Social media strategy with a heavy focus on emerging markets eg Kenya.

1. “BUILD A FOOTPRINT USING SOCIAL
MEDIA.”
1. What‟s Social Media and Social Media
Marketing?
2. How to measure ROI?
3. How do we package it to the potential
advertiser?

2. THE WHAT?
 Social media is a catch-all term for websites that
provide radically different social actions.
 Social media is simply technology that‟s … social.
It‟s technology that allows for dialogue,
interaction, and listening.
 Social media marketing refers to the process of
gaining traffic or attention through social media
sites.
 It usually centers on efforts to create content that
attracts attention and encourages readers to share
it with their social networks.

3. DEEP THOUGHTS
 There‟s a conversation going on online, with or
without you, and it‟s user centric.
 If you choose not to engage, you‟re simply giving
up on the ability to manage and influence what is
being said.
 A corporate message spreads from user to user
and presumably resonates because it appears to
come from a trusted, third-party source, as
opposed to the brand or company itself.

4. SOCIAL MEDIA SITES
Top social media sites and how to benefit from them

5. FACEBOOK
 Fastest growing network with over 1 billion users
worldwide (4 million in Kenya).
 It‟s an efficient channel for:
 Communication:- Create a page, get fans, organize events, run
contests and promotions.
 Traffic:- Redirect your page fans to your website using content &
„share‟ buttons.
 Brand exposure:- Users are able to get to know about you as long as
their friends are “connected” to you.
 Advertising:- Using Facebook Ads one can reach the target potential
customers in a specific, measurable way.

6. TWITTER
 It is a popular micro blogging system that enables
users to send messages of 140 or less.
 Speedily growing and presently at over 3 million
Kenyans.
 It‟s an opportune media for:
 Communication:- Twitter allows spontaneous interaction in real time.
Twitter clients on mobiles are getting popular and enables quick and
easy communication.
 Traffic:- There‟s a fair amount of potential to garner traffic to your site
without turning your followers off.
 Brand exposure:- Engagement on Twitter is viral. Your followers will
retweet to their following content they deem relatable. Hash tags are
another way to track who‟s talking about your brand and
products/services.

7. GOOGLE +
 Google+ aims to make sharing on the web more like
sharing in real life, by using Circles, Events, +1 button
and Hangouts.
 Google + is experiencing rapid growth. It reached 25
million users in 1 month, it took Facebook 3 years to get
there.
 How to leverage Google+:
 Circles allow you to group people by relationship or category. This can
help you filter and prioritize your customers accordingly.
 Hangouts offer live multi-person video chats, hence an opportunity for
customer service interactive sessions. The video chats can be uploaded
directly to your YouTube channel.
 +1 button will help improve your website SEOs. By +1‟ing users are saying
this is trustworthy content and recommending it to their friends.
 Merge your Google + business page with Google Places. 97% of
consumers search for local businesses online. Be there when they're
looking for you.

8. LINKEDIN
 LinkedIn is the world's largest professional network with
over 175 million members and growing rapidly.
 It is a business-oriented social networking site helping
you exchange knowledge, ideas, and opportunities with
a broader network of professionals.
 Opportunities:
 Establish your professional profile:- Have you „Googled‟ yourself lately?
LinkedIn profiles rise to the top of search results, letting you control the first
impression people get when searching for you online.
 Find experts and ideas:- Tools like Answers and Groups let you locate
and interact with experts through trusted introductions.
 Explore opportunities:- Networking with sales in mind is more natural on
LinkedIn. Because it's mostly used by business people for business
purposes.

9. YOUTUBE
 YouTube is a video-sharing website allowing billions of
people to upload, discover, share, and view user-
created videos.
 It acts as a distribution platform for original content
creators and advertisers large and small.
 YouTube receives over 4 billion (half the world population)
video views worldwide every day it suitable for:
 Communication:- Post videos about your brands, services and products,
giving your users content to interact with. Create “how to” videos to help
your customers use your product or service.
 Brand awareness:- Use your channel to reflect your brand and engage.
Post customer testimonials to add credibility. Embed videos on your
website including customer support and product tours.
 Viral sharing:- Post links to your videos on various social networks. Let
users subscribe to your channel so they don‟t miss out on future videos.

10. BLOGS
 Blogs are ultra powerful, infinitely flexible social media
tool that allow you to publish business-building
content — text, audio, or video.
 It includes powerful mechanisms for social connecting
and sharing (Twitter, Facebook et al), so you can foster
conversation and keep an eye on your audience (email-
list).
 And while networking sites like Twitter and Facebook
can be useful places to broaden your audience, they
can never be the foundation of an enduring content
platform like a blog.
 A blog allows the business to have a transparent
platform wherein the customer is able to interact with
the company, offer feedback, and learn more about the
company culture.

