Author: Livia Lupini, OOH Account Director for Posterscope South Africa
Cape Town came out in spirit to celebrate Heritage Day, with more social posts about Heritage Day than the Johannesburg and Durban regions. Considering that Johannesburg has a higher population density than Cape Town (12 272 238 Gauteng population vs 5 822 769 Western Cape, according to Census 2011 Data), this is particularly interesting and shows that Capetownian’s are an active, social bunch.
Most popular locations in Cape Town where people were celebrating include; Greater Cape Town, Durbanville, Clifton, Tygerberg Nature Reserve, V&A Waterfront and Stellenbosch.
Posterscope South Africa have access to various Location Data tools, one of which is our Social Listening tool. Through this tool we are able to track conversations with specific hashtags or category of hashtags from public accounts that are geo-tagged, on both Instagram and Twitter social platforms. The data from public, geo-tagged accounts represents about 5% of the total audience on Instagram and Twitter for our market.
We decided to use our Social Listening tool to find out where consumers were celebrating Heritage Day this year, 24 – 25 September 2017. We analysed the data from Johannesburg, Cape Town and Kwa-Zulu Natal for every public, geo-tagged hashtag referencing “heritageday” and “braaiday”.
Analysing the data here are the most popular hashtags for the top 3 main metros;
Cape Town #heritageday 422 posts #braaiday 134 posts
Johannesburg #heritageday 493 posts #braaiday 62 posts
Durban #heritageday 103 posts #braaiday 6 posts
Cape Town had the most number of posts for Heritage Day for combined hashtags between 24 – 25 September 2017 and the below shows “Where” consumers where speaking about Heritage Day.
Location data answers the “Where” questions.
The most important starting point for any Location Data Strategy is to ask ourselves, what is the “Where” questions that we are trying to answer. We can then use various data sets in combination to find the best solution.
We need to start with what consumer behaviour we are trying to identify, and where this behaviour takes place. For example, if we would like to find out where consumers with an active lifestyle like to go, we can use keywords relating to this category of consumers, as well as conversations that take place around known active lifestyle hotspots (e.g. Running clubs, or gyms) to identify trends and guide OOH targeting through location data.