June 24, 2018, 11:55 pm
Facebook iconTwitter iconYouTube iconGoogle+ icon
1 Philippine Peso = 0.06901 UAE Dirham
1 Philippine Peso = 2.02912 Albanian Lek
1 Philippine Peso = 0.03401 Neth Antilles Guilder
1 Philippine Peso = 0.5072 Argentine Peso
1 Philippine Peso = 0.02524 Australian Dollar
1 Philippine Peso = 0.03345 Aruba Florin
1 Philippine Peso = 0.03758 Barbados Dollar
1 Philippine Peso = 1.57159 Bangladesh Taka
1 Philippine Peso = 0.03155 Bulgarian Lev
1 Philippine Peso = 0.00712 Bahraini Dinar
1 Philippine Peso = 32.90079 Burundi Franc
1 Philippine Peso = 0.01879 Bermuda Dollar
1 Philippine Peso = 0.02526 Brunei Dollar
1 Philippine Peso = 0.1289 Bolivian Boliviano
1 Philippine Peso = 0.07111 Brazilian Real
1 Philippine Peso = 0.01879 Bahamian Dollar
1 Philippine Peso = 1.28053 Bhutan Ngultrum
1 Philippine Peso = 0.19402 Botswana Pula
1 Philippine Peso = 376.17437 Belarus Ruble
1 Philippine Peso = 0.03754 Belize Dollar
1 Philippine Peso = 0.02493 Canadian Dollar
1 Philippine Peso = 0.01856 Swiss Franc
1 Philippine Peso = 11.99061 Chilean Peso
1 Philippine Peso = 0.12218 Chinese Yuan
1 Philippine Peso = 54.75385 Colombian Peso
1 Philippine Peso = 10.57591 Costa Rica Colon
1 Philippine Peso = 0.01879 Cuban Peso
1 Philippine Peso = 1.77772 Cape Verde Escudo
1 Philippine Peso = 0.41526 Czech Koruna
1 Philippine Peso = 3.33615 Djibouti Franc
1 Philippine Peso = 0.12016 Danish Krone
1 Philippine Peso = 0.92728 Dominican Peso
1 Philippine Peso = 2.1963 Algerian Dinar
1 Philippine Peso = 0.25225 Estonian Kroon
1 Philippine Peso = 0.33484 Egyptian Pound
1 Philippine Peso = 0.51146 Ethiopian Birr
1 Philippine Peso = 0.01612 Euro
1 Philippine Peso = 0.03918 Fiji Dollar
1 Philippine Peso = 0.01416 Falkland Islands Pound
1 Philippine Peso = 0.01417 British Pound
1 Philippine Peso = 0.08979 Ghanaian Cedi
1 Philippine Peso = 0.87956 Gambian Dalasi
1 Philippine Peso = 169.07178 Guinea Franc
1 Philippine Peso = 0.14072 Guatemala Quetzal
1 Philippine Peso = 3.87599 Guyana Dollar
1 Philippine Peso = 0.14741 Hong Kong Dollar
1 Philippine Peso = 0.44878 Honduras Lempira
1 Philippine Peso = 0.11882 Croatian Kuna
1 Philippine Peso = 1.24803 Haiti Gourde
1 Philippine Peso = 5.23224 Hungarian Forint
1 Philippine Peso = 264.43067 Indonesian Rupiah
1 Philippine Peso = 0.06764 Israeli Shekel
1 Philippine Peso = 1.27568 Indian Rupee
1 Philippine Peso = 22.24728 Iraqi Dinar
1 Philippine Peso = 798.38407 Iran Rial
1 Philippine Peso = 2.03119 Iceland Krona
1 Philippine Peso = 2.45509 Jamaican Dollar
1 Philippine Peso = 0.01333 Jordanian Dinar
1 Philippine Peso = 2.06417 Japanese Yen
1 Philippine Peso = 1.89121 Kenyan Shilling
1 Philippine Peso = 1.28183 Kyrgyzstan Som
1 Philippine Peso = 76.00526 Cambodia Riel
1 Philippine Peso = 7.92522 Comoros Franc
1 Philippine Peso = 16.91094 North Korean Won
1 Philippine Peso = 20.86622 Korean Won
1 Philippine Peso = 0.00568 Kuwaiti Dinar
1 Philippine Peso = 0.01541 Cayman Islands Dollar
1 Philippine Peso = 6.38595 Kazakhstan Tenge
1 Philippine Peso = 158.00451 Lao Kip
1 Philippine Peso = 28.292 Lebanese Pound
1 Philippine Peso = 2.98572 Sri Lanka Rupee
1 Philippine Peso = 2.74709 Liberian Dollar
1 Philippine Peso = 0.25254 Lesotho Loti
1 Philippine Peso = 0.05728 Lithuanian Lita
1 Philippine Peso = 0.01166 Latvian Lat
1 Philippine Peso = 0.02548 Libyan Dinar
1 Philippine Peso = 0.1786 Moroccan Dirham
1 Philippine Peso = 0.3177 Moldovan Leu
1 Philippine Peso = 0.98891 Macedonian Denar
