This shows you how to leverage on social media to build your online brand

1. Jumia
University
Training
Our Mission: To relentlessly build the most effortless and reliable online shopping environment
providing consumers with the widest range of genuine products at low prices.
Our Vision: To be the most beloved and trusted shopping destination in Nigeria.

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Social Media has changed Human beings forever

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OBJECTIVES
Importance of social media marketing
Various Social media channels
Using Facebook to generate advertising
Using Twitter to widen audience
Using Instagram to advertise business
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WHAT IS SOCIAL MEDIA
Social media are computer-mediated tools that allow
people or companies to create, share, or exchange
information, career interests, ideas, and pictures/videos
in virtual communities and networks.
Social media are defined as “any web-based
applications that allow people to broadcast information
to an entire network.”
The network can be “user-defined,” like Facebook, or
open, like YouTube. Social media differ from e-mail and
websites, and include internet forums, blogs and
microblogs, online profiles, wikis, podcasts, pictures
and video, e-mail, instant messaging, music-sharing,
and voice over IP, to name just a few
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IMPORTANCE OF SOCIAL MEDIA MARKETING
“Business retailers have seen 133% increases in their
revenues from social media marketing” - Bowden J
socialmediatoday.com, 2014
A study from 2011 attributed 84% of "engagement" or
clicks to Likes that link back to Facebook advertising –
mediapost.com
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ADVANTAGES OF USING SOCIAL MEDIA
In 2015 Facebook influenced 52 per cent of
consumers’ online and offline purchases, up from 36
per cent in 2014.
There are 40 million active small business pages in
Facebook and 4 million of those businesses pay for
social media advertising on Facebook.
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SOCIAL MEDIA CHANNELS
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SOCIAL MEDIA CHANNELS
Facebook : 1.94 billion users. Facebook is a
networking site used to connect with friends or family,
or for promoting businesses.
Twitter: 328 million users. Twitter is mostly a small-post
blogging networking site.
Instagram: 700 million users. Instagram is a
photo/video sharing mobile app.
Linkedin: 467 million users. LinkedIn is a networking
site mostly used by professionals with focuses in
business.
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GROUP DISCUSSIONS
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CREATE A FACEBOOK PAGE FOR THE STORE

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CREATE A CUSTOM AUDIENCE

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POPULATING CUSTOM AUDIENCE

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CREATE A LOOKALIKE AUDIENCE

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Enter
custom
audience
here Enter
location
here, eg.
Nigeria
POPULATING LOOKALIKE AUDIENCE

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VIEWING LOOKALIKE AUDIENCE

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CREATING FACEBOOK ADS

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PROMOTE YOUR ADS
Choose your Facebook page you wish to promote
Also, choose your audience from the lookalike
audiences you have created
Allocate minimum budget for advertising- Minimum
budget is 1$ per day.
Have the potential to reach millions of people!
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IMPORTANT FACEBOOK METRICS
Click Through Rate: The number of unique clicks
your ad or campaign received divided by the number of
times it was shown (impressions)
CPC: The average cost per click for your ad or
campaign, calculated as the amount spent divided by
the number of clicks received.
CPM: The average cost per thousand impressions on
your ad or campaign, calculated as the amount spent
divided by the number of impressions received divided
by 1,000.
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BENEFITS OF FACEBOOK ADVERTISING
Measure reach of your Advertisements
Track conversion rates using Facebook Pixel
16 million Nigerians use Facebook mobile every month
– Techcabal.com, 2016
Extensive analytics under Facebook “Insights”
Q&A – Any Questions?
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USING TWITTER

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Customize the background with an image
that matches your business branding
STEP 1: PRESENT YOUR BRAND

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Promote Business through tweets. Give people useful
information and answer their questions.
STEP 2: START FOLLOWING PEOPLE

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Use URL
Shortener to
provide a link
to your
product
• Expand your audience using hashtags – Eg. #ecommerce
• You can also create a hashtag unique to your business to
use in marketing
STEP 3: DRIVE TRAFFIC TO YOUR PAGE

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• Use Advanced Search to find people near your location
• Use the places feature to find people tweeting near that
zip code or city
STEP 4: PINPOINT LOCAL CUSTOMERS

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Learn which tweets and topics are effective with audience
using analytics. This helps in increasing audience
engagement
STEP 5: USING TWITTER ANALYTICS

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USING INSTAGRAM

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INCLUDE A LINK TO BOOST TRAFFIC
Always include the link to your online shop URL

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USE INSTAGRAM FILTERS TO STAND OUT
Studies show that the Mayfair filter attracts the most
interactions per 1,000 followers, on average.

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INFORM FOLLOWERS ABOUT PROMOTIONS

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CASE STUDY : BURIED DIAMOND
“By posting shop updates with item release times on
Instagram, I allow my customers to plan ahead and
be ready to purchase right when new items go
live,my shop sells out quickly when I list popular
items.”
- Martha Porter , owner of Buried Diamond

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Q&A
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Your questions & feedback!