Dear PANA Members, You are all invited to PANA’s September GMM entitled: “HOW TO STRENGTHEN YOUR COMPANY’S DIGITAL CAPABILITY”. This will be on September 25, 2014 (Thursday), 12 Noon at the Hard Rock Cafe, 3/F Glorietta 3, Makati City. Speaker is Mr. Albet Roble-Buddahim, Department Head of Digital Activation and Business Transformation, Avon Cosmetics Inc. (Registration starts at 11:30AM.) Find out the answers to the following questions: - What are the different options for an internal digital team given a brand's objectives and scale? - What are the different competencies that need to be developed? - What are the different positions, and how does the org chart look like for a digital team? - When do you decide to outsource digital work? - What are the different types of suppliers and digital agencies out there? - How do you evaluate prospective suppliers and digital agencies? - How do you evaluate the effectiveness of a digital campaign?

1. HOW TO STRENGTHEN YOUR
COMPANY’S DIGITAL CAPABILITY
September 25, 2014
PANA GMM

2. It is an honor to share in the Organization of my Leaders
Ms. Pauline Lao
My former Manager in P&G
Philippines (ex) Media Head
Ms. Christine Eugenio
My current Manager in AVON Philils.
Channel Enablement Director

3. 1. What are the different positions, and how does the org
chart look like for a digital team?
2. What are the different options for an internal digital team
given a brand's objectives and scale?
3. How do you evaluate the effectiveness of a digital
campaign?
4. What are the different competencies that need to be
developed?
5. When do you decide to outsource digital work?
6. What are the different types of suppliers and digital
agencies out there?
7. How do you evaluate prospective suppliers and digital
agencies?

4. Given the time of 30 minutes constraint
Why do I need to build the company’s digital capability?
- What are the different positions, and how does the org chart look like for a digital team?
- What are the different options for an internal digital team given a brand's objectives and scale?
- How do you evaluate the effectiveness of a digital campaign?
What will be the competencies to build?
- What are the different competencies that need to be developed?
How do I build or augment (buy) digital capabilities?
- When do you decide to outsource digital work?
- What are the different types of suppliers and digital agencies out there?
- How do you evaluate prospective suppliers and digital agencies?

5. Why-What-How to Build Digital Capability
WHY WHAT HOW
HOW TO STRENGTHEN YOUR COMPANY’S DIGITAL CAPABILITY

6. WHY Strengthen the
Company’s Digital
Capability
- What are the different positions, and how does the org chart look like for a digital team?
- What are the different options for an internal digital team given a brand's objectives & scale?
- How do you evaluate the effectiveness of a digital campaign?

7. Because its an Industrial Revolution vs. (only) Media shift
Industrial Revolution: 1760-1840
This transition included going from hand production methods to
machines, new chemical manufacturing and iron production
processes, improved efficiency of water power, the increasing use
of steam power, and the development of machine tools. It also
included the change from wood and other bio-fuels to coal.
Second Industrial Revolution: 1860 - 1920
Characterized by the build out of railroads, large scale iron and
steel production, widespread use of machinery in manufacturing,
greatly increased use of steam power, use of oil, beginning of
electricity and by electrical communications.

8. Adopting to an Industrial Revolution is needed to Survive
Third Industrial or Digital Revolution: 1950-1980
Central to this revolution is the mass production and widespread
use of digital logic circuits, and its derived technologies, including
the computer, digital cellular phone, and the Internet.
Information Age: 1990’s – Present
Formed by capitalizing on the computer microminiaturization
advances, with a transition spanning from the advent of the
personal computer to the Internet's reaching a critical mass in the
early 1990s.
This evolution of technology in daily life, as well as of educational
life style, the Information Age has allowed rapid global
communications and networking to shape modern society.

9. My daily Life in an Information Age / Digital Revolution
I wake-up in the morning, I grab my mobile phone to check the
time then my calendar, my E-mails, Facebook, Instagram, see if
there are any good Car deals in Sulit.com.ph and randomly Search
the Internet
Then I go to the Living Room and turn-on Cable TV, surf the
Channels for anything interesting then prepare for work. I drive
my car, activate Bluetooth and play music from my phone. When I
arrive at the office, I sync my computer with my mobile devices
then visit several company websites to approve VL/SL’s, Expense
Reports; mandatory online trainings; online meetings; etc.

10. Why Strengthen your Company’s Digital Capability?
To leverage the efficiency and competitive
advantage that Science & Technology can
provide in the Information Age of the
Digital Revolution which started in 1950’s.

