Digital transformation: My takeaways from #DigiCon2017

For three days last October 11-13, 2017, the largest gathering of marketing practitioners came together for the Internet Mobile and Marketing Association of the Philippines’ (IMMAP) second digital congress named DigiCon DX. This year, the congress focused on the culture envisioned to aid marketers in adapting to digitalization as reflected by its theme “DX: The Culture of Digital Transformation”.

Eduardo Mapa, Chairman of #DigiCon2017

So what was I doing here? Well, thanks to friends from the industry, I was invited as part of the media pool — which meant that I could attend sessions as a delegate and get some media access to boot.

This was a change I would not miss. As a blogger usually at the other end of the marketing campaign, I only experienced campaigns from the receiving end. At #DigiCon2017, it was actually a great chance to observe and listen to talks designed from the perspective of brands, advertisers, marketers and PR guys.

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The Instagram clean-up and its impact on influencers

Brands and advertising agencies are big on metrics. Page views, number of followers, number of clicks, etc. In the absence of other analytical tools, this has some value in analyzing the success of a campaign and for estimating how wide a reach it has achieved.

BUT (and this is a big BUT)…

Page views can be gamed. The number of clicks can be gamed. And followers can be bought. Pathetic, but it does happen. To be fair, there are also bots that automatically follow you if you are perceived to have some influence in cyberspace. I know that on Twitter, I wonder about eggheads (I refer to Twitter accounts with a default egg instead of a photo) that follow me and yet either don’t have tweets or tweet nonsensical stuff. Fortunately, I don’t have too many of those.

Why, you may ask, are these statistics gamed and why are followers bought? Well, there are those who would benefit from ramped-up page views and followers. Some celebrities and netizens who participate in brand campaigns use these stats to negotiate their price or to show they are that popular. Not all do this, mind you. I have many celebrity and netizen friends who would rather stay authentic rather than fake their popularity and influence. But there are those who would resort to this for some form of personal gain.

Instagram_Rainbow_Banner

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The Philippines says #PHthankyou to the world

PH Thank YouGRATITUDE.

We may be a Third World country lacking in so many things that First World nations have in abundance. But let it not be said that we lack gratitude.

My own Mom always drilled this into me. Say “Thank you”. As a kid, I heard her tell me this so many times. It almost sounded like nagging when she’d remind, “Say thank you, say thank you…” But I’m glad she did.

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Another Chapter in my Life Journey: Speaking and Social Business Consulting

“Life always has different chapters. You just can’t be in the same chapter forever. You’ll get stuck.” ~ @WilzKanadi

This quote jumped out at me as I was checking my Twitter timeline. I did not exactly think of my life in terms of chapters but when I look back, I can indeed see the “chapters” and how they have led me to where I am now and what I will be doing down the road.

Life has no limitations

(photo courtesy of “Inspire Positive Soul Sensations” on Facebook)

Chapter 1 – The Driven Life of a Type A Person

In this article, it says “Type A personalities experience a constant sense of urgency: Type A people seem to be in a constant struggle against the clock.  Often, they quickly become impatient with delays and unproductive time, schedule commitments too tightly, and try to do more than one thing at a time, such as reading while eating or watching television.

That pretty much summed me up during my growing up and early corporate years. I lead a very academic- and career-oriented life. Graduating at the top of my class in high school and college were the fruits of that labor. I was just as driven when I joined SGV (over 15 years) where I was exposed to financial audits, research, lectures and training, computer audits and IT consultancy.

In between projects abroad and local work, I also took a 2-year hiatus and went to Wharton School, University of Pennsylvania where I earned my MBA degree under a scholarship from SGV.

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Forever a Mom and proud to be part of Mommy Mundo SoMoms, a network of moms on social media

Once a Mom, always a Mom….

This is so true. I remember my own late Mom who fussed over me even when I was already an adult. She sent me off to graduate studies in the U.S. with a thick wad of index cards on which she lovingly wrote recipes I could whip up in a short time. She worried I would not eat well and wanted me to have some of her home recipes to bring with me. Even when I got married and had one child after another, I could always count on her advice and years of wisdom to see me through difficult parenting phases.

But unlike my Mom who chose to give up her music career early on in her motherhood days, I continued on my very career-driven, stressful corporate life till our fourth child was born. A threatened abortion was my wake-up call that made me assess what was truly important in life – my job or family. The latter won out. I left behind a promising career, an executive position and a comfortable salary to stay home and raise my kids.

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YouTube launches in the Philippines

When YouTube chooses the Philippines to launch its first localized service in Asia, that is telling of what my country’s social media statistics must be like.

Media and citizens in the Philippines have taken to YouTube like fish to water. Watch segments of talk shows, entertainment, news on TV and most likely, portions of these can be found on YouTube. I’ve been to birthday parties where the celebrant is greeted via YouTube by relatives and friends from all over the world. My own son is glued to YouTube videos every day as he watches stuff from computer-related videos to videogaming videos. In Blog Watch, the citizen media group I am with, we already had a YouTube channel since late 2009 and we’ve used it extensively to document the interviews we did of the candidates running for office in the last 2010 elections.

YouTube has also brought several Pinoys to fame as their videos unexpectedly go viral. There was Christine Gambito, better known as Happy Slip, who regaled us with her funny video takes on the Pinoy characteristics and customs. This was followed by the Cebu inmates whose Michael Jackson-inspired dances went globally viral. Charise Pempengco and Arnel Pineda were discovered via YouTube. Charise is now a growing star in the music industry who counts David Foster, Oprah, Ellen DeGeneres and many other celebrities as friends. Arnel is now the lead singer of the band Journey. Maria Aragon of Lady Gaga fame (who I recently met at another event) has Filipino blood running through her veins and so is funny man, Mikey Bustos. Who can forget that even the video of Cebu Pacific flight attendants dancing while in flight would become viral? And those four who were caught jumping up and down on a bed after Venus Raj became a finalist?

Pinoys have really become so attached to documenting lives and posting these on YouTube that even PR campaigns and strategies include contests that are intertwined with YouTube.

Several blogger friends and I were invited to the YouTube launch party held at Whitespace. The whole night was a celebration of YouTube’s success globally, with focus on how Filipino YouTube videos turned viral. Whitespace was transformed into a fun, fun place where different YouTube activities were happening in different corners.

A karaoke booth let guests sing their hearts out while being livestreamed

Moymoy Palaboy

Greyhoundz

Rivermaya

With Hannah (flaircandy)

With blogger friends

With YouTube present now in the Philippines, we can expect easier access to Philippine-originating content. In fact, content from the government will be made available to the YouTube viewing public through two channels – RTVM and Official Gazette.

Jumpstarting this effort will be a Google-YouTube-World View interview on November 4, 2011 of none other than the Philippine President Aquino. World View is a show that features world leaders answering questions from YouTube users sent online. These past days, questions were being gathered from citizens, some of which will be answered personally by Pres. Aquino on the Nov. 4 show.

Exciting times are ahead for Philippine YouTube viewers.

Are you one of us? What do you think of this move to establish a firm YouTube presence in the country?

 

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