A presentation I made at the 9th CEO Forum organised by Leap Africa in Lagos, Nigeria

1. Martins Stanislaus Olusegun

2. Analytics &
Measuremen
t
Consumer
Engagement &
Experience
Strategy
& Insight
Creative
Ideation Prototyping
+ Testing
Creative
Execution
Our solutions are rooted in
the consumer journey…
engaging works and media neutral solutions

3. Customers want to keep in touch with your brand. It’s
your mission to uphold, defend, promote and
communicate the message of your brand at all levels.
But the days of uni-directional public relations are long
gone. Today, digital audiences seek tight-knit, one-to-
one privileged communication with companies. All at
the speed of the Internet. But relationship based
communication and protection at scale can only be
achieved through social channels.

4. Quick Survey
http://bit.ly/SMENG

5. A short story
“….it’s just unbelievable”
-Victor ( Small Business Owner )

6. Publicity
• The deliberate attempt to
manage the public's
perception of your
brand/service/product…..
• The act of attracting the
media attention and
gaining visibility with the
public.
• “Free Advertising” Via
News Sources.
• Increase sales
• Credibility
• Helps build interest
in your business
• It’s free ??
• Positioning
• Increase traffic to
touch points.

7. Social Media

9. Social Media
Proving to be one of the most
significant publicity tools
Today.

10. Social Media
We all use it already.

11. Nigeria

12. Top 10 Websites in Nigeria

13. The Past
Press releases to news houses
Limited reach

14. ..recent past
Press releases to news houses + website
More reach

15. Now
News houses + website + blog
+ Social Media
Global Reach

16. ..now
News houses ??
Everyone can now be a publisher

17. • Social Media has impacted the PR industry.
• Social Media has changed journalism.
• Social Media has changed how we do business.

18. HBR

19. Fortune 100
Companies

20. So what do you do about it?

21. • SEO
• ORM
• Content
• Influencers
Get Found

22. Don’t Just Jump in.
• Start with your strategy.
• Anyone can set up a Twitter or Facebook account
but you need a strategy to make it a success.
• If you treat social media as a key part of your PR and
wider business strategy you can achieve real business
results.

23. Plan, Plan, Plan
• Objectives
• Strategy
• Tactic / Channels

24. • Largest Social Network. – 12.2 Million Nigerians
• Great for making a connection with your clients
• Open a business page, not a personal page.
• Give your page a purpose - Share regular and
great content – Secret hereis engagement
• Make sure you deliver value, people expect
ongoing interactions that rewards their
commitment.

25. • 140 characters limitation - Be creative.
• Rapidly build a loyal following and connect with customers
+ Influencers.
• Journalist love Twitter – Find them, follow them
• Leave enough space for the people to RT @yourusername
to make your content spreadable
• Use #

26. • Strong focus on Business Networking.
• Join Industry Groups.
• Use the answers section.
• Participate in discussions.
• Don’t spam.
4.8 million Nigerians
- cnbcAfrica

27. • Video Hub
• Push for people to subscribe
• Video can help inform, educate and entertain your
TA. – Shareable content
• Doesn’t have to be expensive

28. • Document repository
• Thought Leadership

29. Thought Leadership
• Become an Expert
• Case Studies
• White Papers
• YouTube Videos
• Blog Posts
• Social Media

30. Social Media Analytics
Measurements
Tracking

31. Social Media Response Flow

32. Positive Comments
• Range from satisfied
customers to loyal brand
enthusiasts.
• Acknowledge user’s
comment (Like or Retweet).
• Reply with thanks or
additional information to
continue dialogue.
• Neither congratulatory nor
defamatory; rather factual.
• Could also be a basic or
complex question.
• Acknowledge all questions and
resolve them to show the
community that the brand
addresses their concerns.
Neutral Comments

33. Negative Comments
• Dissatisfaction with brand’s product or service.
Always acknowledge negative posts, never delete.
• Show the community that users’ concern is
important and will be addressed.
• Offensive or inappropriate posts: document post via
screenshot, delete from wall, send private message
to user explaining reason for deletion.

34. Urgent Comments
• Abusive comments or serious user aggression should
be escalated for immediate response.
• If immediate response is not possible, place
empathetic holding message. Ensure user feels heard
and query is taken seriously.
• Further communication with user should take place
offline, but comment thread should be wrapped up on
the wall.
• Document incident via screenshot for reporting.

35. …some cool tools

36. Recap
• Loads of Opportunity Out there
• Embrace Social Media
• Set your strategy
• Know your target audience
• Engage – create and share engaging content
• Measure

37. Thank you