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Mobile Marketing Research MMA South Africa

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Presentation at the 3rd Annual Mobile Marketing Summit in Johannesburg and Cape Town - August 2010

Presentation at the 3rd Annual Mobile Marketing Summit in Johannesburg and Cape Town - August 2010

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  • 1. Mobile Marketing Research and Measurement Raymond Buckle, SilverstoneCIS Mobile Research and Measurement Committee, MMA SA August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 2. The most measurable medium around… Reach • Exposure/Impressions • Audience Types Message • Creative/Campaign MSISDN Delivery • Unique to each user • Sent • Location • Received/Read • RICA mitigates churn • Response • Opt-in and PPI/CPA compliance important • Location Interaction User Profiling • Source • Clickstream • Ask • Actions • Internal Data • Location • External Data YMD HH:SS + Time (of) • Day Device • Week • Make & Model • Month • Browser & OS • Year • Capabilities • Life August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 3. MMA Measurement and Effectiveness Mandate/Terms of Reference • Measuring and tracking the publisher landscape Publishers & Media Audience Measurement Collaborate / Support Owners & Tracking • Measuring and tracking mobile media investment trends Objective Collaborate, Track, Measure Media Market Sizing to Leverage & Align & Trend Investment benefit industry • Develop Campaign Performance metrics/standards MMA Endorsed / Approved Measurement Framework Cost Performance Metrics Methodology ROMI Structures Measurement August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 4. The Mma Value Chain… Media / Mobile Brand / Creative / Media Sales Specialist Advertiser Interactive Houses Agencies Agencies Ad, Location/GIS Marketing, Publishers / Ad Networks Platforms Tracking Media Owners Platforms Mobile Mobile Subscriber / Technology WASPs and Network Audience and Specialist Aggregators Operators / Member SPs MVNOs …it can get a little complicated, but once you get it you’ve got i!. August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 5. Mobile Ad Currencies & Units Brand / Advertiser Mobile Internet Display Advertising Mobile Messaging • Banner Ads • SMS • Text Ads • MMS • Sponsorships • Tagged Text (Please Call Me) • Tenancies • Vouchers/Coupons • White Label Channels • Etc… • Etc… Types of Mobile Media Inventory Other i.e. Application Based Mobile Advertising • Games / Video • Operator Platforms • AMS / OBD • Social Media Platforms • RBT or Welcome Tones • Manufacturer Platforms • Mobile Search and SEO • More Emerging all the time • Social and Viral • Etc... Subscriber / Audience Member August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 6. The Challenge: Sizing, Benchmarking & Measurement Publishers & Sites Advertisers •# by Types of Publishers, Sites & Content Type •# and Value by Types of Advertisers •Traffic Size/Volume •Annual MMa Budget/Spend •MMa Service Types offered •MMa Channels and Service Types Utilised •#/Value by Type of Service •# and Value by Types of Campaigns SA Mobile Marketing & Advertising Market Size MMa Intermediaries & Service Browsers/Users/Subscribers Providers •# by Phone Make and Model & Capabilities •# by Type •# by Profiling Segments, i.e. Demo, Geo, •Size by MMa Value + Volume of Ads Served Behavioural •MMa Services Offered/Intermediated August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 7. In order to develop… MMa Metrics and Measurement and Effectiveness Framework Activation - Interaction / Return on