2. Digital Insights for Mozambique 2014
• Internet and social
media situation in
Mozambique & Global
• Insights: Consumer and
Brand
• Great 2014 online
strategies and goals
3. Internet and
Social Media
situation in
Mozambique
& Global
Sources:
socialbakers.com, internetworldstats.com
wikipedia.org, bloomsocialbusiness.com
checkfacebook.com, comScore,
statisticbrain.com, ITU
Cláudio Fauvrelle
claudio.andre@tvcabo.co.mz
5. Global Internet statistics
77.3
60.8
45.7
41.3
33.6 32.7
6.7
0
10
20
30
40
50
60
70
80
Europe The Americas CIS** World Arab States Asia & Pacific Africa
Percentage of households with Internet access, by region, 2013*
Regions are based on the ITU BDT Regions, see: http://www.itu.int/ITU-D/ict/definitions/regions/index.html
Note: * Estimate ** Commonwealth of Independent States
Source: ITU World Telecommunication/ICT Indicators database
%
Cláudio Fauvrelle
claudio.andre@tvcabo.co.mz
7. Mozambique Internet statistics
2000
30,000 Internet users
2012
1,140,3111
Internet users
2010
612,000
Internet users
Total internet users: 1,140,311*
Penetration: 4.8%
2
* Internet users are persons using the Internet in the last 12 months from any device, including mobile phones.
Source: International Telecommunications Union (ITU)
Cláudio Fauvrelle
claudio.andre@tvcabo.co.mz
8. Global Mobile statistics
The increase in the number of mobile cell phones in the world has been impressive. The graph below shows subscriber growth
between 2005 and early 2013, according to ITU figures. The 6.8 billion subscribers are approaching the 7.1 billion world
population. The graph shows that as world mobile-cellular penetration approaches 100%, market saturation grows and the growth
rate decreases.
Cláudio Fauvrelle
claudio.andre@tvcabo.co.mz
9. Global Mobile statistics
67.5
48.0
46.0
29.5
22.4
18.9
10.9
0
10
20
30
40
50
60
70
Europe The Americas CIS** World Asia & Pacific Arab States Africa
Active mobile-broadband subscriptions per 100
inhabitants, 2013*
Regions are based on the ITU BDT Regions, see: http://www.itu.int/ITU-D/ict/definitions/regions/index.html
Note: * Estimate **Commonwealth of Independent States
Source: ITU World Telecommunication /ICT Indicators database
Cláudio Fauvrelle
claudio.andre@tvcabo.co.mz
12. Facebook statistics (Mozambique)
Mozambique
As of 28 March 2013 (latest available data by Socialbakers), there are 330,720 Facebook profiles in
Mozambique, which makes it #115 in the ranking of all Facebook statistics by Country1
.
Facebook penetration in Mozambique is 1.50% compared to the country's population and 33.91% in relation to
number of Internet users2
• In January 2014, the
fastest growing
Facebook Page is Mcel
Moçambique Página
Oficial (+12470 new fans
per month).
• The most ‘liked’ page is
also Mcel Moçambique
Página Oficial with
268,000 fans
• The page with more local
fans is Vodacom
Moçambique with
156,000 Mozambican
fans.
Quick facts
Mozambique
Cláudio Fauvrelle
claudio.andre@tvcabo.co.mz
14. Social Media – Where should you be?
Mozambique
LinkedIn
• a social networking website for people in professional occupations.
• as of 2 July 2013, Quantcast reports LinkedIn has 184 million global users per month
• LinkedIn is an extremely useful tool for recruiting, job hunting and networking. With recent changes its also a
good place for public awareness and advocacy, as they are adopting a Facebook-style approach to their Company
pages
My Recommendation: It’s another important way to engage with your audience and help control the way your
audience perceives your company. You will reach a more professional follower base and will be very useful for
future job announcements. It will also help increase your company online recognition and reach.
Setting up a LinkedIn Company Page
• is an online photo-sharing, video-sharing (15s) and social networking service that enables its users to take
pictures and videos, apply digital filters to them, and share them on a variety of social networking services, such as
Facebook, Twitter, Tumblr and Flickr.
