Primedia Unlimited Malls Turning Malls into Smart Destinations - Is Technology saving Advertising? - Nex Media
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• Human 2.0 – is it time for
the Three Laws?
• Is Technology saving
Advertising?
• Fake News
is in the News
• Can your business
succeed without
digital marketing?
• Primedia Unlimited Malls
Turning Malls into
Smart Destinations
Ensure you get
every copy
VOLUME 5 ISSUE 2 Nex Media Magazine has grown and as a
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CONTRIBUTORS:
Mark Thomson Bryden Morton and James Bisset In order to ensure that our loyal readers
Ivan Israelstam Chris Blair Pranesh Ramrethan
Oscar Tshifure Dylan Kohlstädt Johan Walters continue to receive their copies we are
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Nex Media • MARKETING IS POINTLESS!
Make marketing relevant
again
A
ll of us, irrespective of the industry we are in or the job we do, face difficulty in
staring our challenges in the face and seeing them as opportunities in the making. I am
referring to those challenges which actually present a stumbling block to our progress
but which we are unable to think about or even consider due to their gravity.
A personal observation, which has been confirmed by a few different players in recent weeks,
is that the marketing industry as a whole, is struggling to retain or find its relevance in the
modern world. This is clearly a generalisation, but as a generality, modern clients are more
savvy about what they want and they are calling the shots. The days of marketing people
dictating to the client are over. You can suggest, cajole or even strong-arm your clients but
when it all comes down to it, the client has taken back the final say.
This is not to say that you cannot charge for the genius of pure creativity, nor does it mean
that your opinion is irrelevant. What it does mean is that you have to take your clients into
account and consider them as a contributor to their own marketing campaigns. Measurability
has never been more important. It is no longer acceptable to simply tell clients what you have
done and achieved, you will have to prove it.
To ensure that you continue to remain relevant in the modern world where clients know
what they want, and more importantly what they don’t want, you may have to face those hard
questions head on. Determine what it is that you are doing and whether that equates to what
your clients want and expect of you. It is something we should all do periodically – even though
it may be uncomfortable or even down-right painful. This way you can secure your future.
This issue carries a wide spectrum of articles on a range of topics in the marketing and
communications space. Some of it may be news to you while some will be seem to be
nothing more than common sense. Either way, you will definitely find something of interest.
Our cover feature looks at a new approach to malls where shoppers become the focal point
of the marketing activities associated with shopping malls. It is this type of refocusing that will
reap benefits for all parties.
So till the next time, enjoy and keep re-inventing.
Mark Norris
Editor
www.nexmedia.co.za 24
Human 2.0 – Is it time for the Three Laws? ........................................ 24
Without print how successful is your campaign? ............................... 26
Editorial ................................................................................................ 2
Can your business succeed without digital marketing? ..................... 28
Primedia Unlimited Malls turning Malls into Smart Destinations ..... 4
APEX awards 2017 The results of the ‘work that worked’.................. 32
Public relations has evolved ................................................................. 8
How to Comply with Equal Pay for Work of Equal Value? ................. 34
Zippy Labels – overcoming adversity to bring labels to your shelves ......
.............................................................................................................. 36
Will current marketing practices still be relevant in 2030? ............. 12
Six Sigma The quality standard ........................................................ 14
New employers fall prey to LRA provisions ....................................... 40
Is Technology saving Advertising? ................................................... 16
Increased visibility improves retail supply chain, enhances returns
Fake News is in the News ................................................................. 18 policies ............................................................................................... 42
4 Ways to Use WhatsApp in your Business including Do’s and Don’ts ..
............................................................................................................. 22 Nex News ............................................................................................ 46
3 Nex Media • Vol 5 Issue 2
Nex Media • PRIMEDIA UNLIMITED MALLS TURNING MALLS INTO SMART DESTINATIONS
Primedia Unlimited Malls
turning Malls into
Smart Destinations
Think of your local mall…
What comes to mind? Opportunity or panic? Excitement or dread? The answer may depend, to a certain extent,
on the time of day or month that you consider visiting the mall. However, few people would actually consider
visiting a shopping mall an experience.
www.nexmedia.co.za 4
T
his is where Primedia Unlimited Malls comes into its own. Its aim is source of data is the malls themselves. A critical element, especially if the malls
to transform a visit to a mall into a unique and enhanced shopping can digitise the data they are collecting. This is based on the activity which is
experience. With their service offering consisting of four main areas of taking place within the malls. The fourth source of data is the research
expertise, including media, activations, shopper marketing and digital, PU commissioned from various sources but which is all centred around
Malls are paving the way for smarter and more intuitive mall landscapes. the shopper.
But what does this entail? In a word – data. And lots of it, most of it about you.
