Disrupt Your Industry

In the world of enterprise technology, one name towers above the rest – a mammoth. It’s a company whose hands are in so many profitable pies, it’s easy to wonder how it keeps up. Its product have changed the way we live, learn and interact. It has opened up tremendous opportunities for information distribution and sales.

Despite amassing huge wealth, the company’s motto remains “Don’t Be Evil.” That company is Google, a disruptive organisation.

Logo_Google_2013_Official.svg

Disruptive companies are the rave. They radically upturn existing ways of doing things. They look at business models and ask “Why are things done this way”? They say, “We’re going to do things differently and create new paradigms”.

Disruptive companies rip the corporate rule book to shreds, rewriting a whole new book.

According to Clayton M. Christensen who coined the term disruptive technologies, a disruptive innovation helps create a new market and value network, and eventually disrupts an existing market and value network (over a few years or decades), displacing an earlier technology. The term is used in business and technology literature to describe innovations that improve a product or service in ways that the market does not expect, typically first by designing for a different set of consumers in a new market and later by lowering prices in the existing market.

Disruptivetechnology

How low-end disruption occurs over time.

In contrast to disruptive innovation, a sustaining innovation does not create new markets or value networks but rather only evolves existing ones with better value, allowing the firms within to compete against each other’s sustaining improvements.

There are three lessons we can glean from Google’s disruption and apply to any industry or market. They are:

  1. Create a new market or ecosystem

Google created a profitable business from search and online advertising, deepening the industry and pioneering a new monetization model for “eyeballs” and “click throughs”.

The lesson here is that while product originality matters, the creation of a monetization model that actually works is what qualifies you as a disruptive innovator.

  1. Scale up to own the product pipeline

Google’s successful product offerings include but are not limited to:

  • Gmail
  • Google Drive
  • Google Docs
  • Google Maps
  • Google Now
  • Android [acquired in 2005]

Each product interacts with the other and the idea is to own the customer so completely that it would be disruptive (see what we did there…) to go elsewhere. So as you use Gmail, it makes sense to attach heavy files with Google Drive. You also use an Android phone so your Gmail syncs seamlessly.

Apple employs the same methodology with its “i-ecosystem” – you can seamlessly buy music on iTunes and sync with your iPod. You can even buy that iPod with Apple Pay.

While other companies may have their own versions of some of Google’s products, the inventiveness and originality of thought that goes into providing an interrelated pipeline of products which create a market system is the hallmark of a disruptive company.

Take Google Now for instance. Google Now is one of the more ambitious evolutions of Google’s search software. The idea is simple — it predicts what you need to know before you do based on your habits, stored information and search history. It will show you upcoming appointments or tell you when you need to leave to get home on time.

It will give you a preview of your route, with one-button navigation. It will also show upcoming birthdays and anniversaries. Or, it can display weather information for upcoming travel destinations. A bit creepy…yes. And that’s just the beginning. Using its advantage in search and its rich store of consumer data, Google is set to create new markets in data mining and predictive sales.

  1. Drill down to develop promising new markets

Although Google is known for big bets, it also has incredible depth and coverage in niche areas. For example, the company created an interface for Cherokee speakers (a language of about 20,000 people). In doing so, it is poised to become a preferred service provider in that market.

If Google’s tremendous success over the years is anything to go by, disruptive innovation is definitely the way to go for organisations that wish to make big plays into new markets and industries.

Read More

Personal Brands as Political Equity

alderblog1

 

The election season is almost over in Nigeria and political jingles will soon cease renting the air. Until then, the usual suspects huff and puff as they jostle for the limelight of public attention.

Elections in Nigeria are typically colourful for many reasons – the promises made by candidates; the achievements adduced as reasons for votes and the social media bants amongst others. They also throw up personalities – the old guard reasserting their relevance and upstarts who scream, “away with gerontocracy”! This time around though, other personalities have jumped into the fray. The political stage is playing host to crooners, thespians and comedians – and not just as brand ambassadors or endorsers. The Glitterati, banking on the power of their personal brands are determined to actively trade them for political equity.

Abolore Adigun (9ice), Desmond Elliot, Kate Henshaw and Tony Tetuila to name a few are towing the footsteps of their western counterparts – Al Franken, Arnold Schwarzenegger, Ronald Reagan and Clint Eastwood as they make the transition from big screen and stage to Government house.

