followers, shares etc.
illuminate the company’s
current and potential Growth of the brand
audience.)
Engagement (These metrics Likes, comments,
Turn customers into
show how the audiences are @mentions etc.
advocates
interacting with the content)
Conversion (These metrics Website click, email,
demonstrate the signups etc.
Drive leads into sales
effectiveness of social
engagement.)
Consumer (These metrics Social media sentiments,
reflect how active customers Testimonial etc.
Improve customer retention
think and feel about our
brand)

1.9 Literature review

Social media marketing consists of creating contents that attract netizens and encourage them to like,
comment and share content on their social networks. Through this, a business message spreads from
user to user with the help of social media. Furthermore, this marketing is driven by word-of-mouth,
which means it results in earned medium more than a paid medium. This media is simply available to
anyone with internet availability and serves as a low-cost platform for organizations.

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By the year of 2010, most of the global recognized the importance of social media channels as an
effective tool for communication and advertisement of products and service with customers by
engaging on day to day basis. On these platforms, these brands were seen more as friend rather than a
commodity (Andrews, 2019). Nowadays, with the help of social media brands, communicate their
values, views, opinions and even market their goods with audience. Social media has proved its mettle
as an effective tool for companies to enhance their brand image and increase their profits. Brand
attendance on social media has found to be a strong reason for organic search results in Google for the
brand. This means that, if brands aren’t active on social media, they tend to show up less on Google
searches. Facebook, Twitter, Instagram and YouTube are the most popular platforms for top brand.

Social media plays an important role on how customers discover, search, and distribute information
about brands and products. In fact 60 percent of consumers researching products through multiple
online sources learned about a specific brand or retailer through social networking sites says Nielsen
data (Neilson, 2011). Active social media users are more likely to read product reviews online. The
study also shows that social media is increasingly a stage customers use to express their loyalty to their
desired brands and products, and many search for reap benefits from brands for serving promote their
products. Furthermore, Social Media also plays a key role in defending brands.

Concepts from various online courses such as Google Ad search, Fundamentals of digital marketing
from Google & Facebook blueprint were utilized during my stint at the organization to improve my
knowledge on digital marketing. Inputs from YouTube channels of reputed bloggers such as Dan Lok,
Brian Dean, Thio Joe were also utilized to improve the subscribership in broadcast channel.

1.10 Competitive Analysis

In this section, an analysis is done between the major competitors of Arms &McGregor International
Realty in social media platform. A list of top 3 companies, with significant presence in the same category
as of Arms &McGregor International Realty has been shortlisted based on company internal data and
social media presence. Also, the presence of such company in prop tech channels like Property finder and
Master key has been considered.

1.10.1 DACHA Real estate

Founded in 2004, Dacha Real estate has since grown to become one of the
leading and most trusted real estate agencies in Dubai. With a focus on
providing a high quality service that puts the needs of the client above
anything else, Dacha managed to retain its success even throughout the
difficult period of the Dubai property crash.
Made up of over 20 real estate professionals, the Dacha team prides
themselves on their transparent and trustworthy service. Building solid and
durable relationships with their clients, as well as with property developers
and investors throughout the UAE, Dacha strives to meet every requirement
the client has, providing them with in-depth expertise and real estate advice.

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1.10.2 ESPACE Real estate

Espace Real estate is a leader among Real Estate

Agents in Dubai and winner of Dubai’s Best Real
Estate Brokerage 2015. From Humble Beginnings to
an Industry Leader, Espace Real Estate was born in
2009 as a small yet determined property services
company. The main aim was to set up a traditional
UK estate agency standards in a Dubai business.
They have a team of eighty-five staff members that
specialize in every type of property in Dubai and are ready to provide the service that you need for your
property sale or purchase to go off without a hitch.

1.10.3 PH Real estate

PH Real Estate was formed in 2007, when Dubai was a significantly

different place. Key staples of the landscape consisted of sand covered
motorways and barely commenced real estate projects. Dubai commanded
only a small percentage of the global attention it deservedly attracts today.
During this year Myles Bush partnered a long standing member of the
UAE to develop a real estate company built upon British standard
professionalism, whilst being sensitive to the rich multicultural
environment offered by The Middle East. A business built upon
universally recognized traits such as trust, integrity and transparency was
the agreed foundation for a sustainable realtor to be respected by the myriad of nationalities who call
Dubai home. In 2012, the company expanded from its initial stage by joining with another partner. From
then on, Boasting an enviable, established track record and reputation within Dubai, PH Real
Estate provide service standards carved from the annuls of traditional real estate.

