Francis is an experienced Digital Media Strategist, Founder, and CEO of Digital For Africa Ltd. Francis studied Information Technology at the Jomo Kenyatta University and has done advanced courses on digital media at The University of Manitoba in Canada.
He has Eighteen years’ experience in Information Technology and digital media having worked for companies such as KCB, Rich Management, and KAPC. As a Digital Marketing Consultant for KCB, he trained bankers in digital marketing in six different countries – Kenya, Uganda, Tanzania, Burundi, Rwanda and South Sudan.
He has been training entrepreneurs and marketing professionals in Digital Marketing at Digital4Africa, KBA, Centonomy Ltd, and Tangaza University.
Close
View Host's Profile
THEME : Supporting MSMEs by creating equitable opportunities for MSMEs across the country
MONTH : April 2020
Focus Areas :
The focus areas for the Mentorship session are;
1. Understanding the market in light of the time we are in.
2. Content Decisions
3.Talent Decisions
4. Skills and Tools for marketers during Covid
5. Budget Decisions
CHAT TRANSCRIPT
Timestamp
Source
Message
2020-04-30 06:11:03
Hi, on standby
2020-04-30 06:11:03
2020-04-30 06:24:49
Good morning George, glad you could join the chat. Thank you for signing in early!
2020-04-30 06:24:49
2020-04-30 06:30:29
Good morning everyone, thank you for joining the chat. Today's topic is Digital Marketing Strategy during the COVID-19 Pandemic. We are honoured to have Mr. Francis Waithaka host the forum. Francis is an experienced Digital Media Strategist and is the founder and CEO of Digital For Africa Ltd.
2020-04-30 06:30:29
2020-04-30 06:32:29
We look forward to your participation. Feel free to ask questions and contribute to the discussion
2020-04-30 06:32:29
2020-04-30 06:38:11
I see afew people have already logged in, Roselyne, Paul, Joy ..Good morning!
2020-04-30 06:38:11
2020-04-30 06:50:29
I see Nixon and Davis. Good morning!
2020-04-30 06:50:29
2020-04-30 06:52:25
As we wait for the official start at 10am please feel free to start posting your questions and insights on the topic Digital Marketing Strategy during the COVID-19 Pandemic and our host will begin answering them promptly at 10am
2020-04-30 06:52:25
2020-04-30 06:56:58
Should you see messages that you wish to tweet, you can do this by clicking on the twitter icon. Remember you can like messages by clicking on the thumbs up icon
2020-04-30 06:56:58
2020-04-30 06:58:00
Hi Everyone, i am looking forward to the session with Mr. Waithaka
2020-04-30 06:58:00
2020-04-30 07:00:02
Good morning Angela. I look forward to this discussion.
2020-04-30 07:00:02
2020-04-30 07:00:45
Good to know.
2020-04-30 07:00:45
2020-04-30 07:00:47
Hi everyone, This is Samba Nixon, from the City of Kisumu. Its my first time here. Looking forward to having fun and learning. StaySafe. Flatten The Curve
2020-04-30 07:00:47
2020-04-30 07:01:18
hi good morning
2020-04-30 07:01:18
2020-04-30 07:01:45
hi Nixon welcome from Kisumu...how is it going in Kisumu, how is biashara
2020-04-30 07:01:45
2020-04-30 07:02:25
Hello, Nixon, Roselyne, Joy, glad to have you all
2020-04-30 07:02:25
2020-04-30 07:04:10
We are about to start the session, please welcome our host Mr. Francis Waithaka, our host. Francis is an experienced Digital Media Strategist and is the founder and CEO of Digital For Africa Ltd.
2020-04-30 07:04:10
2020-04-30 07:05:35
Thank you, everyone, for joining the InukaSME Chat. Be free to ask any questions on Digital Marketing.
2020-04-30 07:05:35
2020-04-30 07:06:06
Goodmorning
2020-04-30 07:06:06
2020-04-30 07:06:55
hi looking forward to learning
2020-04-30 07:06:55
2020-04-30 07:07:45
Good morning to you
2020-04-30 07:07:45
2020-04-30 07:08:00
I'd like to share with you some topics that we can talk about
1) Understanding the times that we are in
2) Messaging
3) Channels
4) Talent
5) Tools
6) Budget
2020-04-30 07:08:00
2020-04-30 07:08:25
In such a crisis, it is inevitable to experience changes in market dynamics. How can small businesses adapt their campaigns and communication strategy?
