Social Media Usage in the Philippines, a Review of the Universal McCann Study

I got excited over the study made by Universal McCann for social media usage (check out the study) and I chewed on the 80-paged report yesterday. What can I say? Stats make my heart do flip-flops. I miss my research mentor.

Tumble-weed crossing...

The study showed quite a number of big numbers and after review of the study I thought it should be noted that the study is a good indicator of what's happening in the market, but should not be taken to represent the whole market. Take note that they had 17,000 respondents from 29 countries, that's less than a thousand per country. I'm not keen on unearthing my notes on how to compute how much population less than a thousand can represent. Anyway, as my guru said, "READ WITH CAUTION".

I thought as well that the 15.4% internet penetration rate is grossly understated. AC Nielsen said that we're expected to have 24 million in our country this year and that's almost 27%, almost double of the penetration rate stated in the study.

The report claims to represent the online social media activities of active users. Active users being the "key leaders" and "drivers of adoption". They are what Mr. Ed Mapa coined as the "prosumers" in last year's National Marketing Conference. Active users/prosumers are the early adopters and those who do things on their own accord. They are the ones who are followed as examples by the "wait and see" crowd and for marketers they are important because they help get the word out, thus influencing consumers down the line to purchase/use products/services.

The study claims that the Philippines has 3.7 million. I did a bit of mathematics to align it with the supposed 24 million internet users and the number should be 6.48 million.

I have been asked by marketers time and time again about the demographics of the online market. I have continuously refused to succumb to explaining it the traditional way. Fact is you can never really tell if the eyeballs visiting a site is from a young child or a grandpa. What you can extract however is the profile of that person visiting that site. Fifteen and fifty year olds can both enjoy the same online game eh? Yup.

Anyway, the study Univesal McCann made is quite a good indicator of what's happening in the online market. Ahhh, the bloggers would be so happy.

Reading Blogs. 65.8% of active users read blogs, to current number of users it translates to 4.2 million. Five of the most read categories/topics are: personal, family/friends, music, news/current affairs, film/TV. IMHO it's true, I have a smattering of niche blogs, but my most read blog is my personal blog (I guess people find reading this blog boring LOL).

Writing Blogs. Only 4.8% of active users blog! That's roughly only about 311,000 in the 24 million internet users. I wonder though if the stats for the categories was correct since the page was exactly the same with the "reading blogs" page. Typo? Top 3 contents posted include: photos, video, and recommended website.

Social Networking. Everyone knows that it was the Philippines who put Friendster on the map (now with 10.7 million users in the country). The study said that 83.1% of active users have a profile in a social networking site. Let's not even bother to smudge in the numbers. Users normally upload photos and videos and install apps.

Sharing Content. Active users share the following content: photos 86.4% and videos 60.5%

Consuming Content. 98.6% of active users watch videos and 45.2% use RSS.

These are very exciting numbers and the Philippines is in the forefront compared to other countries. The indicators for growth is also rising by leaps and bounds. I've been seeing a number of local promotions targeting online users, but it's not picking up. Why? Because the marketers are still doing things the traditional way.

Ad spend to promote these endeavors are going to tv, print and radio, I have yet to see ads being placed on search engines and social networking sites. I think what they sadly forgot to take into account is the fact that the profile of internet users are very much different from those who watch tv or read newspapers. I'm a big internet user and I get my entertainment online through Youtube and I read news online as well. I don't watch TV often (especially now it's busted). The name of the game in marketing online is being able to profile your target market well and reaching out to them when they pursue their interests online when they read, watch and upload content.

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Podcasting and Vlogging the Filipino Way

Last Saturday at the iBlog4 I was teamed up with popular Pinoy vlogger, Coy Caballes, to speak about podcasting and vlogging. Instead of doing it the regular-ala-preso-way Coy and I decided to do a short video about our iBlog4 assignment. We did not use any high-tech equipment to produce this video and hopefully we managed to inspire others to try out podcasting and video blogging.

Here's the bit about podcasting -



And on video blogging -



Read more about iBlog4 at An Apple a Day.

Understanding Google Analytics

Google Analytics I'd say is the best tool there is to track data on your website or blog. A few months ago I wrote a short overview about it, but I've gotten quite a number of requests on how to understand the data provided by Google Analytics.

Looking at stats in Google Analytics is pretty much a walk in a park, however it may seem like a daunting task when you have to submit a report. Aside from piling up information, of course you have to make sure that the stakeholder reading your report should understand it. I had problems in my past job making my report understandable to non-techies. I just got blank face when I mentioned the terms page views, referral sites, user sessions etc. It's also best to have a report that's both qualitative and quantitative. Remember top executives and managers have short attention span and they normally don't go beyond the first page of any report.

When you open Google Analytics you'll get to see a myriad of information. Quite easy to understand, here's an outline you can use when you need to come up with an offline report.

