Digital in Kenya, Social Media Kenya, Digital Marketing in Kenya.

1. DIGITAL THE NEW VOICE
FOR YOUR BRAND

2. What to Expect?
 What is Digital Media? “Introducing SOMOLOPA”
 Digital Landscape in Kenya.(Who, what, where)
 British American in the Digital space.

3. INTRODUCTION: DIGITAL MEDIA 411
“The internet is an information storage place and
company websites are there to feed consumers
heavy content about brands/services. #FAIL
In fact it’s the worst place to read a lot of heavy
content. The internet is more of an actions
platform, for doing stuff. What we need to crack is
the “WHAT WE ARE DOING?”
If I shift some of media spend to online advertising like I hear it’s the in thing to be doing
these days I am most definitely going to see an increase in sales. #FAIL The value will
only be realized if you are talking search and display. Digital is simply a relationship
platform for brands and consumers.

4. Digital Media is not driven by Technology. Its driven by
insight driven innovations that are created to make lives
easier for consumers. In turn this helps the relationship
between brand and Consumer.
widgets rich media
POD file-sharingAdWordsbluecas
eCRMplayliststagsintegration
t
video API Social networks WiFi
wireless QR-codes RSS
GPS 3G targeted banners
Broadband
VOiP virtual worlds
WIKI
Podcasts
games blogsAI search DVR
user-generatedPOS
call centres
mobile
web services

5. 4 Digital Truths to Live by:
Every day is election day.
Fish where the fish are.
Success revolves around genuine, compelling content
You will never fully own the voice of your brand,

6. Introducing the “SOMOLOPA” way of
thinking Digital.

7. What is Social Media

8. Social Media is Not Face book and it’s Not
twitter. Its whatever you want it to be as
long as it meets your needs.
1,000,000 + Face book users in Kenya,
40,000+ Twitter users.
You want it to be a way of finding cool and interesting websites that
you would never have found before? Sign up to Stumblupon. You
want to know what blogs are popular? Get yourself a Technorati
account. History of all the comments you’ve ever left? Backtype. And
the list goes on.

9. What are new Web usages ?

10. Consumers behave differently
Follow them !
• They meet in different places
Social networks, blogs, forums
• They share content and spread the
voice
Viral videos, blogs, Twitter
• They influence
• They comment
• They advertise themselves

11. Consumers communicate more
Go where they are !
• People regroup on communities
• Word-of-mouth is stronger
• People read blogs and consume more user
generated content
• People tend to take part in online
conversations and are happy to communicate
with brands

12. Why set up a Social Media
Strategy ?

13. With or without you…
…the conversations will happen !
• For a better control of your brand, you must participate in the
conversations
• Once you trigger a conversation, you should not leave it

14. The ultimate effect
Brand community !
• Build a non-marketing community outreach to deliver a voice
for your organization
• Use the buzz power
• Reach people where they regroup

15. The other effects
Reach the right people !
• Long tail effect
Reach the small communities on the web
• Connect with people
Reach the people where they are
• Keep brand positioning
Keep brand awareness to relay offline marketing campaigns
• Generate more traffic

16. What are the expected results ?
Much more than before !
• Leverage current marketing results
• Get better brand awareness
• Get better brand management
• Get better user stickiness
• Get better quality products
• Get more sales

17. Mobile
Over 21 million mobile subscribers
in the country.
•Mobile Advertising
•App Development
•Push-Pull Messaging

18. Is this doing mobile?
iPhone-only App Callout • Only available mobile
experience is an app for
iPhone users
• Website not mobilized for
any device
• Limits dialogue to iPhone users
who take the time to
download app
Proprietary Tag • Consumer must download
proprietary reader before
engaging with the brand
• Engage the consumer in the
way they choose

19. Location
Location-based social networks allow users to interact, share,
meet up, and recommend places based on their physical
coordinates.
Access Real time discounts.
Rewards for checking in.

20. Payment
Also know as the “Mobile wallet”. Instead of paying with
cash, cheque or credit cards, a consumer can use a mobile phone
to pay for a wide range of services and digital or hard goods.