2020-04-30 07:08:25
2020-04-30 07:10:23
I can see you Joy, Davis, Nuru, George, Roselyn.
2020-04-30 07:10:23
2020-04-30 07:11:26
UNDERSTANDING THE MARKET
· Getting a readily available vaccine could take up to 18 months according to Bill Gates who was the first person to predict in 2015 that there will be a pandemic caused by a virus and the world is not ready to deal with it.
· In recent marketing research conducted by ESKIMI, 81% of marketing professionals confirmed that COVID 19 had affected their marketing strategies. 33% of those interviewed said they had paused all campaigns and will resume when it's over. 7% switched all communication from offline to digital/online. 43% had carried on but changed their messaging.
· Be cognizant of the fact that your customers are going through a difficult period with limited budgets and cash flows. What can you do to meet the needs of your customers at such as time as this?
· Your goal should be to demonstrate that you care for your customers. Show empathy and commitment to solve their problems.
· You may have to adjust your message to fit in the moment
2020-04-30 07:11:26
2020-04-30 07:11:41
Things are very very slow. The scare and fear over COVID19 has subsided kiasi. People are now coming back to the streets, albeit mdogo mdogo. The fear of hunger, boredom, brokeness is forcing people back to work
2020-04-30 07:11:41
2020-04-30 07:12:08
How can i position my brand to standout on social media given everyone's attention is on COVID-19?
2020-04-30 07:12:08
2020-04-30 07:13:15
It's worth looking at the case of Textbook Centre that is partnering with Standard Chartered to sell a Lenovo laptop for kids at Ksh 29,500.
2020-04-30 07:13:15
2020-04-30 07:13:16
Hi Francis, Nuru, Joy and all participants. Glad to be here, looking forward to learning.
2020-04-30 07:13:16
2020-04-30 07:14:32
Here is how the Textbook Centre and StanChart are doing it. https://twitter.com/StanChartKE/status/1255106422100176896
2020-04-30 07:14:32
2020-04-30 07:14:48
Hi Francis.In this digital era, kindly give an insight how digital marketing will be successful for many people are ignorant of security concern?.Kindly assist also how you help small entrepreneurs (start ups to penetrate the market from your end?
2020-04-30 07:14:48
2020-04-30 07:16:17
How does one show empathy and commitment while still remaining profitable in a clear view that my customer has a lower purchasing power and may buy less or not buy at all? Taking into account that my overheads remain fixed.
2020-04-30 07:16:17
2020-04-30 07:16:18
to add to Georges question, please share some cost effective and even free ways to raise profile in the digital environment
2020-04-30 07:16:18
2020-04-30 07:17:24
Given that most of the marketing function in large companies has traditionally been in print & largey outsourced, from where you sit, am curious to what is the impact of the virus on media spend particularly on the traditional channels? And if there is going to be a cut, what areas are going to be affected? Erick
2020-04-30 07:17:24
2020-04-30 07:18:22
I've seen all of your questions. I'll be answering them one by one. I'd like to finish a couple of points first.
2020-04-30 07:18:22
2020-04-30 07:18:43
WHEN IT COMES TO CONTENT DECISIONS,
What messages should you be sending to your customers in a time like this?
Here are some of the themes that you can focus on
· Here for you
· Together we can
· Ready to help
· We are ready to tailor our solution to your needs
· We know what you’re going through, how can we help?
· We are in this together
2020-04-30 07:18:43
2020-04-30 07:19:23
CHANNEL DECISIONS.
Digitize your sales and distribution. As more people are working from home and are constantly accessing the Internet on mobile phones, this is the ideal time to provide digital services through mobile apps and the website.
If you are selling products online, having a fully functional e-commerce website where your customers can be able to place their orders easily is a big deal. If you don’t have the budget to build an e-commerce site from scratch you can use already existing platforms like Jumia. You should work to ensure you get your products listed on Jumia and similar e-commerce platforms.
2020-04-30 07:19:23
2020-04-30 07:19:29
Hello everybody please use #InukaSMEchat as we tweet.
2020-04-30 07:19:29
2020-04-30 07:20:07
CHANNEL DECISIONS
Digitize your sales and distribution. As more people are working from home and are constantly accessing the Internet on mobile phones, this is the ideal time to provide digital services through mobile apps and the website.
