Presentation to Conservation Communications Forum in Nairobi
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The document outlines strategies for effective social media use in conservation outreach, highlighting trends such as influencer marketing and the dominance of video content. It provides insights specific to social media engagement in Kenya, emphasizing the importance of audience understanding and content strategy. Additionally, the document concludes with key recommendations for successful engagement on social media platforms.
Presentation to Conservation Communications Forum in Nairobi
- 1. How to Better Use Social Media and Engage with Public Audiences On Conservation March 7, 2019
- 3. 3 Photo @pedromcbride // A giraffe kiss @r.e.s.c.u.e. Wishing Kenya peace after their election. #wildlife #orphanage #blackandwhitephoto #nature #kenya Permalink 621k 80m 12m Kenya Election (excl. Media Outlets), Kenya Election generic, Kenya Election, Kenya Election geol... Instagram 620k 1779 08/09/2017 National Geogra... @natgeo - 80m Subscribers
- 4. What Are Social Media? 4
- 5. Global Social Media Trends 5 Social Messaging Over-the-top messaging and SMS messaging are Millennials preferred choice of communication. Consumers also greatly trust information they receive through social messaging. Influencer Marketing Consumers want authenticity and brands are using micro-influencers to get higher engagement. Video 90% of all content shared by social media users was video in 2017. Ephemeral Content Typically disappears within 24 hours but yields higher engagement rates Rise of Augmented Reality Use of A/R on mobile phones is an engaging way for marketers to reach their audiences Instagram Stories Facebook’s Chief Product Officer, Chris Cox, predicted that the Stories format will surpass feeds as the primary way people share things with their friends sometime next year.”
- 7. Social Media in Kenya 7 Source: Hootsuite, Digital in East Africa in 2018
- 8. Social Media Users are Urban 8 Location # of Posts % of Total Geo-Tagged Posts Nairobi 619,946 85.1% Mombasa 44,322 6.1% Nakuru 27,751 3.8% Kisumu 18,033 2.5% Uasin Gishu 18,022 2.5% Location Users – min/max % of Total Geo-Tagged Users Nairobi 4.25 – 5.10 85.0% Mombasa 0.15 – 0.18 3.0% Eldoret 0.05 – 0.05 0.9% Nakuru 0.05 – 0.05 0.9% Kisumu 0.03 – 0.04 0.6% Source: Sochin Limited Organic reach: 8% Organic reach: 6% Source: Facebook Audience Insights
- 9. Algorithms 9 Tweets in the “While You Were Away” category are determined by “user engagement” “Show Me the Best Tweets First” is based on relevance and not chronology. The tweets are based on accounts you interact with most, tweets you engage with and much more. Several categories affect which posts will be shown first: • Number of likes and comments a post has • Your relationship with the user posting • The timeliness of the post • What you share directly with users • The relevancy score predicts whether or not a user will like, click, comment, share, hide, or even mark a post as spam. Ads also receive a score • Prioritizing friends shows posts from friends over the Pages followed or promotional content. • If you spend time on a particular post, FB is more likely to show that post on your friend’s News Feed. • Video engagement is monitored and users already engaged with videos will see more of them.
- 10. Are Social Media an Equal Playing Field? 10
- 11. Echo Chambers 11
- 12. Echo Chambers 12
- 14. Engagement Metric - Twitter 14 1-3% engagement is the norm, globally (and high by advertising standards, today). However in Kenya, 3% is very low for a campaign. The market constantly outperforms in engagement. Ad:Dynamo
- 15. Engagement Metric - Facebook 15 Source: Hootsuite, “Facebook Engagement Insights & Benchmarks”
- 16. Engagement Metric - Facebook 16 Source: Hootsuite, “Facebook Engagement Insights & Benchmarks”
- 20. Ivory Burn April 2016 20
- 21. Platform Distribution 21 +40K % 178m Estimated Reach +47K % 2.15b Impressions +32K % 130k Volume 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 Facebook Twitter Instagram Sinaweibo Google+ Youtube Dailymotion Blog Website Media Offline Press Forum Reviews Comments Ivory burn Online event
