The document discusses the significant penetration of social networks in the Philippines, with a notable 95% usage rate among internet users. It highlights the various online services utilized by users, indicating a trend towards using social networking and crowdsourcing for market outreach. The data presented is sourced from Nielsen Media Index and Yahoo!-Nielsen Net Index, reflecting the online behavior of the urban Philippine population.

1. Session
6:
Beyond SMS: Using Social Networks
to Reach a Broader Market
John V. Owens
RBAP-MABS
2012 RBAP-MABS National Roundtable Conference
June 7-8, 2012
Hyatt Hotel & Manila

2.
Internet
usage
has
remained
largely
stable,
though
we
see
some
pockets
of
growth
2009 2010 2011
42 43
36 37 37 36
34 33 33
30 31 30 29 30 26 30 30 27 29
26 24 26
23
17
Total Metro Manila Luzon Visayas Cebu Mindanao Davao Mega Manila
Base:
Past
Month
Internet
Users
aged
10+
across
all
socio-­‐economic
classes
in
Na;onal
Urban
Philippines
Source:
Nielsen
media
Index
2009
Q1,
2010
Q1,
2011
Q1

3. The
Social
Networking
Capital
of
the
World
Social
network
penetra/on
is
incredibly
high
in
the
Philippines,
reaching
95%
Social
Network
Penetra>on
Rate
Facebook
93.9%
Twi>er
16.1%
LinkedIn
1.9%
Internet
Use
29.7%

6. Are you using
Social Networking &
Crowdsourcing
to expand your market outreach?

7. Not
just
an
ac>vity
but
a
star>ng
point
for
the
online
experience
for
many
Internet
Usage
Pathway
(%)
39
30
13 11
5
1
Social Networking Search Email Online News Instant Messenger Games
Question: Please think about the following online services and tell me the order in which you first ever used each.
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index-2011

8. http://www.techiemania.com/how-to-use-social-media-to-drive-your-business.html

10. Thank
You!
EMAIL: jowens@rbapmabs.org
TWITTER: @jvowens
Websites:
www.rbapmabs.org
www.mobilephonebanking.rbap.org
microinsurance.rbap.org
www.youtube.com/rbapmabs
Facebook:
MABS Phil