engaging youth – using social media networks to generate valuable insights - ooba

34
November 5 & 6, 2014 DoubleTree by Hilton Hotel Cape Town Upper Eastside, South Africa #MRMW Organized by

Upload: merlien-institute

Post on 19-Jun-2015

203 views

Category:

Business


0 download

DESCRIPTION

at Market Research in the Mobile World Africa 2014 November 5-6, 2014 Cape Town This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://mrmw.net/

TRANSCRIPT

Page 1: Engaging youth – using social media networks to generate valuable insights - Ooba

November 5 & 6, 2014

DoubleTree by Hilton Hotel Cape Town

Upper Eastside, South Africa

#MRMW

Organized by

Page 2: Engaging youth – using social media networks to generate valuable insights - Ooba

#MRMW

Title Sponsor Silver Sponsors Bag Sponsor

Association & Media Partners

Page 3: Engaging youth – using social media networks to generate valuable insights - Ooba

Bronwyn Johnson

Page 4: Engaging youth – using social media networks to generate valuable insights - Ooba

KEY Points

• Understanding how social networks can help gain in the moment insight

• Discussing: insight, speed and cost

• Finding new ways to recruit and retain respondents

• A brand / customer perspective

Page 5: Engaging youth – using social media networks to generate valuable insights - Ooba

Introduction

@Bronwyn Johnson

Currently Head of Marketing / Marketing Director for ooba (1 October 2014).

Was Head of Marketing / Marketing Director for OLX SA.

• Launched OLX in SA, Kenya and Nigeria

• OLX SA (launched January 2012)

• Online classifieds business in a market dominated by eBay owned Gumtree

• More than 400 000 visitors to the site every day

• More than 5 million page views per day

• More than 12 000 ads posted to the site every day

• Almost half visits originate from mobile devices.

• Most of our visitors come back to the site again (>70%)

• Strong brand awareness and “Sell it!” recall

• Mobile apps in top listings of Google Play and iTunes stores

*As at September 2014

Target market:

18 - 44 years old

Internet users

Page 6: Engaging youth – using social media networks to generate valuable insights - Ooba

OLX SA social media

achievements Currently has biggest facebook brand page in SA: 720 000+

Page 7: Engaging youth – using social media networks to generate valuable insights - Ooba

You Tube

2012 most popular YouTube video ads in SA:

1. OLX Motorbike Ad (445 656 views)

2. Nando’s Diversity Campaign

3. Gumtree Property Ad

4. Nando’s Last Dictator Standing

5. OLX Treadmill ad (321 548 views)

6. Tropica: You’re a sip away from Jamaica – Flash Mob

7. Walka Handheld TV

8. Santam “Back at ya” ad

9. Gumtree Kitchen ad

10. Liquid Capital TV ad.

“Maggs on Media” January 2013

Page 8: Engaging youth – using social media networks to generate valuable insights - Ooba

Google Zeitgeist : most

searched terms

2012: 2013:

1. OLX Nelson Mandela

2. Whitney Houston Oscar Pistorius

3. Hurricane Sandy Paul Walker

4. Gangnam Style DefenceX

5. Olympics Vuyo Mbuli

6. Velvet Sky OLX

7. Caster Semenya Standard Bank Internet

8. Diablo 3 BBM for Android

9. Khanyi Mbau Reeva Steenkamp

10. iPad3 Royal Baby

Page 10: Engaging youth – using social media networks to generate valuable insights - Ooba

Biggest social media challenge

for brands

• People use social media platforms to strengthen their relationships with

others – not to be “sold” to.

• Competing for attention in a newsfeed filled with baby pictures, cat photos,

family updates, gossip, etc.

Page 11: Engaging youth – using social media networks to generate valuable insights - Ooba

Vanity Metrics vs Real Value

• Biggest brand page in South Africa! So what?!

• More followers than Justin Bieber! So what?!

• A million people “liked” your cute cat picture and shared it! So what?

• How do you compete in this cluttered newsfeed against baby pictures

and wedding photos?

• How do you stand out among the clutter?

• How do you get PERMISSION to talk to someone in their personal space?

• How do you ADD SUFFICIENT VALUE that they will share YOUR

information in the personal space of their friends?

Page 12: Engaging youth – using social media networks to generate valuable insights - Ooba

Expectations of brands in social media

Tips:

• Pick your battles

• Be consistent

• Respond on time

• Know when to be public and when to take the conversation private

• Own the #hashtag

Not all social media platforms

are the same

Page 13: Engaging youth – using social media networks to generate valuable insights - Ooba

Oops we slipped and did

some mobile research…

… ok maybe not really. But we did stumble upon social

media as a great avenue for mobile research

Page 14: Engaging youth – using social media networks to generate valuable insights - Ooba

Costs

Hard costs:

• Promoting your brand in social media (filling the sales funnel)

• Attracting “likes”, “followers”, “subscribers” (growing your community)

• Hiring staff / an agency to run your social media.

