Related Topics: @CloudExpo

@CloudExpo: Article

Social Media Front & Center in Manila

The Country Leads the World in Per-Capita Social Usage

The Philippines is the social media capital of the world when measured by per-capita texting, Facebook usage, and increasingly, Twitter followers. So where does it go from here?

This was the underlying question at a recent customer-contact conference produced by Frost & Sullivan at the Makati Shangri-la Hotel in Metro Manila. Traditional CRM was on the agenda, as was the evolving nature of local and outsourced contact centers. The potential role of virtualization and cloud computing was also discussed - two things that are in their relative infancy here.

Social, social, social
But if location, location, location are the three magic words for real estate, then social, social, social are the three magic words for customer contact. Leah Camilla Besa-Jiminez, speaking on behalf of the Internet & Mobile Marketing Association of the Philippines (IMMAP) presented an overview of the raw statistics for the country-more than 2 billion texts sent per day, the highest percentage of Facebook users in the world, a Twitter audience of 4 million that's growing rapidly-all this in a country with 90 million people crammed into a space smaller than that of California.

She provided some global examples of companies using social media to reach customers in innovative ways, including a program from the airline KLM (which offers the only non-stop flight from Manila to Europe) that tracks down customers who've tweeted about their upcoming flight and gives them a small gift just prior to boarding.

Her presentation prompted some interactive brainstorming by attendees, who were drawn for the most part from major companies in the banking, insurance, energy, telco, automotive, food, and retail industries.

We Get It. Now How do We Use It?
In the Philippines, where close personal communications remains a cultural centerpiece, the idea of integrating social media into customer benefits is a powerful one. But discussion also focused on the challenges of handling customer input (including complaints) in an efficient way that leads to resolution of problems and the introduction of new programs.

Although a few attendees complained of antiquated procedures and business cultures that hardly allowed for such change, most attendees said they worked in companies in which business & IT were on the same page and in which ideas for improved service and efficiency were encouraged.

Facebook and Twitter were the Big Two social-media platforms mentioned again and again, although LinkedIn was also mentioned as a "purely professional" site that could have some potential for getting targeted information to key customers.

For my part, I heard about the conference via an Asian Cloud Computing group on LinkedIn, and initiated contact with the conference via Twitter. I did use (gasp) email to confirm my registration, but once at the conference, found the same group of people tweeting away on their smartphones as one would find at an event in Santa Clara or New York.

A Couple of Obstacles
Budgets were seen as the primary obstacle in moving forward with any social-media initiatives. Even though Facebook, Twitter, and the rest are free to access, there must still be people deployed, rules and procedures set, action and reaction plans in place, ties to specific metrics and measures of success established, and all the rest.

Leah also mentioned the abysmally slow Internet connections found here, noting that social media have taken off despite sluggish productivity.

Furthermore, attendees were quite happy with the ideas that the big social-media companies have already done all of the heavy IT lifting, and that the information conveyed and contained in the big social platforms is not considered sensitive enough to worry about data sovereignty (ie, this data can be located on servers outside of the country).

However, a next step is applying business analytics to the big dataflows expected from aggressive use of social media, and that information would be seen as proprietary data that needs to stay in-country, it not on-campus. That's a problem to be resolved in the coming months and years, clearly.

Follow me on Twitter

More Stories By Roger Strukhoff

Roger Strukhoff (@IoT2040) is Executive Director of the Tau Institute for Global ICT Research, with offices in Illinois and Manila. He is Conference Chair of @CloudExpo & @ThingsExpo, and Editor of SYS-CON Media's CloudComputing BigData & IoT Journals. He holds a BA from Knox College & conducted MBA studies at CSU-East Bay.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.

