Social Media MarketingInternational University of Japan

2B5060 Dennis Tlaang

1.Outstanding social media campaignsfrom Botswana

#SKYGIRLSBW

Magazine70,000 free circulation copies

Facebook75,087 likes

Twitter2063 followers

Instagram1756 followers

SMS15,000 connections

ActivationsSeveral 100 activations, with a combined audience of over 10,000

An empowerment campaign for teenage girls, created around the tagline ‘stay true to yourself’.

This was based on the insight that teenagers (and girls in particular) often struggle to make well-informed decisions, and can sometimes make decisions based on what they think others want them to do.

SKY > “Sure Ka Yona” >>> “Sharpo ka Yona”

RadioWeekly radio shows on 2 local radio stations

TV5 minute weekly segment

12,210 views, 439 likes

#BWJobgraduatesAn organization formed by young graduates who wanted to make a positive contribution in other graduates life! 

They help each other as graduates in finding jobs, CV writing skills and interview skills

They believes in sharing and thus its goal is to expose those who are less privileged opportunities that are relevant to their individual personal empowerment and growth.

Facebook110,398 likes

#UnemploymentMovement

Facebook6,828 likes

Twitter782 followers112 Likes

An organization advocating for the creation of employment opportunities for youth and minority groups in Botswana.

This campaign was started by angry citizens following an incident where an unemployed graduate was arrested for standing in front of parliament to protest how the government he voted for can create a budget of $10million to celebrate the country’s 50th Independence while over 34% of youth are unemployed.

Video click here: a single UGC video received 1,023 Likes and 87,286 views

#IshallNotforget campaign

Facebook37,462 likes

Twitter608 followers

This campaign was started by angry citizens following an incident where a vulnerable under-aged school girl was sexually defiled by an older man and got pregnant. The campaign trended in social media platforms Twitter and Facebook quiet for sometime including private newspapers and radio stations. This was a huge campaign in which the protestors marched through the city roads and stood by the traffic lights spreading the messages. The protest sent an alarming message, it reached even neighbouring countries.

Petition1737 signatures

#Moono #UDC

Facebook27,606 likes

Umbrella for Democratic Change (UDC) alliance, got the recognition and followers mostly because, it was led by the youth who marketed their party slogan through the social media. The party used of the social media, to appeal to the voter. Party slogans have been emblazoned on the home pages of most people’s Facebook accounts.

The presidential candidate Duma Boko created a Facebook account to gain an extra reach.

Consequently resulting in the party (UDC) getting more elections in the cities and urban areas, and becoming the second voted party for both the councillors and parliamentary seats

2.Content StrategyBotswana Network Carriers

• Mostly posts brand activation events and promotions

• Rarely uses UGC

• Rarely asks questions

• Posts frequently

• Focuses on campaigns

• Most engaging post: A picture of friends (133 likes) (promotional free airtime)

• 19,379 page likes

• Mostly posts blog posts

• Rarely uses UGC

• Asks many questions

• Posts once every few days

• Focus on thought-leadership content

• All kinds of content, including irrelevant topics

• Most engaging post: A shattered Orange logo picture after Paris attacks (162 likes) (not sponsored)

• 19,319,675 page likes

Mostly posts current events

Rarely uses UGC

Posts twice a week

Mixed content

Most engaging post: A picture of a Botswana runners at the Olympics (116 likes) (not sponsored)

19,662 page likes

• Mostly posts sponsored events and promotions photos

• Often uses UGC

• Frequently asks questions

• Posts frequently

• Focuses on sponsored event live updates

• Most engaging post: A response to a customer complaint (53 shares) (not sponsored)

• Mostly posts employee, customer and event photos

• Often uses UGC

• Rarely asks questions

• Posts frequently

• All kinds of content, including irrelevant topics

• Most engaging post: A picture of college students (70 shares) (sponsored)

• Mostly posts notices and announcements

• Rarely uses UGC

• Rarely asks questions

• Posts occasionally

• Mixed content

• Most engaging post: Miss Botswana beauty pageant winner (10 shares) (not sponsored)

Summary

◎ Social media has given users a platform to speak and be heard, whereas in traditional media one would be easily side-lined

◎ It has changed the political mobilization landscape and reach, giving access to voters who would otherwise not be easily reached by traditional media

◎ Social media has allowed users access to low cost real-time marketing. One does not need to wait for the news to know what is happening

◎ Companies in Botswana are still slow to harness the power of social media. They are approaching social media as they would traditional media while users are leading in the networking and communication platform usage.

Thank you