Live Blog

SPARK: Content Marketing Workshop


Image from The New Media 
by Rappleron Oct 18, 2012 at 8:25 PM

MANILA, Philippines - How can content marketing combined with new media be a strategic advantage for organizations? This question will be the center of today's Spark Content Marketing Workshop of the Asian Institute of Technology in Makati City. 

Organized by The New Media and e-Learning EDGE Inc, participants of the workshop will also learn the following: 

- How content marketing works given the new media channels now available to us: podcasts, videos, e-books, newsletters, webinars, online communities, whiter papers, etc
- How Rappler, Nestle, the MMDA and other organizations use content marketing.
- Why Content Marketing or Pull Marketing is an effective strategy VS push marketing
- The ideal framework for Content Marketing which includes Audience Targeting, Frequency Framework, - Online Editorial Calendars, Engagement Strategies, Digital Tools Mix, and more.
- Engaging and leveraging user-generated content, and analysis and optimization
- Speakers include thought leaders in media, government, and the private sector. 

Can't be there? Rappler will be live blogging the event, which runs from 9am-530pm, Manila time. -Rappler.com

More about the workshop here. 
  • On my way to Makati for the Spark Content Marketing Workshop. Speakers include @carloople @maria_ressa @doblezeta. Rappler will live blog!
    by Bea Cupin via twitter 10/18/2012 11:50:22 PM
  • More about the workshop here.
  • First speaker today: Carlo Ople. He's the Business Unit Head of online publishing for TV5. He'll be discussing a "in depth a strategic and structured approach to creating great content that will result in PULL Marketing."
  • If you want to follow the workshop via Twitter, check the hashtag #Spark.
  • Carlo Ople quotes his grandfather: "Umikot ang mundo, hindi pwede nakatayo lang tayo dito." -Senator Blas F. Ople.
  • He says the quote encompasses what new media is all about.
  • "When you talk about content marketing, two years ago, it wasn't even the talk about the town. It was still about placement." -Ople
  • Ople: Content Marketing is a strategy that focuses on creating and distributing content to attract, acquire, and engage your target market.
  • Ople shows a photo of Moses and the 10 commandments. "Content Marketing isn't really a new concept," he says.
  • Ople: "Costs of creating content have gone down significantly." He says you don't need to be a big organization to produce good content.
  • Ople: The days when you had to buy an expensive camera to create content is gone.
  • Ople: Cost of content distribution have also gone down significantly with the rise of social networking sites--Facebook, Twitter, Youtube, etc.
  • Ople recalls the blogging world in 2003, 2004: it was harder to get readers. Now it's so much easier.
  • Ople: People these days are open, more than ever, to read content from corporate sources.
  • Ople: There is a steady shift from buying media to publishing media.
  • Ople: This year was a year of experimentations for companies, agencies. He talks about short movies, viral videos and... "forced" viral videos.
  • Ople: Even in the industry, a lot of major players are getting into content marketing. The biggest spenders are the traditional companies--you wouldn't expect them to be in it.
  • Ople about to show a video that's his favorite. I'll post it here once I find it on Youtube :)
  • Here's the video: www.youtube.com
  • It's Coca-Cola's Where Will Happiness Strike Next: The OFW Project which they launched last Christmas. I remember the first time I watched this video--I cried. Twice, maybe! Watch it!
  • Ople: The thing I like the most about the video is that it's very Filipino. It's not just the theme, but the way it's shot.
  • Ople: When you watch it, it feels like you're watching a teleserye (Filipino soap opera)
  • Ople now discussing the framework of content marketing.
  • Ople: The first thing's that very important is to profile our users. We need to get an idea: sino ba ang audience? It's not enough that we get the demographics. You need to know their digital habits. That's the kind of info that you need to generate.
  • How do you profile your base? Studies and analysis, internal surveys, commissioners surveys.
  • Ople: The challenge is to determine how much of your community belongs to a category (inactives, spectators, joiners, collectors, critics, creators)
  • Groups of consumers:


    Spectators: read blogs, listen to podcasts, watch videos from other users, read online forums, read customer ratings/reviews.

    Joiners: maintain profile on a social networking sites, visit social networking sites.

    Collectors: subscribe to RSS feeds, "vote" for web sites online, add "tags" to web pages or photos.

    Critics: post ratings/reviews of products or services, comment on someone else's blog, contribute to forums, contribute to articles on wiki.

    Creators: blog publishers, publish own pages, upload own videos, upload audio/music they created, write articles or stories and post them
  • Ople cites a real-life example: when doing video-submission contests, you need to have creators in your audience. If you don't, you should scrap that idea because it will be a flop.
  • Ople: set objectives, establish key performance indicators.
  • Ople: If you don't have existing benchmarks, you should still set targets based on "genres" that approximate the one you have.
  • Ople talks about how digital marketing (online videos) learn from traditional media such as television. They monitor the kind of things that the audience wants, and adjust accordingly.
  • Ople: If you want to be recognized as an expert in your field, hits should not be your KPI. Instead, he says it should be the number of RSS and e-mail subscribers and the numbers of comments and questions on your site.
  • Ople says it's important to engage with your public if you want to be recognized as an expert in your field.
  • Ople: The important thing is to apply existing knowledge in marketing to digital. That changes the game.
  • Ople talks about a website they created in response to the PH Cybercrime Law as an example of sites that inform and educate.
  • In the beginning, it was only Sen TG Guingona who was on the column of senators who wanted to amend the law. The group tweeted each senator daily, giving them updates on the site page views.
  • Ople: I'm not saying that we made the senators change their mind, but I'm sure it helped. The site, he says, was visited over half a million times--about 60% of those would be unique hits.
  • Ople now showing another Coca-Cola video. Check it out here.
  • The video had over 800,000 views. Ople: 1) it's outrageous, 2) it's very Filipino, 3) it makes sure you know that it's shot in the Philippines--street sign, etcs.
  • Third video of the day from Carlo Ople. It's Chris Lao's "I was not informed" video and the BPI commercial that also stared Lao.
  • Ople says the BPI commercial was good because it was true to the "original," it established familiarity, and the "hard sell" only came in the end.
  • Ople: These are some things that people in marketing often take for granted.
  • Third type of content: utility/service. Example: MMDA and Interaksyon's traffic navigator. Phase 2 will integrate metro weather, says Ople.
  • Another example: an Imodium-sponsored app that tells you where the nearest clean toilet is. Has anyone used this app?
  • Ople: You pick what kind of content you are--then you find your social voice. "Identify the tone and language you'll be using when you communicate your brand."
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