Social media eungu
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Training For Nigerian Communications Commission (Public Relations Department) 2015.
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Social media eungu
- 1. Social Media and Online Engagements NCC…!
- 2. “Spreading News Using Social Media”
- 3. Our Past and Current Clients CONTACT ADDRESS: Plot 12 Block 5, Ogudu phase 2. Opposite Alapere Housing Estate Ogudu, Lagos, Nigeria Phone: 08125574365, 07032639634 Email: admin@businessplusng.com Website: www.businessplusng.com
- 5. In the next few hours we will cover information on….
- 6. What is Social Media ? Social Media Talks (Statistics) • Marketing Overview • Content planning and marketing Social Media Strategies Content | Brief Analytics | Result Management Social Media in the Future 1 2 3 4
- 7. Social Media? How do you define
- 8. Digital Marketing & Social Media? What's the difference
- 9. What’s Marketing ? What is the core ?
- 10. 6 P’s of marketing PEOPLE Place ment Product PricePromot ion Purpose Customer Experience Marketing
- 11. What Do People BUY? Contact Us BUSINESSPLUS SERVICES 234 703 2639 634 www.businessplusng.com
- 12. Religion
- 13. Culture
- 14. Emotion
- 15. to position your product for your target. It’s important then…
- 16. Questions • Who are the customers? • What needs to be fulfilled by the product? • Why is your product the best option to fulfill the needs of your target? Positioning
- 17. statement Our (product/brand) is (claim that is the most important) among all (the competitive landscape) because (the support of the claim) Good to use
- 18. How do you know how to position product or service?
- 19. Determine your Target Audience Segmentation Demographics Psychographics Behavioral
- 20. to ask • What is the story of the customer? • What are benefits that the customer seeks? • What are the profiles based on the customers benefits? • What are the observable variables (i.e. demographics) that discriminates the benefit segments for identifying membership in segments? Questions
- 22. Pre Digital • 1603 First newspaper • 1704 First newspaper advertisement • 1906 First radio broadcast • 1956 First prerecorded commercial
- 23. Pre-social • 1990 World Wide Web is born • 1993 First graphical browser • 1997 Weblog term emerges • 1998 Google • 2004 Web 2.0
- 24. Digital Age • 2002 LinkedIN • 2003 MySpace • 2004 Facebook • 2006 Twitter • 2009 Foursquare • 2010 Instagram and Pinterest
- 27. Marketing Today
- 28. B:B B:C
- 29. Person to Person
- 30. What is Digital Marketing?
- 32. Digital Marketing Your website: A Conversion Engine Direct Traffic Referral Traffic Email Marketing Display Advertising Paid Search Organic Search Social Media Source: Understanding Digital Marketing by Damian Ryan & Calvin Jones Analytics Analytics Cross-Platform (Mobile)
- 33. Effective!!! By: BusinessPlus Services… Social Media Can’t Work Unless we have Statistics
- 34. Do you Know in Nigeria…. We have.
