Engaging the youth segment online

1. Online Engagement
Youth Segment
An Online Proposal for Fidelity Bank PLC.

2. Goals and Objectives
 Deepen and enrich the brand’s relationship with
customers through social media interaction.
 To facilitate collaboration, sharing of contents and
interaction with the brand.
 Recruit and engage brand advocates and ambassadors
on social networking platforms.
 Customer feedback – measure, assess and evaluate

3. Focus - Youths
They are early
Males and More often than not, adopters and aspire to
females aged 16 this expression gives social relevance
to 35 years rise to word of
mouth.
They belong to a They are found
diversity of socio- predominantly in urban
economic and semi-urban
backgrounds (AB environments
– C2)
Youth are very
They are driven
opinionated; they want to
by a desire to be
be able to express
successful
themselves.
They may be graduates, youth corpers, job seekers, entrepreneurs,
corporate executives, white collar, blue collar, skilled , semi-skilled
or unskilled workers.

4. Trends
From 2,991,200 in
March 2011, total number Brands are using social networks to
of Nigerians on Facebook reach their consumers, realizing the
now amounts to power of creating a FaceBook Page, or
Social networking has Twitter account to engage their market
3,247,660 as at June
become an important audience.
2011, with 8.6% in just 3
aspect of the youth
months
culture.
Media multi-tasking — such as
simultaneously searching Web
sites, emailing and talking to
They use a social someone — is prevalent Social network advertising is becoming
network DAILY. They among youths. very main stream as advertisers utilize
have about 10x as many the ever growing social networking
online friends as real options to contact consumers,
ones. prospects.

5. 2010
Online Penetration & Awareness
Q : Which of these social network sites do you know, even if
Q : Which of the network sites are you currently a member of?
only by name?
ONLINE PENETRATION AWARENESS
Facebook Facebook 51% Facebook Facebook 83%
MySpace MySpace 20% MySpace MySpace 73%
Twitter Twitter 17% Twitter Twitter 64%
Orkut Orkut 15% Hi5 Hi5 28%
Hi5 Hi5 11% Netlog Netlog 23%
LinkedIn LinkedIn 9% LinkedIn LinkedIn 22%
Netlog Netlog 8% Orkut Orkut 21%
Xing Xing 3% Xing Xing 10%
Ning Ning 2% Ning Ning 5%
Hyves Hyves 1%
Hyves Hyves 2%
Globally, Facebook has the highest awareness. 83% of the
More than half of the internet population is currently a worldwide internet population know Facebook.
member of Facebook MySpace holds a second place and Twitter comes third
N Total = 2884 / F = None Insites Consulting – 2010 Social Media Study

6. Credible sources for brand posts
2010
Q : Imagine something about a brand being posted on a social
network, what would be the most credible source for you?
MOST CREDIBLE SOURCES
A consumer A consumer 38%
…still, word-of-mouth
The brand itself
The brand itself 32% is the most credible
source to rely on for
brand posts…
A journalist 7%
A journalist
A marketeer 3%
A marketeer
Another brand
Another brand 1%
N Total = 2065 / F = If user
Insites Consulting – 2010 Social Media Study

7. Influences of Social networks on
customers
65.3% report a
97.1%
digital experience changed
reports their perception of a brand.
that digital experience has
influenced purchase.
24% have produced
digital content in order to
enter a contest.
Source: Razorfish Global feed

8. Insights
 The online platform has evolved in recent times to become the leading
platform for engaging youths and actualizing brand’s objectives.
 Active involvement on social networks is very high with youths spending a
large percentage of their time on face book, Google search engine, Twitter,
My space and other online forums.
 Online engagement platforms e.g. Social networking sites now eats up
twice as much of youths online time as any other activity.
Our recommendations will take advantage of the influence
of social networking(Facebook) over youths to meets our
goals and objectives.

9. FIDELITY Connect
 The FIDELITY Connect is a platform on
Facebook that seek to engage youths
with several exciting applications e.g
Games and Online Quiz.
 Also imbedded on the page is the Face
of Fidelity competition.
 Fans are expected to upload trendy
pictures, while a winner will be selected
at the end of the month.

10. Strategic Intent
Drive action
•Find and engage existing • Leverage offline Measure
social network fans events
•Provide applications that
• Advertise through •Reach
•Host discussions and
provide useful resources enlist ambassadors existing media •- Fans
•Invite fans to upload • Add your social Web •- Mentions
•Provide branded digital pictures, play games, links to your brand Web
contents. •Engagement
e.t.c site •- Discussions,
•Hosts contests with
content, reviews,
Engage opt-ins for further
contact. ATL Leverage and posts

11.  An array of interactive online games that would take the
shape of word puzzles, board games, brain twisters etc.
would be introduced to the brand’s platform.
 The games would be in stages and a participant stands a
chance of winning cash prizes after reaching a certain stages.
 This would become popular amongst youths and adults as
they would begin to identify with the platform and the
brand.

12. Online Quiz
 An online quiz that would cover a wide range of topics would be
introduced. Areas that would be covered include:
◦ Celebrity gossips
◦ Sports/Football
◦ History
◦ Music etc.
 Questions will be answered online and cash prizes would be won..

13. Face Of Fidelity
 Online visitors would have the
opportunity to upload their pictures on
the brands web page and participate in
the Face of Fidelity competition.
 This would be a monthly competition
where winners will emerge and win
cash prizes.
 Friends and online visitors to the page
would vote their favorite face and the
picture with the highest vote becomes
the Face of Fidelity for the month.

14. Workings
 The online activities tagged Fidelity Connect promotes
the saving culture amongst youths with a strong emphasis
on money management.
◦ Save the largest sum of money after meeting your needs and Fidelity Bank will open
an account for you with the virtual money you have saved.
◦ The winner becomes the face of the bank on the forum with the Facebook photo
contest incorporated.
◦ As part of the conditions, you must also help your friends with the virtual money.
◦ Recruit a team of 10 friends to start the game. Register the names of your friends
on the Fidelity bank platform.

15. Summary
 The brands online activities tagged Fidelity Connect which
includes the online games, quiz and the face of fidelity is an effort
aimed at engaging customers and helping the youths develop the
culture of saving.
 It introduced the Face of Fidelity to celebrate the beauty, style and
confidence of the Nigerian youth, enabling them perform at their full
potentials.
 It identifies with the vibrancy and adventurous tendencies of the
youth and moves in, helping them actualize their inner desires.
 Above all, it confirms its declaration of being a reliable, committed
and dependable brand that stays true to its promises by
consciously engaging and helping youths build value through their
association with the brand.

16. THANK YOU