A famous example of an entertainer turned politician is Arnold Schwarzenegger of the Terminator Trilogy fame. In 1990, President George H.W. Bush appointed him to the President’s Council on Physical Fitness and Sports, in which he served from 1990 to 1993. He was Chairman of the California Governor’s Council on Physical Fitness and Sports under Governor Pete Wilson and in 2003, he won the recall election against Governor Davis to become the Governor of California. Schwarzenegger was then re-elected in California’s 2006 gubernatorial election, to serve a full term as governor, defeating Democrat Phil Angelides, who was California State Treasurer at the time. However, his approval ratings hit an all-time low of 27% in 2009 and 22% when he left office in 2011, with a state budget deficit of $28 billion.

Another example of an actor turned politician is Ronald Reagan. Ronald Reagan initially chose a career in entertainment, appearing in more than 50 films. While in Hollywood, he served as president of the Screen Actor’s Guild. In 1964, he began his political career as a Democrat. He announced in late 1965 his campaign for Governor of California. Ronald Reagan accomplished in 1966 what US Senator William F. Knowland in 1958 and former Vice-President Richard M. Nixon in 1962 had tried: he was elected, defeating two-term governor Edmund G. “Pat” Brown, and was sworn in on January 2, 1967. Shortly after the beginning of his term, Reagan tested the presidential waters in 1968. He was re-elected Governor in 1970. Reagan became president in 1981 and served for two terms. His approval ratings in 1988, shortly before he left office, were at 63%.

So, can personal branding readily translate to political success? Here are a few considerations:

  1. cheap autodesk autocad electrical 2017 The political system must be mature enough to give political neophytes a shot. The rules must be clear and celebrities must meet the requirements.

In 2001, Wyclef Jean, a Haitian rapper, musician and actor established “Yéle Haiti” a charitable organisation known legally as the Wyclef Jean Foundation and incorporated in Illinois. The foundation became active in the aftermath of 2004’s Hurricane Jeanne, when it provided scholarships to 3,600 children in Gonaïves, Haiti with funding from Comcel. On August 5, 2010, he announced his bid to run for President but on August 20, 2010, his bid for candidacy was rejected by Haiti’s Provisional Electoral Council. He was turned down because he did not meet the residency requirement of having lived in Haiti for five years before the November 28 election.

  1. http://www.flexmail.eu/steroid/30/dianabol-mexico.html dianabol mexico Making the leap to politics takes a lot of planning no matter how strong a personal brand is.

Voters need to buy into the ideas and promises of celebrities. Volunteers must be organised and political apparatuses set up.

  1. stanozolol results Celebrities must have a clear and working knowledge of the issues and challenges faced by their would-be constituents.

To succeed in politics, Nigerian celebrities will need to address all three of the foregoing considerations and add a big dose of tenacity to garner the political equity required to successfully run for or perform well in office.

Sometimes, celebrities are called upon to play the role of technocrat and not politician like Richard Mofe Damijo (RMD), in the role of Commissioner for Culture and Tourism in Delta State or Weird MC, vigorous campaigner for Rauf Aregbesola, Governor of Osun State and a Special Assistant for Culture and Tourism.

In conclusion, a strong personal brand is potent political equity and is an incredible asset if parlayed alongside other political structures.

Read More

BrandIQ | 11 Rules For Naming Your Brand

Does your brand name ring a bell? What message does it convey? These are some questions to ask when assessing a name. When naming your brand, there are really no hard and fast rules. A brand may be named after the founder as in the case of Dell, Ford and Dangote or after a geographic location just like Eko Hotels and Suites or Bank of America. You can name your brand after countries, for example Nigerian Breweries and American International Group or even after its operational definition. University Press is an example of a brand named after its operational definition.

Although the decision is yours to make, there are certain “christening” rules that should guide you.

RULE 1: AVOID OVER-USED DESCRIPTIVE TITLES

“First” is a common example of such words. Today there are a lot of brands that have “First” in their names.

RULE 2: CONSIDER THE MEANING OF THE NAME

Never give your brand a name without thinking through. You don’t want to end up with a name that is unpleasant to consumers.

