14. WHAT IS RETAIL DOING ON SOCIAL?
THE THREE ‘VERTS’ OF THE REAL WORLD
INTROVERTS EXTROVERTS PERVERTS

15. WHAT IS RETAIL DOING ON SOCIAL?
THE THREE ‘VERTS’ OF THE INTERNET
INTROVERTS
PERVERTS
EXTROVERTS

16. WHAT IS RETAIL DOING ON SOCIAL?
SOME ACTUAL DATA
74% 16% 7% 3%
STALKERS JUST FRIENDLY GET INVOLVED ANNOYING

17. WHAT IS RETAIL DOING ON SOCIAL?
WHAT DO WE WANT TO HAPPEN?
74% 16% 7% 3%
STALKERS JUST FRIENDLY GET INVOLVED ANNOYING

18. WHAT IS RETAIL DOING ON SOCIAL?
HOW DO WE GET THAT TO HAPPEN?

19. WHAT IS RETAIL DOING ON SOCIAL?
WHY DO PEOPLE FOLLOW BRANDS?
•40% to receive discounts and promotions
•39% to show my support for the company to others
•36% to get a “freebie”
•34% to stay informed about the activities of the company
•33% to get updates on future products
•30% to get updates on upcoming sales
•29% for fun or entertainment
•25% to get access to exclusive content
•22% someone recommended it to me
•21% to learn more about the company
•13% for education about company topics
•13% to interact

20. WHAT IS RETAIL DOING ON SOCIAL?
HOW DO WE GET THAT TO HAPPEN?

21. WHAT IS RETAIL DOING ON SOCIAL?
BUT IN AFRICA?

22. WHAT IS RETAIL DOING ON SOCIAL?
WE ARE ALL REALLY, REALLY, POOR …
•… and the internet is really, really, expensive
•… and we don’t really own computers
•… and we’re just do far behind everyone else
SO, WE’LL JUST WAIT UNTIL …
•… the internet becomes really cheap
•… and we all own computers
•… and then we’ll be just like America

23. WHAT IS RETAIL DOING ON SOCIAL?
EXCEPT …

24. WE’RE ON MOBILE ALREADY!
LET’S JUST STAY ON MOBILE!

25. TALKING, TO SUMMARIZE
OUR SOCIAL MEDIA GOALS
•Frequency x Meaning = Value
STRATEGY, STRATEGY, STRATEGY,
STRATEGY, STRATEGY, AND ALSO
STRATEGY

26. THE TOOLS WE USE

27. SOCIOLOGY 101

28. NODEXL
WHAT WE CAN LEARN
•Who the influencers are
•Who the gateway people are
•Who the isolates are
•What are they talking about
•How are they connected
•Is our ATL working?
•Is our digital working?
•Lots and lots of other stuff…

29. SANRAL … 

30. INTERNAL VS. EXTERNAL
THE BALL IS IN YOUR COURT
•Make sure your team can experience maximum brand immersion
•Make sure your team is using some kind of tool to manage communities
•Report analysis is a priority
•Strategic agility based on data (and only data, and I say again, ONLY DATA)
•Strong understanding of mobile
IT DOESN’T MATTER WHO DOES IT, JUST MAKE SURE YOU GET IT DONE!

32. COMMUNITY MANAGEMENT :
IT IS A REAL JOB

33. WHAT YOU SHOULD BE LOOKING FOR
SOMEBODY WHO :
•Has a passion for human beings and communication
•Can interpret data, turn them into learnings, and adjust their approach
•Reads, a lot
•Writes, a lot
•Strategically-minded, can understand a brand