June 21, 2018, 9:40 pm
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1 Philippine Peso = 0.06897 UAE Dirham
1 Philippine Peso = 2.04526 Albanian Lek
1 Philippine Peso = 0.03404 Neth Antilles Guilder
1 Philippine Peso = 0.52113 Argentine Peso
1 Philippine Peso = 0.02544 Australian Dollar
1 Philippine Peso = 0.03343 Aruba Florin
1 Philippine Peso = 0.03756 Barbados Dollar
1 Philippine Peso = 1.57728 Bangladesh Taka
1 Philippine Peso = 0.03184 Bulgarian Lev
1 Philippine Peso = 0.00709 Bahraini Dinar
1 Philippine Peso = 32.88225 Burundi Franc
1 Philippine Peso = 0.01878 Bermuda Dollar
1 Philippine Peso = 0.02522 Brunei Dollar
1 Philippine Peso = 0.12883 Bolivian Boliviano
1 Philippine Peso = 0.07009 Brazilian Real
1 Philippine Peso = 0.01878 Bahamian Dollar
1 Philippine Peso = 1.277 Bhutan Ngultrum
1 Philippine Peso = 0.19573 Botswana Pula
1 Philippine Peso = 375.96244 Belarus Ruble
1 Philippine Peso = 0.03752 Belize Dollar
1 Philippine Peso = 0.02494 Canadian Dollar
1 Philippine Peso = 0.01868 Swiss Franc
1 Philippine Peso = 12.01146 Chilean Peso
1 Philippine Peso = 0.12169 Chinese Yuan
1 Philippine Peso = 54.86948 Colombian Peso
1 Philippine Peso = 10.59718 Costa Rica Colon
1 Philippine Peso = 0.01878 Cuban Peso
1 Philippine Peso = 1.78854 Cape Verde Escudo
1 Philippine Peso = 0.41869 Czech Koruna
1 Philippine Peso = 3.33333 Djibouti Franc
1 Philippine Peso = 0.12088 Danish Krone
1 Philippine Peso = 0.93052 Dominican Peso
1 Philippine Peso = 2.20053 Algerian Dinar
1 Philippine Peso = 0.25367 Estonian Kroon
1 Philippine Peso = 0.33502 Egyptian Pound
1 Philippine Peso = 0.51117 Ethiopian Birr
1 Philippine Peso = 0.01621 Euro
1 Philippine Peso = 0.03897 Fiji Dollar
1 Philippine Peso = 0.01426 Falkland Islands Pound
1 Philippine Peso = 0.01425 British Pound
1 Philippine Peso = 0.08833 Ghanaian Cedi
1 Philippine Peso = 0.87962 Gambian Dalasi
1 Philippine Peso = 169.05164 Guinea Franc
1 Philippine Peso = 0.14052 Guatemala Quetzal
1 Philippine Peso = 3.88526 Guyana Dollar
1 Philippine Peso = 0.14739 Hong Kong Dollar
1 Philippine Peso = 0.44866 Honduras Lempira
1 Philippine Peso = 0.1197 Croatian Kuna
1 Philippine Peso = 1.23812 Haiti Gourde
1 Philippine Peso = 5.22103 Hungarian Forint
1 Philippine Peso = 261.46479 Indonesian Rupiah
1 Philippine Peso = 0.06819 Israeli Shekel
1 Philippine Peso = 1.27817 Indian Rupee
1 Philippine Peso = 22.23474 Iraqi Dinar
1 Philippine Peso = 796.99531 Iran Rial
1 Philippine Peso = 2.05333 Iceland Krona
1 Philippine Peso = 2.4507 Jamaican Dollar
1 Philippine Peso = 0.01331 Jordanian Dinar
1 Philippine Peso = 2.06607 Japanese Yen
1 Philippine Peso = 1.89577 Kenyan Shilling
1 Philippine Peso = 1.28255 Kyrgyzstan Som
1 Philippine Peso = 75.84601 Cambodia Riel
1 Philippine Peso = 7.92488 Comoros Franc
1 Philippine Peso = 16.90141 North Korean Won
1 Philippine Peso = 20.8492 Korean Won
1 Philippine Peso = 0.00568 Kuwaiti Dinar
1 Philippine Peso = 0.0154 Cayman Islands Dollar
1 Philippine Peso = 6.40488 Kazakhstan Tenge
1 Philippine Peso = 157.33333 Lao Kip
1 Philippine Peso = 28.26291 Lebanese Pound
1 Philippine Peso = 3.00282 Sri Lanka Rupee
1 Philippine Peso = 2.66254 Liberian Dollar
1 Philippine Peso = 0.2584 Lesotho Loti