Molefi explains, ‘As a business, we have built a portal which becomes our one
Now consider malls from another perspective, that of the brand owners, retailers source of truth, called Smart Dashboard. The aim of this tool is to connect all four
and agencies. You may think that the only consideration would be the need to sources of data into one environment which will give us easier access and be
achieve maximum volumes of traffic through the malls. While this is important, able to overlay all the various forms of data, firstly to test the data and, secondly
it is not the only consideration. Other factors include ensuring that you have your to give us better insights. This will allow us to do two things: to engage with the
brand in the right mall for the shoppers you want to attract, that your advertising shopper better and; to assist us with decision optimisation. It will allow us to
is ideally placed and that you are advertising the right items to attract customers, provide real-time information to the property owners.’
showing that you know everything possible about your customer base and what
they want. The requirement for this knowledge is once again data. This plethora of data has given rise to the development of the 12 products which
PU Malls will use to improve the shopping experience for customers and aid
There is a third player in the success and enhancement of mall advertising. property owners, retailers and advertisers. The Smart Dashboard is the first of
The mall owners and their tenants. The consideration here must be location. these new tools and will act as the central aspect of the service offering from
The mall they are in, its location and the type of tenant, should meet the PU Malls.
requirements of the shoppers visiting the mall. This is as much about
demographics and psychographics as geography plays an important part. With its expertise and experience in the shopping mall environment PU Malls has
Here, once again, the solution lies in data. developed a data segmentation tool designed to identify the ‘Best Fit’ for each
advertiser and brand. Powered by the multi-layered Smart Dashboard, the Smart
With all of these factors in mind and the understanding that data holds the Mall Matrix tool uses data variables and algorithms to generate an intensity
capability to provide the solution, this link and investment in data from the index to identify shopping malls that will result in the best ROI for each brand
company provides a ‘Common Purpose’ for all players according to Molefi campaign. In essence, this will allow brands to target their advertising
Moloantoa, Chief Executive Officer of Primedia Unlimited Malls. and marketing campaigns to the malls which will produce the best results
for their products.
The task of determining how that common purpose is achieved is the focus of
the recently re-structured PU Malls, this was one of the primary reasons that the Given the fact that the aim of these products is to improve the customer’s
company underwent a year-long rebrand. Molefi comments, ‘As the leaders shopping experience, many of the products are directly aimed at the customer
in the industry providing integrated mall media, shopper or at determining the activity of the customer. Mall TV is a ceiling mounted unit
marketing, activation and digital solutions in South Africa, it with a screen on each side facing the direction of traffic in the mall. The units
became evident that we needed to re-evaluate and enhance our are located in areas of convergence where foot traffic is high. The aim is to give
offering to stay relevant in this ever-changing market to ensure shoppers short snippets of marketing material related to brands available within
we continue to meet the needs of the shopper. This re-brand is the mall.
part of our coming of age and is pivotal to our ability of creating
memorable and impactful shopper experiences that deliver
value to all stakeholders, more importantly, the shopper.’
The process of re-branding brought with it a complete change in the internal
operations of the company, as well as a revision of the products offered.
Essentially, it was a period of intense introspection to determine better
methods to improve the overall experience of the shopper with a view to
giving all players the specific results they desire and build on key partnerships.
He added, ‘In order to keep ahead of the market and industry, our new branding
has enabled the creation of a consistent and recognisable brand, without losing
the prominence of our individual centres of excellence, led by experts.
‘To this end, we have transformed our business to include Product Managers. This
new structure will focus on ensuring we provide bespoke and creative solutions
for clients, in which we have seen a very strong uptake from brands and mall
owners on providing solutions rather than services.’
In addition to the restructuring of its organisation, PU Malls have also created 12
dedicated products designed to improve the experience of the shopper, increase
footfall to malls and to specific retailers within the mall. The basis of these new
products is the very data which will be used to improve the shopper experience,
retail sales, impactful advertising campaigns and assist mall owners in optimal
decision making.
PU Malls makes use of four different streams of data. The first is the general Mall TV works hand-in-hand with the next product, 3D standees which offer
data which it is able to be purchased. This is syndicated data which is readily varying levels of interactivity and can be designed to further increase the impact
available for sale. The second is PU Malls’ own data which has been generated of the snippets seen on the Mall TV displays. These life size standees can be
as a process of doing business since 1996. PU Malls is now leveraging that data used to create anything which fits in with the theme of the campaign.
to better understand malls, shopper demographics and landscapes. The third
5 Nex Media • Vol 5 Issue 2
Nex Media • PRIMEDIA UNLIMITED MALLS TURNING MALLS INTO SMART DESTINATIONS
provided. This can be branded or linked to a specific tenant to create interaction
between the brand and the customer.
Measuring and recording customer activity is important not only for the tenants
and property owners but also for the customer. While this may seem to be a bit of
a strange statement to make, it is nonetheless true. By actively recording activity,
trends and patterns can be established which will allow steps to be taken to give
shoppers what they want.
An often-under-utilised resource is the Digital Store Directory. Not only do these
interactive units assist shoppers in finding their way around the mall, they can
also offer an additional source of connectivity with shoppers for brands within
the mall. This can be done through special offers or as simply as restaurants Cam Track measures foot traffic entries and exits through calibrated ‘virtual
uploading their menus. gates’. This allows dwell time and point of access and egress to be measured
giving dominant directions of movement. Cam Track uses points such as age,
Smart Network is a mall media and activations solution targeted at supplying gender, mood, distance from the camera track customer activity. An important
media solutions for tenants in shopping malls, independent retailers and local element is that the information gathered from this system is completely
small and medium enterprises in the immediate catchment area of a mall. It anonymous ensuring that privacy is maintained and protected.
bridges the gap between local businesses and shoppers, where a need
was identified. In the mall environment, it allows for smarter and more All of these technologically advanced products are designed to improve
targeted communication. engagement between the shopper and his or her environment within the
mall. One element which is very important in this process is the human aspect.
