Gerauld Fiel Rivera - Marrying CIAM and Your Purpose to Jumpstart Your Identity Strategy

I mean, Filipinos raised their, their hand so high. So can you just raise a little higher left the shoulder of the person here left and just say you look ravishing. Yeah. So what are we to get to know each other? Right.

And it's, it's like, good five second, one second introduction. Because after all, that's what we are trying to do right now.

And I, and before I realize it, I haven't even connected my HD mind to my laptop, but yeah, that's what we're gonna do. Where's, that's what we're gonna talk about right now. It's all about identity for customers and how well we get to know our customers. And just imagine how attack on the shoulder creates a little bit of an impact for everybody. And that's FYI, that's one of our celebrities. She's beautiful, right?

And that's her mother going to South Korea, but anyway, just a tap on the shoulder can, can, can create a little bit of an impact on how you get to know each other, but, and, and yet cm and, and also logging in a registration feels like a huge, so to speak a wall between us and our customers. And what I wanted to do today is maybe projectized the idea of C M because that's what I've done. And that's why I'm here because I've done it already.

And, and I folks who know that, and I'm gonna talk about how you can jumpstart your identity strategy project by marrying C I M. And your purpose, whether it's your personal purpose or the purpose that you play inside the organization or your organization's purpose. And I'm here because I help enable personalized experiences for our digital fans. Fans.

I say, not customers because I work at abs CBN in the CBN is the largest and leading the leading media. Glomerate in the Philippines, media and entertainment. So just think Hollywood with Philippines style, you know, you might not heard of AVS CBN, but you might have heard of Filipino singing her heart out at a talent competition, whether or not they're able to speak German or at the voice of Germany or able to, or sing at bris talent or win American idol or reach the podium position. But they're everywhere. And that's what a BS CB's role is about.

It's about being in the service of the Filipino worldwide. And before anything else, I just wanted to start with a quick video about my friend, Joseph Joseph, who recently was diagnosed with gluten allergy, very severe juvenile allergy. He had to change his business model. He's a baker by profession, by the way, he's passionately a baker. And he has this video is this is his story about how he changes his profession into a, his, his business into a glutenin free bakery. And then he, and just when you thought he disrupted his own passion, he encountered some challenges and audio guide standby.

If we need to level up the volume of things, Can, did you have any without butter substitute like olive oil or oil coconut oil oil? This is my favorite part. Every year. Thousands of people are diagnosed with gluten tolerance, cost made I'm Jason bakery when I was diagnosed with, but after seeing just how many people want custom include free, I seize the opportunity to creator. So biggest.

My biggest, I wish she had that in the Philipp love NA cross sign quest sum, but at anyway, you see my point with this video is that Joseph, my friend, Joseph, whom I met in YouTube by searching digital transformation, Joseph gotten to know his own customers by his own passion. He had a purpose to play with his own or his own world of gluten free bread or what song.

And, and, and the question is though, you, we don't have that kind of access that Joseph has between his customers who just walk in line into a bakery and nominate and tell themselves, Hey, I want some one with nuts or one with, without butter or one without bread in it. We have a gazillion with the case of the Philippines, the population of the Philippines, 100 million and abs CBN services, which we have a market share around 43%. One of our shows ratings reaches 43% and speak.

So, so we, we can't really get to know 43% of the 100 million population of abs C of, of the Philippines, right. That's number one.

It's, it's a multifaceted thing. And number two, and if we do, we do this as a media company.

So, Hey, here I am. I go, I, I read apple watch and then Fitbit comparing, which one's better. And then I scroll down and then I see, okay, it's black Friday sale. Okay. Okay.

Maybe I, I, I need that. I need a discount from my apple watch. If I decide to buy an apple watch, go down and I see, okay.

Levis, maybe cuz I lost weight. I need a new pair of Levis or a gain weight, maybe a new pair. And then I go down, I see cream silk conditioners. So out of line from what I'm reading now, cream silk, I don't know if it's available here. It's from, I think UIL it's conditioner.

That's, it's really, really famous in the Philippines, but unlike Amazon, where you search for something like platform revolution, and then you come out with a lot kind of recommendations that about platforms and, and new economics of multi sided platforms. And it's amazing.

