Structure

• Global trends• Video in the online environment• How to market successfully:

– Content (Message)– Distribution (Exposure)

• SA Direct overview• SA Tourism partnership• Making a “video”

Successful Marketing

• About getting the right message to the right people at the right time in the most cost effective way possible.

• Must get two things right:– Content: message, context– Exposure: reach, frequency & context

• First step is content – video content• Second step is distribution (medium)

– TV– Online (Web2.0 & 3.0)– (Brochures?)

Wikinomics• New Era of collaboration• New principles:

– Openness• Boundaries porous, involve external

people, use external standards– Peering

• Non hierarchical relationships, Linux, Wikipedia

– Sharing• IP, music industry, TV

– Acting Globally• No physical or regional boundaries

Global Trends

• Online trends: massive growth• Online travel:

– Research– Bookings

• Travel decision making process:– Africa has a challenge– Internet is used as a tool

• 3 screens: TV, Internet, Mobile (digital signage)• Anywhere, anyhow, anytime

Video Online

• Internet usage huge and growing• Video on the internet: 100 million / day• USA Statistics for April 09:

– 14.5 billion videos viewed– Grew by 26% from March 2009– YouTube / Google had 100 million unique

users• Content - Long tail, Travel

• Must have video !

Video Content?

• If you have no video content, you are not in the game

• The process starts with content commissioning

• And ends with cost effective distribution / exposure

• Get both right and your business will be successful !!

SA Direct • Vision: Showcase authentic Southern Africa

globally using multiple platforms.• Content: 25 countries south of equator• Programming: Lifestyle & Culture, Travel &

Tourism and Commerce• 24/7 TV channel on SKY in the UK:

– Accumulated reach 5,6 million people– Average 82,000 viewers per week– Average 18,000 viewers per day

• Additional TV channels: Africa, India, other• Programme Distribution: China, other TV

channels

SA Direct (cont)

• Own website: www.sadirect.com:– Research / information focused– Multimedia (incl. Video on Demand library)– 76,000 page views / month– 41,000 unique visitors / month

• eNewsletter: database of 50,000• Other online: YouTube, Facebook, MySpace,

Myvideo, Twitter• Partnership: SA Tourism YouTube channel

PS: Indaba coverage: Go look !PS: Want free web listing on our site?

SA Direct (Content)

• Programme & video archive library• VoD library• Looking for more content• Non-commercial content – user experience• Contextualise short commercial clips• Own largest library on topic• Always looking for more content:

– DMO’s: do job for you– Private sector:

Southern Africa Region1.Congo DRC2.Uganda3.Kenya         4.Tanzania5.Rwanda6.Burundi7.Angola8.Zambia9.Malawi10.Namibia11.Botswana12.Zimbabwe13.Mozambique14.South Africa15.Lesotho16.Swaziland17.Seychelles18.Comoros19.Madagascar20.Reunion21.Mauritius22.Ascension Island23.St. Helena 24. Gabon25. Congo

PROGRAMMINGGateway to the Undiscovered - The Authentic African Story

DestinationMarketing

Lifestyle & Culture Travel & Tourism Commerce

Call to Action

• Arts & Culture

• Heritage & History

• People & Profiles

• Recreation & Leisure

• Fashion & Design

• Health & Beauty

• Music & Entertainment

• Food

• Accommodation

• Destination & Places

• Tourism

• Nature & Conservation

• Travel Information

• Wildlife

• Business & Industry

• Investment

• Property

• Business Information

• Economic Opportunities

• Social Responsibility

SUB

REGION

SUB

GENRE

Competencies

• Reach: Sell exposure on multiple platforms• TV Channels consume video• We therefore understand:

– Video production (story)– Video editing (different versions)– On line video marketing

• Video on Demand• Context (combine with text, photo’s)• Social Media

• TV Broadcasting

Relevance?

• Key message: Must have video!• If you do have existing video:

– Check the legal rights– Get your hands on the original material– Get the content to us (and you may get lots

of free exposure!)– Focus on distribution / exposure

• If you do NOT have video:– Get into production!– Talk to SA Direct or own supplier– But BEWARE !

Video production

• Quality: technical, format, “story”• Rights: “DVD” or full rights• Cost: Long term relationships• Multiple Output at source: TVC, VoD, Long

form, promotional • Raw footage: Later use• Updating content: Multiple stories, • Contextualise: One the day, sell experience

• Focus on Distribution: Broadcast, online, syndication, SA Tourism

SA Tourism Partnership

• SA Tourism online strategy• SA Direct has library of video content• SA Direct will source content:

– Produce– Acquire rights

• Supply content for use on SA Tourism platforms• SA Tourism will deliver extended reach

• Open to discussions with other sites / organisations

TV viewing statistics

• UK TV Viewership:– Accumulated 5,6 million– Average per day 18,000– Average weekly viewership 82,000

• Profile:– ABC 1 (higher than UK average)– Male biased

Website Statistics• Website:

– Average monthly 41,000– Page views 76,000– Hits 1,4 million since inception

• Our website:– Competition - 4000 entries– Single article – 700 views– Banner advert – 5,500 in a month– White lable page view – 1,800 in a month– Video on Deman – 76 times in a month

• Other video views:– YouTube – 5,000 views in month– Myvideo – 1,400 views in month

Other • Sections within website:

– Destinations (with Google maps)– Articles, features– Online TV, TV schedule, VoD– Holidays (various sections)– Forums / blogs / feedback– Shop Direct: Wine– Web listings

• Specialist sections– 2010– Casino’s & Resorts

• Mobiguides• Social Media: YouTube, Facebook, Twitter

• http://www.sadirect.com• http://www.youtube.com/sadirect• http://www.southernafricadirect.com/indaba

Conclusion

• Must have content• Must have rights• Objective is marketing / exposure• Distribution is therefore key• Collaboration is the future• SA Direct can assist in:

– Production– TV Exposure (Distribution)– Online Exposure on www.sadirect.com– Other online distribution:

• SA Tourism• Social Media

Thank You !

Any Questions ?Contact details:

Office telephone: +27 (0) 11 275 0366

Pierre van der Hoven (CEO) Elizma Nolte (Online)pierre@sadirect.tv elizma@sadirect.tv +27 (0) 83 632 3296

www.southernafricadirect.comwww.sadirect.com