SkyFii, is a new digital system which provides powerful data analytics on shopper Taking this into account, Smart Lead was developed which entails a process of
behaviour obtained from WiFi, foot counters, CCTV, web activity, social media promoters interacting with shoppers to obtain specific information and help
activity and point of sale to unlock meaningful insights for venue performance create customer databases. In return, Smart Lead can send the shopper a
reporting. It has the capability to engage with shoppers through various methods promotional voucher related to the topic of the survey. It can work with most
including e-mail, sms and social media, among others. brands and creates customer loyalty, depending on their opt-in preference.
SkyFii works with Smart Track which actively counts and measures dwell time The final product is Ideation which is a strategic approach to big-idea thinking
of unique visitors to individual venues within the mall by tracking their devices’ for campaign executions within the mall environment. It brings together data-led
mac addresses – a unique identifier on every digital device. It uses strategically insights and strategy with creative direction, copywriting and marketing skills
positioned access points which are calibrated to map out the stand space. across a range of media to create shopper marketing and brand campaigns
Any WiFi active device that comes into the mapped area is picked up and its which are unique and appealing.
movement within the area mapped. This gives the tenant the ability to know
which sectors of the mapped area attracted the most attention. Molefi commented, ‘These dedicated products which we have created, under the
guidance and expertise of our Product Managers, work hand-in-hand to create
experiences for shoppers which changes their perception of the mall and creates
a relationship between them and the mall or specific tenants and brands within
the mall environment. In return, the tenants and the property owners benefit. This
is where the concept of common purpose comes to fruition as all parties in the
chain perceive and receive a real and tangible benefit.’
‘At the end of the process, it is all about data, measurability
and analytics and this what we offer mall and mall tenants to
assist them in moving closer to their shoppers. Only by having a
customer-centric approach can they understand what it is that
shoppers want and how they can go about giving it to them.’
Primedia Unlimited Malls has relationships with over 70 malls countrywide. The
roll-out of its new product offering has already begun and will start making an
impact at a mall near you. Be prepared to start spending a lot more time at malls
PU Malls WiFi is a service whereby free WiFi in public access areas can be enjoying new and exciting advancements based on memorable experiences.
www.nexmedia.co.za 6
Nex Media • PUBLIC RELATIONS HAS EVOLVED
Public relations has
evolved
By Oscar Tshifure, CEO of HOSI PR & Government Relations Consultancy (Boutique
agency) and Business Development & Client Liaison Director at Plus 94 Research
Public Relations is not a new phenomenon. It’s been around for over two centuries, the industry has
evolved at an unimaginable rate, driven primarily by the introduction of new technologies and innovations
in communications. The question is how far can it still go? How can public relations professionals leverage
technology to set themselves apart from the rest, and in turn meet the communication needs of the
21st century and demands of the Y Generation?
www.nexmedia.co.za 8A
lthough the industry can be dated to as far back as the 1800s, the title endless opportunities to engage their audiences and grow their market base.
of ‘father’ of public relations seems to be largely attributed to Edward
Bernays and Ivy Lee. In 1906, Lee was influential in driving Traditional communication campaigns encompass event coordination,
communications for industrialist John Rockefeller and changing crisis communication, reputation management, trade shows, sponsorship
perceptions of his image with employees. But public relations has changed opportunities and press release distribution. Traditional platforms of
considerably since then. communication in traditional public relations require long lead times
compared to digital PR, which is driven through digital channels of
Back then, press releases, company information and newsletters were distributed communication and is almost instantaneous. Channels include: online
from companies to the media via the postman, and communications professionals publications, social media, Search Engine Optimisation, which presents
had to build strategic relationships with postmen to make sure that they met the opportunities for link building across channels on the web to create
deadline for mail collection. enough web traffic to build and enhance brand awareness.
Today, public relations professionals have the luxury of ease of access to The focus of digital public relations is on tactical positioning that leverages digital
communication channels that enable the effective distribution of information channels of communication to position brands online and increase their online
through diverse sources. presence through online engagement with bloggers, online publications, online
journalists, and identify the best possible digital channels to position brands.
While PR has evolved, some basic principles of the trade have not. Back in 1906, Conversion rates on digital public relations are instantaneous, the Return on
Ivy Lee stated that the ‘press and public should receive accurate and timely Investment can be measured almost immediately with GoogleAnalytics, and
information regarding a company’s actions’. While there are criticisms of his social media tracking tools increasingly make it easier to track convergence
work, this statement, along with many others that followed, set the tone in and traffic. This is now the future.
defining public relations as we know it today. While there are those who have
diverted PR to what we popularly know as ‘spin’, the principles are and should Digital communications channels and measurement tools are changing the
be to provide the public with accurate information about companies and actions, game, and increasingly putting more pressure on public relations agencies and
and to position brands in a relevant and credible manner. Spin is something professionals. The world in which we live is demanding that agencies innovate,
else, certainly not public relations. or they will be left behind. Those that will survive are those that can integrate
traditional and digital public relations into the way in which they work. While
Image management is about building mutually beneficial relationships between there is still room for traditional PR, there is no promise of what the future may
organisations or individuals and their target audiences or stakeholders, and hold for purely traditional public relations agencies.
engaging them in a manner that enables them to better understand the
organisation and its actions. According to the SA Social Media Landscape Research 2017 research done by
World Wide Worx in collaboration with Ornico, in South Africa in 2016 ‘no single
The first social media network site was launched in 1995 in the United States, social network has redefined the social landscape, in the way that Instagram
and was called Classmates.com. Classmates.com was designed to keep learners and YouTube did in the previous two years’. Instagram grew by 32 per cent to 3.5
connected and enable them to share memories even after high school. In 2004, million users; YouTube has seen a massive increase in engagement with brands
when Facebook was launched, also intended to keep students connected, no one with 8.47 million users in South Africa; Facebook is now used by 14 million South
expected what was to come next, the age of social media and SEO. Today, over Africans; Twitter is used by 7.7 million people and LinkedIn by 5.5 million.
