June 26, 2017, 1:28 am
Facebook iconTwitter iconYouTube iconGoogle+ icon
1 Philippine Peso = 0.07443 UAE Dirham
1 Philippine Peso = 2.4017 Albanian Lek
1 Philippine Peso = 0.03628 Neth Antilles Guilder
1 Philippine Peso = 0.32436 Argentine Peso
1 Philippine Peso = 0.02723 Australian Dollar
1 Philippine Peso = 0.03626 Aruba Florin
1 Philippine Peso = 0.04054 Barbados Dollar
1 Philippine Peso = 1.63579 Bangladesh Taka
1 Philippine Peso = 0.03534 Bulgarian Lev
1 Philippine Peso = 0.00763 Bahraini Dinar
1 Philippine Peso = 34.60377 Burundi Franc
1 Philippine Peso = 0.02027 Bermuda Dollar
1 Philippine Peso = 0.02797 Brunei Dollar
1 Philippine Peso = 0.13904 Bolivian Boliviano
1 Philippine Peso = 0.06579 Brazilian Real
1 Philippine Peso = 0.02027 Bahamian Dollar
1 Philippine Peso = 1.30624 Bhutan Ngultrum
1 Philippine Peso = 0.20692 Botswana Pula
1 Philippine Peso = 405.75598 Belarus Ruble
1 Philippine Peso = 0.04049 Belize Dollar
1 Philippine Peso = 0.02733 Canadian Dollar
1 Philippine Peso = 0.01952 Swiss Franc
1 Philippine Peso = 13.57175 Chilean Peso
1 Philippine Peso = 0.13799 Chinese Yuan
1 Philippine Peso = 58.59343 Colombian Peso
1 Philippine Peso = 11.43535 Costa Rica Colon
1 Philippine Peso = 0.02027 Cuban Peso
1 Philippine Peso = 1.98075 Cape Verde Escudo
1 Philippine Peso = 0.47231 Czech Koruna
1 Philippine Peso = 3.59951 Djibouti Franc
1 Philippine Peso = 0.13357 Danish Krone
1 Philippine Peso = 0.95278 Dominican Peso
1 Philippine Peso = 2.19181 Algerian Dinar
1 Philippine Peso = 0.28109 Estonian Kroon
1 Philippine Peso = 0.36583 Egyptian Pound
1 Philippine Peso = 0.46433 Ethiopian Birr
1 Philippine Peso = 0.01797 Euro
1 Philippine Peso = 0.04244 Fiji Dollar
1 Philippine Peso = 0.01573 Falkland Islands Pound
1 Philippine Peso = 0.01572 British Pound
1 Philippine Peso = 0.08685 Ghanaian Cedi
1 Philippine Peso = 0.91021 Gambian Dalasi
1 Philippine Peso = 182.75233 Guinea Franc
1 Philippine Peso = 0.1491 Guatemala Quetzal
1 Philippine Peso = 4.14512 Guyana Dollar
1 Philippine Peso = 0.15784 Hong Kong Dollar
1 Philippine Peso = 0.47422 Honduras Lempira
1 Philippine Peso = 0.13229 Croatian Kuna
1 Philippine Peso = 1.24625 Haiti Gourde
1 Philippine Peso = 5.54195 Hungarian Forint
1 Philippine Peso = 269.57844 Indonesian Rupiah
1 Philippine Peso = 0.07211 Israeli Shekel
1 Philippine Peso = 1.30521 Indian Rupee
1 Philippine Peso = 23.93595 Iraqi Dinar
1 Philippine Peso = 657.62059 Iran Rial
1 Philippine Peso = 1.9771 Iceland Krona
1 Philippine Peso = 2.6139 Jamaican Dollar
1 Philippine Peso = 0.01433 Jordanian Dinar
1 Philippine Peso = 2.23666 Japanese Yen
1 Philippine Peso = 2.0906 Kenyan Shilling
1 Philippine Peso = 1.38113 Kyrgyzstan Som
1 Philippine Peso = 81.57681 Cambodia Riel
1 Philippine Peso = 9.12404 Comoros Franc
1 Philippine Peso = 18.24078 North Korean Won
1 Philippine Peso = 22.6366 Korean Won
1 Philippine Peso = 0.00614 Kuwaiti Dinar
1 Philippine Peso = 0.01662 Cayman Islands Dollar
1 Philippine Peso = 6.364 Kazakhstan Tenge
1 Philippine Peso = 166.08836 Lao Kip
1 Philippine Peso = 30.51277 Lebanese Pound
1 Philippine Peso = 3.08877 Sri Lanka Rupee
1 Philippine Peso = 1.84435 Liberian Dollar
1 Philippine Peso = 0.25922 Lesotho Loti
1 Philippine Peso = 0.06179 Lithuanian Lita
1 Philippine Peso = 0.01258 Latvian Lat
1 Philippine Peso = 0.02821 Libyan Dinar
1 Philippine Peso = 0.19642 Moroccan Dirham
