keeping 2.0 eyes on the web (what's next for business?)
DESCRIPTION
This is a highly optimised version of the SXSW trends presentation, also on SlideShare. Due to popular demand, I've included a large section on First World vs Third World divide, and mobile as a medium.This presentation now covers the following trends: SA internet stats, mobile, location based services, real time Internet, social media & engagement and culture vs strategy.TRANSCRIPT
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Keeping 2.0 eyes on the
InternetWhat’s next for business…
2010
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The law of business on the Internet…
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Unless you really hit the right time / right place...
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Unless you really hit the right time / right place...
There are only 3 ways to make serious money on the Internet.
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Gambling.
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Porn.
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Financial Services.
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Exploring the WWWorld...
The State of Digital in SAIt all starts at home…
Location Based Services / MarketingReal Time Everything
Engagement – cutting through the BSCulture vs Strategy
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The State Digital in SA
Most stats from Arthur Goldstuck’s World Wide Worx Research. Precious few are made up.
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South Africa has about 50 million people.
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Of those, only 5.3 million have access to the “PC” Internet.
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There are around +- 2.8 million FaceBook users.
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But only about 80,000 Twitter users.
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Yet we have about 49 million active SIM Cards.
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And South Africans send over 900 million
Please Call Me’s per month.
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900 millio
n!
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But only 3.3 million people “Browse the Web” on their phones
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But! 9 million people access the Internet using a mobile application.
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Has the fragmentation of our digital channels and the digital divide ever been more clear?
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Technology trends always have two stories to them.
The Third WorldThe First World
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It all starts at home…
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Understanding the Third World story is usally about two things:
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And that means understanding screen size…
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Because after all, we’re accessing the Internet… Just from different devices.
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Let’s start in the mobile space…
Hello acronyms! USSD, SMS, MMS, WAP, GPRS, 3G
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There are 3 mobile internet segments:
Access the Internet using WAP
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There are 3 mobile internet segments:
Access the Internet using a mobile Application
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There are 3 mobile internet segments:
Access the Internet using a mobile Browser
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And an overlapping segment who behave very differently:
SmartPhone Users
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In Africa, early usage signs are good…
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A little quiz…
What do you think are the top 3 mobile sites in South Africa?
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Understanding the Third World is about understanding the nuances…
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The Mass Market’s use of digital channels is FUNCTIONAL, not
sexy.
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That’s why Marlon Parker from Cape Town is doing drug counselling over MXIT
http://marlonparker.co.za/?p=839
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That’s why ABSA and FNB recently announced their 2 millionth Cellphone Banking
registration…
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Yet can’t seem to encourage a large majority to do much more than buy prepaid airtime.
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That’s why Nokia will be bringing Life Tools to our country very shortly…
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Function is important.
But mobile is opening up other digital doors, previously only available to “Internet” citizens…
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Like direct response sales campaigns
(Now THAT’S exciting anyone interested in sales!)
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We’re talking about: Please Call Me Campaigns
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We’re talking about: SMS Campaigns
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We’re talking about: Short Code Campaigns
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We’re talking about: Premium Short Code Campaigns
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We’re talking about: Mobi Sites and Landing Pages
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We’re talking about: Mobi Banner Ads
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Integration becomes possible…
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http://www.biz-community.com/Article/196/147/49641.html Nike “Write the future” Campaign
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23,000 submissions to MXIT in the first 10 days.
580,000 added the Nike “Bot” to their profile since May 2010
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We’re also seeing mass market digital adoption in transactional areas as well.
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This means:Financial Services
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This means:Payment Reminders
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This means:Acccess to fees, calculators and information
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This means:Lead generation and sales
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And the elephant in the room…
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+ CashSend from ABSA
+ SendMoney from FNB
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So ignoring adoption and penetration for the moment…
The most exciting thing about the Third World space?
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When our country achieves 100% household cellphone penetration.
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You’ll have 50 million potential customers.
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And now let’s tie it all together…
The device that is going to change it all…
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Location Based Services / Marketing
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So. We want to target those Internet & Mobile people do we?
Location based services might just be the next big thing.
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Location services in the real world...
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Breakfast.Courtesy...
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Now.
How about dropping virtual product into the
real world?
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Success!
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But.
Location Services raise fulfilment to critical status.
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Why so much oversharing?
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A story of how easy it is to share music, and how Brittanica bet against humans freely giving their time to edit an encyclopedia…
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Oversharing is creating and killing entire industries...
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But what could it mean for business…
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Locate a shop near me…
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Locate a shop with the same item at a cheaper price…
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Communications and experiences that activate on location – even if that location isn’t your establishment.
(Wine at a restaurant, buying wine at Macro,
tasting Wine on a wine farm)
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Roving salesman!
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Oversharing does raise issues...
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Etc.
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Real Time Everything
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Everything is going “real time”.
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This is changing the way we present...
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It’s changing journalism...
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It’s changing public figures...
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And if we’re not careful...
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We’ll experience some Julius...
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And some Mr Visagie...
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But more importantly. The Real Time nature of the web is changing the way we interact with
data...
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Did you know? Google is now indexing Tweets.
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Now. With real time data, we’re also starting to see different methods of data visualisation
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Now imagine real time data in a business context...
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We sell x products per minute!
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People in your neighbourhood pay an average fee of...
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Currently servicing x people in the queue, or x calls per minute...
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Conversations going on about your brand right now: x...
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Real time information also causes its own set of problems.
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Customer: If data is real time, why isn’t service?
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Social Media & Engagement. (Cutting through the BS)
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Social Media. It’s easy isn’t it?
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http://www.youtube.com/watch?v=tPgQsv2KPwc Alex from Reddit. Social Media in 3 minutes…
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That’s a romantic story.
But never forget the number one rule of the social Internet?
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OK. So it’s not easy.
Then why is social media so hard?
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Because real relationships require that you give up control.
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They’re also not a one way conversation...
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The first problem of engagement is understanding what the hell engagement
means?
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Wikipedia: Meaningful brand experience at a contact point.
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We’ll look at some global trends for the answers...
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Trend #1The Democratisation of Influence
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Circle of InfluenceCircles of Influence
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Not a Trellidoor – but thought
it was!
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Trend #2Attention has become the major currency in attracting customers to content / products
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Trend #3Social Media is driving the wrong kind of
behaviour.
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Trend #4Social Media doesn’t scale.
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And so the big question becomes...
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What is the difference between engagement and service?
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Where do you want to play? Where should you play?
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Because, believe it or not, we’re all in the “social” game...
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The Thank You Economy
&
Actually giving a f!@#
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** Cover your ears if you don’t like foul language **
http://www.youtube.com/watch?v=BEYjvifUdeM
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Oh. And...
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More importantly...What do customers want?
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Culture vs Strategy
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Why?
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Social trends give context to messaging and products.
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But don’t take it from me...
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Take it from a bunch of elderly Jews who helped Obama win an election...
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It’s a new world.
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What one thing can you change to move your business into the digital tomorrow?
Mobile, Location Based Services, Oversharing, Real Time Data, Engagement, Leveraging Culture
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http://www.andyhadfield.comhttp://www.twitter.com/andyhadfield