Power Shift - Digital and Social Media in Nigeria

8/6/2019 Power Shift - Digital and Social Media in Nigeria

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www.adeolakayode.com

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Copyleft

All wrongs reserved.

Among competitors in themarketplace you need to think like achess player every move counts.

Between a business and itscommunication is a thin line;

I walk that line everyday.

deola.kayode

@Delola


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Things Nigerian

customers wontbother t o do

(unless you ask)

They wont tell you

why they enjoy being

your customer

They wont tell youwhat influences their

buying decisions

They wont tell you

what else they wish

your business did

They wont tell you

who else likes to do

business with you

They wont talk to a

machine when they

are angry with you

(0700 - ANGER)

They wont offer

advice on how

best you can keep

them for life

They wont tell

you how best to

reach them

2

4

5

6

73

1 7

But whether you ask ornot, customers havestarted talking aboutyour brand andpolicies

ARE YOU LISTENING?


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The rules of the game have changed

Welcome to the Word ofMouse generation

Welcome to the

next big thing

The People Revolution

(before wakes up though!)


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If your organization issleeping, its almost toolate

It is opening upopportunities for

Marketers

Customers

Citizens

Politicians

Agencies

Advertisers

Researchers

Brands

Developers


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The customers you

used to know aredead

The ones living today nolonger obey old fashionedrules

They spend more timesnooping for news online than

in hard copies.


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Family viewing of alarge single TV isnow an old fashionedassumption

The TV flagshipperiod are more likelyto meet your target

audience in traffic

Number oftelephone lines in2001

Number oftelephone lines in2011

450,000 90.5mill ion

Nigeria remains the fastest growing telecommunications market for phones in the world


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Radio stations,audience and incomehave shot up since theentry of radio-enabledmobile phones.

Leading radio brands nowleverage on Facebookand Twitter comments


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60%of all Google internetsearch from Nigeria

come from mobilephones.

Google remains the number one internet search

site in Nigeria and the most visited in the world

62%of p eop l e

t r u s t TV a ds

61%of p eop l e

t r u s t n ewsp a p er a ds

90%of p eop l e t r u st t h er ec ommen d at i o n o fo t h er p eop l e.


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When your customers are

angry, they wont call

0 7 0 0 ANGER .

They will tell .Nairaland

Are you listening?

Word Of Mouth = Word Of Mouse

199x 201x


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JOBS!!!

More and more companiesapplicants are looking to lookto online job websites andforums for recruitment

jobs4naija.com

Joblistnigeria.com

"I Goodluck Ebele Jonathan by the grace

of God hereby offer myself and myservices to the Nigerian people as acandidate for the office of President"

While former PresidentIbrahim Babangida spentmillions to announce hispresidential ambition in EagleSquare (Abuja), PresidentJonathan used only 27 wordson Facebook

Guess who won? (lol)


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Google remains the number one search websitevisited globally. If your business, brand or name

is checked out

your business?

what will Google say? (WWGS?)

Celebrities can nowconnect to their fansdirectly from theirmobile phones @OdemwingieP

@donjazzymohits

5 8 , 5 0 0

@amdbanj

5 4 , 9 0 0

@GenevieveNnaji1

3 0 , 0 0 0

8 , 6 2 3


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Omotola Jalade hasmore fans on Facebook

than all registered votersin the Presidents State

(Bayelsa)

5 6 0 , 6 1 34 7 2 , 3 8 9

President Goodluck Jonathan hasmore friends on Facebook than thecombined tally of British PrimeMinister David Cameron, Germanchancellor Angela Merkel, and SouthAfrican head of state Jacob Zuma.

5 6 5 , 9 5 8


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4 0 % of all internet traffic

from Africa originates

from Nigeria

43.9Nigerians now have access to the internetThis population is 4 Million less the entire population

of South Africa, it is the combined internet population

of Egypt, South Africa, Morocco and Kenya combined.million


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Number of Nigerians on Facebook3 12 4 16 0 and counting.

Of 1000 randomNigerians surveyed, 8 4 %

8 2 %

5 8 %

Every week!

post a personalmessage on a social site

had chatted online

had uploaded a photo


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With Social media, oneman can make a GREATdifference

4,717people signed an online petitionand eventually resulted inprotest march that forced TheBritish Airways to apologise formaltreating Mr. AyodejiOmotade and 135 otherpassengers on flight BA075bound for Lagos from LondonHeathrow Airport on the 27March 2008.


