For this keynote in September I was asked to look at the niche and platform plays in Africa for the SA Social Landscape Report 2013 conference. Its a look at mobile (of course), when and when not to use it, the real numbers, the harsh realities... the real definition of a smartphone, and the usual Tim-isms and a hint of controversy.... Agencies are crap, no such thing as Social Media Gurus... All under a Deloitte Digital, brand, ouch. (Oh and perhaps the first Deloitte slide deck to say the word 'F&ck'! The first ever mention of ME3 the chemical equation for all things social.. me, me, me (remember that I said it first ;)

1. SA Social
Landscape report
2013
Above 100%
A small look at some of the niche platform plays in Africa
60-100%
But let’s face it, when it comes to social…..
Mobile is where it’s at!
Tim Bishop
Director
Deloitte Digital
@TimBishopSA
40-60%
Less than 40%

2. Before you spend anything…
You always limit success because your agency has no expertise in…
Data data data insights data data data data data data data data data data
insights data data data data data data data data data insights data insights
data data data data data data data data data insights data data data data
data data data data data insights data data data data data data data insights
data data data data data data data insights data data data insights data data
data data data data data data data data data data data data data data data
data data data data data data data data data data insights data insights data
data data data data data insights data data insights data data data data data
insights data data data data data data data data data data data data data
data data data data data data data data data data insights and more fookin
data and insights….
Overlaying structured and unstructured is clever shit.. This is not ORM!
Data & Insights should inform everything you do!
@TimBishopSA

3. Social and mobile stats for South Africa
SA Social Landscape Report 2013
51.8M
South Africa population
67.3M
Total mobile connections
40.7M
67%
Of SA brands are looking to
create their own apps in 2014
85%
Of the 54m tweets per month in
SA are from a mobile phone
87%
Actual unique subscribers *
Of the 9,4m SA Facebook users
access from their mobile phone
130%
BlackBerry
Mobile penetration rate based
on mobile connections
12-14M
Estimated active smartphones **
@TimBishopSA
Represents half of the SA Smartphone Market
94%
Of Blackberry users in SA actively use BBM (5.5m)
50% of BBM messages are read within 20 seconds
Mobile mobile mobile... Got it?

4. 7.4m active users (84% SA)
95 minutes daily time spent
Your Mum is
not on here!
@TimBishopSA

5. Social Media across Africa
Over two-thirds of 2go users
currently own a Nokia phone
• Young demographic
• Core users aged 19 – 29
44%
19 - 23
31%
24 - 29
10%
30- 35
35+
million
activeusers
10%
13 - 18
10+
5%
7+
billion
messages
a month
• Skews male 51%
@TimBishopSA
3+
million
Users a day

6. 300m South Africa
global users
The mobile landscape across
Smart Phone focussed
High-level statistics (March 2013)
Video, Audio, Group, Proximity, QR
@TimBishopSA

7. For the avoidance of any doubt..
The definition of a smartphone
A cellular phone that is not able to last past 5pm without
having to charge the bloody thing!
@TimBishopSA
7

8. The right place, the right time, the right message… relevant.
Its not all about massive impressions and numbers. Its if the users on
that platform are ready to engage and be receptive to your brand/
message.
Whatsapp is ubiquitous but platforms have deeper offerings
95% of activity is 1-1 chat, you must be relevant and add value to
disrupt. Opportunity is there and the best will succeed.
Don’t think of mobile in isolation, it works so much better alongside
everything else you are doing. Just get your agency to wake the F*$k
up and understand the medium! INTEGRATE
3rd Screen – people using these networks to discuss what they watch
on TV. Spend can be enhanced with mobile. Be creative.
ALSO: Be careful what you measure. Do you want likes or sales?
@TimBishopSA

9. There are no Social Media gurus… so save your money
Just etiquette schools
DO
DO NOT
You guys are the gurus
@TimBishopSA

10. 3 (me me me – it’s all about me!)
Social media is ME
You use Social Media and are part of these statistics….
How would you like brands to engage with you?
…That’s where you start!
And please don’t forget about this thing….
It’s called a Feature Phone
It’s what 30 million South Africans use
…and the battery lasts long past 5pm
Whether you like it or not… these things
(and Blackberrys) will be around for a while!
@TimBishopSA

11. Where Creativity, Technology and Business meet
@TimBishopSA
Tim Bishop