November 24, 2017, 6:07 am
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1 Philippine Peso = 0.07222 UAE Dirham
1 Philippine Peso = 2.23697 Albanian Lek
1 Philippine Peso = 0.035 Neth Antilles Guilder
1 Philippine Peso = 0.34334 Argentine Peso
1 Philippine Peso = 0.02609 Australian Dollar
1 Philippine Peso = 0.035 Aruba Florin
1 Philippine Peso = 0.03933 Barbados Dollar
1 Philippine Peso = 1.63992 Bangladesh Taka
1 Philippine Peso = 0.03265 Bulgarian Lev
1 Philippine Peso = 0.00741 Bahraini Dinar
1 Philippine Peso = 34.27689 Burundi Franc
1 Philippine Peso = 0.01967 Bermuda Dollar
1 Philippine Peso = 0.02668 Brunei Dollar
1 Philippine Peso = 0.13491 Bolivian Boliviano
1 Philippine Peso = 0.06405 Brazilian Real
1 Philippine Peso = 0.01967 Bahamian Dollar
1 Philippine Peso = 1.28171 Bhutan Ngultrum
1 Philippine Peso = 0.20626 Botswana Pula
1 Philippine Peso = 393.707 Belarus Ruble
1 Philippine Peso = 0.03929 Belize Dollar
1 Philippine Peso = 0.0252 Canadian Dollar
1 Philippine Peso = 0.01953 Swiss Franc
1 Philippine Peso = 12.51721 Chilean Peso
1 Philippine Peso = 0.13055 Chinese Yuan
1 Philippine Peso = 59.27237 Colombian Peso
1 Philippine Peso = 11.06096 Costa Rica Colon
1 Philippine Peso = 0.01967 Cuban Peso
1 Philippine Peso = 1.84798 Cape Verde Escudo
1 Philippine Peso = 0.42782 Czech Koruna
1 Philippine Peso = 3.47748 Djibouti Franc
1 Philippine Peso = 0.12472 Danish Krone
1 Philippine Peso = 0.93215 Dominican Peso
1 Philippine Peso = 2.25679 Algerian Dinar
1 Philippine Peso = 0.26216 Estonian Kroon
1 Philippine Peso = 0.34612 Egyptian Pound
1 Philippine Peso = 0.53196 Ethiopian Birr
1 Philippine Peso = 0.01676 Euro
1 Philippine Peso = 0.0411 Fiji Dollar
1 Philippine Peso = 0.01485 Falkland Islands Pound
1 Philippine Peso = 0.01485 British Pound
1 Philippine Peso = 0.09043 Ghanaian Cedi
1 Philippine Peso = 0.92566 Gambian Dalasi
1 Philippine Peso = 176.89283 Guinea Franc
1 Philippine Peso = 0.14439 Guatemala Quetzal
1 Philippine Peso = 4.01731 Guyana Dollar
1 Philippine Peso = 0.15359 Hong Kong Dollar
1 Philippine Peso = 0.46264 Honduras Lempira
1 Philippine Peso = 0.12608 Croatian Kuna
1 Philippine Peso = 1.21691 Haiti Gourde
1 Philippine Peso = 5.23442 Hungarian Forint
1 Philippine Peso = 266.33236 Indonesian Rupiah
1 Philippine Peso = 0.06904 Israeli Shekel
1 Philippine Peso = 1.28012 Indian Rupee
1 Philippine Peso = 22.94985 Iraqi Dinar
1 Philippine Peso = 692.86138 Iran Rial
1 Philippine Peso = 2.03638 Iceland Krona
1 Philippine Peso = 2.46903 Jamaican Dollar
1 Philippine Peso = 0.01391 Jordanian Dinar
1 Philippine Peso = 2.2151 Japanese Yen
1 Philippine Peso = 2.03441 Kenyan Shilling
1 Philippine Peso = 1.37082 Kyrgyzstan Som
1 Philippine Peso = 78.99705 Cambodia Riel
1 Philippine Peso = 8.32547 Comoros Franc
1 Philippine Peso = 17.69912 North Korean Won
1 Philippine Peso = 21.59685 Korean Won
1 Philippine Peso = 0.00593 Kuwaiti Dinar
1 Philippine Peso = 0.01613 Cayman Islands Dollar
1 Philippine Peso = 6.50443 Kazakhstan Tenge
1 Philippine Peso = 163.16618 Lao Kip
1 Philippine Peso = 29.60669 Lebanese Pound
1 Philippine Peso = 3.02262 Sri Lanka Rupee
1 Philippine Peso = 2.44897 Liberian Dollar
1 Philippine Peso = 0.2763 Lesotho Loti
