longtail pr net_meeting_26_september_social_media
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“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
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The Initiators
Shopper, SPA frequenter, eStrategist and marketer, social networker, mom, housekeeper, friend, partner, would-be Kilimanjaro climber
Mountain biker emarketing evangelist author blogger Tabasco fan Commuter
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Traditional and Digital Traditional 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
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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 group 20-29 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
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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
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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
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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
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Social media impact on communication
• Create and Participate
• Connected . Collective
• Customise . anything or anyone
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Capable – Competent and Talented Who 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.
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Creative – They are artists with the means Before 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 destiny If 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.
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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).
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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.
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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
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www.killercoke.org The danger of unmanaged conversations
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Who is talking about you? Manage and control the online conversations with Brandseye (online reputation
management)......and WebPR tools
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……….just some of the tools we use
search engine marketing (SEO and PPC) blogging email marketing online advertising/rich media affiliate marketing social media, social networking and viral
marketing online reputation management webPR mms / sms / .mobi sites advergames legal compliance
……….to make the internet work for you
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Why we Add Value
Research
Trend watchers
The Bigger Picture
Creativity
Measurability
Analysis
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longtail 7-Step strategy process Audit
Compare
Workshop
Strategy
Implementation
Analysis & Reporting
Audit
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