Digital Approach.

1. Running a Successful Social
Media Campaign to Help Raise
awareness and funds for a
worthy cause.

2. Digital assessment of Kenya

3. As of February 2011
7.5 MILLION
Internet Users
1,000,000 + Face books
Users
35,000 + Twitter Users

4. What are all these Kenyans doing on the
Internet?
Notice how Entertainment and Social
Networking top the list of Primary things
Kenyan’s are getting up to on the Internet

5. The new social space…

6. Connect| Convey |Converge with audience
That is a theme that has managed to resonate online.
>Active dialogue that creates a bond and advocacy

7. 4 Fundamentals of engaging with
Consumers in the Digital Age:

8. Consumers behave differently
Follow them !
• They meet in different places
Social networks, blogs, forums
• They share content and spread the voice
Viral videos, blogs, Twitter
• They influence
• They comment
• They advertise themselves

9. Consumers communicate more
Go where they are !
• People regroup on communities
• Word-of-mouth is stronger
• People read blogs and consume more user generated
content
• People tend to take part in online conversations and are
happy to communicate with brands

10. Strong trends
Follow again !
• 47% of the time people spend on the internet is spent looking at content and
33% spent communicating
• 91% of users are likely to buy on recommendation
• 330 million online video viewers
• Twitter is 1 million users and 3 million messages/day
• LinkedIn is 19 million users
• MySpace is 110 million users

11. Why set up a Social Media Strategy?

12. With or without you…
…the conversations will happen !
• For a better control of your brand, you must participate in the
conversations and have a plan
•With out a plan as a brand you can lose control!
• Know what you are saying and when you are saying it!
• Once you trigger a conversation, you should not leave it

13. The ultimate effect
Brand community !
• Build a non-marketing community outreach to deliver a voice
for your organization
• Use the buzz power
• Reach people where they regroup

14. The other effects
Reach the right people !
• Long tail effect
Reach the small communities on the web
• Connect with people
Reach the people where they are
• Keep brand positioning
Keep brand awareness to relay offline marketing campaigns
• Generate more traffic
• Enlarge the targeted segment

15. What are the expected results ?
Much more than before !
• Leverage current marketing results
• Get better brand awareness
• Get better brand management
• Get better user stickiness
• Get better quality products
• Get more sales

16. Now Let us Focus On your Brand!

17. What do you want to achieve at
the end of the day?

18. Raise awareness
about the ongoing
campaign.
Drive Purchase.
Keep brand top of
mind.

19. How Can we Integrate Social
Media into your campaign so
as to help you achieve
your KPI’s?

20. Social Media Has 3 Main elements

21. Social branding: Distribution will see
Each time users interact, 5 - 7% of their friends
the action
BRAND
Bought Media Er M
aned edia
Ow M
ned edia

22. 1.Bought Media- Creates Awareness inline with ATL and BTL
communication
Make use of the Facebook
advertising platform to run paid for
ads to create awareness about the
ongoing campaign.
The ads will have “a call to action”.
The ads will help drive traffic to the Click on the ads to join the Fan
Facebook fan Page, which will serve page where you can contribute to a
as the landing page for the ads worthy cause.

23. 2. Owned Media- Platform to drive purchase through
information dissemination/promotions. (Facebook /Twitter)
Call to Actions on the Fan Page:
• we can have information about
the importance of the handwash
campaign. Make them
understand why its an important
campaign.
•Post content related to
campaign. (videos, images)
•Encourage UGC upload your
picture with product and share on
your wall.
•Include information on how to
donate as an individual.
•Share the campaign app.
•Keep fans updated on progress
of the campaign.

24.  Social media will create a platform
for you as a brand to have one on
one engagement with your target
audience.
Readily available content can be
shared using your owned social
media platform.
Creates an opportunity for your
brand to venture into eCRM through
creation of databases.
Will create an opportunity for your
brand to identify high valued
customers who can act as advocates
for you brand. Consumers sharing
their experience about your brand
through discussions.

25. Engagement Ideas:
Call to action for mothers, upload
Upload Picture with product
picture of child using product and
and Win Completion: Drive
win something for your child:
Sales/Drives Traffic to the site
Get mother to have the hand
wash system installed in their
schools.
(Tie purchase to child benefit)
Offline Online
Push content related to the
Call to action for every person CSR project and reward
that joins the Face book Page- audience for sharing it.
Dettol commits to donating 1
bob.

26. How will we keep the Fan Page alive
and Drive Traffic to the site?
 Frequent Posts and Updates.
Hand wash hour. Facts and
Myths.
 Video Uploads. (Show the people
why their contributions are
needed. Put actual faces behind
the campaign). Ride on empathy.
 Frequent seeding of Content.
 User Generated Content. Photos,
cutest kids hand wash video clip.
 Giveaways

27. THEN CREATE A DIGITAL BLUEPRINT FOR THE BRAND BASED
ON UPCOMING CAMPAIGNS TO ENSURE THE CONVERSATION/
RELATIONSHIP DOESN’T COME TO AN END.
Once you start the conversation you cannot leave your audience
hanging….

28. 3. Earned Media- Get the audience to share information about
your brand.
NEWS FEEDS…
ON YOUR FANS WALLS…
DUSCUSSIONS…
ON THE ACTUAL ADS…

29. Tips for Integrating Social Media with a
Corporate Social Responsibility Campaign
• Social Media are Your Ears- To ensure that you select an issue that will resonate
with the public, try listening to the chatter in the online space.
• Interactivity Calls attention- businesses have engaged in CSR projects simply by
funding them, but social media provide new and exciting opportunities to make the
process of helping others an interactive one. It allows consumers to build a mental
association between your brand and the causes they care about.
• Share what you are doing- Like a shining star in a dark sky, positive news of a
business giving back to the community often stands out to social media users,
making them more likely to support your cause and simultaneously share your CSR
story with their peers.
• Make it a Movement- Pushing out your campaign through social media channels
makes it much easier for people to get involved. All they have to do is share your
msg!
• Keep your commitments- Continue to actively drive the conversation about your
efforts after the launch of your campaign.

30. SO ARE YOU READY
TO ENGAGE WITH
THE OUTSIDE
WORLD…