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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.

 

Nigerian company and digital marketing - Wow effect communication

Nigerian Companies And Digital Marketing

By | Advertising, Marketing, Social Media | No Comments

How Nigeria companies market online

Banner Ads

To most Nigerian companies, digital marketing starts and ends with banner ads. Well, to start with, banner ads are the least effective marketing channel . See some statistics about banner ads:

  • An estimated 31 percent of ad impressions can’t be viewed by users. (Comscore).
  • Of those banners that are in view, a Nielsen eye-tracking study shows that 92 percent are simply not noticed.
  • A recent study by OnScroll in the U.K. estimates that a whopping $11.7 billion was wasted on display ads in 2012 alone.
  • 8 percent of Internet users account for 85 percent of clicks. (ComScore)
  • About 50% of clicks on mobile ads are accidental. (Source: GoldSpot Media)
  • You are more likely to survive a plane crash than click on a banner ad. (Source: Solve Media)

Now, when you juxtapose the stats above with the ever worsening case of banner ads fatigue, you will begin to understand what I am talking about.

While it is true that the quoted stats are not Nigeria centric, the true stats for Nigeria will probably be worse(You don’t believe me? just head to lindaikeji.blogspot.com, stelladimokokorkus.com, ynaija.com, naij.com and other popular Nigeria sites and you will see how inundated you are with banner ads)

So, for a brand to build its whole online marketing strategy on banner ads is preposterous to say the least

Social Media

Another big online marketing lie that Nigeria companies have bought into is that social media is the marketing panacea. So many “marketing experts” have touted social media as a magic bullet, promising it will change the very fabric of how we market online. And it seems Nigeria companies have bought this hype hook, line and sinker.
And to make matter worse, social media is now largely pay-to-play. It’s getting harder to achieve the same results posting for free on social networks.

  • “Organic reach” of content from brands and small businesses has fallen to less than 2 percent of all fans. (Inc.)
  • In December of 2013, Facebook changed the algorithm that determines who sees what content, resulting in business pages losing 40-80% viewership of their posts. (Modern Connection)
  • Company Facebook pages reach as little as 2.6% of their followers. (Adweek)
  • Of the 2.6% of users pages reached with their posts, 11.8% engaged with those posts, on average. (Adweek)
  • Pages with more than 1 million Likes saw link posts perform the best, at 3.78% reach. For those with fewer than 1,000 Likes, video posts perform best with reach up to 30.0%. (Adweek)
  • Average organic likes growth was 0.53%, and pages with fewer than 1,000 Likes saw that figure rise to 1.62%.(Adweek)

Sorry sir, the truth is, social media is not the marketing panacea it has been sold to you as (at least organically).

THE SOLUTION

Does the above mean companies should not utilize banner ads and social media marketing channels? Not exactly. The point I am trying to make is that:

Banner ads or social media are only a small part of digital marketing – if used well they can perform equally as well as other channels for both branding and direct response- sales. The real insight comes when a company looks beyond each silo and start to measure the cross-channel value of a campaign, optimizing based on what works and equally what does not.

In other words you need to take a strategic approach to digital marketing. This means asking questions like “where is the company today and where does it want to get to?” then applying those answers to the selection of digital marketing opportunities. And of course, employing the best practices for the selected channels to get the best from them

Top 10 Most Active Nigerian Governors on Social Media

Top 10 Most Active Nigerian Governors on Social Media

By | Social Media | No Comments

Social media can be defined as websites and other online means of communication that are used by large groups of people to share information and to develop social and professional contacts. In Nigeria, social media has become an integral part of life. It is now an important tool for disseminating information online.

During the 2015 general elections in Nigeria, social media played a huge role in shaping public opinion and setting the agenda. Political parties employed various tactics on social media to make known their voices. Almost every presidential & gubernatorial candidate had a social media handle (mostly Facebook & Twitter) which was used to canvass for votes.

Today, every state in Nigeria has a social media handle (although mostly poorly run) which is used to inform its people about the day to day activities of the state government and how it affects the life of the masses.

In this article, we will be taking a look at the top 10 most active governors on social media in Nigeria. The criteria for selection include Number of followers, average number of posts daily, engagement rate & verification status.

Please note that only official Facebook & Twitter handles of the governors were considered for the ranking.

 

10. Governor Isiaka Abiola Ajimobi (Oyo State)

Facebook | Twitter

The executive governor of Oyo state, Governor Isiaka Abiola Ajimobi, is one of the oldest governors in Nigeria. He became the first sitting governor in Oyo state to be reelected into office in 2015.

The governor was nicknamed “Mr. Constituted Authority”, after a confrontation with students of Ladoke Akintola University of Technology (LAUTECH) who were protesting against the nonchalant attitude of the Oyo state government to the affairs of the school.

Gov. Ajimobi is the 10th most followed governor on Twitter with more than 98k followers. He is followed by more than 125k people across his social media handles. He uses his social media handles to constantly inform his followers about the day to day activities of the government.

 

9. Governor Aminu Waziri Tambuwwal (Sokoto State)

Facebook | Twitter

His Excellency, Aminu Waziri Tambuwwal, the executive governor of Sokoto state is the 9th most socially active governor in Nigeria. He served as the Speaker of the Nigerian House of Representatives from 2011 to 2015. He is one of the few serving governors who have previously been active on social media before being elected into office.

The governor has about 140k followers across his social media handles. He uses his social media handles to report his day to day activities and how it affects the people of Sokoto.

