Published on March 12, 2014
Digital Insights Mozambique Internet Social Media Search Engine Optimization Cláudio Fauvrelle email@example.com
Digital Insights for Mozambique 2014 • Internet and social media situation in Mozambique & Global • Insights: Consumer and Brand • Great 2014 online strategies and goals
Internet and Social Media situation in Mozambique & Global Sources: socialbakers.com, internetworldstats.com wikipedia.org, bloomsocialbusiness.com checkfacebook.com, comScore, statisticbrain.com, ITU Cláudio Fauvrelle firstname.lastname@example.org
Global Internet statistics Cláudio Fauvrelle email@example.com
Global Internet statistics 77.3 60.8 45.7 41.3 33.6 32.7 6.7 0 10 20 30 40 50 60 70 80 Europe The Americas CIS** World Arab States Asia & Pacific Africa Percentage of households with Internet access, by region, 2013* Regions are based on the ITU BDT Regions, see: http://www.itu.int/ITU-D/ict/definitions/regions/index.html Note: * Estimate ** Commonwealth of Independent States Source: ITU World Telecommunication/ICT Indicators database % Cláudio Fauvrelle firstname.lastname@example.org
Global Internet statistics Cláudio Fauvrelle email@example.com
Mozambique Internet statistics 2000 30,000 Internet users 2012 1,140,3111 Internet users 2010 612,000 Internet users Total internet users: 1,140,311* Penetration: 4.8% 2 * Internet users are persons using the Internet in the last 12 months from any device, including mobile phones. Source: International Telecommunications Union (ITU) Cláudio Fauvrelle firstname.lastname@example.org
Global Mobile statistics The increase in the number of mobile cell phones in the world has been impressive. The graph below shows subscriber growth between 2005 and early 2013, according to ITU figures. The 6.8 billion subscribers are approaching the 7.1 billion world population. The graph shows that as world mobile-cellular penetration approaches 100%, market saturation grows and the growth rate decreases. Cláudio Fauvrelle email@example.com
Global Mobile statistics 67.5 48.0 46.0 29.5 22.4 18.9 10.9 0 10 20 30 40 50 60 70 Europe The Americas CIS** World Asia & Pacific Arab States Africa Active mobile-broadband subscriptions per 100 inhabitants, 2013* Regions are based on the ITU BDT Regions, see: http://www.itu.int/ITU-D/ict/definitions/regions/index.html Note: * Estimate **Commonwealth of Independent States Source: ITU World Telecommunication /ICT Indicators database Cláudio Fauvrelle firstname.lastname@example.org
Mobile statistics - Mozambique 51,065 152,652 254,759 435,757 708,000 1,503,943 2,339,317 3,079,783 4,405,006 5,970,781 7,224,176 7,855,345 8,108,480 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 9,000,000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Mobile-cellular telephone subscriptions 2012 Mobile-cellular telephone subscriptions per 100 inhabitants 33.13% Source: INE, ITU 2013 – www.itu.int Cláudio Fauvrelle email@example.com
Facebook statistics – Global * Mozambique *Source:Facebook ResearchDate:1.1.2014 Cláudio Fauvrelle firstname.lastname@example.org
Facebook statistics (Mozambique) Mozambique As of 28 March 2013 (latest available data by Socialbakers), there are 330,720 Facebook profiles in Mozambique, which makes it #115 in the ranking of all Facebook statistics by Country1 . Facebook penetration in Mozambique is 1.50% compared to the country's population and 33.91% in relation to number of Internet users2 • In January 2014, the fastest growing Facebook Page is Mcel Moçambique Página Oficial (+12470 new fans per month). • The most ‘liked’ page is also Mcel Moçambique Página Oficial with 268,000 fans • The page with more local fans is Vodacom Moçambique with 156,000 Mozambican fans. Quick facts Mozambique Cláudio Fauvrelle email@example.com
Facebook statistics (Mozambique) Mozambique Top pages in Mozambique register under Social Bakers. 1 Cláudio Fauvrelle firstname.lastname@example.org
