A research project on social influence, to be released early in 2018, will reveal key insights into the audiences that populate brand communities on social networks.
World Wide Worx, South Africa’s leading technology market research company, is partnering with Continuon for the 2018 South African Social Influencer Survey.
A home-grown social intelligence platform, Continuon is powered by advanced computational statistical analysis. Its smart social intelligence platform helps brands identify and segment influencers on big social media networks. The research study aims to show brands the importance of authenticity, reach, relevance, and resonance in the influencer marketing equation.
“The South African market is nascent, but there is growing interest in influencer marketing locally,” says Arthur Goldstuck, managing director of World Wide Worx. “There is real gold hidden in the social communities of this country’s most popular social brands. We’re going to use some pretty smart algorithms to find them.”
World Wide Worx and Continuon anticipate that the survey results won’t delight all parties. Self-styled “influencers” could have the true extent of their influence laid bare by the data.
Bradley Elliott, founder of Continuon, says: “Brands are eager to investigate influencer marketing that goes beyond social celebrity endorsements. The 2018 South African Social Influencer Survey will reveal authentic influencers in brand communities on the major social networks, and this may upset brand use of social celebrities.”
Elliott points out that influencer marketing is strongly associated with social celebrities because of the obsession marketers have with the concept of reach, or numbers of followers and viewers.
“But there’s more to influence than reach,” says Elliott “Think of influencer marketing as word-of-mouth on social steroids. When brands first adopted influencer marketing, they latched onto reach, because this measure is so familiar to marketers. Traditionally it has been a big part of how advertising is measured. But we’re learning that influence is also about resonance, relevance and, most importantly, authenticity.
“The 2018 South African Social Influencer Survey will look beyond the usual celebrity influencers on which brands have depended. This is because the research will delve into the most active and engaged audiences in a brand’s social networks. We’ll be studying real people who promote brands on social media because they authentically want to do so.
“Authenticity is proving critical to real influence as consumers become more sophisticated. Social South Africans are sussed: they can spot fake influence and insincere endorsements a mile off,” says Elliott.
According to Goldstuck, 30 major brands have already signed up to allow their live data to be analysed in the new study.
“This interest is driven by brands that appreciate the growing role that social influence plays in the marketing mix,” he says.
Continuon’s founder adds that the growing brand participation means there is a significant pool of live social data that will yield deep insights when the survey is published early in 2018.
World Wide Worx and Continuon are inviting other local brands to participate in this pioneering influencer project. There is no cost to participation. In return, each brand will receive in-depth social intelligence that is specific to their brand. The data will include:
● Insights on how to identify and leverage top brand influencers;
● A full social media behavioural analysis across the three big platforms: Facebook, Twitter and Instagram;
● The analysis will reveal each individual’s influence and interests within a specific brand community, across each of the three social media platforms;
● The research will identify behaviours, and reveal knowledge about what gets non-celebrity influencers talking;
● Finally, the research will benchmark the quality of each brand’s community, and assess the level of influence of these brand communities.
The results of this groundbreaking research will offer top-level insights on influencer marketing to the advertising, brand and reputation industries in South Africa, but brand-specific information will not be revealed publicly. Participating brands will be guaranteed anonymity in the published results and will receive confidential reports specific to their brand. The research report will be published during the first quarter of 2018.
There is no cost attached to participating in the trailblazing study. Interested brands can contact Richard Nischk, Continuon product manager, by email on firstname.lastname@example.org or by cellphone, on +27 60 322 5801. Continuon can be contacted on +27 21 822 2244.
When will we stop calling them phones?
If you don’t remember when phones were only used to talk to people, you may wonder why we still use this term for handsets, writes ARTHUR GOLDSTUCK, on the eve of the 10th birthday of the app.
Do you remember when handsets were called phones because, well, we used them to phone people?
It took 120 years from the invention of the telephone to the use of phones to send text.
Between Alexander Graham Bell coining the term “telephone” in 1876 and Finland’s two main mobile operators allowing SMS messages between consumers in 1995, only science fiction writers and movie-makers imagined instant communication evolving much beyond voice. Even when BlackBerry shook the business world with email on a phone at the end of the last century, most consumers were adamant they would stick to voice.
It’s hard to imagine today that the smartphone as we know it has been with us for less than 10 years. Apple introduced the iPhone, the world’s first mass-market touchscreen phone, in June 2007, but it is arguable that it was the advent of the app store in July the following year that changed our relationship with phones forever.
That was the moment when the revolution in our hands truly began, when it became possible for a “phone” to carry any service that had previously existed on the World Wide Web.
Today, most activity carried out by most people on their mobile devices would probably follow the order of social media in first place – Facebook, Twitter, Instagram and LinkedIn all jostling for attention – and instant messaging in close second, thanks to WhatsApp, Messenger, SnapChat and the like. Phone calls – using voice that is – probably don’t even take third place, but play fourth or fifth fiddle to mapping and navigation, driven by Google Maps and Waze, and transport, thanks to Uber, Taxify, and other support services in South Africa like MyCiti, Admyt and Kaching.