11. - What are the different positions, and
how does the org chart look like for a
digital team?
And this means Every Department in our
Company must think of how to leverage Digital.
Supply Chain – Real Time Inventory System to reduce
Product Storage cost; Avoid Over-Supply and Out-of-Stock
HR – Equip employees with Digital skills and tools to make
decision making faster, operate with agility & accuracy
Finance – Automate expense report generation with
connection of Corporate Credit Cards transactions to
Concur (Online financial system)
Marketing – Engaging consumers and customers who are
online then understanding how Digital can make their life
easier and more convenient

12. how does the org chart look like for a
digital team?
1. What are the different positions, and
My recommended Structure for a Digital Team in
a company, in a way that it looks across the
opportunities in the company
President
Marketing IT Digital
Media /
Marketing
Paid /
Campaigns
Owned /
Website
Social
Media / PR
CRM
Earned
Media
Sales /
eCommerce
HR Sales
Owned
3rd party
Apps &
Tools
Online
Offline

13. The Size of the Internal Digital Team depends on
your Company’s Business Goals and Objectives
2. What are the different options for an
internal digital team given a brand's
objectives and scale?
Example #1 Procter & Gamble
http://www.mckinsey.com/insights/consumer_and_retail/inside_p_and_ampgs_digital_revolution
Business Objective
To make P&G the most technologically-enabled
business in the world. (P&G Digital Revolution)
Business Goals
1. Better Innovation
2. Higher Productivity
3. Lower Costs
4. Promise of Faster Growth
Size of Digital Team: More than 100 Globally under the
IT team of its Shared Services Business Unit with a Digital
skills integrated across functions and to every employee

14. The Size of the Internal Digital Team depends on
your Company’s Business Goals and Objectives
2. What are the different options for an
internal digital team given a brand's
objectives and scale?
Example #2 AVON
2013 Annual Report of AVON as shared in its Global website. www.avon.com
Business Focus (1 out of 3)
Expand our Brand and Channel to reach New Customers
and Drive Profitable Growth
Business Goals
1. Reach New Consumers
2. Improved Earnings Opportunity of Representatives
3. Drive Profitable Growth
Size of Digital Team: Less than 50 Globally with
local Digital Team under Marketing or PR/Communication
- Basic: 2 FTE’s – Marketing/Media & PR/Social Media
- Advance: 10-20 FTE’s – w/ eCommerce and Apps/Tools
* All Production is outsourced

15. 2. What are the different options for an
internal digital team given a brand's
objectives and scale?
- At the very least, have a Digital Champion in the
organization to work on your Media/Marketing
campaigns then outsource the non-core work of the
business like Website production, Content writing, etc.
- For me, the ideal is to have 5 Headcounts and outsource
the tactical and technical work
Digital
Media /
Marketing
Paid /
Campaigns
Owned /
Website
Social
Media / PR
CRM
Earned
Media
Sales /
eCommerce
Owned
3rd party
Apps &
Tools
Online
Offline

16. 3. How do you evaluate the
effectiveness of a digital campaign?
The effectiveness of a Digital campaign must be
tied-back to the Business Goals & Objectives
OBJECTIVE
(Service)
HOW WHERE REACH GOAL RESULTS
DRIVE TRIAL
amongst
Online
Shoppers
eComm
Website
ZALORA
XXXXX
Zalora
Shoppers
XXXXX
Coupons
Sold
Share
Sales
Trial Rate
Efficiency
Cost/Trial
Promo Facebook
XX Million
SEC D’s
XXXXX
Coupons
Redeemed
OBJECTIVE
(Product)
HOW WHERE REACH GOAL RESULTS
Increase
Product
Consumption
amongst
Current Users
Educate YouTube
XXXXX YT
viewers
XXXXX
Products
Sold
Share
Sales
Efficiency
Company
Website
XXXXX
U.Visitors
XXXXX Online
Educate Cost/Trial
Order

17. WHAT Digital
Competencies to Build and
Prioritize for the Company
- What are the different competencies that need to be developed?

18. Slides courtesy of IMMAP IIDM CDM Program
International Institute
of Digital Marketing
* Digital Marketing Plan
* Digital Media Planning

19. Your Digital Champion to be a Certified Digital Marketing

20. Pay-Per-Click (PPC) across Channels
Re-Targeting
Real Time Bidding (RTB)
Media Planning for a Brand
Copy/Creative Testing

21. Clickstream Analytics
Drive-to-Site Analytics
Multivariate Testing
Cross-Media Analytics
Multi-Channel Attribution
E-Mail Analytics
Excel for Analysts
Social Media Analytics

22. Content Marketing
Social Media Policy
Social Media Analytics
Social Videos
Online Community Management
Twitter for Brands
Facebook for Brands

23. Designing a Mobile App
Mobile App Marketing
Mobile Ad Networks
Location-Based Marketing
Mobile Videos
Mobile Search
Mobile Site
Voice and SMS Marketing

