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.

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

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

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

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

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

combined with the proliferation of internet cafes all over the country. Online gaming industry experts say that there are around 10.Social Media Guide for Filipino Entrepreneurs by: Carlo S. and Bayantel. And while it’s a bit expensive in Metro Manila at 20-30 pesos per hour.000 internet cafes operating in the Philippines as of this writing.newmedia. Ople www.com.twitter. SMART. 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: .ph www. If you’re still not satisfied with these numbers. Globe. let’s take a closer look at one of the more popular social networks being used by a lot of Filipinos: Facebook.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. some places in the provinces offer very affordable rates at 5-10 pesos per hour.

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

The study Digital Philippines: Internet Media Habits Decoded by Yahoo and Nielsen shows that bulk of Filipino internet users are actually within the 15 .29 year old range2.Social Media Guide for Filipino Entrepreneurs by: Carlo S. These already include young professionals--decision makers in themselves. Ople www. 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. consider this: 67% of people who follow brands on Twitter and 51% 2 Digital Philippines: Internet Media Habits Decoded by Yahoo and Nielsen .twitter.com/carloople Page 11 There’s a giant tsunami coming that will turn how we do business upside down.ph www. It’s totally up to you if you will see this as an opportunity and ride the wave. or end up getting crushed by it.com. What about ROI? Now this is my favorite topic when it comes to social media. But for social media.newmedia. And don’t get me started on the purchasing power of this highly-prized age group. And it’s not just the kids.

3 Study by Chadwick Martin Bailey and iModerate Research Technologies . You see. Ople www. For the sake of argument let’s say those numbers are overstated for the Philippines so let’s peg it at just around 30%. it means that they are interested already in buying. Let’s go through some of them right now. Popular media stations in print. 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.Social Media Guide for Filipino Entrepreneurs by: Carlo S. the moment someone becomes a fan or a follower of your product.twitter. 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. and television have aggressively been using and integrating social media platforms into their operations. 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.com/carloople Page 12 who become fans of brands in Facebook are actually more likely to buy products from you3. radio.newmedia.ph www.com. How much does it cost you to get a fan on Facebook? Roughly around P10 pesos per fan using their CPC advertising platform.

These guys actively participate in the promos and discussions on the social network as well as the radio show. 2010.Social Media Guide for Filipino Entrepreneurs by: Carlo S. They’re actually one of the first stations to aggressively push for building a Facebook online community. Magic 89. April 1.9 is one of the most popular stations in Metro Manila.9 is giving Facebook insane amounts of media mileage. Note that I’m not saying that you spam Magic 89.9’s fan profile.newmedia. they’ve amassed more than 98. That would be rude. I’m not talking about passive fans here. As of 5:19 PM.com. It’s time that you also jump in and take advantage of that. . If you think about it.com/carloople Page 13 FM Station Magic 89.000 fans on Facebook. The DJ’s constantly promote their Facebook accounts on-air.twitter. Ople www.ph www.

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

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

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

Ople www. 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.twitter. . Times have changed.Social Media Guide for Filipino Entrepreneurs by: Carlo S. 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. If you’re still marketing and doing business like it was still the 90’s when it’s already 2010.newmedia. 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. then you’re jurassic. Before you proceed to the next chapter.com.com/carloople Page 17 With that in mind. Watch the video by clicking here.ph www.

Marketers don’t just talk.newmedia. They’re all talking with each other about various products and brands. Now. they have to listen. A decade ago you wouldn’t be able to get this information unless you pay a research agency to come up with market research. 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. .Social Media Guide for Filipino Entrepreneurs by: Carlo S.twitter.ph www.com. out of the billions of those conversations. 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. and information which you can use as leverage in your next campaign. you can bet that there are probably already several about your company.

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

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

you also get to learn what they’re saying about your competitors. 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. If you’re very conscious about your personal brand. Here’s a screenshot of what Google Reader looks like: . That will just spam my inbox.ph www. for me.twitter. education never stops.Social Media Guide for Filipino Entrepreneurs by: Carlo S. 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/carloople Page 21 allow you to track what people are saying about your company and your product. Allow me shameless plugging by asking you to add New Media Philippines to your Google Reader (LOL). The web is so rich with information and insights which can help you give your career or business a much-needed boost. Google Reader allows you to track all the blogs and websites that have RSS feeds in one page. Google Alerts also allows you to set how often you will get the e-mails. That’s a more holistic view right there. I’ve been using this for a long time now because. to those you’ve researched. then you might also want to key in your name. Google Reader Another insanely great tool at no extra cost.com. Ople www. to those recommended by your peers.

ph www. just click the name of the site and the right side of the page will display the latest articles. It’s that easy. You can click Recommended Items and Sources for blogs that Google thinks you might find interesting.twitter. .com.com/carloople Page 22 All the blogs and websites you follow are neatly lined up in the Subscriptions sidebar. 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.newmedia. Ople www. Another cool feature is the Explore section. To read the newest articles.Social Media Guide for Filipino Entrepreneurs by: Carlo S.

