March 25, 2017, 6:01 pm
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1 Philippine Peso = 0.07295 UAE Dirham
1 Philippine Peso = 2.48788 Albanian Lek
1 Philippine Peso = 0.03556 Neth Antilles Guilder
1 Philippine Peso = 0.3095 Argentine Peso
1 Philippine Peso = 0.02607 Australian Dollar
1 Philippine Peso = 0.03556 Aruba Florin
1 Philippine Peso = 0.03973 Barbados Dollar
1 Philippine Peso = 1.59217 Bangladesh Taka
1 Philippine Peso = 0.03602 Bulgarian Lev
1 Philippine Peso = 0.00747 Bahraini Dinar
1 Philippine Peso = 33.62574 Burundi Franc
1 Philippine Peso = 0.01986 Bermuda Dollar
1 Philippine Peso = 0.02782 Brunei Dollar
1 Philippine Peso = 0.13667 Bolivian Boliviano
1 Philippine Peso = 0.06237 Brazilian Real
1 Philippine Peso = 0.01986 Bahamian Dollar
1 Philippine Peso = 1.30066 Bhutan Ngultrum
1 Philippine Peso = 0.20198 Botswana Pula
1 Philippine Peso = 397.69567 Belarus Ruble
1 Philippine Peso = 0.03968 Belize Dollar
1 Philippine Peso = 0.02656 Canadian Dollar
1 Philippine Peso = 0.01978 Swiss Franc
1 Philippine Peso = 13.15634 Chilean Peso
1 Philippine Peso = 0.13692 Chinese Yuan
1 Philippine Peso = 57.86254 Colombian Peso
1 Philippine Peso = 10.93802 Costa Rica Colon
1 Philippine Peso = 0.01986 Cuban Peso
1 Philippine Peso = 2.03496 Cape Verde Escudo
1 Philippine Peso = 0.49851 Czech Koruna
1 Philippine Peso = 3.5151 Djibouti Franc
1 Philippine Peso = 0.13724 Danish Krone
1 Philippine Peso = 0.93127 Dominican Peso
1 Philippine Peso = 2.1644 Algerian Dinar
1 Philippine Peso = 0.28863 Estonian Kroon
1 Philippine Peso = 0.35856 Egyptian Pound
1 Philippine Peso = 0.45093 Ethiopian Birr
1 Philippine Peso = 0.01845 Euro
1 Philippine Peso = 0.04108 Fiji Dollar
1 Philippine Peso = 0.01589 Falkland Islands Pound
1 Philippine Peso = 0.01592 British Pound
1 Philippine Peso = 0.08837 Ghanaian Cedi
1 Philippine Peso = 0.86869 Gambian Dalasi
1 Philippine Peso = 183.55185 Guinea Franc
1 Philippine Peso = 0.1458 Guatemala Quetzal
1 Philippine Peso = 4.10191 Guyana Dollar
1 Philippine Peso = 0.1543 Hong Kong Dollar
1 Philippine Peso = 0.46583 Honduras Lempira
1 Philippine Peso = 0.13612 Croatian Kuna
1 Philippine Peso = 1.34644 Haiti Gourde
1 Philippine Peso = 5.70143 Hungarian Forint
1 Philippine Peso = 264.73977 Indonesian Rupiah
1 Philippine Peso = 0.07242 Israeli Shekel
1 Philippine Peso = 1.29991 Indian Rupee
1 Philippine Peso = 23.46047 Iraqi Dinar
1 Philippine Peso = 644.02066 Iran Rial
1 Philippine Peso = 2.20501 Iceland Krona
1 Philippine Peso = 2.54927 Jamaican Dollar
1 Philippine Peso = 0.01405 Jordanian Dinar
1 Philippine Peso = 2.21154 Japanese Yen
1 Philippine Peso = 2.04112 Kenyan Shilling
1 Philippine Peso = 1.37288 Kyrgyzstan Som
1 Philippine Peso = 78.68693 Cambodia Riel
1 Philippine Peso = 9.14978 Comoros Franc
1 Philippine Peso = 17.87843 North Korean Won
1 Philippine Peso = 22.29479 Korean Won
1 Philippine Peso = 0.00604 Kuwaiti Dinar
1 Philippine Peso = 0.01629 Cayman Islands Dollar
1 Philippine Peso = 6.28526 Kazakhstan Tenge
1 Philippine Peso = 163.01152 Lao Kip
1 Philippine Peso = 29.90465 Lebanese Pound
1 Philippine Peso = 3.01549 Sri Lanka Rupee
1 Philippine Peso = 1.78784 Liberian Dollar