Latest Stories
"Tintri focuses on the Ops side of the DevOps, which basically is pushing more and more of the accessibility of the infrastructure to the developers and trying to get behind the scenes," explained Dhiraj Sehgal of Tintri in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Cloud applications are seeing a deluge of requests to support the exploding advanced analytics market. “Open analytics” is the emerging strategy to deliver that data through an open data access layer, in the cloud, to be directly consumed by external analytics tools and popular programming languages. An increasing number of data engineers and data scientists use a variety of platforms and advanced analytics languages such as SAS, R, Python and Java, as well as frameworks such as Hadoop and Spark...
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technologies.
The current age of digital transformation means that IT organizations must adapt their toolset to cover all digital experiences, beyond just the end users’. Today’s businesses can no longer focus solely on the digital interactions they manage with employees or customers; they must now contend with non-traditional factors. Whether it's the power of brand to make or break a company, the need to monitor across all locations 24/7, or the ability to proactively resolve issues, companies must adapt to...
Both SaaS vendors and SaaS buyers are going “all-in” to hyperscale IaaS platforms such as AWS, which is disrupting the SaaS value proposition. Why should the enterprise SaaS consumer pay for the SaaS service if their data is resident in adjacent AWS S3 buckets? If both SaaS sellers and buyers are using the same cloud tools, automation and pay-per-transaction model offered by IaaS platforms, then why not host the “shrink-wrapped” software in the customers’ cloud? Further, serverless computing, cl...
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technologies.
SYS-CON Events announced today that Enzu will exhibit at SYS-CON's 21st Int\ernational Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to focus on the core of their ...
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
In his session at @ThingsExpo, Eric Lachapelle, CEO of the Professional Evaluation and Certification Board (PECB), provided an overview of various initiatives to certify the security of connected devices and future trends in ensuring public trust of IoT. Eric Lachapelle is the Chief Executive Officer of the Professional Evaluation and Certification Board (PECB), an international certification body. His role is to help companies and individuals to achieve professional, accredited and worldwide re...
In the world of DevOps there are ‘known good practices’ – aka ‘patterns’ – and ‘known bad practices’ – aka ‘anti-patterns.' Many of these patterns and anti-patterns have been developed from real world experience, especially by the early adopters of DevOps theory; but many are more feasible in theory than in practice, especially for more recent entrants to the DevOps scene. In this power panel at @DevOpsSummit at 18th Cloud Expo, moderated by DevOps Conference Chair Andi Mann, panelists discussed...
Wooed by the promise of faster innovation, lower TCO, and greater agility, businesses of every shape and size have embraced the cloud at every layer of the IT stack – from apps to file sharing to infrastructure. The typical organization currently uses more than a dozen sanctioned cloud apps and will shift more than half of all workloads to the cloud by 2018. Such cloud investments have delivered measurable benefits. But they’ve also resulted in some unintended side-effects: complexity and risk. ...
With the introduction of IoT and Smart Living in every aspect of our lives, one question has become relevant: What are the security implications? To answer this, first we have to look and explore the security models of the technologies that IoT is founded upon. In his session at @ThingsExpo, Nevi Kaja, a Research Engineer at Ford Motor Company, discussed some of the security challenges of the IoT infrastructure and related how these aspects impact Smart Living. The material was delivered interac...
It is ironic, but perhaps not unexpected, that many organizations who want the benefits of using an Agile approach to deliver software use a waterfall approach to adopting Agile practices: they form plans, they set milestones, and they measure progress by how many teams they have engaged. Old habits die hard, but like most waterfall software projects, most waterfall-style Agile adoption efforts fail to produce the results desired. The problem is that to get the results they want, they have to ch...
IoT solutions exploit operational data generated by Internet-connected smart “things” for the purpose of gaining operational insight and producing “better outcomes” (for example, create new business models, eliminate unscheduled maintenance, etc.). The explosive proliferation of IoT solutions will result in an exponential growth in the volume of IoT data, precipitating significant Information Governance issues: who owns the IoT data, what are the rights/duties of IoT solutions adopters towards t...
Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more business becomes digital the more stakeholders are interested in this data including how it relates to business. Some of these people have never used a monitoring tool before. They have a question on their mind like “How is my application doing” but no id...