PRAU Boot camp - How PR can thrive in a Digital World

1. How PR can thrive in a Digital World By John Birungi Babirukamu

2. Who is John? Digital Communications Manager (MTN) Previously worked with brands like Stanbic Uganda, Shell/Vivo Energy Uganda, NBS Television, Eskom Uganda, Sheraton Hotel Kampala, NSSF, New Times Rwanda and a myriad of NGO’s. 12 Years experience developing web solutions, 7 years Digital media experience, 1yrs experience in an Agency. Specialty: Systems Analysis, digital strategy & analytics. Born again Christian, 33 Years old & Single.

3. 1. Who I am 2. Overview of Digital Media 3. Understanding the Landscape 4. 10 Laws of Social Media 5. Leveraging Digital channels for PR 6. Metrics for maximizing Digital PR. 7. Analytics - Measuring success 8. Q&A Topics

4. Overview of Digital Marketing  What is Digital Marketing? Digital marketing entails the strategy and processes of connecting with audiences across digital channels.  What are the digital channels? Internet (Publications, Advertising, Search) Social Media Mobile phones (SMS, Apps, IVR, CallerTunez) Email (Newsletters, Surveys, customer care) Electronic Billboards Plain English: Getting found online

5. Understanding the Digital Landscape

6. A glance at Uganda on Digital Media • 21 million + mobile connections • 11.9 million internet connections • 3.5 Million smart phone users. • 4.5-5 Million users of Social Media • 70% of usage in Uganda is accessed by Mobile devices. • 85% of users are in the greater Kampala Area. (Kampala, Mukono, Mpigi, Wakiso) • 65%- 85% of users are male, varying across channels. • 1-in-5 internet users in Uganda are on Facebook. Ages Male Female Totals 13-18 356,800 192,200 549,000 19-24 605,200 325,700 930,900 25-35 341,300 183,800 525,100 35-50 186,100 100,300 286,400 +50 62,000 33,500 95,500 1,551,400 835,500 2,386,900 Figures showing Ugandans on Facebook. (Data provided by Facebook)

7. Commonly Used Social Media Platforms  Facebook: Varied Content  Twitter: Varied Content  Google +: Varied Content  Instagram: Pictures & Video  LinkedIn: Proffessionals  Wikipedia: online encyclopedia  Snapchat: Short Video  WhatsApp: Varied Content  YouTube: Video  Skype: Video Conferencing  EventBrite: Events  Swarm: Location Broadcasting & Checkin

8. Facebook Twitter Instagram LinkedIn YouTube Snapchat WhatsApp Primary audience All, but dominated by 18-24 yr olds Young Adults, dominated by corporates Youth, Female dominated. Business, majority are entry level & Senior mgmt staff All Gen Z, female dominated All Good for what Text, Photos, Products, Videos, Links News, trends & Updates, Links to info Photos, videos & livestreams News, Jobs, Product info, Testimonials, professional discourse Video archives & Livestreams Moments in Video & Photos Text, Photos, short videos, Links, documents, discussions Best for what Ecommerce, Brand Loyalty PR, News & Events Clothing, Beauty, retail, concerts, Food & Art sales B2B Sales & Retargeting How to Videos Events, Promos CEX, promos, managing teams

9. Key Components of Digital Media Company Websites PR Content Marketing Email Marketing Blogs Online Influencers SEO Online Adverts Online Publications Social Media Mobile Marketing

10. The Herdsman Analogy on Digital Media • Ranch – Your Page • Cows – Followers • Bulls - Influencers • Grass – Content • Salt Lick - Incentives • Milk – Engagement • Beef - Sales

11. QUESTIONS?

12. 10 Laws of Social Media

13. 10 Laws of Social Media 1. Listen: Communication, not pontification. Let conversation guide your content. 2. Focus: Specialize on what you know best and create quality content. 3. Quality: A few Friesians tramp 1000 Ankole cows. Quality followers share your content & don’t just disappear after connecting with you. 4. Patience: Social Media success isn’t overnight. Nurture relationships to achieve results. 5. Compounding: Great content will always be shared by the right audience. SEO is important to get your content read when searching. 6. Influence: Find and schmooze your influencers for meaning full relationships. Separate Influences from Ambassadors. 7. Value: Add value to the conversation & not just talking about yours business. Focus on creating content & developing relationships.

14. 10 Laws of Digital Marketing 8. Acknowledgement: Don’t ignore those who reach out to you. 9. Accessibility: Don’t tweet & hide. Respond to comments & participate in conversions. 10. Reciprocity: Share content of others that you find great. Focus a portion of your time to sharing stuff from others.

15. QUESTIONS?

16. Leveraging Digital channels for PR

17. Understand your Audience  Find your Typical reader Vs. Target reader.  Constantly look at your analytics & do surveys to understand the consumer needs & level of awareness.  Map out your reader personas to effectively communicate & shape the brand persona.

18. Choose your tactics (4W’s & H)  Who you are talking to  Which Social Media Platform to use  What to talk about  When to post.  How often to post

19. 4. The formula for outstanding content

20. QUESTIONS?

21. Metrics for maximizing Digital PR

22. Digital PR Value  Web & Social media Traffic  Social Amplification  Reach & impressions  Referrals to your website  Press Release Engagement  Sentiment  Competitive analysis  Sentiment of industry influencers  PR ROI

23. Analytics-Measuring Success

24. Free Tools

25. Facebook Insights

26. Facebook Analytics – Overview

27. Facebook Analytics – Pages to Watch

28. Facebook Analytics – People

29. Twitter Analytics

30. Twitter Analytics

31. Twitter Analytics - Home

32. Twitter Analytics - Audiences

33. Twitter Analytics – Tweets

34. Twitter Analytics – Tweets

35. Tweetbinder

36. Tweetbinder

37. Tweetbinder – Activity Metrics

38. Tweetbinder – Contributor Ranking

41. Tweepsmap

42. Tweepsmap

43. Tweepsmap

44. Tweepsmap

45. Cyfe

46. Premium Reporting Tools