We spoke at the inaugural Conservation Communications Forum which investigated the communication strategy that conservancies ought to undertake to better connect with audiences and push a refreshed conservation narrative.

1. How to Better
Use Social
Media and
Engage with
Public
Audiences On
Conservation
March 7, 2019

2. Communications Framework
2

3. 3
Photo @pedromcbride // A giraffe kiss @r.e.s.c.u.e. Wishing Kenya peace after their
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Permalink 621k 80m 12m
Kenya Election (excl. Media Outlets), Kenya Election generic, Kenya Election, Kenya Election geol...
Instagram 620k 1779
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National Geogra...
@natgeo - 80m Subscribers

4. What Are Social Media?
4

5. Global Social Media Trends
5
Social Messaging
Over-the-top
messaging and SMS
messaging are
Millennials preferred
choice of
communication.
Consumers also
greatly trust
information they
receive through
social messaging.
Influencer
Marketing
Consumers want
authenticity and
brands are using
micro-influencers to
get higher
engagement.
Video
90% of all content
shared by social
media users was
video in 2017.
Ephemeral Content
Typically disappears
within 24 hours but
yields higher
engagement rates
Rise of Augmented
Reality
Use of A/R on mobile
phones is an
engaging way for
marketers to reach
their audiences
Instagram Stories
Facebook’s Chief
Product Officer,
Chris Cox, predicted
that the Stories
format will surpass
feeds as the primary
way people share
things with their
friends sometime
next year.”

6. The Internet Minute
6

7. Social Media in Kenya
7 Source: Hootsuite, Digital in East Africa in 2018

8. Social Media Users are Urban
8
Location # of Posts % of Total Geo-Tagged Posts
Nairobi 619,946 85.1%
Mombasa 44,322 6.1%
Nakuru 27,751 3.8%
Kisumu 18,033 2.5%
Uasin Gishu 18,022 2.5%
Location Users – min/max % of Total Geo-Tagged Users
Nairobi 4.25 – 5.10 85.0%
Mombasa 0.15 – 0.18 3.0%
Eldoret 0.05 – 0.05 0.9%
Nakuru 0.05 – 0.05 0.9%
Kisumu 0.03 – 0.04 0.6%
Source: Sochin Limited
Organic reach: 8%
Organic reach: 6%
Source: Facebook Audience Insights

9. Algorithms
9
Tweets in the “While You Were
Away” category are determined
by “user engagement”
“Show Me the Best Tweets First”
is based on relevance and not
chronology. The tweets are based
on accounts you interact with
most, tweets you engage with
and much more.
Several categories affect which
posts will be shown first:
• Number of likes and comments a
post has
• Your relationship with the user
posting
• The timeliness of the post
• What you share directly with
users
• The relevancy score predicts
whether or not a user will like,
click, comment, share, hide, or
even mark a post as spam. Ads
also receive a score
• Prioritizing friends shows posts
from friends over the Pages
followed or promotional
content.
• If you spend time on a
particular post, FB is more likely
to show that post on your
friend’s News Feed.
• Video engagement is monitored
and users already engaged with
videos will see more of them.

10. Are Social Media an Equal Playing Field?
10

11. Echo Chambers
11

12. Echo Chambers
12

13. Objectives
13
Brand
Visibility Engagement
Brand
Preference &
Advocacy
Market Share
Purchase
Consideration
Thought
Leadership
Crisis
Management

14. Engagement Metric - Twitter
14
1-3% engagement is the norm, globally (and high
by advertising standards, today). However in
Kenya, 3% is very low for a campaign. The
market constantly outperforms in engagement.
Ad:Dynamo

15. Engagement Metric - Facebook
15
Source: Hootsuite, “Facebook Engagement Insights & Benchmarks”

16. Engagement Metric - Facebook
16
Source: Hootsuite, “Facebook Engagement Insights & Benchmarks”

17. Constructing Content
17
Rational
Content
Emotional
Content
Communications

18. Example - Fundraising
18

19. Using Influencers
19

20. Ivory Burn April 2016
20

21. Platform Distribution
21
+40K % 178m
Estimated Reach
+47K % 2.15b
Impressions
+32K % 130k
Volume
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
Facebook Twitter Instagram Sinaweibo Google+ Youtube Dailymotion
Blog Website Media Offline Press Forum Reviews Comments
Ivory
burn
Online
event

22. Hashtags and Mentions
22

23. Top Positive Posts
23

24. Top Negative Posts
24

25. Use of Visuals
25

26. Geographic Distribution
26
Kenya Botswana Gabon Uganda
# of posts and reposts 37,055 66 26 459
Impressions 791,862,753 44,121 91,735 5,113,06
7
Estimated Reach 62,646,823 3,479 7,335 405,474
China Hong Kong Vietnam
# of posts and reposts 119 271 14
Impressions 72,107,582 1,715,252 9,241
Estimated Reach 5,063,198 131,656 737
Rest of Africa US UK
# of posts and reposts 5,592 16,628 7,012
Impressions 40,094,480 369,261,693 104,013,180
Estimated Reach 3,145,933 30,091,231 8,535,490

