Social  Media  101  

Jane/e  Toral  h/p://www.e-­‐commercephilippines  

h/p://www.blog4reviews.com  

Internet  Search  emerges  as  the  top  online  acAvity.  

Ac#vi#es  showing  significant  increase  at  95%  confidence  levels  Base:  Past  month  Internet  users  aged  10+  across  Na#onal  Urban  Philippines    Source:  Yahoo!-­‐Nielsen  Net  Index  2010  

What  people  Search  for  on  the  Net  

Base:  Past  month  Internet  users  aged  10+  across  Na#onal  Urban  Philippines  who  have  used  a  search  engine  in  the  past  month  Source:  Yahoo!-­‐Nielsen  Net  Index  2010  

Do  you  know  what  people  say  about  you?  

Social  media  is  changing  the  rules  of  engagement  

Base:  Past  month  Internet  users  aged  10+  across  Na7onal  Urban  Philippines  Source:  Yahoo!-­‐Nielsen  Net  Index  2010  

Social  Media  101  

•  Content  created  by  regular  Internet  users  for  each  other  using  publicly  accessible  technologies.  

Social  networking  101  

•  TradiAonal  or  in-­‐person  acAviAes  done  online.  

Types  of  Social  Media  sites  

•  Blogs  •  Microblogs  

–  Twi/er  •  Social  networks  

–  Facebook  –  MySpace  –  Friendster  –  LinkedIn  –  Plaxo  –  Ning  

•  Media  sharing  –  YouTube  –  Flickr  

•  Social  bookmarking  /  voAng  –  Digg  –  Delicious  –  StumbleUpon  

•  Review  •  Forums  •  Virtual  worlds  

In  2009,  Havaianas  created  a  movement  calling  people  to  only  "wear  original"  Havaianas  flip-­‐flops  and  curb  the  proliferaAon  of  local  imitaAons  and  products  that  

bastardized  the  brand.  

8  

Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Media  Sharing  category)  

9  

 The  campaign  also  leveraged  customers'  love  for  the  brand  and  more  importantly  -­‐  Filipinos'  obsession  with  sharing  photos  on-­‐line,  as  seen  by  the  numerous  posts  on  the  pledge  

wall.  

 This  feature  became  the  primary  driver  of  site  traffic  as  visitors  shared  their  pictures  on  the  pledge  wall  on  their  social  network  pages.  

Brand  Background    Real  Leaf  green  tea  is  the  newest  ready-­‐to-­‐drink  (RTD)  tea  in  the  market  launched  mid-­‐2009.  

 Real  Leaf  is  brewed  from  100%  whole  green  tea  leaves,  naturally  packed  with  Theanine,  with  a  delicious  hint  of  fruit  and  honey.    

The  Challenge  •  Reinforce  strong  challenger  status  by  demonstraAng  

that  key  influencers  have  already  switched  into  the  brand  

Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Blog  category)  

1st  place:  Mommy  Talks  by  Precious  BahinAng  h"p://www.mommytalks.net/2010/01/real-­‐leaf-­‐paparazzi.html  

Winner  of  DigitalFilipino  Social  Networking  Awards  2010    (Media  Sharing  category)  

Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Social  Network  category)  

Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Social  Network  category)  

BACKGROUND Apl de Ap + MTV Asia + PH DOT

were in search for the next unsigned PINOY ARTIST

Winner  of  DigitalFilipino  Social  Networking  Awards  2010    (Media  VoAng  category)  

Slurpee  /  Grand  Chase  

Purchase  a  22oz.  Slurpee    Grand  Chase-­‐themed  Flavor   Add  P2.00  and  get  1  of  9  

Collectible  Item  Redemption  Cards  

Find  the  Slurpee  /  7-­‐Eleven  NPC  within  Grand  

Chase  and  enter  your  code  

Get  these  awesome  In-­‐Game  items!  

Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Virtual  Worlds  /  Gaming  category)  

The  MARLBORO  Black  Lounge  

An  online  member-­‐get-­‐member  promo#on  which  aimed  to  grow  the  number  of  Marlboro  Adult  Smoker  Database  members,  while  at  the  same  Ame  support  the  launch  of  the  brand’s  newest  variant  –  Marlboro  (Black)  Menthol.  

