How social is your advertising?(and making it effective.)�

Pao Pena�

22 April 2010�

3rd Social Networking Conference�

IT’S QUITE A MOUTHFUL.�Social media advertising�

Social network advertising is a term used to describe a form of Online advertising the focuses

on social networking sites. One of the major benefits of advertising on a social networking site (facebook, myspace, friendster, bebo,

orkut…and many others) is that advertisers can take advantage of the users demographic

information and target their ads appropriately.�

So in the next 20 or so minutes…�

•  Social media advertising and the temptation to broadcast�

•  Case 1: Modeling effectiveness founded on the specific role of social media in the marketing mix�

•  Case 2: Immediacy and urgency in social media: its critical role in delivering effectiveness�

•  Case 3: Operationalising social media in your business is a competitive advantage�

So in the next 20 or so minutes…�

•  Social media advertising and the temptation to broadcast�

•  Case 1: Modeling effectiveness founded on the specific role of social media in the marketing mix�

•  Case 2: Immediacy and urgency in social media: its critical role in delivering effectiveness�

•  Case 3: Operationalising social media in your business is a competitive advantage�

And when we say advertising we’re tempted to broadcast… just like in the past. �

print radio broadcast digital

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SOCIAL MEDIA ADVERTISING IS ABOUT CONVERSATIONS AND CONSTANT CO-CREATION WITH A BRAND’S PUBLICS.�

So in the next 20 or so minutes…�

•  Social media advertising and the temptation to broadcast�

•  Case 1: Modeling effectiveness founded on the specific role of social media in the marketing mix�

•  Case 2: Immediacy and urgency in social media: its critical role in delivering effectiveness�

•  Case 3: Operationalising social media in your business is a competitive advantage�

4438THE CHALLENGE�

PRE-LAUNCH�•  Spark curiosity around 4438 by engaging Facebook

users in conversations around the novelty of “4 4 3 8” to spawn other conversations in personal web spaces (≥75 blogs, ≥100 microblogs) by April 4.�

4438THE SOLUTION: PRE-LAUNCH�

4438 on Blogs

There are a total of 101 blog posts on 4438:�

•  Positive: 97�

•  Negative: 4�

Positive (28)�

Positive posts are about:�

PRE-LAUNCH�

•  Blogger’s excitement�

•  Wild guesses on what it could be�

•  Press Releases from the Social Media Team (4438 Reasons Why You Will Be Happy on April 4)�

•  The 4438 Sightings Promo Raffle on Facebook�

Negative (4)�

Negative posts are about:�

•  Them having not received the text from 4438�

•  No information on the website�

4438 on Microblogs

There are 183 microblogs on 4438. (as of April 6, 2010)�

Positive: 153 posts�

Negative: 30 posts

4438 on Facebook 4438 on Globe Telecom Fanpage�

•  There are 35 4438-related content posted generating more than 500 likes & more than 1200 comments.�

•  Number of posts by users is over 150, mostly speculations prior to launch and inquiries after the launch.�

•  Fan count increase from 25,763 to 28,393 . Up by almost 3,000 in 1.5 weeks of 4438 promotion.�

•  4438 Facebook-only promo received 149 entries in less than a week.�

4438 on Facebook

4438 Event Page�(Something BIG will

happen on April 4)�

•  More than 2,500 messages posted by users on the wall. �

HAVING A CLEAR ROLE OF SOCIAL MEDIA IN THE MARKETING MIX ALLOWS YOU TO MEASURE EFFECTIVENESS OF THE SPACE.�

So in the next 20 or so minutes…�

•  Social media advertising and the temptation to broadcast�

•  Case 1: Modeling effectiveness founded on the specific role of social media in the marketing mix�

•  Case 2: Immediacy and urgency in social media: its critical role in delivering effectiveness�

•  Case 3: Operationalising social media in your business is a competitive advantage�

Bangon Pinoy www.tattoo.globe.com.ph/bangon_pinoy�

September 26, 2009�

Typhoon Ondoy dumped 1 month’s worth of rain within 6 hours, submerging 80% of Metro Manila.�

The following week, Typhoon Pepeng wreaks havoc in Northern Luzon, making a record three landfalls in four days.�

While Globe Telecom was busy helping communities on the ground, we knew we had to do something digital where the support for the calamity victims has found a groundswell. �

Digital was at the heart of Filipinos’ response to Ondoy and Pepeng.�

So we launched the #BangonPinoy Twitter campaign, in partnership with the Philippine Blog Awards.�

For every #BangonPinoy Tweet, we committed P30 donation to help affected communities recover. �

Our target was to reach P400,000.00 in 3 weeks in time for the Bangon Pinoy farm re-building in a GK community.�

Without ATL awareness, bloggers spread the word about #BangonPinoy.�

And for one week, #BangonPinoy made it to the Top 10 trending topics in the Philippines.�

P409,320 in donation �

15,000+ tweets�

3 weeks�

As of November, Globe has provided relief packages to 17,000 families in Marikina, Rizal, Muntinlupa, Laguna, and Pangasinan. It has donated Php3 million to various foundations for the victims of the floods.�

The fund collected by the #BangonPinoy campaign is now being managed by the Philippine Blog Awards in partnership with RockEd in helping affected communities in Marikina recover. �

All photos are from www.ondoyphotos.com

So in the next 20 or so minutes…�

•  Social media advertising and the temptation to broadcast�

•  Case 1: Modeling effectiveness founded on the specific role of social media in the marketing mix�

•  Case 2: Immediacy and urgency in social media: its critical role in delivering effectiveness�

•  Case 3: Operationalising social media in your business is a competitive advantage�

Population Comparison

6995 followers

4276 following

6987 followers

1735 following

Population Comparison

6995 followers

4276 following

6987 followers

1735 following

UNDERSTANDING “FOLLOWERS”�

Brand Cares has 8 users more than Talk2Globe. HOWEVER:�

•  Brand Cares was launched several months before Talk2GLOBE�

•  Brand Cares is growing by an average rough estimate of 100 added followers per week�

•  Talk2GLOBE is growing almost THRICE faster at 250 added followers per week (average).�

KLOUT Score� Klout is a Twitter tool that measures influence on topics across the social web to find the people the world listens to.

(The Klout Score is a numerical representation of the size and strength of a person's sphere of influence on Twitter. The scores range from 1-100 with higher scores representing a wider and stronger sphere of influence.�

Amplification ability� True reach�

Network score�

KLOUT Score

Klout’s Neighborhood Comparison Graph

(The more engaged you are, the more you move to the upper right corner of the graph.�

(Brand Cares is a CONNECTOR.�

(Talk2GLOBE is a PERSONA.�

OPERATIONALISING SOCIAL MEDIA IN YOUR BUSINESS PROVIDES YOUR BRAND AN OWNABLE COMPETITIVE ADVANTAGE – INFLUENCE.�

Today we talked about…�

•  Social media advertising and the temptation to broadcast�

•  Modeling effectiveness founded on the specific role of social media in the marketing mix�

•  Immediacy and urgency in social media: its critical role in delivering effectiveness�

•  Operationalising social media in your business is a competitive advantage