Thursday, July 13, 2017

Creating Videos is an Essential Component of Digital Strategy

Today, I created and uploaded 3 educational videos on youtube.

It's been at least 4 years since I did this. But now that I am privileged to coach 2 digital marketing classes (Ateneo Graduate School of Business and at UP College of Business Administration), I think its about time to practice (again) what I preach...

The videos were captured by a free app called Jing by Techsmith. The free version allows up to 5 minute screen capture of your desktop in swf format. I converted the swf to mp4 using   "VIP Video Converter". Mp4 is one of the video formats allowed for Youtube upload, swf is not. While there is a free trial version of the VIP Video converter, there is a watermark on the converted product and of course that is not desirable. At US$ 17.95 or about Php 900, I downloaded the converter and voila, 3 educational videos.

This first video shall replace the typical "Introduce Yourself" part at the beginning of classes. All students shall now be required to create a 1 minute version of their professional background, upload it for youtube and post the url link on the class Facebook page.

This 2nd video aims to enhance the content of the student blogs, which is also a requirement for Digital Marketing classes.

 This 3rd video shows the status of Social Media and Digital in the Philippines as of January 2017.

These 3 videos are far superior to a digital  video I made last week using a different combination of digital tools, powerpoint and imovie. Here it is...

I am sure that with more purposeful practice and using other digital tools, the creation of videos shall continue to be an essential part of any digital marketers arsenal.

Have you made any videos for this digital marketing class? Share them and grow!

ZYX: How to Embed

This video explains... Slideshare...

State of Philippines Social Media and Digital as of January 2017

Where is the Philippines now in terms of Social Media and Digital?

This is the video lecture I use in my Digital Marketing classes. The data is as of January 2017 and the reference files are indicated below.

 Here is a good infographic summary:

Below is a summary of the Philippine data which was the "extracted" report created annually by Third Team Digital Media and uploaded January 2017 from the data by We Are Social and Hootsuite.

The State of Social Media and Digital in the Philippines for 2017 from Fleire Castro

This was the source data...

Published on 
A snapshot of internet, social media, and mobile use in every country in the world. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read the other reports for free at
2017 Digital Yearbook from We Are Social Singapore

Pls. comment with at least 1 set of insight and action as a result of the above information... Pls. comment below. (Also, where applicable, pls. compose your answer first in your blog. Then copy the url of your blogpost as well as the content of the blogpost in the comment portion. Pls. see my sample comment at the bottom of this blogpost.

Sample Comment for this post:
Insight: Filipinos are a patient audience. They spend more time on the internet partly because of the slow internet speeds.
Action: Content on my internet pages should put a higher priority on speed of loading on low end mobile phones with slow connections rather than dazzling but slow.

Pls. comment below and on your blog!

Tuesday, July 11, 2017

Disrupt You!

Published on Mar 4, 2016

Jay Samit teaches people how to master personal transformation, seize opportunity, and thrive in this era of endless innovation.

Serial entrepreneur Jay Samit is a technology innovator who has partnered with startups, Fortune 500 firms, and the White House to positively impact the lives of billions around the world. Samit is the bestselling author of Disrupt You! Master Personal Transformation, Seize Opportunity, and Thrive in the Era of Endless Innovation.

Thursday, July 6, 2017

Did you Know? E-commerce at 9.3% of GDP in the PHILIPPINES!

This is very interesting... Personally I was surprised that it was already that high. Pls. look at the data and the methodology...

What do you think? Pls. comment below...

Digital Marketing for the Ateneo MBA Student

Digital is disrupting the way we behave...

Here are some questions and actions for the Ateneo MBA Student...

Please comment below on what action you will take in this digital disruption (ideally, your response should be based on the lecture and the presentation below...)

FREE Lunch? Of course, not...

It is natural to like free things.

But is digital really free?

Once upon a time, I paid a monthly subscription to have a 3rd party email service. Yes, those were the days of dial-up connections. Then google came along and offered free google mail.

Once upon a time, search engines were bought as a separate program. The dominant one was Netscape Navigator. Then Microsoft introduced "Internet Explorer", a "free" search engine integrated with its operating system. Then came the other free independent search engines: Yahoo and Google.

