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Innovating on Social Media? Take It from a Badger

  • Thursday, July 11, 2013
  • by
  • Jennifer C. Jimenez
  • If you are reading this blog, chances are, you already have your own Twitter account, or you might be paying community managers to tweet for your company. This is a good practice, since consumers are into social media. But come to think of it: what makes your company's Twitter account stand apart from the rest?

    This week, while doing my usual industry scanning, I was amazed at how one Twitter account set the world on loose. This Twitter account proved that almost nothing is impossible in this age, especially in Marketing. And guess what institution made the excellent social media execution-- you won't believe it at first, but it's a zoo. Yes, a zoo!

    Johannesburg or Joburg zoo is a popular tourist attraction in Jan Smuts Ave., Parkview, Johannesburg, Gauteng. According to its official site, Joburg Zoo is "committed to playing an important role of conservation projects of both indigenous and worldwide endangered animals". They created a Twitter account. Now what's innovative about that?  Well, their 'Twitterer' embodies what the zoo is all about-- an animal.

    Meet BG, the Tweeting Badger. A selfie badger, BG tweets about his usual roundabouts. And after just 50 tweets, he (or her or it, haha) already has a whopping 8000+ followers... not bad for an animal in Twitter. According to Marketing Update, BG was already featured in ABC News, Fox2 and 6, and Good Morning America, on the Timeslive website and Twitter feed, and has been mentioned by Huffington Post, NotCot, Buzzfeed and Perez Hilton's blog. BG already has fans in America, the Netherlands, Spain, France, Russia and China, aside from his TV, radio, print and online appearance. And as of the moment, he is already the topic of 16-page search engine results internationally.

    Now, you might be asking, how on Earth was a badger able to tweet? According to BetweenLands, "the team created a high-tech animal enclosure with specially designed sensors that pick up BG’s location and automatically trigger tweets from his Twitter account. The motion-triggered, animal-friendly sensors have been installed at several places in the spacious enclosure and connect wirelessly to an on-site base station located outside the enclosure. The base station is itself connected to the agency’s server, which hosts a database of pre-written tweets. As BG moves around his camp, he trips the sensors which then send relevant tweets. If he is munching at his food bowl, he’ll be sure to trigger a food-related tweet, for example." quoted Kerry Friend, ECD of Hellocomputer JHB, who said that this initiative "was a collaborative result between creatives and technologists after our quarterly hackathon, again positioning Draftfcb and Hellocomputer at the forefront of innovation in the communication space in South Africa."

    So the next time you go the zoo, think of what the animals can be saying about your behaviors. Who knows, one of this days, there will be more BGs on FB and Twitter.

    If you still can't believe that this is possible, check out how a badger was promoted from a resident to the zoo's social media manager:

    You can also follow BG here. Have fun learning, Busycrats! 

    Between Lands


    Practical Ways to Invest in YOU

  • Saturday, June 22, 2013
  • by
  • Jennifer C. Jimenez

  • It is a fact that acquiring business knowledge can be quite expensive. Contrary to popular belief though, there are a lot of resources that you can utilize to invest in yourself. Yes, you read it right. Before you invest your money in something else, it is wise to invest in yourself first.

    Academics can equip you with the right discipline in undertaking an endeavor. However, nothing beats entrepreneurial wisdom from years of experience.

    There are several ways to earn time-worthy experience. You can look for opportunities and apply for a job, or you can create opportunities for yourself.

    How can you create opportunities? If you are in a paid job, you can volunteer to work on big projects, or you can ask for additional responsibility that will allow you to work with the business person who has an immense scope of expertise that you admire. Scott Dinsmore, the pioneer advocate of Live Your Legend, said in TedTalk: "You are the average of the 5 people you spend most time with." Surround yourself with the passionate people, people who have made the formerly impossible possible, and you will be closer to creating your own opportunity.