Action Reach Engagement Investment August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 8. Approach Scope Progress Short Term • Formalise Committee Work Working Groups and Responsibilities established • Mandate Mobile Media Survey Evaluation Complete Funding Approach to be agreed Appointment August 2010 • Workshop Framework & Standards In Progress Leveraging Global MMA Work to 1st Draft – Q4-2010 date Medium to Long Term • Industry alignment – SAARF, Work in Progress DMMA etc... • Operator based WAP and Started SMS/MMS Gateway Solution GSMA driving process with operators August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 9. Currently, Nielsen collects information through AMPS to provide a high-level view of the mobile industry Mobile Data Usage by Mobile Phone Owners Nielsen South Africa AMPS Data, 2009 SMS 50% Please Call Me 50% Take Photos 45% Video Recording 29% Play Games 29% MMS 27% Short Code SMS 25% Download / Listen to Music 25% Mobile Internet Usage 16% Send / Receive Emails 10% 9 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 10. In order to set benchmarks for South Africa, Nielsen and the MMA are collaborating to capture full mobile data, marketing and advertising metrics Phase Methodology Questionnaire to MMA 1 MEASURE AND TRACK THE MOBILE Members along with MARKETING SPEND online and internal research MOBILE MEDIA MARKETPLACE – A 2 Telephone and Online SUBSET OF NIELSEN MOBILE Panel INSIGHTS PERSPECTIVES FROM INDUSTRY In-person or telephone 3 STAKEHOLDERS Interviews 10 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 11. Nielsen will deliver a high level white-paper that will be the standard for all mobile data and advertising metrics Nielsen’s initial deliverable to the MMA will be a white paper covering… Topics covered in white paper • Total mobile advertising spend in South Africa • Market penetration of data components • Innovative advertising identified in research process • Any surprising or newsworthy information 11 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 12. As an add-on, Nielsen will be providing Mobile Internet usage through an online dashboard 12 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 13. Demographic information on Mobile Internet usage will be available 13 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 14. As part of the add-on, a deck containing information about data usage and mobile advertising spend will be provided Mobile Data Use by Carrier All United States Subscribers (n=72,483) Total Carrier A Carrier B Carrier C Carrier D Text messaging/SMS 62% 62% 65% 65% 64% Picture messaging/MMS 33% 31% 35% 38% 39% Mobile internet 25% 31% 35% 25% 20% Email 23% 29% 31% 25% 19% Pre-installed games 20% 24% 23% 29% 14% Text alerts 17% 18% 21% 19% 15% Ringtone downloads 16% 16% 17% 20% 15% Picture downloads 15% 17% 19% 18% 13% Instant messaging 15% 16% 17% 22% 13% Software downloads 14% 19% 17% 15% 11% Location-based Services 13% 17% 20% 12% 9% Content uploads 12% 15% 16% 14% 10% Wallpaper/Screensaver downloads 11% 13% 12% 15% 9% Game downloads 11% 16% 10% 13% 8% Video messaging 9% 8% 8% 11% 11% Streaming audio 8% 11% 11% 10% 5% Mobile video 8% 11% 13% 8% 5% Full-track music downloads 7% 10% 7% 10% 5% Mobile commerce 7% 9% 8% 8% 5% Online games 5% 6% 5% 6% 4% VoIP 2% 3% 2% 2% 1% No mobile activities 29% 27% 26% 24% 28% 14 Question used: Q407 Source: Nielsen Mobile Insights, US, Q4 2009 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 15. Future usage and interest in the mobile data space will also be tracked Interest in Having Mobile Data Functions on Cell Phone Voice-Only Users (n=24,279)* 