Youth's Role in Social Media and E-Commerce Growth
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Youth’s Poten,al Role in Social Media and E-‐Commerce
Growth Jane=e Toral
h=p://digitalfilipinoclub.com
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Select Monthly Online Ac/vi/es (%) 2009 2010 2011
Visi,ng Social Networking sites 51* 53 82
Search 58 76 80
Instant messaging 63 68 69
Internet Portal 54 73 67
Visi,ng public chat rooms 54 67 65
Email 63 65 64
Played games online 53 45 54
Listen to songs in music websites -‐ -‐ 45
Downloaded or uploaded music files online 25 37 37
Shared/posted something online that you created 15 24 36
* Note. The 2009 figure for social networking includes community groups /forums Base: Past month Internet users aged 10+ across Na,onal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010, 2011
Ac,vi,es showing significant increase at 95% confidence levels between 2009 and 2011
Despite this stability, overall engagement is on the rise. Social networking now dominates…
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The backdrop to e-‐commerce in Philippines
There is an inherent reluctance to “trade” through the Internet
Lack of ‘accredita,on and guarantees'…by default modern trade actually encourages des,na,on shopping
Presence of counterfeits and
knock-‐offs
High reliance on inter-‐personal rela/onships
IT and Banking infrastructure “evolving”
Tradi/onal trade legacy
Buyers need to ensure quality by physical inspec,on
Buyers feel the comfort, dealing with
known vendors
Low levels of confidence/trust in
transac,ng online
Source: Yahoo!-‐Nielsen Net Index 2011
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3 1
2010 2011
Online Transac/ons (%)
Ques,on: Have you purchased products online in the past 12 months… payment could be online or offline?
Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2011
Online transac/ng remains in it’s infancy
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53
36
10
9
4
1
1
1
Cash (face to face)
Credit card
Transfer via ATM/Bank
Internet Banking
Deposited cash at bank branch
Online accounts such as Paypal
Cheque
Debit card
Payment methods (%)
Payments largely made offline, given current trust and comfort levels with e-‐payment
Source: Yahoo!-‐Nielsen Net Index 2011
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E-‐Commerce is Growing
Source: h=p://bit.ly/pe7W=
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A lot of sites s,ll don’t sell well…
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E-‐Commerce for Youth Market by the Youth Market!
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Help me belong…
Help me be significant…
Source: h=p://mobileyouth.org
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Home, Hangout, Hideout
Study the market where they are.
Source: h=p://mobileyouth.org
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Sulit.com.ph
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h=p:/mul,ply.com/marketplace
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h=p://www.ebay.ph
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The 10% (fans) that influences the 90% (mass market)
• Teenage Pirates • Cashless Innovators • Disrup,ve Diva
• Discover the social currency in a product
Source: h=p://mobileyouth.org
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Disrup,ve Diva
• Social tools (product, story, usage behaviors) to reclaim: – Social space – Social arrival
Source: h=p://mobileyouth.org
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A=en,on is earned – not bought
• Build your fans a home, community, project or cause. – House the dialogue, allow them to create own context.
– Connect them with each other and step back.
Source: h=p://mobileyouth.org
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Brand vs. fan ambassador • No more big ideas. • Ideas from ground-‐up.
Yahoo Purple Hunt 2009
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Lose users
• Isola,on • Risk • Loss of control • Youth wants many-‐to-‐many rather than one-‐on-‐one.
Source: h=p://mobileyouth.org
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Cashless Innovators
• Niche groups with a knowledge barrier to entry. – SMS – Facebook – MP3
Source: h=p://mobileyouth.org
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Co-‐Crea,on
• Youth as partners rather than des,na,on. • Involve youth in product development and marke,ng process.
• Without context, content has no meaning – “Where am I in this story?”
• We don’t buy stuff. We buy what stuff does for us.
Source: h=p://mobileyouth.org
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We buy with emo,on and jus,fy with
logic
Source: h=p://mobileyouth.org
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Be Useful
TV PRINT POS CRM
digital
social
game
digital
social
game
digital
social
game
digital
social
game
mobile mobile mobile mobile
Changes the rules of engagement.
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We need more e-‐commerce start-‐ups..
Join the DigitalFilipino Startup 100 Project!
Apply now!
h=p://digitalfilipinoclub.com