Gathering all communication leaders and digital champions across the group, the Digital Management team hosted “Digital A-Volution: Survival of the Digitally Fittest”, a 3-day workshop held last November, tackling various areas of social media marketing from video content to paid media planning.
Leaders from all business units started out crafting digital marketing frameworks on Day 1, while their respective champions accomplished the plan in greater detail on Days 2 and 3. The workshop ended with each champion presenting an initial framework for their social media plans.
Jonas De Los Reyes, a social media expert and co-founder of Socialytics Inc. started the workshop talking about the value of social media. “Because of social media, communication now flows both ways and it has empowered a new breed of more active, vocal (and usually more demanding) consumers. Everything we do on social media has to be remarkable, attention-earning, and share-worthy,” he said.
Opening the session on content marketing, Denise Luchangco, Chief Experience Officer of Quiddity Usability Labs shared that while product explanations are important, they don’t always make the most compelling stories. Engage your audience by making it relatable and authentic.
“Our objective for this training is actually three-pronged: First, unite everyone on a singular framework; second, share the latest trends on social media to update the group, and; third, bring all digital champions together to foster greater collaboration,” shared Jojo Guingao, FVP for Digital Management. He even added that because of the success of the three-day session, the digital team is planning to make this a quarterly gathering in Aboitiz Group.