No Other Cola Like Pepsi

Pepsi has always been a part of me and my childhood. Why? Well for one thing most of my favourite artists have been endorsers and avid fans of Pepsi therefore I’ve always looked up to the brand in one way or another. Let’s just say I’d pick Pepsi over any “Cola”. With artist like Pink, Beyonce, Britney Spears, Justin Timberlake, Janet Jackson and the late Michael Jackson and even my favourite Asian boy band F4, fans of Pepsi aren’t just you and me, but everyone who’s anyone loves Pepsi. Each and every commercial that Pepsi that has shared with us, gives us a look into their vision and mission to their product. And that is to give us the best when it comes to flavoured drinks. From Soda’s to juices, Pepsi Co. gives us a variety of products that proves that quality isn’t compromised because of quantity. Because from the variety of drinks to choose from, there’s no denying that the taste of each Pepsi product is quality that lives to its name. I’m not a big soda drinker, but when I do drink, I reach for the best, and that’s Pepsi. The drink that goes beyond your thirst and goes beyond flavour when it comes to taste, Pepsi is the number one brand for me. Cause every time I see or taste Pepsi, I just can’t help but “Ask For More.”

- Mariel Carpio

Jonas Delos Reyes: A Social Media Hero

Jonas de los Reyes is an online professional with more than 12 years of combined experience in product management, community management and social media strategy. A driven thought leader and team player, he has a track record for creative and collaborative ideas. He is very passionate with building relationships and connecting people with brands and companies in unique ways through technology.

(Photo Credits to: Lorenzo de Rivera)

Jonas is Managing Director and Co-Founder of Socialytics, Inc., a full-service social media marketingagency that provides social media strategy development and implementation, social media monitoring and analytics reporting, community management and social media customer care to various clients.

Prior to this, he was the Managing Director of The Loop Digital Marketing, Country Manager for ThoughtBuzz Pte. Ltd., Lead Community Manager for Yahoo! Southeast Asia, E-Commerce Manager for Yehey! Corporation, Content Development Associate for Chikka Asia, and Marketing Manager for EYP.ph.

An up-and-coming speaker on social media and community management, Jonas started public speaking in 2006 and has been invited to speak in universities, conferences, trade shows, multinational companies and ad agencies in the Philippines, Singapore, Malaysia, Hong Kong and Macau.

Now Ideas That Matter 2014's all stoked to have Jonas on February 1, 2014 @ the Beato Gallery! We sure hope to see you there and experience Social Media Camp with us and Jonas Delos Reyes!

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5 Social Media Advertising Trends to Look Out for in 2014!

Social media advertising is what traditional search engine marketing was 5 years ago: constantly in development with major changes coming every other week. That's not to say that SEM has stagnated and development has stopped – it hasn't (enhanced campaigns anyone?).
The point is that 2013 has seen more changes and big leaps forward in social media advertising then any year before. The development boom hasn't slowed down at all this year and is propelling the entire social media space forward into 2014.
Here are five trends in social media advertising to watch out for next year.

More Twitter Ads

Twitter had a big year in 2013. The social media network saw changes across the user interface on desktops and mobile devices. The ad platform grew leaps and bounds. And perhaps most importantly, Twitter filed for and successfully completed their IPO.

Previously I wrote about what that meant for Twitter Ads. In short, using Facebook's IPO and subsequent development boom as an example, it is safe to assume we should expect big things from Twitter. Throughout 2013 and leading up to the IPO Twitter successfully overhauled the advertising interface and targeting functionality, launched TV ad targeting and created the impressive Lead Generation Cards.

Since the IPO in October, the Twitter development train has kept right on chugging. Now we have Tailored Audiences (remarketing), promoted accounts in timelines, and a true "broad match" for keyword targeting.

Now that Twitter is beholden to shareholders, expect this kind of rapid development in the advertising platform to continue. Ad revenue = happy shareholders.

Facebook Video Ads

TV advertising was (and still is) a fundamental piece to the modern advertising puzzle. Video has proven time and again to have significant impact on branding and purchasing decisions.

Now that the world is shifting their television habits online, this means that the video advertising model must shift with it. While the devices are different, the end customer will still be drawn to (good) video advertising.

YouTube is already killing it with their video ad campaign product. The InStream ad unit alone has so much potential. So, how does all of this tie in to Facebook? Videos are prominently featured in Facebook feeds organically. After they tested the "autoplay" video content organically, it was a natural progression to see this come to video ads.

This ad unit is still in testing at Facebook and the video plays on silent – so the impact won't be quite the same as what is seen on YouTube. However, I fully expect this testing to expand and for video to play a bigger role in Facebook ads in 2014. If Facebook is successful with video, who knows what implications that will have across the social media world?

