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Social Business - Social Media for Business in Africa


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We are at the social media tipping point

Some brands in Africa have already understood this and are harnessing the power of this medium. Will YOU be one of the pioneers in social business, or will that be for another company? You can make this happen.

This session is designed to focus your mind on the opportunity to use social media for business gain, looking at how mobile penetration, data and audience growth have created a perfect chance for 'first mover advantage' for those brave enough to dive in.

Published in: Social Media, Technology, Business
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Social Business - Social Media for Business in Africa

  1. 1. SOCIAL BUSINESS Using Social Media for business in Africa Presented by Mark Jennings, Road Less Travelled Marrakech 2014
  2. 2. SESSION PLAN// This session is designed to focus your mind on the opportunity to use social media for business gain. 1. Social media in Africa – The opportunity 2. Examples of social media in action 3. How to make social media successful for your business
  4. 4. //VOICEOVER I hear lots of reasons why businesses don’t like social media, and my favourite is “my customers don’t use social media”. Ever said that? Let’s look at if that is really the case
  5. 5. What is social media?
  6. 6. //VOICEOVER When we talk about social media, what do we mean? We mean videos, photos, audio, articles and comments that can be shared with or engaged by a wide group of people quickly and easily across a social network. In Africa when we talk about social networks we really mean Facebook. No other platform has such reach. Facebook has become the most visited website on the continent, with African users standing at an estimated 44.9 million people. We will also talk about Twitter and YouTube and Instagram, the photo sharing social network. There are many more social media networks in the world of course, and some specifically African such as South Africa’s Mxit but their audience is much smaller at present.
  7. 7. 205,185,547 WEB USERS IN AFRICA We Are Social, January 2014
  8. 8. 79, 851, 240 ACTIVE SOCIAL MEDIA USERS We Are Social, January 2014
  9. 9. 750, 257, 377 ACTIVE MOBILE SUBS We Are Social, January 2014
  10. 10. Africa’s mobile data usage amounts to 14.9% of the total web traffic - second only to Asia Deloitte “Social Media in Africa” report, October 2012
  11. 11. “The high and growing amount of traffic generated from mobile phones in Africa highlights an important trend going forward: namely, that throughout Africa there is a vast interest and uptake in social media platforms.” Deloitte “Social Media in Africa” report, October 2012
  12. 12. //VOICEOVER Here are three African country examples to set things in context. Of course not all countries have such an uptake of social networks, but it is only a matter of time
  13. 13. In Morocco there are 5,091,760 Facebook users. 18 – 34 year olds make up 69.6% of the audience but 7.8% of the audience are 35-44. Maroc Telecom is the most popular page with 1,160,995 Fans Social Bakers, January 2014
  14. 14. In Tunisia there are 3,328,300 Facebook users. 18 – 34 year olds make up 70.3% of the audience but 9.7% of the audience are 35-44. Orange Tunisie is the most popular page with 809,774 Fans Social Bakers, January 2014
  15. 15. In Kenya there are 2,045,900 Facebook users. 18 – 34 year olds make up 72.7% of the audience but 8.7% of the audience are 35-44. Safaricom Kenya is the most popular page with 683,013 Fans Social Bakers, January 2014
  16. 16. We are at the tipping point.
  17. 17. //VOICEOVER “It’s almost impossible these days to have a conversation that doesn’t touch on the world of social media. Our world in Africa has now passed “the tipping point” where more and cheaper bandwidth, combined with cheaper and increasingly versatile mobile devices have been inextricably linked to a universe of highly-functional and userfriendly platforms. We have been catapulted into a new, digital dimension. It’s a bit like how Alice felt in “Alice in Wonderland”. However, this is no fairy tale. It’s real! People’s lives are changing – for the better, companies are adapting to this digital dimension with more enthusiasm than fear and there is a tangible economic stimulus and business impact.” Deloitte Social Media in action Report 2013 Still think your customers don’t use social media?
  19. 19. //THEORY #1 By being present on the social networks that your customers use you can engage them where they “work, live or play”, this in turn builds new customer acquisition opportunities
  20. 20. //EXAMPLE Nigeria’s GT Bank has fully embraced social media to reach new customers, support existing customers and winback disgruntled customers. With over 1.5 million Fans on Facebook and 111, 000 Twitter followers CEO Segun Agbaje says “the objective was to engage the public where they work, live or play”
  21. 21. 299 people Liked this 87 comments 39 people shared it Potential audience Over 127, 000 people
  22. 22. 504 people Liked this 283 comments 47 people shared it Potential audience Over 167, 000 people
  23. 23. “Every click will serve you better”
  24. 24. //VOICEOVER This bank takes customer service seriously. I spoke to John Obidi in Nigeria who had a bad experience in a branch and was determined to move his account. He posted this on Facebook and within 2 hours received a customer service call which solved the problem and he remained a customer. He has now told many friends of this positive experience who have since moved to the bank.
  25. 25. //LEARNING 1. Giving people what they need to make their lives easier builds your brand online, and this benefits the business offline. 2. By doing the basics of community management well they cheaply maintain engagement with their customers, who then share the business’s brand to their friends. This has helped them grow their Facebook audience by over 13, 000 each month. 3. By being present on Facebook the business can deal with customer complaints more quickly, and publically, showing transparency and further building their brand.
