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What makes great Social? A presentation for Social Media Week
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What makes great Social? A presentation for Social Media Week

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Presented at Ogilvy Singapore, 20 Feb 2013, for Social Media Week 2013. Make sure to click the links on the slides to see additional content.

Presented at Ogilvy Singapore, 20 Feb 2013, for Social Media Week 2013. Make sure to click the links on the slides to see additional content.

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  • 1. What MakesGreat Social?Miguel BernasDirector, Digital MarketingSingTel@phatfreemiguelPresented at Ogilvy Singapore for Social MediaWeek Singapore 2013
  • 2. Great Social is …Supported at the top of the organization Built around clear objectives NOT free 2
  • 3. Top management supportBecause the social media strategy is supported by the SingTel’s CEO, resources can bedrawn from multiple departments. Social is plugged into the core of SingTel’s business. 3
  • 4. Objectives Social allows SingTel to transform its brand image, from slick salesman (left) to a more, friendly collaborative partner (“Stuart the comic book store owner”, right).SingTel’s mission to dialogue with customers through social ismore than just lip service. Social is the company’s fastestgrowing Customer Support channel. 4
  • 5. SingTel’s Facebook page: first 12 monthsOnce the social media strategy was in place, “fans” responded by willinglyfollowing SingTel on Facebook. Today SingTel’s FB page has over 200,000Likes, making it among the top 10 brand pages in Singapore. 5
  • 6. NOT Free 21x more new daily followers 14,800+ players; 16,000+ Likes; 163,000+ referrals to Singtelshop.comSocial media strategy should never be entirely dependent on paid advertisingbut ads can provide the needed “boost” to get conversations and participationstarted. 6
  • 7. TIP #1: Be simpleSimple copy leads to more interaction and, although it may sound counterintuitive,starts more conversations on your page. (Refer to this tip the next time your 7Marketing or Sales team insists on longer copy, more product descriptions, etc.)
  • 8. TIP #2: Be humanTwitter helps to give your brand a human side. This exchange, which started with a customer complaint,turns into a conversation about how hard SingTel’s staff works to hear customers. (More on this example 8in my blog.)
  • 9. Miguel BernasTwitter @phatfreemiguel Phatfreemiguel.com Linkedin