If you are selling products online, having a fully functional e-commerce website where your customers can be able to place their orders easily is a big deal. If you don’t have the budget to build an e-commerce site from scratch you can use already existing platforms like Jumia. You should work to ensure you get your products listed on Jumia and similar e-commerce platforms.
The Case Study of Twiga Foods:
We’ve seen Twiga Foods selling fruits and groceries on Jumia the beauty of Jumia is they have established an efficient logistics process that ensures customers get their products at the comfort of their homes.
Your customers are WhatsApp away
As more Kenyans are spending more of their time on smartphones, WhatsApp would be a useful place to showcase your products through the WhatsApp status or WhatsApp for Business. Everyone who has your number will see your contact. Design those banners and share them as far as you can.
The distribution deal will allow online shoppers to order for fresh farm produce and processed foodstuffs from Twiga Foods on Jumia’s platform.
2020-04-30 07:22:16
2020-04-30 07:23:17
TALENT DECISIONS
While companies are down-sizing right left and centre, this could be the best time to keep your most productive employees. It may be a bad decision to hire new employees at the moment unless you are sure that the new hires will have a direct impact on the growth of the business. As a business owner, setting specific deliverables for each employee can help in measuring their output. Measuring employee performance will help you determine who to let go and who to keep. Be frugal.
2020-04-30 07:23:17
2020-04-30 07:27:17
Note to employees: To keep your job now, and have opportunity to ask promotion when this is over, ensure you add value to the business.
2020-04-30 07:27:17
2020-04-30 07:28:21
this is a good point. Thanks Francis and Njoki.
2020-04-30 07:28:21
2020-04-30 07:32:20
SKILLS AND TOOLS FOR MARKETERS DURING COVID
These tools can help you manage your customers better
• Hubspot
• Copper
• Zoho
• Microsoft Dynamics
Tools to help you increase conversions on your website
• Google Analytics
• goodui.org
• Google Page Insights
• GTMetrix.com
Tools to help you increase the ranking of your website on search engines
• Google My Business
• Google Keyword Planner
• Yoast SEO
• Similar Web
• Google pagespeed insights
Marketing - SEO
• Alexa
• SEM Rush
• Moz
Tools to help you manage social media
• Hootsuite
• Sprout Social
• pexels.com
• unsplash.com
• pixabay.com
Marketing - Social
• Hubspot
• Trends24.in/kenya
• Google Trends
• Bitly
Tools to help you create beautiful graphics
for social media and the web
• Canva
Tools help you create and send beautiful professional looking emails
• Mailchimp
• Constant Contact
• Drip
• ConvertKit
• SendinBlue
Tools to help you know what people are talking about online
• Google Alerts
• MeltWater
• Buzz Sumo
• trends24
https://sparktoro.com/
These tools can help you simplify the process of managing tasks & resources within a team
• Trello
• Zoho Projects
• Google Drive
Collaboration,
Project Management
• G-Suite
• Office 365
Tools to help you keep in touch as a team and with your customers
• Slack
• WhatsApp for Business
Tools to help you manage your accounts and payments better
• Quickbooks
• Popote
• Wave App
These tools help your website improve in various
ways
• Yoast
• Disqus
• WordFence
• Pingdom
For Video conference:
ZOOM, Microsoft TEAMS, Google Hangout, SKYPE
· For Keyword research: Google's Keyword Planner, Google Autocomplete, Keywordtool.io
· Videos: Tik-Tok. Instagram Stories, Facebook Stories
2020-04-30 07:32:20
2020-04-30 07:34:42
woa...information overload...for each category, which is your prefered or recommended for people with limited experience with digital marketing
2020-04-30 07:34:42
2020-04-30 07:34:51
How to set Targeting options on Facebook
Use Facebook Custom audiences to segment your audiences. E.g. Target people who have interacted with your posts, videos on Facebook or Instagram.
Use Custom audiences to upload your marketing leads (emails, mobile numbers)
Target people who have visited your website in the last 180 days
Target people who have downloaded your Mobile App
2020-04-30 07:34:51
2020-04-30 07:35:13
Given that many brands and businesses are all online, undertaking their respective digital marketing campaigns, perhaps with similar messaging, how does a company with limited resources stand out? Is organic reach enough?