Free? Read this article and find out if you are willing to  pay the price.

Thursday, June 29, 2017

Smarter with Smartphones: Why Mobile Marketing Works

Own a smartphone?

If you have a smartphone and actually use it to access the internet, then your IQ has increased by leaps and bounds?

Why, because with google and youtube and all the other searches engines that you can do, your access to updated, relevant knowledge about the products you want to buy are exponentially increased.

Watch this video to appreciate why mobile marketing is a key element of a digital strategy...

 Published on Feb 3, 2015 digital marketing trends of 2015 is one of the most talked about topics in the mobile marketing Industry and our Company are Experts In in California and Services include Mobile Website Design and sms marketing and mobile ads.

Digital Case Studies: Hizon's Catering and Robinsons Concierge

Does digital marketing really work in the real world, in the Philippines, today?

The answer is yes, if you will base it on this case study... The answer is maybe, if you dig deeper and find out from youtube that there are only 2 samples of  4 year old  studies from this digital marketing agency at

Published on Jun 18, 2013
This case study shows how Hizon's Catering utilized the power of different digital distribution channels (web, social, search and mobile) to improve their sales performance. 

Here is the other 2013  case study or proof of capability by the same agency:

And the website still works!? Click here...

SMACIT: Social, Mobile, Analytics, Cloud, Internet of Things

from the MIT Sloane Executive Education Program

Published on Feb 9, 2016

"There is a digital transformation coming at us nowadays in the form of an evolution of technology - social, mobile, analytics, the cloud, and the Internet of Things just to name a few. By themselves, none of these creates issues. However, the confluence of these technologies has changed the way we think about doing business, and what makes up this digital transformation. Companies who simply adapt their technology to the way they do business are missing the boat. Leading-edge businesses are instead adapting their businesses to the capabilities these technologies provide.

In this webinar, recorded on February 4, 2016, MIT Sloan Executive Education's Jeanne Ross discusses digital disruption to help companies articulate and implement a forward-thinking digital strategy. Through presentation of recent research and case examples, you will learn why a great operational backbone is a necessity for companies in this era of constantly changing technology."

Virtual Reality: 3D Photos, False Realities that Can Improve Lives (or Destroy them),

Embrace the Digital Transformations so you can Shape it...
this is the key message in this Ted Talk...

The first and very interesting example of the digital pop superstar was actually tackled in a 2002 movie "Simone" starring Al Pacino.Here fiction has indeed become reality.

If you were amazed by 3d photos, imagine the technology that goes into 3D printing. Wow!

By embracing the technology and knowing what it can do, we can now come up with new virtual solutions that make what was once impossible, possible.

The thin line between virtual and real is becoming thinner. Think fake news and real news. See how even Donald Trump seems to have gotten confused by clicking on this link: Trump in fake Time Magazine

Are you ready to embrace the change so that it can help you? Or will you continue to ignore it?

Published on Feb 9, 2016
Robert Overweg gives an out-of-the-box, critical and insightful view into how our lives are becoming increasingly more digitized. What possible futures lie ahead and what inspiring examples are currently being made in the digital world. Virtual Reality will play an increasing role in this merger of the physical and virtual world. Listen to what might unfold and what impact VR has on our mind and how we could possible make the world a little bit of a better place through this technology.

Robert Overweg is an artist and expert on the field of Virtual Worlds. He helps people and some of the most leading national and international companies in looking at a different reality. He does this in several distinctive ways; giving lectures, creating art, offering companies guidance in concept development and the execution of this.

High Tech, High Touch: Its the People not the Technology!

High tech, high touch was a slogan as early as 1994 when I was doing marketing for Unilever Philippines. It simply meant that as technology increased, the requirement for human interaction also increased.

In many digital discussions today, digital disruption is almost the opening discussion. This Ted talk takes a different view...

Here is the intro to the talk accompanying the video...
Steve believes that now more than ever the old way of doing things is hurting more than helping. Digital disruption requires new ways of thinking.

