Sifiso Mazibuko's presentation at TNS Digital Life South Africa event 25/26 January 2012

1. The Modern Consumer is
Social by Design
Sifiso Mazibuko
Facebook National Account Manager
Twitter: @SifisoMaz

2. Web 1.0 was Commerce
Web 2.0 is People
- Ross Mayfield

3. Web 2.0 seems to be like Pink Floyd
lyrics: It can mean different things to
different people, depending upon the
your state of mind.
- Kevin Maney

4. Evolution

5. Social Media isn't
about re-inventing the
wheel

6. It’s about sharing with
friends

7. It’s about expressing
your love

8. It’s about sharing those
secret gem hang outs

9. It’s about sharing
memories

10. It’s about recording
great memories

11. Success on
The Social Web

12. “Think Differently”

13. Customise content for
individuals

14. Harness Collective Intelligence,
users can great add value

15. Design for more than
a single device

16. Why are
brands
sometimes
scared?

17. One reason:
Unhappy customers talking

20. Another reason:

21. Knowledge speaks.
Wisdom listens

22. 10’s
Share
(Resonance)
Search
(Relevance)
00’s
Browse
90’s
The web is being built around people

23. Real people sharing their real identities

24. If Julius Ceasar had a Facebook profile

25. -21%
+52%
Source: ComScore Global Y/Y change Jan
2010 - Jan 2011
+1%
Social
Portals
Search
Thetransitionishappeningrapidly

26. >600 million
people use
social networks
at least once a
day

27. 58% of
Facebook
users
log-in at least
once a day
(>400M)

28. Basedonthedatafromparticipatingcountries,
wecanmakethefollowingassumption.

29. 800 million Facebook users worldwide
Globally, borders are being
replaced with connections

30. Facebook users in South Africa
M
5M
10M
15M
20M
25M
30M
4.7 million+ users

31. 11%
32%
33%
25%
13-17 18-24 25-34 35+
49% 51%
Male Female
Source: Facebook internal data, September 2011
South African Demographic Breakdown

32. The Rise of the “Silver Surfer”

33. Facebook is part of the daily routine for users
6+ hours
Average hours
per month
21 visits
Average visits
per month
57% Daily
(85% Return weekly)
Active users
log in daily
Strong user engagement globally

35. South Africa:
4.7 million on Facebook
3.5 million using a mobile phone

40. The Open Graph

45. First Rule: The tools are the tools. The tools are not the thing.

46. THE SCENE / BOSS IS ENTERING THE
OFFICE
BOSS / SEES HIS SECRETARY SURFING
IN FACEBOOK
10:00am @ the office

47. THE DIALOGUE
Borrowed from Stefanos Karagos / Xplain.co

48. BOSS / HOW MANY FRIENDS DO YOU HAVE?
SECRETARY / 4.999 MY BOSS
BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999!
BOSS / HOW LONG DID THIS TAKE?
SECRETARY / ONLY ONE MONTH MY BOSS!
BOSS / CAN YOU CREATE AND RUN OUR CO’S
PAGE?
SECRETARY / YES MY BOSS! GIVE ME 5
MINUTES.
the time it takes
to start your FB
BOSS / HOW MANY FRIENDS DO YOU HAVE?
SECRETARY / 4.999 MY BOSS
Borrowed from Stefanos Karagos / Xplain.co

49. BUT OF COURSE HE HADN’T SEEN HER PERSONAL PAGE
Content
Her sexy photos from her
latest holiday
Audience
97% “hungry” men
18 - 35

50. THE RESULT
AFTER 6 MONTHS
555 LIKERS/FANS
CONTENT AUDIENCE
Bla, Bla, Bla Bla
Bla, Bla Bla
Who knows,
Who cares
Borrowed from Stefanos Karagos / Xplain.co

51. Facebook my ass!
NEXT TIME
MARKETING
MANAGER ASKED HIS
BOSS TO INVEST
$$$$ ON FACEBOOK
MARKETING
Borrowed from Stefanos Karagos / Xplain.co

52. Make your communication social

53. Making your communication social

56. Nivea What type of Hugger are you?

57. – Context:
• First P&G brand in the UK to invest in
engagement activity
• Leveraged quirky Mother Nature by allowing
her to communicate with Fans from her own
Facebook Page
– Strategy:
• UK Reach Block running Polls and Video
Commenting Ads
– Success:
• Over 100,000 Likes of the Page driven
• Over 20,000 entrants into the Gift’o’Matic
competition
Tampax Mother Nature (UK)

58. Social communication

59. 1. Make it social.
“That’s what I do on the internet.”
2. Keep it simple.
“If I understand something, I’m more likely to try it.”
3. Create brand stories worth sharing.
“I share great stories with my friends on social networks”
4. Integrate.
“Consistent message across different platforms.”
Final considerations

60. “In times of change, learners inherit the Earth,
while the learned find themselves beautifully
equipped to deal with a world that no longer
exists.”
Eric Hoffer