Ads on Google+?

A few years into Google's gamble in social media and Google+ is still completely void of ads. Many people likely are quite pleased by this. Countless others (no doubt advertisers) are chomping at the bit waiting for the day that they can place targeted ads on this coveted real estate.

Will it happen in 2014? Well, just a few weeks ago it came to light that Google will begin testing+Post Ads. While this isn'tan ad unit on Google+, it allows brands to take quality Google+ posts and advertise them across the Google Display Network.

Could this be a baby step toward a larger advertising platform built around Google+? Maybe. In the meantime, all we can do is keep on wishing!

Fragmentation vs. Variety

New social media networks pop up nearly every week it seems. The vast majority of them burn out before they secure mass-appeal and adoption. A few maintain relevance and start to grow. Pinterest, SnapChat, and Instagram are just a few examples of those that have found staying power. (Instagram is owned by Facebook, so that's not exactly a fair comparison)

With mass-appeal and adoption comes the added responsibility of creating revenue. Pinterest and Instagram are both experimenting with fledgling advertising platforms. Reddit, Foursquare, Tumblr and others are already providing self-serve ad campaigns.

Moving into 2014, this race to create new social media networks and advertising platforms to support them will create an interesting dilemma for advertisers. On one hand, you have a variety of channels that cater to unique targets and demographics. On the other hand, you have the issue of fragmentation. For every new social network and ad platform, you're forced to deal with varied ad units (sizes, editorial policies, etc.) and management requirements.

The tools to consolidate management of these channels simply don't exist – that or the channels themselves are not sophisticated enough to have APIs, etc. (looking at you LinkedIN Ads!). As the greater world of social media continues to grow and more networks take root in 2014, expect your role as an advertiser to only become more complicated. Good luck!

Blurred Lines Between Paid and Organic Content

The original Facebook ad unit (appearing on the right) was simple and straightforward. It followed the general format pioneered by the search engines through PPC. Safe. Predictable.

Then came Twitter and the promoted tweets for timelines – an ad that fit seamlessly into the organic construct of the social experience. Since then Facebook and LinkedIn have followed suit with newsfeed ad units that have boosted ad engagement and click-through rates while simultaneously blurring the lines of what is organic or paid social content.

There's a precedent for this. Look at the search engines. Google, Bing and Yahoo all have conducted numerous tests to make the PPC ads look more like organic listings. Why? More people click on them.

Now social networks are up to the same tricks – only in a far more aggressive (nay, effective) manner. Promoted status updates blend in seamlessly save for a simple marker that says "sponsored." From a mobile device the average user may never realize that the status update they just read and clicked on was actually an ad.

This trend is only going to grow in 2014. New ad units at Instagram and Pinterest are designed to blend into the natural landscape of the user's social feed. Facebook is concerned with dwindling usage and has gone so far as to suppress organic content – effectively forcing advertisers to promote their content.

Will the users of these social sites continue to be OK with this? Time will tell.

Summary

It has been an incredible year of growth for social media advertising, with new features, targeting options, and channels to explore. But 2013 has merely been a preview of what is to come. Here's to an exciting 2014!

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Chart Topping Ideas: Live and Alive!

Hark! Another Academic Semester has come. And we all know what that means in our dictionary ...Another eventful, exciting, and fun-filled semester with Ideas That Matter 2014!

ITM has produced events that were recognized not only in CFAD and CA, but has now started buzzing around the campus. We're now aiming to be Bigger, Better and Relevant! Ideas That Matter 2014 are tackling on new challenges, and higher goals to satisfy the advertising junkies. 


Music marketing is an important part of the advertising practice. Music Marketing is also a term that describes a technique in which a brand promotes its products and services to consumers through the use of musicians, endorsements, concert tours, festivals, events, and other similar tactics within the music industry.

In today’s competitive world, where advertising should stand out of the clutter, the use of music as a part of an Integrated Communications Campaign is essential.And with that, the team has come up with the brilliant idea of incorporating Original Pilipino Music to Advertising, thus results to "Chart Topping Ideas:Live and Alive"!

You better watch out for what's in store for ITM this sem. Remember, We Never Cease to Amaze.

OPM: What the Pilipino Heart Sings

Original Pilipino Music or more commonly known OPM refers to original Philippine songs varying from the traditional to modern original music compositions. Over the years, OPM has been recognized not just in the whole country but is now slowly making its name internationally because of its wide, original music selection. Filipinos are deeply passionate when it comes to music, hence it is only right for Filipinos to be recognized world wide.

