Sunday, July 3, 2011

MMDA Traffic Navigator

MMDA & TV5 launch Philippines' first digital traffic map

I love transit maps! I get extremely excited when I see a well-designed information graphic, and transit maps are at the top of my list because of their crazy utility. It can't be easy to design just one image that effectively communicates so much inter-related information at the same time - where each train goes, what routes are available to get somewhere, how near each station is to where you're going, where you can get on or off, whether or not each line runs all day.

As a blueprint for how people navigate through a city, a transit map also says something about that city's identity. When I travel to a new place, a well-designed transit map tells me whether or not the local government cares enough about its commuters to give structure to this crucial daily activity. This of course assumes that transportation systems work at all and were strategized properly so that they can now be communicated in an efficient way that allows even new users can easily get on board.

My favorite transit map is of New York, because it is New York's! But I like this map especially because it anchors the different transit points or subway stations over the actual city map so you know where each stop is, in relation to the whole city.

Then you can immediately tell things like how near or far each station is from the another. What options you have in terms of subway lines if you want to go to, say Midtown East or the Upper West Side.

Other maps like London's, Beijing's and I think even Tokyo's, are cleaner in terms of design. But because but elements are not anchored on an actual map you'd have to look at another (actual map) to figure out where you are once you leave the station.

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Saturday, May 28, 2011

to the backchannel!

(Or, TV Hashtags, Part 1)


TV shows use hashtags to organize real-time word-of-mouth about finale episodes.

On Vampire Diaries, fans were invited to talk about the show on Twitter with a designated hashtag. (No, I am not ashamed of my keen interest in shows that feature high school / college students like Vampire or now-defunct Greek.) In this case #Klaus, the villain of the season. It makes me wonder if the writers were asked to select a name for the character that would be unique to and associated with the show. (Past villains like Katherine or Elijah don't really have unique names.)



The (pretty awesome) Fringe finale invited fans to tag their tweets with the show title.




As viewers start to shift behavior to watching TV at their preferred time (TiVo) and in their preferred format (online), one of the biggest challenges facing TV networks in the US is adding value to the broadcast experience. Is Twitter the fix? 


Watching live TV in the US has become a two-screen activity for some, where the show airs on television and the user follows or participates in the real-time commentary on Twitter. It gives an interesting perspective into other veiwers' and fans' reactions at the same time you are all watching.


I don't think this will be a problem for a long time in the Philippines but it would be interesting to take some of the experiments in real-time commentary to our own viewing experiences: Should the UAAP flash a hashtag on screen as the series unfolds? Should controversial print or TV ads invite reactions by including a hashtag in the material? Maybe concert tickets should invite users to tweet under the same #justinbieberph to document reactions to the show.

Hashtags are commonly used in the Philippines, but seemingly spur-of-the-moment. During Ondoy people all seemed to come up with their own tags. Can't wait to see which brand or event dictates the tag to unite commenters under one Twitter thread.

(Click for TV Hashtags, Part 2)


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Sunday, April 3, 2011

ways of seeing: wristwatches

a curated digital post


I've always had a wristwatch, more for style than for function; the face of my watch is a long rectangle so spacing is weird between the X and Y axis. Sometimes I can't be certain whether my watch is telling me it is 10 or 11. To be sure, I check my phone.


With the onslaught of handheld digital devices that hold the time, what happens to the wristwatch? 
THREE PERSPECTIVES:

says THE ATLANTIC
Such displays of time on mobile devices [and apps] go beyond the ticktock of the grandfather clock and the insistent pulse of the wristwatch, no longer pointing at one moment but indicating all the hours at once.

says THE CLASS OF 2014
...They’ve never recognized that pointing to their wrists was a request for the time of day.

says LUNCHBREATH

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Thursday, March 31, 2011

a digital learning adventure

On my birthday last year I had just flown into the US to start studies in digital marketing.

New York is a crazy beautiful city and was an awesome backdrop to the learning adventure I started in 2010. The city felt like a long-lost home and was home indeed for the first three-or-so months of my 27th year. 

I had hit a stumbling block in digital and had decided that I wanted to learn the rules from someone else (experts?) before trying to figure out how to break them at work. I headed to New York University to learn from "the best" with a sideline at MRM Worldwide, New York. 

Silly me - there are no real rules. Funny that I had to go all the way to the first, very mature-marketed, world to learn that? But it confirmed that I wasn't the only clueless person in digital marketing. What then? 

