According to Nielsen’s recently released Mobile Insights study in South Africa, more South Africans (29 million) use mobile phones than listen to the radio (28 million). This is a profound shift, as radio has always been seen as the darling of both South African advertisers and PR folks, thanks to its massive reach and excellent results.

TV comes in third, with 27 million viewers in South Africa. DSTV/M-Net viewers are at 5.5 million and internet users at 5 million. The report doesn’t say, but based on other industry numbers, this is most likely desktop internet users.

Now of course this doesn’t imply advertisers should abandon radio and TV in favour of mobile devices, but it does indicate that savvy advertisers and marketers have the opportunity to up their game and steal the march on their competitors with compelling multi-channel campaigns, leveraging the distinct benefits of mobile.

Speaking at the Mobilize 2011 conference last week, another Nielsen analyst, general manager of digital Jonathan Carson, pointed out that based on their tracking of how people use smartphones and tablets, it becomes very clear that tablets specifically are used while doing other things, especially watching TV. This, said Carson, provides TV companies with both an opportunity and a challenge: while their audiences might be highly distracted, they also have the opportunity to present more of a surrounded environment for their audience and advertisers.

The same can be said about mobile’s surging ahead of radio and TV in South Africa. It is highly, highly likely that very often cell phones are being used while people are listening to the radio and watching TV. So if brands aren’t considering digital and especially mobile at the outset of any campaign, these stats should be a big wake up call. While your consumers are listening to and watching your beautifully crafted traditional advertising, they are holding in their hands and engaging with a cell phone – the ideal time to get them to take the next step and deepen their brand engagement via a device they love.

Or if, as a brand or agency, you are thinking mobile from the outset, what are you doing to use the platform to make this most of this multi-tasking media dynamic in new, clever and appropriate ways? SMS shortcodes are still one of the easiest and most effective (when done right) ways to bridge the gap between traditional media and more interactive, digital media. But depending on your brand and your customers, the sky is the limit when it comes to gaming, augmented reality, QR codes and user-generated content, to name a few.

Mobile is also the bridge to social media. Nielsen says 11 percent of South Africans use their mobiles to go online, and consumers aged 25-34 are the heaviest users. Facebook is the most popular social media platform, used by 85 percent of mobile subscribers and half of all users of Facebook in South Africa access the site via their mobiles.

No doubt in a few years time we are not even going to be having this discussion: mobile, social and digital are going to be just another line item in a multi-channel campaign, rather than an afterthought or a crazy new idea we’re “just trying out”. Until then, though, forward-thinking brands have the chance to break new ground – it’s where your customers already are, after all.

First published on Vomo.

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The official blurb says:

Journalists in shrinking newsrooms and bloggers depend more and more on messages and content from companies and nonprofits because they don’t have the resources to slow themselves down with old-fashioned reporting. When you prepare for a media interview, you must assume that anything said or written will be used by countless media outlets and bloggers, leaving little room for carelessness and error. You need an instructional guide that provides you with the strategies and tactics to become a leading PR expert in media.

We thank all of the media training experts who dedicated their time to crafting the tips, best practices, key strategies and practical checklists that you will be able to turn to time and time again. Their goal, and ours: to increase your chances of success as you send your messages out into the 24/7 media cycle.

The guidebook is available in print and electronic format. To get a $50 discount off the cover price, please email me or comment below and I’ll send you the details.

Have a look at the table of contents and a sample here.

The PR News Training Guidebook is published by Access Intelligence LLC. Incorporating print and e-mail newsletters, magazines, directories, online services and conferences, Access Intelligence has over 100 titles serving business executives in fields including PR and media, defense, aviation, chemical, satellite and telecommunications, and healthcare.

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From an economic growth point of view, things look pretty rosy in the continent. The World Bank projects a gross domestic product (GDP) growth rate for sub-Saharan Africa of 5.3 percent in 2011 and 5.5 percent in 2012, compared to the weak recovery of the US: 2.8 percent in 2011 and 2.9 percent in 2012.