1 Philippine Peso = 0.05725 Lithuanian Lita
1 Philippine Peso = 0.01165 Latvian Lat
1 Philippine Peso = 0.02546 Libyan Dinar
1 Philippine Peso = 0.17921 Moroccan Dirham
1 Philippine Peso = 0.31576 Moldovan Leu
1 Philippine Peso = 0.99324 Macedonian Denar
1 Philippine Peso = 25.69014 Myanmar Kyat
1 Philippine Peso = 45.33333 Mongolian Tugrik
1 Philippine Peso = 0.15181 Macau Pataca
1 Philippine Peso = 6.66667 Mauritania Ougulya
1 Philippine Peso = 0.65765 Mauritius Rupee
1 Philippine Peso = 0.29239 Maldives Rufiyaa
1 Philippine Peso = 13.39812 Malawi Kwacha
1 Philippine Peso = 0.3853 Mexican Peso
1 Philippine Peso = 0.07515 Malaysian Ringgit
1 Philippine Peso = 0.25797 Namibian Dollar
1 Philippine Peso = 6.74178 Nigerian Naira
1 Philippine Peso = 0.59151 Nicaragua Cordoba
1 Philippine Peso = 0.15379 Norwegian Krone
1 Philippine Peso = 2.0385 Nepalese Rupee
1 Philippine Peso = 0.0272 New Zealand Dollar
1 Philippine Peso = 0.00723 Omani Rial
1 Philippine Peso = 0.01878 Panama Balboa
1 Philippine Peso = 0.06164 Peruvian Nuevo Sol
1 Philippine Peso = 0.06142 Papua New Guinea Kina
1 Philippine Peso = 1 Philippine Peso
1 Philippine Peso = 2.28545 Pakistani Rupee
1 Philippine Peso = 0.06993 Polish Zloty
1 Philippine Peso = 106.70047 Paraguayan Guarani
1 Philippine Peso = 0.06835 Qatar Rial
1 Philippine Peso = 0.07565 Romanian New Leu
1 Philippine Peso = 1.1966 Russian Rouble
1 Philippine Peso = 15.95174 Rwanda Franc
1 Philippine Peso = 0.07042 Saudi Arabian Riyal
1 Philippine Peso = 0.14841 Solomon Islands Dollar
1 Philippine Peso = 0.25277 Seychelles Rupee
1 Philippine Peso = 0.33719 Sudanese Pound
1 Philippine Peso = 0.16718 Swedish Krona
1 Philippine Peso = 0.02548 Singapore Dollar
1 Philippine Peso = 0.01426 St Helena Pound
1 Philippine Peso = 0.41701 Slovak Koruna
1 Philippine Peso = 149.29577 Sierra Leone Leone
1 Philippine Peso = 10.57277 Somali Shilling
1 Philippine Peso = 397.4216 Sao Tome Dobra
1 Philippine Peso = 0.16432 El Salvador Colon
1 Philippine Peso = 9.67099 Syrian Pound
1 Philippine Peso = 0.25817 Swaziland Lilageni
1 Philippine Peso = 0.61446 Thai Baht
1 Philippine Peso = 0.04845 Tunisian Dinar
1 Philippine Peso = 0.04326 Tongan paʻanga
1 Philippine Peso = 0.08905 Turkish Lira
1 Philippine Peso = 0.12487 Trinidad Tobago Dollar
1 Philippine Peso = 0.56648 Taiwan Dollar
1 Philippine Peso = 42.59155 Tanzanian Shilling
1 Philippine Peso = 0.49596 Ukraine Hryvnia
1 Philippine Peso = 72.33803 Ugandan Shilling
1 Philippine Peso = 0.01878 United States Dollar
1 Philippine Peso = 0.59211 Uruguayan New Peso
1 Philippine Peso = 147.69953 Uzbekistan Sum
1 Philippine Peso = 1498.59155 Venezuelan Bolivar
1 Philippine Peso = 429.12676 Vietnam Dong
1 Philippine Peso = 2.02911 Vanuatu Vatu
1 Philippine Peso = 0.04869 Samoa Tala
1 Philippine Peso = 10.62592 CFA Franc (BEAC)
1 Philippine Peso = 0.0507 East Caribbean Dollar
1 Philippine Peso = 10.62592 CFA Franc (BCEAO)
1 Philippine Peso = 1.92432 Pacific Franc
1 Philippine Peso = 4.69202 Yemen Riyal
1 Philippine Peso = 0.25823 South African Rand
1 Philippine Peso = 97.4554 Zambian Kwacha
1 Philippine Peso = 6.79624 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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