Comparative analysis table for real estate companies

Company
Name

Estb. on 2013 2004 2009 2007

Social media
presence
   
Facebook 14,000 likes 6,684 likes 16,633 likes 28,635 likes
Instagram 1033 followers 11,500 followers 3,863 followers 4,137 followers
398 following 2 following 2,541 following 2,533 following
1,155 posts 544 posts 1,194 posts 859 posts

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 Twitter 657 followers 227 followers 458 followers 2462 followers
LinkedIn 1,548 followers 6,136 followers 9,783 followers 2,900 followers
YouTube 119 subscribers 91 subscribers 688 subscribers 91 subscribers
Campaign Organic Organic Organic Organic
type (paid/
Organic)*
Post 6-7 posts/ week 2-3 posts/ week 6-7 posts/ week 8-9 posts/ week
frequency**
Favorables: Has done an aggressive Has the highest Got a strong base in Has a strong presence
campaign over years, number of followers in YouTube and LinkedIn. in Facebook and
taken into Instagram. The Espace has highest comes up with the
consideration, it’s the company also stands average overall highest number of
latest to venture into tall in engagement rate presence on all social posts.
Instagram, YouTube (in terms of likes, media sites.
and LinkedIn. comments and shares)
Unfavorable: The engagement rate in Being the oldest Espace isn’t regular The posting frequency
Arms &McGregor company in the lot, with its post and has the for PH real estate is
International Realty is and the first to venture highest variation in very high, more than
less compared to the into social media sites, engagement activities what is suggested by
peers the company doesn’t compared to other social media channels
have a strong presence companies. and this has reduced
in sites other than the performance as
Facebook and compared to the
LinkedIn potential.
th th
* Only the time period from 28 April to 15 June has been considered while determining the campaign type
**Post frequency has been calculated as the nearest rounded figure of number of posts/ week in the time frame of 28 th April to
15th June 2020.

1.11 Internship Period Activities

As an intern in Arms &McGregor International Realty, I was firstly part of the social media team of the
company. I was responsible for determining the strategy of the company in various social media sites
post consultation with CEO and also had to determine the artwork for the digital media platforms on
coordination with company’s graphic designers.

The work flow chart during my internship were as follows:

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 Pitch in th
Getting a brief from Make a note of
Prepare a proposal eproposal and ask
CEO activities to be done
for suggestions

Collect feedback
Follow up and
and make the Execution
feedback
necessary changes

The key activities performed during the internship includes:

1. Developing strategies, generating content and designing campaigns for social media posts in various
platforms for the three entities (Arms &McGregor International Realty, Propertyeportal and Makram
Hani)
2. Giving responses to messages and queries in all social media platform.
3. Providing recommendations to improve the organic reach in all its digital media platforms.
4. Check for the most recent updates in real estate industry.
5. Develop initial contact and relationship with various business associates and agents across the world.
6. Promote and market the social media content and interviews of the founder (Mr. Makram Hani)
through other social media handles.

7. Attend various training campaigns of Mr. Makram Hani and market it through various social media
handles.

During my internship period, I had daily interaction with my reporting manager (CEO). There were
two team meetings which were the morning meeting (9:00 am), in which the plan for the day is
conveyed to the CEO and in the second meeting (5:45 pm), the progress of the tasks were conveyed.
On addition to these, there were regular meetings for briefing about activities and pitching in new ideas.

Page 20
CHAPTER 2- SOCIAL MEDIA
ACTIVITIES

Page 21
 2. SOCIAL MEDIA ACTIVITIES
2.1 Arms &McGregor International Realty

2.1.1 Introduction to social media accounts

Facebook

Figure 3Facebook page of armsmcgregor

The Facebook page4 of Arms &McGregor International Realty has an audience base of 14, 000 followers
mainly from UAE, South Asia and other Middle East countries. The page has the highest follower base
as compared to different other pages that is operated by the company. All major communications to the
real estate clients and well-wishers are promisingly shared through this page. The page is linked to the
Whatsapp business account of the company along with the mail id invest@armsmcgregor.com. The page
was started as Investment symposium in 2010 and later changed to the official Facebook page of Arms &
McGregor International Realty on 5th Jan 2013.

