Social Media Guide For Filipino Entreps

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I’m very happy to announce that the Social Media Guide for Filipino Entrepreneurs eBook is now available for download! To get your FREE COPY, sign-up at the form located in the sidebar (right of this post).Here’s the outline again for your perusal. Note that we changed Chapter 9 from LinkedIn to Blog Marketing 100.Chapter 1: Why Social MediaI’ll share with you why it’s important and imperative for your business to be part of the conversation in the various social media platforms available in the Philippines. There will be a lot of numbers here.Chapter 2: Learning to ListenSocial Media is not just about you doing the talking. Marketers need to learn how to listen, especially online. This chapter will share various free tools that you can use to monitor your company’s presence in the internet. What are people saying about your brand or about your competitors?Chapter 3: Setting Facebook Marketing ObjectivesStop asking your Marketing Manager if we’re on Facebook and start asking him why should you be on Facebook.Chapter 4: Facebook Official Pages GuideA step-by-step guide on how to build a powerhouse Official Page for your brand.Chapter 5: Facebook Advertising GuideA step-by-step guide on how to maximize the self-service advertising platform of Facebook.Chapter 6: Why Tweet?This chapter will show you how 140+ letters/characters can drastically change your business or your life for the better.Chapter 7: Twitter GuideA step-by-step guide on how to properly use and set-up the Twitter account for your brand. We will also talk about how you will grow your fan base as well as basic tips on Twitter etiquette.Chapter 8: Connecting Smiles with FriendsterFriendster is still a powerful force in the Philippines. This chapter will talk about the tools available for your business on Friendster!Chapter 9: Blog Marketing 101This chapter will show you the basics of how to come up with a blog marketing program.Chapter 10: Your website sucksYour website is your face to the world online. If you don’t fix it then you’re in trouble. This chapter will discuss basic and advanced tips on how to properly optimize your site.Please do send us your feedback by e-mailing us at
  • 1. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 2 Social Media Guide for Filipino Entrepreneurs by Carlo S. Ople
  • 2. 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 or you can also send an e-mail to
  • 3. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 4 Introduction Every generation has different sets of opportunities. The environment, landscape, and technology level differs from each decade to the next. 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. A generation after, our parents were able to build on that by putting up their brick-and-mortar businesses. Since there were only a few competitors they were able to grow their companies into giant corporations and multinationals. So what's our generational advantage? To be good employees? The thesis of this entire eBook is that technology, more specifically the internet and social media, is the biggest wave that we can ride at this point in time. The internet has radically changed how we communicate: from “one-to- one” to “one-to-everyone”. It is that paradigm shift that today spells the difference between success and failure. 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. Allow me to quote my favorite author, Seth Godin from his book Linchpin: "If you're not doing too well maybe the rules have changed and no one told you."
  • 4. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 5 Change the rules and you change the way you play. If you're still competing as if it was still the 1990's when it's already 2010, then you're in trouble. If you have any further questions and comments, please don’t hesitate to send me an e-mail at I would also like to know what you think of the eBook. Did you find it helpful? Was it all BS? Negative or positive, I don’t care. I’d love to hear from you. :) Thank you and I hope you learn something new in the next few pages. Cheer s, Carlo S. Ople Social Media and Internet Marketing Consultant
  • 5. Table of Contents Chapter One: Why Social Media? ................................................... 7 Chapter Two: Listening .................................................................. 18 Chapter Three: Setting Facebook Objectives ..............................26 Chapter Four: Facebook Official Pages ....................................... 31 Chapter Five: Facebook Advertising Guide ................................. 48 Chapter Six: Why Tweet? ............................................................... 60 Chapter Seven: Twitter Guide ....................................................... 64 Chapter Eight: Connecting Smiles with Friendster ..................... 88 Chapter Nine: Blog Marketing 101 .............................................. 100 Chapter Ten: Your Website Sucks .............................................. 108
  • 6. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 7 Chapter One: Why Social Media? “Internet Marketing is all a joke.” This is a common sentiment among Filipino entrepreneurs and businessmen. Most tend to feel like Facebook is meant merely for uploading photos, networking with friends, and playing games. Some even go as far to think that the internet is a waste of time, saying it doesn’t generate return-on- investment. 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.
