The new edition of the SA Social Media Landscape report, due to be released this month, shows dramatic shifts in usage patterns, with Instagram a big winner.
The social media landscape in SA has shifted subtly but dramatically this year, especially in light of large Instagram growth.
This will be one of the key issues covered in the annual SA Social Media Landscape report, compiled by Fuseware and World Wide Worx, due to be released in the next fortnight.
Visually rich imagery dominates newsfeeds, and the new streaming content players are certainly going to see increased uptake in the next 12 months. Social media is evolving towards its pinnacle – on-demand content creation, consumption and engagement in any format, at any time and any place. There has been decreased brand content engagement across the board, indicating that newsfeeds have become too saturated and brands need to start paying up to get to the reach and engagement they desire.
Although business impact in terms of revenues is difficult to quantify, engagement and reach of branded content has substantially shifted in 2015. Twitter has become far too crowded to become consistently useful for brands, resulting in large drops in engagement on brand content. Facebook engagement has risen slightly, but this boost is also coupled with an increase in paid media spend on the platform. Instagram is the social network star of the year, with triple digit user growth in the last year as well as engagement on brand content that is an order of magnitude higher than that of the other networks. Social media has also become a large traffic source for publishers and consumer-centric brands alike, and social media optimization (SMO) has become as critical as search engine optimization (SEO).
The use of social media as a CRM tool for businesses has increased dramatically, especially with smaller businesses beginning to use Twitter and Linked In to communicate with their customers. Social media sentiment can be used to drive business strategy and product innovation, serving as a far more fundamental piece of the business puzzle than just a communications function. Social media analytics are also used to accurately gauge what makes consumers tick about a brand, with this data serving as an input instead of just an output to successful marketing campaigns.
Social media growth is still solid, but has slowed across the board with the exception of Instagram, with most networks having grown at a modest 15-25% over the last year. We’ve seen new entrants that focus on live streaming of video content, Periscope and Meerkat, but they have not seen significant uptake in the local market as yet. Content has become much richer across the board, with a large emphasis on videos and high resolution pictures being shared. This trend reflects even on Twitter, where a single picture can tell a story far more than 140 characters of text can, and brands are capitalizing on this by publishing a large amount of visual content on the network. Companies have also gotten serious about spending on media, with a significant increase in paid media spend on Facebook, Twitter and YouTube respectively – however Facebook still remains the network that delivers the highest ROI to companies, according to our corporate survey.
Instagram is the fastest growing social network in the country, with triple digit growth in the last 12 months. The growth is also leap-frogging the normal early adopter crowd and reaching mass market earlier than usual, with local television celebrities and presenters leading the charts in terms of followers. Photo filter usage on the network has dropped to record lows, and the most engaged with images tend to have no filter at all, indicating that people have grown tired of the special effects that sparked initial interest to use the platform.
Facebook has experienced solid consistent growth across all segments, with one very interesting difference. Feature phone usage is plummeting in the platform and is associated with an equivalent rise in smartphone usage. As predicted, the low cost of entry level smartphones are proliferating the market and have shifted device usage significantly in only 12 months. Although the Nokia Asha still leads the way as the top phone used to access Facebook, usage of this phone on Facebook has dropped by over 400,000 people in the last 12 months.
Twitter has increased in usage over the last year, but growth has significantly slowed. With the recent Periscope acquisition, there is an increased emphasis towards integrating the platform with real-time streaming video content. Twitter engagement on brand content has dropped significantly compared to last year. Brands are posting more content than ever before on the social network, but even paid-for campaigns are often not seen as relevant by Twitter users. For the first time ever, more than 50% of all surveyed brands post content once per day or more – but this is translating to a sea of noise that doesn’t necessarily result in business value.
Linked In usage has grown significantly in the last 12 months, with a large number of smaller businesses joining the platform in 2015. Entry level workers represent the largest increase in numbers in terms of seniority level, growing by 21% in the last year. Operations, healthcare and education personnel are joining the network the fastest across all industries.
