A Training manual for a session with Real Marketing by John Birungi Babirukamu

2. Who is John?
Digital Communications Manager (MTN)
Previously worked with brands like Shell/Vivo Energy
Uganda, NBS Television, Eskom, 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. Digital Marketing 101

4. Overview of Digital Marketing
 What is Digital Marketing?
Digital marketing is the strategy and processes that
connect advertisers with their audiences across digital
channels.
 What are the digital channels?
Internet
Social Media
Mobile phones
Email
Electronic Billboards
Plain English: Getting found online

5. Key Components of Digital Marketing
Website
PR
Email
Marketing
Content
Marketing
Blogging
Online
Influencers
SEO
Online
Adverts
Video
Marketing
Social
Media
Mobile
Marketing

6. Objectives of Digital Media
 Reaching the right audience
 To engage with your audience
 To motivate your audience to take action
 Efficient spending on your campaign
 Return on investment (ROI)
Goals
 Prospecting. Generate leads
 Marketing. Generate interest
 PR. Build and repair public opinion
 Community building. Develop friends and fans
 Thought leadership. Develop name recognition
 Customer support.

7. Approach to Digital Media
Passive Approach
 Blogs & Forums
 Company Website
 Social media posts
 Search engine optimization
Active Approach
 Hashtags
 Search & Display ads
 Influencers & Ambassadors
 SMS & Email Marketing
 Caller Tunez
 Couponing

8. QUESTIONS?

9. Understanding the Digital
Landscape

10. 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)

11. 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

12. 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

13. Social Media
Marketing

14. POST Method Strategy
 People: Do you know who your target audience is? What are their
demographics and interests?
 Objectives: What do you want to accomplish with your social media
marketing campaign?
 Strategy: How will things be different after you launch your social media
marketing campaign?
 Technology: What social media channels are you going to use?

15. Setting Goals – The Herdsman Analogy
• Ranch – Your Page
• Cows – Followers
• Bulls - Influencers
• Grass – Content
• Salt Lick - Incentives
• Milk – Engagement
• Beef - Sales

16. Social Media Tone
 Be Personal
 Create a persona to shape your tone.
 Be mindful of your language, try within
reason to mimick your Audience.

17. 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.

18. 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.

19. Creating a Content Strategy

20. 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.

21. 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

22. 4. The formula for outstanding content

23. Measuring Return On Investment
Step 1
Determine what your ROI is.
 Sales
 Brand or product awareness
 Brand or product affinity/Sentiment
 Customer Satisfaction
 Social following.

24. Measuring Return On Investment
Step 2
Read the Tea Leaves.
 Sales (Clickthroughs, Leads generated, Store Visits on
Facebook)
 Brand or product awareness (Following, Reach, Engagement)
 Brand or product affinity/Sentiment (Sentiment, Engagement)
 Customer Satisfaction (Tickets Closed, Sentiment)
 Social following. (Number of Followers within the target
Audience)

25. 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

26. QUESTIONS?

27. Analytics-
Measuring
Success

28. Free Tools

29. Premium Reporting Tools

30. Engagement Analysis
Metrics to look out for:
 Engagement & Reach (Page, Post, Keywords,
Hashtags & Location)
 Influencers (Who are they, Sentiment)
 Sentiment
 Store Visits
 Ratio of Page Engagement to Page following.

31. Competitive Analysis
Metrics to look out for:
 Social Audience (Numbers, growth)
 Posts made
 Engagement & Reach (Post, Hashtags,
Mentions, Keywords, Location)
 Social Sharing

32. Spend Analysis
Metrics to Show:
 Organic Vs Paid Reach & Engagement (Justify
every dollar.)
 Individuals Targeted Vs Actual Individuals reached
(Growth, Reach & Engagement)
 Influencer/Ambassador Engagement

33. QUESTIONS?