  • 7. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 8 But this is good news for you. This gives you the rare opportunity to break into an untapped market and build a very cost-effective business in a very fun way. Imagine a grand mansion with priceless paintings and furniture inside. The house is a business and the valuables inside are customers. Doors are secured with high-tech locks to make sure that everything is safe, and no other competitor can just stroll in. But within that mansion is a giant window left open--the absence of that business in the internet. That’s your opening right there. It’s already 2010 and the landscape has drastically changed over the last decade. Technology has made gigantic strides forward, providing you with new tools and platforms that you can use to bring your business or career to the next level. If you have a business right now and you’re still marketing it as if it was still the 1990’s, then you have one big problem. What are the numbers? Your first question would be “How big is the potential for growth?”, and my answer is “Massive.” Various studies show that there will be around 28 million Filipino internet users by the end of 2010. That’s bigger than the entire
  • 8. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 9 population of Malaysia! The primary growth drivers here are the combination of the aggressive marketing and sales of leading broadband providers like PLDT, SMART, Globe, and Bayantel, combined with the proliferation of internet cafes all over the country. Online gaming industry experts say that there are around 10,000 internet cafes operating in the Philippines as of this writing. And while it’s a bit expensive in Metro Manila at 20-30 pesos per hour, some places in the provinces offer very affordable rates at 5-10 pesos per hour. If you’re still not satisfied with these numbers, let’s take a closer look at one of the more popular social networks being used by a lot of Filipinos: Facebook. 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:
  • 9. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 10 As of 4:45PM, April 1, 2010, there are approximately 11,468, 880 registered Filipinos on Facebook. That’s enough to win you a seat in the Philippine Senate. According to the website Alexa, 8 out of the top 10 websites visited in the Philippines are social networks. If you want to tap the internet to build your business, then be where everyone is. Setting up a website and leaving it there hanging is tantamount to putting a gigantic billboard in the middle of a farm. Being in social media, on the other hand, is like being the giant billboard along Guadalupe in Makati where everyone can see you. It’s the next biggest marketing wave According to the Cartoon Network New Generations 2009 Philippines Study, 6 out of 10 Filipinos aged 7-14 years old are already online1. The same study reveals that the internet is also now the second most popular activity of the same age bracket, next only to watching television. And if you give these kids a few more years, they will eventually be the major decision makers. 1 New Generations 2009 Philippines Cartoon Network Study by Synovate
  • 10. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 11 There’s a giant tsunami coming that will turn how we do business upside down. It’s totally up to you if you will see this as an opportunity and ride the wave, or end up getting crushed by it. And it’s not just the kids. The study Digital Philippines: Internet Media Habits Decoded by Yahoo and Nielsen shows that bulk of Filipino internet users are actually within the 15 - 29 year old range2. These already include young professionals--decision makers in themselves. And don’t get me started on the purchasing power of this highly-prized age group. What about ROI? Now this is my favorite topic when it comes to social media. 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. But for social media, consider this: 67% of people who follow brands on Twitter and 51% 2 Digital Philippines: Internet Media Habits Decoded by Yahoo and Nielsen
  • 11. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 12 who become fans of brands in Facebook are actually more likely to buy products from you3. For the sake of argument let’s say those numbers are overstated for the Philippines so let’s peg it at just around 30%. How much does it cost you to get a fan on Facebook? Roughly around P10 pesos per fan using their CPC advertising platform. Using dirty math, you’ll end up spending P30 pesos to get one sale if we will use the 30% mark--that’s a lot cheaper than the 100-200 pesos we assumed for traditional methods. You see, the moment someone becomes a fan or a follower of your product, it means that they are interested already in buying. 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. 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. Popular media stations in print, radio, and television have aggressively been using and integrating social media platforms into their operations. Let’s go through some of them right now. 3 Study by Chadwick Martin Bailey and iModerate Research Technologies
  • 12. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 13 FM Station Magic 89.9 is one of the most popular stations in Metro Manila. They’re actually one of the first stations to aggressively push for building a Facebook online community. As of 5:19 PM, April 1, 2010, they’ve amassed more than 98,000 fans on Facebook. I’m not talking about passive fans here. 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. If you think about it, Magic 89.9 is giving Facebook insane amounts of media mileage. It’s time that you also jump in and take advantage of that. Note that I’m not saying that you spam Magic 89.9’s fan profile. That would be rude,
  • 13. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 14 unethical, and will backfire. What I am saying is that you should be in the game. If you’re not there, you don’t exist in their world. Another media station that’s pushing social media and the internet is ABS-CBN. They’ve integrated Facebook and Twitter into their news programs and special events like the recently concluded HARAPAN: Vice-Presidential Debates. I was even interviewed by Ces Drilon for TV Patrol to discuss the impact of social media in the 2010 campaign.
