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Nigeria Social Media Statistics For September 2018

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This is the September 2018 edition of our monthly review of social media statistics in Nigeria. In this post, we have done a detailed breakdown of social media usage in Nigeria.

MOST POPULAR SOCIAL MEDIA PLATFORMS

As usual, we start by taking a look at the penetration rate of different social media platforms in Nigeria. As can be seen from the chart below, Instagram and Facebook top the list of the most popular platforms in Nigeria with 41% penetration rate. Another Mark Zuckerberg company, Instagram came in third. No surprise here really, other than the fact that one would have expected Snapchat to have more than its current 9% penetration (considering Nigeria large population of young people)

iNTERNET PENETRATION STATISTICS IN NIGERIA 2018

 

FACEBOOK STATISTICS

Largest Pages

In terms of the sheer number of followers, nobody beats Gossip Mill Nigeria. Gossip Mill has 7.5 million Facebook followers. Another news/gossip site, Mayor Boss, came second with 7 million followers on Facebook.

Largest Celebrity Pages

Largest Celebrity Pages

Largest News/Media Pages

Of the ten largest Facebook media pages in Nigeria, only two belong traditional media houses – Vanguard with 3.15 million fans and Punch with 1.48 fans.

facebook largest new and media pages in Nigeria

 

Largest Political, Religious and Cultural Leaders Pages

Even though he lost the 2015 presidential election to APC’s Buhari, Goodluck Jonathan continues to rule the Facebook space. With 2.26 million followers, his page is the largest of any leader in Nigeria.

Top Five Nigeria Industries on Facebook

Facebook's Largest industries in Nigeria

TWITTER STATISTICS

Largest Pages

When it comes to Twitter in Nigeria, musicians rule.  Six of the ten largest Twitter accounts belong to musicians. Wizkid with 4.27 million followers leads the pack.

largets page on twitter

 

Largest Nigeria Brands on Twitter

Largest brand on twitter

Largest Nigeria Celebrities On Twitter

largest twitter celebrity page

 

Largest Nigeria Political, Religious and Cultural Leaders Twitter Accounts

Thanks for reading. Watch out for the October 2018 edition.

data analytics

Nigeria Social Media Statistics For August 2018

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Social media plays an ever important role in the contemporary Nigeria society. In this post, we have done a detailed breakdown of social media usage in Nigeria.

MOST POPULAR SOCIAL MEDIA PLATFORMS

We will start by taking a look at the penetration rate of different social media platforms in Nigeria. As can be seen from the chart below, Instagram and Facebook top the list of the most popular platforms in Nigeria with 41% penetration rate. Another Mark Zuckerberg company, Instagram came in third. No surprise here really, other than the fact that one would have expected Snapchat to have more than its current 9% penetration (considering Nigeria large population of young people).

FACEBOOK STATISTICS

Largest Pages

In terms of sheer number of followers, nobody beats Gossip Mill Nigeria. Gossip Mill has 7.4 million Facebook followers. Another news/gossip site, Mayor Boss, came second with 7million+ followers on Facebook.

 

Largest Celebrity Pages

 

 

Largest News/Media Pages

Of the ten largest Facebook media pages in Nigeria, only two belong traditional media houses – Vanguard with 3.15 million fans and Punch with 1.47 fans.

 

Largest Political, Religious and Cultural Leaders Pages

Even though he lost the 2015 presidential election to APC’s Buhari, Goodluck Jonathan continues to rule the Facebook space. With 2.26 million followers, his page is the largest of any leader in Nigeria

 

 

Top Five Nigeria Industries on Facebook

TWITTER STATISTICS

Largest Pages

When it comes to Twitter in Nigeria, musicians rule.  Six of the ten largest Twitter accounts belong to musicians. Wizkid with 4.2 million followers leads the pack.

 

Largest Nigeria Brands On Twitter

Largest Nigeria Celebrities On Twitter

Largest Nigeria Political, Religious and Cultural Leaders Twitter Accounts

 

News in Search social media and marketing 1

News in Search and Social Media

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It’s been a non-eventful week on Social Media filled with the crackdown and aftereffect of Twitter shutting down fake accounts. However, on the Search side of Digitial things, things have been happening. Here are a couple of those things:

FAQs to appear in Google Search Results
Google has been testing for the past several months a new form of search results snippets: the way the search results appear to searchers. These new search snippets are in the form of FAQs or frequently asked questions, Q&A (questions & answers) and How-Tos.

Broad core algorithm
Google has released a “broad core algorithm update” this week. Google will release several algorithm updates per year that it may confirm, while many others are not confirmed or recognized by Google.

Snapchat now uses speech recognition to animate your face
The new lenses use speech recognition instead of facial recognition to identify when to trigger an animation. You can ask Alexa for something using single-word triggers to animate the augmented reality mask.

