Social media marketing
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Safaricom, Airtel, and Orange are the three most popular telecom brands in Kenya on social media. Safaricom has the most followers on Facebook at 3.8 million and focuses on rewarding loyal customers through promotional campaigns. Airtel posts frequently to resolve customer queries and engage customers. Orange mostly shares company news and CSR activities but posts less frequently. Safaricom and Airtel have more effective social media strategies like frequent posting, customer engagement, and creative content while Orange relies more on occasional posts about events and blogs.
Social media marketing
- 1. Presented by Geoffrey M. Nzomo ID No:2B4038
- 2. » About 4,000,000 Kenyans use social media. » Facebook- 3.8 Million » Linkedln- 1million » Twitter – 650,000
- 3. Populous brand in social media marketing:
- 5. Safaricom Airtel Orange 1. Social Mission 2. Promotional Media 3. Celebrities as Public figure- Advertisement 4. Posts frequently- More than 10 times per day 5. Focuses on campaigns to reward its loyal customers • Mostly posts educative and informative content • Posts frequently • Socially devoted • Most posts targeted on resolving customer queries • Most engaging post: A picture of a puppy (124 shares) (not sponsored) Mostly posts company CSR activities Posts and media content are mainly news related to telecommunication industry Posts frequently- After every hour Mixed content- With sometimes divulging to Political content
- 6. Safaricom Airtel Orange • Posts are targeted to set of followers(relatively smaller) • Rarely uses UGC • Hashtags are created for sensitization • Posts frequently • Focuses on providing customer feedback- better • Social Mission- connects to friend and families • Focusses on a large number of followers to popularize brand • Occasionally pauses questions to customers on their experience • Posts frequently(Hourly) • Constantly providing feedback to its customers Most of tweets are news related Posts frequently- hourly Mixed content but mostly informative
- 7. Safaricom Airtel Orange • Mostly posts company awards events • Rarely asks questions • Posts occasionally • Posts are usually educative and in • Occasionally answers customer queries • Mostly posts company awards and events • Shows promotional events and experiences with community • Often uses UGC • Rarely asks questions • Posts occasionally Heavily relies on blogs for educative content Posts occasionally Occasionally posts their past events and involvement with the community
- 8. Comparatively the Airtel Kenya and Safaricom have greater dominance in social media. Winning strategies in both players is mainly determined by: Creativity in media content posted. Extent of the social mission Awareness campaigns posted Level of involvement with the Customers