4% Very interested 4% 15% Somewhat interested 14% 21% Neither interested nor disinterested 21% 16% Somewhat disinterested 17% 43% Very disinterested Q4 2009 44% Q3 2009 15 *Question is not asked of Teen Question used: B4062 Source: Nielsen Mobile Insights, US, respondents. Q4 2009 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 16. Nielsen will work with interested MMA members on a developing a comprehensive package of deliveries • Deep-Dive Presentation – Created for marketing or research team – Highly actionable findings tailored towards member needs – Presentation will be ready for key stakeholders and C-level executives – Nielsen will work with members throughout the creation process • Full Dataset of findings in SPSS 16 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 17. Interesting Facts and Stats about the mobile medium in SA Issues: • Who? • How many? • Doing what / how? • How effective? August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 18. Mobile Internet Users: Nov 2009 Source: Nielsen c/o Admob SA's Favourite Manufacturers Samsung 38% Nokia 37% Sony Ericsson 9% LG 8% Motorola 5% Blackberry 2% Apple 2% HTC 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 19. AdMob – South Africa - July 2010 Source: Admob Of 235m ads served through 10,000 publishers… 4.5% 4.0% 3.5% 3.0% 2.5% 2.0% 1.5% 1.0% 0.5% 0.0% August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 20. Mobile Internet Users: Nov 2009 Source: Nielsen c/o Admob SA Mobile Internet Operator Preference Cell C Other 6% 3% MTN South Africa 19% Vodacom South Africa 72% August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 21. Mobile Internet users: Nov 2009 Source: Nielsen c/o Admob SA User by Age Group 35% 30% 25% 20% 15% 30% 25% 23% 10% 22% 5% 0% 16 - 24 Yrs 25 - 34 Yrs 35 - 49 Yrs 50 + August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 22. Mobile Internet Users: Nov 2009 Source: Nielsen c/o Admob SA's Users by Race and Gender Indian, 4% Coloured, 8% White, 22% Female 49% Male 51% Black, 67% August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 23. Mobile Internet Users: Nov 2009 Source: Nielsen c/o Admob SA's Mobile Internet Users by LSM 30% 27% 25% 20% 19% 15% 15% 11% 11% 10% 7% 7% 5% 3% 0% LSM 1 -3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 24. SA’s mobile internet users are mostly black, ! Male and Female, most likely LSM 6, and a Vodacom Subscriber using a Samsung or Nokia phone… Is that a black Don’t discount the other 73% diamond? not above and below LSM 6… Or the 33% from different backgrounds Insight: As at November 2009… August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 25. GfK Group Retail and Technology GfK Trendcharts Smart + Mobile Phones South Africa January 2010 August 2010 Copyright Reserved (c) 2010. SilverstoneCIS © by GfK MS, www.gfkms.com 10/2006
  • 26. GfK Group Retail and Technology TRACKING OF THE SOUTH AFRICAN MARKET REPUBLIC OF SOUTH AFRICA: KEY EXAMPLES BY CHANNELS OF DISTRIBUTION * Channels in bold can be shown separately depending on product group Hypermarkets/ Apparel & Telecom Furniture Cash & Carry Sport DIY Specialists Drugstores Department Specialists Chains Mass Discounter Specialists Stores Nashua Mobile Edcon Builders Warehouse Dion Cell-shack Foschini Moresport Builders Express Ellerines Makro Game Glo Cell Pep Stores FSGroup Cashbuild JD Trading Clicks Trade Centre Vodacom Hifi Corp Truworth Edcon Spar Build iT Lewis Discom Metro MTN House & Home The Hub Runner Group Mica Shoprite Pick’n Pay Hypers Cell C Woolworths Sweat Shop Virgin Mobile Stuttafords Shown as Mass Merchants ELRET-electronics retailers Electrical