1. Social Media,
my Business and I
Internet Marketing for Entrepreneurs
Lecture @
Enterprise Development Center,
Pan African University
7/05/2011
Adeola Kayode
@delola
www.adeolakayode.com

2. “Copyleft”
All wrongs reserved.
Among competitors in the
marketplace you need to think like a
chess player… every move counts.
Between a business and its
communication is a thin line;
I walk that line everyday.
www.adeolakayode.com deola.kayode
fb.com/deola.kayode @Delola
deolakayode@gmail.com

3. Everyone is
talking about it ,
should I?

4. ... and El-Rufai
tweeted!!

5. Technology has ensured
that everyone is a potential
journalist... They have the
power to impact people
and brands

6. The rules of the game has changed
Welcome to the Word of
Mouse generation

7. They are telling anyone
who cares to listen about…
EMPLOYEES
COMPETITORS
CUSTOMERS
CONSUMERS
Exploitation
CITIZENS
CLIENTS…
…are quietly fighting back.
They now have the power to
influence their peers than ever
before.
and great product
(if you have one)

8. Online social media is
not more a distraction;
it has shifted the way
businesses communicate.

9. More and more companies
applicants are looking to look
to online job websites and
forums for recruitment … JOBS!!!
jobs4naija.com
Joblistnigeria.com

10. In a fashion uncharacteristic of
the Nigerian market, an online
job portal reportedly secured
venture funding. Gists say its
about $1 million.

11. It has given small
businesses the power
for MASSIVE results

12. George Wright the Vice
President (marketing) of
Blendtec, a company in Utah
decided built a campaign
about their cornerstone
product, Total Blender.
*(a high performance blender used in restaurants, coffee shops
and other commercial concerns).

13. The total cost of starting
was about $50 (being cost
of a lab coat, six-pack of
coke, a rake, and a domain
name). He got the CEO
and recorded him blending
unusual things and posted
the videos online.

14. The result was astonishing;
blending an iPhone was its most
popular video with 5.2 million
views on YouTube alone in the
first year ... media estimation of
the resultant effect is estimated at
$40 million.
As of now,
 YouTube has 58 million views.
 Total Will it Blend views are 101 million.
 They have 150,000 subscribers.
 Sales have increased 7 times over since the campaign.
 The sales have grown in commercial products as well.
 Brand awareness has grown.
 Traditional media picks up on it without Blendtec paying
(National TV, local media, blogs, Newspaper, you name it.)

15. Social Media
Social media is media designed to
be disseminated through social
interaction, created using highly
accessible and scalable publishing
techniques.
Blogs, micro-blogging, social
networking, video/file sharing,
wikis, social bookmarking,
community sites and more

16. Your website and social media
Your website should be the
central component of your
internet marketing strategy
If your website needs work,
best to sort this out first before
getting serious about social
media marketing.

17. Offline Blog
marketing / Twitter
promos
Collateral /
Facebook
stationery
Media releases LinkedIn
Your Website:
Social Online video/
bookmarking
The Centerpoint Youtube channel
of all virtual Content sharing
Search engine
optimisation
activities sites – Flickr,
Slideshare etc
Search engine
marketing (pay Email Marketing
per click)
Email signature
Podcasts
blocks
Online forums
RSS
posts

18. Lead generation…
Drive traffic to your website or
landing page…the money is in
the list.

19. Number of Number of
telephone lines in telephone lines in
2001…
450,000 90.5
2011…
million
…Nigeria remains the fastest growing telecommunications market for phones in the world

20. Mobile Marketing has changed

21. Social Media is now a major
consideration in Brand
Strategy, Reputation
Management, Public Relations,
Marketing, Human Resource,
Advertising and Research

22. BRAND
5,155 179,108 fans 2,036 Tweets 14 videos
4,135 followers 13,083 views
772,517 346,730 fans 6,391 Tweets 4 videos
26,580 followers 2,749 views
3,672 21,432 fans 15,365 tweets 938 videos
28,171followers 99,222 views
22,063 21,854(MTN Project 994 tweets 135 videos
fame)
17,192(MTN loaded)
7,166 followers 169,252 views
441 21,854 fans
Honorable mention: Always – 120,165

23. Top 5 Nigerian ▀ Always
110,843 followers
Brands on
Facebook
▀ GTBank
173, 046 followers
▀ MTN
22550 followers
▀ The BeatFM
323,396 followers
▀ Samsung
22950 followers

24. Case Study: GTBank

25. As of today, GTBank is the
leading brand in social
media engagement in
Nigeria, and that is my
opinion. Any other ideas?
They were recently
recognized as the most
customer focused bank in
Nigeria (Corporate and
retail).*
*(KPMG, Banking Industry Customer Satisfaction Survey, June 2010)

26. With service as a key
proposition, they have
succeeded in building
bridges using a variety of
means including social
media, in reaching their
target audience.

27. They have…
GTBank Fan page on
GTBank Interactive website.
Facebook – 94,453 fans

28. They have…
GTBank
10 videos On twitter - 1,259
on followers

29. They are…
Only bank listed
One of the top Owners of one of the few
among the top 10
spenders in Print multimedia magazines in
visited Nigerian websites
Advertising Nigeria - GTBank E - zine
by Nigerians

30. Rules of
Social Media
Engagement

31. Have a clear
Communication
Strategy

32. Develop a social media
policy for your
employees not snoop
around them.
… they still use it
anyway. Just turn them
into ambassadors.

33. Integrate traditional
and digital media.

34. Changing Consumer
psychographics will
demand you make
adjustments

35. Identify and profile your
potential customers

36. Don’t think
outside the box…
… there is no box!

37. Get Creative
Don’t just create products,
satisfy human needs in a
creative and comfortable way by
understanding how they we live.

38. Get
personal:

39. If your business is about
reaching out to people, then let
your brand be human.
Share, link, communicate
(extend customer service from
bored officers and
autoresponders)

40. Go join the conversation
If your target audience
are talking about you,
why not join the gist.

41. Go viral
Get others to tell your
story – give them
something to talk about.
You can't just say it. You have to get
others to say it to other people
- James Foley, Group VP
Global Marketing (FORD)

42. Relinquish
Ownership
Create opportunities
for customers to own
the brand

43. Measure and
Control

44. Learn.Unlearn.Relearn
In a rapidly changing world,
your ability to measure and
control your initiative will take
you far…

45. Your customers now have
less time to decide +
more choices to make
from.
They can even afford not
to see you to make a
buying decision

46. The way you respond to
these changes can
determine the future of
your brand.