• Advertising (SEM, Facebook, YouTube) to grow community

Other costs:

• Time and effort

• Fails could cause brand harm

Page 15: Engaging youth – using social media networks to generate valuable insights - Ooba

Benefits

Measurable benefits:

• Number of “likes”, “followers”, “subscribers”. (Size of community)

• Revenue / sales.

Other benefits:

• Brand awareness

• Brand loyalty

• Word of mouth

• Engagement and communication with community

• Valuable customer feedback / suggestions

• Feature phone users posting ads on our wall.

Page 16: Engaging youth – using social media networks to generate valuable insights - Ooba

Align social media efforts to

business goals

• Changing the way we post & market to attract more buyers and sellers.

• Focusing on conversions rather than compliments

• Social media is not a stand-alone effort – it forms part of the marketing mix.

• Understand how efforts improve in relation to others (Increase with TV, etc).

• Use insights to optimise social advertising

Page 17: Engaging youth – using social media networks to generate valuable insights - Ooba

Marketing 360 degrees

360 degree campaigns

Online: Contextual Digital placement (Premium display, Facebook, YouTube, Mobile)

Above the line: Radio & TV ads

Print, OOH, Below the line - activations

PR: amplify stories

Consumer focus

Contextual

Celebrity endorsement

Like “Mobile marketing”, social media should not have a stand

alone strategy. It should form part of a holistic 360 degree

campaign.

Page 18: Engaging youth – using social media networks to generate valuable insights - Ooba

Measure until you find your

formula

Page 19: Engaging youth – using social media networks to generate valuable insights - Ooba

Comparing different social

media platforms • Can’t compare them as if like-for-like. Very different uses / purposes for each.

• Facebook:

• expensive acquisition channel.

• Higher calibre conversion

• More engaging community

• YouTube:

• Cheaper acquisition – but this is not primary purpose

• Drives awareness

• Improved brand search on other channels

• Google+

• Different user to Facebook. More “techie”, therefore, different conversations.

• Linked In

• Pinterest

• Instagram / Snapchat

• We Chat

Page 20: Engaging youth – using social media networks to generate valuable insights - Ooba

OLX Little Trader

Visited >100 schools in Gauteng

Objectives

Plan

Results

Page 21: Engaging youth – using social media networks to generate valuable insights - Ooba

Soweto Mobile Research

Mobile Research: SOWETO

• The problem / issue

• The research: Instant Africa (Tim Shier)

• The results

Page 22: Engaging youth – using social media networks to generate valuable insights - Ooba

Attracting young talent

Page 23: Engaging youth – using social media networks to generate valuable insights - Ooba

Polls, feedback and how we

used it to attract visitors

Page 24: Engaging youth – using social media networks to generate valuable insights - Ooba

Incentivise conversions

Page 25: Engaging youth – using social media networks to generate valuable insights - Ooba

Content for Youth

Video

Viral

Valuable

Varied and relevant

Page 26: Engaging youth – using social media networks to generate valuable insights - Ooba

Wicked sick BMX

https://www.youtube.com/watch?v=Grnew7dqrhk

Page 27: Engaging youth – using social media networks to generate valuable insights - Ooba

20 Interesting Statistics for

2014

Page 28: Engaging youth – using social media networks to generate valuable insights - Ooba
Page 29: Engaging youth – using social media networks to generate valuable insights - Ooba

Source: WebDam Solutions

Page 30: Engaging youth – using social media networks to generate valuable insights - Ooba

Conclusions

• The size of your community doesn’t matter – if you aren’t turning fans into

customers or engaging with them and actually using their feedback

• Having a social media presence comes with the responsibility of updating it

with fresh, useful content and responding to the community almost

immediately.

• Social Media campaigns work best when part of a holistic 360 degree

campaign – where each effort strengthens the results of the other channels.

• Be the same brand – have the same voice regardless of where you place the

message but keep it relevant to the audience.

• If you can bring in the sales / revenue targets through social media at a lower

cost than other channels then your ROI is warranted.

Page 31: Engaging youth – using social media networks to generate valuable insights - Ooba

Measure, Measure, Measure

• A/B split test everything!

• Heading

• Copy

• Image

• Posts:

• Type of post

• Time of day

• Number of posts / day / week

• Measure everything!

• CTR (Click through rate)

• CPA (Cost per action / acquisition) – tied back to your business KPI

• Do more of what works and stop that which doesn’t work.

• Change creative frequently to avoid wear out.

• Run multiple experiments but stagger so that you can measure results.

Page 32: Engaging youth – using social media networks to generate valuable insights - Ooba

Thank You

Bronwyn Johnson

Contact details

Mobile: 083 647 6473

Email: [email protected]

Page 33: Engaging youth – using social media networks to generate valuable insights - Ooba

#MRMW

Title Sponsor Silver Sponsors Bag Sponsor

Association & Media Partners

Page 34: Engaging youth – using social media networks to generate valuable insights - Ooba

November 5 & 6, 2014

DoubleTree by Hilton Hotel Cape Town

Upper Eastside, South Africa

#MRMW

Organized by