E A R N E D M E D I A – S O C I A L M E D I A

B Y

J A S O N C R U Z

@ J S N C R U Z

DIGITAL MARKETING

OVERVIEW

�  Overview of the Social Landscape �  Philippines and Social Media �  Understand the Platforms �  Opportunities �  Challenges

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OVERVIEW

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EARNED MEDIA The Unsolicited Marketing of a Product or Service

“Earned media is essentially online word of mouth, usually seen in… …mentions, shares,

reposts, reviews, recommendations, or content picked up by 3rd party sites.”

- Erica Machin, Titan SEO

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Source: titan-seo.com/NewsArticles/trifecta.html

SOCIAL MEDIA The Social Tool

COMMUNICATION TOOL NETWORKING TOOL

Social media removes communication barriers between users at a relatively

small cost.

Different methods of communication are catered to through different

methods – i.e. the unique features of a particular social platform.

It’s called “social” for a reason – it connects users through

commonalities: mutual friends or relatives, interests, activities, and/or

even products and services.

The heart of social media is this human-to-human interaction.

Social media is foremost, for users.

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SOCIAL MEDIA The Marketing Tool

AWARENESS & AMPLIFICATION ENGAGEMENT & COMMUNITY-BUILDING

Brands can tap into the massive online user-bases of social platforms

to communicate a message.

On social media, brands and businesses can tap into existing and plentiful conversations, created by individuals & communities already present on these media channels.

The nature of social is conversation, and brands and business which take

the time to create genuine conversations benefit from two-way

engagement.

This positive engagement leads to the creation of a loyal and active online

community.

It’s also a powerful marketing tool.

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PHILIPPINES & SOCIAL MEDIA

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SOCIAL MEDIA CAPITAL Heavy Usage from Filipinos

CRAZY ABOUT SOCIAL

The Philippines is the 8th largest Facebook country in the world, and

has more than 50% Internet penetration nationwide.

We are also deemed as “the selfie

capital” of the world, underlining the pervasiveness of social usage in the country and among the population.

The PH is an active online population.

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MEDIA CONSUMPTION Filipinos Love Enjoying Media through Social

ONLINE CONTENT CONSUMPTION

Content consumption is one of the favorite activities of online Filipinos, especially when it comes to visual-

and video media.

Filipino social media users seem to prefer witty/funny and emotional

social content in particular.

Content consumption is heavy in the PH.

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MAJOR SOCIAL PLATFORMS

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FACEBOOK The Most Popular in the Country

LIKE & SHARE

Among the top social platforms used in the PH, Facebook has the most

features, the deepest and most informative insights/data, and the

largest user-base.

Accounts come in two major types, a personal account and a business page. For brands and businesses, a business

page has more useful features and functionalities than a personal

account.

PH’s dominant social platform.

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TWITTER Where Public Conversations Happen

IN 140 CHARACTERS

Twitter is one of the fastest-growing social platforms in the country, with approximately 10M Filipino users. It

is arguably the easiest to use, especially to those familiar with the

text messaging system.

Twitter accounts are public by nature; social conversations can be listened to

(with or without hashtags, which curate content) and joined by anyone

wishing to.

A favorite of the influential.

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INSTAGRAM Content Library for All

VISUAL STORY-TELLING

Instagram, one of Facebook’s products, is possibly the most popular social-photo sharing platform in the

country. Instagram is distinctly mobile-first in terms of usage.

Hashtags are part of Instagram

culture – allowing users curate their own content, and discover other content under similar thematic

tagging.

Create, publish, and discover visual content.

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BLOGS Getting Heard on Online Space

PERSONAL WEBSITES

The Philippines has one of the most active blogging communities in the

world, with bloggers managing several blogs at any given time.

Blogs allow conversations to happen through the opinions or insights of their authors; online readers give

feedback through social mentions or commentary.

Everyone can share an opinion.

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Source: jsncruz.com/philippine-blogging-snapshot/#.U-Rd04CSw6I

MINOR PLAYERS Less-Popular Social (Conversation) Platforms in the Philippines

YOUTUBE PINTEREST

YouTube is the most popular video streaming platform in the country

currently. Filipinos, on average, consume one million hours of

YouTube videos daily – making us one of the most video-crazy

population.