Instagram

The Instagram5 handle of Arms &McGregor International Realty was started on 30th December 2015.
With more than 1000 followers, 38% of its audience is based in Dubai and belong to the age group of 25

4
https://www.facebook.com/Dubairealestateinvestmentclub/
5
https://instagram.com/armsmcgregor?igshid=l8fy8ku3jys9

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– 45 years (75%). The account hasn’t been much active for a time period before my internship
commenced and has over 1,155 posts posted since its genesis. The business account has the official email
id and office number linked for conversions.

Figure 5Instagram account of armsmcgregor Figure 4Twitter account of armsmcgregor

Twitter

The company started its twitter6 account in December 2013. Over years, the company has garnered over
657 followers through the account. The twitter handle of the company has an average of more than 5000
impressions per month. The twitter account has been linked to company website.

LinkedIn

The LinkedIn 7 account of the company was

started on 2013. The account is used as a
formal account for posting various
information and communication about the
company. Over the years the page has
garnered over 1548 followers. The company
hasn’t used any paid campaigns for its
LinkedIn page.
Figure 6LinkedIn account of armsmcgregor

6
https://twitter.com/ArmsMcGregor
7
https://www.linkedin.com/company/arms-&-mcgregor-international-realty

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YouTube

The YouTube8 channel of the organization was formed on 23rd Aug 2015, over the years the channel has
35, 744 views. It has over 119 subscribers & three playlist with a good collection of property videos.

Figure 7 YouTube channel of armsmcgregor

2.1.2 Activity Chart

Sl. Activity Name Description Goal Impact/Aim

No
1. Investment This activity aimed at sharing the Engagement Increase the number of
Diaries latest facts and information about real views for stories.
estate industry through the story
feature through Instagram and
Facebook
2. Trending This was a daily activity to find the Awareness Showed an increase in
Hashtags most trending hashtags related to the audience and started
industry, to use them for the post. having profile visits
Various sites such as Zillow.com 9 , through hashtags.
best hashtags.com10 and accounts of
competitors were referred while
doing this.
3. CTC for every All the posts in Instagram were Conversion During my internship
post linked to the company website/ period, there were calls
relevant webpage for conversion generated through social
using feature in linkin.bio media sites.
4. Seasonal There were dedicated posts for all Engagement Create a sense of
Greetings festivals like Ramadan, Eid etc. belongingness among
followers

8
https://www.youtube.com/channel/UCkEoPyRY2nD7eXoWDjX9ufw/featured?view_as=subscriber
9
https://www.zillow.com/agent-resources/blog/real-estate-hashtags/
10
http://best-hashtags.com/hashtag/realestate/

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 5. Promotional All new services/ existing services Awareness Created awareness
activities were regularly promoted through among our existing
social media accounts. This includes audience and generate
generation of content & art work. new audience.
6. Pictorial quiz Quiz programme run on Instagram Engagement Witnessed an upsurge in
and Facebook to identify various story views by
places in Dubai
7. Cryptocoffee Live interview of Mr. Makram Hani Engagement The session my first
(CEO & Founder, Arms &McGregor & collaborative live
Int’ Realty) in twitter conducted in Awareness interview and it gathered
collaboration with UTrust. huge support.
8. Virtual Tour For the first time, Arms &McGregor Awareness The session gave an
campaign Int’ Realty was involved in a virtual & online platform for
tour campaign (edited and promoted Engagement people interested in
by me) in response to movement property purchase
restriction in UAE. People could during lockdown. It
view the complete property from our generated 2 leads.
YouTube channel and were promoted
through social media accounts
9. Customer Customer testimonial shared through Customer To create a sense of
testimonials social media accounts retention achievement among
stakeholders.
10. Query response Provide response to various messages Customer To create a sense of
/ message request in inbox of the retention importance among the
account. clients

