The Digital Marketplace Addynamo Seminar

The Digital Market Place

How to win the Hearts and Attention of your Customers

http://www.southparkstudios.com/clips/166182

The South African Market is one of

Dual Economies those living in the upper LSM’s (6-10) and those below

SA Population – 48 Million

Tax Paying Population…

5,3 Million!

Clearly the number of people in LSM 6

and upwards is not much more than

10% of the total population.

So how do we REACH this market??

Media is highly fragmented

In addition to traditional Media – Digital can offer Engagement through interactivity, Targeting to Minimize Wastage and Measurability

Few offer a two way communication to a targeted audience of LSM 6 +

DIGITAL DOES

@addynamo: Welcome to the Digital Evolution

Online: S.A. Market size

(Source: Nielsen Online Data for OPA member sites)

The Online market was worth R419 million in 2009.Figures for the Local (SA only) market in Q4 2008 registered 4,9 million*Unique Browsers and 8,1million in Q1 2010. A 60% increase!

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1

2

3

4

5

6

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8

Spend in billion RandPopulation in million unique browsers

Source: IAB Europe/ PWC/ Nielsen Online / Internet World stats

Ad Spend: Local vs International

South African online audience is almost as big as Belgium and Sweden and growing at 29%.

With almost 7 million people online in south Africa, one can calculate that 100% of LSM 6-10 is in fact on-line.

Source: Online Publishers Association, Nielsen data for January 2010

So we now know that on-line hits the highest value audience in the country, the next question we then face is HOW ?

Use the internet as a platform to amplify on a greater concept…

By tapping into and using clever technology and social media, you can use this digital platform to win the hearts and attention of your consumer

Bring back the Love

Marketers must move away from a focus on siloed campaigns to an emphasis on LISTENING to and COMMUNICATING with consumers across channels

“The only communications tolerated by consumers are those that are appropriate, timely and relevant—regardless of channel.”

eMarketer – Consumers Demand Engagement, 29 Jan 2010

Evolution of discovery

..How consumers find information

UGC + Social

ContextFacebook

Digital Directory

YahooeBay

Search

Search enginemarketing

UGC + Director

yYelp

Directory

Phonebooks,local ads,

newspapers

Source: Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169

When considering purchasing a product or service, which of the following two are your most trusted and valuable sources of information?

When making a Decision the opinion of friends is most influential

Who are our Online Users and where are they?

■Youth (Messenger, You Tube)

■Business Man (Business Day & Sharenet)

■News reader (BBC)

■Entertainment Junkie (MSN entertainment, MTV)

■Social media junkie (Twitter, blogger, Facebook)

■Facebook (55 – 65 fastest growing audience on Facebook),

Viral

■Sports enthusiast (SA Rugby, Sport24)

■Travel Enthusiast (Lonely Planet, Trip Advisor)

■Dating (MSN Dating)

■Information Seeker (Google, Bing, Wikipedia)

Nielsen Online Ranking Report 

Publisher Ave Daily UBAve Daily UB % UB

UB Change % PI

Market Aggregate 755,563 100 7,767,964 5 327,745,679

Media24 224,255 30 2,602,992 4 55,679,649

MSN 168,565 22 1,648,602 5 60,287,788

Independent Online 89,915 12 1,121,832 5 19,918,639

Interface 68,791 9 874,766 3 32,522,636

Avusa 56,506 7 731,039 -3 14,409,028

Junk Mail Media Group 40,394 5 693,836 12 12,735,262

MWEB 68,075 9 672,600 3 21,113,743

Vodacom 43,917 6 584,586 1 15,251,807

SuperSport Zone 44,713 6 563,409 -2 10,138,538

Trudon 23,033 3 474,001 2 4,280,419

Where can we reach our Audience in SA?Penetration

Top 3 publishers are reaching 70% of the targeted Online Audience

How do we Effectively Allocate Media Budgets?

Online Creative

Web Production

Media

70%

10%

20%

20%

20%

60%

Online Creative

Web Production

Media

What about Broadening our Reach with Mobile?

SA Global Positioning

What makes Mobile so Effective

There is Significant Penetration Across ALL LSM levels

Big Reach with more than 34 Million Unique Mobile Users

Extremely Targetable down to Model of Phone

It’s a very cost Effective Medium VS Traditional Media

Mobile has the ability to Generate INSTANT Response

+1733%

+564%

Before During After

RETAILER…

During promotion sales increased 564%

After promotion we see a spike of 1733%

It is completely Measurable to work out your ROI

Social Media – What’s all the Hype about?

Social Media: Where are they?

Facebook S.Africa Audience Profile

Mainstream Audience

• Social Media – Where are we?• 2.3 million Facebook Users• An estimated 25,000 Twitter influencers

• It’s here to stay and it’s growing fast

So how do we begin the conversation?

There are no formulas to success in social media. But with a systematic approach, and four essential raw materials, you can expect positive outcomes.

The Four Essentials…

• Pay for traffic to generate Word of Mouth Momentum

• Make use of search to kick start your campaign

• Engage with users and build a conversation

• With Critical Mass built, let the social effect take it’s course

Social Media Tip

1. Have a plan–How will it deliver my business goals

–What will keep users engaged long term

–What will you do with these engaged users

–How will you measure success

If you want a community to accept you, become a part of that community

McDonalds International & localGlobal Page combined with localised innovation

US & UK approach to Facebook is quite different, with UK

generating 250,000 fans across several Pages vs US/Global Page on 1.4m Fans

US/global Page allows users to Fan their local franchise & receive special offers

UK campaign pitches different products against

eachother – which is your

favourite?

UK Polling Ad ‘Gherkin in or out?’

achieved huge engagement rate of

+7%

Vodafone International Variations

Become a Fan Ads

UK Campaign delivering huge engagement with the ‘If I Ruled the World’ Strapline

Video Commenting Ads

Event Ads

Vodafone Italy delivered a

unique mobile tarif to Facebook

users redeemable through the

Page

Polling Ads

Vodafone used multiple engagement

Ads in the UK & a unique tariff offer in

Italy to generate 170,000 fans in each

territory on 2 separate Facebook

Pages

THANK YOU