1 Philippine Peso = 0.24851 Lesotho Loti
1 Philippine Peso = 0.06056 Lithuanian Lita
1 Philippine Peso = 0.01233 Latvian Lat
1 Philippine Peso = 0.02811 Libyan Dinar
1 Philippine Peso = 0.19785 Moroccan Dirham
1 Philippine Peso = 0.38468 Moldovan Leu
1 Philippine Peso = 1.12515 Macedonian Denar
1 Philippine Peso = 27.19507 Myanmar Kyat
1 Philippine Peso = 48.70878 Mongolian Tugrik
1 Philippine Peso = 0.15892 Macau Pataca
1 Philippine Peso = 7.09178 Mauritania Ougulya
1 Philippine Peso = 0.69785 Mauritius Rupee
1 Philippine Peso = 0.30671 Maldives Rufiyaa
1 Philippine Peso = 14.24096 Malawi Kwacha
1 Philippine Peso = 0.3761 Mexican Peso
1 Philippine Peso = 0.08802 Malaysian Ringgit
1 Philippine Peso = 0.24708 Namibian Dollar
1 Philippine Peso = 6.25745 Nigerian Naira
1 Philippine Peso = 0.58244 Nicaragua Cordoba
1 Philippine Peso = 0.16898 Norwegian Krone
1 Philippine Peso = 2.0729 Nepalese Rupee
1 Philippine Peso = 0.02831 New Zealand Dollar
1 Philippine Peso = 0.00765 Omani Rial
1 Philippine Peso = 0.01986 Panama Balboa
1 Philippine Peso = 0.06437 Peruvian Nuevo Sol
1 Philippine Peso = 0.06286 Papua New Guinea Kina
1 Philippine Peso = 1 Philippine Peso
1 Philippine Peso = 2.08244 Pakistani Rupee
1 Philippine Peso = 0.0787 Polish Zloty
1 Philippine Peso = 111.14024 Paraguayan Guarani
1 Philippine Peso = 0.07233 Qatar Rial
1 Philippine Peso = 0.08402 Romanian New Leu
1 Philippine Peso = 1.13951 Russian Rouble
1 Philippine Peso = 16.2352 Rwanda Franc
1 Philippine Peso = 0.07449 Saudi Arabian Riyal
1 Philippine Peso = 0.15454 Solomon Islands Dollar
1 Philippine Peso = 0.26917 Seychelles Rupee
1 Philippine Peso = 0.13244 Sudanese Pound
1 Philippine Peso = 0.17566 Swedish Krona
1 Philippine Peso = 0.02783 Singapore Dollar
1 Philippine Peso = 0.0159 St Helena Pound
1 Philippine Peso = 0.44112 Slovak Koruna
1 Philippine Peso = 142.70957 Sierra Leone Leone
1 Philippine Peso = 10.90584 Somali Shilling
1 Philippine Peso = 452.14739 Sao Tome Dobra
1 Philippine Peso = 0.17327 El Salvador Colon
1 Philippine Peso = 10.23004 Syrian Pound
1 Philippine Peso = 0.24791 Swaziland Lilageni
1 Philippine Peso = 0.68872 Thai Baht
1 Philippine Peso = 0.04503 Tunisian Dinar
1 Philippine Peso = 0.04577 Tongan paʻanga
1 Philippine Peso = 0.0722 Turkish Lira
1 Philippine Peso = 0.13328 Trinidad Tobago Dollar
1 Philippine Peso = 0.60552 Taiwan Dollar
1 Philippine Peso = 44.25904 Tanzanian Shilling
1 Philippine Peso = 0.53754 Ukraine Hryvnia
1 Philippine Peso = 71.25546 Ugandan Shilling
1 Philippine Peso = 0.01986 United States Dollar
1 Philippine Peso = 0.55781 Uruguayan New Peso
1 Philippine Peso = 70.42114 Uzbekistan Sum
1 Philippine Peso = 0.19815 Venezuelan Bolivar
1 Philippine Peso = 451.90703 Vietnam Dong
1 Philippine Peso = 2.11462 Vanuatu Vatu
1 Philippine Peso = 0.05075 Samoa Tala
1 Philippine Peso = 12.09416 CFA Franc (BEAC)
1 Philippine Peso = 0.05364 East Caribbean Dollar
1 Philippine Peso = 12.176 CFA Franc (BCEAO)
1 Philippine Peso = 2.18852 Pacific Franc
1 Philippine Peso = 4.96524 Yemen Riyal
1 Philippine Peso = 0.24804 South African Rand
1 Philippine Peso = 103.08899 Zambian Kwacha
1 Philippine Peso = 7.18911 Zimbabwe dollar

