how should ghanaian businesses/institutions respond to ... › 2014 › 01 › gmba608sessi… ·...

Dr Richard Boateng – [email protected] PearlRichards

How Should Ghanaian Businesses/Institutions Respond to such a market segment?

Is it even relevant inGhana?


Social Media – Explained…

Social media characterize a set of interrelated internet applications which enable users to communicate easily , create, share, enjoy and interact with content -information, ideas, personal messages, and other users


Web 2.0 and Social Media

Web 2.0 as a combination of new and old trends of accessing and using the Internet which originate from tools and applications that deliver richer user experiences and harness collective content creation.

Social media are Web 2.0 tools and applications which enable interaction, content creation and sharing, inter-networking and other means of social collaboration.


Social Media and Millennials

Social media has turned users into proactive consumers

- look for information

- comment

- share

- interact


Strategies for Ghanaian Businesses

ESTABLISH GOALS

Some companies aim to accomplish objectives such as the following:

Increase market share

Increase sales revenue

Reduce operational costs in managing customers

Achieve branding goals

Increase customer database size

Improve customer service and retention

1. Define SMART Goals and Objectives



2. Understand the market segments on social media platforms

1. Age Groups

2. Gender

3. InterestsFacebook Users

Ghana – 1,630,420 (6.4%)Nigeria – 6,630,200 (3.9%)USA – 166,029,240 (52.9%)

RESEARCH


Segmentation & Targeting Overview

Marketing segmentation is the process of grouping individuals or businesses, according to use, consumption, or benefits of a product or service.

Market targeting is the process of selecting market segments that are most attractive to the firm.

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Strauss, J. and Frost, R. (2009) E-Marketing 5/E, Pearson Education, Inc.


Geographic location

Demographics

Psychographics

Behavior with regard to the product

Companies can combines bases, such as geodemographics (geography and demographics)

Market Segmentation Bases and Variables

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Geographic Segments

Product distribution strategy is a driving force behind geographic segmentation.

Countries may be segmented based on internet usage.Ghana has 14.11% of the population.

Nigeria has 28.43%

UK has 82%

Geographic markets may also be evaluated by infrastructure variables.

Language spoken may also be a variable.

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Three market segments are of great interest to e-marketers.

Millennials

Kids

Online opinion leaders

Demographic Segments

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Facebook Demographics

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Influentials

Influentials are individuals who influence others, driving change.

Represent 10% of the population and 15% of internet users.

82% of influentials have internet access, compared with 64% of the general U.S. population.

They serve as opinion leaders for the rest of the population.

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3. Social Media is about ANTROPOLOGY and not just Technology

Understand your consumers

Understand what and how they want to interact

Understand how to involve them with the creation of products and services

LISTEN AND UNDERSTAND

To Develop STRATEGY

Jonathan Crossfield (26th August 2009) The Social Web for Business, Netregistry


Nodes and Ties

views social relationships in terms of nodes and ties.

Nodes are the individual actors within the networks, and ties are the relationships between the actors.

http://www.istheory.yorku.ca/socialnetworktheory.htm


Nodes and Ties

Photographers

Bloggers

Online Retailers

Journalists

Brand Loyalists

Marketers

http://www.istheory.yorku.ca/socialnetworktheory.htm

Identify Relevant Nodes

Source: Jan 2009, Asia’s Top Digital Brands TNS/Media Magazine (n=3001) Source: Tim Ho http://tim-ho.com/

Tools - Tactics

MOVE To

Strategy




4. You need to select appropriate social media tools There are many of them and new

ones are coming up each day

Some are more appropriate for professional discussions as compared to social discussions

Some have already been adopted by your CONSUMER

Implement Strategy: Build


Top websites on 04 July 2013

Ghana Nigeria1. Facebook2. Google.com.gh3. Yahoo4. Youtube5. Google.com6. Amazon.com7. Mywebsearch.com8. WindowsLive9. Ghanaweb.com10.Myjoyonline.com11.Wikipedia12.Goal.com 13.PeaceFM14.Blogspot15.Twitter

1. Facebook2. Google.com3. Google.com.ng4. Yahoo5. Youtube6. Amazon.com7. Blogspot8. Twitter 9. Nairaland10.Mywebsearch.com11.LinkedIn12.Wikipedia13.Windows Live14.Goal.com15.The Punch

www.alexa.com



Implement Strategy: Build

Set Your Home Base

Corporate Blogs

Corporate Websites

Facebook/Twitter Page

Link all of the other social tools to the home base


HOME BASE –

www.myasho.com


www.myasho.blogspot.com


HOME BASE –www.myjoyonline.com


Strategies for African Businesses

5. Engage with users Interact and comment

Share relevant information

Involve them

Evaluate

Tangibles

ENGAGE & INTERACT


Source: Social Media for business - blog.presentationadvisors.com | Linkedin.com/in/JonMThomas


