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LEVERAGING DIGITAL MEDIA to
TRANSFORM BUSINESS
SEARCH
There are now
767,223,400 FACEBOOK USERS WORLDWIDE
www.socialbakers.com
25 BILLION The amount of content (web links, news
stories, blog posts, notes, photos, etc) shared each month on Facebook
http://brandinfiltration.com
ONE THIRD The proportion of women aged 18-34 check Facebook when they first wake up, even before they get to the bathroom
Oxygen Media and Lightspeed Resesarch
26,866,700 FILIPINOS IN
NO.8
WORLDWIDE
Penetration of Facebook in Philippines to population: 16.92 %
Philippines has the Highest penetration in Social Networking
89.9% of Pinoy Internet Users use a Social Network
33% of their time is spent on Social Networking Sites
http://www.comscore.com
TWITTER out of 195 countries
Philippines ranks
6th In terms of Users
And
9th (Reach per Internet User
Population)
http://www.comscore.com
LETS SEE SOME
CHARTS
30
36
2926 26 27 29
3331
42
3024
30
23
3337
30
43
2630
34
17
37 36
Total Metro Manila Luzon Visayas Cebu Mindanao Davao Mega Manila
2009 2010 2011Past Month Reach (%)
Internet usage has remained largely stable, though we see some pockets of growth
Base: Past Month Internet Users aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen media Index 2009 Q1, 2010 Q1, 2011 Q1
30
52
44
1913
3
31 29
60
49
2531
55
42
25
14
4
3329
65
54
2630
53
43
21
11
3
29 30
66
53
24
Total 10-19 20-29 30-39 40-49 50 and up Male Female SEC ABC SEC C2 SEC DE
2009 2010 2011
Total Age Gender SEC
Past Month Reach (%)
Internet usage highest amongst upscale under 30s…
Base: Past Month Internet Users aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen media Index 2009 Q1, 2010 Q1, 2011 Q1
…fuelled by their appetite for entertainment content Content Preferences on Internet Portals (%)
Base: Past Month Internet Users aged 10+ across all socio-economic classes in National Urban Philippines who Have visited Internet Portals Source: Yahoo!-Nielsen net Index 2009, 2010 and 2011
Total (T3B %) 10-19 (Index) 20-29 (Index)
International music 68 114 91
Local music 65 104 94
Interesting videos or photos 59 118 101
Games 56 108 94
Technology and gadgets 55 102 103
World news 49 99 103
National/ Local news 48 104 99
Entertainment news 45 116 99
Lifestyle 45 95 118
Sports 45 104 93
Movies, TV or Drama reviews/guides 42 106 97
Business news 38 90 84
City guides 35 100 101
Travel 33 95 103
Finance 30 89 76
Traffic updates 29 104 99
71
27
7 72 0
69
31
4 5 6 5
66
35
2 3 4 4
Internet cafes Home School Work Friend's house Cellphone/ PDA
2009 2010 2011Place of access (%)
The shift from shared to private access continues …
Base: Past Month Internet Users aged 10+ across all socio-economic classes in National Urban Philippines Source: Yahoo!-Nielsen net Index 2009, 2010 and 2011
WHY THIS WORKS?
- REAL WORLD AND SOCIAL COLLIDE
- REAL TIME MONITORING AND RESPONSE
- IT USES INFLUENCERS TO INFLUENCE
- BY BEING REMARKABLE
Banner Ads
Facebook Ads
SO WHERE DO WE COME IN?
∙ How do I best align marketing spend to corporate objectives?
∙ Which channels & experiences do I invest in?
∙ How do I more effectively target audiences?
∙ What new innovative campaigns can I introduce?
∙ How do I support leadership in marketing strategy and innovation?
∙ I need agile platforms and partners who can help deliver campaigns through new channels?
∙ How do I manage costs associated with these changes?
Business Challenges
∙ How do I support new methods of delivery?
∙ How do I deliver rich video via the web and other mediums?
∙ How do I identify new monetization models?
VP Multi Channel VP IT / CIO’s Office VP Marketing
SOCIAL/ Digital Marketing Structure
Decentralized
Centralized
Hub and Spoke
Multiple Hub and Spoke or “Dandelion”
Holistic
55
DECENTRALIZED
- Organic growth
- Authentic
- Experimental
- Not coordinated
- e.g.
56
- One department controls all efforts
- Consistent
- May not be as authentic
- e.g. Ford
CENTRALIZED
57
HUB AND SPOKE
- One hub sets rules and procedures
- Business units undertake own efforts
- Spreads widely around the org
- Takes time
- e.g. Red Cross
58
MULTIPLE HUB AND SPOKE OR “DANDELION”
- Similar to Hub and Spoke but across
multiple brands and units
- e.g. HP
59
HOLISTIC
- Each employee is empowered
- Unlike Organic, employees are organized
- e.g. Dell, Zappos
Published Social
MediaPRPRdf
YOUR DIGITAL STRATEGY Digital Strategy
Earned Paid
Brand Websites
Corporate Sites
Online Stores
Owned
PR
Word of Mouth
Facebook Postings
Likes
Comments
Banner Ad Placements
Email Marketing
Mobile Marketing
SEO/SEM
Shares
Twitter Mentions
Followers
Fans
Tags
Video Views
Suggestions
Friend Suggestions
Uploads
Listening, Responding, Sharing
K
Listening and Sentiment Analysis, Social Media Management and Monitoring, Social
Transactions
Shared
Facebook Page
Twitter Accounts
Corporate Blogs
Events
Consolidation, Aggregation, Monitoring, Workflow
Enterprise Content Management System, EAI, SOA, Enterprise Search, CRM, Collaboration, Workflow, Online Store Platform, SMS/Email
Broadcast
Social Media Never Stops
Scan
Categorize
Forward
Monitor
Report
DIGITAL PR – Listening and Sentiment Analysis
Mentions
63
- 10,000 20,000 30,000 40,000 50,000 60,000 70,000
Coke
Fit 'N Right
Pepsi
RC
Tropicana
Zesto
Aggregator Blog Blogs Facebook Forum FriendFeed Mainstream Media Multiply News Search Engine Twitter YouTube
Sentiments Scoring
HOW ABOUT THE PEOPLE IN YOUR ORGANIZATION?
How many of them are your friends? followers? fans? They tag, like, post, share, recommend…
Where do you think they post their frustrations, dissatisfaction, questions, concerns – About their Boss, their Company …
They are part of your Digital Assets, they are part of the Brand perception and therefore should be guided as well.
FINALLY !!!
IN SUMMARY
DIGITAL MEDIA IS HERE TO STAY … AND IT WILL CONTINUE TO EVOLVE
FACEBOOK IS NOT DIGITAL MARKETING … THERES MORE BEYOND “LIKES”
YOU ARE THE DIGITAL CHANNEL
THE ORGANIZATION SHOULD BE DIGITALLY ALIGNED
DELIGHT, ENGAGE, ENCHANT AND REMAIN REMARKABLE TO YOUR CUSTOMERS – THIS THE NEW “BUSINESS AS USUAL”
