powershift - how digital and social media is revolutionising nigeria and africa

www.adeolakayode.com

fb.com/deola.kayode

deolakayode@gmail.com

“Copyleft”

All wrongs reserved.

Among competitors in the marketplace you need to think like a chess player… every move counts.

Between a business and its communication is a thin line;

I walk that line everyday.

deola.kayode

@Delola

Things Nigerian customers won’t

bother to do (unless you ask)

They won’t tell you why they enjoy being your customer

They won’t tell you what influences their buying decisions

They won’t tell you what else they wish your business did

They won’t tell you who else likes to do business with you

They won’t talk to a machine when they are angry with you (0700 - ANGER)

They won’t offeradvice on how best you can keepthem for life

They won’t tell you how best to reach them

2

4

5

6

7

3

1

7

But whether you ask or not, customers have started talking about your brand and policies…

ARE YOU LISTENING?

CUSTOMERS

CONSUMERS

CITIZENS

CLIENTS……are quietly fighting back.

They now have the power to influence their peers than ever before.

Exploitation

And great product (if you have one)

They are telling anyone

who cares to listen about…

The power to control the perception of your brand is shifting from advertisers to the people they used to target.

PEOPLE ARE TELLING OTHERS ABOUT YOUR BRAND

The rules of the game has changed

Welcome to the Word of Mouse generation

Welcome to the

next big thing…

The People Revolution

(before wakes up though!)

If your organization is sleeping, it’s almost too late

It is opening up opportunities for…

Marketers

Customers

Citizens

Politicians

Agencies

Advertisers

Researchers

Brands

Developers

The customers you

used to know are dead…

The ones living today no longer obey old fashioned rules

They spend more time snooping for news online than

in hard copies.

Family viewing of a large single TV is now an old fashioned assumption…

The TV flagship period are more likely to meet your target audience in traffic

Number of telephone lines in 2001…

Number of telephone lines in 2011…

450,000 90.5 million

…Nigeria remains the fastest growing telecommunications market for phones in the world

Radio stations, audience and income have shot up since the entry of radio-enabled mobile phones.

Leading radio brands now leverage on Facebookand Twitter comments

60% of all Google internet search from Nigeria

come from mobile phones.

Google remains the number one internet search

site in Nigeria and the most visited in the world…

62%of people

trust TV ads

61%of people

trust newspaper ads

90%of people trust the recommendation of other people.

When your customers are angry, they won’t call

0700 – ANGER.

They will tell ….Nairaland

Are you listening?

Word Of Mouth = Word Of Mouse

199x 201x

JOBS!!!

More and more companies applicants are looking to look to online job websites and forums for recruitment …

jobs4naija.com

Joblistnigeria.com

"I Goodluck Ebele Jonathan by the grace of God hereby offer myself and my services to the Nigerian people as a candidate for the office of President"

While former President Ibrahim Babangida spent millions to announce his presidential ambition in Eagle Square (Abuja), President Jonathan used only 27 words on Facebook…

Guess who won? (lol)

Google remains the number one search website visited globally. If your business, brand or name

is checked out…

your business?

…what will Google say? (WWGS?)

Celebrities can now connect to their fans directly from their mobile phones… @OdemwingieP

@donjazzymohits

58,500

@amdbanj54,900

@GenevieveNnaji1 30,000

8,623

Omotola Jalade has more fans on Facebook

than all registered voters in the President’s State

(Bayelsa)

560,613472, 389

President Goodluck Jonathan has more friends on Facebook than the combined tally of British Prime Minister David Cameron, German chancellor Angela Merkel, and South African head of state Jacob Zuma.

565,958

40%… of all internet traffic from Africa originates from Nigeria

43.9 Nigerians now have access to the internet

This population is 4 Million less the entire population of South Africa, it is the combined internet population of Egypt, South Africa, Morocco and Kenya combined.million

Number of Nigerians on Facebook

3 124 160… and counting.

Of 1000 random

Nigerians surveyed, 84%

82%58%

Every week!

post a personal message on a social site

had chatted online

had uploaded a photo

With Social media, one man can make a GREAT difference…

4,717people signed an online petition and eventually resulted in protest march that forced The British Airways to apologise for maltreating Mr. AyodejiOmotade and 135 other passengers on flight BA075 bound for Lagos from London Heathrow Airport on the 27 March 2008.

