The practise of public relations in Nigeria in the age of social media. The challenges, the opportunities, content marketing and the new rules of PR.

1. WHO
IS
AFRAID
OF
SOCIAL
PR?
PRESENTED
BY
FEMI
FALODUN
A
WORKSHOP
ON
PR
PRACTICE
IN
THE
AGE
OF
SOCIAL
MEDIA

2. WHAT
IS
PR?
WHAT
IS
PR
SUPPOSED
TO
DO?
PR
is
the
planned
and
sustained
effort
to
establish
and
maintain
goodwill
and
mutual
understanding
between
an
organisaJon
and
its
publics
–
CIPR
UK
Control
the
convo
Control
flow
of
info
Get
the
right
message
to
the
right
people
Increase
brand
recogniJon
Manage
crisis
Manage
reputaJon
Manage
stakeholders
UlJmate
goal
–
Create
goodwill
for
brand

3. WHAT
IS
SOCIAL
MEDIA?
Blogging
publishing
plaQorms:
Wordpress,
blogger,
Tumblr,
slideshare
Microblogging
streams:
TwiTer,
Periscope,
IG
Photos
sharing:
IG,
Flickr,
Picasa,
etc
Social
Networking
sites:
Facebook,
LinkedIn,
Google+,
MySpace,
Video
publishing
/sharing:
Youtube,
Vimeo,
Vine.
LivecasJng:
Ustream,
Snapchat,
Periscope
Social
CuraJon:
Flipboard,
Discussion
boards/
forums:
Quora,
Nairaland,
Blog
Comments
Social
Knowledge:
Wikipedia,
Audio:
Soundcloud,
iTunes,
ORIN,
etc
LISTEN.
ENGAGE.
INFORM.
ENERGIZE
WHAT
SHOULD
PR
DO
ON
SOCIAL?

4. Integrate
Social
Media
with
classic
Public
RelaJons
=
Social
+
PR
=
Social
PR
Social
media
has
not
come
to
displace,
replace
or
exterminate
tradiJonal
media.
(…at
least
not
just
yet…)
TradiJonal
media
is
sJll
important.
However,
when
strategically
paired
with
social,
the
impact
of
tradiJonal
media
becomes
very
POWERFUL.
TRADITIONAL
VS
NEW
MEDIA
Social
Media
Tools
TradiJonal
PR
Principles

5. DOES
IT
MATTER
WHAT
PEOPLE
SAY
ON
SOCIAL?
Facebook
posts
Tweets
&
RTs
YouTube
video
comments
App
store
reviews
IG
comments
Blog
posts
&
Comments
The
key
for
PR
pros
is
to
interject
our
point-­‐of-­‐view
into
this
process
by
using
social
tools
to
(proacJvely)
be
accessible
to
our
audience,
and
use
advanced
tools
to
monitor
for
user-­‐created
social
messaging
DMs
&
inbox
msgs
Rejoinders
FB
Insights.
Google
AnalyJcs.
Hootsuite.
Keyhole.
Topsy.
Cision.
Hubspot.
ManageFliTer
MONITOR
FEEDBACK.
ANALYZE
TRENDS.
GENERATE
CONTENT

6. THE
RISE
OF
THE
SOCIAL
ARMY
–
CONSUMER
POWER
There’s
been
a
huge
shie
in
consumer
power
that
social
media
has
enabled.
You
may
never
know
how
many
people
will
be
influenced
by
Omojuwa’s
Facebook
complaint
or
Tolu
Ogunlesi’s
TwiTer
rant.
(Ask
GEJ,
Arik,
NYPD,
BalJmore
PD,
Hosni
Mubarak…
)
#ArikWhereIsMyIPad
#BlackLivesMaTer
#ICantBreathe
#BringBackOurGirls
#OccupyNigeria
#OpenNASS
CiJzen
Journalists
are
winning!

7. LEAVE
THE
BLASTS
…IN
THE
PAST.
The
era
of
email
blasts
and
generic
press
releases
is
OVER
PR
messages
must
be
targeted,
customized
&
localized
based
on:
Content
type,
Medium,
TA
Behaviour,
TA
EducaJon,
TA
interests
and
ConnecJons
of
users.
Facebook,
TwiTer,
Google
Adwords…
all
offer
targeJng
opJons.
So
also
should
the
style,
format
and
nature
of
the
messages.
Social
media
helps
to
follow,
understand,
befriend
and
engage
journalists
beTer.
Now
you
have
unrestricted
access

8. WHY
MUST
WE
INVEST
IN
SOCIAL?
Global
spending
on
social
media
currently
represents
13%
of
markeJng
budgets
and
in
the
next
five
years,
that
percentage
is
projected
to
rise
to
more
than
25%
-­‐
WSJ
BRAND
AWARENESS
CUSTOMER
CARE
EARN
RATINGS
&
REVIEWS
SEARCH
OPTIMIZATION
POWERING
EARNED
MEDIA
RECRUIT
FANS
&
ADVOCATES
BUILD
THOUGHT
LEADERSHIP
COMPETITIVE
POSITIONING
INSIGHTS
AVOID
&
MANAGE
CRISIS
SELL,
SELL,
SELL
Nigeria’s
leading
online
stores
(Konga,
Jumia,
DealDey,
etc)
achieve
about
$2
million
worth
of
transacJons
per
week.
-­‐
ThisDay

