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A presentation made by Janette Toral at the Philippine Association of National Advertisers "Digital Wednesday" event in partnership with the Internet and Mobile Marketing Association of the Philippines last February 9, 2011 at Gerry's Grill, Insular Life Building, Makati City.
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Leverage Your Brands with E-‐Commerce and Social Media
Jane<e Toral h<p://www.e-‐commercephilippines.com
h<p://www.searchprofileindex.com
Internet Search emerges as the top online acEvity.
Ac#vi#es showing significant increase at 95% confidence levels Base: Past month Internet users aged 10+ across Na#onal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010
#1 Influence search engine results
h<p://bit.ly/a23Zsh
Search MarkeEng Program
• Goals • Audience • Needs • Products • PotenEal
#2 Helps create awareness and establish credibility.
SITE LAUNCH STEP #1 RESEARCH
h<p://www.google.com/insights/search
Find out compeEEon through search engine.
Search engine is a reputaEon engine.
SITE launch Step #2 Structure / OpEmize
• About the site • Company index • Categories
– Cat1 • Photo • DescripEon • Company info
• Keyword: category, company name
• Sidebar – Facebook page – Twi<er – Slideshare – Archives – Ads – About author – News
h<p://www.halalcerEfiedfood.com launched August 10. Relevance
Density Proximity
Prominence Reason to return
Do you know what people say about you?
Social media is changing the rules of engagement
Base: Past month Internet users aged 10+ across Na7onal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010
• Aim to reach 10,000 Likes or Fans (Epping point).
• Social context drives advocacy
Increase popularity
SITE Launch STEP #4 MEASURE VCR
Monitor your ranking. (results as of August 11)
Listed -‐ Search results
Paid search (opEon)
Be Useful
TV PRINT POS CRM
digital
social
game
digital
social
game
digital
social
game
digital
social
game
mobile mobile mobile mobile
#3 Changes the rules of engagement.
E-‐Commerce Examples
forums
Building Tribes
• Tell a story – Who are you upse`ng?
– Challenge the status quo • Connect a tribe
– Who are you connecEng?
– Stage 1 to 5 • Life sucks • My life sucks • I’m great • We’re great
• Life is great
• Lead a movement – Who are you leading? – Establish a culture.
• Everyone is important.
– Being a leader gives you charisma.
• Make change – Commit
• Bring out the best in others. • Get recognized. • Outperform. • Overcome life's challenges. • Enjoy beaer health. • Be a top choice (win life's popularity contests: job, rela#onship, friendship).
The Likeability Factor by Tim Sanders
h<p://digitalfilipinocom.ning.com
Thank you!
Download handout at h<p://slideshare.net/jane<etoral
h<p://twi<er.com/digitalfilipino