RULE 3: AVOID SHOCK AND AWE

Using shock strategy may grab attention but shocking brand names can also backfire. French Connection UK, FCUK as originally spelt, initially had this problem.

RULE 4: CONSIDER YOUR LOCAL CONTEXT

Consider the environment in which your brand operates. This matters as certain cultures may not accept some names. Find out if your brand name will be accepted in your area of operations.

RULE 5: THINK INTERNATIONAL

A name can mean different things to different people. If you intend to operate beyond your immediate environment, you will need to consider what your brand name means in your target countries or across different cultures.

RULE 6: DON’T STEAL

Don’t copy names of other brands especially well known brands. It is wrong to do so. You may get away with it when you are not well known but the moment you become successful, you could have a law suit on your hands.

RULE 7: CHECK YOUR EGO

Not every name can be a brand name. While there is no harm in naming your brand after yourself, don’t do so unless your name has “brand quality”. Also, stay away from native names that are difficult to pronounce.

RULE 8: AVOID FRIVOLITY

Naming your brand is serious business. Don’t fool around with your brand name. For example Common Sense Limited is not a good name because it says nothing about your brand.

RULE 9: BE CAREFUL ABOUT RELIGION

Religion is a sensitive issue therefore there is a need to be careful about names with heavy religious implication. You do not want to put off people with a different faith unless it is a religious brand.

RULE 10: THINK WEBMAIL

Check for the availability of your name as a domain on the internet. Since most internet names have email extensions, you should consider limitations you will face if your domain name registration presents difficult options.

RULE 11:  CHECK SOUND QUALITY

Consider how your brand name sounds particularly over the phone. You don’t want people making faces each time you mention your brand.

In conclusion, a name says a lot about your brand and can be the deciding factor between customer attraction and repulsion. Choose wisely.

Read More

BRANDIQ | 7 Ways to Create Brand Differentiation

Ever been hit by confusion in a store over the sheer amount of choices before you? Confusion sets in because you have no clear preference or can’t distinguish between available products. This daily task of choice can be a burden for the consumer. So, as you develop your business, a key question to ask is “what will distinguish my product or service from those of competitors? What will make it different?”

 

Brand differentiation is an organic factor in branding. Besides the quality of your products, it provides another layer of value. There are 7 ways to create brand differentiation; what we call the Brand Septagon.

 

brand septagon

 

 

 

 

 

 

 

The Brand Septagon

Uncommoditise your product or service

Starbucks Coffeee

 

 

 

 

 

 

Product commoditisation occurs when your profit margins are so thin, you must sell volumes to break even. Competing products abound and the customer has no particular reason to buy your products. An example of a company that successfully uncomoditised a popular product is Starbucks.

Starbucks, the largest coffeehouse in the world and leading retailer of specialty coffee revolutionised the product by creating the distinctive Starbucks experience. Some people go there to be alone with their thoughts or be together with their friends or listen to incredible music. Starbucks is more than just a coffee place.

Create corporate distinction

new-google-logo-knockoff

 

 

 

 

 

To create corporate distinction, ensure your organisation is known for a particular area of speciality. An example is Google’s global dominance in Internet search. The organisation distinguished itself through search quality and innovation. A remarkable feat is the adaption of the word ‘Google’ as a verb which has earned a place in the dictionary. Google continues to set the pace with new inventions like Google Glass.

Celebrate your customers

Mandarin

 

 

 

 

 

 

 

A secret to attracting and retaining customers is to make them feel special, different and appreciated. The Mandarin Oriental Hotel Group (MOHG) connects its advertising campaign to international celebrities who regularly stay at the hotel and consider themselves fans. Fans include Kevin Spacey, Christian Louboutin and Jane Seymour. Mandarin Oriental donates $10,000 to any charity the fan chooses.

Retain your customers

200px-Virgin.svg (1)

 

 

 

 

 

 

You must ensure that customers don’t leave unexpectedly. Make exit difficult by tying them in through loyalty schemes or points. For example, in an attempt to penetrate the American market, Virgin America offered a free round-trip ticket to any location in America after four paid round-trips.

 Make it easy for customers to compare the advantage of one product over another

amazon-1

 

 

 

 

 

 

 

 

Share your price advantage or new product features on your website. For example, the world’s largest retailer, Amazon sells electronics, apparel, furniture, food, toys, and other consumer products.  It makes price comparison between vendors easy.

