think global, act localthink global / act localhow Filipino brands can keep up with the rapidly evolving digital world

Robin Leonard, CEOAllFamous Digital

Social Media is fundamentally changing how humans communicate globally

150 million tweets in 16 days

results were broadcast on social media before TV

most retweeted post ever!

10x Instagram pictures uploaded per second

ridiculously viral

are you going to be part of the social revolution?

or become a dinosaur

introduction

We have run 3 demosI believe we all agree the value of getting into social…But just in case you don’t agree

at we are passionate about social

My name is Robin LeonardCEO, AllFamous Digital

I’m a kiwi, living in the Philippines for 3 years

My professional background is management consulting, marketing, CRM and contact center management

expert in digital strategy

why is this important for me?

traditional advertising is dying a slow death

47% of CMOs will increase their digital marketing budget to 24%

49%24%

22% of CMOs will increase their digital marketing budget to 49%

2013 digital marketing budgets

Source: 2013 Adobe Digital Marketing Survey

Digital marketing spend % of CMOs

up to

up to

$50,000,000,000estimated worldwide spend on digital in 2013

Source: Forrester

Source: go-gulf.com

there is over 100% increase in demand for digital marketers in 2013

skill needs

digital marketing is immature in Asia-Pacific

10%37% of marketers in region spend less than

on digital marketingSource: 2013 Adobe Digital Marketing Survey

1 5out of

adult Filipinos are online

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

Socio-economic classifications

Source: Economic Outlook and Philippine Consumer Trends (TNS 2012)

rapidly emerging middle class

of ABC households own a computer

43%

89%44%40%37%37%

do social networking

share content they create

get news or current events

get health information

play online games

what do Filipinos do online?

Source: Social Weather Stations, 2011

Philippines Facebook usage compared to other countries

+

demographic of Filipino Facebook users

the most popular posts are from brands, not people

most popular post in 20123rd

most popular post in 20122nd

most popular post in 20121st

most socially devoted brands

vs.

we should look at the US to indicatethe future of the Philippines

9x cheaper!

6x cheaper!

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

digital strategy is not rocket science

Google constantly updating algorithms to stop “SEO cheating”

…and Google is in charge right now

how does Google rank websites now?

Content is King!

1. Keywords2. Freshness3. Content interaction

how does Google rank websites now?

Social Proof

1. Community2. Social sharing3. Engagement4. Traffic

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

To be globally competitive, Pinoy digital marketers need to look

offshore and steal ideas

how do you measure ROI from social media?

ROI = Benefit - Cost( )Cost

x100

Social Marketing ROI

Impressions

Interactions

Fanbase

Web Traffic

Online Conversion

Social Customer Service ROI

1. decrease call center costs

2. improve brand perception

3. mitigate crisis impact

• Increased FCR• Decreased AHT• Decrease CPC

• Increase average brand sentiment• Increase brand engagement• Increase positive branded UGC

• Decrease sentiment drop• Faster sentiment recovery

41% cheaper than traditional customer service

metrics

Community ROI

1. inter-community support

2. user generated content (earned media)

3. partner advertising

• Call deflection

• FoF impressions• New fans• Engagement & Loyalty

• Advertising revenue

benefits

calculating ROI from social media is possible

in 5 years brands won’t have a choice

But also a mute point

Careers Paths in Digital

• Digital Project Manager• Content Manager• Community Manager• Content Artists• Content Writers• Analytics Experts• Business Analysts

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

www.allfamous.com