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8/3/2019 Social Media ,Business and i
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Social Media,my Businessand i
Lecture @Pan African University
Adeola Kayodewww.adeolakayode.com
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www.adeolakayode.com
fb.com/deola.kayode
“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 l ine everyday.
deola.kayode
@Delola
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Everyone istalking about it ,
should i?
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El-Rufai
tweeted!!
Everyone has becomea journalist…
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The rules of the game has changed
Welcome to the Word ofMouse generation
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EMPLOYEES
COMPETITORS
CUSTOMERS
CONSUMERS
CITIZENSCLIENTS…
…are quietly fighting back.
They now have the power to
influence their peers than everbefore.
Exploitation
And great product
(if you have one)
They are telling anyone
who cares to listen about…
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Online social media is
not more a distraction;it has shifted the way
brands communicate.
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JOBS!!!
More and more companies
applicants are looking to lookto online job websites andforums for recruitment …
jobs4naija.com
Joblistnigeria.com
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In a fashion uncharacteristic ofthe Nigerian market, an online
job portal reportedly secured
venture funding. Gists say itsabout $1 million.
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It has given small
businesses the powerfor MASSIVE results
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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 shops
and 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 CEO
and recorded him blendingunusual things and postedthe videos online.
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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 media, blogs, Newspaper, you name it.)
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Social Media
▀ Social media is ‘media designed tobe disseminated through socialinteraction, created using highlyaccessible and scalable publishing
techniques’▀ Blogs, micro-blogging, socialnetworking, video/file sharing, wikis,social bookmarking, community
sites and more
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Your website and social media
Your website should be thecentral component of yoursocial media strategy
If your website needs work,best to sort this out firstbefore getting serious about
social media…
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Your Website:
The Centerpointof all virtual
activities
Your Website:
The Centerpointof all virtual
activities
Blog
Online video/Youtube channel
Content sharingsites – Flickr,Slideshareetc
Email Marketing
Email signatureblocks
Online forumsposts
RSS
Podcasts
Search enginemarketing (pay
per click)
Search engineoptimisation
Socialbookmarking
Media releases
Collateral /stationery
Offlinemarketing /
promos
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L e a d
g e n e r a t io n…
Drive traffic to your website or
landing page…the money is inthe list.
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Number of
telephone lines in2001…
Number of
telephone lines in2011…
450,000
90.5mill ion
…Nigeria remains the fastest growing telecommunications market for phones in the world
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Mobile Marketing has changed
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Social Media is now a majorconsideration in BrandStrategy, Reputation
Management, Public Relations,Marketing, Human Resource,Advertising and Research
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BRAND
5,155 179,108 fans 2,036 Tweets4,135 followers
14 videos13,083 views
772,517 346,730 fans 6,391 Tweets
26,580 followers
4 videos
2,749 views
3,672 21,432 fans 15,365 tweets
28,171followers
938 videos
99,222 views
22,063 21,854(MTN Project
fame)
17,192(MTN loaded)
994 tweets
7,166 followers
135 videos
169,252 views
441 21,854 fans
Honorable mention: Always – 120,165
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Top 5 Nigerian
Brands onFacebook
▀ Samsung
▀ GTBank
▀ MTN
▀ The BeatFM323,396 followers
22550 followers
22950 followers
173, 046 followers
110,843 followers
▀ Always
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Case Study: GTBank
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As of today, GTBank is theleading brand in social mediaengagement in Nigeria, and
that is my opinion. Any otherideas?
They were recently recognizedas the most customer focusedbank in Nigeria (Corporate andretail).*
*(KPMG, Banking Industry Customer Satisfaction Survey, June 2010)
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With service as a keyproposition, they havesucceeded in building bridges
using a variety of meansincluding social media, inreaching their targetaudience.
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GTBank Fan page onFacebook – 94,453 fans
GTBank Interactive website.
They have…
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GTBankOn twitter -1,259
followers
They have…
10 videoson
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Owners of one of the few
multimedia magazines inNigeria - GTBank E - zine
Only bank listedamong the top 10
visited Nigerian websitesby Nigerians
One of the top
spenders in PrintAdvertising
They are…
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Rules ofSocial Media
Engagement
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H a v e a c le a r
C o mmu n ic a t io n
S t r a t e g y
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Develop a social mediapolicy for youremployees not snoop
around them.
… they still use itanyway. Just turn them
into ambassadors.
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In t e g r a t e
t r a d it io n a la n d d ig it a l me d ia .
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Changing Consumer
psychographics willdemand you makeadjustments
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Identify and profile yourpotential customers
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D o n ’t t h in k
o u t s id e t h e
b o x…
… there is no box!
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G e t
C r e a t iv eDon’t just create products,satisfy human needs in a
creative and comfortable way byunderstanding how they we live.
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G e t
p e r s o n a l:
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If your business is aboutreaching out to people, then letyour brand be human.
Share, link, communicate(extend customer service frombored officers and
autoresponders)
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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 your
story – give themsomething to talk about.
You can't just say it. You have to get
others to say it to other people
- James Foley, Group VP
Global Marketing (FORD)
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R e lin q u is h
O w n e r s h ip
Create 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
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Learn.Unlearn.Relearn
In a rapidly changing world,
your ability to measure and
control your initiative will take
you far…
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Your customers now haveless time to decide +more choices to make
from.
They can even afford notto see you to make a
buying decision
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The way you respondto these changes can
determine the futureof your brand.
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