2020-04-30 07:35:13
2020-04-30 07:35:41
BUDGET DECISIONS
With reduced profits and cash flows in most businesses due to COVID 19, how should you allocate marketing budgets? The point here is that there are important budget and content decisions that you have to make for your business to be sustainable during the pandemic. The best strategy should be to use your meagre resources as efficiently as possible. Cut costs and defer huge expenses in the short-term. Buying expensive equipment at this time is not a wise move. Use your budget on or Google search Ads or channels such as Facebook and Instagram that are less expensive per CPM compared to Display Ads or LinkedIn Ads which tend to incur huge costs. Create those types of content that are least expensive such as social media banners compared to high-quality videos which can deplete your budget. If you have to do videos, you can use a smartphone to save money. This will help you last the unfavourable business environment until things change.
2020-04-30 07:35:41
2020-04-30 07:36:28
Thank you, Francis. A lot of resources available. Asante,
2020-04-30 07:36:28
2020-04-30 07:37:14
I wanted to share my thoughts first, Let me now respond to each question.
2020-04-30 07:37:14
2020-04-30 07:37:18
And to add to Nuru, which of the platforms do not require a premium subscription?
2020-04-30 07:37:18
2020-04-30 07:41:15
That's a good question, Nixon. Getting in touch with your customers first and letting them know that you care about them even during a crisis is important. Let them know that you're willing to tailor your solution to their needs.
2020-04-30 07:41:15
2020-04-30 07:43:28
I think you'll have to be very targeted. Be very specific on the kind of customers that you want to serve and offer them a very personalised experience.
2020-04-30 07:43:28
2020-04-30 07:47:41
Good question George. Digital marketing is the most cost-effective medium and the easiest to measure. Any small business can leverage the free tools I've just shared.
2020-04-30 07:47:41
2020-04-30 07:49:57
What are some of the ways to ensure conversion during this difficult time? i do realize that with the pandemic, the spending power of many Kenyans has reduced drastically.
2020-04-30 07:49:57
2020-04-30 07:51:59
Thanks, Erick for the Question: Large corporations are already cutting their marketing budgets to survive. You'll see a lot of companies building internal capacity in their marketing instead of outsourcing. PR/Advertising Agencies will be negatively impacted
2020-04-30 07:51:59
2020-04-30 07:55:11
GEORGE OSORO
Hi Francis.In this digital era, kindly give an insight how digital marketing will be successful for many people are ignorant of security concern?.Kindly assist also how you help small entrepreneurs (start ups to penetrate the market from your end?
Francis Waithaka
Good question George. Digital marketing is the most cost-effective medium and the easiest to measure. Any small business can leverage the free tools I've just shared.
2020-04-30 07:55:11
2020-04-30 07:55:38
Thanks Francis
2020-04-30 07:55:38
2020-04-30 07:57:51
This is a very true observation of the current situation. We pray it all ends quickly.
2020-04-30 07:57:51
2020-04-30 07:58:04
Good discussion
2020-04-30 07:58:04
2020-04-30 07:59:20
Roselyne. On your question about increasing conversions on Digital, the best way is to do targeted advertising on channels such as Facebook and Instagram. Facebook allows you to target people who have interacted with you before. For example, you target people who have precisely liked your posts or watched your videos on Instagram and Facebook. You can also target people who have visited your website in the last 30 days. You can also target people if you have their emails or mobile numbers
2020-04-30 07:59:20
2020-04-30 07:59:43
Francis kindlyl are there security concerns with digital marketing. I can only think of copyright or intellectual right with all the messages being sent out. What would you say?
2020-04-30 07:59:43
2020-04-30 08:04:33
Roselyne: The best way to stand out during a crisis is to demonstrate that you care. Show empathy to your customers during a difficult moment and they'll always remember what you did for them when they needed help most. The other way is to be innovative and come up with a solution that fits the moment.
2020-04-30 08:04:33
2020-04-30 08:08:38
There are many free tools that you can use to promote your business. I'm seeing lots of SMEs using Google My Business, WhatsApp Status and WhatsApp for business. There's also email marketing with Mailchimp which is free.
2020-04-30 08:08:38
2020-04-30 08:10:31
@Francis, there is increasing consumer apathy on online purchases. Especially the rising cases of what you order online is not what is delivered.. How do we fight this apathy?
2020-04-30 08:10:31
2020-04-30 08:13:33
Njoki, On your question about security on digital marketing. First, you need to secure your website by installing an SSL certificate on your website. The other important point is that you must have the copyright to the images you use on social media to avoid being sued for copyright infringement.