Pinterest allows users to collect and share media content (images and

videos) in a more organized method, through “pins” and

“boards” (collections of user-curated media).

Currently, Pinterest is not yet a

major player in the Philippine social marketing scene.

Other social media platforms.

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Source: jsncruz.com/top-ten-youtube-videos-philippines-2013/#.U-RewoCSw6J

MINOR PLAYERS Less-Popular Social (Conversation) Platforms in the Philippines

SWARM/FOURSQUARE GOOGLE+

Foursquare, the popular point-collecting social site, has split into

two: Swarm is the new “networking” arm of the platform.

Foursquare has rebranded itself into

a virtual review space, where community members can share

insights on specific interest themes and topics.

Touted as one of the largest social networking sites in the world (in terms of users), Google+ has not

gained the traction it wanted in the Philippines.

Google+ is still an important part of

the Google ecosystem for brands, alongside search, YouTube, Gmail, and Google Display Network (ads).

Other social media platforms.

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OPPORTUNITIES

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AWARENESS Launching a Social Media Campaign

THE ONLINE AUDIENCE

In a country like us where nearly 100% of online Filipinos access social

media, pushing content on social space is an obvious way of “getting the message out there” – in front of

millions of users.

Marketing campaigns can be assisted well with the “extra” reach that social

provides.

Social media, the marketplace.

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AMPLIFICATION Creating More Noise for Social Campaigns

USING NOISE TO YOUR ADVANTAGE

Social media is full of ‘noise’ – social conversations between users, or are

intended as one-way expressions (ex. Updating a Facebook status).

This habit of talking about something

on social media, when steered and guided to a specific direction such as

a marketing campaign, helps increase the overall mentions of said

campaign’s key, intended message.

Extending a campaign’s legs.

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ENGAGEMENT The Favorite Achievement of Social Media Marketing

ENGAGE – AND CONNECT

Engagement needs two parties to work effectively – the brand/business

and its consumers or online community members.

Engagement occurs when a brand or

business’ content on social is so compelling that it moves consumers to take physical actions, from simple

clicks (Likes, retweets) to complex ones (written review, testimonial,

blog article).

Two-way communication.

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COMMUNITY-BUILDING Establishing Long-term Relationships

CREATING THE SUPERFAN

The online community member is not necessarily always a consumer, but s/

he can always be an advocate or brand ambassador.

Brands want more “superfans” –

consumers and community members who love its ideals, values, culture, and icons, in addition to (possibly)

liking its actual product(s) or service(s).

Building an online community of advocates.

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INFLUENCING ACTION Earned Media

“…earned media is the channel most likely to stimulate the consumer to action.”

- Nielsen report, 2013

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APPLICATION - AWARENESS Bensimon

Entering a new market, the Philippines.

SUMMARY

Bensimon made the online consumer who is into

fashion stand up and take notice of its presence on

social media through expressing its brand values – the French

fashion sense – on its social content.

Creating awareness through content that demonstrates the “French fashion sense”.

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APPLICATION - AMPLIFICATION SM Accessories

Creating trends on social media.

SUMMARY

SM Accessories is one of the most consistent

brands trending on social media, and for good

reason. It uses its endorsers, online fans,

and products in an integrated manner –

strengthening the offline message through online

conversations.

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The brand earned a lot of mentions from users and online fans.

APPLICATION - ENGAGEMENT Philippine Airlines

Getting stories from consumers.

SUMMARY

Philippine Airlines regularly publishes

content on flight features and what the consumer

should expect – experiences supported by happy consumers who are more than willing to share

their stories on the brand’s social assets

directly.

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Flyers just love sharing their experiences with the brand assets – and the brand features their stories in return.

APPLICATION – COMMUNITY-BUILDING Royal

Creating a meaningful hangout space.

SUMMARY

The Filipino teen is one of the biggest demographic

on Facebook in our country. Royal provided these teens a fun place to

hang out by providing funny content, comics,

and even live cover photo updates featuring the fan

themselves!

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Royal gave teens the space they needed online to express their natural “kulit” behavior.

CHALLENGES

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PENETRATION/REACH Reaching the Other Half

LIMITED REACH

Before brands and businesses think that social media marketing is the

answer to all their marketing problems, think again. The

Philippines still has a large chunk of its population relying on “analog” or

traditional methods of media consumption.