 

8. Governor Rotimi Akeredolu (Ondo State)

Facebook | Twitter

His Excellency, Rotimi Akeredolu was recently elected as executive governor of Ondo state. He is a senior advocate of Nigeria (SAN). The governor previously served as Attorney General of Ondo State from 1997 to 1999. He is also an ex-president of the Nigerian Bar Association.

The governor was in the spotlight on social media after he controversially won the governorship primaries of the All Progressives Congress (APC) in September 2016. This led to a rift among leaders of the party.

Gov. Akeredolu is one of the 3 governors with verified accounts on Twitter. He is followed by about 159k across his social media handles where he regularly posts about his activities as governor of the sunshine state.

 

Udom Gabriel7. Governor Udom Gabriel Emmanuel(Kwara State)

Facebook | Twitter

Udom Gabriel Emmanuel (born 11 July 1966) is the Governor of Akwa Ibom State of Nigeria, in office since 29 May 2015. He ran successfully for the office of governor in the April 2015 elections on the platform of Akwa Ibom State People’s Democratic Party. Emmanuel was elected Governor of Akwa Ibom State on 11 April 2015. He was sworn in on 29 May 2015. He is followed by about 163k across his social media handles where he regularly posts about his activities as governor.

 

rochas okorocha6. Rochas Owella Okorocha (Imo State)

Facebook | Twitter

Owelle Rochas Anayo Okorocha is a Nigerian politician, a philanthropist, business mogul, administrator presently Imo State Governor under the All Peoples Grand Alliance (APGA) flag. He is versed in local, national, and international policies and global trends in economic development. The governor is followed by 186.3k people on his social media account.

 

5. Governor Nasir El-Rufai (Kaduna State)

Facebook | Twitter

Governor Nasir El-Rufai, the executive governor of Kaduna state is ranked 5th on our list. Popularly called Mallam Nasir El Rufai, the governor needs no introduction when it comes to social media. He uses social media to further amplify his vocal views about the affairs of Nigeria.

Mallam Nasir El Rufai has previously served as Director, Bureau of Public Enterprises and Minister of the Federal Capital Territory. He was nicknamed “Mr Demolition” during his service as Minister of the FCT due to the massive demolition exercise which he approved to rid the FCT of unwanted structures. The governor is followed by 256k people on his social media account.

The governor uses his social media accounts to inform the people of Kaduna state about the ongoings in the state and reiterate his promise to take Kaduna to the next level. His son, Bello El-Rufai, is also popular on social media and is widely seen to be a chip off the old block.

 

4. Governor Ibikunle Oyelaja Amosun (Ogun State)

Facebook | Twitter

Governor Ibikunle Amosun, popularly called SIA (acronym for Senator Ibikunle Amosun), has served as executive governor of Ogun State since 2011. The governor is well known for his signature Yoruba cap wearing style.
The governor was previously a member of the Senate representing Ogun Central District. He is followed by about 277k people on his social media handles.

Senator Ibikunle Amosun is very popular in his state for his massive (perceived as unnecessary in some quarters) road projects which include flyovers and multiple lanes expressways. He uses his social media handles to showcase the beauty of Ogun state and inform his people about the ongoing projects in the state.

 

3. Governor Ibrahim Hassan Dankwambo (Gombe State)

Facebook | Twitter

The executive governor of Gombe state, Ibrahim Hassan Dankwambo, ranks 9th in our list. The governor is followed by more than 343k people across his social media handles. He also ranks 3rd in the list of most followed governors on Facebook.

The governor posts regularly about his activities in the state, including new & ongoing projects. The governor also uses his social media handles to reiterate his commitment to keeping his campaign promises.

 

2. Governor Rauf Aregbesola (Osun State)

Facebook | Twitter

His excellency, Rauf Aregbesola is the executive governor of Osun State. Popularly called “Ogbeni”, the Yoruba word for mister, the governor is perceived to be a figure of love-hate in some quarters. Known for his vocal power, he is often criticized for his management of Osun state.

Ogbeni Aregbesola is the only governor without a cabinet as he deems it too expensive to maintain. The governor has also been widely criticized for the non/partial payment of government workers in Osun state.

Like him or hate him, Ogbeni is a strong political force in the South western part of Nigeria. He also previously served as Commissioner for works & infrastructure in Lagos state under the administration of Asiwaju Bola Ahmed Tinubu.

With over 669k followers on social media, the governor remains a force to reckon with. His twitter handle is very popular for regular bants about the English Premier League (EPL) in which he supports Arsenal Football Club.

 

1. Governor Akinwunmi Ambode (Lagos State)

Facebook | Twitter

His Excellency, Akinwunmi Ambode, is the executive governor of Lagos state. Lagos is the most populous state in Nigeria. The governor was elected into office in 2015 after a keenly contested election.

Gov Ambode was constantly berated on social media during his early months as governor after being regularly spotted at the popular nightclub, Quilox & embroiled in a messy dispute with his predecessor. The governor has gone on to be the pride of the people of Lagos by commissioning projects of huge magnitude.

Governor Akinwunmi Ambode is the only governor in Nigeria with verified Facebook & Twitter handles. The governor his followed by more than a million people on his social media accounts. He uses the accounts to showcase his day to day activities as governor of the commercial capital of Nigeria, Lagos state.

 

Conclusion

Despite social media growing to be a very important tool for disseminating information & shaping public opinion, a lot of state governments are still not taking advantage of this tool. Most state governments in Nigeria have very shabby social media accounts which are poorly run and grossly underutilized.

Social media has grown to be more than just a tool for basic interaction to becoming an integral part of life online. Take advantage of it today.

Want to learn more about social media & how to effectively use it? Send a mail to hello@woweffect.com.ng today.