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.

2. 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”

3. 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?)

4. 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

5. 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

6. 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 !

7. 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 !!

8. 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

9. 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?

10. 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:

11. 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

12. 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

13. 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

14. 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 !

15. 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

16. 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

17. 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

18. 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

19. 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

20. • http://www.sadirect.com
• http://www.youtube.com/sadirect
• http://www.southernafricadirect.com/indaba

21. 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

22. 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