Despite the high cost of data, free public Wi-Fi is also seeing an explosion in use of streaming video – whether Youtube, Netflix, Showmax, or GETblack – and streaming music, particularly with the arrival of Spotify to compete with Simfy Africa.
Who has time for phone calls?
The changing of the phone guard in South Africa was officially signaled last week with the announcement of Vodacom’s annual results. Voice revenue for the 2018 financial year ending 31 March had fallen by 4.6%, to make up 40.6% of Vodacom’s revenue. Total revenue had grown by 8.1%, which meant voice seriously underperformed the group, and had fallen by 4% as a share of revenue, from 2017’s 44.6%.
The reason? Data had not only outperformed the group, increasing revenue by 12.8%, but it had also risen from 39.7% to 42.8% of group revenue,
This means that data has not only outperformed voice for the first time – as had been predicted by World Wide Worx a year ago – but it has also become Vodacom’s biggest contributor to revenue.
That scenario is being played out across all mobile network operators. In the same way, instant messaging began destroying SMS revenues as far back as five years ago – to the extent that SMS barely gets a mention in annual reports.
Data overtaking voice revenues signals the demise of voice as the main service and key selling point of mobile network operators. It also points to mobile phones – let’s call them handsets – shifting their primary focus. Voice quality will remain important, but now more a subset of audio quality rather than of connectivity. Sound quality will become a major differentiator as these devices become primary platforms for movies and music.
Contact management, privacy and security will become critical features as the handset becomes the storage device for one’s entire personal life.
Integration with accessories like smartwatches and activity monitors, earphones and earbuds, virtual home assistants and virtual car assistants, will become central to the functionality of these devices. Why? Because the handsets will control everything else? Hardly.
More likely, these gadgets will become an extension of who we are, what we do and where we are. As a result, they must be context aware, and also context compatible. This means they must hand over appropriate functions to appropriate devices at the appropriate time.
I need to communicate only using my earpiece? The handset must make it so. I have to use gesture control, and therefore some kind of sensor placed on my glasses, collar or wrist? The handset must instantly surrender its centrality.
There are numerous other scenarios and technology examples, many out of the pages of science fiction, that point to the changing role of the “phone”. The one thing that’s obvious is that it will be silly to call it a phone for much longer.
MTN 5G test gets 520Mbps
MTN and Huawei have launched Africa’s first 5G field trial with an end-to-end Huawei 5G solution.
The field trial demonstrated a 5G Fixed-Wireless Access (FWA) use case with Huawei’s 5G 28GHz mmWave Customer Premises Equipment (CPE) in a real-world environment in Hatfield Pretoria, South Africa. Speeds of 520Mbps downlink and 77Mbps uplink were attained throughout respectively.
“These 5G trials provide us with an opportunity to future proof our network and prepare it for the evolution of these new generation networks. We have gleaned invaluable insights about the modifications that we need to do on our core, radio and transmission network from these pilots. It is important to note that the transition to 5G is not just a flick of a switch, but it’s a roadmap that requires technical modifications and network architecture changes to ensure that we meet the standards that this technology requires. We are pleased that we are laying the groundwork that will lead to the full realisation of the boundless opportunities that are inherent in the digital world.” says Babak Fouladi, Group Chief Technology & Information Systems Officer, at MTN Group.
Giovanni Chiarelli, Chief Technology and Information Officer for MTN SA said: “Next generation services such as virtual and augmented reality, ultra-high definition video streaming, and cloud gaming require massive capacity and higher user data rates. The use of millimeter-wave spectrum bands is one of the key 5G enabling technologies to deliver the required capacity and massive data rates required for 5G’s Enhanced Mobile Broadband use cases. MTN and Huawei’s joint field trial of the first 5G mmWave Fixed-Wireless Access solution in Africa will also pave the way for a fixed-wireless access solution that is capable of replacing conventional fixed access technologies, such as fibre.”
“Huawei is continuing to invest heavily in innovative 5G technologies”, said Edward Deng, President of Wireless Network Product Line of Huawei. “5G mmWave technology can achieve unprecedented fiber-like speed for mobile broadband access. This trial has shown the capabilities of 5G technology to deliver exceptional user experience for Enhanced Mobile Broadband applications. With customer-centric innovation in mind, Huawei will continue to partner with MTN to deliver best-in-class advanced wireless solutions.”
“We are excited about the potential the technology will bring as well as the potential advancements we will see in the fields of medicine, entertainment and education. MTN has been investing heavily to further improve our network, with the recent “Best in Test” and MyBroadband best network recognition affirming this. With our focus on providing the South Africans with the best customer experience, speedy allocation of spectrum can help bring more of these technologies to our customers,” says Giovanni.