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Content Driven Marketing

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4:00pm - 5:00pm (B) …

4:00pm - 5:00pm (B)
Presenter: Pierre van der Hoven, CEO, SA Direct TV

This invaluable presentation will demonstrate a local initiative to drive tourism marketing through rich media.

Published in: Travel, Business

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Transcript

  • 1. Structure • Global trends • Video in the online environment • How to market successfully: – Content (Message) – Distribution (Exposure) • SA Direct overview • SA Tourism partnership • Making a “video”
  • 2. Successful Marketing • About getting the right message to the right people at the right time in the most cost effective way possible. • Must get two things right: – Content: message, context – Exposure: reach, frequency & context • First step is content – video content • Second step is distribution (medium) – TV – Online (Web2.0 & 3.0) – (Brochures?)
  • 3. Wikinomics • New Era of collaboration • New principles: – Openness • Boundaries porous, involve external people, use external standards – Peering • Non hierarchical relationships, Linux, Wikipedia – Sharing • IP, music industry, TV – Acting Globally • No physical or regional boundaries
  • 4. Global Trends • Online trends: massive growth • Online travel: – Research – Bookings • Travel decision making process: – Africa has a challenge – Internet is used as a tool • 3 screens: TV, Internet, Mobile (digital signage) • Anywhere, anyhow, anytime
  • 5. Video Online • Internet usage huge and growing • Video on the internet: 100 million / day • USA Statistics for April 09: – 14.5 billion videos viewed – Grew by 26% from March 2009 – YouTube / Google had 100 million unique users • Content - Long tail, Travel • Must have video !
  • 6. Video Content? • If you have no video content, you are not in the game • The process starts with content commissioning • And ends with cost effective distribution / exposure • Get both right and your business will be successful !!
  • 7. SA Direct • Vision: Showcase authentic Southern Africa globally using multiple platforms. • Content: 25 countries south of equator • Programming: Lifestyle & Culture, Travel & Tourism and Commerce • 24/7 TV channel on SKY in the UK: – Accumulated reach 5,6 million people – Average 82,000 viewers per week – Average 18,000 viewers per day • Additional TV channels: Africa, India, other • Programme Distribution: China, other TV channels
  • 8. SA Direct (cont) • Own website: www.sadirect.com: – Research / information focused – Multimedia (incl. Video on Demand library) – 76,000 page views / month – 41,000 unique visitors / month • eNewsletter: database of 50,000 • Other online: YouTube, Facebook, MySpace, Myvideo, Twitter • Partnership: SA Tourism YouTube channel PS: Indaba coverage: Go look ! PS: Want free web listing on our site?
  • 9. SA Direct (Content) • Programme & video archive library • VoD library • Looking for more content • Non-commercial content – user experience • Contextualise short commercial clips • Own largest library on topic • Always looking for more content: – DMO’s: do job for you – Private sector:
  • 10. Southern Africa Region 1.Congo DRC 2.Uganda 3.Kenya 4.Tanzania 5.Rwanda 6.Burundi 7.Angola 8.Zambia 9.Malawi 10.Namibia 11.Botswana 12.Zimbabwe 13.Mozambique 14.South Africa 15.Lesotho 16.Swaziland 17.Seychelles 18.Comoros 19.Madagascar 20.Reunion 21.Mauritius 22.Ascension Island 23.St. Helena 24. Gabon 25. Congo
  • 11. PROGRAMMING Gateway to the Undiscovered - The Authentic African Story Destination Marketing Lifestyle & Culture Travel & Tourism Commerce S S • Arts & Culture • Accommodation • Business & Industry U U • Heritage & History • Destination & Places • Investment B B • People & Profiles • Tourism • Property G R • Recreation & Leisure • Nature & Conservation • Business Information E E • Fashion & Design • Travel Information • Economic Opportunities N G • Health & Beauty • Wildlife • Social Responsibility R I • Music & Entertainment E O •Food N Call to Action
  • 12. Competencies • Reach: Sell exposure on multiple platforms • TV Channels consume video • We therefore understand: – Video production (story) – Video editing (different versions) – On line video marketing • Video on Demand • Context (combine with text, photo’s) • Social Media • TV Broadcasting
  • 13. Relevance? • Key message: Must have video! • If you do have existing video: – Check the legal rights – Get your hands on the original material – Get the content to us (and you may get lots of free exposure!) – Focus on distribution / exposure • If you do NOT have video: – Get into production! – Talk to SA Direct or own supplier – But BEWARE !
  • 14. Video production • Quality: technical, format, “story” • Rights: “DVD” or full rights • Cost: Long term relationships • Multiple Output at source: TVC, VoD, Long form, promotional • Raw footage: Later use • Updating content: Multiple stories, • Contextualise: One the day, sell experience • Focus on Distribution: Broadcast, online, syndication, SA Tourism
  • 15. SA Tourism Partnership • SA Tourism online strategy • SA Direct has library of video content • SA Direct will source content: – Produce – Acquire rights • Supply content for use on SA Tourism platforms • SA Tourism will deliver extended reach • Open to discussions with other sites / organisations
  • 16. TV viewing statistics • UK TV Viewership: – Accumulated 5,6 million – Average per day 18,000 – Average weekly viewership 82,000 • Profile: – ABC 1 (higher than UK average) – Male biased
  • 17. Website Statistics • Website: – Average monthly 41,000 – Page views 76,000 – Hits 1,4 million since inception • Our website: – Competition - 4000 entries – Single article – 700 views – Banner advert – 5,500 in a month – White lable page view – 1,800 in a month – Video on Deman – 76 times in a month • Other video views: – YouTube – 5,000 views in month – Myvideo – 1,400 views in month
  • 18. Other • Sections within website: – Destinations (with Google maps) – Articles, features – Online TV, TV schedule, VoD – Holidays (various sections) – Forums / blogs / feedback – Shop Direct: Wine – Web listings • Specialist sections – 2010 – Casino’s & Resorts • Mobiguides • Social Media: YouTube, Facebook, Twitter
  • 19. • http://www.sadirect.com • http://www.youtube.com/sadirect • http://www.southernafricadirect.com/indaba
  • 20. Conclusion • Must have content • Must have rights • Objective is marketing / exposure • Distribution is therefore key • Collaboration is the future • SA Direct can assist in: – Production – TV Exposure (Distribution) – Online Exposure on www.sadirect.com – Other online distribution: • SA Tourism • Social Media
  • 21. Thank You ! Any Questions ? Contact details: Office telephone: +27 (0) 11 275 0366 Pierre van der Hoven (CEO) Elizma Nolte (Online) pierre@sadirect.tv elizma@sadirect.tv +27 (0) 83 632 3296 www.southernafricadirect.com www.sadirect.com