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Content Driven Marketing

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South African Tourism
South African Tourism

4:00pm - 5:00pm (B) Presenter: Pierre van der Hoven, CEO, SA Direct TV This invaluable presentation will demonstrate a local initiative to drive tourism marketing through rich media.

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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: DMOs: do job for you Private sector:
Southern Africa Region 1.Congo DRC 2.Uganda 3.Kenya 4.Tanzania 5.Rwanda 6.Burundi 7.Angola 8.Zambia 9.Malawi 10.Namibia 11.Botswana 12.Zimbabwe 13.Mozambique 14.South Africa 15.Lesotho 16.Swaziland 17.Seychelles 18.Comoros 19.Madagascar 20.Reunion 21.Mauritius 22.Ascension Island 23.St. Helena 24. Gabon 25. Congo
PROGRAMMING Gateway to the Undiscovered - The Authentic African Story Destination Marketing Lifestyle & Culture Travel & Tourism Commerce S S Arts & Culture Accommodation Business & Industry U U Heritage & History Destination & Places Investment B B People & Profiles Tourism Property G R Recreation & Leisure Nature & Conservation Business Information E E Fashion & Design Travel Information Economic Opportunities N G Health & Beauty Wildlife Social Responsibility R I Music & Entertainment E O Food N Call to Action
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, photos) 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 Casinos & 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) pierre@sadirect.tv elizma@sadirect.tv +27 (0) 83 632 3296 www.southernafricadirect.com www.sadirect.com
Content Driven Marketing

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Content Driven Marketing

  • 2. 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
  • 3. 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?)
  • 4. 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
  • 5. 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
  • 6. 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 !
  • 7. 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 !!
  • 8. 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
  • 9. 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?
  • 10. 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: DMOs: do job for you Private sector:
  • 11. Southern Africa Region 1.Congo DRC 2.Uganda 3.Kenya 4.Tanzania 5.Rwanda 6.Burundi 7.Angola 8.Zambia 9.Malawi 10.Namibia 11.Botswana 12.Zimbabwe 13.Mozambique 14.South Africa 15.Lesotho 16.Swaziland 17.Seychelles 18.Comoros 19.Madagascar 20.Reunion 21.Mauritius 22.Ascension Island 23.St. Helena 24. Gabon 25. Congo
  • 12. PROGRAMMING Gateway to the Undiscovered - The Authentic African Story Destination Marketing Lifestyle & Culture Travel & Tourism Commerce S S Arts & Culture Accommodation Business & Industry U U Heritage & History Destination & Places Investment B B People & Profiles Tourism Property G R Recreation & Leisure Nature & Conservation Business Information E E Fashion & Design Travel Information Economic Opportunities N G Health & Beauty Wildlife Social Responsibility R I Music & Entertainment E O Food N Call to Action
  • 13. 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, photos) Social Media TV Broadcasting
  • 14. 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 !
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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 Casinos & Resorts Mobiguides Social Media: YouTube, Facebook, Twitter
  • 20. http://www.sadirect.com http://www.youtube.com/sadirect http://www.southernafricadirect.com/indaba
  • 21. 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
  • 22. Thank You ! Any Questions ? Contact details: Office telephone: +27 (0) 11 275 0366 Pierre van der Hoven (CEO) Elizma Nolte (Online) pierre@sadirect.tv elizma@sadirect.tv +27 (0) 83 632 3296 www.southernafricadirect.com www.sadirect.com