“It’s not the strongest or most intelligent that survive, but the ones most responsive to change.”

(Charles Darwin)

Managing the conversation

Wednesday 26th september 2007

*

PR-net meeting

The InitiatorsShopper, SPA frequenter, eStrategist and marketer, social networker, mom, housekeeper, friend, partner, would-be Kilimanjaro climber

Mountain bikeremarketing evangelistauthorbloggerTabasco fanCommuter

What is “The Long Tail”

Traditional and DigitalTraditional Digital Seen these?

Newspapers Magazine

•Websites•Blogs•RSS

Radio •Online radio•Podcasts

Television •YouTube•IPTV•MyVideo•Vlogging

Mail •Sms•Email•Newsletters•MMS

Networking •MyGenius•facebook•MySpace

Where is the Market at? Internet

3.85 million people in South Africa have internet access

+8 million unique browsers of SA websites

+4 million SA only unique browsers of SA websites

800,000 broadband subscriber accounts – forecast to have 1 million by 2010

Broadband user age group20-29 years : 45%30-39 years : 35%40-49 years : 15%

Sources: Nielson ratings - WorldWide Worx - O.P.A.

Top SA sites

1. news24.com iol.co.za 2. www.mweb.co.za 3. webmail.co.za 4. health24.co.za 5. iafrica.com 6. Mail & Guardian 7. Online fin24.co.za 8. www.bidorbuy.co.za 9. ananzi.co.za 10. careerjunction.co.za 11. motoring.co.za 12. wheels24.co.za 13. supersport.co.za 14. women24.com 15. tonight.co.za 16. Autotrader.co.za 17. sundaytimes.co.za 18. busrep.co.za 19. yellowpages.co.za

Top SA sites

1. news24.com iol.co.za 2. www.mweb.co.za 3. webmail.co.za 4. health24.co.za 5. iafrica.com 6. Mail & Guardian 7. Online fin24.co.za 8. www.bidorbuy.co.za 9. ananzi.co.za 10. careerjunction.co.za 11. motoring.co.za 12. wheels24.co.za 13. supersport.co.za 14. women24.com 15. tonight.co.za 16. Autotrader.co.za 17. sundaytimes.co.za 18. busrep.co.za 19. yellowpages.co.za

Mobile industry• 35 million mobile phone users

20 million adults and 15.1 million under 25’s

• Mxit SA largest Mobile IM service 3 million sending over 100 million messages per day

• SMS penetration 15% of mobile users

offline.online.offline

Definition

In the analysis and promotion of web-technology, the phrase Web 2.0 refers to a perceived second generation of web-based communities and hosted services - such as social sites ,wikis and blogs which aim to facilitate collaboration and sharing between users. The term became popular following the first Web 2.0 conference in 2004,and has since become widely used.

Web 2.0

Source: wikipedia

What is social media

Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media themselves.

Social media can take many different forms, including text, images, audio, and video. The social media sites typically use

tools like message boards, forums, podcasts, bookmarks, communities, wikis, weblogs etc.

Source: wikipedia

Social media impact on communication

• Create and Participate

• Connected . Collective

• Customise . anything or anyone

Capable – Competent and TalentedWho was Time Magazine’s person of the year for 2006?

You! It was the reader.

Technology, and particularly the internet and broadband, allows anyone with talent or inclination to achieve almost anything they want.

Creative – They are artists with the meansBefore you even go to YouTube, consider what it is:

A web facility solely for consumers to post multi-media content that they have created.

Google bought it for US$1.6Bn.

Controlling – Empowered and masters of their destinyIf you’ve ever doubted that brand image is in the hands of the consumer,

take a look at the Heinz ketchup campaign on YouTube. YouTube counts over 1,8 million views.

Tipping point for social media in South Africa

April to June 2007

Source: World Wide Worx

Afrigator The continents first blogging aggregator, guiding readers to what was being read by others

Amatomu the first comprehensive tracking service for blogs and bloggers in South Africa

My Digital Life

by ITWeb

Times the daily offshoot of the Sunday Times, and the first mainstream newspaper to embrace blogs and the social networking environment, giving both a print platform to bloggers and an unthreatening entrée to the blogosphere for its readers;

Facebook to underline the extent to which social networking was arriving (244 000 registered in the South African regional network on September 5, versus 80 000 at the end of June).

42 million Facebook users worldwide . SA ranks 6th in world with 286,000 users.

Facebook is growing at tempo of 3% new users per week.

CC AfricaPR – Sharing safari, wildlife, experiences

Blog stats

Source: World Wide Worx

By the end of August 2008, blogs will not only be a mainstream component of most online media in South Africa, they will also be a dominant component.

Number of blogs at the end of August

25 037

Number of active blogs (updated in last 2 weeks) 2953

Percent of active blogs 11%

Number of posts in August 39 938

Page views in August 5 198 693

Unique visitors in August 621 204

Amatomu

Source: Amatomu

How do they find you? SEARCH

Managing the Conversation

• Strategise• Participate• Monitor

Controlled conversation

www.killercoke.org

The danger of unmanaged conversations

Who is talking about you?Manage and control the online conversations with Brandseye (online reputation

management)......and WebPR tools

……….just some of the tools we use

search engine marketing (SEO and PPC)blogging email marketing online advertising/rich mediaaffiliate marketingsocial media, social networking and viral

marketingonline reputation managementwebPR mms / sms / .mobi sitesadvergames legal compliance……….to make the internet work for

you

Why we Add Value

Research

Trend watchers

The Bigger Picture

Creativity

MeasurabilityAnalysis

longtail 7-Step strategy process Audit Compare Workshop Strategy Implementation Analysis & Reporting Audit

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