And, and in today's in today's climbing, what's important to know is that everybody is in the driver's seat. And I like the analogy of a seat, a seat belt earlier today because I had an analogy of driver to everybody is in the driver's seat and their device is their wheel and GDPR is their safety belt. Right. But whatever it is like if you see in the photo right here, what's important is in the white rectangle rectangle in the middle of their hands, not the ads at the back because they choose where, which street they wanna tread. They choose which corner they want to go to.

And now, because of this personalization is not just a must. It is a need.

Why, why am I saying all of this? I'm gonna segue into that to abs CBN in just a bit first, I'm gonna start with Steve jobs. And he said, you've gotta start with the customer experience and work backwards to the technology. He has a very good point, but I have to make a small, slight correction there, smash our customer and maybe say the person, because the real question is who, who are the people who like engage and love our brand and stories, especially coming from somebody like abs CBN who tells stories in a daily basis, tell the novella.

If you've heard of them, them the big in the Philippines, their every day, the daytime dramas that you see in, in Hollywood are actually prime time in the Philippines. So what what's important to know is that even if we are the largest media conglomerate in the Philippines and spanning across different brands of services and you'll know in a bit, it's a fairly easy question for us to answer why, because of this, because abs CBN has and always been in the service of the Filipino. And that's in the words of our late chairman emeritus.

You can, you as junior, that is our reason for being everything that we do, no matter what is, whether it's crap or whether it's not something that I would watch myself, it's because the majority of the Philippines want this and that's what our customers want. And that way, because we're media and we like societal truth and influence motivations and behavior and perspectives in lives. We are present in every touchpoint. And I can tell you there's from left to right up to bottom there's broadcast, radio, film, content, production, publication, video, and music streaming.

Why is that muse entertainment, sports show, his talent management, singing music, recording telecommunications. You are into it. Cable broadband, digital television. It's a non cable box. I don't know if you've heard of that for, for more low income. So for more income segments, we also to retail theme parks and ticketing. So because we, the theme parks, we, now we can give it to ticketing. And each one of those icons actually reflect a brand. But thing is we can't be product centric when we need to understand and identify our customers.

If we are truly going to be in the service of the Filipino people, because you know, person a can be an, a BS BN circle right there, but it can also be other things over there. We need to go with them on their journey and it's going to be a complicated map. And that's when it started for us. We needed an identity strategy. We need to understand if we, in this time and age in this digital economy need to be in the service of the Philipp people. And it's only a matter of time when our internet speed will get faster.

And that's the only Berlin wall we ever have in the Philippines internet speed, things are going to change and we need to be future-proofing ourselves. So what was our strategy? Our strategy was to connect to which, and to motivate, connect with customers across the breadth of our touchpoints.

And I say, breadth, it's not all entertainment. I showed you two slides earlier. It's everything from theme parts to radio. And I tell you, even Philharmonic orchestras, we have that and then enrich the profiles, connect, manage, and enrich customer data in a secure and complementary way and compliant way, and then motivate them, rocket them to provide better experiences with hyper targeted and personalized servicing and engagement. I read through this because it's really the, the rule book for us, but I just wanna show you the videos earlier, later on.

And that's, that's the meat of my presentation, really. So when I say connect, we started with one thing, one login to everything. Now you saw couple million accounts, a B CBN being the service of the Philippine needs to hold on to one of the foundations of Philippines. It's the family. We are a very familial culture. So our brand name is Kalia family. So if you come into logging in with us, it's not just logging in, you're now a Kame in, this is our single silent page. And we say, identify yourself with a kapa million name. And now you're part of Kame.

You know how your nicknames, when you come into a new family, right? Nicknames are really big.

So, so, so the identity is always there. It's close to the brand next enriching. So once they're inside, we enrich profiles to progressive information collection and you know, and also harness on social login instantly to collect more recent information, to enrich profiles and personalize our messages. And they have to emphasize this because in two slides from now, you have to understand what a mistake that we did like a year or two ago about specifically about logging in on Facebook.

And since we've done this, we're happy to say that we've seen an increase in our daily registrations versus the same period last year, over 25%. I don't know the benchmark, but to me that's good. 25% more people registering every day than yesterday is good for us. And it could be 30, 50, 40, but we have a five year target, which is confidential.

