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Social Media,
my Business and I
Internet Marketing for Entrepreneurs
Lecture @
Enterprise Development Center,
Pan African University
7/05/2011
Adeola Kayode
@delola
www.adeolakayode.com
www.adeolakayode.com
fb.com/deola.kayode
“Copyleft”
All wrongs reserved.
Among competitors in the
marketplace you need to think like a
chess player… every move counts.
Between a business and its
communication is a thin line;
I walk that line everyday.
deola.kayode
@Delola
Everyone is
talking about it ,
should I?
... and El-Rufai
tweeted!!
Technology has ensured
that everyone is a potential
journalist... They have the
power to impact people
and brands
The rules of the game has changed
Welcome to the Word of
Mouse generation
EMPLOYEES
COMPETITORS
CUSTOMERS
CONSUMERS
CITIZENS
CLIENTS…
…are quietly fighting back.
They now have the power to
influence their peers than ever
before.
Exploitation
and great product (if you have one)
They are telling anyone
who cares to listen about…
Online social media is
not more a distraction;
it has shifted the way
businesses communicate.
JOBS!!!
More and more companies
applicants are looking to look
to online job websites and
forums for recruitment …
jobs4naija.com
Joblistnigeria.com
In a fashion uncharacteristic of
the Nigerian market, an online
job portal reportedly secured
venture funding. Gists say its
about $1 million.
It has given small
businesses the power
for MASSIVE results
George Wright the Vice
President (marketing) of
Blendtec, a company in Utah
decided built a campaign
about their cornerstone
product, Total Blender.
*(a high performance blender used in restaurants, coffee shops
and other commercial concerns).
The total cost of starting
was about $50 (being cost
of a lab coat, six-pack of
coke, a rake, and a domain
name). He got the CEO
and recorded him blending
unusual things and posted
the videos online.
The result was astonishing;
blending an iPhone was its most
popular video with 5.2 million
views on YouTube alone in the
first year ... media estimation of
the 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.)
Social MediaSocial media is media designed to
be disseminated through social
interaction, created using highly
accessible and scalable publishing
techniques.
Blogs, micro-blogging, social
networking, video/file sharing,
wikis, social bookmarking,
community sites and more
Your website and social media
Your website should be the
central component of your
internet marketing strategy
If your website needs work,
best to sort this out first before
getting serious about social
media marketing.
Your Website:
The Centerpointof all virtual
activities
Blog
Online video/ Youtube channel
Content sharing sites – Flickr,
Slideshare etc
Email Marketing
Email signature blocks
Online forums posts
RSS
Podcasts
Search engine marketing (pay
per click)
Search engine optimisation
Social bookmarking
Media releases
Collateral / stationery
Offline marketing /
promos
Lead generation…
Drive traffic to your website or
landing page…the money is in
the list.
Number of
telephone lines in
2001…
Number of
telephone lines in
2011…450,000 90.5 million
…Nigeria remains the fastest growing telecommunications market for phones in the world
Mobile Marketing has changed
Social Media is now a major
consideration in Brand
Strategy, Reputation
Management, Public Relations,
Marketing, Human Resource,
Advertising and Research
BRAND
5,155 179,108 fans 2,036 Tweets4,135 followers
14 videos13,083 views
772,517 346,730 fans 6,391 Tweets26,580 followers
4 videos2,749 views
3,672 21,432 fans 15,365 tweets28,171followers
938 videos99,222 views
22,063 21,854(MTN Project fame)17,192(MTN loaded)
994 tweets7,166 followers
135 videos169,252 views
441 21,854 fans
Honorable mention: Always – 120,165
Top 5 Nigerian
Brands on
▀ Samsung
▀ GTBank
▀ MTN
▀ The BeatFM
323,396 followers
22550 followers
22950 followers
173, 046 followers
110,843 followers
▀ Always
Case Study: GTBank
As of today, GTBank is the
leading brand in social
media engagement in
Nigeria, and that is my
opinion. Any other ideas?
They were recently
recognized as the most
customer focused bank in
Nigeria (Corporate and
retail).*
*(KPMG, Banking Industry Customer Satisfaction Survey, June 2010)
With service as a key
proposition, they have
succeeded in building
bridges using a variety of
means including social
media, in reaching their
target audience.
GTBank Fan page on
Facebook – 94,453 fansGTBank Interactive website.
They have…
GTBank
On twitter - 1,259
followers
They have…
10 videos
on
Owners of one of the few
multimedia magazines in
Nigeria - GTBank E - zine
Only bank listed
among the top 10
visited Nigerian websites
by Nigerians
One of the top
spenders in Print
Advertising
They are…
Rules of
Social Media
Engagement
Have a clear
Communication
Strategy
Develop a social media
policy for your
employees not snoop
around them.
… they still use it
anyway. Just turn them
into ambassadors.
Integrate traditional
and digital media.
Changing Consumer
psychographics will
demand you make
adjustments
Identify and profile your
potential customers
Don’t think
outside the box…
… there is no box!
Get Creative
Don’t just create products,
satisfy human needs in a
creative and comfortable way by
understanding how they we live.
Get
personal:
If your business is about
reaching out to people, then let
your brand be human.
Share, link, communicate
(extend customer service from
bored officers and
autoresponders)
If your target audience
are talking about you,
why not join the gist.
Go join the conversation
Go viral
Get others to tell your
story – give them
something 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)
Relinquish
Ownership
Create opportunities
for customers to own
the brand
Measure and
Control
Learn.Unlearn.Relearn
In a rapidly changing world,
your ability to measure and
control your initiative will take
you far…
Your customers now have
less time to decide +
more choices to make
from.
They can even afford not
to see you to make a
buying decision
The way you respond to
these changes can
determine the future of
your brand.
