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Social Media Advertising Tips for Your Business

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mashable.com

For small business owners, the complex ecosystem of social media advertising can be difficult to navigate. For every success story — and there are plenty — there are hundreds, if not thousands, of small business frustrated by their attempts to attract customers through Facebook, Twitter, Tumblr, Foursquare, Pinterest, etc.

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The problem, fundamentally, is that small businesses are on social media because they feel that they should be — not because it fits into some larger strategy. They’ve heard about the small businesses that have radically enlarged themselves through those networks, as if by magic — that magic being, in fact, the execution of very smart strategies.

Before you pour further resources into a Facebook page or a Twitter account, it’s worth laying out the factors — in marketing terms, the key performance indicators (KPIs) — that determine the success or failure of your business. Are word-of-mouth and customer advocacy essential to your customer acquisition strategy? Perhaps it’s worth looking at social media to amplify those messages. Likewise, if you find that your Facebook fans spend more and more often than non-Facebook fans, it may be worth investing in ads that will help you boost your fan count.

Here, we’ve outlined the ad products offered by the two most popular social networks: Facebook and Twitter. Perhaps in reading about them, you’ll find matches with your business’ list of KPIs. In that case, you may want to set aside a budget to test them against the marketing investments you’re already making. After all, you’ll never know what works until you try.

Facebook Ads

Facebook ads used to be extremely complex, but thanks to a recent overhaul, they’re much simpler to purchase these days.

Your first task is to identify your marketing objective. Do you want Facebook users to buy something on your site? You should optimize for website conversions. If you simply want more Likes on your Facebook page — knowing that Facebook fans tend to be valuable customers in the long run — then optimizing for page Likes is the way to go. You can also optimize for website clicks, post engagement, app installs, app engagement, Offer claims and RSVPs to a Facebook event.

Once an objective has been identified, Facebook will guide you to the most appropriate ad type. It’s up to you to choose where that ad appears — in the News Feed, for example, or alongside it. Facebook will help you figure out where your ad is likely to perform best. You’ll also need to choose a headline, image (you can upload up to five on rotation) and text for your ad. Facebook recommends copy be “succinct, friendly and conversational.”

Once you’ve chosen your ad, you’ll need to decide who sees it. You can target people by location, age, gender, interest, relationship status, language, education and even workplace. You can also opt to target only people who are or are not already connected to your page or app, or the friends of people who already like said page or app. This kind of targeting is unique to Facebook, and should be thought out carefully. A restaurant, for example, may want to advertise a group happy hour special to employees of nearby businesses that tend to go out together after-hours.

Lastly, there’s the budget. You can allot a daily or lifetime budget, the former of which will allow you to space out your ads over a broader timeframe. You can also decide how you want to pay: You can either pay for specific actions (such as Likes or website purchases), or per thousand impressions. Facebook will help you choose the best one. Pricing varies according to the competition in the demographic you’re targeting.

Once you’ve set up your campaign, you’ll want to track its progress through Facebook’s analytics dashboard. Pretty quickly, you’ll be able to see which ads and images are performing the best — and can modify your spending accordingly.

Head over to Facebook’s advertising center to get started.

Twitter Ads

Twitter’s ad suite is much more simple. It’s divided into two categories: Promoted Tweets and Promoted Accounts. (A third ad product, Promoted Trends, isn’t available to small businesses.)

Promoted Tweets are ideal when you want to advertise a specific message, or product. If your goal is new followers, promoting your account is the most efficient method, as you’ll pay only when you add new followers. It’s worth testing whether promoting a specific message, or having more followers (who may then see multiple messages), is more profitable for your business over time.

You can opt for two kinds of targeting. The first is by keyword, which will allow you to target those who search, tweet about or otherwise engage with a specific term. You can also target by interests and followers, reaching people who fall into certain broad interest categories (like board games or college basketball) or who follow specific accounts — a skin care brand might want to target users who follow accounts that tweet about beauty and anti-aging advice. You can also limit your targeting to certain devices, like BlackBerry, and by gender.

Once you’ve set that all up, you can set lifetime and daily maximum budgets for your campaign. If you’re running a Promoted Tweet campaign, you set the amount you’re willing to pay every time someone retweets, replies, favorites, follows or clicks on your tweet. (Twitter recommends bidding somewhere in the $1.50 to $2.20 per engagement range.) For Promoted Account campaigns, you pay per follower — Twitter recommends bidding in the $2.50 to $3.50 range.

Beyond Facebook and Twitter

While small business participation on Twitter, and especially Facebook, is high, companies may find that other networks (and their ad products) are a better strategic fit. Pinterest, for example, has become essential to women’s lifestyle publishers, accounting for as much as 10% of their monthly referral traffic. Tumblr and LinkedIn may also be worth exploring, depending on your target customer demographic and other needs.

To repeat our earlier mantra: You’ll never know what works until you try. What you may discover is that social networks and their ad products don’t yet provide the kinds of returns that ad products from Google and elsewhere can — and that’s okay, too.

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Local Business

Coca-Cola Beverages Africa commissions new Ugx 38 billion Manufacturing Line

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By Our Reporter

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Coca-Cola Beverages Africa (Uganda) has officially commissioned a brand new US$10million (UGX 38billion) Manufacturing Line to enable them bottle more Rwenzori Pure Natural Mineral Water.

The new bottling line at the Coca-Cola Beverages Africa (Uganda) Namanve site operated by Century Bottling Company has a capacity of producing 24,000 bottles an hour, accelerating the production of Rwenzori Pure Natural Mineral Water to refresh and hydrate Ugandans.

The USD10million (UGX38billion) investment brings to Uganda the newest bottling line technology out of Germany, by KHS enabling the Company to innovate further for the increasingly changing consumer demands.

