Book Review: SocialCorp: Social Media Goes Corporate

Joel Postman’s SocialCorp: Social Media Goes Corporate may be lightweight in terms of pages (it’s under 200 pages), but the contents pack lots of good content for companies trying to get on the Social Media wave.

As the title suggests, the book is targeted to corporations who would like to put a Web 2.0 spin to corporate communications. The tone of the book is not technical– as a matter of fact, there is no code anywhere in the book. This makes it accessible to managers and executives that know something about the internet and marketing. One theme the book touches on is “Going for it,” that is, allaying some of the fears most corporations about social media (e.g. lack of control, unauthorized information, chaos, etc.).

There are easy to read case studies of how companies implemented social media to their advantage.  From corporate blogging, Twitter, and social media ethics, Joel Postman showcases the wide array of online tools in a practical and concise manner.  Also, the book touches on the fudgiest part of social media: measurement.

If you’re looking for a play-by-play guide for implementing Social Media-powered corporate communications, this book may disappoint. Postman gives a pointers approach to showing the way to the promised land of SocialCorp and chooses his words carefully to to avoid confusion. But if you ask me, SocialCorp: Social Media Goes Corporate is a great starting point to begin the Social Media journey for companies.

Takeaways from the 3rd Internet & Mobile Marketing Summit

I recently attended the 3rd Internet & Mobile Marketing Summit hosted by the Internet & Mobile Marketing Association of the Philippines (IMMAP) and I had some nice takeaways from the 2-day conference:

  • The Philippines is still a “traditional” marketing country
  • There are still no convincing metric and measurements presented to advertisers
  • Surprisingly, digital marketing is still a perceived as a risky proposition for a lot of companies
  • Customer engagement in the digital space is still done best with putting the customer’s needs ahead
  • Customer co-creation was found to be a good way of making brand advocates, as proven by case studies presented
  • Kent Wertime of OgilvyOne Asia Pacific put it best: “Serve, not Sell” when it comes to digital marketing.

I wrote a more in-depth blog post about the interactive marketing summit in my internet marketing blog, so take a look at it if you’re interested to know what happened (both good and bad) at the conference. 😀

Job Ad: eCommerce Supervisor

A friend of mine is looking for an eCommerce Supervisor. The position is based in Quezon City, Philippines. Here’s the job description:

The ecommerce web supervisor will be responsible for but not limited to implementing and coordinating e-Commerce operational plans and Internet marketing programs of the company.
Duties and Responsibilities
Supervision of ongoing developments of the company’s website
To create secure data transfer between web and internal systems.
Ensure all information available online is current and updated
Coordination with functional teams and partners
Development and management of website system
Knowledgeable of database interfaces using Microsoft .NET technologies and support eBusiness development.
Train staff to use all new developments and applications identifying time constraints, gathering key resources and conveying needs and requirements in plain English.
To monitor web server and website technical performance.
Reporting to senior management on a monthly basis, detailing current web usage and forthcoming developments
Skills / Attributes Required
Proven experience in handling enterprise level websites.
Experience of leading a web development team.
Knowledge of .NET based technologies
In depth knowledge of Web Development technologies – to include HTML, JavaScript, CSS.
Database knowledge
Knowledgeable in SEO, SEM
Excellent communication, presentation and organizational skills
Consumer-oriented and self-starter
3+ experience in an Internet or E-commerce company

The ecommerce web supervisor will be responsible for but not limited to implementing and coordinating eCommerce operational plans and Internet marketing programs of the company.

Duties and Responsibilities

  • Supervision of ongoing developments of the company’s website
  • To create secure data transfer between web and internal systems.
  • Ensure all information available online is current and updated
  • Coordination with functional teams and partners
  • Development and management of website system
  • Knowledgeable of database interfaces using Microsoft .NET technologies and support eBusiness development.
  • Train staff to use all new developments and applications identifying time constraints, gathering key resources and conveying needs and requirements in plain English.
  • To monitor web server and website technical performance.
  • Reporting to senior management on a monthly basis, detailing current web usage and forthcoming developments

Skills/Attributes Required

  • Proven experience in handling enterprise level websites.
  • Experience of leading a web development team.
  • Knowledge of .NET based technologies
  • In depth knowledge of Web Development technologies – to include HTML, JavaScript, CSS.
  • Database knowledge
  • Knowledgeable in SEO, SEM
  • Excellent communication, presentation and organizational skills
  • Consumer-oriented and self-starter
  • 3+ experience in an Internet or E-commerce company

If you’re interested, please email your resume at regnard (at) raquedan.com with the subject line “eCommerce Supervisor”. :)

Microsoft-Yahoo!: Consolidation in the Search Business

The long-delayed partnership between Microsoft and Yahoo! is now a reality and this could mean one thing: it’s now a virtual two-man race in the search business.

This partnership between the two online giants would now have approximately 30% of the search engine market. The Microsoft-Yahoo two-headed monster is now pitting itself against the dominant force in the field– Google.

It’s pretty clear from the deal what both parties are getting: Microsoft is trying its darned best to make a dent in Google’s search business and Yahoo is in need of a big jolt to make up for its recent misfortunes (The company took a beating since rejecting Microsoft’s acquisitionn bid last year). Yahoo! Search will be powered by Bing and the company will be selling ads for the Redmond-based Microsoft.

From the customer point of view, it’s not much of a difference as Yahoo has never been known as a search company but a content-oriented company. Placing “Powered by Microsoft Bing” on the search pages will have little effect on the user experience as both Yahoo and Bing have emulated the look and feel of Google’s search engine result pages (SERPs).

