PRAU Boot camp - How PR can thrive in a Digital World
1. How PR can thrive in a Digital World
By John Birungi Babirukamu
2. Who is John?
Digital Communications Manager (MTN)
Previously 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
12 Years experience developing web solutions, 7 years Digital
media experience, 1yrs experience in an Agency.
Specialty: Systems Analysis, digital strategy & analytics.
Born again Christian, 33 Years old & Single.
3. 1. Who I am
2. Overview of Digital Media
3. Understanding the Landscape
4. 10 Laws of Social Media
5. Leveraging Digital channels for PR
6. Metrics for maximizing Digital PR.
7. Analytics - Measuring success
4. Overview of Digital Marketing
What is Digital Marketing?
Digital marketing entails the strategy and processes of
connecting with audiences across digital channels.
What are the digital channels?
Internet (Publications, Advertising, Search)
Mobile phones (SMS, Apps, IVR, CallerTunez)
Email (Newsletters, Surveys, customer care)
Plain English: Getting found online
6. A glance at Uganda on Digital Media
• 21 million + mobile connections
• 11.9 million internet connections
• 3.5 Million smart phone users.
• 4.5-5 Million users of Social Media
• 70% of usage in Uganda is accessed by
• 85% of users are in the greater Kampala
Area. (Kampala, Mukono, Mpigi, Wakiso)
• 65%- 85% of users are male, varying across
• 1-in-5 internet users in Uganda are on
Ages Male Female Totals
13-18 356,800 192,200 549,000
19-24 605,200 325,700 930,900
25-35 341,300 183,800 525,100
35-50 186,100 100,300 286,400
+50 62,000 33,500 95,500
1,551,400 835,500 2,386,900
Figures showing Ugandans on Facebook. (Data provided by
7. Commonly Used Social Media Platforms
Facebook: Varied Content
Twitter: Varied Content
Google +: Varied Content
Instagram: Pictures & Video
Wikipedia: online encyclopedia
Snapchat: Short Video
WhatsApp: Varied Content
Skype: Video Conferencing
Swarm: Location Broadcasting & Checkin
8. Facebook Twitter Instagram LinkedIn YouTube Snapchat WhatsApp
by 18-24 yr
entry level &
what Text, Photos,
Links to info
PR, News &
Food & Art
B2B Sales &
9. Key Components of Digital Media
10. The Herdsman Analogy on Digital Media
• Ranch – Your Page
• Cows – Followers
• Bulls - Influencers
• Grass – Content
• Salt Lick - Incentives
• Milk – Engagement
• Beef - Sales
13. 10 Laws of Social Media
1. Listen: Communication, not pontification. Let conversation
guide your content.
2. Focus: Specialize on what you know best and create quality
3. Quality: A few Friesians tramp 1000 Ankole cows. Quality
followers share your content & don’t just disappear after
connecting with you.
4. Patience: Social Media success isn’t overnight. Nurture
relationships to achieve results.
5. Compounding: Great content will always be shared by the
right audience. SEO is important to get your content read when
6. Influence: Find and schmooze your influencers for meaning
full relationships. Separate Influences from Ambassadors.
7. Value: Add value to the conversation & not just talking about
yours business. Focus on creating content & developing
14. 10 Laws of Digital Marketing
8. Acknowledgement: Don’t ignore those who reach out to
9. Accessibility: Don’t tweet & hide. Respond to comments &
participate in conversions.
10. Reciprocity: Share content of others that you find great.
Focus a portion of your time to sharing stuff from others.
17. Understand your Audience
Find your Typical reader Vs. Target reader.
Constantly look at your analytics & do
surveys to understand the consumer needs
& level of awareness.
Map out your reader personas to effectively
communicate & shape the brand persona.
18. Choose your tactics (4W’s & H)
Who you are talking to
Which Social Media Platform to use
What to talk about
When to post.
How often to post
22. Digital PR Value
Web & Social media Traffic
Reach & impressions
Referrals to your website
Press Release Engagement
Sentiment of industry influencers