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The Building A Brand New World in Digital

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Ateneo Graduate School Presentation

Ateneo Graduate School Presentation

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  • 1. Friday, May 25, 2012
  • 2. Friday, May 25, 2012
  • 3. Friday, May 25, 2012
  • 4. 2Friday, May 25, 2012
  • 5. Friday, May 25, 2012
  • 6. Digital Dive in 2001 Friday, May 25, 2012
  • 7. Helluva of a journey. Friday, May 25, 2012
  • 8. Friday, May 25, 2012
  • 9. There are 7,042,657,980 of us in this world www.worldometers.info/population Friday, May 25, 2012
  • 10. 60% lives in Asia or 4+ Billion people www.worldometers.info/population Friday, May 25, 2012
  • 11. There are 2.2B Internet Users worldwide www.internetworldstats.com/stats Friday, May 25, 2012
  • 12. 1 Billion are in Asia www.internetworldstats.com/stats Friday, May 25, 2012
  • 13. 491.4 M Smart Phones were sold in 2011 IDC (international data corporation) Friday, May 25, 2012
  • 14. 63.6 M Tablets were sold in 2011 Gartner Report Sept 2011 Friday, May 25, 2012
  • 15. 42.7 M ipods were sold in 2011 wikipedia Friday, May 25, 2012
  • 16. +174% rise in global social networking audience (vs. +88% total internet) comscore media matrix/March 2007-October 2011 Friday, May 25, 2012
  • 17. 1/3 of the worldÊs social networkers are in Asia comscore media matrix/October 2011 Friday, May 25, 2012
  • 18. Nearly 1 in 5 minutes online is spent on social networks comscore media matrix/march 2007-October 2011 Friday, May 25, 2012
  • 19. Philippines is the social networking capital of the world 24/7 Wall Street ; Campaign Asia Friday, May 25, 2012
  • 20. „The Great growling engine of change is Technology‰ Alvin Toffler, futurist : author „future shock‰ Friday, May 25, 2012
  • 21. We are living in exponential times Friday, May 25, 2012
  • 22. Friday, May 25, 2012
  • 23. Friday, May 25, 2012
  • 24. Building A Brand New World In Digital Friday, May 25, 2012
  • 25. ItÊs not a linear world anymore. Friday, May 25, 2012
  • 26. The Linear model Friday, May 25, 2012
  • 27. The power is with the consumers Friday, May 25, 2012
  • 28. DIGITAL MEDIA : THE NEW ART OF STORYTELLING Friday, May 25, 2012
  • 29. Friday, May 25, 2012
  • 30. Friday, May 25, 2012
  • 31. Digital is about consumer connection ; From delivering „push‰ to creating „pull‰ interactions ; From Orchestrating „campaigns‰ to facilitating „conversations‰ Friday, May 25, 2012
  • 32. Digital opens new ways of telling a story Friday, May 25, 2012
  • 33. Shouting your brand story into their ears is no longer cool Friday, May 25, 2012
  • 34. Digital allows the consumers to take control Friday, May 25, 2012
  • 35. Digital allows brands to connect beyond groupings but by aspirations and relevance Friday, May 25, 2012
  • 36. The Spam-a-Lot The guy who submits spam, spams the comment section, tries to befriend you so he can spam you, and keeps on spamming until he finally gets banned. Clueless Self-Promoter The clueless self-promoter is, well, clueless. It’s not so much that he’s trying to be a spammer; it’s just that he really doesn’t know any better. Mr. Rain on Your Parade Acts out by bringing his elitist attitude to every post he can find. Nothing is good enough for him. Every article he reads sucks, and he’s going to let you know it. The Know it All Whatever the topic, he knows everything best. His opinions are usually complete garbage, but at least he himself is convinced that he is great. Crazy Political Extremist He only submits stories about conspiracy theories, and he swears he has the inside track on all the inner workings of the government. Casual Observer This social media user is content to watch the action from the sidelines. He’s having a enough time watching all the others interact, but he has no urge to jump in. Average User Understands how everything works but usually doesn’t put in the time to become an elite user. They won’t spam you, and lend a helping hand whenever they can. Wide Eyed Enthusiast A pretty good social media user. They’re just now getting into it, and they want to take the time to learn it properly. They’ll usually submit useful content. Second-Tier User Has connections with the top users on the site, but he’s not quite on their level. A good percentage of his submits go hot, and he’s usually willing to help. The Elite Few make it to this level, but when they do, the social media world is in the palm of their hands. www.flickr.com/photos/nateperro/2130350582 They are all different Friday, May 25, 2012