Laying down a real world digital marketing architecture

(First of two parts)

Anthropologists have a fascinating job. They peek into the various human cultures and capture the various essences that make men, human. Digital marketers and information technologists on the other hand develop tools that actually create subcultures in human superstructures that may either enhance or destroy cultures.
 
Tony Ahn is both an anthropologist and a digital marketer. As an ethnographer with a master’s degree in counseling he started dipping his finger in the digital world in 2005 with innovations in the use of social media for content creation. His exceptional mix of education and hands-on experience equips him with a deep understanding of the human mind in the perspective of culture of social media networks and communities. This unique position also makes him one of the most highly sought after social media evangelists and reputation management consultants in Asia.
 
He directed Sterling Rep Social Media and Reputation Management, the first independent social media agency in the Philippines, until it was acquired by one of the largest public relations firms in the country. In 2012, Tony Ahn opened the doors on Tony Ahn & Co., which he directs today.
 
Malaya Information Technology page talked to Tony Ahn about all things digital in the Philippines and around the world. He clears the air on the many misconceptions of social media, blogging, bad digital business practices and draws the line between what are truly successful marketing actions in the real and the virtual worlds.
 
Here are the most appetizing snippets.
 
Your calling card says “Chief Digital Architect” please explain.
 
Like an architect, I provide a blueprint by which my clients can understand how to build their reputation or sell their product. My job is to guide them to find the most effective tool to meet their specific needs in the digital realm. It is not just saying, “yes I will build you a website, or I will create a social media campaign for you to get this desired result.” Every time it starts by understanding what the client needs to do versus what he thinks he should do. I am also a reputation management consultant, which means I give suggestions to clients on how to manage personal or brand reputations online. In the digital world things can be pretty confusing.
 
What is digital public relations?
 
My agency does digital public relations specifically, what does means is we take our clients key messaging and we put it out online. We are in the business of effecting public opinion primarily on the online space. We still do some traditional work because we live in the real world. Our people are public relations practitioners who do digital. They are not digital people doing PR. The difference is that my people know why how a newsroom operates or how journalists work, what journalists need or why the story needs to get in by 2 o’clock. This makes us more effective because we are a little more integrated. We also do digital marketing when required.
 
How effective is digital public relations versus traditional PR?
 
Digital PR is not more effective than traditional PR, it is effective with different demographics. So oftentimes I will have a client come in and say “here is my product and here is my target market” and I will say, “oh your target market is 50 years old and up, socio-economic class C to B, you should do traditional broadsheets.” Or I would recommend to get into the business newspapers. Then the same client will say I want to do a Twitter campaign, then I will recommend against it because it will not be a good use of their money because the target market is simply not in that space On the other hand, I would create a digital campaign for the same client but in a totally different plane and say recommend a business-to-business tool or a LinkedIn channel instead. So for me it is all about finding the most effective channel or tool based on the need.
 
