Mario Olckers

300 Case Studies of Social Media Marketing

300 Case Studies of Social Media Marketing

Posted in business, information, marketing, report, research, social media, social networking, technology | Comments

An Empirical Analysis Of The Creation, Use And Adoption Of Social Computing Applications

An Empirical Analysis Of The Creation, Use And Adoption Of Social Computing Applications

Posted in Web 2.0, computers, culture, internet, social media, social networking, technology | Comments

Social Networking: A Quantative and qualitative research report into attitudes, behaviours and use

Social Networking: A Quantative and qualitative research report into attitudes, behaviours and use

Posted in Web 2.0, business, community, computers, information, report, research, social networking, technology, web | Comments

South Africa: Telecoms ‘Gold Rush’ Leaves Nothing for Masses - ICASA

This press release was widely distributed online and appeared on Allafrica.com amongst others, from where I reproduce it, with full credits intact. This of course ties in with my previous posts regarding the fragile socio-political dynamics of the South African internet/web 2.0/technology sector and the many challenges faced by all who hope to make a meaningful contribution in this space.

Telecoms ‘Gold Rush’ Leaves Nothing for Masses - ICASA
Business Day (Johannesburg)
NEWS
24 July 2008
Posted to the web 24 July 2008

By Lesley Stones
Johannesburg

THE telecommunications sector is becoming a new gold rush where large white-owned companies pocket the wealth and leave nothing for the masses, says the chairman of the Independent Communications Authority of SA (Icasa).

The lowest rungs of society would be alienated if the regulator did not actively demand a greater role for black people in the industry, said chairman Paris Mashile. That is why Icasa would insist new licences for scarce spectrum went to companies that were 51% black-owned.

Speaking during a conference staged by Internet Solutions this week, Mashile defended Icasa’s decision to make empowerment a more important criterion than skills or cash to build a telecoms network,

Demanding 51% black ownership “isn’t outside the law” and the aim was to empower black people to start their own businesses rather than just take a stake in a successful white operator. White firms that sold equity to black people without relinquishing control were merely performing “empowerment gimmicks”, he said.

The high black profile is a condition for six new licences to use a high-speed wireless technology called WiMax, and each licence will allocate 20MHz of spectrum. That decision has also angered the industry, with many voice and data carriers saying 30MHz is needed to build a cost-effective network.

Telkom’s chief technical officer Thami Msimango said giving licences to one-man shows would not benefit the country. “People who can afford to roll out infrastructure should be given that spectrum,” he said.

Vodacom CEO Alan Knott-Craig said true empowerment would be achieved by giving everyone access to affordable telephony and internet services, not by favouring operators owned by the previously disadvantaged. Vodacom could extend its network for two-thirds of the current cost if it had more spectrum, and it would pass the savings on to consumers by cutting the cost of calls, he said.

Mashile said there were ways of using 20MHz of spectrum efficiently, and operators just wanted as much as they could get simply to deprive other companies of that resource.

The unwelcome licensing criteria were set out after Icasa distilled a wide range of comments from the industry. It has repeatedly said the conditions are final, but has called for another round of comments.

Mashile said he would be happy to see companies build their own network infrastructure, as long as they were aware of the risks. ” We will open up for whoever wants to burn his money in this market - it’s up to them to take on the big guys and live with the consequences.”

Copyright © 2008 Business Day. All rights reserved. Distributed by AllAfrica Global Media (allAfrica.com)

Posted in Web 2.0, activism, africa, business, citizen journalism, computers, culture, infrastructure, mobile service providers, online activism, political, political philosophy, south africa, technology, telecommunications, web | Comments

Why Social Media Will Fail in South Africa

I stumbled on a very interesting post which is an elaboration on Tuesday’s theme, entitled The Internet’s Hierarchy Of Needs. The author also superimposes Maslow’s Hierarchy of Basic Needs on the internet.

As we can see, at the very base of the pyramid is

• 1. Existence needs: The most basic need for the internet to play any meaningful role, namely computers connected to the Internet and access to documents and any media necessary for whatever task needs to be accomplished. Right there South Africa fails already, since technology infrastructure, access to computers and the internet is non-existent or few and far between. In 2006, out of a population of nearly 50 million people, only 5 million had internet access. There has been some attempts to outfit black schools with Open Source Tuxlabs from the Shuttleworth Foundation, but unfortunately one never hear of these efforts anymore and if there is any success stories then they surely keep it very quiet.
• 2. Connectivity needs: the ability to connect to and between documents and sites and it’s subsequent implications; this largely flows forth from the first need and is therefore impossible for the majority of the South African population to attain, without access to a fast and modern computer with the appropriate software and connectivity installed and without the necessary education and sophistication to effectively use and utilize these resources, this is somewhat of a moot point
• 3. Organization needs: the ability to sort and search based on title, metatags and document contents - when a large majority of the current web surfers do not understand fully the mechanics of SEO and web development, how long is it gonna take someone who needs to first get access to a computer in the first place, then learn to use it properly, to know to Google around for the appropriate information that he/she needs, which is essentially what this level represents…?
• 4. Semantic needs: the ability to derive meaning from language, content and context - here again we can see that with the foundation of the previous requirements unfulfilled, this level will not be reached; in a country where even many government decision-makers do not have a good grasp of the English language, which is the internationally accepted language of the internet, business and technological studies and learning, the lack of understanding of any web based technology or jargon or techno speak underlying the tools needed to access information will be to the detriment of all involved
• 5. Actualization: the web becomes a frictionless tool for personal growth and fulfillment - this is the apex of the pyramid and unfortunately in the case of South Africa, a level that will only really be reached by a small minority of privileged individuals. The foundations are lacking, this level can never be reached; when the average black child lives in poverty with his parents, cannot afford a computer themselves, do not have the money to send the child to a school where he will get a decent education and maybe exposure to these modalities, a vicious circle continues to perpetuate itself; a circle of poverty, hopelessness, desperation and inevitably all the social ills that we see manifested each day by taking note of news headlines…!

