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Raymond Buckle, SilverstoneCIS at the Microsoft Marketing Academy 14 August 2013

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Intro to mobile in Africa, and some case studies. Our view: …

Intro to mobile in Africa, and some case studies. Our view:
1. Africa is a mobile first society;
2. Mobile is the fastest growing mass media channel around;
3. Its’ not the phone that’s mobile – it’s the audience;
4. Mobile makes your media budgets work harder;
5. Its interactive and allows response at point of impulse;
6. Mobile adds value at every stage of the path to purchase;

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  • Access: Population (Pop weights)Population in SA with entertainment / communication technology in their householdInternet – includes mobi users (ie home internet access [place access=home OR home inet connection] plus those who access mobi data via their cellphones)
  • Access: Population (Pop weights)Population in SA with entertainment / communication technology in their householdInternet – includes mobi users (ie home internet access [place access=home OR home inet connection] plus those who access mobi data via their cellphones)
  • Our members, active in South Africa span global, regional, African and South African players. They represent all aspects of the mobile value chain from Operators, Platform Service Providers, Media/Creative and Digital Agencies, Media and Ad Networks, Publishers and Broadcasters to Research companies and brands and marketers in all segments of the industry.
  • Transcript

    • 1. Marketing and Mobile (incl. Apps) Raymond Buckle CEO SilverstoneCIS | Chair Emeritus, Mobile Marketing Association South Africa Microsoft Marketing Academy, 2013/08/14 @HelloMobile 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 1
    • 2. Awards: 2012: Assegai Leader Award : Relationship Marketing - CRM & Loyalty 2012: Assegai Leader Award : Alternative Media Activation 2010: Global Award: Best use of Mobile in Mixed Media : MMA Global 2010: EMEA Award: Best use of Mobile in Mixed Media : MMA Global 2010: Bronze Assegai - Innovation, DMA SA Assegai Awards 2009: International Echo Awards Top 5 Finalist - Business and Consumer. 2008: Nkosi Grand Prix and 2 x Gold Assegai Awards from the DMA SA 2005: Loerie for Interactive Online Software Development Project Select clients, campaigns and ventures… 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 2 Hybrid – hard to put a label on us… • Established 1996 • Internet since 1997 • Formal Internet SaaS Platform approach since 2003 • Mobile since 2005 • Marketing on mobile at scale since 2007 • Africa since 2010 Core infrastructure and platform technologies are built and run on Microsoft including: • Windows Server • Internet Information Services • SQL Server • .NET Framework • Visual Studio • Office365 (dev/service/ops) • Exploring cloud on SMS QR NFC USSD Mobi & apps Email Responsive Redirect Social KioskPC & Internet MIS / CMS / Analytics Event driven Integration, Rules & Flow silverstone CIS marketing… advertising… communications… social… digital… mobile… commerce… CRM… Delivering cross-platform content, community and audience interaction services on our own proprietary platform – OpenWRX capable of integrating multi-channel always on and campaign based audience engagement applications at scale. Core business:
    • 3. The business case for mobile in Africa Marketers and brands should care because… 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 3
    • 4. Mobile Marketing You should care because: 1. Africa is a mobile first society 2. Mobile is the fastest growing mass media channel around 3. Its’ not the phone that’s mobile – it’s the audience 4. Mobile makes your media budgets work harder 5. Its interactive and allows response at point of impulse 6. Mobile adds value at every stage of the path to purchase Traditional ATL BTL Direct / CRM Digital Social “Nothing gets you closer to your consumers than mobile. Nothing” • Service • Loyalty / Rewards • Social / Community • Apps • mCommerce • mCRM • Up-sell • Cross Sell • Mobile Advertising • Direct Response • Permission Marketing • Mobile Internet • Apps & Games • Branded Utilities • Community Awareness Acquisition RetentionGrowth Mobile’s role in the path to purchase… Mobile is at the heart of the marketing mix… DeliversMobile 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 4 Mobile