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

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

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

then just let them know that you got their complaint and that you’re working on it. You have to make it clear with your community that there’s a line they can’t cross. For example. Building Communities . Constructive criticism is welcome but not at the cost of disrespecting the administrator and their fellow fans. When this happens.com.Social Media Guide for Filipino Entrepreneurs by: Carlo S. it’s so easy for individuals to make new accounts and spam your wall with negative comments and insults. 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. Remember.twitter.newmedia. Always remember that you should reply as fast as you can. If you allow users to post comments on your Fan Profile. expect to get a mix of good and bad feedback from them. If you don’t have a resolution yet.ph www. if you don’t have a commenting policy posted then everything is fair game. Ople www. 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. you better make sure you have someone replying and coordinating with your sales and marketing so you can resolve issues quickly.com/carloople Page 28 support outlets.

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

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

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

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

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

twitter. Ople www.Social Media Guide for Filipino Entrepreneurs by: Carlo S. 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. message. 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.ph www.com. or when they land on your wall. Don’t just get a random . We have to be deliberate with every single thing that we do with your page.newmedia.

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

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

ph www.twitter.newmedia. Here’s a screenshot: In this part you will be making a lot of big decisions for your official page. 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). Let’s go through those options one by one. Ople www.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). .com.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Next up is the Wall Settings Tab. If you pick Posts by Page and Fans. The first option is Default View for your Wall.

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

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

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

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

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

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

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

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

com. Let them know that you’ll be running contests and promos exclusive to your Facebook community. We were able to grow the Fish and Co.ph www. For promotions. Give them a good reason to log-in when they get home and search for your page so that they can sign-up.twitter. Official Profile to 3. You’ll also get higher conversion if you bundle this with a promotion which is running the same time during your ad campaign.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 can even get away with getting fans without advertising (but at a much slower rate). For example.500+ by just coming up with promos left and right without advertising support. Entice them with some sort . 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.Social Media Guide for Filipino Entrepreneurs by: Carlo S.com/carloople Page 46 charge for CPM. 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. I’ll be discussing more about Facebook Advertising in the next chapter. Ople www. then you might want to have a small kiosk with a laptop asking users to sign-up as fans.

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

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. ask if there’s an additional service fee on top of the actual advertising cost.twitter. This chapter will give a step-by-step guide on how to use the self-service advertising platform of Facebook.com/carloople Page 48 Chapter Five: Facebook Advertising Guide Facebook Advertising is one of the most cost-effective platforms available to Filipino entrepreneurs. 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.Social Media Guide for Filipino Entrepreneurs by: Carlo S.com. If you want to take them up on this. or if managing this is already included . 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. 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.ph www. Ople www.newmedia.

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

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

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

which is very small. 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. 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.twitter.com. 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.Social Media Guide for Filipino Entrepreneurs by: Carlo S. then just leave it at that. Ople www.com/carloople Page 52 However. The next section is about targeting. If your business is based here in the Philippines. note that Facebook Ads limit the size of images. You start with setting the countries that will see your ad.ph www.newmedia.

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

Ople www.newmedia.com.ph www. You might also want to figure out what bands. 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. 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.Social Media Guide for Filipino Entrepreneurs by: Carlo S. and other products your target market might be interested in so that you can narrow down the advertising even further. books.twitter. :) . I spent a few minutes checking out some popular Filipino brands here and some registered pretty good numbers.

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

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

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

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

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

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

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

Ople www.newmedia. Twitter for Fun . 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.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Because of Twitter you can say hello to your favorite celebrities. 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.com/carloople Page 62 know that you have new products. Twitter for Networking A lot of influential personalities are in Twitter.ph www. new entries.twitter. or if you’re a blogger. 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.com. making it fully possible to connect with those who were once too far to connect with. promotions. The trick here is to find out who to follow and figure out if following them will offer any value to you.