  • 14. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 15 What does this all mean? Traditional media is pushing people to create accounts on Facebook, Twitter, and other forms of social media so that they can connect and interact with one another. ABS-CBN and Magic 89.9 are part of the reasons why there are now more than 11,000,000 Filipino Facebook users. 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. I Google You... do you Google me? In the past, when people needed to know about whether a product is good or not, they would have to talk to people who’ve bought it before. They’d have to either give those people a call via telephone or meet up with them. Today it’s totally different. You can easily go online and type the name of the product on Google and check out the reviews of other customers. Let’s pause for a minute. Minimize this page, log on Google, and type the name of your company. If nothing comes out, then you don’t exist. If bad reviews from bloggers and forums come out, then you seriously need to get your act together.
  • 15. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 16 The power of search is expected to grow tremendously within the next few years, as more Filipinos get access to the internet through their mobile phones. There was this one time I was with my friend and we were shopping for a guitar in a mall. I initially wanted a Yamaha but I was literally blown away by the price (around 50,000 pesos for an electric acoustic). We checked out other brands in several stores. To help me shop, I just googled the names of these other, lesser known brands on my BlackBerry and checked out all the reviews. Within minutes I found a guitar which had a lot of good reviews all over the world and priced at 13,000 pesos. I got the guitar and I’ve been happily playing it ever since. To get on Google, it’s not enough to make your own website. That’s just one result in the 10 that come out on the first page. Get into social media, because the good thing about these social media sites is that they are properly optimized for search engines. If you have company pages in Facebook, Twitter, LinkedIn, etc. then there’s a good chance that these pages will pop out on the first page as well. 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.
  • 16. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 17 With that in mind, 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. Times have changed. If you’re still marketing and doing business like it was still the 90’s when it’s already 2010, then you’re jurassic. Don’t be surprised when your sales and market share start to go down when younger and more daring entrepreneurs climb in that giant window that you left open. Before you proceed to the next chapter, 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. Watch the video by clicking here.
  • 17. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 18 Chapter Two: Listening The internet is like a a giant marketplace filled with billions of vendors interacting with customers. They’re all talking with each other about various products and brands. Now, out of the billions of those conversations, you can bet that there are probably already several about your company. 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, and information which you can use as leverage in your next campaign. Marketers don’t just talk, they have to listen.
  • 18. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 19 The internet is surrounded by REAL people. What they say matters, and the biggest factor behind this is the speed at which what they say spreads. That’s why if you don’t know what’s being said about you, then that’s a big problem--and you have to it fix right away. 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. Finding out what’s being said about your product won’t even take much effort. The internet has a lot of really good and free tools which allow you to monitor your “online temperature”. Allow me to walk you through some of them in this chapter. Google Alerts Google Alerts is by far one of my favorite monitoring and listening tools. As with almost all Google’s products, it’s very simple and user-friendly. All you have to do is type in key words, and voila, Google sends you a notice via e- mail every time that word is mentioned online. The system isn’t fool-proof though--there will be some mentions that slip through. But rest assured that the mentions you do get are from websites that have good traffic.
  • 19. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 20 Here’s a screenshot of the Google Alerts homepage where you can set the parameters of the information you want to get, and when you want to receive them. You can set a lot of parameters, but I suggest the following: your company name, product/brand, competitor brands, competitor companies, and important industry information that you need to know about. Not only do these
  • 20. Social Media Guide for Filipino Entrepreneurs by: Carlo S. Ople Page 21 allow you to track what people are saying about your company and your product, you also get to learn what they’re saying about your competitors. That’s a more holistic view right there. If you’re very conscious about your personal brand, then you might also want to key in your name. Google Alerts also allows you to set how often you will get the e-mails. I currently have it sent to me daily because I don’t want to get individual e-mails each time there’s an alert. That will just spam my inbox. Google Reader Another insanely great tool at no extra cost. I’ve been using this for a long time now because, for me, education never stops. The web is so rich with information and insights which can help you give your career or business a much-needed boost. Google Reader allows you to track all the blogs and websites that have RSS feeds in one page. You can follow virtually any site you can think of--from the blogs and websites that you’ve read that you thought were good, to those you’ve researched, to those recommended by your peers. Allow me shameless plugging by asking you to add New Media Philippines to your Google Reader (LOL). Here’s a screenshot of what Google Reader looks like:
  • 21. Social Media Guide
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