    Investing in yourself also prepares you for your big break. The Internet offers wealth of resources, but you have to be very selective about it. Below are the list of activities you can do to invest in yourself:

    1. Attend Free Online Courses

    You can join free online courses offered by top universities, such as the Ivy League schools. I personally find as the most user-friendly online portal for those who want to get free online education. The best thing about it is that you can take the course you want at the time and place that is most convenient to you.

    You can also have certificate of accomplishment once you complete at least 70 to 100% of the course. Just a tip: you'd better be enrolling in immediately. News came out that the founder is planning to monetize the site by requiring a fee for getting certificates of accomplishment. The online courses also provides you opportunity to interact with like-minded professionals around the world; you can use Google hang-outs or forums.

    1. Download and Read Free e-Newsletters

    There are a lot of consulting and research companies that have website offering free newsletters and daily updates. You will surely enjoy the following sites who offer expertise in the corresponding topics:

    Marketing and Digital Media- Content Marketing Playbook, Hubspot, TNS Global
    Business and Industry Trends- PriceWaterhouseCoopers, Bain

    I will reveal more resources in my next blog entries. As of now, I'll leave the digging to you.

    1. Download Free E-books

    You can download free e-books from various legitimate sites such as Bookboon. The books range from different topics (from Management to Research and IT), and I must say that the references they offer are credible.

    FYI, the National Geographic site also offers free e-books on complete guide to photography.

    1. Follow Thought Leaders

    Thought leaders are experts in their chosen fields. Subscribing to their social media feeds is like getting free advices and tips straight from the experts. Below are the examples of these thought leaders, and by the way, some of them also offer free e-books and business articles that will definitely satisfy your mental appetite:

    Tom Peters- Fortune calls him the Ur-Guru, while the Economist tagged him as UberGuru. He is an advocate of running business in boldly practical yet unconventional way. He is an author of several bestselling business books, and he offers his manifesto though free e-books.

    Josiah Go- Josiah Go is the popular Marketing Mentor. He formulated tools that have helped a lot of companies from various industries in terms of marketing and innovation. Joe is a certified Blue Ocean Strategist, bestselling author with over 13 marketing and sales books, chairman of 5 corporations and one of the Philippines' most sought-after consultants and business educators. He received training and education from MIT Sloan, Kellogg, Wharton and London Business School. Josiah offers free marketing tips daily in his Twitter account.

    David Meerman Scott- David is an online thought leadership and viral marketing strategist. He is also the author of bestselling books (such as New Marketing PR) and also offers free e-books as well (e.g. The Secrets of Market-Driven Leaders).

    1. Read up interviews on Business Stars

    Yes, you have read it right. Read up, instead of listen. Companies that focus on interviewing the who's who in different industries now offer seminars and interviews in downloadable content, including PDF. There are some free samples but the rest requires reasonable fee.

    Visit the Genius NetworkInterview Series by Piranha Marketing and Michael Senoff's for Hidden Marketing Assets.

    There you go. Have fun and invest wisely! 


    Your Own Beauty-- The Way You See It

  • Tuesday, April 16, 2013
  • by
  • Jennifer C. Jimenez
  • Today, I have seen another beautiful marketing piece promoting a new perspective. Buzz has already started in the marketing world and I'm pretty sure the public will be watching this over several times through the history.

    Dove, the origin of series of Real Beauty campaigns, released another striking video on a social experiment proving that we are not really good judges of our physical appearance. On April 14, 2013, Dove posted the video on YouTube with this caption: "Women are their own worst beauty critics. Only 4% of women around the world consider themselves beautiful. At Dove, we are committed to creating a world where beauty is a source of confidence, not anxiety. So, we decided to conduct a compelling social experiment that explores how women view their own beauty in contrast to what others see".

    Women were invited to a place unfamiliar to them and were asked to describe themselves, their facial features using general descriptions. On the other part of the room, a forensic artist who formerly worked in the San Jose police department, worked on the blind sketches based from the women's descriptions. The women were also asked to acquaint themselves with the other participants and, later on, to describe their physical appearance as well. "Today I'm going to ask you about the person you've met," said the interviewer.