27. Influencers
27
Rank Account Tweets Followers
1 IG|@USEmbassyNairobi (@USEmbassyKenya) 705 140,264
2 Evelyne Gathoni (@EvelyneGathoni) 546 396
3 Denise O'Toole (@DotooleO) 540 985
4 Baby J (@2njeri) 517 1,249
5 wildlifedirect (@wildlifedirect) 445 12,788
6 Kenya Wildlife (@kwskenya) 427 89,871
7 Ravi (@RavS82) 399 1,973
8 Dr. Paula Kahumbu (@paulakahumbu) 381 85,228
9 Ali Van Zee (@alikat747) 352 5,347
10 Tembea Africa (@TembeaAfrica) 330 808
11 #EndTribalismNow (@Eddiejimmy) 306 1,887
12 SeaDolphinLover (@SeaDolphinLove1) 303 616
13 Justus Tharao (@justustharao) 301 8,002
14 #WildlifeWarrior (@ontita_vincent) 297 537
15 Ambassador Bob Godec (@BobGodec) 284 29,883
16 AWF (@AWF_Official) 270 40,576
17 Rebecca W. Ellison (@Weslie19) 270 1,236
18 Ken Gitau (@GitauKE) 263 612
19 Smriti Vidyarthi (@SmritiVidyarthi) 259 214,712
20 Harry Voo (@HarryVoo123) 255 162
21 Charliealpha011 (@charliealpha011) 253 1,439
22 Paul Udoto (@pauludoto) 229 7,099
23 KBCChannel1 (@KBCChannel1) 212 85,280
24 Digital Humanitarian (@PhilipOgola) 201 37,137
25 Ollivier Yves (@ollivier_yves) 199 357
26 nonvlinders (@Nonvlinders) 188 609
27 Dawn Scholes (@DawnScholes) 186 105
28 Donna Sudbury (@Seagypsy40) 180 931
29 Parth Padia (@ItsPadia) 174 10
30 Little dragon (@Mosioatunya11) 170 65
Ranked by # of Tweets
Rank Account Tweets Followers
1 Twitter (@twitter) 1 54,546,747
2 BBC News (World) (@BBCWorld) 3 14,150,559
3 National Geographic (@NatGeo) 1 11,407,656
4 TIME.com (@TIME) 1 10,441,978
5 The Associated Press (@AP) 1 7,482,890
6 Washington Post (@washingtonpost) 2 6,362,670
7 The Guardian (@guardian) 2 5,518,860
8 CBS News (@CBSNews) 1 4,447,767
9 China Xinhua News (@XHNews) 3 3,937,979
10 Lonely Planet (@lonelyplanet) 1 3,421,254
11 Sky News (@SkyNews) 2 3,244,757
12 Bloomberg (@business) 2 3,126,193
13 norman reedus (@wwwbigbaldhead) 1 2,754,097
14 Department of State (@StateDept) 1 2,607,561
15 JARED LETO (@JaredLeto) 1 2,233,543
16 FRANCE 24 (@FRANCE24) 1 2,227,729
17 WWF (@WWF) 1 2,134,213
18 Nat Geo Photography (@NatGeoPhotos) 1 1,938,334
19 The Independent (@Independent) 6 1,906,169
20 Agence France-Presse (@afpfr) 1 1,872,352
21 The Indian Express (@IndianExpress) 1 1,730,425
22 Daily Mail Online (@MailOnline) 2 1,637,219
23 Uhuru Kenyatta (@UKenyatta) 6 1,426,909
24 banksy (@thereaIbanksy) 1 1,411,634
25 CLAUDIA BAHAMON (@CLAUDIABAHAMON) 3 1,365,116
26 Scientific American (@sciam) 1 1,341,090
27 Bear Grylls (@BearGrylls) 1 1,278,551
28 BBC Africa (@BBCAfrica) 1 1,247,654
29 dna (@dna) 1 1,167,005
30 NTV Kenya (@ntvkenya) 92 1,139,386
Ranked by # of Followers

28. Speaking with One Voice
28
AWF 1,300,000 191,000 113,000 2,736
IFAW 727,000 105,000 77,400 87,538
Save the Elephants 571,209 202,000 74,400 3,073
Born Free 312,000 65,400 107,000 -
USAID Kenya 275,574 - 31,500 299
KWS 165,769 66,400 381,000 255
Lewa Conservancy 142,000 143,000 36,300 15,780
Ol Pejeta 136,000 129,000 45,800 3,011
USAID EA 112,000 - 8,565 -
WWF Kenya 32,000 5,288 12,300 279
Tusk Trust 29,000 - 19,700 213
WWF Africa 26,000 2,323 1,688 33
EA Wildlife Society 24,140 1,562 5,052 20
Lion Guardians 13,600 1,576 5,033 2,378
Space for Giants 12,000 123,000 6,526 92
Wildlife Direct 7,331 4,974 25,200 1,025
Kenya Wildlife Trust 5,735 1,225 4,139 1
KWCA 2,823 - 1,505 12
Total 3,894,181 1,041,748 956,108 116,745

29. Conclusions
1. Have clear objectives and a strategy
2. Know who your audience is and what they want
3. It takes resources to be successful
4. Social media is a fickle business
5. Build meaningful networks
29

30. Contact
30
Sochin Limited
Noah W. Miller, Managing Director
NMiller@sochin.agency
0721.403.574
www.sochin.agency
Marula Manor
Marula Lane
Karen, Nairobi