  26. 26. //VOICEOVER Increasingly your customers are spending more time using social networks such as Facebook and the brands that command these networks, command the greatest share of voice, and can build deeper connections with their customers, who in turn become the best advocates of the brand. Giving people the services they want and need, where they live online, before the competition gives these brands first mover advantage and shows that they are progressive, customer centric and part of their lives.
  27. 27. //THEORY #2 Understanding your audience and playing a bigger part in their lives helps them choose your brand over the competition when it counts
  28. 28. //EXAMPLE Mobile operator Airtel wanted to engage the youth market. They knew that this audience did not want to just watch an advert, they wanted to participate and become part of a brand that truly spoke to them, and for them.
  29. 29. In the past this would have just been a television or cinema advert, but Airtel took it further The campaign allowed fans to get involved, upload their own mixes, create comic books of the campaign and much more This brought the “Friends help you achieve success” message to life
  30. 30. //LEARNING 1. By truly understanding their market the brand was able to speak with authority, and people believed them and wanted to be part of it. In just three months the Airtel Facebook Page grew from 70,000 to 350,000 Fans, while Interactions (Likes, Comments, and Shares) rose to over 530,000. On Twitter they acquired 14,000 new followers. 2. By using social networks as part of a campaign Airtel got a lot more value from their creative asset. Before the online campaign, the TV commercial had been viewed just 11,000 times on YouTube: that rocketed up to 680,000 during the campaign period. 3. By building awareness on social networks in an authoritative and clever way, sales also rose by 39%.
  31. 31. //EXAMPLE MTM Uganda did something similar with their sponsorship of the Cranes and their creative asset the We Believe commercial. Rather than just showing it on TV, they used YouTube to host the video and built competitions around it to further engage the audience and drive up ‘share of voice’ in this congested market.
  32. 32. The video had over 8000 views, 13 times more views that any other MTN video All competition interaction was done via You Tube comments, which built up traffic to their The theme music from the advert was promoted for download on the web to further build awareness, and extend the value of the asset
  33. 33. //THEORY #3 By providing a good service to customers online, they appreciate it offline
  34. 34. //EXAMPLE With 138,000 Fans, Bagatelle Mall - The “Mall of Mauritius” is the country’s most popular Facebook page. They didn’t achieve this with expensive adverts, or competitions, they did it by providing a really human service.
  35. 35. No matter what Facebook fans say, the team at Bagatelle Mall have a response ...
  36. 36. They are always pushing the boundaries of customer engagement...
  37. 37. //EXAMPLE Other examples of brands using social networks to provide their customers with updates are Morocco’s Afriquia, Uganda’s Umeme and MTN
  38. 38. Club Afriquia: Doing the basics, getting some traction but lots of room for improvement Here is an example of a competition they have run
  39. 39. Club Afriquia: Competition winners, some happier than others
  40. 40. Umeme Using Facebook to update customers of supply problems
  41. 41. MTN They use Facebook to inform their customers about phone features they may not be aware of, especially phone safety
  42. 42. //LEARNING 1. Across Africa customers are turning to social networks for the latest information, those brands that have a strong presence are winning business 2. Responding quickly and appropriately is expected, but this can be the cheapest form of customer service 3. Helping one customer on Facebook means you help other customers at the same time – as the solution is public and can be ‘overheard’
  43. 43. Finally, a few examples of interesting social media from around the world ...
  44. 44. Sheeps Sell In Kuwait, someone has started using Instagram to sell sheep
  45. 45. Citroen C1 The social media car that you choose
  46. 46. KLM Meet and Seat One way to find new business, or at least avoid a boring flight
  48. 48. WILLINGNESS to dive in and give it a go, even if you hate Facebook personally, your customers are using social media more each day, and soon your competition will be too. This is not someone else's job.
  49. 49. //VOICEOVER If you think social media is someone else’s job ASK Richard Branson or Kenya’s President Uhuru Kenyatta – he exemplifies how important social media is when led from the top. As well as running Facebook and Twitter successfully, he also notably called on other members of parliament during his 2011/2012 budget speech to use social media to communicate directly with Kenyans, and has since asked for views on major matters such as the budget via Twitter
  50. 50. A CLEAR STRATEGY for success, that includes goals, measures and risk mitigation. Success in this new world is not by chance, it is through proper planning.
  51. 51. SUPPORT such as training and ongoing help from an expert, and support from you to your own staff who will manage social networks. Reward success and accept some failure. Learn from it.
  52. 52. CONCLUSION
  53. 53. We are at the tipping point. Some brands in Africa have already understood this and are harnessing the power of this medium. Will YOU be one of the pioneers in social business, or will that be for another company? You can make this happen.
  54. 54. //VOICEOVER Social media is here to stay, with adoption growing by the minute. Elsewhere in the world it is smartphones that have driven the real use of social media, and with smartphone adoption expected to double in the next 4 years to 40%, you can see we are at the tipping point. Some brands in Africa have already understood this and are harnessing the power of this medium. Whether you like social media, or hate it, your customers now and of the future are engaging ever more. Will YOU be one of the pioneers in social business, or will that be for another company? You can make this happen. “Social Media is like the wind, so the least you can do is to build a windmill”
  55. 55. THANKS Written and presented by Mark Jennings for XXXXXXX Marrakech, Morocco 4th February 2014 Contact me via: