1. marketing knysna: 2014/15marketing knysna: 2014/15

2. 3311times
audience
30.1m
traditional
18.30m
outdoor
4.38m
social
5.60m
other
1.82m
that’s enough to
fill soccer city stadium
g

3. twitter
36%
web
45%
facebook
67% facebook
33%
web
55%
twitter
64%
female
49% male
51%
who are the fans of
KNYSNA?

4. who are our little
BIRDS?
south african
58% united kingdom
13%
mauritius
9%
united states
3%
rest of the world
18%
most unique
interests
africa
luxury travel
hotels
business travel
europe

5. south african
83%
united kingdom
3%
germany
1%
united states
3%
rest of the world
10%
who are our
LIKES?
top
languages
english
afrikaans
german
dutch
french

6. desktop pc
63.5%
mobile phone
21.5%01:33
tablet
15%
top
interests
running / walking
business
cycling
food & drink
historical sites
most read
pages
home
play
festivals
about knysna
knysna accomm
where are
they from?
south africa
united kingdom
united states
germany
netherlands
who are our
VISITORS?
time spent
02:22
time spent
02:15
time spent

7. breakdown - excl
event attendance &
event media reach
AUDIENCEknysna facebook
645 593 reach (audience)
73 855 mention (interacted with)
sedgefield facebook
929 191 reach (audience)
40 068 mention (interacted with)
knysna twitter
4.01m reach
1.41m mention
sedgefield twitter
19 300 reach
129 mention
SOCIAL
30.1m
electronic
1 185 666 readers
radio
266 933 listeners
tv
4 529 000 viewers
print
13 580 800 readers
PR & MEDIA
newsletter
62 000 readers
visitknysna.co.za
450 000 visitors
ELECTRONIC
outdoor media
4.38m vehicles
direct marketing
60 000 distributed
ALTERNATIVE MEDIA

8. 6 600 000
vanity fair
international
magazine
2 800 000
high life
british airways
in-flight magazine
335 000
vrouekeur
lifestyle
magazine

9. conversion to
exposure
SOCIAL
MEDIA
OTHER
MEDIA
EVENTS
& FESTS
PR &
MEDIA

10. social media
R532m
knysna facebook
25.8m
knysna twitter
493m
sedgefield twitter
45k
sedgefield
facebook
14m
engagement
& mentions
knysna tw: 1.41m
knysna fb: 73k
sedge tw: 129
sedge fb: 40k

11. other media
R16.05m
newsletter
3.10m
direct
marketing
12m
outdoor
platforms
950k

12. events & festivals
R186m
pnp knysna
oyster festival
168m
knysna
literary festival
2m
speed week
+ classic cars
2.5m
pink loerie
festival
1m
national
blue flag launch
500k
sedgefield
slow festival
4m
leisure isle
festival
800k
knysna hope
spot launch
1m
working with
wood festival
6m
rs tera int’l
sailing contest
200k

13. pr & media
highlights
R13.5m
CNBC Africa
DSTV insert
500k viewers
R700k
Community
Radio Interviews
627k listeners
R520k
Weg Magazine
March 2015
313k viewers
R2.4m

14. R14.40
that’s enough to give
every south african
g g
traditional
13.5m
other
16.05msocial
532m
festivals
186m
total exposure
R747.56m

15. Estimate conservative values calculated
per industry standard Advertising Value
Equivalent formula.
AVE
SABC Media 24
Vanity Fair Group Editors
Mango Juice High Life
Caxton Primedia
Continental Outdoor Other
RATE CARDS
South African Audience Research Foundation Facebook Insigts
Department of Communications TweetReach
Marketing Department Records SumAll.com
Google Analytics NewsClip
Alexa.com
SOURCES
marketing knysna: 2014/15marketing knysna: 2014/15