Digital Marketing Part 2

Transcription

Introduction to Digital Advertising

Okay. So why go digital in the first place? Awareness comes from everywhere. And it comes from a
variety of sources. And of course, without awareness of anything that you’re selling, then you don’t—
you can’t expect sales. It’s like building the best store but not telling anyone about it. Creating the best
product or improving your services, but again, not telling anyone about it. At the same time, organic can
only get you so far. And it would require you a certain amount of investment to really achieve desirable
results.

So Google, they thought of this concept called the ROPO phenomenon. ROPO means Research Online,
Purchase Offline. Research Offline, Purchase Online. Or Research Online, Purchase Online. So what does
that mean? I have a need that needs to be addressed right now by a product or a service. So any typical
Filipino who has access to the Internet will do a search. So if you’re more comfortable searching on
Facebook… (it’s disconnecting. Anyway, I’ll continue.) If you’re more comfortable searching on
Facebook, then you’ll do a Facebook search. But if you do searches on Facebook, they don’t really work.
So, Google, of course, it’s built for that. So if a person has a need that needs to be addressed, searches
on Google, and your website comes up, your social media account comes up, then it allows you to make
better decisions. Because these communication channels or platforms will tell you more information
regarding the product or the service. And of course, it’s better if you’re able to purchase the product or
avail of the service right from the platform itself. So this is something that a lot of businesses forget. And
though of course in the age of social media where almost everything is accessible, it’s easy to create a
Facebook fan page. They always forget about their websites. Like if you’re in an organization, you can
ask yourself or ask your teammate, “When was the last time you updated your website?” If you open
your company’s website right now using your phone, will it adjust to the size of your screen? Or will you
have to pinch and zoom in in order to access information and data? Sadly even in La Salle, in order to
enroll, you have to go through a very, very painful process to enroll if you’re a student. Because the user
experience is not that great.

Next, the Research Offline, Purchase Online means that for most of us who finds it, who considers
grocery shopping a recreational activity during Sundays after church, di ba? We have a laundry… May
nakakarelate. If it’s not part of our grocery list or of our shopping list, and then we see it, but we don’t
buy it right then and there. We might whip out our phones, do additional Google searches, or we might
eventually purchase it online when we’re at the comfort of our home, comforts of our home.

Going back to Research Online, Purchase Offline. I’m sure that maybe some of you have probably bought
something online already. Either from Lazada, Zalora, Beauty MNL if you’re into make-up, or from a lot
of IG sellers that exist nowadays. They sell bikinis. They sell make-up. They sell shoes. And so on and so
forth. And the thing is, when it comes to Research Online, Purchase Offline, you’re not really sure of the
quality of the… whatever it is that you’re buying. But it’s because of testimonials of other customers, it’s
because of further… more types of contents to allow your target market to trust you, that whatever it is
that you’re selling, whatever it is that you’re offering, it’s real. Then it makes you, it allows you to make
better purchases, better purchasing decisions.

And then lastly, which is the ideal scenario and this is where the e-commerce landscape really benefits
from, it’s Research Online, Purchase Online. Imagine if your target market has a need that needs to be
fulfilled or addressed, they do a Google search, your business comes up, your products or services come
up, and you’re already offer away from them to actually get your product or service by your website or
Facebook or whatever. Then you have a direct link from brand awareness to actual purchase. Di ba?

And then lastly, which is something that’s being practiced here in the Philippines, it’s called the Omni-
Channel approach. Meaning, you purchase online, and it serves a purpose of something that’s similar to
reservation but with pay. And then you pick it up from the store. So that you are ensured of quality
which is something that’s being done by Kultura right now in a pilot testing sa MOA.

Of course, all of the forms of advertising on Facebook, Instagram, and Twitter, and influencer marketing,
they’re basically tactics. Di ba? Tactics that allow you to address your marketing objectives. One of the
questions that was mentioned earlier was, “If I’m part of a start-up, where do we start as a start-up?
How do we advertise? Among all of the different options out there for advertising, boosting post,
boosting videos, driving traffic in website, downloading a mobile app, what do we choose?” But actually,
before even choosing what type of ad you need, number one is to determine your marketing objectives.
Because without knowing what your marketing objectives are, then you don’t know how to measure the
performance of your advertising. That’s number one. Number two is, determine your target market. Di
ba? It sounds very basic. It might be something that you learned in class. It might be something that you
learned in work. But even in the age of digital marketing, wherein it may seem complicated and
complex, you always have to go back to the basics. Why? Because, of course, there are no signs of
Facebook, IG and Twitter dying anytime soon. But what if they disappear? And this is something I think
about all the time. Di ba? So you need to always go back to what do you want to achieve in terms of
marketing objectives and then choose whatever type of ad unit is out there. Okay.

It all starts with awareness. So your target market, which is your intended consumers for your products
and services, they need to be aware of the products, of the features, advantages, and benefits of your
products and services. What are you selling in the first place? So once they are aware using all of these
different communication channels, Facebook, Twitter, Instagram, and even your website and even e-
mail marketing. Then once they interact with you, once they engage with you, then it allows them to
consider your product or your service. And this is very important because it’s 2018. There are so many
options right now. There’s almost no such thing as brand loyalty. Lalo na if you’re younger. Millennials
have the tendency to switch from one brand to the other. Not unless you’ve been using the same
product or service over and over and over and even if a newcomer comes up with a nice promo or
discount or whatever, they won’t sway you. Like I, for example, when Uber and Grab were still fighting it
out, I was an Uber… I was a loyal Uber user. Because even if it was a bit pricier sometimes, I knew that
the cars were quality. I knew that the drivers were quality. And even if Grab came up with their loyalty
system, which you’re pretty much familiar with right now because we recently were convinced to
update our apps so that we don’t get confused. “Ano bang gagawin ko? Magpapadeliver ba ko ng food?
E gusto ko lang naman makarating from point A to point B.” Di ba?

