“It’s not the strongest or most intelligent that survive, but the ones most responsive to change.” (Charles Darwin) Managing the conversation Wednesday 26 th september 2007 * PR-net meeting

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

What is “The Long Tail”

Traditional and Digital TraditionalDigitalSeen these? Newspapers Magazine Websites Blogs RSS Radio Online radio Podcasts Television YouTube IPTV MyVideo Vlogging Mail Sms Newsletters MMS Networking MyGenius facebook MySpace

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 years : 45% years : 35% years : 15% Sources: Nielson ratings - WorldWide Worx - O.P.A. Top SA sites 1. news24.com iol.co.za webmail.co.za 4. health24.co.za 5. iafrica.com 6. Mail & Guardian 7. Online fin24.co.za 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 webmail.co.za 4. health24.co.za 5. iafrica.com 6. Mail & Guardian 7. Online fin24.co.za 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

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

offline.online.offline

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: w ikipedia

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

Social media impact on communication Create and Participate Connected. Collective Customise. anything or anyone

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.

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.

Tipping point for social media in South Africa April to June 2007 Source: World Wide Worx AfrigatorThe continents first blogging aggregator, guiding readers to what was being read by others Amatomuthe first comprehensive tracking service for blogs and bloggers in South Africa My Digital Life by ITWeb Timesthe 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; Facebookto underline the extent to which social networking was arriving ( registered in the South African regional network on September 5, versus at the end of June).

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.

CC Africa PR – Sharing safari, wildlife, experiences

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 Number of active blogs(updated in last 2 weeks) 2953 Percent of active blogs11% Number of posts in August Page views in August Unique visitors in August

Amatomu Source : Amatomu

How do they find you? SEARCH

Managing the Conversation Strategise Participate Monitor

Controlled conversation

The danger of unmanaged conversations

Who is talking about you? Manage and control the online conversations with Brandseye (online reputation management)......and WebPR tools

……….just some of the tools we use search engine marketing (SEO and PPC) blogging 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

Why we Add Value Research Trend watchers The Bigger Picture Creativity Measurability Analysis

longtail 7-Step strategy process Audit Compare Workshop Strategy Implementation Analysis & Reporting Audit

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