2020-04-30 08:13:33
2020-04-30 08:16:49
Hi all, we will be wrapping up the session in five minutes. Our gracious host is finalising the fanswers to your questions then he'll summarise and close
2020-04-30 08:16:49
2020-04-30 08:18:17
On your question about apathy on digital platforms, A business should work towards building trust with customers. You have to keep the customer promise by ensuring your word is your bond. Without that, customers will not trust your platform.
2020-04-30 08:18:17
2020-04-30 08:24:50
Thanks, Nuru: On the most cost-effective ways of raising a profile on digital. I've personally been using Twitter, Facebook and LinkedIn to share insights on digital marketing by highlighting the mistakes that businesses make on their websites and social media. I can tell you that I get clients from Twitter from time to time. I once got a client from South Africa based after they saw my tweets.
2020-04-30 08:24:50
2020-04-30 08:32:07
Thanks for your question JOY: COVID19 will stay with us for a long time. Entrepreneurs will have to quickly adapt to the new reality by adjusting the message and creating solutions that address the needs of the moment. This is a pivoting moment for many businesses. Those who will not be quick to change will be left behind.
2020-04-30 08:32:07
2020-04-30 08:37:50
If you are a business owner, you can enrol for the InukaSME course available on this website and List your business on the Inuka Marketplace for Free. I'd like to let you know that I'm available to respond to any other questions. You can follow me on my Twitter handle: @waithash. Thank you for participating.
2020-04-30 08:37:50
2020-04-30 08:39:28
Thanks Francis for the great insights
2020-04-30 08:39:28
2020-04-30 08:40:38
Thank you everybody for participating in this discussion. Thank you Francis for such an insightful session, we have learnt a lot. Make sure to join us for future sessions. If we cut you off you can ask your questions tagging @InukaSME and @waithash using the #InukaSMEchat
2020-04-30 08:40:38
Exit
TERMS AND CONDITIONS
If you utilize the CEO Chat Registration Form you are agreeing to comply with
and be bound by the following terms and conditions of use, which together
with our privacy policy govern Kenya Bankers Association relationship with
you in relation to KBA website(s).
The term “Kenya Bankers Association”, “KBA” or “us” or “we” refers to the
owner of the website whose registered office is P.O. Box 73100 - 00200, Nairobi,
Kenya. Our Association is registered in the Republic of Kenya. The term “you”
refers to the user or viewer of our website.
The use of this website is subject to the following terms of use:
The content of the pages of this website is for your general information and use only. It is subject to change without notice.
Neither we nor any third parties provide any warranty or guarantee as to the accuracy, timeliness, performance, completeness or suitability of
the information and materials found or offered on this website for any particular purpose. You acknowledge that such information and materials may contain inaccuracies or errors and we expressly exclude
liability for any such inaccuracies or errors to the fullest extent permitted by law.
Your use of any information or materials on this website, including online conversations or chat sessions or visual, video and audio
presentations, is entirely at your own risk, for which we shall not be liable. It shall be your own responsibility to ensure that any products,
services or information available through this website meets your specific requirements.
Participants of online forums hosted by and endorsed by KBA must be
a minimum age of 18 years. By acknowledging this age requirement
via registration form you certify that you are at least 18 years old.
This website may contain material which is owned by or licensed to
KBA. This material includes, but is not limited to, the design, layout, look,
appearance and graphics. Reproduction is prohibited other than in
accordance with the copyright notice, which forms part of these terms
and conditions.
All trademarks reproduced in this website, which are not the property of, or licensed to the operator, are acknowledged on the website.
Unauthorized use of this website may give to a claim for damages and/or be a criminal offence.
From time to time this website may also include links to other websites.These links are provided for your convenience to provide further
information. They do not signify that we endorse the website(s). We have no responsibility for the content of the linked website(s).
You may not create a link to this website from another website or document without Kenya Bankers Association’s prior written consent.
Your use of this website and any dispute arising out of such use of the website is subject to the laws of Kenya.
Copyright and Trademarks
“my chat with a bank CEO”, “my CEO Chat”, “my 15min chat with a bank CEO”, “If you had 15mins with a bank CEO, what would you say or ask?”, “If
you had 15mins with a bank CEO, what would you talk about?”, “my 15min chat with a bank CEO”, “my bank CEO chat”, “myCEO chat” are all registered trademarks of the Kenya Bankers Association.
Individual contributions (including questions and statements) submitted via KBA web site, online registration forms or during online discussions, chat events and forums will become the Copyright of the Kenya Bankers Association.
