Social Media Guide for Filipino Entrepreneurs

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

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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.

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

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

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

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

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

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

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

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

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

9’s fan profile. I’m not talking about passive fans here. they’ve amassed more than 98.twitter. April 1.000 fans on Facebook.9 is giving Facebook insane amounts of media mileage. That would be rude.com/carloople Page 13 FM Station Magic 89. 2010. It’s time that you also jump in and take advantage of that. These guys actively participate in the promos and discussions on the social network as well as the radio show. The DJ’s constantly promote their Facebook accounts on-air.newmedia.9 is one of the most popular stations in Metro Manila. Magic 89. Ople www.com.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Note that I’m not saying that you spam Magic 89.ph www. They’re actually one of the first stations to aggressively push for building a Facebook online community. As of 5:19 PM. . If you think about it.

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

they would have to talk to people who’ve bought it before. Twitter.com/carloople Page 15 What does this all mean? Traditional media is pushing people to create accounts on Facebook.twitter.newmedia. Today it’s totally different. then you don’t exist.000. If nothing comes out. do you Google me? In the past. Ople www.000 Filipino Facebook users. If bad reviews from bloggers and forums come out. and type the name of your company. Minimize this page. and other forms of social media so that they can connect and interact with one another.9 are part of the reasons why there are now more than 11.. then you seriously need to get your act together. when people needed to know about whether a product is good or not. I Google You.com. Let’s pause for a minute.ph www.. 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. ABS-CBN and Magic 89. . log on Google. They’d have to either give those people a call via telephone or meet up with them. You can easily go online and type the name of the product on Google and check out the reviews of other customers.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. That’s just one result in the 10 that come out on the first page.twitter.ph www.000 pesos. We checked out other brands in several stores. Twitter.Social Media Guide for Filipino Entrepreneurs by: Carlo S. To help me shop. lesser known brands on my BlackBerry and checked out all the reviews. I initially wanted a Yamaha but I was literally blown away by the price (around 50. LinkedIn. 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. because the good thing about these social media sites is that they are properly optimized for search engines. I got the guitar and I’ve been happily playing it ever since. To get on Google. Ople www. Within minutes I found a guitar which had a lot of good reviews all over the world and priced at 13.newmedia. If you have company pages in Facebook.com. then there’s a good chance that these pages will pop out on the first page as well.000 pesos for an electric acoustic). There was this one time I was with my friend and we were shopping for a guitar in a mall. it’s not enough to make your own website. etc. Get into social media. I just googled the names of these other. as more Filipinos get access to the internet through their mobile phones. .

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Ople www. If your business is based here in the Philippines. There’s no point in having people who won’t buy from you see the ad. The next section is about targeting. 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. You start with setting the countries that will see your ad. 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.twitter. unless you have a product that you plan to send globally. .newmedia.Social Media Guide for Filipino Entrepreneurs by: Carlo S. note that Facebook Ads limit the size of images.com/carloople Page 52 However. then just leave it at that.ph www. which is very small. Right now they will only allow you to put 110x80.com.

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

books.com.Social Media Guide for Filipino Entrepreneurs by: Carlo S.com/carloople Page 54 Play around with this tool and check out how many people are fans of your competitors. Ople www. 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. and other products your target market might be interested in so that you can narrow down the advertising even further.twitter. You might also want to figure out what bands.ph www. :) . I spent a few minutes checking out some popular Filipino brands here and some registered pretty good numbers. 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.newmedia.

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

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

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

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

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

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

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

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

free. sometimes even with people that I haven’t met before. If you’re a firm believer in the idea that communication and information is power. Twitter has allowed me to build deeper relationships with my friends and acquaintances.com.com/carloople Page 63 Lastly.newmedia.Social Media Guide for Filipino Entrepreneurs by: Carlo S.ph www.twitter. Why Twitter? Why not? . 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. Ople www. There are more pros than cons when it comes to Twitter. It’s a easy.

) Just like Facebook. 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. 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.newmedia. .com. In this section we will also talk about etiquette and your content strategy. The second part will be how to effectively use Twitter to grow your follower base.Social Media Guide for Filipino Entrepreneurs by: Carlo S. sign-ups.ph www. etc. The first segment will be a comprehensive step-by-step guide on how to set-up your Twitter Profile. 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.com/carloople Page 64 Chapter Seven: Twitter Guide This chapter will be divided into two parts. Ople www.twitter.

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

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

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

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

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

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

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

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

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

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

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

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

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

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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.

Social Media Guide for Filipino Entrepreneurs

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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.

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

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

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

This opens up a thread where everyone can see what . What about Plurk? Before we move on to the next chapter.newmedia.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. people can comment on your update by just clicking that entry.Social Media Guide for Filipino Entrepreneurs by: Carlo S. and the updates are plotted in a horizontal timeline. 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.ph www. Here’s a screenshot of a Plurk Timeline for your perusal: Each time you post an update.twitter. especially if the video is both funny and it offers value (maybe you can bundle it with a promotion?).com. Ople www.