Figure 8 Investment diaries Figure 9 Pictorial quiz

@armsmcgregor @armsmcgregor

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 Figure 10 Customer
Figure 11 Linkin.bio testimonial
@armsmcgregor @armsmcgregor

Figure 12 Cryptocoffee session post Figure 13 Virtual Tour video (YouTube)

Figure 15 Covid 19 post @armsmcgregor

Figure 14 Recruitment Post @armsmcgregor

Page 26
 Figure 16 Promotion of property sale with crypto currency
(new service) through social media

2.2 Propertyeportal

2.2.1 Introduction to social media Accounts

Facebook

Figure 17 Facebook account of propertyeportal

Page 27
The Facebook 11 page of propertyeportal has been used to promote various properties listed on the
reference portal. The page was started in 15th July 2018, soon after the launch of the reference portal. Till
date, the page has over 1500 followers and every property listed in social media page of propertyeportal
has been linked to the listing in the portal. Propertyeportal has a home service section, which is also
promoted through the same page.

Instagram

The Instagram12 handle of Propertyeportal was started on 15th August 2018. Till date the account has more
than 1500 followers. 21% of its audience is based in Dubai followed by Abu Dhabi and Sharjah. 86% of
its audience belong to the age group of 18 – 44 years. The account has over 137 posts and it follows over
1574 netizens who mainly belong to real estate industry to find good properties in Dubai. The business
account has the official email id and office number linked for conversions.

Figure 19 Instagram account of propertyeportal Figure 18 Twitter account of propertyeportal

Twitter

Propertyeportal started its twitter13 account on October 2018. The twitter handle of the portal isn’t much
active and hence it has only 73 followers through the account. The twitter account has been linked to
company website.

11
https://www.facebook.com/propertyeportal
12
https://www.instagram.com/propertyeportal/
13
https://twitter.com/ArmsMcGregor

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LinkedIn

The LinkedIn account of propertyeportal

has been used to communicate various
promotional activities and pass
information regarding services to its
clients. However the interactions in the
LinkedIn account is limited. There are
over 45 connections for propertyeportal in
LinkedIn.

Figure 20 LinkedIn account of propertyeportal

YouTube

The YouTube14 channel of Propertyeportal was created on 4th December 2018. The channel has got a
total of 2334 views.

Figure 21 YouTube Channel home page of Propertyeportal

14
https://www.youtube.com/channel/UCrIGeuSVdKVxMnLq_bWOA4Q/featured

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2.2.2 Activity Chart

Sl. No Activity name Description Goal Aim/ Impact

1. Property Outstanding as well as those Awareness & Got multiple
promotion properties that require a push Engagement enquiries and one
was selected after conversion.
consultation with agents and
those were promoted via
social media
2. YouTube channel Updating the YouTube Awareness, Facilitate
updation channel of all accounts by Engagement & conversion
linking it to the website, office conversion through videos
mail id and mobile number for uploaded.
CTC, content creation and
providing description for the
channels along with attaching
it with the social media
accounts.
3. Content generation This includes generation of Awareness Promotion
content and art work wither
through co-ordination with
graphic team or on my own.
4. Interactive stories Created interactive stories in Engagement Improved the
Instagram using emoticons views and
feature in stories for better engagement in
engagement. Instagram by 5x
times
5. Facebook shops Used Facebook shop and Awareness & To convert interest
other tools of the media for Engagement in audience to
better interaction with leads and later to
audience and easier conversion in a
conversion single click.
6. Facebook groups To improve the reach of the Awareness The activity had
posts, certain property groups the intention to
were identified in Facebook, cover higher
and property posts were audience than the
shared to such groups for followers.
better reach.
7. Query response Provide response to various Customer To create a sense
messages / message request in retention of importance
inbox of the account. among the clients
8. Trending Hashtags This was a daily activity to Awareness Showed an
find the most trending increase in
hashtags related to the audience and
industry, to use them for the started having

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 post. Various sites such as profile visits
Zillow.com15, best through hashtags.
hashtags.com16 and accounts
of competitors were referred
while doing this.
9. CTC for every post All the posts in Instagram Conversion During my
were linked to the company internship period,
website/ relevant webpage there were calls
for conversion using feature generated through
in linkin.bio social media sites.
10. Seasonal Greetings There were dedicated posts Engagement Create a sense of
for all festivals like belongingness
Ramadan, Eid etc. among followers

