Social Media Guide For Filipino Entreps by Carlo Ople

Social Media Guide for Filipino Entrepreneurs
by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople
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by Carlo S. Ople www.newmedia.com.ph
About the Author

Carlo S. Ople is a Filipino Social Media and Internet Marketing Consultant, motivational public speaker, and all-around nice guy. Some of his prestigious clients include: Senator Mar Roxas, GBX, Bobson Jeans, C2-Collezione, Fish & Co., and Converse. Prior to this, he served as the Digital Marketing Manager of the leading social network in Asia, Friendster, and Marketing Head for the Casual Games Division of the number 1 online gaming publisher in the country, Level Up. Other than his professional consultancy work, Carlo is also part of the managing committee of the Blas F. Ople Policy Center, a non-profit organization that aims to uplift the standard of living of overseas filipino workers and the families that they leave behind. Carlo is engaged to Michelle Orosa and theyre set to get married within the year. :) For inquiries on consultancy and speaking engagements, please visit his website at http://www.newmedia.com.ph or you can also send an e-mail to info@catalyst.ph.
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Introduction
Every generation has different sets of opportunities. The environment, landscape, and technology level differs from each decade to the next. Our grandfathers had the advantage of being first in the market when it came to real estate because there were so many undeveloped properties. They were able to purchase these at prices which have increased exponentially today. A generation after, our parents were able to build on that by putting up their brick-and-mortar businesses. Since there were only a few competitors they were able to grow their companies into giant corporations and multinationals. So what's our generational advantage? To be good employees? The thesis of this entire eBook is that technology, more specifically the internet and social media, is the biggest wave that we can ride at this point in time. The internet has radically changed how we communicate: from one-toone to one-to-everyone. It is that paradigm shift that today spells the difference between success and failure. Note that the success that I'm talking about is the one that you actually enjoy doing and not the sacrifice-ridden version involved in being a daily cog in the wheel. Allow me to quote my favorite author, Seth Godin from his book Linchpin: "If you're not doing too well maybe the rules have changed and no one told you."
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Change the rules and you change the way you play. If you're still competing as if it was still the 1990's when it's already 2010, then you're in trouble. If you have any further questions and comments, please dont hesitate to send me an e-mail at carlo@catalyst.ph. I would also like to know what you think of the eBook. Did you find it helpful? Was it all BS? Negative or positive, I dont care. Id love to hear from you. :) Thank you and I hope you learn something new in the next few pages. Cheer s,
Carlo S. Ople
Social Media and Internet Marketing Consultant www.newmedia.com.ph
Table of Contents
Chapter One: Why Social Media? ................................................... 7 Chapter Two: Listening .................................................................. 18 Chapter Three: Setting Facebook Objectives ..............................26 Chapter Four: Facebook Ofcial Pages ....................................... 31 Chapter Five: Facebook Advertising Guide ................................. 48 Chapter Six: Why Tweet? ............................................................... 60 Chapter Seven: Twitter Guide ....................................................... 64 Chapter Eight: Connecting Smiles with Friendster ..................... 88 Chapter Nine: Blog Marketing 101 .............................................. 100 Chapter Ten: Your Website Sucks .............................................. 108
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Chapter One: Why Social Media?
Internet Marketing is all a joke. This is a common sentiment among Filipino entrepreneurs and businessmen. Most tend to feel like Facebook is meant merely for uploading photos, networking with friends, and playing games. Some even go as far to think that the internet is a waste of time, saying it doesnt generate return-oninvestment. Who can blame them? Theyve gotten used to the success that was brought about by traditional marketing initiatives that theyve been doing for years.
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But this is good news for you. This gives you the rare opportunity to break into an untapped market and build a very cost-effective business in a very fun way. Imagine a grand mansion with priceless paintings and furniture inside. The house is a business and the valuables inside are customers. Doors are secured with high-tech locks to make sure that everything is safe, and no other competitor can just stroll in. But within that mansion is a giant window left open--the absence of that business in the internet. Thats your opening right there. Its already 2010 and the landscape has drastically changed over the last
decade. Technology has made gigantic strides forward, providing you with new tools and platforms that you can use to bring your business or career to the next level. If you have a business right now and youre still marketing it as if it was still the 1990s, then you have one big problem. What are the numbers? Your rst question would be How big is the potential for growth?, and
my answer is Massive. Various studies show that there will be around 28 million Filipino internet users by the end of 2010. Thats bigger than the entire
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population of Malaysia! The primary growth drivers here are the combination of the aggressive marketing and sales of leading broadband providers like PLDT, SMART, Globe, and Bayantel, combined with the proliferation of internet cafes all over the country. Online gaming industry experts say that there are around 10,000 internet cafes operating in the Philippines as of this writing. And while its a bit expensive in Metro Manila at 20-30 pesos per hour, some places in the provinces offer very affordable rates at 5-10 pesos per hour. If youre still not satised with these numbers, lets take a closer look at
one of the more popular social networks being used by a lot of Filipinos: Facebook. Care to venture a guess how many Filipinos are actually signed up? Heres a screenshot of the total number of registered Filipino users on Facebook which you can track anytime using the Facebook Self-Advertising Platform:
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As of 4:45PM, April 1, 2010, there are approximately 11,468, 880 registered Filipinos on Facebook. Thats enough to win you a seat in the Philippine Senate. According to the website Alexa, 8 out of the top 10 websites visited in the Philippines are social networks. If you want to tap the internet to build your business, then be where everyone is. Setting up a website and leaving it there hanging is tantamount to putting a gigantic billboard in the middle of a farm. Being in social media, on the other hand, is like being the giant billboard along Guadalupe in Makati where everyone can see you. Its the next biggest marketing wave According to the Cartoon Network New Generations 2009 Philippines Study, 6 out of 10 Filipinos aged 7-14 years old are already online1. The same study reveals that the internet is also now the second most popular activity of the same age bracket, next only to watching television. And if you give these kids a few more years, they will eventually be the major decision makers.
New Generations 2009 Philippines Cartoon Network Study by Synovate
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Theres a giant tsunami coming that will turn how we do business upside down. Its totally up to you if you will see this as an opportunity and ride the wave, or end up getting crushed by it. And its not just the kids. The study Digital Philippines: Internet Media Habits Decoded by Yahoo and Nielsen shows that bulk of Filipino internet users are actually within the 15 - 29 year old range2. These already include young professionals--decision makers in themselves. And dont get me started on the purchasing power of this highly-prized age group. What about ROI? Now this is my favorite topic when it comes to social media. Let me start
by asking you these questions: how much does it take for you to acquire one customer? How about social media? Does it have an effect on purchase intent? Do internet campaigns actually convert to sales and how are they compared to traditional media? The average businessman will probably say it takes somewhere around
100-200 pesos to acquire a customer using traditional methods. But for social media, consider this: 67% of people who follow brands on Twitter and 51%
Digital Philippines: Internet Media Habits Decoded by Yahoo and Nielsen
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who become fans of brands in Facebook are actually more likely to buy products from you3. For the sake of argument lets say those numbers are overstated for the Philippines so lets peg it at just around 30%. How much does it cost you to get a fan on Facebook? Roughly around P10 pesos per fan using their CPC advertising platform. Using dirty math, youll end up spending P30 pesos to get one sale if we will use the 30% mark--thats a lot cheaper than the 100-200 pesos we assumed for traditional methods. You see, the moment someone becomes a fan or a follower of your
product, it means that they are interested already in buying. All you have to do is to provide them with a gentle nudge to actually get them to go to your store and do it. New Media is the darling of Traditional Media Another growing trend is that traditional media is giving new media a
giant push into the mainstream. Popular media stations in print, radio, and television have aggressively been using and integrating social media platforms into their operations. Lets go through some of them right now.
Study by Chadwick Martin Bailey and iModerate Research Technologies
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FM Station Magic 89.9 is one of the most popular stations in Metro
Manila. Theyre actually one of the rst stations to aggressively push for building a Facebook online community.
As of 5:19 PM, April 1, 2010, theyve amassed more than 98,000 fans on
Facebook. Im not talking about passive fans here. These guys actively participate in the promos and discussions on the social network as well as the radio show. The DJs constantly promote their Facebook accounts on-air. If you think about it, Magic 89.9 is giving Facebook insane amounts of media mileage. Its time that you also jump in and take advantage of that. Note that Im not saying that you spam Magic 89.9s fan prole. That would be rude,
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unethical, and will backre. What I am saying is that you should be in the game. If youre not there, you dont exist in their world.
Another media station thats pushing social media and the internet is
ABS-CBN. Theyve integrated Facebook and Twitter into their news programs and special events like the recently concluded HARAPAN: Vice-Presidential Debates. I was even interviewed by Ces Drilon for TV Patrol to discuss the impact of social media in the 2010 campaign.
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What does this all mean? Traditional media is pushing people to create
accounts on Facebook, Twitter, and other forms of social media so that they can connect and interact with one another. ABS-CBN and Magic 89.9 are part of the reasons why there are now more than 11,000,000 Filipino Facebook users. These stations have integrated social media in their broadcast which means that they acknowledge that the number of Filipino social media users will continue to sky rocket over the longer term. I Google You... do you Google me? In the past, when people needed to know about whether a product is good
or not, they would have to talk to people whove bought it before. Theyd have to either give those people a call via telephone or meet up with them. Today its totally different. You can easily go online and type the name of the product on Google and check out the reviews of other customers. Lets pause for a minute. Minimize this page, log on Google, and type
the name of your company. If nothing comes out, then you dont exist. If bad reviews from bloggers and forums come out, then you seriously need to get your act together.
