1. Do you have a pulse on your
consumer: A Digital OverView

2. • 5 countries
• 60 integrated digital resources
• Certified team
• Key Afriglobal Accounts
• Telco-Specific Case Studies
• Strong Local Insights
• Platform Agnostic Methodology
Group
Credentials

3. A network of
brand experts
that use
digital to
create brand
experiences
and build
iconic brands

4. Nairobi
Kigali
Kigali Kampala Johannesburg
35experts
OFFERINGS
5experts
17experts
25experts
Brand
Digital
Social
Experiential
AV
Production
Broadcast
Design
Research
Spatial
Design
Technology
OFFERINGS
Digital
Social
Experiential
Technology
OFFERINGS
Brand
Digital
Social
Experiential
Research
Spatial
Design
Technology
OFFERINGS
Brand
Digital
Social
Experiential
AV
Production
Research
Spatial
Design
Technology
A regional
pool of
expertise
Lagos
10experts
Brand
Digital
Social
Experiential
AV
Production
Research
Spatial
Design
Technology
OFFERINGS

5. Selected
Track
Record:
Across
Industries

6. Globally, 60% of the purchase process is
driven by customer research and
investigation before ever speaking with
anyone in your organisation.

7. WHAT WE WILL BE GOING THROUGH:
• Online consumption patterns: How do consumers
behave online
• What are the pitfalls/ mistakes that brands make when
targeting consumers on digital?
• Identifying, influencing and converting your consumers
online
• Monitoring, measuring and tracking you performance/
spend on digital
• Where are the opportunities?

8. THE NUMBERS
A population of roughly 38 million.
According to the Uganda Communications Commission (UCC) the
number of internet subscribers grew from 8 million in 2014 to 13
million in 2015.
An interesting rise in the number of data supported voice calls for the
telecommunication industry.
e-commerce gains traction with the advent of online shops like Kaymu
and Jumia to the simple down-town boutique selling second hand
clothes on face-book.

9. SEARCH PATTERNS - 2015
Current Affairs
• Xenophobia
• Syria
• Brundi Coup
• African Cup of Nations
• Miss Uganda
• Mayweather v Pacquiao
• Pope Francis in Uganda
• Paris Attack
• Charlie Hebdo
• MAMA awards
• How to calculate pregnancy months
• How to become rich
• How to make mandazi
• How to conduct deliverance service
• How to bake a cake

10. SEARCH PATTERNS - 2015
What is
• What is illuminati?
• What is intranet?
• What is the risk of cancer with gut polyps?
• What is time now in Uganda?
• What is the exchange of euro into Uganda shillings?
• What is ebola?
• What is performance appraisal?
• What is xenophobia?
• What is immigration?
• What is my ip address?
How to
• How to code variables in amos
• How to join the illuminati Uganda
• How to make paper bags
• How to write an invitation letter
• How to lose weight in a week

11. TOP 10 SEARCHES 2015
• Sex tapes (Desire, Sanyu,)
• Pope Francis
• Aronda Nyakairima
• Burundi
• Amama
• Floyd Mayweather
• Rosemary Nankabirwa
• Lamar Odom
• Harriet Kisakye

12. Need
for Strategic
Digital
Media Buy
• Digital Media Buy has evolved over the years
• Today, digital is not an after thought anymore but
rather - sometimes at the core of marketing
campaigns
• Digital is where brands listen and gather data
• Each company fights for its share of voice and it
is imperative to target against profile / interests
(topics we would like to own as a brand.
Digital Media Buy is therefore a strategic function
is the entire marketing and branding ecosystem

13. Benefits of
Strategic
Digital
Media Buy

14. Where is my
audience active?
Big SM numbers doesn’t mean
big activity (Airtel vs Safaricom)
Where is my
audience?
IMPORTANT QUESTIONS
Where is my
audience Searching?
Peeps use SM for searching,
and socialising
Which niche platforms
best suits my business?
Do some research. Next slide gives
recommendations
Careful Selection of Digital Platforms