1000 social media networks exist, providing companies and individuals with
9 Nex Media • Vol 5 Issue 2Nex Media • PUBLIC RELATIONS HAS EVOLVED
With over 2.65 billion people using social media, the opportunities for what local relations professionals would be able to deliver what the industry is about,
and global brands can do with digital public relations are endless. We cannot instead of the ‘spin’ that we often see today.
dispute that the opportunities that it presents are unlimited and relevant for
today’s audiences. To an extent, the digital revolution is forcing traditional public relations
practitioners to adapt to digital communication. Social media networks
Digital public relations presents the opportunity to self-publish information and have transcended time and space, giving those on board with digital public
content without necessarily having to use traditional newspapers or broadcast relations the opportunity to engage audiences 24/7 from anywhere in the world.
channels. YouTube presents self-broadcast opportunities, LinkedIn and Facebook
present self-publishing tools for the distribution of content and positioning of About Oscar Tshifure
people and brands, Twitter is enabling organisations and individuals to drive
conversations about brands and issues of audience interest, Instagram and Oscar has over ten years’ experience in public relations, reputation
Pinterest are providing eclectic and boundless brand positioning prospects for management, government relations and business development, which he
consumer and lifestyle brands, while WhatsApp is pushing the boundaries in gained while working with a number of clients in sectors such as Mining,
the viral spread of information. Waste Management, Financial Services, Education, Health, Power Utility,
Media, Market Research, Construction and all three spheres of Government.
While digital channels present limitless opportunities, we have seen the
devastating effects of digital communications gone really bad, including the He holds a BTech in Public Relations Management from the Tshwane University
recent surge of fake news and fake tweets, cat phishing and spam on digital of Technology, Pretoria and a diploma in Public Administration from Oxbridge
channels, and its ability to ruin brands overnight. Academy, Cape Town. He serves as a Director at two non-profit organisations
namely the South African Reading Foundation (trading as Read A Book SA) and
Among some examples of digital communications gone really bad is the The Sifiso Falala Foundation. Oscar is also a member of the Academic Advisory
Outsurance 2017 Father’s Day advert, which insinuated that black men are not Committee for the Department of Integrated Communication at the Tshwane
good fathers. The resulting Twitter nightmare clearly shows consumers must University of Technology. He continues to impart knowledge as a guest lecturer
never be taken for granted and demonstrates the viral impact of social media as for the Department of Marketing Management at the University of Johannesburg.
a powerful consumer communications channel. The outrage on social media that
followed the advert influenced the wide spread of negative publicity generated Oscar is currently completing
across print, radio, TV and online media, and the viral impact of how quickly his MTech in Public Relations
digital platforms can drive communication. While Outsurance has since taken Management with the chosen
down the video, content from other digital channels cannot be wiped out, topic: ‘The agenda setting role
therefore this is not just a dent in the company’s reputation, there may also be a of Facebook in the 2016 South
dent in the company’s pocket. In the digital age, companies cannot afford to make African Local Elections’ and
such mistakes, they ruin brands, which is very costly. We cannot overlook the plans to pursue his Doctoral
fact that social media and digital communications expose brands and people to degree in 2018.
critique, and demand brands to be more accountable for the promises they make
and deliver. The power dynamics have changed, the consumer now has a voice Oscar is currently the CEO of
– and a very strong one. The upside of this is that credible brands are listening HOSI PR & Government Relations
to their customers or target audiences, and are engaging on issues raised, while Consultancy (Boutique agency)
those that don’t either, chicken out of or shy away from social media to avoid and Business Development &
the damage that can be caused to their brands. Client Liaison Director at
Plus 94 Research.
However, when we look back at what public relations was about in the 1900’s,
and then refer to modern public relations (the provision of accurate information
about a company and its actions), in following this formula the majority of public Oscar Tshifure
www.nexmedia.co.za 10Nex Media • WILL CURRENT MARKETING PRACTICES STILL BE RELEVANT IN 2030?
Will current marketing practices
still be relevant in 2030?
As marketers it is essential for you to stay abreast of the current trends in order to assist your clients to remain relevant and
current. However, every once in a while it is important to look a bit further down the road to see what is going to be coming
and what is going to influence consumer behaviour in the longer term.
www.nexmedia.co.za 12E
uromonitor International is a research organisation which looks closely at services and amenities in the densely populated urban areas than in rural or
all aspects of business to determine what the future is likely to hold. In suburban areas. It is estimated that by 2030 as many as 5 billion people will be
this synopsis of a Euromonitor white paper on ‘The future consumer – living in 1,7 billion urban households globally. It is also easier to measure the
households in 2030’ we look at the factors that will influence consumers contribution made by a city to a country’s national wealth.
in the coming decade or so.
One of the side-effects of increased urbanisation is the popularity of apartments.
