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Types of Influencers That Brands Can Use To Achieve Awareness

Types of Influencers That Brands Can Utilise To Achieve Awareness
Anne Dolinschek, Founder and Chief Strategist at Nfluential.

Anne Dolinschek, founder and chief strategist at Nfluential, says that the local influencer market is unique and there’s a need to define what is viewed as the different categories of influencers in South Africa. Nano, micro, mid-tier, macro and mega influencers mean something else in South Africa than they do in the more established markets when we look at follower counts.

All influencers have their place, and this is dictated by the objectives and target markets of influencer campaigns. Brands need to know what they want to achieve and put a plan in place that can be measured at the end of it. Every category of influencer has their own strengths when it comes to marketing products and services.

Every person is a nano influencer because everyone belongs to their own tribes. These are the various social circles we operate in on a daily basis – i.e. work, family, different friendship groups, clubs we belong to and so forth. It is natural to share our product and service experiences with our tribes. When you loved a product you will always recommend it to your friends and family, and likewise, if you didn’t like it.

This makes you a nano influencer because you’re influencing someone else’s purchasing decision or opinion on a particular product or service. Nano influencers are more about real life conversations with their tribes and don’t necessarily have a lot of social media followers. They typically have up to a combined following of up to or less than 1000 followers across platforms and personally know their followers. Nano influencer are seen as genuine and authentic – someone who won’t recommend anything they don’t personally use or like.

Micro influencers are experts on certain topics and have built a decent following on social media. For example, fitness, food and beauty bloggers/vloggers and influencers who have highly engaged audiences. Micro influencers have a combined following of up to 10,000 across platforms. As with nano influencers, they are very influential because they engage their followers and are seen as authentic within their area of expertise.

Mid-tier influencers are famous within their niches and include up-and-coming celebrities. They have a huge following on social media but are still regarded as accessible by their audiences. Mid-tier influencers have a combined following of up to 50,000 across platforms. Their audiences aren’t as engaged as with nano and micro, but they have a big reach and thus create awareness to larger audiences.

Macro influencers are celebrities and social media celebrities who aren’t only famous within their niches, but also to the general public. In South Africa, macro influencers are those with a combined following across platforms of up to 300,000. They partner with brands and aren’t always seen as 100% authentic when it comes to sponsored posts, but they create awareness to mass audiences.

Mega influencers have big star power and commonly aren’t only known locally but also have an international presence. Think Black Coffee or Bonang Matheba. Mega influencers have over 300,000 followers across platforms. The general public view them as another advertising platform when they partner with brands and thus, they aren’t good for influencing purchasing decisions, but they create mass awareness to mass audiences.

NFLUENTIAL
+27109002021
www.nfluential.co.za

Mint Group Implements Autonomous Things Strategic Technology In Limpopo

Mint Group Implements Autonomous Things Strategic Technology In Limpopo

Most would agree that Autonomous Things (AuT) form part of the top strategic technology trends for 2019. Mint Group is implementing an AuT solution to solve the problems surrounding mismanagement of medical supplies and have piloted a project in clinics in remote Limpopo. This project will affect over 400 clinics in the region and is one of many examples where AuT is improving the lives of South Africans.

Gartner reported that a strategic technology trend is ‘one with substantial disruptive potential that is beginning to break out of an emerging state into broader impact and use, or rapidly growing trends with a high degree of volatility reaching tipping points over the next five years’.

One of the most popular autonomous things in the world today is the self-driving car. Imagine that possibility in peak hour Johannesburg traffic? No need for road rage when the 4th taxi driver cuts you off. You can sit in the back seat answering emails or catch up with your marketing and tech trends. As Gartner shares, ‘By 2021, 10% of new vehicles will have autonomous driving capabilities, compared to less than 1% in 2018.’ That is just around the corner.

Patients and care providers are seeing the benefits of semi-autonomous systems as well. For instance, chatbots powered by artificial intelligence schedule appointments and provide relevant, easy-to-understand information about medical conditions. Sensors monitor patients remotely and electronically transmit collected information to health professionals. I am privileged enough to direct and guide the marketing efforts for an organisation that is addressing the issues of long patient queues, particularly in public healthcare facilities, with AI solutions through chatbot and facial recognition.