Social Media – Where should you be? Mozambique LinkedIn • a social networking website for people in professional occupations. • as of 2 July 2013, Quantcast reports LinkedIn has 184 million global users per month • LinkedIn is an extremely useful tool for recruiting, job hunting and networking. With recent changes its also a good place for public awareness and advocacy, as they are adopting a Facebook-style approach to their Company pages My Recommendation: It’s another important way to engage with your audience and help control the way your audience perceives your company. You will reach a more professional follower base and will be very useful for future job announcements. It will also help increase your company online recognition and reach. Setting up a LinkedIn Company Page • is an online photo-sharing, video-sharing (15s) and social networking service that enables its users to take pictures and videos, apply digital filters to them, and share them on a variety of social networking services, such as Facebook, Twitter, Tumblr and Flickr. • On February 27, 2013, Instagram announced that they had 100 million active users a month • Instagram is a cellphone only services, but can be accessed via browser for browsing purposes and not for uploads My Recommendation: Instagram was developed to be used by cell phones and not personal computers; You will need also to set it up on cell phones of colleagues/staff travelling to the field for this to make sense; this would work like a visual twitter; Best Global channels (ex: UNICEF) should be studied to better understand how you should approach in terms of content, campaign and competitions strategy; There is still no option to find out the number of users in Mozambique. You could give it a trial phase of 3 months and see what happens. Setting up Instagram for Business Instagram Cláudio Fauvrelle email@example.com
Social Media – Where should you be? Mozambique Facebook • the top social networking website. At the end of January 2014, 1.23 billion users were active on Facebook. My Recommendation: This is a no brainer, you must have a Facebook page for your business. What Works: Factographs, asking for actions, photos, short strong messages, asking questions, Did you know? posts, embedding videos (instead of referring to YouTube), fast response time to comments and messages, Liking shares from our content, daily monitoring of the Facebook Insights to see what worked and what didn’t. Max 2 posts per day. You should at one point learn about Facebook advertising and power editor. Setting up a Facebook Page • an online social networking and microblogging service with 500 million registered users in 2012, who posted 340 million tweets per day. Great for discussions, and to increase the reach of your messages My Recommendation: Another no brainer, you should have a Twitter account for your business also. What Works: Short strong messages, max 4 tweets per day, Re-twetting key messages from other key-related pages, daily monitoring, posting after 4PM, Mentions (using @), key hashtags to join trending conversations. Using hootsuite.com is recommended. Also Setting up Twitter for Business Twitter Cláudio Fauvrelle firstname.lastname@example.org
Social Media – Where should you be? OTHER KEY SOCIAL MEDIA CHANNELS YouTube: 3rd most visited website on the web. Big potential for viral videos What Works: Short videos (3minutes or less), videos with captions so not to alienate anyone, High quality videos, using key/trending keywords for the title and description of videos, sharing videos on other social media channels. How to open a YouTube channel in 5 minutes Pinterest/Google Plus: The main reason to keep focusing on these two channels is due to the SEO return you get from posting on Google Plus, and the different reach (more female) and link referrals you get on Pinterest. What Works: Strong visuals, short messages, posting after 6PM, Factographs, hashtags. On Pinterest try and search/join/pin to open boards related to your business and with high follower base. On Google Plus arrange from time to time a Google hangout for your business. Create a Pinterest Business account Create a Google Plus Page Cláudio Fauvrelle email@example.com
2014 online strategies Cláudio Fauvrelle firstname.lastname@example.org
Create a Website Strategy Summary Mozambique Target/Goal. • Maintain status as one of most visited pages in your business. Surpass your rival that has most visits/page views. Launch that the new responsive website. Launch Responsive Microsites for your business reports. • Increase number of visitors (reach/surpass ??k); increase page views (reach/surpass ??k) Strategy. • Increase level of updates (from ?? To ??); • Monthly update of top entry pages (use Google Analytics for this) to make it fresh and appealing – this can be achieved with a simple visual update. • Increase email newsletter subscriber list (by adding more options to subscribe – Facebook apps, website, microsites); • Increase Social Media Referral: Share when possible on all Social Media links back to the website; • Make access to website easy and accessible on all our online channels (Blogs, Microsites, Social media, Email signatures, Email newsletters, press releases, printed and online reports, etc) • Launch the a responsive website • Keep monitoring top business related websites for ideas and updates • Search Engine Optimization (all articles must have tags and keywords, Google+) Cláudio Fauvrelle email@example.com
