Outstanding social media marketing from Botswana and content strategy

1. Social Media
Marketing
International University of Japan
2B5060 Dennis Tlaang

2. 1.
Outstanding social
media campaigns
from Botswana

3. #SKYGIRLSBW
Magazine
70,000 free
circulation copies
Facebook
75,087 likes
Twitter
2063 followers
Instagram
1756 followers
SMS
15,000 connections
Activations
Several 100
activations, with a
combined audience of
over 10,000
An empowerment campaign for teenage girls,
created around the tagline ‘stay true to yourself’.
This was based on the insight that teenagers
(and girls in particular) often struggle to make
well-informed decisions, and can sometimes
make decisions based on what they think others
want them to do.
SKY > “Sure Ka Yona” >>> “Sharpo ka Yona”
Radio
Weekly radio shows
on 2 local radio
stations
TV
5 minute weekly
segment
12,210 views, 439 likes

4. #BWJobgraduates
An organization formed by young graduates who wanted to make a positive contribution in
other graduates life!
They help each other as graduates in finding jobs, CV writing skills and interview skills
They believes in sharing and thus its goal is to expose those who are less privileged
opportunities that are relevant to their individual personal empowerment and growth.
Facebook
110,398 likes

5. #UnemploymentMovement
Facebook
6,828 likes
Twitter
782 followers
112 Likes
An organization advocating for the creation of employment opportunities for youth and minority
groups in Botswana.
This campaign was started by angry citizens following an incident where an unemployed graduate
was arrested for standing in front of parliament to protest how the government he voted for can
create a budget of $10million to celebrate the country’s 50th Independence while over 34% of youth
are unemployed.
Video click here: a single UGC video received 1,023 Likes and 87,286 views

6. #IshallNotforget campaign
Facebook
37,462 likes
Twitter
608 followers
This campaign was started by angry citizens following an incident where a vulnerable
under-aged school girl was sexually defiled by an older man and got pregnant. The
campaign trended in social media platforms Twitter and Facebook quiet for sometime
including private newspapers and radio stations. This was a huge campaign in which
the protestors marched through the city roads and stood by the traffic lights spreading
the messages.
The protest sent an alarming message, it reached even neighbouring countries.
Petition
1737 signatures

7. #Moono #UDC
Facebook
27,606 likes
Umbrella for Democratic Change (UDC) alliance, got the recognition and followers mostly
because, it was led by the youth who marketed their party slogan through the social media. The
party used of the social media, to appeal to the voter. Party slogans have been emblazoned on
the home pages of most people’s Facebook accounts.
The presidential candidate Duma Boko created a Facebook account to gain an extra reach.
Consequently resulting in the party (UDC) getting more elections in the cities and urban areas,
and becoming the second voted party for both the councillors and parliamentary seats

8. 2.
Content Strategy
Botswana Network
Carriers

9. • Mostly posts brand
activation events and
promotions
• Rarely uses UGC
• Rarely asks questions
• Posts frequently
• Focuses on campaigns
• Most engaging post: A
picture of friends (133
likes) (promotional free
airtime)
• 19,379 page likes
• Mostly posts blog posts
• Rarely uses UGC
• Asks many questions
• Posts once every few days
• Focus on thought-leadership
content
• All kinds of content, including
irrelevant topics
• Most engaging post: A
shattered Orange logo picture
after Paris attacks (162 likes)
(not sponsored)
• 19,319,675 page likes
Mostly posts current events
Rarely uses UGC
Posts twice a week
Mixed content
Most engaging post: A picture of
a Botswana runners at the
Olympics (116 likes) (not
sponsored)
19,662 page likes

10. • Mostly posts sponsored
events and promotions
photos
• Often uses UGC
• Frequently asks questions
• Posts frequently
• Focuses on sponsored
event live updates
• Most engaging post: A
response to a customer
complaint (53 shares) (not
sponsored)
• Mostly posts employee,
customer and event photos
• Often uses UGC
• Rarely asks questions
• Posts frequently
• All kinds of content, including
irrelevant topics
• Most engaging post: A picture
of college students (70 shares)
(sponsored)
• Mostly posts notices and
announcements
• Rarely uses UGC
• Rarely asks questions
• Posts occasionally
• Mixed content
• Most engaging post: Miss
Botswana beauty pageant
winner (10 shares) (not
sponsored)

11. Summary
◎ Social media has given users a platform to speak and be
heard, whereas in traditional media one would be easily side-
lined
◎It has changed the political mobilization landscape and reach,
giving access to voters who would otherwise not be easily
reached by traditional media
◎Social media has allowed users access to low cost real-time
marketing. One does not need to wait for the news to know what
is happening
◎Companies in Botswana are still slow to harness the power of
social media. They are approaching social media as they would
traditional media while users are leading in the networking and
communication platform usage.

12. Thank you