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

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

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

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

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

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

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

000+ fans.com/carloople Page 92 market.000+ fans already! MYX can also leverage these numbers when they talk to potential advertisers. they have roughly around 96. Friendster also allows you to import contact lists for bulk invites to be fans of your page (even if they’re not yet on Friendster). In addition to the previous tips.com.twitter. .Social Media Guide for Filipino Entrepreneurs by: Carlo S. An idea would be to come up with some sort of virtual “endorsement” or content sharing agreement with the advertiser so that the MYX community can be in the know about the latest promos and products of the partner company. Ople www. In Friendster.newmedia. Consolidate your databases into one and send out one big invite to jump start your community.524. They already have more than 400. they have a massive fan base of 412. In Facebook.ph www. To build your fan base. just follow the previous integrated marketing tips that we discussed for the other social media platforms.

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

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

Friendster occasionally gives you more bang for your buck with DIY. Another thing to watch out for are localized promotions and bonuses. .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. For example. 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. Ople www. After that you have to decide whether you’re going to do a text or image ad. Now that we have that out of the way let’s start discussing how to set-up your ad on Friendster. during December last year friendster gave 25% additional impressions or clicks if you placed ads during that time.com/carloople Page 95 quickly skim through all the content in this page.twitter.ph www. Here’s a screenshot of the ad creation page: First name your campaign.newmedia.com.

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

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

it will take around 12 hours before Friendster approves or disapproves your ad. The targeting isn’t based on IP Addresses.com. please do check out their FAQ for more details. it’s based on what the users put in their profiles. it will start running immediately. roughly 4. Once you set the country to Philippines. If your Paypal account doesn’t have funds it will automatically charge the amount from your linked credit card. After doing all that. If it’s CPM the locked rate is .10 USD. When it gets approved. As of this writing you can only pay in Friendster DIY using a Paypal account. .ph www. 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).7 pesos using a 47 peso = 1 USD exchange rate.Social Media Guide for Filipino Entrepreneurs by: Carlo S. If you’re really interested in investing budget in Friendster DIY.com/carloople Page 98 that this isn’t 100% fool-proof.twitter. The CPC price for the Philippines is locked to 0.35 pesos. Once you’re done with all the targeting settings click save and you’ll be prompted to the billing.05 USD or 2. Just link your credit card to your Paypal account and that will do. the price and the total number of users that can see your ad will be displayed on a box to the right. Ople www.newmedia.

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

twitter.Abe Olandres from Yugatech. and a whole lot of other gadgets. Some bloggers here in the Philippines have more monthly readers compared to national best-selling glossies! Here’s one good example .com. 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.com. A blogger has one thing that all ads don’t credibility. Abe’s blog is all about mobile phones. laptops. Abe’s blog received 65. They have a relationship with their readers that makes them an authority and subject matter experts. Ople www.Social Media Guide for Filipino Entrepreneurs by: Carlo S.000 visitors for the last 7 days.ph www.newmedia. Imagine the impact of getting the endorsement of Abe for your new product! . the internet.

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

Building a relationship with them will get you their loyalty. you have several options available on how you will connect with them. Ople www. or Marketing Officer to start the conversation in your behalf. and their history. Don’t just use the agency.com. ask your Marketing Manager.newmedia. Ask the consultant to present to you the blogs. But if you’re too busy to do it yourself.com/carloople Page 102 start.ph www. the bloggers behind them. Why? Because it’s more personal and effective. . Product Manager.Social Media Guide for Filipino Entrepreneurs by: Carlo S. 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. 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. 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. The most common form is hosting blogger events. Once you’ve identified bloggers that you want to reach out to.twitter. 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. If you want to do research yourself. 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. Tell the blogger that you loved reading his blog and that you find his posts informative.com. Ople www. and light. The first email should be very casual. . You might want to give a brief introduction to your company and share with him a link to your website. You might also want to leave a comment on a post or follow him on Twitter. personal.newmedia. 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.Social Media Guide for Filipino Entrepreneurs by: Carlo S. Don’t look for immediate ROI.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. send an e-mail to officially start the “courting” process. since a lot of bloggers find that rather rude. Don’t let the e-mail be the first point of interaction. or one-on-one sit downs. let’s take a few moments to discuss your objectives with having one. Like what I said earlier. You can check with your consultant on which bloggers you should have coffee with one-onone. this isn’t a one-time-spend-one-timereturn kind of effort. Never ever attach a product brief or a press release in your first e-mail.twitter. After making the first connection. Your first blogger event Before we jump into the details of hosting a blogger event.

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

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

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

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

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. 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.twitter.ph www. If people can’t find you on Google. then how will they find you? Telephone directories? Yellow pages?” .newmedia. We were having a conversation about the importance of having a website and he was having trouble understanding why he should invest on web presence. 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.com. Ople www.Social Media Guide for Filipino Entrepreneurs by: Carlo S.

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

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

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

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

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

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

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