Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

Page 2

Social Media Guide for Filipino Entrepreneurs
by Carlo S. Ople www.newmedia.com.ph

About the Author
Carlo S. Ople is a Filipino Social Media and Internet Marketing Consultant, motivational public speaker, and all-around nice guy. Some of his prestigious clients include: Senator Mar Roxas, GBX, Bobson Jeans, C2-Collezione, Fish & Co., and Converse. Prior to this, he served as the Digital Marketing Manager of the leading social network in Asia, Friendster, and Marketing Head for the Casual Games Division of the number 1 online gaming publisher in the country, Level Up. Other than his professional consultancy work, Carlo is also part of the managing committee of the Blas F. Ople Policy Center, a non-profit organization that aims to uplift the standard of living of overseas filipino workers and the families that they leave behind. Carlo is engaged to Michelle Orosa and they’re set to get married within the year. :) For inquiries on consultancy and speaking engagements, please visit his website at http://www.newmedia.com.ph or you can also send an e-mail to info@catalyst.ph.

Allow me to quote my favorite author. our parents were able to build on that by putting up their brick-and-mortar businesses. Our grandfathers had the advantage of being first in the market when it came to real estate because there were so many undeveloped properties. landscape. The environment.com/carloople Page 4 Introduction Every generation has different sets of opportunities. Note that the success that I'm talking about is the one that you actually enjoy doing and not the sacrifice-ridden version involved in being a daily cog in the wheel.newmedia. Since there were only a few competitors they were able to grow their companies into giant corporations and multinationals. It is that paradigm shift that today spells the difference between success and failure. more specifically the internet and social media." . Seth Godin from his book Linchpin: "If you're not doing too well maybe the rules have changed and no one told you.twitter. Ople www. They were able to purchase these at prices which have increased exponentially today. A generation after. and technology level differs from each decade to the next. The internet has radically changed how we communicate: from “one-toone” to “one-to-everyone”.ph www. is the biggest wave that we can ride at this point in time.com. So what's our generational advantage? To be good employees? The thesis of this entire eBook is that technology.Social Media Guide for Filipino Entrepreneurs by: Carlo S.

twitter. I’d love to hear from you. please don’t hesitate to send me an e-mail at carlo@catalyst.Social Media Guide for Filipino Entrepreneurs by: Carlo S. If you're still competing as if it was still the 1990's when it's already 2010. Carlo S. then you're in trouble. If you have any further questions and comments. :) Thank you and I hope you learn something new in the next few pages. I don’t care.com/carloople Page 5 Change the rules and you change the way you play.newmedia.ph . I would also like to know what you think of the eBook.com.com.newmedia. Ople www.ph www.ph. Ople Social Media and Internet Marketing Consultant www. Did you find it helpful? Was it all BS? Negative or positive. Cheer s.

.............................................. 108 .. 88 Chapter Nine: Blog Marketing 101 ....................................... 31 Chapter Five: Facebook Advertising Guide ..............................................................................................................................................26 Chapter Four: Facebook Official Pages ... 7 Chapter Two: Listening ......................................................................................... 48 Chapter Six: Why Tweet? ....... 64 Chapter Eight: Connecting Smiles with Friendster ............................... 100 Chapter Ten: Your Website Sucks ............... 18 Chapter Three: Setting Facebook Objectives .....Table of Contents Chapter One: Why Social Media? ........................................... 60 Chapter Seven: Twitter Guide .............................

Who can blame them? They’ve gotten used to the success that was brought about by traditional marketing initiatives that they’ve been doing for years. and playing games. Some even go as far to think that the internet is a waste of time.com/carloople Page 7 Chapter One: Why Social Media? “Internet Marketing is all a joke.ph www.Social Media Guide for Filipino Entrepreneurs by: Carlo S.com.twitter. saying it doesn’t generate return-oninvestment.newmedia.” This is a common sentiment among Filipino entrepreneurs and businessmen. networking with friends. Ople www. . Most tend to feel like Facebook is meant merely for uploading photos.

then you have one big problem. Doors are secured with high-tech locks to make sure that everything is safe.” Various studies show that there will be around 28 million Filipino internet users by the end of 2010. The house is a business and the valuables inside are customers. That’s your opening right there. Technology has made gigantic strides forward. and my answer is “Massive.ph www. providing you with new tools and platforms that you can use to bring your business or career to the next level. It’s already 2010 and the landscape has drastically changed over the last decade. and no other competitor can just stroll in.com/carloople Page 8 But this is good news for you.com.newmedia. That’s bigger than the entire .twitter. If you have a business right now and you’re still marketing it as if it was still the 1990’s.Social Media Guide for Filipino Entrepreneurs by: Carlo S. But within that mansion is a giant window left open--the absence of that business in the internet. Ople www. What are the numbers? Your first question would be “How big is the potential for growth?”. This gives you the rare opportunity to break into an untapped market and build a very cost-effective business in a very fun way. Imagine a grand mansion with priceless paintings and furniture inside.

com.000 internet cafes operating in the Philippines as of this writing.twitter. Ople www. some places in the provinces offer very affordable rates at 5-10 pesos per hour.Social Media Guide for Filipino Entrepreneurs by: Carlo S. If you’re still not satisfied with these numbers. let’s take a closer look at one of the more popular social networks being used by a lot of Filipinos: Facebook.ph www.newmedia. Care to venture a guess how many Filipinos are actually signed up? Here’s a screenshot of the total number of registered Filipino users on Facebook which you can track anytime using the Facebook Self-Advertising Platform: . Online gaming industry experts say that there are around 10. combined with the proliferation of internet cafes all over the country. And while it’s a bit expensive in Metro Manila at 20-30 pesos per hour. Globe.com/carloople Page 9 population of Malaysia! The primary growth drivers here are the combination of the aggressive marketing and sales of leading broadband providers like PLDT. SMART. and Bayantel.

8 out of the top 10 websites visited in the Philippines are social networks. Being in social media. 2010. 880 registered Filipinos on Facebook. there are approximately 11.ph www.com. they will eventually be the major decision makers. Ople www. It’s the next biggest marketing wave According to the Cartoon Network New Generations 2009 Philippines Study. And if you give these kids a few more years. on the other hand. Setting up a website and leaving it there hanging is tantamount to putting a gigantic billboard in the middle of a farm. The same study reveals that the internet is also now the second most popular activity of the same age bracket. That’s enough to win you a seat in the Philippine Senate.468.com/carloople Page 10 As of 4:45PM.Social Media Guide for Filipino Entrepreneurs by: Carlo S. If you want to tap the internet to build your business. then be where everyone is. According to the website Alexa. next only to watching television. is like being the giant billboard along Guadalupe in Makati where everyone can see you. 6 out of 10 Filipinos aged 7-14 years old are already online1. 1 New Generations 2009 Philippines Cartoon Network Study by Synovate .newmedia.twitter. April 1.

Ople www. consider this: 67% of people who follow brands on Twitter and 51% 2 Digital Philippines: Internet Media Habits Decoded by Yahoo and Nielsen . The study Digital Philippines: Internet Media Habits Decoded by Yahoo and Nielsen shows that bulk of Filipino internet users are actually within the 15 .Social Media Guide for Filipino Entrepreneurs by: Carlo S. What about ROI? Now this is my favorite topic when it comes to social media. And don’t get me started on the purchasing power of this highly-prized age group. But for social media.ph www. And it’s not just the kids. These already include young professionals--decision makers in themselves. Let me start by asking you these questions: how much does it take for you to acquire one customer? How about social media? Does it have an effect on purchase intent? Do internet campaigns actually convert to sales and how are they compared to traditional media? The average businessman will probably say it takes somewhere around 100-200 pesos to acquire a customer using traditional methods.twitter.newmedia.com.com/carloople Page 11 There’s a giant tsunami coming that will turn how we do business upside down. It’s totally up to you if you will see this as an opportunity and ride the wave.29 year old range2. or end up getting crushed by it.

and television have aggressively been using and integrating social media platforms into their operations. Popular media stations in print. All you have to do is to provide them with a gentle nudge to actually get them to go to your store and do it.Social Media Guide for Filipino Entrepreneurs by: Carlo S.com/carloople Page 12 who become fans of brands in Facebook are actually more likely to buy products from you3.com. For the sake of argument let’s say those numbers are overstated for the Philippines so let’s peg it at just around 30%. You see. it means that they are interested already in buying. the moment someone becomes a fan or a follower of your product. Let’s go through some of them right now. Ople www.twitter.newmedia. New Media is the darling of Traditional Media Another growing trend is that traditional media is giving new media a giant push into the mainstream. Using dirty math. you’ll end up spending P30 pesos to get one sale if we will use the 30% mark--that’s a lot cheaper than the 100-200 pesos we assumed for traditional methods. How much does it cost you to get a fan on Facebook? Roughly around P10 pesos per fan using their CPC advertising platform. 3 Study by Chadwick Martin Bailey and iModerate Research Technologies . radio.ph www.

Note that I’m not saying that you spam Magic 89. I’m not talking about passive fans here.9’s fan profile.9 is one of the most popular stations in Metro Manila. That would be rude. If you think about it.com.9 is giving Facebook insane amounts of media mileage.Social Media Guide for Filipino Entrepreneurs by: Carlo S.com/carloople Page 13 FM Station Magic 89.000 fans on Facebook. It’s time that you also jump in and take advantage of that. As of 5:19 PM. Ople www. The DJ’s constantly promote their Facebook accounts on-air. They’re actually one of the first stations to aggressively push for building a Facebook online community.newmedia.ph www. Magic 89. they’ve amassed more than 98. . April 1. 2010. These guys actively participate in the promos and discussions on the social network as well as the radio show.twitter.

you don’t exist in their world.Social Media Guide for Filipino Entrepreneurs by: Carlo S.twitter. They’ve integrated Facebook and Twitter into their news programs and special events like the recently concluded HARAPAN: Vice-Presidential Debates. I was even interviewed by Ces Drilon for TV Patrol to discuss the impact of social media in the 2010 campaign.newmedia. and will backfire.ph www. Another media station that’s pushing social media and the internet is ABS-CBN. .com. If you’re not there. Ople www.com/carloople Page 14 unethical. What I am saying is that you should be in the game.

Let’s pause for a minute. they would have to talk to people who’ve bought it before. do you Google me? In the past. log on Google.newmedia.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Minimize this page.twitter.com/carloople Page 15 What does this all mean? Traditional media is pushing people to create accounts on Facebook. They’d have to either give those people a call via telephone or meet up with them.9 are part of the reasons why there are now more than 11. Twitter. Ople www. and other forms of social media so that they can connect and interact with one another. If nothing comes out. Today it’s totally different. .ph www. If bad reviews from bloggers and forums come out. These stations have integrated social media in their broadcast which means that they acknowledge that the number of Filipino social media users will continue to sky rocket over the longer term. when people needed to know about whether a product is good or not.000 Filipino Facebook users.. then you don’t exist.. You can easily go online and type the name of the product on Google and check out the reviews of other customers. then you seriously need to get your act together. ABS-CBN and Magic 89. I Google You. and type the name of your company.com.000.