An unknown cameraman

(Femi ‘Closecalls’) secretly filmed the assault on UzomaOkere by the Nigerian Naval ratings and uploaded it on CNN ireport…

It was viewed 46,502 times, shared 433 times and with 437 comments

(5057 views – on Youtube) …. CNN TV took it up from there

Your camera phone can now make you a star! (lol)

Governor Sule Lamido(Governor of Jigawa State) State got Muhktah Ibrahim

Aminu arrested for insulting him on his Facebook wall.

ReVoDa, a mobile app for monitoring the 2011 elections was downloaded by over

7,700 people for

the 2011 Nigerian elections

Online social media is

not more a distraction;

it has shifted the way

brands communicate.

It has given small busineses the power for MASSIVE results

George Wright the Vice President (marketing) of Blendtec, a company in Utah decided built a campaign about their cornerstone product, Total Blender.

*(a high performance blender used in restaurants, coffee shops and other commercial concerns).

The total cost of starting was about $50 (being cost of a lab coat, six-pack of coke, a rake, and a domain name). He got the CEO and recorded him blending unusual things and posted the videos online.

The result was astonishing; blending an iPhone was its most popular video with 5.2 million views on YouTube alone in the first year ... media estimation of the resultant effect is estimated at $40 million.

As of now,

§ YouTube has 58 million views.

§ Total Will it Blend views are 101 million.

§ They have 150,000 subscribers.

§ Sales have increased 7 times over since the campaign.

§ The sales have grown in commercial products as well.

§ Brand awareness has grown.

§ Traditional media picks up on it without Blendtec paying

(National TV, local media, blogs, Newspaper, you name it.)

21 year old Ahmad Mukoshy who lives in Sokoto was said to have sold about sold off yrn.me (which remotely shortens long web addresses) and yarnable.com

( a twitter like platform) for about $4500.

In a fashion uncharacteristic of the Nigerian market, an online job portal reportedly secured venture funding. Gists say its about $1 million.

Advertising is now about content. it needs to be compelling + remarkable

If your business is busy BANNING social media, your competitors are busy BANKING on it.

If your clients have moved, you shouldn’t be a dinosaur

People connected to social media have a powerful voice, their voices have impact, they are changing expectations - they are changing the perception of other people.

COMMUNICATING COLLAORATING

CONVINCING

With an internet penetration rate of only 31%, Egyptian protests began in December 2010 with a college-educated street vendor’s (Mohamed Bouazizi’s) self immolation in town of Sidi Bouzid in despair at the frustration and joblessness in the country. Over 30,000 videos have now been uploaded on YouTube tagged “Sidi Bouzid”

90,00090,000people…signed up on Facebook to attend the January 25, 2011 “Day of Rage” march where protesters took to the streets against President Hosni Mubarak’s 30-year rule

On the 25th of May 2011, NaijaCyberHactivists took over NAPEP and NDDC websites in protest against

the spending of N1 billion

for President Jonathan’s inauguration

(Sahara reporters put the cost at 5 billion i.e. including costs of events preceding the inauguration day)

Long serving African leaders now have to pay attention to Social Media.

Be very

AFRAID

Top 5 Nigerian

Brands on

Facebook

▀ Samsung

▀ GTBank

▀ MTN

▀ The BeatFM323,396 followers

22550 followers

22950 followers

173, 046 followers

110,843 followers

▀ Always

GTBank was rated as the most customer focused bank in Nigeria

It is the only bank listed among the top 10 visited Nigerian websites visited by Nigerians 84.2 % of its website

traffic use e-banking services

95,423 people like GTBank on Facebook

The website is visited more frequently by females who are in the age range 45-54, have children, are graduate school educated and browse this site from work.

gtbankonline has 1,259 followers on Twitter

GTmove

Image and reputation accounts for 13 – 16 %

of reasons why customers maintain

relationships with brands

13 – 16 %

Your image and reputation are influenced by conversations going on about your brand

… are you listening?

The way you respond can determine the future of your business

Social Media is now a major consideration in Brand Strategy, Reputation Management, Public Relations, Marketing, Human Resource, Advertising and Research

10 rules of

Social Media

Engagement

Have a clear

Communication

Strategy

Develop a social media policy for your employees not snoop around them.

… they still use it anyway. Just turn them into ambassadors.

Integrate traditional

and digital media.

Changing Consumer psychographics will demand you make adjustments

Identify and profile your potential customers

Don’t think

outside the box…

… there is no box!

Get

Creative

Don’t just create products, satisfy human needs in a creative and comfortable way by understanding how they we live.

Get

personal:

If your business is about reaching out to people, then let your brand be human.

Share, link, communicate (extend customer service from bored officers and autoresponders)

If your target audience are talking about you, why not join the gist.

Go join the conversation

Go viral Get others to tell your story – give them something to talk about.

