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social media
Acknowledging the growing importance of
       mobile use in East Africa
by integrating mobile accessibility into your social
                media campaigns




                                                  Florence Saronge
                                Chief Marketing and Strategy Officer,
                                                      Orange Kenya
                                                         16 November, 2011
this presentation covers...

overview of East Africa stats
social media and mobile marketing techniques
accessing digital via mainstream mobile
strategies for better engagement with digital advertising via
mobile applications
mobile applications - inter-connectivity between customers
and your business
mobile capabilities to increase business transactions and
reduce inconvenience
potential of mobile sharing for increased viral marketing
Quick Survey
Do you…
  Facebook?
  Flickr?
  Linked In?
  Have you ever searched for something on Wikipedia?
  Yahoo?
  Google?
  Ask?
  Do you read blogs?
  Do you use a RSS reader like Google, Newsgator or
  Bloglines?
  Have you submitted content to a social network?
  Has your content become “popular” or hit the front page?
  Do you or a client of yours do social media marketing?
East Africa Stats
   24% of internet users are                     Population (2011                  Penetration (%
                                                                  Internet Users                  Facebook Subs
   one or another social                              Est.)                         pop'n) users
   network                         Tanzania          42,746,620          676,000           1.6%          352,000
                                   Kenya             41,070,934        3,995,500           9.7%       1,232,980
   Only 1.5% of the                Uganda            34,612,250        3,200,000           9.2%          330,780
                                   Rwanda            11,370,425          450,000           4.0%           99,020
   population are using            Burundi           10,216,190          157,800           1.5%           27,420
   social media                    East Africa      140,016,419        8,479,300           6.1%       2,042,200

   6.1% of the population
   using internet
   The opportunities are
   anything between 86% -
   99%
http://youtu.be/3SuNx0UrnEo
(2:35 mins)
   11/16/2011                                                                                         4
What’s Big now on Internet will be BIGGER on
              Mobile Internet




         http://youtu.be/KOYbnbXHR6U
       (1:49 mins)
                                               5
Why Mobile? Anytime, Anywhere
Mobile Technology
  empowers members to exchange ideas,
  share best practices and collaborate -
  anytime, anywhere. It offers a new
  dimension of value to members.
  will deliver solutions so member-based
  organizations can increase their presence
  and attract a new generation of global
  members.
By 2013
  Mobile phones will overtake PCs as the most
  common Web access device worldwide.
By 2014
  Over 3 billion of the world's adult population
  will be able to transact electronically via
  Mobile or Internet technology.
Source: Gartner 2010: www.gartner.com/it/page.jsp?id=1278413
   11/16/2011                                                  6
Delivering successful campaigns by combining
social media and mobile marketing techniques
successful social media marketing requires that we go where the
people are...
and once we're there, we need to share great content that attracts
interest in other words, it's about inbound marketing
define your objectives; set criteria by which to measure success of
Social Media efforts
“Right Knowledge / Perception / Behavior
            = Right Result

      • deliver the right mobile message /
 1      offer…


 2    • To the right PERSON



 3    • At the right TIME



 4    • In the right PLACE
Ensuring that the digital content is accessible by all
  mainstream mobile devices for greater reach
                   Location-Based Services (LBS)
                   Social Networking
                   Mobile Search – visual, comparable
                   Mobile Commerce – alerts a store you
                   have just checked in
                   Mobile Payment
                   Context-Aware Service – uses
                   interests and history to serve up
                   appropriate content)
                   Object Recognition (OR) – uses QR
                   Codes
                   Mobile Instant Messaging (MIM)
                   Mobile Email
                   Mobile Video
11/16/2011                                            9
Developing mobile applications that allow for
instant and constant inter-connectivity between
         customers and your business




Personalizing       Packaging           Doscovering
• Access to         • Self contained,   • Apps store
  location or         all
  contacts /          encompassing      Measuring
  community           set of pages
                                        • Downloads
Interacting         monetizing            economy
• Touch, sensors,   • Micropayments
key                 • ads


                                                       10
Formulating strategies for better engagement with
           digital advertising via mobile applications



                                                 content
                                                publishers


                  Internet service                                             system
                     providers                                               integrators


                                             Create an
                                          ecosystem that
             mobile games
                                            allows for a                          software
              developers
                                      win-win-win …                                houses




                            independent
                             developers                             apps development
                                                                        agencies
11/16/2011                                   software integration
                                                  services                                   11
Exploiting mobile capabilities to increase business
     transactions and reduce inconvenience

                 E-ticket / bookings
                 Mobile payment
                 Bill payments

                 Mobile Stock
                 Recommend marketplace
                 Commodity price trackers

                 Online purchases
                 Tax returns
                 Economy watch

                                                12
Harnessing the potential of mobile sharing for
         increased viral marketing

   Communities are the new
   frontier brand, product or
    Building a
      technology is science

    Building a community is a form of
                  art

       Whether it’s a consumer, enterprise
          or a developer community
            New techniques are emerging;
             game mechanics and religion
                    engineering
                                                 13
Thank you!

