DigPH2015 - Ken Lingan: Digitizing SMEs

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Ken Lingan from Google Philippines talks about Digitizing SMEs from DigPH: Big Digital Ideas for Small to Medium Businesses (April 22, 2015) Videos: Part 1 of 2: https://www.youtube.com/watch?v=oLXSRq_XjeY Part 2 of 2: https://www.youtube.com/watch?v=CUmwsq4E4JI

Marketing

Digitizing SME’s
Helping SME’s Win Moments that Matter
Kenneth Lingan
Country Head, Google Philippines
Confidential and Proprietary

Small business is the backbone of our country

The internet is leveling the playing field

Confidential and Proprietary
The stars are aligning for a major shift to digital
Emerging
middle class
More affordable
data plans
Smartphone
prices falling

Android One:
Enabling every Filipino to experience the magic of the web

Confidential and Proprietary
8 out of 10 Filipinos will be online by 2018
10 M Filipinos are going online
every year

Confidential and Proprietary
The next generation of Filipino netizens
will be mobile-first

Confidential and Proprietary
Filipinos spend the most time online in
Southeast Asia

Changing the way we connect
Confidential and Proprietary

Confidential and Proprietary
… the way we consume media

…the way we travel
Confidential and Proprietary

… where we shop
Confidential and Proprietary

… and how we shop
Confidential and Proprietary
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
At shelf
In-store
Experience
Traditional Path to Purchase

New path to purchase
Confidential and Proprietary
Zero Moment of Truth (ZMOT)

Confidential and Proprietary
67% of respondents in PH did online research for their their
last purchase

Confidential and Proprietary
My own ZMOT story:
Relocating back to the Philippines

Confidential and Proprietary
Search is the starting point

Confidential and Proprietary
A search query is a moment that matters

Confidential and Proprietary
Billions of “moments that matter” happen every
single day

Confidential and Proprietary
Are you winning those moments that matter?

Confidential and Proprietary
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

Confidential and Proprietary
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

Confidential and Proprietary
2. Make sure that people can easily see you when
they Search

User’s
search
AdWords ads /
Paid ads
Organic
results
Investing on paid search helps you get noticed

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

3. Own the key words that matter to your business

4. Ensure a great experience especially in mobile

1. Get online
2. Be easily found on Google Search
3. Own keywords that matter
4. Be mobile
5. Measure everything

Confidential and Proprietary
Google AdWords is tailored-fit for Small Business

Confidential and Proprietary
1. Reaching new markets cost-effectively

Confidential and Proprietary
2. Pay for performance: Making every peso
count

Confidential and Proprietary
3. Make your campaign targeted and customized

Confidential and Proprietary
Millions of businesses globally are already
benefitting from Google AdWords

Confidential and Proprietary
An inspiring story from a claypot dish

Confidential and Proprietary
AdWords is already helping a number of Pinoy
businesses and start-ups

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The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives. Key Takeaways: Understand how search engines work Be able to find out where your users search Know what is required for each discipline of SEO Feel confident creating an SEO Plan Confidently measure SEO performance

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\ Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

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DigPH2015 - Ken Lingan: Digitizing SMEs

1. Digitizing SME’s Helping SME’s Win Moments that Matter Kenneth Lingan Country Head, Google Philippines Confidential and Proprietary

2. Small business is the backbone of our country

3. Big numbers don’t translate to big GDP

4. The internet is leveling the playing field

5. Confidential and Proprietary The stars are aligning for a major shift to digital Emerging middle class More affordable data plans Smartphone prices falling

6. Android One: Enabling every Filipino to experience the magic of the web

8. Confidential and Proprietary 8 out of 10 Filipinos will be online by 2018 10 M Filipinos are going online every year

9. Confidential and Proprietary The next generation of Filipino netizens will be mobile-first

10. Confidential and Proprietary Filipinos spend the most time online in Southeast Asia

11. Changing the way we connect Confidential and Proprietary

12. Confidential and Proprietary … the way we consume media

13. …the way we travel Confidential and Proprietary

14. … where we shop Confidential and Proprietary

15. … and how we shop Confidential and Proprietary First Moment of Truth Second Moment of Truth Stimulus At shelf In-store Experience Traditional Path to Purchase

16. New path to purchase Confidential and Proprietary Zero Moment of Truth (ZMOT)

17.

18.

19. Confidential and Proprietary 67% of respondents in PH did online research for their their last purchase

20. Confidential and Proprietary My own ZMOT story: Relocating back to the Philippines

21. Confidential and Proprietary Search is the starting point

22. Confidential and Proprietary

23. Confidential and Proprietary A search query is a moment that matters

24. Confidential and Proprietary Billions of “moments that matter” happen every single day

25. Confidential and Proprietary Are you winning those moments that matter?

26. Confidential and Proprietary 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

27. How do you win moments that matter?

28. Confidential and Proprietary 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

29. Confidential and Proprietary 2. Make sure that people can easily see you when they Search

30. User’s search AdWords ads / Paid ads Organic results Investing on paid search helps you get noticed

31. 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

32. 3. Own the key words that matter to your business

33. 4. Ensure a great experience especially in mobile

34. 5. Measure everything

35. 1. Get online 2. Be easily found on Google Search 3. Own keywords that matter 4. Be mobile 5. Measure everything

36. Confidential and Proprietary Google AdWords is tailored-fit for Small Business

37. Confidential and Proprietary 1. Reaching new markets cost-effectively

38. Confidential and Proprietary 2. Pay for performance: Making every peso count

39. Confidential and Proprietary 3. Make your campaign targeted and customized

40. Confidential and Proprietary Millions of businesses globally are already benefitting from Google AdWords

41. Confidential and Proprietary An inspiring story from a claypot dish

42. Confidential and Proprietary AdWords is already helping a number of Pinoy businesses and start-ups

43. Small business can be BIG

44. Confidential and Proprietary

DigPH2015 - Ken Lingan: Digitizing SMEs

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