Successfully reported this slideshow.
Marketing Mix 2014 South
Africa Social Media Briefing
Messaging: Brief Comments In Context
Godfrey Parkin
@gparkin britefi...
I
N
C
O
M
E
%
POPULATION %
0 10% 20 30 40 50 60 70 80 90 100%
100%
90
80
70
60
50
40
30
20
10%
0
9.4m users – 65% of SA in...
I
N
C
O
M
E
%
POPULATION %
0 10% 20 30 40 50 60 70 80 90 100%
100%
90
80
70
60
50
40
30
20
10%
0
SA Income Distribution@gp...
Messaging
The means evolves but the end remains
• Simple
• Cheap
• Fast
• Synchronous
• Discreet
• Device ubiquity
@gparki...
Featurephones Future?
Dominant brand in a
declining industry
Missed smartphone
revolution
@gparkin britefire
Featurephones Future?
Dominant OS in a declining
industry
Missed mobile revolution
(<4% of mobile OS)
@gparkin britefire
Featurephones Future?
?
@gparkin britefire
Featurephones Future?
@gparkin britefire
In developing countries, a smartphone is a
key to knowledge and advancement
Featu...
• Desire for mobile computing + free WiMax
+ plummeting smartphone costs = smart
phone ubiquity
• Vodacom SA smartphone cu...
• Work the niche networks where target
customers converse
• Major products get fatally disrupted every
day – Facebook is n...
It’s Not About The Platform
• Social platforms are unstable technologies
with short life expectancies
• Don’t build your s...
It’s Not About The Masses
• Social marketing is about relationships
and community building
• Humanise your brand
• Our fas...
Blogging
• The social strategy hub
• Most important tool in the social box
• A blog is a bridge between your social
touch-...
Content Is Not King
• Conversation is king; content is a catalyst
• Tweets, 6-second videos, hashtag memes,
microdevices: ...
Twitter: @gparkin
LI: linkedin.com/in/gparkin
FB: facebook.com/britefire
Email: godfrey.parkin@britefire.com
Image credits:
guy with phone: Martin Gommel http://www.flickr.com/photos/kwerfeldein/5803621274/
stadium steps: Wintershr...
Upcoming SlideShare
Loading in …5
×

South African Social Media Conference 2013

501 views

Published on

Brief comments on the latest data, contributed to the Marketing Mix panel talking about the relevance of messaging platforms to marketers in 2014. Godfrey Parkin, Britefire

Published in: Business, Technology
  • Be the first to comment

South African Social Media Conference 2013

  1. 1. Marketing Mix 2014 South Africa Social Media Briefing Messaging: Brief Comments In Context Godfrey Parkin @gparkin britefire
  2. 2. I N C O M E % POPULATION % 0 10% 20 30 40 50 60 70 80 90 100% 100% 90 80 70 60 50 40 30 20 10% 0 9.4m users – 65% of SA income 5.5m users – 55% of SA income 4m users – 22% of SA income 2.7m users – 18% of SA income 10m users – 68% of SA income 7.4m users – 48% of SA income 1.5m users – 5% of SA income iPhone, Google+ Instagram, Pinterest: <1m users - <4% of SA income SA Income Distribution@gparkin britefire
  3. 3. I N C O M E % POPULATION % 0 10% 20 30 40 50 60 70 80 90 100% 100% 90 80 70 60 50 40 30 20 10% 0 SA Income Distribution@gparkin britefire • The economically active population is online and using social media better than you are • Social is their territory - you have to earn their respect
  4. 4. Messaging The means evolves but the end remains • Simple • Cheap • Fast • Synchronous • Discreet • Device ubiquity @gparkin britefire
  5. 5. Featurephones Future? Dominant brand in a declining industry Missed smartphone revolution @gparkin britefire
  6. 6. Featurephones Future? Dominant OS in a declining industry Missed mobile revolution (<4% of mobile OS) @gparkin britefire
  7. 7. Featurephones Future? ? @gparkin britefire
  8. 8. Featurephones Future? @gparkin britefire In developing countries, a smartphone is a key to knowledge and advancement Featurephones will die overnight as markets jump to better phones at lower prices
  9. 9. • Desire for mobile computing + free WiMax + plummeting smartphone costs = smart phone ubiquity • Vodacom SA smartphone customers up from 1.2m to 6m in one year. • Messaging will remain a primary application if monetization is non-invasive • Refine segmentation, be permission based, stay relevant Messaging Future @gparkin britefire
  10. 10. • Work the niche networks where target customers converse • Major products get fatally disrupted every day – Facebook is not the future • Facebook users in Nigeria doubled in past 6 months – what happens to 2go? • WhatsApp being challenged by WeChat • Social is not an island – integrate among platforms and with other digital and offline Platform Future @gparkin britefire
  11. 11. It’s Not About The Platform • Social platforms are unstable technologies with short life expectancies • Don’t build your strategy on a platform, build it on customer needs • Define business goals and don’t judge success by primitive metrics @gparkin britefire
  12. 12. It’s Not About The Masses • Social marketing is about relationships and community building • Humanise your brand • Our fascination with the tools obscures our apparent ignorance of the art • Make real connections with individuals • Success is in a handful of ardent disciples rather than a herd of passive ‘fans’ @gparkin britefire
  13. 13. Blogging • The social strategy hub • Most important tool in the social box • A blog is a bridge between your social touch-points and your brand • Link through social to gain rapid SEO • All social media fails if you have nothing of value to share @gparkin britefire
  14. 14. Content Is Not King • Conversation is king; content is a catalyst • Tweets, 6-second videos, hashtag memes, microdevices: the stimuli are getting smaller, your ideas must be bigger • The biggest screen in the universe is the human mind • Content is not an end, but a beginning • Go start something awesome @gparkin britefire
  15. 15. Twitter: @gparkin LI: linkedin.com/in/gparkin FB: facebook.com/britefire Email: godfrey.parkin@britefire.com
  16. 16. Image credits: guy with phone: Martin Gommel http://www.flickr.com/photos/kwerfeldein/5803621274/ stadium steps: Wintershrooms http://www.flickr.com/photos/wintershrooms/5594455878/sizes/l/in/photostream/ ferris wheel: Mark Dunn apple woman: Mohsen Rashidi orange flower: Hubert Kosmowski

×