All of the social media promos and contests that you see nowadays allow your target market to consider
your product or your service. So even if it’s a simple Like, Share, and Win campaign. Or if it’s a simple
hashtag campaign. Or a simple selfie with a product campaign. Even if there’s no direct connection with
sales, all of these things allow your target market to consider your brand. Of course, pinaka-important is
benta. Pinaka-important is conversion. And this is something that a lot of advertising agency forget.
They come up with a nice campaign. Very creative. Very out of the box. But they fail to ask their clients;
what is the R.O.I. So of course as a start-up naman, going back to basics, it’s very, very important. You
come up with a nice video. Okay lang if you did not spend that much. Pero what if you spent a typical
amount that you’ll spend with a same-day edit? Di ba? And then, nagmamadali ka. “Where’s the R.O.I.?
Where’s the benta?” Lalo na if it’s a big ticket item like a townhouse. Di ba?

And then lastly, loyalty. Which is very, very difficult in the age of so many substitutes out there. But of
course, in the context of sales, you don’t just want to sell to one person and not expect them to buy
again. You have to convince that same person to purchase from you because they love your product,
they love your service. And it is actually more cost-effective to sell to someone na you’ve sold to before
rather than someone who’s completely new. Di ba? For those of you who are in sales, I’m sure you call a
hundred people, expect to meet up with one person, and that one person may not even buy from you.
Di ba? Okay.

I have a lot of frameworks because I do teach in La Salle. And actually, any form of the digital advertising
out there if you just have the… try to make enough time and effort for it, you can learn it. Like Facebook
has Facebook blueprint. Google has so many free online classes out there for SEO and Google
placement. But again, we need to go back to our basics. So that we understand, with all of the tools that
are out there, what do we choose so that we achieve our objectives.

Okay, so where does digital marketing come in? Or in my case, digital advertising? For big companies,
lalo na for those companies that have been running now for 20 years, 50 years, a hundred years, they
have been running their campaigns for year on year. It may change; it might not change, depending on
who they’re trying to talk to. Like Coca Cola for example. I’m sure you encountered when they changed
their tagline to “Taste the Feeling.” And they changed the tagline to “Taste the Feeling” because they
wanted to tap a younger millennial market. Di ba? Who’s more health conscious? Who’s probably not
drinking Coke anymore? So they wanted to achieve, tap a certain emotional benefit. So again, going
back to integrated marketing communications.

If your company is used to spending on TV, radio, and print, if your company is used to spending on
events, the mindset of decision-makers is that, “Okay, digital marketing will come in second.” Lalo na for
upper management who really don’t have the time to go through Facebook accounts, IG accounts. Most
of them probably don’t have Facebook. Sino sa mga boss niyo ‘yung may Facebook at active? Yung mga
nagre-release ng budget? Wala, di ba? Halos wala. I’ve encountered some decision-makers who
approved budgets na they’re more active on Instagram more than anything else. IG ang sinisilip nila. So
that’s a common scenario for big brands. For start-ups naman, because your budget is very limited, they
disregard all of the expensive TV, radio, and print and even events. Maybe they join trail shows every
now and then. And then they maximize their budget on digital. Okay lang naman ‘yun. But of course, in
order to make digital marketing work, you always need to try to have an offline component. So when we
say offline… Like, okay, I’m going to give you an example. (14:28)

I’m a part-owner of a start-up earring brand. Because they are celebrating, the brand is celebrating its
one year anniversary; it’s planning to have an exclusive sales event just to say “thank you” for everyone
who bought. And the benefit is that they get the chance to be the first to buy the first series of stock for
the new Christmas collection. So that’s a very simple basic example of how you bridge the gap between
online and offline. Di ba? Give them benefits. Di ba? That was a very, very awesome case study. Nix
spent 600 bucks, he earned back 2 million. Because there was an event. Now, the ideal scenario is,
whatever you’re planning to advertise offline, should always have an online component. If you’re
planning to come up with a TVC, what will be shown on Facebook and on YouTube? What will be the
version of your video? If you’re planning to have a radio ad, if it’s the entire Philippines or maybe just a
geographic base, what will be the component online? If you’re planning to have events, maybe
something as huge as this or something more intimate, or something even bigger, what will be the
online component? So always think of that. Always go back to what your objectives are and then choose
the types of ads.

Okay. More data. This is a report from Akamai State of the Internet Report 2016 and it shows you that
our internet basically sucks. But you don’t need a nice info graphic to tell you that our internet is bad. Di
ba? But of course even if this report tells you that India, in terms of speed, is slower, but actually it is
more cost-effective and it is more consistent. Not because I’m Indian. And even… of course countries
like SG, Hong Kong, South Korea, Japan, and Taiwan… And I’m sure maybe a percentage of you guys,
when you go abroad, you test the internet, you probably Torrent something out or you used Netflix,
“Uy, ang bilis ng Netflix!”So in other countries, 4.5G exists. They’re even testing 5G out. And we’re stuck,
still stuck with… ‘yun.