WhatsApp video calls supporting up to four people are now rolling out
To start a group call, just start a usual one-on-one video call, and tap the “add participant” button in the top right of the screen to add more contacts to the call. As you might have hoped, these group video calls are encrypted with WhatsApps usual end-to-end encryption, ensuring that your communications are always secure.

News in Search social media and marketing

Last Week Recap of Social Media, Search and Digital Marketing News

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Did you read our last recap notes? If you didn’t a lot has already happened within a week or two! Here are a few of the important things that happened last week that we think you should take note of.

Starting August 16th Twitter is limiting what third-party apps can do
Twitter is rolling out new policy changes on August 16th, which will limit what third-party Twitter apps are capable of doing.
This means that:
Third-party apps will no longer be able to stream tweets in real-time.
Push notifications will be either delayed or prevented altogether.

You can now add notes on AdWords
Google announced earlier that notes were coming to the new AdWords interface and now it has arrived.
Available at the account, campaign and ad group levels, notes in AdWords can be added by clicking on a point in the performance chart. Click on a point in the chart, and then click on “Add Note”

Instagram lets users re-share posts in stories
Instagram recently rolled out the ability for users to re-share posts from other accounts in their Instagram Stories.
This feature has been in testing since earlier this year, and it is now available to everyone.

AdWords integrates with Optimize
Google’s addition to AdWords experience is integration with Optimize, the company’s visual editor for landing pages.
Optimize gives marketers an easy way to change and test the landing pages related to their AdWords ads. Marketers can create different versions of the same landing page which are then ‘optimized’ according to what the individual user has searched for.
Optimize natively integrates with Analytics, so you can use the Analytics integrations with Google products like AdWords, BigQuery, DoubleClick for Publishers, DoubleClick Ad Exchange, and Firebase to deeply analyze the metrics that matter.

Bing Ads announced the availability of in-market audiences in the US on Tuesday.
In-market audiences are groups of users determined to be active in the market for a particular product or service category. With In-market Audiences, you can find curated lists of users that have been found to be in-market for a certain purchase category. Bing Ads takes into account user purchase intent signals from Bing, MSN and other Microsoft properties.
Bing says brands piloting the technology have seen up to 28% higher click-through rates and up to 48% higher conversion rates.

News in Search social media and marketing

Last Week in Social Media, Search and Digital Marketing

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A lot has been happening in the Digital Marketing space, from the GDPR taking effect on the 25th to Google implementing a couple of AI/Machine Learning intelligence. Here are a few of the important things that happened last week that we think you should take note of.

Google AdWords new search ads can show 3 headlines
Set up one ad with multiple headlines and a variety of descriptions, and Google will test combinations to show the best version that goes with the Advertiser’s goal.

Google will mark HTTP sites as “not secure”
Starting in September 2018, Google will be removing the “Secure” wording and HTTPS scheme in Chrome version 69. Plus, in July 2018 in Chrome version 68, Chrome will mark all HTTP sites as “not secure”.
“Previously, HTTP usage was too high to mark all HTTP pages with a strong red warning, but in October 2018 (Chrome 70), we’ll start showing the red “not secure” warning when users enter data on HTTP pages.”

AI-powered Google News
With the launch of the new AI-powered Google News last night, Google has pulled support for two webmaster and SEO features for Google News publishers.
“As part of the new Google News, we have ended support for Editors’ Picks feeds & the standout meta tag. We’ll have more to share on other ways publishers can optimize visibility in the near future.” Google announced on Twitter
The reimagined Google News uses a new set of AI techniques to take a constant flow of information as it hits the web, analyze it in real time and organize it into storylines. This approach means Google News understands the people, places and things involved in a story as it evolves, and connects how they relate to one another.

Facebook updates Ads Reporting & introduces new ‘creative reporting’
Creative reporting will let advertisers compare which ad creative elements deliver the best results across campaigns.
“This new Ads Reporting experience will enable you to analyze dimensions such as age, gender, placement and more to better understand how your ad performed,” says Facebook.

Twitter is changing how conversations happen based on user behavior and conduct
The company says it will use thousands of behavioral signals to filter search, replies and algorithmic recommendations.
The site will now use thousands of behavior signals when filtering search, replies and algorithmic recommendations, pushing tweets from offending users farther down the timeline, reports BuzzFeed.

Latest In Social Media Search

This Week in Search, Social Media and Marketing

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Google may penalize your website for expired Job Listings
Google has announced that Websites who don’t remove job listings shortly after the positions are filled will be penalized “[J]obs that are no longer open for applications must be expired in one of the following ways. Failure to take timely action on expired jobs may result in a manual action.”
Applications must be expired in one of the following ways.
– Remove the JobPosting markup from the page.
– Remove the page entirely (so that requesting it returns a 404 or 410 status code).
– Add a no index meta tag to the page.
– Ensure the validThrough property is populated and in the past.