Relevant Information and Current

Promote other ‘Nodes’Search Engines will find you

more


Interactive promotions

Clear

Simple to OPT IN and OPT OUT

Communicate the Prize


AutoPlaza


You Need A Passionate Team

ENGAGE & INTERACT

Social Media needs a team or an ecosystem that is dedicated and have passion to share and connect….


reward the consumerwith

variety and choice

Tangibles1. Special Events2. Prizes/Awards3. Ambassadors 4. Use all opportunities –

sorry is not a bad thing in social media

5. Be REAL – don’t lie and don’t spam

6. Be Transparent


Monitor and Analyze- Goal focused

Monitor and Evaluate


Monitor and Analyze- Goal focused

Monitor and Evaluate

1. Wordpress Statistics2. Facebook

Insights/Statistics3. SocialBakers4. Alexa.com


Website Statistics

www.vivaafrica.tv it’s a viva world

Social Media Tools and Applications


Kwabena.me(blogging)

Blogging tools include wordpress.com and

blogger.com

CHALLENGES & GREY AREAS

Social Media POILCY is a MUST!!!


www.socialbakers.com/twitter/fakefollowercheck/


Employer Concerns about Social Media

1. Misunderstanding. Employers should not assume that employees will understand that the use of social media involves a non-work activity.

2. Employees Have Rights to Engage in Concerted Activity.

3. Anonymous or Pseudonymous Posts.

4. Harassment. Employees will invariably talk to and about each other via social media.

5. Intellectual Property. Employees post or disseminate the intellectual property of others without permission.

6. Private Information.

7. Recruiting and Hiring.

8. Discipline vs Responsible Usage.


Consequences of Violation and Unintended Events

How do you punish violation…

1. Concentrate more on rewarding responsible usage

2. Set-up social media FAQs and best practices

3. Educate employees on responsible usage - MOM Filter

4. Use Software to prevent, detect and stop violation

5. Differentiate violation from invasion of privacy

6. Let employees sign off social media policy and commit to it

Violation Rules – loss of employment, loss of benefits, loss of promotions, redeployment, loss of financial benefits


Considerations for Rules of EngagementPrudent employers should consider taking the following steps:

Require employees to establish business-related accounts using a corporate e-mail address and to make the employer the account holder or subscriber;

Implement policies that protect the employer’s right to know all relevant, business-related passwords at all times and to be informed of any changed passwords;

Require former employees to relinquish any rights to access accounts that have been used on the employer’s behalf;

Give the employer the exclusive and unilateral right to change passwords and block access to those accounts upon any change in employment status; and

Enter an appropriate agreement with employees and consultants before they begin to engage in social media use on the employer’s behalf or include relevant provisions in Proprietary Invention and Assignment Agreements or other confidentiality and non-disclosure agreement

http://tinyurl.com/caklzhd


Considerations for Rules of Engagement

Account Audit List of All accounts and security details (password) Purpose of the account Monitoring Procedure for the account

Monitoring Understand the consumer – Which type of consumer; what are

his/her consumption patterns? Commitment – your value to the consumer

Actively monitor changing preferences of your consumer Know where you consumers are – which social media platforms

they are using, Monitor to ensure relevance of content Communication strategy to respond to unintended

consequences Synchronise communication strategies across the different

platforms

http://tinyurl.com/caklzhd


Social Media Tools and Applications

Youtube.com – www.youtube.com/vivaafricamultimediaFacebook.com – www.facebook.com/myjoyonlineTwitter.com – www.twitter.com/joyonlineghanaLinkedin.com – professional profiles and job postings

Wordpress.com – Create a new blog using wordpress (any user)

Technorati – Blogs meter or metricsAlexa.com – Website meter or metrics


Targeting Online Customers

Select a targeting strategy. Which targets to serve online

Which locations

Other factors

Two targeting strategies are well-suited for the internet. Niche marketing

Micromarketing

The internet’s big promise is individualized targeting.

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Millennial Quiz

Visit the website

www.tinyurl.com/mquiz303

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THANK YOU

DR. RICHARD [email protected]

how should ghanaian businesses/institutions respond to ... › 2014 › 01 › gmba608sessi… ·...

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