Social media marketing in Sri Lanka

The Business Intelligence Partner Page * *
A presentation to
BQu team
13/06/2014
Play It Safe or Play It Unique on Social Media
in Sri Lanka

The Business Intelligence Partner
Agenda / Content
I. Introduction
II. Key Issues in Sri Lanka for Social Media
III. Who plays it unique?
IV. Tips to be unique
V. Conclusion

While almost every person in Sri Lanka has a mobile connection, Facebook is the most
popular social platform used with over 2.3 million users
Introduction
Sri Lanka’s population statistics for 2011-2012 - 20.2 million1
Internet stats December 20132
● Number of Cellular Mobile Subscribers -20,315,150
● Internet & Email Subscribers (Fixed) - 507,845
● Internet & Email Broadband Subscribers (Mobile ) - 1,664,003
Some social media stats from a 2013 survey3
● There were 2,300,000 Facebook users in Sri Lanka of which 1,420,000 were males and 720,000 were females 1
● 1,300,000 were mobile Facebook users
● 85% of the social media users follow local brands of which 35% follow more than 15 brands. But 60% do not
interact with the brand
● 45% of brand followers are happy with what they find in Facebook and do not visit the company website
Source:
1. http://goo.gl/xHwnjB
2. http://www.trc.gov.lk/index.php/information/statistics.html
3. http://readme.lk/sri-lankans-social-media-out/

Though social media includes multiple platforms, small businesses are mainly on Facebook
Introduction
Social Media refers to platforms where people can interact, create conversation and share information. Therefore the
social media mix involves mainly:
● Bookmarking
● News
● Networking
● Photo and Video sharing
● Wikis
In Sri Lanka however, there are very few industries that are highly active on social media;
● Telecommunications
● Private Higher Education
● Travel and Tourism
● IT and Software
Why don’t we see more industries being so active?

Telecommunications and e-commerce top rankings on Facebook and Twitter
Introduction
Facebook Twitter

Though Google plus is dominated by IT professionals, in Sri Lanka the top profiles belong to
diversified industries
Introduction
Google +

Most brands targeting Mass Markets in Sri Lanka are not yet active on Social Media
Key Issues in Sri lanka for Social Media
Here are some of the key issues to why industries are still lagging behind on social media in Sri Lanka;
● Customers are not on Social Media
○ Only selected brands will agree that their customer is on Facebook
○ Most brands that target “Mass” markets and not Niche markets will not be so active
● Insufficient budget allocated for social media
○ Most budgets are allocated for traditional media, especially when focused on Mass consumer markets
● Not sure what social media is
○ The concept is only still being introduced into Marketing and Management curriculums in Sri Lanka
○ Most key decision makers are from a generation that were not exposed to these mediums and look to their
children to learn what's new
● Lack of statistical information
○ Unlike traditional media, most digital media does not show exact usage patterns and validate number of user
○ Brands are likely to get far less return that they anticipated on their activities

Mobitel has innovative and colorful presentation and cheerful commentary
Who plays it unique?
Source: https://twitter.com/MobitelSriLanka
Source: https://www.facebook.com/Mobitel
Source: https://www.facebook.com/Mobitel

John Keells promotes their products, share announcements has created an online
community
John Keells Holding
Source: https://twitter.com/JohnKeellsGroup
Source: https://www.facebook.com/johnkeells
Source:http://instagram.com/cinnamonhotels#

Kelly Felder directs business through Social Media
Source: https://www.facebook.
com/KellyFelderColombo
Source: https://twitter.com/lovekellyfelder

Hayleys use social media as a cost effective recruitment tool
Source : https://twitter.com/HayleysGroup
Source:http://ow.ly/ycPWy

Agenda / Content
I. Introduction
II. Social Media Marketing
III. Who plays it unique?
IV. Tips to be unique
V. Conclusion

Identifying the right customer segments and targeting the right platforms for social media is
key
1. Identify the key markets, and what platforms they are on
2. Practice clear, well thought out strategies
a. Clear layout
b. Quality, interesting, useful information
c. Appropriate use of color and pictures
d. Forum for discussion
e. Watch over the tone and voice used in writing
3. Community is core
a. Give reasons as to why someone should follow you
b. Emotional appeal
c. Use of direct response marketing
Tips to be unique

Create an effective brand perception in the customers mind, and keep upto date
4. What to create is what people see
a. Brand perception is created by the brand
b. Understanding of the target audience and what they need
5. Change
a. The online world is changing day by day, keep track of what’s happening and run the extra mile to be ahead
b. Mirror or shape the brand utilities (i.e: Mobile friendliness)
Tips to be unique

It is better to build your own strategy based on where you customer is, and how best to
communicate with them
● Pick the right social platform/s
● Build something unique and targeted
● Do not be afraid to explore
● Always put your customer first
Conclusion

Social media marketing in Sri Lanka

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Social media marketing in Sri Lanka