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Managing the conversation Wednesday 26th
september 2007 PR-net meeting
Its not the strongest or most intelligent that
survive, but the ones most responsive to
change. (Charles Darwin)
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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 blogge
r Tabasco fan Commuter
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What is The Long Tail
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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

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
Sources Nielson ratings - WorldWide Worx - O.P.A.
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Mobile industry

• 35 million mobile phone users
• 20 million adults and 15.1 million under 25s
• 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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• offline.online.offline

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Web 2.0
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.
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 Magazines 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 US1.6Bn.
Controlling Empowered and masters of their
destiny If youve 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
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).
Source World Wide Worx
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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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CC AfricaPR Sharing safari, wildlife,
experiences
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Blog stats
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
Source World Wide Worx
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Amatomu
Source Amatomu
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How do they find you? SEARCH
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Managing the Conversation

• Strategise
• Participate
• Monitor

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Controlled conversation
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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
The Bigger Picture
Trend watchers
Creativity
Analysis
Measurability
Research
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longtail 7-Step strategy process

• Audit
• Compare
• Workshop
• Strategy
• Implementation
• Analysis Reporting
• Audit