Social media ‘key in marketing’-A A +A
Monday, September 23, 2013
SOCIAL media is now crucial in marketing communications, according to speakers of the 3rd Student Marketing
Convention last week. It can make or break products and services, even the company’s image.
According to Bong Osorio, vice president and head of corporate communications at ABS-CBN Corp., companies should never underestimate the power of social media, even smaller media outlets, as online followers can immediately start the “fire.”
He said brand managers should embrace and engage in strategic reputation management and they should adopt a full disclosure and credible information sharing as they are always under the radar of the demanding public.
It is estimated that there are about five billion mobile phone users around the globe, of whom 1.6 percent or 80 million are Filipino users.
Osorio urged companies, particularly those that have maximized various social media platforms, to build an online community where they can engage in social dialogue because people can now “quote, tweet, re-tweet and tag or un-tag.”
He also urged companies to build on strong content.
“Content is the currency of the web,” he said. He said it is more than just branding and marketing, content is about telling stories that can inspire or influence people’s
behavior or compel them to follow, share or act.
Osorio was one of the speakers during the 3rd Student Marketing Convention,
spearheaded by the University of San Carlos (USC) in cooperation with the Association of Marketing Educators Cebu Chapter.
The two-day convention, which carried the theme: “Glocalized Marketing: MarCom, a magnet for success in Business” was participated in by business and marketing students from 15 different colleges and universities from Bicol and Cebu.
One of the effective marketing campaign highlighted by one speaker is the country’s
“it’s more fun” tourism campaign.
According to Joyce Yang, chairman of the USC business administration department, the campaign has “made a difference and has established a connection” among Filipinos.
Yang said it became an interactive marketing product that attracted Filipinos from around the globe to look for pictures to depict “fun.” She said the campaign was successful that it was picked up by both digital and traditional media. “The measurement (of the campaign) was more accurate and its optimization was realized,”said Yang.
She encouraged the participants to adapt to new technology to cater to a wider audience.
As for public service, Vice President Jejomar Binay, in a speech delivered by staff member Sheila Salvador Uy, said effective communication is also instrumental not only in marketing but also in providing relevant information to the public at all times.
Binay said there should also be truth and transparency in communication as this will entice the public to get involved. He said that more than just relying on clear and right information, the public should be involved or participate in consultative dialogue.
“Businesses shouldn’t merely focus in achieving bottom line but also in building strong citizen participation,” he said.
Getting the public involved was one factor that brought investor confidence back to Mandaue City, according to Mandaue City Mayor Jonas Cortes.
In a speech delivered by lawyer Pat Acabodillo, Cortes said they needed to engage and empower the citizens of Mandaue so they could attract more business locators and change the negative perception about Mandaue.
They also introduced improved government systems and process as well encouraged volunteerism.
Early this year, Mandaue launched the “I am Mandaue” movement that encourages resident
of Mandaue to contribute to the city’s progress.
Cortes said they focus on providing good services to the people and they let their products speak for themselves when they market Mandaue City to potential local and foreign investors.
Published in the Sun.Star Cebu newspaper on September 24, 2013.