9. BIG
HEADACHES:
ROI’s
&
KPI’s
COUNTING
THE
COST:
-­‐ Monitoring
&
analyJcs
-­‐ Content
development
-­‐ Content
distribuJon
&
promoJon
-­‐ Campaign
management
THE
INDICES:
-­‐ Reach:
fans
&
followers
-­‐ Demographics
&
locaJon
-­‐ Engagement:
Likes,
shares,
RTs,
Comments,
MenJons
-­‐ Web
traffic
data:
leads
from
social

10. HOW
TO
GET
THE
BOSS
(CLIENT)
TO
SPEND
ON
SOCIAL
But
first…
-­‐ Ensure
expectaJons
are
in
line
with
reality.
-­‐ Avoid
serng
certain
number
of
fans
as
KPI
(unless
it’s
Facebook.
LOL.
*wink*)
-­‐ Don’t
promote
social
posts
unless
they’re
really
cool
&
compelling
-­‐ Beware
of
resistance
&
the
“I-­‐Told-­‐You-­‐So”
crowd
-­‐ Make
sure
resources
for
social
markeJng
are
in
line
with
overall
campaign
budget
-­‐ Tell
them
what
compeJJon
is
doing
on
social…
but
be
wary
of
case
studies
that
are
not
relevant
to
your
brand

11. –
Mr.
Shawn
Carter.
A.K.A
Jay
Z.
The
Greatest
Rapper
Alive.
Business
Mogul.
Worth
$550
million.
Crunch
the
data
Get
the
stats
Review
analyJcs
Study
the
trend
Speak
Sta$stese

12. SO,
WHAT
DO
THE
NUMBERS
SAY…?
88%
of
PR
pros
say
their
businesses
or
clients
regularly
engage
on
Facebook.
TwiTer
came
in
a
close
second
at
85%
-­‐
Cision
27%
of
Millennials
(18-­‐33)
favor
social
media
for
customer
service.
-­‐
MediaPost
75%
of
customers
say
they
use
social
media
as
part
of
the
buying
process.
–
Biznology
28%
of
Millennials
(aged
18-­‐33)
say
they
are
very
likely
to
make
a
purchase
based
on
a
friend’s
social
media
post
–
Heidi
Cohen
46%
of
online
users
count
on
social
media
when
making
a
purchase
decision
-­‐
Nielsen
U.S.
spending
on
social
media
markeJng
has
reached
$9.7
billion
in
2015
-­‐
MediaPost
Over
70%
of
users
expect
to
hear
back
from
the
brand
they’re
interacJng
with
on
TwiTer.
53%
want
a
response
within
the
hour.
–
Search
Engine
Watch
Millennials
represent
a
key
markeJng
demographic.
Millennial
buyers
are
projected
to
spend
an
annual
$1.4
trillion
by
2020
–
Accenture

13. THE
NUMBERS
ARE
STILL
TALKING…
Nigerians
get
their
daily
dose
of
news
&
info:
62%
via
Radio
(declined
by
24
points
between
2013
-­‐
2015)
49%
via
TV,
37%
via
Social
Media
(increased
by
14
points
from
2013-­‐2015)
30%
via
Newspapers.
-­‐
NOI
Polls
71%
of
Americans
depend
on
social
media!
At
the
end
of
2014,
there
were
67
million
internet
users
in
Nigeria.
A
16%
increase
from
2013
figures.
As
at
April
2015,
about
10
million
new
users
have
been
added.
-­‐
NCC
Millennials
form
78%
of
Nigeria’s
online
populaJon.
That’s
about
42%
of
the
general
populaJon.
–
ID
Africa
At
the
start
of
2014,
there
were
56
million
internet
users
in
Nigeria
–
Social
Media
Week
That’s
more
than
the
enJre
populaJon
of
South
Africa
(49
million)
In
2014,
87%
of
the
21
million
Lagosians
were
accessing
Facebook
via
their
mobile
phones.
–
Social
Media
Week

14. BREAKING
NEWS!!!
Infographics
Product
Reviews
How-­‐To’s
LisJcles
Link
pages
e-­‐books
Case
studies
Podcasts
&
audio
recordings
interviews
Original
research
&
data
Memes
Videos
(funny
stuff,
fun
stuff,
strange
stuff)
Guides
Rants
ENGAGING.
SHARABLE.
MEMORABLE.
MOBILE.
SHORT.
SWEET.
TRENDY.
TIMELY.
EMOTIVE
Trends
CONTENT
MARKETING

15. THE
BHM
STORY
–
Are
We
A
Content
Company?
Over
1
billion
social
media
impressions
in
2014
Over
2million
page
views
monthly
#NECLive3
-­‐
over
1,200
social
posts
in
3
days.
Over
15million
impressions
#StarBoTleTree
#StarMusicApp
#GUSTheMission
BHM
app

16. I
hope
I
didn’t
bore
you…