According to Tshepidi Moremong, Chairperson of the African Venture Capital Association (AVCA) venture capital and private equity as an industry is growing across sub-Saharan Africa. “South Africa has a more developed private equity/venture capital market than the rest of the continent, with assets under management of approximately US$16 billion at the end of 2009. In sub-Saharan Africa, excluding South Africa we have over US$6 billion of assets under management,” she said.

Read the rest of my article on African Business Review

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The green shoots of Africa’s start-ups

Kickstarting innovation

And if you want to know more about the SAB Kickstart programme which I mention in the Kickstarting innovation blog post, you can read the case studies I wrote here: SAB Kickstart anniversary case studies

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Africa’s telecoms movers and shakers

Google is re-colonising Africa…but it’s OK

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SA’s Jamiix makes counselling mobile

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Launched during of South Africa’s tour of India in February 2010, the mobile site has already gained significant traction in 2009 while it was still in beta. Live running commentaries keep readers up to date wherever they are, and in-depth scorecards satisfy the most demanding of stats lovers.

“It doesn’t matter whether our readers are accessing the web via computer or mobile phone. They get the same level of immediate, top-class cricket coverage from our team of expert sports journalists. C365.co.za content includes breaking news, match results, fixtures and in-depth analysis – all available on the go,” said Lashias Ncube, editor-in-chief at TEAMtalk media.

In addition to regular Cricket365 content, mobile readers can also download cricket-related wallpapers and register to customise their home page according to the team they support.

This latest addition to TEAMtalk media’s South African mobile stable joins f365.co.za and www.planet-rugby.mobi, as well as a raft of third party mobile sites.

“There is no doubt that mobile content is a natural complement to our online publications as each medium has its own strengths and features. Especially in South Africa, where the vast majority of the population are expected to start accessing the Internet via a mobile phone,” said Barrie Jarrett, TEAMtalk media founder.

[ENDS]

Word count: 268

ABOUT TEAMtalk media

One of South Africa’s leading digital content producers, TEAMtalk media creates sports content for radio, print, online, TV and mobile – providing quality content for the Sky network of sports sites, which reaches 25 million unique readers, as well as its media syndication partners.

Its network includes: Sky Sports, Sporting Life, Sport365, Football365, Golf365, Cricket365, Extreme 365, Oddschecker, Planet Rugby, Planet F1, and football365.co.za. Additional offerings are: Sky News, Sky News Radio, Sky Text.

f365.co.za, the mobile version of popular local football site football365.co.za was selected as a finalist in the mobile publishing category for the 2009 Bookmark Awards, which rewards online excellence.

The company consists of four main business units: editorial, mobile, an award-winning customer support service, and ad campaign management. TEAMtalk media’s South African editorial team – which works in tandem with the UK team – is comprised of seasoned sports journalists who are leaders in their respective fields.

The mobile division of TEAMtalk media generates cutting edge sports graphics, ring tones, animations and a host of additional bespoke mobile entertainment content, for use by the internal network of sites as well as for syndication.

TEAMtalk media is a proud division of British Sky Broadcasting.

For more information visit: www.teamtalkmedia.co.za

Issued by TWOKATS COMMUNICATIONS on behalf of TEAMtalk media

For more info:

Contact: Vanessa Clark
Tel: 082 335 1117
Email: vanessa.clark@twokats.com

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And win a night on the town with one of your favourite celebs

CAPE TOWN, 1 February 2010 – Breadline Africa, a local charity that believes in giving a hand-up not a hand-out, wants to take you out to dinner with one of your favourite local celebs. All you need to do is to make a small, or big, donation towards alleviating poverty in Africa and you could win an evening out with Just Jinjer, Heinz Winckler, Sasha Martinengo or 94.7 Highveld Stereo’s Bailey Schneider.

The competition runs from 1 – 28 February 2010, and to enter simply donate to Breadline Africa via SMS (36010) or its website, www.breadlineafrica.org/celebs. The more you donate, the better your chances to win the prize. And don’t forget to choose which celeb you would like to meet if you win: you do this by including the correct code (JINJER, HEINZ, SASHA or BAILEY) if you enter by SMS, or checking the appropriate tick box if you enter online.