I got a happy illumination on a seemingly unconnected trip to the Museum of Natural History. I saw a caption beside their gigantic blue whale that said that, to this day, only 5% of the ocean has ever been explored. It made me happy to imagine that if such a small part of a bounded space has been discovered by man, how much more there is for us to express coming from the limitless space of ideas and creativity.

Coming back after months of art, music, theater, avenues, blocks, burgers, food trucks, footseps, free Wi-Fi, subways, trains, classes, work days and learning that I couldn't even process, I was grounded in the thought that ideas, especially digital ideas, can still break new ground. 


I hit reset on this blog, in how I thought it could help me keep processing this crazy space, and headed home.
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Monday, March 21, 2011

are we listening?: brands & trust online

A think piece I worked on over the weekend on brands and trust online. Are we listening?

Brands & Trust Online

View more presentations from Bea Atienza.
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Monday, March 14, 2011

How about an offering for Pancake Extremists?

photo by Roslyn in Starfish Islandvia PhotoRee


At Pancake House one morning recently I ordered two chocolate chip pancakes. (In case you're interested, I usually order three except in this case the pancakes were preceded by tapa and rice and therefore as my breakfast dessert I only needed two pieces.)

My dish arrived and I proceeded to set aside the peanut butter and slather the entire serving of butter on the top and bottom (both) pieces.

And then it occurred to me that Pancake House serves the same amount of butter regardless of whether you order two pieces, three pieces or a waffle.

This was disturbing to me because, if you are serious about your pancakes then you must also have some long-standing belief as to the proper butter-to-pancake ratio. In the case of Panacke House, spreading all, or half on X number of pieces. And the maximum amount of butter you would put on two would definitely not be the same as the maximum amount you would put on three, or on a waffle.

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Monday, March 7, 2011

judge a book by its cover

I am guilty. Maybe metaphorically and definitely book-store-ically.





































Yes I would (and did) buy this over...

 



*Insert moral of the story here: when Branding & Design are inspired by contexts and points-in-time*






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Saturday, February 26, 2011

social media on tv

I am a TV nut. I watch about fifteen shows a week :P

Over the current season social media seems to have gone extra American TV mainstream. This post is going to be a running list of social media mentions on my favorite shows.


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Tuesday, January 25, 2011

Facebook is the new WWW











Last week I noticed that the Philippines had become the fifth most represented country on Facebook, with (then) just under 21 million Pinoys registered. I just checked again and less than a week later, that number has ballooned to 21.7 million.
That constitutes 24% of the total Philippine population. Not bad, especially for just one URL.

These staggering numbers have made Facebook a go-to channel for many brands and, ahem, ad agency strategic planners. Why not? We can reach a captive, engaged market and can geo- and age-target our drive-to-page materials. Even better, when consumers like our content, they can share them on their Walls and elicit an exponential number of eyeballs and views.

But as obvious as Facebook seems to have become as a standard digital channel recommendation, a new barrier seems to be emerging: Are brands that get on Facebook only now already too late in the game? Do they risk appearing like me-too's? Worse, will agencies that recommend branded Facebook pages appear uninsightful and lazy?

After all our marketing culture is fond of “owning” things – colors, seasons, occasions, time slots, entire mediums. I once got a brief that demanded a strategy that would allow our brand to “own the Internet”. (Not a joke!) Who owns Facebook, and if we can’t own it then should we even bother?

The answer is yes.
A few years ago we recommended branded web presence through websites that opened with WWW. All that has changed is that now we are recommending branded web presence through pages that open with FACEBOOK.COM.

In that sense we just need to re-frame our thinking and look at Facebook as a microcosm of the larger web. We had websites once but now that everybody is on Facebook, doesn't it make sense that we build a presence there?


What we like about this particular social network –
  • Built-in community-building features
    • What: Users can easily like a brand page and individual pieces of content or share their own.
    • Where else you could get it: Your web developer can tell you how long it would take (very) to design a website that would duplicate the level of community engagement that already exists Facebook. And how much it would cost! (A lot.)
  • A captive audience
    • What: 21 million Pinoys & counting, who regularly visit. According to the Facebook fact sheet, 50% of their active users log in on any given day. One study claims that users view an average of 22 pages per visit. The best part? Users can immediately click on anything they find interesting.
    • Where else you could get it: On TV or radio? OOH? Minus the click. Your media agency can give you more information.
  • Share-ability
    • What: Users can easily share content they find interesting – today the Cebu Pacific flight attendants, tomorrow the “California Girls” balikbayans who had too much Pinoy food (“Katy my lady, gutom ka na baby?”). Never 100% sure, but definitely viral potential.
    • Where else you could get it: Through bloggers and YouTube, maybe Twitter. Check with your Digital Influence consultant. But I don’t think you could say that something has “gone viral” if it hasn’t passed through Facebook.
  • Good Pages abound! (Will update with an actual list shortly/eventually.)