Figure 22 Twitter post of propertyeportal using product update feature

Figure 23Post using Facebook shop feature Figure 24 Property promotion

@propertyeportal @propertyeportal

15
https://www.zillow.com/agent-resources/blog/real-estate-hashtags/
16
http://best-hashtags.com/hashtag/realestate/

Page 31
Figure 25 Seasonal greetings @propertyeportal Figure 26Interactive stories @propertyeportal

Figure 27Artwork for story @propertyeportal

Figure 29 YouTube channel updation Figure 28 Linkin.bio @propertyeportal

(propertyeportal)

Page 32
2.3 Makram Hani

2.3.1 Introduction to social media accounts

Facebook

Figure 30 Facebook account of Makram Hani

The Facebook17 page of Mr. Makram Hani has been used to promote several of his inspirational and
advisory videos and initiatives and redirect audience towards his website. The page was started in 10 th
June 2019. Till date, the page has over 1560 followers.

Instagram

The Instagram18 handle of Makram Hani was started on 27th

December 2017. With over 1000 followers, of which 22%
are based in Dubai followed by Beirut, Lebanon and Abu
Dhabi, UAE. 82% of its audience belong to the age group
of 18 – 44 years. This account serves both as a personal
account as well as a business account. At present, the
account has over 771 posts and it follows over 656 netizens.
who mainly belong to real estate industry to find good
properties in Dubai. The business account has the official
email id and office phone number linked for conversions.
Like the Facebook handle, the Instagram handle is also used Figure 31Instagram account of Makram Hani

17
https://www.facebook.com/makramhhani
18
https://www.instagram.com/makramhani/

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to promote videos, activities and property advises of Makram Hani.

Twitter

Makram Hani joined twitter19 on April 2009.

The twitter handle of the Mr. Makram Hani 73
followers and follows 231 individuals. The
twitter account has been linked to the website,
YouTube channel. The account is handled by
himself and my activities in these accounts
were limited.

Figure 32 Twitter account of Mr. Makram

Hani

YouTube and LinkedIn

The YouTube and LinkedIn accounts of Mr. Makram Hani are handled by himself. The YouTube account
has 364 subscribers.

2.3.2 Activity Chart

Sl. No Activity Name Description Goal Aim/ Impact

1. Realfact campaign In the real fact campaign, Awareness To popularize the videos
short videos with a message / and and increase the
morale were selected from Engagement subscribership in
the video pool and were YouTube.
promoted through all social
media channels. The
campaign ran over 7 days.
2. IGTV Videos Inspirational videos during Awareness To increase the reach of
the pandemic time were & Makram Hani on various
shared through social media Engagement social media platforms.
channels. Relevant topics The Facebook page
were selected and shared to witnessed an increase in
Mr. Makram. likes by 12% in the time
period.

19
https://twitter.com/makconcept

Page 34
 4. Query response Provide response to
messages and message
request in the inbox
5. Trending Hashtags This was a daily activity to
find the most trending
hashtags related to the
relevant videos were found
and conveyed to Mr.
Makram Hani.
6. CTC for every post All the posts in Instagram
were linked to the company
website/ relevant webpage
for conversion using feature
in linkin.bio
7. Seasonal Greetings Dedicated posts for all
festivals like Ramadan, Eid
etc.
Figure 341. Seasonal Greeting post @makramhani Figure 33 Twitter post of Makram Hani
Customer To create a sense of
retention importance among the
clients
Awareness Showed an increase in
audience and started
having profile visits
through hashtags.
Conversion During my internship
period, there were calls
generated through social
media sites.
Engagement Create a sense of
belongingness among
followers
Page 35
Figure 37 IGTV of Makram Hani Figure 36 Realfact series

Figure 35 Linkin Bio of Makram Hani

Page 36
CHAPTER 3- OTHER ACTIVITIES

Page 37
 3. OTHER ACTIVITIES
The other major activities in Arms &McGregor International Realty were as follows

