The Digital Marketplace Addynamo Seminar
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The Digital Marketplace Addynamo Seminar



Katherine McChesney's presentation on digital advertising, with a particular focus on social media.

Katherine McChesney's presentation on digital advertising, with a particular focus on social media.



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  • 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.

The Digital Marketplace Addynamo Seminar The Digital Marketplace Addynamo Seminar Presentation Transcript

  • The Digital Market Place
    How to win the Hearts
    and Attention of your Customers
  • The South African Market is one of Dual Economies
    those living in the upper LSM’s (6-10) and those below
  • SA Population – 48 Million
    Tax Paying Population…
    5,3 Million!
  • Clearly the number of people in LSM 6
    and upwards is not much more than
    10% of the total population.
  • So how do we REACH this market??
  • Media is highly fragmented
  • In addition to traditional Media – Digital can offer Engagement through interactivity, Targeting to Minimize Wastage and Measurability
  • Few offer a two way communication to a targeted audience of LSM 6 +
    @addynamo: Welcome to the Digital Evolution
  • 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)  
  • 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
  • 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
  • So we now know that on-line hits the highest value audience in the country, the next question we then face is HOW ?
  • Use the internet as a platform to amplify on a greater concept…
  • 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
  • Marketers must move away from a focus on siloed campaigns to an emphasis on LISTENING to and COMMUNICATING with consumers across channels
  • “The only communications tolerated by consumers are those that are appropriate, timely and relevant—regardless of channel.”
    eMarketer – Consumers Demand Engagement, 29 Jan 2010
  • Digital Directory
    UGC + Social Context
    UGC + Directory
    local ads, newspapers
    Search engine
    ..How consumers find information
    Evolution of discovery
  • 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
  • Who are our Online Users and where are they?
    • Youth (Messenger, You Tube)
    • Business Man (Business Day & Sharenet)
    • News reader (BBC)
    • Entertainment Junkie (MSN entertainment, MTV)
    • Social media junkie (Twitter, blogger, Facebook)
    • Facebook (55 – 65 fastest growing audience on Facebook), Viral
    • Sports enthusiast (SA Rugby, Sport24)
    • Travel Enthusiast (Lonely Planet, Trip Advisor)
    • Dating (MSN Dating)
    • Information Seeker (Google, Bing, Wikipedia)
  • Where can we reach our Audience in SA?
    Top 3 publishers are reaching 70% of the targeted Online Audience
  • How do we Effectively Allocate Media Budgets?
  • OnlineCreative
    Web Production
  • OnlineCreative
    Web Production
  • What about Broadening our Reach with Mobile?
  • SA Global Positioning
  • What makes Mobile so Effective
  • There is Significant Penetration Across ALL LSM levels
  • Big Reach with more than 34 Million Unique Mobile Users
  • Extremely Targetable down to Model of Phone
  • It’s a very cost Effective Medium VS Traditional Media
  • Mobile has the ability to Generate INSTANT Response
  • +1733%
    • During promotion sales increased 564%
    • After promotion we see a spike of 1733%
  • It is completely Measurable to work out your ROI
  • Social Media – What’s all the Hype about?
  • Social Media: Where are they?
  • Mainstream Audience
    Facebook S.Africa Audience Profile
  • Social Media – Where are we?
    2.3 million Facebook Users
    An estimated 25,000 Twitter influencers
    It’s here to stay and it’s growing fast
  • So how do we begin the conversation?
  • There are no formulas to success in social media. But with a systematic approach, and four essential raw materials, you can expect positive outcomes.
  • 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
  • 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
  • If you want a community to accept you, become a part of that community
  • 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
  • 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