And, and I think based on the run rate, if we increase the run rate, we're gonna reach that in five years. Okay. And what happened? What were the key results? Two things, a single customer view. So you saw all the brands that we had earlier, different kinds of things that they totally be unrelated to each other, but we're now understanding customers, experiences and relationships across the, a BS Cian group inside or through a single lens. Before we thought we saw one news, a BSC get entertainment.com as one entity.

But now we're seeing that 55% of the traffic from that website goes to another one called I want TV, which is a video streaming site where you can catch up on your tele novels that you were able to watch because you were stopping traffic. Yeah. And then we also know that majority of the Ivan TV customers are going toward ticketing site because they keep catching up in traffic that they really, their desire to watch their shows are becoming better and better and better every day.

And when we launch at that, the ticketing site in May, 2017, we've already generated more than, almost more than 10 million pesos in less than a year in sales with very little or very few allocations of tickets. So it's, it goes around and around and around for us. And then now there's also cross brand synergy to accurately measure multi-product customers and engage with tailor fit propositions. Whereas before we would see a cable email saying it's all about cable, then an email from our theme park, it's all about KidZania. And kitania profiles.

AAG is a theme park, virtual where children can play like adults it's present here in Singapore, I think. And it's, it's really for upscale markets and, you know, people think, okay, upscale, they don't, they don't watch the a B CV channels, which are really more for the sector C and B oh, lower CD and E. But really they frequently, you know, really liking our tele too. And then we realized that this anxiety folks, when we cross sold to them, our tickets to this one CDE show, they bought tickets.

So, so those are the things that we wanted do we understood, but okay. I promised to you earlier, how do we projectized this? There are many great brands, but how do we even start and end up all the way to converting to people, to motivating them to register number one, it's the people experience. We have to be shamelessly human centered, and I have to admit to you and the person Alison came in when we were starting to realize this halfway, but the person who is not here, or she from GI knew that we were far from being human centered.

When we started this, we were just people logging like this everywhere. So maybe we could try it out, but no, didn't really quite work out that way when they started so many complaints. So here were the challenges in designing the human experience. Number one, nuances, opening up to Facebook, oh my God, that's so dumb. And so on one Facebook, Facebook login, that's so 2000 and something, but no, we weren't there. Two years ago, we started a telecommunications company and we forced everybody to log in EMC, abs and mobile.

And the secret to the 25, 1 of the secrets, sort of the big insights that we realized that the 25% increase was really driven by the availability of Facebook, into our methods of logging in which you know, they're not restricted anymore to the kinds of things. We're not forcing down their throats. What we want as a business, when it comes to experiencing our stories, our content it's being where they are and doing whatever they want for it now and letting it D second Southeast Asia is a very SMS heavy area or sector, or what's the right word for that?

Southeast Asia is SMS heavy still compared to its Western counterparts or the rest of the Asian counterparts. When I say SMS text. So there was still a lot of people when we migrated to a bigger identity management have difficulties coming in, complaints were higher, it wasn't as good and everything. So there was logging with mobile, still required some internet, but we needed to innovate and say, okay, we need to integrate with our existing systems.

And we introduce that SMS and tax registration, where we piloted it with one of our programs, we're simply anybody wants just we're prepaid market. I think 90% of our customers are prepaid text wrench space, first name slash last name to 2, 3, 6, 6, 3. And then a reply will say, please reply with your couple million name in your name and everything. And then now you register. So the next time you have wifi, we have you. Now when tab and the next time you have wifi, when you're at home, now you can log in. It seamlessly.

You don't have to, you don't have to, you know, you not, you don't have trouble shoving into our side. So those are the things that we wanted to do. The one system we needed to make. And I wish we knew these one before we started this project. Second managing change.

We, I kept mentioning about complaints and everything. But once you, as a project manager or as a digital transformation leader just wants to get this finished. That's just gets one. The goal done, or reach you, keep forgetting about your customers, how you hand them, because you're so involved in the project. You forget that this is not how customers think they think differently. They're not familiar with this the way you are familiar with your own sign on or your own login, page registration. So that's totally something we forget. And that's where customer comes really come in handy.

I don't know. I don't have a black and white for that, but I have to say, you have to think about how you communicate the change to them. I like what Microsoft is doing now. I don't know if you're an outlook or at 365, they're starting a new sign on page, but they're not forcing everybody to do it. They just saying there's a balloon at the bottom that says we have a new look, but it's right now where if you don't like it, you can go back. So they know it's like AB testing. You kind of know if they like the old one or the, you went better.