MXit has experienced a further decline in users compared to the year before, but the platform is also restructuring its business model to focus on empowering Africans and accelerating economic and social growth in the region, by placing a stronger emphasis on social services and associated programmes. A fundamental shift away from just the typical instant messenger model employed by WeChat or Whatsapp, it will also allow businesses to help make a difference in education and healthcare through CSI initiatives in the platform.
In a surprise finding, corporate blogging has seen a strong resurgence as the importance and relevance of long form content surpasses 140 character updates. Corporate blogs are seen as more effective marketing channels than any social network, as surveyed by SA corporates. The headline results will be presented and discussed by the top industry influencers at the Social Media Landscape Briefing, held in Johannesburg on 16 September 2015, and in Cape Town on the 17 September 2015. To book a ticket to these events, click on the links below:
Auto rivals team up for connected car demo
Rivals BMW, Ford and Groupe PSA, maker of Peugeot and Opel cars, have teamed up with the 5G Automotive Association (5GAA), Qualcomm Technologies and Savari for Europe’s first live demonstration of C-V2X direct communication technology operating across vehicles from multiple auto manufacturers.
The live demonstration also featured a live showcase of C-V2X direct communication technology operating between passenger cars, motorcycles, and roadside infrastructure. C-V2X is a global solution for vehicle-to-everything (V2X) communication in support of improved automotive safety, automated driving and traffic efficiency.
The demonstration exhibited the road safety and traffic efficiency benefits of using C-V2X for Vehicle-to-Vehicle (V2V) collision avoidance, as well as Vehicle-to-Infrastructure (V2I) connectivity to traffic signals and Traffic Management Centers (TMC). C-V2X was operated using real-time direct communications over ITS spectrum and demonstrated its ability to work without cellular network coverage, and underscores its commercial readiness for industry deployment as early as 2020. Superior performance and cost-effectiveness compared to other V2X technologies, along with forward-compatibility with 5G, make C-V2X direct communications a preferred solution for C-ITS applications.
Six demonstrations were shown including: Emergency Electronic Brake Light, Intersection Collision Warning, Across Traffic Turn Collision Risk Warning, Slow Vehicle Warning and Stationary Vehicle Warning, Signal Phase and Timing / Signal Violation Warning and Vulnerable Road User (pedestrian) Warning. The vehicles involved included two-wheel e-scooters provided by BMW Group, and automotive passenger vehicles provided by Ford, Groupe PSA, and BMW Group, all of which were equipped with C-V2X direct communication technology using the Qualcomm® 9150 C-V2X chipset solution. V2X software stack and application software, along with roadside infrastructure, were provided by industry leader, Savari.
C-V2X is globally supported by a broad automotive ecosystem, which includes the fast growing 5GAA organization. The 5GAA involves over 85 global members comprised of many leading automakers, Tier-1 suppliers, software developers, mobile operators, semiconductor companies, test equipment vendors, telecom suppliers, traffic signal suppliers and road operators.
Cellular modems will be key to the C-V2X deployment in vehicles to support telematics, eCall, connected infotainment and delivering useful driving/traffic/parking information. As C-V2X direct communication functionality is integrated into the cellular modem, C-V2X solutions are expected to be more cost-efficient and economical over competing technologies, and benefit from accelerated attach rates. C-V2X direct communication field validations are currently underway in Germany, France, Korea, China, Japan and the U.S.
C-V2X currently stands as the only V2X technology based on globally recognized 3rd Generation Partnership Project (3GPP) specifications, with ongoing evolution designed to offer forward compatibility with 5G. C-V2X also leverages and reuses the upper layer protocols defined by the automotive industry, including the European Telecommunications Standards Institute (ETSI) organization. C-V2X includes two complementary transmission modes:
- Direct communication as shown in this demonstration for V2V and V2I use cases
- V2N network communication, which leverages mobile operators for connectivity and delivers cloud-based services, including automated crash notification (ACN, as mandated by eCall), hazard warnings, weather conditions, green light optimal speed advisory (GLOSA), parking spot location, and remote tele-operation to support automated driving, to name a few.