On Tuesday I wrote about Maslow’s hierarchy of needs and used it to speculatively analyze the Web 2.0 scene in South Africa and also to make a pronouncement as to the viability of a Social Media effort online in South Africa. Given the highly unequal distribution of resources and technology infrastructure, the majority of the country’s population do not have access to computing technology and internet access.

Any kind of Social Media Strategy is therefore little more than inside baseball amongst an incestuous clique of privileged practitioners who retain and guard the old money and benefits of the old apartheid regime. Whatever Social Media campaign is launched online will necessarily only be seen by a handful of regular old faces who continually regurgitate each other’s utterings and bounce around any newsworthy items or movements within the local South African Web 2.0 zoo.

For the majority of the population who struggle to figure out where the next meal or roof over their head or warm blanket is gonna come from, these issues may as well have taken place on the moon. Social Media Press Releases and Social Media Newsrooms and shiny new websites with all the bells and whistles added on for people to comment and share and save and bookmark and all the widgets etc etc. Many a social media consultant and expert have “emerged” and are peddling their virtual wares, many websites are erected (!) in the hope of being THE must-go-to destination for anyone fortunate enough to learn of it’s existence.

Unfortunately it is a project doomed to failure:

• There is not a critical mass of internet users to visit these sites,
• those that do have internet access do so mostly from public terminals at school, university or from their work machines. (where in some cases internet access are severely restricted and most social networking activity has to take place “undercover” e.g Facebook being blocked and only corporate e-mail from behind a firewall is allowed
• Their priorities are not to whip out their credit cards to support online businesses.
• Mostly kids at school and students at university use their internet access time to check e-mail and catch up with their friends on Facebook and MySpace.
• Only a small handful of geekily inclined web surfers really spend a significant enough amount of time online to Save, Bookmark and Share stuff or leave comments on each other’s blogs.
• And those Saves and Shares and Bookmarks do not necessarily turn into sales, the only really lucrative businesses online in South Africa seem to be the Mobile Service Providers who sell prepaid airtime and the myriad of ringtone and mobile games vendors.
• Most of the online campaigns that are successful target only a small niche, privileged market anyways, which reinforces my earlier points: it remains a case of incestuous inside baseball with no intention of ever including the majority of the population in any sort of “social networking” endeavour
• For entrepreneurs who may want to do business online, it is virtually an impossibility since PayPal does not operate in South Africa and credit card purchases are limited to the handful of high net worth individuals who can afford to qualify for these facilities in the first place
• most of the online merchants are the old media companies and established big businesses who leverage their existing resources to establish a web presence.
• For the average Joe entrepreneur who do not have a rich uncle or a corrupt relative high up in government with access to BEE (Black Economic Empowerment) deals it is a pipe dream which will remain only that, a dream.

It is a terrible indictment on local Web 2.0 efforts, but these issues need to be aired out in the open if we are gonna make any headway in this country. The way things are going now it seems every man and community for themselves and we see a perpetuation of the old divisions among racial and class lines, a situation which can only lead to a Zimbabwean tragedy in the long term when the poor majority start taking matters into their own hands as we recently saw with the xenophobic attacks in the country!

Last, but not least, already reports are coming in about the failure of many corporate social media community attempts. This article on ReadWriteWeb cites reports by the Wall Street Journal and other research done about failed attempts and “abandoned towns” on the internet social networking scene. It comes back to the earlier assertion; communities are built around shared or common interests and characteristics. Why would anyone go and register and upload their profile photos and share anecdotes on a social networking site dedicated to kitty litter products and devices…? The more workable and sensible strategy seems to be to utilize already existing popular social networks where people are already congregating and try and get their attention and engage with them there instead of trying to build a dedicated site and try herding everyone over there. It just will not do, unless you’re someone very famous or interesting or has a very compelling value proposition like being an expert in your niche and sharing scarce specialist information or advice. For the rest of us, it would be well advised to stick to the Facebook pages, YouTube channels, Flickr accounts and ning social networks where we can tap into an already existing network without having to reinvent the wheel again all over at great cost.

Posted in Web 2.0, activism, africa, blogging, business, citizen journalism, community, computers, culture, information, internet, marketing, mobile service providers, network, networking, online activism, political, political philosophy, social networking, south africa, technology, web, wordpress | Comments