Because You Never Forget Your First

by Raymond Virata (from Filipinas magazine, USA)
published August 2009

Despite the worldwide economic downturn and an increasingly competitive market in the social networking sector, industry pioneer Friendster has expanded its operations in the Asia Pacific. According to an article in mis-asia.com by Zafer Anjum, the company’s staff is now mostly based in the region and 80 percent of new employees in 2009 will be based there.

While Facebook and MySpace took over the U.S. market, Friendster never keeled over; it just moved to Asia. It’s now king in the Southeast Asia region, where 89 percent of its traffic is based. (See “Friendster moves to Asia,” by Ling Woo Liu, http://www.time.com/time/business/article/0,8599,1707760,00.html/). The main reason Friendster was able to establish a beachhead in Asia is because Asian Americans who caught on the social network craze in the U.S. were able to include their friends and relatives across the Pacific in their network (http://venturebeat.com/2008/06/18/ friendsters-growth-in-asia-could-make-it-the-top-social-network-in-the-world-once-again). This international connection is supported by the fact that 23 percent of an average user’s friend is in another country. Friendster is popular in the Philippines, Malaysia, Indonesia and Singapore. It has dominated the Philippines ever since its launch (http://www.techcrunch.com/2009/06/07/a-map-of-social-network-dominance).

Operating in the Philippines since 2006, Friendster expanded its staff in 2009 to strengthen its direct sales and marketing muscle. Homer Nievera, business development director for Friendster Philippines, says that the sales team “directly taps into clients as well as work with resellers in ensuring that all potential advertising avenues are tapped.” Their marketing team holds localized activities targeting their users.

“Friendster enjoys the fact that it is the pioneer in social networking in the Philippines. User experience have also been quite positive specially regarding Friendster’s user friendliness—it is easy to personalize and customize, which is a great hook among Filipinos, particularly the young user segment,” says Nievera.

A 20-year advertising veteran who previously worked for MSN, Nievera says, “My work in Friendster Philippines is focused on getting as much revenue as we can from various sources, primarily through advertising and sponsorships. Together with marketing, mobile and even product development, our team also helps craft revenue-generating projects that are apart from direct advertising. Our team is headed by Narciso Reyes III, the Country Sales Head (Philippines), while I also partner with Paula Abjelina, senior account director-Philippines.”

The social networking site has 40 million registered Philippine-based users. On a monthly average, there are 24.4 million unique visitors, who log in three-five times a day and spend an average of 22 minutes per log-in. Almost half (48 percent) of these users are young adults (18-24 years old).

Despite the willingness of the Filipino market to jump on new trends, Filipino consumers are brand loyal, according to a consumer report by TNS Philippines. This explains why Filipinos have stuck it out with Friendster.

An Election Powerbase

To take advantage of its user clout, Friendster positioned itself at the forefront of the upcoming Philippine elections in 2010. The site will soon come out with updates and links to the national candidates that shall be made available to its users, many of whom are within the youth voting segment. This project, called the Youth Voice, aims to rally the youth to actively participate in the elections, just as Barack Obama’s campaign utilized social networking sites to help him win the U.S. presidency.

Pinoy Friendster Day

Out to prove its claim as the biggest social networking site in the Philippines (and in Asia), Friendster will be holding a Pinoy Friendster Day on August 15 at the Mall of Asia. Friendster is gunning for the Guinness Book of World Records for the Biggest Eye Ball Event in the world. The event will top-bill Rico Blanco (formerly of Rivermaya) for the concert and other big bands, plus a variety of activities including a fireworks display.

If You Only Knew

You have crossed my mind a dozen times today
You who can make my day.
It’s an unexplainable kind of thrill;
The way you make me feel.
If you only knew how short life really is
Would you still live the way you do?
For those who have lived and seen time go
There can never be second chances;
Just decisions to love, hold or let go.
Oh my heart aches so much to realize
That some things shall never be
Though somehow wishing they can still come true
It’s like living, breathing just for you.
I pushed you back because I knew
You deserved someone better, someone new.
But now I try to hide the pain;
It’s really hard that I try to hide in vain.
You only see the smiles and hear the laughter
But never see how crushed I am inside.
I missed my chance when I deliberately lied
Telling you I didn’t want to be with you;
When in fact I cared so much and wanted to
But was careful I won’t be stealing you;
For I could not take your happiness away
That was meant to come your way.
So today in my heart I decide to let you go
Hoping maybe someday you will know;
That for simply being you
Someone was ready to fall in love with you.