- 35. BBM/Google Insights Audience Overview Nigeria 2014 CONFIDENTIAL – INTERNAL USE ONLY
- 36. % 20% BBM/Google Usage Summary App Usage Contacts Personal vs. Business 80% | 20% 89% 85% 64 # of BBM Contacts # of BBM Group s Satisfaction with BBM 200 or more 5 groups or more Total 100 - 199 4 groups BlackBerry 10 75 - 99 3 groups 50 - 74 BlackBerry OS 30 - 49 2 groups Android 20 - 29 49% 1 group10 - 19 iOS Non e Less than 10 Total BlackBerry BlackBerry Android iOS Very satisfied 6 5 4 3 2 Notat all satisfied 10 OS CONFIDENTIAL – INTERNAL USE ONLY 22% 20% 31% 16% 6% 30% 24% 25% 11% 19% 21% 32% 17% 7% 26% 18% 31% 14% 5% 23% 20% 29% 14% 8% 6% 9% 13% 19% 16% 6% 10% 13% 13% 22% 8% 7% 14% 15% 13% 18% 20% 17% 12% 13% 16% 18% 14%8% 11%6% 9% 30% 20% 11% 11% 15% 8% 14% 19% 11% 16% 16% 9% 9% • BBM users in Nigeria have a high number of contacts, particularly BlackBerry 10 owners • Half of BBM users participate in BBM Groups • WhatsApp, SMS and Facebook Messenger are all commonly used
- 37. BBM Contacts | BBM Users have a high number of contacts, with a high proportion of international contacts Contacts Personal vs. Business 80% | 20% # of BBM Contacts by OS # of BBM Groups Contacts in other countries 200 or more 5 groups or more 100 - 199 11% 4 groups 26% 8%75 - 99 44% 24% 6% 3 groups 50 - 74 30 - 49 2 groups 54%20 - 29 49% 1 group 0% 1% - 10% 11% - 20% > 20%10 - 19 NoneLess than 10 BlackBerry BlackBerry Android iOS 10 OS U1 – How many BBM contacts do you have? U2 – What proportion of your BBM contacts are business vs. personal? U2b – What percentage of your BBM contacts live in another country? U2c - Thinking about where your international contacts live, with which one country (besides your own) do you BBM the most? U3 – How many BBM groups are you a member of? 16% 6% 10% 13% 13% 22% 8% 7% 14% 15% 13% 18% 20% 17% 12% 13% 16% 18% 14% 8% 11%6% 9% 30% 20% 11% 11% 15% 8% 6% 9% 13% 19%
- 38. Mobile Device Usage Summary Activities on Mobile Devices 90% 90% Check personal email Browse the web View social networking sites Play or listen to music Check work email Watch downloaded or streaming video content Maintain an address book Read e-books, digital magazines or newspapers Maintain a calendar Play games Online banking For GPS/Navigation Use for productivity Online shopping Make or receive mobile payments Video chatting Allow my kids to watch videos/play games Access recipes / use as a cookbook None of the above Device Usage 85% Business use only Mostly business use, but with some personal use About an equal mix of personal and business use Mostly personal use, but with some business use Personal use only Total BlackBerry BlackBerry Android iOS 10 OS CONFIDENTIAL – INTERNAL USE ONLY 6% 17% 21% 22%22% 32% 29% 29% 31%28% 30% 52%47% 46% 44% 32% 69% 47% 47% 43% 43% 39% 39% 33% 28% 28% 25% 15% 12% 10% 9% 0% • BB10 device owners are a mix of personal and business device users, more so than Android and iOS users. • Dominant activities are personal – music, internet, and email applications
- 39. Mobile Device Characteristics and Usage Device Usage Contract Type Average NGN per month Monthly contract with data Monthly contract without data Prepaid with data Business use only 76% ₦3268 ₦2816% Mostly business use, but with some personal use ₦483514% Prepaid without data 1%About an equal mix of personal and business use Employer pays 1% Mostly personal use, but with some business use Other 1% None 0% Personal use only Total BlackBerry BlackBerry Android iOS 10 OS DE2 – What is the operating system of the device that you use for BBM? DE3 – How do you typically use this mobile device? DE4 – What kind of tariff /plan/contract are you currently on for this mobile device? DE5 – About how much do you pay per month for your mobile phone usage? 6 6% 17% 21% 22%22% 32% 29% 29% 31%28% 30% 52%47% 46% 44% 32%