But even if that’s the case, even if our internet is inconsistent and unreliable, in terms of internet
penetration, 63% of the Philippine population have the access to the internet. All of these tables and
stats come from a website called “wearesocial.sg”. “Wearesocial.sg”, every year, comes up with a nice
consolidated report that’s combined from Facebook, Google, and other reliable internet sources. And
they analyze the internet penetration of so many countries that are part of this list, so including the
Philippines. So if you’re interested in terms of penetration of the… internet penetration, how many
people are accessing the internet via… accessing social media via mobile phones, it’s all there. 63% of
the Philippine population are active on social media. That’s enough reason for you to be active online.
Even if our internet sucks, so to speak. Most of them are using social... Up to 4 hours every day. So some
of you probably would have a takeaway that maybe they’re spending that much time on social because
internet is slow. Di ba? Maybe. But actually, the reason why Filipinos spend that much time on social
media is because we’re constantly waiting. Traffic. Pila. Ano pa ‘yung hinihintay natin madalas? So what
do we do while we wait? Access social media, di ba? And 99% of the 63% of the entire population use
Facebook. That’s why we have Facebook Philippines, di ba? Okay.

So when you advertise, one nice framework that you can follow, that you can apply on your own
organization, which is something that’s actually being used by ad agencies and PR firms as well, is called
the “Paid, Owned, and Earned Media Strategy”. In short, it’s called “P.O.E.M”. Of course, in certain
organizations they have their own version of this. But this is the most basic and easy to understand. So
how does it work?

Paid media, which is P, is anything that you pay for in order to drive traffic to your online channels. So all
forms of advertising, Facebook boosted post, Google ads, search engine marketing ads, influencer
marketing… As long as you pay, that’s paid. Kaya nga paid, eh.

What is O? What is Owned? Owned media channel is your primary communication channels. What
online channels do you use to talk to your target market? Do I use my Facebook account? Do I use my IG
account? Do I use my website? Do I frequently send e-mails? Do I have a frequently updated YouTube
account? So influencers actually thrive on their own media content with thinking that as long as I publish
quality, relevant content, I would get results. Am I after engagements? Am I after endorsements? Am I
after R.O.I. for specific partnership? But of course, before your target market gets to know that your
owned media channel exists, you need to pay. Again, organic can only get you so far. What’s organic?
You like people. You ask them to follow your account. In my class, one of the frequent and most
common activities is that I have a list of 10 Facebook accounts na brand pages, and then I ask all of my
students na each of these groups will be designated a Facebook fan page. Kunyari ‘yung isa OMNI
Electrical and Lighting. ‘yung isa, Kultura Filipino. ‘yung isa, Bayad Center Meralco. Random fan pages.
And I would tell them, “Ask everyone you know to like these fan pages.” And then after a week, kung
sino ‘yung may incremental na additional amount of fan pages, will get plus points sa final grade. Di
naman ‘yun for the benefits of my clients. It’s really so that they can experience that when they join the
workforce, most likely they will be asked by their bosses to ask more people to like their Facebook
accounts. Lalo na for young millennials who are just starting to work out, they will be given the
responsibility of managing online channels. Sure ‘yun. Millenial ka, di ba? Fix my IG feed. Millennial ka, di
ba? Post on my Facebook account. Millennial ka, di ba? Gandahan mo nga ‘yung IG stories namin.
Lagyan mo ng maraming GIF. Ganyan. So you need paid advertising to drive traffic. Traffic is the most
important because without traffic, you won’t get engagement. And that is “earned media”.

Earned media is all of the forms of conversation, engagement, interactions, testimonials that you get
from your own medial channels. If more and more people ask about your products and services,
ask,“Hm?”,“Hm po?”,“Hm sis?”,“Dm me.”,“Pm me.” That’s engagement. If they actually inquire
regarding your products and services, and they’re… and you’re giving them more reasons to actually
buy, then that’s when you know that what you’re doing is actually working. So you need these three
things so that you can measure results. Paid, Owned, and Earned. Again, in a nutshell, paid is anything
that you pay for to drive traffic to your own media channel. Owned media channels is your primary
communication channels. And earned media is all of the forms of engagement that you get.

Now, this is a trick question. What if you hire a blogger? Is it paid, owned, or earned? What do you
think? What if a blogger writes for you? Who says paid? Who says owned? Who says earned? Who says
all? It’s actually all kaya nga trick question, e. All of the above. You paid the blogger to write about you.
Before the blogger publishes the content, you need to approve it first. And before the writer writes
about you, you have talking points. Anong sasabihin nu’ng blogger? What would be the angles? Do you
have a product that you’re supposed to launch? So you talk about the features. And lastly, all of the
engagement that you got, all of the interactions and possible sales because of you hiring that blogger is
your earned. So, when you converge all of these things, we call it “converged media”. That’s the best
way to measure the effectiveness of influencer marketing. If they’re actually bringing in sales, not just
pabonggahan. Not just saying that you got this influencer for the sake of PR.

Ad budgets are slowly and continuously shifting. This is a report from Kantar World panel, a media
agency, in 2013 saying that for big companies, of course bulk of the spending will go to TV. Why?
Because the thinking before or maybe until now is that if I don’t spend on TV, let’s say I’m selling pancit,
I’m selling pancit canton like Lucky Me. Or I’m selling chicken joy. Jollibee or whatever. If I don’t spend
that much on TV or even on radio or print, my products won’t fly off the shelves. If I, all of a sudden,
change my spending strategy, I might not maintain my market leadership. And this is something market
leaders would fear. If I do some tweaks, can I still maintain my leadership? Or will smaller players grab
market share? But of course, more and more millennials who are not… I won’t call them millennials
anymore, millennials who have families, millennials who are middle managers, millennials who are
decision-makers, they’re mostly the digital buy… uhm, digital heroes of their companies. And because of
them, they would convince upper management that, “Hey! Your target market, they’re not getting any
younger. Or if they are, then be online. But if your target market is getting older and they’re still active
online, then be online. At the end of the day, be online.” Look at everything you’re doing right now and
identify, “What are the ways that my organization is advertising or marketing online?”