Electrical Technical Photo Computer- Music Stationery Toy Sphops Specialists Chains Superstores Specialists Shops (CS) Spec. (MS) Shops (STAT) (TOY) CES-consumer electronics specialists Audio Vision Cities Etkinds Incredible Artic Electric Stax Universal Image Connection P&G Musica Electrical Express Dionwired Fotolens Inter Computer Kara Bazaars Look & Listen C.N.A Toys’ R Us Best Electric Masons’s Photo & Beyond IT Junction Parsons Top CD Reggies Power Express Vision 2000 Cameraland Digital Planet Euro Appliances Loot Highveld Photo World SA Notebook Bedilia Furnishers Discounters Capi Int. Wireless Toys Wakefords August 2010 Shown asCopyright Reserved (c) 2010. CES/CS/STAT/MS/TOY © Copyright by GfK SilverstoneCIS This graphic makes no claim to be exhaustive © by GfK MS, www.gfkms.com 10/2006
  • 27. GfK Group ta il a n d T e c h n o loand Technology G fK R e Retail g y 2 /2 0 1 0 M O B I L E P H O N E S ,S M A R T P H O N E S S a le s T h s. U n its,M io . S a le s V a lu e Z A R S o u t h A fric a Z A R JA N 08 - JA N 10 V a lu e JA N 08 FEB 08 M A R 08 A P R 08 M A Y 08 JU N 08 JU L 0 8 A UG08 SEP 08 O C T08 N O V 08 D EC 08 JA N 09 FEB 09 M A R 09 A P R 09 M A Y 09 JU N 09 JU L 0 9 A UG09 SEP 09 O C T09 N O V 09 D EC 09 JA N 10 1 .4 0 0 1 .2 9 1 1 .2 8 3 S a le s 1 .2 0 0 1 .0 0 0 956 1 .0 3 6 U n its / M io . 935 917 890 939 895 791 791 800 838 735 727 763 71 777 760 743 6 751 753 753 706 713 708 702 625 607 681 679 668 593 571 585 600 560 514 600 T h s . 479 554 508 473 475 400 452 442 452 455 452 436 430 413 S a le s S ale s T h s . U n its 200 M io . S a le s V a lu e Z A R 0 T E L M o b ile p h o n e s Z A 721 694 670 715 669 658 702 774 724 739 915 1 .2 6 7 876 689 887 746 675 709 891 706 691 851 767 1 .1 8 8 932 August 2010 T E L S m a rtph on e s Z A 14 12 11 12 10 9 Copyright Reserved (c) 2010. 11 17 19 24 24 24 18 20 30 32 27 42 65 47 62 84 70 95 104 SilverstoneCIS © b y G f K -R T , w w w . g fk r t. c o m P R J 4 1 3 4 - R G 1 6 7 0 9 6 9 - R P 6 9 4 5 2 0 7 - ID 2 2 8 7 3 6 4 1 4 © by GfK MS, www.gfkms.com 10/2006
  • 28. GfK Group ta il a n d T e c h n o loand Technology G fK R e Retail g y 2 /2 0 1 0 M O B I L E P H O N E S ,S M A R T P H O N E S S a le s U n its % S o u t h A fric a JA N 09 - JA N 10 JAN 09 F EB 0 9 M A R 0 9 A P R 0 9 M A Y 0 9 J U N 0 9 JUL0 9 A U G0 9 S EP 0 9 O C T09 N O V0 9 D EC 09 JAN 10 93 94 92 91 92 93 90 T E L M o b ile p h o n e s Z A 98 97 97 96 96 94 T E L S m a r tp h o n e s Z A 7 6 8 9 8 7 10 2 3 3 4 4 6 T E L M o b ile p h o n e s Z A S a le s T h s. U n its 876 689 887 746 675 709 891 706 691 851 767 1 .1 8 8 932 T E August 2010 Z A S a le s T h s . U n its L S m a r tp h o n e s 18 20 3 0 Reserved (c) Copyright 32 27 42 2010. 65 47 62 84 70 95 104 SilverstoneCIS © b y G f K -R T , w w w . g fk r t. c o m P R J 4 1 3 4 - R G 1 6 7 0 9 6 9 - R P 6 9 4 5 2 0 8 - ID 2 2 8 7 3 6 4 1 5 © by GfK MS, www.gfkms.com 10/2006
  • 29. GfK Group ta il a n d T e c h n o loand Technology G fK R e Retail g y 2 /2 0 1 0 M O B I L E P H O N E S ,S M A R T P H O N E S S a le s U n its % S o u t h A fric a JA N 09 - JA N 10 JAN 09 F EB 0 9 M A R 0 9 A P R 0 9 M A Y 0 9 J U N 0 9 JUL0 9 A U G0 9 S EP 0 9 O C T09 N O V0 9 D EC 09 JAN 10 88 85 86 87 89 88 88 89 87 86 87 88 85 2 .x G 3 .x G 12 15 14 13 11 12 12 11 13 14 13 12 15 T E L M o b ile p h o n e s Z A S a le s T h s. U n its 876 689 887 746 675 709 891 706 691 851 767 1 .1 8 8 932 T E August 2010 Z A S a le s T h s . U n its L S m a r tp h o n e s 18 20 3 0 Reserved (c) Copyright 32 27 42 2010. 65 47 62 84 70 95 104 SilverstoneCIS © b y G f K -R T , w w w . g fk r t. c o m P R J 4 1 3 4 - R G 1 6 7 0 9 6 9 - R P 6 9 4 5 3 3 0 - ID 2 2 8 7 3 6 5 3 7 © by GfK MS, www.gfkms.com 10/2006
