Keeping 2.0 eyes on the Internet What’s next for business… 2010
Keeping 2.0 Eyes on the Web (What's next for business?)
May 22, 2015
This is a highly optimised version of the SXSW trends presentation, also on SlideShare. Due to popular demand, I've included a large section on First World vs Third World divide, and mobile as a medium.
This presentation now covers the following trends: SA internet stats, mobile, location based services, real time Internet, social media & engagement and culture vs strategy.
This presentation now covers the following trends: SA internet stats, mobile, location based services, real time Internet, social media & engagement and culture vs strategy.
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Transcript
Keeping 2.0 eyes on the
InternetWhat’s next for business…
2010
The law of business on the Internet…
Unless you really hit the right time / right place...
Unless you really hit the right time / right place...
There are only 3 ways to make serious money on the Internet.
Gambling.
Porn.
Financial Services.
Exploring the WWWorld...
The State of Digital in SAIt all starts at home…
Location Based Services / MarketingReal Time Everything
Engagement – cutting through the BSCulture vs Strategy
The State Digital in SA
Most stats from Arthur Goldstuck’s World Wide Worx Research. Precious few are made up.
South Africa has about 50 million people.
Of those, only 5.3 million have access to the “PC” Internet.
There are around +- 2.8 million FaceBook users.
But only about 80,000 Twitter users.
Yet we have about 49 million active SIM Cards.
And South Africans send over 900 million
Please Call Me’s per month.
900 millio
n!
But only 3.3 million people “Browse the Web” on their phones
But! 9 million people access the Internet using a mobile application.
Has the fragmentation of our digital channels and the digital divide ever been more clear?
Technology trends always have two stories to them.
The Third WorldThe First World
It all starts at home…
Understanding the Third World story is usally about two things:
And that means understanding screen size…
Because after all, we’re accessing the Internet… Just from different devices.
Let’s start in the mobile space…
Hello acronyms! USSD, SMS, MMS, WAP, GPRS, 3G
There are 3 mobile internet segments:
Access the Internet using WAP
There are 3 mobile internet segments:
Access the Internet using a mobile Application
There are 3 mobile internet segments:
Access the Internet using a mobile Browser
And an overlapping segment who behave very differently:
SmartPhone Users
In Africa, early usage signs are good…
A little quiz…
What do you think are the top 3 mobile sites in South Africa?
Understanding the Third World is about understanding the nuances…
The Mass Market’s use of digital channels is FUNCTIONAL, not
sexy.
That’s why Marlon Parker from Cape Town is doing drug counselling over MXIT
http://marlonparker.co.za/?p=839
That’s why ABSA and FNB recently announced their 2 millionth Cellphone Banking
registration…
Yet can’t seem to encourage a large majority to do much more than buy prepaid airtime.
That’s why Nokia will be bringing Life Tools to our country very shortly…
Function is important.
But mobile is opening up other digital doors, previously only available to “Internet” citizens…
Like direct response sales campaigns
(Now THAT’S exciting anyone interested in sales!)
We’re talking about: Please Call Me Campaigns
We’re talking about: SMS Campaigns
We’re talking about: Short Code Campaigns
We’re talking about: Premium Short Code Campaigns
We’re talking about: Mobi Sites and Landing Pages
We’re talking about: Mobi Banner Ads
Integration becomes possible…
http://www.biz-community.com/Article/196/147/49641.html Nike “Write the future” Campaign
23,000 submissions to MXIT in the first 10 days.
580,000 added the Nike “Bot” to their profile since May 2010
We’re also seeing mass market digital adoption in transactional areas as well.
This means:Financial Services
This means:Payment Reminders
This means:Acccess to fees, calculators and information
This means:Lead generation and sales
And the elephant in the room…
+ CashSend from ABSA
+ SendMoney from FNB
So ignoring adoption and penetration for the moment…
The most exciting thing about the Third World space?
When our country achieves 100% household cellphone penetration.
You’ll have 50 million potential customers.
And now let’s tie it all together…
The device that is going to change it all…
Location Based Services / Marketing
So. We want to target those Internet & Mobile people do we?
Location based services might just be the next big thing.
Location services in the real world...
Breakfast.Courtesy...
Now.
How about dropping virtual product into the
real world?
Success!
But.
Location Services raise fulfilment to critical status.
Why so much oversharing?
A story of how easy it is to share music, and how Brittanica bet against humans freely giving their time to edit an encyclopedia…
Oversharing is creating and killing entire industries...
But what could it mean for business…
Locate a shop near me…
Locate a shop with the same item at a cheaper price…
Communications and experiences that activate on location – even if that location isn’t your establishment.
(Wine at a restaurant, buying wine at Macro,
tasting Wine on a wine farm)
Roving salesman!
Oversharing does raise issues...
Etc.
Real Time Everything
Everything is going “real time”.
This is changing the way we present...
It’s changing journalism...
It’s changing public figures...
And if we’re not careful...
We’ll experience some Julius...
And some Mr Visagie...
But more importantly. The Real Time nature of the web is changing the way we interact with
data...
Did you know? Google is now indexing Tweets.
Now. With real time data, we’re also starting to see different methods of data visualisation
Now imagine real time data in a business context...
We sell x products per minute!
People in your neighbourhood pay an average fee of...
Currently servicing x people in the queue, or x calls per minute...
Conversations going on about your brand right now: x...
Real time information also causes its own set of problems.
Customer: If data is real time, why isn’t service?
Social Media & Engagement. (Cutting through the BS)
Social Media. It’s easy isn’t it?
http://www.youtube.com/watch?v=tPgQsv2KPwc Alex from Reddit. Social Media in 3 minutes…
That’s a romantic story.
But never forget the number one rule of the social Internet?
OK. So it’s not easy.
Then why is social media so hard?
Because real relationships require that you give up control.
They’re also not a one way conversation...
The first problem of engagement is understanding what the hell engagement
means?
Wikipedia: Meaningful brand experience at a contact point.
We’ll look at some global trends for the answers...
Trend #1The Democratisation of Influence
Circle of InfluenceCircles of Influence
Not a Trellidoor – but thought
it was!
Trend #2Attention has become the major currency in attracting customers to content / products
Trend #3Social Media is driving the wrong kind of
behaviour.
Trend #4Social Media doesn’t scale.
And so the big question becomes...
What is the difference between engagement and service?
Where do you want to play? Where should you play?
Because, believe it or not, we’re all in the “social” game...
The Thank You Economy
&
Actually giving a f!@#
** Cover your ears if you don’t like foul language **
http://www.youtube.com/watch?v=BEYjvifUdeM
Oh. And...
More importantly...What do customers want?
Culture vs Strategy
Why?
Social trends give context to messaging and products.
But don’t take it from me...
Take it from a bunch of elderly Jews who helped Obama win an election...
It’s a new world.
What one thing can you change to move your business into the digital tomorrow?
Mobile, Location Based Services, Oversharing, Real Time Data, Engagement, Leveraging Culture
http://www.andyhadfield.comhttp://www.twitter.com/andyhadfield
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