Content Driven Marketing
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Transcript of Content Driven Marketing
Structure
• Global trends• Video in the online environment• How to market successfully:
– Content (Message)– Distribution (Exposure)
• SA Direct overview• SA Tourism partnership• Making a “video”
Successful Marketing
• About getting the right message to the right people at the right time in the most cost effective way possible.
• Must get two things right:– Content: message, context– Exposure: reach, frequency & context
• First step is content – video content• Second step is distribution (medium)
– TV– Online (Web2.0 & 3.0)– (Brochures?)
Wikinomics• New Era of collaboration• New principles:
– Openness• Boundaries porous, involve external
people, use external standards– Peering
• Non hierarchical relationships, Linux, Wikipedia
– Sharing• IP, music industry, TV
– Acting Globally• No physical or regional boundaries
Global Trends
• Online trends: massive growth• Online travel:
– Research– Bookings
• Travel decision making process:– Africa has a challenge– Internet is used as a tool
• 3 screens: TV, Internet, Mobile (digital signage)• Anywhere, anyhow, anytime
Video Online
• Internet usage huge and growing• Video on the internet: 100 million / day• USA Statistics for April 09:
– 14.5 billion videos viewed– Grew by 26% from March 2009– YouTube / Google had 100 million unique
users• Content - Long tail, Travel
• Must have video !
Video Content?
• If you have no video content, you are not in the game
• The process starts with content commissioning
• And ends with cost effective distribution / exposure
• Get both right and your business will be successful !!
SA Direct • Vision: Showcase authentic Southern Africa
globally using multiple platforms.• Content: 25 countries south of equator• Programming: Lifestyle & Culture, Travel &
Tourism and Commerce• 24/7 TV channel on SKY in the UK:
– Accumulated reach 5,6 million people– Average 82,000 viewers per week– Average 18,000 viewers per day
• Additional TV channels: Africa, India, other• Programme Distribution: China, other TV
channels
SA Direct (cont)
• Own website: www.sadirect.com:– Research / information focused– Multimedia (incl. Video on Demand library)– 76,000 page views / month– 41,000 unique visitors / month
• eNewsletter: database of 50,000• Other online: YouTube, Facebook, MySpace,
Myvideo, Twitter• Partnership: SA Tourism YouTube channel
PS: Indaba coverage: Go look !PS: Want free web listing on our site?
SA Direct (Content)
• Programme & video archive library• VoD library• Looking for more content• Non-commercial content – user experience• Contextualise short commercial clips• Own largest library on topic• Always looking for more content:
– DMO’s: do job for you– Private sector:
Southern Africa Region1.Congo DRC2.Uganda3.Kenya 4.Tanzania5.Rwanda6.Burundi7.Angola8.Zambia9.Malawi10.Namibia11.Botswana12.Zimbabwe13.Mozambique14.South Africa15.Lesotho16.Swaziland17.Seychelles18.Comoros19.Madagascar20.Reunion21.Mauritius22.Ascension Island23.St. Helena 24. Gabon25. Congo
PROGRAMMINGGateway to the Undiscovered - The Authentic African Story
DestinationMarketing
Lifestyle & Culture Travel & Tourism Commerce
Call to Action
• Arts & Culture
• Heritage & History
• People & Profiles
• Recreation & Leisure
• Fashion & Design
• Health & Beauty
• Music & Entertainment
• Food
• Accommodation
• Destination & Places
• Tourism
• Nature & Conservation
• Travel Information
• Wildlife
• Business & Industry
• Investment
• Property
• Business Information
• Economic Opportunities
• Social Responsibility
SUB
REGION
SUB
GENRE
Competencies
• Reach: Sell exposure on multiple platforms• TV Channels consume video• We therefore understand:
– Video production (story)– Video editing (different versions)– On line video marketing
• Video on Demand• Context (combine with text, photo’s)• Social Media
• TV Broadcasting
Relevance?
• Key message: Must have video!• If you do have existing video:
– Check the legal rights– Get your hands on the original material– Get the content to us (and you may get lots
of free exposure!)– Focus on distribution / exposure
• If you do NOT have video:– Get into production!– Talk to SA Direct or own supplier– But BEWARE !
Video production
• Quality: technical, format, “story”• Rights: “DVD” or full rights• Cost: Long term relationships• Multiple Output at source: TVC, VoD, Long
form, promotional • Raw footage: Later use• Updating content: Multiple stories, • Contextualise: One the day, sell experience
• Focus on Distribution: Broadcast, online, syndication, SA Tourism
SA Tourism Partnership
• SA Tourism online strategy• SA Direct has library of video content• SA Direct will source content:
– Produce– Acquire rights
• Supply content for use on SA Tourism platforms• SA Tourism will deliver extended reach
• Open to discussions with other sites / organisations
TV viewing statistics
• UK TV Viewership:– Accumulated 5,6 million– Average per day 18,000– Average weekly viewership 82,000
• Profile:– ABC 1 (higher than UK average)– Male biased
Website Statistics• Website:
– Average monthly 41,000– Page views 76,000– Hits 1,4 million since inception
• Our website:– Competition - 4000 entries– Single article – 700 views– Banner advert – 5,500 in a month– White lable page view – 1,800 in a month– Video on Deman – 76 times in a month
• Other video views:– YouTube – 5,000 views in month– Myvideo – 1,400 views in month
Other • Sections within website:
– Destinations (with Google maps)– Articles, features– Online TV, TV schedule, VoD– Holidays (various sections)– Forums / blogs / feedback– Shop Direct: Wine– Web listings
• Specialist sections– 2010– Casino’s & Resorts
• Mobiguides• Social Media: YouTube, Facebook, Twitter
• http://www.sadirect.com• http://www.youtube.com/sadirect• http://www.southernafricadirect.com/indaba
Conclusion
• Must have content• Must have rights• Objective is marketing / exposure• Distribution is therefore key• Collaboration is the future• SA Direct can assist in:
– Production– TV Exposure (Distribution)– Online Exposure on www.sadirect.com– Other online distribution:
• SA Tourism• Social Media
Thank You !
Any Questions ?Contact details:
Office telephone: +27 (0) 11 275 0366
Pierre van der Hoven (CEO) Elizma Nolte (Online)[email protected] [email protected] +27 (0) 83 632 3296
www.southernafricadirect.comwww.sadirect.com