A presentation delivered to the Jinja Google Business Group about how Ugandans can use YouTube as a marketing tool

1. As A Marketing Tool
May 31, 2014

2. ◆ www.mediaanalyst.co.ug
◆ Confidentiality: The contents of this Presentation remain the property of The Media Analyst Limited at all times. Nothing contained herein can be put to
use without the express authorisation of The Media Analyst Limited.
◆ About Me Me?!
• Ordinary Name: Simon Kaheru !
• @skaheru!
• Simon Kaheru!
• www.skaheru.wordpress.com!blog!
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3. How YouTube
Works
a community website that
features video submissions
from many publics. Ordinary
people and professionals
simply upload videos and
share them - some of their
own creation, some copied.
No pre-screening
Official arrangements
YouTube channels
Copyrights yet no barriers
My personal uploads - a funeral service speech
that allowed family to ‘attend’ the event; my
daughter’s message to family

4. What’s Up
There?
Personal Videos
Political communication
Raw footage
Popular culture
Cats
a wide range of videos
created by professionals,
amateurs, children,
druggies, drunkards, fools,
animals <— in no particular
order
Naughty
Documentaries
Movies
News
There
is no
hierarchy
of content
and no
prioritisation
either. Almost
anything gets up
there onto YouTube,
with the only restrictions
being hard pornography
and violence. I suspect there
is a process of screening out
negative content but it happens
after you’ve uploaded (of course).

5. MATHS
Nielsen says YouTube reaches
more US adults (18-34) than any
cable network!
&!
I’m waiting on the research from
Uganda to compare with
Bukedde TV, NTV, NBS and UBC
6,000,000,000 Hours viewed monthly
Numbers from youtube.com, May 2014
100 Hours uploaded every minute
More than 1,000,000,000
unique users visitYouTube
each month
YouTube is localised in 61 countries and across more than 61
languages
But it’s obvious which
has more reach…YOUR
concern should be WHO
your content reaches,
which is why local TV
still scores some points
Mobile
makes up about
40% of YouTube’s
global watch
time

6. Fresh updates anytime
Big Brands like Coca-Cola get it and stay fresh and
dynamic. They use their own channel and manage content
with a consistency you can only admire. PLUS, they have
many different channels, some targeting specific markets
Clipped from the web using the Grab App

7. What’s Up Africa?
Even the ‘small
fry’ make a name
for themselves
Copied from youtube.com
This chap is the perfect example of a micro-blogger who
has created a meaningful, popular presence on YouTube
(though his subscriber numbers are surprisingly low

8. Set Trends & Influence
Dance the Antenna: This competition gripped the world and was successful in
setting a superb trend and cementing the fact that African music has gone
global thanks to YouTube
Image clipped using Grab and watched hundreds of times by me alone

9. Set Trends & Influence
Image clipped using Grab and also watched hundreds of times by me alone
The success of the ‘Antenna’ dance tells the story very
well - YouTube it with creativity and you explode!
It is very
possible that
many ‘plus-
size’ chaps
started
dancing again
because of
this particular
video

10. Go further than your local TV
Quick
Cheap
Easy
Permanent
Full Controlled
Innovative
Creative
Global
IS…

11. www.mediaanalyst.co.ug
Plot 45, Bukoto Street
P.O. Box 867, Kampala
Uganda
Create. Represent. Realise.
Thanks
Simon Kaheru
Lead Analyst
skaheru@mediaanalyst.co.ug
0792 800 080
@skaheru