“This demonstration builds on the successful C-V2X showcase we organised with our members Audi, Ford and Qualcomm in Washington DC in April, said Christoph Voigt, Chairman of 5GAA.
“We are excited to witness the growing momentum behind this life-saving technology and to see our members working together to deploy C-V2X, and to make it hit the road as soon as possible.”
“The BMW Group introduced the first C-ITS use cases already in 2013 with the market introduction of the BMW i3. Today most of envisaged C-ITS use-cases are already institutionalized. With the implementation of C-V2X, the BMW Group accomplishes the last set of the puzzle with a practical path to C-ITS showing quick benefits,” said Christoph Grote, Senior Vice President Electronics, BMW Group.
“With its ability to safely and securely connect vehicles, along with its evolution into 5G, C-V2X is integral to Ford’s vision for future transportation in which all cars and infrastructure talk to each other,” said Thomas Lukaszewicz, Manager Automated Driving, Ford of Europe. “We are very encouraged by preliminary test results in Europe and elsewhere which support our belief that C-V2X direct communications has superior V2X communication capabilities.”
“We’re moving forward with seamless communication between cars and their environment for enhancing road safety, as well as our customers’ safety,” said Carla Gohin, Group PSA’s Vice President for Research and Advanced Engineering. “Following the first European C-V2X direct communications demonstration we hosted with Qualcomm Technologies last March, we’re pleased to work with leading automotive and technology companies today to highlight that C-V2X interoperability is a reality.”
“This demonstration of interoperability between multiple automakers is not only another milestone achieved towards C-V2X deployment, but also further validates the commercial viability and global compatibility of C-V2X direct communications for connected vehicles,” said Enrico Salvatori, senior vice president & president, Qualcomm Europe and MEA. “We look forward in continuing to work alongside leaders in the automotive industry, like the 5GAA, BMW Group, Ford, Groupe PSA and Savari, to help advance the automotive industry’s shift towards a safer, connected and more autonomous future.”
“As one of the V2X pioneers, our company is extremely pleased to continue to help enable the next step in the V2X revolution that we helped start back in 2008,” said Ravi Puvvala, CEO of Savari. “For the last year and a half, the Savari team has worked diligently alongside the dedicated C-V2X engineers in the 5GAA partnership. The resulting string of increasingly impressive demonstrations is continuing to convince the world that C-V2X will soon be deployed around the world.”
Win a Poster Heater with Gadget and Takealot.com
This winter Gadget and Takealot.com are giving away three Poster Heaters, which look like posters but become heaters when you plug them in.
Three Gadget readers will each win a unit, valued at R550 each. To enter, follow @GadgetZA and @Takealot on Twitter and tell us on the @GadgetZA account how many Watts the heater consumes.
What’s the big deal about these heaters? Many of us are struggling to keep the balance between soaring electricity costs and the need to keep warm this winter.
However, the recently launched Poster Heater by EasyHeat and distributed in South Africa by Takealot.com is not only one of the most cost effective electric heaters currently on the market, it is also easy to setup and use.
As the name indicates, it is a poster similar to one you would hang on a wall. But, plug it in and it turns into a 300 Watt heater. The Poster Heater isn’t designed to heat hallways or large rooms, but rather smaller ones like a bedroom or a baby’s nursery or a dressing room.
It uses radiant heating, which means that it heats up in a couple of minutes and the heat is directed at the objects or people around it, quickly taking the chill out of the air and providing a comfortable ambient temperature.
The other advantage of radiant heating is that it doesn’t dry out the air like infrared or gas heaters. Users also don’t have to worry about their children or pets getting too close to it because, even though it gets hot, it can be touched.
To enter the competition follow the steps below:
Competition entry details:
3. The competition closes on 31 July 2018.
4. Winners will be notified via Twitter on 1 August and Takealot.com will be in touch to organise delivery.
5. The competition is only open to South African residents.