Mobile Money and Social Media in Africa.
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Mobile Money and Social Media in Africa.

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Mobile Money and Social Media in Africa. Mobile Money and Social Media in Africa. Presentation Transcript

  • This document is offered compliments of BSP Media Group. www.bspmediagroup.com All rights reserved.
  • MOBILE MONEY AND SOCIAL MEDIA IN AFRICA Case Study from Nigeria Vytas Paukstys, CEO Eskimi
  • WHAT IS ESKIMI? MOBILE -FIRST SOCIAL NETWORK TO MEET NEW PEOPLE FOUNDED 2010 LARGEST MARKETS IN WEST AFRICA MOBILE MONEY MARKETING PLATFORM SINCE 2012
  • ESKIMI 2nd largest mobile destination in Nigeria 14+M members worldwide 7.7+M members in Nigeria 1+M members in Ghana 1+M members in Kenya & SA More than 10 million members from Africa!
  • ESKIMI B2B STRATEGY ADVERTISEMENT FOR BRANDS VAS & DATA FOR MOBILE OPERATORS MOBILE MONEY MARKETING
  • ESKIMI B2B STRATEGY ADVERTISEMENT FOR BRANDS VAS & DATA FOR MOBILE OPERATORS MOBILE MONEY MARKETING
  • CONTEXT: FINANCIAL PROFILE OF NIGERIA Population 177M Bank accounts 29M Mobile subscribers 111M Mobile money users 6M
  • CONTEXT: 3 YEARS AFTER LAUNCH Nigeria mobile money users % from total mobile subs Kenya 6m 12m 5% 40%
  • MEDIA IN AFRICA IS MOBILE! 90% of SOCIAL MEDIA users are mobile and spend more than 3 hours per day online SOC. MEDIA AUDIENCE TOP 10% OF NIGERIAN POPULATION BY DOMESTIC INCOME
  • KEY STATEMENT: MOBILE MONEY ROLL-OUT HAS TO STRONGLY INCLUDE SOCIAL MEDIA
  • REASON 1: SOCIAL MEDIA AUDIENCE ARE MOST LIKELY TO USE MOBILE MONEY
  • SOCIAL MEDIA AUDIENCE URBAN TRANSACTING NOW TECH-SAVVY
  • SOCIAL MEDIA IS URBAN 91% 9% of users are in the cities of users are outside the cities
  • SENDING MONEY NOW 82% of urban residents send money to their families in rural areas.
  • SENDS MONEY MONTHLY, BUT PREFERS WEEKLY How often do you send money? (%) Bank Recharge cards 76 47 35 16 12 1 Monthly Weekly Daily
  • REASON 2: SOCIAL MEDIA HAS DATA, ENGAGEMENT AND EDUCATION TOOLS
  • SOCIAL MEDIA USERS ARE ENGAGED! 3 hours AVERAGE USER SPENDS UP TO 3 HOURS ON SOCIAL MEDIA EVERY DAY!
  • USER EDUCATION USER ACQUISITION USER RETENTION Social media already has data about users to acquire and retain them!
  • USER RETENTION CHANGE YOUR PIN UPLOAD MONEY INVITE A FRIEND Develop a step-by-step process for the users coming back every day Push retention messages like “change your pin”, “make your first transaction”, “invite your family” already from the NEXT DAY Incentivize actions to make learning process easy and engaging
  • USER RETENTION LOCATION Localize the experience and make it easy for the user “You can upload money to your wallet at these agents around you in Ikeja, Lagos”
  • SOCIAL MEANS SHARING Use the social graph on social media to drive recommendations and invites. INVITATIONS TO JOIN RECOMMENDATIONS AUTOMATIC POSTS SHARING POSSIBILITIES
  • SOCIAL MEDIA MOBILE MONEY USERS ARE MORE ACTIVE 36% 4% acquired through social media with retention tools acquired through traditional media with SMS retention
  • SUMMARY • • • SM audience is more effective to roll-out mobile SM is the closest, most personal and engaging media SM solves user retention & usage