1 Philippine Peso = 0.36735 Moldovan Leu
1 Philippine Peso = 1.09972 Macedonian Denar
1 Philippine Peso = 27.52331 Myanmar Kyat
1 Philippine Peso = 48.27726 Mongolian Tugrik
1 Philippine Peso = 0.16258 Macau Pataca
1 Philippine Peso = 7.25578 Mauritania Ougulya
1 Philippine Peso = 0.70024 Mauritius Rupee
1 Philippine Peso = 0.31394 Maldives Rufiyaa
1 Philippine Peso = 14.54094 Malawi Kwacha
1 Philippine Peso = 0.37863 Mexican Peso
1 Philippine Peso = 0.08672 Malaysian Ringgit
1 Philippine Peso = 0.2604 Namibian Dollar
1 Philippine Peso = 6.52615 Nigerian Naira
1 Philippine Peso = 0.59972 Nicaragua Cordoba
1 Philippine Peso = 0.17055 Norwegian Krone
1 Philippine Peso = 2.08654 Nepalese Rupee
1 Philippine Peso = 0.02835 New Zealand Dollar
1 Philippine Peso = 0.00779 Omani Rial
1 Philippine Peso = 0.02027 Panama Balboa
1 Philippine Peso = 0.06622 Peruvian Nuevo Sol
1 Philippine Peso = 0.06654 Papua New Guinea Kina
1 Philippine Peso = 1 Philippine Peso
1 Philippine Peso = 2.11897 Pakistani Rupee
1 Philippine Peso = 0.0753 Polish Zloty
1 Philippine Peso = 112.82935 Paraguayan Guarani
1 Philippine Peso = 0.0738 Qatar Rial
1 Philippine Peso = 0.08196 Romanian New Leu
1 Philippine Peso = 1.14766 Russian Rouble
1 Philippine Peso = 16.61897 Rwanda Franc
1 Philippine Peso = 0.076 Saudi Arabian Riyal
1 Philippine Peso = 0.16004 Solomon Islands Dollar
1 Philippine Peso = 0.26836 Seychelles Rupee
1 Philippine Peso = 0.13498 Sudanese Pound
1 Philippine Peso = 0.17451 Swedish Krona
1 Philippine Peso = 0.02797 Singapore Dollar
1 Philippine Peso = 0.01573 St Helena Pound
1 Philippine Peso = 0.45006 Slovak Koruna
1 Philippine Peso = 152.00649 Sierra Leone Leone
1 Philippine Peso = 11.08634 Somali Shilling
1 Philippine Peso = 435.85326 Sao Tome Dobra
1 Philippine Peso = 0.17678 El Salvador Colon
1 Philippine Peso = 10.43737 Syrian Pound
1 Philippine Peso = 0.26014 Swaziland Lilageni
1 Philippine Peso = 0.6897 Thai Baht
1 Philippine Peso = 0.04917 Tunisian Dinar
1 Philippine Peso = 0.04647 Tongan paʻanga
1 Philippine Peso = 0.0711 Turkish Lira
1 Philippine Peso = 0.13537 Trinidad Tobago Dollar
1 Philippine Peso = 0.61011 Taiwan Dollar
1 Philippine Peso = 45.17633 Tanzanian Shilling
1 Philippine Peso = 0.53223 Ukraine Hryvnia
1 Philippine Peso = 72.78071 Ugandan Shilling
1 Philippine Peso = 0.02027 United States Dollar
1 Philippine Peso = 0.57377 Uruguayan New Peso
1 Philippine Peso = 77.82732 Uzbekistan Sum
1 Philippine Peso = 0.20216 Venezuelan Bolivar
1 Philippine Peso = 459.54601 Vietnam Dong
1 Philippine Peso = 2.18241 Vanuatu Vatu
1 Philippine Peso = 0.05201 Samoa Tala
1 Philippine Peso = 11.77483 CFA Franc (BEAC)
1 Philippine Peso = 0.05472 East Caribbean Dollar
1 Philippine Peso = 11.82205 CFA Franc (BCEAO)
1 Philippine Peso = 2.13174 Pacific Franc
1 Philippine Peso = 5.06546 Yemen Riyal
1 Philippine Peso = 0.25921 South African Rand
1 Philippine Peso = 105.17835 Zambian Kwacha
1 Philippine Peso = 7.33482 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 
Rating: 
No votes yet

Column of the Day

DOST-PCAARRD 6th anniversary

By DAHLI ASPILLERA | June 26,2017
‘S&T for food security is PCAARRD’s commitment to sustain its leadership in uplifting the state of AANR R&D in the Philippines.’

Opinion of the Day

Must be obvious to the gods

By JOSE BAYANI BAYLON | June 26, 2017
‘It must be obvious to the gods how we’ve turned a fine thing into one fine mess.’