Social in Africa?... Mobile IS where it's at. SA Social Landscape Report 2013. Deloitte Digital

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For this keynote in September I was asked to look at the niche and platform plays in Africa for the SA Social Landscape Report 2013 conference.

Its a look at mobile (of course), when and when not to use it, the real numbers, the harsh realities... the real definition of a smartphone, and the usual Tim-isms and a hint of controversy.... Agencies are crap, no such thing as Social Media Gurus... All under a Deloitte Digital, brand, ouch. (Oh and perhaps the first Deloitte slide deck to say the word 'F&ck'!
The first ever mention of ME3 the chemical equation for all things social.. me, me, me (remember that I said it first ;)

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Social in Africa?... Mobile IS where it's at. SA Social Landscape Report 2013. Deloitte Digital

  1. 1. SA Social Landscape report 2013 Above 100% A small look at some of the niche platform plays in Africa 60-100% But let’s face it, when it comes to social….. Mobile is where it’s at! Tim Bishop Director Deloitte Digital @TimBishopSA 40-60% Less than 40%
  2. 2. Before you spend anything… You always limit success because your agency has no expertise in… Data data data insights data data data data data data data data data data insights data data data data data data data data data insights data insights data data data data data data data data data insights data data data data data data data data data insights data data data data data data data insights data data data data data data data insights data data data insights data data data data data data data data data data data data data data data data data data data data data data data data data data data insights data insights data data data data data data insights data data insights data data data data data insights data data data data data data data data data data data data data data data data data data data data data data data insights and more fookin data and insights…. Overlaying structured and unstructured is clever shit.. This is not ORM! Data & Insights should inform everything you do! @TimBishopSA
  3. 3. Social and mobile stats for South Africa SA Social Landscape Report 2013 51.8M South Africa population 67.3M Total mobile connections 40.7M 67% Of SA brands are looking to create their own apps in 2014 85% Of the 54m tweets per month in SA are from a mobile phone 87% Actual unique subscribers * Of the 9,4m SA Facebook users access from their mobile phone 130% BlackBerry Mobile penetration rate based on mobile connections 12-14M Estimated active smartphones ** @TimBishopSA Represents half of the SA Smartphone Market 94% Of Blackberry users in SA actively use BBM (5.5m) 50% of BBM messages are read within 20 seconds Mobile mobile mobile... Got it?
  4. 4. 7.4m active users (84% SA) 95 minutes daily time spent Your Mum is not on here! @TimBishopSA
  5. 5. Social Media across Africa Over two-thirds of 2go users currently own a Nokia phone •  Young demographic •  Core users aged 19 – 29 44% 19 - 23 31% 24 - 29 10% 30- 35 35+ million activeusers 10% 13 - 18 10+ 5% 7+ billion messages a month •  Skews male 51% @TimBishopSA 3+ million Users a day
  6. 6. 300m South Africa global users The mobile landscape across Smart Phone focussed High-level statistics (March 2013) Video, Audio, Group, Proximity, QR @TimBishopSA
  7. 7. For the avoidance of any doubt.. The definition of a smartphone A cellular phone that is not able to last past 5pm without having to charge the bloody thing! @TimBishopSA 7
  8. 8. The right place, the right time, the right message… relevant. Its not all about massive impressions and numbers. Its if the users on that platform are ready to engage and be receptive to your brand/ message. Whatsapp is ubiquitous but platforms have deeper offerings 95% of activity is 1-1 chat, you must be relevant and add value to disrupt. Opportunity is there and the best will succeed. Don’t think of mobile in isolation, it works so much better alongside everything else you are doing. Just get your agency to wake the F*$k up and understand the medium! INTEGRATE 3rd Screen – people using these networks to discuss what they watch on TV. Spend can be enhanced with mobile. Be creative. ALSO: Be careful what you measure. Do you want likes or sales? @TimBishopSA
  9. 9. There are no Social Media gurus… so save your money Just etiquette schools DO DO NOT You guys are the gurus @TimBishopSA
  10. 10. 3 (me me me – it’s all about me!) Social media is ME You use Social Media and are part of these statistics…. How would you like brands to engage with you? …That’s where you start! And please don’t forget about this thing…. It’s called a Feature Phone It’s what 30 million South Africans use …and the battery lasts long past 5pm Whether you like it or not… these things (and Blackberrys) will be around for a while! @TimBishopSA
  11. 11. Where Creativity, Technology and Business meet @TimBishopSA Tim Bishop

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