If you have company pages in Facebook.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Within minutes I found a guitar which had a lot of good reviews all over the world and priced at 13. Ople www. then there’s a good chance that these pages will pop out on the first page as well.twitter.newmedia. To help me shop.000 pesos for an electric acoustic). There was this one time I was with my friend and we were shopping for a guitar in a mall. as more Filipinos get access to the internet through their mobile phones. I just googled the names of these other. We checked out other brands in several stores.000 pesos. LinkedIn. it’s not enough to make your own website. Remember that one of the strongest powers of the internet is that it allows you to focus the eyes of potential customers to good things about your product.com/carloople Page 16 The power of search is expected to grow tremendously within the next few years. etc. I got the guitar and I’ve been happily playing it ever since. . To get on Google. That’s just one result in the 10 that come out on the first page. because the good thing about these social media sites is that they are properly optimized for search engines.com.ph www. lesser known brands on my BlackBerry and checked out all the reviews. Get into social media. I initially wanted a Yamaha but I was literally blown away by the price (around 50. Twitter.

Don’t be surprised when your sales and market share start to go down when younger and more daring entrepreneurs climb in that giant window that you left open. Before you proceed to the next chapter.com.Social Media Guide for Filipino Entrepreneurs by: Carlo S.ph www. Times have changed. If you’re still marketing and doing business like it was still the 90’s when it’s already 2010. Watch the video by clicking here. . then you’re jurassic.twitter. the question that I’d like to throw to you is what are you going to do about it? Allow me to repeat my earlier statement. I’d like to encourage you to watch a video which my company prepared which pretty much sums up a lot of local industry data that you’ll definitely find interesting. Ople www.newmedia.com/carloople Page 17 With that in mind.

A decade ago you wouldn’t be able to get this information unless you pay a research agency to come up with market research. Marketers don’t just talk. and information which you can use as leverage in your next campaign. They’re all talking with each other about various products and brands. Ople www.com/carloople Page 18 Chapter Two: Listening The internet is like a a giant marketplace filled with billions of vendors interacting with customers.newmedia. Now.com.twitter. Consider this input as valuable feedback--it gives you the inside scoop about important things like what people like or do not like about your product. they have to listen.ph www. you can bet that there are probably already several about your company.Social Media Guide for Filipino Entrepreneurs by: Carlo S. . out of the billions of those conversations.

Ople www. Google Alerts Google Alerts is by far one of my favorite monitoring and listening tools. But rest assured that the mentions you do get are from websites that have good traffic. That’s beside the fact that there’s so much insight that you can get from just mining the web with data about your product. and the biggest factor behind this is the speed at which what they say spreads. then that’s a big problem--and you have to it fix right away.com. As with almost all Google’s products.com/carloople Page 19 The internet is surrounded by REAL people. it’s very simple and user-friendly. That’s why if you don’t know what’s being said about you. Finding out what’s being said about your product won’t even take much effort. The system isn’t fool-proof though--there will be some mentions that slip through. and voila. .newmedia. Allow me to walk you through some of them in this chapter. The internet has a lot of really good and free tools which allow you to monitor your “online temperature”.ph www. Google sends you a notice via email every time that word is mentioned online. What they say matters.Social Media Guide for Filipino Entrepreneurs by: Carlo S.twitter. All you have to do is type in key words.

You can set a lot of parameters.Social Media Guide for Filipino Entrepreneurs by: Carlo S. competitor companies. but I suggest the following: your company name. competitor brands.newmedia.com. Not only do these . and important industry information that you need to know about. and when you want to receive them.ph www. product/brand. Ople www.com/carloople Page 20 Here’s a screenshot of the Google Alerts homepage where you can set the parameters of the information you want to get.twitter.

Google Alerts also allows you to set how often you will get the e-mails. I’ve been using this for a long time now because. That’s a more holistic view right there. Allow me shameless plugging by asking you to add New Media Philippines to your Google Reader (LOL).com.Social Media Guide for Filipino Entrepreneurs by: Carlo S. for me. Google Reader Another insanely great tool at no extra cost.twitter. to those you’ve researched. The web is so rich with information and insights which can help you give your career or business a much-needed boost. you also get to learn what they’re saying about your competitors.ph www. Google Reader allows you to track all the blogs and websites that have RSS feeds in one page. Ople www. Here’s a screenshot of what Google Reader looks like: . to those recommended by your peers. If you’re very conscious about your personal brand. I currently have it sent to me daily because I don’t want to get individual e-mails each time there’s an alert.newmedia. then you might also want to key in your name. That will just spam my inbox.com/carloople Page 21 allow you to track what people are saying about your company and your product. education never stops. You can follow virtually any site you can think of--from the blogs and websites that you’ve read that you thought were good.

com. just click the name of the site and the right side of the page will display the latest articles.Social Media Guide for Filipino Entrepreneurs by: Carlo S.ph www. Google also lists down how many other people are subscribed to those other sites and blogs which gives you an indication of their popularity and authority. You can click Recommended Items and Sources for blogs that Google thinks you might find interesting. Ople www.twitter. Another cool feature is the Explore section. It’s that easy.newmedia. .com/carloople Page 22 All the blogs and websites you follow are neatly lined up in the Subscriptions sidebar. To read the newest articles.

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

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With Google Reader, you only take in the information that’s relevant,

interesting, and important to you. Twitter Most of you probably know by now that Twitter is steadily gaining a

huge following here in the Philippines. It’s actually the 10th most visited site according to the research site Alexa. To hear about what people say about you, your brand, your competitor, or your industry, you can go to Twitter Search and just type the keyword there.

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

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The Advanced Twitter Search option opens up to a more detailed form

where you can put parameters for your search. You can filter the search via date and location, and even based on the smileys used in the tweets (negative or positive). You might also want to get Tweet Deck. This will allow you to monitor tweets about a particular topic real time. I’ll give more information on that in the chapter on Twitter. I have a Twitter account and I’d love to hear from you there. Follow me here (click, click!). Search Engines Another way of monitoring your online presence is just to key in the name of your product, your company, your your competitor on search engines. Don’t just limit it to Google. Note that Yahoo still has a strong following here in the Philippines. Check out the first three pages. You should do this regularly (once a month is good) to make sure that the first three pages about your brand have nothing negative in them. To get a list of websites linking to your site, just key in this phrase on Google - link:www.YOURURL.com. The results will be the sites and blogs that linked to you.

Social Media Guide for Filipino Entrepreneurs

by: Carlo S. Ople www.newmedia.com.ph www.twitter.com/carloople

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There are a lot more other available tools that you might also want to use, other than these four. The web is one giant free market research machine that anyone can tap. It’s just a matter of investing time and effort. Believe me, the benefits outweigh the costs by miles (hey, these tools are for free!). Lastly, let me just remind you that these tools are not just for business, they can also be recreational. Key in the topics and activities that are personally interesting for you so that you’re up to date on the stuff that you love doing. I actually have two accounts with Google Reader. The first one is just for my hobbies and interests like gaming, anime, and movies (yes I’m a geek). The second one is the account that follows blogs and sites about social media, blogging, internet marketing, and technology. “If A equals success, then the formula is A equals X plus Y and Z, with X being work, Y play, and Z keeping your mouth shut.” - Albert Einstein

there are more than 11. If you don’t agree at the very beginning on what you’ll be doing on Facebook. and manpower to pull off.000. and how this can actually have an impact on your business. The objective of your Facebook campaign will determine your over-all strategy and execution.com. As I discussed earlier. Let’s start with the most important part first .the objectives.ph www.com/carloople Page 26 Chapter Three: Setting Facebook Objectives As of this writing. Each objective will require different tactics. then there’s a big chance that you’ll get blindsided with .Social Media Guide for Filipino Entrepreneurs by: Carlo S.twitter. Ople www. the growth won’t stop anytime soon due to the massive support Facebook is getting from traditional media outlets. resources.newmedia. This chapter will show you how you can build an online presence on Facebook. potential market you can tap for your business.000 registered Filipino users on Facebook. That’s a giant.

I’ll share a step-by-step guide on how to create a Facebook Fan Profile later on. Ople www. let’s discuss three common objectives: awareness.000 Filipino Facebook users that you exist. The first and more obvious one is to advertise on Facebook. A Fan Profile is meant for more than just adding fans. The former needs less resources than the latter.com. You can dot his either by directing the advertisement link straight to your website. customer support.000. The danger with social media is that your channels can quickly turn from promotional vehicles to customer .twitter. You need to get the word out to the 11. There are several ways to do this. it requires constant engagement between you and your customers. Awareness This is probably your objective if you’re part of a start-up. Customer Support This ties in with the Fan Profile concept. or to your company’s Fan Profile. They’ll want answers to their comments. For this eBook. and community building. however.Social Media Guide for Filipino Entrepreneurs by: Carlo S.newmedia. and to give them that you’ll need to get someone to manage customer relations.com/carloople Page 27 problems left and right later down the road. If you want to have a Fan Profile. note that this will take considerable resources and effort.ph www.

then just let them know that you got their complaint and that you’re working on it. Don’t forget to update them later on once you actually find out what went wrong. There’s nothing wrong with moderation because there are clear and present dangers which can go after your brand.twitter.newmedia. For example. If you allow users to post comments on your Fan Profile. Ople www. expect to get a mix of good and bad feedback from them. Always remember that you should reply as fast as you can. One thing that I’d like to recommend is that you come up with rules and regulations for posting comments on your Facebook Fan Profile.com/carloople Page 28 support outlets. Constructive criticism is welcome but not at the cost of disrespecting the administrator and their fellow fans. When this happens.com. you better make sure you have someone replying and coordinating with your sales and marketing so you can resolve issues quickly. it’s so easy for individuals to make new accounts and spam your wall with negative comments and insults. Remember.Social Media Guide for Filipino Entrepreneurs by: Carlo S.ph www. Building Communities . You have to make it clear with your community that there’s a line they can’t cross. if you don’t have a commenting policy posted then everything is fair game. If you don’t have a resolution yet.

It’s about empowering those Facebook fans. and sincerity. effort.com.Social Media Guide for Filipino Entrepreneurs by: Carlo S. More than that. Eventually you will be able to “graduate” several fans into brand ambassadors and that’s when the magic happens. and turned it into a race to the most number of fans on Facebook. Ople www.ph www. we earn them. These campaigns still need gas to run on. and mobilize communities.newmedia. Many only started their social media channels a month or two before the actual campaign period . and giving them the means to be part of the campaign. We don’t buy customers here.com/carloople Page 29 The strongest feature of social media platforms is the ability to build. It’s a long term relationship which grows over time. nurture. This is where most of the political candidates in the Philippines have failed miserably. it needs time. Let me just sum up the major points in the objectives: . I believe they missed a big point: The real power of social media during campaign season is how you’re going to mobilize your fans and turn them into volunteer campaign staff.twitter. The problem with some businesses is that they expect so much out of internet marketing and social media and yet they give it the lowest budget and least attention. But social media is not a one night stand.