  • 37. Star Hub Friday, May 25, 2012
  • 38. Friday, May 25, 2012
  • 39. Friday, May 25, 2012
  • 40. Rise of The Social Consumer Friday, May 25, 2012
  • 41. 24/7/365 Whenever, Wherever Friday, May 25, 2012
  • 42. REAL-TIME CURRENTS Friday, May 25, 2012
  • 43. Many Facets, Multi-dimensional Friday, May 25, 2012
  • 44. Engages deeply with her network Friday, May 25, 2012
  • 45. Sharing culture Friday, May 25, 2012
  • 46. Keeping it real vibe. Friday, May 25, 2012
  • 47. Creating Meaningful Stories Friday, May 25, 2012
  • 48. “If a story is not about the hearer he [or she] will not listen . . . A great lasting story is about everyone or it will not last. The strange and foreign is not interesting-- only the deeply personal and familiar.” John Steinbeck, East of Eden Friday, May 25, 2012
  • 49. why should they care? why should they share? why should they trust? Friday, May 25, 2012
  • 50. USEFUL / RELEVANT / ENTERTAINING Friday, May 25, 2012
  • 51. Social Consumers embraces and collaborates in creating our story. Friday, May 25, 2012
  • 52. USEFUL Friday, May 25, 2012
  • 53. BRINGING THEM CLOSER Friday, May 25, 2012
  • 54. Close Up Friday, May 25, 2012
  • 55. RELEVANT Friday, May 25, 2012
  • 56. Friday, May 25, 2012
  • 57. Friday, May 25, 2012
  • 58. Friday, May 25, 2012
  • 59. Garnered 600,00 views in 2 days #1 most viewed on the week of Feb.14 #3 most shared video on Feb. 16 #3 most liked and #2 most favorited 985 comments with 41:1 like to dislike ratio (higher than Jeremy LinÊs video) Friday, May 25, 2012
  • 60. Friday, May 25, 2012
  • 61. Friday, May 25, 2012
  • 62. ENTERTAINING Friday, May 25, 2012
  • 63. 2nd Highest Engagement rate globally! Friday, May 25, 2012
  • 64. Friday, May 25, 2012
  • 65. Influence The Social Swarm Friday, May 25, 2012
  • 66. Friday, May 25, 2012
  • 67. Magnum Ambassadors Lifestyle/ Fashion celebrities Social-Media Savvy 1.8M Twitter followers combined Friends/acquainted amongst each other Responds to and re-tweets consumer posts. Magnum VIP Party Live tweet cast Real-time photo uploads of VIP Celebrity Guests Magnum Rogue Zappar Apps First in the PH, magazine cover coming to life with a use of mobile apps. Friday, May 25, 2012
  • 68. Magnum trended on Twitter on February 28, 74M Tweet Impressions for the Launch; Buzz continues with hundreds of tweets a day. Upon launch, fans posted thousands of photos on popular social photo-sharing mobile app Instagram Aside from photos, online videos were also created by fans. 2 videos alone garnered over 8,000 views Mobile App Zappar was first used in the country for the Rogue cover; it was downloaded 5,751 times in 1 month and was zapped 19,200 times at a repeat rate of 70% 98K Facebook Fans in 2 months; Organic User Generated Content was actively shared on Social Networking sites; numerous Parodies were spotted and added fuel to the buzz. Within  2  months  of   the  launch,  70+   blog  pick-­‐ups   were  spo>ed News  arAcles   and  naAonal  TV   also  picked  up  on  the   campaign Within 2 months of the launch, 70+ blog pick-ups were spotted News articles and national TV also picked up on the campaign Friday, May 25, 2012
  • 69. Friday, May 25, 2012
  • 70. Must : Digital Assets Friday, May 25, 2012
  • 71. Careful Strategic Planning Friday, May 25, 2012
  • 72. ➤ Data & Decisions ➤ Discovery ➤ Distribution ➤ Deploy Friday, May 25, 2012
  • 73. Building Your Brand in Digital Friday, May 25, 2012
  • 74. ➪ ItÊs not a linear world anymore ➪ Remember the social consumer ➪ ItÊs about meaningful stories ➪ Why should they care? share? ➪ Useful/Relevant/Entertaining ➪ The social swarm ➪ Preparations/Planning Points to remember Friday, May 25, 2012
  • 75. The Social Swarm The Single Biggest Factor To Consider In Digital Friday, May 25, 2012
  • 76. Friday, May 25, 2012
  • 77. Eduardo Mapa, Jr President/CEO Media Contacts, Inc. Havas Digital eduardo.mapa@ph.mediacontacts.com Friday, May 25, 2012
  • 78. Friday, May 25, 2012