3.1 Press release submissions

On 6th March 2020, Arms

&McGregor International Realty
collaborated with Utrust, an
organization based in Zurich,
Switzerland to facilitate the
trading of property using crypto
currency.
As part of publicity for this new
collaboration, I was asked to
identify the Press release sites in
UAE and submit the content for
the collaboration in all the press
release organization. Reports were
submitted to more than 35
organizations in UAE that
includes both online and offline
press release units.
Figure 39 Press release in Issuewire Figure 38 Press release in Coinscribble

3.2 Property listing in Master key

Masterkey20 is a Real Estate CRM software provider that offers real estate software solutions to companies
in Dubai, UAE and the globe. I was given the opportunity to list warehouse of a particular agent in
Masterkey. The properties had to be listed post verification of necessary documents like the title deed,
passport, emirates id of the owner etc.

3.3 Quora account handle

I used to handle the Quora account of Mr. Makram Hani. This responsibility came by the mid of May,
where I’ve to answer the suggested questions in Quora after consultation with Mr. Makram Hani and
referring to various articles in Founder Academy21.

20
https://www.gomasterkey.com/
21
https://www.makramhani.com/

Page 38
Figure 40 Makram Hani’s founders academy webpage

3.4 Training Sessions

I also had the opportunity to attend various team training sessions of Arms &McGregor International
Realty. These sessions gave a rough idea about property market in Dubai, various terminologies associated
with property market, how to handle cold calls for sales and how to list properties in property portals.

He trainings attended by me where as follows:

 Basic to sales
 How to attend cold calls?
 Off plan properties and the basic terminologies surrounding it
 Introduction to Masterkey
 Mock call practice.

Page 39
CHAPTER 4- CONCLUSION

Page 40
 4. CONCLUSION
4.1 Learnings

Being new to social media handle and digital marketing, the internship experience was wholesome and
fun filled throughout. In the initial phase of internship various online certification programs such as
Fundamentals of digital marketing from Google, Social media marketing from Hub spot academy and
Courses from Facebook blueprint gave me an initial grip of the job. Regularly attending the morning
and evening group meetings of the company along with its other employees and following the real
estate news, introduced me to the basic fundamentals & terminologies in Real estate industry. The
various responsibilities during the internship period gave me exposure to basic poster designing,
polished my content creation skills and introduced to various engagement campaigns in social media.

4.2 Recommendations

1. To improve the focus on social media accounts, it’s recommended to have one social media handle
for 1 entity.
2. The company should focus on certain of its accounts rather than concentrating on multiple accounts
for the same feature.
3. A paid campaign could boast the prospects of the company through social media handles.
4. The company should purchase social media tools as well as editing software’s to improve the quality
of content.
5. The handles should post on social media just before the maximum engagement time of the account,
which can be obtained from insights.
6. On the basis of study of various articles, its optimum to post 5-7 posts/ week with not more than 1
post a day.

4.3 Limitations

1. Since the insights and analytics of various digital media accounts are confidential to the company,
it cannot be disclosed.
2. The company didn’t engage in any paid campaigns and there wasn’t any budget allotted to digital
media campaigns.
3. Due to the widespread pandemic issue, the internship opportunity till date is of work from home
nature.
4. The lack of proper editing software’s, editing videos and photos were highly time consuming.

Page 41
 5. REFERANCES
Andrews, L. (2019). The benefits of facbook. In L. Andrews, Facebook, media and democracy (pp. 18-
20). Cardiff: Routledge.
Arms &McGregor International Realty. (2013). About. Retrieved from www.armsmcgregor.com:
https://www.armsmcgregor.com/
Deloitte. (2019). Middle East Real estate predictions: Dubai. Dubai: Deloitte.
department, D. L. (2019). Annual report- Real estate sector performance 2019. Dubai: DLD.
Dubai Land department . (2019, December 31st). Dubai land department- Real estate transations.
Retrieved from Dubailand.gov.ae: https://dubailand.gov.ae/en/eservices/real-estate-
transaction/#/form
Gulfnews. (2020, June 25). After COVID-19, UAE property market is expected to recover in phases -
Time now to buy a home? Savings and Investment Journal, pp. 15-20.
Neilson. (2011). How social media impacts brand marketing.

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