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The power of search is expected to grow tremendously within the next
few years, as more Filipinos get access to the internet through their mobile phones. There was this one time I was with my friend and we were shopping for a guitar in a mall. I initially wanted a Yamaha but I was literally blown away by the price (around 50,000 pesos for an electric acoustic). We checked out other brands in several stores. To help me shop, I just googled the names of these other, lesser known brands on my BlackBerry and checked out all the reviews. Within minutes I found a guitar which had a lot of good reviews all over the world and priced at 13,000 pesos. I got the guitar and Ive been happily playing it ever since. To get on Google, its not enough to make your own website. Thats just
one result in the 10 that come out on the rst page. Get into social media, because the good thing about these social media sites is that they are properly optimized for search engines. If you have company pages in Facebook, Twitter, LinkedIn, etc. then theres a good chance that these pages will pop out on the rst page as well. Remember that one of the strongest powers of the internet is that it
allows you to focus the eyes of potential customers to good things about your product.
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With that in mind, the question that Id like to throw to you is what are
you going to do about it? Allow me to repeat my earlier statement. Times have changed. If youre
still marketing and doing business like it was still the 90s when its already 2010, then youre jurassic. Dont be surprised when your sales and market share start to go down when younger and more daring entrepreneurs climb in that giant window that you left open. Before you proceed to the next chapter, Id like to encourage you to
watch a video which my company prepared which pretty much sums up a lot of local industry data that youll denitely nd interesting. Watch the video by clicking here.
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Chapter Two: Listening
The internet is like a a giant marketplace lled with billions of vendors interacting with customers. Theyre all talking with each other about various products and brands. Now, out of the billions of those conversations, you can bet that there are probably already several about your company. A decade ago you wouldnt be able to get this information unless you pay a research agency to come up with market research. Consider this input as valuable feedback--it gives you the inside scoop about important things like what people like or do not like about your product, and information which you can use as leverage in your next campaign. Marketers dont just talk, they have to listen.
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The internet is surrounded by REAL people. What they say matters, and the biggest factor behind this is the speed at which what they say spreads. Thats why if you dont know whats being said about you, then thats a big problem--and you have to it x right away. Thats beside the fact that theres so much insight that you can get from just mining the web with data about your product. Finding out whats being said about your product wont even take much effort. The internet has a lot of really good and free tools which allow you to monitor your online temperature. Allow me to walk you through some of them in this chapter. Google Alerts Google Alerts is by far one of my favorite monitoring and listening tools.
As with almost all Googles products, its very simple and user-friendly. All you have to do is type in key words, and voila, Google sends you a notice via email every time that word is mentioned online. The system isnt fool-proof though--there will be some mentions that slip through. But rest assured that the mentions you do get are from websites that have good trafc.
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Heres a screenshot of the Google Alerts homepage where you can set the
parameters of the information you want to get, and when you want to receive them.
You can set a lot of parameters, but I suggest the following: your
company name, product/brand, competitor brands, competitor companies, and important industry information that you need to know about. Not only do these
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allow you to track what people are saying about your company and your product, you also get to learn what theyre saying about your competitors. Thats a more holistic view right there. If youre very conscious about your personal brand, then you might also want to key in your name. Google Alerts also allows you to set how often you will get the e-mails. I
currently have it sent to me daily because I dont want to get individual e-mails each time theres an alert. That will just spam my inbox. Google Reader Another insanely great tool at no extra cost. Ive been using this for a
long time now because, for me, education never stops. The web is so rich with information and insights which can help you give your career or business a much-needed boost. Google Reader allows you to track all the blogs and websites that have RSS feeds in one page. You can follow virtually any site you can think of--from the blogs and
websites that youve read that you thought were good, to those youve researched, to those recommended by your peers. Allow me shameless plugging by asking you to add New Media Philippines to your Google Reader (LOL). Heres a screenshot of what Google Reader looks like:
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All the blogs and websites you follow are neatly lined up in the
Subscriptions sidebar. To read the newest articles, just click the name of the site and the right side of the page will display the latest articles. Its that easy. Another cool feature is the Explore section. You can click Recommended
Items and Sources for blogs that Google thinks you might nd interesting. Google also lists down how many other people are subscribed to those other sites and blogs which gives you an indication of their popularity and authority.
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With Google Reader, you only take in the information thats relevant,
interesting, and important to you. Twitter Most of you probably know by now that Twitter is steadily gaining a
huge following here in the Philippines. Its actually the 10th most visited site according to the research site Alexa. To hear about what people say about you, your brand, your competitor, or your industry, you can go to Twitter Search and just type the keyword there.
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The Advanced Twitter Search option opens up to a more detailed form
where you can put parameters for your search. You can lter the search via date and location, and even based on the smileys used in the tweets (negative or positive). You might also want to get Tweet Deck. This will allow you to monitor tweets about a particular topic real time. Ill give more information on that in the chapter on Twitter. I have a Twitter account and Id love to hear from you there. Follow me here (click, click!). Search Engines Another way of monitoring your online presence is just to key in the name of your product, your company, your your competitor on search engines. Dont just limit it to Google. Note that Yahoo still has a strong following here in the Philippines. Check out the rst three pages. You should do this regularly (once a month is good) to make sure that the rst three pages about your brand have nothing negative in them. To get a list of websites linking to your site, just key in this phrase on Google - link:www.YOURURL.com. The results will be the sites and blogs that linked to you.
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There are a lot more other available tools that you might also want to use, other than these four. The web is one giant free market research machine that anyone can tap. Its just a matter of investing time and effort. Believe me, the benets outweigh the costs by miles (hey, these tools are for free!). Lastly, let me just remind you that these tools are not just for business, they can also be recreational. Key in the topics and activities that are personally interesting for you so that youre up to date on the stuff that you love doing. I actually have two accounts with Google Reader. The rst one is just for my hobbies and interests like gaming, anime, and movies (yes Im a geek). The second one is the account that follows blogs and sites about social media, blogging, internet marketing, and technology. If A equals success, then the formula is A equals X plus Y and Z, with X being work, Y play, and Z keeping your mouth shut. - Albert Einstein
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Chapter Three: Setting Facebook Objectives
As of this writing, there are more than 11,000,000 registered Filipino users on Facebook. Thats a giant, potential market you can tap for your business. As I discussed earlier, the growth wont stop anytime soon due to the massive support Facebook is getting from traditional media outlets. This chapter will show you how you can build an online presence on Facebook, and how this can actually have an impact on your business. Lets start with the most important part rst - the objectives. The objective of your Facebook campaign will determine your over-all strategy and execution. Each objective will require different tactics, resources, and manpower to pull off. If you dont agree at the very beginning on what youll be doing on Facebook, then theres a big chance that youll get blindsided with
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problems left and right later down the road. For this eBook, lets discuss three common objectives: awareness, customer support, and community building. Awareness This is probably your objective if youre part of a start-up. You need to get the word out to the 11,000,000 Filipino Facebook users that you exist. There are several ways to do this. The rst and more obvious one is to advertise on Facebook. You can dot his either by directing the advertisement link straight to your website, or to your companys Fan Prole. The former needs less resources than the latter. If you want to have a Fan Prole, however, note that this will take considerable resources and effort. A Fan Prole is meant for more than just adding fans, it requires constant engagement between you and your customers. Theyll want answers to their comments, and to give them that youll need to get someone to manage customer relations. Ill share a step-by-step guide on how to create a Facebook Fan Prole later on. Customer Support This ties in with the Fan Prole concept. The danger with social media is that your channels can quickly turn from promotional vehicles to customer
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support outlets. If you allow users to post comments on your Fan Prole, expect to get a mix of good and bad feedback from them. When this happens, you better make sure you have someone replying and coordinating with your sales and marketing so you can resolve issues quickly. Always remember that you should reply as fast as you can. If you dont have a resolution yet, then just let them know that you got their complaint and that youre working on it. Dont forget to update them later on once you actually nd out what went wrong. One thing that Id like to recommend is that you come up with rules and regulations for posting comments on your Facebook Fan Prole. Theres nothing wrong with moderation because there are clear and present dangers which can go after your brand. For example, its so easy for individuals to make new accounts and spam your wall with negative comments and insults. You have to make it clear with your community that theres a line they cant cross. Constructive criticism is welcome but not at the cost of disrespecting the administrator and their fellow fans. Remember, if you dont have a commenting policy posted then everything is fair game. Building Communities
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The strongest feature of social media platforms is the ability to build,
nurture, and mobilize communities. But social media is not a one night stand. Its a long term relationship which grows over time. Eventually you will be able to graduate several fans into brand ambassadors and thats when the magic happens. The problem with some businesses is that they expect so much out of
internet marketing and social media and yet they give it the lowest budget and least attention. These campaigns still need gas to run on. More than that, it needs time, effort, and sincerity. We dont buy customers here, we earn them. This is where most of the political candidates in the Philippines have
