1. social media
Acknowledging the growing importance of
mobile use in East Africa
by integrating mobile accessibility into your social
media campaigns
Florence Saronge
Chief Marketing and Strategy Officer,
Orange Kenya
16 November, 2011

2. this presentation covers...
overview of East Africa stats
social media and mobile marketing techniques
accessing digital via mainstream mobile
strategies for better engagement with digital advertising via
mobile applications
mobile applications - inter-connectivity between customers
and your business
mobile capabilities to increase business transactions and
reduce inconvenience
potential of mobile sharing for increased viral marketing

3. Quick Survey
Do you…
Facebook?
Flickr?
Linked In?
Have you ever searched for something on Wikipedia?
Yahoo?
Google?
Ask?
Do you read blogs?
Do you use a RSS reader like Google, Newsgator or
Bloglines?
Have you submitted content to a social network?
Has your content become “popular” or hit the front page?
Do you or a client of yours do social media marketing?

4. East Africa Stats
24% of internet users are Population (2011 Penetration (%
Internet Users Facebook Subs
one or another social Est.) pop'n) users
network Tanzania 42,746,620 676,000 1.6% 352,000
Kenya 41,070,934 3,995,500 9.7% 1,232,980
Only 1.5% of the Uganda 34,612,250 3,200,000 9.2% 330,780
Rwanda 11,370,425 450,000 4.0% 99,020
population are using Burundi 10,216,190 157,800 1.5% 27,420
social media East Africa 140,016,419 8,479,300 6.1% 2,042,200
6.1% of the population
using internet
The opportunities are
anything between 86% -
99%
http://youtu.be/3SuNx0UrnEo
(2:35 mins)
11/16/2011 4

5. What’s Big now on Internet will be BIGGER on
Mobile Internet
http://youtu.be/KOYbnbXHR6U
(1:49 mins)
5

6. Why Mobile? Anytime, Anywhere
Mobile Technology
empowers members to exchange ideas,
share best practices and collaborate -
anytime, anywhere. It offers a new
dimension of value to members.
will deliver solutions so member-based
organizations can increase their presence
and attract a new generation of global
members.
By 2013
Mobile phones will overtake PCs as the most
common Web access device worldwide.
By 2014
Over 3 billion of the world's adult population
will be able to transact electronically via
Mobile or Internet technology.
Source: Gartner 2010: www.gartner.com/it/page.jsp?id=1278413
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7. Delivering successful campaigns by combining
social media and mobile marketing techniques
successful social media marketing requires that we go where the
people are...
and once we're there, we need to share great content that attracts
interest in other words, it's about inbound marketing
define your objectives; set criteria by which to measure success of
Social Media efforts

8. “Right Knowledge / Perception / Behavior
= Right Result
• deliver the right mobile message /
1 offer…
2 • To the right PERSON
3 • At the right TIME
4 • In the right PLACE

9. Ensuring that the digital content is accessible by all
mainstream mobile devices for greater reach
Location-Based Services (LBS)
Social Networking
Mobile Search – visual, comparable
Mobile Commerce – alerts a store you
have just checked in
Mobile Payment
Context-Aware Service – uses
interests and history to serve up
appropriate content)
Object Recognition (OR) – uses QR
Codes
Mobile Instant Messaging (MIM)
Mobile Email
Mobile Video
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10. Developing mobile applications that allow for
instant and constant inter-connectivity between
customers and your business
Personalizing Packaging Doscovering
• Access to • Self contained, • Apps store
location or all
contacts / encompassing Measuring
community set of pages
• Downloads
Interacting monetizing economy
• Touch, sensors, • Micropayments
key • ads
10

11. Formulating strategies for better engagement with
digital advertising via mobile applications
content
publishers
Internet service system
providers integrators
Create an
ecosystem that
mobile games
allows for a software
developers
win-win-win … houses
independent
developers apps development
agencies
11/16/2011 software integration
services 11

12. Exploiting mobile capabilities to increase business
transactions and reduce inconvenience
E-ticket / bookings
Mobile payment
Bill payments
Mobile Stock
Recommend marketplace
Commodity price trackers
Online purchases
Tax returns
Economy watch
12

13. Harnessing the potential of mobile sharing for
increased viral marketing
Communities are the new
frontier brand, product or
Building a
technology is science
Building a community is a form of
art
Whether it’s a consumer, enterprise
or a developer community
New techniques are emerging;
game mechanics and religion
engineering
13

14. Thank you!
“Quit counting fans, followers
and blog subscribers like bottle
caps. Think, instead, about
what you’re hoping to achieve
with and through the
community that actually cares
about what you’re doing.” –
Amber Naslund of Social Media
Today
14

15. Q&A
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