Snapchat Widens Ad Options
Advertisers will now be able to add a ‘Buy Now,’ ‘Watch’ or ‘Install Now’ button to their branded Lenses.
Snapchat is giving advertisers 3 payment options for the new Shoppable Lens ad options: Via Snapchat’s self-serve platform, where advertisers bid on Snap Ads for as little as $100 per day. Advertisers can also pay a minimum of $40,000 (with an agreed-upon CPM) for an audience-targeted Shoppable Lens. Or there is a flat-fee payment option that offers brands the first Lens position on the Snapchat camera.

Pinterest redesigns business profile pages
Pinterest redesigns business profile pages to show Monthly Viewers in place of number of Followers. So bye bye, 100 Followers, hello 4k Monthly Viewers.
Pinterest says the redesign is based on feedback it gathered from brands, content creators and publishers on the platform.

Google launches Outstream Ads to boost video reach
According to AppNexus, An ‘outstream’ video ad unit, also commonly referred to as ‘in-read’ or ‘native video’, is a new video advertising unit that autoplays in a large format player whenever a user navigates to it within text content (typically an article), even if the publisher doesn’t have their own video content. It’s called outstream because the video ad exists outside of online video content – also known as instream video content — where the ad plays either before (pre-roll), during (mid-roll), or after (post-roll) the publisher’s video content.
Google has launched this new video ad format built exclusively for mobile apps and the mobile web, as well as for sites other than YouTube.
The new ad unit doesn’t require placement in a YouTube video, unlike Trueview in-stream ads or Bumper ads.

GDPR and ePrivacy
On May 25th, when the European Union’s General Data Protection Regulation (GDPR) goes into effect, media agencies will be subject to a new set of laws around targeting European consumers.
Once EU’s GDPR goes into effect, media platforms and Technology-based platforms will not be to use EU citizens’ data without proper basis or consent, limiting media agencies’ ability to target European consumers programmatically.
GDPR gives consumers fundamental rights over their data, which agencies need to comply with or risk the law’s massive fine.

How Media Houses Can Adapt Better To The Changing Digital Landscape

How Nigeria Traditional Media Houses can Adapt Better to the Changing Digital Landscape

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One of my favorite things to read on how Media Houses are evolving is the New York Times: 2020 Report. It is a very vital read for anyone working in the Media today.
The report generated huge interest and comments online. With Joshua Benton, editor of the Nieman Journalism Lab at Harvard, calling it “one of the most remarkable documents I’ve seen” in his years running the Lab. It is a must-read for every business development and marketing personnel.

The document made me reflect on the digital strategies (or lack of it) of Nigeria media houses and, I am unhappy to say, the prognosis is not good for them. In other words, all Nigeria media houses are on a destructive trajectory. That is if they do not change course.

Darwinism And The Inevitable Death Of Nigeria Traditional Media Houses
Darwinism focuses on the evolution of species as caused by natural selection. It’s the idea that nature favors individuals of species that have certain traits which give them an advantage and helps them live better and longer in their environment/habitat. The other, less fortunate individuals have a harder time competing for resources and are therefore more likely to die off. In short, it’s the “survival of the fittest”.

Darwinism makes us understand that it’s not necessarily the strongest or the first to arrive who are most likely to survive; it’s the most adaptable who win in the end.

The same is true in business. In an era of Digital Darwinism, no business is too big to fail or too small to succeed. And in the media business, the existential threat is “adaptability to the digital age”

Below is an excerpt from an article I wrote on a similar theme four years ago Titled The Solution To The Dwindling Newspaper Circulation In Nigeria:
“……Such powerhouse newspapers as The New York Times, Washington Post, Chicago Tribune are also facing the same challenge of plummeting circulation figures. The difference is just that they are confronting the issue holistically rather than self-deceive themselves that all is well.”

What brought this social state? Mainly, the internet. Yes, the internet. Most of the newly empowered middle class have access to the internet and seriously, why should I buy a newspaper for information when the same is available on my blackberry free of charge? Moreover, the internet gives me access to different sources for the same information—all for free.

