Here are the things I shared during the AFP Social Media Summit held last July 2014 at the AFP Theater.

1. BRAND ADVOCACY and DIGITAL SOCIAL
ENGAGEMENT
@gianviterbo #AFPSocialMedia

2. @gianviterbo
Founder and Editor, Gadget Pilipinas
Digital Media Manager, Pioneer Insurance
Member, CyberPress Philippines
Member, Philippine Bloggers Network

3. Wakes up at
6:30am
Checks
Facebook
Newsfeed on
Smartphone
Gets ready for
work
Buys PhP140
coffee
Works using
laptop.
Does social
snacking.
Social Media on
the side
Mingles with
friends before
going home.
Spends quality
time with
family.
Plays Titanfall/
writes article
before going to
bed
Sleeps at
11:30pm

4. let’s learn
TOGETHER

5. LEARN about What?

6. People don’t always
make decisions
in isolation,
thus being social and
conveying a brand
advocacy are effective
means to win better
results

7. let’s learn
TOGETTHERE

8. We need to turn our original
way of marketing on its head...
LITERALLY Brandon Murphy

9. THEN
© Brandon Murphy

10. NOW
© Brandon Murphy

11. advocacy
public support for or
recommendation of a
particular cause or
policy.
/ˈadvəkəsē/

12. it is a message with a
heart, worthy to be
shared to a multitude
of people
advocacy
/ˈadvəkəsē/

13. touch & win
to get your
brand advocacy across

14. Love matters
when it comes to
family.

15. Objective
Emotional
Social
Realtime
Sharable

17. SPREAD

18. 92%
Digital consumers only buy a
product if opinion leaders
or bloggers have written a
positive review

19. According to
CIC 2010
Efluencer
Survey
Sample Size: 300; the number in
the circle stands for ratios of each
category
THE COOL ONES
THE KNOWLEDGEABLE
ONES

20. 1 Find the right efluencer
• Are they relevant to your
brand?
2 Cool or Knowledgeable?
• How socially influential are
they?
• Are you after the cool ones
or the knowledgeable ones?
3 Stalk them and their
followers
Tom Doctoroff, Chief Executive Officer, JWT Asia Pacific

21. ACTIVE PARTICIPANT
WIN THEIR HEARTS
INFLUENCE THEIR INFLUENCERS
Bottom Up Model Touch and Win Tap Efluencers

22. The Call to Be Social
Consumers’ hunger for active
participation requires brands to use
bottom up marketing strategies.
@eskimon wearesocial.net
Meaningful Engagement &
Conversation
Build Communities, Not
Platforms
The ‘Together’ Mindset
Go Mobile or Be Left Behind

23. Meaningful Engagement &
Conversation
Conversation drives compensation
Talk may be cheap, conversations
have tangible brand value.
@eskimon wearesocial.net

24. Everything should drive
to conversation
@eskimon wearesocial.net

25. Stop fueling conversations about
content, and instead use content to
stimulate and fuel the
conversations that really matter.

26. Build communities, not
platforms
Social is a behaviour, not
a channel.
Social media are just means
to an end, with that ‘end’
being social interaction
@eskimon wearesocial.net

27. People before
platforms
People connect around the
personal, social benefits
these technologies provide,
not the functionality itself.
@eskimon wearesocial.net

28. From platforms to
communities
Instead of buying attention in
the biggest platforms of the
day, the successful brands of
the future will spend time
understanding how to deliver
value to audiences across
different settings and contexts.

29. Common Utility for Communities
Build our strategies around their shared interests
and passions – not around technical functionality
or platforms

30. Know Your
Brand Premise
Who’s the
Target Market or
Community
What’s your
goal?
What’s your
message?
Use relevant
platforms

31. The ‘Together Mindset’
all your
marketing must
add value

32. Shouting for attention
rarely wins people’s
hearts. There’s a very
big difference between
“I’m aware” and “I
care”.

33. Very soon, marketing
that doesn’t add value
will simply be ignored.
Tse!

34. Engage people around
their passions,
not your products.

35. Go Mobile or Be Left Behind
Go Mobile or Stand Still

36. Data suggest that more people around the
world now subscribe to a mobile phone plan
that have access to TV.

37. Mobile offers a very
different kind of
audience experience
to TV. It is more
personal; its primary
purpose has always
been to connect us with
other people, rather
than to deliver passive
entertainment.

38. Mobile doesn’t just
offer new
opportunities to drive
attention and
engagement though;
it is increasingly
becoming a key
channel for conversion
too.

40. 1. modern communication model is Bottom Up, rather than
Top Down
2. Know your Engagement Strategy. Target Efluencers.
3. The Call to be SOCIAL
@gianviterbo
recap.
Meaningful Engagement &
Conversation The ‘Together’ Mindset
Go Build Communities, Not Mobile or Be Left Behind
Platforms

41. Thank You
@gianviterbo
@gadgetpilipinas
gianviterbo@gadgetpilipinas.net
www.gadgetpilipinas.net
www.gianviterbo.com