What we need to avoid –
The trick is not to rest on Facebook’s community features. A wall and an information page won’t do anything for a brand without regularly updated content and conversation. Just as if we were planning a brand website we need to create a reason that anyone would care to visit our (profile) page.


Whether on Facebook or not, consumers will look for a compelling reason to engage with us – something useful, entertaining or informational. That bit of digital strategy hasn't changed, only the entry url – from www.YOURBRAND.com to facebook.com/YOURBRAND. This might sound obvious but it recently helped me open the minds of a few clients. Maybe this kind of explanation can help you, too.

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Wednesday, January 12, 2011

fashion by invitation

First group buying, now invitation-only online fashion

Wrote about the potential of group buying to take off in the Philippines right before the launch of local services Cash Cash Pinoy and Buyanihan. Now there are also Beeconomic (just bought by Groupon) and Deal Grocer, a higher-end version.

Another e-commerce trend that has become popular in the last few years is websites that provide discounted high-end fashion but with invitation-only membership. The most popular US sites are Gilt and Rue La La.

Today saw a friend post about www.ava.ph:













This is the first exclusive high-end fashion website I've seen locally. Given the plethora of online coupon sites popping up there seems to be a market of web-savvy Pinoys who are ready to take their credit cards out and finally use them online. But are we ready for online high fashion?


Will this fly? Let's see. In the meantime, I await my invitation!
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Tuesday, January 4, 2011

feelings about starting work




Think that 2011 is going to be insanely awesome in many ways, but it's still hard to shift from non-work mode! Give it a few more days.
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Monday, January 3, 2011

habits of work and mind for 2011

  • Think about digital's big ideas
  • Dedicate time to think, flesh out and write
  • Reach out in the spirit of the values of the web
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Friday, December 31, 2010

no words



















Trying to sum up sentiments about what was
an insanely, ridiculously amazing 2010,
an impossible task for a year

> that took me to...
New York, Indonesia,
and back home again

+ that installed me even deeper into the advertising world
than I ever knew existed.

+ that gave me...
so many interesting new people to meet,
wonderfully dorky new teammates,
pitch losses and wins,
new office walls to decorate,
cousin trips to comedy nights and soda warehouses,
feeling-dorky cousin quiz nights,
family soccer games and basketball shootouts,
batchmatedly obscure cucumber get-togethers, 
plans for The Villages and Turbo Antioch,
rides up and down the 4 train,
happily drunken nights,
late-night rooftop encounters,
dinner conversations across continents,
art in flowers, sculpture and splatters,
music in museums and old theaters,
playlists for subways, plane rides, drive time, sweet dreams,
Kindle books and apps for zombies, maps, birds and frogs,
virtual hand-raising in a real-time classroom,
thinking time during learning time,
lifestream management!,
work, personal, family blogs,
family hours spent on Skype,
turning 4, 27 or 85,
pilgrimages
and prayers answered.




Not nearly enough words
except thanks.

Sent from a toaster
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Tuesday, December 7, 2010

my year in check-ins

Click the "Show All" button to see check-ins worldwide!
Two check-ins are wrong, due to Foursquare's faulty GPS :P I'll leave it to you to guess which two!


Bea Atienza's Checkins by WeePlaces.com.

LA, New York, Manila... #1 check-in spot is obviously McCann Worldgroup!

*New to mobile social networking / mapping? A Foursquare primer :)
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Monday, November 29, 2010

how do you explain to your non-advertising relatives what your job is?

Yesterday, at cousin's bridal shower...

Explaining to my aunt what I do —

ME: I work in Strategic Planning.
HER: But you don't make the ads?
ME: No, that's creative.

But we all work together - the Account Management people know the client's business really well, and Strategic Planners know the consumer really well. Then we figure out, given the brand or product, the message that would resonate best with the target market.

HER: *disbelief, half laughing* And you can really do that?
ME: *doubtful* Um, yeah....

She looked so incredulous that I didn't even go into digital! But then she asked me what a Communication Plan is and recruited me into making one for her NGO. So I guess my explanation wasn't that far off!

*Similarly, working advertising / marketing / branding spoils our media consumption.
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