CLICK HERE to add me. Social Media is long term. It’s all about COMMUNITY. You earn your customers. I’d love to see you on Facebook too.ph www. Start asking the difficult questions before you get into this. you don’t buy them off.com. Someone has to man the ship. If you do. Set objectives. However with enough prodding and patience they will become brand ambassadors and evangelists. :) .newmedia. it will do more harm than good.com/carloople Page 30 You need to have a deliberate strategy for your social media campaign.twitter. You can’t leave your social media channels unmoderated. Ople www.Social Media Guide for Filipino Entrepreneurs by: Carlo S.

newmedia. log on to http://www. you only had the choice of making a Fan Profile or a Group.com/carloople Page 31 Chapter Four: Facebook Official Pages Now that we’ve discussed objectives and the initial strategy.ph www. Now there’s a new function called Community Pages. In the past. You can do a lot of things with the page of your brand. Here’s a screenshot of the create a page segment: . Let’s start with the very basics.facebook.twitter.com.com/pages/create. This chapter will discuss the basics of setting up a Facebook page followed by a more advanced approached to jazzing it up for maximum impact and interaction with your potential customers.php. Ople www.Social Media Guide for Filipino Entrepreneurs by: Carlo S. To set-up an official page. it’s time to focus on how to actually set-up a proper Facebook Official Page / Fan Profile.

com/carloople Page 32 Note that in order to create a page.newmedia. Ople www. If you’re authorized by your company to do this. you really have to be a representative of the person or business that you’re making a page for.twitter.Social Media Guide for Filipino Entrepreneurs by: Carlo S. then fill in the necessary information. The other two options are either creating a Community or a Group.ph www. Here’s the screenshot: .com.

newmedia. Once you fill in the initial information. and keep users coming back for more. That’s something that’s very easy to do and we’ll talk about that later on. .ph www.com.com/carloople Page 33 For this eBook we will focus only on the Official Page. Ople www.Social Media Guide for Filipino Entrepreneurs by: Carlo S. and blank page. empty. The challenge now is to make this page interesting enough so that you can actually build a community using this platform.twitter. you’ll land on a very boring.

Step 1: Create a Profile Picture This is usually the first fatal mistake of a lot of Filipino business owners and marketers.com/carloople Page 34 Let’s break this down to 5 steps.twitter. Don’t just get a random .ph www. message. We have to be deliberate with every single thing that we do with your page. It’s also the first thing that they’ll see if they get an invitation. The profile picture is very important because this is the face of your company for Facebook.com.Social Media Guide for Filipino Entrepreneurs by: Carlo S. or when they land on your wall. Ople www.newmedia.

Social Media Guide for Filipino Entrepreneurs by: Carlo S.com/carloople Page 35 picture and slap it there. Here’s a screenshot of a fan profile that we’re currently building for Stackers Burger Cafe.ph www. If you can have your designer come up with a vertical banner that will scale down the side of your profile then go ahead and do so. Treat the page as if it were your company website.newmedia.com. then you might want to consider slapping a huge photo which really sells the product to the potential customer. Note that the profile picture doesn’t have to be small.twitter. . Don’t settle for a low resolution 200x200 photo. Since the biggest image you can manipulate here is the profile picture. Ople www. Get a graphic artist to come up with a decent stylized logo or product photo.

If you don’t input any.com/carloople Page 36 For the profile picture we used a gigantic sprawling banner similar to their tarpaulin design.newmedia.com. The main message that I want to get across to you now is that you shouldn’t be limited to the conventional Facebook profile for the picture.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Use an image that best suits your objective. the next task is to edit the settings for your page. The first setting tab will be country limitations. then I strongly recommend that you just limit the viewing here so that you won’t encounter any problems and mix-ups. Step 2: Edit Settings After uploading a good profile picture. You can set what countries can only view your page.which is basically awesome burgers. At the end of the day .ph www. Ople www. If your business is just based here in the Philippines. We did this because we wanted to fans to immediately see and get a feel of the product that Stackers is pushing . then you might want to consider this approach. If you want to make an impression quick and fast.twitter. the default is that all countries can see your page.

ph www.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Next up is the Wall Settings Tab.com/carloople Page 37 there’s no point in getting international visitors especially if you have a brickand-mortar operations (unless you’re going to do online selling). If you pick Posts by Page and Fans. Here’s a screenshot: In this part you will be making a lot of big decisions for your official page.newmedia.twitter. The first option is Default View for your Wall. Let’s go through those options one by one. Ople www. Your options are Posts by Page or Posts by Page and Fans. . The difference here is that when you pick Posts by Page only the posts of the admin will appear on the wall (default).com.

But hold this thought for now because we’ll talk about this in the later part of the chapter. then tick to Posts by Page only. This is again a question of resources. What’s the first thing he sees? A wall filled with various announcements.com/carloople Page 38 then all comments will be viewable by the public. Why is this important? Put yourself in the shoes of your potential customer. Out of random interest he clicks and finds himself on your page. If someone posts a comment and it takes you forever to answer.ph www. Will that sell your product? The wall will likely be too cluttered for a strong selling statement or call-to-action. This is where Apps come in. Again it boils down to having manpower to manage this or not. You can actually set the default landing tab for your users. If you have someone to manage this.com. To keep things organized and orderly. etc. Note that there’s a time stamp for all comments and responses. I usually just opt for the Posts by Page Only. You will need something that delivers your marketing message quickly and effectively. then you might want to go with the Posts by Page and Fans.newmedia. Ople www. The next set of options is a bunch of check boxes which determines the posting capabilities of your fans.Social Media Guide for Filipino Entrepreneurs by: Carlo S.twitter. comments from other customers. If you . The next option can literally make or break your Facebook campaign. it will show. If not.

You’ll be asked to send a text code to a number and you’ll get a confirmation message which you then input in Facebook. If you don’t have moderators. Just make sure someone cleans the mess up if a fan or a competitor posts something really bad about your product or brand.ph www.com/carloople Page 39 have someone managing the profile full time. After that you can text in changes to your status stream. Step 3: Content We’ll go back later to settings to deal with how to set up a Facebook Landing Page.twitter.com.Social Media Guide for Filipino Entrepreneurs by: Carlo S. The only carrier allowed right now is SMART so you need to have a SMART SIM Card to avail of this service.newmedia. If you feel like you need this then just select Philippines. For now let’s talk about content and what you need to put on . This service allows you to post updates via SMS. please just turn everything off except for comments. Ople www. then you can afford to have the fans upload anything. We now move on to the Mobile Facebook tab.

com. Pick only the best and the more “viral” ones so that users can share them with their personal networks.twitter. Before we move on to the next step. After that. Avoid posting links to action movie trailers when your core market is composed of teenage girls. Select very good photos and videos that you can use to promote your brand. The first thing you need to fix is the Info Tab.ph www. Express your excitement for things that would normally excite your target market. you might want to put the URL of your website here or something important which will help you get your fans to your storefront.newmedia. Gain their trust by “being one of them”.com/carloople Page 40 your Official Page. Next we have the media that you will be uploading.Social Media Guide for Filipino Entrepreneurs by: Carlo S. but keep your core market in mind. edit the Note Box which is located under your Profile Picture. Since this is the second most visible thing after the Profile Pic. What do you post on your status stream? From my personal experience. you build relationships talking about things that are relevant to your consumers. Ople www. let’s take a moment to talk about content strategy. . Don’t be afraid to post links to movie trailers. There will be several information slots you’ll need to fill up with basic company information. Remember that you’re in a relationship here.

ph www. Ople www. Add a Landing Page to your Official Page One app that everyone should get is the Static FBML application. Focus them on just one channel. and Videos. The Static FBML landing page capability lets you focus the eyes of your potential . Instead.com. Why is this important? Because you can control what users will see when they first visit your page. Links.com/carloople Page 41 Step 4: Add Applications Facebook has a lot of applications that you can use to spice up your official page.newmedia. You’ll probably be tempted to add the Discussion Boards/Forums app but I strongly recommend against this. a good default app to add is the “Events” app.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Photos. As we discussed earlier. the default wall doesn’t invite or get your user to do anything. This allows you to create a beautiful and effective landing page for your profile. You can use this to invite your fans for your major promos and events and actually schedule it in their calendars so they don’t forget. especially if it’s not moderated properly.twitter. Let’s go through the default ones first. The other apps are pretty straightforward: Notes. It will take enough effort to get your fans to talk among themselves on your wall.

and quick marketing message that you control. Just scroll down at the bottom of your admin page and you should see a tab there saying “More Applications”.ph www. get the app. .com/carloople Page 42 fan to one singular. strong. Click Static FBML.twitter.com.Social Media Guide for Filipino Entrepreneurs by: Carlo S. First. Here’s a complete step-by-step guide on how to make it happen.newmedia. Ople www.

com. Just click the profiles that you want to have the app. After putting in the content.ph www.newmedia. go back to the Wall .Social Media Guide for Filipino Entrepreneurs by: Carlo S. Click Application Settings. After adding it. After doing that click edit and input the HTML code/script (embed code works) for the Landing Page. go back to the admin dashboard of your profile. Click the “Add to my Page” option just beneath their profile picture. Ople www. A pop-up will appear which will list all the profiles that you are administrator to. If you want to make a Splash Page activate the tab.com/carloople Page 43 You’ll be led to the Static FBML page. The new Static FBML app tab should be there by now.twitter.

count yourself among the elite group of businesses now maximizing their presence on Facebook.newmedia.com/carloople Page 44 Settings and set the default page to the new box that you just created. Here’s what we did for one of our clients. I’ll be discussing how .ph www. Each time someone visits the official page your main message is now on display. Ople www. C2-Collezione: Once you’ve done this.Social Media Guide for Filipino Entrepreneurs by: Carlo S.twitter.com.

you’ll be spending for this one.Social Media Guide for Filipino Entrepreneurs by: Carlo S. There are many more applications that you can use for your Facebook Official Page. I’ll be sending out more guides via the newsletter so that you’ll be able to upgrade your pages as the days go by.com. because Facebook has separated Profile Page invites from Friend Invites.50 pesos to 10. this is the guaranteed way of building a following. But that’s still very affordable compared to advertising on other local websites who . the next task is to drive traffic to it. Watch out for that one soon. promote! Now that you’ve built a proper Facebook Official Page for your business.ph www.newmedia. However there are a lot of other ways to do it. New Media Philippines. Facebook Advertising & Contests Based on my experience. The going rate of CPC in Facebook for the Philippines is around 3. Ople www. However. Don’t just rely on manually inviting your friends to be a fan. Step 5: Promote.com/carloople Page 45 to maximize the boxes in an entry in my internet marketing blog.twitter. Another factor is that users get A LOT of profile page invites so it will be difficult for you to break through that clutter. promote.00 pesos. This means that it’s harder for users to go through profile page invites.