failed miserably. Many only started their social media channels a month or two before the actual campaign period , and turned it into a race to the most number of fans on Facebook. I believe they missed a big point: The real power of social media during campaign season is how youre going to mobilize your fans and turn them into volunteer campaign staff. Its about empowering those Facebook fans, and giving them the means to be part of the campaign. Let me just sum up the major points in the objectives:
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You need to have a deliberate strategy for your social media campaign.
Start asking the difcult questions before you get into this. Set objectives. Someone has to man the ship. You cant leave your social media
channels unmoderated. If you do, it will do more harm than good. Social Media is long term. You earn your customers, you dont buy them
off. However with enough prodding and patience they will become brand ambassadors and evangelists. Its all about COMMUNITY. Id love to see you on Facebook too. CLICK HERE to add me. :)
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Chapter Four: Facebook Ofcial Pages
Now that weve discussed objectives and the initial strategy, its time to focus on how to actually set-up a proper Facebook Ofcial Page / Fan Prole. You can do a lot of things with the page of your brand. This chapter will discuss the basics of setting up a Facebook page followed by a more advanced approached to jazzing it up for maximum impact and interaction with your potential customers. Lets start with the very basics. To set-up an ofcial page, log on to http://www.facebook.com/pages/create.php. In the past, you only had the choice of making a Fan Prole or a Group. Now theres a new function called Community Pages. Heres a screenshot of the create a page segment:
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Note that in order to create a page, you really have to be a representative of the person or business that youre making a page for. If youre authorized by your company to do this, then ll in the necessary information. The other two options are either creating a Community or a Group. Heres the screenshot:
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For this eBook we will focus only on the Ofcial Page. Once you ll in the initial information, youll land on a very boring, empty, and blank page. The challenge now is to make this page interesting enough so that you can actually build a community using this platform, and keep users coming back for more. Thats something thats very easy to do and well talk about that later on.
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Lets break this down to 5 steps. Step 1: Create a Prole Picture This is usually the rst fatal mistake of a lot of Filipino business owners
and marketers. We have to be deliberate with every single thing that we do with your page. The prole picture is very important because this is the face of your company for Facebook. Its also the rst thing that theyll see if they get an invitation, message, or when they land on your wall. Dont just get a random
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picture and slap it there. Get a graphic artist to come up with a decent stylized logo or product photo. Note that the prole picture doesnt have to be small. Treat the page as if
it were your company website. Since the biggest image you can manipulate here is the prole picture, then you might want to consider slapping a huge photo which really sells the product to the potential customer. Dont settle for a low resolution 200x200 photo. If you can have your designer come up with a vertical banner that will scale down the side of your prole then go ahead and do so. Heres a screenshot of a fan prole that were currently building for
Stackers Burger Cafe.
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For the prole picture we used a gigantic sprawling banner similar to their tarpaulin design. We did this because we wanted to fans to immediately see and get a feel of the product that Stackers is pushing - which is basically awesome burgers. The main message that I want to get across to you now is that you shouldnt be limited to the conventional Facebook prole for the picture. Use an image that best suits your objective. If you want to make an impression quick and fast, then you might want to consider this approach. Step 2: Edit Settings After uploading a good prole picture, the next task is to edit the settings
for your page. The rst setting tab will be country limitations. You can set what countries can only view your page. If you dont input any, the default is that all countries can see your page. If your business is just based here in the Philippines, then I strongly recommend that you just limit the viewing here so that you wont encounter any problems and mix-ups. At the end of the day
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theres no point in getting international visitors especially if you have a brickand-mortar operations (unless youre going to do online selling). Next up is the Wall Settings Tab. Heres a screenshot:
In this part you will be making a lot of big decisions for your ofcial
page. Lets go through those options one by one. The rst option is Default View for your Wall. Your options are Posts by Page or Posts by Page and Fans. The difference here is that when you pick Posts by Page only the posts of the admin will appear on the wall (default). If you pick Posts by Page and Fans,
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then all comments will be viewable by the public. To keep things organized and orderly, I usually just opt for the Posts by Page Only. Again it boils down to having manpower to manage this or not. If someone posts a comment and it takes you forever to answer, it will show. Note that theres a time stamp for all comments and responses. If you have someone to manage this, then you might want to go with the Posts by Page and Fans. If not, then tick to Posts by Page only. The next option can literally make or break your Facebook campaign.
You can actually set the default landing tab for your users. Why is this important? Put yourself in the shoes of your potential customer. Out of random interest he clicks and nds himself on your page. Whats the rst thing he sees? A wall lled with various announcements, comments from other customers, etc. Will that sell your product? The wall will likely be too cluttered for a strong selling statement or call-to-action. You will need something that delivers your marketing message quickly and effectively. This is where Apps come in. But hold this thought for now because well
talk about this in the later part of the chapter. The next set of options is a bunch of check boxes which determines the
posting capabilities of your fans. This is again a question of resources. If you
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have someone managing the prole full time, then you can afford to have the fans upload anything. Just make sure someone cleans the mess up if a fan or a competitor posts something really bad about your product or brand. If you dont have moderators, please just turn everything off except for comments.
We now move on to the Mobile Facebook tab. This service allows you to
post updates via SMS. If you feel like you need this then just select Philippines. The only carrier allowed right now is SMART so you need to have a SMART SIM Card to avail of this service. Youll be asked to send a text code to a number and youll get a conrmation message which you then input in Facebook. After that you can text in changes to your status stream. Step 3: Content Well go back later to settings to deal with how to set up a Facebook
Landing Page. For now lets talk about content and what you need to put on
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your Ofcial Page. The rst thing you need to x is the Info Tab. There will be several information slots youll need to ll up with basic company information. After that, edit the Note Box which is located under your Prole Picture. Since this is the second most visible thing after the Prole Pic, you might want to put the URL of your website here or something important which will help you get your fans to your storefront. Next we have the media that you will be uploading. Select very good
photos and videos that you can use to promote your brand. Pick only the best and the more viral ones so that users can share them with their personal networks. Before we move on to the next step, lets take a moment to talk about
content strategy. What do you post on your status stream? From my personal experience, you build relationships talking about things that are relevant to your consumers. Dont be afraid to post links to movie trailers. Express your excitement for things that would normally excite your target market, but keep your core market in mind. Avoid posting links to action movie trailers when your core market is composed of teenage girls. Remember that youre in a relationship here. Gain their trust by being one of them.
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Step 4: Add Applications Facebook has a lot of applications that you can use to spice up your
ofcial page. Lets go through the default ones rst. Youll probably be tempted to add the Discussion Boards/Forums app but I strongly recommend against this. It will take enough effort to get your fans to talk among themselves on your wall. Focus them on just one channel. Instead, a good default app to add is the Events app. You can use this
to invite your fans for your major promos and events and actually schedule it in their calendars so they dont forget. The other apps are pretty straightforward: Notes, Photos, Links, and Videos. Add a Landing Page to your Ofcial Page One app that everyone should get is the Static FBML application. This
allows you to create a beautiful and effective landing page for your prole. Why is this important? Because you can control what users will see when they rst visit your page. As we discussed earlier, the default wall doesnt invite or get your user to do anything, especially if its not moderated properly. The Static FBML landing page capability lets you focus the eyes of your potential
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fan to one singular, strong, and quick marketing message that you control. Heres a complete step-by-step guide on how to make it happen.
First, get the app. Just scroll down at the bottom of your admin page and
you should see a tab there saying More Applications. Click Static FBML.
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Youll be led to the Static FBML page. Click the Add to my Page
option just beneath their prole picture. A pop-up will appear which will list all the proles that you are administrator to. Just click the proles that you want to have the app. After adding it, go back to the admin dashboard of your prole. The new Static FBML app tab should be there by now.
Click Application Settings. If you want to make a Splash Page activate
the tab. After doing that click edit and input the HTML code/script (embed code works) for the Landing Page. After putting in the content, go back to the Wall
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Settings and set the default page to the new box that you just created. Each time someone visits the ofcial page your main message is now on display. Heres what we did for one of our clients, C2-Collezione:
Once youve done this, count yourself among the elite group of
businesses now maximizing their presence on Facebook. Ill be discussing how
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to maximize the boxes in an entry in my internet marketing blog, New Media Philippines. Watch out for that one soon. There are many more applications that you can use for your Facebook
Ofcial Page. Ill be sending out more guides via the newsletter so that youll be able to upgrade your pages as the days go by. Step 5: Promote, promote, promote! Now that youve built a proper Facebook Ofcial Page for your business, the next task is to drive trafc to it. Dont just rely on manually inviting your friends to be a fan, because Facebook has separated Prole Page invites from Friend Invites. This means that its harder for users to go through prole page invites. Another factor is that users get A LOT of prole page invites so it will be difcult for you to break through that clutter. However there are a lot of other ways to do it. Facebook Advertising & Contests Based on my experience, this is the guaranteed way of building a following. However, youll be spending for this one. The going rate of CPC in Facebook for the Philippines is around 3.50 pesos to 10.00 pesos. But thats still very affordable compared to advertising on other local websites who