Morningside Dispensary has a robot to help customers and improve service by speeding up the dispensing of medication. Think of how autonomous systems can help manage stock levels in public health clinics so that the vulnerable in our community can benefit from always having their medication available when they make the trip to their local clinics.

In the fast-food space, Dominos has revolutionised Pizza delivery by teaming up with Ford to deliver your pizza order to parks, beaches and over 150,000 other unexpected locations using their self-driving cars. Coupled with industry-leading digital ordering and fulfilment technology, this service has helped Domino’s to become the world’s No. 1-selling pizza maker.

McDonald’s in Paris offers a quick ordering and payment kiosk facility, so you do not have to wait in line to order your favourite Big Mac. With a few simple clicks, your order is placed, and almost instantly ready for collection. We now have this facility in McDonald’s Rosebank.

Working for a technology integrator has never been more exciting and I get to witness amazing digital transformations across industries as the widespread adoption of autonomous systems becomes prevalent owing to recent advances in artificial intelligence (AI), big data and cloud computing.

MINT GROUP www.mintgroup.net

Design Conference Aims To Build Your Brand As A Creative Professional

Mafcode Multimedia Hosting #EkasiGraphixDesignersConference

The Ekasi Graphix Designers Conference will take place on 20 April 2019 from 9am-2pm at the Jozihub in Milpark, with tickets costing R100. The conference aims to provide graphic designers with business insights and advice from experts on how to start investing in their personal brand.

A brand identity isn’t made up of a logo and type alone. When you’re using different images, you need to ensure that there is an element of consistency among them. There is a difference (and relationship) between a brand, an identity and a logo. So, what is your brand story? Ask yourself: what is it that you do that others in your industry do not? Identify your difference and embrace it. To be successful in the world of graphic design, you need to brand yourself as a designer.

Guest speaker Sanele Zulu, CEO of Sanele Zulu International and Co-founder of SMME Opportunities Network, will discuss ‘Building your brand as a creative professional’. The will also be other speakers at the conference who will share their insights. Attendees will be able to ask questions, participate and network.

To get a ticket click here.

EKASI GRAPHIX CONFERENCE www.ekasigraphixconf.co.za

Brand South Africa Announces Free Marketing And Event Branding Toolkit

Brand South Africa Announces Free Marketing Guideline And Event Branding Online Toolkit

Brand South Africa’s online tool kit includes the country logo, guidelines for marketing, event branding and various other elements to ensure a consistent and distinctive image for the South African brand as well as over 3000 high-quality images, available free of charge as a public service.

Brand South Africa Acting CMO, Sithembile Ntombela said, ’As a nation, it is up to each and every one of us to help build and maintain a strong brand reputation for the country, both domestically and internationally. So to this end, we have made available a collection of professional resources as well as a guideline on how and when to use them.’

In addition to this, Brand South Africa also has available the Nation Brand Knowledge in an effort to place South Africa in a more competitive position. The Knowledge Hub is an innovative, informative and inspiring collection of information touching on various subjects relevant to stakeholders such as trade, business and investment in South Africa.

‘They say it takes a village, but in this case, it takes a country and as a country, we all have the responsibility to build our national brand,’ continued Ntombela. ‘By making these resources available, we as Brand South Africa can empower everyone to do what they can to promote the country.’

To download the toolkit click here.

BRAND SOUTH AFRICA
+27114830122/4 
info@brandsouthafrica.com
www.brandsouthafrica.com

The Relationship Between Radio And Digital Advertising

The Relationship Between Radio And Digital Advertising
Image source: blog.cmglocalsolutions.com

According to Warren Ravinsky, Head of Gumtree Media, radio and digital advertising go hand-in-hand as both these mediums boast quick turnaround times, cost-effectiveness and, most importantly, reach.

This media convergence isn’t driven by technology, it’s driven by culture. South Africans aren’t consuming media via a single platform but rather they’re connecting the dots between different offline and online media, based entirely on their own interests.