When I finished NYSC in 2005, my main source of information on job vacancies was Tuesday Guardian newspaper. And it wasn’t only me. All my freshly minted B.sc. friends consulted Tuesday guardian for employment opportunities. Fast forward five years to 2010 and what do you see? Nairaland, Naijahotjobs, NBF social website, Careers Nigeria, kerewa.com etc. These are free job listing websites where a job seeker will not only find vacancies but also tips on writing a CV, interview tips etc

If anything, the situation is graver (than it was four years ago) for Nigeria media houses:

• More of the traditional media audience has moved (and moving) online. With the proliferation of smartphones and the relatively wider reach and affordability of broadband internet access, more people (especially the young) are shifting their media consumption online
• The emergence of new and agile web-only media outfits. Three of the top five local media sites in Nigeria (Nairaland, Linda Ikeji, and Naij.com) are new digital-only outfits according to Alexa
• An exploding population of digital native

How Nigeria Media Outlets Are Currently Adapting
It is obvious that Nigeria traditional media houses are aware of some of these challenges and are taking actions to adapt to the reality:
1. They have built websites and are publishing digital versions of their content online.
2. Some more sophisticated ones have even gone ahead to build apps and toolbars which they actively promote

Unfortunately, they are tackling the issue in a wrong way and if they continue this way, their extinction will be inevitable. This is because the approach they have taken is at best cosmetic.

Strategic Approach To Digitalizing Of Nigeria Traditional Media
The first and most vital task before Nigeria traditional media houses is to evolve a digital strategy. That is the truly hard work. It starts by asking the bigger questions about your present and your future: What should you become; How must you change to achieve this goal of transformation.

For a newspaper like The Guardian, for example, The big question will be: How can The Guardian become more digital while still maintaining a print presence and, what has to change? That means aggressively questioning many of your print-based traditions and their demands on your time, and determining which can be abandoned to free up resources for digital work.

Without a strategic framework, digital success will be impossible. Actualizing this will be very difficult because it is almost certain that the only way to guarantee a long-term success is to have a paradigm shift in strategy to “digital first”. And this will have a whole lot of implications from hiring to resource allocation.

Some Salient Tips
After designing a well thought out strategy, below are some of the tactics Nigeria traditional media houses can employ to get to their publishing nirvana. Borrowing from the leaked Times Document, I will divide my recommendations into two broad parts: Audience Development and Newsroom Strengthening. The first is a core part of the newsroom team (journalists), while the other is a more broad effort that includes imperatives for business units and the newsroom alike.

Audience Development
1. Use big data to personalize – Data is king. Know as much about your audience as possible. This will aid personalization. For a start, you can start asking readers whether they would be willing to be contacted by reporters or if they are willing to share some basic information about their interest, alma mater and industry so you can send them content about those topics

On a more advanced level, you could create a section of the homepage that uses reader patterns to customize a list of content that readers missed but would most likely want to see. This means that though all readers would see the same top news stories, the other articles you show them would be customized to reflect what they haven’t seen (and would likely want to see based on the footprint they left earlier)

2. Content discovery and distribution are key– This is one area all Nigeria media houses fail woefully. In the digital age, it is not enough to have quality content, your content must be discoverable by its intended audience. This is a broad area that I cannot possibly cover in this post. But my suggestion will be that you must master two key areas (1) content promotion via social media and (2) SEO. Technical SEO hack like structured data/schema, sitemap, canonicalization etc can have a profound impact on your website discoverability

3. Motivate content engagement: There are so many ways to do this. All that is needed is creativity. For example, Linda Ikeji executed one of the most effective audience development campaigns I have seen out of Nigeria last December when she gave out one hundred thousand Naira each to ten of the most consistent commenter. The result on her blog is phenomenal

Newsroom Strengthening
1. You need new talents: You needs a broader array of digital talent, not just reporters and editors, but “technologists, user experience designers, product managers, data analysts, digital content strategists, and content creators–all working under people who have coherent goals

3. Leverage your biggest asset – content: In the digital space, content is king. The NYT document puts this best when it states “You have a huge advantage. You have a tremendous amount of high-quality content that you have a perpetual license to.”
While the focus of the newsroom may be on current events and stories, sometimes it’s important to provide context to what’s happening. And evergreen content can help do just that. So, resurfacing archival content will be great

3. Experiment more with the way you present content: You just must be willing to experiment more in terms of how you present your content: “We must push back against our perfectionist impulses. Though our journalism always needs to be polished, our other efforts can have some rough edges as we look for new ways to reach our readers”

Nigerian newspaper

The Solution To The Dwindling Newspaper Circulation In Nigeria

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This post on Newspaper Circulation was first published in 2010, and we decided to bring it back because, its still as useful today as it was 8 years ago

When a study conducted revealed that the combined daily circulation of all Nigeria newspapers was less than 300000, the publishers disagreed and protested the figure vehemently. That is understandable if one considers that circulation figure is a major factor an advertiser considers in media planning.

But be that as it may, denying a thing does not make it false. The truth is that all the newspapers in Nigeria today have a combined circulation figure that is far less than that of Daily Times of Nigeria in 1980 (when the population of Nigeria was about half of what it is today).

The question then should be, why? This is very important as a wrong diagnosis will invariably lead to an inappropriate treatment. All the commentators I have heard on the matter seem to agree that two factors are responsible for the dwindling circulation figures of newspapers — the sad state of our economy and the ever decreasing quality of our education. I beg to disagree.