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charge for CPM. Youll also get higher conversion if you bundle this with a promotion which is running the same time during your ad campaign. For example, the copy in your ad could say: Be a fan and get a chance to win a Macbook Air! That will denitely get their attention. For promotions, you can even get away with getting fans without advertising (but at a much slower rate). We were able to grow the Fish and Co. Ofcial Prole to 3,500+ by just coming up with promos left and right without advertising support. Ill be discussing more about Facebook Advertising in the next chapter. Integrated Marketing One of the best and most affordable ways to drive sign-ups is to use your
actual ofine business to promote your Facebook Ofcial Prole. Have tarpaulins or those table menus printed announcing that youre on Facebook and that youd like your customers to sign-up as fans. Let them know that youll be running contests and promos exclusive to your Facebook community. Give them a good reason to log-in when they get home and search for your page so that they can sign-up. If you have wi- in your branches, then you might want to have a small
kiosk with a laptop asking users to sign-up as fans. Entice them with some sort
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of freebie or discount on the spot. That small cost your paying will go a long way in building a strong, solid, and loyal community of brand evangelists. If your business is online, all you have to do is put banner ads on your
site. Its even simpler if you have an e-mail or SMS database. Just send out a broadcast announcing your Facebook Ofcial Page and wait for them to start trickling in. In Summary Your community has to be alive and kicking. Your Facebook Ofcial
Page has to offer value to your customers because if it doesnt, then its as good as spam. If your Facebook page doesnt have a pulse, it will do more harm than good for your product. In fact, if you cant assign the proper resources to doing it, dont bother doing it at all. Dont underestimate Social Media. Give your campaigns the proper attention that they deserve. :) Regarding analytics and success metrics, Ill be sending a separate guide
on how to analyze the statistics of your Ofcial Page via e-mail soon. Watch out for that one in the coming weeks.
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Chapter Five: Facebook Advertising Guide
Facebook Advertising is one of the most cost-effective platforms available to Filipino entrepreneurs. The great thing about the Facebook Ad Platform is that its very user-friendly and it gives you a lot of options so that you get the maximum exposure possible for your target market. You also get to pick the method of payment and theres a tracking mechanism built-in which will allow you to monitor the performance of your campaigns. This chapter will give a step-by-step guide on how to use the self-service advertising platform of Facebook. Hopefully by the end of this chapter youll be able to drive more trafc to your Ofcial Page or your company website through your ads. Should you do this on your own or should you ask an agency? Agencies and consultants offer Facebook ad placement as one of their services. If you want to take them up on this, ask if theres an additional service fee on top of the actual advertising cost, or if managing this is already included
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in their consultancy fees. Heres a tip: some may hold back on telling you the actual price in favor of mark-ups. Know what youre getting into. For our clients we give detailed reports of how the campaign is going and how much money is being spent. If the campaign ends and there is still some tasks left over, then we return the remaining budget to the client. We just include this service in our consultancy package. Facebook Advertising Guide To start working on your ad, just click the CREATE AN AD button
which is located on the right side of your prole (just on top of the existing ads). This will lead you to the Facebook Ad Creator Page. Heres a screenshot of the landing page that Im talking about:
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To start working on your ad, just click the Create an Ad Button. This
will lead you to the next page.
There are several elds that you have to input to create the ad. The rst
series of elds deals with the design and copy of your ad. It also asks you on
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where you want the ad brings a user once he or she clicks it. You have the option of either having the ad link to an external site or you can have it linked to your Facebook Ofcial Page. The Title is one of the most important parts of your ad. Give this a lot
of thought. If the goal of your ad is to get a user to be a fan or visit your Ofcial Page, you have to make it compelling for the prospect. Id recommend that you have a strong call-to-action--something like Win a Trip to Hong Kong--then follow through with the details in the body text. Another obvious important element is the actual picture. There are
studies that say that the creative image is even more important than ad placement and copy. You have to use strong images that your target market can easily relate to. The worst mistake you can make is to slap on just the company logo or product picture on the image. Again, let me remind you - be deliberate and strategic with everything you do with Social Media. A good image has to be able to grab the attention of your prospect. A nice example here would be the Win a Dream Wedding campaign of
one of one catering company. They targeted the ad for people listed as Engaged in their proles. The picture was a happy bride and groom, the copy simple and direct to the point: Win a Dream Wedding. Who wouldnt want that?
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However, note that Facebook Ads limit the size of images. Right now
they will only allow you to put 110x80, which is very small. This makes it even more challenging to come up with a strong image complimented by a compelling copy for the subject and body of the ad.
The next section is about targeting. This is one of the strongest features
of Facebook Advertising and you really do have to take advantage of this if you want to get your moneys worth. You start with setting the countries that will see your ad. If your business is based here in the Philippines, then just leave it at that. Theres no point in having people who wont buy from you see the ad, unless you have a product that you plan to send globally.
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After setting the country, we move on to the demographics. You can
manipulate the age bracket so that your ad only appears to the age group that your product appeals to. Bulk of Facebook Filipino users are actually in the 18-30 year old segment, which is one of the most prized segments in Philippine marketing. After the age, you can also set the Gender and Social Status. Your
ad can appear for single, in-a-relationship, engaged, or married people. This is one of the reasons why I think a lot of wedding based companies should invest heavily on Facebook. Every single peso you spend here will literally only be seen by engaged Filipinos... and for what? 5 pesos per click? The Language eld is limited to those set by Facebook. It would be a
cool feature if it would allow us to pick languages local to the Philippines like Cebuano, Ilonggo, etc. but thats not the case. Just pick Filipino and English for this one and youre good. The Likes and Interests eld is a powerful targeting tool if used
properly. This actually gives you the ability to focus your ads on the fans of competitors. For example, Candidate X could set his ads to appear to the fans of rival Candidate Y. Heres a screenshot of something closer to home:
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Play around with this tool and check out how many people are fans of
your competitors. You might also want to gure out what bands, books, and other products your target market might be interested in so that you can narrow down the advertising even further. The goal here is to make sure that every peso you spend is on people that have the highest possibility of actually buying from you. I spent a few minutes checking out some popular Filipino brands here
and some registered pretty good numbers. Lets just say that if I were a telco or a broadcast station Id be pouring a lot of advertising money on Facebook. :)
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The next elds are Education & Work followed by Connections. For
the rst set just click the button on what kind of people youre after. If your product will appeal only to college graduates, then you might want to click on that. Otherwise you can just leave this to All. The Workplaces tab looks insignicant but it can actually be a
powerful advertising lter. Heres an example. Theres a mad rush these days to tap the call center workforce because of their disposable income. Most of the time companies do events, activations, and insanely expensive sponsorships to get this done. To reach the call center workforce, just key-in all the big BPOs in the country in this eld and advertise to them. Makes perfect sense right? :) Facebook Connections is another ordinary looking lter but its
actually a gold mine. With this you can make sure that your ad appears only to
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people who are not yet fans of your Ofcial Page. This can save you a lot of money since we dont want to pay twice or even thrice just for one person. If you want your ad to be more personal and viral, then you might want
to check out the last option Friends of Connections. This allows you to reach the networks of the people who are already fans of your product. These are the ads that you see which say Your friend ____ is a fan of ____ or Your friend _____ likes this. It can quickly grab the attention of users because the ad jumps out of the screen because it has the names of familiar people.
Finally we have the pricing, scheduling, and budget options for your
campaign. To load a fresh set of options, click Create a new campaign. This will prompt you to a menu of elds that you have to ll up. Input the Campaign name and put the daily budget. Note that the default is set to US dollars. Dont
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put 100 if you really just want 100 pesos, or youll have meant 100 USD or roughly 4,700 pesos a day. The next tab is the Schedule. The default option is to run the ad
continuously starting Day One. This can be expensive, so make sure you change it to your preferred schedule--with a start and end date. The next option is for you to pick either Cost per Impressions (CPM) or
Cost per Click (CPC). CPM vs CPC in Facebook Advertising Cost per Click means you pay only each time someone CLICKS your
advertisement. Cost per Impression means you pay each time your ad reaches 1,000 impressions. Theres been a debate on what model you should follow but ultimately it depends on your objective, if you want to take a risk, and on your creative material. If you believe your material can easily guarantee you clicks left and right, then CPM is the way to go. You get more bang for your buck this way. However if you want to play it safe, go with CPC. But keep in mind: Facebook Advertising provides only a small space to
play around with. This limits the potential of the CPM model and makes CPC much more attractive and risk-free.
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Lastly we go to your maximum bid. Theres no set price to Facebook
advertising. The more people who want to advertise to the target market youre after, the higher the price will be. The maximum bid amount is the highest price that you will pay for CPC or CPM. The minimum will be listed on the menu and there will also be a suggested range. If you want to be sure that your ad gets shown, then you might want to
place your maximum bid at the suggested range. I usually play around with this though to see if I can get away with just the minimum bid. Again, note that these prices are in US dollars not Philippine pesos. I cannot stress that enough. I dont want to get e-mails from readers saying that their credit card limit exploded because they thought the amount was in pesos. After setting the price, you can review the ad once more time before
sending it to Facebook for approval. Not all ads get approved by Facebook. To make sure that your ad gets approved quickly so that you wont have to revise it, please read this FAQ online which talks about common ad mistakes and reasons for rejection. If your ad gets approved, it should start running in 24 hours time. It might take longer but usually it takes mine around 12-24 hours before it starts running.
