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All change for celeb influencers on social media

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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.

CAPTION: Google Trends reveals a dramatic uptick in influencer marketing the world over, during the past two years

CAPTION: Google Trends reveals a dramatic uptick in influencer marketing the world over, during the past two years

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 richie@continuon.co or by cellphone, on +27 60 322 5801. Continuon can be contacted on +27 21 822 2244.

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Password managers don’t protect you from hackers

Using a password manager to protect yourself online? Research reveals serious weaknesses…

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Top password manager products have fundamental flaws that expose the data they are designed to protect, rendering them no more secure than saving passwords in a text file, according to a new study by researchers at Independent Security Evaluators (ISE).

“100 percent of the products that ISE analyzed failed to provide the security to safeguard a user’s passwords as advertised,” says ISE CEO Stephen Bono. “Although password managers provide some utility for storing login/passwords and limit password reuse, these applications are a vulnerable target for the mass collection of this data through malicious hacking campaigns.”

In the new report titled “Under the Hood of Secrets Management,” ISE researchers revealed serious weaknesses with top password managers: 1Password, Dashlane, KeePass and LastPass.  ISE examined the underlying functionality of these products on Windows 10 to understand how users’ secrets are stored even when the password manager is locked. More than 60 million individuals 93,000 businesses worldwide rely on password managers. Click here for a copy of the report.

Password managers are marketed as a solution to eliminate the security risks of storing passwords or secrets for applications and browsers in plain text documents. Having previously examined these and other password managers, ISE researchers expected an improved level of security standards preventing malicious credential extraction. Instead ISE found just the opposite. 

Click here to read the findings from the report.

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MWC: Next generation of inflight connectivity to be unveiled

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Next week at Mobile World Congress, the Seamless Air Alliance will reveal progress on its mission towards enabling the next generation of inflight connectivity. This follows a significant start for the Alliance, which has seen membership increase five-fold since the first meeting in June of last year. The Alliance has a new research laboratory setup and continues progress through its three working groups, writing specifications for the technology, requirements, and operations.

These developments represent a huge leap towards the goal of making connectivity as easy and enjoyable in the skies as it is on the ground. Appearing as part of the Airbus stand (Hall 6, stand 6G34), the Seamless Air Alliance will reveal specification topics that have been completed and published to its membership.

“The passenger experience with inflight connectivity remains one of the great technology challenges. From Day One we have been determined to deliver on our mission to bring industries and technologies together to make the inflight internet experience simple to access and a delight to use,” said the Alliance’s Chief Executive Officer, Jack Mandala.

“I have been tremendously encouraged by the enthusiastic and committed response we have seen and the widening areas of expertise we can call upon as more and more companies and organisations continue to join us,” he added.

Announced during MWC 2018, the Seamless Air Alliance has since grown to twenty-three membercompanies with more than one-hundred key personnel from across the membership participating in its three working groups, with numbers continuing to increase.

The Seamless Air Alliance was created by founding members Airbus, Airtel, Delta Air Lines, OneWeb and Sprint, and quickly joined by Air France KLM, Aeromexico, and GOL Linhas Aereas Inteligentes and global technology leaders including Astronics, Collins Aerospace, Comtech, Cyient, iDirect, Inmarsat, Intelsat, Latecoere, Nokia, and Panasonic. 

Today, the Alliance is pleased to announce five additional new members: Adaptive Channel, Etihad Airways, GlobalReach Technology, Safran, and SITAONAIR.

“We are extremely pleased to have these companies join and be a part of the companies driving the next generation of connectivity.” said Mr Mandala.

The Seamless Air Alliance will enable travelers boarding any flight, on any airline, anywhere in the world, to use their own devices to automatically connect to the Internet with no complicated login process nor paywall to scramble over.

The Alliance is also announcing the release of a new research study on the economic benefit of standardization on the inflight connectivity market at Mobile World Congress. This report is available for download at https://www.seamlessalliance.com/publications/

The Alliance is moving rapidly towards an expected demonstration of the technology later in 2019 and anticipates massive interest in Barcelona from the whole communications eco-system.

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