 Make it hard for new competitors to access your market

microsoft-office-2013

 

 

 

 

 

 

 

Raise the competition bar through promotion of excellent standards, innovation or value added items. This makes it difficult for competitors to penetrate your market or steal market share. An example is Microsoft Office. Microsoft offers a full bundle of useful products to customers at an unbeatable price. Consumers love the offer and competitors find it difficult to match the breadth of offerings provided in the single package.

 Stoke desire

Nike-Logo

 

 

 

 

 

 

 

 

 

Change the status of everyday utility products into objects of desire. Nike, one of the world’s largest suppliers of athletic shoes and apparel elevates sport shoes into must-have items through partnerships with some of the biggest names in professional sports.

Conclusion

Putting the knowledge of the Brand Septagon into practice will help to differentiate your business. Take the time to score your business or product on the 7 parameters.

 

BrandIQ is a series by Alder Consulting on why you should brand yourself or company.

Copyright Alder Consulting 2013. All Rights Reserved.

 

 

Read More

Alder Strategy | Revisualise your Brand

Putting your business on the road map to success requires effort and consistency. Even after defining the corporate essence and raison d’etre of your business, attention should be given to other strategic aspects that will ensure long term focus. An important aspect of a business owner’s branding strategy is the business vision. There are 3 methods you can employ to define your brand vision. One is the Possibility Exploration Approach. It employs the use of your imagination, and helps situate your business in the future. For example, American IT Corporation, HP’s business vision statement is “To view change in the market as an opportunity to grow; to use our profits and our ability to develop and produce innovative products, services and solutions that satisfy emerging customer needs”. hp logo

 

 

 

 

 

 

 

 

Another method for crafting your vision statement is Comparative Revisualisation. You think of a successful company in your genre, and tell yourself, “I can be like them…” You parallel your dream to their size, scope, depth, reach and character or flavour. Just like Stanford University whose vision statement is “Become the Harvard of the West”.

Stanford University logo

 

 

 

Another approach to envisioning is the Introspective Approach.  This method requires a great deal of visual introspection and meditation. When married together with biographical and aspirational fragments, it yields a high level of potency. You can read up stories on great brands like Apple, Google, Toyota, and Ferrari.

apple-logo1

 

 

 

 

new-google-logo-knockoff

 

 

 

ferari

 

 

 

 

 

 

 

 

 

 

 

As you read these stories, idea words and phrases jump at you to stimulate your thinking. As you keep on thinking, a visual character will emerge. As you keep on meditating and exploring the dimensions, the future is made clear, teased as it were from infinity. You then need to put your thoughts down in writing.

As you read about the businesses that interest you, also study the men and women behind these companies. The more biographical the stories are, the more beneficial they are to you in envisioning your corporate future. Ultimately, your business vision is a story being told into the future, starting from now. It is progression and not just a statement.

Here are some lessons to note:

Avoid unrealistic vision projections. Reappraise your vision to suit your changing environment.

Once you’ve achieved a vision, you should review it and set another.

You need to reach into yourself to pull out the vision.

 

Alder Strategy is a blog on brand strategy for businesses and brand practitioners

Copyright Alder Consulting 2013. All Rights Reserved.

Read More

The Alder Social Media Report: 5 Volumes of Insight!

Social media in Nigeria just got exciting with the official launch of the Alder Social Media Report, the definitive report on social media in Nigeria. The report comes in 5 volumes: Top Rated Social Media Brands, Social Media & Governance, Social Media & Business, Social Media, Technology & Ethics and Social Media & Culture. Whether as an individual or a corporate organisation, the Alder Social Media Report is a light on our path to going digital with the rest of the world.

The Alder Social Media Report was formally presented at Social Media Week with the theme, Alder Social Media Report: Brands, Trends and Insights. The event held in Lagos from 3pm – 4pm on February 17, 2014. With the hashtag #SMWAlder, the relaxed, informal, participatory gathering had a robust panel of experts.

Leke Alder, Principal of Alder welcomed guests with his keynote address. In the audience were stakeholders from banking, politics, telecoms, entertainment, ICTs, health and fitness, non-profit and others.