Online streaming has been around for 10 years, but is only now gaining traction in the radio industry. A lot more stations are moving from their traditional broadcasting platforms to online channels. They’re adding digital content to their pages and partnering with publishers, while the presenters’ and DJs’ social clout are packaged as added value deals. The result is clutter-busting engagement, with digital convenience.

Radio pairs well with other communication channels because it is considered a ‘blind’ medium. It arguably holds the attention of the audience in the most consistently captive manner of any media, and for a lengthy period of time. Plus, now that one-third of listeners are tuning in via their phones, they’re actively browsing based on what they’ve heard.

In our local market, radio is particularly powerful because of its inclusivity – it connects listeners across all demographics, even in the most rural of locations. Radio has also further demonstrated its pliability with offers like Road-to-Radio, which couples broadcast with a timed, digital Out-of-Home promotion.

Combined radio and digital campaigns work particularly well in the classifieds industry because of buyer intent. Unlike many other platforms, customers visit the classifieds site in order to shop or browse and they’re open to offers and interaction with advertisers. We can’t yet quite fathom the role that an increasing preference for voice search will play in this process but, as we start to find new ways of indexing, sorting and analysing sound, we will soon be able to store and search radio broadcasts in the same way that we’ve been doing with video and written content.

Futurists have predicted for more than 30 years that radio will die out but they’ve consistently been proven wrong. Radio has evolved into a medium with 35.7 million South African listeners that’s perfectly complementary to its supposed competitors.

GUMTREE www.gumtree.co.za

Hiperwall Adds HiperSource Browser Technology To Software Portfolio

Hiperwall Adds HiperSource Browser Technology To Software Portfolio

The new Hiperwall software version 6.0 comes with a HiperSource Browser technology that comprises LED display support, enhanced video wall layout features, MPEG2 video streaming support and flexible licence selection.

Users can push content from multiple computers to one video wall. Hiperwall’s software also controls every pixel of an LED video wall to eliminate any cropping issues from resolution mismatches. A new application, HiperFailSafe software, and the repositioning of the controller software allows users to economically upgrade a single controller system to a fault-tolerant system.

HIPERWALL www.hiperwall.com

Aver Information Introduces EP65 Flat Interactive Panel

Aver Information Introduces EP65 Flat Interactive Panel

The EP65 is an all-in-one interactive display flat panel for businesses designed to make collaboration more efficient and effective. The display panel is integrated with Zoom software and allows for out-of-the-box annotations with 20 points of touch and multiple users – with nothing additional to install.

You can enjoy cloud-based video conferencing with one-touch cloud recording, whiteboard sharing and digital signage. Everything can be synchronised across multiple tablets, laptops and the web to make collaboration a breeze.

The EP65 allows you to easily connect to live video with one touch and share ideas face to face across multiple devices. It’s just like mounting a flat panel television to a cart or on a wall with a single power cable.

It comes with sharp video and crisp audio where people can share ideas face to face using live video with the embedded 4K conference camera featuring a built-in far-field mic. The EP65 interactive flat panel comprises of an intuitive whiteboard software and incredibly responsive touch screen, allowing users to brainstorm, interact, take notes, annotate on a shared screen or use split-screen multitasking to keep everyone on the same page.

AVER INFORMATION www.averusa.com

Bookmarks Announces 2019 Winners

Bookmarks Announces 2019 Winners

The 11th Annual Bookmarks were hosted at The Forum, Bryanston, on 28 March 2019, where the award winners were announced.

The Bookmarks’ 68 diverse judges assessed the entries based on stringent, results-based criteria, culminating in 142 winners that are truly representative of the South African digital landscape. There were a record-breaking 76 categories, with over 750 entries.

Leon Mwandiringa of Clockwork walked away with the award for Best Digital Youngster. Raphael Janan Kuppasamy and Jenny Groenewald from the Vega School were honoured as the best digital students.

Jerry Mpufane, Bookmarks Jury President commented, ‘The work awarded at the Bookmarks not only celebrates the winning work and leading talent in South Africa, it also becomes a showcase of the go-to case studies and inspiration for up-and-coming talent across the country, as the benchmark for digital excellence.’