"Here are Steve's own words opening the talk."
.... the more technology is out there, the more ubiquitous, the more prevalent, the more it is in the hands of people...the  more the human dimension matters, the more people matter. Technology doesnt innovate yet, people do. Technology is not disrupting any industry, people are. It's important to realize that what technology is doing is enabling and amplifying the potential of people. And the potential of people today is far greater than ever before. And is really a function of 2 things: very simply, its what you know and what you are connected to... and that defines value" - Steve Vamos, Sep 2016, TedX Melbourne talks

Today, Steve believes that it is better to be a "learn it all" instead of "know it all" because past success and knowledge can be a killer. Be willing to let go of what you know.

Second big lesson is the importance of revisiting purpose (vision/ mission) and why you do what you do? Why do we exist? Why are we doing all these things? Where can we win?

Lastly, we must embrace the reality that mistake aversion is wrong. In order to succeed, we must fail and make mistakes. But when we make the mistake, we must learn from it.

And he ended the talk with... "There's enormous potential in each of us. And with technology... you will realize the enormous potential in each one of us."

Understanding Digital Disruptions through McKinsey Digital Strategy Framework

Business in general, and marketing in particular, use frameworks or models to help analyze complex situations.

McKinsey, a highly respected strategy company, proposes a hexagonal framework to make sense of digital disruptions.

In trying to explain the framework, the following video shows some interesting examples, like Uber and Air BnB, of how digital disruptions need to be understood as to how it is a threat or an opportunity, now or in the near future for companies and industries...

 For more McKinsey content on digital... click the link... McKinsey Digital

Digital Disruptions: Connecting, Shaping the Customer's Journey and Converting Awareness to Sales

Digital technology has truly disrupted the marketplace. And it has affected not only the customers but even the companies as well.

Sometimes, the razzle and dazzle of digital, the bells and whistles of technology, make compaies lose sight of what is a basic task of marketing: connecting with customers.

In this 2015 youtube video, an expert from LinkedIn Marketing Solutions talks about how companies can drop the ball and forget about the customer , because they have put their attention and hopes to digital...

We need to be aware of and consciously shape the customer journey... There are 4 requirements as discussed in the video...

The talk gives several cutting edge cases of how some companies like L'Oreal have used this digital data and technology make their customer journey superior vs. that of competitors.

Think disruption, digital but never forget the customer journey. Put yourself in the customer's shoes. Basics still apply...

But marketing is not limited to looking outside the company. Marketing must also take the disruptive effects of digital and synchronize with the other internal departments. More than ever, marketing must be able to drive the way data is collected, used and protected vs. external and internal conerns...

Often customers dont know what they want until they see it. Marketers who want to gain that competitive advantage in this digitally disrupted age must be able to stay a couple of steps ahead of their customers to be able to shape and guide the customer's journey towards the brand that will convert the awareness to sales.

With correct combination of digital and traditional marketing, this is possible.


Digital Marketing: DIY (Do It Yourself) or Hire the Experts

A common misconception is that digital marketing is cheap and easy to do.

Yes, it is cheaper than traditional marketing if done right which is why most companies who cant afford traditional marketing on trimedia have the their first state of marketing in the digital arena. But then the misconception that makes digital marketing expensive is when companies try to do it themselves.

Watch this video ad of a digital marketing agency that points out that trying to do digital yourself may distract you from the more important things in your business...

Is is like playing basketball. You can shoot the ball and get points on your first 10 shots in practice. But in the real world, you quickly find out that hiring pros may be worth the additional expense...

Ever wonder why companies hire ad agencies, security agencies, outsource accounting and shared services? Simple. The experts can do it better and cheaper.

What do you think? Pls. comment below...

Advantages of Digital Marketing

What are the 2 key advantages of Digital Marketing?

Watch the video to find out

 This was uploaded on March 2016 by the Frankfurt School of Management (or an entity that claims to be it). The video looks professional enough and there is no reason to doubt that it did come from that school.

So what are the advantages of digital marketing?

 1. Enchanced ability to target segments
 2. Ability to measure results

 With the fast speed of technology, the marketplace is always in a state of flux (change) ie. what works today may not be the best solution tomorrow. Also, with measurement comes a lot of data that a marketer must be able to use in making marketing decisions.

Chat vs. SMS: The Rise of Viber and Decline of Text in the Philippines

I had the privilege of working with the Ms. Bridgette  Villarin on an SMS based customer relations program for Moldex from 2012 to 2013.