The white paper looks at the nucleus of modern society, the household This provides a solution for housing large numbers of people in limited urban
which it considers to be a small group of persons who share the same living spaces and they offer easy access to utilities and services – including digital. On
accommodation. They need not be related, but pool their income – in part or the plus side this this will create a burgeoning market for mortgages and property
whole – to purchase goods and services. Perhaps the biggest single factor of rental. One the downside, one of the results is the problem of over-crowding
modern living is the growing trend towards single-person households. This is which carries with it the potential for disease.
the largest growing type of household and will continue to grow at an
increasing rate. Another trend which will have far-reaching implications is the expansion of
internet access resulting in digitalisation of households. By 2030 the majority
Factors contributing to this are numerous and include an ageing population. of households will have access to high-speed digital services including online
Whilst the elderly do not necessarily choose to live alone. As the average life video, gaming, gambling, social media, e-education and e-health. This will result
expectancy increases the number of elderly people also increases. We have in a phenomenon known as ‘cocooning’ in which the inhabitant is not required to
now reached the position where a full quarter of the world’s population is in the leave their house. E-commerce will allow for delivery of all necessary products
over 50 age group. The fact that so many of them are single is generally due to and services directly to the door. In addition, a growing volume of e-commerce
the break down of the extended family unit through divorce, death and children will be conducted from mobile devices such as smartphones and tablets or via
moving away. smart TVs rather than from PCs.
On the other end of the scale, younger people are focusing on self-development While a higher level of education will result in more single-person households,
with their priorities on academic and career pursuits rather than on families. expanding digitalisation will result in the pursuit of higher levels of education.
More women are opting for careers and educational opportunities rather than Throughout the period of 2016 to 2030, the number of household heads with
on the traditional activities of relationships and children. An extension of this is higher education globally will increase by around 100 million which will
the fact that the world has become smaller through easy and cheap global travel. consequentially enable more knowledgeable consumption of online products.
Added to this is the easy accessibility to technology and entertainment which
means that people have greater freedom of choice of how they spend their What this means for marketing organisations is that it will be necessary to
free time. effect a shift in the type and method of message transmission to a potential
audience. It will also mean that audiences are more discerning which will
This growing trend to single-person households is directly linked to the trend of require more fact-based marketing, rather than merely appealing to emotions.
increased urbanisation. Urban areas offer features which are attractive to the The challenges and opportunities will be fairly evenly balanced but both will
younger sectors of the population. In addition, they are more desirable from the require equal dedication.
point of view of the state in that it is easier and more cost-effective to provide
13 Nex Media • Vol 5 Issue 2Nex Media • SIX SIGMA THE QUALITY STANDARD
Six Sigma
The quality standard
by Pranesh Ramrethan (A. CRQP) (SS BB) (Dip. Operations/ Production/ Quality)
(Bsc Hons)
Six Sigma – An Introduction
Six Sigma was developed in the eighties (1980s) by Motorola and indeed has its roots in Statistical Process Control
(SPC) first appearing in the twenties (1920s). Bill Smith (Father of Six Sigma), a Motorola employee garnered numerous
awards and recognition of his vital work in improving America’s manufacturing sector profitability, was proud of his
role leading to Motorola winning the coveted Malcolm Balbridge National Quality Award in 1988, after Motorola
implemented his Six Sigma principles, and only two years later. The evolution of Six Sigma as we know it today
would have thrilled the late Bill Smith, who sadly passed away of a heart attack while at work.
S
tatistically the Six Sigma purpose is to reduce process variation in data analysis to reduce or eliminate defects, with a defect being anything that
order that virtually all products and services meet or exceed cust causes customer dissatisfaction such as the following:
omer expectations, defined as being only 3.4 defects per million a. A light bulb that fails after a few days
occurrences (3.4 DPMO). b. A customer service call that results in excessive hold time
c. An underwriter making a typographical error resulting in delayed approval
Effectively Six Sigma is a process improvement methodology using statistical
www.nexmedia.co.za 14The various levels of training in Six Sigma can be summarised on the poorly operating process
various levels as follows: e. Control – New and improved controls and monitoring of process
a. Master Black Belt implementation in ensuring process gains are maintained to prevent original
b. Black Belt problem from re-appearing.
c. Green Belt
d. Yellow Belt 2. Process design/ re-design
e. White Belt In instances, merely improving an existing process may not be sufficient, requiring
design of new processes or re-design of existing processes, several reasons
A true Six Sigma process yields 3.4 defects per million opportunities. In other being as follows:
words, there is a 99.99966% probability that the process will not produce a. Replacement of one or more core processes rather than repair of the process
a defect. by an organisation
b. Simply improving existing processes will never meet customer expectations
Why strive for Six Sigma when 99 per cent (3.8 Sigma) is acceptable? quality level
Some of the reasons can be summarised as follows: c. Opportunity identified by organisation offering entirely new product/ service
a. At 3.8 Sigma, we’ll have unsafe drinking water 15 minutes per day, while at
6 Sigma, we’ll have 1 minute of unsafe drinking water every 7 months Similar to process improvement where a five-step approach is utilised, but this
b. At 3.8 Sigma, we’ll have 5000 incorrect surgical operations every week, time for design/ re-design of a process
while at 6 Sigma, we’ll have 1.7 incorrect surgical operations every week a. Define – New process goals considering customer requirements
c. At 3.8 Sigma, we’ll have seven hours without electricity every month, while b. Match – Performance requirements for new process matching goals
at 6 Sigma we’ll only have 1 hour without electricity every 34 years from above
c. Analyse – New process outline design based on performance requirements
The Airline Example analysis for new process
Airlines operate above the 6 Sigma level, they have a less than 0.5 failure per d. Design and Implement – New process detailed design from outline design
million flights. While passengers may take comfort at the safety record, the and implementation thereof
baggage operation is another story. Typical baggage operation is another story e. Verify – ensure conformance of new process and introduction of controls for
with baggage operations less than 3.5 Sigma level (greater than 22 000 defects maintaining such process
per million opportunities).
