2011 social media strategy

1. Online Proposal Fidelity Bank Youth Segment

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 adopters and aspire to social relevance Males and females aged 16 to 35 years More often than not, this expression gives rise to word of mouth. They belong to a diversity of socio-economic backgrounds (AB – C2) They are found predominantly in urban and semi-urban environments Youth are very opinionated; they want to be able to express themselves. They are driven by a desire to be successful 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 of Nigerians on Facebook now amounts to 3,247,660 as at June 2011, with 8.6% in just 3 months Brands are using social networks to reach their consumers, realizing the power of creating a FaceBook Page, or Twitter account to engage their market audience. Social networking has become an important aspect of the youth culture. Media multi-tasking — such as simultaneously searching Web sites, emailing and talking to someone — is prevalent among youths. They use a social network DAILY. They have about 10x as many online friends as real ones. Social network advertising is becoming very main stream as advertisers utilize the ever growing social networking options to contact consumers, prospects.

5. Online Penetration & Awareness 2010 Q : Which of these social network sites do you know, even if only by name? Q : Which of the network sites are you currently a member of? Online Penetration Awareness Facebook Facebook MySpace MySpace Twitter Twitter Orkut Hi5 Hi5 Netlog LinkedIn LinkedIn Netlog Orkut Xing Xing Ning Ning Hyves Hyves Globally, Facebook has the highest awareness. 83% of the worldwide internet population know Facebook. MySpace holds a second place and Twitter comes third More than half of the internet population is currently a member of Facebook Insites Consulting – 2010 Social Media Study N Total = 2884 / F = None

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 …still, word-of-mouth is the most credible source to rely on for brand posts… A consumer The brand itself A journalist A marketeer Another brand N Total = 2065 / F = If user Insites Consulting – 2010 Social Media Study

7. Influences of Social networks on customers 65.3%report a digital experience changed their perception of a brand. 97.1%reports 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.

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.

13. 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 bankon 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.

14. 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.

15. THANK YOU