Social media marketing is currently best when playing a supporting role

as a channel.

Internet penetration is still only half.

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NOISE Competing for Attention and Time

CROWDED SPACE

As more and more users, brands, and businesses become active on social media, the content each produces

adds to the “noise” we see and experience on our news feeds and

streams.

Social platforms are forced to somehow filter the massive amount of

content (such as the infamous Edgerank algorithm) – limiting the reach and exposure for the majority

of social media users.

It’s getting harder and harder to be heard.

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RELEVANCE Staying On-Topic

CONTEXT IS KING

Great content can be rendered useless (or even ignored) if it does not fit a

specific situational context.

Brands and businesses are challenged to spend more effort (i.e. time,

personnel, and focus) on spotting opportunities to make themselves

relevant, rather than simply churning out pretty but easily forgotten content

on social media.

Context is now more important than ever.

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MEASUREMENTS What Social Media Marketing Really Brings to the Table

CALCULATING ROI

Social media marketing, more often than not, is hard-pressed to connect

its successes to actual monetary values. This is because what it does

best – influence conversations, sentiments (opinions towards a brand), and affinity (closeness/affection towards a brand) – are

subjective in nature.

Unlike other, more established marketing channels, social media (as the youngest) still has a long way to go in terms of ROI-related metrics.

Sentiments and affinity are subjective.

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INDICATORS OF SUCCESS

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SUCCESS INDICATORS Popular and Meaningful Metrics for Social Campaigns

OVERALL REACH & IMPRESSIONS PER POST REACH & IMPRESSIONS

Importance: To measure how “far” the brand’s social assets go in terms of being visible to online consumers and

community members.

High reach and impressions indicate that a campaign has a large audience

“watching” it – this audience represents both potential and actual

offline consumers.

Importance: To measure the effectiveness and popularity of specific campaign messages, from general content

buckets to specific content topics.

It is inevitable that some content “work” while others don’t; measuring per post effectiveness helps a brand constantly tweak its message for the

better.

Visibility metrics.

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SUCCESS INDICATORS Popular and Meaningful Metrics for Social Campaigns

OVERALL ENGAGEMENT PER POST ENGAGEMENT

Importance: This indicates how much effort online

community members are willing to exert in terms of giving feedback

(positive, neutral, or even negative) to a brand or business.

High engagement levels should

ideally be positive/neutral, and are direct results of community

management first, content second.

Importance: Understanding why people interact

with specific posts and not with others lets you learn what “tickles” the online community enough to

interact with your brand.

Low-engagement content posts should not be removed completely,

but rather given a chance to gain more engagement through community management.

Interaction metrics.

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SUCCESS INDICATORS Popular and Meaningful Metrics for Social Campaigns

COMMUNITY GROWTH COMMUNITY LOYALTY

Importance: A well-liked brand online would

naturally have consumers want to consume its content, or use it as a resource center for information or

other benefits.

This means that a successful social asset would likely have a large online

community as well.

Importance: Interested and truly-engaged

consumers online will stay and continuously engage with a brand

they like. A high number of new fans/followers over a consistently low

amount of “leavers” is a good indication of community loyalty.

It’s easy for the typical social media user to leave (i.e. unlike, unfollow, unsubscribe) because of the sheer

amount of content anyway.

Fan-base metrics.

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SUCCESS INDICATORS Popular and Meaningful Metrics for Social Campaigns

CONVERSATION OWNERSHIP VOLUME OF MENTIONS

Importance: To have the lion’s share of social

mentions when compared to industry- or category competitors is valuable – it shows online observers that you are far more relevant and

likely to have much more useful content than your competitors.

Trending on Twitter or being picked up by mainstream news (for positive reasons) do not hurt and provide free marketing for your brand. However,

this shouldn’t be an end goal!

Importance: Owning conversations is one thing, but is ultimately meaningless if the

volume of mentions are low (or competition is non-existent).

To truly claim ownership of a

particular social space or conversation topic, the amount of

social chatter needs to be massive – ideally enough to get the attention of even non-fans and traditional media.

Social chatter metrics.

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THANK YOU!

E A R N E D M E D I A – S O C I A L M E D I A

B Y

J A S O N C R U Z

@ J S N C R U Z

J A S O N C R U Z 2 3 8 8 @ G M A I L . C O M