    • 5. Sub- Saharan Africa  Over the past decade, sub-Saharan Africa (SSA), a region formed by 47 diverse countries with a combined population of over 850 million, has experienced significant economic growth.  While SSA has only 8% of worldwide mobile connections, it has seen the highest rate of growth worldwide.  Since 2000, the number of connections in SSA has grown by 44% (and in Africa as a whole by 43%), compared to an average of 34% for developing regions and 10% for developed regions.  The region includes seven of the 10 fastest growing economies in the world according to the IMF. • 854 million people. 2nd Largest region in the world • 44% YOY Growth and largest potential for mobile growth worldwide 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 5
    • 6. Mobile compared to SA Mass Media 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 6 • There are more than twice as many cellphones as there are TV sets (31.8m vs 15.9m) • There are 4.6 times more households with a cellphone than a computer • 68% of e-mails are sent and received from a cellphone (was 53% in 2011) • SMS text messaging is used by 3 times more people than email • There are 7.2 times more homes with cellphones than landline telephones (was 6.7x in 2011) • 5.2x more cell subscribers than fixed Internet users – 86% of internet accessed is via mobile (was 4.9x in 2011) According to AMPS2012AB… based on ~35m adult population in South Africa 33803 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Millions Radio TV DVD DSTV/ MNET/ Top TV Landline telephone Cellphone Computer Internet Internet - mobile Inflection: In 2009 Mobile became the most pervasive mass media in South Africa
    • 7. Mobile compared to SA Mass Media 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 7 • There are more than twice as many cellphones as there are TV sets (31.8m vs 15.9m) • There are 4.6 times more households with a cellphone than a computer • 68% of e-mails are sent and received from a cellphone (was 53% in 2011) • SMS text messaging is used by 3 times more people than email • There are 7.2 times more homes with cellphones than landline telephones (was 6.7x in 2011) • 5.2x more cell subscribers than fixed Internet users – 86% of internet accessed is via mobile (was 4.9x in 2011) According to AMPS2012AB… based on ~35m adult population in South Africa TV Radio Cinema Pay TV OOH News paper Magazine Cellphone SMS /USSD only Mobi data Internet Fixed internet Total LSM 1-10 83 82 8 28 64 49 47 85 42 43 49 16 LSM 1 9 63 0 0 14 6 9 35 31 3 5 0 LSM 2 29 70 0 0 25 23 17 69 54 15 18 0 LSM 3 58 74 0 0 40 23 24 74 56 17 24 0 LSM 4 79 82 0 2 48 31 25 79 56 23 31 1 LSM 5 89 85 1 8 60 41 34 83 53 31 38 3 LSM 6 92 82 5 22 71 54 48 86 46 41 47 8 LSM 7 92 81 11 44 75 62 61 91 36 56 62 19 LSM 8 92 85 16 54 75 67 67 92 31 62 69 29 LSM 9 90 85 22 68 78 67 76 94 22 72 79 47 LSM 10 89 85 39 81 83 70 81 96 13 84 92 76 ice cold cold medium warm hot very hot
    • 8. Defining Characteristics of mobile in Africa… Core demographic for key mobile use cases (according to AMPS2012AB) Pervasive. Multiple options to engage. Fragmentation in devices, platforms and use-behaviour, capabilities and standards Receive please call me SMS Send please call me Photos Mobi data Radio Games Take video Total Soc net MMS Music Chat Internet Facebook Competition/ Vote Email Download content Other Social network Watch video Apps Twitter Subscribe Publication R 5,000 R 10,000 R 15,000 R 20,000 25.0 27.5 30.0 32.5 35.0 AverageHouseholdIncome Average Age 22,114 5,054 22,092 26,230 345 9,660 8,720 14,219 8,170 13,830 7,595 7,473 3,773 6,999 2,169 4,053 7,436 7,586 3,971 972 2,835 1,245 2,976 SMS Competition/… Tx Please call me Rx Please call me TV Radio Play Games Take photos Take video Mobi activities MMS Chat Social Net working Facebook Twitter Email Internet Music Download… Read publication Mobile apps Subscribe/ content Watch video 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 8
    • 9. Defining Characteristics of mobile in Africa… Penetration by LSM. Note the capability/use gap • Pervasive. • Multiple options to engage. • Fragmentation in devices, platforms and use- behaviour, capabilities and standards 85 35 69 74 79 83 86 91 92 94 96 27 22 39 46 61 76 40 3 15 16 22 29 38 53 58 67 77 LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 %Penetration Cellphone ownership Mobile internet Mobi data excludes inet 45% of the market has a Data / Knowledge / Use / Capability gap 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 9