• On February 27, 2013, Instagram announced that they had 100 million active users a month
• Instagram is a cellphone only services, but can be accessed via browser for browsing purposes and not for
uploads
My Recommendation: Instagram was developed to be used by cell phones and not personal computers; You will
need also to set it up on cell phones of colleagues/staff travelling to the field for this to make sense; this would work
like a visual twitter; Best Global channels (ex: UNICEF) should be studied to better understand how you should
approach in terms of content, campaign and competitions strategy; There is still no option to find out the number of
users in Mozambique. You could give it a trial phase of 3 months and see what happens.
Setting up Instagram for Business
Instagram
Cláudio Fauvrelle
claudio.andre@tvcabo.co.mz
15. Social Media – Where should you be?
Mozambique
Facebook
• the top social networking website. At the end of January 2014, 1.23 billion users were active on Facebook.
My Recommendation: This is a no brainer, you must have a Facebook page for your business.
What Works: Factographs, asking for actions, photos, short strong messages, asking questions, Did you know?
posts, embedding videos (instead of referring to YouTube), fast response time to comments and messages, Liking
shares from our content, daily monitoring of the Facebook Insights to see what worked and what didn’t. Max 2
posts per day. You should at one point learn about Facebook advertising and power editor.
Setting up a Facebook Page
• an online social networking and microblogging service with 500 million registered users in 2012, who posted 340
million tweets per day. Great for discussions, and to increase the reach of your messages
My Recommendation: Another no brainer, you should have a Twitter account for your business also.
What Works: Short strong messages, max 4 tweets per day, Re-twetting key messages from other key-related
pages, daily monitoring, posting after 4PM, Mentions (using @), key hashtags to join trending conversations. Using
hootsuite.com is recommended. Also
Setting up Twitter for Business
Twitter
Cláudio Fauvrelle
claudio.andre@tvcabo.co.mz
16. Social Media – Where should you be?
OTHER KEY SOCIAL MEDIA CHANNELS
YouTube:
3rd most visited website on the web. Big potential for viral videos
What Works: Short videos (3minutes or less), videos with captions so not to alienate anyone,
High quality videos, using key/trending keywords for the title and description of videos, sharing
videos on other social media channels.
How to open a YouTube channel in 5 minutes
Pinterest/Google Plus:
The main reason to keep focusing on these two channels is due to the SEO return you get from
posting on Google Plus, and the different reach (more female) and link referrals you get on
Pinterest.
What Works: Strong visuals, short messages, posting after 6PM, Factographs, hashtags.
On Pinterest try and search/join/pin to open boards related to your business and with high follower
base. On Google Plus arrange from time to time a Google hangout for your business.
Create a Pinterest Business account
Create a Google Plus Page
Cláudio Fauvrelle
claudio.andre@tvcabo.co.mz
18. Create a Website Strategy Summary
Mozambique
Target/Goal.
• Maintain status as one of most visited pages in your business. Surpass your rival that
has most visits/page views. Launch that the new responsive website. Launch
Responsive Microsites for your business reports.
• Increase number of visitors (reach/surpass ??k); increase page views
(reach/surpass ??k)
Strategy.
• Increase level of updates (from ?? To ??);
• Monthly update of top entry pages (use Google Analytics for this) to make it fresh
and appealing – this can be achieved with a simple visual update.
• Increase email newsletter subscriber list (by adding more options to subscribe –
Facebook apps, website, microsites);
• Increase Social Media Referral: Share when possible on all Social Media links back
to the website;
• Make access to website easy and accessible on all our online channels
(Blogs, Microsites, Social media, Email signatures, Email newsletters, press
releases, printed and online reports, etc)
• Launch the a responsive website
• Keep monitoring top business related websites for ideas and updates
• Search Engine Optimization (all articles must have tags and keywords, Google+)
Cláudio Fauvrelle
claudio.andre@tvcabo.co.mz
19. Create a Social Media Strategy Summary
Mozambique
Why are you on:
Facebook: Growth from previous year. Did you reach your goals last year? Is this
channel effective for your business and brand awareness? Set your Goals for the
current year.
YouTube: Growth from previous year. Top videos from last year? Is this channel
effective for your business and brand awareness? Set your Goals for the current year.
Twitter: Growth from previous year. Did you reach your goals last year? Is this
channel effective for your business and brand awareness? Set your Goals for the
current year.