15. RESEARCH:
Alexa.com: What is Alexa? To quote from their website
“Alexa is continually crawling all publicly- available
websites to create a series of snapshots of the web.
Quantcast.com: Quantcast provides worldwide
audience and demographic data. Quantcast couples
machine learning with massive quantities of directly
measured data to deliver detailed audience data in
real-time. Search any website within Quantcast to get
measured demographics and volume results.
Google Ad Planner: Google Ad Planner takes
demographic information as collected by Google and
allows you to search for websites demographics to
better plan media buying campaigns.
Demographic research: On your own site via analytics
The
Pre Buy

16. COMPETITIVE INTELLIGENCE
SimilarWeb, Quantcast; Use tools to save time and get a
detailed understanding of what is working in competitors ads
and media buy campaigns.
on WRW Once logged in, search by advertiser, website or ad
network to find out what is performing best for any of the
three search options.
see top ads, placements and trends.
When using such tools you want to try to get Key Performance
Indicators (KPI). These include, target demographics (of the
places they’re advertising on and who’s coming to their
website) and ad copy.

18. What makes Digital so versatile?
A range of platforms serving different purposes but that can work in sync

19. How should we buy media to reach this audience?

20. Best
Practices:
(Media Buying Via
DSP )
Demand Side
Platforms
“Real-time bidding (RTB) for example allows
online advertising to be purchased and served on
the fly.
Instead of reserving prepaid advertising space,
advertisers bid on each ad impression as it is
served. The impression goes to the highest bidder
and their ad is served on the page.
Each RTB platform is different and the
capabilities are different too. Some allow you to
just bid on traffic networks or audiences like
AdBuyer.com, while others like SiteScout.com
allow you to bid on specific websites allowing you
to essentially do single site placements on a mass
scale, making the media process less labor
intensive than it has been in the past.

21. Where
to put
your media
buy
Direct buy: buying ad space directly on a website
from the website owner. For example doing media
buy on ntv.co.ug would be an example of a direct
media buy.
Network/Agency buy: buying ad space through a
third party network or agency, examples include:
Google Adwords Content Network, MSN Content
Network, AOL Adsonar, Pulse360, Interclick, there
are hundreds more.

22. SOCIAL NETWORKING SITES
1.Facebook ads
2.Twitter ads
3. LinkedIn ads
4.Instagram

23. Negotiating
the
buy
Cost per Thousand Impressions (CPM): A CPM is
how much you will pay per thousand impressions
of your ad during your buy. For example if you
have a $1 CPM, you will pay $1 every time your
ad is shown 1000 times.
Cost Per Click (CPC): A CPC is how much you will
pay ever time your ad is clicked. For example, if
you have a $0.50 CPC, you will pay 50 cents each
time that someone clicks your ad.
Cost per Action (CPA): A CPA is how much you
will pay when a designated action is performed.
For example, if you negotiate that a signup is
worth $5, then whenever someone completes
that action (sign up), you will pay $5.
* Inventory- Premium VS Remnant

24. The Buying Funnel
! The buying funnel is a series of steps a consumer goes through before
making a
purchasing decision
! The actions in each stage of the funnel are different for different types of
businesses or products
THE BUYING FUNNEL

26. THE DIGITAL PURCHASING FUNNEL
1. Awareness: Product is
introduced to the customer
2. Interest: Customer finds out how
the product may benefit them
3. Learn: Customer researches the
product and learns more about it
4. Shop: Customer searches for
the best way to buy product &
makes
final decisions about purchasing
5. Buy: Customer purchases the
product
6. Post buy: Review lifetime
customer retention and value,
provide support

27. Consumers’ progression through buying funnel:
! Each stage could include a single search or many searches
! Awareness and interest stages are not commonly search-
based stages, display
and other ad types appeal to these stages of the buying funnel
! Users can move through multiple stages of the buying
funnel after a single search if a website is oriented properly
and if the product is appropriate
! It’s important to understand how your customers move
through each stage of your buying funnel.
o Knowing how they move through your particular funnel helps
you provide the right advertisements, content, and
interactions for each stage

28. Benefits and features:
! For businesses, each step of the funnel is either focused on
benefits or features:
1. Awareness (benefit)
2. Interest (benefit)
3. Learn (feature & benefit)
4. Shop (feature)
5. Buy (benefit)