In this Sep 2016 seminar, she talks about the rise of apps, and even refers to the Philippines as VIBER-nation.

What are the advantages of chat applications like Viber vs. text? Let us count the ways. Pls. comment below...

State of Digital Marketing in the Philippines 2017 : Freenet and Digital Spend

This video was uploaded April 2017.

The intro on the state of digital marketing was interesting and there is no reason to doubt its accuracy.

But the video was made to really introduce Freenet solution. As of the video, this service was limited to Smart, Talk and Text and Sun subscribers...

How much is actually being spent for digital in the Philippines. In this short video uploaded March 2017, Kantar Media, a global leader in media intelligence,  claims that local advertisers are now increasing spend on digital to as high as 25% from the 5-10%. Furthermore, video ads popularity is being hampered by slow internet speeds. The exact figure should be taken with a grain of salt as to accuracy and context but the message is clear- digital is on the rise, even in the Philippines....

What do you think? Pls. post your comments below...

Mobile Marketing in the Philippines 2017

This was uploaded January 132017 and presents concise and interesting insights on Mobile Marketing in the Philippines.

What insight  was most interesting to you and why? Pls. comment below...

DID YOU KNOW? Change has come and continues...

These videos show the magnitude of the changes that have come and that will continue. While the numbers may not be accurate or have been superseded, the storyline remains the same... Transform with the CHANGE or be extinct...

Did you Know 2017 version 1

 Did you know 2017 version 2

 Did you know 2016

 What were the most interesting insights to you. Pls. post your comments below!

Wednesday, May 17, 2017

Primus for Optimal Learning

Part 1
Learning the Concepts

The basic foundation for optimal marketing learning is a real understanding of the concepts. Here is a sample of concepts in Chapter 1 "Defining Marketing in the 21st Century" by Kotler and how this is best shared using the Primus format.

Part 2

Practical and useful learning is achieved when concepts are seen in recent, local examples. The leaning deepens when the concept is applied to one's own work and own personal brand. The ultimate application is finding connections to ethical concerns in the society as a whole.

Part 3
Audience Participation (Not Lecture, Not a Video)

Successful communication today often involves active participation and contribution by the customers. You can think of Facebook, Youtube and even text votes for popular contests such as The Voice, Ms. Universe as prime examples where audience participation is a key part of the entire activity.

This "audience participation" game shown below is based on a video showed in class.
The most important thing is to involve the audience in an activity that is related to some of the marketing concepts in Part 1.

Ideally, the game should be at the end of the period, but only if there is enough time left. Part 1 and Part 2 must be substantially completed. Furthermore, the game should not be a lecture, discussion or video but just like the example below, can be based from it.


Friday, March 17, 2017

What makes a good life? Lessons from the longest study on happiness


This was the conclusion of the 75 year Harvard Study of 724 men from their younger years up to when they got older. The study consists of annual interviews, medical exams, and observation of these 724 men, 60 of who were in their 90s at the time of the video.

When the men were younger, most replied that they wanted money, fame and success in work.

But the 3 key lessons that were distilled from the study are these:

1. Social connections are good for us. The more connected with are with family, friends and the community, the happier we are. (My note: Hmm... so thats why social media works!)

2. It is the quality of the close  relationships and not the quantity that really matter. (So, having 2 good, real life-long relationships is better than having 1,500 virtual social media friends!). And the effects transfer to the physical as good relationships are able to buffer the physical challenges as we grow old. The study showed that the quality of the relationships were a better predictor of quality of elderly life than cholesterol at age 50.

3. Relationships just have to be good and not perfect. Conflicts may happen but if the relationship allows one partner to be assured that the other will stick by the relationship thru thick and thin, then that is enough. (Hmm, so that is why happy though imperfect marriages are also the healthiest!)

Tuesday, February 28, 2017

Choose Your Path

Here is Marketing in Real Life!

Instead of insisting on one path for the grading system for the course, marketing students are allowed the option to choose.

Which Route?


In the end, the proof of the cake is in the pudding.

This assignment requires the learner to list the top 10 market-based things that the learner will apply after the course.