    Afterwards, the women were led, one by one, to the room where their two set of sketches were hanged-- one based from their personal descriptions, and the other based from another woman's description. "So here we are. This is the sketch that you helped me create and that's the sketch that somebody describe of you," said the forensic artist to one of the women. The women were shocked that the sketch based from other's description were more accurate.

    I am tempted to share more but I want you to experience seeing the video firsthand, to see the actual experiment and the reactions of the participants. 

    The way we see ourselves has a significant impact with the decisions we make and the milestones and opportunities that we either grab or forgo. I hope this ad helps you see the beauty within each one of us and that diversity, may it be in physical differences, is worth celebrating. Enjoy!


    A Midsummer 44th JAPI Awards Night (2013)

  • Wednesday, April 10, 2013
  • by
  • Jennifer C. Jimenez

  • “You must know the basics,” said Mr. Luis Ignacio Lopa of PLDT as he opened the stage for the 44th Junior Achievement Philippines, Inc. (JAPI) Awards Night.

    The 44th JAPI Awarding Night and the 2nd Registered Marketing Professionals Oath-taking happened yesterday, April 9, 2013 at the Philippine Trade Training Center at Pasay City. It was a night featuring business practitioners and marketers worthy of commendation.

    Mr. Lopa, executive from PLDT and one of the guests of honors, mentioned the BASICS that every businessperson must know: Brilliance, Agility, Sense of Urgency, Integrity, Commitment and Self-confidence. He advised that young as we are, as long as we have all the other sterling qualities and have done our homework well, we must be poised and ready to face anyone in the boardroom. Mr. Lopa also shared how Philippines economy has progressed to the investment-grade. “Never in my 50 years of existence has the Philippines reached this state,” he emphasized. Indeed, the future looks bright, especially with the presence of the budding entrepreneurs, marketers and the expert professionals who take interest in educating the youth.

    JuniorAchievement is a worldwide organization that upholds educating youth about money management and business. It also empowers the youth towards economic success. JAPI, the Philippine chapter of JA, has done a remarkable job in finding gems from all sorts of bedrocks, so to speak. It was amazing to see Filipino elementary and high school students getting superlative training and showing their mental prowess in international trade, risk assessments and technological innovation. I highly recommend students from all levels to check out JAPI's site for timely announcements, competitions and activities. But how did I come to know this organization?

    Last quarter, I joined the first ever Junior Achievement/ DDB-Creo Marketing Solutions Challenge 2012. The screening process involved resume evaluations, individual marketing case and group marketing case. The final process is the most exciting part as our team battled out with other teams to propose a solution for a real marketing challenge of a technology brand. We were also oriented and taught about cracking marketing challenges, thanks to DDB.

    The final defense and presentation took place last February 15 at the Fort Bonifacio, Taguig. The schools that participated were as follows: University of the Philippines, Diliman (our team), Far Eastern University, Miriam College, De La Salle- College of St. Benilde, De La Salle University-Dasmarinas, Angeles University, Pamantasan ng Lungsod ng Maynila and Polytechnic University of the Philippines.

    Our judges were as follows:
    • Mr. Joey Ong- DDB’s Executive Creative Director with stints at Bates 141, Ogilvy, Publicis Jimenez, J-Walter Thompson and TBWA
    • Mrs. Fiona Sandoval- member of DDB’s Elite Strategic Planning Team and formerly from McCann Erickson
    • Mr. Judd Balayan- DDB’s Chief Finance Officer (thank goodness I double-checked our budgets and forecast)
    • Ms. Mishelle Alberto- Marketing Manager of Technominds-Easco, Inc. and
    • Mr. Alvin Kingson Tan- President/CEO of Technominds-Easco Inc., Jersey Haven International Inc., Vice President and President/CEO of Fil-Chi Media Productions Inc. He has also been featured in Joey Concepcion’s 50 Inspiring Stories of Young Entrepreneurs. 