If you ask me, Search Engine Optimization folks are probably the most affected by this development. Reducing the Google-Yahoo-Bing trinity into a Google-versus-Bing means less sites to optimize for, and this could result in easier work and fewer projects.

Internet Marketing Course at AIM

A few hours ago, we had a mini press briefing for the upcoming “Winning Internet Marketing Strategies & Tactics” course at the Asian Institute of Management (AIM) slated on April 13-16, 2009.

Prof. Ricardo A. Lim, Associate Dean of the W. SyCip Graduate School of Business, presented AIM’s first offering of the Internet Marketing course tailored specifically for managers and business leaders who want to learn more about taking their marketing efforts on the Internet and understand how blogs, social networks, and e-mail marketing fit in their marketing efforts.

AIM is quite excited about this new course because it’s aligned with the institute’s direction to integrate new media and technologies to its management education curricula. The course mixes AIM’s case method with practical exercises, such as creating Pay Per Click campaigns with Google AdWords (course participants will be given Google AdWords vouchers) and evaluating the their company’s online reputation & identifying the gaps with their “offline” brand.

Along with Prof. Lim, I’ll be teaching a couple of session of the Internet Marketing course. Anton Diaz of Our Awesome Planet, Jayvee Fernandez of A Bugged Life, and  AIM Professor Richard Cruz complete the roster of trainers. The topics that we will cover include:

  • Marketing & the Internet
  • Generating Traffic: Internet Advertising & Search Engine Marketing
  • Creating the Mindset: Manage Your Company’s Brand and Reputation Online
  • Building Relationships: Turn Website Visitors into Your Customers
  • Web 2.0 & Social Media: The Power & Wisdom of the Crowd
  • Blogging & Blog Marketing: Conversations that can lead to Conversions
  • Evaluating Your Internet Marketing Campaigns with Web Analytics

For more information, visit the course website at http://www.MasterInternetMarketing.net.

UPDATE:

Online media coverage:

Winning Internet Marketing Strategies & Tactics

Winning Internet Marketing Strategies and Tactics

The Asian Institute of ManagementExecutive Education for Lifelong Learning Center (EXCELL) is offering a new program for executives and business leaders entitled Winning Internet Marketing Strategies & Tactics.

Winning Internet Marketing Strategies & Tactics is a three and a half-day course designed to demystify Internet Marketing for executives and top management– it will give participants a practical understanding of how websites, blogs, and social networks are changing the old rules of marketing.  The first offering of the intensive course will be on April 13-16, 2009 and the program fee is PhP 30,000.

The course is really intended for top management, business decision-makers, and corporate types who want to know more about Internet Marketing from a strategic point of view, and be able to suggest Internet Marekting programs to their marketing folks. It also is anchored on AIM’s rigorous methodology of case discussions and structured learning exercises.

I’m part of the instructors of this Internet Marketing course, along with notable bloggers and Internet Marketing consultants Anton Diaz of Our Awesome Planet, and Jayvee Fernandez of A Bugged Life. AIM Professor Dr. Ricardo Lim rounds out the course’s instructors. The topics that we will be covering include:

  • Marketing & the Internet
  • Generating Traffic: Internet Advertising & Search Engine Marketing
  • Creating the Mindset: Manage Your Company’s Brand and Reputation Online
  • Building Relationships: Turn Website Visitors into Your Customers
  • Web 2.0 & Social Media: The Power & Wisdom of the Crowd
  • Blogging & Blog Marketing: Conversations that can lead to Conversions
  • Evaluating Your Internet Marketing Campaigns with Web Analytics

If your company is looking for an intensive course on how Internet Marketing can help boost sales, build brands, and reach out to customers, Winning Internet Marketing Strategies & Tactics is definitely worth a look.

For more information, visit http://www.MasterInternetMarketing.net or contact Apple Ani or Yola Genuino of AIM EXCELL at 8932050/8924011 loc. 228.

Check out these posts on Winning Internet Marketing Strategies & Tactics:

3rd Mini Web Design Conference Afterthoughts

The Philippine Web Designers’ Organization (PWDO) had its third Mini Web Design Conference last January 22 and it was a great session with nice topics and a packed house.

Since a couple of speakers were not able to arrive, I was asked to speak 30 minutes before my slot. Good thing I already had a topic in mind as I contemplated in being a speaker for this session (I figured I’d reserve my talk for the 4th Mini Web Design Conference since the speaker roster was already full).

I whipped up a presentation quickly and pulled a few images from Getty Images. My talk was entitled “Pricing Your Web Design Work,” and it was primarily an overiew of pricing strategies for freelance we designers. I spent my 15 minutes of air time optimally, with a few interesting questions from the audience after. Based on the the queries, I think some people picked up a couple of nuggets of information from my talk (wishful thinking on my part really :P)

The talks during the event were:

We also raffled off nice tokes from our sponsors:  Philippine Web Accessibility GroupMunchPunch and Edsa Hosting.

One of the revelations for the event was the venue, the Cosmopoint International Institute of Technology (CIIT). It’s a new school launched last year and they specialize in digital arts and media, animation and information technology. Their facilities were top notch and the place was very well-maintained. I think it’s a shame that the facilities are not maximized given their enrollment rate.

After the event, the PWDO had a planning session for the BIG <form> + function() & .class Web Design Conference. A few updates on the event: The event will be held on July 10, 2009 (Friday) and the venue has been confirmed at the Asian Institute of Management in Makati City.

I’ll keep everyone posted with updates on this major event. 😀