Engaging youth – using social media networks to generate valuable insights - Ooba
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November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
Bronwyn Johnson
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
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
OLX SA social media
achievements Currently has biggest facebook brand page in SA: 720 000+
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
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
Not all social media platforms
are the same
Source: http://jenifferthompson.com/author_marketing/social-media-
infographic-2014-platform-comparison-chart/
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.
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?
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
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
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
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.
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
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.
Measure until you find your
formula
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
• Instagram / Snapchat
• We Chat
OLX Little Trader
Visited >100 schools in Gauteng
Objectives
Plan
Results
Soweto Mobile Research
Mobile Research: SOWETO
• The problem / issue
• The research: Instant Africa (Tim Shier)
• The results
Attracting young talent
Polls, feedback and how we
used it to attract visitors
Incentivise conversions
Content for Youth
Video
Viral
Valuable
Varied and relevant
Wicked sick BMX
https://www.youtube.com/watch?v=Grnew7dqrhk
20 Interesting Statistics for
2014
Source: WebDam Solutions
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.
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.
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by