RSA Digital Marketing Overview

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An introductory high level overview of Digital Media presented at a 5 day "Digital Media Masterclass" in Johannesburg South Africa (24 August 2009)

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RSA Digital Marketing Overview

  1. 1. Overview of the DIGITAL MIXDigital marketing master class<br />www.rickjoubert.com<br />24 August 2009<br />Johannesburg, RSA<br />
  2. 2. Once upon a time, long, long ago …<br />There was, in a land far away …<br />24 August 2009<br />New Media<br />A Handsome Print(s)<br />
  3. 3. Now, enter another character …<br />She’s new, she’s cool, she’s rocking the world…<br />24 August 2009<br />New Media<br />She’s Princess Broadcast!<br />
  4. 4. Now, meet the most memorable character of them all …<br />24 August 2009<br />New Media<br /><ul><li>He’s ugly but he’s cute
  5. 5. He’s popular and one of us
  6. 6. He has weird ears andmagical powers … </li></ul>Super-quick<br />Humungous<br />Rough<br />Ever-evolving<br />Kool<br />And his name is NEW MEDIA.<br />
  7. 7. Oh wait, what would a fairytale be without a monster?<br />24 August 2009<br />New Media<br />
  8. 8. US Q1 2009 print ad revenues DOWN 29.7% on same period year ago...<br />Attributed mainly to radically changing media consumption habits and the move to new media<br />The notion that information on the web “wants to be free” is being challenged by publishers out of sheer desperation<br />Traditional media under pressure<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />6<br />
  9. 9. Amazon KINDLE: the iPhone of E-readers?<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />7<br />
  10. 10. The newspaper is dead. Long live the newspaper!<br /><ul><li> Subscriptions are auto-delivered wirelessly to </li></ul> your Kindle, every morning.<br /><ul><li> The New York Times
  11. 11. Los Angeles Times
  12. 12. Chicago Tribune
  13. 13. The Boston Globe
  14. 14. The Wall Street Journal
  15. 15. The Washington Post
  16. 16. USA Today
  17. 17. Financial Times</li></li></ul><li>The SEVEN mass media: COLD & HOT<br />http://smlxtralarge.com/publications/white-papers/<br />Mobile as the 7th mass media (Alan Moore)<br />
  18. 18. Copyright © Tomi T Ahonen 2007<br />www.tomiahonen.com<br />6th Mass Media: Internet<br />First media that could do everything that the previous five media could do<br />First interactive media<br />Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006<br />
  19. 19. Copyright © Tomi T Ahonen 2007<br />www.tomiahonen.com<br />7th Mass Media: Mobile<br />Can do everything the previous SIX media can do<br />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<br />Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006<br />
  20. 20. Copyright © Tomi T Ahonen 2007<br />www.tomiahonen.com<br />7 Mass Media / Content Formats<br />Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006<br />
  21. 21. South Africa – Mobile connections vs users<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />13<br />
  22. 22. Reported mobile operator stats<br />Yes, but includes duplication and machines<br />Goldstuck (June 2009) reporting 37M flesh and blood users<br />That’s 77% population penetration!<br />Over 50 million cellphone connections in South Africa?<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />14<br />
  23. 23. Africa - real time mobile engagement with US president....<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />15<br />
  24. 24. Sample of SMS to President Obama during his speech in Ghana..<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />16<br />
  25. 25. Continental picture...<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />17<br />
  26. 26. Continental picture.....<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />18<br />
  27. 27. Internet in Africa<br />24 August 2009<br />New Media<br />
  28. 28. OPA / Nielsen Netratings (www.opa.org.za)<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />20<br />
  29. 29. Online media investment (OPA)<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />21<br />
  30. 30. 2008 rate-carded media spend: R200M (RJ)<br />2008 CRM & DIRECT spend: R750M (RJ)<br />10M unique mobile web users (RJ)<br />- Only 30% have easy access to PC Web<br />14M registered Mxit users globally (Mxit-June)<br />- Unclear how many RSA registrations<br />3.2M unique monthly vodafone live! Users (Vodacom)<br />23M unique user across networks exposed to “Please Call Me” ad tags every month (Vodacom)<br />Mobile landscape numbers - South Africa<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />22<br />
  31. 31. Mobile Marketing Association – Local Council<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />23<br />www.mmaglobal.com<br />
  32. 32. Web 2.0<br />24 August 2009<br />New Media<br />“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.”<br /> (http://en.wikipedia.org/wiki/Web_2.0)<br />
  33. 33. Social Media<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />25<br />
  34. 34. The “active” new media<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />26<br />
  35. 35. Universal McCann – “Power to the people” study (Wave 4)<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />27<br />