- 40. Activities on Mobile Device | Email and on their mobile device web browsing are done by nearly all Activities on Mobile Devices 90% 90% Check personal email Browse the web View social networking sites Play or listen to music Check work email Watch downloaded or streaming video content Maintain an address book Read e-books, digital magazines or newspapers Maintain a calendar Play games Online banking For GPS/Navigation Use for productivity Online shopping Make or receive mobile payments Video chatting Allow my kids to watch videos/play games Access recipes / use as a cookbook None of the above 85% M2 - Which of the following activities do you regularly do on your mobile device? 69% 47% 47% 43% 43% 39% 39% 33% 28% 28% 25% 15% 12% 10% 9% 0% BlackBerry 10 BlackBerry OS Android iOS 91% 91% 89% 86% 87% 90% 91% 87% 83% 84% 88% 86% 66% 69% 69% 70% 61% 47% 43% 56% 50% 43% 54% 51% 58% 43% 43% 47% 44% 39% 53% 54% 50% 39% 38% 44% 38% 31% 56% 60% 43% 31% 37% 46% 30% 26% 35% 36% 18% 28% 28% 31% 30% 22% 29% 43% 16% 13% 20% 25% 35% 4% 24% 51% 15% 9% 13% 18% 9% 8% 10% 11% 1% 0% 1% 0%
- 41. Demographics CONFIDENTIAL – INTERNAL USE ONLY
- 42. Demographics Summary 32% Highest EducationEthnicity Monthly Income Urban SettingMaster's or Doctorate degree Bachelor's degree Yoruba Igbo Hausa Edo Efik-Ibibio Fulani Ijaw Tiv Kanuri Other 44% 28%200001+ Naira 175001 - 200000 Naira 150001 - 175000 Naira 125001 - 150000 Naira 100001 - 125000 Naira 75001 -100000 Naira 50001 -75000 Naira 40001 -50000 Naira 30001 -40000 Naira 20001 -30000 Naira 10001 -20000 Naira 5001 - 10000 Naira Up to 5000 Naira Large urban city 27% Small urban city Nigerian Certificate of Education Ordinary or Higher National Diploma Secondary School 68% 11% Small town10% Village / HamletPrimary school Rural area Other 13% Average household size: 5.2 CONFIDENTIAL – INTERNAL USE ONLY Own vs. Rent 31% 64%| 61% 27% 8% 3% 3% 3% 7% 11 7% 4% 6% 9% 4% 4% 24% 55% 14% 5% 7% 6% 5% 3% 3% 1% 1% • BBM users in Nigeria are more likely to be male, to live in a large city, and to hold a university degree • Households tend to be larger with an average over five people
- 43. Demographics | Users are more likely to be male, less than 35 years of age, and come from larger households 32% 68% Household Size Ethnicity 7 or more 26%Yoruba Igbo Hausa Edo Efik-Ibibio Fulani Ijaw Tiv Kanuri Other 44% 55 +2% 6% Average household size: 5.2 27% 6 13% 5% 45 - 54 11% 5 16% 35 - 44 % of households with children: 80% Average age of children: 13.5 18% 25% 4 17% 57% 43%25 - 34 3 10% 18% 14%18 - 24 2 10% 17 or younger0% 0% 1 7%13% D1 – Are you male or female? D2 – How old are you? D8 – Do you consider yourself...? L0_a to L0_f – Please indicate how many of the people living in your household, including yourself, fall into one of the following categories. 7% 6% 5% 3% 3% 1% 1%
- 44. Education | Users are fairly well educated with a quarter having advanced degrees Highest Education Major Master's or Doctorate degree Bachelor's degree Business or Economics 26% Computer Science or Engineering 20% Science 16%Nigerian Certificate of Education Ordinary or Higher National Diploma Secondary School Arts or Humanities 4% Health or Medical Technical studies Primary school General studies Other Other 13% D4 – What is the highest level of education you've attained? D5 – What was your major area of study in college or university? CONFIDENTIAL – INTERNAL USE ONLY 1 8% 3% 1% 24% 55% 14% 5%
