Eskimi @ Mobile West Africa, MWA 2014
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ABOUT ESKIMI2014 05
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WHAT IS ESKIMI?
Mobile first entertainment platform
Interest based micro-blogging & fanclubs
Content platform with Jobs, Music, Education and Games
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HOW USERS SPEND TIME ON ESKIMI?
Search for jobs
Download Music
Chat with friends or connect to meet new people Engage in 100’000+ fanclubs
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FAVORITE ACTIVITIES
ESKIMI IS AN ENTERTAINMENT PLATFORM WHERE USERS CAN ENGAGE IN VARIOUS ACTIVITIES
9%
11%
13%
22%
45%
ChatFanclubsJob SearchMusicForums
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ESKIMI IN NUMBERSSocial media platform in Africa and South East Asia
16+M members worldwide
8.8+M members in Nigeria1+M in Ghana0.5+M in Kenya0.5+M in South Africa0.5+M in Tanzania, Namibia, Zimbabwe
100’000 user generated fanclubs
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MULTIPLATFORMmobile web nokia java app asha ft app android app blackberry app
desktop web
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MULTIPLATFORMmobile web nokia java app asha ft app android app blackberry app
desktop web
2013
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OUR FOCUS
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KEY MARKETING TOOLS
DISPLAY
+ INCENTIVIZED,USING VIRTUAL CURRENCY
LEADSDATA
FANCLUBS
APPSGAMES
RESEARCH
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FOCUS
ENGAGEMENT
+ INCENTIVIZED,USING VIRTUAL CURRENCY
PERFORMANCE CUSTOM
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PERFORMANCE
CUSTOM
CRITICAL DIFFERENTIATION OF DIGITAL & SOCIAL MEDIA
INFLUENCES BUYING DECISIONS
HARD TO DO ELSEWHERE
ENGAGEMENT
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ENGAGEMENT
PERFORMANCE
CUSTOMENGAGEMENT
2 CASE STUDIES
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TREASURE HUNT
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HOW IT WORKSEngagement, interaction and viral spread
USER STARTS
PLAYING
FINDS A TREASURE
POSTS AN AUTOMATIC
MESSAGE
NEW USER STARTS
PLAYING
RECEIVES A PRIZE
+ message with product benefits
VIRALSPREAD
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TECNO MOBILE TREASURE HUNT CAMPAIGN
11’000’000 impressions of the TECNO treasures
500’000+ people played the game
1’750’000+ Eskimi coins given as prizes
84’000+ people won Eskimi coins
~12 minutes spent per game per day
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years of collective user engagement time for a
single campaign!
11+
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FANCLUBS
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100%OF RESEARCH PARTICIPANTS HAVE JOINED AT LEAST 1 FAN CLUBFANCLUB IS A BRANDED SPACE AT ESKIMI WHERE USERS CAN EXPERIENCE DIRECT COMMUNICATION
WITH A BELOVED BRAND
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USERS INVITE THEIR FRIENDS TO FANCLUBS WITH ONE EASY CLICK
No Yes
FANCLUB IS SOCIAL
76% | 24%of ESKIMI users recommend branded fan clubs to their friends and family
of ESKIMI users do not reccommend any fanclubs to their friends
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108,348 fans
36,730 fans
98,912 fans
Average single post reached 15-20% of the audience, up to 40% with multiple posts
... which is up to 8 times better reach than on same pages on Facebook
... and the posts got up to 5 times more engagement on Eskimi
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ENGAGEMENT
PERFORMANCE
CUSTOMPERFORMANCE
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KEY MARKETING TOOLS
DISPLAY
CPA BASED
LEADS DATA USERS
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USEREDUCATION
USERACQUISITION
USERRETENTION
CHANGE YOUR PIN
UPLOAD MONEY
INVITE A FRIEND
MOBILE MONEY
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FOCUS
ENGAGEMENT
+ INCENTIVIZED,USING VIRTUAL CURRENCY
PERFORMANCE CUSTOM
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ARE SOCIAL MEDIA PEOPLE POTENTIAL VOTERS?
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