So if you see in this nice pie chart, minimal percent, five years ago, was meant for digital. Minsan
paghahatian pa ‘yan ng PR. So, year on year, as more and more people have access to social media.
More and more people engage on social media, you would have organizations like Smart
Communications, spending at least 20% of their total marketing budget on digital marketing. That’s a big
company. And of course for start-ups, most probably bulk of your budget will go on digital. Now again, if
we talk about different media placements, what do you think is dying and it’s so obvious? Print. Summit
recently stopped their publication. Yeah. Lahat ng print nilang magazines, wala na. So it affects so many
things. It affected ‘yung printers. Lots of jobs were lost. But at the same time, it was streamlining
operations and they realized that we could probably earn more, have lower cost, if we just push our
digital assets. And that’s true. Ang naglalaban in terms of traffic for websites is ABS-CBN and Summit
media.

So here’s an example of a video that siguro encapsulates converged media. Imagine that you have a
commercial and the ending of the commercial will be based on the engagement online. Like, your target
market will choose what will happen next for your commercial.

Digital marketing, of course, can be overwhelming at first. Because there are so many things to do. So
many things you can do. So many things you need to try. But you never actually learn until you try it
yourself. And it takes a lot of trial and error before you actually know if something works for you or not.

So it was an ad that wasn’t just for the sake of branding. It had a very clear sales objective. They wanted
an increase of sign-ups for leads. It was basically a leads generation campaign and their target market
became younger. Because they used an integration of Twitter and TV ad to drive sales. But even if this is
a very old campaign, I’ve never seen a local brand here in the Philippines that have done something like
this because it’s very expensive. Nagpublish ka na ng isang ad, probably cost you a lot even in
placements, to have another ad that is stirred… the ending is stirred based on results of your hashtag
campaign.

We live in an age wherein more and more people, even if there are not a lot of Filipinos out there who
are like that, more and more Filipinos are becoming more discerning when it comes to advertising. We
super, super hate hard sell. I’m sure when you see an ad, when you watch a video on Facebook and then
all of a sudden after a few minutes, may lalabas na ad which is very, very annoying, instead of finishing
the video, you end up skipping the video altogether.

So here’s a very plain and simple screen shot from Top Gear. I can read for you. “We slept through a
comfortable 5-kilometer Grab car ride from Pasig to Mandaluyong inside a Nissan Almera with cold
aircon. Paid only P124.00 less P50.00 promo code. Later we realized that the driver was using a manual
transmission. And we thought it was an automatic. So who would want to go back to a taxi after this?”
Now, if you, yourself is following or has liked the Facebook account of Top Gear, would you think that
this post was an ad or not? Who thinks that it was an ad? It was a clear partnership between maybe
Nissan or Grab and Top Gear? Sponsored content? Pero actually, it wasn’t. But there were so many
people out there, so many Filipinos who had brains saying, “a thinly-veiled advertisement.” And then,
they would be defensive saying that, “No, it’s not. We can show you the receipt, if you want. All ads of
Top Gear are labeled as such.” And blah, blah, blah, blah…

So many people thinking that it was an ad. It was a clear partnership. And you have Top Gear being
defensive that clearly, it wasn’t. They just had a commuter editor writing. Like a writer. Because that’s
what they do, e.

So, there is probably… Of course, there’s no hardcore data out there such as the… I’m giving you the
numbers. But more and more Filipinos are becoming more discerning when it comes to advertising. So
even if you partner with another organization, another brand, or even an influencer, they would
question your authenticity. They would question if you’re actually sincere. Because if you’re not sincere
about it, then it might have a negative impact or effect. But if you’re clear with your intentions, then of
course, you would get the opposite effect. (33:31)

Basics of Social Media Advertising

Everytime I talk about social media, this is how something to do with content more than advertising.
Social media explained; it shows you how to talk about the same thing using different platforms. So, in
this case, we talk about doughnut. But when you’re talking about the doughnut, on Twitter, of course,
it’s real time. It’s what happening right now. It’s very rare for a brand or a company to talk about
something that’s past. (34:07)

(36:13) Foursquare. Ten years ago, Foursquare was more applicable. I’m sure some of you probably still
remember this. I’m sure some of you remembers BBM. It was our company phone a few years back
before the growth of iPhones. People were basically checking in, telling all of their stalkers, “This is
where I am. I am the mayor of Starbucks.” Ganyan. If you’re familiar with one of Facebook’s business
models, if you can’t beat them, buy them. If you can’t beat them, steal their features. So, when
Facebook introduced checking in as part of their functionalities, there was no use for Four Square
anymore. Even if Four Square still exists as Swarm. We have Instagram. Look at my doughnut. Visual-
oriented platform. We’ll go into Instagram later if we have time. YouTube. Watch me eating my
doughnut. So many people out there have become super, super rich just because they talked about their
passions on a very frequent and consistent basis and they were earning a lot. They’re earning a lot, lots
and lots of dollars. And Facebook wants a piece of that pie. So even if it’s in beta mode, eventually you
can also earn, even if you’re a normal person, from Facebook video views. Because for the longest time,
YouTube has been taking advantage of that. By YouTube content creators.

LinkedIn, your professional social network, which is effective sa B2B globally. But if you’re in the
Philippines, it’s used for recruitment. Sabi nga nila when I still used to work for a company, now I run my
own company, small start-up. When you update your LinkedIn account, it means that you’re looking for
a job. So if you noticed that your officemates all of a sudden add credentials, ay, may balak um-exit. And
magtaka ka if ‘yung boss mo mismo ‘yung mag-a-update ng LinkedIn niya.