While the first might be true to some extent, the second is completely off the mark. The last ten years have witnessed a reemergence of the middle class in Nigeria. These are mostly educated folks in the banking, telecoms, and entertainment etc sectors. And truth be told, the population of secondary and tertiary schools graduates has more than tripled in the last thirty years.

Newspaper in Nigeria

So what do I think is responsible? I believe it’s social. And it is global in scope. Such powerhouse newspapers as The New York Times, Washington Post, Chicago Tribune are also facing the same challenge of plummeting circulation figures. The difference is just that they are confronting the issue holistically rather than deceive themselves that all is well.

What brought this social state? Mainly, the Internet. Yes, the Internet. Most of the newly empowered middle class have access to the Internet and seriously, why should I buy a newspaper for information when the same is available on my mobile phone free of charge? Moreover, the Internet gives me access to different sources for the same information — all for free.

When I finished NYSC in 2005, my main source of information on job vacancies was Tuesday Guardian newspaper. And it wasn’t only me. All my freshly minted B.sc. friends consulted Tuesday guardian for employment opportunities. Fast forward five years to 2010 and what do you see? Nairaland, naijahotjobs, NBF social website, Careers Nigeria, kerewa.com etc. These are the free job listing websites where a job seeker will not only find vacancies but also tips on writing a CV, interview tips etc.

What all these mean is that the traditional business model (of generating revenue solely from paper sale and advert placement) adopted by most newspapers are dated.

Hear Google:

“The large profit margins newspapers enjoyed in the past were built on an artificial scarcity: Limited choice for advertisers as well as readers. With the Internet, that scarcity has been taken away and replaced by abundance. No [dreaming] will be able to restore newspapers’ revenues to what they were before the emergence of online [content]. It is not a question of analog dollars versus digital dimes, but rather a realistic assessment of how to make money in a world of abundant competitors and consumer choice.”

To succeed in contemporary Nigeria, a newspaper house must:

  1.  Review its editorial and news judgment policies. Content is king and the earlier a newspaper realizes this, the better. Readers should be provided with relevant and quality information. The culture of inundating readers with only political stories must be re-examined. There should be less of Zoning, PDP, AC, Jonathan this, IBB that. Of course, that’s just my view. To be sure, a newspaper should use focus group interview to gain valuable insight into what the public want. That is a sure-fire recipe for success. To paraphrase Peter Drucker: “Find out what people want and need, and give it to them – and your business will succeed”.
  2. Get marketing savvy. Let’s hear from Peter Drucker again: “because the purpose of business is to create a customer (in our case subscribers, advertisers etc), the business enterprise has two and only two basic functions—marketing and innovation”. In fact, I will recommend that every newspaper house have a business building task force comprising of members from editorial, marketing, distribution, production departments. This task force should be headed by a professional business development executive (preferably from outside the organization). Incompetent marketing is the single biggest reason Nigerian newspapers are struggling to survive. For example, when Guardian newspaper (?) increased its cover price from N100 to N150 two years ago, all the other papers followed suit. And they all gave the same reason—increased production cost.

Were I a newspaper publisher then, I would not have followed suit. I would have:

  • Retained N100 cover price. Pricing is an important marketing element. Pricing my paper at N100 will automatically make my paper accessible to more people.
  • Reduced the average number of pages in my paper by as much as 50%. This will more than makeup for my low cover price.
  • Positioned my paper as a time and value conscious paper that gives readers all the relevant and important news in a straight-to-the-point-way.
  • Leveraged my (brand) asset. The greatest asset newspapers have is their recognition (supposedly) as a reliable source of information. This is an asset that can be leveraged for financial gain (ethically).

This is where Business Day newspaper comes to mind. As the name indicates, Business Day is a Lagos based business daily. It has lower circulation figure than most other major Nigerian newspapers but, it is in better shape financially than most.

Why?

The reason is not farfetched. There is no week the paper does not carry a special report on one segment of the Nigerian economy or the other. Because the paper has the reputation as a credible source of information about the Nigerian business environment, companies pay to be featured in special reports about their industry.

There are so many other ways a newspaper can leverage its brand equity, all that is needed is creative thinking.
Cut costs. There’s no doubt that growth will not come from fancy offices and car services and wardrobe allowances. So cut the hell out of your costs. Outsource nonessential functions. Move to Ibafo (yes like Punch Newspaper), at least this will save you from the excruciating taxation in Lagos state.

Embrace the internet – that’s where the future lies.

Drop idealistic posturing and face reality. This will obviously not go down with my journalist friends but it is the truth. Forget the fourth estate of the realm; forget conscience of the nation; forget societal watchdog, a newspaper is a business venture whose ultimate success will be determined by financial metrics.