- 26. Geographic Distribution 26 Kenya Botswana Gabon Uganda # of posts and reposts 37,055 66 26 459 Impressions 791,862,753 44,121 91,735 5,113,06 7 Estimated Reach 62,646,823 3,479 7,335 405,474 China Hong Kong Vietnam # of posts and reposts 119 271 14 Impressions 72,107,582 1,715,252 9,241 Estimated Reach 5,063,198 131,656 737 Rest of Africa US UK # of posts and reposts 5,592 16,628 7,012 Impressions 40,094,480 369,261,693 104,013,180 Estimated Reach 3,145,933 30,091,231 8,535,490
- 27. Influencers 27 Rank Account Tweets Followers 1 IG|@USEmbassyNairobi (@USEmbassyKenya) 705 140,264 2 Evelyne Gathoni (@EvelyneGathoni) 546 396 3 Denise O'Toole (@DotooleO) 540 985 4 Baby J (@2njeri) 517 1,249 5 wildlifedirect (@wildlifedirect) 445 12,788 6 Kenya Wildlife (@kwskenya) 427 89,871 7 Ravi (@RavS82) 399 1,973 8 Dr. Paula Kahumbu (@paulakahumbu) 381 85,228 9 Ali Van Zee (@alikat747) 352 5,347 10 Tembea Africa (@TembeaAfrica) 330 808 11 #EndTribalismNow (@Eddiejimmy) 306 1,887 12 SeaDolphinLover (@SeaDolphinLove1) 303 616 13 Justus Tharao (@justustharao) 301 8,002 14 #WildlifeWarrior (@ontita_vincent) 297 537 15 Ambassador Bob Godec (@BobGodec) 284 29,883 16 AWF (@AWF_Official) 270 40,576 17 Rebecca W. Ellison (@Weslie19) 270 1,236 18 Ken Gitau (@GitauKE) 263 612 19 Smriti Vidyarthi (@SmritiVidyarthi) 259 214,712 20 Harry Voo (@HarryVoo123) 255 162 21 Charliealpha011 (@charliealpha011) 253 1,439 22 Paul Udoto (@pauludoto) 229 7,099 23 KBCChannel1 (@KBCChannel1) 212 85,280 24 Digital Humanitarian (@PhilipOgola) 201 37,137 25 Ollivier Yves (@ollivier_yves) 199 357 26 nonvlinders (@Nonvlinders) 188 609 27 Dawn Scholes (@DawnScholes) 186 105 28 Donna Sudbury (@Seagypsy40) 180 931 29 Parth Padia (@ItsPadia) 174 10 30 Little dragon (@Mosioatunya11) 170 65 Ranked by # of Tweets Rank Account Tweets Followers 1 Twitter (@twitter) 1 54,546,747 2 BBC News (World) (@BBCWorld) 3 14,150,559 3 National Geographic (@NatGeo) 1 11,407,656 4 TIME.com (@TIME) 1 10,441,978 5 The Associated Press (@AP) 1 7,482,890 6 Washington Post (@washingtonpost) 2 6,362,670 7 The Guardian (@guardian) 2 5,518,860 8 CBS News (@CBSNews) 1 4,447,767 9 China Xinhua News (@XHNews) 3 3,937,979 10 Lonely Planet (@lonelyplanet) 1 3,421,254 11 Sky News (@SkyNews) 2 3,244,757 12 Bloomberg (@business) 2 3,126,193 13 norman reedus (@wwwbigbaldhead) 1 2,754,097 14 Department of State (@StateDept) 1 2,607,561 15 JARED LETO (@JaredLeto) 1 2,233,543 16 FRANCE 24 (@FRANCE24) 1 2,227,729 17 WWF (@WWF) 1 2,134,213 18 Nat Geo Photography (@NatGeoPhotos) 1 1,938,334 19 The Independent (@Independent) 6 1,906,169 20 Agence France-Presse (@afpfr) 1 1,872,352 21 The Indian Express (@IndianExpress) 1 1,730,425 22 Daily Mail Online (@MailOnline) 2 1,637,219 23 Uhuru Kenyatta (@UKenyatta) 6 1,426,909 24 banksy (@thereaIbanksy) 1 1,411,634 25 CLAUDIA BAHAMON (@CLAUDIABAHAMON) 3 1,365,116 26 Scientific American (@sciam) 1 1,341,090 27 Bear Grylls (@BearGrylls) 1 1,278,551 28 BBC Africa (@BBCAfrica) 1 1,247,654 29 dna (@dna) 1 1,167,005 30 NTV Kenya (@ntvkenya) 92 1,139,386 Ranked by # of Followers
- 28. Speaking with One Voice 28 AWF 1,300,000 191,000 113,000 2,736 IFAW 727,000 105,000 77,400 87,538 Save the Elephants 571,209 202,000 74,400 3,073 Born Free 312,000 65,400 107,000 - USAID Kenya 275,574 - 31,500 299 KWS 165,769 66,400 381,000 255 Lewa Conservancy 142,000 143,000 36,300 15,780 Ol Pejeta 136,000 129,000 45,800 3,011 USAID EA 112,000 - 8,565 - WWF Kenya 32,000 5,288 12,300 279 Tusk Trust 29,000 - 19,700 213 WWF Africa 26,000 2,323 1,688 33 EA Wildlife Society 24,140 1,562 5,052 20 Lion Guardians 13,600 1,576 5,033 2,378 Space for Giants 12,000 123,000 6,526 92 Wildlife Direct 7,331 4,974 25,200 1,025 Kenya Wildlife Trust 5,735 1,225 4,139 1 KWCA 2,823 - 1,505 12 Total 3,894,181 1,041,748 956,108 116,745
- 29. Conclusions 1. Have clear objectives and a strategy 2. Know who your audience is and what they want 3. It takes resources to be successful 4. Social media is a fickle business 5. Build meaningful networks 29
- 30. Contact 30 Sochin Limited Noah W. Miller, Managing Director [email protected] 0721.403.574 www.sochin.agency Marula Manor Marula Lane Karen, Nairobi