And then lastly, Pinterest, which is an inspiration board. Di ba? Maybe some of you who are using
Pinterest use it for wedding boards. Wedding inspiration boards. But until now, no brand out there has
ever really taken advantage of Pinterest given that the most amount of users is really on Facebook and
IG. Facebook has two billion active users every day globally and IG is almost one billion. Nasan si
Twitter? Almost dying. Still alive, but barely breathing. No one wants to buy Twitter. Twitter is for sale.
So kung may pera kayo, gusto niyong bilhin si Twitter, Twitter is for sale. Pero ‘yun. Struggling to
maintain relevance because for a lot of people, there’s no use for Twitter.

Okay, so Facebook is of course all about making connections, being part of a community. That’s why we
have our Facebook groups and market places and all of these so many new features being added on a
regular basis on Facebook platform both for regular users and for businesses. ‘yan. This is the answer to
one of the questions earlier. If I needed to advertise on Facebook, what would I choose? Because there
are so many ways to advertise. Facebook pa lang ‘yan. You need to determine first, what are my
objectives? So of course, we will go through the examples of each type or most of the types.

Number one, the most common is boosting a post. If you’re managing your own brand’s Facebook fan
page, Facebook, because it’s all about money, they would tell you, “Reach more people if you spend this
amount.” Have you ever seen that? Reach 1,000 people, reach 40,000 people if you spend X amount of
pesos. Which encourages brand owners, start-up owners, brand managers, to spend rather than rely on
just organic which again can only get you so far.

Next is promote your page. In your organizations, I’m sure a lot of you guys, the number one priority for
your Facebook page is to increase fans. Which has been the mindset for how many years now. Social
media marketing probably started in the Philippines 2011, 2012, and it has always been the case. I need
to increase fans. I need to increase fans. But I’m telling you, fans are useless. We handle several pages
na half a million na ‘yung fans. The most people who were able to see a post, probably 30K. Out of half a
million. Lowest would probably be 2K. So di ba sayang? You spent so much time and effort coming up
with a nice content, encouraging your target market to like your account, follow your account. You run
expensive promos. You give away go pros and iPhones, and iPads just for people to like your account.
And at the end of the day, you realize that they’re not being reached by your posts. Because Facebook is
paid. Dati the mindset was, okay social media is owned content because we can control what we’re
posting. If I want to post something right now, then I can post it right away. Di ba? But the thing is you
need to pay to play. You need to advertise so that you’ll reach more people.

Next, send people to your website which is related to the fourth one, increase conversions. And of
course, that’s very, very important because ano pang purpose of your website if people are not visiting
it? Ano pang purpose of your e-commerce site if people are not actually buying?But the thing with e-
commerce is that in the Philippines, it’s very, very slow in terms of growth. It probably took at least five
years for both Lazada and Zalora to turna profit here in the Philippines because the behavior was not
there yet when they started. But the amount of spending, grabe. When Zalora was launched in the
Philippines, they were spending at least 6 million pesos every day on advertising. The money was
unlimited because it was coming from a venture capitalist firm, siRocket. It used to own Lazada. Used to
own Zalora. Used to own Food Panda. But their business model is grow a start-up to a certain
community, sell it to the highest bidder. So who owns majority of Lazada? Jack Ma. Alibaba. Who owns a
huge chunk of Zalora? Ayala. Who owns Food Panda? Another firm in Germany, si Foodora. All because
they spent, invested a lot of money to drive traffic to their website, increase their users, and then sell it
to the richest organization out there. Iba ‘yung business model du’n. Gastos muna before R.O.I. Ang
daming negative dun. Di ba? Not like in our case, di ba? We are very, very careful when it comes to
spending. We’re very careful when it comes to spending. Like we need to make sure that whatever
we’re spending, is a percentage of what we want to earn by the end of our campaign year. So anything
beyond that is an out-of-pocket expense. Masakit sa bulsa to advertise actually lalo na if you owned the
company.

If you have a mobile app, of course you can target… you can convince your target market to install it and
of course use it. Raise attendance to an event, get people to claim your offer, and ‘yung pinakauso for
most big brands is encourage them to watch your video.

So here are some examples. First one, legged-page post. If you’re a start-up, you don’t have many fans
yet, then this maybe beneficial. Because psychologically, if your target market sees that you have a lot of
fans even if you’re just a start-up, then it gives a takeaway that you have some sort of value. It adds to
your brand equity. But if you reach a certain size, let’s say you’re a big brand.If you reach 100K, if you
reach half a million, if you reach a million, if you reach 2 million, 3 million, 4 million, or more, what’s the
use of your fans? Wala na. Wala na siyang masyadong bearing. So most of these pages that have
reached a certain amount of size, they use their Facebook mileage to increase their community and
other channels. IG. Twitter, if necessary. Drive traffic to their websites. So in this example, you have two-
legged page post from Kultura Filipino. Andit encourages the target market to like the page and as you
can see, the people… when this amount of people like the page, when these ads were ran or launched, it
was almost 500K. But nowadays, they don’t care about fans anymore. They care about engagement.
They care about more video views. Because that’s what they spend on. Their endorser is Marian Rivera
and you’regoing to probably expect how much they spent on that. And they would spend more on
producing videos and they have so many video content. So ano pa ‘yung purpose ng fans? Wala na. But
for start-ups, yes. Having an increase in fans is beneficial because it has a psychological effect that gives
you brand equity or additional value.

Ads can have call-to-action buttons which are limited. But of course, if you choose one, let’s say, Shop
Nowif you have an e-commerce site. You can book now if it’s an event. You can learn more if it’s
something that’s inspirational or informational. Or you can sign-up if it’s something that’s similar to this
event. The good thing with advertising is that you can apply a call-to-action button.