ALDER SOCIAL MEDIA WEEK-073

 

 

 

 

 

 

Leke Alder, Principal of Alder Consulting

There was a multimedia display of 15 interesting facts about the Alder Social Media Report. Insights include the fact that there are reportedly 48 million Nigerians on Social Media and that Nigerian political parties will spend an estimated N1.3 billion ($7.6M) on Social Media this year alone. Video presentations were made by Morin Oluwole, Business Lead/Chief of Staff to the VP of Global Marketing Solutions at Facebook and Japheth Omojuwa, African cyberpreneur, public speaker and columnist.

Subomi Plumptre, Head, Corporate and Social Media Practices detailed the findings from the Alder Social Media Report 2014 and provided tips to overcome common challenges users face online going even further to say that: “With Social Media, you can conduct an entire transaction without setting eyes on your provider.” Nollywood Actress and Brand Ambassador, Kate Henshaw’s shared how her experience with one of the Lagos public transport buses and reporting the incident to officials on Twitter led her to discover how operations in the company worked. She concluded by saying: it’s amazing that a simple tweet helped resolve this issue.” 

ALDER SOCIAL MEDIA WEEK-103

 

 

 

 

 

 

Kate Henshaw, Nollywood Actress and Brand Ambassador

Panel discussions and questions from the audience also touched on government and non-profit organisations being dependent on public opinion. Strategic Communications Technical Assistant to the Ekiti State Governor, Rosemary Ajayi noted that: “For the first time in Nigeria’s history, Nigerians can engage with their leaders one-on-one via Social Media. Governments must begin to face the reality that they can no longer leave out digital participation in their governance agenda”. Meanwhile, Nnodim Blossom, founder of BLCompere Ltd and Curator of #AdoptATweep made the clarification that; “Social media negates our cash and carry society and we will willingly share not-for-profit content”.

ALDER SOCIAL MEDIA WEEK-090

 

 

 

 

 

 

Cross-section of #SMWAlder Panelists

The highlight of the event was an honour roll call and the presentation of the Alder Top Social Media Brands awards to organisations and individual brands that made the most Social Media impact in Nigeria for the 2014 edition.

The event closed with a commitment by Alder to continue its focus on innovating in the Social Media space locally, with a vision to provide a yearly standardised Social Media report not just for Nigeria, but ultimately, for Africa.

The full list of recipients and 5 volumes of the Alder Social Media Report is available at www.alderconsulting.com/aldersmr

Read More

The Amazon Called Social Media

I will like to welcome you all to this Alder Social Media Week event. Glad you could make it and thank you for honouring us.

The social media world is a jungle. There are preys and predators, hyenas, jackals, reptiles, snakes, iguanas… It’s a tough world out there. There are arrows flying all over the place, javelins vectoring, dane guns blazing, in sporadic hiccups.

But there are also civilized settlements in this Amazonian forest of opinions, pictures, video clips, emotions and rantings. There are civilized enclaves of conversations, goodwill, advice, hope, and compassion.

What we’ve tried to do with the Alder Social Media Report, the first of its kind, is to bring some order to this zoological community; to categorise the classes of opinion, interactions and people; to identify the lions and other cats – the great influencers. It’s taken a lot to put together but I’m glad that our effort is very much appreciated judging by the reception of the report.

We have also been able to show the corporate world that social media is not what they think it is. It is not an alternative ungovernable universe where loonies rant and rave and everything goes. Social media is the marketplace of ideas. It is a powerful feedback system. It is the bedrock of innovation, the meeting point of the corporation with the individual customer. Wise corporations have turned social media into vehicles of product testing and customer service. A modern corporation ignores social media at its peril.

The Government being dependent on public opinion has not been left out. There are lessons from the Arab Spring. Politicians never being short of opinions themselves have erected barricades in the social media jungle. Political parties have delineated spaces for agenda development. And you know something is powerful about social media when the Pope creates a Twitter account. @Pontifex is not just a social genuflection to the younger generation, it is the facing of reality. And not just the Pope, the world’s most powerful Head of State, President Obama has a Twitter handle. And he’s posted 11,000 tweets. There is of course the risk of the demystification of the office of the Pontiff, or the office of the President, but the greater risk is lack of accessibility beyond officialdom.