    • 10. Comparing PC to Mobile Internet  Core demographic for key internet activities (according to AMPS2012AB). 4m users exclusive to mobile. Audience base sizes:  Either/Both platforms – 9.5m  Via computer – 5.5m  Via cellphone – 8.5m  Exclusive to PC 1m  Exclusive to mobile 4m 93 70 70 69 68 48 47 29 27 21 88 82 24 23 39 19 23 30 15 24 81 52 73 72 69 47 46 19 25 12 Search E-mail Instant Messaging Chat Social Networking Music Downloads Games Banking Apps News % of 9.5m Internet Users 19 19 18 11 10 10 9 4 3 2 23 5 19 21 8 11 3 7 4 3 2 21 19 15 10 9 6 10 7 2 2 2 18 Listen Radio Directory Read publication Watch Videos Shopping Dating Download a podcast Share Trading Watch TV Gambling Other Any platform Via computer Via cellphone 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 10
    • 11. Not to belabour the point, but… Interactive profile of Muller Cluster Model V. Distribution of access channels Lower income = SMS, Voice, USSD Mid – add mobile internet, some apps , social and some web. High – add smartphone & mobile web apps, internet & rich media 12 30 29 27 3 15 38 29 17 1 4 19 29 42 6 0 4 17 64 15 R 2,245 R 3,869 R 7,406 R 18,568 R 34,651 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 0 10 20 30 40 50 60 70 Traditional marketTransitional Middle ClassUpper Middle Class Elite PercentagePenetration Market SMS USSD Mobi data Fixed inet Income The graph reads: 12% of the market (SA population) belongs to the Traditional market – or 4.2m out of the market sized 34.9m people falls into the traditional market 15% of people who use SMS/USSD only fall into the Traditional market or 2.2m out of market sized 14.8m fall into the Traditional market Out of the SMS USSD Market (14.8m people) – 15% fall into Traditional market, 38% belong to Transitional, 29% belong to Middle Class etc – this is how the SMS/USSD only market is comprised 38% of SMS USSD market belong to Transitional, the norm proportion for Transitional market is 30%, therefore the tendency for SMS USSD to belong to Transitional is above average (by 8%) 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 11
    • 12. The premier global non-profit trade association for mobile The Mobile Marketing Association Leadership • Code of Conduct • Standards & Guidelines • Training & Education Promotion • Awards • Events • Networking Access • Case Studies • Best Practices • Research and Insights 14 August 2013Silverstone @ Microsoft Marketing Academy, Jhb 12
    • 13. MMA SA Members Q3 2013 14 August 2013Silverstone @ Microsoft Marketing Academy, Jhb 13 With over 70 members active in South Africa, the South African Local Council of the Mobile Marketing Association was founded in 2008, and has been actively participating in the promotion, establishment and growth of the mobile marketing and advertising industry in this country. Our members, active in South Africa span global, regional, African and South African players. They represent all aspects of the mobile value chain including:  Operators  Platform Service Providers  Media/Creative and Digital Agencies  Media and Ad Networks  Publishers and Broadcasters  Research companies  Brands and marketers in all segments of the economy.
    • 14. SA: Leading the Mobile Revolution Globally 2009, 2010 & 2011 Global and EMEA Winners 3 Gold's, 2 Silvers 5 EMEA Regional Awards • Lead Generation / Direct Response / Conversion • Use of Mobile Social Media • Messaging • Social Impact / Not For Profit • Relationship Building / CRM 14 August 2013Silverstone @ Microsoft Marketing Academy, Jhb 14
    • 15. Leadership of committees, councils and boards to keep your company at the forefront of industry Efficiency and operational excellence through the development of guidelines and best practice to reduce the friction and help make it easier for buyers and sellers alike. Access to MMA products, data, initiatives, & networking to help you make better decisions. Promotion of member products, services and solutions to raise awareness, generate more leads and business for your company Influence to shape the future of the industry Advanced Insight via MMA products, data, initiatives and research; helping members build your understanding of the marketplace and make better business decisions Networking via MMA initiatives and events help support members to find business partners and customers. MMA Membership The benefits of membership 14 August 2013Silverstone @ Microsoft Marketing Academy, Jhb 15 Real value! For $1000 per year… www.mmasa.org SMS MMA to 34747