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After your ad gets approved just monitor the performance. Youll be able
to track how many clicks are made on a daily basis. Ill write another piece on my blog about how to read the analytics. In Summary Facebook Advertising is not as simple as it looks like. You really have to
put even more effort in coming up with phenomenal creative because you have such a small space for both the image and your copy. Youre also contending with two other ads as well as the social stream on the wall of your prospects. But Facebook Advertising can bring your business to a whole new level if you leverage on the built-in targeting features of the platform.
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Chapter Six: Why Tweet?
If you watch television or listen to FM radio stations, youve probably heard the hosts talk about Twitter. Twitter is a 140-character micro-blogging platform. You type in at the most 140 characters and it gets broadcasted to your followers. On the surface Twitter sounds and looks so plain. However its one of the most powerful communication, networking, and brand building tools to ever come out of the internet. Ive yet to fully maximize my Twitter account but a lot of opportunities have already been opened in just a few weeks of me Tweeting. Using Twitter Ive built relationships with key inuential people. I even get the latest news and updates that are helpful to my line of work. All of that in just a couple of
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weeks. My only regret? It took me this long to realize how effective Twitter can be. Argh. Why Twitter? Remember what I discussed earlier: communication has radically changed from one-to-one to one-to-many-to-many. Information can now travel and spread much faster than it ever has in the history of humanity. Twitter adds something new to that as well, giving you a direct line to people that you want to start conversations with. Its opportunities like these which form the foundation of multinationals and business empires. It really boils down to relationships and networking, both of which are the core functions of Twitter and social media. Twitter for Brand Building Think of Twitter as direct mail to your customers, minus paying for
stamps and walking to the post ofce. The ability to let everyone know what youre doing, what youre reading, and what youre all about is key to building a strong personal brand. You can leverage the principle of association with your content strategy (which Ill discuss in a separate section). In the past, you had to physically show people over time how you work or talk with them over the phone. Now its just one click away! Its also a great way to let your customers
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know that you have new products, promotions, or if youre a blogger, new entries. Twitter for Networking A lot of inuential personalities are in Twitter, making it fully possible to
connect with those who were once too far to connect with. Because of Twitter you can say hello to your favorite celebrities, and can even provide leads to reporters. Ive talked with many reporters on Twitter and its amazing that you can start building a relationship with people like them through virtual communication lines. Twitter for Education Another underrated function of Twitter is that it allows you to get advice
and tips from people that you consider mentors and experts. A lot of subject matter experts all over the world have Twitter accounts and they regularly update it with links to their posts and other interesting articles which can help you in your respective career. The trick here is to nd out who to follow and gure out if following them will offer any value to you. Twitter for Fun
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Lastly, Twitter has allowed me to build deeper relationships with my
friends and acquaintances. Its a easy, free, and cool way to communicate and I always nd myself having conversations about random topics, sometimes even with people that I havent met before. There are more pros than cons when it comes to Twitter. If youre a rm
believer in the idea that communication and information is power, then you shouldnt be hesitant to take advantage of the immense potential of Twitter for your career and your business. Why Twitter? Why not?
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Chapter Seven: Twitter Guide
This chapter will be divided into two parts. The rst segment will be a comprehensive step-by-step guide on how to set-up your Twitter Prole. Its actually fairly easy to make an account but there are things you can do to optimize your prole so that it can actually lead to conversions (sales, sign-ups, etc.) Just like Facebook, we have to give Twitter the proper diligence and respect so that we dont overlook any marketing/sales opportunity. At the end of the day Twitter for your business will be useless if it doesnt have an effect (direct or indirect) on your bottom line. The second part will be how to effectively use Twitter to grow your follower base. There are two schools of thought when it comes to building a follower base and we will tackle both so that you can gure out which approach youll take. In this section we will also talk about etiquette and your content strategy.
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Setting up your account
Twitters sign-up page is one of the easiest to navigate ever, but give a lot of thought for your username. That will be the handle that people will see, and it represents your brand. The safe choice, of course, is to put the name of your brand as your username. Another option would be to put a value or product benet as your username (just in case someone else has your brand name already). After selecting your username, ll in all other necessary information and youll be thrown to the next page called Twitter Sources.
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In this part of the sign-up youre asked to pick a topic and Twitter will recommend people you might want to follow. These suggestions are preselected subject matter experts or companies that you might nd interesting. Try to follow the ones that you think are credible and offer value. If they end up spamming your stream you can easily unfollow them later on. Remember, the only content that you want popping up on your stream are the ones that can actually help, educate, or entertain you. Go through the tabs that you can relate to, follow a few, and then click the Next Step button at the lower right. The next page will now allow you to automatically follow your contacts in GMAIL, AOL, and YAHOO if they have Twitter accounts.
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Since you know these people the chances of them following you are actually a bit high. Dont worry by the way if all of your contacts arent on GMAIL (maybe theyre in Outlook?). All you have to do is to export your contact list from Outlook and then import them into to GMAIL. After you import your contacts to GMAIL you can then have Twitter scan the database so that you can automatically follow the ones that have Twitter accounts. This is a great way to jump start your account so I highly recommend you guys do this. Heres a screenshot of the option on GMAIL that you should be able to
nd under the CONTACTS menu:
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After scanning all of your contacts and following them, click the NEXT button at the lower right to proceed to the last step. The third and nal source nding activity allows you to search for contacts that you want to follow.
If youre short on time, you can skip this step because you can easily look for people later on by clicking the FIND PEOPLE link at the top of your
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Twitter page. Click the nish button and your Twitter page. By the way, at this point you might want to go check your e-mail and click the conrmation link on the e-mail that Twitter sent you to unlock all the features. If you dont, youll only have limited access to your account. I recommend that before you start Tweeting we spice up the page rst especially if this is for your brand or business. We have to always make a good rst impression and this shouldnt be an exemption. Click the SETTINGS option on the upper right hand corner of the page.
Youll have several tabs that you can go through once you click settings. In the rst tab, Account, you can change your e-mail, username, and time zone. Note that there is an option at the bottom which says Protect my Tweets. If
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this account is for marketing purposes, then leave it blank. If youre satised with everything here, click the NOTICES link at the navigation bar.
Now this is a judgement call for you. If you feel like you can handle the inux of e-mails saying that you have followers, then go ahead and leave the New Follower Emails checked. If not, then take it out. Same goes for the Direct Text E-mails. I suggest you click the Email Newsletter though so that youre in the loop when Twitter makes changes like new features that you can take advantage of. After this, click SAVE and then head on over to PROFILE.
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This is one of the more important pages that we have to give some more attention to. First, upload a prole picture. Again use something that can best represent your brand/company. This isnt just a prole photo, its a marketing lever. After the photo, add your location and website URL. If your company doesnt have a website yet then better make sure you get one done ASAP. Ill explain more on that in the last chapter of this eBook.
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Last, but not the least, is the Bio. This is one of your primary communication channels in your page so as much as possible get straight to the product benet of your brand. If the business is a restaurant, you might want to put Incredibly delicious steaks or Try our awesome Burgers!. Whats important is that you put a bold statement here that tells a story and builds your brands identity. If this is your personal account then you might want to put direct words on who you are and what you do. This is what I put on mine:
Note that this box is located at one of the best spots in your prole page, the upper right section. This means that users and potential followers will give this spot a look. Better make sure that you properly introduce yourself and what youre all about. I have a habit of putting something light and personal on all my bios so I also said in my bio that Im getting married August this year (thank you, thank you, thank you!).
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After lling up all the elds, click Save and lets move on to one of the most important changes that youll make to your Twitter prole: the background image. Lets put ourselves in our potential followers shoes. He or she clicks a link that leads to your Twitter Prole. She sees a wall of text in the middle, your picture, and your bio. Nothing really impressive. Theres no call-to-action for her to follow you, much less buy from your store.
The solution? Lets change the default blue background into your biggest marketing channel for Twitter. This is a good tip which I read from Joel Comms Twitter Power book.
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Heres a screenshot of my personal Twitter account which is what I also use to market my consultancy and speaking services.
There are three primary marketing spaces that you can use. First is the left sidebar, then the top space (in between the Twitter logo and the navigation bar), and the right sidebar. Im currently only utilizing the sidebars but Im planning on putting something at the top soon. For the left sidebar, I put a good photo of myself giving a talk followed by a call-to-action for people to follow me. Im also using this space to let them know what Ill be tweeting about so they have an idea on what to expect if they follow me. Below the call-to-action are the URLs of my other websites, social media channels, and my e-mail address just in case they want to get in touch and have a longer conversation (beyond Twitters 140 characters). Heres a
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zoomed in picture just in case youre having trouble with the zoomed out picture above.
Come to think of it, that picture wasnt taken when I was giving a talk. That was actually a shot taken just a few moments before I proposed to my ancee in our church (just some trivia to lighten the mood, haha!). If you want