    With a complete roster of experts from strategy, creative designs, finance, marketing (plus CEO), you can just imagine the pressure we felt as our team aimed to represent our university well.

    And yes, we made it! University of the Philippines-Diliman, our team, won as the Grand Champion, back to back with Polytechnic University of the Philippines-Manila.

    the awesome plaque of recognition

    with one of my teammates, Marc Fajardo

    all the prizes for UP Diliman team

    with Mr. Krishna Alejandrino (JAPI's industrious head), Mr. Alvin Kingson Tan (President/CEO of Technominds-Easco and Fil-Chi Media Productions), my teammate Marc and Mr. Jayme (Chief Operating Officer of DDB)

    JAPI, DDB, Creo and Technominds-Easco Inc. are incredible organizations with inspiring histories and feats to be proud of in the country’s business world.

    Personally, it was a completely different experience for me. Unlike all the other marketing competitions, the case we’ve worked with for this relates to a brand (of Technominds-Easco Inc.) that has a very good purpose and unique advocacy. My mind was fired with enthusiasm as I spent sleepless nights, with my teammates, doing vast research about the brand’s target market and doing reality checks of our marketing plan. It is almost similar to presenting to executives in the company boardroom. On the marketing vantage point, the task is to present not just to the client side, but to the ultra-creative agency side as well.

    The lessons and training that I gained from MarkProf, along with the mentoring of DDB experts, proved to be very helpful. They reminded us that brands must make people feel better about lives, relationships and dreams. Sir Raul Castro, once said in the MarkProf Bootcamp: “The more intellectual we grow, the more we lost the intuitive touch that understands human behavior.” One basic step that we took is to dig facts about the lives of our target market and try to imagine and elaborate their daily lives, their joys and the challenges that haunt them.

    This event was extra special to me, since my friend and MarkProf batchmate, Jomar Tito, was also given a Leadership Award last night in the same event. The oath-taking ceremony of the Registered Marketing Professionals also took place last night.

    Jomar Tito, Philippine Youth Ambassador in Japan, holding his medal for a Leadership Award (he's also the source of all the photos I featured in this blog entry)

    All in all, the event and the competition reminded me of the importance of giving back and helping out our fellow citizens with all the talents that we have. It is a very humbling experience, to see CEOs and other executives from local and international businesses, mentoring and supporting the students despite their very hectic schedule. These men are the living testimonies of the significance of knowing the BASICS, and coupling it with ardent passion for the greater good.  

    How to Distract the Attention to Your Brand, and Help the Society Too

  • Monday, April 8, 2013
  • by
  • Jennifer C. Jimenez

  • The current media hype in the Philippines regarding the certain political figures and their love affairs trigger the outburst from the national audience, to avoid distracting them from the more important issues.

    Brand managers also aim to generate news about their brands, but they want good news about it. As member of the biggest social media blogging community in the Philippines and in Asia, I usually receive streams of invites from several managers for upcoming events. Most come with free entrance and items, for social media review. Their ultimate aim is to gather the social media mavens to generate buzz and news for their brands and advocacy—or in the marketing parlance, publicity.

    Publicity is a matter usually thought of with utmost care. Bad publicity can make people forget all about the good things you did years before. It can wreck the pillars of goodness that you diligently built over the years in an instant. Gossip or side stories can play a role when it comes to having publicity, thus choosing good brand ambassadors is a must. After all, it only takes a few well-connected people to start an epidemic.

    As the law of advertising goes*, once born, a brand needs advertisements to stay healthy. But its conception begins with the law of publicity: the birth of a brand is achieved through publicity. Some products immediately lose in the race due to either bad publicity or lack of any publicity.

    But how can brands gain publicity without distracting them from the more pressing issues of the society? Or from the managers’ point of view, how can they gain publicity without taking the risk of getting a negative one instead?

    One excellent strategy is the cause-related marketing or advocacy advertising. “Those who truly lead are able to create a following of people who act not because they were swayed, but because they were inspired… who are willing to pay a premium or endure inconvenience,” said Simon Sinek, author of the book Start with Why.

