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. 5
1
7
They won’t talk to a
machine when they
They won’t tell you are angry with you
what influences their (0700 - ANGER)
buying decisions Things Nigerian
customers won’t
bother to do
(unless you ask) 6
They won’t tell you
2 who else likes to do
business with you They won’t tell you
4 They won’t tell you
what else they wish
why they enjoy being
3 your business did
your customer
They won’t offer
advice on how
7 They won’t tell
you how best to
best you can keep reach them
them for life

4. But whether you ask or
not, customers have
started talking about
your brand and
policies…
ARE YOU LISTENING?

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

6. The power to control
the perception of your
brand is shifting from
advertisers to the
people they used to
target.
PEOPLE ARE TELLING
OTHERS ABOUT YOUR
BRAND

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

8. Welcome to the
next big thing…
The People Revolution
(before wakes up though!)

9. If your organization is
sleeping, it’s almost too
late

10. It is opening up
opportunities for…
Developers
Advertisers Brands
Agencies
Researchers
Marketers Citizens
Customers Politicians

11. The customers you
used to know are
dead…

12. The ones living today no
longer obey old fashioned
rules
They spend more time
snooping for news online than
in hard copies.

13. Family viewing of a
large single TV is
now an old fashioned
assumption…
The TV flagship
period are more likely
to meet your target
audience in traffic

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

15. Radio stations,
audience and income
have shot up since the
entry of radio-enabled
mobile phones.

16. Leading radio brands now
leverage on Facebook
and Twitter comments

17. Google remains the number one internet search
site in Nigeria and the most visited in the world…
60% of all Google internet
search from Nigeria
come from mobile
phones.

18. 62%
of people
61%
of people
trust TV ads trust newspaper ads
90%
of people trust the
recommendation of
other people.

19. When your customers are
angry, they won’t call
0700 – ANGER.
They will tell ….
Nairaland
Are you listening?

20. 199x 201x
Word Of Mouth = Word Of Mouse

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

22. While former President
Ibrahim Babangida spent
millions to announce his
presidential ambition in Eagle
Square (Abuja), President
Jonathan used only 27 words
on Facebook…
"I Goodluck Ebele Jonathan by the grace
of God hereby offer myself and my
Guess who won? (lol) services to the Nigerian people as a
candidate for the office of President"

23. Google remains the number one search website
visited globally. If your business, brand or name
is checked out…
your business?
…what will Google say? (WWGS?)

24. Celebrities can now
connect to their fans
directly from their
mobile phones… @OdemwingieP
8,623
@GenevieveNnaji1
30,000
@amdbanj
54,900
@donjazzymohits
58,500

25. Omotola Jalade has
more fans on Facebook
than all registered voters
in the President’s State
(Bayelsa)
472, 389
560,613

26. President Goodluck Jonathan has
more friends on Facebook than the
combined tally of British Prime
Minister David Cameron, German
chancellor Angela Merkel, and South
African head of state Jacob Zuma.
565,958

27. 40%
… of all internet traffic
from Africa originates
from Nigeria

28. 43.9 Nigerians now have access to the internet
This population is 4 Million less the entire population
of South Africa, it is the combined internet population
million of Egypt, South Africa, Morocco and Kenya combined.

29. 3 124 160
Number of Nigerians on Facebook
… and counting.

30. Of 1000 random
Nigerians surveyed,
84% post a personal
message on a social site
58%
had chatted online
82%
had uploaded a photo Every week!

31. With Social media, one
man can make a GREAT
difference…

32. 4,717
people signed an online petition
and eventually resulted in
protest march that forced The
British Airways to apologise for
maltreating Mr. Ayodeji
Omotade and 135 other
passengers on flight BA075
bound for Lagos from London
Heathrow Airport on the 27
March 2008.

33. An unknown cameraman
(Femi ‘Closecalls’) secretly
filmed the assault on Uzoma
Okere by the Nigerian Naval
ratings and uploaded it on
CNN ireport…
It was viewed 46,502 times,
shared 433 times and with
437 comments
(5057 views – on Youtube)
…. CNN TV took it up from
there
Your camera phone can
now make you a star! (lol)

34. Governor Sule Lamido
(Governor of Jigawa State)
State got Muhktah Ibrahim
Aminu arrested for insulting
him on his Facebook wall.

35. ReVoDa, a mobile app
for monitoring the 2011
elections was
downloaded by over
7,700 people for
the 2011 Nigerian
elections

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

37. It has given small
busineses the power for
MASSIVE results

38. 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).

39. 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.

40. 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.)

41. 21 year old Ahmad Mukoshy who
lives in Sokoto was said to have
sold about sold off yrn.me (which
remotely shortens long web
addresses) and yarnable.com
( a twitter like platform) for about
$4500.

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

43. Advertising is now about
content. it needs to be
compelling + remarkable

44. If your business is busy
BANNING social media,
your competitors are busy
BANKING on it.
If your clients have
moved, you shouldn’t be
a dinosaur

45. COMMUNICATING
COLLAORATING
CONVINCING
People connected to social
media have a powerful
voice, their voices have
impact, they are changing
expectations - they are
changing the perception of
other people.

