Creating, communicating, and acceleration of communication of values

Professor on Entrepreneurship

Rizal Philippines
November 3, 2019

An entrepreneur has three major tasks (if he is to succeed)

         1.  Discovering, conceptualization of value that he can offer the public or prospects
              coming from:

               1.  What pisses off the customers
               2.  New needs and wants in the marketplace
               3. Competitive initiatives
              4.  New technologies;   new values

      2.  He has to communicate this to the prospects via:

              1.  Traditional sales channel  (sales people and outlets)
              2.   Traditional communication channel:   leaflets brochures,
         

    3.   Accelerate this communication process via:

                1.  Traditional media  -  newspapers, billboards, TV
                2.  Non traditional media    events, social media

              The social media:  SEO Google ads, the use of webinars, ebooks has become passe.

              Facebook has become the dominant platform.    If you do not use FB, your marketing
              efforts could be slowed down.

             Facts:      1.  many newsprints have closed shop even the veritable Time and Life, and even PDI
                              in Philippines

                           2.  Billboards now that rents out at P200,000  a month could have have gone over the
                                the top.  Myriam took pity on them 5 years back by having them banned.   You could
                               barely see and or understand their pitch at 100 kph and even more so when it rains

                          3.  TV ads which cost P700,000 to P1,000,000 every 30 seconds are zapped by the
                               remote TV controlller in households

                              Ads are now seen more on You Tube and other videos reflecting the shift in
                             the importance of mobile devices and /or FB ads in #3, ie accelerating the spread
                             of communication

                            Some say FB ads dont work.  They dont if:

                           1. You cant target well your prospects/

                          2. You cant write a good copy

  An entrepreneur must understand this process, this development first hand, and must know how to do it himself, otherwise,. he may spend tons of money which he can ill afford.  As entrepreneur, he must make paraan and avoid the pitfalls.   This series will focus on landing pages, lead generation, what to avoid, how to do this right..

Meet the new media mogul, marketer, seller and relationship king

Ateneo Professor on Entrepreneurship

Rizal Philippines
August 9, 2019

This entity  has turned the business world upside down and has many top execs squirming in their seats, wondering what hit them;  pondering what business should they be in next...Especially the media industries and or service provider.

I am referring to Facebook, which has now become the most dominant media, marketing and sales channel.  (and even news media)  Thus it has affected advertisers, marketing company, TV and even the news media.. Hence sale of hard copy newspapers is on the decline; People look at FB for the native news and tidbits, not the mainstrream media  Although FB faltered after IPO because of unclear monetization strategies,  it has now dominated the Digital space with ratio of 2:1 to the next competitor.

FB has kept innovation up front and has supported  FB fan pages much much more than Google. I admire the tools that they have provided and the atmosphere to drive up likes and traffic:   ads, post boost, friends invite to like page,  insights (more depth than analytics)

FB has provided free FB to telco which benefits telco because it whets up appetitite of many to subscribe, with free cellphone, and constant demand for load (especially now for DATA which is needed for FB).  FB provides the content, and the telco only the infrastructure and system for the FB to be distributed in the subscriber area.

Because of its emphasis on friendship and relationship, FB has driven up its subscriber to nearly 2B and has dominated the landscape.  Also it is user friendly:  it is easy to sign up, it easy to log in (just tap your profile pic)   It easy to post and upload pics (unlike the leading search engine)  It is now searchable.

Before I disdain FB for office communications  FB algorithm forces you to simplify message put images, and thus improving office communication.  Many communications are now sent via PM (messenger)  or viber because you can send pics, memos, and videos.  I have seen other businesses use PM for reports...

Why is FB dominant in marketing in sales:

1.  The new media mogul is FB.   Other hads have low eyeball (viewers looking at it)

     1. Billboards while big is less seen this day.  Why the driver is driving, and the  passengers are poring
         over billboards;

    2. TV ads -  they are being zapped thanks to the remote. What happens to TV station ads revenue
        or agencies; or creative people

   3. Newspapers -  dont sell anymore and therefore fewer advertisers.  Many depend on cp for news
       from Yahoo and Google news and FB, albeit sometimes fake.

2. Marketing and sales

    1. FB system has made it possible to really go in bound marketing work - let prospects come to you
        instead of you running after them:

                   1. Thus the traditional sales force and selling system has changed from recruitment
                       to training and system:

                      You can have fan page drive the leads to you, and the content should sell

                      It saves you a lot of legwork, transpo expenses on prospecting. The sales kit could be
                      at FB post;   you need not be intimidated by SG and HoA presidents.  You can jump
                      over the bakod via the CP and FB

                      The seller need not be a professional seller.  They could be students who love FB (members
                      of Krusty Krab hehe2 who sells a group who does this, and closers.  

                      Ali Baba Shopee and Lazada are the new supermalls, selling across many regions..
                      You have noticed that many FCMG are now participating in their sales Thus FB
                      has  its market place.   It also trying to dominate the job search market (recruitment)
                      and  sales:  through ads, lead generation, and harvest and offers

    With this what would traditional businesses do?

               1.  Overhaul their set ups and rethink about:

                     1. Media strategy ads pend

                    2.  Sales organization

                    3. Sales strategy

           2.  The media, ads industry must start overhauling their system

FB employs millions of FB fan pages authors, for free and get revenues for FB for free work.  There are certain FB pages that generate 10,000 of views, I dont get paid for that.  That is for just being liked and popular and for that matter, taking from the surname of the chairman, suckers...

We all ready started this mindset shift

 

                     

What to Blog/ Write on?: What is Interesting, or What is Important?

I heard on the radio, a query by a listener why newspapers and radio feature popular items but which are trivia (unimportant)?  Why is he, a person who did so much not subject of the media? Why is this trivial guy being buzzed by the media?   Why?

Really why?

Well, because the publisher or the radio station wants ratings from readers and  audience.  So they will feature what is in or popular to rake in the audience. (What is trending?  What is the buzz) Where is the media feeding frenzy now?

So a writer or a blogger is stepping on a delicate balance between popularity, and writing on what is the truth or important.  More often than not, and I found out, we/they seek convenience and popularity:   clicks, visits, stats rating.  Hard truths:   values, philosophies, etc will not get the audience and the stats

Every generation needs a revolution - an ENTREPRENEURIAL REVOLUTION.