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to watch the entire proposal, head on over to this link. Its uploaded on Youtube. Its 8 minutes of kilig moments so get ready for intense mushiness. Back to the topic. If this is for your brand or company, then you can say something like this on the copy below the photo Exclusive promos and prizes for our Twitter followers! Follow now! Make it really compelling for them to follow you. Theyre already this far and establishing a relationship with them is only one click away. Pull out all the stops with your copy and design so that they have no choice but to follow you after they see your prole page. After you set-up your background image and youve completed all the information elds, you can start Tweeting, getting followers, and following more people that you want to hear from. Two Guaranteed Ways to have THOUSANDS of followers So... do you want to have thousands of followers fast? There are two guaranteed ways to do that. The rst is to literally follow everyone that you nd on Twitter. Theres a chance that theyll follow you back. After following maybe 30,000 people, around 10,000 will follow you back. In fact, there are
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automated scripts available on the internet which will let you do this, hassle free. The second way is be a celebrity! The top Filipinos with the most number of followers are celebrities. Most of the other people in the list are the type that I talked about earlier. Its pretty easy to spot. Check how many are following them and ratio it to the people they are following. Take a look as well as what theyre posting on Twitter. Theres a big chance that theyre just spamming links to their sites. I disagree with both methods. Ask yourself rst: Why are you amassing the numbers? Could it be because you want to send as much links to your site as possible? Thats called spamming, and you get what you give in social media. Either users will un-follow you or youll also just get spammed. Once you follow too many people that you dont know, your Twitter stream will be lled with impersonal, irrelevant updates from all over the world. Jacking up the number of their followers just because misses the entire point of a good Twitter experience. Twitter, like other forms of social media, is not a one-night stand. Its a long term engagement which is built on the foundation of trust. So get only the people that matter to follow you: your customers, partners, the media, etc. Focus on quality, not quantity.
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Building a REAL Follower Base Theres no substitute for hard work. We will have to earn those followers one person at a time. Here are some of my recommendations on how to do it. First, similar to building a Facebook Ofcial Page, do integrated marketing. If you have brick-and-mortar stores put collaterals on your branches that say youre on Twitter. Put in a call to action so that they will nd following you so compelling that theyll even do it on their mobile phones. This can be in the form of rafes, discounts, and other small prizes that you can give them. Secondly, you can use your other social media platforms to promote that you have Twitter. There are widgets available on Twitter which will automatically push your Twitter updates to the widgets or on your social media accounts. For example, click this link to go to the Twitter Facebook page which will allow you to import your Tweets. There are also Facebook apps which will allow you to import Tweets to your Ofcial Page.
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There are also ofcial Twitter pages that you can use to embed on your company blogs or website. To check out the widgets that you can use, just head over to http://twitter.com/badges. You can either pick from plain HTML static or ashbased badges for your widget. The widget creator will also allow you to set the size of the widget so you can tailor it based on the open space that you have on your company blog or website.
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Third way to get followers is to encourage other people to re-tweet you. When someone re-tweets you, your username is posted on the stream of that person and everyone in his network nds out about you can theres chance that they might visit your page and eventually follow you. However, its not easy to get re-tweeted. This is all about the content that you post on your stream. Users will re-tweet things that they nd funny, inspiring, educational, or valuable. A good strategy that you can do to get followers quickly and at the same time drive product sales is to have time bound sales exclusive to your Twitter followers. For example, tweet that your branch in this venue will have a 10% discount just for the next 5 hours to all people who go there and say tweet!. Your followers will denitely nd this interesting. Remember, its all about adding value to your followers. Always keep that in mind before sending out a tweet. Other than getting re-tweeted, you also get exposure and followers when someone replies to your tweets. Your username is published in his reply and is broadcasted to the network of that user. This means that you really need to engage your followers in conversations so that they will reply back to you and give you the necessary exposure on their own networks.
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Obviously, the larger the follower base of the person re-tweeting you or replying to you, the better. But these people wont follow you back instantly the moment you follow them. You have to build a relationship with them. Start by re-tweeting their updates that offer value. Every now and then react to their comments by sharing your thoughts on what they just posted. You might also want to recommend to them readings or articles that are useful for them. Its literally like a courting process. There are no guarantees of a follow from that person but at least youve made a new connection. You never know when that tweet can lead to a cup of coffee then eventually a beautiful friendship. Lastly, another way to build a real following is to check out trending topics that interest you and get into the conversations. Twitter has a lot of addon applications which will allow you to monitor various topics and even manage multiple Twitter accounts. My favorite right now is Tweet Deck. Its very easy to use and I honestly wont be enjoying Twitter as much as I do now if it wasnt for this program. Heres a screenshot:
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You can add columns that track topics that youre interested in. Just click the add column button, key in the topic, and Tweet Deck will automatically deliver people tweeting about it. Start replying and building relationships with other people who share the same interests as you. This is also applicable for your brand or business. Just pick topics associated with your brand and start engaging your potential customers. Twitter Content Strategy Now lets talk about what youre supposed to put on your updates. If youre representing your company you will need to get clearance from your boss on what kind of content you can put up. Id recommend though that you dont use Twitter as some sort of press release channel. Use it as a way to build your brands personality and image. Whats your brand all about? If your brand
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was a celebrity, who would he or she be? What kind of hobbies would your brand be interested in? What kind of videos would your brand watch? Answer those questions and you have what kind of content you should be posting on Twitter. Dont hesitate to reply to other Tweets and answer questions from your followers even if the topic isnt totally related to your product. As long as you think it matches your brand personality, then go ahead and reply. Value and Trust Capital Like what we discussed earlier, people will only re-tweet you if there is value in your update. Lets add one more element to that: the chances of them re-tweeting you increases exponentially when you have their trust. Trust builds loyalty which is the foundation of a good brand ambassador program. Lets call this your brands Value and Trust Captial. To increase your capital points with your followers, just make sure to actively engage, interact, and talk with them on your social media platforms like Twitter. If something negative pops up, resolve it immediately so your followers wont get the impression that you dont value their input. When you have a good follower base and you have good trust capital, it will be much easier to launch a viral campaign. If you have thousands of loyal
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followers and you post a link to a viral video that your company produced then theres a big chance that your followers will re-tweet, especially if the video is both funny and it offers value (maybe you can bundle it with a promotion?). What about Plurk? Before we move on to the next chapter, let me just take a page or two to discuss another micro-blogging platform thats famous in the Philippines Plurk. The main difference with Plurk With Twitter is that is allows threaded conversations, and the updates are plotted in a horizontal timeline. Heres a screenshot of a Plurk Timeline for your perusal:
Each time you post an update, people can comment on your update by just clicking that entry. This opens up a thread where everyone can see what
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everyone else said. In a way, Plurk is more interactive than Twitter. Heres a screenshot of what an open thread looks like:
As you can see the interaction level here is much more intense, personal, and organized. So can we use Plurk for business or for a brand? Denitely. Should we use it? If you have the man power to do so, then go ahead. If you have limited resources, you might want to stick with only one: either Twitter or Plurk. Note that here in the Philippines, it the platform more commonly used is Twitter, because Twitter gets so much attention from traditional media.
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If youre just starting out your social media marketing, a good suggestion is to just focus on one or two channels rst and when you get the hang of things you can go on and expand to other platforms. Summary ADD VALUE. Thats the single most powerful tip I can give to you before you start doing social media, especially Twitter. The more value you give, the more value you add to yourself and your company. Social Media is not about buying, its about earning via giving.
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Secondly, Twitter is not just about talking - its also about listening and learning. Theres so much information and insights that you can get via Twitters search mechanisms that will have a profound impact on your business and career. If youre not using Twitter to learn from others then youre missing out half of what Twitter can do for you. If youre really interested in Twitter and you want to read more about it, Id like to recommend (again) that you read Twitter Power written by Joel Comm. That book was a huge inspiration for me in writing this chapter.
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Chapter Eight: Connecting Smiles with Friendster
People say Friendster is already yesterday but the fact of the matter is that a lot of Filipinos are still using the pioneer social networking website. The trafc theyre getting is still high enough to get anyones attention, especially companies who want to tap Filipino netizens - more specically young Filipinos. Based on the pitch of the sales force of Friendster, bulk of Friendster users are in the 12-20 y/o range. The Cartoon Network New Generations4 study
New Generations Philippines 2009 by Cartoon Network and Synovate
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also said that Friendster was still the no.1 visited social network of Filipino kids aged 7-14 y/o. If your product is for the Filipino youth, then you need to consider setting up shop on Friendster. You might be missing out on potential leads and customers. Friendster has a lot of good tools that you can use to build brand communities and well go through two of them this chapter. First we will be discussing their Fan Proles. Its actually an effective marketing tool when used properly. After that we will spend some time discussing Friendsters selfadvertising service called DIY (Do it Yourself ads). Building your Friendster Fan Prole Unlike Facebook, you cant automatically create a Friendster Fan Prole. To start, you need to create a regular account for your brand or company. Head on over to www.friendster.com and sign-up for an account. Friendster recently