    • 16. Case Study: Mxit VIP Community an amazing case study of the Rapid Activation and Engagement at Scale Offered my Mobile 2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 16
    • 17. >1m opted-in 100% profiled mobile contactable users in 30 days from launch Mxit VIP 2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 17 A loyalty and rewards app delivered within the Mxit application environment, and developed through integration with the Mxit api stack.
    • 18. Media Framework 2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 18 RoMI = Audience (Reached + Engaged + Profiled) + Action (Engagements + Enquiries + Forwards) + Sales (# Trans X Value) Paid Media (Campaigns) Earned MediaOwned Media Organic Search + Social PR Word of Mouth Traditional Above the Line • TV • Radio • Print • Outdoor • Other… Digital Media • Mobile • Online • Social • Search • Other… Below the Line • Promotion • Events • Direct • Other… Earned Traffic Mobile Online Apps Apps Other (i.e. In-store, Statements, Etc…) Sustain Paid Traffic Seed with Campaigns Leverage with ALWAYS ON
    • 19. User Journey Framework CRM Mind Set 2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 19 BRAND AUDIENCE Awareness Engagement Conversion Acquisition Retention and Growth Service Cross / Up-sell Advocacy o
    • 20. User Journey Framework Community Engagement 2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 20 Reply… Conversation Paid Owned Earned Acquire Retain Grow Service Transact Community Seed SustainMaintain & Manage One Message Bulk Communication Segmented Communication Message Message Message Triggered Communication Relevant Message Brand Community Triggered Response… Request / Comment 2 3 Influence e 4
    • 21. Activation and Engagement Journey 2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 21 Mxit Ecosystems Trade posts Engage & ConvertReply - Click Splash Screens
    • 22. 2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 22 Context – DMMA Effective Measure Top 10 Sites Rank Name Publisher Name UBs Daily Avg UBs Visits Freq. PVs Mobile 1 news24.com 24.com 2,455,060 218,078 12,888,796 5.25 40,237,057 7% 2 howzit.msn.com Kagiso MSN 1,716,418 172,766 9,923,239 5.78 28,893,105 0% 3 iol.co.za Independent Online 1,461,164 102,982 4,895,250 3.35 17,300,703 15% 4 za.yahoo.com Yahoo! 1,423,602 129,355 6,867,681 4.82 17,072,503 0% 5 Vodafone live portal Vodacom (Pty) Ltd 1,346,419 48,580 16,285,284 12.1 23,814,605 100% 6 m.news24.com 24.com 1,116,375 93,032 5,717,337 5.12 25,476,931 98% 7 channel24.co.za 24.com 1,040,816 70,810 2,851,602 2.74 7,114,068 42% 8 dstv.com DStv Online 880,187 42,571 1,739,490 1.98 9,072,896 34% 9 sport24.co.za 24.com 779,852 62,451 3,060,608 3.92 9,306,456 53% 10 pnet.co.za PNet 758,281 49,041 3,094,624 4.08 23,591,090 24% 0% 20% 40% 60% 80% 100% 120% - 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000 40,000,000 45,000,000 news24.com howzit.msn.com iol.co.za za.yahoo.com Vodafone live portal m.news24.com channel24.co.za dstv.com sport24.co.za pnet.co.za DMMA Effective Measure Top 10 UBs Daily Avg UBs Visits Freq. PVs Mobile
    • 23. 2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 23 Media and Activation 1,399 659550 16,067 101,395 88,137 94,474 60,315 66,158 63,202 76,902 51,876 148,303142,961 61,903 26,597 27,030 28,194 23,132 182 114,010 26,962 17,564 78,878 40,019 67,865 80,944 77,491 64,424 72,425 68,005 59,842 62,489 77,852 9,474 14,697 14,456 14,413 13,027 14,205 12,429 9,244 13,105 13,870 13,984 12,974 - 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 2013/05/20 2013/05/21 2013/05/22 2013/05/23 2013/05/24 2013/05/25 2013/05/26 2013/05/27 2013/05/28 2013/05/29 2013/05/30 2013/05/31 2013/06/01 2013/06/02 2013/06/03 2013/06/04 2013/06/05 2013/06/06 2013/06/07 2013/06/08 2013/06/09 2013/06/10 2013/06/11 2013/06/12 2013/06/13 2013/06/14 2013/06/15 2013/06/16 2013/06/17 2013/06/18 2013/06/19 2013/06/20 2013/06/21 2013/06/22 2013/06/23 Mobile - Exposure Tradepost - Exposure Mobile - Click Tradepost - Click Media Type Mobile Tradepost Total Exposure Total Click Date Exposure Click Exposure Click 2013/05/20 625,385 1,399 625,385 1,399 2013/05/21 205,032 659 205,032 659 2013/05/22 200,942 550 200,942 550 2013/05/23 767,320 16,067 767,320 16,067 2013/05/24 3,764,433 101,395 1,354,934 9,474 5,119,367 110,869 2013/05/25 3,076,835 88,137 3,076,835 88,137 2013/05/26 3,496,644 94,474 3,496,644 94,474 2013/05/27 2,070,958 60,315 2,070,958 60,315 2013/05/28 2,408,401 66,158 2,408,401 66,158 2013/05/29 2,178,712 63,202 2,178,712 63,202 2013/05/30 2,842,754 76,902 2,842,754 76,902 