Let them know that you’ll be running contests and promos exclusive to your Facebook community.com/carloople Page 46 charge for CPM.newmedia. the copy in your ad could say: “Be a fan and get a chance to win a Macbook Air!” That will definitely get their attention. You’ll also get higher conversion if you bundle this with a promotion which is running the same time during your ad campaign. I’ll be discussing more about Facebook Advertising in the next chapter. Official Profile to 3.500+ by just coming up with promos left and right without advertising support. Integrated Marketing One of the best and most affordable ways to drive sign-ups is to use your actual offline business to promote your Facebook Official Profile. If you have wi-fi in your branches. Have tarpaulins or those table menus printed announcing that you’re on Facebook and that you’d like your customers to sign-up as fans.com. then you might want to have a small kiosk with a laptop asking users to sign-up as fans. Give them a good reason to log-in when they get home and search for your page so that they can sign-up. For promotions.Social Media Guide for Filipino Entrepreneurs by: Carlo S.ph www. We were able to grow the Fish and Co. you can even get away with getting fans without advertising (but at a much slower rate). Entice them with some sort . For example.twitter. Ople www.

don’t bother doing it at all. then it’s as good as spam.com. it will do more harm than good for your product. all you have to do is put banner ads on your site. That small cost your paying will go a long way in building a strong. Ople www. Just send out a broadcast announcing your Facebook Official Page and wait for them to start trickling in. In fact. if you can’t assign the proper resources to doing it. solid. It’s even simpler if you have an e-mail or SMS database. Don’t underestimate Social Media. If your Facebook page doesn’t have a pulse.Social Media Guide for Filipino Entrepreneurs by: Carlo S. I’ll be sending a separate guide on how to analyze the statistics of your Official Page via e-mail soon.com/carloople Page 47 of freebie or discount on the spot. :) Regarding analytics and success metrics. Watch out for that one in the coming weeks. Give your campaigns the proper attention that they deserve. . In Summary Your community has to be alive and kicking.twitter. and loyal community of brand evangelists.ph www. If your business is online. Your Facebook Official Page has to offer value to your customers because if it doesn’t.newmedia.

twitter.com/carloople Page 48 Chapter Five: Facebook Advertising Guide Facebook Advertising is one of the most cost-effective platforms available to Filipino entrepreneurs. Should you do this on your own or should you ask an agency? Agencies and consultants offer Facebook ad placement as one of their services. ask if there’s an additional service fee on top of the actual advertising cost.newmedia.ph www. or if managing this is already included .Social Media Guide for Filipino Entrepreneurs by: Carlo S.com. Hopefully by the end of this chapter you’ll be able to drive more traffic to your Official Page or your company website through your ads. Ople www. The great thing about the Facebook Ad Platform is that it’s very user-friendly and it gives you a lot of options so that you get the maximum exposure possible for your target market. If you want to take them up on this. You also get to pick the method of payment and there’s a tracking mechanism built-in which will allow you to monitor the performance of your campaigns. This chapter will give a step-by-step guide on how to use the self-service advertising platform of Facebook.

twitter.Social Media Guide for Filipino Entrepreneurs by: Carlo S.newmedia. just click the “CREATE AN AD” button which is located on the right side of your profile (just on top of the existing ads). Know what you’re getting into. Here’s a screenshot of the landing page that I’m talking about: .com. then we return the remaining budget to the client.com/carloople Page 49 in their consultancy fees. Here’s a tip: some may hold back on telling you the actual price in favor of mark-ups. We just include this service in our consultancy package. For our clients we give detailed reports of how the campaign is going and how much money is being spent.ph www. Ople www. Facebook Advertising Guide To start working on your ad. This will lead you to the Facebook Ad Creator Page. If the campaign ends and there is still some tasks left over.

ph www.com/carloople Page 50 To start working on your ad.twitter.newmedia. just click the “Create an Ad” Button. Ople www. It also asks you on . This will lead you to the next page.Social Media Guide for Filipino Entrepreneurs by: Carlo S. There are several fields that you have to input to create the ad. The first series of fields deals with the design and copy of your ad.com.

newmedia. Ople www. Who wouldn’t want that? . There are studies that say that the creative image is even more important than ad placement and copy.be deliberate and strategic with everything you do with Social Media.Social Media Guide for Filipino Entrepreneurs by: Carlo S. The worst mistake you can make is to slap on just the company logo or product picture on the image. You have to use strong images that your target market can easily relate to. I’d recommend that you have a strong call-to-action--something like “Win a Trip to Hong Kong”--then follow through with the details in the body text. Another obvious important element is the actual picture. let me remind you . you have to make it compelling for the prospect. If the goal of your ad is to get a user to be a fan or visit your Official Page. A nice example here would be the “Win a Dream Wedding” campaign of one of one catering company.ph www. A good image has to be able to grab the attention of your prospect.com. Give this a lot of thought.twitter. You have the option of either having the ad link to an external site or you can have it linked to your Facebook Official Page. the copy simple and direct to the point: Win a Dream Wedding. They targeted the ad for people listed as “Engaged” in their profiles.com/carloople Page 51 where you want the ad brings a user once he or she clicks it. The “Title” is one of the most important parts of your ad. The picture was a happy bride and groom. Again.

twitter.newmedia. which is very small.ph www. .com. then just leave it at that. note that Facebook Ads limit the size of images. Ople www. Right now they will only allow you to put 110x80. This is one of the strongest features of Facebook Advertising and you really do have to take advantage of this if you want to get your money’s worth. You start with setting the countries that will see your ad. This makes it even more challenging to come up with a strong image complimented by a compelling copy for the subject and body of the ad. The next section is about targeting. There’s no point in having people who won’t buy from you see the ad. unless you have a product that you plan to send globally.com/carloople Page 52 However.Social Media Guide for Filipino Entrepreneurs by: Carlo S. If your business is based here in the Philippines.

Just pick Filipino and English for this one and you’re good. After the age. Ilonggo. Your ad can appear for single. and for what? 5 pesos per click? The “Language” field is limited to those set by Facebook. Ople www. Bulk of Facebook Filipino users are actually in the 18-30 year old segment. You can manipulate the age bracket so that your ad only appears to the age group that your product appeals to. Every single peso you spend here will literally only be seen by engaged Filipinos...com. Here’s a screenshot of something closer to home: .ph www. This is one of the reasons why I think a lot of wedding based companies should invest heavily on Facebook. The “Likes and Interests” field is a powerful targeting tool if used properly. engaged. It would be a cool feature if it would allow us to pick languages local to the Philippines like Cebuano. etc. but that’s not the case. we move on to the demographics. you can also set the “Gender” and “Social Status”.twitter.Social Media Guide for Filipino Entrepreneurs by: Carlo S. This actually gives you the ability to focus your ads on the fans of competitors. or married people. in-a-relationship. which is one of the most prized segments in Philippine marketing.com/carloople Page 53 After setting the country. Candidate X could set his ads to appear to the fans of rival Candidate Y.newmedia. For example.

books. You might also want to figure out what bands.newmedia. I spent a few minutes checking out some popular Filipino brands here and some registered pretty good numbers.twitter. :) . Let’s just say that if I were a telco or a broadcast station I’d be pouring a lot of advertising money on Facebook.com.Social Media Guide for Filipino Entrepreneurs by: Carlo S. The goal here is to make sure that every peso you spend is on people that have the highest possibility of actually buying from you.com/carloople Page 54 Play around with this tool and check out how many people are fans of your competitors. Ople www.ph www. and other products your target market might be interested in so that you can narrow down the advertising even further.

Otherwise you can just leave this to “All”.newmedia. For the first set just click the button on what kind of people you’re after. There’s a mad rush these days to tap the call center workforce because of their disposable income. Ople www. Here’s an example. Most of the time companies do events. To reach the call center workforce. Makes perfect sense right? :) “Facebook Connections” is another ordinary looking filter but it’s actually a gold mine.twitter.Social Media Guide for Filipino Entrepreneurs by: Carlo S.ph www. The “Workplaces” tab looks insignificant but it can actually be a powerful advertising filter. With this you can make sure that your ad appears only to .com. then you might want to click on that. just key-in all the big BPOs in the country in this field and advertise to them. If your product will appeal only to college graduates. and insanely expensive sponsorships to get this done.com/carloople Page 55 The next fields are “Education & Work” followed by “Connections”. activations.

This can save you a lot of money since we don’t want to pay twice or even thrice just for one person. This allows you to reach the networks of the people who are already fans of your product.twitter. click “Create a new campaign”. Don’t .ph www.newmedia. Ople www. To load a fresh set of options. Note that the default is set to US dollars. Finally we have the pricing. These are the ads that you see which say “Your friend ____ is a fan of ____ or Your friend _____ likes this”. This will prompt you to a menu of fields that you have to fill up.com.Social Media Guide for Filipino Entrepreneurs by: Carlo S.com/carloople Page 56 people who are not yet fans of your Official Page. then you might want to check out the last option “Friends of Connections”. It can quickly grab the attention of users because the ad jumps out of the screen because it has the names of familiar people. scheduling. and budget options for your campaign. Input the Campaign name and put the daily budget. If you want your ad to be more personal and viral.

There’s been a debate on what model you should follow but ultimately it depends on your objective. go with CPC. or you’ll have meant 100 USD or roughly 4.com/carloople Page 57 put 100 if you really just want 100 pesos. This can be expensive.700 pesos a day. Cost per Impression means you pay each time your ad reaches 1. The next option is for you to pick either Cost per Impressions (CPM) or Cost per Click (CPC).000 impressions. But keep in mind: Facebook Advertising provides only a small space to play around with. However if you want to play it safe. and on your creative material. This limits the potential of the CPM model and makes CPC much more attractive and risk-free. The next tab is the “Schedule”. if you want to take a risk. CPM vs CPC in Facebook Advertising Cost per Click means you pay only each time someone CLICKS your advertisement. so make sure you change it to your preferred schedule--with a start and end date. . Ople www.Social Media Guide for Filipino Entrepreneurs by: Carlo S. If you believe your material can easily guarantee you clicks left and right.ph www.twitter. The default option is to run the ad continuously starting Day One.newmedia. You get more bang for your buck this way. then CPM is the way to go.com.