21. Evolution of online Media

22. Social branding: Distribution will see
Each time users interact, 5 - 7% of their friends
the action
BRAND
Bought Media Earned Media
Owned Media

23. TODAY- Digital assets/ Facebook
Facebook Fanpage
Vanity URL
http://www.facebook.com/BritishAm
ericanInvestmentsCompanyKenya
Customized landing page

24. British American Website

27. 76%
Of consumers don’t believe
that companies tell the truth
in advertisements
Yankelowich

28. •Media Spend to direct traffic
•Interactive real time conversations (Push to Pull).
•Guidelines to participation.
•Think across platforms.
•Key “Content Schedule”.
•Varied and Valued Tweets. Newsworthy items from
your Industry.
•Active and Continuous network Development.
•Reciprocity
•To raise satisfaction index, provide consistent
engaged interaction. “Ask for input and add value”.
(Polls)
Tap into employees already on these Social platforms

29. •Create British American Investment
Company Business Profile
•Establish your expertise by
responding to discussion questions.
•Recruit Talent
•Network with potential and Current
business partners and Clients.
•Add linked in URL to email signatures

30. •Get key employees to
make use of this
platform
•Once you have amassed
a good number in your
network start
discussions.
•Include Social Plug-ins
on all ATL material.

31. •IPO Website with a Client service Portal
accessible to non account holders.
•Training of key BAIC figures to get Digitally
enabled. With focus on Managing Director-
Benson Wairegi’s Social Media accounts.
•Creation of Value added Services on Website.
•The Blogging platform. Capitalize on it. Real
time content will push traffic to the site and at
the same time improve BAIC online image.
•Are there any online tools we can create for
your target audience?

34. You need to Buy media so that you can push traffic to your Owned
Media so that you can eventually get Earned Media.
Recommendations: During Corporate Campaign.
1. Facebook Ads
Recommendations: During IPO Period.
1.Google Adwords.

35. Internet Penetration in
Kenya Ratio M:W 83:16
Source Synovate.

36. Top Brands In Kenya:
1. Facebook
2. Googke
3. Youtube
4. Blogger
5. WikiPedia
6. Twitter
7. Nation
8. Dealfish
Females between the ages of 14-25 have grow up in the Digital Media era, where the in
thing is creation. Thus there's more user generated content online that attracts that age
group online.
The interest seems to be growing what we now need to do is to generate content online
that our audience can relate to.

37. Where we are doing wrong?

38. Lack of visibility of local
content on Search.
Why?
Very few brands pay attention to
search and Display and have
websites that undergo SEO.

39. Don’t just plunge in
without a plan, Or
what we refer to as a
Digital Blue Print.
•Know who you are talking to
and what platform works best
with them.
•Set goals in terms of growth and
interaction .
•Always be two steps ahead of
your audience.

40. You might lose control !
Results : You lost the opportunity to express yourself easily from
the first time and you lost alot of time and credibility in
one shot.

41. Some actions to undertake…
…to start with
• Go and meet users on the Internet
Answer comments left by users on multiple blogs. Read what they say about your
brand.
• Set up collaborative tools
Make sure you offer tools to your customers to share with you about your products (blogs,
forums, online surveys).
• Connect with your customers
Be present on online social networks and create a profile for your brand.
• Replay offline campaigns on the Internet

42. Some actions to undertake…
…to start with
• Engage users in product testing
Create restricted communities who will be able to test the product and help in its
development. Create user communities.
• Engage users to buzz
Share and present your products to bloggers in order to engage a viral wave.
• Trigger the conversation
Engage the conversation on your blog and over chat rooms. Post on other blogs.
• Develop an honest and viral state of mind
Be open, do not be afraid, be honest and share as much as you can.

43. Combine the tools
Use multiple tools and spread your
presence !
• Leverage the effect by using multiple tools
• One media or one profile is not enough to see the effects
• It is the combination of multiple tools that will make you
successfull
• Share quality content

44. How to measure success?

45. What actions to measure ?
Buzz !
• Responsiveness of a communication that should be lower than
24h
• Number of quality blog posts
• Number of meaningful comments
• Quality of content shared