2. Who is John?
• Currently Digital Communications Manager (MTN Uganda)
• Work Experience
Worked with brands like Stanbic Uganda, Shell/Vivo Energy
Uganda, NBS Television, Eskom Uganda, Sheraton Hotel Kampala,
NSSF, New Times Rwanda and a myriad of NGO’s.
12 Years experience developing web-based business solutions, 7
years in Digital media, 1 years experience in an Agency.
• Specialty: Systems Analysis, digital strategy & analytics.
• Born again Christian, 33 Years old, loves innovation, traveling, and
mentoring the next Digital marketers.
4. What is Digital Media?
What is Digital Marketing?
Digital marketing encompasses the strategy
and processes of connecting with audiences
across digital channels.
What are the digital channels?
• Internet (Publications, Advertising, Search)
• Social Media
• Mobile phones (SMS, Apps, IVR, CallerTunez)
• Email (Newsletters, Surveys, customer care)
• Electronic Billboards
Plain English: Getting found online
6. Key Components of Digital Media
Company
Website
Digital PR
Content
Marketing
Email
Marketing
Digital
Banking
Online
Influencers
SEO SEM
Blogs
Social Media
Display Ads
7. Commonly Used Social Media Platforms
Facebook: Varied Content
Twitter: Varied Content
Google +: Varied Content
Instagram: Pictures & Video
LinkedIn: Proffessionals
Wikipedia: online encyclopedia
Snapchat: Short Video
WhatsApp: Varied Content
YouTube: Video
Skype: Video Conferencing
EventBrite: Events
Swarm: Location Broadcasting & Checkin
8. Facebook Twitter Instagram LinkedIn YouTube Snapchat WhatsApp
Primary
audience All, but
dominated by
18-24 yr olds
Young Adults,
dominated by
corporates
Youth, Female
dominated.
Corporates,
Business
owners, job
seekers
All
Gen Z, female
dominated
All
Good for
what Text, Photos,
Products,
Videos, Links
News, trends &
Updates, Links
to info
Photos, videos
& livestreams
News, Jobs,
Thought
Leadership,
Testimonials,
professional
discourse
Video archives
& Livestreams
Moments in
Video & Photos
Text, Photos,
short videos,
Links,
documents,
discussions
Best for
what Ecommerce,
Brand Loyalty
PR, News &
Events
Clothing,
Beauty, retail,
concerts, Food
& Art sales
Job listings,
Staff profiles,
B2B Sales &
Retargeting
How to Videos Events, Promos
CEX, promos,
managing
teams
9. Who is on digital?
• 21m + mobile connections
• 14.9m internet connections
• 3.9m smart phone users.
• 5m users of Social Media
• 3.2m use Facebook
• 2.4m use WhatsApp.
• 70% of usage in Uganda is accessed by
Mobile devices.
• 85% of users are in the greater Kampala
Area. (Kampala, Mukono, Mpigi,
Wakiso)
• 65%- 85% of users are male, varying
across channels.
• 1-in-5 internet users in Uganda are on
Facebook.
Figures showing Ugandans on Facebook.
(Data provided by Facebook)
Age Male Female Totals
13-17 245,000 175,000 420,000
18-24 700,000 500,000 1,200,000
25-35 720,000 400,000 1,120,000
35-50 200,000 90,000 290,000
+50 90,000 60,000 150,000
1,955,000 1,225,000 3,180,000
10. Benefits Vs. Risk
Is it worth it, getting on Social media?
Benefits
• Increased Brand Awareness.
• Increases Inbound Traffic for your website.
• Improved Search Engine Rankings
• Higher Conversion Rates
• Better Customer Satisfaction – One on one Interaction
• Improved Brand Loyalty
• Increased Brand Authority
• Cost-Effective
11. Benefits Vs. Risk
Is it worth it, getting on Social media?
Benefits
• Gives Marketplace Insights
• A platform for Thought Leadership
12. Benefits Vs. Risk
Is it worth it, getting on Social media?
Risk
• Potential for human error.
• Potential for reputation damage with the wrong
communications.
• Risk of flaunting compliance rules.
• Leaking information to competition
• Cost of hiring the right people & cost of training.