I will conclude with these words from Jeff Jarvis “we now operate in an economy of abundance, not scarcity. So trying to convince readers to pay premium prices for content when content is anybody’s game is a fool’s paradise. But I do think you can sell merchandise to the people formerly known as readers as long as you take on the skills of the merchandise. And that ain’t editors”.

Inbound Marketing ecommerce in Nigeria

Our Favourite Digital Marketing Minds In The World

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Every field has its authorities (Edward Wittins in Physics, Harold Bloom in Literature, Stanley Hauerwas in Theology to mention but a few). Same is true of the digital marketing field as well. There are a set of people who based on their exhibited expertise, depth of understanding and professional acumen have earned the tag “authority” in the field of digital marketing.
While there are several digital marketing “experts”, very few are qualified to be called “authority”. Below is a list of our favourite notable digital marketing authorities alive.

Classification By Subject Areas
Rather than do a generic list, what I have done is to group the experts into four distinct subject areas in digital marketing: SEO, PPC, CRO/Analytics, General Strategy

Search Engine Optimization

Rand Fishkin

Rand is the co-founder of Moz and served as the CEO of the company until last month. Moz is one of the marketing world’s fastest growing software companies. Rand Fishkin’s knowledge of SEO is overwhelming. More important however is his willingness to share all that he knows–for free. His company blog is arguably the richest source of up to date SEO resources. What surprises me the most about Rand is that he never lowers the standard of his write ups as I am yet to see a mediocre or even an average stuff from him.
Rand Fishkin co-authored the Art of SEO from O’Reilly Media, co-founded Inbound.org, and was named on PSBJ’s 40 Under 40 List and BusinessWeek’s 30 Best Tech Entrepreneurs Under 30.

Will Critchlow

Will is a nerd. An artistic nerd with a mathematics degree from the University of Cambridge (St. John’s College) including a graduate thesis on auction theory.
Will founded Distilled with Duncan in 2005. Since then, he has consulted with some of the world’s largest organizations and most famous websites, spoken at most major industry events and regularly appeared in local and national press.
His knowledge of search marketing is encyclopedic.

Neil Patel

Neil is a generous soul. I mean, how do you explain someone who spends tens of thousands dollars to produce top-notch digital marketing tools and guides only to give the resources away FREE? I have learned more from Neil than any other person in the area of inbound marketing.
Patel launched his first online venture, a job board named Advice Monkey, while in high school. The inability of the marketing companies he hired for the project to deliver meaningful result propelled him to learn how to drive traffic to his site, thus launching his career in online marketing. By 2009, Patel had become so good in marketing and search engine optimization that his expertise was engaged by 30 of the top 100 Technorati blogs and was named one of the top influencers on the web by The Wall Street Journal

Paid Search

Larry Kim

When it comes to paid search, Larry is head above the rest. He is simply the best mind in paid search today.
Larry’s background has been in software engineering, software product management, and Internet Marketing (particularly PPC, SEO and Social Media Marketing), for several widely-used software productivity tools over 10 years.
In recognition of his pre-eminence in paid search, Larry was voted as the most influential PPC expert in 2013 according to the PPC Hero Blog and won a spot in the ClickZ Digital Marketing Hall of Fame and Small Business Influencer Award in 2013. In 2015 Larry also won Search Marketer of the Year Awards from the US Search Awards and Search Engine Land.
Larry is the founder and Chief Technical Officer of Wordstream, a leading provider of AdWords, Facebook and keyword tools used by over a million marketers worldwide.

Marty Weintraub

Marty is the least known person to me on the list. However, almost all the people I consulted before writing this post agree that he is one of the leading authorities in Paid Search
Marty is the Founder & Evangelist of aimClear® an integrated social, search, display and PR online marketing agency. Client credits include Intel, Siemens, Tektronix, United Health Group, MarthaStewart.com, The Washington Post, Ning, SecondLife & other iconic global brands.
He has written extensively for respected Internet marketing publications including SearchEngineWatch, SearchEngineLand, SearchEngineRoundTable and been quoted in others, from AdAge to MediaPost

Pat East

Pat is the Founder of PPC Hero, the industry’s leading and most highly trafficked paid search marketing blog. PPC Hero delivers search marketing thought leadership and expertise from the PPC experts at Hanapin Marketing.
A university professor, Pat has probably impacted more PPC practitioners than any other person. He is also the Founder and CEO of Hanapin Marketing, a premier digital marketing agency that specializes in paid search marketing.