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An unknown cameraman

(Femi Closecalls) secretly

filmed the assault on UzomaOkere by the Nigerian Navalratings and uploaded it onCNN ireport

It was viewed 46,502 times,shared 433 times and with437 comments

(5057 views on Youtube). CNN TV took it up from

there

Your camera phone cannow make you a star! (lol)

Governor Sule Lamido(Governor of Jigawa State)State got Muhktah Ibrahim

Aminu arrested for insultinghim on his Facebook wall.


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ReVoDa, a mobile appfor monitoring the 2011elections wasdownloaded by over

7,700 people forthe 2011 Nigerian

elections

Online social media is

not more a distraction;

it has shifted the way

brands communicate.


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It has given smallbusineses the power forMASSIVE results

George Wright the VicePresident (marketing) ofBlendtec, a company in Utahdecided built a campaignabout their cornerstoneproduct, Total Blender.

*(a high performance blender used in restaurants, coffee shopsand other commercial concerns).


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The total cost of starting

was about $50 (being costof a lab coat, six-pack ofcoke, a rake, and a domainname). He got the CEOand recorded him blendingunusual things and postedthe videos online.

The result was astonishing;blending an iPhone was its mostpopular video with 5.2 millionviews on YouTube alone in thefirst year ... media estimation ofthe resultant effect is estimated at$40 million.

As of now,

YouTube has 58 million views.

Total Will it Blend views are 101 million. They have 150,000 subscribers.

Sales have increased 7 times over since the campaign.

The sales have grown in commercial products as well.

Brand awareness has grown.

Traditional media picks up on it without Blendtec paying

(National TV, local m edia, blogs, Newspaper, you name it.)


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21 year old Ahmad Mukoshy wholives in Sokoto was said to havesold about sold off yrn.me (whichremotely shortens long webaddresses) and yarnable.com

( a twitter like platform) for about$4500.

In a fashion uncharacteristic ofthe Nigerian market, an online

job portal reportedly securedventure funding. Gists say itsabout $1 million.


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Advertising is now aboutcontent. it needs to becompelling + remarkable

If your business is busyBANNING social media,your competitors are busyBANKING on it.

If your clients have

moved, you shouldnt bea dinosaur


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People connected to socialmedia have a powerfulvoice, their voices haveimpact, they are changingexpectations - they arechanging the perception ofother people.

COMMUNICATINGCOLLAORATING

CONVINCING

With an internet penetration rate of only 31%, Egyptian protests began in December2010 with a college-educated street vendors (Mohamed Bouazizis) self immolation intown of Sidi Bouzid in despair at the frustration and joblessness in the country. Over30,000 videos have now been uploaded on YouTube tagged Sidi Bouzid


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9 0 ,0 0 00 ,0 0 0 peoplesigned up on Facebook to attend the January 25, 2011 Day ofRage march where protesters took to the streets against PresidentHosni Mubaraks 30-year rule

On the 25th of May 2011,NaijaCyberHactivists took overNAPEP and NDDC websites inprotest against

the spending of N1 billion

for President Jonathansinauguration

(Sahara reporters put the cost at 5 billioni.e. including costs of events preceding theinauguration day)


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Long serving

African leadersnow have to payattention to SocialMedia.

Be v er y

AFRAID

Top 5 NigerianBrands on

Facebook

Always

Samsung

GTBank

MTN

The BeatFM323,396 followers

22550 followers

22950 fo llowers

173, 046 fol lowers

110,843 fol lowers


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GTBank was rated as themost customer focusedbank in Nigeria

It is the only bank listed

among the top 10 visited

Nigerian websites visitedby Nigerians 84.2 % of its website

traffic use e-banking

services

95,423 people like

GTBankon Facebook

The website is visited more

frequently by females who

are in the age range 45-54,

have children, are graduate

school educated and

browse this site from work.

gtbankonlinehas 1,259

followers on Twitter

GTmove


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Image and reputationaccounts for 13 16 %

of reasons whycustomers maintain

relationships withbrands

13 16 %

Your image and reputation areinfluenced by conversationsgoing on about your brand

are you listening?

The way you respond can

determine the future of yourbusiness


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H a v e a c le a rC o mmu n ic a t io nS t r a t e g y

Develop a social mediapolicy for youremployees not snooparound them.

they still use it

anyway. Just turn theminto ambassadors.


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In t e g r a t et r a d it io n a l

a n d d ig it a l me d ia .

Changing Consumerpsychographics willdemand you makeadjustments


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Identify and profileyour potentialcustomers

D o n t t h in ko u t s id e t h eb o x

there is no box!


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G e tC r e a t iv eDont just create products,satisfy human needs in acreative and comfortable

way by understanding howthey we live.

G e tp e r s o n a l:


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If your business is aboutreaching out to people, thenlet your brand be human.

Share, link, communicate(extend customer servicefrom bored officers andautoresponders)

If your target audienceare talking about you,

why not join the gist.