And next, when it took enter rain, the last, these two things, the two bullets right down here are, are iterations because we wanted to know the nuances, the responses. So keep learning, keep changing to adapt to human experiences.

Now, there are two more things I wanted to talk about. The second thing is culture and leadership, because without which there's no support and there's no application amplification of your goals in C IM. So what are the unique challenges? Number one, buy in from the top. We're fortunate in a BS CBN that our CEO is really, really had the buy in. But when we reach down, the middle is not the same. So let's start with the CEO first. That's the AC part. So thinking down to the roots before getting down the tree.

So if you have a CEO or a decision maker who can't understand what CIM means, then you have to figure out how that happens, how he will understand that. And what's the value where she will understand. And what's the value of CIA M into your whole strateg as an organization. I hope this talk right now makes you realize at some point, which values you can highlight to them second hacking people. Okay.

So like I said, the CEO was the easier part, but when it went down to the middle area where it was the division heads, the business heads, the heads of the lines of businesses who have different personalities, different goals, conflicting whatevers, they're difficult. And so a project that was supposed to be a 20, 22 website in one year became 18 or 17 or 16, and started to go lower and lower and lower just because they have different priorities. And the mistake that we did was that we presented it big.

We went to the executive committee right away on top floor and said, this is the project, Carla of Carlo. Our CEO said, do it and let's do it. But when we had separate separate meetings, after that follow meetings, it wasn't the same way they were all.

Oh yeah, we'll do that. We'll support SSO. We'll do it for you. But when you went aside and, and met them again, it's not the same tone anymore. All these questions and everything. So our advice is always to start with small meetings before you start big. So key people seeing the presentation for the first time will kill your idea. I won't mention names, but yeah, somebody did kill the idea. Fortunately were better tillers next. Okay.

Lastly, hiring the right people. So you need, there are many businesses and there are many personalities you need people hacker to do to lead this kind of project and not a technical person. I'm sorry. The same a technical person will be there to make sure everything works, to make sure that sufficient, that it's working right way. You want it in the way you designed it. But if you're talking about an enterprise single sign on the need to hire person who has some technical knowledge or a sufficient technical knowledge has sufficient or above average design or extraordinary design skills.

But most of all, I think great people hacking skills because they can change jargon into things that, you know, business leaders will be able to laugh at, or maybe appreciate and tell stories about. And lastly, because I have a few minutes left, motivate spark the human desire for them to nominate their information. This specifically, this is it.

They, you want your customers to give up the information for you so that you can be of service to them. And this is where I say and emphasize how we marry our purpose being in the service of the Filipino, into CIA.

Why, why we needed to get to know where customers better. Two programs were launched this year of great importance and cm was something that, that was essential to launching this one. KTX the one on the left is cap million tickets or family tickets. It's the first time that a BSC get has got into a disrupted the ticketing industry in the Philippines a decade ago, something tragic happened to an a BSC band event. When the gates opened, 70 people died because of a, what do you call it stamped? Because they were that excited. The demand for our shows are that great.

The people will die or will, will danger themselves just to get in first in nine, it was, it was one of the lowest of lows. And every year CB reminds us of that. And this project was born out of that. And it's melded out of, it's melding into cm. You see the purpose that we're trying to do, being better at our services to our Filipinos. And then there's APA media. Thank you. Exclusive kapa media gifts of privileges so we can reward loyal customers.

Now, I don't wanna, you know, pitch these ideas or cafes to you, but I just wanted to show videos of what this means to our customers. The first video is about ATX Let's celebrate love, just love Christmas.

So, so I was there yesterday. That's why I just flew in this morning. I had the project head of KDX and we, and the video you saw, there was a crowd of 8,000 of people, all known customers. Now last year, we knew barely any of them because we motivated them through stories and shows and everything, all the security tickets to their favorite fans, through the content that we create.

And now, afterwards, now that we have the information, how do we've enriched the profiles? How do we understand, how do we engage them better? How do we become more intimate with them? This is the answer to the next slide, this third last slide.

And, And with that, thank you very much. And if you've got questions, Laura's open. If there's no time, the reason why I wasn't here is because the, the subtitles weren't available when they arrived in Singapore.