Four lucky winners will be whisked off for a fun-filled evening with a top SA celeb, or group of celebs, who are also doing their bit to eradicate poverty in Africa – for once and for all. Flights are included, and you’ll get an exclusive culinary experience with one of your favourite local celebrities!

Breadline Africa is involved in a range of projects across Southern Africa, all aimed at helping communities become sustainable and enabling them to help themselves. Most of the projects involve placing refurbished shipping containers in disadvantaged areas to be used as classrooms, soup kitchens, clinics, libraries or ablution blocks.

“We are thrilled at the support we have received from these South African role models. The competition winners are guaranteed a once-in-a-lifetime opportunity – as well as changing lives through their donations to Breadline Africa,” said Marianna Boguslavsky, Online Marketing Manager, Breadline Africa.

MXit, the global mobile social networking and instant messenger, has joined forces with Breadline Africa to help generate support in the fight against poverty in Africa, by promoting the competition to its three-quarters of a million music lovers. The MXit Music community will be encouraged to open their hearts and SMS the short-code, adding their support to stop African poverty in its tracks – while having the opportunity to engage for an evening, with some of South Africa’s best music talent.

Look out for further competition details and information on MXit in February 2010.

– Ends –

NOTES TO EDITORS:

HOW TO ENTER:

1. By SMS:
Simply SMS 36010 to donate R5 to Breadline Africa. Don’t forget to include one of the following keywords to indicate which celeb or band you would like to spend time with: JINJER, HEINZ, SASHA or BAILEY.

2. Visit www.breadlineafrica.org/celebs and enter your details. Remember to indicate which of the celebs you want to meet if you win.

Visit the Breadline Africa site, www.breadlineafrica.org, for the competition rules.

PHOTOGRAPHY IS AVAILABLE

ABOUT BREADLINE AFRICA:
Breadline Africa, www.breadlineafrica.org, is a Southern African charity that aims to break the cycle of poverty in Africa by helping people help themselves. It supports ground-level African charities that are helping the communities around them realise their full potential and to become self-sustainable. By raising funds in the UK, Ireland, the Netherlands and South Africa, it provides funding to projects throughout South Africa, as well as in neighbouring countries like Lesotho, Malawi, Namibia, Zambia and Zimbabwe.

Breadline Africa favours small, grassroots projects that have grown out of community support, are locally managed and have beneficiaries in their governing structures. The projects it supports target children and youth in terms of health and nutrition, educational support, and sports, arts and culture.

Breadline Africa is a Section 21 Company duly registered in terms of the statutes of the Republic of South Africa with registration number 2006/015075/08, PBO number 930021936, TEG reference number EVZ 0037/10/06 and registered number 053406 NPO.

About MXit
MXit is a global mobile instant messaging and social network that allows users to chat to one another on their mobile phones or pc anywhere in the world. It also allows users to send text messages to and from mobile phones and PCs using GPRS or 3G instead of using standard SMS technology, which is expensive.

MXit delights its users by continuously unveiling social networking, entertainment, communication and lifestyle features that benefit and enrich their lives. This commitment towards innovation is the cornerstone of its success.

MXit is a new generation company that boasts more than over 18 million global users. It attracts more than 25 000 and 28 000 users per day. It is in constant evolution to match the needs of its users and is set on becoming one of the biggest instant messaging mobile networks in the world and the preferred mobile social network for communicating with young people in Africa, South East Asia, South America and the rest of the world.

MXit first introduced mobile instant messaging to South Africa in 2003. It started as a mobile game developer and evolved into a mobile instant messaging company, allowing its users to send messages at a fraction of the cost of traditional SMS. To download MXit: Open your mobile browser, type in www.mxit.com/wap and simply follow the prompts.