Analytics/CRO

Avinash Kaushik

The major advantage of digital marketing over traditional marketing is the former’s data-driven nature. Every element of digital marketing can be tracked, measured and optimized. This goes to show the importance of data management and analytics skills to a modern marketer. Avinash has probably contributed to this field than any other person.
Avinash is the Digital Marketing Evangelist for Google (Data-driven decision making uncomplexified); The Co-Founder and Chief Education Officer for Market Motive; The author of two bestselling books: Web Analytics 2.0, Day. He has won several awards, including:
– Statistical Advocate of the Year from the American Statistical Association, 2009
– Rising Star award from the Direct Marketing Educational Foundation, 2010
– Most Influential Industry Contributor from the Web Analytics Association, 2011
– Featured in the “Pioneers of Digital” book, with a bunch of amazing people I admire! 2012

Annie Cushing

If Avinash is the king of analytics, Annie is the undisputed queen.
Annie loves all things data visualization and analytics so much that someone once dubbed her Annielytics. And it kind of stuck.
She is good. She is extremely brilliant and uncommonly selfless. Yes, selfless. She created a monster marketing tools resource for her fellow marketers (hundreds of tools) and a kissing cousin audit checklist and gave them away for free!

Oli Gardner

It was so difficult to decide on which category to put Oli. He is an all-rounder. His Noob Guide To Internet Marketing is a landmark in the history of content creation. I eventually decided to put him in the CRO category because his expertise in this area is unassailable.
He is a Co-Founder & Director of Marketing at Unbounce.com

Social Media Marketing

It is hard to agree on which one has the highest number of quackery between SEO and social media marketing. Because of the zero barriers to entry in these two fields, anybody can claim to be SEO expert the same way anybody with a Facebook account can call himself social media guru.
Luckily, in this ocean of ineptitude, there are a few people with the highest level of professionalism, knowledge and adroitness.

Brian Solis

Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What’s the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.
His website is a treasure trove of social media marketing wealth

Michael Stelzner

Michael Stelzner is one of the most recognizable names in the world of social media marketing. Michael founded Social Media Examiner in 2009 with the goal of providing free how-to information about social media.
Content marketing is the buzzword in digital marketing now but way back in 2011, Stelzner wrote Launch: How to Quickly Propel Your Business Beyond the Competition (Wiley) in which he introduces the concept of “content as fuel” for businesses. As Stelzner describes in an interview with Bryan Elliot of Entrepreneur, “Primary fuel is regularly produced free content that meets the needs of readers. This type of content includes how-to articles, case studies, and reviews.”

Jeremiah Owyang

Jeremiah states that his career mission is to help corporations connect with customers using web technologies. He does this by researching the way disruptive technologies are changing the customer relationship, by speaking at many conferences and events, and by serving as a frequent source for the media.
Since 2006, his blog has been the place where he shares insights from his research and what it means for a business of the future.
Jeremiah lives at the edge of technology but maps it back to what it means for businesses. This has led him to early thinking in the realms of customer experience, social business, interactive marketing, and now the collaborative economy.
In addition to his blog, Jeremiah and his team have published numerous research reports focused on social business and the collaborative economy. They focus on topics like how products, services, and markets have changed with the collaborative economy; how businesses manage complex, scaled social media programs; and the career path of the new social strategist. The reports are open research and can be accessed by anyone

Strategy

Dave Chaffey

Without a well-articulated strategy, marketing effectiveness is compromised. A well-developed strategy simplifies your everyday marketing job as it makes the implementation of different initiatives straight-forward.
Dave is the go-to authority on anything digital marketing strategy. Don’t take my word for it, in 2004 he was recognized by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who has helped shape the future of marketing. His RACE Digital Marketing Planning model remains the best digital marketing planning model out there
Dave is the author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation, and Practice

 

Social Media Marketing in Nigeria

Comprehensive Guide to Social Media Marketing in Nigeria

By | Marketing, Social Media | No Comments

It is doubtful if there is any serious marketing executive or business owner who has not heard of the enormous business building opportunity presented by the advent of social media. From blogs to agencies meeting rooms, one of the staples of marketing prescription for business promotion and building in Nigeria is Social Media. The buzz about social media marketing in Nigeria notwithstanding, is it suitable for your business? and if yes, how can you leverage it to achieve your business goals?
In this post, we aim to equip you with step by step process for developing, building and executing a purposeful and result-oriented social media marketing program for your business. The post will cover both the strategic and the tactical aspects.

What is Social Media Marketing?
First, let us try and understand what the term “social media” means. Social media is media (words, photos, videos, etc.) that is spread through social interaction chiefly using individual communication networks. Popular web-based social media platforms include Facebook, Twitter, and LinkedIn, Google +, Instagram etc. Unlike the traditional advertising paradigm that spreads information from one source to many, social media promotes peer-to-peer communication and gives individuals the choice to opt in, or out, of virtual conversations. With social media, consumers of media turn into producers of media—through photo and video sharing, blog posting, or other forms of content dissemination.
So, social media marketing means actively starting conversations, pushing content, asking questions, driving traffic and expanding visibility through social media platforms (Facebook, Twitter, LinkedIn, Nairaland etc).