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• From mellow music to upbeat dance hits, bamboo canes to electronic guitars, Filipinos are known for their creative music composition, with various music genres. Ranging from pop to hip hop, ethnic and modern music, definitely Filipino music is something incomparable.
• Naming Freddie Aguilar, APO Hiking Society, Jose Mari Chan, and Juan Dela Cruz band- all OPM vanguards, you might go running towards your radio to listen to their music. Yet these people could never taste the glory of the limelight without those songs which started it out.
• Music in the Philippines started out from the influences of the Malays, Indonesians, Arabs, Chinese, Japanese and Hindus. Since then, music has become the sound of most Filipinos lives, playing a vital role in every community. One of the earliest forms of Filipino music is the ‘Harana’ as one way of courting to own a woman’s heart.
• Awit and Kurido or Corrido, a musical show of dances and songs replacing the ancient epics during the conversion of the early Filipinos to Christianity, reigns as one of foreign-influenced Filipino entertainments. Kundiman, with romantic and mellow tunes was another hit way back early OPM breaks which commonly interpreted in songs composed in expressing feelings and admiration for the special someone.
• Pop is derived from the word “popular” but in music pop it is considered to be a genre, commonly referred as “popular songs” that usually have the most airtime than other genres. Pop music is something that evolves and grasps the current hype of music, or music that is preferred by most listeners. Original Pilipino Music before originally referred only to Philippine pop songs, more particularly ballads. The year 1970 was the period when artists Claire dela Fuente, Didith Reyes, Rico Puno, Ryan Cayabyab, Basil Valdez, among many others made their names in Philippine pop music industry. Popular singers of today like Regine Velasquez, Ogie Alcasid, Jose Mari Chan, Martin Nievera, Gary Valenciano and among others, hit fame during the 1980’s and 1990’s with millions of fans worldwide. The late President Corazon Aquino, however, became the key for OPM to become more known when she enacted into law the Executive Order No. 255 which entails FM radio stations to play locally-produced songs on an hourly basis.
• Original Pilipino-pop music has also been associated with live bands. Groups such as the Neocolours, Side A, Introvoys, The Teeth, Yano, True Faith, Passage, and Freestyle popularized songs that clearly reflect the sentimental character of OPM pop. OPM’s influence was greatly proven when some of early OPM hits are still being played in the radio until today. Some of those biggest hits include Paraiso (Smokey Mountain), Gaya ng Dati (Gary Valenciano), Till my Heartaches End (Ella May Saison), Next in Line (Afterimage), Forever Blue (Cacai Velasquez), Line to Heaven (Introvoys), Ligaya (Eraserheads), Nanghihinayang (Jeremiah), Before I let you Go (Freestyle).
• Pinoy rock or Filipino rock, is another music genre. Juan Dela Cruz Band, naming Pinoy rock grandfathers Mike Hanapol, Wally Gonzales and Pepe Smith are recognized as Philippines’ first “rock & roll revolution”. The most notable achievement in the Philippine rock of the 1960s was the hit song “Killer Joe,” which thrust the group “Rocky Fellers” which reached number 16 on the American radio charts.
• 1980’s folk-rock was initiated in the Philippines which became the nation’s protest music with OPM rock all-time hit maker Freddie Aguilar’s “Bayan Ko” (My Country) which became an anthem during the 1986 EDSA Revolution. In the 90’s there was a birth of pop-rock groups, such as the Eraserheads, which became the first pop-rock band in the recording scene. Other bands were, Rivermaya, Teeth, Mojofly to name a few. Other sub-genres of rock are alternative rock, pop-rock, funk, reggae, heavy metal and ska.
• One of the bestselling OPM artists is the band Eraserheads who were the first ever band to achieve the Diamond certification for their album Cutterpillow. They were hailed as one of the country’s most successful, critically acclaimed, and significant bands in the history of Original Pilipino Music or OPM. Eraserheads even earned the name “The Beatles of the Philippines”.
• Singers such as Jaya, Nina and Regine Velasquez also holds the best-selling record for their album Jaya, Nina Live!, and R2K. Soul Siren Nina, became the first female artist in October 2009 receiving a Diamond certification. In 2010, Sharon Cuneta’s Isn’t It Romantic? achieved a Diamond record, making her the second female artist to receive such award.
• Asia’s Song Bird, Regine Velasquez was also hailed as the best-selling artist of all time in the Philippines, with more than 7 million albums sold out in the country and more than 1,500,000 albums in other Asian countries.

When words leave off....Music Begins.

What's in store for ITM this year? Look out for a handful of exciting events to Hear, Feel and Experience!