- 45. Income & Employment | Most highest income level users are employed, income peaks at the Monthly Income Job Role 28%200001+ Naira 175001 - 200000 Naira 150001 - 175000 Naira 125001 - 150000 Naira 100001 - 125000 Naira 75001 -100000 Naira 50001 - 75000 Naira 40001 - 50000 Naira 30001 -40000 Naira 20001 - 30000 Naira 10001 - 20000 Naira 5001 - 10000 Naira Up to 5000 Naira Employee 39% Management 16% Employed vs. Unemployed |Chairman/owner/CEO/partner/ Executive/C-level 75% 25%16% 11% Consultant/freelancer 10% Homemaker Retired Student 13% Not currently employed 10% D6 – Which of the following categories best describes your 2013 monthly/annual house hold income? D9 – Which of the following most closely describes your job role? 4% 1% 1% 3% 3% 3% 7% 11 7% 4% 6% 9% 4% 4%
- 46. Dwelling | Home ownership is not region of Nigeria common, majority reside in South West North West 4% North Central 17% North East 1%Residence typeUrban Setting Fully detached house Large urban city South West 56% Small urban city Semi detached house South East 6% Small town Condominium South South 16% Own vs. Rent 31% 64% Village / Hamlet Apartment | Rural area Other 5% L1 – Which region your country do you live in? L2 – What type of residenDal area do you live in? Map provided by FreeVectorMaps.com 20% 15% 59% 61% 27% 8%
- 47. Activities & Lifestyle Habits CONFIDENTIAL – INTERNAL USE ONLY
- 48. Activities & Lifestyle Summary Top 10 Sports / Fitness Free time activities48% of respondents Football (Soccer) Basketball Walking Swimming Running/jogging Tennis Fitness classes Table tennis (ping-pong) Volleyball Martial arts 67% have shopped online in past 3 months Music TV, Movies Reading Being with friends Sports Travelling Video games / internet gaming Photography Shopping Automobiles Cooking Beauty / Fashion Art Comics Shortwave / Amateur radio Gardening Collecting Other None of these 66% 66% 26% 25% 25% 24% 59% 23%Top 5 Social Media Sites Used 22% 19% 94% 70% Popular reading topics Entertainment Movie s Music Entrepreneurship/Innovatio n Health/Fitness Business Technolog y Education Religion Politics 61% 54% 49% 47% 46% 46% 46% 42% 40% CONFIDENTIAL – INTERNAL USE ONLY 35% 31% 53% 34% 33% 48% 40% 36% 33% 24% 23% 22% 22% 19% 15% 9% 5% 4% 2% 8% 1% 10% 10% • Facebook is used by nearly all BBM users, local social media sites are popular amongst Youth • Football is clearly the predominant sporting event • Popular culture dominates reading topics
- 49. Social Media | Social media sites are used by Youth all ages, Instagram and Nairaland are popular amongst BBM Top 5 Social Media Sites Used 94% 70% M1 – Which of these social media services do you use? Site < 24 25-34 35-54 55+ 93% 96% 93% 83% 81% 73% 64% 42% 26% 57% 66% 61% 40% 44% 24% 2% 47% 38% 24% 5% 53% 34% 33%
- 50. Online Shopping purchases being | Half of users have shopped made on a mobile device online, with half of those 48% of respondents OnlinePurchases have shopped online in past 3 months Computers / electronics Fashion apparel or jewelry Books / music / movies Gifts and gadgets Travel Health & beauty Baby, kids, or toys Sporting goods Home décor Office supplies Other 37% 36% 33% 31% 22% 24% of all respondents have shopped online using a mobile phone * Denotes numbers are not shown due to small base (less than 30 respondents). A10 – In the past 3 months, have you made any purchases online? A11 – What type(s) of purchases have you made online in the past 3 months? Purchase Category < 24 25-34 35-54 55+ Computers / electronics 20% 39% 41% * Fashion apparel or jewelry 54% 39% 30% * Books / music / movies 27% 26% 44% * Gifts and gadgets 27% 34% 37% * Travel 6% 16% 34% * Health & beauty 22% 11% 10% * Baby, kids, or toys 1% 12% 14% * Sporting goods 9% 6% 12% * Home décor 13% 8% 7% * Office supplies 10% 3% 11% * Other 15% 21% 14% * % who have shopped online 38% 55% 54% * % who have shopped on mobile 22% 33% 19% * 12% 11% 8% 7% 6% 17%
