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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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How we use phones to avoid human contact

A recent study by Kaspersky Lab has found that 75% of people pick up their connected device to avoid conversing with another human being.

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Connected devices are becoming essential to keeping people in contact with each other, but for many they are also a much-needed comfort blanket in a variety of social situations when they do not want to interact with others. A recent survey from Kaspersky Lab has confirmed this trend in behaviour after three-quarters of people (75%) admitted they use a device to pretend to be busy when they don’t want to talk to someone else, showing the importance of keeping connected devices protected under all circumstances. 

Imagine you’ve arrived at a bar and you’re waiting for your date. The bar is busy, and people are chatting all around you. What do you do now? Strike up a conversation with someone you don’t know? Grab your phone from your pocket or handbag until your date arrives to keep yourself busy? Why talk to humans or even make eye-contact with someone else when you can stare at your connected device instead?

The truth is, our use of devices is making it much easier to avoid small talk or even be polite to those around us, and new Kaspersky Lab research has found that 72% of people use one when they do not know what to do in a social situation. They are also the ‘go-to’ distraction for people even when they aren’t trying to look busy or avoid someone’s eye. 46% of people admit to using a device just to kill time every day and 44% use it as a daily distraction.

In addition to just being a distraction, devices are also a lifeline to those who would rather not talk directly to another person in day-to-day situations, to complete essential tasks. In fact, nearly a third (31%) of people would prefer to carry out tasks such as ordering a taxi or finding directions to where they need to go via a website and an app, because they find it an easier experience than speaking with another person.

Whether they are helping us avoid direct contact or filling a void in our daily lives, our constant reliance on devices has become a cause for panic when they become unusable. A third (34%) of people worry that they will not be able to entertain themselves if they cannot access a connected device. 12% are even concerned that they won’t be able to pretend to be busy if their device is out of action.

Dmitry Aleshin, VP for Product Marketing, Kaspersky Lab said, “The reliance on connected devices is impacting us in more ways than we could have ever expected. There is no doubt that being connected gives us the freedom to make modern life easier, but devices are also vital to help people get through different and difficult social situations. No matter what your ‘connection crutch’ is, it is essential to make sure your device is online and available when you need it most.”

To ensure your device lifeline is always there and in top health – no matter what the reason or situation – Kaspersky Security Cloud keeps your connection safe and secure:

·         I want to use my device while waiting for a friend – is it secure to access the bar’s Wi-Fi?

With Kaspersky Security Cloud, devices are protected against network threats, even if the user needs to use insecure public Wi-Fi hotspots. This is done through transferring data via an encrypted channel to ensure personal data safety, so users’ devices are protected on any connection.

·         Oh no! I’m bored but my phone’s battery is getting low – what am I going to do?

Users can track their battery level thanks to a countdown of how many minutes are left until their device shuts down in the Kaspersky Security Cloud interface. There is also a wide-range of portable power supplies available to keep device batteries charged while on-the-go.

·         I’ve lost my phone! How will I keep myself entertained now?

Should the unthinkable happen and you lose or have your phone stolen, Kaspersky Security Cloud can track and protect your device from data breaches, for complete peace of mind. Remote lock and locate features ensure your device remains secure until you are reunited.

 

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Five key biometric facts

Due to their uniqueness, fingerprints are being used more and more to quickly identify and ensure the security of customers. CLAUDE LANGLEY, Regional Sales Manager, for Africa at HID Global Biometrics, outlines five facts about the technology.

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How many times in a day are you expected to identify yourself? From when you arrive at work you are required to sign in, visiting your bank, receiving healthcare services… The list is endless. When a system knows who you are, you are able to do any number common, everyday activities. Your identity is unique and precious. It is also easily stolen and the target of many hackers across the globe. Technology is constantly evolving alongside the criminal element, always looking for ways to protect data and identity. One such solution happens to be biometrics and it is rapidly gaining traction in our increasingly complex modern world.

Reliable, secure and fundamentally YOU, unique biometric traits such as fingerprints are being used by banks, enterprises and consumers to verify identity. Biometric solutions offer significant identity protection because they use unique biological details to ensure an account is only accessed by the account holder, a door only opened by the owner. Here are five things that are little known about this technology…

  • The uncut identity. Your fingerprint is unique to you. Nobody can use a copy of it to impersonate you. Good technology is capable of scanning down into the layers of the fingertip to differentiate unique elements of a person’s fingerprint, this data is then encrypted and used as a key to unlocking whichever physical or virtual door that the biometric system protects.
  • The living proof. No, there is nothing to the stories of fingerprints being used without their owner’s knowledge or permission. Biometric solutions can use specific variables to determine if the finger used to access the system is that of a present, living person.  A copy or a fake cannot be used to access a cutting-edge biometric solution.
  • Easy and convenient. Queues and documents and paperwork may well be a thing of the past should biometrics take a firmer grip of government and banking systems. The process of registering is easy, and access to identity documents and records is yours alone.
  • Security blanket. A thousand passwords and a hundred post-it notes stuck on walls and drawers.  An excel file with a list of sites and applications and their corresponding passwords, all a thing of the past.  Nobody needs to remember their password with biometrics, they only need to show up.
  • Anywhere is cool. Schools, airports, networks, offices, homes, toilets, banks, libraries, governments, border controls, immigration services, call centres, hospitals and even clubs and pubs – knowing “who” matters and biometrics can quickly and conveniently confirm your identity where needed.

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