    But how can brands come off as well-intentioned, rather than as brands hiding behind the cloak of a good cause? Authenticity and consistency are the answers. Consumers are intelligent individuals who can sense pretentions even from a distance. Thus, companies, from top to bottom, from fa├žade to inside, must exert effort to show that they really walk the talk.

    During the 2012 FAO Advertising Conference, Ms. Merlee Jayme, Chairman and Chief Creative Officer of DM9 shared: “Our job in advertising gives marketers the power to influence. Advertising is about selling, from products to ideas and causes, and with great power comes great responsibility”. The then-hailed goddess of Philippine Advertising shared some of their agency’s excellent projects. The World’s Safest Firecracker, an initiative in collaboration with the country’s Department of Tourism, is one of those projects. With this, they were able to provide the superstitious Filipinos the safest firecracker experience that they almost cannot live without every New Year’s Day. Taiwan developed this project as well.

    Another project which garnered praises from the award-winning bodies here and abroad, is the Gabriela duct-tape-ads. Just like all the other ads, it came off as an insight from a thought-provoking question: How do you target the victims of abuse when the inflictor of abuse is also dwelling in the house? “You can’t go TV, radio or print to target them,” she said. Thus the Gabriela Call-for-Help Ad was placed on Meralco posters and telephone posts, where victims can see them individually.

    This was succeeded by the Violence Against Women Signature Campaign, which I must say, is indeed a stroke of genius. It encouraged public audience to participate in the advocacy and heightened their awareness about the issue. The people were able to utilize lipstick as an ink for pledge, which comes with a question, “If you had the power to end abuse, would you lift a finger?”

    Last 2012, Gabriela set another awareness campaign, this time against electronic violence. It focused on the women who were victims of abuse during parties where they were highly intoxicated, then waking up the day after with a tormented reputation upon several clicks and forwarding of their video scandals. The insight: People do not equate watching a scandal with violence. Obviously, the provisions of law such as the Republic Act 9995 Anti-Photo and Video Voyeurism Act of 2009 are not enough. Thus, the campaign also aimed to educate people that a click can be as hurtful as a punch. You can check out the campaign in these sites: and

    Ms. Jayme ended her lecture with a wonderful take-home advice for the marketers: “You really have to dig for the insight, and make sure that it is the truth, even if it is the truth that no one wants to talk about”. There are a lot of causes that inflict pain and suffering to people. These causes are worth looking into, and acting upon. Marketing is one of those areas where professionals can turn the seemingly negative things into positive ones by inciting actions, virtues and changes one campaign at a time.

    It is wonderful to hear someone like Ms. Jayme, speaking about how advertising and marketing can actually help unleash the innate goodness within the audience. I first saw Ms. Jayme from the Adobo Magazine, where her photo was the on the cover page. She's the it girl of the Philippine Advertising, and yes, her lecture is a truly inspiring one.

    To cap off this article, here is an interesting ad that makes sure that it only reaches its target. Using a lenticular lens, this ad targets the kids who mights be victims of child abuse, even when they are with their aggressors. Quite intelligently done, I hope that this inspires more NGO volunteers and marketers to use whatever talents they have to further push their causes and advocacies.

    *From the 22 Immutable Laws of Branding

    Digital is A Channel, Not the King in Marketing

  • Friday, February 22, 2013
  • by
  • Jennifer C. Jimenez

  • Almost all marketers hear the value of going digital. But after all the hype, will it really be value-adding to the brands' target consumers? What if this channel is almost different to the business model from which the brand operates?

    Let's take a look at a good example. Hallmark, a brand leveraging on card sales, has exclusively positive brand associations and very strong brand equity. But these were posed to the threat of obsolescence as people increasingly use social media platforms to interact with their social circles.

