A Training manual for a session at the PR Association of Uganda boot camp. By John Birungi Babirukamu

1. How PR can thrive in a Digital World
By John Birungi Babirukamu

2. Who is John?
Digital Communications Manager (MTN)
Previously 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 solutions, 7 years Digital
media experience, 1yrs experience in an Agency.
Specialty: Systems Analysis, digital strategy & analytics.
Born again Christian, 33 Years old & Single.

3. 1. Who I am
2. Overview of Digital Media
3. Understanding the Landscape
4. 10 Laws of Social Media
5. Leveraging Digital channels for PR
6. Metrics for maximizing Digital PR.
7. Analytics - Measuring success
8. Q&A
Topics

4. Overview of Digital Marketing
 What is Digital Marketing?
Digital marketing entails 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

5. Understanding the Digital
Landscape

6. A glance at Uganda on Digital Media
• 21 million + mobile connections
• 11.9 million internet connections
• 3.5 Million smart phone users.
• 4.5-5 Million users of Social Media
• 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.
Ages Male Female Totals
13-18 356,800 192,200 549,000
19-24 605,200 325,700 930,900
25-35 341,300 183,800 525,100
35-50 186,100 100,300 286,400
+50 62,000 33,500 95,500
1,551,400 835,500 2,386,900
Figures showing Ugandans on Facebook. (Data provided by
Facebook)

7. 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
 WhatsApp: Varied Content
 YouTube: Video
 Skype: Video Conferencing
 EventBrite: Events
 Swarm: Location Broadcasting & Checkin

8. Facebook Twitter Instagram LinkedIn YouTube Snapchat WhatsApp
Primary
audience
All, but
dominated
by 18-24 yr
olds
Young Adults,
dominated
by
corporates
Youth,
Female
dominated.
Business,
majority are
entry level &
Senior mgmt
staff
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,
Product info,
Testimonials,
professional
discourse
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
B2B Sales &
Retargeting
How to
Videos
Events,
Promos
CEX, promos,
managing
teams

9. Key Components of Digital Media
Company
Websites
PR
Content
Marketing
Email
Marketing
Blogs
Online
Influencers
SEO
Online
Adverts
Online
Publications
Social
Media
Mobile
Marketing

10. The Herdsman Analogy on Digital Media
• Ranch – Your Page
• Cows – Followers
• Bulls - Influencers
• Grass – Content
• Salt Lick - Incentives
• Milk – Engagement
• Beef - Sales

11. QUESTIONS?

12. 10 Laws of Social Media

13. 10 Laws of Social Media
1. Listen: Communication, not pontification. Let conversation
guide your content.
2. Focus: Specialize on what you know best and create quality
content.
3. Quality: A few Friesians tramp 1000 Ankole cows. Quality
followers share your content & don’t just disappear after
connecting with you.
4. Patience: Social Media success isn’t overnight. Nurture
relationships to achieve results.
5. Compounding: Great content will always be shared by the
right audience. SEO is important to get your content read when
searching.
6. Influence: Find and schmooze your influencers for meaning
full relationships. Separate Influences from Ambassadors.
7. Value: Add value to the conversation & not just talking about
yours business. Focus on creating content & developing
relationships.

14. 10 Laws of Digital Marketing
8. Acknowledgement: Don’t ignore those who reach out to
you.
9. Accessibility: Don’t tweet & hide. Respond to comments &
participate in conversions.
10. Reciprocity: Share content of others that you find great.
Focus a portion of your time to sharing stuff from others.

15. QUESTIONS?

16. Leveraging Digital channels for PR

17. Understand your Audience
 Find your Typical reader Vs. Target reader.
 Constantly look at your analytics & do
surveys to understand the consumer needs
& level of awareness.
 Map out your reader personas to effectively
communicate & shape the brand persona.

18. 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

19. 4. The formula for outstanding content

20. QUESTIONS?

21. Metrics for maximizing Digital PR

22. Digital PR Value
 Web & Social media Traffic
 Social Amplification
 Reach & impressions
 Referrals to your website
 Press Release Engagement
 Sentiment
 Competitive analysis
 Sentiment of industry influencers
 PR ROI

23. Analytics-Measuring Success

24. Free Tools

25. Facebook Insights

26. Facebook Analytics – Overview

27. Facebook Analytics – Pages to Watch

28. Facebook Analytics – People

29. Twitter Analytics

30. Twitter Analytics

31. Twitter Analytics - Home

32. Twitter Analytics - Audiences

33. Twitter Analytics – Tweets

34. Twitter Analytics – Tweets

35. Tweetbinder

36. Tweetbinder

37. Tweetbinder – Activity Metrics

38. Tweetbinder – Contributor Ranking

39. Tweetbinder – Contributor Ranking

40. Tweetbinder – Contributor Ranking

41. Tweepsmap

42. Tweepsmap

43. Tweepsmap

44. Tweepsmap

45. Cyfe

46. Premium Reporting Tools