So, you know, some production had to happen at the hotel room, which is not love. Okay. That makes more impressive. Thank you very much for this presentation and for jumping in and for doing this really great and very, yeah. Target oriented presentation. We have been talking lots of about privacy and security and regulations and data protection, which course issue to you as well. But this was really showing what say cm can be about most efficiently under your customer with recognitions, of course, being a great part of it. Are there any questions for him should no questions. Fine. Fine.

Thank you. Very So I will ask the question. So I think we've been talking about data protection of regulations, and of course you are collecting lots of valuable information here and, and information about your data. You make people recognizable across the platforms. How do you deal with people not wanting to be fully integrated into that system? How do you deal with that? First thing I think would be the organizational structure we have at a, B CB from customer relationship management division. So we own that kind of, that, that exact task or responsibility.

So, and we oversee how that happens, how that, how we comply to the data privacy and how we, when we execute these kinds of identities strategies. So somebody needs aside from a data privacy officer, who's the more legal person, legalistic person. There's somebody from the marketing side who actually leads in that will be us. That's number one, number two, we have to understanding the context of the Philippines that we are not yet.

Our data privacy laws have just recently been upgraded toward stricter loss, not as strict as GDPR or castle, not yet, but the Philippines are heavy immigrants, so they're around and second generation citizens already. And so it is also equally important for us to be compliant to GDPR.

And you, you notice that we are already very, very seriously. We want make sure how to do that. Especially with the single sign around. Those are things that are also very challenging that we're not in the slides, because they're really more second level to us at the moment, because we're talking about maybe point something, something percent of our customer base, most of which are just S really.

So, but across the different websites, what's, what's, what's also important to note is that we have other automation tools that we employ and platforms that we integrate in with our single sign on platform to ensure that, that we meet data privacy, loss, automations like Salesforce, and even other other platforms like IBM Cubica to, to ensure that we meet and, and even implement the single customer view lens and understand what kind of engagements are available or, or are, or are allowable for this kind of customer and ensure that it's not something that can be deferred to you and error that it is, it is in place.

Okay, Great. Thank you. And any other questions, voice, so have you, are you using the, the custom data to personalize the ads and the content you are? Do you have a idea of how, what the level of engagement or responses for the Analyst customers versus the, the registered identify press?

Yes, we have, well, there are two structures in a BS CB, and one is the digital media, and they handle the ones, the larger mass market, digital advertising, and then their CRM is more, the more intimate ones where adult customers and we've compared the results already. And I have to say that the responses, especially for more relevant messages, for more targeted messages, you will see responses to be higher and better. But the challenge with more targeted campaigns and engagements are scale. There are few far, fewer than awareness.

You know, how the final goes, right from awareness down to commitment, to, to whatever the standard funnel to conversion and everything it's smaller and smaller. And the challenge is if that small of a triangle or reverse pyramid meets the revenue goals.

So, but I have to tell you, and it's not just email, it's not just SMS. We've also explored CRM through Facebook, social media, to see how the response was, but always key, always, always key to what, what, whether is the size, whatever the size of the base or the customer list is, is the relevance of the content, because there was one campaign, okay.

I'll, I'll do, I'll do a comparison one campaign where really was just targeted to indie Watchers. We have this indie festival indie movies in abs and in the army BS, CBN, and they produce indie movies that are not mainstream like so to speak. So we just started in them and their engagements are great. Amazing. And then there's this huge millions of users who have gone inactive for the past X years, and we wanna win them back. And we drew, we gave, we turned out this reward called the premium access, and then we reach out to them, come back because you have premium access.

This is some free, limited offer. The response was okay, but it's in the lower quadrant of, of our own internal benchmarks. And what was the difference? There was the relevance. One was really indeed to in de content. The other one was they watched something before they started to become inactive, but that's something that they watched is no longer there that they won't come back anymore. And we didn't approach them or reapproach them with the same thing. We just gave them a reward and said, and, and all of you, and I gave you, Hey, here's a cupcake, come back and I'll give you a cupcake.

That's felt the difference of the results. Okay. Thank you. So it's a bit later than planned, but thank you very much for This started it. I'm sorry.

No, no, no. We have technical issues. Know that and, but thank you very, very much for this refreshing in different presentation. Really. I really mean that and was a great presentation. Thank you.