Using social media strategy in building the corporate brand image is a route a lot of people imagine they know - what with the number of influencers, opinion leaders, trend watchers, and spotters laying claims to so-called virile strategy which generate likes, impressions and conversations. However, that is not all there is to capturing corporate essence in an era of great cynicism. Using Social Media as a route to build corporate stature requires the need to develop and manage strategic partnerships, the monitoring of trends and applications of knowledge from trends in building conversations while measuring the impact of efforts in order to intensify or discontinue a course of action. Beyond this, this presentation attempts a historical perspective of the social media phenomenon as well as platform possibilities looking at the Nigerian context.

1. Corporate Communications and Social Media
Bolaji Okusaga

2. 1. The Route from “Mass”
to “You’ Media

3. The Old Messaging Route
Launch
Idea and Dump
Mass Media
Message
Measure
Acceptance
Launch Campaign
Monitor Impact /
Revenue
Review Message and
Adjust Pricing
Repackage
Idea / Message
Launch Revised Idea with
Improved Messaging

4. Communication Using Traditional Media
• Marketing communication message was designed to reach as
many people as possible.
• Mass marketing campaigns not only treated all customers as if
they had the same needs and wants, it focused on the product,
not on its potential buyer.
• Mass marketing a product means stocking the same shelves
across all stores with the same product and alerting potential
customers in the same way.
• The underlying assumption was that the availability and choice of
products a company offered consumers was the principal
determinant of market success.

5. The Changing Media Landscape
The Internet
The invention of the computer,
internet and mobile telephone
has changed our world and the
way we communicate.
Setting a Basis
for Interactive
Communication
Today, the changing media
landscape offers an opportunity
to change media selections and
also offers an opportunity for
the co-creation of value
between businesses and their
stakeholders.

6. From Mass Media to YOU Media
• With the coming of the the world-wide-web and with it the e-mail,
blogs, pods and chats as well as mobile-telecommunications offering a
platform for verbal exchange, music and picture downloads as well as
multi-media and text messaging, the world has changed.
• In this era of media fragmentation, the power of the stakeholder
springs from his/her ablity to make a choice in terms of media
selection as different from the old net-works which tended to box the
stakeholder in.
• To sway the stakeholder therefore, you must listen to the things that
informs his/her choices and customise your communication platform
and the content of your media messages to suit the demographics and
psychograpics of the stakeholder.

7. The Death of One Message Fits All
Differences
• As the world evolves, so do the
differences in demographics and
psychographics become deeper.
• In the earlier days of the mass
media, messages flowed from
the media gate-keepers to suit
their editorial philosophy alone
without noting the diversity
which existed in their
environment.
Diversity
• However, in this era of media
fragmentation, the ordinary man
on the street has not only found
his/her voice but now leads the
communication trends.
• Diversity has now become the
issue in mass messaging hence
the death of the one-message-
fits-all era.
Mass Customization
• Consumers now tell the brand
story themselves as opposed to
the traditional way of thinking
for the Consumer , the receiver
is now an active player not only
in the value creation process but
also in the customization of
messages.

8. From Mass to Target Marketing
• The old model of dumping messages started to wane with the advent of the
internet platforms as these platforms provided a more interactive basis.
• Target marketing grew from a better understanding of the consumer. As
consumers began purchasing and using products, information on consumer’s
lifestyle and consumption patterns became more readily available.
• Data analysts thus began associating products to the customers who were
buying them. And it was through these analysis as well as rising competition
that Organisations began to understand that customer data could be as
valuable as the product data. Thus evolved the term “target marketing,” the
practice of promoting a product or service to a subset of customers and
prospects.

9. 2.HistoryoftheSocialMedia

10. Social Media – What is it?
SOCIAL NETWORKS
• Social network service uses software to build online social
networks for communities of people who share interests and
activities or who are interested in exploring the interests and
activities of others.
POWERED BY THE WEB
• Most services are primarily web based and provide a collection
of various ways for users to interact, such as chat, messaging,
video, chat, file sharing, discussion groups, and so on.

11. A Brief History
• Social networking services started as directories of some categories
such as former classmates
• It gradually created means to connect with friends (usually with self-
description pages), and recommender systems linked to trust.
• Popular methods now combine many of these, with Facebook and
Twitter being the most widely used
• Other are Google Plus, Bebo, Skyblog , Hi5, Orkut, Hi5, Friendster,
Orkut and CyWorld in Asia and the Pacific Islands, Vkontakte.ru and
LiveJournal in Russia.

12. A brief History
THE NOTION
• The notion that individual computers
linked electronically could form the
basis of computer mediated social
interaction and networking was
suggested early on - for example The
Network Nation by S. Roxanne Hiltz
and Murray Turoff (Addison-Wesley,
1978, 1993) effectively sketched out
how computer-mediated
communication -- such as the
Internet -- should be developed for
this purpose.
EARLY PRACTICE
• Early social networking websites
included Classmates.com (1995),
focusing on ties with former school
mates, and SixDegrees.com (1997),
focusing on indirect ties.