*Promo  period:  Sept  1  –  Oct  5,  or  when  the  50  Black  Lounges  are  completed  –  whichever  comes  first.  

Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Virtual  Worlds  /  Gaming  category)  

• Online  contest  open  to  all  sulit.com.ph  members  

• SuliAzens  were  asked  to  create  their  own  ValenAne’s  Day  postcard  for  their  loved  one  using  any  computer  sohware,  with  a  5.83  x  7.87    dimension  and  email  it  to  sulit.com.ph  

Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Forum  category)  

http://buddygancenia.com/blog/rates - landing page for the link-building campaign.

- All the necessary information about the videographer, contact details, the products and services, the rates and sample videos are all in this page.

Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Search  Engine  MarkeAng  category)  

Social  influencers  

•  People  who  have  influence  on  their  peers  heavily  influenced  by  the  quality  and  volume  of  content  they  share  online  to  their  peers.  – Referent  influencers    – Expert  influencers    – PosiAonal  influencers  (peers)  

Source:  Social  Media  MarkeAng  for  Dummies  (Shiv  Singh)  

EffecAveness  Web  2.0  

•  Search  •  Talk  or  Write  

•  Share  

h/p://developers.facebook.com/plugins  

Twi/er  stream  

Source:  Flowtown.com  

Source:  Flowtown.com  

Source:  Flowtown.com  

Corporate  blogging  /    social  media  guidelines  

•  Blogs,  social  networks,  and  wikis  are  for  individual  interacAons  (not  corporate  communicaAons)  –  Posts  are  personal  responsibility.  –  Speak  in  behalf  of  yourself  explicitly.  

•  Use  disclaimer.  

•  Write  what  you  know.  •  Respect  copyright.  •  Don’t  share  company  proprietary  info,  reports,  conversaAon,  financials,  etc.  without  permission.  

Corporate  blogging    /  social  media  guidelines  

•  Don’t  cite  or  reference  partners,  clients,  and  suppliers  without  approval.  

•  Be  respecoul  and  considerate.  •  Add  value.  •  Point  to  similar  resources.  •  Quality.  

–  Correct  mistakes  promptly.  

•  Time  management  –  Does  not  interfere  with  work.  

Building  Tribes  

•  Tell  a  story  –  Who  are  you  upseqng?  

–  Challenge  the  status  quo  •  Connect  a  tribe  

–  Who  are  you  connecAng?  

–  Stage  1  to  5  •  Life  sucks  •  My  life  sucks  •  I’m  great  •  We’re  great  

•  Life  is  great  

•  Lead  a  movement  – Who  are  you  leading?  –  Establish  a  culture.  

•  Everyone  is  important.  

–  Being  a  leader  gives  you  charisma.  

•  Make  change  –  Commit  

•   Bring  out  the  best  in  others.  •   Get  recognized.  •   Outperform.  •   Overcome  life's  challenges.  •   Enjoy  be[er  health.  •   Be  a  top  choice  (win  life's  popularity  contests:  job,  rela#onship,  friendship).  

The  Likeability  Factor  by  Tim  Sanders  

Building  Power  and  Influence  

•  Pick  a  niche  •  Share  what  you  know  •  Be  different  and  stand  out  •  Forge  alliances  •  Be  featured  •  Appear  in  search  engine  results  

•  Rank  Higher  In  Google,  Yahoo,  Bing  •  Find  interested  buyers  by  hiqng  the  right  market  •  Increase  conversion  rate  •  Increase  brand  awareness  •  Personalized  online  strategy    •  Viral  MarkeAng  /  CreaAng  a  buzz    •  Control  what  people  see  online  about  you  •  Engage  your  target  market  

Managing  your  internet  image  -­‐  Will  people  search  for  you?  -­‐  Will  people  write  and  talk  about  you?  -­‐  Will  people  share  informaAon  about  you?  -­‐  Will  people  contact  you?  

The  Needs  

Source:  SearchProfileIndex.com  by  4thMediaCorp.com  

Thank  you!  

h/p://www.e-­‐commercephilippines.com  h/p://www.searchprofileindex.com