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redesigned and rebranded the entire site. Heres a screenshot of their new logo and look: After signing-up
for an account, ll it up with all the necessary information and content. Dont forget to include really good photos (you might want to make several albums) and you can also upload a video via the Friendster Media Box. Once youre done with completing the information on your prole, the next step is to create your own background image. But since theres already so much information on your Friendster prole, I dont recommend overdoing the background. This is really more of a branding exercise so give a little more freedom for your creative team on this one.
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When youre nished with the background image and all the content, next step is to submit it to Friendster so they can turn it into a Fan Prole. While still logged into your account, go to http:// w w w. f r i e n d s t e r. c o m / fanproles.php. Click the Get one now button which is prominently displayed in the main page. It doesnt take too long to get approved but if ever it does, you can just send them a follow-up e-mail at their customer support desk. Once you have a Fan Page, you get access to a lot of cool features which you can use to build your community. One of the attractive features of the Friendster Fan Page is that all the fans of your brand automatically get e-mail notices each time you update your blog or upload photos. Avoid spamming, though. Try to be very deliberate with your updates and prole changes. Heres an example of a youth brand thats taking advantage of Friendster. MYX is a music channel that primarily has Filipino teenagers as their target
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market. In Friendster, they have a massive fan base of 412,524. In Facebook, they have roughly around 96,000+ fans.
They already have more than 400,000+ fans already! MYX can also leverage these numbers when they talk to potential advertisers. An idea would be to come up with some sort of virtual endorsement or content sharing agreement with the advertiser so that the MYX community can be in the know about the latest promos and products of the partner company. To build your fan base, just follow the previous integrated marketing tips that we discussed for the other social media platforms. In addition to the previous tips, Friendster also allows you to import contact lists for bulk invites to be fans of your page (even if theyre not yet on Friendster). Consolidate your databases into one and send out one big invite to jump start your community.
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Comment Moderation Before we move on to advertising, let me just stress the importance of cleaning up your comments section for Friendster. There are third party applications that tend to post undesirable content every now and then. If you dont have the resources to assign someone to manage your prole, then you might want to consider turning off the comments section of your page. While this can drastically limit your ability for engagement, you will be able to protect your brand image and identity. If ever you outsource social media management to a group or agency, make sure that they handle moderating the comments section. To set expectations, maybe you can agree on a time and frequency of check-ups. A good ballpark gure would be to moderate at least three times a day. Friendster Do It Yourself (DIY) Advertising Platform The Friendster Self-Advertising platform - DIY Ads offers a lot of advantages in advertising compared to Facebook. The most obvious is the ad placement and the ad size. Friendster gives you a large canvass of 300x250. The placement of the ads is also optimal since it usually pops up at the upper right section of the prole. Another amazing feature thats not available in
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Facebook is the ability to target up to the locality of the target market (you can pick cities, regions, etc). To get started with DIY, log-in your account and then click the very small advertise button at the footer of the Friendster page. If you cant nd it, just click this link: http://www.friendster.com/advertise/index.php. The page should look like this:
You have the option of either doing the Web-based or Mobile ad for Friendster DIY. Since Ive never tried doing the Mobile Ad, lets skip that for now and just focus on the Web-based version. Before clicking Create Ad, I suggest that you go through the various tabs rst. I may not be able to cover everything in this guide so its better if you
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quickly skim through all the content in this page. Another thing to watch out for are localized promotions and bonuses. Friendster occasionally gives you more bang for your buck with DIY. For example, during December last year friendster gave 25% additional impressions or clicks if you placed ads during that time. If there are any running promotions you can nd them here so it would be good to check back every now and then. Now that we have that out of the way lets start discussing how to set-up your ad on Friendster. Heres a screenshot of the ad creation page:
First name your campaign. After that you have to decide whether youre going to do a text or image ad. If youre going to do text ads note that the title is limited to just 25 characters while the bodys maximum is 90 characters.
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If you are going to come up with an image campaign, the dimensions are 300 pixels wide x 250 pixels tall. The total size of the ad must not exceed 30 kilobytes. Sadly, the Friendster DIY system does not support ash or animated material. If youre going to invest in advertising, please put a lot of thought into your creative materials. Hire a creative designer or a consultant to do your ad if you dont have the expertise for internet marketing. The cost of advertising online is already quite affordable - dont scrimp anymore on the cost of the development of the ad. After typing in your TEXT ad or uploading your IMAGE material, ll in the URL eld with your target landing site. This can be your ofcial web page or this can also be your Friendster Fan Prole. The Flight Dates eld is the beginning and the end of your campaign. Similar to the Facebook platform, you can pick either CPC or CPM. If you are condent that your creative material is good enough to get high click through, go for CPM. If you want to play it safe, go CPC. You can refer to my earlier explanation during the Facebook Advertising section on this eBook for more details.
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After setting the model put in your total campaign budget. Again, please note that this is in US dollars, not pesos. Now we move on to targeting.
Set the country drop-down menu to Philippines and this opens up the State/Province and City buttons. Heres what it will look like:
This is one of the more attractive features of Friendster DIY. Note though
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that this isnt 100% fool-proof. The targeting isnt based on IP Addresses, its based on what the users put in their proles. Once you set the country to Philippines, the price and the total number of users that can see your ad will be displayed on a box to the right. The CPC price for the Philippines is locked to 0.10 USD, roughly 4.7 pesos using a 47 peso = 1 USD exchange rate. If its CPM the locked rate is .05 USD or 2.35 pesos. Its more expensive than the rates of Facebook advertising but you get the benet of geo targeting down to the State and City plus you also get a bigger ad unit (300x250). Once youre done with all the targeting settings click save and youll be prompted to the billing. As of this writing you can only pay in Friendster DIY using a Paypal account. Just link your credit card to your Paypal account and that will do. If your Paypal account doesnt have funds it will automatically charge the amount from your linked credit card. After doing all that, it will take around 12 hours before Friendster approves or disapproves your ad. When it gets approved, it will start running immediately. If youre really interested in investing budget in Friendster DIY, please do check out their FAQ for more details.
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Summary Friendsters denitely still in the game, especially if were talking about the Philippines. The marketing tools that you have at your disposal on Friendster are quite formidable especially if you leverage it properly.
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Chapter Nine: Blog Marketing 101
Bloggers are starting to gain more prominence as great ways to raise awareness. Some bloggers here in the Philippines have more monthly readers compared to national best-selling glossies! Heres one good example - Abe Olandres from Yugatech.com. Abes blog is all about mobile phones, laptops, the internet, and a whole lot of other gadgets. Based on the Top Philippine Blogs website, Abes blog received 65,000 visitors for the last 7 days. A blogger has one thing that all ads dont credibility. They have a relationship with their readers that makes them an authority and subject matter experts. Imagine the impact of getting the endorsement of Abe for your new product!
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Blogs can drive trafc to your websites and your stores, you just need to have a proper approach in reaching out to them. The main problem with a lot of blog marketing campaigns done in the Philippines is that they lack strategy. You CANNOT just slap traditional PR or advertising principles in coming up with a blog campaign. This chapter will be a very linear guide in coming up with a proper blog marketing campaign. This is because I want to highlight that blog marketing, like most forms of social media, is a long-term effort. Bloggers can be great sources of feedback because the moment they write about you they all become information conduits. If someone comments on their post and says something negative or positive about your brand the blogger will most likely contact you about it. Having bloggers within arms reach have so many benets that will help your brand. I highly advise that you have a blog marketing campaign plugged into your plan because it can really make a huge difference. Anyway, lets start with the guide. Starting the relationship There are two ways. The best method is to start nding out who the bloggers are that are inuential in your industry. If you dont know where to
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start, you might want to hire a social media or internet marketing consultant so that you can be properly briefed on blogs that you should be following. Ask the consultant to present to you the blogs, the bloggers behind them, and their history. It would also be good if the consultant can give you a benchmark on how huge the following is of the bloggers he or she is recommending. If you want to do research yourself, you might want to do some listening techniques which we discussed on chapter 2. Once youve identied bloggers that you want to reach out to, you have several options available on how you will connect with them. The most common form is hosting blogger events. One client that I worked with before actually e-mailed some of the bloggers himself (hes the CEO) and started the conversation even before he hired me. Since he already had a relationship with some of the bloggers it was very easy to get them to attend the event and eventually become brand ambassadors. But if youre too busy to do it yourself, ask your Marketing Manager, Product Manager, or Marketing Ofcer to start the conversation in your behalf. Dont just use the agency. Why? Because its more personal and effective. Let me stress one point: buying bloggers can only get you their attention. Building a relationship with them will get you their loyalty.
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Whoever is sending the e-mail to the bloggers should make it a point to read the blog of the prospect rst. You might also want to leave a comment on a post or follow him on Twitter. Dont let the e-mail be the rst point of interaction. After making the rst connection, send an e-mail to ofcially start the courting process. The rst email should be very casual, personal, and light. Tell the