  36. 36. Social Media is for young people (not)<br />Social Media<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />28<br />
  37. 37. My 64 year old father on Facebook!<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />29<br />
  38. 38. New media is not just something that you buy, it is also something that you do<br /><ul><li>Web site?
  39. 39. Mobile site?
  40. 40. SMS?
  41. 41. Search?
  42. 42. SEO?
  43. 43. Blogging strategy?
  44. 44. E-mail?
  45. 45. Social Media?</li></ul>The business of brand management has changed fundamentally<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />30<br />
  46. 46. Give the people control, and they will use it<br />(JARVIS)<br />Power to the people<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />31<br />
  47. 47. Power to the people<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />32<br />
  48. 48. A concept you cannot ignore in new media<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />33<br />
  49. 49. Yourworst customer is your best friend<br />(JARVIS)<br />Do you trust your customers?<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />34<br />
  50. 50. DELL HELL<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />35<br />
  51. 51. Dell has learned how to have a conversation <br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />36<br />
  52. 52. Has Telkom developed a positive blogging strategy?<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />37<br />
  53. 53. Life is public, <br />so is business<br />(JARVIS)<br />Reveal more<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />38<br />
  54. 54. Pushing the company agenda in my private time<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />39<br />
  55. 55. Twitter for business<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />40<br />
  56. 56. Micro blogging or streaming CRM?<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />41<br />
  57. 57. Micro blogging or streaming CRM?<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />42<br />
  58. 58. Soon Twitter will enable location awareness<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />43<br />
  59. 59. Web 2.0 conversations are open and multi-nodal<br />Ref.<br />Facebook Wall<br />LinkedIn recommendations<br />Mxit chat session<br />Twitter<br />What are implications for your brand?<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />44<br />
  60. 60. LinkedIn<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />45<br />
  61. 61. Building your brand <br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />46<br />
  62. 62. If you’re not searchable, you won’t be found<br />(JARVIS)<br />Google is your friend<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />47<br />
  63. 63. Have you ever Googled yourself?<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />48<br />
  64. 64. Stick to your knitting<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />49<br />“If I were going to start a blog now I would go <br />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.”<br />Peter Rojas, founding editor of Gizmodo and <br />chief strategy officer of Weblogs, Inc.<br />
  65. 65. www.rickjoubert.com<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />50<br />
  66. 66. Google Analytics report for www.rickjoubert.com<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />51<br />
  67. 67. Coca-Cola conversations<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />52<br />
  68. 68. Nobody is as clever as everybody<br />(MOORE)<br />Sharing is caring<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />53<br />
  69. 69. Some of the content in this deck was borrowed from contributors to the very useful Social Media platforms Slideshare and Flickr<br />Leverage web 2.0 for massive productivity gains<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />54<br />
  70. 70. Your no.1 priority: your web / mobile presence<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />55<br />
  71. 71. Innovating outside of core competency<br />Underestimating resources for sustained content creation<br />Putting aesthetics before information architecture<br />Not including MOBILE channels in the mix<br />Using inexperienced personnel<br />Trying to use home grown tech (letting the IT department get carried away)<br />Not committing to SEO<br />Common New Media communications mistakes<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />56<br />
  72. 72. Which South Africa? <br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />57<br />All new media?<br />
  73. 73. Which South Africa?<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />58<br />Mainly mobile web / IM?<br />
  74. 74. Which South Africa?<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />59<br />Mainly mobile SMS / USSD?<br />
  75. 75. But........Township Internet Cafes – hundreds already and very high growth<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />60<br />
  76. 76. Not just job hunting...<br />May 2009<br />All Rights Reserved © 2009 Vodacom (Pty) Ltd.<br />61<br />
  77. 77. Thank You<br />www.rickjoubert.com<br />Twitter: @rickjoubert<br />LinkedIn: www.linkedin.com/in/rickjoubert<br />

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