(homer nievera)

Kung Nasaan ang Puso

Minsan iniisip ko nasaan ako
Nangangarap lang ba o sadyang totoo
Naroon ka at nandito naman ako
Ngunit tila abot-kamay ang puso mo.

Nakakatuwa kasi ang iyong ngiti
Bungisngis palang ay nakakabighani
Ang dami naman d’yan kasing mapipili
Bakit pa nga ba ako nagbabakasakali?

Sa kuwentuhang walang pinatutunguhan
At kahit animo’y sinasadyang bolahan
Tila alamat na walang pinagmulan
Na alam nating may pinatutungkulan.

May koneksyon ba tayo sa isa’t isa,
O nabulag lamang sa silaw at kaba?
Heto at pilit ngang kinakapa-kapa
Kung saan ba talaga ‘to mapupunta.

Madalas kong ibulalas, “bahala na!”
Pero di naman madali ang “tara na!”
Kaya sa nais iukit ang tadhana,
Kinukumbinsi ang sariling wala na.

Kaya’t kahit saan man ako lumisan,
O ikaw na mismo ang magdadahilan,
Alamin ang sarling puso’y nasaan,
Tinitiyak kong ako ay naririyan.

(homer nievera)

Obra Maestra

Simpleng haplos ng 'yong kamay
Ayos na agad ang lahat.
Matamis mong titig
At dampi ng matamis mong halik
Dulot ay di mapantayang kaligayahan.

Sa lubos na sigla na dulot mo sa buhay ko
Doon pa lang panalo na ako;
Paano pa kaya ang pagpipinta
Ng 'sandaang kulay na nagpapasigla
At pumupukaw sa dating tuyong damdamin?

Isang larawang obra maestra --
Ito marahil ang pag-ibig natin.
Likha ng Maestrong Pintor ng buhay
Di kayang pigilan ng bagyo't unos
Umiigting sa paglipas ng panahon.

Minsa'y iniisip ko kung paano na lang,
Kung di kita natagpuan?
Saan kaya pupulutin ang ligaya?
Sino ang magbibigay ng masasayang kulay
Kung wala ka sa 'king buhay?

Ngayo'y naniniwala akong magpapatuloy
Ang pagpipinta ng 'sang obra maestra
Dahil habang ika'y nasa piling ko
At ako'y di magbabago
Parang malaking obra ang ating mundo.

Silipin Ang Puso

Hindi madaling ipakita kung ano ka sa akin,
Di naman ako ang tipong may-dating.
Nararamdaman ko'y malayo sa nakikita mo,
Kung alam mo lang ga'no ako kabaliw sa 'yo.

Di naman ako tipong pa-impress na tao --
Di lang talaga ako ganoon.
Nanaisin ko pang ipakita ang mga pangarap ko
Para lubos mong maintindahan kung sino ako.

Silipin mo sana ang puso ko
Nang makita mo ang laman nito,
Lubos na pagmamahal ang maibibigay ko
Tanawin mo't paniwalaan mo.

Wala namang perpekto kahit magsikap pa
Kaya't may mga oras na nabibigo kita
Pero sana'y masulyapan mo ang laman ng puso
Kaya mo 'tong paikutin, subukan mo.

Nais kong ipangako na lubos kitang mamahalin
Na narito lang ako't maghihintay.
Masulyapan mo lang na ako'y nakangiti
Alam mo ang nais kong iparating.

Kung marining mo sana ang puso ko
Na ikaw ang tinitibok at laman nito,
Iwaksi ko man sa isip ko
Di kayang itanggi na ito'y totoo.

Dumating man ang panahon na ika'y umibig,
Maaaring sa iba ang puso'y bumaling,
Saan ka man dalhin ng tadhana,
Sa puso ko'y may itinabing dambana.