*Always define the period of your report.

Site Usage: Site usage provides an overview to the overall traffic of your website. Key among the stats provided in this section are the Page Views and the visitor's Average Time on Site (also known as user session) because this indicates whether the site visitor is looking through your content aside from your home page. The longer your visitors stay in your site, the better.

Visits
Page Views
Pages per Visit
Bounce Rate
Ave. Time on Site
% of New Visits
*it would also be great if you could include graph of your traffic

Visitors Overview: It is also important to know how many visitors your site is getting. Always remind your stakeholder that the reach of one's website is incomparable to traditional media. Bear in mind that those visiting your site are people who need your product/info (your target market). Any marketer would tell you that it's more expensive to acquire new users versus maintaining loyal customers. Content is key to keep your users coming back (it's called site stickiness). The map overlay basically shows you where your visitors are coming from.

Absolute Unique Visitors
New vs. Returning
Map Overlay (countries/territories)

Traffic Sources: This indicates how your visitors found your website. If you have an offline advertising campaign, getting direct traffic may indicate that your visitors may have seen or heard about your website through this campaign. Getting traffic from search engines is important since it indicates that your site is relevant and people are looking for you! Use the Google Website Optimizer to help you make your website more search engine friendly.

Source (search engines, referral sites or direct)
Keywords

Top Content: This indicates which of your pages are being read by your site's visitors. You can perhaps list the top 10 to 20 pages being visited. This helps marketers find out which of their products/services are important to them. This will also help marketers determine which products need more push/promos.

Tech Stats: Google Analytics also provides a lot of statistics that would be helpful to your website manager. It's useful as well for doing usability studies. Some key points include: browser profile, connection speed, navigation analysis and click patterns.

View this for a sample format.

Earning from Blogging

I have at least 4-digits in revenue from blogging. In US dollars.

Yes!

4 digits per month!!!

Yup, you read it right. Four digits with a dot in between the second and the third number.

Gotcha!

I couldn't help but make a pun about it since it's April Fools Day. I have yet to get a check from my blogs, but it's no biggie. It would make me happy, but I see it just as passive income. I enjoy blogging because I like to write and I've lately been enjoying vlogging as well because I want to learn how to edit videos.

Anyway, I've been feeling a bit disturbed for a few weeks now over a conversation between two bloggers I overheard. One is an undergrad taking up engineering and another works for a government institution as a developer. They started off by talking about topics that draw traffic to ones blog, where to get keywords and how to utilize the info to increase traffic and then they started talking about niche blogs that they could create in order to earn more money from blogging.

"I'd be very happy if I get 10,000 pesos per month."

Eveything else was drowned out after I heard one of them say that and the other was pretty much excited about it too. I don't know if they mentioned if they wanted to earn more, but that line stuck and I zoned out then. It seemed to me that they wanted to put in all their efforts in earning from blogging (and that translates as well to doing a number of tricks to get traffic).

I honestly wanted to bonk them in the head.

I know there are a number of successful bloggers who earn a good keep from blogging. And that made me think - can a person live off his/her blog? I asked my pro-blogger friends about it and they said that they all HAVE OTHER sources of income and they said it has to be that way because they don't think that blogging alone would be sustainable.

I was disturbed with the boys because they are both very talented young people who I think should their time in garnering real-world experience before they settle in earning their keep through blogging. They might be surprised on how much easier it would be to earn 10,000 if they really do well using their talents.

Earning from one's blog is no easy feat and I salute those who do. It takes time and effort though to do so. I've been getting a number of requests to do talks about making money from one's blog. I'm sorry, but I'm no expert in that department. There are quite a number of respectable Filipino bloggers who talk about blogging for money and I'd suggest reading Manuel and Ely.

My Social Networking Scrap

I am one of those social networking junkies. I have a smattering of accounts in different social networking sites - Friendster, Multiply, MySpace, Orkut, Facebook and even the more serious ones (which I think is also a form of social networking) LinkedIn and Shelfari. I cannot really pinpoint where I spend a lot of time in coz I use it for different things.

I use Friendster mostly as a contact point for friends from school. Multiply is where I spend time randomly checking on friends who upload photos or blog and in some rare instances I check out what's being sold by some enterprising entrepreneurs. Facebook is where I play Mario Brothers (haha), my friends list in there isn't really controlled since I just approve (almost) anyone who invites me. I don't spend that much time on MySpace and Orkut, I just find it to be a totally different world, but it's where I've been getting quite a number of hilarious invites/scraps -

Here are some things I've been getting (and I have not deleted any of it for gloomy days) -

if i say hi.......u may say whoz this....
if i ask for chat....u may say why??....
if i ask u for a coffee.....u may say wt rubbish....
if i say i liked ur profile......u may say m flattering u.....
if i ask for frnship.......u may say m flirting......
so can u plz suggest me hw to start wid a new relation.........????
till u reply i am trying wid a request........."plz check me out".......m here lookin for new frns.

hiiiiiiiiiiiiiiii..............how r u
Aileen
nice name.....
I am ur friend........ u add to me
I DON't know........ ur language..
plz tell me in engaliash
ok kiss

And here's the best one I've received -

Hon'ble

Princess,

First of all I bow down my head at ur feet and kiss ur sandals to show my devotion towards u, princess my owner I want to be ur pet doggy or ur pet slave which u likes, please give me some space near ur feet.

