Safaricom, Airtel, and Orange are the three most popular telecommunication brands in Kenya on social media. Safaricom has over 3.8 million followers on Facebook and focuses on rewarding loyal customers through campaigns. Airtel posts educational content daily and engages with customers to resolve queries. Orange focuses on telecommunication industry news and CSR activities but posts less frequently than the other two brands. Safaricom and Airtel have larger social media presences in Kenya due to more creative, socially impactful content and greater customer engagement.

1. Presented by Geoffrey M. Nzomo
ID No:2B4038

2. » About 4,000,000 Kenyans use social media.
» Facebook- 3.8 Million
» Linkedln- 1million
» Twitter – 650,000

3. Populous brand in social media marketing:

4. https://www.facebook.com/DettolKE/videos/880800225322912/

5. Safaricom Airtel Orange
1. Social Mission
2. Promotional Media
3. Celebrities as Public
figure- Advertisement
4. Posts frequently-
More than 10 times
per day
5. Focuses on
campaigns to reward
its loyal customers
• Mostly posts educative
and informative content
• Posts frequently
• Socially devoted
• Most posts targeted on
resolving customer
queries
• Most engaging post: A
picture of a puppy (124
shares) (not sponsored)
Mostly posts company CSR
activities
Posts and media content
are mainly news related to
telecommunication
industry
Posts frequently- After
every hour
Mixed content- With
sometimes divulging to
Political content

6. Safaricom Airtel Orange
• Posts are targeted to
set of
followers(relatively
smaller)
• Rarely uses UGC
• Hashtags are created
for sensitization
• Posts frequently
• Focuses on providing
customer feedback-
better
• Social Mission- connects to
friend and families
• Focusses on a large
number of followers to
popularize brand
• Occasionally pauses
questions to customers on
their experience
• Posts frequently(Hourly)
• Constantly providing
feedback to its customers
Most of tweets are news
related
Posts frequently- hourly
Mixed content but mostly
informative

7. Safaricom Airtel Orange
• Mostly posts company
awards events
• Rarely asks questions
• Posts occasionally
• Posts are usually
educative and in
• Occasionally answers
customer queries
• Mostly posts company
awards and events
• Shows promotional events
and experiences with
community
• Often uses UGC
• Rarely asks questions
• Posts occasionally
Heavily relies on blogs for
educative content
Posts occasionally
Occasionally posts their
past events and
involvement with the
community

8. Comparatively the Airtel Kenya and Safaricom have
greater dominance in social media.
Winning strategies in both players is mainly
determined by:
Creativity in media content posted.
Extent of the social mission
Awareness campaigns posted
Level of involvement with the Customers