South African Social Media Conference 2013
-
Upload
godfrey-parkin -
Category
Business
-
view
271 -
download
1
description
Transcript of South African Social Media Conference 2013
Marketing Mix 2014 South
Africa Social Media Briefing
Messaging: Brief Comments In Context
Godfrey Parkin
@gparkin britefire
I
N
C
O
M
E
%
POPULATION %
0 10% 20 30 40 50 60 70 80 90 100%
100%
90
80
70
60
50
40
30
20
10%
0
9.4m users – 65% of SA income
5.5m users – 55% of SA income
4m users – 22% of SA income
2.7m users – 18% of SA income
10m users – 68% of SA income
7.4m users – 48% of SA income
1.5m users – 5% of SA income
iPhone, Google+
Instagram, Pinterest:
<1m users - <4% of SA income
SA Income Distribution@gparkin britefire
I
N
C
O
M
E
%
POPULATION %
0 10% 20 30 40 50 60 70 80 90 100%
100%
90
80
70
60
50
40
30
20
10%
0
SA Income Distribution@gparkin britefire
• The economically active
population is online and
using social media better
than you are
• Social is their territory -
you have to earn their
respect
Messaging
The means evolves but the end remains
• Simple
• Cheap
• Fast
• Synchronous
• Discreet
• Device ubiquity
@gparkin britefire
Featurephones Future?
Dominant brand in a
declining industry
Missed smartphone
revolution
@gparkin britefire
Featurephones Future?
Dominant OS in a declining
industry
Missed mobile revolution
(<4% of mobile OS)
@gparkin britefire
Featurephones Future?
?
@gparkin britefire
Featurephones Future?@gparkin britefire
In developing countries, a smartphone is a
key to knowledge and advancement
Featurephones will die overnight as markets
jump to better phones at lower prices
• Desire for mobile computing + free WiMax
+ plummeting smartphone costs = smart
phone ubiquity
• Vodacom SA smartphone customers up
from 1.2m to 6m in one year.
• Messaging will remain a primary
application if monetization is non-invasive
• Refine segmentation, be permission
based, stay relevant
Messaging Future@gparkin britefire
• Work the niche networks where target
customers converse
• Major products get fatally disrupted every
day – Facebook is not the future
• Facebook users in Nigeria doubled in past
6 months – what happens to 2go?
• WhatsApp being challenged by WeChat
• Social is not an island – integrate among
platforms and with other digital and offline
Platform Future@gparkin britefire
It’s Not About The Platform
• Social platforms are unstable technologies
with short life expectancies
• Don’t build your strategy on a platform,
build it on customer needs
• Define business goals and don’t judge
success by primitive metrics
@gparkin britefire
It’s Not About The Masses
• Social marketing is about relationships
and community building
• Humanise your brand
• Our fascination with the tools obscures our
apparent ignorance of the art
• Make real connections with individuals
• Success is in a handful of ardent disciples
rather than a herd of passive ‘fans’
@gparkin britefire
Blogging
• The social strategy hub
• Most important tool in the social box
• A blog is a bridge between your social
touch-points and your brand
• Link through social to gain rapid SEO
• All social media fails if you have nothing of
value to share
@gparkin britefire
Content Is Not King
• Conversation is king; content is a catalyst
• Tweets, 6-second videos, hashtag memes,
microdevices: the stimuli are getting
smaller, your ideas must be bigger
• The biggest screen in the universe is the
human mind
• Content is not an end, but a beginning
• Go start something awesome
@gparkin britefire
Image credits:
guy with phone: Martin Gommel http://www.flickr.com/photos/kwerfeldein/5803621274/
stadium steps: Wintershrooms http://www.flickr.com/photos/wintershrooms/5594455878/sizes/l/in/photostream/
ferris wheel: Mark Dunn
apple woman: Mohsen Rashidi
orange flower: Hubert Kosmowski