3. Process Management
Given a choice to improve baggage handling performance or flight safety, Fundamental change constraints are based on how the organisation is
intuitively one would rather opt for improving flight safety over baggage managed and structured, often Six Sigma becomes time-consuming and
handling because lives are more important. challenging considering change management and its associated factors.
Six Sigma Conversion Table While Process Management utilises the same DMAIC process as discussed
above, it is more comprehensive in application thereof and includes the
1 691.462 69% 31% following steps:
2 308.538 31% 69% 1. Define – Customer expectations of the problem
2. Measure – What is the frequency of defects?
3 66.807 6.7% 93.3% 3. Analyse – Why, when and where do defects occur?
4. Improve – How can we fix the process?
5. Control – How can we make the process stay fixed?
4 6.210 .62% 99.38%
The tools available to a Six Sigma practitioner is large, it is presented only
5 233 .023% 99.977% briefly here, and from a practical perspective. In South Africa Six Sigma has not
necessarily taken off as for instance in the US. In South Africa Six Sigma is driven
6 3.4 .00034% 99.99966% by international/ global companies operating here, such as GE, while the average
organisation has not taken to it. The potential for organisations in South Africa to
benefit is huge and a great void on the route to improved customer service levels
and associated benefits.
The three basic elements of Six Sigma can be summarised as Bibliography
1. Process improvement Pranesh Ramrethan is an expert in
2. Process design/re-design and Quality Management Systems along
3. Process management of existing processes. ISO 9001/ 14001/ 18001 QMS, Lead
Assessor/ Auditor for Integrated
1. Process Improvement QMS and a Six Sigma Black Belt
In Process improvement, root causes elimination of performance deficiencies with a range of experience in a
being the purpose, which is the real cause of problems for organisations, may variety of industries. Pranesh
prevent operational excellence as we know it. As a result a five-step (DMAIC) Ramrethan volunteered and was
approach is utilised as follows: party to a number of international
a. Define – problem identification and project team formation with resources agreements including the initial DRC
and responsibilities Ceasefire Agreement, SA-Algeria
b. Measure – current situation based on pre-improvement data gathering and Bi-National Commission (BNC),
analysis and preliminary prognosis G24 World Nations Progressive
c. Analyse – Root cause identification based on hypothesis and testing of other Governance, to mention the least.
theories around the problem
d. Improve – Re-design and process changes through change management to Pranesh Ramrethan
15 Nex Media • Vol 5 Issue 2Nex Media • IS TECHNOLOGY SAVING ADVERTISING?
Is Technology saving
Advertising? By James Bisset Executive Creative Director of Lima Bean
Advertising as we know it is about to die.
www.nexmedia.co.za 16T
his is great news, because it deserves an abrupt death. If you’ll excuse obvious regardless of technological advancements. But, better late than never.
the sweeping generalisation and world-weary cynicism, it’s long been
a soulless space that preys on the weak; a race to the bottom where Oh, also make sure your product is everything you say it is.
marketers shamelessly and lazily try to trick consumers out of their cash.
Finally, some accountability
Of course, there are many exceptions, but advertisers have traditionally gone for Yes. Well, kind of. We’re moving from advertising-en-masse to a more niche
the low-hanging fruit. They pick an insipid message, make some lofty promises model. Where you can reach precisely the audience you’re looking for. We’re
and spray it tastelessly across whichever channels they deem appropriate. entering an exciting new era, where good people are more demanding, more
discerning, more powerful, and can hold advertisers to task. Expectations are
Unfortunately it’s proven to be a winning formula. But this is changing. higher and advertisers need to be on their game.
Technology Brings Choice But, before we throw a party, let’s temper all this excitement with some realism.
In a great irony, consumers (hereafter referred to as ‘good people’) are blessed There are still some obvious concerns:
with more choice than ever. So, forget those six delicious new flavours, if the
delivery of that message isn’t compelling, nobody’s going to listen to it. There will continue to be chancers, and channels prepared to give them a voice.
There will continue to be spam and empty vessels in a sea of noise. Privacy is an
If I don’t like what I’m watching, that’s ok, it’s invariably on DVR. Think you’ll get issue, as is disinformation. Also: Russian Hackers.
me with that newspaper ad? I stopped reading those in 2013. And your irritating
pop-up on my browser, I’m about to tweet my discontent. Sorry, but you lost me. We’re a long way from Utopia. But we’re getting to a place where legitimate
And now you’re losing my followers. brands are going to have to up their game considerably. They have to stop faking
it and start actively demonstrating humanity. Effectively, they have to stop
In the past, we were forced into a degree of engagement with advertising. Our advertising and start actualising. If that means being more real, honest
ability to block it out – or publically shame it – is more sophisticated now than and interesting.
ever.
Technology will be the death of advertising as we know it. And this is great news
Advertisers have to be better for anyone who has the interests of consumers good people at heart.