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

etc.ph www.) Just like Facebook.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.com/carloople Page 64 Chapter Seven: Twitter Guide This chapter will be divided into two parts.twitter. The first segment will be a comprehensive step-by-step guide on how to set-up your Twitter Profile. sign-ups. Ople 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. The second part will be how to effectively use Twitter to grow your follower base. 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. we have to give Twitter the proper diligence and respect so that we don’t overlook any marketing/sales opportunity. In this section we will also talk about etiquette and your content strategy.Social Media Guide for Filipino Entrepreneurs by: Carlo S. .com.

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

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

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

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

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

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

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

Better make sure that you properly introduce yourself and what you’re all about. thank you!). 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.com/carloople Page 72 Last. This means that users and potential followers will give this spot a look.Social Media Guide for Filipino Entrepreneurs by: Carlo S. is the Bio.newmedia. What’s important is that you put a bold statement here that tells a story and builds your brand’s identity.twitter. the upper right section. Ople www. 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.com. If the business is a restaurant. but not the least. If this is your personal account then you might want to put direct words on who you are and what you do. you might want to put “Incredibly delicious steaks” or “Try our awesome Burgers!”. thank you.ph www.

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

twitter. social media channels. First is the left sidebar.newmedia.ph www. Here’s a . Ople www. I put a good photo of myself giving a talk followed by a call-to-action for people to follow me. 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. and my e-mail address just in case they want to get in touch and have a longer conversation (beyond Twitter’s 140 characters). and the right sidebar. Below the call-to-action are the URL’s of my other websites.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. There are three primary marketing spaces that you can use. then the top space (in between the Twitter logo and the navigation bar).Social Media Guide for Filipino Entrepreneurs by: Carlo S. For the left sidebar. I’m currently only utilizing the sidebars but I’m planning on putting something at the top soon.com.

newmedia.com/carloople Page 75 zoomed in picture just in case you’re having trouble with the zoomed out picture above. haha!). 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. If you want . that picture wasn’t taken when I was giving a talk.com.Social Media Guide for Filipino Entrepreneurs by: Carlo S.twitter. Ople www. Come to think of it.ph www.

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. Two Guaranteed Ways to have THOUSANDS of followers So.com.twitter. Ople www. They’re already this far and establishing a relationship with them is only one click away. getting followers. around 10.. The first is to literally follow everyone that you find on Twitter.ph www. you can start Tweeting.Social Media Guide for Filipino Entrepreneurs by: Carlo S. There’s a chance that they’ll follow you back. After you set-up your background image and you’ve completed all the information fields. If this is for your brand or company. It’s 8 minutes of kilig moments so get ready for intense mushiness. do you want to have thousands of followers fast? There are two guaranteed ways to do that. Back to the topic. It’s uploaded on Youtube. there are .newmedia. 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.com/carloople Page 76 to watch the entire proposal.. In fact.000 people. head on over to this link. After following maybe 30. and following more people that you want to hear from.000 will follow you back.

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

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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.

Social Media Guide for Filipino Entrepreneurs

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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.

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

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

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

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

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

newmedia.twitter.com. . The more value you give.com/carloople Page 86 If you’re just starting out your social media marketing.ph www. Summary ADD VALUE.Social Media Guide for Filipino Entrepreneurs by: Carlo S. it’s about earning via giving. That’s the single most powerful tip I can give to you before you start doing social media. Social Media is not about buying. especially Twitter. the more value you add to yourself and your company. Ople www. 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.

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

newmedia. Based on the pitch of the sales force of Friendster.more specifically young Filipinos.ph www. The Cartoon Network New Generations4 study 4 New Generations Philippines 2009 by Cartoon Network and Synovate .com.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.Social Media Guide for Filipino Entrepreneurs by: Carlo S.twitter. Ople www. The traffic they’re getting is still high enough to get anyone’s attention. bulk of Friendster users are in the 12-20 y/o range. especially companies who want to tap Filipino netizens .

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

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

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

com. In Friendster.000+ fans already! MYX can also leverage these numbers when they talk to potential advertisers. . Ople www. Consolidate your databases into one and send out one big invite to jump start your community. In Facebook. They already have more than 400.twitter. 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). they have a massive fan base of 412. just follow the previous integrated marketing tips that we discussed for the other social media platforms.524. they have roughly around 96. To build your fan base. In addition to the previous tips.newmedia.ph www.com/carloople Page 92 market.000+ fans. 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.Social Media Guide for Filipino Entrepreneurs by: Carlo S.