11. SOCIAL MEDIA MARKETING
“Companies that only have a website to promote their
business are the equivalent to having a 4 cylinder car and
running it on 1 cylinder”.

12. SOCIAL MEDIA MARKETING…IS IT FOR REAL?
 Social media websites
represent over 40%, 50 %,
75% (it keeps growing) of all
internet traffic.
 Social media marketing is
about tapping this traffic to
acquire customers, make
sales, build brands and
reputations.
 We infuse it into an
established online marketing
plan and the end result is the
establishment of your brand
in the top social media
websites.

13. DISCUSSION POINTS
1. Your customers may be on your website but are your
prospects there?
2. If you could get new customers without having them
come to your website, would you care?
3. How about building brand recognition and trust off your
website so your conversion rate on your website goes
way up?
4. What‟s your online strategy?
a) Online branding:- increasing online mentions of your products,
services, trademarks and brand.
b) Personal branding:- establish yourself as an expert in your field.
c) Reputation management:- an offensive or defensive approach to
managing information regarding your business or personal brand.
d) Search Engine optimization:- Increasing your ranking in the top
search engines.

14. MARKET BEYOND THE SEARCH ENGINE
1. Reach out and build a community with customer,
clients, and users.
2. Target a highly relevant audience with user centric
updates/tweets/blog-posts/videos.
3. Listen, and monitor conversations about your
products, services and/or brand.
4. Capture your audience and create evangelists and
fans that will promote the company.
5. Run promotions and contests to endear your
online audience.

15. IS IT MEASURABLE?
 Level of Engagement:-
 How engaged are your customers compared to your competitors? How many
people are talking about your brand, in what context, and how frequently?
 Provide monthly snapshot of each channel‟s metrics (fans, followers,
engagement analytics, views, Klout score, etc.)
 Product/Service guidance:-
 Are you asking your customers questions to learn what they like or dislike
about your product or service? Often you don‟t even need to ask; simply listen.
 Brand Ambassadors:-
 Do you have any “super fans” or “super followers”? If you do, are you
leveraging their passion for your brand? These could be your brand
advocates.
 Conversations :-
 Conversations put the “social” in social media. Stop speaking at your audience
and start speaking with them. Creating dialogues will increase your brand
affinity.

16. PACKAGING
How is Social Media Marketing packaged?

17. SOCIAL NETWORK, SERVICES OFFERED &
COSTS
 Facebook
 Create Fan page
 Customize the landing page
 Grow fan numbers.
 Update, run contest and promotions, and moderate comments accordingly
 $1,000 pm
 Twitter
 Create Twitter handle in line with brand
 Customize the welcome page/landing page appropriately
 Grow following
 Tweet, run contest and promotions, and moderate comments in accordance
 $1,200 pm
 Google+
 Set-up account.
 Circle people and grow the numbers
 Organize Hangouts & Events when necessary
 Post and moderate comments accordingly.
 $1,000 pm
 LinkedIn
 Set-up account in line with the brand.
 Acquire connections in your field.
 Generate an email-list for products and services marketing
 $500 pm
 Blogs
 Customize your blog for your business product/service, brand and website.
 Integration of comments module to your blogs.
 Provide hooks to your social networks (Twitter and Facebook), email subscription and RSS feeds for blogs.
 $1,500 pm
 YouTube
 Design YouTube channel.
 Upload videos
 Integrate to include a social media sharing buttons and subscriptions.
 Monitor responses coming through
 $1,000 pm

18. PACKAGES
Services Individual SME Large Custom
Package Package Enterprise (Use „Y‟ or
Package „N‟ to
select)
Facebook Y Y Y Y
Twitter Y Y Y N
Google+ N Y Y N
LinkedIn Y Y Y N
YouTube N N Y N
Blogs Y Y Y Y
Total Cost $ 3,000 pm $ 4,000 pm $ 6,000 $ 2,500 pm

19. RECAP
 Why Social Media Marketing?
1. Increase mentions online and create inbound links to
website
2. Get involved in the conversation happening online.
3. Improve overall keyword rankings and specifically
better ranking on Google.
4. Build an online community
5. Help create inquiries and awareness of brand.

20. NEXT STEPS?
1. Set-up your Social Media Footprint.
2. Promote Your products, services and brand.
3. Listen, Monitor and Engage.
4. Build online audience.
5. Generate new business.
6. Grab market share.
7. Create a holistic perception of the
brand/organization.