Ople www.ph www. The more people who want to advertise to the target market you’re after. I usually play around with this though to see if I can get away with just the minimum bid.newmedia. I don’t want to get e-mails from readers saying that their credit card limit exploded because they thought the amount was in pesos. then you might want to place your maximum bid at the suggested range.twitter. .com/carloople Page 58 Lastly we go to your maximum bid. The minimum will be listed on the menu and there will also be a suggested range. Not all ads get approved by Facebook. the higher the price will be. If your ad gets approved. To make sure that your ad gets approved quickly so that you won’t have to revise it. After setting the price. note that these prices are in US dollars not Philippine pesos.com. It might take longer but usually it takes mine around 12-24 hours before it starts running. Again. it should start running in 24 hours time. The maximum bid amount is the highest price that you will pay for CPC or CPM. There’s no set price to Facebook advertising.Social Media Guide for Filipino Entrepreneurs by: Carlo S. please read this FAQ online which talks about common ad mistakes and reasons for rejection. you can review the ad once more time before sending it to Facebook for approval. I cannot stress that enough. If you want to be sure that your ad gets shown.

You’re also contending with two other ads as well as the social stream on the wall of your prospects.Social Media Guide for Filipino Entrepreneurs by: Carlo S.twitter.com/carloople Page 59 After your ad gets approved just monitor the performance. But Facebook Advertising can bring your business to a whole new level if you leverage on the built-in targeting features of the platform.newmedia. . You really have to put even more effort in coming up with phenomenal creative because you have such a small space for both the image and your copy. Ople www. You’ll be able to track how many clicks are made on a daily basis.ph www.com. I’ll write another piece on my blog about how to read the analytics. In Summary Facebook Advertising is not as simple as it looks like.

com.com/carloople Page 60 Chapter Six: Why Tweet? If you watch television or listen to FM radio stations. I even get the latest news and updates that are helpful to my line of work. On the surface Twitter sounds and looks so plain. Ople www.twitter. I’ve yet to fully maximize my Twitter account but a lot of opportunities have already been opened in just a few weeks of me Tweeting.newmedia. and brand building tools to ever come out of the internet. All of that in just a couple of . Using Twitter I’ve built relationships with key influential people.ph www. networking. You type in at the most 140 characters and it gets broadcasted to your followers. Twitter is a 140-character micro-blogging platform. However it’s one of the most powerful communication.Social Media Guide for Filipino Entrepreneurs by: Carlo S. you’ve probably heard the hosts talk about Twitter.

Twitter for Brand Building Think of Twitter as direct mail to your customers. Argh. both of which are the core functions of Twitter and social media. The ability to let everyone know what you’re doing. You can leverage the principle of association with your content strategy (which I’ll discuss in a separate section). In the past. giving you a direct line to people that you want to start conversations with. what you’re reading. Information can now travel and spread much faster than it ever has in the history of humanity. Twitter adds something new to that as well. Now it’s just one click away! It’s also a great way to let your customers .com. Ople www.newmedia. you had to physically show people over time how you work or talk with them over the phone. It’s opportunities like these which form the foundation of multinationals and business empires. It really boils down to relationships and networking. My only regret? It took me this long to realize how effective Twitter can be.ph www.com/carloople Page 61 weeks. Why Twitter? Remember what I discussed earlier: communication has radically changed from one-to-one to one-to-many-to-many.twitter. minus paying for stamps and walking to the post office.Social Media Guide for Filipino Entrepreneurs by: Carlo S. and what you’re all about is key to building a strong personal brand.

Social Media Guide for Filipino Entrepreneurs by: Carlo S.ph www.com/carloople Page 62 know that you have new products. Twitter for Networking A lot of influential personalities are in Twitter. or if you’re a blogger. making it fully possible to connect with those who were once too far to connect with. Twitter for Education Another underrated function of Twitter is that it allows you to get advice and tips from people that you consider mentors and experts.newmedia. A lot of subject matter experts all over the world have Twitter accounts and they regularly update it with links to their posts and other interesting articles which can help you in your respective career. promotions. I’ve talked with many reporters on Twitter and it’s amazing that you can start building a relationship with people like them through virtual communication lines. and can even provide leads to reporters. Because of Twitter you can say hello to your favorite celebrities.com. new entries.twitter. Twitter for Fun . Ople www. The trick here is to find out who to follow and figure out if following them will offer any value to you.

If you’re a firm believer in the idea that communication and information is power.newmedia. There are more pros than cons when it comes to Twitter.ph www. Twitter has allowed me to build deeper relationships with my friends and acquaintances. Ople www. sometimes even with people that I haven’t met before. and cool way to communicate and I always find myself having conversations about random topics. free.Social Media Guide for Filipino Entrepreneurs by: Carlo S.com/carloople Page 63 Lastly.twitter. Why Twitter? Why not? .com. then you shouldn’t be hesitant to take advantage of the immense potential of Twitter for your career and your business. It’s a easy.

etc. .ph www. It’s actually fairly easy to make an account but there are things you can do to optimize your profile so that it can actually lead to conversions (sales. There are two schools of thought when it comes to building a follower base and we will tackle both so that you can figure out which approach you’ll take. sign-ups.Social Media Guide for Filipino Entrepreneurs by: Carlo S. The first segment will be a comprehensive step-by-step guide on how to set-up your Twitter Profile.twitter. In this section we will also talk about etiquette and your content strategy.com.com/carloople Page 64 Chapter Seven: Twitter Guide This chapter will be divided into two parts.newmedia. At the end of the day Twitter for your business will be useless if it doesn’t have an effect (direct or indirect) on your bottom line.) Just like Facebook. Ople www. we have to give Twitter the proper diligence and respect so that we don’t overlook any marketing/sales opportunity. The second part will be how to effectively use Twitter to grow your follower base.

The safe choice.newmedia. Ople www. After selecting your username. and it represents your brand.twitter. but give a lot of thought for your username. of course. That will be the handle that people will see. fill in all other necessary information and you’ll be thrown to the next page called Twitter Sources.com/carloople Page 65 Setting up your account Twitter’s sign-up page is one of the easiest to navigate ever.ph www. . is to put the name of your brand as your username.Social Media Guide for Filipino Entrepreneurs by: Carlo S.com. Another option would be to put a value or product benefit as your username (just in case someone else has your brand name already).

These suggestions are preselected subject matter experts or companies that you might find interesting. Ople www. If they end up spamming your stream you can easily unfollow them later on. Remember. AOL. or entertain you.ph www. .com/carloople Page 66 In this part of the sign-up you’re asked to pick a topic and Twitter will recommend people you might want to follow. The next page will now allow you to automatically follow your contacts in GMAIL. follow a few.twitter.Social Media Guide for Filipino Entrepreneurs by: Carlo S. the only content that you want popping up on your stream are the ones that can actually help. educate. and then click the Next Step button at the lower right.newmedia. Try to follow the ones that you think are credible and offer value. and YAHOO if they have Twitter accounts. Go through the tabs that you can relate to.com.

com/carloople Page 67 Since you know these people the chances of them following you are actually a bit high.Social Media Guide for Filipino Entrepreneurs by: Carlo S.ph www.twitter. Ople www. Here’s a screenshot of the option on GMAIL that you should be able to find under the CONTACTS menu: . After you import your contacts to GMAIL you can then have Twitter scan the database so that you can automatically follow the ones that have Twitter accounts.com. This is a great way to jump start your account so I highly recommend you guys do this.newmedia. Don’t worry by the way if all of your contacts aren’t on GMAIL (maybe they’re in Outlook?). All you have to do is to export your contact list from Outlook and then import them into to GMAIL.

com/carloople Page 68 After scanning all of your contacts and following them.twitter.Social Media Guide for Filipino Entrepreneurs by: Carlo S. If you’re short on time.newmedia.com. The third and final source finding activity allows you to search for contacts that you want to follow.ph www. you can skip this step because you can easily look for people later on by clicking the FIND PEOPLE link at the top of your . click the NEXT button at the lower right to proceed to the last step. Ople www.

By the way.ph www. Click the SETTINGS option on the upper right hand corner of the page.Social Media Guide for Filipino Entrepreneurs by: Carlo S. I recommend that before you start Tweeting we spice up the page first especially if this is for your brand or business.com. Account. username. Note that there is an option at the bottom which says “Protect my Tweets”.com/carloople Page 69 Twitter page. you can change your e-mail. at this point you might want to go check your e-mail and click the confirmation link on the e-mail that Twitter sent you to unlock all the features. You’ll have several tabs that you can go through once you click settings. Click the finish button and your Twitter page. you’ll only have limited access to your account. If you don’t. In the first tab. and time zone. Ople www. We have to always make a good first impression and this shouldn’t be an exemption.newmedia. If .twitter.

Now this is a judgement call for you. If you feel like you can handle the influx of e-mails saying that you have followers. Ople www. then go ahead and leave the New Follower Emails checked. . click the NOTICES link at the navigation bar.Social Media Guide for Filipino Entrepreneurs by: Carlo S. After this. If you’re satisfied with everything here. then leave it blank.ph www.com/carloople Page 70 this account is for marketing purposes.twitter. If not.newmedia.com. I suggest you click the Email Newsletter though so that you’re in the loop when Twitter makes changes like new features that you can take advantage of. click SAVE and then head on over to PROFILE. Same goes for the Direct Text E-mails. then take it out.

com. it’s a marketing lever. Ople www.com/carloople Page 71 This is one of the more important pages that we have to give some more attention to.Social Media Guide for Filipino Entrepreneurs by: Carlo S.twitter. I’ll explain more on that in the last chapter of this eBook.newmedia. After the photo. add your location and website URL. . First.ph www. Again use something that can best represent your brand/company. This isn’t just a profile photo. upload a profile picture. If your company doesn’t have a website yet then better make sure you get one done ASAP.

the upper right section. If the business is a restaurant.newmedia. This is what I put on mine: Note that this box is located at one of the best spots in your profile page. This is one of your primary communication channels in your page so as much as possible get straight to the product benefit of your brand. Better make sure that you properly introduce yourself and what you’re all about.ph www. What’s important is that you put a bold statement here that tells a story and builds your brand’s identity. Ople www. is the Bio. thank you!). you might want to put “Incredibly delicious steaks” or “Try our awesome Burgers!”. If this is your personal account then you might want to put direct words on who you are and what you do.com/carloople Page 72 Last. I have a habit of putting something light and personal on all my bio’s so I also said in my bio that I’m getting married August this year (thank you. . but not the least.com.twitter. thank you. This means that users and potential followers will give this spot a look.Social Media Guide for Filipino Entrepreneurs by: Carlo S.

com/carloople Page 73 After filling up all the fields. Nothing really impressive. There’s no call-to-action for her to follow you.twitter. much less buy from your store. She sees a wall of text in the middle. click “Save” and let’s move on to one of the most important changes that you’ll make to your Twitter profile: the background image.com. and your bio. The solution? Let’s change the default blue background into your biggest marketing channel for Twitter. Let’s put ourselves in our potential follower’s shoes. . Ople www.newmedia. This is a good tip which I read from Joel Comm’s Twitter Power book. your picture.ph www. He or she clicks a link that leads to your Twitter Profile.Social Media Guide for Filipino Entrepreneurs by: Carlo S.

newmedia. There are three primary marketing spaces that you can use. First is the left sidebar. social media channels. and my e-mail address just in case they want to get in touch and have a longer conversation (beyond Twitter’s 140 characters). Ople www.Social Media Guide for Filipino Entrepreneurs by: Carlo S. and the right sidebar. I’m also using this space to let them know what I’ll be tweeting about so they have an idea on what to expect if they follow me.com/carloople Page 74 Here’s a screenshot of my personal Twitter account which is what I also use to market my consultancy and speaking services. then the top space (in between the Twitter logo and the navigation bar). I’m currently only utilizing the sidebars but I’m planning on putting something at the top soon. Here’s a . For the left sidebar. Below the call-to-action are the URL’s of my other websites. I put a good photo of myself giving a talk followed by a call-to-action for people to follow me.ph www.com.twitter.

that picture wasn’t taken when I was giving a talk.ph www.com. That was actually a shot taken just a few moments before I proposed to my fiancee in our church (just some trivia to lighten the mood.newmedia. If you want . haha!). Come to think of it.Social Media Guide for Filipino Entrepreneurs by: Carlo S.twitter. Ople www.com/carloople Page 75 zoomed in picture just in case you’re having trouble with the zoomed out picture above.