  • 30. GfK Group ta il a n d T e c h n o loand Technology G fK R e Retail g y 2 /2 0 1 0 M O B I L E P H O N E S ,S M A R T P H O N E S S a le s U n its % S o u t h A fric a JA N 09 - JA N 10 JAN 09 FEB09 M AR09 AP R 09 M AY09 JU N 09 JU L0 9 AU G 09 SE P 09 O CT 09 N O V09 D EC 09 JAN 10 41 44 46 50 54 53 54 54 51 57 61 60 61 EDGE N O ED G E 59 56 54 50 46 47 46 46 49 43 39 40 39 S a le s T h s . U n its2010 9 5 August 8 708 917 777 Copyright Reserved (c) 62010. 5 3 702 751 95 7 753 935 838 1 .2 8 3 1 .0 3 6 SilverstoneCIS © b y G f K -R T , w w w . g fk r t. c o m P R J 4 1 3 4 - R G 1 6 7 0 9 6 9 - R P 6 9 4 5 3 6 4 - ID 2 2 8 7 3 6 5 7 1 © by GfK MS, www.gfkms.com 10/2006
  • 31. GfK Group ta il a n d T e c h n o loand Technology G fK R e Retail g y 2 /2 0 1 0 M O B I L E P H O N E S ,S M A R T P H O N E S S a le s U n its % S o u t h A fric a JA N 09 - JA N 10 JAN 09 F EB 0 9 M A R 0 9 A P R 0 9 M A Y 0 9 J U N 0 9 JUL0 9 A U G0 9 S EP 0 9 O C T09 N O V0 9 D EC 09 JAN 10 5 5 5 2 6 6 3 4 2 2 2 7 8 8 8 9 5 4 4 6 8 9 9 8 T O U CH + Q W ER T Y Q W ER T Z /Q W ER T Y T O U C H + 3 x4 TO UCH O NLY 96 95 94 3 x 4 + Q w e r ty 92 92 90 89 88 3 x4 K EY 86 82 82 83 81 n .a . T E L M o b ile p h o n e s Z A S a le s T h s. U n its 876 689 887 746 675 709 891 706 691 851 767 1 .1 8 8 932 T E August 2010 Z A S a le s T h s . U n its L S m a r tp h o n e s 18 20 3 0 Reserved (c) Copyright 32 27 42 2010. 65 47 62 84 70 95 104 SilverstoneCIS © b y G f K -R T , w w w . g fk r t. c o m P R J 4 1 3 4 - R G 1 6 7 0 9 6 9 - R P 6 9 4 5 3 4 5 - ID 2 2 8 7 3 6 5 5 2 © by GfK MS, www.gfkms.com 10/2006
  • 32. GfK Group ta il a n d T e c h n o loand Technology G fK R e Retail g y 2 /2 0 1 0 M O B I L E P H O N E S ,S M A R T P H O N E S S a le s U n its % S o u t h A fric a JA N 09 - JA N 10 JAN 09 FEB09 M AR09 AP R 09 M AY09 JU N 09 JU L0 9 AU G 09 SE P 09 O CT 09 N O V09 D EC 09 JAN 10 C LO S E D P RO P RIE T S YM B IA N RIM W IN D O W S M O B ILE 92 91 91 91 92 89 88 89 91 88 IP H O N E O S 93 92 93 A N D R O ID LIN U X SM ART PHO NE2002 W IN C E/P O C K ET PC PALM O S 8 7 7 7 6 6 6 5 6 6 6 6 5 1 1 1 1 2 3 3 3 4 1 1 1 1 1 1 1 1 1 S August s2010its a le s T h . U n 895 708 917 Copyright Reserved (c) 2010. 7 5 3 777 702 751 956 753 935 838 1 .2 8 3 1 .0 3 6 SilverstoneCIS © b y G f K -R T , w w w . g fk r t. c o m P R J 4 1 3 4 - R G 1 6 7 0 9 6 9 - R P 6 9 4 5 4 3 7 - ID 2 2 8 7 3 6 6 3 9 © by GfK MS, www.gfkms.com 10/2006
  • 33. Implications in the Real World August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 34. Interactive Reach and the Muller Cluster Model... 35% R 30 000 30% 30% R 25 519 R 25 000 25% 22% 23% 23% R 20 000 20% R 14 781 R 15 000 15% R 10 000 10% R 5 904 R 5 000 5% 3% R 2 838 R 1 523 0% R0 LSM10 High Peri-Urban / Urban Traditional Market LSM7 High – 10 Low Transitional Market Upper Middle Class Rural / Peri-Urban Metros LSM6 – 7 Low Middle Class Elite LSM 1-3 LSM 4-5 Metros Rural 90% Mobile Phone 60-70% MMS / Mobile Internet 10-20% Email & Internet August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 35. Go with Multi-Channel Mobile Centric Strategies ACTIVATION EXPOSURE Banner & Permission Viral and CRM Above-the- Text Ads Based Promotional PR Social Messaging Line Messaging INTERACTION RESPONSE Points of Short Code Mobisite USSD Website Call Centre Events Presence PERFORMANCE Contribute Revenue ACTIONS Consume Social and Develop User Generating Opt-In / Campaign Message & Viral insight and Generated Leads, Sales Register Actions Content Activation profile