Online EngagementYouth Segment

An Online Proposal for Fidelity Bank PLC.

Goals and Objectives

Deepen and enrich the brand’s relationship with customers through social media interaction.

To facilitate collaboration, sharing of contents and interaction with the brand.

Recruit and engage brand advocates and ambassadors on social networking platforms.

Customer feedback – measure, assess and evaluate

Focus -Youths

Males and

females aged 16

to 35 years

They belong to a

diversity of socio-

economic

backgrounds (AB

– C2)

They are driven

by a desire to be

successful

They may be graduates, youth corpers, job seekers, entrepreneurs,

corporate executives, white collar, blue collar, skilled , semi-skilled

or unskilled workers.

They are early

adopters and aspire to

social relevance

They are found

predominantly in urban

and semi-urban

environments

Youth are very

opinionated; they want to

be able to express

themselves.

More often than not,

this expression gives

rise to word of

mouth.

Trends

Media multi-tasking — such as

simultaneously searching Web

sites, emailing and talking to

someone — is prevalent

among youths.

Social networking has

become an important

aspect of the youth

culture.

Social network advertising is becoming

very main stream as advertisers utilize

the ever growing social networking

options to contact consumers,

prospects.

Brands are using social networks to

reach their consumers, realizing the

power of creating a FaceBook Page, or

Twitter account to engage their market

audience.

From 2,991,200 in

March 2011, total number

of Nigerians on Facebook

now amounts to

3,247,660 as at June

2011, with 8.6% in just 3

months

They use a social

network DAILY. They

have about 10x as many

online friends as real

ones.

N Total = 2884 / F = None

Facebook

MySpace

Twitter

Orkut

Hi5

LinkedIn

Netlog

Xing

Ning

Hyves

51%

20%

17%

15%

11%

9%

8%

3%

2%

1%

Facebook

MySpace

Twitter

Orkut

Hi5

LinkedIn

Netlog

Xing

Ning

Hyves

ONLINE PENETRATION

20

10

More than half of the internet population is currently a

member of Facebook

Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

83%

73%

64%

28%

23%

22%

21%

10%

5%

2%

Facebook

MySpace

Twitter

Hi5

Netlog

LinkedIn

Orkut

Xing

Ning

Hyves

AWARENESS

Globally, Facebook has the highest awareness. 83% of the

worldwide internet population know Facebook.

MySpace holds a second place and Twitter comes third

Online Penetration & Awareness

Insites Consulting – 2010 Social Media Study

Q : Which of these social network sites do you know, even if

only by name?Q : Which of the network sites are you currently a member of?

A consumer

The brand itself

A journalist

A marketeer

Another brand

Q : Imagine something about a brand being posted on a social

network, what would be the most credible source for you?

MOST CREDIBLE SOURCES

Credible sources for brand posts

N Total = 2065 / F = If user

38%

32%

7%

3%

1%

A consumer

The brand itself

A journalist

A marketeer

Another brand

…still, word-of-mouth

is the most credible

source to rely on for

brand posts…

20

10

Insites Consulting – 2010 Social Media Study

Influences of Social networks on

customers

24% have produced

digital content in order to

enter a contest.

97.1% reports

that digital experience has

influenced purchase.

65.3% report a

digital experience changed

their perception of a brand.

Source: Razorfish Global feed

Insights

The online platform has evolved in recent times to become the leading

platform for engaging youths and actualizing brand’s objectives.

Active involvement on social networks is very high with youths spending a

large percentage of their time on face book, Google search engine, Twitter,

My space and other online forums.

Online engagement platforms e.g. Social networking sites now eats up

twice as much of youths online time as any other activity.

Our recommendations will take advantage of the influence

of social networking(Facebook) over youths to meets our

goals and objectives.

FIDELITY Connect

The FIDELITY Connect is a platform on

Facebook that seek to engage youths

with several exciting applications e.g

Games and Online Quiz.

Also imbedded on the page is the Face

of Fidelity competition.

Fans are expected to upload trendy

pictures, while a winner will be selected

at the end of the month.

Strategic Intent

•Find and engage existing social network fans

•Host discussions and provide useful resources

•Provide branded digital contents.

Engage

•Provide applications that enlist ambassadors

• Invite fans to upload pictures, play games, e.t.c

•Hosts contests with opt-ins for further contact.

Drive action

ATL Leverage

•Reach

•- Fans

•- Mentions

•Engagement

•- Discussions, content, reviews, and posts

Measure• Leverage offline

events

• Advertise through

existing media

• Add your social Web

links to your brand Web

site

An array of interactive online games that would take the

shape of word puzzles, board games, brain twisters etc.

would be introduced to the brand’s platform.

The games would be in stages and a participant stands a

chance of winning cash prizes after reaching a certain stages.

This would become popular amongst youths and adults as

they would begin to identify with the platform and the

brand.

Online Quiz

An online quiz that would cover a wide range of topics would be

introduced. Areas that would be covered include:

◦ Celebrity gossips

◦ Sports/Football

◦ History

◦ Music etc.

Questions will be answered online and cash prizes would be won..

Face Of Fidelity

Online visitors would have the

opportunity to upload their pictures on

the brands web page and participate in

the Face of Fidelity competition.

This would be a monthly competition

where winners will emerge and win

cash prizes.

Friends and online visitors to the page

would vote their favorite face and the

picture with the highest vote becomes

the Face of Fidelity for the month.

Workings

The online activities tagged Fidelity Connect promotes

the saving culture amongst youths with a strong emphasis

on money management.

◦ Save the largest sum of money after meeting your needs and Fidelity Bank will open

an account for you with the virtual money you have saved.

◦ The winner becomes the face of the bank on the forum with the Facebook photo

contest incorporated.

◦ As part of the conditions, you must also help your friends with the virtual money.

◦ Recruit a team of 10 friends to start the game. Register the names of your friends

on the Fidelity bank platform.

Summary

The brands online activities tagged Fidelity Connect which includes the online games, quiz and the face of fidelity is an effort aimed at engaging customers and helping the youths develop the culture of saving.

It introduced the Face of Fidelity to celebrate the beauty, style and confidence of the Nigerian youth, enabling them perform at their full potentials.

It identifies with the vibrancy and adventurous tendencies of the youth and moves in, helping them actualize their inner desires.

Above all, it confirms its declaration of being a reliable, committed and dependable brand that stays true to its promises by consciously engaging and helping youths build value through their association with the brand.

THANK YOU