The Building A Brand New World in Digital

Digital Dive in 2001
Friday, May 25, 2012

Helluva of
a journey.

There are 7,042,657,980
of us in this world
www.worldometers.info/population

60% lives in Asia
or 4+ Billion people
www.worldometers.info/population

There are 2.2B Internet Users
worldwide
www.internetworldstats.com/stats

1 Billion are
in Asia
www.internetworldstats.com/stats

491.4 M Smart Phones were
sold in 2011
IDC (international data corporation)

63.6 M Tablets were
sold in 2011
Gartner Report Sept 2011

42.7 M ipods were
sold in 2011
wikipedia

+174% rise in global social
networking audience
(vs. +88% total internet)
comscore media matrix/March 2007-October 2011

1/3 of the worldÊs social
networkers are in Asia
comscore media matrix/October 2011

Nearly 1 in 5 minutes online is
spent on social networks
comscore media matrix/march 2007-October 2011

Philippines is the social
networking capital of the world
24/7 Wall Street ; Campaign Asia

„The Great growling engine of
change is Technology‰
Alvin Toffler, futurist : author „future shock‰

We are living in
exponential times

Building A Brand New
World In Digital

ItÊs not a linear world anymore.

The Linear model

The power is with the consumers

DIGITAL MEDIA : THE NEW ART OF
STORYTELLING

Digital is about consumer connection ;
From delivering „push‰ to creating
„pull‰ interactions ;
From Orchestrating „campaigns‰ to
facilitating „conversations‰

Digital opens new
ways of telling a story

Shouting your brand story
into their ears
is no longer cool

Digital allows the consumers
to take control

Digital allows brands to
connect beyond groupings but
by aspirations and relevance

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

Rise of The Social Consumer

24/7/365
Whenever, Wherever

REAL-TIME
CURRENTS

Many Facets, Multi-dimensional

Engages deeply with her network

Sharing culture

Keeping it real vibe.

Creating Meaningful
Stories

“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

why should they care?
why should they share?
why should they trust?

USEFUL / RELEVANT /
ENTERTAINING

Social Consumers
embraces and collaborates
in creating our story.

BRINGING THEM CLOSER

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)

ENTERTAINING

2nd Highest
Engagement rate
globally!

Influence The Social Swarm

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.

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

Must : Digital Assets

Careful Strategic Planning

➤ Data & Decisions
➤ Discovery
➤ Distribution
➤ Deploy

Building Your Brand in Digital

➪ 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

The Social Swarm
The Single Biggest
Factor To Consider
In Digital

Eduardo Mapa, Jr
President/CEO
Media Contacts, Inc.
Havas Digital
eduardo.mapa@ph.mediacontacts.com

The Building A Brand New World in Digital

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