1.
@thedmcafrica
DIGITAL DISRUPTION
The Digital Marketing Centre
By John B. Babirukamu

2.
@thedmcafrica
Introduction

3.
@thedmcafrica
About John
Who am I
• Currently Senior Partner at the Digital Marketing Centre and
Digital Director at QG Group
Work Experience
• Worked with brands like MTN Uganda, Stanbic Uganda,
Shell/Vivo Energy Uganda, NBS Television, Eskom Uganda,
Sheraton Hotel Kampala, NSSF, New Times Rwanda and a
myriad of NGO’s.
• 5 Years experience developing web-based business solutions, 10
years in Digital media, 1.5 years’ experience in an Agency.

4.
@thedmcafrica
About DMC
About the Digital Marketing Centre
• Sub-Saharan Africa is making strides online.
• Severe Lack of trained Digital Ninjas & Jedi.
• Our Mission: To collaborate with like minded
professionals & provide global standard training,
at locally affordable fees.

5.
#DMCMasterclass@thedmcafrica@thedmcafrica
Global statistics as at 2019
Source: Google
5
2.32 billion
Facebook MAU
1.3 billion
YouTube Users
76.5 Million
WordPress blogs.
33% of the internet.
4 billion
Internet Users

6.
#DMCMasterclass@thedmcafrica@thedmcafrica
Internet Usage in Uganda
6
6.4M85%Usage in greater
Kampala
Kampala
Wakiso
Mukono
Internet Devices
<35Yrs26MInternet enabled SIM
Cards
39% of Population
Majority of Internet
users are below 35
years
Internet
Usage

7.
#DMCMasterclass@thedmcafrica@thedmcafrica
Social Media Channels
Monthly active users for each platform
7
Facebook
MAU:
2m to 2.5m
39% Female
61% Male
Twitter
MAU:
305,100
21% Female
79% Male
MAU:
420,000
40% Female
60% Male
Instagram
MAU:
650,000
36% Female
64% Male
Linkedin WhatsApp
MAU:
1,200,000+

8.
#DMCMasterclass@thedmcafrica@thedmcafrica
Facebook Data
Source: Audience Insights
8
2.5 - 3M
Monthly active users on
the platform
61% Male
18 to 24 - 44% 25 to 34 - 39%
35 to 44 - 8% 45 to 54 - 2%
55 to 64 - 1% 65+ - 5%
39% Female
18 to 24 - 39% 25 to 34 - 40%
35 to 44 - 12% 45 to 54 - 4%
55 to 64 - 1% 65+ - 4%
Device type
Mobile only - 85%
Desktop & Mobile - 11%
Desktop only - 4%
Frequency
5 comments, 12 posts liked
1 post shared, 1 promotion
redeemed
5 ads clicked

9.
#DMCMasterclass@thedmcafrica@thedmcafrica
LinkedIn Demographic Data
Source: LinkedIn Advetising
9
650,000+
Total LinkedIn accounts in Uganda
across different professions and districts.
25-34 Most popular age
group
18 to 24 - 74,000
25 to 34 - 99,000
35 to 54 - 33,000
55+ - 3,300
200,000+
Business owners, entry level and
senior management
130,000+
5 or more years working experience

10.
#DMCMasterclass@thedmcafrica
Breaking down Ugandan Audiences
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
KatalaKyalo dreamer
Junior Formal
Corporate
Lucky chaps
Executives and Managers
Abaloodi
Hard Knock
Hustlers Entrepreneur
Senior Formal Corporate
Teens
Swagg

11.
#DMCMasterclass@thedmcafrica
How Ugandan Audiences Consume WhatsApp
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
Katala /
Masqueraders
Kyalo dreamer
Junior Formal
Corporate
Lucky chaps
Executives and Managers
Abaloodi
Hard Knock
Hustlers Entrepreneur
Swagg
Senior Formal Corporate
Teens

12.
#DMCMasterclass@thedmcafrica
How Ugandan Audiences Consume Facebook
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
Katala /
Masqueraders
Kyalo dreamer
Junior Formal
Corporate
Lucky chaps
Executives and Managers
Abaloodi
Hard Knock
Hustlers Entrepreneur
Swagg
Senior Formal Corporate
Teens

13.
#DMCMasterclass@thedmcafrica
How Ugandan Audiences Consume Twitter
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
KatalaKyalo dreamer
Junior Formal
Corporate
Lucky chaps
Executives and Managers
Abaloodi
Hard Knock
Hustlers Entrepreneur
Swagg
Senior Formal Corporate
Teens