13. A brief History
• Social networking began to flourish as a component of business
internet strategy at around March 2005 when Yahoo launched Yahoo!
360°
• In July 2005 News Corporation bought MySpace, followed by ITV (UK)
buying Friends Reunited in December 2005.
• It is estimated that combined there are now over 200 social
networking sites

14. Business applications
• Social networks connect people at low cost; this can be beneficial for
entrepreneurs and small businesses looking to expand their contact base.
• These networks often act as a customer relationship management tool for
companies selling products and services.
• Companies can also use social networks for advertising in the form of banners
and text ads. Since businesses operate globally, social networks can make it
easier to keep in touch with contacts around the world.
• A good example of social networking being used for business purposes is
LinkedIn.com

15. Basics and Advanced Feature
BASICS
• In general, social networking services allow users to create profiles for themselves, and can be
broken down into two broad categories: internal social networking (ISN) and external social
networking (ESN)
• An ISN is a closed/private community that consists of a group of people within a company,
association, society, education provider and organization or even an "invite only" group created
by a user in an ESN.
• An ESN is open/public and available to all web users to communicate and are designed to attract
advertisers.
ADVANCED
• Some social networks have additional features, such as the ability to create groups that share
common interests or affiliations, upload videos, and hold discussions in forums. Geosocial
networking co-opts internet mapping services to organize user participation around geographic
features and their attributes

16. 3. THE DIGITAL
LANDSCAPEINNIGERIA

17. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
1 Defining theIndefinable
Digital Media continues to expand and change with new applications
appearing every day. It's undefinable speaks to its ability to transform –
• How we Engage
• How we sell
• How we Buy
• How we create
• How we live

18. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
1 Defining theIndefinable
There are 7 categories within the
Digital Media Space:
Digital Media
Social News Media Sharing
Micro Blogging
Blogs and ForumsSocial
Networking
Email /
Newsletters
Mobile App

19. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
1 DefiningtheIndefinable
Within Africa, Digital media have materialized in various
capacities. Digital Media has
- Created revolutions
- Monitored best practices especially during elections
- Influenced conversation and News
- Promoted growth of brands
and in fact all activities on the digital space has been
influenced by Social Media. This shows social networking
is highly important.

20. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
2 TheNumbers
Internet penetration in Nigeria has continued to enjoy immense growth over
the past 5 years. 2 years ago, Nigeria stands at slightly over
60million internet users.
0.00
10,000.00
20,000.00
30,000.00
40,000.00
50,000.00
60,000.00
70,000.00
80,000.00
2010 2011 2012 2013 2014
Internet Users ('000)
Internet Users ('000)

21. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
2
TheNumbers
In the world today, Nigeria currently stands at 8th Position in the world internet
users and number 1 in Africa with 64% of Nigeria’s internet population between the
age 18 – 34

22. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
The Quadrant Company - 2015
2
TheNumbers
Social Networking still forms the major digital activity in Nigeria with high
penetration through mobile device.
TOP ONLINE ACTIVITIES IN NIGERIA
31% Search 26% Search 18% Download 17% Email Service

23. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
2
TheNumbers
Social Networking still forms the major digital activity in Nigeria with high
penetration through mobile device.
84
88
86
60
87
92
12
4
10
35
9
5
4
7
4
5
3
3
Emails
IM
Content Download
Internet Shopping
Search For Information
Social Media
ONLINE ACTIVIES IN NIGERIA BY PLATFORM
Mobile Desktop Others

24. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
2
TheNumbers
Facebook still remains the social networking platform with the highest number of
registered users.
Facebook -
2go –
Twitter -
Eskimi -
Yookos -
LinkedIn -
Nairaland -
12.6 M
10.2 M
8M
6M
1.6M
1.2M
Over 8M

25. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
3
Accessing The Impact
of Digital Media
Accountability
Accountability fuels engagement and the elimination of barriers
between those at the top and the bottom.
• #OccupyNigeria
• #BringBackOurGirls
Digital Media has made government and brands more
accountable to their citizens/customers.

26. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
3
Accessing The Impact
of Digital Media
Source
Social media continues to grow as a relevant source for both journalists and
the audience to get news and information.
Social Media is a source for
• Getting latest news and information
• Promoting Engagement and conversation about a brand/subject matter
• Encouraging debates
• Sharing opinions

27. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
3
Accessing The Impact
of Digital Media
Branding
Brands are growing their business alongside social media
encouraging customers to engage with them on these platforms
while also providing services on these platforms.
Some service rendered through social media include:
- Social Banking
- Social Lender
- Customer Service
On digital media, people are becoming the brand and beyond
that, they are becoming the media.

28. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
4
Micro-Blogging
The Chosen Mediums for effective
communication on Digital
Micro Blogging promotes creative and nuanced thought by encouraging users to test
those boundaries and produce something unique and different.
Content is truly Infinite

29. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
4
The Chosen Mediums for effective
communication on Digital
Blogging
Blogging is a more traditional digital medium.
It's accessibility for both audience and blogger
is why amidst the mass production of content,
blogging is still one of the most effective ways
to engage and share traditional journalism
within a new age platform

30. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
4
The Chosen Mediums for effective
communication on Digital
Mobile Networking
Mobile networking is a direct way of passing across information to
close contact. It is the first and most direct way of communicating in
Digital Media.
It is accessible anywhere, friendly with shorter content, different
and more interactive.
It is a very effective means of communication on the Digital Media. It has
no boundaries and contents doesn’t have to come from a
journalist or a professional writer.
Mobile is a means of digital communication that brands should pay
attention to.

31. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
5 The Who, The What, The Know
The Journalist, The Blogger, The Social Commentator
The Journalist The Blogger The Social Commentator
Professional writer for major mainstream
newspaper or a broadcaster
Individual regularly posting content on a blog
(web log or online journal)
A Blogger, Influencer, journalist or
all of the above
Expository reporting - Investigation,
Analysis, insightful commentary, puts the
breaking news in context
Commentary (Opinion) on events, current
issues or specific subjects. Often just a social
influencer or commentator
Regular commentary (opinion) on
events, current issues, news or
specific subject of interest.
Objective/Balanced/Impartial More likely to be nuanced or partisan Traditionally subjective / Expected
to be partisan
Professional/Trained More likely to be non-professional More Likely to be non-professional
Highly developed skills (research and
investigative capabilities,
communication) and respect for ethical
norms
Immediacy and speed of sharing, wider reach
and interactive
Often insightful owing to
individuals professional experience
Increasing reach through migration to
online media
Many different viewpoints, anonymity allows freedom of speech in otherwise
restricted environment.

32. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
5 The Who, The What, The Know
Identifying Active Engagement
Number of
Mentions
Number of
Impressions
Number of
Retweets
Number of
Posts / Tweets

33. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
5 The Who, The What, The Know
Popular Influencers You Need to Know

34. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
5

35. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
5

36. THE DIGITAL
LANDSCAPE
IN NIGERIA
UNDERSTANDING
5

37. 4.SocialMediaandCorporate
Communications

38. PR, The Media and Messaging
• The information technology revolution has created a new
world order.
• This is so because this revolution has called to question the
efficacy of the traditional media in mass messaging and
communication.
• The proliferation of media platforms that has come in the wake
of this revolution has also clustered the world of the receivers
of media messages and is gradually clustering the world of the
modern stakeholder.
• In the drive at reaching its target, organisations are now having
to redefine and redesign their communication routes.

39. Making the business case for social media
Listen to customers
Promote new products,
news, events, etc.
Position your
organization as thought
leaders
Build relationships with
existing and potential
customers
What is the competition
up to?
Increase brand
awareness
Resolve customer
service issues
Build relationships with
media, bloggers,
influencers
Find out about industry
trends and issues
Communicate quickly
with stakeholders during
a crisis
Reach online audiences
Allow corporate
communicators to justify
time spent on Facebook
during the work day

40. Making the business case for internal social media
Listen to employees
Promote new products,
news, events, etc.
Position your
organization as thought
leaders
Build relationships with
employees
Increase internal brand
awareness
Resolve customer
service issues
Share information about
the competition,
industry trends and
issues
Communicate with
employees quickly
during a crisis
Allow corporate
communicators to justify
time spent on Facebook
during the work day

41. Evolution of Communications (thanks, NATIONAL!)

42. Strategy

43. Tactics
Monitor
and track
Create
platforms
Maintain
relationships

44. Social Analytics and Campaign Tracking
Social Analytic tracking and reporting through the use of news tools such
as Social Baker, Follow the Hashtag
Real time analytic
tracking for various
campaigns
Analyzing social
conversation and
engagement for brands
Develop reports based
on engagement,
conversation and reach
online for clients

45. Going Social…
Own your presence
in social platforms
and link back to
your sites
Understand your
demographic
Take your
communications
directly to your
target
Boost the positive,
engage on the
negatives
Be simple,
approachable and
real
Connect with the
desire of your target
and ther view of the
world

46. Monitoring – Things to Watch-out for
The
complaint
The
compliment
The expressed
need
The
competitor
The crowd
The
influencer
The
Conversations
The crisis
The thread The ROI

47. Social Content and Conversations
Plays more on Images to
drive conversations on
social media platforms
Develop exclusive
content for brands and
owned platform

48. Thank You