• Risk of data theft. (Cambridge Analytica)
• Risk of being left behind
17. The Herdsman Analogy
• Ranch – Your Company Page
• Cows – Followers
• Bulls - Influencers
• Grass – Content
• Milk/Beef – Engagement/Sales
18. Key goals for every company
• Stick to digital channels that
work.
• Create a customer journey map.
• Audit your content regularly.
• Audit your website regularly.
19. Digital ROI
How does digital affect the bottom line?
Commercial
•Efficient advertising
•Traffic for Digital Banking
•Lead Generation
Customer care
•Extra channel for CEX
•Easy Escalation
•Turning Customers in
ambassadors
Awareness
•Product awareness
•Brand awareness
•SEM Optimization for the
website.
Customer Insights
•Analytics showing
customer behavior.
•CRM Integration
•Quick & Easy Customer
insights & Polls.
Reducing costs of analysis
20. B2C Approach
Charles - CEO
Energy Company
• Reads online financial
publications & uses
LinkedIn & Twitter.
• Interested in
Financing for
expansion of his
company
• Targeted through
Bloomberg with
Display Ads, Twitter
posts & LinkedIn
articles on Oil & Gas.
STELLA – MD’S PA
Kappa Insurance
• Is often assigned
research jobs by her
boss.
• Uses Facebook,
Twitter & Instagram.
• Interesting in a
mortgage for herself &
Working capital for her
boss
• Targeted through
Facebook, Twitter &
Instagram
BARBARA - Owner
Barbie’s Fashions
• Uses Facebook &
Instagram to market her
products.
• Uses Twitter to keep up
with trends & news
• Needs financing for her
company.
• Considering a mortgage.
• Targeted via Facebook,
Twitter & Instagram
ads.
NICHOLAS – 3rd Yr student
Makerere University
• Native Social media user
on Facebook, Twitter,
LinkedIn, Instagram.
• Looking for a job or
internship.
• Targeted through
Facebook, Twitter,
Instagram & LinkedIn
Articles
Bank Website
• Equity & Money Markets
• Oil & Gas
• Asset Financing
• Infrastructure Financing
• Asset Financing
• Working Capital Loans
• Lines of Credit
• Home Loans
• Asset Financing
• Home Loans
• Commercial Mortgage
• Business Loans
• U-savers account
• SavePlus
• Internship/Employment
23. Ideal digital team structure for a bank
Marketing &
PR Head
Digital Media
Manager
Digital
Agency
Social Media
Assistant
• Digital media manager
– Overall digital strategy & tactics
from marketing strategy
– Innovation
– Reporting & analysis.
• Social media Assistant
– Content on all digital channels.
• Agency
– Go-to-Market strategies
– Digital creative
– Local website advertising.
26. Digital advertising
$0.25 $0.42 $2.00
$12.96
$166.67
$222.22
$-
$50.00
$100.00
$150.00
$200.00
$250.00
Facebook New Vision
Website
Google Ads Billboard Magazine Newspaper
Cost to reach 1000 people
27. Digital advertising
• Much Cheaper than traditional
advertising
• Can be targeted by demographics, or
Customer database.
• No rate card, ads according to your
budget.
• Limited to usage of the platform.
• Influencer marketing has proved to
be cheaper than Twitter advertising.
28. Reporting & Analysis
For strategic & tactical decision makers
KPI’s to monitor
• Lead converted from digital
marketing.
• Engagement
• Sentiment
• Reach & impressions
• People Talking about you.
• Competitive Analysis
• Spend Analysis
29. Research through digital channels
Quick and easy surveys
• Digital channels provide for quick Surveys, keeping
customer anonymity after answers are given.
• Complex market research can be done with premium tools
like Survey monkey.
• Instant preliminary results
32. Personal branding on digital
Passion and purpose
Random mutterings online
show lack of focus. Make sure
you have your direction and
purpose clear as possible.
33. Personal branding on digital
Digital platform
Find a platform you are
comfortable with, but ensure
it is appropriate for the
content you wish to create.
34. Personal branding on digital
Social proof
• Building trust online is vital to
position yourself as one worthy of
reading, following and sharing.
This will take time.
• Online “social proof” is where you
display your evidence of
achievements.
35. Personal branding on digital
Network
Business networking is both an online
and offline initiative. It starts with
weak ties. These can be quick bite size
connections on Twitter, Facebook &
LinkedIn.