Author Archives: Ayman Kaheel

Gremln: HootSuite with a hint of business.

By: Ayman Kaheel


On the surface, both Gremln is very similar to HootSuite. However, Gremln is very focused on small businesses. Gremlin offers a number of features that are not offered by HootSuite, which are mostly targeted to small business, such as Goals Tracking, translation, and Blog search engine.  In addition to these features, Gremln, offers a wider pricing options for small business as well as possibility for white labeling.

The dashboard looks almost exactly the same as that of HootSuite:


I found the Goals Tracking feature very interesting. It allows you to set goals for each of your different social networks. For example, you can set up a goal to increase your Twitter followers, then track how you are doing with respect to the goal.


Another interesting feature that Gremln has is Target Pages. It’s basically a feature designed to allow manager measure their ROI (in financial terms) on social media campaigns. Here is how it works; let’s say that once a user completes a purchase on your site, you display a page saying “Your purchase was completed”, this page corresponds to increase in your revenue. Gremln’s Target Pages tool gives you a little code snippet that you drop in your web page that can be used for tracking purposes. From that point on, Gremln will track every time a user clicks on your social media post and continues until he lands at the target page. This way you know how many people made a purchase on your site because of a particular social media message. This is the ultimate way in measuring the success of your social media campaign!



Filed under 2013 - Post 3, Analytics

Do you know what they’re saying about you?

By: Ayman Kaheel

In this age, you can’t ignore how you, or your brand, are mentioned online. You need to be in the know of how you are mentioned fast enough in order to respond; responsiveness is no longer optional. To that end, one of the services that I find very useful is Google Alerts. Google Alerts are email updates sent to you when Google finds new results, such as web pages or blog posts, which match specific query terms that you have specified to the service. You can use this service to monitor a developing story, keep current on a product or an industry, or find out what is being said about your company or product.


Unfortunately Google Alerts service fails miserably in monitoring social media, because of the real-time nature of the social media. This has led me to try to find an alternative: “Mention“. Mention allows you to receive alerts real-time whenever your search term is mentioned in social media or in the web.


Mention claims it monitors millions of sources in 42 languages. The sources covers a variety of social networks, news sites, forums, blogs, and search results.  Any time you, your brand, or your company are mentioned in one of these sources, you get alerted on your mobile or PC.  As you can imagine, online sources are full of noise generated by homonyms and parasites. Mention has developed a machine learning system, based on user behavior and on spam removal methods, to recognize these sources and remove them.

One of the cool features of Mention, is “smart actions”, which basically allows users to create a set of actions based on rules, similar to email rules, to react to your mentioned automatically, like retweeting a positive tweet about your product. Pretty cool, huh?

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Filed under 2013 - Post 2

Expedia – Find Yours!


One of the smartest and most intriguing ad campaign, in my mind, is Expedia’s “Find Yours”.  In that campaign, launched in 2012, Expedia has played on the emotional aspects of travel in a very effective way.


Travel is by nature very individual and personalized, but in the same time it has a huge social aspect to it. Travel is individual and personalized in the sense that every traveler and every trip is unique, and it’s social because travelers typically like to share their trips stories, memories, photos, videos, and artifacts with their friends and families.

Expedia has targeted both aspects of travel in their campaign. They seeded the campaign with a series of video ads on YouTube and TV. The ads showed amazing real travel stories from real people. The ads created a connection on a deep level between travelers and the Expedia brand.

The rest of the campaign was mostly on social media, and it was equally brilliant. It ran on Facebook, Twitter, and Pinterest, in addition to blogs. Expedia did a number of interesting things:

1-      The entire content of the social media campaign was user generated. Expedia basically worked hard at encouraging travelers to share their stories, videos, and photos on different social media websites.

2-      Expedia sponsored trips for travel bloggers to different popular locations around the world.

3-      It held “Find Yours” Twitter photo contest that encouraged everyday travelers to post photos from their trips for a chance to win a number of prizes.

4-      Expedia created a Facebook app that allowed travelers to keep track of their travel route, their travel memories, photos, videos, and share that with the rest of the world. With the ability to transform your trip automatically into a movie.


What I really think is brilliant about all of this is the fact that Expedia has not tried to sell anything or push any product in this campaign, they simply created an emotional connection with travelers.

– Ayman Kaheel.

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Filed under 2013 - Post 1