So, the traditional channels aren’t performing like they used to. It turns out that
good people aren’t idiots. How are we going to get their attention and tell them About James Bisset
about this product that’s going to improve their lives? James Bisset is the Creative Director
at Lima Bean Agency in Cape Town. He
You’re going to have to do a few things. spends a lot of time convincing clients
to tell real stories and celebrate their
Firstly, choose effective channels. The phone and computer are a good place to humanity. He loves cricket, hates
start. Now, be more specific. Identify the good people that might be interested T20 and doesn’t understand
in what you’re selling. The internet is great like that. But your job is still far from marketing buzzwords.
done. You’ve got a ticket to the party, better make sure you wear something
pretty.
http://limabean.agency
If you want good people to pay attention, you need to entertain them, give them
something of value or make a real difference. Admittedly, this should have been James Bisset
17 Nex Media • Vol 5 Issue 2Nex Media • FAKE NEWS IS IN THE NEWS
Fake News is
in the News
By Keith Solomon
Apple CEO Tim Cook says fake news is ‘Killing people’s minds and tech needs to launch a counter attack’. There
has to be a massive campaign, added Cook. The EU’s digital chief has warned Facebook and other social media
companies they must take a stronger stance against fake news or face action from Brussels.
www.nexmedia.co.za 18But newspapers have not always been so trustworthy. Let’s take a look at the
birth of the newspaper as we know it today. Fleet Street in London, like Main
Street or Sauer Street in Johannesburg, is synonymous with the printing and
publishing of Newspapers.
I
watched Carte Blanche some time ago and they had a survey asking: ‘Do you
believe all the news you read’ – An overwhelming 96 per cent of respondents
claimed that they didn’t. Remember when the only tall stories that you saw or
read were in the printed newspaper on 1 April?
Mark Twain said, ‘If you don’t read the newspaper, you’re uninformed. If you read
Fake News victims – some examples the newspaper, you’re misinformed.’
"Pope Francis shocks world, endorses Donald Trump for president"
"Donald Trump sent his own plane to transport 200 stranded marines" Dr Mathew Green, wrote in The Telegraph, about the origins of the modern
"Ireland is now officially accepting Trump refugees from America" newspaper and the ‘News Frenzy’ that surrounded the Fourth Estate. Like fake
"WikiLeaks confirms Hillary sold weapons to ISIS … Then drops News, much was unsubstantiated.
another bombshell"
"FBI agent suspected in Hillary email leaks found dead in apartment ‘The birth of the modern newspaper can be traced to a house that once stood on
murder-suicide" the eastern bank of the fetid River Fleet in London. From 1702, overlooking the
"FBI director received millions from Clinton Foundation, his brother’s law sewage, dead dogs, and suicide victims that clogged up the waterway, England’s
firm does Clinton’s taxes" first daily newspaper, the Daily Courant, thumped, clanged and squelched out the
"ISIS leader calls for American Muslim voters to support Hillary Clinton" news to the city’s eager citizens.’
"Hillary Clinton in 2013: ‘I would like to see people like Donald Trump run for
office; they’re honest and can’t be bought’" It was just one product of a media revolution at the dawn of the 18th century. For
"RuPaul claims Trump touched him inappropriately in the 90s" reasons that will become clear, England’s strict pre-publication censorship laws
melted away in 1695 and within months a prolific newspaper press had burst
Who Can we trust? Who can’t we Trust? into life. By the mid-1730s, 31 papers – six dailies, 12 tri-weeklies and 13
weeklies – were being hawked on the streets of London, with an average
According to Africa Check, these are some of the Fake News combined weekly circulation of 100 000. Contemporaries assumed that each
sites in South Africa: issue was read or heard by 20 people in taverns, coffeehouses, barber shops
and elsewhere, suggesting that by the mid-1740s, some 42 per cent of London’s
Africa Check has compiled a list of fake news sites to watch out for: 650 000-strong population consumed news daily.
• Live Monitor
• iMzansi
• Mzansi LIVE
• African News Updates
• Mzansi Stories
• News24-TV
• CitySun
• Gossip Mill Mzansi
• Pretorialive
• South Africa Latest News
So can we trust the mainstream media?
An unequivocal “Maybe”.
Perhaps this is an opportunity for the major media houses in South Africa, to
regain readers who don’t want to be hoodwinked and bombarded with Fake
News on Social Media and the Internet.
19 Nex Media • Vol 5 Issue 2Nex Media • FAKE NEWS IS IN THE NEWS
The press boom triggered a new addiction, something the journalist Joseph Journalists capitalised upon this and would mingle and eavesdrop in local
Addison defined in 1712 as a ‘news frenzy’. This gripped the middle classes, who establishments, returning to their offices with fresh gossip. Here, editors sifted
spent three half-pennies to buy newspapers outright, but also those further down through what their reporters had gathered looking for good copy for their four to
the social pyramid. Foreign visitors thought it remarkable. In the 1720’s Swiss six pages, each containing two columns of tightly packed news with no headlines
tourist César de Saussure observed how London workmen ‘habitually begin the or illustrations. Stories were carefully selected not just to sell papers but to
day by going to coffee-rooms in order to read the latest news’; a Prussian visitor ensure people read the classified sections, which usually generated at least 50
found it surreal that even fish-mongers read and discussed papers assiduously. per cent of a paper’s revenue. If advertisers pulled out, papers went bust.