Create a Social Media Strategy Summary Mozambique Why are you on: Facebook: Growth from previous year. Did you reach your goals last year? Is this channel effective for your business and brand awareness? Set your Goals for the current year. YouTube: Growth from previous year. Top videos from last year? Is this channel effective for your business and brand awareness? Set your Goals for the current year. Twitter: Growth from previous year. Did you reach your goals last year? Is this channel effective for your business and brand awareness? Set your Goals for the current year. Pinterest/Google Plus/Instagram/LinkedIn: Growth from previous year. Did you reach your goals last year? Is this channel effective for your business and brand awareness? Set your Goals for the current year. Quick Strategies for 2014? • Keep maintaining the top channels, remove un-popular channels; • Research/Join new fast growing channels: Instagram?LinkedIn?Pinterest? • Separate how content is presented in each channel to explore each channel potentials • Keep using Google Plus. It’s a must use tool for our Search Engine Optimization • Keep using best times, best practices from previous year • Monthly Metrics Reports, Daily Monitoring's • Keep monitoring top pages for content ideas and strategies
Website/Social Media Mozambique Create a content strategy. MARCH • Focus on ??? • Have a separate detailed list for weekly posting themes/topics APRIL • Focus on ??? • Have a separate detailed list for weekly posting themes/topics MAY • Focus on ??? • Have a separate detailed list for weekly posting themes/topics JUNE • Focus on ??? • Have a separate detailed list for weekly posting themes/topics JULY • Focus on ??? • Have a separate detailed list for weekly posting themes/topics AUGUST • Focus on ??? • Have a separate detailed list for weekly posting themes/topics SEPTEMBER • Focus on ??? • Have a separate detailed list for weekly posting themes/topics OCTOBER • Focus on ??? • Have a separate detailed list for weekly posting themes/topics NOVEMBER • Focus on ??? • Have a separate detailed list for weekly posting themes/topics DECEMBER • Focus on ??? • Have a separate detailed list for weekly posting themes/topics
Social Media Top Channel: Facebook Mozambique targets. Maintain status as one of most engaging pages in your area/country/business. Surpass that competitor you have been admiring last year. Increase to 150% percentage of local followers? strategy. • Use Facebook advertising on key campaigns • Adapt content strategy to new Facebook updates. Must keep up with constant Facebook algorithms updates (join AllFacebook newsletter, Hubspot). • Follow best practices • Create interactive apps • Research/Use Passion-Group/Passion-Pages strategy • Create a Photo database. Target 1 photo per day. • Post every day, specially on the weekends during peak times (Facebook Insights) January 1 Total fans: 1,000 December 31 Total fans: 1,500
Facebook: final thoughts • Content is king. Quality Content is key. • Prepare weekly content packages, this way you can guarantee quality, and be prepared to respond to possible comments and during some key campaigns we can share this we other country offices • Involve key staff from your company to support in responding to key comments. • Negative Feedback: Have always a plan/content archive for responding to negative feedbacks, and possible future attacks and post spams • Quality Photos/Video: Aim to use a nice high res photo or a good quality video, as the new algorithm favorites these types of posts • Webinars: follow key Facebook personalities (ex: Mari Smith, Social Media Examiner) and attend webinars for increase knowledge and understanding of key Facebook updates and strategies • Ensure knowledge transfer: Prepare documents on how to use each social media platform for staff members for when the administrator is away (must have more than one administrator on the page). • You don’t own any information on Facebook, so it’s wise to always use a subscription tab to allow your fans to subscribe to our mailing list, so we don’t loose the connection in future.
Thank you! For more information, please contact Cláudio A. Fauvrelle Online Engagement Consultant February 2014 firstname.lastname@example.org www.slideshare.net/andreclaude75 www.linkedin.com/in/claudiofauvrelle www.facebook.com/fauvrelle
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