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The #SAConsumerReport Launch As It Happened And What Went Down
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The #SAConsumerReport Launch As It Happened And What Went Down
October 19, 2017 / ClickMaven

The #SAConsumerReport Launch As It Happened And What Went Down

The official #SAConsumerReport by YouKnow and Crimson Hexagon launched last week in Johannesburg. The report analysed social conversations across Facebook, Twitter, blogs and forums between 2012 and 2017, discovering some interesting findings.

On Thursday 12 October 2017, ClickMaven was invited to attend the #SAConsumerReport, one of the surprisingly bigger events, in the digital sphere hosted by YouKnow in partnership with Crimson Hexagon. Twitter exploded with the event trending at number 2 in South Africa, which honestly comes as no surprise as every digital marketing maverick attended the event. 

The event kicked off with guest speaker, Mike Stopforth, CEO from Cerebra explaining the importance of brands engaging with their customers through social media and the importance and need for training of community managers. The recent Dove ad debacle really drove home his ideology of being able to manage social relations from the top down and to take accountability rather than shifting the blame to the new intern. Mike left a lasting impression explaining that “You can’t buy influence, you can buy reach and they are not the same thing!”. Cerebra will be introducing a workshop diving into community management and the importance within organisations, so keep your eyes peeled for this. 

After a few technical hiccups (very ironic considering all the digital mavericks in the room), Luke Moore from Crimson Hexagon headquarters gave a very interesting take on social media and how consumer-generated data is funnelled through Crimson Hexagon. He highlighted how the platforms assist with campaign strategy and elaborated on the point of understanding the voice of the consumer. If you are in the social space and wanting to understand your consumers’ views of your brand, find brand associations and just dig deeper into a brand presence/perception on social media, Crimson Hexagon does a great job of this. Rumor has it that Crimson Hexagon will be able to deep dive into Facebook and Instagram in the near future. (How exciting!).

After a short break, Kelvin Jonck from YouKnow finally presented the officially #SAConsumerReport.  The report analysed social conversations across Facebook, Twitter, blogs and forums between 2012 and 2017. The following 4 trends were highlighted.

1) Travel and Hospitality
• 26% of the conversation around travel saw holidays as a central feature.
• The most popular holiday conversation for South Africans is a beach holiday over bush holiday.

2) Technology and Entertainment
• During 2016, 58% of the audience watched Showmax vs. 42% who claim to watch Netflix
• Android dominated over IOS, capturing 76% of the share of conversation, between 1st January 2014 to 31st December 2016.

3) Fitness and Sport
• Twitter and Facebook both saw a 65% decline in gym-related posts over the four-year period.
• Over 35’s make up a disproportionate amount of conversation volume around gym-going, over twice the amount of the next largest age group (25-34)

4) Automotive
• BMW, Toyota, Mercedes, Audi and Ford dominate the top mentioned cars in South Africa
• 58% of the conversation around servicing vehicles is negative.

The full report is available for download here:
South African Trends Launch Report by Crimson Hexagon

The event closed off with a panel discussion about the future of social media monitoring and the expected future of the digital space. Social media is definitely transforming the marketing space and we as digital marketers have to be able to tap into this space and understand the voices our consumers give our brands.

We can’t wait for the next event. Who knows how the social space will have transformed!

We’d love to hear your thoughts on social media trends. Let’s get in touch by giving us a call on 011 726 1074 or contact us here.

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