Next.Access Travel is a travel agency. Has been running for seven years and their owner is an influencer.
Si Angely Dub. For a really, really long time, she relied solely on organic. Ibig sabihin, she would rely on
her own influencer capital so that because she’s influential, it will drive traffic to her website. It would
encourage people to inquire on her social media accounts so that they would book exclusive tours like
her recent Iceland Tour. But it was only this year that she decided to invest on her website. Facebook…
Invest on social media advertising. Google advertising. And the results was that even if the campaign just
ran for… one month pa lang, one pa lang ‘yung campaign, she saw that there was an increase of
inquiries on her site versus social media. Hindi… of course most would still be social media pero there
was an impactful increase of inquiries on the website which is super, super good.Given that we did not
expect a lot because the campaign was just running for one month.

And of course, you need Google analytics which is free. You attach your website to Google analytics so
that you could see where your traffic is coming from. And this is another thing that will suggest where to
invest. There are so many different types of ads out there. Facebook, IG, Twitter, Google, YouTube, but
know where your traffic is coming from. And in this case, the first four top sources of traffic to her
website are still organic. And all of the traffic coming from her ads which is number 5, 6, and number
11… are paid. So it will suggest, if you want your advertising to drive in more traffic then you need to
increase your budget.Ganun lang siya. At least start with what you’re comfortable with. Start with a
dollar on Facebook, for example. Which is in our case, P54.00.

Another nice campaign from Ford Philippines. It was a lead generation campaign. They wanted to
increase the amount of sign-ups. And what they did was they ran several ads. And this is the beauty
when it comes to Facebook. Don’t just stick with one creative. You can customize your creative based on
different segments of your target market. Let’s say one of the segment of your target market would be
parents. But at the same time, ‘yung parents mo can be segmented even further into young millennial
parents, or parents na empty nesters. Like in this case, the EcoSport was for mass market. The Everest
was more for your tatay, 35- to 50-year old. And your Ford Fiesta, 18 to 25, mas more on college. Yan.
So if you advertise, don’t just stick with one type of advertisement. Spend the minimum amount. Test
different creatives out. And whatever works, then run with that.

Remarketing ads which was mentioned earlier. Have you ever experienced visiting Lazada or Zalora not
doing anything, window shopping lang kasi nga waiting e. You go back to Facebook, the ads will basically
follow you around. It’s creepy, but it works. And it’s called remarketing. So this is the same principle
being used by so many e-commerce brands, e-commerce sites out there. From Lamudi which is for real
estate, Carmudi which is for second-hand and brand-new cars, and all of the different travel sites out
there like Agoda, Trip Advisor, AirBnB, and so on and so forth. Remarketing allows your ads to make kulit
for a lack of better explanation.

Boosting posts. For brands that have a lot of money, some of their… the mindset for some is they would
boost everything. Everything we post, we boost. Syempre magastos, di ba? ‘yung iba naman, if it’s really,
really important, then that’s what we boost. Lalo na kunyari if it’s drive to store, there’s an in-store
promo, you have an introduction of a new product, then that’s what we boost. Some naman, they have
a social media contest, maliit lang ‘yun… maikli lang ‘yung run. Kunyari it runs for the entire week.
Kunyari Halloween OOTD contest. Nagcostume kayo kagabi, so para may R.O.I., sasali kayo sa isang
contest that gives away something because you have a nice costume. But it only runs for a certain… for a
week. So you need to boost it so that you can get more participants. But the things is, before you start
boosting, before Facebook convince you to invest for as low as P54.00, you need to have two mindsets
first. Number one is, is it something that’s planned? I’m sure you have a marketing calendar. You have a
Gantt chart of activities for the entire year for the most organized companies out there. For start-ups,
you try to be as organized as possible. Di ba? And because these are planned, you know when to boost.
So in these cases like the first two, when OMNI Electrical and Lighting—they’ve been in the business for
25 years—all of a sudden they decided to get an endorser, Ryan Agoncillo. And he’s been with them for
at least two years now. Of course, everyone needs to know. All of the target market who’s into lights,
wiring, and hardware stores for example, need to know that they’re stepping up their game in terms of
all the local lights out there. So it was a planned boost. A boost of their poster.

Next. I’m sure every time you walk by Mcdo, an ate out there would give you, you know, brochures and
coupons. And they would always have an online component. Di ba? Another planned boost.

Now the third example is from Alerta. And it does not… it’s clearly soft sell. It does not show you that it’s
selling anything. But when you read the copy, it says, “Bakit kaya bahing ng bahing ng bahing si Mark? As
much as potential allergies might surprise you, you may also be in for a surprise if you name all of the
possible triggers tagged in the photo. If symptoms persist, consult your doctor.” Why did they boost
this? Because they probably realized that, “Hey, this post is engaging.” People are interacting with my
post even without boosting it. And that is actually the best mindset when it comes to boosting. Out of
everything that you’re posting sa entire week, look at it in terms of who got the most reach, which post
got the most reach. And reach is the metric that tells you how many people were able to see your post.
If you have access to your organization’s Facebook fan page, then it will easily tell you how many people
saw the post. And that is indicated by reach. If a certain post got a lot of reach, then it is worth really of
boosting. And so many organizations don’t realize that. Even the largest ones. Because they rely on
planned.

This is another chart that basically tells you that organic reach is almost dead. It’s not dead. When we
say organic reach, if I post something right now, ideally everyone who’s following me or liking my fan
page will get to see my posts. But the thing is, it’s so hard to reach more than 6, 7, or 10 percent of your
target market. Masaya na kami sa three percent out of our entire target market.What if you have more
fans? What if you have 100K? Half a million? A million fans? Of course, you’re not able to reach most of
your fan base.