Content / and Surveys Transactions August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 36. Campaign Objective Measurement Brand Awareness Exposure / Impressions Performance Generate Traffic to Touch-points Click Thru’s Short Code Responses Measurement Build Customer Insight % By Demographic Segment % Location / Region / Territory Approach % By Interests / Needs % By Channel/Touchpoint % By Device/OS Develop Sales Leads # Competition Entries  Measuring the # Qualified Leads # Qualified Calls effectiveness and cost # Qualified Applications efficiency of your Acquire Customers # New Accounts campaign is possible # Products Sold R Value of Sales against: Cross Sell Products # Cross Selling Leads Generated  Creative R Value of Sales  Channel Reward brand engagement # Referrals (Viral Effect)  Time # Page Views / Downloads  Market Segment # Brand Engagements  Influencers (Messages/Responses) Reduced cost of acquisition / ROI R Cost Per Impression R Cost Per Click Thru  The opt-in / registration R Cost Per Lead mechanic allows insight R Cost Per Sale/Acquisition % ROI Cost/Turnover against those you sold and didn’t sell August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 37. Recent Real World Case Studies (RSA) 1. Media 24 : JIP Beeld, Burger and Volksblad 2. Government : 2010 SWC August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 38. http://Jip.wiseguylive.com http://lnq.in/bcdance http://bcdance.wiseguy.mobi SMS BCDANCE / EUROSUIT to 37932 SMS JIP[CODE] to 41849 The competition was completed successfully with 155 total entries and 11,978 total user registrations. Between the 5th of April and the 2nd of June we had over 68,379 visits to the JIP matric dance competition on Mobi and Web, generating 419,999 page views, with 109,468 total votes. August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 39. Background: JIP Touch Points originally envisaged http://jip.wiseguy.mobi M24 http://www.jip.co.za Kompetisielyn Koerant Bylaag 37932 (R2) JIP USSD Shortcut JIP Kommentaarlyn 41748 (R1.50) MxIT http://m.jip.co.za http://twitter.com/jipcoza http://www.facebook.com/ pages/wwwjipcoza http://www.blueworld.co.za/groups/ groups.aspx?id=2019 August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 40. Jip.wiseguylive.com | lnq.in/bcdance | lnq.in/eurosuit August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 41. Web / Mobi Voting Mechanics August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 42. bcdance.wiseguy.mobi Available in English and Afrikaans August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 43. Eurosuit.wiseguy.mobi August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 44. COMPETITION PERFORMANCE 5 April to 2 June August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 45. Interaction and Actions 25000 6000 Campaign Days 48 Comp Entries 155 Registrations 11 965 Unique Session interactions 64 940 5000 20000 Page Views 405 565 Views per Session 6.25 Viral Factor 77.19 SMS Votes 7 807 4000 Total incl WEB/Mobi Votes 109 468 15000 Avg Votes Per Entry 706 3000 10000 2000 5000 1000 0 0 Sum of Sessions Sum of SMSVotesR2 Sum of WEBVotes Sum of Opt Ins Sum of Entries Sum of Pages August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 46. Recent Real World Case Studies (RSA) 1. Media 24 : JIP Beeld, Burger and Volksblad 2. Government : 2010 SWC August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 47. SA2010 MOBILE INTERACTION & EXPOSURE Exposure measured in Ad Impressions Interaction measured in visits and content engagement August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 48. SA2010 : a Multi-Channel Media and Communications platform Content and advertising can be exchanged with the consumer through any of the following interactive channels… Mobisite Website Short-Code USSD SMS SMS To: 34747 SMS From: SA2010 USSD Active: *120*12010# Welcome to the Welcome to SA 2010! 