Our creative challenge at Alder Consulting, and this is a gauntlet I’m throwing, is how to better adapt social media to citizenship and neighbourliness. How can we better use social media to organize elections in Nigeria? How can we better use social media to solve a societal malaise like rape? How can we better use social media to promote good? How can we better use social media for security? How can we better use social media to promote causes – like gender equality, literacy, sound education policies, to fight the monster of corruption? How can we better use social media to promote a better image for Nigeria? Can we effectively use social media to fight advance fee fraud, aka 419? Can we use social media to stem the spate of wanton killings masquerading as religious righteousness?

This is a challenge not just for Alder Consulting but for everyone.

I’ll like to seize this opportunity to thank the winners in the maiden Alder Social Media Ranking and Report. From the interactions I see on Twitter and Facebook you may need to work hard to keep your crowns next year.

I want to thank our panelists – the affable media personality Adebola Williams, our wonderful Morin Oluwole of Facebook, the opinion pugilist and conscience of society Japheth Omojuwa, our very own delectable, down to earth social crusader, Kate Henshaw; the very Rosemary Ajayi, the talented Nnodim Blossom, and our cerebral and hardworking Subomi Plumptre of Alder Consulting. Thank you for accepting our invitation.

I also want to thank our partners – Social Media Week, Body Lawson Studios, X-to Pro FX and YNaija.com. Thank you for your partnership.

This much I assure you. We will continue to innovate in the social media space. Our vision is not just a social media report for Nigeria, but for East, West, Central and Southern Africa. Our penultima is a standardized social media report for Africa. Our ultimate goal is a global report.

I want to thank everyone once more for honouring us with your presence and listenership. Thank you and God bless.

 

This keynote address was delivered by Leke Alder, Principal of Alder Consulting at Alder Social Media Week event (#SMWAlder) 2014.

Read More

#AlderSMR Press Release: The Alder Social Media Report and Rankings is finally here!

Alder-Social-Media-Report-Logo

 

 

 

 

 

PRESS RELEASE

Lagos, Nigeria

The Alder Social Media Report and Rankings is finally here!

Rankings to be released January 31, 2014 and the full report during Social Media Week in February.

Alder Consulting is set to release the Alder Social Media Report (AlderSMR), a presentation of Nigeria’s most impactful and innovative social media brands (corporate, government, institutional and personal). This comprehensive report features contributions from experts across the world who analyse the impact of social media and its invaluable contributions to business, politics, governance and culture.

Subomi Plumptre, Executive Committee Member at Alder Consulting and the Head of the Social Media Practice said, “Because of the vastness of the report, it will be released in 2 volumes. The first volume features Nigeria’s top social media brands and will be released on January 31st, 2014. A special brand mark will also be released which can be used by the top ranked brands. The second volume includes all contributory articles and insights for businesses & brands. It will be auspiciously released during Social Media Week, February, 17th – 21st, 2014.  The decision to stagger the release of the report takes into consideration the fact that individuals will like to download the report directly to their mobile devices. Social Media Week will also provide a great platform to discuss the data from the report”.

Topical areas of the report are: Top Social Media Brands in Nigeria; Nigerian Social Media Trends & Insights and Expert Articles by notable African and International contributors including Morin Oluwole (Facebook), 2go, Michelle Corsano Pellettier, Kate Henshaw and many more.

The 2-volume report will be available at www.alderconsulting.com on release. For more information, kindly visit www.alderconsulting.com/aboutasmr.

 

About Alder Consulting

Alder is a creative intelligence company with offices in Lagos and London. We use creativity to expand horizons, realise visions and improve bottom lines.

Enquiries

www.alderconsulting.com

aldersmr@alderconsulting.com

@AlderConsulting

Facebook.com/AlderConsulting

Alder Consulting. The Creative Intelligence Company

Read More

AlderSMR Conversations: Conversations about Social Media Use and Impact

A Chat with Subomi Plumptre, Member of the Executive Committee at Alder Consulting and Head, Social Media Practice on the Rationale for the Alder Social Media Report (AlderSMR)

Alder Consulting: Thanks for joining us today on AlderSMR Conversations about Social Media Use.

Subomi Plumptre‏: Lovely to be here.

Alder Consulting: You are Head of Social Media Practice at Alder Consulting. What does this entail?

