Katherine McChesney's presentation on digital advertising, with a particular focus on social media.

1. The Digital Market Place How to win the Hearts and Attention of your Customers

3. http://www.southparkstudios.com/clips/166182

4. The South African Market is one of Dual Economies those living in the upper LSM’s (6-10) and those below

5. SA Population – 48 Million Tax Paying Population… 5,3 Million!

6. Clearly the number of people in LSM 6 and upwards is not much more than 10% of the total population.

7. So how do we REACH this market??

8. Media is highly fragmented

9. In addition to traditional Media – Digital can offer Engagement through interactivity, Targeting to Minimize Wastage and Measurability

10. Few offer a two way communication to a targeted audience of LSM 6 +

11. DIGITAL DOES @addynamo: Welcome to the Digital Evolution

12. Online: S.A. Market size The Online market was worth R419 million in 2009. Figures for the Local (SA only) market in Q4 2008 registered 4,9 million*Unique Browsers and 8,1million in Q1 2010. A 60% increase! (Source: Nielsen Online Data for OPA member sites)

13. Ad Spend: Local vs International South African online audience is almost as big as Belgium and Sweden and growing at 29%. Source: IAB Europe/ PWC/ Nielsen Online / Internet World stats

14. With almost 7 million people online in south Africa, one can calculate that 100% of LSM 6-10 is in fact on-line. Source: Online Publishers Association, Nielsen data for January 2010

15. So we now know that on-line hits the highest value audience in the country, the next question we then face is HOW ?

16. Use the internet as a platform to amplify on a greater concept…

17. By tapping into and using clever technology and social media, you can use this digital platform to win the hearts and attention of your consumer Bring back the Love

18. Marketers must move away from a focus on siloed campaigns to an emphasis on LISTENING to and COMMUNICATING with consumers across channels

19. “The only communications tolerated by consumers are those that are appropriate, timely and relevant—regardless of channel.” eMarketer – Consumers Demand Engagement, 29 Jan 2010

20. Digital Directory Search UGC + Social Context UGC + Directory Directory Phonebooks, local ads, newspapers Search engine marketing Facebook Yelp Yahoo eBay ..How consumers find information Evolution of discovery

21. When making a Decision the opinion of friends is most influential When considering purchasing a product or service, which of the following two are your most trusted and valuable sources of information? Source: Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169

23. Business Man (Business Day & Sharenet)

24. News reader (BBC)

25. Entertainment Junkie (MSN entertainment, MTV)

26. Social media junkie (Twitter, blogger, Facebook)

27. Facebook (55 – 65 fastest growing audience on Facebook), Viral

28. Sports enthusiast (SA Rugby, Sport24)

29. Travel Enthusiast (Lonely Planet, Trip Advisor)

30. Dating (MSN Dating)

32. How do we Effectively Allocate Media Budgets?

33. OnlineCreative 10% Media 20% Web Production 70%

35. OnlineCreative 20% Media 60% Web Production 20%

36. What about Broadening our Reach with Mobile?

37. SA Global Positioning

38. What makes Mobile so Effective

39. There is Significant Penetration Across ALL LSM levels

40. Big Reach with more than 34 Million Unique Mobile Users

41. Extremely Targetable down to Model of Phone

42. It’s a very cost Effective Medium VS Traditional Media

43. Mobile has the ability to Generate INSTANT Response

45. After promotion we see a spike of 1733%RETAILER…

46. It is completely Measurable to work out your ROI

47. Social Media – What’s all the Hype about?

48. Social Media: Where are they?

49. Mainstream Audience Facebook S.Africa Audience Profile

50. Social Media – Where are we? 2.3 million Facebook Users An estimated 25,000 Twitter influencers It’s here to stay and it’s growing fast

51. So how do we begin the conversation?

52. There are no formulas to success in social media. But with a systematic approach, and four essential raw materials, you can expect positive outcomes.

53. The Four Essentials… Pay for traffic to generate Word of Mouth Momentum Make use of search to kick start your campaign Engage with users and build a conversation With Critical Mass built, let the social effect take it’s course

54. Social Media Tip 1. Have a plan How will it deliver my business goals What will keep users engaged long term What will you do with these engaged users How will you measure success

55. If you want a community to accept you, become a part of that community

56. McDonalds International & local Global Page combined with localised innovation UK Polling Ad ‘Gherkin in or out?’ achieved huge engagement rate of +7% UK campaign pitches different products against eachother – which is your favourite? US & UK approach to Facebook is quite different, with UK generating 250,000 fans across several Pages vs US/Global Page on 1.4m Fans US/global Page allows users to Fan their local franchise & receive special offers

57. Vodafone International Variations Event Ads Polling Ads Vodafone Italy delivered a unique mobile tarif to Facebook users redeemable through the Page Vodafone used multiple engagement Ads in the UK & a unique tariff offer in Italy to generate 170,000 fans in each territory on 2 separate Facebook Pages Video Commenting Ads UK Campaign delivering huge engagement with the ‘If I Ruled the World’ Strapline Become a Fan Ads

58. THANK YOU