    How did Hallmark respond? Low-equity brands might rush going digital as well, selling cards in online commerce, but this international card brand did not. Hallmark formed a special team that will create a new campaign focusing on providing Hallmark offers in more relevant ways. Lisa Macpherson, the Marketing Head of Hallmark captured the significance of what they did in her answer, "The Hallmark marketing team doesn’t think in terms of digital campaigns or traditional campaigns; it focuses all marketing efforts on the people, behavior it wants to change, and an idea. Only then will it discuss context, delivery, and media channel". The result? From the special occasions, Hallmark moved to offering cards for those everyday moments that are worth celebrating. 

    Hallmark's Recordable Storybook campaign, where their cards are accompanied by voice recordings where grandparents, for instance, can record their voice as they tell story to a grandchild living from a distance is also a hit. As more and more people go into social media, the value of the authenticity of voice is heightened. "But we have heard amazing stories, mostly through social media, of the role the product plays in the lives of military families, families who are separated by divorce or work, and even those that have lost a family member and still have their voice captured in the book", Macpherson shared with CMO.

    Macpherson admitted that their brand's competitors are not the e-greeting cards per se, but the digital products. According to her interview in AdAge, "it's magazines; it's celebrity resources that offer creative tips and ideas. It's Martha Stewart magazine, Real Simple magazine and all of the TV shows about making your home an enriching place for your family. So, the bad news is it's more cluttered competitively, but the really great news is it's a much bigger market space." And how does Hallmark measure the ROI from their digital assets? "We know it's not clicks, we know it's not eyeballs. We're not yet a very strong e-commerce company. We don't sell most of our products online, so we're searching for the right measurement," Macpherson added.

    Hallmark proved how a traditional brand can utilize social media in ways that enriches the consumer experience. Jeff Weidauer of Vestcom International, suggested that online and offline touchpoints must be integrated for an optimized consumer experience. 

    When it comes to online marketing, it is true that content is king. But one must be careful to differentiate quality over quantity. A marketer must really know who the target market is and avoid the pitfalls of attracting mass when the original target audience is a niche market. Online community members can perceive authenticity and pure motives from consistent production of relationship-building content.

    Marketers must remember that marketing is all about the target consumers, not going into just any media. Social media is here to stay, but it is just another channel in reaching the boss when it comes to marketing-- the consumers.


    Loria, Keith. The Interview: Hallmark’s Lisa Macpherson. Feruary 20, 2013

    Zmuda, Natalie and Rooney, Jennifer. Hallmark Breaks Out of Special-Occasion Mold. AdAge

    Thau, Barbara. Just Because: Hallmark Tries to Keep Relevant in the Social Networking Era. Daily Finance.


    Strong Online Presence for Brands

  • Tuesday, February 19, 2013
  • by
  • Jennifer C. Jimenez

  • Chances are, you already have a Facebook and Twitter account for your brand, but for some reasons that you cannot determine, leads are not coming your way. Many business owners are thinking whether going digital is really worth it or not. This article discusses the potential costs and benefits of creating a digital presence for your brand.

    Social Media and Consumers’ Conversation

    Social media greatly affects the consumer behaviors across different segments. A lot of prospective customers check the internet first for other users’ feedback on the product. Some ask for their friends recommendations on Facebook, while some, simply look at the fan page of the brand and decide whether to purchase or not.

     In the business parlance, this means opportunity for what would have been a “zero moment of truth” or ZMOT. Google, in its book, “Winning the Zero Moment of Truth” by Jim Lecinski, defines ZMOT’s role as “influencing which brands make the shopping list, where shoppers choose to buy and with whom they share the results”.

    Here’s the fact: people talk about brands, whether the brand marketer joins in the conversation or not. And in the online world, almost everything being posted about your brand stays forever. Clearly, there is a strong need for your brand to have an online presence, but will the benefits outweigh the cost?

    The only exception to this need is when your customers are not involved in social media. If this case is true, will the next generation of your customers not be involved in social media as well? How about the influencers around your customers?

    Costs of Web Presence

    There are different factors that must be considered when going online. In what media would you want to have a presence?