You can't just say it. You have to get others to say it to other people - James Foley, Group VPGlobal Marketing (FORD)

Relinquish

Ownership

Create opportunities

for customers to own

the brand

Measure and

Control

Learn.Unlearn.Relearn

In a rapidly changing world,

your ability to measure and

control your initiative will take

you far…

Your customers now have less time to decide + more choices to make from.

They can even afford not to see you to make a buying decision

Engage or Die!

The way you respond to these changes can

determine the future of your brand.

Welcome to tomorrow! Welcome to tomorrow!

Credits:§ Personal opinion of consumer insight, not a statistic

§ Personal opinion, not a statistic

§ Personal opinion, not a statistic

§ Personal opinion, not a statistic, hiking artist.com

§ Personal opinion, not a statistic

§ Personal opinion, not a statistic

§ Personal opinion, not a statistic

§ http://www.clickafrique.com/Magazine/ST010/CP0000003419.aspx)

§ www.inmobi.com/research Radio brands now leverage on Facebook and Twitter comments

§ G| Nigeria

§ 62% of people trust TV ads

§ 61% people trust Newspaper ads

§ 90 % people trust recommendations of other people

§ (Degrees of trust in forms of advertising, the Nielsen Company April 2009)

§ Personal opinion, nor statistic

§ jobberman, poetsolvers, jobs4naija.com, naijabestjobs.com, careersnigeria, e.t.c.)

§ President Jonathan | Facebook page

§ Alexa.com

§ Twitter.com |@donjazzymohits, @iamdbanj, @GenevieveNnaji1, @OdemwingieP

§ Omotola Jalade | Facebook page; http://234next.com/csp/cms/sites/Next/Home/5679297-146/northwest_tops_voters_register_list_.csp ....

§ CNN

§ International Telecommunication Union

§ 43.9 million Nigerians now have access to the internet

§ This population is 4 Million less the entire population of South Africa, it is the combined internet population of Egypt, South Africa, Morocco and Kenya combined. (Josiah Kimanzi, Research and Marketing Services Nigeria, August 2010)

§ Josiah Kimanzi, Research and Marketing Services Nigeria, August 2010

§ http://respectnigerians.com/?p=14, http://www.nigeriavillagesquare.com/articles/ahaoma-kanu/boycott-of-british-airways-commences-in-nigeria.html, http://www.gbengasesan.com/?p=265, http://aderinola.wordpress.com/2008/05/04/3-836-nigerians-sign-petition-against-british-airways/

§ http://www.youtube.com/watch?v=j49wu4vVZkM, ireport.cnn.com/docs/DOC-134234

§ Facebook.com, http://www.saharareporters.com/article/facebook-abuse-let%E2%80%99s-teach-sule-lamido-lesson)

§ www.gbengasesan.com

§ 37, 39, 40 (http://www.youtube.com/watch?v=qg1ckCkm8YI)

§ http://www.loyokezie.com/2011/03/22/confirmed-yarnable-has-been-acquired-by-mobiqube/

§ (http://webtrendsng.com/blog/breaking-news-nigerian-startup-gets-funding-from-facebook-investors-the-boom-is-on/)

§ http://adsoftheworld.com/media/print/nandos_amnesty, Bates Cosse, Lagos, Nigeria

§ http://socialcapital.wordpress.com/2011/01/26/twitter-facebook-and-youtubes-role-in-tunisia-uprising/

§ NY Times, “Broad Protests Across Egypt Focus Fury on Mubarak“, 1/25/11

§ http://codename-intrusion.blogspot.com, http://codename-intrusion.blogspot.com/2011/05/naijacyberhacktivists-strikes-again.html

§ nigerianvillage square.com

§ www.facebook.com

§ KPMG, Banking industry customer satisfaction survey, June 2010

§ 10 videos, Alexa site information,

§ KPMG, Banking Industry Customer Satisfaction Survey, June 2010

CAVEAT :

While all care has been taken to ensure that the facts stated herein are accurate and represents my objective views and current thinking of the situations, cases, causes and issues at the time of writing this book; the ratings, forecasts, estimates, opinions and views contained herein are fair and reasonable, neither the research analysis, analyst, publishers and employees, shall in any way held responsible for the contents hereof, and no reliance should be placed on the accuracy, fairness or completeness of the information contained in this document for judicial precedence. While some of the pictures were by my me, most were gathered on the path of the research process and I claim no ownership of any of those pictures. No person accepts any liability whatsoever for any loss howsoever arising from any use or misuse of this document or its contents or otherwise arising in connection therewith.