Renovation of Marketing

by Joyette Perez (from The Business Mirror, December 23, 2008)


There are many cool scenarios offered on how our lives will change when computers and ground and satellite-linked networks become commonplace in the home. Households will find it easier to make product choices and place orders for goods and services. They can look up product descriptions on Web sites or monitor comments or carry on conversations in chat rooms. They will visit the sites of information middlemen providers for product information and comparisons. They will use intelligent agents who will learn their preferences in music and film and will make new suggestions, and who will review their e-mail and eliminate junk mail. They will be able to obtain advertising and programming on demand. They will use push technology to keep them informed of various interests.

In an interview, Admax Network business director Homer Nievera stressed that the Internet as a whole has evolved into a truly customer-centric medium probably influenced by its massive reach. Heavy competition composed of traditionally big and so-called garage-based businesses has given birth to niche markets.

“The flood of information and dizzying offers of products and services has led customers to be careful and choosy such that customer service, branding and delivery have been tricky for business owners. Blogs, for instance, have given customers their own bull horns that can make or break businesses. Thus, the key elements for success in the online space is composed of, but not limited to: a strong brand, excellent customer service, effective delivery and innovative technology,” he added.

For consumers, new media will provide easy access to more options. Stress and information overload are likely to increase. While digital channels are now mass targeted, they can easily be targeted, allowing for singular interactions with consumers. New media, including social networks, games, mobile and other digital formats, will continue to attract even larger audiences. Consequently, marketers will shift more of their activities to these channels, using them as one-to-one channels, not as “mass” media.

According to Nievera, Admax Network provides advertisers with a simple and effective digital delivery system to connect with consumers. “The key to our success lies in our network of more than 200 specialty-content Web sites. This audience can be finely segmented—not only by demographics, but also across the more than 20 content channels served by our network or down to the individual site. Thus, not only do we help give the best ROI to advertisers, but also give Web site and technology owners—big or small alike—a fair chance to make advertising money off their properties. In the process, both advertisers and Web sites win.”

Companies must fundamentally recraft their approach to marketing around the features of the new media and digital marketing. While basic marketing principles—such as positioning and segmentation—will remain, digital channels will extend and accelerate how marketers engage consumers.

“Mobile advertising and placing TV commercials online [also called ‘in-frame ads’] through Admax’s network system must be explored and exploited by advertisers. As broadband connection becomes cheaper and wider in reach, convergence of digital media into one single device is not far ahead. This device may likely be the mobile phone or some similar gadget in the near future,” Nievera explained.

Will all companies heed the call to evolve their marketing to improved approaches? Probably not. After all, new thinking requires flexibility, and some find it hard to change. Plenty of marketers would rather go back to the time when traditional media was all that was needed to convince consumers about their products.

But no one can stop the march of progress. Marketers must be ready to face new media with winning plans if they hope to come out on top. In discussions his group had with some advertisers and ad agencies, they said media budgets such as in print are being scaled to be used in digital media in 2009. Besides experimenting with the new medium, they are confident of delivering a better ROI for their advertising money with metrics they can track in real time. Should advertisers capitalize on online and mobile media for 2009, things will definitely look better for the advertising industry.

“Today, to get ahead of the game, education is key. More and more clients are asking their ad agencies to tell them more about digital media. Some answer with creative executions that merely wow but do not involve much strategic positioning. They sometimes forget the science behind much-needed reach and frequency or the power using the right media at the right time. Fortunately, technology has driven digital advertising to a realm where even the consumers’ online behavior toward an ad can be tracked or measured—in real time,” he explained.

No doubt traditional media will still play an important role for years to come. However, the shift to new media is not a short-term trend; it is the inevitable result of a series of deep, long-term structural changes. Consumers’ personal preferences and configurations will be known to marketers at a variety of touchpoints. To be successful in this environment, you will have to be ready to make a step-change; small experiments will no longer suffice.

Nievera has been recently appointed as business director of Admax Network in the Philippines. He has moved from sister company Impaq Interactive, where he has led the team in growing the Microsoft advertising business. He brings 20 years of advertising expertise with specialties in strategic marketing and communications, guerrilla selling and business development.

The company’s diverse network of more than 400 Web sites connects brands to over 47 million consumers targeting 15 different content categories, including business, travel, autos and more. Launched in 2006, Admax Network, a subsidiary of Digital Marketing Solutions Group, is Southeast Asia’s leading site representation and advertising network of local and international Web sites, with operations in Malaysia, Singapore, Thailand, the Philippines and Vietnam