blogger that you loved reading his blog and that you nd his posts informative. You might want to give a brief introduction to your company and share with him a link to your website. Never ever attach a product brief or a press release in your rst e-mail, since a lot of bloggers nd that rather rude. Its after you guys start talking that it becomes the best time to invite him to a big blogger event sponsored by your company, or one-on-one sit downs. You can check with your consultant on which bloggers you should have coffee with one-onone. Your rst blogger event Before we jump into the details of hosting a blogger event, lets take a few moments to discuss your objectives with having one. Dont look for immediate ROI. Like what I said earlier, this isnt a one-time-spend-one-timereturn kind of effort.
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The next question that you have to answer is how many bloggers should you invite to your event? Id recommend having one big party for bloggers that cover your industry and then do small group or individual follow-ups and casual conversations during the event proper. Here are the reasons why: 1. If they write about you in a positive way your search results on Google will list mostly good reviews about your product or company. This is also very good for search engine optimization for your website if you ask the bloggers to link to you. 2. Each blogger has different audiences and reach. Having more bloggers will give you more brand awareness. 3. More bloggers equals more sources of feedback. 4. You never know when the new bloggers will be the next blogger superstar. It will be bad if you didnt invite them to your event. Speaking of invites, try to avoid mixing traditional press with bloggers. Both types have different orientations. Press conferences are for the press, blogger events are for bloggers. Bloggers are more casual, fun, and light hearted compared to the media. In fact the best blogger events that Ive been to are parties. These events guarantee even more write-ups. One thing that you
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should know about Filipino bloggers is that they have one big community. Most bloggers know each other so its really a blast each time they all meet up. During the event mingle and try to talk to all the bloggers as much as you can. Have extended talks with the bloggers that you initially identied as key inuencers in your industry. Be sincere in forming relationships with them because they are more valuable to you as resources over the years, versus that one single blog post that they will do if you try to hard-sell yourself. After the event, distribute blogger kits which have all the information and media les that they will need for them to make an entry about you and the event. A good plus is to have photographers during the event and ask the photographer to upload the pictures the following morning and e-mail the link to the bloggers so they can grab whatever pictures they want to use for their entry. The following day have your marketing department send personal thank you e-mails to the bloggers who attended. Dont just make one generic post card type e-mail because that wont really have much of an effect. The key here is to be personal and sincere. In your thank you e-mail, let them now that you want to hear from them in the future.
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Your consultant should be the one to monitor if any of the bloggers actually wrote about your company and the event. Picking up for this initial activity you can now send e-mail updates to your blogger network. Let them know what are the latest products and promos that youre launching. If you have time, I strongly recommend that you also have follow-up sit-down meetings with bloggers that were really interested in your company during the blogger party. Then continue building that relationship with them. You might even want to come up with a special blogger afliate sales program, so that both you and the blogger earns something. Another good tactic is to explore direct advertising placements on the bloggers that youve built relationships with. The problem with one entry about you is that not everyone will get to read that entry. Having a web banner on their sidebar can guarantee you those eyeballs, especially if you have a prime location. The activities and programs that can be done with bloggers really just depends on your industry and the level of your relationship with them. After organizing countless events for clients, my insight for you is that Blog Marketing is not just allocating budget then watching the returns come back. Its more of an art then a formula so you really have to be strategic, exible,
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and non-traditional when it comes to having a kick-ass blog marketing campaign. Lastly, the best advice I think that I can give you so that you can fully appreciate and understand blog marketing is for you to actually start blogging. Ill be writing another eBook on that soon so watch out for announcements. :)
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Chapter Ten: Your Website Sucks
There was this one time I was presenting to a very traditional-oriented CEO of an SME. We were having a conversation about the importance of having a website and he was having trouble understanding why he should invest on web presence. At rst I was having a hard time trying to get him see the point but things nally turned around when I shared with him something that I picked up on one of the conferences that I attended a few months back. Heres what I told him: If you dont have a website then theres a big chance that you wont be properly represented on Google. If people cant nd you on Google, then how will they nd you? Telephone directories? Yellow pages?
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Boom. That hit the mark. I saw his eyes light up. I followed through by opening up Google on my browser and we tried to search for his company. Nothing. Then we tried to search for his competitors and the rst page was lled with results (mostly good but some bad). Sufce to say I was busy cranking out a digital marketing campaign for him the next few days. If someone hears about your company and decides to look it up on Google and youre not there then thats a problem. Whats worse is if Googles rst page would be lled with negative reviews about your product. We go back to what I said in the earlier chapters of this eBook, the internet allows you to focus the eyes of your customers to good things about your brand. That is a powerful thing and you need to take advantage of that. If your website is the primary contact point of your brand to your customers then you should better make sure it properly represents the image and personality of your brand. Do not scrimp on the costs of your site. When it comes to actually building the site, let me draw from Seth Godins book, Big Red Fez. There are two kinds of developers out there. One is the engineering/IT type who focuses more on the back-end programming, overall aesthetics, and other techie aspects. If you go to designers like these, youll get a ash-based website that takes forever to load but it probably looks
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nice. In fact, it looks so nice that you dont know what to do once you enter the site. The second type of web builders are marketers. These are the people who dont ask themselves what the site should look like, they ask their customers. These are the guys who really make it a point to make sure that the website is usable, idiot-free, and easy-to-use for the target market. These are the sites that will deliver results. Did you know that the average internet user usually just takes 3 seconds to decide whether he will click something on your website or if he will close the window? You have just 3 seconds to convince him to stay and click at something. If your website is too cluttered then you would have lost him right away. If your website has too many images then it will take forever to load. If the placement of the call-to-action is wrong then the site will fail. Dont just trust your gut feel on building sites. Technology looks easy because we keep using it on a daily basis but it doesnt mean that there are best practices out there that we can follow and implement. When youre hiring consultants and web designers, checking out their portfolio is a step in the right direction. Meet with them and ask them to explain
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to you their logic on how they build their sites. Make them explain one of the sites that they previously made for a client and the thought process behind the design and creative. When their ready with the rst mock-up, dont just ask them to e-mail it to you. Ask them to present it to you and let them walk you through every single button. Make them work for it. Hold them accountable to a higher professional standard. Recommended Website Features Before anything else you need to nail down the reason why youre making a site. Is it a branding exercise? Do you want to raise awareness? Are you making a site that will sell products online? Dene your goals rst with having the site. There are different strategies and creative executions for every objective. In this section Ill just recommend to you some general features that you might want to incorporate into your website. First, come up with a database collection mechanism. Offer an incentive to your users so that youre given permission to talk to them on a regular basis via e-mail or SMS. This can be in the form of discount coupons, rafe entries,
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and other freebies. Also dont make the registration form too long so that users wont be discouraged to ll it up. Next, try to avoid using Flash as much as possible. While Flash makes your site more exciting and dynamic you will sacrice search engine optimization and it will just take forever to load. Dont forget that it takes only 3 seconds for a user to decide if he will stay or leave your site. Make those 3 seconds count by making sure your website loads properly and quickly. Lastly, strike a balance between text and images. Your corporate website shouldnt look like a blog (unless its the company blog) because the wall of text will just be too much for a rst time visitor to absorb. Too many images on the other hand will make loading longer and it will clutter up the site. Users will get confused on what to click on. Each time you make a site always try to look at it from the perspective of a rst time visitor from your target market. One of the things that we recommend to clients is that they schedule user acceptability tests before the grand launch. This will give you a lot of insights that you can use to make the site better.
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Remember, you are making the site for your customers, not yourself. Ask them for their input. --
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In Closing
Thank you for taking the time to read this eBook! I hope that you were able to pick up some insights that you can use when you come up with your own digital marketing plan. This guide is just an overview of the various elementals of internet marketing and social media so please do continue learning by following blogs and reading books. Please do send your feedback to me via e-mail at carlo@catalyst.ph. Also, Id like to invite you to check out my blog - http://newmedia.com.ph. I regularly write about the latest global and local trends for social media and internet marketing. For speaking and consultancy inquiries, dont hesitate an e-mail to info@catalyst.ph and we will get back to you at the soonest possible time. Again, thank you and I wish you and your company the very best!
Cheers, Carlo

Social Media Guide For Filipino Entreps by Carlo Ople

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Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Social Media Guide for Filipino Entrepreneurs

About the Author

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Chapter One: Why Social Media?

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

New Generations 2009 Philippines Cartoon Network Study by Synovate

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Digital Philippines: Internet Media Habits Decoded by Yahoo and Nielsen

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Study by Chadwick Martin Bailey and iModerate Research Technologies

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

FM Station Magic 89.9 is one of the most popular stations in Metro

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

The power of search is expected to grow tremendously within the next

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Chapter Two: Listening

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

The Advanced Twitter Search option opens up to a more detailed form

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Chapter Three: Setting Facebook Objectives

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Social Media Guide for Filipino Entrepreneurs