Tell me more about digital reputation management.
 
Say there is negative stuff about you online, and you want to correct it. It requires a lot of work to mitigate that stuff so digital reputation management is quite expensive. People who already know about a scandal are probably also the same ones spreading it because they already know about it. The real concern is people who don’t know yet. They do a Google search and find out quickly what is going on. They see the person’s name and all the negative stuff. What we do is to take that negative stuff and put it on page 4. It’s like search engine optimization (SEO) times 30. We drive down the negative things, like we need to move 30 websites up to drive down or displace the bad ones. This is all done with regular, standard SEO techniques like link building, on-page optimization and stuff like that.
 
Is that why you did what you did for PSBank in the Corona trial?
 
Absolutely. Reputation is all about credibility. Basically for the PSBank case we started a blog for the bank president who refused press interviews. Which means if the press needed to pick up quotations they had to quote from the blog which means it is impossible for him to be misquoted or taken out of context. Then we deployed social media monitoring software to listen to the Internet and anytime somebody mentions something negative or untruthful like “I think this is a conspiracy” or “he is getting paid off” we know about it. Then we hired an attorney with experience in constitutional law to go into the forums or the conversations on sites like Pinoyexchange.com or Twitter and offer an professional opinion. He would then explain the bank secrecy laws. By doing so it made people understand that it wasn’t actually corruption or conspiracy. Then the third thing we did was we held a blogger conference and asked them to raise their questions which were competently answered and as a result there were zero stories. This was a good thing because it is a de-escalation process.
 
You mentioned blogging. Just how effective is blogging in influencing people?
 
Blogging is strong in certain demographics again. So if I am trying to get the “masa” blogging is not going to help too much because it is  socio-economic A,B and upper C that does all the blogging. Lower C,D and E they don’t read blogs. This socio economic class is also online but they do not read long forum, they like short comments and they are not really reading blogs.
 
Does it have to do with the way they receive or retain information?
 
I do not think it has to do with the way people from certain economic classes retain or understand information. The whole world is moving from a reading culture to a scanning culture because of the Internet. So instead of reading for depth people scan and pick out information they think are useful for them. For the lower classes the effectiveness of the Internet is the issue of penetration. They use Facebook and Youtube. They watch movies and they chat. Internet platforms are not highly effective for socio-economic class C and D. But traditional channels such as AM radio which is huge for that demographic.
 
We are talking about radio. Comment on this. Internet killed radio and the traditional forms of media.
 
Well they said that when television came out in the 1940s will destroy radio. It’s always been this new technology will destroy this old technology but that’s been disproven. I do not think that’s the case. Media is effective in the way it is absorbed. Radio is taken in differently from how the Internet it taken in. For Internet you need to have a device infront of you, you are concentrating on that device, whereas radio is just there, you can be driving down the road and listen to it, pick up something. It is a different form of consumption, same is true to newspapers, for television. The Internet will not displace these media technologies but changes the way money is spent. So digital marketing is hurting traditional media, eating into budgets otherwise allocated for radio, TV and print. Now the average budget for digital marketing is 32%. 10 years ago there wasn’t even a budget for online activities.
 
What is the future of websites versus Facebook? Will social media replace the corporate website, for example?
 
I think what is happening now to Facebook makes it a good idea to keep websites. Two years ago I was seeing headlines like “So you really need a website? Why don’t you just use your Facebook as your brand page?” Well Facebook suddenly cut the reach on brand pages back so now nobody really hears or sees you. Between only 1 to 4% of people that have liked your brand page will see a brand status update. And they are doing that because they realized they were cutting down on their own advertising. So now if you want reach on Facebook, you will have to buy it from them. The point of maintaining and building your website is this. Your website is your own space. If you go on Facebook it is like you are renting space. They can kick you out when they want to. Your website’s yours.
 
Next week. SEO is the biggest scam and other digital exposes. - RGT 
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