For the top 10 things, pls. the following categories
1. Professional- 5
2. Personal -3
3. Promote the AGSB and the MBA program -2

You may ask whyinclude 2  things you can do for the AGSB and the MBA? The answer! You have invested a lot of your time and money, sweat and tears to have the AGSB MBA program as part of your competitive advantage. By promoting the AGSB MBA brand, you are also indirectly benefitted if the market sees how good that brand really is.

Here is the downloadable template

Friday, February 24, 2017

Why Linked In?

Linked In profiles are a  part of the mandatory requirements for completing the Marketing Management course which I coach at the Ateneo Graduate School of Business.

In a way, this is a higher level version of the traditional "Introduce yourself to your classmates and to the professor" activity at the start of every class. A student recently asked why there was no formal introduction by coach on the first day of the trimester- this is why.

More importantly, this exercise is an immediate and practical application of marketing in the real world to the most important brand in the world for you - the brand with your name on it. So why not use effective marketing principles that we learn in class to promote your personal brand and get higher returns for doing so? Why confine your brand to the classroom when you can get a google result at the top of the google page with your name on it, for free?  Why let other people determine what others see on the web about you when you can have relative control over it (as my marketing class will learn later in the course, this is your brand identity- what you say to the world vs. brand image- what the world thinks of you).

Want proof? Do a google search of my family name- "de ungria", what do you see? Try other search engines- yahoo, bing, and what do you see? Then do a  google search for your "family name"  or even of your "whole name", and what do you get? I rest my case, or in this example, I rest my link...

Here's how to create an effective Linked In profile:

 This is a snapshot of a sample correct post.

Note the following key elements: (1) recent, smiling, colored picture (2) customized url or weblink (3) one word descriptor (“vcoach”) and (4) elevator speech. The details of what all these mean are in the explanatory powerpoint below (Creating the Professional You via Linked In)

Once you make your profile,  you have to do the following:

(1) post the url to Facebook page with the ff. link…
(To be able to post on this page, you have to apply as a member of the group. This is not automatic. I will have to approve your membership. This is necessary to protect the content of the group page.)

(2) post the url to our class FB group page as a comment on the linked in assignment.

** Due to technical issues, the requirement to post a profile badge on your own blog is temporarily suspended. As a substitute, pls. find the best way for you to post your customized Linked in url in your blog (as a separate page, post or link)....

Pls. follow the submission deadline as there is an automatic 0.5 grade deduction for late emails and posting. (The deduction increases over time!).

Here's why joining Linked In is a great idea.

What should be in your linked in profile?

What is linked in?

Here's a sarcastic take on why not to join...

New User? Here's a User's Guide

Tuesday, February 21, 2017

Convince like Steve: Secrets to Effective Business Communications

Steve Jobs has been unofficially proclaimed by many business experts as 1 of the best presentors in this tech-savy age.

In the video, here is what I got as tips for my next board presentation...
1. Set the theme
2. Outline
3. Demonstrate enthusiasm
4. Wow your audience
5. Sell an experience
6. Make numbers meaningful; use analogies
7. Paint a picture; Make it visual
8. Give a show
9. Rehearse, rehearse, rehearse! This is the updated version of "Convince like Steve". In 2011, the value of Steve Jobs' communication effectiveness was valued at $6 billion which pushed Apple as the world's most valuable brand at $153 Billion. Want to know the other 21 secrets to effective communications? Hereunders is the first version of that lecture. Some of it have been carried over to the updated version but there are some guidelines which are still worth following:

Friday, February 17, 2017

3M: Making Marketing Memorable With Session Certificates

Let's make marketing memorable!

Unleash the Super-brands with Marketing

Z: The Outcome

Unleash the super-brands inside of us.
Superheroes  and famous artists are really ordinary people doing extraordinary feats when the need or opportunity arises.

Y: The Reasons Why

Many of us may have settled to living ordinary lives doing what we are good at. We may have forgotten that once upon a time, especially when we were children, our imagination was unconstrained by the limits of time and space and reality.

This simple exercise of choosing and visualizing the famous artist (that sounds or looks like us) or the superhero that we can best identify may be a good trigger to allow us to re-discover and develop the real famous and superhero brands inside each one of us.

Through this marketing class, the use of marketing principles and branding may be the triggers or catalysts or secret powers that can make a difference in the quality of life of the students taking this class.