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

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

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

Sadly.newmedia. If you are confident that your creative material is good enough to get high click through. The Flight Dates field is the beginning and the end of your campaign. Ople www. fill in the URL field with your target landing site.com/carloople Page 96 If you are going to come up with an image campaign. go CPC. the Friendster DIY system does not support flash or animated material.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Hire a creative designer or a consultant to do your ad if you don’t have the expertise for internet marketing. After typing in your TEXT ad or uploading your IMAGE material.ph www. If you’re going to invest in advertising. Similar to the Facebook platform. .com. the dimensions are 300 pixels wide x 250 pixels tall. If you want to play it safe. you can pick either CPC or CPM. please put a lot of thought into your creative materials. The total size of the ad must not exceed 30 kilobytes. You can refer to my earlier explanation during the Facebook Advertising section on this eBook for more details.don’t scrimp anymore on the cost of the development of the ad. go for CPM. This can be your official web page or this can also be your Friendster Fan Profile.twitter. 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. Here’s what it will look like: This is one of the more attractive features of Friendster DIY.newmedia.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Note though .twitter. Now we move on to targeting.com/carloople Page 97 After setting the model put in your total campaign budget. Again.ph www. not pesos.com. Ople www. please note that this is in US dollars.

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. Just link your credit card to your Paypal account and that will do.35 pesos. If it’s CPM the locked rate is .com/carloople Page 98 that this isn’t 100% fool-proof.newmedia. 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). it’s based on what the users put in their profiles.05 USD or 2.com.7 pesos using a 47 peso = 1 USD exchange rate.twitter. If your Paypal account doesn’t have funds it will automatically charge the amount from your linked credit card. the price and the total number of users that can see your ad will be displayed on a box to the right. . When it gets approved. As of this writing you can only pay in Friendster DIY using a Paypal account. Ople www. The CPC price for the Philippines is locked to 0. it will take around 12 hours before Friendster approves or disapproves your ad. After doing all that.Social Media Guide for Filipino Entrepreneurs by: Carlo S.ph www. it will start running immediately. roughly 4.10 USD. Once you set the country to Philippines. The targeting isn’t based on IP Addresses. If you’re really interested in investing budget in Friendster DIY.

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

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

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

Once you’ve identified bloggers that you want to reach out to. ask your Marketing Manager.com. Building a relationship with them will get you their loyalty. But if you’re too busy to do it yourself.com/carloople Page 102 start. . Product Manager.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Don’t just use the agency.newmedia. and their history. If you want to do research yourself. 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.twitter. Ople www. you have several options available on how you will connect with them. 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. or Marketing Officer to start the conversation in your behalf. 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 most common form is hosting blogger events. the bloggers behind them. Ask the consultant to present to you the blogs. Let me stress one point: buying bloggers can only get you their attention. you might want to do some listening techniques which we discussed on chapter 2. 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.ph www. Why? Because it’s more personal and effective.

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

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

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

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

Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople www. Lastly. I’ll be writing another eBook on that soon so watch out for announcements.twitter.com/carloople Page 107 and non-traditional when it comes to having a kick-ass blog marketing campaign.ph www. :) . 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.newmedia.com.

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?” . 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. 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.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. Ople www. If people can’t find you on Google.twitter.com.newmedia.ph www.

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

newmedia. Don’t just trust your gut feel on building sites. These are the people who don’t ask themselves what the site should look like. checking out their portfolio is a step in the right direction. The second type of web builders are marketers. Ople www. If your website is too cluttered then you would have lost him right away.ph www. These are the guys who really make it a point to make sure that the website is usable. If the placement of the call-to-action is wrong then the site will fail. These are the sites that will deliver results. If your website has too many images then it will take forever to load. and easy-to-use for the target market.com/carloople Page 110 nice. Meet with them and ask them to explain . 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. In fact. it looks so nice that you don’t know what to do once you enter the site.twitter. idiot-free. 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.Social Media Guide for Filipino Entrepreneurs by: Carlo S. they ask their customers. When you’re hiring consultants and web designers.com.

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

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

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

ph www. Please do send your feedback to me via e-mail at carlo@catalyst. I’d like to invite you to check out my blog .Social Media Guide for Filipino Entrepreneurs by: Carlo S.newmedia.twitter.http://newmedia. don’t hesitate an e-mail to info@catalyst. Also. thank you and I wish you and your company the very best! Cheers. For speaking and consultancy inquiries.ph and we will get back to you at the soonest possible time.ph. Again.ph. Ople www.com. Carlo .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. 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. I regularly write about the latest global and local trends for social media and internet marketing.

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