A presentation by Justin Hartman and Gregor Rohrig of The Times newspaper (South Africa) to the RedCube PR agency. We look at Multimedia and Social Media trends in South Africa compare to the rest of the world.

2. The Times Multimedia

3. The Times Multimedia

4. The Times Multimedia

5. The Times Multimedia

6. The Times Multimedia

7. Gregor Rohrig
Multimedia Production Editor
developing
innovating
training
production management
working with social media

8. The Times’ Multimedia Products

9. The Times’ Multimedia Products

10. The Times’ Multimedia Products

11. The Times’ Multimedia Products

12. The Times’ Multimedia Products

13. The Times’ Multimedia Products

14. The Times’ Multimedia Products

15. TimesCode mobile innovation
Way of receiving information on your cellphone
The first on the continent to offer the technology
Enables marketers to tap the growing
consumer power of mobile users

16. International Multimedia Trends
Features of America’s Top 100 newspapers sites
2006 2007
Source: The Bivings Group (2007)

17. International Multimedia Trends
Mobile Browsed News and Information
Country Subscribers (in mil.) Percent Percent change
United Kingdom 6 13.7% 4.0%
United States 20.4 9.9% 0.5%
Spain 1.8 5.7% 3.1%
Italy 2.5 5.8% 11.7%
Germany
1.5 3.3% 3.0%
France 3.3 7.4% 1.9%
Source: M-Metrics Inc. (Feb 2007)

18. National Multimedia Trends

19. National Multimedia Trends

20. National Multimedia Trends

21. National Multimedia Trends

22. National Multimedia Trends

23. National Multimedia Trends
Grocotts’ Mail: Video Multimedia
Die Burger: Video Multimedia
News 24: Podcast Multimedia - some video
Mail & Guardian: Podcast Multimedia - some video
The Times: Daily Video and Podcast Multimedia

24. Why the hype?
SA Broadband growth
Broadband Services
Up-to-date technology
Media Offerings
Consumers change

25. SA Broadband Growth
Source: MyADSL.co.za

26. Justin Hartman
New Media Strategist
overall web strategy
research and development
application development
project management
social media integration

27. Multimedia accessibility
Broadband services
Media offerings

28. Social media and Web 2.0
Social media anything that uses the
internet to facilitate conversations
Web 2.0 is any website that
facilitates interaction

29. Social media and Web 2.0

30. Social media and Web 2.0

31. Social media and Web 2.0

32. Social media and Web 2.0

33. Social media and Web 2.0

34. Social media case study

35. Social media case study
Doritos competitors were
outspending them 2-1
Needed to build awareness
with consumers
Wanted to change the
playing field

36. So, what did they do?
They started a game called
Crash the Super Bowl
Consumers had 8 weeks to
produce a 30 sec advert
The winning ad would be flighted
during the Super Bowl utopia

37. The Doritos creative execution

38. The Doritos creative execution

39. The Doritos creative execution

40. The Doritos creative execution

41. The Doritos creative execution

42. The Doritos creative execution

43. The Doritos creative execution

44. Live the Flavor - Dale Backus

45. Ad myths had been shattered
First consumer ad to appear on TV
Smallest budget, total $12.79
Smallest crew, 5 people
Shortest Production time, 4 days
Youngest crew, age 22 and younger

46. Effectiveness of the campaign
1.3 billion page impressions (worth $35 million)
Online community of over 1 million users
12% spike in sales in Jan ‘07
20 national print stories and
88 national broadcast mentions
Ranked #4 ad on USA Today's Super Bowl Admeter
Won a Golden Lion at the Cannes Lions International
Advertising Festival
Source: IRI Analytics Research & Development group and by Nielson for subscription-based BuzzMetrics report

47. Application in South Africa

48. Application in South Africa

49. Application in South Africa

50. Is this really all worth it?
7.8 million unique Internet users in 2007
163% growth in the SA industry
Online ad revenue expected to reach R200-million in 2007
30 million cellphone subscribers in SA
83 million subscribers in Africa
Mobile ad revenue expected to reach R1.5 billion by 2011
Source: Online Publishers Association, Internet World Stats, MyADSL.co.za, World Wide Worx and BizCommunity.com

51. PR 2.0 in South Africa

52. PR 2.0 in South Africa

53. PR 2.0 in South Africa

54. Facebook importance
US 21,787,200
Canada 7,879,800
UK 7,489,500
Australia 1,989,620
Turkey 1,611,280
Sweden 1,040,980
Norway 950,380
France 785,360
South Africa ranked #9 with
South Africa 692,420
692,420 registered users
Colombia 550,440
Mexico 496,640
Egypt 469,980
India 383,400
Germany 372,920
Singapore 306,520
Source: facebook.com

55. PR 2.0 in South Africa

56. PR 2.0 in South Africa

57. PR 2.0 in South Africa

58. PR 2.0 in South Africa

59. PR 2.0 in South Africa

60. What can you do?