    Most brands utilize Facebook and Twitter, but not everyone is really successful. In launching a web presence, one should consider the cost of maintaining the online accounts. One could hire a social media manager at a cost of salary, or you could do it using your own time. Also, cost of frequent usage of computer and internet connection are vital when it comes to cost.

    Facebook is flexible and allows users to create strategies that could drive online engagement. But this is not free. For instance, setting up an online contest on Facebook is a good platform but there are several kinds of costs attached to it. The creative development is one: this includes the creation of assets such as the online ads, along with the profile and cover photo. The content and community management cost is also vital to ensure that the strategy does not backfire and actually builds the results expected from it. The voting module is also costly, along with the DTI Honorarium Fee which is usually needed as regulated by the Philippine law, to ensure fairness and accuracy of competition process. Some FB contest can include links to YouTube, and thus requires YouTube application development fee.

    Blogs are also good when it comes to communicating to your followers, and signing-up is usually free. But blogs, such as Blogger and WordPress are free only up to a certain point. The free storage is only up to 3 gigabytes, and once you exceeded, you would have to pay a fee. You might want to get your own domain name instead like, and that comes with a domain hosting fee. 

    Utilizing photos can also be costly depending on the source. If you have the creative pool, then you would only have to think of the cost of salary. But if you want to utilize photos from the internet, you would have to pay from particular sites, or hire a professional photographer for quality images.

    Must-have’s For An Online Presence

    Having an online presence does not guarantee that it will bring in the results. One must ensure that the online media, along with the strategies used, are all properly synchronized and effective.

    There are several factors to consider, but here are the main ones. To assess the effectiveness of these, you should consider who your target market is, and identify the social media where they usually hang-out.  The goal of your online presence should also be clear. Is it a short-term goal, a long-term one or a mix of both? Then determine your desired reach, frequency and the cost that you can handle.

    Once the proper steps are done, then you must participate actively, to measure analytics and find the trove of treasure behind the chunks of data. If you think this is easy, think again. “Simply scouring the fan pages and feeds every morning will not adequately educate marketing, sales and operations teams. A real time, automated, and actionable approach to social media analysis is needed,” says Crimson Hexagon in the article “The New IQ”.

    So, what should be done? In the same way that you cannot teach a kid to be a computer whiz in a day, you will also not be able to educate a traditional marketer of the social intelligence in a day. It takes a certain degree of experience and intense interest for a person to really manage the social media assets of a brand. But once you got the right expert, then you’re halfway done with the job.

    Potential Benefits of Online Presence

    A strong online presence is the catalyst engine behind a responsive social networking and equity-building digital marketing. Suffice to say that it is the most cost-effective among all the other media in the integrated marketing campaign mix. A strong online presence enables digital advertising to seamlessly fit in with the other promotions and trade tactics deliver quality leads, increased prospects for sales, critical real-time market research data, consistent channel integration for best customer experience and improved decisions.

    Some valuable data include the following: unique visitors, page views, cost per unique visitor, time spent per visit, search keywords, navigation path, contributed blog comments, sentiment tracking, Net Promoter score, satisfaction ratings, and web analytics.

    Some brands already started their online presence and came up really strong, with really outstanding applications and crowds of consumers raving good testimonials. These include Nestle’s Nescafe-- a coffee brand with several million fans on Facebook, Kraft that has a mobile platform iFood Assistant, Eloqua that owns The Blog Tree which turns at least 49 viewers into closed sales per wave of page impressions. Other brands that have very high engagement rates online are Blackberry, Starbucks, L’oreal Paris, Unilever’s Axe, Mars’ M&M and Red Bull. Looking into their journey to success will give you practical lessons in digital marketing.

    Going digital should be a decision fully considered, and once you’ve already decided, be sure that you have the resources and metrics to assess its effectiveness, along with an expert who will ensure a high return of investment.


