1. This document is offered compliments of
BSP Media Group. www.bspmediagroup.com
All rights reserved.
2. MOBILE MONEY AND SOCIAL
MEDIA IN AFRICA
Case Study from Nigeria
Vytas Paukstys, CEO
Eskimi
3. WHAT IS ESKIMI?
MOBILE -FIRST SOCIAL NETWORK TO
MEET NEW PEOPLE
FOUNDED 2010
LARGEST MARKETS IN WEST AFRICA
MOBILE MONEY MARKETING
PLATFORM SINCE 2012
4. ESKIMI
2nd largest mobile destination in Nigeria
14+M members worldwide
7.7+M members in Nigeria
1+M members in Ghana
1+M members in Kenya & SA
More than 10 million members from Africa!
7. CONTEXT: FINANCIAL
PROFILE OF NIGERIA
Population
177M
Bank accounts
29M
Mobile subscribers
111M
Mobile money users
6M
8. CONTEXT: 3 YEARS AFTER
LAUNCH
Nigeria
mobile money
users
% from total
mobile subs
Kenya
6m
12m
5%
40%
9. MEDIA IN AFRICA
IS MOBILE!
90%
of SOCIAL MEDIA users are
mobile and spend more than 3
hours per day online
SOC. MEDIA AUDIENCE
TOP 10% OF NIGERIAN
POPULATION BY DOMESTIC INCOME
19. USER RETENTION
CHANGE
YOUR PIN
UPLOAD
MONEY
INVITE A
FRIEND
Develop a step-by-step process for the
users coming back every day
Push retention messages like “change your pin”, “make
your first transaction”, “invite your family” already
from the NEXT DAY
Incentivize actions to make learning process easy
and engaging
20. USER RETENTION
LOCATION
Localize the experience and make it easy
for the user
“You can upload money to your wallet at these agents
around you in Ikeja, Lagos”
21. SOCIAL MEANS SHARING
Use the social graph on social media to drive
recommendations and invites.
INVITATIONS
TO JOIN
RECOMMENDATIONS
AUTOMATIC
POSTS
SHARING
POSSIBILITIES
22. SOCIAL MEDIA MOBILE
MONEY USERS ARE
MORE ACTIVE
36% 4%
acquired through
social media with
retention tools
acquired through
traditional media
with SMS retention
23. SUMMARY
•
•
•
SM audience is more effective to roll-out mobile
SM is the closest, most personal and engaging media
SM solves user retention & usage