Tech 4 Africa 2011

My presentation at the Tech 4 Africa conference in Johannesburg in 2011.

Transcript

1. Tactics / opportunities / platform building mobile tribes Some practical insights and experiences
2. campaign Garden-variety mobile campaign: competition entry, downloads, content
3. community Much higher levels of initial activity, increased opportunities for 2nd and 3rd day interaction
4. common identity The common identity is a combination of attributes that all users can identify with Common interest Age range Location Language Socialization
10. common identity Common interest Age range Location Language Emo style 13 – 20 US, UK English ICP 15 – 35 US English Football 18 – 35 Nigeria English
11. challenges Dialects and languages Age variations and sexual predators Content / UGC, BGC Moderation / Neighbourhood watch Gender / men vs women as a % Marketing channels
12. launch fail If your users vs. activity graph looks like this: Instead of this:
13. launch window It sucks being the first person to arrive (except Everest)
14. the up-side External media spend gradually decreases Internal media value grows over time
15. the up-side The difference can be seen as a saving or added value on top of existing spend This works for the site owners because they are building value Agencies can redirect some of the savings to higher-margin activities like community management
16. tools – good/bad/ugly -  Integration / FB, Twitter, External content, real-world -  Unified marketing / One message, one platform -  Upwardly optimised / bottom to top / wap - smart -  App / in context -  One web / to rule them all
17. build your tribe. right now. http://motribe.mobi nic@motribe.com @nicharry STAY CLASSY