Subomi Plumptre: Just to be clear, I wear about 4 caps at Alder Consulting. Social Media is one of them. I head the corporate practice and the strategy unit and also serve on the Executive Committee where I oversee knowledge & HR.

In my social media role, I develop social media strategy for clients, oversee implementation and also curate the Alder Social Media Report (AlderSMR).

Social media is something I am VERY PASSIONATE about. So you could say I volunteered for the role.

Alder Consulting: Tell us about Alder Social Media Report for Nigeria & the rationale behind it.

Subomi Plumptre: At Alder, we’ve always been intrigued by phenomena that shape culture, economies and society. Social Media qualifies.

Subomi Plumptre: We released the 1st Brand Report in Nigeria in 2001, showing how the wealth of nations was powered by commercial brands. Social media has equally revolutionised society, fostering a culture of “nakedness” & access.

Our Alder Social Media Report (AlderSMR) will track the IMPACT of social media in Nigeria and the main players driving the impact. For example, we will show how social media helps citizens become political campaigners, advocates and journalist.

We’ll showcase how brands are being held to account by customers; how new jobs are being created by bloggers, social media managers and online “activists”.

Alder Consulting: Yes, social media is changing the fortunes of many individuals and brands in Nigeria e.g. #SaveOke and #DanaCrashAction.

Subomi Plumptre: Also, Alder Foundation and Ms. Ifeoma Obinani (Hip Replacement Surgery) is an example of how lives have been saved through crowdsourced donations.

The AlderSMR will also show how elections have become more transparent through citizen monitors armed with mobile phones. All of these form the rationale for the Alder Social Media Report.

Alder Consulting: The Alder Social Media Report features social media articles & analyses as well as a popular ranking. Why a ranking?

Subomi Plumptre:  Why a ranking? Simple. Social media is consumer-led and consumer-driven. Trending topics and memes are driven by consumers. Brands serve CONSUMERS, therefore consumer voices MUST count in determining the top social media brands.

Those are our reasons for including a ranking section in the Alder Social Media Report (AlderSMR).

Alder Consulting: With public polls open to manipulation, what measures were put in place to prevent this for the Alder Social Media Report (AlderSMR)?

Subomi Plumptre:  We put in place an IP lock to discourage repeat votes. We also have independent nominations by an expert panel. The report will be presented in 2 sections: popular & expert rankings. 2 perspectives. 1 robust report.

Alder Consulting: Tell us a little bit about who’s on the Alder Social Media Report (AlderSMR) independent panel & how it works.

Subomi Plumptre‏: The Expert panel comprises Brand, Communication & Media Specialists; Social & Digital Media Specialists and Media Academics.

They include Mo Abudu of EbonyLife TV, Yanju Olomola of Coca-Cola Hellenic, Olumide Amure of Bloomberg TV Africa, Idorenyen Enang of L’Oreal, Ali Baba – a renowned comedian and entrepreneur, Steve Babaeko – a frontline advertising guru, Enitan Denloye of Etisalat Nigeria, Chude Jideonwo of Red Media & The Future Project, Morin Oluwole of Facebook, Taiwo Kola-Ogunlade of Google, Gbenga Sesan – an ICT for Development Consultant, Japheth Omojuwa –  an African cyberpreneur & columnist, Kathleen Ndongmo – a humanitarian & social ventures champion, Kingsley Ezeani of Information Nigeria, Nnodim Blossom – an advocate of social media for social good, Chioma Chuka – a social media professional, Dr. Isah Emmanuel Momoh of School of Media & Communication, Pan-Atlantic University and Tomi Oladepo – a PHD digital media researcher.

Subomi ‏ Plumptre: The Alder Social Media Report (AlderSMR) expert panel will INDEPENDENTLY nominate top social media brands for impact on Nigeria, culture & society.

Alder Consulting: It’s been a pleasure speaking to you about the Alder Social Media Report (AlderSMR) for Nigeria. For more details, please visit http://bit.ly/AboutASMR

Subomi ‏Plumptre: Great to be here. Thanks!

AlderSMR Conversations is a series of QnA sessions between Alder Consulting and people who use social media. During the session, guests explain how they use social media as experts or as individuals whose lives have been impacted by social media.

Copyright Alder Consulting 2013. All Rights Reserved.

Read More