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!

5. ESKIMI B2B STRATEGY
ADVERTISEMENT
FOR BRANDS
VAS & DATA
FOR MOBILE
OPERATORS
MOBILE
MONEY
MARKETING

6. ESKIMI B2B STRATEGY
ADVERTISEMENT
FOR BRANDS
VAS & DATA
FOR MOBILE
OPERATORS
MOBILE
MONEY
MARKETING

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

10. KEY STATEMENT: MOBILE
MONEY ROLL-OUT HAS TO
STRONGLY INCLUDE SOCIAL
MEDIA

11. REASON 1: SOCIAL MEDIA
AUDIENCE ARE MOST LIKELY
TO USE MOBILE MONEY

12. SOCIAL MEDIA
AUDIENCE
URBAN
TRANSACTING NOW
TECH-SAVVY

13. SOCIAL MEDIA IS
URBAN
91%
9%
of users are in
the cities
of users are
outside the
cities

14. SENDING MONEY NOW
82% of urban residents send money to their
families in rural areas.

15. SENDS MONEY
MONTHLY, BUT PREFERS
WEEKLY
How often do you send money? (%)
Bank
Recharge cards
76
47
35
16
12
1
Monthly
Weekly
Daily

16. REASON 2: SOCIAL MEDIA
HAS DATA, ENGAGEMENT
AND EDUCATION TOOLS

17. SOCIAL MEDIA
USERS ARE
ENGAGED!
3 hours
AVERAGE USER SPENDS UP TO
3 HOURS ON SOCIAL MEDIA
EVERY DAY!

18. USER
EDUCATION
USER
ACQUISITION
USER
RETENTION
Social media already has
data about users to acquire
and retain them!

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