The bright eyed bushy tailed crowd (who apparently rode bikes up a mountain early in the morning of day 2) and the red eyed party bunch (need I say more) gathered for the last day of the symposium. Admittedly, the weather was much better than the day before and after the previous day’s socializing it was almost difficult to concentrate. But here is a quick recap:

Lynne Clark – The Social Media and MSN lady

Lynne’s presentation emphasized to me a few basic points on social media. This includes how social media have changed the consumer’s relationship with a brand as it is a point of influence on users’ decisions. Social media serves several functions for users – information, entertainment, community and self expression. However it has a very compulsive and addictive side as well and this is apparent in most corporates banning Facebook as it has caused a loss in many work hours. She also demonstrated the use of social media and how consumers are starting to synchronize all their social applications at one point. But the question still remains – how do you really utilize social media as an advantageous marketing tool?

Karin Du Chenne – The Mobile Research lady

From the previous day’s talks on mobile, Karin du Chenne’s presentation on TSN’s “Global Telecoms Insights of 2009″ was very appropriate. The research was conducted world wide (including South Africa) and helped with insights into the mobile market, what people are looking for in a mobile device, and what they use it for. The research indicated that promotion of the mobile web has increased with the advent of the Smart Phone, as users with these devices are more likely to surf the mobile web. Once again the iPhone made an appearance and seems to be the front runner when associated with its online access capabilities.

Rudo Maponga – The Black Diamond lady

Even though the term “Black Diamond” is such an overused term, I still find some sections of this research useful, especially when it comes to how you communicate with this type of segment. As marketing is ultimately not just aimed at a demographic profile, but at mindsets and attitudes as well, this study helps us marketers formulate communication that tickles the right string in this market segment. Not only do you have the 4 segments within this group (Mzanzi Youth, Starter Ups, Young Family and Established), marketers need to remember that these individuals range between two mindsets – “status quo” or “future focused“. This requires marketers to vary their message between community focused individuals to ambition based messages.

My Final Thoughts on the Symposium?

It was great to be surrounded by like minded individuals in the digital space. Throw in an awesome venue that supplied us with really good food (really, this is not a promotion) and lovely accommodation and you have a great mix. Even my long wait at the tiny Cape Town Airport was worth losing 2 day’s worth of work.

On a serious note, the presentations were relevant and interesting and it showcased South Africa’s digital opportunities. There are many exciting things that will happen in this market and will attract appropriate support very soon.

Way to go Habari!