THE PHILIPPINES, NOVEMBER 2011: Thirsty for insights on local online and digital marketing? Refreshments are now available.
Drinking Digital, the country’s first and only podcast on digital marketing, is available from the
Battle Axe Network. Host Ricky Baizas, digital marketing executive at Nestlé Philippines, chats with adobo on the origins of the podcast, his start in the industry and his dream guests on the show.
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How did you get into digital marketing?
I studied Film in college but during that time, non-linear digital video editing was starting already, meaning we could edit videos using computers. That started me down the internet path because we sometimes needed to download stock video footage, soundtracks, or sound effects for our projects. But even before that, my dad kept me surrounded by computers most of my life so I’ve always been comfortable around them.
My first job was Creative Director for Wolfpac, a mobile content provider for Smart. I then went to Chikka to head their Content Department. This was around the time when Facebook was starting out.
There’s a chance that I won’t be where I am if it wasn’t for Daniel Day-Lewis. Yes, the actor. I was lining up to buy snacks before watching "There Will Be Blood" and while waiting, I browsed through a Fortune magazine article about Irwin Gotlieb, Global CEO of WPP’s Group M. He predicted then that digital media would be a $59 billion industry. That was it for me. I either wanted to be this guy or at least work for him. I googled "group m philippines" and a few months later, then managing director, Mitos Borromeo, gave me a break in digital media. It was while I was in Group M that I saw how I could influence the industry if I could convince clients to go into digital. I also realized that I might be able to do this more effectively if I was on the client side.
When I finally made the decision to go on the brand side, I thought to myself, "Might as well go for the biggest brand out there, right?" So I did my research online and found that there was no bigger brand out there than Nestlé. I sent their HR director an email and again, a few months later, Sandra Puno handed me the digital reins to Nestlé Philippines.
So while I really do owe Mitos and Sandra for my career in digital, I still might not have thought of it if it wasn’t for Daniel Day-Lewis. So Daniel, if you’re reading this, I owe you a pint or two, mate.
What exactly do you do as a Digital Marketing Executive?
For Nestlé, I have the most unenviable task of being on Facebook and YouTube the whole day. Yes kids, you can get paid for doing that. I oversee anything and everything digital in Nestlé from all of our websites, to all of our Facebook pages, blogs, YouTube channels and mobile promos and campaigns as well. It does cover all brands like Nescafé, Milo, Nido, Nestea, Nestlé Fruit Selection Yogurt, Kit Kat, Coffee-Mate, and including the corporate Nestlé Philippines brand as well. If you consolidate the Likes from all of our Facebook pages, we would probably be in the Top 3 in the Philippines.
How did Drinking Digital get started?
I have been toying with a podcast with my friends in the industry for the longest time. I wanted it to be a way to evangelize digital in the country and a way to educate everyone about digital communications. Problem was, we couldn’t get ourselves together because of conflicting schedules and we didn’t have any equipment.
Gabe Mercado then announced that he was looking for guests for his podcast, Geek Chorus, and I jumped, no, lunged at the opportunity. When I set foot in the Battle Axe Network studio, I felt at home immediately and I asked them if I could do my own podcast about digital communications. And so, Drinking Digital the podcast was born.
What is the setup with Battle Axe Network like and is the podcast open to ads?
Battle Axe Network is really DJ Mo Twister and Miguel Olfindo. They set it up for Mo Twister’s Good Times With Mo podcast. Yes, all the Battle Axe podcasts are open to ads. It’s funny, I’ve been meeting up with my guests in Bugsy’s for the past eight weeks every Friday to brief them before airing and I figured maybe Bugsy’s should sponsor the show. Haha! Seriously, we need sponsors guys! Podcasts are going to be huge!
What are your goals for Drinking Digital?
Ah, I’ll just keep doing it every week as long as there are topics to talk about and as long as there are people in the industry willing to come as guests in the show. The goal is to be able to do it regularly and consistently. That’s the only way to get an audience. If I could get it up to 100 episodes, that would be a real achievement for me.
Of course, I also want to give Jojo A a run for his money. I feel that this podcast is my only way of realizing my dreams of becoming a radio DJ or a talk show host. This is like practice and training for me. If i just keep doing this, I’ll become better at talking about more than just digital communications. When the time comes that podcasts become mainstream, I’ll be golden.
Who are your dream guests?
In the Philippines, one of my dream guests would be Mo Twister. People are so used to listening to him as a host, it might be cool to hear his thoughts from the other side of the booth.
I follow Jim Paredes on Twitter. He would make for a cool and interesting guest in the show. My idol and mentor, [Chikka co-founder] Dennis Mendiola, would also be one of my dream guests. It would be great if i could also get [Silicon Valley entrepreneur Dado Banatao as a guest. That guy is the man. And of course, [YouTube star] Carmina Topacio.
From outside the country, my dream line up of guests would be, [Facebook co-founder] Eduardo Saverin, [Wine Library TV video blogger] Gary Vaynerchuk, [statistician] Nassim Nicholas Taleb, [former Crispin Porter + Bogusky partner] Alex Bogusky, and [Thai pop singer] Nicole Theriault.
Drinking Digital is downloadable as an audio or video podcast from the iTunes store. New episodes are available most Fridays from 7:30 to 8:30pm.
