digph2015 - ken lingan: digitizing smes
TRANSCRIPT
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Digitizing SME’s Helping SME’s Win Moments that Matter
Kenneth Lingan Country Head, Google Philippines
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Small business is the backbone of our country
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Big numbers don’t translate to big GDP
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The internet is leveling the playing field
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The stars are aligning for a major shift to digital
Emerging middle class
More affordable data plans
Smartphone prices falling
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Android One: Enabling every Filipino to experience the magic of the web
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8 out of 10 Filipinos will be online by 2018
10 M Filipinos are going online every year
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The next generation of Filipino netizens will be mobile-first
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Filipinos spend the most time online in Southeast Asia
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Changing the way we connect
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… the way we consume media
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…the way we travel
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… where we shop
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… and how we shop
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First Moment of
Truth
Second Moment of
Truth
Stimulus
At shelf In-store
Experience
Traditional Path to Purchase
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New path to purchase
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Zero Moment of Truth (ZMOT)
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67% of respondents in PH did online research for their their last purchase
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My own ZMOT story: Relocating back to the Philippines
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Search is the starting point
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A search query is a moment that matters
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Billions of “moments that matter” happen every single day
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Are you winning those moments that matter?
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Audience Poll Question: How satisfied are you with the results when you searched your company online? A. Very satisfied B. Somewhat satisfied C. Just ok D. Somewhat satisfied E. Not satisfied at all
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How do you win moments that matter?
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1. Ensure that your business can be found online
• Updated information: Description of your business, phone number, address, put in info that really matters
• Enrol in GOOGLE MY BUSINESS
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2. Make sure that people can easily see you when they Search
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User’s search
AdWords ads / Paid ads
Organic results
Investing on paid search helps you get noticed
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Affinity searches Things that your product makes possible
Category searches A product type
Branded searches A specific product
Lunch time Birthday parties
Dinner ideas
Best delivery services
Burgers
French fries
McDonalds
Fried Chicken
Best snacks
Jollibee
3. Own the keywords that matter to your business
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3. Own the key words that matter to your business
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4. Ensure a great experience especially in mobile
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5. Measure everything
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1. Get online 2. Be easily found on Google Search 3. Own keywords that matter
4. Be mobile
5. Measure everything
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Google AdWords is tailored-fit for Small Business
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1. Reaching new markets cost-effectively
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2. Pay for performance: Making every peso count
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3. Make your campaign targeted and customized
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Millions of businesses globally are already benefitting from Google AdWords
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An inspiring story from a claypot dish
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AdWords is already helping a number of Pinoy businesses and start-ups
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Small business can be BIG
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