“It’s not the strongest or most intelligent that

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

2. 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

3. What is “The Long Tail”

4. Traditional and Digital

6. Where is the Market at? 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. 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%

7. 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

8. offline.online.offline

10. 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

11. What is social media Social media describes the onlinetechnologies 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

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

13. 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.

14. 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.

15. Tipping point for social media in South Africa April to June 2007 Source: World Wide Worx

16. 42 million Facebook users worldwide . SA ranks 6th in world with 286,000users.Facebook is growing at tempo of 3% new users per week.

18. CC AfricaPR – Sharing safari, wildlife, experiences

19. 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. Source: World Wide Worx

20. Amatomu Source:Amatomu

23. How do they find you? SEARCH

24. Managing the Conversation • Strategise • Participate • Monitor

25. Controlled conversation

26. www.killercoke.org The danger of unmanaged conversations

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

28. ……….just some of the tools we use ……….to make the internet work for you • 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

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

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

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