2013/05/31 1,759,392 51,876 2,050,315 14,697 3,809,707 66,573 2013/06/01 6,179,945 148,303 6,179,945 148,303 2013/06/02 6,213,930 142,961 6,213,930 142,961 2013/06/03 2,186,127 61,903 1,984,514 14,456 4,170,641 76,359 2013/06/04 1,114,110 26,597 1,114,110 26,597 2013/06/05 1,086,954 27,030 2,022,460 14,413 3,109,414 41,443 2013/06/06 1,152,565 28,194 1,152,565 28,194 2013/06/07 888,756 23,132 1,781,786 13,027 2,670,542 36,159 2013/06/08 - 182 - 182 2013/06/09 1,952,444 14,205 1,952,444 14,205 2013/06/10 3,885,582 114,010 3,885,582 114,010 2013/06/11 722,335 26,962 722,335 26,962 2013/06/12 539,492 17,564 539,492 17,564 2013/06/13 2,642,585 78,878 1,773,563 12,429 4,416,148 91,307 2013/06/14 756,325 40,019 756,325 40,019 2013/06/15 2,300,180 67,865 2,300,180 67,865 2013/06/16 2,491,334 80,944 1,300,846 9,244 3,792,180 90,188 2013/06/17 2,412,705 77,491 1,867,937 13,105 4,280,642 90,596 2013/06/18 2,156,579 64,424 2,156,579 64,424 2013/06/19 2,259,365 72,425 2,259,365 72,425 2013/06/20 2,153,953 68,005 2,008,880 13,870 4,162,833 81,875 2013/06/21 1,936,755 59,842 2,014,501 13,984 3,951,256 73,826 2013/06/22 1,844,965 62,489 1,844,965 62,489 2013/06/23 2,222,396 77,852 1,889,173 12,974 4,111,569 90,826 Grand Total 70,543,746 1,988,206 22,001,353 155,878 92,545,099 2,144,084 92m impressions 2.1m clicks 2% CTR
    • 24.  92m impressions delivered  2.1m clicks (>2% real CTR)  2.9m unique daily visitors  5.24 Page views per visitor  1m opt-ins  2m returning visits 2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 24 Mxit VIP Performance DateTX Exposure Clicks Uniques Sessions Views Cumulative Optins Optins Returning 2013/05/20 625,385 1,399 3,555 3,591 12,747 3,230 3,230 325 2013/05/21 205,032 659 2,758 2,792 9,992 5,320 2,090 668 2013/05/22 200,942 550 2,435 2,450 8,409 7,139 1,819 616 2013/05/23 767,320 16,067 20,036 20,236 45,495 23,253 16,114 3,922 2013/05/24 5,119,367 110,869 105,071 111,701 185,857 101,313 78,060 27,011 2013/05/25 3,076,835 88,137 99,423 100,405 170,107 153,326 52,013 47,410 2013/05/26 3,496,644 94,474 103,378 104,692 173,524 197,681 44,355 59,023 2013/05/27 2,070,958 60,315 71,461 72,138 120,867 222,208 24,527 46,934 2013/05/28 2,408,401 66,158 70,272 72,364 114,097 245,344 23,136 47,136 2013/05/29 2,178,712 63,202 71,874 72,569 115,485 267,018 21,674 50,200 2013/05/30 2,842,754 76,902 76,367 77,488 132,358 288,759 21,741 54,626 2013/05/31 3,809,707 66,573 92,389 95,162 196,045 335,809 47,050 45,339 2013/06/01 6,179,945 148,303 147,682 149,624 238,176 394,858 59,049 88,633 2013/06/02 6,213,930 142,961 151,741 155,671 241,672 441,206 46,348 105,393 2013/06/03 4,170,641 76,359 107,586 117,078 194,520 497,392 56,186 51,400 2013/06/04 1,114,110 26,597 48,799 49,577 90,240 507,890 10,498 38,301 2013/06/05 3,109,414 41,443 102,748 110,909 207,662 564,817 56,927 45,821 2013/06/06 1,152,565 28,194 43,415 44,125 80,995 573,960 9,143 34,272 2013/06/07 2,670,542 36,159 84,841 88,242 185,385 618,996 45,036 39,805 2013/06/08 - 182 13,423 13,999 39,405 620,129 1,133 12,290 2013/06/09 1,952,444 14,205 63,437 66,244 152,623 659,790 39,661 23,776 2013/06/10 3,885,582 114,010 116,154 121,107 209,264 691,082 31,292 84,862 2013/06/11 722,335 26,962 81,212 83,996 175,521 725,483 34,401 46,811 2013/06/12 539,492 17,564 32,208 32,979 71,411 730,882 5,399 26,809 2013/06/13 4,416,148 91,307 118,284 121,245 238,289 767,614 36,732 81,552 2013/06/14 756,325 40,019 75,729 79,526 140,113 778,190 10,576 65,153 2013/06/15 2,300,180 67,865 91,508 93,416 151,805 795,539 17,349 74,159 2013/06/16 3,792,180 90,188 111,749 114,951 208,637 825,414 29,875 81,874 2013/06/17 4,280,642 90,596 120,960 124,900 230,092 865,177 39,763 81,197 2013/06/18 2,156,579 64,424 65,768 67,592 113,672 877,642 12,465 53,303 2013/06/19 2,259,365 72,425 90,820 92,558 161,051 893,983 16,341 74,479 2013/06/20 4,162,833 81,875 85,368 95,340 152,153 916,706 22,723 62,645 2013/06/21 3,951,256 73,826 85,458 86,609 139,752 938,421 21,715 63,743 2013/06/22 1,844,965 62,489 75,952 76,338 110,582 952,212 13,791 62,161 2013/06/23 4,111,569 90,826 105,676 106,949 165,275 975,256 23,044 82,632 2013/06/24 - - 88,541 89,199 130,471 988,184 12,928 75,613 2013/06/25 - - 85,341 85,920 126,828 1,000,928 12,744 72,597 2013/06/26 - - 1,767 1,786 3,519 1,001,281 353 1,414 35 92,545,099 2,144,084 2,915,186 3,005,468 5,244,096 26,350 1,001,281 1,913,905 EngagementActivation Conversion 1m opt-ins <30 Days No other medium or platform can deliver this kind of audience and engagement in a period of 30 days in South Africa.