This is another thing that you need to consider every time you want to boost. It’s called the 20 Percent
Rule. Facebook hates text-heavy images. Because what they want is, they want you to take advantage of
the description part so that you can paste all of your text there. Mechanics. Important information. But
the tendency of marketers, lalo na those who don’t understand graphic design for example, is that we
have the tendency of saying too many things. But millennials find these types of ads more relevant.
Because they’re more image-based. The 20 percent rule basically says that if you have an ad, you divide
it into a 5 x 5 grid, and you have to make sure that the amount of text—including your logo—does not
exceed 20 percent of your entire image. Because when it does, your ad will reach less people. When it
reaches less people, then you’re not maximizing your budget. And we’ve experienced this. Nagka-event.
Live coverage. We wanted to boost the album. And some of the products were very, very text-heavy.
We spent a very minimal amount of 1K. Facebook did not want to spend the amount. Because of that
very basic scenario. So how do we make sure that Facebook will allow you to boost? There’s a website
called… Of course, this is url. But when you Google search “Facebook Grid Tool”, G-R-I-D, you upload any
ad, and then it will tell you if you will get a certain type of score.Of course, if it says “Okay”, walang
problema. If it says “low”, you can still run it. But if it says “medium” and “high”, it’s very hard to run. If
you’re able to run an ad, it will allow you up to a certain point. But it will not maximize your budget. So
sayang lang lalo na if nagmamadali ka. If time is of the essence. (Maybe we can skip through several
examples.)

Carousel advertising. Carousel advertising allows you to showcase different products, different services.
The ideal type of carousel ad is five images, but you can also combine images and videos. So here’s an
example… here’s an example of a partnership, a BPI type of ad that encourages the target market to
sign-up for credit cards and you get nice incentives. Like getting a chance to win one free night stay,
hotel stay in Singapore, 50 SGD, oh, USD cash back and so on and so forth in celebration of Singapore’s
50 years. (Sige, I can… I only actually have five minutes left.)

Another type of ad that not a lot of brands are taking advantage of, but I’ve seen a growth for this type
of ad, it’s called Canvas. So if Carousel, it gives you several nice thumbnails, Canvas naman is a nice way
to showcase both images and videos. And it takes up your entire screen. So it doesn’t look like a typical
ad. It actually looks like a very immersive campaign microsite. That’s very nice. It starts out like an ad.
When you click on it, it expands. It can either be a video or text or images. And in this case, e-commerce.
It goes straight to your landing page which is an e-commerce site. And in the case of Filipino… or
advertising using canvas here in the PH, I’ve seen several examples using canvas for e-commerce. Like
Uniqlo. Or Samsung.

Facebook, there’s a rumor out there, that it’s actually running out of ad space. It’s a rumor. And that was
probably one of the reasons why they added Messenger as an additional channel. When you Facebook…
when you advertise on Facebook, you choose the channels. Do I want newsfeed? Do I want mobile? Do
you want IG? You can advertise on IG from Facebook. Do I want IG stories? Do I want Messenger? And
this can be scary. Because, is Facebook able to pick up your conversations on Facebook Messenger? Of
course they won’t say yes. But Facebook has experienced so many issues of hacking. Di ba? Ang daming
security breach. Recently lang, at least 50 million Facebook users have been hacked. Recently lang. This
is aside from the fact na nu’ng 2014, nagkaro’n ng Cambridge Analytica issue. 40 million Facebook
profiles were hacked, including one million Filipino accounts. So if you’re afraid that Facebook might
pick up your conversation sa Facebook Messenger, then don’t include private conversations on
Messenger. Kasi it might be used for targeting, e.

Location awareness ads which is very beneficial if you don’t have a lot of branches. Let’s say your store is
just one, and then you want to target everyone who’s within the vicinity. You can use this so that you
can tell them where you are.

Of course, Facebook videos. The tendency for those who watch Facebook videos is that you get to see
more Facebook videos.Di ba? (I’ll skip through the examples. See, this is very lengthy.) One very
important tip when it comes to Facebook video advertising is that don’t post lengthy videos. Why?
Because the attention span of your target market is very, very limited. The behavior of your users when
they’re scrolling through their Facebook feeds is that they watch your video, and then they go on, they
move on. So there’s a very, very small percentage of your population that actually finishes the entire
thing. And your Facebook insights will tell you that. We’ve seen some videos that we analyzed, four
percent lang ‘yun… hindi, four seconds pala, ‘yung retention rate. Ibig sabihin out of your entire video,
most of those who watched your video, only watched it ng four seconds. Mayroon namang most who
watched their video, only watched it for ten seconds. E what if your video is a minute long? What if your
video is two minutes long? Or four minutes long? Or five minutes long? So you have to be very, very
careful when it comes to the length of your video because people are used to lengthy videos on
YouTube but not on Facebook. Because on YouTube, you have intent. I search for a particular topic, and
I watch the video. I have the intent of finishing it. But on Facebook, all of the videos that you see are
videos being shared by your friends. You don’t have the intent of actually watching them. Napadaan
lang siya sa feed mo. And the way Facebook counts one view is, as long as your video runs for three
seconds, that’s already considered one view. So don’t be fooled by videos telling you that they have one
million views because most probably, majority of those who watched the video did not even finish the
video. So what is the ideal length? 30 seconds. Pinakamahaba na is one minute. Sobrang haba na ng one
minute. But dapat first five seconds pa lang nasabi mo na whatever you’re selling. Super, super
important. I think this can be my last topic for tonight.

How do you now make sure that if you spend a certain amount on advertising, the right target market
will get to see your ads? And this is a concern. Because there are so many bots out there. There are so
many fake accounts out there. And sayang naman ‘yung advertising spend ko if they’re not my real
target market.If they’re not my actual target market. So how do we make sure that ideally, it’s our right
customers?

