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Status of Web 2.0 Nation in SA, Blueworld.co.za - fairytale in the making?, Embracing user-driven and community-driven content, digital profit and online advertising opportunities - the new world, IFRA 2007 - beyond the printed word, who is missing the bus?
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Blueworld and the Social Networking opportunity
Elan Lohmann14 August 2008
1. The status of Web2.0 Nation in SA
2. Blueworld.co.za, - Fairytale in the making?
3. User-driven content and community driven content - embracing this.
4. Digital profit and online advertising opportunities – the new world
5. A summary and some highlights of the IFRA 2007 beyond the Printed Word
6. Who I think is missing the bus and who should not be?
Roadmap
State of the SA Web2.0 nation
VS
Users & products
SA domestic market
SA broadband growth
SEACOM, EASSy, UhuruNet and Infraco, telkom price down, Vodacom WiMax, 3.6mbps HSDPA & HSUPA, Neotel CDMA
Product development opportunities
$ Good
$ Good
$ Bad
top
tail
aggregator
State of the SA Web2.0 nation - skills
VS
Skills
Case study – Fairytale in the making?
Majority-owned by Media24 and the 3 founders have equity in the business
Passion
Talent
GREAT Technology platform
Garage/entrepreneurial - culture
Youth
Energy
A compact team with the Ability to innovate, move quickly and deliver
What did we buy in Jan 08?
Something FRESH*
Key metrics – so far
Up to 7500new membersa month and growing.
60 000 Unique Users
1.2 Mil page Impressions
13.5 min ave session
52% returning
(Nielsen, Jul 08)
Key metrics
****
Unique Users
Page impressions
*
Blogging
050
100150
200250
300350
400450
Jan Feb March April May June
Blogging
Photos
0
1000
2000
3000
4000
5000
6000
7000
Jan Feb March April May June
Photos
Groups
0
20
40
60
80
100
120
140
160
Jan Feb March April May June
Groups
Videos
0
20
40
60
80
100
120
Jan Feb March April May June
Videos
Key metrics – so far
DemographicsGender:
55% Female ~ 45% Male
Users by age:Under 18 17%18 – 22 35%22–26 26%+ 26 22%
Registered users 100 000
Funky people
Who care …
Interactivity, sharing, Ranking,communityGoodness“baked in’’!
Zoopedup.com is a niche community targeted at anyone over 18 who is into “Zooping up”, modifying, “pimping their rides” and racing cars. 45% of users are over the age of 26.
Users are represented by their cars in a “cyber -garage” - expanding to allow for more than one car as well as motorbikes.
The “Zoopedup Car Club” is the offline feature of the brand. It has a base in CT and small presence in JHB and KZN. Monthly breakfastruns, track days, private parties or monthly parking lot cruises are hosted.
DemographicsGender: Female 20% ~ Male 80%
Under 18 - 5% 18 – 22 - 15%
22–26 - 35%+ 26 - 45%
35 000 users26 000 forum users
19 882 email subscribers
Next steps …..
Mobile opportunity …..
Blueworld – Differentiation
Social contacts
“Gatherers”Connection
Cooperation
Communication
Real ID
Established connections
Discovery
“Hunters”
Exploration
Voyeurism
Competition
Persona (alias)
New people
MANAGE FRIENDS MAKE FRIENDS
Software platform Community
Blueworld – Niche common interest strategy
ClubbingCampus nightlifeLive musicEvents
“Pimp my ride”
Broad niche Narrow niche
Potential to extend broader Stronger global opportunity
New ?
New ?
New ?
Growing pains/agility/passion
Next big thing?
Corporate rules/practices/greed
Focus
Risks?
Opportunity beyond SA market?
Key resources
Why innovation teams are like unicorns?
1) They are supposed to magically cure ills
2) Everybody wants one
3) You can waste a lot of time trying to catch one
4) They are really just horses with an extra horn
5) They don’t do any real work plowing the (existing) fields
BONUS - everybody expects rainbows to shoot out their end
Rolf Skyberg, Disruptive Innovator, eBay, Inc.
