RSA Digital Marketing Overview

Overview of the DIGITAL MIXDigital marketing master class
www.rickjoubert.com
24 August 2009
Johannesburg, RSA

Once upon a time, long, long ago …
There was, in a land far away …
24 August 2009
New Media
A Handsome Print(s)

Now, enter another character …
She’s new, she’s cool, she’s rocking the world…
24 August 2009
New Media
She’s Princess Broadcast!

Now, meet the most memorable character of them all …
24 August 2009
New Media

He’s ugly but he’s cute
He’s popular and one of us
He has weird ears andmagical powers …

Super-quick
Humungous
Rough
Ever-evolving
Kool
And his name is NEW MEDIA.

Oh wait, what would a fairytale be without a monster?
24 August 2009
New Media

US Q1 2009 print ad revenues DOWN 29.7% on same period year ago...
Attributed mainly to radically changing media consumption habits and the move to new media
The notion that information on the web “wants to be free” is being challenged by publishers out of sheer desperation
Traditional media under pressure
May 2009
All Rights Reserved © 2009 Vodacom (Pty) Ltd.
6

Amazon KINDLE: the iPhone of E-readers?
May 2009
7

The newspaper is dead. Long live the newspaper!

Subscriptions are auto-delivered wirelessly to

your Kindle, every morning.

The New York Times
Los Angeles Times
Chicago Tribune
The Boston Globe
The Wall Street Journal
The Washington Post
USA Today
Financial Times

The SEVEN mass media: COLD & HOT
http://smlxtralarge.com/publications/white-papers/
Mobile as the 7th mass media (Alan Moore)

Copyright © Tomi T Ahonen 2007
www.tomiahonen.com
6th Mass Media: Internet
First media that could do everything that the previous five media could do
First interactive media
Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006

www.tomiahonen.com
7th Mass Media: Mobile
Can do everything the previous SIX media can do
Personal mass media, always-on media, always carried media, with built-in payment channel; as creative tool - is always present at point of creative impulse; most accurate audience info

www.tomiahonen.com
7 Mass Media / Content Formats

South Africa – Mobile connections vs users
May 2009
13

Reported mobile operator stats
Yes, but includes duplication and machines
Goldstuck (June 2009) reporting 37M flesh and blood users
That’s 77% population penetration!
Over 50 million cellphone connections in South Africa?
May 2009
14

Africa - real time mobile engagement with US president....
May 2009
15

Sample of SMS to President Obama during his speech in Ghana..
May 2009
16

Continental picture...
May 2009
17

Continental picture.....
May 2009
18

Internet in Africa
24 August 2009
New Media

OPA / Nielsen Netratings (www.opa.org.za)
May 2009
20

Online media investment (OPA)
May 2009
21

2008 rate-carded media spend: R200M (RJ)
2008 CRM & DIRECT spend: R750M (RJ)
10M unique mobile web users (RJ)
- Only 30% have easy access to PC Web
14M registered Mxit users globally (Mxit-June)
- Unclear how many RSA registrations
3.2M unique monthly vodafone live! Users (Vodacom)
23M unique user across networks exposed to “Please Call Me” ad tags every month (Vodacom)
Mobile landscape numbers - South Africa
May 2009
22

Mobile Marketing Association – Local Council
May 2009
23
www.mmaglobal.com

Web 2.0
24 August 2009
New Media
“Web 2.0 is a living term describing changing trends in the use of World Wide Web technology and web design that aims to enhance creativity, information sharing, collaboration and functionality of the web. Web 2.0 concepts have led to the development and evolution of web-based communities and hosted services, such as social-networking sites, video sharing sites, wikis, blogs, etc.”
(http://en.wikipedia.org/wiki/Web_2.0)

Social Media
May 2009
25

The “active” new media
May 2009
26

Universal McCann – “Power to the people” study (Wave 4)
May 2009
27

Social Media is for young people (not)
Social Media
May 2009
28

My 64 year old father on Facebook!
May 2009
29

New media is not just something that you buy, it is also something that you do

Web site?
Mobile site?
SMS?
Search?
SEO?
Blogging strategy?
E-mail?
Social Media?

The business of brand management has changed fundamentally
May 2009
30

Give the people control, and they will use it
(JARVIS)
Power to the people
May 2009
31

Power to the people
May 2009
32

A concept you cannot ignore in new media
May 2009
33

Yourworst customer is your best friend
(JARVIS)
Do you trust your customers?
May 2009
34

DELL HELL
May 2009
35

Dell has learned how to have a conversation
May 2009
36

Has Telkom developed a positive blogging strategy?
May 2009
37

Life is public,
so is business
(JARVIS)
Reveal more
May 2009
38

Pushing the company agenda in my private time
May 2009
39

Twitter for business
May 2009
40

Micro blogging or streaming CRM?
May 2009
41

Micro blogging or streaming CRM?
May 2009
42

Soon Twitter will enable location awareness
May 2009
43

Web 2.0 conversations are open and multi-nodal
Ref.
Facebook Wall
LinkedIn recommendations
Mxit chat session
Twitter
What are implications for your brand?
May 2009
44

LinkedIn
May 2009
45

Building your brand
May 2009
46

If you’re not searchable, you won’t be found
(JARVIS)
Google is your friend
May 2009
47

Have you ever Googled yourself?
May 2009
48

Stick to your knitting
May 2009
49
“If I were going to start a blog now I would go
very, very niche – as niche as you can get....if you pick something specific and maybe that’s not too heavily covered yet, you have a chance to establish yourself as a voice in that area.”
Peter Rojas, founding editor of Gizmodo and
chief strategy officer of Weblogs, Inc.

www.rickjoubert.com
May 2009
50

Google Analytics report for www.rickjoubert.com
May 2009
51

Coca-Cola conversations
May 2009
52

Nobody is as clever as everybody
(MOORE)
Sharing is caring
May 2009
53

Some of the content in this deck was borrowed from contributors to the very useful Social Media platforms Slideshare and Flickr
Leverage web 2.0 for massive productivity gains
May 2009
54

Your no.1 priority: your web / mobile presence
May 2009
55

Innovating outside of core competency
Underestimating resources for sustained content creation
Putting aesthetics before information architecture
Not including MOBILE channels in the mix
Using inexperienced personnel
Trying to use home grown tech (letting the IT department get carried away)
Not committing to SEO
Common New Media communications mistakes
May 2009
56

Which South Africa?
May 2009
57
All new media?

Which South Africa?
May 2009
58
Mainly mobile web / IM?

Which South Africa?
May 2009
59
Mainly mobile SMS / USSD?

But........Township Internet Cafes – hundreds already and very high growth
May 2009
60

Not just job hunting...
May 2009
61

Thank You
www.rickjoubert.com
Twitter: @rickjoubert
LinkedIn: www.linkedin.com/in/rickjoubert