   “Quit counting fans, followers
   and blog subscribers like bottle
   caps. Think, instead, about
   what you’re hoping to achieve
   with and through the
   community that actually cares
   about what you’re doing.” –
   Amber Naslund of Social Media
   Today



                                  14
Q&A




11/16/2011         15

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Social media acknowledging the growing importance of mobile use in east africa

  • 1. social media Acknowledging the growing importance of mobile use in East Africa by integrating mobile accessibility into your social media campaigns Florence Saronge Chief Marketing and Strategy Officer, Orange Kenya 16 November, 2011
  • 2. this presentation covers... overview of East Africa stats social media and mobile marketing techniques accessing digital via mainstream mobile strategies for better engagement with digital advertising via mobile applications mobile applications - inter-connectivity between customers and your business mobile capabilities to increase business transactions and reduce inconvenience potential of mobile sharing for increased viral marketing
  • 3. Quick Survey Do you… Facebook? Flickr? Linked In? Have you ever searched for something on Wikipedia? Yahoo? Google? Ask? Do you read blogs? Do you use a RSS reader like Google, Newsgator or Bloglines? Have you submitted content to a social network? Has your content become “popular” or hit the front page? Do you or a client of yours do social media marketing?
  • 4. East Africa Stats 24% of internet users are Population (2011 Penetration (% Internet Users Facebook Subs one or another social Est.) pop'n) users network Tanzania 42,746,620 676,000 1.6% 352,000 Kenya 41,070,934 3,995,500 9.7% 1,232,980 Only 1.5% of the Uganda 34,612,250 3,200,000 9.2% 330,780 Rwanda 11,370,425 450,000 4.0% 99,020 population are using Burundi 10,216,190 157,800 1.5% 27,420 social media East Africa 140,016,419 8,479,300 6.1% 2,042,200 6.1% of the population using internet The opportunities are anything between 86% - 99% http://youtu.be/3SuNx0UrnEo (2:35 mins) 11/16/2011 4
  • 5. What’s Big now on Internet will be BIGGER on Mobile Internet http://youtu.be/KOYbnbXHR6U (1:49 mins) 5
  • 6. Why Mobile? Anytime, Anywhere Mobile Technology empowers members to exchange ideas, share best practices and collaborate - anytime, anywhere. It offers a new dimension of value to members. will deliver solutions so member-based organizations can increase their presence and attract a new generation of global members. By 2013 Mobile phones will overtake PCs as the most common Web access device worldwide. By 2014 Over 3 billion of the world's adult population will be able to transact electronically via Mobile or Internet technology. Source: Gartner 2010: www.gartner.com/it/page.jsp?id=1278413 11/16/2011 6
  • 7. Delivering successful campaigns by combining social media and mobile marketing techniques successful social media marketing requires that we go where the people are... and once we're there, we need to share great content that attracts interest in other words, it's about inbound marketing define your objectives; set criteria by which to measure success of Social Media efforts
  • 8. “Right Knowledge / Perception / Behavior = Right Result • deliver the right mobile message / 1 offer… 2 • To the right PERSON 3 • At the right TIME 4 • In the right PLACE
  • 9. Ensuring that the digital content is accessible by all mainstream mobile devices for greater reach Location-Based Services (LBS) Social Networking Mobile Search – visual, comparable Mobile Commerce – alerts a store you have just checked in Mobile Payment Context-Aware Service – uses interests and history to serve up appropriate content) Object Recognition (OR) – uses QR Codes Mobile Instant Messaging (MIM) Mobile Email Mobile Video 11/16/2011 9
  • 10. Developing mobile applications that allow for instant and constant inter-connectivity between customers and your business Personalizing Packaging Doscovering • Access to • Self contained, • Apps store location or all contacts / encompassing Measuring community set of pages • Downloads Interacting monetizing economy • Touch, sensors, • Micropayments key • ads 10
  • 11. Formulating strategies for better engagement with digital advertising via mobile applications content publishers Internet service system providers integrators Create an ecosystem that mobile games allows for a software developers win-win-win … houses independent developers apps development agencies 11/16/2011 software integration services 11
  • 12. Exploiting mobile capabilities to increase business transactions and reduce inconvenience E-ticket / bookings Mobile payment Bill payments Mobile Stock Recommend marketplace Commodity price trackers Online purchases Tax returns Economy watch 12
  • 13. Harnessing the potential of mobile sharing for increased viral marketing Communities are the new frontier brand, product or Building a technology is science Building a community is a form of art Whether it’s a consumer, enterprise or a developer community New techniques are emerging; game mechanics and religion engineering 13
  • 14. Thank you! “Quit counting fans, followers and blog subscribers like bottle caps. Think, instead, about what you’re hoping to achieve with and through the community that actually cares about what you’re doing.” – Amber Naslund of Social Media Today 14

Editor's Notes

  1. What is Social Media?“Social media describes the online technologiesand practices that people use to share content,opinions, insights, experiences, perspectives,and media themselves.”Social media is…EditablePopularA conversationFastHistoricalIronic Source: http://en.wikipedia.org/wiki/Social_media
  2. There are numerous variants of mobile marketing tools in the market today• Text to Win• Voting and Participation TV • Quizzes• Mobile Content• Games• Applications• CRM• IVR• MMS• Direct Response• Barcodes and Ticketing• WAP Portal or Mobile Internet• Java or On Device Portal• …
  3. There are numerous variants of mobile marketing tools in the market today• Text to Win• Voting and Participation TV • Quizzes• Mobile Content• Games• Applications• CRM• IVR• MMS• Direct Response• Barcodes and Ticketing• WAP Portal or Mobile Internet• Java or On Device Portal