It’s uploaded on Youtube.000 people.twitter. After following maybe 30. There’s a chance that they’ll follow you back. It’s 8 minutes of kilig moments so get ready for intense mushiness. getting followers. you can start Tweeting. and following more people that you want to hear from. After you set-up your background image and you’ve completed all the information fields... They’re already this far and establishing a relationship with them is only one click away. there are . do you want to have thousands of followers fast? There are two guaranteed ways to do that. Pull out all the stops with your copy and design so that they have no choice but to follow you after they see your profile page.000 will follow you back. around 10.newmedia. In fact. Back to the topic. If this is for your brand or company. head on over to this link. Ople www. Two Guaranteed Ways to have THOUSANDS of followers So.com/carloople Page 76 to watch the entire proposal.com. then you can say something like this on the copy below the photo “Exclusive promos and prizes for our Twitter followers! Follow now!” Make it really compelling for them to follow you.ph www.Social Media Guide for Filipino Entrepreneurs by: Carlo S. The first is to literally follow everyone that you find on Twitter.

com/carloople Page 77 automated scripts available on the internet which will let you do this. Take a look as well as what they’re posting on Twitter. and you get what you give in social media. Once you follow too many people that you don’t know. Jacking up the number of their followers just because misses the entire point of a good Twitter experience. Check how many are following them and ratio it to the people they are following. I disagree with both methods. the media.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ask yourself first: Why are you amassing the numbers? Could it be because you want to send as much links to your site as possible? That’s called spamming. Either users will un-follow you or you’ll also just get spammed. is not a one-night stand.com. hassle free. Most of the other people in the list are the type that I talked about earlier. The second way is be a celebrity! The top Filipinos with the most number of followers are celebrities. not quantity.twitter. It’s a long term engagement which is built on the foundation of trust. like other forms of social media.newmedia. partners. Focus on quality. etc. There’s a big chance that they’re just spamming links to their sites. So get only the people that matter to follow you: your customers.ph www. irrelevant updates from all over the world. It’s pretty easy to spot. . Twitter. Ople www. your Twitter stream will be filled with impersonal.

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Building a REAL Follower Base There’s no substitute for hard work. We will have to earn those followers one person at a time. Here are some of my recommendations on how to do it. First, similar to building a Facebook Official Page, do integrated marketing. If you have brick-and-mortar stores put collaterals on your branches that say you’re on Twitter. Put in a call to action so that they will find following you so compelling that they’ll even do it on their mobile phones. This can be in the form of raffles, discounts, and other small prizes that you can give them. Secondly, you can use your other social media platforms to promote that you have Twitter. There are widgets available on Twitter which will automatically push your Twitter updates to the widgets or on your social media accounts. For example, click this link to go to the Twitter Facebook page which will allow you to import your Tweets. There are also Facebook apps which will allow you to import Tweets to your Official Page.

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There are also official Twitter pages that you can use to embed on your company blogs or website. To check out the widgets that you can use, just head over to http://twitter.com/badges. You can either pick from plain HTML static or flashbased badges for your widget. The widget creator will also allow you to set the size of the widget so you can tailor it based on the open space that you have on your company blog or website.

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Third way to get followers is to encourage other people to re-tweet you. When someone re-tweets you, your username is posted on the stream of that person and everyone in his network finds out about you can there’s chance that they might visit your page and eventually follow you. However, it’s not easy to get re-tweeted. This is all about the content that you post on your stream. Users will re-tweet things that they find funny, inspiring, educational, or valuable. A good strategy that you can do to get followers quickly and at the same time drive product sales is to have time bound sales exclusive to your Twitter followers. For example, tweet that your branch in this venue will have a 10% discount just for the next 5 hours to all people who go there and say “tweet!”. Your followers will definitely find this interesting. Remember, it’s all about adding value to your followers. Always keep that in mind before sending out a tweet. Other than getting re-tweeted, you also get exposure and followers when someone replies to your tweets. Your username is published in his reply and is broadcasted to the network of that user. This means that you really need to engage your followers in conversations so that they will reply back to you and give you the necessary exposure on their own networks.

ph www. Start by re-tweeting their updates that offer value. It’s literally like a courting process. You have to build a relationship with them. My favorite right now is Tweet Deck. It’s very easy to use and I honestly won’t be enjoying Twitter as much as I do now if it wasn’t for this program. There are no guarantees of a follow from that person but at least you’ve made a new connection.com/carloople Page 81 Obviously. You might also want to recommend to them readings or articles that are useful for them.twitter. Ople www. another way to build a real following is to check out trending topics that interest you and get into the conversations. Here’s a screenshot: . Twitter has a lot of addon applications which will allow you to monitor various topics and even manage multiple Twitter accounts.newmedia.Social Media Guide for Filipino Entrepreneurs by: Carlo S. the larger the follower base of the person re-tweeting you or replying to you. But these people won’t follow you back instantly the moment you follow them. You never know when that tweet can lead to a cup of coffee then eventually a beautiful friendship. the better. Every now and then react to their comments by sharing your thoughts on what they just posted.com. Lastly.

com/carloople Page 82 You can add columns that track topics that you’re interested in. This is also applicable for your brand or business. Use it as a way to build your brand’s personality and image.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Just pick topics associated with your brand and start engaging your potential customers. If you’re representing your company you will need to get clearance from your boss on what kind of content you can put up.ph www. I’d recommend though that you don’t use Twitter as some sort of press release channel. and Tweet Deck will automatically deliver people tweeting about it.twitter.newmedia. Ople www. Start replying and building relationships with other people who share the same interests as you.com. What’s your brand all about? If your brand . key in the topic. Just click the add column button. Twitter Content Strategy Now let’s talk about what you’re supposed to put on your updates.

Don’t hesitate to reply to other Tweets and answer questions from your followers even if the topic isn’t totally related to your product.twitter. If you have thousands of loyal . Ople www. just make sure to actively engage.com/carloople Page 83 was a celebrity. then go ahead and reply. Let’s add one more element to that: the chances of them re-tweeting you increases exponentially when you have their trust.com. As long as you think it matches your brand personality. it will be much easier to launch a viral campaign. Value and Trust Capital Like what we discussed earlier. who would he or she be? What kind of hobbies would your brand be interested in? What kind of videos would your brand watch? Answer those questions and you have what kind of content you should be posting on Twitter.Social Media Guide for Filipino Entrepreneurs by: Carlo S. people will only re-tweet you if there is value in your update. When you have a good follower base and you have good trust capital. If something negative pops up.ph www.newmedia. To increase your capital “points” with your followers. Trust builds loyalty which is the foundation of a good brand ambassador program. resolve it immediately so your followers won’t get the impression that you don’t value their input. interact. Let’s call this your brand’s Value and Trust Captial. and talk with them on your social media platforms like Twitter.

especially if the video is both funny and it offers value (maybe you can bundle it with a promotion?). Ople www.twitter.com/carloople Page 84 followers and you post a link to a viral video that your company produced then there’s a big chance that your followers will re-tweet. This opens up a thread where everyone can see what .ph www.newmedia.Social Media Guide for Filipino Entrepreneurs by: Carlo S. and the updates are plotted in a horizontal timeline.com. What about Plurk? Before we move on to the next chapter. let me just take a page or two to discuss another micro-blogging platform that’s famous in the Philippines Plurk. people can comment on your update by just clicking that entry. Here’s a screenshot of a Plurk Timeline for your perusal: Each time you post an update. The main difference with Plurk With Twitter is that is allows threaded conversations.

newmedia. Ople www.com. Note that here in the Philippines. If you have limited resources. Plurk is more interactive than Twitter. then go ahead. personal. In a way. Here’s a screenshot of what an open thread looks like: As you can see the interaction level here is much more intense. Should we use it? If you have the man power to do so. and organized. because Twitter gets so much attention from traditional media. it the platform more commonly used is Twitter.Social Media Guide for Filipino Entrepreneurs by: Carlo S. .ph www.com/carloople Page 85 everyone else said. you might want to stick with only one: either Twitter or Plurk. So can we use Plurk for business or for a brand? Definitely.twitter.

That’s the single most powerful tip I can give to you before you start doing social media. .com.twitter. it’s about earning via giving.ph www. The more value you give. the more value you add to yourself and your company. especially Twitter. Summary ADD VALUE. a good suggestion is to just focus on one or two channels first and when you get the hang of things you can go on and expand to other platforms.newmedia. Ople www.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Social Media is not about buying.com/carloople Page 86 If you’re just starting out your social media marketing.

com/carloople Page 87 Secondly. Twitter is not just about talking .newmedia. That book was a huge inspiration for me in writing this chapter. I’d like to recommend (again) that you read Twitter Power written by Joel Comm. Ople www. If you’re not using Twitter to learn from others then you’re missing out half of what Twitter can do for you.twitter. If you’re really interested in Twitter and you want to read more about it. There’s so much information and insights that you can get via Twitter’s search mechanisms that will have a profound impact on your business and career.ph www.com.Social Media Guide for Filipino Entrepreneurs by: Carlo S.it’s also about listening and learning. .

Social Media Guide for Filipino Entrepreneurs by: Carlo S. bulk of Friendster users are in the 12-20 y/o range. The traffic they’re getting is still high enough to get anyone’s attention. especially companies who want to tap Filipino netizens . Ople www.ph www.twitter.newmedia. The Cartoon Network New Generations4 study 4 New Generations Philippines 2009 by Cartoon Network and Synovate . Based on the pitch of the sales force of Friendster.com.more specifically young Filipinos.com/carloople Page 88 Chapter Eight: Connecting Smiles with Friendster People say Friendster is already “yesterday” but the fact of the matter is that a lot of Filipinos are still using the pioneer social networking website.