Number one is location. Very important ‘yung geographics. Because it sounds like common sense but
you don’t want to advertise to the entire Philippines if you’re only found in one store. You don’t want to
advertise to the entire world if you don’t have an e-commerce site. Di ba? That’s why there are so many
brands and even start-ups out there advertising to a larger audience with mean cost. And advertising to
a more niched audience would give you higher returns.

Next is demographics. The reason why it’s called target market is that you need to be as targeted and as
selective as possible. So meaning, if you have a very, very slim target market, let’s say it’s 20- to 30-year-
old males and females. Draft your content or your campaign based on that segment. Now it doesn’t
even have to be based on age. It can be based on psychographics. It can be based on habits. It can be
based on behavior. It can be based on experiences. If you want to target OFWs, then that can be your
basis of your targeting. But don’t be like, of course I can’t say SM because SM is one of my clients, but
don’t be a one-size-fit-all type of campaign. Na using just one campaign, you try to target most
people.Because if you target a mass market, you’d probably end up with a lot of waste. Not unless
you’re a commodity. Commodity brands basically winmass marketing.

Out of the many different ways to target, the most powerful is interest-based targeting. Interest-based
targeting is powerful because you cannot target your market based on socio-economic class. Facebook
does not know Class A, B1, B2, C1, Upper C, Broad C, D, E. Wala siyang pakialam dyan. But they can
understand interests. So for example, if you’re targeting mothers, stay-at-home moms who are a bit
young and based on your research they watch TV, then you can use Aldub as a form of targeting. If you
know that your target market are fans of a particular celebrity, you can use that celebrity as a form of
targeting. If you’re in the case of Ford, you can use the brands of your competitors as another form of
targeting. Kasi I want to target those who have liked and engaged with the pages of Mazda, Toyota,
Honda, Isuzu… Super, super powerful form of interest-based targeting. And this will allow you to really
reach the right audience.

And then lastly which is the most advanced, custom audience is based on a database. And this is… this
can be actually applicable here. Let’s say I’m from Kerygma, I want to advertise a future event. And I
want it to be targeted. My targeting will be based on those who have already attended my events. It can
be a future event. It can be a certain product, a certain service. So I will get that database, and as long as
the e-mail addresses placed or given when they registered are the same e-mail addresses used on
Facebook, I can use that for targeting. That is actually the most powerful way that you can take
advantage of your database aside from e-mail. Ask for the e-mail addresses used for registering… or
logging into Facebook and ou can use that for targeting.

And look-alike audiences is based on, for example, I already have 10,000 fans. I need 10,000 more. So I
can target the attributes and interests and demographics and geographics of everyone who are my… of
all of the people who are my fans right now. So look-alikes.

So of course on IG the types of ads are very similar. You have Carousel. And then you have IG stories. So
this can probably be my last slide. Officially last slide. Ang daming last slide. Basta five minutes na, ang
daming last slide.
Twitter.Struggling to maintain a relevance. And even if they have very, very powerful types of ads, it’s
very hard to convince upper management to also spend on Twitter. Kasi nga wala du’n ‘yung target
market, e. Not unless, you’re using it for customer service. Like Smart, Globe… Or again, not unless your
endorsers are huge on Twitter. So there are three basic types of Twitter ads. You have promoted
accounts which encourages your… which encourages Twitter users to follow your account. Let’s say you
have targets. I want to increase my Twitter followers ng additional 5,000. Then you can do that. Extend
reach or promoted tweets is similar to boosted posts on Facebook. I have a tweet right now. I want to
reach more people… Again, you can use promoted tweets. And the most powerful… so this is what
promoted accounts would look like… You have a call-to-action button sayingFollow.This is how a
promoted tweet would look like. It’s a tweet from a brand, and then it says Promoted. It’s kind of like
your boosted post on Facebook and on IG. And then lastly, which is the most powerful and one of the
most expensive, is called promoted trends. And it costs at least P800,000 per day. Why is it so
expensive? Because you are part of the trending list for the entire day. Hindi ka trending organically but
you paid Twitter so that you become trending. And this is an example from Globe. And Globe… of course
telcos really spend a lot on brands. They paid Twitter so that they can promote, create awareness for
their exclusive NBA content. When you click the hashtag, it shows you all the tweets related to that
same hashtag. And it even shows you tweets from influencers. And this is a nice way to include
influencers in your whole integrated digital marketing mix. Yan.(Oh, skip. Skip. Skip. Skip. Skip. Daming
ini-skip. Skip. Skip. I can share with you the slides as well.)

And this is how you target. Basically similar to Facebook but what’s more powerful here is keyword
targeting. What is keyword targeting? If someone is tweeting a certain word, then this person would see
your ad as long as the account is… kahit private nga, e. So what’s an example?Neozep ran a short
campaign na every time someone would tweet “Sipon”, the agency would select a certain amount of
people and they would be given a Neozep care package with an Alden Richards pillow. Syempre kung di
ka fan ni Alden Richards, pwede mo namang ibenta ‘yung pillow. But that is an example of a very, very
powerful advertising unit… oh, advertising targeting which is keyword targeting.

Another powerful type of targeting is emoji targeting. Use a smiley. Use a heart. I’ve seen a… for
example, just to give you an example. Ito na talaga promise. Ito na ang pinaka-last. If you’re a Twitter
user and you used the poop emoji, an emoji that looks like poop. You can… you probably know what it
looks like or you can imagine for lack of a better… You can imagine what a poop emoji looks like. You will
see ads from Diatabs, for example. And this is something that was used by Domino’s in the States.
Someone tweeted an emoji of a pizza. Someone tweeted, “I’m hungry.” And they would get an ad from
Domino’s. Yun. So that’s basically social media advertising in a nutshell. Thank you.