- 51. Free Time Activities | Movies and Music are common amongst youth, older users enjoy Reading and Socializing with friends Free time activities Music TV, Movies Reading Being with friends Sports Travelling Video games / internet gaming Photography Shopping Automobiles Cooking Beauty / Fashion Art Comics Shortwave / Amateur radio Gardening Collecting Other None of these 66% 66% 59% A6 – What do you like to do in your free time? CONFIDENTIAL – INTERNAL USE ONLY 48% 40% 36% 33% 24% 23% 22% 22% 19% 15% 9% 5% 4% 2% 8% 1% Activity < 24 25-34 35-54 55+ Music 83% 73% 54% 42% TV, Movies 80% 72% 63% 42% Reading 56% 67% 60% 73% Being with friends 56% 51% 46% 41% Sports 43% 36% 47% 26% Travelling 26% 36% 41% 38% Video games / internet gaming 49% 36% 26% 2% Photography 26% 22% 26% 31% Shopping 20% 28% 21% 22% Automobiles 16% 24% 29% 4% Cooking 23% 27% 19% 9% Beauty / Fashion 28% 21% 13% 8% Art 21% 18% 13% 3% Comics 13% 10% 9% 0% Shortwave / Amateur radio 1% 5% 4% 8% Gardening 0% 3% 5% 29% Collecting 3% 1% 3% 0% Other 7% 10% 5% 0% None of these 0% 0% 1% 0%
- 52. Reading Topics | Pop culture is favored amongst youth, while older users prefer reading about Health, Religion, and Entrepreneurship Popular reading topics Entertainment Movies Music Entrepreneurship/Innovation Health/Fitness Business Technology Education Religion Politics Life science/Health science 61% 54% 49% 47% 46% 46% 46% 42% 40% A5 – Thinking about the books, magazines, newspapers, websites, blogs, etc. that you read, which of the following topics are of interest to you? CONFIDENTIAL – INTERNAL USE ONLY 35% 31% Topic < 24 25-34 35-54 55+ Entertainment 74% 67% 55% 25% Movies 66% 62% 45% 28% Music 67% 58% 37% 27% Entrepreneurship/Innovation 40% 48% 53% 54% Health/Fitness 39% 51% 53% 64% Business 25% 47% 57% 48% Technology 54% 48% 46% 25% Education 42% 46% 43% 28% Religion 30% 42% 43% 50% Politics 22% 34% 45% 43% Life science/Health science 30% 32% 33% 32%
- 53. Sports & Fitness Participation participation across all ages | Football is most popular with highest Top 10 Sports / Fitness Football (Soccer) Basketball Walking Swimming Running/jogging Tennis Fitness classes Table tennis (ping-pong) Volleyball Martial arts 67% 26% 25% 25% 24% 23% 22% 19% A4 – Which of the following, if any, sports & fitness do you participate in or watch regularly? CONFIDENTIAL – INTERNAL USE ONLY 10% 10% Activity < 24 25-34 35-54 55+ Football (Soccer) 63% 64% 71% 68% Basketball 35% 26% 22% 12% Walking 31% 32% 21% 27% Swimming 28% 27% 24% 16% Running/jogging 23% 22% 27% 26% Tennis 16% 21% 28% 36% Fitness classes 18% 20% 29% 26% Table tennis (ping-pong) 15% 19% 25% 18% Volleyball 9% 8% 11% 1% Martial arts 8% 10% 9% 3%
- 54. Events | Movies, sports and educational events are attended regularly Entertainment Events 16% 5% 33%Movies Pro Sports Local Sports Live Music (local) EducationalSeminars Festivals Theatre Live Music (pro) Art / Museum 11% 5% 38% 6%5% 5%8% Weekly or more Few times/month Monthly Few times a year Once a year A3 – Thinking about the past year, how often do you typically attend the following events for entertainment? 19% 16% 8% 16% 7% 15% 6% 15% 7% 17% 7% 13% 10% 30% 12% 10% 17% 7% 45% 10% 7% 11% 21% 6% 18% 14% 24% 14% 22% 18% % weekly or more < 24 25-34 35-54 55+ Movies 28% 20% 9% 8% Pro Sports 18% 16% 13% 8% Local Sports 20% 15% 11% 1% Live Music (local) 16% 13% 9% 4% Educational Seminars 11% 10% 9% 2% Festivals 4% 6% 5% 1% Theatre 10% 5% 2% 0% Live Music (pro) 9% 4% 3% 0% Art / Museum 6% 2% 2% 0%
- 55. Vacation | Average of seven vacations are taken per home year, typically within Nigeria or close to Average number of vacations per year 9% vacation per year Average number of vacations taken per year Within my home region Within Nigeria Outside of Nigeria 47% vacations per year 44% 3.1 vacation per year A2 – In the past year, how many times have you vacationed... 7.03.1 3.3 0.6