The investment was part of a US$15 Million investment plan that Coca-Cola Beverages Africa had for Uganda alone in 2018.

The Minister of State for Investment and Privatisation, Hon. Evelyn Anite, officiated at the groundbreaking ceremony on 20th April 2018 and by December 2018, the line installation was complete.

Representing the President of the Republic of Uganda Gen. Yoweri Kaguta Museveni at the launch event, Hon. Amelia Kyambadde the Minister of Trade, Industry and Cooperatives lauded Coca-Cola Beverages Africa for focusing on Uganda and investing US$10million (UGX38billion) within Uganda to benefit citizens and support the economy.

“Of this, I am told US$3.5million was spent inside Uganda on civil works, construction and auxiliary services. That is a very significant amount for many reasons. First of all, that means that the bulk of the investment that we are commissioning today was spent inside our own country and directly benefited Ugandans. This fits well within our ‘Buy Uganda, Build Uganda’ policy and I applaud you for that. Also, your investment in a new Manufacturing Line creates more jobs for very many categories of Ugandans – which fulfills the NRM pledge to create more jobs and wealth especially for the youth of Uganda,” she said.

“As Government, we acknowledge and thank Coca-Cola for being a development partner of Uganda. On top of these investments, you also pay taxes – I understand you paid UGX 140billion in taxes last year. This is a very significant amount and we look forward to seeing it increase once this new investment begins to bear results. During the tour of the facility, it was gratifying to see the quality of your equipment and to note that you have two other bottling facilities in Uganda, and that you are still setting up more. By bottling high quality international brands in Uganda, you are promoting the economy within Uganda and also promoting the country internationally,” Hon. Kyambadde added.

The CEO of Coca-Cola Beverages Africa Mr. Jacques Vermeulen assured the Minister of the investment commitments of Coca-Cola Beverages Africa (Uganda), which runs three subsidiaries bottling Coca-Cola products (Century Bottling Company), pure natural mineral water (Rwenzori Bottling Company) and recycling plastic waste taken from the environment (Plastic Recycling Industries).

“We employ about 1,900 Ugandans in our three plants in Kampala, Mukono and Mbarara, and support more than 100,000 businesses across our extensive retail distribution network. Coca-Cola Beverages Africa is proud to make these contributions on top of paying taxes to the tune of more than UGX140billion annually. We are serious about doing business in Uganda and supporting this economy,” Mr. Vermeulen said.

He added that the investment in the brand new US$10million Manufacturing Line was a strong demonstration of Coca-Cola Beverages Africa Uganda`s commitment to the development of Uganda despite the tough economic conditions.

It is important to note that this investment was made on a promise to reduce excise duty from 13% to 12% in the 2018/19 FY and gradual decrease per year until 10%.

“We are grateful that this happened last year. Unfortunately, the reduction from 12% to 11% in the 2019/ 2020 FY has been rejected by Parliament. This investment is confirmation that a favorable tax regime can attract more investment for the industry,” he added.

CCBA management emphasized that the Company will continue to be a relevant partner with Government and called upon the Government officials present to ensure they work to limit the challenges private sector faces in doing business

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Local Business

Shell to conduct free auto clinic

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Shell Auto Clinic

Paul Kaganzi (C) explains how the car engine works.

By Our Reporter

Shell Helix has partnered with Renault Uganda to conduct a free auto clinic for motorists. The two-day event which is being held at Shell Bugolobi will see motorists learn more about the latest engine technology as well as lubricants.

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Addressing media, Alex Tusingwire, the Shell Brand Manager Lubricants, noted that the knowledge level on lubricants among motorists is limited and the auto-clinic will go a long way in reducing this gap.

“Many motorists do not know the role oil plays in their engines or the oil that is suitable for their car engine,” Tusingwire said. “We want to educate motorists about the different oil grades and what is suitable for their engines as well as  benefits that oil lends to the engine and the value of using the right oil.”

“We have a wide range of oils that work all the way down the line for older engines and high mileage cars as well as oil that works all the way up for the most advanced engine and even those looking for the best performance in their engines.” He added.

The auto clinic will be conducted in a series of six events which will be held every fortnight at different shell fuel stations around Kampala with Kabalagala and Ntinda being next.

The auto clinics will also double as service clinics where motorists will  receive advice from experts after inspecting their engines and the overall car health.

According to Shell Ambassador and automotive mechanic, Paul Kaganzi, shell has invested heavily in research and development to make fuels and lubricants that give long lasting engine performance.

“The technology today has enabled global car manufacturers  to make small but powerful engines. Such engines require the best oil and fuel for optimal performance.” Kaganzi said.

The auto clinic has kicked off today and will continue on Saturday.

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Local Business

Africell Marketing boss quits

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Mohammad YahfoufiBy Our Reporter

Africell Uganda Marketing boss, Mohammad Yahfoufi is leaving the telecom company after 3 years.

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Yahfoufi joined Uganda’s third largest telecommunications company in June 2016 replacing Marvin Wiltshire Kagoro, who is currently the marketing and communications manager at Total Uganda.

Mohammad has been key in helping establish the digital marketing platforms of the telco. His impact has been enormous from setting up the company’s social media accounts, working to increase its following and establishing a successful influencer program.

In the three years he’s been with Africell, he also oversaw the telco’s flagship data marketing campaigns, namely: ‘Don’t be Cheated’, ‘SWIFT bundles’ and ‘Triple Data’.

Prior to joining Africell, the graduate of Marketing from Lebanese American University worked with multinational advertising company Leo Burnett, serving its unit in Dubai.

Also certified by Udacity for taking lessons in Google Adwords and Digital Marketing, Yahfoufi did his internship at Impact BBDO, another top advertising firm in the Middle East.

Mohammad is leaving the telecom industry for the betting world.

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