    • 25. Hourly v Daily Unique Users served (2.3m hourly uniques to date) Peak 151k on the 2nd and 29k between 6-7pm on the 5th 2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 25 Unique Hour Of Day 2013/06/01 2013/06/02 2013/06/03 2013/06/04 2013/06/05 2013/06/06 2013/06/07 2013/06/08 2013/06/09 2013/06/10 2013/06/11 2013/06/12 2013/06/13 2013/06/14 2013/06/15 2013/06/16 2013/06/17 2013/06/18 2013/06/19 Grand Total 00 751 1,612 762 308 162 276 128 242 176 321 246 147 735 327 869 3,170 343 218 332 15,049 01 677 552 340 139 65 284 67 113 95 149 116 75 310 171 345 1,238 207 103 137 6,933 02 704 853 256 93 42 239 55 98 55 82 102 75 214 143 198 799 146 65 111 5,903 03 533 636 249 86 47 231 48 81 55 87 83 51 255 141 147 586 181 75 101 5,061 04 615 567 378 126 80 284 59 76 43 150 132 86 344 217 196 660 125 114 162 6,277 05 686 921 1,388 87 172 971 152 115 80 340 353 225 962 732 404 1,155 210 263 723 15,331 06 2,867 2,353 3,219 726 2,004 2,416 831 275 175 613 2,562 525 4,316 2,293 1,186 3,055 962 580 2,039 45,396 07 6,887 5,185 3,568 782 4,124 4,747 3,170 523 335 687 4,966 2,610 6,473 3,067 2,335 6,810 2,734 2,345 3,355 82,115 08 8,185 7,078 3,624 771 4,053 5,144 3,754 492 386 575 3,374 3,945 3,744 2,937 2,782 7,605 4,195 3,325 2,947 85,802 09 8,068 7,428 4,066 1,267 3,727 3,568 3,866 463 402 1,526 1,782 3,501 2,231 2,701 3,966 6,350 4,597 3,723 85,078 10 8,310 7,793 4,058 4,350 3,935 2,371 15,590 413 16,733 3,744 8,473 2,244 5,882 3,193 4,014 4,314 15,800 3,002 133,644 11 7,859 8,185 4,433 5,258 2,926 1,892 10,252 500 9,739 4,824 7,059 1,653 5,958 3,833 4,294 4,604 11,275 4,150 122,639 12 8,199 8,935 4,323 7,232 3,023 2,844 9,289 2,195 8,571 6,961 7,495 2,781 7,458 5,693 6,200 6,599 10,284 4,868 150,935 13 7,912 9,114 5,541 5,952 3,490 3,456 8,666 1,615 6,482 8,046 7,555 2,567 7,833 6,231 6,336 7,070 9,749 5,877 158,863 14 7,931 10,397 240 3,937 2,555 2,783 7,857 844 5,330 8,866 7,298 1,939 7,578 4,636 5,676 6,591 9,089 5,827 144,316 15 7,699 10,729 646 3,212 2,192 1,965 6,342 751 4,202 9,865 6,573 1,480 7,193 4,212 5,498 6,384 8,659 7,110 145,718 16 7,720 10,021 4,632 2,414 1,690 1,543 4,818 731 3,736 10,890 5,496 1,203 7,022 3,998 5,653 6,315 9,205 2,784 139,931 17 8,729 10,301 5,636 2,338 1,513 1,377 4,629 688 3,389 12,975 5,304 1,298 7,853 4,500 6,306 7,567 11,048 7,918 159,084 18 10,295 12,361 10,630 2,460 28,667 1,659 1,604 712 836 16,272 2,980 1,387 8,243 5,261 7,568 10,066 9,180 4,764 201,153 19 11,220 11,782 16,531 2,143 15,014 1,524 1,322 734 707 14,034 2,121 1,229 8,919 5,585 8,478 10,075 5,166 3,088 182,831 20 10,812 5,065 12,758 1,878 9,984 1,409 738 718 655 7,586 2,837 1,163 9,549 5,356 8,615 5,398 3,649 2,276 149,515 21 9,707 10,005 10,805 1,743 7,876 1,241 512 158 622 4,603 2,795 1,062 9,218 5,121 6,659 2,906 2,280 1,884 139,775 22 7,141 6,961 6,962 1,038 3,969 798 690 543 419 2,222 1,086 664 4,792 3,432 2,599 1,657 1,362 974 86,231 23 4,175 2,907 2,541 459 1,438 393 402 343 214 736 424 298 1,202 1,949 1,184 775 514 435 38,590 Grand Total 147,682 151,741 107,586 48,799 102,748 43,415 84,841 13,423 63,437 116,154 81,212 32,208 118,284 75,729 91,508 111,749 120,960 65,768 9,907 2,306,170 0 50000 100000 150000 200000 250000 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 2.3m hourly uniques 2.3m hourly uniques to date Peak 151k on the 2nd June and 29k between 6-7pm on the 5th June
    • 26.  For each user we know at minimum:  MxIT UserID (can target directly)  Age  Gender  Location (city)  Device  Frequency of visit  Propensity to click  Propensity to engage 2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 26 User Segments based on Frequency of Visit Segment Frequency Sum of Users Sum of Sessions Sum of Views Views Per User Visit Freq Traffic Users Bounced 01 367,077 367,077 367,077 1 1 7% 37% Curious 02 173,144 278,531 346,288 2 2 7% 17% Interested 03 101,189 219,485 303,567 3 2 6% 10% Hooked 04-09 229,061 803,774 1,317,912 6 4 25% 23% Committed 10-19 83,216 623,372 1,108,731 13 7 21% 8% Vested 20-49 36,937 537,922 1,048,627 28 15 20% 4% Advocates 50-99 4,981 97,468 327,356 66 20 6% 0% Believers 99+ 2,283 79,903 473,544 207 35 9% 0% Grand Total 997,888 3,007,532 5,293,102 5 367,077 173,144 101,189 229,061 83,216 36,937 4,981 2,283 367,077 278,531 219,485 803,774 623,372 537,922 97,468 79,903 367,077 346,288 303,567 1,317,912 1,108,731 1,048,627 327,356 473,544 1 2 3 6 13 28 66 207 - 50 100 150 200 250 - 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 01 02 03 04-09 10-19 20-49 50-99 99+ USERSV.SESSIONS SESSION COUNT Sum of Users Sum of Sessions Sum of Views Views Per User
