Kenyan study on internet use reveals a need for more business presence online
A study on internet use in Kenya and elsewhere on the continent reveals growing technological savviness and the need for businesses to focus more on marketing themselves online.
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- Orange is way ahead of everybody else (92 percent positive) but it may have little to do with Kenya (and more the international brand)
- Safaricom had 11,000 conversation online, with people talking about the business and Michael Joseph (outgoing CEO), not about products prices. Sixty-six percent was positive, and varied from month to month, with some negative on their customer service and competition/regulation
- Most intriguing, the bulk of conversation about Safaricom does not happen in Africa. It's highest in US, UK and Germany. In Africa, there is some conversation in Kenya, Uganda, and South Africa – and in Kenya its associated with four blogs (Kenyanjobs, siku-moja, bankelele, and kenyaprincessproject)
- Ecobank has 5,000 mentions, and Stanbic 900 mentions – but Ecobank spiked as a result of an unrelated Ecobank twitter account in Japan (not Africa), while for Stanbic it was due to coverage of a cricket tournament in Zimbabwe
- Highest conversation about Stanbic is in UK, while for Ecobank its in the US
- There are very few conversations about banks or their business, and these are happening mainly outside Kenya and Africa (Ecobank is associated with this blog on the strength of a couple of blog posts about the bank’s 2010 AGM in Nairobi)
- There is an Opportunity for banks, to engage, and not just about Internet banking products
- Kenya tourism conversation is 81 percent positive, 16 percent negative – (jambo ad annoyed people on the net) – and again a lot of conversation in UK and US.
- While Kenya gets good conversation given the budget they spend, Kenyan tourism only gets as much positive conversation as Nigeria – showing a need for more positive content creation and engagement online
- Concern that despite the natural beauty of Kenya (wildlife, beaches, scenery), 0 percent is taking place on photo or image sites – a missed opportunity to create visual content.
- Very little conversation about African brands is originating in Africa, and there are opportunities for links to be created either with influential blogs, social media, etc.
- Complaints cause large spikes in conversation
- Companies need to monitor online conversation, beyond press clippings
- Companies need to incorporate digital plans in their branding exercise
– Limo Bankelele blogs on banking and business trends in Africa at Bankelele.