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Longtail pr net_meeting_26_september_social_media


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Longtail pr net_meeting_26_september_social_media

  1. 1. Managing the conversation Wednesday 26th september 2007 * PR-net meeting “It’s not the strongest or most intelligent that survive, but the ones most responsive to change.” (Charles Darwin)
  2. 2. The Initiators Shopper, SPA frequenter, eStrategist and marketer, social networker, mom, housekeeper, friend, partner, would-be Kilimanjaro climber Mountain biker emarketing evangelist author blogger Tabasco fan Commuter
  3. 3. What is “The Long Tail”
  4. 4. Traditional and Digital Traditional Digital Seen these? Newspapers •Websites Magazine •Blogs •RSS Radio •Online radio •Podcasts Television •YouTube •IPTV •MyVideo •Vlogging Mail •Sms •Email •Newsletters •MMS Networking •MyGenius •facebook •MySpace
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  6. 6. Where is the Market at? Internet Top SA sites sites Top SA 1. 1.  3.85 million people in South 2. 2. Africa have internet access 3. 3.  +8 million unique browsers of 4. 4. 5. 5. SA websites 6. 6. Mail & Guardian Mail & Guardian  +4 million SA only unique 7. 7. Online Online browsers of SA websites 8. 8.  800,000 broadband subscriber 9. 9. 10. 10. accounts – forecast to have 1 11. 11. million by 2010 12. 12.  Broadband user age group 13. 13. 20-29 years : 45% 14. 14. 30-39 years : 35% 15. 15. 40-49 years : 15% 16. 16. 17. 17. 18. 18. 19. 19. Sources: Nielson ratings - WorldWide Worx - O.P.A.
  7. 7. Mobile industry • 35 million mobile phone users 20 million adults and 15.1 million under 25’s • Mxit SA largest Mobile IM service 3 million sending over 100 million messages per day • SMS penetration 15% of mobile users
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  10. 10. Web 2.0 Definition In the analysis and promotion of web-technology, the phrase Web 2.0 refers to a perceived second generation of web-based communities and hosted services - such as social sites ,wikis and blogs which aim to facilitate collaboration and sharing between users. The term became popular following the first Web 2.0 conference in 2004,and has since become widely used. Source: wikipedia
  11. 11. What is social media Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media themselves. Social media can take many different forms, including text, images, audio, and video. The social media sites typically use tools like message boards, forums, podcasts, bookmarks, communities, wikis, weblogs etc. Source: wikipedia
  12. 12. Social media impact on communication • Create and Participate • Connected . Collective • Customise . anything or anyone
  13. 13. Capable – Competent and Talented Who was Time Magazine’s person of the year for 2006? You! It was the reader. Technology, and particularly the internet and broadband, allows anyone with talent or inclination to achieve almost anything they want.
  14. 14. Creative – They are artists with the means Before you even go to YouTube, consider what it is: A web facility solely for consumers to post multi-media content that they have created. Google bought it for US$1.6Bn. Controlling – Empowered and masters of their destiny If you’ve ever doubted that brand image is in the hands of the consumer, take a look at the Heinz ketchup campaign on YouTube. YouTube counts over 1,8 million views.
  15. 15. Tipping point for social media in South Africa April to June 2007 Afrigator The continents first blogging aggregator, guiding readers to what was being read by others Amatomu the first comprehensive tracking service for blogs and bloggers in South Africa My Digital by ITWeb Life Times the daily offshoot of the Sunday Times, and the first mainstream newspaper to embrace blogs and the social networking environment, giving both a print platform to bloggers and an unthreatening entrée to the blogosphere for its readers; Facebook to underline the extent to which social networking was arriving (244 000 registered in the South African regional network on September 5, versus 80 000 at the end of June). Source: World Wide Worx
  16. 16. 42 million Facebook users worldwide . SA ranks 6th in world with 286,000 users. Facebook is growing at tempo of 3% new users per week.
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  18. 18. CC Africa PR – Sharing safari, wildlife, experiences
  19. 19. Blog stats By the end of August 2008, blogs will not only be a mainstream component of most online media in South Africa, they will also be a dominant component. Number of blogs at the end of 25 037 August Number of active blogs (updated in last 2 weeks) 2953 Percent of active blogs 11% Number of posts in August 39 938 Page views in August 5 198 693 Unique visitors in August 621 204 Source: World Wide Worx
  20. 20. Amatomu Source: Amatomu
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  23. 23. How do they find you? SEARCH
  24. 24. Managing the Conversation • Strategise • Participate • Monitor
  25. 25. Controlled conversation
  26. 26. TTV.vnwww.killercoke.orgThe danger ofunmanagedconversations
  27. 27. Who is talking about you? Manage and control the online conversations with Brandseye (online reputation management)......and WebPR tools
  28. 28. ……….just some of the tools we use search engine marketing (SEO and PPC) blogging email marketing online advertising/rich media affiliate marketing social media, social networking and viral marketing online reputation management webPR mms / sms / .mobi sites advergames legal compliance ……….to make the internet work for you
  29. 29. The Bigger Picture Trend watchers Creativity Why we Add Value Analysis Measurability Research
  30. 30. longtail 7-Step strategy process  Audit  Compare  Workshop  Strategy  Implementation  Analysis & Reporting  Audit