    • 27. 2013/08/18 Proprietary and Strictly Confidential. All Rights Reserved, Silverstone 2013 27 The bomb – “new” DMMA Effective Measure Top 10 Sites Rank Name Publisher Name UBs Daily Avg UBs Visits Freq. PVs Mobile 1 news24.com 24.com 2,455,060 218,078 12,888,796 5.25 40,237,057 7% 2 howzit.msn.com Kagiso MSN 1,716,418 172,766 9,923,239 5.78 28,893,105 0% 3 iol.co.za Independent Online 1,461,164 102,982 4,895,250 3.35 17,300,703 15% 4 za.yahoo.com Yahoo! 1,423,602 129,355 6,867,681 4.82 17,072,503 0% 5 Vodafone live portal Vodacom (Pty) Ltd 1,346,419 48,580 16,285,284 12.1 23,814,605 100% 6 m.news24.com 24.com 1,116,375 93,032 5,717,337 5.12 25,476,931 98% 7 channel24.co.za 24.com 1,040,816 70,810 2,851,602 2.74 7,114,068 42% 8 Mxit VIP Mxit/Silverstone 1,001,000 85,750 3,005,468 3.00 5,244,000 100% 9 dstv.com DStv Online 880,187 42,571 1,739,490 1.98 9,072,896 34% 10 sport24.co.za 24.com 779,852 62,451 3,060,608 3.92 9,306,456 53% 0% 20% 40% 60% 80% 100% 120% - 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000 40,000,000 45,000,000 news24.com howzit.msn.com iol.co.za za.yahoo.com Vodafone live portal m.news24.com channel24.co.za Mxit VIP dstv.com sport24.co.za DMMA Effective Measure Top 10 UBs Daily Avg UBs Visits Freq. PVs Mobile 1m opted in 100% profiled mobile contactable users
    • 28. Nokia Mobile and CRM Platform: South East Africa Campaign seeds – Always On retains and grows value. 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 28
    • 29. Nokia CRM 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 29 Any Device, Any Channel, Any Time!
    • 30. Traditional Media Engagement relies on Call to Action And intrinsic to C2A is the promise of a value exchange 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 30 Call to ActionTraditional Media Call to Action More information Subscribe Lucky Draw Competitions Discount Vouchers / Coupons Exclusive Promotions Promotional Giveaways Free Content Free Downloads & Games Celebrity Engagement Free SMS Free MMS & Email Cards Loyalty Points (Earn & Redeem) Social Networking Interaction Value Added Services Content Contribution Review & Rate Like and Share Instruction may include: 1.SMS 2.Dial USSD 3.Call 4.Tweet @ or # 5.Go to Mobi 6.Go to Web 7.Go to Facebook 8.Snap QR Code 9.Email
    • 31. Seamless Social Integration Leveraging Facebook And Driving Likes 13,000 opt-ins, 5000 mobile likes on Facebook 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 31 SMS Raymond, if u liked Nokia SA on Facebook click http://lnq.in/NOKOLf bl/aaa to complete the KOL VIP entry. Ur Password is 12345 Radio and Activation SMS KOL to 41801 Paid/Owned Banners, Social and Mailers… Direct click to tracked URL http://lnq.in/KOL_c1..n Reply SMS: You’re on your way to Rocking out with Nokia and the Kings of Leon. Complete your entry- click on http://lnq.in/KOL or dial *120*9473*565# Rules apply. Traditional Media SMS Engage & ConvertReply - Click
    • 32. Same Campaign : SMS and USSD works on any phone User Journey and content re-formatted for 140 character interactive text screens 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 32
    • 33. Social on Mobile is huge 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 33 A real life scavenger hunt where clues related to physical prize locations were gradually revealed on a time schedule on the mobi with participants racing to claim prizes by arriving at locations first. Resultshttp://lumia.nokia.co.za Idea A complex array of functional and activation activities and mechanics were coordinated and deployed in a single day on 29 Feb 2012 in SA Almost 5,000 concurrent users at one time checking out clues and engaging with the mobile platform – more than 8000 registrations and 160,000 content engagements for the week. On the ground traffic jammed up in multiple locations! Call to Action User sends SMS to Short code Receives Reply Message with Link to Mobi and secret code Gets SMS to present to Promoter at Mystery location Engage & Convertemail Click – Detect - Route Rewards SMS
    • 34. Totally integrated 360 campaign –10 agencies and brand team in harmony 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 34 Evolve from Campaign Platform to Always- On Context The Nokia Lumia mobile and CRM platform was initiated in the context of the 800 launch campaign, but as additional Lumia family members were added and promos change fluidly, the content strategy required restructuring. The Lumia family product profiles now have a standardised format. All Windows features are housed in a standalone section enabling easy inclusion of Windows 8 coming soon. Accessories, Marketplace Apps, Windows Live Demo and the Store-finder is now in its own sections independent of product profiles. Promotional engagement campaigns are hosted in a standalone section, but cross promoted across the entire portal. A Lumia phone owners section has been launched, where CRM rewards, product education and peer-to-peer engagement will be supported. Idea http://lumia.nokia.co.za Engage & Convert email Click – Detect - Route SMS Traditional Media m Online media