Pinterest/Google Plus/Instagram/LinkedIn: Growth from previous year. Did you
reach your goals last year? Is this channel effective for your business and brand
awareness? Set your Goals for the current year.
Quick Strategies for 2014?
• Keep maintaining the top channels, remove un-popular channels;
• Research/Join new fast growing channels: Instagram?LinkedIn?Pinterest?
• Separate how content is presented in each channel to explore each channel
potentials
• Keep using Google Plus. It’s a must use tool for our Search Engine Optimization
• Keep using best times, best practices from previous year
• Monthly Metrics Reports, Daily Monitoring's
• Keep monitoring top pages for content ideas and strategies
20. Website/Social Media
Mozambique
Create a content strategy.
MARCH
• Focus on ???
• Have a separate
detailed list for
weekly posting
themes/topics
APRIL
• Focus on ???
• Have a separate
detailed list for
weekly posting
themes/topics
MAY
• Focus on ???
• Have a separate
detailed list for
weekly posting
themes/topics
JUNE
• Focus on ???
• Have a separate
detailed list for weekly
posting themes/topics
JULY
• Focus on ???
• Have a separate
detailed list for
weekly posting
themes/topics
AUGUST
• Focus on ???
• Have a separate
detailed list for
weekly posting
themes/topics
SEPTEMBER
• Focus on ???
• Have a separate
detailed list for
weekly posting
themes/topics
OCTOBER
• Focus on ???
• Have a separate
detailed list for weekly
posting themes/topics
NOVEMBER
• Focus on ???
• Have a separate
detailed list for
weekly posting
themes/topics
DECEMBER
• Focus on ???
• Have a separate
detailed list for
weekly posting
themes/topics
21. Social Media Top Channel: Facebook
Mozambique
targets.
Maintain status as one of most engaging pages in your area/country/business.
Surpass that competitor you have been admiring last year. Increase to 150%
percentage of local followers?
strategy.
• Use Facebook advertising on key campaigns
• Adapt content strategy to new Facebook updates. Must keep up with constant
Facebook algorithms updates (join AllFacebook newsletter, Hubspot).
• Follow best practices
• Create interactive apps
• Research/Use Passion-Group/Passion-Pages strategy
• Create a Photo database. Target 1 photo per day.
• Post every day, specially on the weekends during peak times (Facebook Insights)
January 1
Total fans:
1,000
December 31
Total fans:
1,500
22. Facebook: final thoughts
• Content is king. Quality Content is key.
• Prepare weekly content packages, this way you can guarantee quality, and be prepared to
respond to possible comments and during some key campaigns we can share this we other
country offices
• Involve key staff from your company to support in responding to key comments.
• Negative Feedback: Have always a plan/content archive for responding to negative
feedbacks, and possible future attacks and post spams
• Quality Photos/Video: Aim to use a nice high res photo or a good quality video, as the new
algorithm favorites these types of posts
• Webinars: follow key Facebook personalities (ex: Mari Smith, Social Media Examiner) and
attend webinars for increase knowledge and understanding of key Facebook updates and
strategies
• Ensure knowledge transfer: Prepare documents on how to use each social media platform for
staff members for when the administrator is away (must have more than one administrator on
the page).
• You don’t own any information on Facebook, so it’s wise to always use a subscription tab to
allow your fans to subscribe to our mailing list, so we don’t loose the connection in future.
23. Thank you!
For more information, please contact
Cláudio A. Fauvrelle
Online Engagement Consultant
February 2014
claudio.andre@tvcabo.co.mz
www.slideshare.net/andreclaude75
www.linkedin.com/in/claudiofauvrelle
www.facebook.com/fauvrelle
Notas do Editor
For more information contact Claudio Fauvrelle at cfauvrelle@unicef.org
1 – Source: ITU
1 – Source: Internet World Stats
1 – Source: Internet World Stats
1 – Source: International Telecommunications Union (ITU)2 - "Percentage of Individuals using the Internet 2000-2012", International Telecommunications Union (Geneva), June 2013, retrieved 22 June 2013
1 – Source: Internet World Stats
1 – Source: Internet World Stats
1 – Source: Internet World Stats
Source: FacebookResearch Date: 1.1.2014
1- Social Bakers Facebook statistics by Country2- Social Bakers
1- Not all pages are displayed. Pages need to be registered under Social Bakers to appear in this ranking. Source: Social Bakers