Social Media In Nigeria
It is estimated that there are over ten million active social media users in Nigerian. According to Internet World Statistics, Facebook alone has 6,630,200 users in Nigeria as at Dec 31/12. In fact, according to Alexa, five of the top ten most visited websites in Nigeria are social media sites.

How Social Media Can Benefit Your Business
By implementing a thoughtful social media campaign you can:
Create Buzz
Buzz is all about riding the current wave of media—and creating buzz means adopting the latest media
to promote your message. Today this means leveraging social media. Building a
legitimate social media voice and developing influence within your community will create buzz for your business.

Generate Traffic
Having a well structured social media program will increase the probability that people will pass along your message, product or website through online social networks. This opens the chance of your message being disseminated to new and diverse crowds and thereby help generate new visitors to you.

Generate Leads
It is customary that in every sector of the economy, there are people at the center of the conversation – the agenda setters or influencers. Social media gives you the opportunity to win over your industry’s influencers by engaging and building a relationship with them. Build and nurture a direct relationship with them and if you are successful in winning them over, these influencers will pitch your company and products online on your behalf in subtle and not so subtle ways. With their blessing, qualified leads will start to come your way.

Instagram - Social Media Marketing In Nigeria

Join the Conversation
A well designed social media program will include social listening and with this, you can identify social networks where consumers are already talking about your brand and engage in the conversation to learn how your brand is perceived and accepted. And if you discover that no one is talking about your business, take this as an opportunity to research and test which channels respond best to your product or business; which will invariably help you in focusing your effort on those channels that are most effective for you.

Customer relations
Whether you like it or not, your customers are already online. So, it is only logical that you are active in the same community so that you can relate to them better.

Competitive Advantage
It is very likely that most of your competitors are doing a very bad job with social media ( In reality most companies are), which gives you the chance to stand out. And the flip side is that, if you avoid social media, you leave a big opening that allows your competitors to capture your audience.

Building a Social Media Strategy
The way to marketing success starts with a plan. This means before going into tactics, it is important that you devise a strategy for your marketing. Same applies to social media marketing. All successful programs are built on a deliberate and well-defined strategy.
The following are the strategic questions you need to answer before you get started:

Goals
What are your goals? Are you trying to build awareness for your product or brand, drive traffic to your site, attain leads, or convert leads to customers? It is even possible that you have multiple goals that are not mutually exclusive. Even so, decide which one is your primary goal. This will frame your focus and will drive all other planning decisions.

Target Audience
Who do you aim to reach? Potential customers, current customers, influencers? Before you decide on channels or create content, it is important that you define whom you will be marketing to.

Choose your social media marketing channels
Will your campaign be a comprehensive one focusing on multiple social media sites or will you devote your activities to one channel such as Twitter, Facebook, LinkedIn, YouTube, etc.? You need to decide on which channels will work best you. Of course, this will depend on a properly defined target audience. For instance, if your target audience is undergraduates in Nigeria universities, Twitter and Facebook will probably be ideal for you than say LinkedIn.

Engagement
What type of engagement will you do? What is the crux of your message? Is it a hook, an offer, a direct product placement, or perhaps a thought leadership lure? What format will your engagement be: blog posts, photos, graphics, and videos? Are you going to be promoting other brands or only your own? These are all things you need to decide upfront and these should tie back to the goals that you’ve got.
Define a project timeline
Does your plan cover a week, a month or a year? This will surely affect the frequency and types of messages you plan to deliver.

Metrics
After defining the goals, you need to find a metric that aligns with your goals and set an ambitious target. Metrics that you can use include: number of impressions, visits, leads, tweets, likes, retweets, etc.

Track and Monitor
Once a campaign is up and running, determining a return on time and money invested in the obvious next step for any social media marketing effort.

It’s critical to find out just what kind of results your online efforts are having. Has traffic grown with the volume of Twitter feeds? Has the new corporate Facebook fan page expanded the conversion rate and generated leads overnight or taken two months? Social media monitoring answers these questions.

Useful Tips For Effective Social Media Engagement
– Monitor the web for conversations about your industry, product and brand. Do so via RSS feeds, Twitter, Google alerts, and other social media tools.
– Join the conversation–don’t be promotional, be helpful—and earn trust.
– Make a personal connection–become a face, not just a name. Use the same name (use it always), post a good picture, be as transparent as possible, and always be honest.
– Offer help.
– Be Clear: Draft, edit, share internally and revise your content for best result
– Expand your network, including fans, followers, and subscribers. Make it easy for people to find you and to join your network.
– Create relevant and targeted content. Create the right content based on what you are hearing, and be generous with your content and links.
– Be patient
– Use Imagery: You have heard that a good picture is worth a thousand words. Well, it is probably worth more on social media. Use images, videos, and illustrations to make any piece more digestible.