Traditional vs Online people
Culture What behaviour are staff valued for? Print Pa Online Dp Leadership What is the leadership emphasis? Print Pd Online Dp
Action orientated Responsive Growth
Systematic Consistent Reliability
New way Innovative Change
Action Responsive Growth
Builder/Grower WHAT? Energetic; forceful Driving
Creators/Builders WHY? Visionary, conceptual, flexible
Creators/Builders WHY? Visionary, conceptual, flexible
Builders/Growers WHAT? Energetic, forceful Driving
A
D I
P P
A
D I
P P
A
D I
P P
A
D I
P P
P – Performance - Be responsiveA – Administration - Be consistentD – Development - Surprise meI – Intimacy - Understand me
Traditional vs Online consumer and product
Customer What do customers want from the organization? Print Ia Online Da Strategy What does the organization give customers? Print Ai Online Dp
A
D I I
Reliable Predictable Consistent
Understand me: Relationships Long term Understanding Empathy
Reliable Predictable Consistent Efficiency
Innovative Create response to unique needs.
Accurate Precise Systematic
More cohesion Participation Co-operation
Faster Less bureaucratic Ways of getting results
New way of doing things and accomplish results
P P
D
A P P
A
D I
P P A
D I
P P
Managing the unicorns?
Founders vs employees
Equity and ownership
Skills for hire
Digital natives, an even newer breed on the way
Accelerated expectations
Branded employees
User-driven content and community driven content – embracing it?
Let your readers write
Make them heroes
No holy cows
Who shares wins
Digital profit and online advertising opportunities
In May 2008 eMarketer has revised its worldwide social network ad spending estimates, now projecting that advertisers will spend £1 billion on social networks worldwide in 2008, rising to only £2.2 billion in 2011. The previous figure for 2011 was £2.4 billion.
Google and Yahoo still command 61% of all online US ad-spend.
User-generated content advertising projections are also lower than expected. Despite the massive size and projected growth of the user-generated content (UGC) movement, advertising revenues alongside this content will remain relatively modest.
eMarketer projects US user-generated content ad revenues of $824 million in 2012, up from $162 million in 2007. By 2012, this total will represent 1.62% of US online advertising spending, up from 0.77% in 2007.
Welcome to the new world – marketing shifts
Old marketing
Marketing mindset 1-way, 1-sided communication to tell a story
Dialogue, relationships, earn trust, build credibility
Brand equity Brand recall is the holy grail Brand value determined by customers. Will they recommend? Share?
Segmentation Group by demographics Group by behaviour, attitudes and interests
Targeting By demographics Customer behaviour/preferences
Communication Broadcast – push message to customer Interactive, search queries, commentsreviews, dialogue.
Content Professional created by marketers Professional and UGC, increasingly viral
Virality Often driven by flashy presentation andnot content
Solid content that will get people talking
New marketing
Source: Marketing to the social web – Larry Weber
Welcome to the new world – marketing shifts
Old marketing
Strategy Top down from management Bottom up building on winning ideas and customer input
Payment CPM, emphasis on cost; Advertisers buy with idea that share of voice = share of mind = share of market
ROI
New marketing
Source: Marketing to the social web – Larry Weber
Publisher Message Audience
1 to many
LettersCommentsPolls Surveys
Communication model >> 2.0
Communicate
Share
many to many
Publisher
interact
Relate
2.0
Advertiser
Local Publisher
Audience
TV
Radio
Online (CPM)
Bypass
Global
New breed publishers
Ad networks
New ChannelsMobile
Blogs (PVT)
Social media
Podcasts
Video
i-TV
Search/aggregators
Audience
Audience
Audience
Audience
AudienceAudience
Content
Content
Content
Content
Content
Content
Content
Content
Content Content
Business models >> 2.0
Welcome to the new world
In the new world the customer is in charge
In the social media world you have little or no control over content and Distribution
Content is increasingly visual
Ultimately the social web will lead to customers saying “Here are the things I like, Make me an offer instead of me having to do all the work”
Welcome to the new world
Control of info continues to shift from marketers to consumers
The web is not a channel
Content (high cost professional) is a bad business to be in
The mass market will be no more
Marketers will pay for results
Highlights of the IFRA Beyond the Printed World - 2007
Be OPEN
Share
ConversationIs king2006 – F%^($ Google
2007 – F%^($ Facebook “Frenemy”“Co-op-itition”
Change
Freeze Move Re-freeze
SABC
Emerging market titles
Everyone on mobile
Mxit in the web space
…. All publishers globally …
Traditional marketing agencies
Who I think is missing the bus and should not be?
Thank you
Digital success ……..Elan LohmannGM Social Networking 24.com/Blueworld
Elan.lohmann@sa.24.com084 333 1313
Brand of me:
www.elanlohmann.comGtalk: elan13@gmail.comFollow me on twitter: elanlohmann
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