As brands battle the decision whether to go social media, how to engage new media platforms and exploring the new ways to sell their products and engage their rapidly changing consumers. While some are busy considering what to do, some are brilliantly leveraging on social media to meet the rapidly changing consumer behavior to promote and build their brands, grow their market share and to flaunt consumer loyalty.
This is a roll call of 5 Nigerian’s corporate brands (and honorable mentions) that have smartly engaged social media and are using this to encourage interaction, promote their brand, products and offerings and they are doing a great job at it.
1. GTBank integrates it all
Especially in a traditionally conservative industry, GTBank braved the odds in integrating social media into their traditional corporate communications strategy to reach and sustain communication with their target audience. The GTBank Facebook page remains one of the most engaging and active Nigerian brands on Facebook (ok, maybe after The BeatFM).
GTBank completely uses its Twitter and Facebook page in driving traffic into its websites and targeted communities. It also uses the same channel in attending to customer service, collating customer feedback and promoting programmes and events. The new Acting Managing Director, Segun Agbage was formerly in charge of corporate communications and made his first official media statement on Facebook (YouTube), with this interesting start; I believe we are set for more innovative creations from GTBank.
2. Individual Brands are driving the Heartbeat of The Beat 99.9 FM
If any media brand has consciously or unconsciously integrated traditional and social media, The Beat 99.9FM is it. The Beat 99.9FM is one of the radio channels under the management of Megalectrics Limited and they are hitting the beat hard. The strategy of ensuring that both employees and listeners gain ownership, and promote the brand using their personal networks has yielded brilliant outcomes. While I think they did ‘ojoro’ in importing ideas and methodologies, they have succeeded in patiently waiting for Nigerians in the future and we are growing to meet them there. Coinciding with the rise of radio-enabled phones and traffic jams in Lagos, The Beat 99.9 FM has continued to make traffic fun; following its fans everywhere from offices to their homes.
One interesting feature is how they have used individual brands and a careful blend in the use of Twitter and Facebook platforms in collating user feedback and comments during radio programmes. Other radio stations are catching up on the idea and with time it will soon be normal; Inspiration FM, Top Radio, and recently Star FM.
So to Oreka, Gbemi, Toolz, , Olisa, Dj Caise,Chris… who did I miss? You guys rock!
3. The Courageous News Breakers – 234next
This idea of Dele Olojede has earned him one of the most innovative CEOs in the world. They have consistently used technology as leverage to stand toe-to-toe with the older newspaper companies in Nigeria. They have pulled out every technological trick to stay afloat and to define and the reach of their target audience.
With ground breaking investigative journalism, layout and creative copy as its key differentiation factors, they are using Online Ads, Bulk SMS technology, Facebook, Twitter and Youtube in driving traffic and improving their bottom line.
In a season where government patronage is a lifeline for press houses, 234next is staying true to the call – they are still standing tall.
4. Virtual Window-shop – Samsung Mobile Nigeria
Samsung Mobile knows they are not directly selling a service; they sell products and they are willing to use every avenue to promote it. If you need a quick run through of Samsung’s products in the market, visit their Facebook page.
The Samsung Mobile NIgeria’s Facebook page beautifully uses the platform to help you windowshop for their products. They have also included tabs that encourage customer feedback, users’ tip and tricks and the collaboration they have with The BeatFM. The Facebook page also encourages customer interaction and thus remains one of the most active brand pages on Facebook.
5. Fame overtakes MTN brand
If you snoop around Facebook you are more likely to arrive at the MTN Project Fame page faster than the original MTN Facebook page. On every front, the people have chosen where to interact – the MTN Project Fame WA page.
MTN Nigeria is also the worst hit on unofficial pages – you will find so many MTN Facebook pages than another and will take you time to know the original one is MTNloaded on Facebook.
While being a popular service brand with lots of product offerings, they are bound to get a lot of customer service requests and enquiries and they need to get in-house managers to engage them effectively. The MTN Project Fame on YouTube also has a huge following within the Nigerian context. If any telecommunication can build an engagement on social media, MTN has the potential because the people are already waiting.
Always is building a tribe with Girl power!
Facebook fans -120,165
The Always Nigeria Facebook page is seeking to promote knowledge about Teens, womanhood, growing up, puberty, first period and being a girl. It is designed o provide a supportive community for girls entering puberty and giving helpful tips and answers to many of the questions girls have and they are doing it well.