Regards
your pet doggy
Jacky

I could not help but grin over that last scrap. Imagine, somebody call me Hon'ble (does it mean honorable or honey-able?) and Princess. I giggle everytime I read that scrap. I guess to each his own and that's why social networking sites attract different types of people and culture, and, I might add, comfort level (for usage).

There's an upcoming conference for social networking entitled, "Social Networking & eBusiness Conference Philippines" which looks interesting. I wonder if there's someone who could explain why I get all these scraps from nowhere and what is it in a platform that attracts a certain set of people. Is it because of the interface? The features? Culture? The person who invited you? What makes one site successful over others? Will social networking sites eventually be a huge place for commerce? What's the huge fuss behind social networking anyway (aside from generating revenue)? Maybe this conference will answer some of my questions.

Well, if you wanna be my friend... add me up!!!

Getting Inspired by Technopreneurs

I had the chance to join three Filipino technopreneurs last night at the E-Commerista 3.0 through Andrian Lee's invitation - Gabby Dizon, Jonas Diego and Gio Bacareza - and it's really inspiring to see how they've managed to turn their interests into successful businesses and here are just some thoughts that I wanted to share.

Flipside Games

I noticed that a lot of my friends who are developers now dreamed that they wanted to develop their own game "when they grow up" and this was their reason for taking up computer science back in college. Gabby Dizon, CEO of Flipside Games, said that the reason that he went into game development is because he "did not want to grow up". He used to work as a developer for Inq7.net and grabbed the first chance when they opened a slot for game development. Eventually he started his own company and has been successful in this endeavor. He even just got back from a gaming conference from SFO.

Integrated Art Services

I call Jonas Diego "Mr. Comics". I met him about a year ago through blogger-friends and I was glad to find out that we had common friends - artist friends from back in college and my former boss' son who publishes comics. I have very high respect for artists since I can only draw stick figures and coconut trees (seriously!). I believe it's one talent/hobby that's really hard to "monetize" unless you are very, very gifted. I truly admire Jonas for turning his first love into a very successful venture. During the "day" Jonas manages Interactive Art Services which caters to international clients for their storyboard needs. I think that this is a great way to showcase Filipino artistry.

Chikka.com

The Philippines still holds the title for "Texting Capital of the World" and that's the industry where web company Chikka.com has been very successful in. If you're a Filipino I'm pretty sure that you use Chikka's SMS services (tipid sa load!) and that's the company that Gio Bacareza represented during the event. I've been using Chikka for several years already and it has been very useful for me. Chikka has also re-engineered their service and it allows you to log-in all your IM services into their services and your IM friends can seamlessly communicate with you even when you are offline. Cool huh. Gio also mentioned that they'll soon be launching a service for bloggers.

I have neglected to make posts about "Good IT News in the Philippines" the past couple of months and I should just DO IT since there are so many exciting things happening around the country.

Here are some photos from Libby -

Thanks for the invitation Andrian!

Content Scraping

Wikipedia says that web scrapping (or content scraping) is when content is copied and mashed up to create a scraper site... for the non-techie... it's simply PLAGIARISM! Rawr!

One of the major reasons why I started blogging is because I wanted to revive my muse. I've been writing since I was a kid, but I stopped for about 8 years and only found my way back again a couple of years ago. I try my best to come up with original content and I hope I succeed in doing that.

I have friends who had to report abuse because their content was being copied in bulk! I have been a victim of content scraping (both for text and photos) as well, but it's nothing really major. I try my best to come out with original content because I think it's quite un-creative (and unethical) to just copy another blogger's post and criticize it on your blog, unless it's a meme (and meme's are usually fun to do!).

Here are some exercises I do whenever I'm stumped: (1) Get 5 objects near you, make a story out of it. (2) Or chronicle everything you did today and ask yourself, "What's the most interesting thing that happened?" (3) List down all your expenses for the day and answer the question, "What purchase gave you the most value for your peso?" (4) Or go answer a survey/meme, I normally do that to psyche myself up for work on blue Monday mornings.

There are days though that my muse totally deserts me, so I just normally don't force the issue and take a break. So, what do you do when you face a blank sheet?