The Business Intelligence Partner Page * *

A presentation to

BQu team

13/06/2014

Play It Safe or Play It Unique on Social Media in Sri Lanka

The Business Intelligence Partner

Agenda / Content

I. Introduction

II. Key Issues in Sri Lanka for Social Media

III. Who plays it unique?

IV. Tips to be unique

V. Conclusion

The Business Intelligence Partner

Agenda / Content

I. Introduction

II. Key Issues in Sri Lanka for Social Media

III. Who plays it unique?

IV. Tips to be unique

V. Conclusion

The Business Intelligence Partner

While almost every person in Sri Lanka has a mobile connection, Facebook is the most popular social platform used with over 2.3 million users

Introduction

Sri Lanka’s population statistics for 2011-2012 - 20.2 million1

Internet stats December 20132

● Number of Cellular Mobile Subscribers -20,315,150

● Internet & Email Subscribers (Fixed) - 507,845

● Internet & Email Broadband Subscribers (Mobile ) - 1,664,003

Some social media stats from a 2013 survey3

● There were 2,300,000 Facebook users in Sri Lanka of which 1,420,000 were males and 720,000 were females 1

● 1,300,000 were mobile Facebook users

● 85% of the social media users follow local brands of which 35% follow more than 15 brands. But 60% do not

interact with the brand

● 45% of brand followers are happy with what they find in Facebook and do not visit the company website

Source: 1. http://goo.gl/xHwnjB 2. http://www.trc.gov.lk/index.php/information/statistics.html 3. http://readme.lk/sri-lankans-social-media-out/

The Business Intelligence Partner

Though social media includes multiple platforms, small businesses are mainly on Facebook

Introduction

Social Media refers to platforms where people can interact, create conversation and share information. Therefore the

social media mix involves mainly:

● Bookmarking

● News

● Networking

● Photo and Video sharing

● Wikis

In Sri Lanka however, there are very few industries that are highly active on social media;

● Telecommunications

● Private Higher Education

● Travel and Tourism

● IT and Software

Why don’t we see more industries being so active?

The Business Intelligence Partner

Telecommunications and e-commerce top rankings on Facebook and Twitter

Introduction

Facebook Twitter

The Business Intelligence Partner

Though Google plus is dominated by IT professionals, in Sri Lanka the top profiles belong to diversified industries

Introduction

Google +

The Business Intelligence Partner

Agenda / Content

I. Introduction

II. Key Issues in Sri Lanka for Social Media

III. Who plays it unique?

IV. Tips to be unique

V. Conclusion

The Business Intelligence Partner

Most brands targeting Mass Markets in Sri Lanka are not yet active on Social Media

Key Issues in Sri lanka for Social Media

Here are some of the key issues to why industries are still lagging behind on social media in Sri Lanka;

● Customers are not on Social Media

○ Only selected brands will agree that their customer is on Facebook

○ Most brands that target “Mass” markets and not Niche markets will not be so active

● Insufficient budget allocated for social media

○ Most budgets are allocated for traditional media, especially when focused on Mass consumer markets

● Not sure what social media is

○ The concept is only still being introduced into Marketing and Management curriculums in Sri Lanka

○ Most key decision makers are from a generation that were not exposed to these mediums and look to their

children to learn what's new

● Lack of statistical information

○ Unlike traditional media, most digital media does not show exact usage patterns and validate number of user

○ Brands are likely to get far less return that they anticipated on their activities

The Business Intelligence Partner

Agenda / Content

I. Introduction

II. Key Issues in Sri Lanka for Social Media

III. Who plays it unique?

IV. Tips to be unique

V. Conclusion

The Business Intelligence Partner

Mobitel has innovative and colorful presentation and cheerful commentary

Who plays it unique?

Source: https://twitter.com/MobitelSriLanka

Source: https://www.facebook.com/Mobitel

Source: https://www.facebook.com/Mobitel

The Business Intelligence Partner

John Keells promotes their products, share announcements has created an online community

John Keells Holding

Who plays it unique?

Source: https://twitter.com/JohnKeellsGroup

Source: https://www.facebook.com/johnkeells

Source:http://instagram.com/cinnamonhotels#

The Business Intelligence Partner

Who plays it unique?

Kelly Felder directs business through Social Media

Source:

https://www.facebook.com/KellyFelderColombo

Source: https://twitter.com/lovekellyfelder

The Business Intelligence Partner

Hayleys use social media as a cost effective recruitment tool

Who plays it unique?

Source : https://twitter.com/HayleysGroup

Source:http://ow.ly/ycPWy

The Business Intelligence Partner

Agenda / Content

I. Introduction

II. Social Media Marketing

III. Who plays it unique?

IV. Tips to be unique

V. Conclusion

The Business Intelligence Partner

Identifying the right customer segments and targeting the right platforms for social media is key

1. Identify the key markets, and what platforms they are on

2. Practice clear, well thought out strategies

1. Clear layout

2. Quality, interesting, useful information

3. Appropriate use of color and pictures

4. Forum for discussion

5. Watch over the tone and voice used in writing

3. Community is core

1. Give reasons as to why someone should follow you

2. Emotional appeal

3. Use of direct response marketing

Tips to be unique

The Business Intelligence Partner

Create an effective brand perception in the customers mind, and keep upto date

4. What to create is what people see

a. Brand perception is created by the brand

b. Understanding of the target audience and what they need

5. Change

a. The online world is changing day by day, keep track of what’s happening and run the extra mile to be ahead

b. Mirror or shape the brand utilities (i.e: Mobile friendliness)

Tips to be unique

The Business Intelligence Partner

Agenda / Content

I. Introduction

II. Social Media Marketing

III. Who plays it unique?

IV. Tips to be unique

V. Conclusion

The Business Intelligence Partner

It is better to build your own strategy based on where you customer is, and how best to communicate with them

● Pick the right social platform/s

● Build something unique and targeted

● Do not be afraid to explore

● Always put your customer first

Conclusion