12. Online: S.A. Market size 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! (Source: Nielsen Online Data for OPA member sites)
13. Ad Spend: Local vs International South African online audience is almost as big as Belgium and Sweden and growing at 29%. Source: IAB Europe/ PWC/ Nielsen Online / Internet World stats
14. 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
15. So we now know that on-line hits the highest value audience in the country, the next question we then face is HOW ?
17. 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
18. Marketers must move away from a focus on siloed campaigns to an emphasis on LISTENING to and COMMUNICATING with consumers across channels
19. “The only communications tolerated by consumers are those that are appropriate, timely and relevant—regardless of channel.” eMarketer – Consumers Demand Engagement, 29 Jan 2010
20. Digital Directory Search UGC + Social Context UGC + Directory Directory Phonebooks, local ads, newspapers Search engine marketing Facebook Yelp Yahoo eBay ..How consumers find information Evolution of discovery
21. When making a Decision the opinion of friends is most influential When considering purchasing a product or service, which of the following two are your most trusted and valuable sources of information? Source: Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169
52. There are no formulas to success in social media. But with a systematic approach, and four essential raw materials, you can expect positive outcomes.
53. 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
54. 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
55. If you want a community to accept you, become a part of that community
56. McDonalds International & local Global Page combined with localised innovation UK Polling Ad ‘Gherkin in or out?’ achieved huge engagement rate of +7% UK campaign pitches different products against eachother – which is your favourite? 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
57. Vodafone International Variations Event Ads Polling Ads Vodafone Italy delivered a unique mobile tarif to Facebook users redeemable through the Page 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 Video Commenting Ads UK Campaign delivering huge engagement with the ‘If I Ruled the World’ Strapline Become a Fan Ads
However the online Ad spend is low in comparison to size of market. As our market matures advertisers will become more confident in the digital medium. We need to encourage media professionals to upskill themselves in the digital language BIG opportunity for SA.
When Planning an online Campaign, one needs to think how best to split your budget between bigger portals where you can reach lots of users and smaller niche sites. Budget consolidation is key in keeping the most optimum SOV
For the first time we have an online audience that is comparable to TV. We have 1,3 Million Facebook users going onto the site every day, spending an average of 25 minutes connecting with friends and brands! DSTV has 2 million subscribers across the whole platform not per channel. During the World cup, SABC will be charging R900k for 30seconds during half time – that could buy you a whole month of premium exposure on any of the major portals in SA.
