Presentation by Andre Van Kets of Discover Africa at the E-Tourism Africa Summits SA and Kenya

1. @andrevankets
#BigContent
And… How to avoid the
social media black hole

2. Slides are available
for download
bit.ly/bigcontent-blackhole

3. Grow businesses
through better
online marketing.

4. Social Media is not
the answer.

5. #1
Too
Easy
http://how2becool.com/baby-selfie-app/

6. #2
Too
Costly
Organic post reach
for brands
40%
after Facebook’s
EdgeRank update
http://techcrunch.com/2014/04/03/the-filtered-feed-problem/
http://www.briansolis.com/2013/01/what-your-business-needs-to-know-about-facebooks-edgerank/

7. #3
Browse
Mode
http://www.thejournal.ie/mobile-phone-while-driving-1858807-Dec2014/

8. #4
Infinite
Scroll
http://www.thejournal.ie/mobile-phone-while-driving-1858807-Dec2014/
https://medium.com/@griffinshea/the-hard-knock-school-of-travel-blogging-5e4f1ea77513
Griffin Shea

9. http://fitnessblackandwhite.com/brad-pitt-fight-club-workout/

10. You are not special.
You're not a beautiful or unique
snowflake.
You're the same decaying organic
matter as everything else.

11. You are not special.
You're not a beautiful or
unique snowflake.
You're the same decaying
organic matter as
everything else.

12. Be
Here

13. And
Here

14. Big Content

15. Big Content
A specific form of content
marketing

16. Content
Marketing

17. Marketing
Content
Audience
Action

18. Running a blog

19. Videos

20. Infographics
http://www.loveinfographics.com/categories/environment-infographics/rhino-poaching-facts-infographic-infographic

21. TV Shows

22. Inflight Magazine

23. Relatively easy
to clone

24. Big Content is…

25. A digital asset.

26. No-one’s
done before.

27. Hard to copy.

28. Share-worthy.

29. Lives. On. Your.
Website.

30. Big Effort.

31. Big Gap.

32. ?

36. Examples?
(and proof that it works)

37. #1
Community

40. #2
Community +
Content

43. Results?

44. •Launched March 2012
•20k verified users
•1,728 published users
•3,703 photo galleries
•2,156 journals
•842 videos
•1,208 discussions threads
•30k-60k visitors per month

45. #3
Solve a problem
for travellers

55. This is OUR scenario.
What do WE need.

58. www.drivesouthafrica.co.za/child-visa-checklist/

59. www.drivesouthafrica.co.za/child-visa-checklist/

60. Results?

61. Traffic
Brand exposure
Relationships

62. https://majestic.com
Links!

63. Leads!

64. #4
Solve a problem +
Content +
Community

66. http://www.enca.com/herdtracker-helps-visitors-track-wilderbeest-migration

74. Results?

75. Solved a problem /
Addressed a fear
27 times

76. Solved a problem /
Addressed a fear

77. Solved a problem /
Addressed a fear

78. Content Platform
Sep ‘14 Sep ‘15
Live updates 159 590
Photos 78 1919
Videos 23 126

79. - 1.1k Email subscribers
- 1.6k Twitter followers
- 4.7k Facebook shares
Travellers + Industry
Community

80. Traffic - Enquiries - Safaris
- 120k Website visits
- 100s of enquiries
- Dozens safaris booked

81. - 55 Links (Sep 2014)
- 98 Links (Sep 2015)
Links = SEO = Rankings
Media Coverage

82. 9 Tips for
creating your
own Big Content

83. #1
Understand
your customers’
fears

84. #2
Choose a
problem to solve

85. #3
Know what’s out
there

86. #4
Befriend a geek

87. #5
Build it

88. #6
On. Your. Own.
Platform.

89. #6
On. Your. Own.
Platform.

90. #7
Create a Content
Pyramid

91. #8
Engage press
http://www.okdork.com/2014/08/12/how-to-do-pr-for-
your-startup-without-spending-any-money/

92. #9
Nurture and
thank partners

93. http://www.ted.com/talks/derek_sivers_how_to_start_a_movement

97. Keep Reading
1. http://www.briansolis.com/2013/01/what-your-business-needs-to-know-about-facebooks-edgerank/
2. http://techcrunch.com/2014/04/03/the-filtered-feed-problem/
3. https://medium.com/@griffinshea/the-hard-knock-school-of-travel-blogging-5e4f1ea77513
4. http://www.theatlantic.com/technology/archive/2013/12/2013-the-year-the-stream-crested/282202/
5. http://www.okdork.com/2014/08/12/how-to-do-pr-for-your-startup-without-spending-any-money/
6. http://en.wikipedia.org/wiki/SMART_criteria
7. http://www.ted.com/talks/derek_sivers_how_to_start_a_movement
8. http://moz.com/blog/why-big-content-is-worth-the-risk/
9. http://www.fastcompany.com/3008494/big-data-comes-big-content
10.http://www.convinceandconvert.com/content-marketing/3-strategies-to-make-big-content-work-for-
your-brand/
11.http://www.slideshare.net/randfish/how-will-links-influence-seo-in-the-future
• https://travelmassive.com/
• https://www.safarious.com
• http://www.drivesouthafrica.co.za/child-visa-checklist/
• http://www.discoverafrica.com/herdtracker/

98. bit.ly/bigcontent-blackhole
@andrevankets
Thank you