It’s actually an effective marketing tool when used properly. Building your Friendster Fan Profile Unlike Facebook. then you need to consider setting up shop on Friendster. Friendster recently . If your product is for the Filipino youth. After that we will spend some time discussing Friendster’s selfadvertising service called DIY (Do it Yourself ads). Ople www. you need to create a regular account for your brand or company. you can’t automatically create a Friendster Fan Profile.ph www.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Head on over to www.com.com and sign-up for an account. Friendster has a lot of good tools that you can use to build brand communities and we’ll go through two of them this chapter.twitter.friendster. To start. You might be missing out on potential leads and customers.newmedia.com/carloople Page 89 also said that Friendster was still the no. First we will be discussing their Fan Profiles.1 visited social network of Filipino kids aged 7-14 y/o.

newmedia. Once you’re done with completing the information on your profile.com/carloople Page 90 redesigned and rebranded the entire site. Ople www. Here’s a screenshot of their new logo and look: After signing-up for an account. Don’t forget to include really good photos (you might want to make several albums) and you can also upload a video via the Friendster Media Box. I don’t recommend overdoing the background. fill it up with all the necessary information and content.Social Media Guide for Filipino Entrepreneurs by: Carlo S.twitter. the next step is to create your own background image. But since there’s already so much information on your Friendster profile. .ph www. This is really more of a branding exercise so give a little more freedom for your creative team on this one.com.

go to http:// w w w. Avoid spamming. Ople www.com. you get access to a lot of cool features which you can use to build your community. MYX is a music channel that primarily has Filipino teenagers as their target . It doesn’t take too long to get approved but if ever it does.Social Media Guide for Filipino Entrepreneurs by: Carlo S.php. Try to be very deliberate with your updates and profile changes.com/carloople Page 91 When you’re finished with the background image and all the content. Here’s an example of a youth brand that’s taking advantage of Friendster.twitter. c o m / fanprofiles. Once you have a Fan Page. though. Click the “Get one now” button which is prominently displayed in the main page. While still logged into your account. you can just send them a follow-up e-mail at their customer support desk. f r i e n d s t e r.ph www.newmedia. next step is to submit it to Friendster so they can turn it into a Fan Profile. One of the attractive features of the Friendster Fan Page is that all the fans of your brand automatically get e-mail notices each time you update your blog or upload photos.

In Friendster. Consolidate your databases into one and send out one big invite to jump start your community. Friendster also allows you to import contact lists for bulk invites to be fans of your page (even if they’re not yet on Friendster). In Facebook. To build your fan base. just follow the previous integrated marketing tips that we discussed for the other social media platforms. An idea would be to come up with some sort of virtual “endorsement” or content sharing agreement with the advertiser so that the MYX community can be in the know about the latest promos and products of the partner company. Ople www.524.twitter. they have a massive fan base of 412. They already have more than 400.000+ fans already! MYX can also leverage these numbers when they talk to potential advertisers.000+ fans. they have roughly around 96.newmedia.ph www.com/carloople Page 92 market. In addition to the previous tips.com. .Social Media Guide for Filipino Entrepreneurs by: Carlo S.

Friendster Do It Yourself (DIY) Advertising Platform The Friendster Self-Advertising platform . If you don’t have the resources to assign someone to manage your profile. While this can drastically limit your ability for engagement. The placement of the ads is also optimal since it usually pops up at the upper right section of the profile. A good ballpark figure would be to moderate at least three times a day.com/carloople Page 93 Comment Moderation Before we move on to advertising. Ople www. If ever you outsource social media management to a group or agency. Friendster gives you a large canvass of 300x250. To set expectations. maybe you can agree on a time and frequency of check-ups.newmedia. you will be able to protect your brand image and identity.com. There are third party applications that tend to post undesirable content every now and then. then you might want to consider turning off the comments section of your page.ph www. Another amazing feature that’s not available in .DIY Ads offers a lot of advantages in advertising compared to Facebook. The most obvious is the ad placement and the ad size. let me just stress the importance of cleaning up your comments section for Friendster.Social Media Guide for Filipino Entrepreneurs by: Carlo S.twitter. make sure that they handle moderating the comments section.

The page should look like this: You have the option of either doing the Web-based or Mobile ad for Friendster DIY. If you can’t find it. log-in your account and then click the very small “advertise” button at the footer of the Friendster page. I may not be able to cover everything in this guide so it’s better if you . just click this link: http://www.newmedia. let’s skip that for now and just focus on the Web-based version.ph www.friendster.com/advertise/index.php.twitter. Before clicking “Create Ad”. Since I’ve never tried doing the Mobile Ad.com/carloople Page 94 Facebook is the ability to target up to the locality of the target market (you can pick cities.com. Ople www. I suggest that you go through the various tabs first.Social Media Guide for Filipino Entrepreneurs by: Carlo S. To get started with DIY. regions. etc).

newmedia. Ople www.ph www.Social Media Guide for Filipino Entrepreneurs by: Carlo S. For example.com/carloople Page 95 quickly skim through all the content in this page. If you’re going to do text ads note that the title is limited to just 25 characters while the body’s maximum is 90 characters. Here’s a screenshot of the ad creation page: First name your campaign. . during December last year friendster gave 25% additional impressions or clicks if you placed ads during that time. Another thing to watch out for are localized promotions and bonuses. Now that we have that out of the way let’s start discussing how to set-up your ad on Friendster.twitter. After that you have to decide whether you’re going to do a text or image ad.com. Friendster occasionally gives you more bang for your buck with DIY. If there are any running promotions you can find them here so it would be good to check back every now and then.

This can be your official web page or this can also be your Friendster Fan Profile. If you are confident that your creative material is good enough to get high click through. Sadly. After typing in your TEXT ad or uploading your IMAGE material.don’t scrimp anymore on the cost of the development of the ad.twitter.ph www. the Friendster DIY system does not support flash or animated material. If you’re going to invest in advertising. Similar to the Facebook platform. fill in the URL field with your target landing site. You can refer to my earlier explanation during the Facebook Advertising section on this eBook for more details. go for CPM. Hire a creative designer or a consultant to do your ad if you don’t have the expertise for internet marketing. you can pick either CPC or CPM. If you want to play it safe. go CPC. the dimensions are 300 pixels wide x 250 pixels tall. The total size of the ad must not exceed 30 kilobytes. . Ople www.Social Media Guide for Filipino Entrepreneurs by: Carlo S.com/carloople Page 96 If you are going to come up with an image campaign.com.newmedia. please put a lot of thought into your creative materials. The Flight Dates field is the beginning and the end of your campaign. The cost of advertising online is already quite affordable .

Set the country drop-down menu to Philippines and this opens up the State/Province and City buttons.com/carloople Page 97 After setting the model put in your total campaign budget.Social Media Guide for Filipino Entrepreneurs by: Carlo S.newmedia. Now we move on to targeting. Note though .com. Here’s what it will look like: This is one of the more attractive features of Friendster DIY. please note that this is in US dollars. Again. Ople www.ph www.twitter. not pesos.

it will start running immediately. it’s based on what the users put in their profiles. Ople www.Social Media Guide for Filipino Entrepreneurs by: Carlo S. It’s more expensive than the rates of Facebook advertising but you get the benefit of geo targeting down to the State and City plus you also get a bigger ad unit (300x250).ph www.05 USD or 2. . As of this writing you can only pay in Friendster DIY using a Paypal account. Once you set the country to Philippines. The targeting isn’t based on IP Addresses. roughly 4. If it’s CPM the locked rate is .com/carloople Page 98 that this isn’t 100% fool-proof.7 pesos using a 47 peso = 1 USD exchange rate. If you’re really interested in investing budget in Friendster DIY.10 USD.newmedia. Just link your credit card to your Paypal account and that will do.twitter.35 pesos. After doing all that.com. If your Paypal account doesn’t have funds it will automatically charge the amount from your linked credit card. The CPC price for the Philippines is locked to 0. When it gets approved. it will take around 12 hours before Friendster approves or disapproves your ad. the price and the total number of users that can see your ad will be displayed on a box to the right. please do check out their FAQ for more details. Once you’re done with all the targeting settings click save and you’ll be prompted to the billing.

Ople www.twitter.com. . especially if we’re talking about the Philippines.com/carloople Page 99 Summary Friendster’s definitely still in the game. The marketing tools that you have at your disposal on Friendster are quite formidable especially if you leverage it properly.newmedia.Social Media Guide for Filipino Entrepreneurs by: Carlo S.ph www.

000 visitors for the last 7 days. Imagine the impact of getting the endorsement of Abe for your new product! .com. Abe’s blog received 65. Abe’s blog is all about mobile phones.com.Abe Olandres from Yugatech. Based on the Top Philippine Blogs website. Ople www.ph www. and a whole lot of other gadgets.com/carloople Page 100 Chapter Nine: Blog Marketing 101 Bloggers are starting to gain more prominence as great ways to raise awareness. Some bloggers here in the Philippines have more monthly readers compared to national best-selling glossies! Here’s one good example . They have a relationship with their readers that makes them an authority and subject matter experts. the internet.newmedia.Social Media Guide for Filipino Entrepreneurs by: Carlo S. A blogger has one thing that all ads don’t credibility. laptops.twitter.

Ople www. If someone comments on their post and says something negative or positive about your brand the blogger will most likely contact you about it. you just need to have a proper approach in reaching out to them. I highly advise that you have a blog marketing campaign plugged into your plan because it can really make a huge difference. The best method is to start finding out who the bloggers are that are influential in your industry. let’s start with the guide.newmedia.com. Anyway. like most forms of social media. is a long-term effort. Starting the relationship There are two ways. If you don’t know where to .twitter.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Bloggers can be great sources of feedback because the moment they write about you they all become information conduits. This chapter will be a very linear guide in coming up with a proper blog marketing campaign. You CANNOT just slap traditional PR or advertising principles in coming up with a blog campaign. The main problem with a lot of blog marketing campaigns done in the Philippines is that they lack strategy. Having bloggers within arm’s reach have so many benefits that will help your brand. This is because I want to highlight that blog marketing.com/carloople Page 101 Blogs can drive traffic to your websites and your stores.ph www.

