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A passionate South African, he brings over 10 years of advisory experience in the emerging mobile market to Facebook. Most recently he was part of the founding team of SEACOM, the broadband disruptor, where he spent 4 years evangelizing the power of connectivity in Africa. There he managed the Group Business Development, Pricing and Marketing functions in Africa before his departure to Facebook in 2013. Aidan studied his undergraduate degree in Cape Town and holds an MBA from the ESADE Business School in Spain. He has lived and worked all over the world, but is most comfortable solving emerging market challenges in Africa. Twitter Handle: @aidanbaigrie
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Mobile matters September 2014
Aidan Baigrie: Sub Saharan Africa
Grandpa Jim
Reopening!!
PERSONALISED a new era - branding - but not bradley
Us as digital practitioners think we’re pretty good at it… businesses aren’t so sure
@ Scale Personalised Marketing
Personalised
How most businesses view Social Media..
Likes, comments, shares ?
Marketing
How most businesses view Social Media..
What about CPC…and social media can measure engagement right?
Marketing
How most businesses view Social Media..
Lego says HELP -‐ save the cat from falling! Share and…CLICK !!
Yesterday at 7:05 pm LEGO
Imagine a show…
Yesterday at 7:05 pm LEGO
IMAGINE
Do we measure engagement?
Marketing
How most businesses view Social Media..
Complaints – yes, brand love – yes, moving the needle? Fans…
@ Scale
How most businesses view Social Media..
Target 2x Message
awareness
68% Ad recall
uplift
Do fans help? OK. Maths problem…
Source: Facebook internal data & Nielsen, 2013
Fans
@ Scale
How most businesses view Social Media..
How do WE change this view?
The good news…
What we should be sharing with business?
Source: eMarketer, US , July 2013
Radio Television Digital Mobile
1950 1960 2000 2010
Mobile is the future
Confidential 17
Africa is …
& SSA is leading the charge
Faster than anywhere in the world
Confidential 19
Q4 2013 Independent research
n >1000 F2F
Matched targets
Personalised?
People you know on Facebook
Personalised
People you know
Past purchasers
Highest LTV customers
Members of loyalty
programs
… by combining what we know
Frequency Reach
Rea
ch
Frequency
Brand marketing is…marketing
Great creative & great
copy
MARKETING
for brands
Measuring real results on unique identities
MARKETING
Measure conversions/acquisition
A/B Testing Third-party measurement
for brands
Talk about scale….
@ SCALE
FB stats
Source: Facebook Internal Data, 2014
Sub - Saharan Africa
52 MILLION
MONTHLY ACTIVE
94% mobile
South Africa
28%
38%
34%
13-25
25-34
>34
AGE
>6 MILLION
DAILY
50% FEATURE PHONES
>11 MILLION
MONTHLY
Digital has scale…
South Africa
@ SCALE
…A brand building idea with the right, personalised message
LGBT New Parents Newlyweds Hispanics Asian Americans Middle East Decent Native Americans
for brands
This year…let’s elevate Social…to be just plain, good old…. Marketing.
@ SCALE