    • 35. Join, Earn, Win>>> Let’s QWERTY 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 35 Gamification and Rewarding engagement in Campaign Tiers Interests Moderator #Sessions >300,000 #Views >1,200,000 #Registrations >20,000 7% Registration Rate Average pages 4.3 visited #Points earned >580,000 How To My Dashboard Winners Share, Tweet, Like Challenges
    • 36. From Campaign Participant to Asha Owner 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 36 Rewarding Asha Owners with Content, Free Games and Points Earning 36 Campaign Activation
    • 37. 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 37
    • 38. NOKIA Man of Steel 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 38 As the Mobile call to action and response was wired in from the start… To extend the conversation through mobile Engage and convert consumers in the path to purchase ATL SMS Social Device Detect & Redirect URL QR Codes
    • 39. NOKIA Man of Steel 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 39 User identity is key Hard sell and brochure ware is not as effective as real audience engagement SMS Social Device Detect & Redirect URL QR Codes
    • 40. NOKIA Man of Steel 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 40 Post campaign actions, and HQE (High Quality Engagements) can drive purchase SMS Social Device Detect & Redirect URL QR Codes
    • 41. NOKIA Man of Steel 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 41 Extended conversation to media partner mobi sites SMS Social Device Detect & Redirect URL QR Codes
    • 42. NOKIA Man of Steel 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 42 The app extends to connected touch screen kiosks
    • 43. NOKIA Man of Steel 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 43 Social content is streamed out as text casts at events.
    • 44. NOKIA Man of Steel 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 44 And of course web, social, email…
    • 45. Integrated marketing framework concepts & OpenWRX Architecture For the marketing technologists - if you’re interested. 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 45
    • 46. It starts with an integrated plan and execution framework IntegratedMarketing PlanningandDeliveryFramework 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 46 • Integrated thinking • Cause and effect • Real-time and Agile • Optimisation happens on the fly • Mobile and social means you need to think of scaling at the outset Tracking & Redirection Logging & Tracking 2. Interaction & Engagement Strategy 1. Activation Short Code USSD Mobi Web … Traditional • Print • Radio • TV • Outdoor • Promotion • Point of Presence CRM • SMS • MMS • Email • Print/Post Digital /Direct • Display (CPM / PPC) • Messaging • Social • Search Planning Execution Track + Measure 3. Retention Social Paid Media Owned Online • Web • Mobi • Apps Social • Facebook • Twitter • LinkedIn • Flickr, Etc… Earned Viral • SMS • Email • Social Optimise ObjectivesMessageMetrics Touch • Message • Content • Creative Engage • Info • Interaction • Consumption Convert • Opt-in • Profile • Intent • Redeem • Transact • Refer Measurement Message • Alerts • Notification • News Service • Care • Support • Self-Help Reward • Points • Incentives e.g.. Airtime • Vouchers
    • 47. Every interaction is facilitated by an App! And every moment is mobile! Get your leadership, marketing teams and agencies exposed to the power of mobile Think mobile from the start, but add incrementally Experiment, Measure and Learn – but go ALWAYS ON Build / mould a team who gets it! Think marketing technologists… Awareness Reach millions of consumers through voice, data or text and promote your brand, message or product Response Add a call to action, track response and drive sales Engagement Build a community around your brand and get deep insight into your audience Voice • Triggered or Outbound Calls • Interactive IVR • Click to Call • Call Backs Internet enabled • Display Ads • Text Ads • Video • Rich Media Ads • Lead Generation • Community • Apps • Outbound Messaging •Bulk •Segmented •Personalised •Triggered • Messaging Types: •SMS •MMS •Email •App Push •USSD Push •SIM Smart Messaging Data Text 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 47
    • 48. For engaging, inclusive and integrated multi-channel mobile campaigns and always-on strategies in South Africa and across Africa… Contact us at SilverstoneCIS.com 14 August 2013 Silverstone @ Microsoft Marketing Academy, Jhb 48