#ThinkPH 2017: To succeed in digital, be in ‘permanent beta’

MANILA, Philippines – Can you still imagine surviving without smartphones, artificial intelligence (AI), or algorithms that suggest best buys, routes, or matches for you?

It’s becoming unthinkable to live without technology, as it continues to evolve and become embedded deeply into our lives.

At #ThinkPH 2017 held last Saturday, July 15, at the SMX Convention Center, a powerhouse roster of digital experts discussed how constant innovation is now a protocal in every industry – from human resources, to advertising, to even building your own personal brand.

All agreed that in order to succeed, we must adapt fast – without forgetting core principles that make us human. (READ: #ThinkPH 2017: Humanizing stories through digital and big data)

Connecting to opportunities

Forget walk-ins, printouts, and cold calls: Forging professional connections and stepping up in your career is now as easy as uploading your résumé in a professional media platform such as LinkedIn.

Frank Koo, Head of LinkedIn’s Talent Solutions business for Southeast Asia, said that LinkedIn now has 500 million members worldwide ranging from pre-professionals (students) to professionals and managers to decision makers. The platform has evolved from being a mere digital resume builder: users can easily connect with one another, stay up-to-date with important industry news and updates from their connections, and advance their career by reviewing jobs that match their skills.

Everyone must “take advantage of technology to build a strong network,” said Koo, as technology “allows us to scale our influence on a much broader basis” and opens doors to a wealth of opportunities.

He also stressed the importance of being on “permanent beta” – or being constantly in pursuit of all-around self-development. One doesn’t have to be fully ready when opportunities arrive. It’s more important to be always ready and willing to take the leap as it can help develop one’s skills, resilience, and tenacity, and grit.

Technology for people, by people

Technological advancements don’t happen by themselves, of course. It’s humans, not machines, who will continue to invent, create, and ask, “why not?”

What innovations should humans be most excited about? JP Palpallatoc, Accenture Digital Lead in the Philippines, shared 5 key trends from Accenture’s 2017 Tech Vision report: AI is the new UI (user interface), ecosystem power plays, workforce marketplace, designing for humans, and the uncharted. He cited different companies and innovations such as Amazon’s Alexa, Spotify, Lazada, Pawn Hero, and 2GO to illustrate each trend clearly. (WATCH: Innovation and tech trends for local industries)

“In 2017, people are actually taking control of technology. Now, the question is, what will shape our future? We believe that the future will be shaped by people. Technology by people, for people,” he said.

Creating content that matters

In a country where people spend almost 9 hours on social media daily, great content matters – not just for brands, but for individual storytellers, too.

According to Jonathan Yabut, Managing Director of JY Consultancy and Ventures: “Content that matters should not stop [at] consuming it alone. Content that matters in today’s world is content wherein you took the extra time to even post and share it… because you thought someone else will benefit from learning something out of it.”

He proceeded to share his top 3 tips on making shareable and relevant content that can go viral. First, work with the algorithm and post your content strategically and at the right time.

Second, be single-minded with your message. Yabut said that effective content sticks to one thing for a long time and does not overwhelm the audience with too many promises.

And third, answer “why” people should buy whatever you are selling. “Humanity is always stuck to the value of knowing why. What is the rationale behind you doing this?

And I will forgive you as long as you tell me why you do it.” he said.

Using social media responsibly

It’s not uncommon to feel fatigue from consuming too much social media, too. In a sea of selfies, rants, and humble brags, there are ways to make our posts more meaningful for our network.

Bianca Gonzalez, one of the country’s most popular digital influencers, dished out five ways to do this: be mindful of what you share, share insightful and thought-provoking stories, don’t post for the sake of likes, keep your feelings in check, and always remember that real life will always be more important than one’s social media life. (READ: #ThinkPH: 5 ways to make your social media use matter)

“We are not the sum total of the likes, comments, and shares that we get…You are the sum total of every person that you meet and interact with, of every learning, every victory, every failure, every endeavor, and every single effect you’ve had on others,” she reminded the audience.

‘Data don’t lie’

Even established brands like Jollibee are pivoting and exploring digital tools to stay relevant for a new generation of consumers.

“Data don’t lie; people do. It’s how we spin the story that data becomes the story you want to have,” said Carlson Choi, Jollibee’s Chief Digital Officer.

From the Jollibee Foods Corporation’s digital headquarters in New York, Choi leads a team to develop ideas that are both rooted to the human experience but are also perfect for the digital sphere.

Choi shared three examples of how Jollibee does this: the famous Kwentong Jollibee video series that took social media by storm, omnichannel delivery through burgerkingdelivery.com.ph, and the new “digital playgrounds” which can help create lasting memories for future generations in Jollibee stores.

In closing his talk, he emphasized that putting the customer in the center, both in digital and traditional, will result to better, broader reach.

‘Disruption is the new normal’

Ed Mapa, identifying himself as a “digital immigrant,” brought in a wealth of experience from doing both traditional and digital advertising to cap off #ThinkPH 2017.

“Disruption is the new norm,” he proclaimed.

Mapa, who is a founding partner of Internet and Mobile Marketing Association Philippines (IMMAP), said that digital transformation is the “crux of our times” – legacy businesses have been trying to transform, while companies born in the digital era makes sure to be ahead of the curve.

He also emphasized the importance of culture in digital transformation as it is “the sum of all values, the norms, and behavior of your organization.”

“That culture can be helpful for you today, but at the same time it can even inhibit you,” he said.

Mapa then shared what he called three “culture triggers” or “ripples” that, depending on how organizations manage them, can either help them move forward or create a wave of problems for them. First, clarity on the kind of culture you want your company or organization to embrace; second, continuity of said culture; and lastly, customer obsession and immersive experience.

The day-long digital summit gathered industry experts to discuss how technology is changing humanity and what we should do to keep up. Read more stories here. – Rappler.com