- 56. Study Methodology CONFIDENTIAL – INTERNAL USE ONLY
- 57. BBM Audience Overview | Study Design CONFIDENTIAL – INTERNAL USE ONLY Research Objectives ● To accurately profile the BBM audience for prospective clients/partners in order to leverage the platform as a media property ● To gain a deeper understanding of the customer base in order to optimize product/service delivery and refine marketing efforts Data Collection ● Active users of BBM were contacted via email with an invitation to participate in a 15 minutes online survey ● Responses were collected from February 25th - March 24th, 2014 Markets (N) Argentina (1,797) France (1,109) Malaysia (238) Nigeria (1,409) Spain (986) Venezuela (1,789) Canada (2,975) India (1,292) Mexico (1,299) Saudi Arabia (558) United Kingdom (1,056) Colombia (2,428) Indonesia (1,488) Netherlands (679) South Africa (1,713) United States (1,176) Weighting ● Within each country, responses were weighted to reflect an accurate mix of users on BBM for BlackBerry, iOS and Android Note: No cross country weighting has been applied. As such, all data is reported at an individual country level Reporting ● All results based on self-reported data
- 59. Paid, Earned, and Owned Media •Paid—Off-site media purchased to drive traffic or awareness across any marketing touch point or device. •Earned —Social media-driven, consumer-created content that can exist both within and outside of your brand's site. •Owned—Your brand's website and off-site brand experiences. Source: http://blogs.imediaconnection.com/blog/2013/05/04/digital-marketing-trends- what%E2%80%99s-shaping-the-industry-and-how-to-act/
- 62. Digital Marketing: Social Media and Online Strategies
- 63. SEO and Content Marketing
- 64. What is Content Marketing?
- 65. Content Marketing is •Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
- 67. Why Content Marketing? • Foster greater audience engagement (56%) • Establish brand trust (47%) • Create faster, more frequent touchpoints with customers and prospects (33%)
- 133. Few social media style guide…
- 134. General Tips ● Be accurate and consistent ● Tailor content to the platform – Twitter and Facebook are different! ● Show off about your exclusive content ● Correctly attribute images ● Use appropriate hashtags
- 136. Social Media Tools
- 137. 12 social media tools for journalists
- 138. As social media has become an essential part of journalism, tools for , and from around the web are increasingly part of a journalist's day-to-day toolbox – both for newsgathering and engaging users
- 146. Swayy is a kind of assistant to help you find shareable and valuable content on social networks. It is integrated with all the main social media platforms and, with a simple user interface, will automatically find videos, articles and blog posts which are popular on the web. The basic platform is free, with priced plans including extra features from $9 (£5.25) a month.
- 149. This is a free tool that allows users to search for keywords to find user-generated content posted to social networks around a specific topic or area. Users can also analyse the strength, or popularity, of a particular topic available by revealing top keywords, users and hashtags related to their search.
- 150. Meddle is a free dynamic blogging and curation service which enables users to highlight excerpts of published content and add their own comments before distributing to Facebook, Twitter, and LinkedIn.
- 152. THANKYOU Contact Us BusinessPlus Services | +234 (0) 703 2639 634 dayo@businessplusng.com www.BUSINESSPLUSNG.com