Transformation was high on the agenda at the awards, with Digify Africa being celebrated for the Best Contribution to Transformation in the Digital Industry. Digital education was also emphasised in the award for Best Individual Contribution to Digital being awarded to Carmen Murray, founder of Boo-Yah.

Creativity with a social conscience was a strong theme with Mortimer Harvey and the Road Accident Fund awarded the Pixel for Purpose award for its #Always Remember campaign and Paulie van Wyk from the Daily Maverick winning the award for Best Online Journalist.

Paula Hulley, IAB SA CEO concluded, ‘South Africa’s fresh talent and the most memorable campaigns were recognised, illustrating how far the digital industry has come and that it continues to set the benchmark and light the path for future innovation. This is why we celebrate digital excellence.’

For the full list of winners, click here

IAB SOUTH AFRICA
+27109003338 
hello@iabsa.net
www.iabsa.net

Kuper And PRC Research Well Received By Advertising Industry

Kuper Research And PRC Research Well Received By Advertising Industry

The objective of the Kuper Research survey among individuals in the media and advertising industry for the Publisher Research Council (PRC) was to determine and measure perceptions of the new JIC’s vs SAARF; to determine whether new media research is meeting the needs of users as well as to ascertain what changes can be made to improve its usefulness.

Lauren Shapiro from Kuper Research said, ’The response rate was very encouraging. We received feedback from advertisers, media agencies and print media owners on their perceptions of how the PRC and PAMS are doing. The responses came mostly from individuals with extensive industry experience and with high levels of familiarity with PAMS.  Importantly, around 6 in 10 had actually used the data and were therefore knowledgeable about the usage of the information therein.’

‘As a Joint Industry Council (JIC) for all reading platforms, we need to know that we are providing the media and advertising industry with research that is credible, useful and that assists planners in making the right advertising investment to maximise returns,’ stated Peter Langschmidt, consultant to the PRC. The research highlighted that that the industry is still in transition, with a spread of opinions as to whether the new multi JIC era research is better than the old SAARF days.

The survey also required respondents to assess SAARF vs. the current JICs (where they felt they could), by the elements of credibility of the research product’s usefulness, meeting advertiser needs, communication and industry relations.

‘In terms of our primary study PAMS, the readership results are believed to be more realistic and believable than they were in AMPS, which is encouraging as we have put a lot of effort into this, especially with world-first measures such as core readers, which mathematically adjusts readership overclaims inherent in the recency method,’ said Langschmidt.

While there is still some level of discomfort among some agencies with regard to the possibility of bias in media research conducted by media owners, the agencies nonetheless seem to be confident that the JICs are trustworthy and are supplying them with credible data.

One of the most interesting findings was the definitions advertisers were using to define their target markets. There is a spread between Income, LSM’s and SEM’s. This spread again shows that we are an industry in transition.

‘Brand defined target markets are unquestionably the best, and will deliver an 8-15% greater ROI to advertisers,’ said Langschmidt. ‘It astounds me that brand defined target markets are only used by 38% of advertisers. Our PAMS survey with a sample of 17,000 and over 3000 brands is far and away the largest sample with over 2500 more brands than any other media study in South Africa.’

‘We would like to thank every person that responded. Even though there were some concerns highlighted, we will be addressing these this year. The summation would be ‘cautious optimism’ that the PRC seems to be on the right track, but there is always room for improvement,’ concluded Langschmidt.

For a copy of this study or any of the other research commissioned by the PRC, please
visit: https://www.prc.za.com/research/.

PUBLISHER RESEARCH COUNCIL 
www.prc.za.com/pams

Dove’s #ShowUs Project Supports Calls For Brands To Shatter Stereotypes

Dove Runs #ShowUs Project Supporting A Call By Women To Brands
Credit: Masego Morulane/#ShowUs/Getty Images

Dove, in partnership with Getty Images, Girlgaze and women from around the world announced project #ShowUs – the world’s largest stock photo library with over 5000 images created by women and non-binary individuals to shatter beauty stereotypes. The photos show women as they are, not as others believe they should be.

This project comes after Dove revealed that 70% of women globally do not feel represented by everyday images and 67% of women are calling for brands to step up and start taking responsibility for the imagery. This major new project will drive a more diverse and inclusive visual landscape through media and advertising.