Since he already had a relationship with some of the bloggers it was very easy to get them to attend the event and eventually become brand ambassadors. you have several options available on how you will connect with them. Let me stress one point: buying bloggers can only get you their attention. But if you’re too busy to do it yourself. and their history. The most common form is hosting blogger events. you might want to do some listening techniques which we discussed on chapter 2. Don’t just use the agency. Why? Because it’s more personal and effective. or Marketing Officer to start the conversation in your behalf. Product Manager. ask your Marketing Manager. Ople www. . If you want to do research yourself.com.twitter. One client that I worked with before actually e-mailed some of the bloggers himself (he’s the CEO) and started the conversation even before he hired me. the bloggers behind them.Social Media Guide for Filipino Entrepreneurs by: Carlo S.newmedia. Once you’ve identified bloggers that you want to reach out to. Ask the consultant to present to you the blogs. you might want to hire a social media or internet marketing consultant so that you can be properly briefed on blogs that you should be following.com/carloople Page 102 start. It would also be good if the consultant can give you a benchmark on how huge the following is of the bloggers he or she is recommending.ph www. Building a relationship with them will get you their loyalty.

twitter. let’s take a few moments to discuss your objectives with having one. Like what I said earlier. You might want to give a brief introduction to your company and share with him a link to your website. The first email should be very casual.com. Ople www. .Social Media Guide for Filipino Entrepreneurs by: Carlo S. Don’t look for immediate ROI. this isn’t a one-time-spend-one-timereturn kind of effort.com/carloople Page 103 Whoever is sending the e-mail to the bloggers should make it a point to read the blog of the prospect first. Never ever attach a product brief or a press release in your first e-mail. send an e-mail to officially start the “courting” process. or one-on-one sit downs. Don’t let the e-mail be the first point of interaction. Tell the blogger that you loved reading his blog and that you find his posts informative. personal. You can check with your consultant on which bloggers you should have coffee with one-onone. since a lot of bloggers find that rather rude. Your first blogger event Before we jump into the details of hosting a blogger event.ph www.newmedia. and light. You might also want to leave a comment on a post or follow him on Twitter. It’s after you guys start talking that it becomes the best time to invite him to a big blogger event sponsored by your company. After making the first connection.

In fact the best blogger events that I’ve been to are parties.newmedia. Press conferences are for the press. These events guarantee even more write-ups. If they write about you in a positive way your search results on Google will list mostly good reviews about your product or company.com/carloople Page 104 The next question that you have to answer is how many bloggers should you invite to your event? I’d recommend having one big party for bloggers that cover your industry and then do small group or individual follow-ups and casual conversations during the event proper. Each blogger has different audiences and reach. fun. 3. More bloggers equals more sources of feedback. This is also very good for search engine optimization for your website if you ask the bloggers to link to you. Here are the reasons why: 1. Bloggers are more casual.twitter. 2. Speaking of invites. Ople www. You never know when the new bloggers will be the next blogger superstar.com. 4. One thing that you . Having more bloggers will give you more brand awareness. try to avoid mixing traditional press with bloggers. and light hearted compared to the media. It will be bad if you didn’t invite them to your event.ph www. Both types have different orientations. blogger events are for bloggers.Social Media Guide for Filipino Entrepreneurs by: Carlo S.

newmedia. let them now that you want to hear from them in the future.ph www.com. distribute blogger kits which have all the information and media files that they will need for them to make an entry about you and the event. versus that one single blog post that they will do if you try to hard-sell yourself. Most bloggers know each other so it’s really a blast each time they all meet up. . Ople www.com/carloople Page 105 should know about Filipino bloggers is that they have one big community. The key here is to be personal and sincere. Don’t just make one generic post card type e-mail because that won’t really have much of an effect. Have extended talks with the bloggers that you initially identified as key influencers in your industry. Be sincere in forming relationships with them because they are more valuable to you as resources over the years.Social Media Guide for Filipino Entrepreneurs by: Carlo S. During the event mingle and try to talk to all the bloggers as much as you can. The following day have your marketing department send personal thank you e-mails to the bloggers who attended.twitter. In your thank you e-mail. After the event. A good plus is to have photographers during the event and ask the photographer to upload the pictures the following morning and e-mail the link to the bloggers so they can grab whatever pictures they want to use for their entry.

Social Media Guide for Filipino Entrepreneurs by: Carlo S. . my insight for you is that Blog Marketing is not just allocating budget then watching the returns come back. flexible. Then continue building that relationship with them. You might even want to come up with a special blogger affiliate sales program. Having a web banner on their sidebar can guarantee you those eyeballs. Picking up for this initial activity you can now send e-mail updates to your blogger network. Another good tactic is to explore direct advertising placements on the bloggers that you’ve built relationships with. so that both you and the blogger earns something. especially if you have a prime location. The problem with one entry about you is that not everyone will get to read that entry. It’s more of an art then a formula so you really have to be strategic.com/carloople Page 106 Your consultant should be the one to monitor if any of the bloggers actually wrote about your company and the event. After organizing countless events for clients.ph www. I strongly recommend that you also have follow-up sit-down meetings with bloggers that were really interested in your company during the blogger party. If you have time. The activities and programs that can be done with bloggers really just depends on your industry and the level of your relationship with them. Ople www. Let them know what are the latest products and promos that you’re launching.twitter.newmedia.com.

:) .newmedia.Social Media Guide for Filipino Entrepreneurs by: Carlo S.com. Ople www. I’ll be writing another eBook on that soon so watch out for announcements.twitter.ph www. Lastly. the best advice I think that I can give you so that you can fully appreciate and understand blog marketing is for you to actually start blogging.com/carloople Page 107 and non-traditional when it comes to having a kick-ass blog marketing campaign.

Ople www.com.newmedia. We were having a conversation about the importance of having a website and he was having trouble understanding why he should invest on web presence. If people can’t find you on Google.ph www. At first I was having a hard time trying to get him see the point but things finally turned around when I shared with him something that I picked up on one of the conferences that I attended a few months back. Here’s what I told him: “If you don’t have a website then there’s a big chance that you won’t be properly represented on Google.Social Media Guide for Filipino Entrepreneurs by: Carlo S. then how will they find you? Telephone directories? Yellow pages?” .twitter.com/carloople Page 108 Chapter Ten: Your Website Sucks There was this one time I was presenting to a very traditional-oriented CEO of an SME.

If someone hears about your company and decides to look it up on Google and you’re not there then that’s a problem.ph www. let me draw from Seth Godin’s book.com/carloople Page 109 Boom.twitter. Nothing.newmedia. overall aesthetics. There are two kinds of developers out there. Ople www.Social Media Guide for Filipino Entrepreneurs by: Carlo S. That is a powerful thing and you need to take advantage of that. If you go to designers like these. you’ll get a flash-based website that takes forever to load but it probably looks . I saw his eyes light up.com. We go back to what I said in the earlier chapters of this eBook. and other “techie” aspects. One is the engineering/IT type who focuses more on the back-end programming. Big Red Fez. If your website is the primary contact point of your brand to your customers then you should better make sure it properly represents the image and personality of your brand. Then we tried to search for his competitors and the first page was filled with results (mostly good but some bad). Suffice to say I was busy cranking out a digital marketing campaign for him the next few days. That hit the mark. I followed through by opening up Google on my browser and we tried to search for his company. What’s worse is if Google’s first page would be filled with negative reviews about your product. When it comes to actually building the site. the internet allows you to focus the eyes of your customers to good things about your brand. Do not scrimp on the costs of your site.

If the placement of the call-to-action is wrong then the site will fail. Ople www. The second type of web builders are marketers. Technology looks easy because we keep using it on a daily basis but it doesn’t mean that there are best practices out there that we can follow and implement. Don’t just trust your gut feel on building sites. checking out their portfolio is a step in the right direction. In fact.twitter.com/carloople Page 110 nice. These are the guys who really make it a point to make sure that the website is usable. idiot-free. Did you know that the average internet user usually just takes 3 seconds to decide whether he will click something on your website or if he will close the window? You have just 3 seconds to convince him to stay and click at something.newmedia.ph www. These are the sites that will deliver results. These are the people who don’t ask themselves what the site should look like. Meet with them and ask them to explain . If your website has too many images then it will take forever to load. and easy-to-use for the target market. When you’re hiring consultants and web designers.Social Media Guide for Filipino Entrepreneurs by: Carlo S.com. it looks so nice that you don’t know what to do once you enter the site. they ask their customers. If your website is too cluttered then you would have lost him right away.

com. Ask them to present it to you and let them walk you through every single button. There are different strategies and creative executions for every objective. raffle entries. Make them explain one of the sites that they previously made for a client and the thought process behind the design and creative.ph www. don’t just ask them to e-mail it to you. Offer an incentive to your users so that you’re given permission to talk to them on a regular basis via e-mail or SMS. Hold them accountable to a higher professional standard. Make them work for it.twitter. come up with a database collection mechanism. This can be in the form of discount coupons. Recommended Website Features Before anything else you need to nail down the reason why you’re making a site. Is it a branding exercise? Do you want to raise awareness? Are you making a site that will sell products online? Define your goals first with having the site. Ople www. .newmedia. In this section I’ll just recommend to you some general features that you might want to incorporate into your website.com/carloople Page 111 to you their logic on how they build their sites. First. When their ready with the first mock-up.Social Media Guide for Filipino Entrepreneurs by: Carlo S.

Users will get confused on what to click on.com. try to avoid using Flash as much as possible.twitter. .ph www. Ople www. Each time you make a site always try to look at it from the perspective of a first time visitor from your target market. Too many images on the other hand will make loading longer and it will clutter up the site. Your corporate website shouldn’t look like a blog (unless it’s the company blog) because the wall of text will just be too much for a first time visitor to absorb. Don’t forget that it takes only 3 seconds for a user to decide if he will stay or leave your site. This will give you a lot of insights that you can use to make the site better.Social Media Guide for Filipino Entrepreneurs by: Carlo S.newmedia. One of the things that we recommend to clients is that they schedule user acceptability tests before the grand launch.com/carloople Page 112 and other freebies. Make those 3 seconds count by making sure your website loads properly and quickly. Also don’t make the registration form too long so that users won’t be discouraged to fill it up. While Flash makes your site more exciting and dynamic you will sacrifice search engine optimization and it will just take forever to load. Lastly. strike a balance between text and images. Next.

Ask them for their input.com/carloople Page 113 Remember.com.ph www. -- . you are making the site for your customers.Social Media Guide for Filipino Entrepreneurs by: Carlo S. not yourself.newmedia. Ople www.twitter.

thank you and I wish you and your company the very best! Cheers.ph and we will get back to you at the soonest possible time. Please do send your feedback to me via e-mail at carlo@catalyst.twitter.http://newmedia. This guide is just an overview of the various elementals of internet marketing and social media so please do continue learning by following blogs and reading books.com. Again.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople www. I’d like to invite you to check out my blog . For speaking and consultancy inquiries.com.ph. Carlo .ph.ph www. I regularly write about the latest global and local trends for social media and internet marketing.newmedia.com/carloople Page 114 In Closing Thank you for taking the time to read this eBook! I hope that you were able to pick up some insights that you can use when you come up with your own digital marketing plan. Also. don’t hesitate an e-mail to info@catalyst.

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