This is very aligned to the Ignatian standard of Primus Inter Pares, being First Among Equals.

X: What We Do

Upload a picture consisting of 3 elements. Element 1: Your recent, solo, professional photo (center), Element 2:  superhero you most identify with (left) and Element 3: the famous artist or singer (preferably local and living) that you look like or sound like. If you can, pls. put text under each picture.  See the sample below.

Sunday, January 22, 2017

Create Your Personal Brand Elements

Now you know you are a brand- a personal brand with your name on it. And to you and your loved ones, you are the most important brand in the world.

Want to be a great brand that stands out from the rest?

The following case study shows the steps to develop and reinvent your personal brand.

At the very minimum, you should have an original brand logo. Think of the greatest brands in the world: Apple, Google, Nike- what do they all have? A brand logo! The logo should mean something that is both connected to the brand essence and relevant to its target market.

Often, adding heart and soul to the logo is accomplished by complementing it with a brand promise or slogan- McDonald’s? Love ko to… Nike? Just Do it! VCoach? Serves!

A few years ago, using the "Paint" program in Windows, I made my personal brand logo. The logo was a result from a story about what I believe in and what I do...

If you missed the lecture, or want to review the lecture with audio, watch it in  you-tube!

If you prefer slides to video, here is the slideshare version....

Can you change brand logos somehere down the road? Of course! So simply dive in and the real personal brand with your name on it will come out.

Below is a picture of  my brand logo, brand promise/slogan and brand positioning. I call it a PERSONAL BRAND ELEMENTS. You dont need to show the story like I did in my own logo development. Just this 1 page or picture showing different brand elements of your personal brand.

The key objectives of this brand exercise are:

1. Make students aware that they are professional/personal brands that can succeed or fail like any other brand and that it is their urgent and personal responsibility to make their personal brands more successful using marketing principles

2. Inspire students to align their professional and personal brands to what they want it to be in the future (vision/mission), and not be limited by what they are doing or where they are right now.

3. Make students determine their unli-rice that 1 thing that differentiates us in a customer- relevant and superior way vs our peers and competitors in the minds of our target customers,

The key messages from the coach to the students are:

1. The most important brand in the world is YOUR brand as your brand has the largest impact on your quality of life (and the lives of the people who are affected by your brand's success or failure).

2. Marketing principles that are applied to common brands like Colgate, Ateneo or President Duterte , Trump or Aquino also apply to your personal brand.

3. The time to start building and adding equity in your personal brand is NOW. Just like what I did to my brand, You can choose to adjust the various elements of the brand in the future.

Pls. follow the format of my sample comment on the FB page (Adjective, Noun, Your Name, Verb plus a description of your brand elements and the logo itself).

Samples of Adjective- Noun- Name-Verb combinations

Unli Rice Mang Inasal Eats
Vision-Driven Coach Bong Serves
Adventurous Creatives Reyn Delivers

The following statement is the text comment that must accompany the picture logo...

Vision-Driven Coach (VCoach)  Bong Serves. The logo is an image of a person in a service motion. The blue and white of the person symbolizes that he is an Atenean, the green ball and ground represents business or professional goals (money) while the red racket and red ground represents personal goals (heart). The stings on the racket which have the atenean, professional and personal linked to one another are what actually hit the ball and not the racket itself. The power of service is made so much stronger when there is an intersection of timing and direction of personal and professional goals aimed at service. Hyper3- High performance through highly personal, hyperlinked service. An additional brand element is the website.

Hypermarketing3 students:

For this PERSONAL BRAND ELEMENTS assignment, there are 3 mandatory submissions:

1. Submit hardcopy and self-rating sheet before the start of class.

2. Email to before the start of class

3, Post On-line
Post here… (click hyperlink)

First, press comment. Then click the picture icon to upload your personal brand elements picture.

By the way, I strongly recommend you create the logo in Paint or similar program. Then you can insert the logo in a Powerpoint file. Once all the brand elements are on the Powerpoint slide, then click (Save as, Other Formats, JPEG) and voila, you have a picture that you can upload on FB.

In case there are problems with posting on-line, dont panic or worry. We shall resolve this during the class discussions.