    Funds for the Budding Entrepreneurs

  • by
  • Jennifer C. Jimenez

  • It’s hard to undertake a mission without cash, especially if it’s an entrepreneurial idea that has long been conceived in your mind. But in the age where everything seems to be at our fingertips, is start-up cash still that hard to find?

    Entrepreneurship has been highly supported by the business industry nowadays. Now, there are several possible options for the aspiring entrepreneurs to turn their ideas into reality.

    Crowdfunding pertains to collective funding of a particular venture, usually by people who believed in both the feasibility and the mission of a project. Below are the sites you can visit to pitch your business ideas to angel investors. Though a lot of these are based abroad, these are accessible to everyone from the different corners of the world.

    1.      Kickstarter
    -This is the most popular crowdfunding US-based platform that allows creative idea owners from different parts of the world to get funding. The angel investors or “backers” pledge money in return for “rewards”,  which could be in either monetary or non-monetary form.

    2.      Kickstart Ventures Inc.
    -Kickstart is different from Kickstarter. This is an entrepreneurship incubation venture launched by Globe Telecom, a pioneer telco player in terms of innovation in the Philippines. Globe launched this program to support the technopreneurs in the country. Kickstart offers facilities, seed funding, coaching and the networks necessary for a technopreneur to be successful.

    3.      Ideaspace
    -Ideaspace was launched by another big player in the Philippines’ telco industry: Smart Telecom. I first heard about this straight from the brain of the foundation himself, Mr. Earl Martin Valencia. He is a living inspiration to the other entrepreneurs, as he pursued his dream and went on to being one of the tech geniuses in the country. He said, “Opportunities will come to you, and all you need is to apply and try. You have to be prepared, because you don’t know if the next opportunity will be the one changing your life.”

    4.      ToGather.Asia
    -is an crowdfunding site for budding entrepreneurs in Asia. It operates similarly to that of Kickstarter.

    5.      Crowdcube
    -This is the world’s first equity crowdfunding platform. It is UK-based and it enables small start-ups to get investment from backers in return for the promised rewards. Crowdcube gets 5% from all successful fundraising. By 2012, it has already helped 21 companies gain funds for investments.

    6.      Indiegogo
    -This US-based world crowdfunding platform was initially geared towards films, but now accepts creative ideas from different fields. It takes 4% from the total funding fee of successful projects and 9% from those that were unsuccessful. Its interface is very attractive, too!

    7.      Fundable
    -This another US-based platform enables start-ups to get investors to buy their equities.

    8.      Rock the Post
    -It is a US-based site that combines the elements of crowdfunding and social networking. It enables communities to gather around new business ventures or ideas, thus helping them get not just funding, but the support, advice and encouragements as well.

    9.      RocketHub
    -The site is open to entrepreneurs worldwide. It enables them to get funding from fuelers. The latter can opt to vote them in the Launchpad Opportunities, and if the venture won, it can get assistance from prominent international marketers.

    10.  Gambitious
    This unique platform serves as a bridge to the digital gamers and game developers. Gambitious enables the gamers to support the gaming ideas they like by providing funds and pre-launch buzz to ensure the games’ success. Europe-based funders can also opt to buy equities of the company that develops the game.

    11.  Appstori
    -This one is for the app lovers! This New-York based platform allows app lovers to support and fund the app ideas that they like. They can also provide pre-launch support through beta-testing and providing the apps’ much-needed feedback.

    12.  ZaoZao
    -Fashion-lovers unite! This Hongkong-based crowdfunding site links the fashion designers and the fashion lovers to create an avenue for engagement by enabling the latter to provide pre-production funding.

    Internet can be a powerful tool if utilized wisely. Crowdfunding is the latest name of the game when it comes to start-up fundraising. Here’s a word of warning: backers can sense sincerity and zeal. They are willing to part from their hard-earned money as long as they can smell a sense of purpose and commitment. Maybe others can fool some once, but it’s easy to track digital footprints in the advent of modern tools.

    Entrepreneurship is not for the weak. But the sense of fulfillment that these brave souls get is surely worth the risks.