Localise, mobilise and socialise more this summer
You’re up early, it's a beautiful, balmy summer’s day and you’re headed to the beach with your gang, later you’re going for a hike, then sundowners, dinner, and for the revelers, a night on the tiles.
All of these activities are social and you are likely making plans, making choices and communicating through a number of social networks, liking, posting, uploading, sharing, commenting, tweeting, and retweeting as you go. In essence your online activities are social and mobile.
Your laptop remains firmly in your bag – that’s work right – and your comms time is spent on your phone and on your tablet or iPad.
Summer is on its way in South Africa, and with that the holidays, where our behaviour becomes more socially driven.
With this comes the opportunity for brands to deliver marketing campaigns that will capture some of the increased spending and brand interaction during the holiday season – and if they are clever they will have directed it to social and mobile ad spend.
You might trick yourself that you’ll have a “digital detox” once you leave the office for vacation but “relapse” to Internet usage is unavoidable.
While you may be physically away from your computer, it’s hard to stay away from surfing the web on your mobile – whether it is sharing holiday photos, checking where your friends are hanging out, or looking for shopping discounts. South Africans are never truly offline, with nearly eight million of us accessing the Internet through our mobile phones.
For social media in particular, there are a vast number of people (13 percent penetration of population. Ref Social Bakers) using Facebook with approximately six million Facebook users in South Africa (ref: World Wide Worx)
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Facebook presents a mechanism for companies to have a dialogue with their customers and market their products. Furthermore, in general, 65 percent of Facebook users only use the site when they’re not at school or work.
The extra hours of summer playtime leads to increased time spent by people on social media, providing businesses with the timely opportunity to engage and attract these potential customers.
There are many ways to sincerely incorporate your brand into your customers’ conversations on Facebook. Here are some practical steps to optimise your brand’s social marketing this holiday season.
Establish integrated Brand Awareness
Start creating a context for engagement before the height of the buying season to generate demand for your products.
Spread information about your specific offers or products across all your media channels to ensure that your customers are exposed to your message consistently. The customers that were initially engaged will help spread the momentum and encourage others to purchase too.
After you have the initial awareness of your offering, it is time to get your customers to act. While customers are aware of your product, promotions provide a heightened incentive for them to interact.
A specific campaign over this period that is incentivised with prizes provides customers more reason to buy now and generate real sales rather than just the awareness (which you should have already built on).
Activate the Last-Minute Shoppers
The value of last-minute impulsive shoppers should not be overlooked. These shoppers are reached more easily through mobile and social where they can receive and process information on-the-go and make decisions, which are endorsed and referred to by their friends.
Facebook pages for companies, at the most basic level, can provide brand details and act as an informational resource for customers.
Applications, such as promotions and idea generation, take this interaction to the next level to generate engagement and activation of customers.
The majority of Facebook applications are not fully optimised for mobile, but the local social marketing solution evly provides a range of off-the-shelf and customisable apps optimized for effective use on any device.
evly offers a solution for brands and agencies to engage with their Facebook fans no matter where their users are, wherever the conversation is happening.
evly is South Africa’s leading social media marketing platform, servicing leading brands and agencies, encouraging fan/brand interaction, engagement and ROI.
For more information please contact: David Allardice Marketing Director
SAS: Improving the British Army’s decision making with data
SAS’ long-standing relationship with the British Army is built on mutual respect and grounded by a reciprocal understanding of each others’ capabilities, strengths, and weaknesses. Roderick Crawford, VP and Country GM for SAS UKI, states that the company’s thorough grasp of the defence sector makes it an ideal partner for the Army as it undergoes its own digital transformation.
“Major General Jon Cole told us that he wanted to enable better, faster decision-making in order to improve operational efficiency,” he explains. Therefore, SAS’ task was to help the British Army realise the “significant potential” of data through the use of artificial intelligence (AI) to automate tasks and conduct complex analysis.
In 2020, the Army invested in the SAS ‘Viya platform’ as an overture to embarking on its new digital roadmap. The goal was to deliver a new way of working that enabled agility, flexibility, faster deployment, and reduced risk and cost: “SAS put a commercial framework in place to free the Army of limits in terms of their access to our tech capabilities.”
Doing so was important not just in terms of facilitating faster innovation but also, in Crawford’s words, to “connect the unconnected.” This means structuring data in a simultaneously secure and accessible manner for all skill levels, from analysts to data engineers and military commanders. The result is that analytics and decision-making that drives innovation and increases collaboration.
Crawford also highlights the importance of the SAS platform’s open nature, “General Cole was very clear that the Army wanted a way to work with other data and analytics tools such as Python. We allow them to do that, but with improved governance and faster delivery capabilities.”
SAS realises that collaboration is at the heart of a strong partnership and has been closely developing a long-term roadmap with the Army. “Although we're separate organisations, we come together to work effectively as one,” says Crawford. “Companies usually find it very easy to partner with SAS because we're a very open, honest, and people-based business by nature.”
With digital technology itself changing with great regularity, it’s safe to imagine that SAS’ own relationship with the Army will become even closer and more diverse. As SAS assists it in enhancing its operational readiness and providing its commanders with a secure view of key data points, Crawford is certain that the company will have a continually valuable role to play.
“As warfare moves into what we might call ‘the grey-zone’, the need to understand, decide, and act on complex information streams and diverse sources has never been more important. AI, computer vision and natural language processing are technologies that we hope to exploit over the next three to five years in conjunction with the Army.”
Fundamentally, data analytics is a tool for gaining valuable insights and expediting the delivery of outcomes. The goal of the two parties’ partnership, concludes Crawford, will be to reach the point where both access to data and decision-making can be performed qualitatively and in real-time.
“SAS is absolutely delighted to have this relationship with the British Army, and across the MOD. It’s a great privilege to be part of the armed forces covenant.”