THE FIRST EDITION OF THE HEAVY CHEF QUARTERLY REVIEW Heavy Chef is a World Wide Creative initiative, dedicated to uplifting digital marketing thought leadership in Africa. World Wide Creative is a leading digital marketing agency based in Johannesburg and Cape Town. Find out more about World Wide Creative and the Heavy Chef initiative at wwc.co.za and heavychef.com
Michael jordaan Former CEO FNB “As individuals, we all have to embark on lifelong learning. You have to learn as though you’re going to live forever.”
arthur goldstuck
Graham Warsop
MD World Wide Worx
Co-Founder, The Jupiter Drawing Room
“The picture becomes exceptionally bright for the internet economy in the not too distant future if we can take action now.”
04/14
“Digital is the future of the creative circle, not the other way round.”
Chris Rawlinson Head of Innovation, Ogilvy “It’s exciting having great ideas, but what really matters is if you can turn those ideas into something real.”
Heavy Chef Session, Johannesburg
05/15
04/13
Justin Gomes
Richard Mulholland
Executive Creative Director, FoxP2
Founder, Missing Link
Nikki stokes Head of Digital Woolworths “Brands must prepare, they must have the right skills mix, the right strategy and a vision of the end line.”
04/13
10/12
“The ability to communicate an idea is more important to me than the ability to generate ideas.”
06/11
“Businesses need to learn that there is an exponential return
alistair king Co-Founder, King James “Anyone can come up with a great idea. It’s an invitation to those not in the creative department to start coming up with ideas.”
11/11
on a great creative idea.”
11/11
fred roed
emma sadleir
CEO World Wide Cre-
Social Media Lawyer
ative “The single most important question businesses must ask is: what is my cause?”
12/11
louis janse van rensburg Johannesburg Director, World Wide Creative
“Treat everything you put online like a tattoo.”
02/14
Gareth Cliff Founder, CliffCentral “The future is full of electric cars, positive political change and a generation that wants to see things get better.”
“There is an online convergence of focus to content, community and commerce.”
06/14
06/08
reg lascaris
mike perk
Co-Founder, Hunt Lascaris
MD, World Wide Creative
“You have to believe in something. Life’s too short to be mediocre.”
“It is better to fail aiming high than to succeed aiming low”
06/08
05/14
Vinny Lingham
Rui Esteves Founder, And Union
Dave Duarte
CEO, Gyft.com
Founder, Treeshake
“Companies must be more socially aware if they want to be successful.”
“When local businesses start online advertising and marketing, they start connecting with customers in the most persuasive way we know today.”
09/14
“A business idea starts with an urge or gut feel of something that you have to do.”
07/09
nic haralambous CEO, NicHarry.com “Failure needs to be seen as the path to success, not the end of something.”
02/11
04/09
andrew smith CEO, Yuppiechef “You want to create a business where you can afford to put personal human time into each order.”
Mike sharman CEO, Retroviral
Rand Fishkin Co-Founder, Moz.com
“Remarkable content, seeded to the right people, leads to EPIC brand results.”
04/13
Mike StopForth CEO, Cerebra
That’s competitive advantage.”
“You want people to be able to remember your stories, connect to them and be able to retell them.”
11/14
11/12
“I can do that ten times better than anyone else who’s doing it.
03/13
5
the
Strategy
edition heavy chef magazine Q1: digital marketing strategy
6
@heavychef
in
this
issue
10
Research
The State Of Digital In Africa
a glimpse into the future
Arthur Goldstuck takes us through some of his most compelling research released yet, looking at mobile, internet penetration and trends in Africa.
Analysis Don’t Film Yourself Having Sex
The Case For Social Media Ethics
Emma Sadleir, author of the hot new book on social media law, outlines the various pitfalls of social sharing and communication.
Insights Q&A
An Exclusive Heavy Chef Session with Gareth Cliff Gareth Cliff, with around 1m Twitter followers, is a media channel in his own right. Gareth talked to Heavy Chef about ‘unradio’.
Insights Content, Communication and Creative
Three Marketing Functions Your Company Must Master
World Wide Creative CEO provides a simple breakdown on building a community in today’s economy.
Planning A Curious Challenge
Marketing on The Modern Web The world’s best-known SEO practitioner writes a succinct piece on the strange new world of digital marketing.
Strategy Planning Six Indispensable Functions
Web Analytics As A Strategic Tool Dr SybzTunzelana, Founder of Flavalite Innovations, breaks down her work in the web analytics field into 6 practical steps.