In London, literacy rates were unusually high – around 55 per cent for men and
30 per cent for women in 1700 – but illiteracy was no barrier for news junkies. For Fleet Street editors, the best way of building up and sustaining a loyal
They’d simply huddle around people who could read and beg them to read a readership was to make their coverage as partisan as possible. By the time the
paper aloud. tri-weekly or even daily newspapers were published, most people were already
familiar with big stories – like the strange death of the lions in the Tower (Post
The Victorians liked to hail ‘the fourth estate’ as a pillar of British liberty but Boy, January 1712), the appearance of a glowing comet above Lincoln’s Inn Fields
England’s censorship laws expired almost by accident. The rival Tory and Whig (Robin’s Last Shift, March 1716), or the mutilation of British merchants by Spanish
parties simply didn’t trust one another to censor the press in a non-partisan pirates in the Atlantic (London Evening Post, October 1737) – via word-of-mouth.
fashion; press freedom became a necessary evil. Proposals to re-introduce curbs To stay relevant, editors had to give their readers something new: spin. Londoners
on the freedom of the press were considered in 1712 but came to nothing. By dismissed ‘balanced’ papers as phony and bland, slants needed to be bold
then, the idea of refuting rather than repressing critical or controversial views and vivid.
was woven into the fabric of political culture. Even the fearsome government
censor Sir Roger l’Estrange eventually conceded, ‘Tis the press that has made Partisan approaches were rarely adopted out of genuine political conviction.
‘em mad, and the press must set ‘em right again’ – quite an admission for a man In spite of posthumous attempts to glorify newspapers as vessels of truth and
once known as ‘the bloodhound of the press’ for the way he had persecuted enlightenment (the titles Sun, Star, Mirror, Guardian capture something of this),
‘seditious’ authors with zest and glee. 18th-century Fleet Street was unprincipled, devious and corrupt. Plagiarism was
rife, taking bribes from ministers was common and early hacks like Daniel Defoe
After 1695, journalists were free to criticise government policy or satirise the sold their pen to the highest bidder.
Church without ending up pilloried, goaled, or having various body parts chopped
off (as was the case before, and still was the case in France). That’s not to say Editors cared little for the moral consequences of their campaigns. In outraged
Britain enjoyed a universal freedom of the press, but in the early 18th century weekly doses in 1757, the Monitor bayed for the blood of Admiral Byng, a
London boasted the biggest, freest and most profitable press in the world. competent naval commander who had retreated from a vastly stronger and
better-equipped French fleet in 1756, losing British Minorca as a result. He
It was along a muddy, traffic-choked thoroughfare between Temple Bar and was unequivocally not to blame yet the Monitor relentlessly portrayed him as
Fleet Bridge, amidst the whirl of crowds and commerce, that newspaper printing a despicable coward and traitor who ought to be executed immediately.
houses set up shop after 1695. Many remained there until the late 20th century.
The melodic cries of newspaper hawkers – Flying Post! Post Boy! Daily Courant! One Londoner was so horrified by this media witch hunt that he was compelled
Post Man! Gazette! Examiner – mingled with the bell-chimes of St Bride’s (still to write a poem in his diary castigating the Monitor as a ‘merciless moulder of
known as the journalists’ church), the rattling of coaches and the shopkeeper’s judgement and death’. He wrote, ‘Byng must be dispatched; and it does mighty
cry of ‘What do ye lack?’. The main street was lined with high-end shops and well, for the mob to be pleased and the paper to sell’. The media got their scalp:
Fleet Bridge was cluttered with grotty shacks where one-eyed men hawked nuts, Byng was executed by firing squad two days after the Monitor’s latest tirade; a
gingerbreads, oranges and oysters, as The London Spy observed in 1699. ‘lullaby’, as another reader put it, to quell the wrath of the news media and its
frenzied readers.
It was an ideal location for the London press. Fleet Street and Ludgate Hill had
a long tradition of publishing – London’s first printing house had opened in With its nakedly partisan character, the press mainly preached to the converted
Stationer’s Court in the 15th century – and St Paul’s churchyard was a thriving and rarely tried to win people around to new political world-views. Rather it
marketplace for booksellers. Ever since Tudor times, ‘that tippling street, reinforced what people already believed, fanning the flames of their political
distinguished by the name of Fleet’ was renowned for its profusion of ale-houses beliefs, assimilating events into rival political world-views and crystallising
and taverns and by 1700 there were 26 coffeehouses too, due to the fact that pre-existing prejudices. Politicians miscalculated the relationship between the
Fleet Street was one of London’s main arteries transporting people and mail press and political beliefs. Robert Walpole spent the colossal sum of R750 000
between Westminster and the City, these became lightning rods for political, funding pro-government rags but it didn’t win him many new supporters.
financial, and overseas news.
Today, Fleet Street is a pale imitation of its former self. The printing offices have
been replaced by blue plaques (including one for the Courant), many newspaper
circulations are in decline and, at the Leveson Inquiry, press freedoms are under
serious review for the first time in centuries. But it is testament to the impact of
the 18th-century media boom that ‘Fleet Street’ endures as a metonym for the
newspaper industry – even though no newspaper is printed there.”
Conclusion: ‘Don’t believe everything that you read in the newspapers,’ said US
Politician Andrew Card.
Even Abraham Lincoln said, ‘Don’t believe everything you read on the Internet just
because there’s a picture with a quote next to it’. (This is fake News –Ed)
Fake news will surely be a major topic of debate and legislation during 2017,
but according to one esteemed editor, Mark Norris of The GAPP and Nex Media,
‘Keith, you won’t be seeing fake news in any of my publications!’
www.nexmedia.co.za 20.
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