Exploring the Impact of Social Media on South Africa's Digital Landscape
South Africa has witnessed a significant increase in online access and social media usage, especially in light of the global pandemic. With 64% Internet penetration and 25 million social media users, the country ranks high in daily time spent on social media. This surge presents opportunities for organizations to engage with their audience creatively. Understanding platforms like Twitter can enhance brand visibility and customer engagement. The rise in digital connectivity highlights the importance of discovering and leveraging digital personalities to drive effective social media marketing strategies.
Download Presentation
Please find below an Image/Link to download the presentation.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author. Download presentation by click this link. If you encounter any issues during the download, it is possible that the publisher has removed the file from their server.
E N D
Presentation Transcript
Social Media Genderlinks August 2021
Agenda Nike - Dream Crazier | #JustDoIt *Note: This Campaign video is not created by us. The creators of this campaign are mentioned below. Being a publishing house, We are just sharing with you to get inspired by the work Creative agencies and brands do. Do not copy or use videos for your promotional/ commercial activities. We will not be responsible for any action taken by the brand or Agency in regard to your use of their video. About Campaign: Dream Crazier shines a spotlight on female athletes who have broken barriers, brought people together through their performance and inspired generations of athletes to chase after their dreams. Connect with us: Website: https://campaignsoftheworld.com Facebook: https://www.facebook.com/campaignsoftheworld Twitter: https://twitter.com/worldcampaigns Instagram: https://www.instagram.com/campaignsoftheworld/ Pinterest: https://in.pinterest.com/COTW_Official/ Linkedin: https://www.linkedin.com/company/campaignsoftheworld 01 Social Media Landscape 02 Understanding platforms 03 Our Objectives 04 Defining your market 05 Insights 06 Trends
"What we really need is to discover the digital personalities of our customers..." Overview Social media marketing provides organisations with a way to engage with followers/supporters and reach new ones while promoting their desired culture, mission, or tone. As everywhere in the world, South Africans have needed to take a new approach to staying connected while staying apart. The result was a surge in both online access and social media use. According to the Digital 2021 report from We Are Social and Hootsuite, at the beginning of 2021 64% Internet, amounting to 38,19 38,19- -million users million users. 64% of South African adults were using the It was just over a year ago that the Covid-19 pandemic initiated the biggest evolution of human behaviour in modern times. By January 2021, 4.66 billion 4.66 billion people globally were using the internet, The research further showed that the number of internet users in South Africa grew by 1.7 million to 38.2 million users (4.5% increase) period.Social media users in South Africa grew to 25 million South Africa grew to 25 million which represented an increase of 3 million users (14% increase) in the twelve months. 38.2 million users (4.5% increase) for this
Global Social Media usage South Africa ranks as the 6th highest country for daily time spent on social media. The average usage for a South African per day is 3H:32 3H:32 mins per day. This is higher than the global average usage. 60% of these users, use social media for brand research. This means that potential customers' exposure to various social channels and pages requires more creativity to increase reach & engagement to break through the clutter. The report also shows that people are more likely to research "how to do to things" as well as how can I make a difference on the internet than look for information about specific brands, products, or services. Source: DIGITAL 2021: GLOBAL OVERVIEW REPORT
Understanding the platforms TWITTER CONVERSATION PLATFORM Short and sweet is the best policy for content posted on Twitter. Twitter users expect quick and digestible content. Same as crafting headlines for a blog. Twitter users appreciate witty tweets, but still incorporating your brand message. Take advantage of trending hashtags to add to the #conversation. FACEBOOK ATTRACTION PLATFORM YOUTUBE SEARCH ENGINE A video-sharing website Share live footage of what you or your brand is doing Good for streaming live events/ webinars/ conferences Promotion of videos Cross content sharing Facebook is a great network to share opinions and feelings. You can be more descriptive and longer- winded on Facebook. Users on Facebook are more open to reading and digesting content so you don t have to be as paranoid about the length of your posts.
Understanding the platforms INSTAGRAM VISUAL PLATFORM LINKEDIN PROFESSIONAL PLATFORM TIKTOK FUN VIDEO SHARING PLATFORM Best used for visually pleasing and aspirational purpose Cross-promotional opportunities for brands. Reels highlights Instagram s intention to continue competition with TikTok Highlight the value of influencers and Instagram content Business-oriented social networking service. LinkedIn caters to professionals so make sure to adapt your posts and profile accordingly. Expect a more sophisticated audience. TikTok is a video-sharing app that allows users to upload brief clips (up to 15 seconds) set to music, often with the creator lip- syncing along. Simple, friendly, not business oriented Tool for expression & creativity Symbiotic relationship with other networks
Social media objective: Educate public about your cause Build a community of supporters Find and engage with influencers to help spread your message Share news, events & projects Increase donorship Attract volunteers
Social media strategy: DEFINE DEFINE PROVE PROVE MEASURE MEASURE Continuous measurement and post campaign analysis to determine the effectiveness of the social contribution to overall campaign Define how each objective or goal will be measured Define the social objectives/goals per campaign
Baby Boomers Baby Boomers Traditional media Wealthy Generation X Generation X Traditional yet digital savvy High debt, career path Target audience? Millennials Millennials Very tech savvy Power of workforce, socio conscious Generation Z Generation Z Hyper connected Changing the world, education
What determines success? Reach Reach is the total number of people who see your content This represents the number of unique content for free in the News Feed Reach unique people who saw your Impressions Impressions are the number of times your content is displayed, no matter if it was clicked or not. A viewer doesn t have to engage with the post in order Impressions Engagement Engagement means all possible ways of interacting with a Page s posts and profile, messages and mentions all added together. Likes, shares, comments, DM, saved Engagement Brand awareness Brand awareness is just the number of people who are aware about your brand and is correlated to word-of-mouth marketing. Your follower count follower count growth depends on the impact you have. Brand Awareness
MARKET TRENDS Trend 1: Cross sell Trend 2: Influence is power Trend 3: Platform specific content What works for Facebook may not work for Instagram, Twitter, TikTok, YouTube Use one platform to promote another through competitions. -Brand exposure -Partnership Use influencers who align with your brand to collaborate projects A long 2 min video will not work as well on Twitter as it works on Facebook Influencers/ famous South Africans to align with your message and reshare Use Facebook to promote a video hosted on YouTube
CONTENT HASHTAGS HASHTAGS RELEVANCY RELEVANCY Hashtags help make content discoverable in on-platform searches and, effectively, reach more people. They always start with # but they won t work if you use spaces, punctuation or symbols. Make sure your accounts are public. Otherwise, the hashtagged content you write won t be seen by any non- followers. Use relevant and specific hashtags. If it is too obscure, it will be hard to find and it won t likely be used by other social media users. Find hashtags that work best for your brand Limit the number of hashtags to no more than 3 hashtags per post.
Q & A