G o jo in t h ec o n v e r s a t io n


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G o v ir a lGet others to tell yourstory give themsomething to talk about.

You can't just say it. You have to

get others to say it to otherpeople- James Foley, Group VPGlobal Marketing (FORD)

R e lin q u is hO w n e r s h ipCreate opportunities

for customers to own

the brand


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M e a s u r e a n d

C o n t r o l

Learn.Unlearn.Relearn

In a rapidly changing world,

your ability to measure and

control your initiative will takeyou far


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Your customers nowhave less time todecide + more choicesto make from.

They can even affordnot to see you to makea buying decision

E n g a g e o r D ie !


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The way you respondto these changes can

determine the futureof your brand.

W e lc o me t o t o mo r r o w !W e lc o me t o t o mo r r o w !


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Master Class in Consumer EngagementJune 30th 2011Lagos, Nigeria

Details Coming Soon

Credits: Personal opinion of consumer insight, not a statistic

Personal opinion, not a statistic


Personal opinion, not a statistic, hiking artist.com




http://www.clickafrique.com/Magazine/ST010/CP0000003419.aspx)

www.inmobi.com/researchRadio brands now leverage on Facebook and Twitter comments

G| Nigeria

62% of people trust TV ads

61% people trust Newspaper ads

90 % people trust recommendations of other people

(Degrees of trust in forms of advertising, the Nielsen Company April 2009)

Personal opinion, nor statistic

jobberman, poetsolvers, jobs4naija.com, naijabestjobs.com, careersnigeria, e.t.c.)

President Jonathan | Facebook page

Alexa.com

Twitter.com |@donjazzymohits, @iamdbanj, @GenevieveNnaji1, @OdemwingieP OmotolaJalade | Facebookpage; http://234next.com/csp/cms/sites/Next/Home/5679297-146/northwest_tops_voters_register_list_.csp ....

CNN

International Telecommunication Union

43.9 million Nigerians now have access to the internet

This population is 4 Million less the entire population of South Africa, it is the combined internet population of Egypt, South Africa, Morocco and

Kenya combined. (Josiah Kimanzi, Research and Marketing Services Nigeria, August 2010)


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Josiah Kimanzi, Research and Marketing Services Nigeria, August 2010

http://respectnigerians.com/?p=14, http://www.nigeriavillagesquare.com/articles/ahaoma-kanu/boycott-of-british-airways-

commences-in-nigeria.html, http://www.gbengasesan.com/?p=265, http://aderinola.wordpress.com/2008/05/04/3-836-nigerians-sign-

petition-against-british-airways/

http://www.youtube.com/watch?v=j49wu4vVZkM, ireport.cnn.com/docs/DOC-134234

Facebook.com,http://www.saharareporters.com/article/facebook-abuse-let%E2%80%99s-teach-sule-lamido-lesson)

www.gbengasesan.com

37, 39, 40 (http://www.youtube.com/watch?v=qg1ckCkm8YI)

http://www.loyokezie.com/2011/03/22/confirmed-yarnable-has-been-acquired-by-mobiqube/

(http://webtrendsng.com/blog/breaking-news-nigerian-startup-gets-funding-from-facebook-investors-the-boom-is-on/)

http://adsoftheworld.com/media/print/nandos_amnesty, Bates Cosse, Lagos, Nigeria

http://socialcapital.wordpress.com/2011/01/26/twitter-facebook-and-youtubes-role-in-tunisia-uprising/

NY Times, Broad Protests Across Egypt Focus Fury on Mubarak, 1/25/11

http://codename-intrusion.blogspot.com, http://codename-intrusion.blogspot.com/2011/05/naijacyberhacktivists-strikes-again.html

nigerianvillagesquare.com

www.facebook.com

KPMG, Banking industry customer satisfaction survey, June 2010

10 videos, Alexa site information,

KPMG, Banking Industry Customer Satisfaction Survey, June 2010

CAVEAT :

While all care has been taken to ensure that the facts stated herein are accurate and represents my objective views and current thinking of

the situations, cases, causes and issues at the time of writing this book; the ratings, forecasts, estimates, opinions and views contained herein

are fair and reasonable, neither the research analysis, analyst, publishers and employees, shall in any way held responsible for the contents

hereof, and no reliance should be placed on the accuracy, fairness or completeness of the information contained in this document for judicialprecedence. While some of the pictures were by my me, most were gathered on the path of the research process and I claim no ownership of

any of those pictures. No person accepts any liability whatsoever for any loss howsoever arising from any use or misuse of this document or

its contents or otherwise arising in connection therewith.

Documents

Power Shift - Digital and Social Media in Nigeria