This document provides an overview of digital marketing and social media platforms in Uganda. It discusses John Babirukamu's experience and specialty in digital strategy and analytics. It then defines branding and digital media, describing key digital channels like social media, mobile, email and billboards. Popular social media platforms in Uganda like Facebook, Twitter, Instagram and WhatsApp are examined in terms of their best uses and target audiences. Digital advertising costs on platforms like Facebook, newspapers and billboards are compared. The document concludes with tips on choosing digital marketing tactics and using a ranching analogy to conceptualize personal branding on social media.

1. Embracing Digital platforms
to grow your business
John Babirukamu

2. Who is John?
• Currently Digital Communications Manager (MTN Uganda)
Work Experience
• 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-based business solutions, 7
years in Digital media, 1 years experience in an Agency.
• Specialty: Systems Analysis, digital strategy & analytics.
• Born again Christian, 33 Years old, loves innovation, traveling,
and mentoring the next Digital marketers.

3. Effective Branding
What is a brand?
A brand is a name, term, design, symbol, or other
feature that distinguishes you from your
competition.
What is effective branding?
Effective branding creates an enduring perception in
the minds of your customers and distinguishes you
from your competitors.
Why?How?What?

4. INTRODUCTION TO DIGITAL MEDIA

5. What is Digital Media?
What is Digital Marketing?
Digital marketing encompasses 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

6. 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, Moments
 WhatsApp: Varied Content
 YouTube: Video
 Skype: Video Conferencing
 EventBrite: Events

7. Who is on digital?
• 21m + mobile connections
• 14.9m internet connections
• 3.9m smart phone users.
• 5m users of Social Media
• 3.2m use Facebook
• 2.4m use WhatsApp.
• 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.
Figures showing Ugandans on Facebook.
(Data provided by Facebook)
Age Male Female Totals
13-17 245,000 175,000 420,000
18-24 700,000 500,000 1,200,000
25-35 720,000 400,000 1,120,000
35-50 200,000 90,000 290,000
+50 90,000 60,000 150,000
1,955,000 1,225,000 3,180,000

8. Facebook Twitter Instagram LinkedIn YouTube Snapchat WhatsApp
All, but
dominated by
18-24 yr olds
Young Adults,
dominated by
corporates
Youth, Ladies
are most
popular.
Corporates,
Business
owners, job
seekers
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,
Thought
Leadership,
Testimonials
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
Job listings,
Staff profiles,
B2B Sales &
Retargeting
How to Videos
Primary
audience
CEX, managing
teams
Commonly Used
Social Media Platforms

9. 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
Teen
Ugandan Audiences

10. A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
WhatsApp
How Ugandan Audiences
Consume WhatsApp
WhatsApp WhatsApp

11. A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
Facebook
How Ugandan Audiences
Consume Facebook
Facebook Facebook

12. A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
How Ugandan Audiences
Consume Twitter
Twitter
Twitter

13. A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
How Ugandan Audiences
Consume Instagram
Instagram
Instagram

14. Cost of Advertising
938 1,575 7,500
48,600
625,013
833,325
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
Facebook Daily Monitor
Website
Google Ads Billboards Magazines Newspaper Full
Page
Cost of reaching 1000 people (UGX)

15. 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

16. B2C Approach
Charles - CEO
Energy Company
• Reads online financial
publications & uses
LinkedIn & Twitter.
• Interested in
Financing for
expansion of his
company
• Targeted through
Bloomberg with
Display Ads, Twitter
posts & LinkedIn
articles on Oil & Gas.
STELLA – MD’S PA
Kappa Insurance
• Is often assigned
research jobs by her
boss.
• Uses Facebook,
Twitter & Instagram.
• Interesting in a
mortgage for herself &
Working capital for her
boss
• Targeted through
Facebook, Twitter &
Instagram
BARBARA - Owner
Barbie’s Fashions
• Uses Facebook &
Instagram to market her
products.
• Uses Twitter to keep up
with trends & news
• Needs financing for her
company.
• Considering a mortgage.
• Targeted via Facebook,
Twitter & Instagram
ads.
NICHOLAS – 3rd Yr student
Makerere University
• Native Social media user
on Facebook, Twitter,
LinkedIn, Instagram.
• Looking for a job or
internship.
• Targeted through
Facebook, Twitter,
Instagram & LinkedIn
Articles
Bank Website
• Equity & Money Markets
• Oil & Gas
• Asset Financing
• Infrastructure Financing
• Asset Financing
• Working Capital Loans
• Lines of Credit
• Home Loans
• Asset Financing
• Home Loans
• Commercial Mortgage
• Business Loans
• U-savers account
• SavePlus
• Internship/Employment

17. The Herdsman Analogy
• Ranch – Your Company Page
• Cows – Followers
• Grass – Content
• Milk/Beef – Engagement/Sales

18. PERSONAL BRANDING ON SOCIAL MEDIA

19. Setting your Goals
Vision
Company Goals
Marketing targets
Digital objectives
Metric & Measurements

20. Personal branding on digital
Passion and purpose
Random mutterings online
shows lack of focus. Make
sure you have your direction
and purpose clear as possible.

21. Personal branding on digital
Social proof
• Building trust online is vital to
position yourself as one worthy of
reading, following and sharing.
This will take time.
• Online “social proof” is where you
display your evidence of
achievements.