2010 SA2010 Community. Select Option: Dial *120*12010# or click 1> Register 2> News & Alerts http://lnq.in/SA2010 3> Enter Competition to connect. 4> 2010 Info 5> Refer Friend 6> Opt Out SEND SEND Reply August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 49. SA2010: http://m.sa2010.gov.za or http://viva2010.net August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 50. Ad Exposure 9 000 000 90 000 000 Day Ad Impressions Cumulative Exposure 2010/06/21 3 605 953 3 605 953 8 000 000 80 000 000 2010/06/30 5 144 672 8 750 625 2010/07/01 5 456 632 14 207 257 2010/07/02 5 614 342 19 821 599 7 000 000 70 000 000 2010/07/03 6 850 473 26 672 072 2010/07/04 6 498 101 33 170 173 2010/07/05 5 937 125 39 107 298 6 000 000 60 000 000 2010/07/06 8 005 734 47 113 032 2010/07/07 4 426 240 51 539 272 2010/07/08 5 483 084 57 022 356 5 000 000 50 000 000 2010/07/09 7 390 775 64 413 131 2010/07/10 6 199 364 70 612 495 2010/07/11 4 560 677 75 173 172 4 000 000 40 000 000 2010/07/12 4 604 940 79 778 112 Grand Total 79 778 112 3 000 000 30 000 000 2 000 000 20 000 000 1 000 000 10 000 000 - - Cumulative Exposure Banner Impressions • To date we have had 79.8 million banner advertising impressions on the mobile internet. • At peak, we served achieved between 4m and 8m banner advertising impressions for the site per day. • Alongside is a typical example set of banners in the different sizes served to different phones using the mobile internet depending on their screen sizes. August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 51. Site Interaction 800 000 1 600 000 700 000 1 400 000 600 000 1 200 000 500 000 1 000 000 400 000 800 000 300 000 600 000 200 000 400 000 100 000 200 000 - - 2010/06/01 2010/06/02 2010/06/03 2010/06/04 2010/06/05 2010/06/06 2010/06/07 2010/06/08 2010/06/09 2010/06/10 2010/06/11 2010/06/12 2010/06/13 2010/06/14 2010/06/15 2010/06/16 2010/06/17 2010/06/18 2010/06/19 2010/06/20 2010/06/21 2010/06/22 2010/06/23 2010/06/24 2010/06/25 2010/06/26 2010/06/27 2010/06/28 2010/06/29 2010/06/30 2010/07/01 2010/07/02 2010/07/03 2010/07/04 2010/07/05 2010/07/06 2010/07/07 2010/07/08 2010/07/09 2010/07/10 2010/07/11 2010/07/12 2010/07/13 Cumulative Page Views Cumulative Visits Stats to Date 79.8 million banner advertising impressions Approximate Visits by Region 714 664 Unique Visits 2010/07/13 1 386 067 Total Page Views Asia North America All Traffic Africa 3.4 Minutes Avg duration of visit Europe 4.1 Pages Avg Pages Per Visit Middle East Unknown Region Interested Traffic South America 6.9 Minutes Avg duration of visit Central America 7.1 Pages Avg Pages Per Visit Oceania 205 Originating Countries reached - 100 000 200 000 300 000 400 000 500 000 August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 52. Don’t wait too long… Things are moving fast in the mobile medium – and ‘traditional’ models ‘age’ quickly! More users on Facebook through mobile internet than fixed internet in SA. August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 53. When contemplating your next marketing or advertising campaign, ask yourself… Integrate + Target + What would Jack Use Mobile + Bauer do? Measure! August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 54. We deliver integrated, interactive, multi-channel business, marketing and communications solutions to drive exposure, campaign objectives, sales and service.