1 Philippine Peso = 0.05995 Lithuanian Lita
1 Philippine Peso = 0.0122 Latvian Lat
1 Philippine Peso = 0.02689 Libyan Dinar
1 Philippine Peso = 0.18578 Moroccan Dirham
1 Philippine Peso = 0.34307 Moldovan Leu
1 Philippine Peso = 1.02635 Macedonian Denar
1 Philippine Peso = 26.80433 Myanmar Kyat
1 Philippine Peso = 47.94494 Mongolian Tugrik
1 Philippine Peso = 0.15822 Macau Pataca
1 Philippine Peso = 6.90266 Mauritania Ougulya
1 Philippine Peso = 0.6647 Mauritius Rupee
1 Philippine Peso = 0.30619 Maldives Rufiyaa
1 Philippine Peso = 14.0885 Malawi Kwacha
1 Philippine Peso = 0.37348 Mexican Peso
1 Philippine Peso = 0.08155 Malaysian Ringgit
1 Philippine Peso = 0.27622 Namibian Dollar
1 Philippine Peso = 7.00098 Nigerian Naira
1 Philippine Peso = 0.60177 Nicaragua Cordoba
1 Philippine Peso = 0.16317 Norwegian Krone
1 Philippine Peso = 2.03638 Nepalese Rupee
1 Philippine Peso = 0.02891 New Zealand Dollar
1 Philippine Peso = 0.00756 Omani Rial
1 Philippine Peso = 0.01967 Panama Balboa
1 Philippine Peso = 0.06359 Peruvian Nuevo Sol
1 Philippine Peso = 0.06374 Papua New Guinea Kina
1 Philippine Peso = 1 Philippine Peso
1 Philippine Peso = 2.06568 Pakistani Rupee
1 Philippine Peso = 0.07087 Polish Zloty
1 Philippine Peso = 110.87513 Paraguayan Guarani
1 Philippine Peso = 0.07473 Qatar Rial
1 Philippine Peso = 0.07785 Romanian New Leu
1 Philippine Peso = 1.16841 Russian Rouble
1 Philippine Peso = 16.36755 Rwanda Franc
1 Philippine Peso = 0.07374 Saudi Arabian Riyal
1 Philippine Peso = 0.15449 Solomon Islands Dollar
1 Philippine Peso = 0.26735 Seychelles Rupee
1 Philippine Peso = 0.13097 Sudanese Pound
1 Philippine Peso = 0.16686 Swedish Krona
1 Philippine Peso = 0.0267 Singapore Dollar
1 Philippine Peso = 0.01486 St Helena Pound
1 Philippine Peso = 0.4367 Slovak Koruna
1 Philippine Peso = 149.85251 Sierra Leone Leone
1 Philippine Peso = 10.99312 Somali Shilling
1 Philippine Peso = 410.64307 Sao Tome Dobra
1 Philippine Peso = 0.17207 El Salvador Colon
1 Philippine Peso = 10.12743 Syrian Pound
1 Philippine Peso = 0.27624 Swaziland Lilageni
1 Philippine Peso = 0.64562 Thai Baht
1 Philippine Peso = 0.04905 Tunisian Dinar
1 Philippine Peso = 0.04547 Tongan paʻanga
1 Philippine Peso = 0.07723 Turkish Lira
1 Philippine Peso = 0.13037 Trinidad Tobago Dollar
1 Philippine Peso = 0.59133 Taiwan Dollar
1 Philippine Peso = 43.93314 Tanzanian Shilling
1 Philippine Peso = 0.51976 Ukraine Hryvnia
1 Philippine Peso = 71.28811 Ugandan Shilling
1 Philippine Peso = 0.01967 United States Dollar
1 Philippine Peso = 0.57699 Uruguayan New Peso
1 Philippine Peso = 158.89873 Uzbekistan Sum
1 Philippine Peso = 0.19617 Venezuelan Bolivar
1 Philippine Peso = 446.39136 Vietnam Dong
1 Philippine Peso = 2.10089 Vanuatu Vatu
1 Philippine Peso = 0.05108 Samoa Tala
1 Philippine Peso = 10.98368 CFA Franc (BEAC)
1 Philippine Peso = 0.0531 East Caribbean Dollar
1 Philippine Peso = 10.988 CFA Franc (BCEAO)
1 Philippine Peso = 1.98682 Pacific Franc
1 Philippine Peso = 4.91504 Yemen Riyal
1 Philippine Peso = 0.2763 South African Rand
1 Philippine Peso = 102.05507 Zambian Kwacha
1 Philippine Peso = 7.11701 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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