Issued by: Twokats Communications
On behalf of: Breadline Africa
Contact: Vanessa Clark
082 335 1117
vanessa.clark@twokats.com

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Look at popular blogs where people are interacting, commenting and conversing with each other. You’ll see many traditional publications now allow for comments at the bottom of articles, taking the letter to the editor concept to a whole new level. News is often breaking on social media platforms first, and then followed up with more details and analysis from “traditional” media.

Related concepts: Web 2.0

What this means for marketers:
Communication is no longer one-way, from company to consumer. Consumers are having their own conversations about your brands, without your involvement. Companies need to change their approach and start conversing, rather than telling. This also has an impact on media relations, with traditional media looking to redefine themselves in this new media landscape.

This is the first in a series of posts that I have planned. The idea came about when I was sitting at a conference in Cape Town in May 2009 and overheard someone whisper to their colleague: “What’s viral marketing mean?” This reminded me that things are moving so fast at the moment that it can sometimes be difficult for marketers to keep up, and to know what is important and what can be disregarded. It also reminded me to get out of my echo chamber, and share some of the knowledge that I am been fortunate enough to pick up along the way.

Drop me a line with any requests and I’ll do my best to provide a user-friendly explanation.

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With any Tom, Dick and Harry always armed with a video camera and access to the Internet, in the form of their mobile phones, we’ve recently seen some amazing first-hand footage of global events that would never have been so immediate in the past. However, at the same time the opportunity for mischief and manipulation grows simultaneously.

Dan’s take is that he “would rather have more content to choose from, than less in controlled hands.” But as we all know – too much of a good thing can sometimes be a curse rather than a blessing, and simply to aid the reader/viewer to sift through the masses of information consolidation is inevitable.

The good news, according to Dan, is that “the reader is in charge… and will vote with their brain, eyeballs, ears and mouse pointer.” This for me was the nub: with increased freedom comes increased responsibility and Dan set out some great pointers for both consumers and creators of media.

Newsmakers be warned
Firstly he gives newsmakers a word of warning: it is now, more so than ever before, difficult to keep secrets. This applies equally to governments, companies and individuals, in my opinion. Dan advises, “More transparency solves a lot of these things.”

Just say no to walled gardens
According to Dan, media creators (ie. the publishing houses, broadcasters and so on) need to change their role from all-knowing oracle, to collaborative guide. They shouldn’t pretend to know everything, and shouldn’t be scared to send readers away via useful external links if the information exists elsewhere. Dan maintains that this is the way to earn the reader’s trust and ultimately bring them back to the original content.

Along with disliking the walled garden approach, Dan also feels strongly that citizen journalists deserve credit and compensation for their work.

Basics for journalists
These don’t seem to have changed too much since my days at journalism school: thoroughness, accuracy, fairness and independence. Dan adds in transparency – which I agree is hugely important for establishing and maintaining trust. I would hope that the citizen journalists who practise these traits, whether through intuition, integrity or formal training, will rise to the top.

New media literacy
My slightly rosy-tinted spectacled view above does hinge on the media consumer though, and their level of digital media literacy.

Dan highlights four great principles for active consumers:

1. Be sceptical about EVERYTHING
2. Use your judgement though – you don’t have to be equally sceptical about everything. You probably need to be more sceptical about a trashy tabloid than Time Magazine.
3. Research – be an active consumer, ask questions. As consumers we can now engage with newsmakers and content creators in an unprecedented way.
4. Finally two techniques to help you navigate the deluge of new media information. Move outside of your personal comfort zone and read things that “make you angry”. Also learn about digital media techniques – how information is captured and how it can be used to manipulate and persuade.

It was a fascinating lecture and great summary of where we are. Ultimately my take away though was that the more things change, the more they stay the same. I can imagine very similar conversations taking place when TV was introduced, for instance. Consider the nervous hypodermic models of mass culture, and how long the South African government took to allow TV into the country.

Yes we are living through one of the most radical changes to our channels of communication, but the same principles apply that have probably applied since the first cave drawing was done. What people like Dan Gillmor are doing though, is the all-important job of keeping these principles fresh, up-to-date and relevant.

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