Presentation I gave to over 1000 Filipino college kids at "4th Annual Conference of Advertising, Marketing and Business Administration Students of the Philippines"

1. think global,local
think global / act act local
how Filipino brands can keep up with the rapidly evolving digital world
Robin Leonard, CEO
AllFamous Digital

2. Social Media is fundamentally
changing how humans
communicate globally

3. 150 million tweets in 16 days

4. results were broadcast on
social media before TV

5. most retweeted post ever!

6. 10x Instagram pictures
uploaded per second

7. ridiculously viral

8. are you going to be part of
the social revolution?
or become a dinosaur

9. My name is Robin Leonard
introduction
CEO, AllFamous Digital
I’m a kiwi, living in the
expert in digital strategy
Philippines for 3 years
We have run 3 demos
My professional background isvalue of getting into social…
I believe we all agree the
managementin case you don’t agree
But just consulting,
marketing, CRM and contact
center management
at we are passionate about social

10. why is this important for me?

11. traditional advertising is dying a slow death

12. 2013 digital marketing budgets
Digital marketing spend % of CMOs
49%
up to
22% of CMOs
will increase their
digital marketing
budget to 49%
24%
up to
47% of CMOs
will increase their
digital marketing
budget to 24%
Source: 2013 Adobe Digital Marketing Survey

13. estimated worldwide spend on digital in 2013
$50,000,000,000
Source: Forrester

14. Source: go-gulf.com

15. there is over 100% increase in demand for digital marketers in 2013
skill needs

16. digital marketing is immature in Asia-Pacific
37% of marketers in region spend less than
10% on digital marketing
Source: 2013 Adobe Digital Marketing Survey

17. out of
adult Filipinos are online

18. 69%
of online Filipinos access the
internet at an internet cafe

19. rapidly emerging middle class
43%
of ABC households
own a computer
Socio-economic
classifications
Source: Economic Outlook and Philippine
Consumer Trends (TNS 2012)

20. what do Filipinos do online?
89% do social networking
44% share content they create
40% get news or current events
37% get health information
37% play online games
Source: Social Weather Stations, 2011

21. Philippines Facebook usage
compared to other countries
+

22. demographic of Filipino Facebook users

23. the most popular posts are from brands,
not people

24. 3
rd
most popular post in 2012

25. 2
nd
most popular post in 2012

26. 1
st
most popular post in 2012

27. most socially devoted brands

28. we should look at the US to indicate
the future of the Philippines
vs.
9x cheaper!
6x cheaper!

29. Conclusions
• Philippines is a highly social nation
• Economy is forecast to continue growing at 7%
in 2013
• Philippines is just beginning an online
revolution
• Untapped goldmine of consumers just waiting
to go online in the coming years

30. digital strategy is not rocket science

32. Google constantly updating algorithms to stop “SEO cheating”

33. …and Google is in charge right now

34. how does Google rank websites now?
1. Keywords
2. Freshness
3. Content interaction
Content is King!

35. how does Google rank websites now?
1. Community
2. Social sharing
3. Engagement
4. Traffic
Social Proof

37. “good artists borrow, great artists steal”
- Pablo Picasso

42. To be globally competitive, Pinoy
digital marketers need to look
offshore and steal ideas

43. how do you measure ROI from social media?
ROI =
( Benefit -
Cost
Cost
) x100

44. Social Marketing ROI
Impressions
Interactions
Fanbase
Web Traffic
Online Conversion

45. Social Customer Service ROI
41% cheaper than traditional customer service
metrics
• Increased FCR
1. decrease call center costs • Decreased AHT
• Decrease CPC
• Increase average brand sentiment
2. improve brand perception • Increase brand engagement
• Increase positive branded UGC
• Decrease sentiment drop
3. mitigate crisis impact • Faster sentiment recovery

46. Community ROI
benefits
1. inter-community support • Call deflection
• FoF impressions
2. user generated content • New fans
(earned media) • Engagement & Loyalty
3. partner advertising • Advertising revenue

47. calculating ROI from
social media is possible
But also a mute point
in 5 years brands won’t have a choice

48. Careers Paths in Digital
• Digital Project Manager
• Content Manager
• Community Manager
• Content Artists
• Content Writers
• Analytics Experts
• Business Analysts

49. intern program
we are seeking only
the best interns
• Professional Training
• Exposure to international
brands
• International career
Email your resume / portfolio to careers@allfamous.com

50. www.allfamous.com