14.
#DMCMasterclass@thedmcafrica
How Ugandan Audiences Consume Instagram
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
KatalaKyalo dreamer
Junior Formal
Corporate
Lucky chaps
Executives and Managers
Abaloodi
Hard Knock
Hustlers Entrepreneur
Swagg
Senior Formal Corporate
Teens

15.
#DMCMasterclass@thedmcafrica
How Ugandan Audiences Consume LinkedIn
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
KatalaKyalo dreamer
Junior Formal
Corporate
Lucky chaps
Executives and Managers
Abaloodi
Hard Knock
Hustlers Entrepreneur
Swagg
Senior Formal Corporate
Teens

16.
#DMCMasterclass@thedmcafrica
How Ugandan Audiences Consume SnapChat
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
KatalaKyalo dreamer
Junior Formal
Corporate
Lucky chaps
Executives and Managers
Abaloodi
Hard Knock
Hustlers Entrepreneur
Swagg
Senior Formal Corporate
Teens

17.
#DMCMasterclass@thedmcafrica@thedmcafrica
Top 10 Social Media Profiles
Social Audience

18.
#DMCMasterclass@thedmcafrica@thedmcafrica
Top 10 Social Media Profiles
Social Posts

19.
#DMCMasterclass@thedmcafrica@thedmcafrica
Top 10 Social Media Profiles
Social Engagement

20.
@thedmcafrica
MUSICAL DEMONSTRATION
DIGITAL DISRUPTION

21.
#DMCMasterclass@thedmcafrica@thedmcafrica
Disruptive brands Worldwide
Companies that have changed their Market segments using Digital Innovation
21

22.
#DMCMasterclass@thedmcafrica@thedmcafrica
Disruptive brands in Uganda
Companies that have changed their Market segments using Digital Innovation
22

23.
#DMCMasterclass@thedmcafrica@thedmcafrica
01 Millennials & GenZers are all
Mobile Natives.
02
They Appreciate convenience above
all else.
03
They prefer video, micro-blogs &
infographics to articles.
04 They live in the Moment.
Why is Digital Media so Disruptive?
Links to the pattern
23

24.
#DMCMasterclass@thedmcafrica@thedmcafrica
How Ugandans Consume Content
Top 5 Most searched Topics (Source: Google Trends)
24
75%
Sexual Content
Politics 2% Health 9%
Money 8% Food 6%

25.
#DMCMasterclass@thedmcafrica@thedmcafrica
How To Be A Disruptor
25
Plan for Interactions
Have a plan for every scenario
& brief your teams that
execute.
Use Emotion
CSR posts have greater
engagement than product
posts because they touch the
heart.
Understand your Following
A good reading of who follows your
will dictate how you communicate
Being Innovative
Develop processes that ease
the customer journey
Social Listening
Have a good ear on the
ground to catch the trends

26.
#DMCMasterclass@thedmcafrica@thedmcafrica
Finding Your Sweet spot
Japanese Concept of Ikigai
26
Mission
VocationProfession
Passion
IKIGAI
What you
LOVE
What the world
NEEDS
What you are
PAID FOR
What you are
GOOD AT
Excited & Complacent:
But uncertain
Comfortable:
But empty
Delighted & Fulfilled:
But poor.Satisfaction:
But useless

27.
#DMCMasterclass@thedmcafrica@thedmcafrica
Finding Your Sweet spot
Case Study of Ikigai:
27
What you are
GOOD AT
What the world
NEEDS
What media
TO USE
How to get
PAID
What you
Love
• Travel
• Events
• Gossip
• Music
• Teaching
• Swimming
• Politics
• Commentary
• Teaching
• Making people
laugh
• Videos
• Cooking
• Fashion
• Makeup
• Tutorials
• Webinars
• Reviews
• Comedy
Text
Video
• Blog
• News/Gossip site
• Emailer
• Mobile App
• YouTube Channel
• S.W.I.F.T
• Video Embedding
• Mobile App

28.
#DMCMasterclass@thedmcafrica@thedmcafrica
BUZZA BUZZA
28
Getting your questions answered.

29.
@thedmcafrica
THANK YOU
Contact us:
Digital Marketing Centre
@DMCUganda
Follow us on:
The Square Place, 3rd Street
hello@thedigitalmarketingcentre.com