  • 55. Introduction SilverstoneCIS is an award-winning Creative Interactive Solutions group with international credentials in the development of online and mobile communications, marketing, media and business solutions. digital solution menu strategy presence activation acquisition What can we do with you? • Brand • Web • Mobile Media • Promotions • Go-to-Market • Desktop • Online Media • Competitions • Digital • Mobi • Social Media • Vouchering • Mobile • USSD • Viral Execution • Viral • Media • Short-Code • Search Marketing • Outbound Calls • Promotion • Kiosk • Traditional Media • Pull Campaigns • Brand Community • IPTV • CRM Database • Push Campaigns • Audience Monetization • Call Centre • Opt-In Lists • CRM & ERM • IVR • Business Process retention interaction insight revenue • Brand Communities • Streaming • Audience Profiling • Display Advertising • Loyalty / Rewards • Games • Campaign Analysis • Opt-In Messaging • Incentives • Competitions • Traffic Analysis • Sponsorship • Personalization • Forums / Chat • Click Tracking • Subscriptions • Promotions • User Generated • Location Tracking • Premium Rated • CRM Campaigns • Galleries / Downloads • Target & Segment • Lead Generation • Customer Service • Stores / Catalogues • Propensity Models • Research • Cross & Up-Selling • Surveys / Ratings • Data Acquisition • eCommerce • Vouchering • Personalization • Data Enrichment • Input Forms • Surveys August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 56. Introduction Since 1996 SilverstoneCIS has delivered thousands of projects to near 1000 clients in a wide variety of industry verticals, geographically spread over 5 continents, a few islands, almost all the time zones, various languages and cultures. Who have we worked with? ~ Founding MemberofSouthAfricanCouncil ~ ~ Memberof ~ August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 57. Introduction In our constant drive to deliver above and beyond the expectations of our clients and partners, we have been credited with significant accolades including… The Loerie Advertising Awards - 2005 Gold – Digital Interactive Client – Brown Forman - USA Brand – Jack Daniel’s – USA This was the first Loerie awarded for creative excellence in developing a Software Product – go figure. The Studio No7 Flash music mixer is a Significant accolades… bespoke platform allowing consumers to mix up their own music online, share it with friends, vote for it and talk about it. The DMA Assegai Awards - 2008 Nkosi – Direct Marketing Grand Prix Gold – Mobile Digital Media Gold – Technology Solutions & Innovations Client – Vodacom Brand – AdMe AdMe is the premium permission based mobile marketing platform and social community built around advertising in SA. 99% of the community engaged AdMe through their cellphone, registered, profiled themselves and engaged with the advertising brands thru USSD, SMS, MMS and the mobile Internet. The platform driving AdMe won the Technology Solutions and Innovation award for database management, profiling and segmentation capability. International DMA ECHO Awards - 2009 5th Place Finalist – Business and Consumer Services Client – Vodacom Brand – AdMe August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 58. Turnkey Mobile Marketing and Advertising Proposition • Consulting and support to develop • Advanced Tracking Services across online integrated mobile media interaction and mobile Banners, SMS, MMS and Email strategies • Platform for development of multi-channel • Mobile Media Sourcing, Placement, Brand Communities Trafficking, Management and Execution Passion, Partnership, Performance... • Rules based, managed messaging across • Packaged Mobile Marketing and SMS, MMS and Email Advertising Services – Campaign Short-Code Keywords • Audience Management, Profiling and – Brand Short-Code Keywords Segmentation Services – Campaign Micro-Sites – Competition Micro-Sites – Lead Generation Micro-Sites • Marketing Platform Development, Management and Analytics and – Integrated Mobile Multi-Channel Presence in Short-Code, USSD, Web Integration and online/mobile/social Media Performance Mobile Management Services – Packaged Modules • Creative Design, Rich Media and bespoke • Competitions application development services • Surveys • Customer Service Requests • Lead Generation and Qualification • Location Mapping and Way-finding • Event Management • Product and Promotion Catalogue • Voucher Distribution and Redemption Management • Competition Prize Fulfilment • News and Alerts August 2010 Copyright Reserved (c) 2010. SilverstoneCIS
  • 59. SMS ‘explore’ to 34747 Visit www.SilverstoneCIS.com August 2010 Copyright Reserved (c) 2010. SilverstoneCIS