Businessmirror august 06, 2017

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GOVT ADMITS TALENT LACK DRAGGING EFFORTS TO FORTIFY PHL CYBERSPACE

Search on for cybersecurity warriors

By Lorenz S. Marasigan & Inna Cabel

W

HILE cybersecurity in the country is still in its infancy, the Philippines has already faced a number of online threats—four of which are considered advanced and persistent—over the last few years.

And because the government is hell-bent on addressing issues relating to online threats and attacks, it is moving to beef up the talent pool of Filipino cybersecurity experts who are currently only few in numbers. Department of Information and Communications Technology (DICT) Assistant Secretary for Cybersecurity and Enabling Technologies Allan S. Cabanlong said his group will be outsourcing

cybersecurity services from private firms in line with the agency’s five-year National Cybersecurity Plan (NCSP). He added the department is looking at tapping local and foreign managed service providers (MSPs) who can provide the needed technology and technical know-how necessary to achieve its goal of fortifying the country’s cybersecurity defenses.

The Philippines lacks the ICT talent, the main emphasis of the cybersecurity plan by the DICT. It’s really hard to implement such program that can help the whole nation without the right expertise.”—IDC

Continued on A2

‘HuGot’ it right: Is your brand an effective storyteller? By Roger Pe

I

n the olden days, just after sunset, we would usually wait for our “Lola Basyang” on the porch. We would gather around our grandmother and listen to her stories with bated breath. Some of them made us gasp with disbelief. Some made us cringe because they were spine chilling. Some made us roll with laughter on the floor. Some made us cry we even had to share handkerchiefs to wipe off our tears. Our Lola’s storytelling sessions were much awaited. None of us missed them, even if some of us had fever. She was like a magnet because we would all gravitate to her when she was around. It was probably because of the way she told each story, far more different than my aunt did. Her stories were peppered with picturesque words, laced with varying tones of excitement, drama and

suspense. They made our imagination ran wild, and we all felt them in our bones. I would say that we didn’t just sat there on the porch. Lola, the storyteller, transported us into another realm. We were woven into the tales she unraveled. Sequence by sequence, plot by plot, and like a river gently flowing into the sea, we lost ourselves and moved with them. We became the characters ourselves, not just lambently listening. Movies become blockbusters because of the way they tell their stories. Books turn into bestsellers because of the way they make us engaged, connected and delighted. Speakers didn’t drive us to sleep because they had that thing that made us glued to our seats and listen. They knew how to pull the emotional trigger that can capture an audience. Can brands also become great storytellers like my Lola?

PESO exchange rates n US 50.3650 n japan 0.4578

Good stories can transport customers to new worlds. Audiences can be so absorbed in a story that they can be brought to a place they have never been to. Read a really great book. Lose yourself in its pages. A good story has the power to take you anywhere. They can activate your narrative engines and turn you into a footloose. Well-known US market researc h company Gi l l iam and Flaherty mentions the bottom line: “When it comes to building sales relationships with new clients, storytelling is invaluable

for three key purposes: delivering information, persuading customers and creating a personal connection. Buyers are looking for ‘cues’ and ‘signals’ that the seller is ‘trustworthy’. Stories are a credible form of communication capable of delivering such cues.” “Stor ytelling can squash the skeptic in your customer. Sel ling t hrough stor y tel l ing becomes easier. W hen told a stor y, listeners engage in a specia l for m of processing that resu lt in fewer counterarg uments, it a lso adds.”

But to be able to tell a good story, everything must begin with a great consumer market research, a task that some of today’s businesses rarely undertake, Philippine market research expert Germaine Reyes, cofounder and managing director of Synergy Market Research and Strategic Consultancy, said. “Good storytelling is the ability to move consumers into action in a seamless manner. The brand generates trust with the consumer through the story it tells, which, in turn, inspires him/her to take action. The story the brand provides mirrors or should mirror the realities of a consumer to enable engagement. Depending on how moving the storytelling was done, consumers get inspired to take action without them knowing that the story actually helped them do that,” Reyes added. We inter viewed Reyes about stor ytelling and how it impacts brand marketing:

Why is Storytelling important to the brand selling?

A s Seth Godin, a marketing g ur u and w r iter said, “Marketing is no longer about the stuff that you sel l, but the stor ies you tel l.” T hese days, brands can’t just “push ” infor mation to consumer by “tel ling them” about their brand, what their brand benefits are. Given the dig ita l age, consumers gained access to infor mation on their ow n and can therefore validate whether the brand is tel ling them the tr uth or not. Brands a re now comp e l le d to show aut h e nt i c it y f o r c o n s u m e r s to tr ust them. It is said that through stor ies, the stor y tel ler can actua l ly generate tr ust w ith his/ her audience. T hus, through effective (and seamless) stor y tel ling, consumers become more tr usting , more open to the brand messag ing. Continued on A2

n UK 66.1846 n HK 6.4432 n CHINA 7.4976 n singapore 37.0740 n australia 40.0301 n EU 59.7933 n SAUDI arabia 13.4310

Source: BSP (August 4, 2017 )


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Businessmirror august 06, 2017 by BusinessMirror - Issuu