 

Project #ShowUs is available now for the media and advertising industries to view, licence and use in their next project or campaign. The project aims for brands to come together and end the narrow definition of beauty consistently portrayed around the world, setting a new standard for the authentic, diverse and inclusive representation of women across the world.

71% of South African women still don’t feel represented in media and advertising; the move to a broader definition of beauty has never been more pressing. In one of the largest global studies of its kind, Dove research study shows that globally 67% of women are calling for brands to step up and start taking responsibility for the stock imagery they use, while in South Africa, a staggering 75% of women feel the same way.

On Getty Images, the search term ‘real people’ has increased +192% over the past year, ‘diverse women’ by +168%, and ‘strong women’ by +187%, providing more evidence of the demand for a more realistic portrayal of women and beauty. There is also huge need for stock imagery to include women in more progressive and empowering roles and scenarios with ‘women leaders’ up by +202%.

Credit: Olivia Mortimer/#ShowUs/ Getty Images

Globally, women wish media and advertisers did a better job of portraying women of physical diversity with two thirds (66%) currently feeling there is limited body shapes and sizes and 64% feeling characteristics such as scars, freckles and skin conditions are unrepresented.

Local research has also revealed the following about how women feel about representation by the media and advertising industries in South Africa:
· 8 in 10 (82%) South African women wish media and advertisers did a better job of portraying women of diverse appearance, including age, race, shape and size.
· Three quarters (75%) of South African women say that pressure from media and advertising drives anxiety around appearance and beauty in general.
· 8 in 10 (84%) South African women say that if everyday media images were more representative of the way most women in the country looked, then women would feel better about themselves.
· Better representation can also have a positive impact on girls. 8 in 10 (82%) South African women say that this would enable girls to grow up without feeling that they are being judged just on their looks and 8 in 10 (76%) believe that it would mean that girls were not held back by gender stereotypes.

The constant bombardment of beauty stereotypes is making 7 in 10 women feel pressurised to reach an unrealistic standard of beauty, contributing to an appearance anxiety epidemic. Women who feel worse about themselves as a result of seeing a narrow definition of beauty day in, day out feel it is impacting their daily lives – from being assertive (30%) to wearing the clothes they want (49%) or expressing their true identity (37%).

Dr Rebecca Swift, Creative Insights Director at Getty Images, commented, ‘Getty Images is a passionate champion for the realistic representation of all through imagery, and through this partnership is proud to be leading the visual industry to change the way women’s beauty is represented in media and advertising. Whilst we’ve seen a positive shift in the popularity of photography that realistically represents women, there’s a lot more to be done. Project #ShowUs will break visual clichés on an unprecedented scale, and we invite all media and advertisers to join the movement.’

Sphelele Mjadu, Unilever Personal Care Senior Public Relations Manager for Africa concluded, ‘Project #ShowUs marks yet another milestone step by Dove to combat unhelpful beauty stereotypes and empower women everywhere so that their beauty is a source of confidence, and not anxiety. Project #ShowUs is pioneering this change because our reality is that women can’t be what they can’t see, and so with this understanding, Dove looks to challenge unhelpful beauty stereotypes at their source, in a bid to ultimately help women everywhere.’

How to take part in the project

Media and advertisers: it’s up to all of us to expand how we are portrayed. View, licence and use the photos in Project #ShowUs for your next project or campaign at GettyImages.com/ShowUs. This is just the beginning. Every image licenced will support female photographers of the future and grow the photo library further, so that all media and advertisers can reflect the authentic experiences of women around the world.

Women around the world: #ShowUs more women like you. Want to help expand the definition of beauty? Join Dove.com/ShowUs to share your images and you could become part of the Project #ShowUs photo library.

Project #ShowUs is part of Unilever’s commitment to UN Women’s Unstereotype Alliance – a cross-industry global initiative which uses the power of advertising and media to free the world from harmful stereotypes that hold back people and society.

DOVE www.dove.com

GETTY IMAGES www.gettyimages.com

GIRLGAZE GirlGazeInstagramProfile

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