24. E-Commerce
E-CRM
Effective E-mail Marketing

25. 4. What are the different competencies
that need to be developed?
Digital Competencies to Build in the different
functions/department of the Company
Media
1. Digital Marketing Analytics
2. Digital Media Planning
3. Social Media Marketing
Brand/Marketing
1. Digital Marketing Analytics
2. Social Media Marketing
3. Mobile Marketing
PR
1. Digital Marketing Analytics
2. Social Media Marketing
Digital
* All Competencies | Certified Digital Marketer

26. HOW do I Build or
Augment (Buy) the Digital
Capabilities of the
Company?
- When do you decide to outsource digital work?
- What are the different types of suppliers and digital agencies out there?
- How do you evaluate prospective suppliers and digital agencies?

27. HOW do I Build or Augment (Buy)?
• To Build and Invest?
– Business/Digital Strategies
– Digital Steward/Champion
– All Marketing, Media & PR
to understand the
Business, Competitive &
Consumer/Customer
Landscape Digital Platform
then be able to identify the
opportunities-to-actions
needed to grow the
business

28. FREE Online Training for your Teams
Understand
1. Digital Terms
2. Website Ads
3. Targeting
4. Ad Exchanges
5. Tracking
6. Video
7. Search
8. Mobile
9. Contextual
Marketing
http://www.msa-digitalacademy.com/login/index.php

29. FREE Online Training for your Teams
https://www.facebook-studio.com/education/index

30. FREE Online Training for your Teams
https://www.google.com/partners/#p_certifications

31. ENROLL your Teams at the IIDM-CDM program
http://www.imadigitalmarketer.com/

32. HOW do I Build or Augment (Buy)?
• To Build and Invest?
– Business/Digital Strategies
– Digital Steward/Champion
– All Marketing, Media & PR
to understand the
Business, Competitive &
Consumer/Customer
Landscape Digital Platform
then be able to identify the
opportunities-to-actions
needed to grow the
business
• To Augment / Outsource?
– Research & Insighting
– Digital Tools
– Media Planning/Buying
– Technical work
– All Digital Production from
website to Mobile Apps,
Creative Ads, etc.
– eCommerce operations
unless its core business
(eg.Sulit, Zalora, Google)

33. Agency Example
Venus Navalta
IPG Mediabrands CEO
Chito Jusi
Deputy Managing Director
Universal McCann

34. 5. When do you decide to
outsource digital work?
We outsource work and leverage Agencies for
• Competencies (Technical, Seasonal, Project-Based)
• Approach (Strategy, Marketing Framework, Mindset)

35. Key Messages
35
• World’s leading, focused media and digital communications group
• We help clients communicate and build relationships with consumers around their products
and brands
• Redefining Media for World’s leading brands
• is the leading independent media planning & buying specialist, using media in new ways to
deliver business value to clients (Market leader according to Recma)
• World’s fastest growing media group
• Global communications network that unites people and brands through meaningful
connections.
• Digital at the core and content run through veins
• Maxus is a global network of local media agencies
Only media agency emerged in the digital age
• driven by our internal PACE values: Maxus people are passionate, agile, collaborative and
entrepreneurial.
• People first, better results
• By understanding consumers better than any other agency, we build brand connections that
maximise client growth
• Inspiring people and exceptional results
• Ambition to be our clients’ most valued partner
• Diversify service without sacrificing quality

36. MARKETING
TECHNOLOGY
DATA
SCIENCES
NEW AGE
CONTENT
BUSINESS
INTEGRATION
SOCIAL
MARKETING

37. 5. When do you decide to
outsource digital work?
We outsource work and leverage Agencies for
• Competencies (Technical, Seasonal, Project-Based)
• Approach (Strategy, Marketing Framework, Mindset)
• Results that yields Sales (vs. Rates/ASF)
• People (w/ Experience and the Best at what they do)
• Efficiency (Incur cost only when there’s work, Reduced FTE)
• Tools (Global tools with scale,

38. 6. What are the different types of
suppliers and digital agencies out there?
Business
Integration
Digital
Performance
Optimizer
Search
Marketing
Social
Infusion
Digital
Commerce
Shopper
Marketing
POE
Optimization
Trading &
Negotiations

39. 7. How do you evaluate prospective
suppliers and digital agencies?
Primary Measure of Success is Sales
- Trial or More Consumption is secondary
- TOM/Recall/Salience is 3rd priority
PAID
OWNED EARNED
Awareness Influence Transaction Loyalty
SALES

40. HOW TO STRENGTHEN YOUR
COMPANY’S DIGITAL CAPABILITY
+63 998 549 8123
albet.buddahim@gmail.com