46. With an internet penetration rate of only 31%, Egyptian protests began in December
2010 with a college-educated street vendor’s (Mohamed Bouazizi’s) self immolation in
town of Sidi Bouzid in despair at the frustration and joblessness in the country. Over
30,000 videos have now been uploaded on YouTube tagged “Sidi Bouzid”

47. 90,000people…
signed up on Facebook to attend the January 25, 2011 “Day of
Rage” march where protesters took to the streets against President
Hosni Mubarak’s 30-year rule

48. On the 25th of May 2011,
NaijaCyberHactivists took over
NAPEP and NDDC websites in
protest against
the spending of N1 billion
for President Jonathan’s
inauguration
(Sahara reporters put the cost at 5 billion
i.e. including costs of events preceding the
inauguration day)

49. Long serving
African leaders
now have to pay
attention to Social
Media.
Be very
AFRAID

50. 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

51. GTBank was rated as the
most customer focused
bank in Nigeria

52. It is the only bank listed
among the top 10 visited
Nigerian websites visited GTmove
by Nigerians 84.2 % of its website
traffic use e-banking
services
The website is visited more
frequently by females who
are in the age range 45-54,
have children, are graduate
school educated and
browse this site from work.
gtbankonline has 1,259
followers on Twitter
95,423 people like
GTBank on Facebook

53. 13 – 16 %
Image and reputation
accounts for 13 – 16 %
of reasons why
customers maintain
relationships with
brands

54. Your image and reputation are
influenced by conversations
going on about your brand
… are you listening?
The way you respond can
determine the future of your
business

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

56. 10 rules of
Social Media
Engagement

57. Have a clear
Communication
Strategy

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

59. Integrate
traditional
and digital media.

60. Changing Consumer
psychographics will
demand you make
adjustments

61. Identify and profile your
potential customers

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

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

64. Get
personal:

65. 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)

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

67. 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)

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

69. Measure and
Control

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

71. 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

72. Engage or Die!

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

74. Welcome to tomorrow!

75. Credits:
§ Personal opinion of consumer insight, not a statistic
§ Personal opinion, not a statistic
§ Personal opinion, not a statistic
§ Personal opinion, not a statistic, hiking artist.com
§ Personal opinion, not a statistic
§ Personal opinion, not a statistic
§ Personal opinion, not a statistic
§ http://www.clickafrique.com/Magazine/ST010/CP0000003419.aspx)
§ www.inmobi.com/research Radio brands now leverage on Facebook and Twitter comments
§ G| Nigeria
§ 62% of people trust TV ads
§ 61% people trust Newspaper ads
§ 90 % people trust recommendations of other people
§ (Degrees of trust in forms of advertising, the Nielsen Company April 2009)
§ Personal opinion, nor statistic
§ jobberman, poetsolvers, jobs4naija.com, naijabestjobs.com, careersnigeria, e.t.c.)
§ President Jonathan | Facebook page
§ Alexa.com
§ Twitter.com |@donjazzymohits, @iamdbanj, @GenevieveNnaji1, @OdemwingieP
§ Omotola Jalade | Facebook page; http://234next.com/csp/cms/sites/Next/Home/5679297-146/northwest_tops_voters_register_list_.csp ....
§ CNN
§ International Telecommunication Union
§ 43.9 million Nigerians now have access to the internet
§ This population is 4 Million less the entire population of South Africa, it is the combined internet population of Egypt, South Africa, Morocco and
Kenya combined. (Josiah Kimanzi, Research and Marketing Services Nigeria, August 2010)

76. § Josiah Kimanzi, Research and Marketing Services Nigeria, August 2010
§ http://respectnigerians.com/?p=14, http://www.nigeriavillagesquare.com/articles/ahaoma-kanu/boycott-of-british-airways-
commences-in-nigeria.html, http://www.gbengasesan.com/?p=265, http://aderinola.wordpress.com/2008/05/04/3-836-nigerians-sign-
petition-against-british-airways/
§ http://www.youtube.com/watch?v=j49wu4vVZkM, ireport.cnn.com/docs/DOC-134234
§ Facebook.com, http://www.saharareporters.com/article/facebook-abuse-let%E2%80%99s-teach-sule-lamido-lesson)
§ www.gbengasesan.com
§ 37, 39, 40 (http://www.youtube.com/watch?v=qg1ckCkm8YI)
§ http://www.loyokezie.com/2011/03/22/confirmed-yarnable-has-been-acquired-by-mobiqube/
§ (http://webtrendsng.com/blog/breaking-news-nigerian-startup-gets-funding-from-facebook-investors-the-boom-is-on/)
§ http://adsoftheworld.com/media/print/nandos_amnesty, Bates Cosse, Lagos, Nigeria
§ http://socialcapital.wordpress.com/2011/01/26/twitter-facebook-and-youtubes-role-in-tunisia-uprising/
§ NY Times, “Broad Protests Across Egypt Focus Fury on Mubarak“, 1/25/11
§ http://codename-intrusion.blogspot.com, http://codename-intrusion.blogspot.com/2011/05/naijacyberhacktivists-strikes-again.html
§ nigerianvillage square.com
§ www.facebook.com
§ KPMG, Banking industry customer satisfaction survey, June 2010
§ 10 videos, Alexa site information,
§ KPMG, Banking Industry Customer Satisfaction Survey, June 2010
CAVEAT :
While all care has been taken to ensure that the facts stated herein are accurate and represents my objective views and current thinking of
the situations, cases, causes and issues at the time of writing this book; the ratings, forecasts, estimates, opinions and views contained herein
are fair and reasonable, neither the research analysis, analyst, publishers and employees, shall in any way held responsible for the contents
hereof, and no reliance should be placed on the accuracy, fairness or completeness of the information contained in this document for judicial
precedence. While some of the pictures were by my me, most were gathered on the path of the research process and I claim no ownership of
any of those pictures. No person accepts any liability whatsoever for any loss howsoever arising from any use or misuse of this document or
its contents or otherwise arising in connection therewith.