13 33 40 48 50 53
16.2 m 23.6m Internet users in South Africa
Smartphone users in South Africa
80.2 m 42m Mobile connections in South Africa
20
Data courtesy of World Wide Worx
Mobile users in South Africa
arthur’s guide to marketing
in africa rule 1
rule 2
rule 3
@art2gee
Internet Advertising Revenues
R172m Mobile Internet Advertising Revenues
R452m Online Advertising Revenues
R680m Search Internet Advertising Revenues
R1.3b Total Net Internet Advertising Revenues
26
Mobile Penetration In South Africa
15.0m
19.9m
Unique Mobile Internet Users
Of These Are Smartphones
69.2m Subscriptions in South Africa
Overview Of The South African Online Ad Industry
13%
35%
52%
Mobile
Online
Search
27
The State Of
E-commerce
In South Africa
An Interview With Effective Measure’s Country Manager, Nicolle Harding
29
An Exclusive heavy chef Session with Gareth Cliff
Heavy chef insights
@
# * % $ #
Marketing Functions Your Company Must Master In The Digital Economy In an increasingly noisy marketing environment World Wide Creative CEO, Fred Roed, outlines three areas your business can methodically focus on in order to achieve sustained success over the long term.
the
curious Challenge Of Marketing On The Modern Web
World renowned search practitioner Rand Fishkin, as a precursor to his seminal Heavy Chef presentation in late 2014, shared his views on the worrying trend of saturation in today’s online environment
The marketer’s job is to overcome that galactic scale of information overload. 51
The Six Indispensible Functions Of Web Analytics As A Strategic Tool Dr Sybz Tunzelana shares the least you need to know to read your online numbers
Heavy chef planning
The
Black sheep Of Analytics How To Measure Dark Social Charlotte Keuris
Dark social has nothing to do with Darth Vader (unfortunately)
57
Dark social
11.2%
56.5% 21.6%
Twitter Reddit YComb Digg Stumble
Image credit: Alexis c. Madrigal
Dark Social Dominates Online Sharing Percentage of shares by sharing channel in 2014 8% 23%
69% Worldwide
10% 39% All Other Social
59%
Dark Social
North America
7% 16%
77% Europe
7% 19%
75% Data sourced from RadiumOne Marketing
UK
59
What To Do When You
The Internet
Collette Smith, PR Specialist at World Wide Creative, outlines a simple, five step procedure to help you stay above the inevitable publicity blip on your social calendar.
61
Top 10 Ecommerce Websites Visited by South Africans
1.
2.
3.
4.
5.
6.
7.
8.
9. 1.Gumtree 28.64% 10.12%
2. OLX 13.32%
5. Price Check 7.61%
8. Pick n Pay 5.06%
3. Amazon 11.56%
6. Takealot 6.64%
9. Makro 4.78%
4. Kalahari.com
7. Woolworths 5.95%
10. Game 3.96%
Source: Effective Measure dashboard, April 2014.
10.
65
Most Popular Smart Phones in South Africa
1.
2.
3.
OTHER 4.
5.
6.
7.
8.
9. 1. Samsung 41.4% 5. Other 6.7%
2. Apple 18.1%
3. Nokia 14.4%
6. Sony Ericsson 4.7%
9. Motorola 0.2%
7. HTC 1.5%
4. Blackberry 11.9% 8. LG 1.3%
10. Siemens 0.1%
Source: Effective Measure and IAB South Africa South African Mobile Report, August 2014
10.
66
Top 10 Websites Visited by South Africans
1.
2.
3.
4.
5.
6.
7.
8. 1. Google, 7 216 373 Unique Visitors 3. YouTube, 4 640 548 Unique Visitors 5. Wikipedia, 3 066 360 Unique Visitors 7.Ask.com, 2 728 942 Unique Visitors 9. Gumtree, 2 466 955 Unique Visitors
9. 2. Facebook, 5 453 401 Unique Visitors 4. Gmail, 4 159 582 Unique Visitors 6. News24, 2 948 101 Unique Visitors 8. Yahoo!, 2 705 154 Unique Visitors 10. LinkedIn, 2 009 500 Unique Visitors
Source: Effective Measure dashboard, March 2014.
10.
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The
Heavy
Chef Quarterly Review
The Development Edition June 2015 Ensure that you don’t miss the next edition of the Heavy Chef Quarterly Magazine by subscribing to the Heavy Chef Newsletter wwc.co.za/subscribe