1 Philippine Peso = 25.98647 Myanmar Kyat
1 Philippine Peso = 45.97896 Mongolian Tugrik
1 Philippine Peso = 0.15183 Macau Pataca
1 Philippine Peso = 6.67042 Mauritania Ougulya
1 Philippine Peso = 0.65295 Mauritius Rupee
1 Philippine Peso = 0.29256 Maldives Rufiyaa
1 Philippine Peso = 13.4053 Malawi Kwacha
1 Philippine Peso = 0.37584 Mexican Peso
1 Philippine Peso = 0.07518 Malaysian Ringgit
1 Philippine Peso = 0.25239 Namibian Dollar
1 Philippine Peso = 6.72679 Nigerian Naira
1 Philippine Peso = 0.59207 Nicaragua Cordoba
1 Philippine Peso = 0.15205 Norwegian Krone
1 Philippine Peso = 2.03401 Nepalese Rupee
1 Philippine Peso = 0.02719 New Zealand Dollar
1 Philippine Peso = 0.00723 Omani Rial
1 Philippine Peso = 0.01879 Panama Balboa
1 Philippine Peso = 0.06134 Peruvian Nuevo Sol
1 Philippine Peso = 0.0609 Papua New Guinea Kina
1 Philippine Peso = 1 Philippine Peso
1 Philippine Peso = 2.28222 Pakistani Rupee
1 Philippine Peso = 0.06966 Polish Zloty
1 Philippine Peso = 106.55769 Paraguayan Guarani
1 Philippine Peso = 0.06839 Qatar Rial
1 Philippine Peso = 0.07509 Romanian New Leu
1 Philippine Peso = 1.18236 Russian Rouble
1 Philippine Peso = 15.96073 Rwanda Franc
1 Philippine Peso = 0.07046 Saudi Arabian Riyal
1 Philippine Peso = 0.1479 Solomon Islands Dollar
1 Philippine Peso = 0.25235 Seychelles Rupee
1 Philippine Peso = 0.33738 Sudanese Pound
1 Philippine Peso = 0.16635 Swedish Krona
1 Philippine Peso = 0.02551 Singapore Dollar
1 Philippine Peso = 0.01417 St Helena Pound
1 Philippine Peso = 0.41725 Slovak Koruna
1 Philippine Peso = 149.94363 Sierra Leone Leone
1 Philippine Peso = 10.72905 Somali Shilling
1 Philippine Peso = 394.98309 Sao Tome Dobra
1 Philippine Peso = 0.16441 El Salvador Colon
1 Philippine Peso = 9.67644 Syrian Pound
1 Philippine Peso = 0.25202 Swaziland Lilageni
1 Philippine Peso = 0.61856 Thai Baht
1 Philippine Peso = 0.04882 Tunisian Dinar
1 Philippine Peso = 0.04333 Tongan paʻanga
1 Philippine Peso = 0.08786 Turkish Lira
1 Philippine Peso = 0.12682 Trinidad Tobago Dollar
1 Philippine Peso = 0.56924 Taiwan Dollar
1 Philippine Peso = 42.63435 Tanzanian Shilling
1 Philippine Peso = 0.49267 Ukraine Hryvnia
1 Philippine Peso = 72.51597 Ugandan Shilling
1 Philippine Peso = 0.01879 United States Dollar
1 Philippine Peso = 0.59451 Uruguayan New Peso
1 Philippine Peso = 147.50094 Uzbekistan Sum
1 Philippine Peso = 1499.4363 Venezuelan Bolivar
1 Philippine Peso = 430.10147 Vietnam Dong
1 Philippine Peso = 2.07159 Vanuatu Vatu
1 Philippine Peso = 0.0488 Samoa Tala
1 Philippine Peso = 10.56614 CFA Franc (BEAC)
1 Philippine Peso = 0.05073 East Caribbean Dollar
1 Philippine Peso = 10.56614 CFA Franc (BCEAO)
1 Philippine Peso = 1.92165 Pacific Franc
1 Philippine Peso = 4.69466 Yemen Riyal
1 Philippine Peso = 0.25241 South African Rand
1 Philippine Peso = 97.51033 Zambian Kwacha
1 Philippine Peso = 6.80008 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

Unbridled brazenness

DODY LACUNA's picture
By DODY LACUNA | June 22,2018
‘Outrage over the killing of priests today in our country will persist and, if real justice is not served soon will, in all probability, combine for a growing social and political unrest with a polarized Church.’

Opinion of the Day

Tough days ahead

Jose Bayani Baylon's picture
By JOSE BAYANI BAYLON | June 22, 2018
‘It’s high stakes and tightrope walking that also means that a small miscalculation could upend everything.’