A training for the Uganda Police Force's Public Relations Officers on Social Listening and Influencing Online conversations.

1. Internet & Social Media usage
MONITORING ELECTION
REPORTING
Leveraging online tools

2. SYMMETRICAL WARFARE
• Known combatants
• Known rules
• Typically 2 nations/alliances
• Also Applicable in Football,
Chess & Traditional
Marketing.
SOCIAL MEDIA: THE NEW BATTLE GROUND
ASYMMETRICAL WARFARE
• Unknown combatants
• No rules
• Typically guerilla
armies/Special Forces
• Applicable in Digital
Marketing.
WINNING STRATEGY
HAVE THE MOST CAPITAL ASSETS
WINNING STRATEGY
HAVE THE VISIBILITY &
DEPLOYMENT

3. KNOW THE TERRAIN
KNOW YOURSELF
KNOW THE CAPABILITIES OF YOUR ENEMY
KNOW POSSIBLE ALLIES (FOR YOU OR YOUR ENEMY)
DEPLOYING YOUR ASSETS
KNOWING = SOCIAL LISTENING
THE SECRET TO WINNING A GUERILLA WAR

4. THE TERRAIN

5. INTERNET
USAGE
IN
UGANDA
Active internet devices with IMEIs
10 MILLION
28 Million Active SIM Cards
28 MILLION
SOURCE: UCC & ESKIMI
Majority of users are below this age
<35 YEARS
85% of users reside & work here which also
accounts for 48.6% of GDP
GREATER KAMPALA
New Internet connections in 2020
+1,200,000 GROWTH

6. INTERNET
ENABLED
PHONES
Transsion has 59% market
share with it’s brand Tecno,
Itel & Infinix.
Simi, a new brand currently
has 0.41%.
6
42%
21%
9%
8%
5%
4%
2%0%
9%
Tecno Samsung iTel Infinix Huawei
Apple Fero SIMI Others
SOURCE: ESKIMI

7. USER TRAITS
Classification done data on home
location, Price of phone, data
usage, Google & Facebook data,
web browser data, car
ownership, marital status etc.
7
7%
15%
30%
48%
Social-Economic Classification
A B C1 & C2 DESOURCE: ESKIMI

8. SOCIAL MEDIA
USAGE
8
Facebook
MAU:
3,000,000
39% Female
61% Male
Twitter
MAU:
415,000
21% Female
79% Male
MAU:
650,000
40% Female
60% Male
Instagram
MAU:
830,000
36% Female
64% Male
Linkedin WhatsApp
MAU:
2,800,000+

9. FACEBOOK USAGE IN
MAJOR TOWNS
Key Metrics
TOTAL USERS MALE FEMALE
KAMPALA 2,100,000 1,500,000 600,000
MBARARA 80,000 60,000 20,000
JINJA 34,000 25,000 9,000
MBALE 29,000 20,000 9,000
ARUA 25,000 20,000 5,000
ENTEBBE 22,000 15,000 7.000
GULU 20,000 15,000 5,000
FORT PORTAL 15,000 12,000 3,000
9
Facebook is Uganda’s largest Social Media platform
with 3 Million active monthly users.
Source: Facebook Audience Insights

10. SOCIAL MEDIA DISCUSSIONS
10
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Twitter LinkedIn Instagram YouTube
News & Politics Trivia Career & Lifestyle EducationSOURCE: BRANDWATCH

11. SOURCE: ALEXA11
TOP 12 LOCAL WEBSITES
NAME CATEGORY
1 Jumia E-Commerce
2 Monitor News
3 URA Tax Transactions
4 New Vision News
5 Betway Betting
6 Makerere University Online Education
7 BetPawa Betting
8 Howwe Biz Gossip & Music
9 Jiji Uganda E-Commerce
10 Great Uganda Jobs Jobs Portal
11 ForteBet Betting
12 The Uganda Jobline Jobs Portal

12. KNOW YOURSELF

13. SOCIAL LISTENING TOOLS
(KNOWING POSSIBLE ALLIES)

14. SOCIAL
LISTENING
TOTAL MENTIONS
HIGHLIGHTS FROM 2020
• The President got 68% more
mentions in the 1st half of
2020, than in 2019.
• The president got
mentioned more than Kiiza
Besigye or Bobi Wine,
reaching more people than
both combined.
• While in percentages, the
net sentiment on the
president and Bobi Wine are
close, fewer Bobi wine posts
mean that the president got
more positive mentions.
• The President has a large
neutral sentiment,
dominated by news stories
reported as is, with no
positive or negative
undertones.
The number of appearances in articles & Social Media
IMPRESSIONS
Number of article & Social media views you appeared in.
NET SENTIMENT SCORE
Net change (positive Vs. Negative) in sentiment over the time
period.
11.1% 18.4%
10.6%
33.1%
41.1%
23.6%
55.8%
40.5%
65.7%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
Museveni Bobi Wine Kiiza Besigye
POST SENTIMENT
Positive Sentiment Negative Neutral
9,419
Kiiza Besigye
4.7Bn
-13
93,515
11.5Bn
-22.7
Bobi Wine
319,953
+68%
37Bn
+22%
-22
+2
Yoweri Museveni

15. MENTIONS
OF YOWERI MUSEVENI
HIGHLIGHTS FROM 2020
• The president was
mentioned most in Twitter
conversations, with NBS,
Ofwono Opondo & NTV
taking the lead in posting
about him.
• News websites had mostly
positive stories on the
president, led by Chimp
reports and the New Vision
website.
• The majority of positive PR
stories came from
Government media buy
campaigns, particularly the
COVID-19 awareness
campaign, highlighting
government’s efforts to
contain the virus.
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Twitter Facebook Blogs News Websites
SENTIMENT BY CHANNEL
Negative Neutral Positive
0
5,000
10,000
15,000
20,000
25,000
30,000
nbsupdates staysafeug covid19 covid19ug uganda museveni m7address coronavirus ntvnews
Top Hashtags

16. MENTIONS
OF YOWERI MUSEVENI
HIGHLIGHTS FROM 2020
• Chimp Reports was the
overall top online
publication providing stories
on the President, followed
by the new vision, with
articles coming from the
authors to the right.
Top Authors of stories in Online Publications

17. PILLARS OF INFLUENCING
(DEPLOYING ASSETS)

18. AUTHORITY
CONSISTENCY
VISIBILITY
ENGAGEMENT
Know what you are talking
about. Speak from a point of
Experience
AUTHORITY
Social media is about
communication, not pontification.
It is about nurturing relationships.
ENGAGEMENT
Out of sight, out of mind.
Brands that don’t speak for
themselves are exposed to
being spoken for.
VISIBILITY
Consistency brings trust, and
followers start to expect
content at a specific time.
CONSISTENCY
QUADRANTS OF INFLUENCE
CREATE A SINGULAR DIGITAL
COMMUNICATIONS POLICY & STRATEGY