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Social Media Marketing Lucia Veronica Denis Senwayo

+BCI (Facebook & Instagram)

Brand Strategy: Awareness

Purpose: attract old and new costumers

Audience: low and medium income.

Campaign Content:

Opening or updating an BCI account

You may win prizes sorted twice a month

Samsung Smart TV, Smartphone and Tablets

For more information contact your branch

Lead to increase the # of costumers but it does not guarantee awareness.

+Mcel (Facebook & Instagram)Brand Strategy: Awareness & increase # costumers

Purpose: attract new costumers by promotion

Audience: all mobile users

Campaign Content:

Freebasicsmcel campaign

Even without charging your mobile you can like, share, comment ad post on Facebook

By pressing *123# or following freebasics.com link you a free access to Facebook

Costumers may switch from competitors brand to Mcel.

By suing Facebook, costumers may use other social media and internet.

Shot-term: competitors can copy

+Vodacom (Facebook & Instagram) Brand Strategy: Awareness & increase

# costumers

Purpose: attract costumers and increase sales

Audience: Vodacom mobile users

Campaign Content:

SMS da Sorte

Questions on TV program (Direct transmission). Highest audience TV Chanel

If costumers knows the answer should Press *108# and send your answer to 84 180.

The SMS cost is 5MT ~ 15 Yen

All users with correct answers are subject to win a price.

Attract more costumers and increase sales, as long as costumers rely on lottery

+Zambi Restaurant (Facebook)

https://www.facebook.com/RestauranteZambi/?fref=ts

Brand Strategy: Awareness

Purpose: attract costumers and increase sales

Audience: Middle and High income, businesses , foreigners and companies

Campaign Content:

Daily special dish is shared on Facebook.

Each month they they select international dishes. E.g. Italian dishes, Japanese sushi and sashimi (This month).

Costumers can order trough Facebook messenger

Costumers loyalty

High quality and Faster order than competitors

+CDM (Facebook and YouTube)

Brandy Strategy: Awareness and global expansionPurpose: Txoti was introduced to compete internally, with international brands, such as Heineken, Amstel.Audience: young people, night clubs, parties, restaurants, hotels, retailers.Content In Mozambique people mainly drink 550ml 2M bottle. Cervejas de Mocambique (CDM) decided to create a new small

250ml bottle, known as Txoti. The name was given by costumers The cheapest price in the market. But the quality is the same as

550ml bottle. Advertised both in Portuguese and EnglishTxoti has given CDM cost competitive advantage and it could target new segments such as night clubs.

https://www.youtube.com/watch?v=fIcLCIQJu8Q&feature=youtu.be

+FacebookStandard Bank BNI BCI

• Mostly posts promotions, advertising on how to use services

• Asks many questions

• Posts frequently

• Focuses on mixed content

• Most engaging post: #Uaccount Reward member(1168 likes) (not sponsored)

• Mostly posts news and article about economy and investment opportunities in Mozambique

• Never ask questions

• Posts frequently

• Economy

• Most engaging post: few likes/ shares.

• Mostly posts promotions, advertisement, new services, social activities (Mediateca), entertainment (music)

Ask some questions

Posts everyday

Mixed content

Most engaging post: post about a Mozambican celebrity winning an award in USA (4258 likes) (not sponsored)

+TwitterStandard bank BNI Mozambique BCI

• Mostly posts Advertisement, promotions, new services, Quotes, Quiz (Isindingo).

• Rarely asks questions (do not focus on Q&A)

• Posts frequently (daily)

• Focuses on mixed content

• Most engaging post: Ad picture about #Uaccount promotions (85 retweets) (not sponsored)

• Mostly posts news and article about investment opportunities in Mozambique

• Never ask questions

• Posts frequently

• Economy

• Most engaging post: LNG business opportunities (not sponsored)

• Mostly posts entertainment

• Never ask questions

• Posts occasionally

• Music award and entertainment

• Most engaging post: post about a Mozambican celebrity winning an award in USA (9 retweets)

+YoutubeStandard Bank BNI Mozambique BCI

• Mostly posts service info, Company profile, advertisement, news, instructions of how to use Smartphone app

• Never asks questions

• Posts occasionally

• Focuses on mixed content

Most engaging post: Standard Bank group brand Advert- Never stop moving forward (34,302 views) (sponsored)

• Mostly posts investment opportunities

• Never asks questions

• Posts occasionally

• Economy

Most engaging post: investment opportunities (1261 views) (sponsored)

Mostly posts advertisement, entertainment, social activities, news and articles

Never asks questions

Posts occasionally

Mixed content

Most engaging post: Advert new slogan “Eu Sou daqui” using national celebrities.#Nwahuluna -Wazimbo (41,383 views) (sponsored)

+SummaryStandard bank

Very active in Facebook and twitter

Uses Social Media to promote its services and educate costumers on how to use its services.

Brand awareness: Facebook –Q&A

BNI

Very active on Facebook and Twitter

Uses social media to share investment opportunities (Infrastructure, Natural Resources -mining, natural gas) and promote their services.

BCI

Very active in Facebook

Uses Social Media to get awareness

Social activities, entertainment, celebrities image and advertising.