29. Ad Landing Pages:
! Landing pages should match the stage of the buying funnel
o The stage of the buying funnel can be determined from the
search query
! Landing pages for each stage of the buying funnel should
focus on doing different things for the customers:
o Awareness: Piques interest
o Interest: Shows why you need this
o Learn: How to, white papers, newsletters, buying guides o
Shop: Category/forms
o Buy: Convert right now

30. Choosing ad content or types:
! The content should match the stage of the funnel
i.e. If someone searches for a category of products, bring
them to category page
i.e. if someone searches for a specific product, bring them to
a product page
! Choose keywords that target a particular section in the
funnel- This increases the chances of moving the customer to
the next stage in the funnel
o i.e. If you want to target people ready to buy, use keywords
like “buy” or “purchase”
o i.e. If you want to target people in the interest section of
the funnel, use words like “best” “top”
o i.e. If you want to target people in the learning section, use
specific keywords related to the product

31. The Art of Crafting Unforgettable Experiences
Cool new design.
Solves a real
problem!
Old Experience
was a mess!

32. Additional Tips:
! Maintain scent throughout the purchase process
o Remind users why they are moving through the process
o The incentive and offer should be maintained throughout
the process
! Give the user options
o If the user is unable to find the exact product, the consumer
should have other options to convert
Display & the Funnel:
! Image and video ads work well for awareness and interest
stages of the funnel –higher recall rate than text ads.
o Text ads have a low recall rate, especially if the user is not
already aware of the company, product, or service

33. 33
SO-WHERE ARE THE OPPORTUNITIES:
! Native advertising that is not intrusive
! Localised content that connects with the consumer - cooking groups online,
mothers and wives, football supporters.
! With research and planning let those who understand your target audience
speak for your brand.

34. Case Studies

36. Regional Case Studies

37. Airtel trusts us with their brand online
across
the East African Region
These Two pseudo
Characters (Jamo & Caro)
have redefined Customer
Care in East Africa
and are now used as a
benchmark across
The continent.
SOCIAL MEDIA
MANAGEMENT
FOR
AIRTEL KENYA,
AIRTEL
UGANDA
AIRTEL
RWANDA
TEAM
INVOLVED:
NAIROBI
KAMPALA
KIGALI

38. Social Care has
transformed Airtel into a
Socially Devoted Brand:
SOCIAL MEDIA
MANAGEMENT
FOR
AIRTEL KENYA,
AIRTEL
UGANDA
AIRTEL
RWANDA
TEAM
INVOLVED:
NAIROBI
KAMPALA
KIGALI

39. Even BikoZulu joined in!SOCIAL MEDIA
MANAGEMENT
FOR
AIRTEL KENYA,
AIRTEL
UGANDA
AIRTEL
RWANDA
TEAM
INVOLVED:
NAIROBI
KAMPALA
KIGALI

40. SOCIAL MEDIA
MANAGEMENT
FOR
AIRTEL KENYA,
AIRTEL
UGANDA
AIRTEL
RWANDA
TEAM
INVOLVED:
NAIROBI
KAMPALA
KIGALI

41. SOCIAL MEDIA
MANAGEMENT
FOR
AIRTEL KENYA,
AIRTEL
UGANDA
AIRTEL
RWANDA
TEAM
INVOLVED:
NAIROBI
KAMPALA
KIGALI

42. Airtel Kenya Voted:
Number 1 Social Media Brand In Kenya (August 2015) by Brand
Africa Index
Airtel Kenya Voted:
Finalist at the 2015 Lories (SA) for the Service Design excellence
category
Airtel Kenya :
Global Case Study by Social Bakers
SOCIAL MEDIA
MANAGEMENT
FOR
AIRTEL KENYA,
AIRTEL
UGANDA
AIRTEL
RWANDA
TEAM
INVOLVED:
NAIROBI
KAMPALA
KIGALI

48. • Identify your target Audience
• Plan the Aesthetics (optimise for mobile,
responsive design)
• Have a reasonable budget
• Compare and Contrast
• Expand out of your comfort Zone
• Track Everything
• Build a high performing team with a culture of
accountability with clear quantifiable goals.
• Explore Partnerships with the right platforms
(local and international)
• Data Analytics for better decision making
– Increased revenues
– Improve User Experience
How will
you get this
done?

49. Institutionalize
LEARNING
When people don’t understand what’s
at stake, they won’t fight for it.

50. Thank
You