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SingTel: Using Video
Content to Build
Brand Persona
Miguel Bernas
Director, Digital Marketing
SingTel
@phatfreemiguel
Presented at Content Marketing conference
27 May 2013, Singapore
30 may 2013, Hong Kong
What is Content Marketing?
Defining a Brand Voice / Persona vs
Selling a Product
Content consumers want to watch / read
and, more importantly, share
Why Content Marketing?
TVCs
Print Ads
Outdoor
Word of Mouth
Advocacy
Repeat
Purchase
POS
Retail
Why Content Marketing?
Google (Search)
Youtube
Facebook
Twitter
Increasingly complex path to purchase
30-step process before
buying
Consumers spend a lot of time researching before visiting your store or buying from your website
The Consumer Today
“Buyers are not persuaded by advertising alone. They’re using
the web, search, social networks, and more to educate
themselves on potential purchases. Research shows
consumers are 60% through the buyer’s journey before
reaching out to brands for help on available options … Today
the brand “voice” takes a front seat, while the hard sell takes
a step back.”
- Jonathan Lister, LinkedIn
7
What are your Content Pillars?
Choose content pillars that are relevant to your brand
What is your Brand Persona?
Larry the
Insurance Salesman
Stuart the comic book store owner
VS.
Content Marketing allows brands to convey a persona relevant to consumers’ interests, as
opposed to always pushing for a sale.
Whatever your brand persona …
Entertain while you educate
Show your brand has heart
Always add value
Listen & get the audience involved
Entertain, Educate
TGIS – SingTel’s made-for-Youtube show
SingTel 4G vs Parkour
Show your brand has heart
Becoming Dad – Like Brothers
Always add Value
Understanding Network Capacity
Always add value
Listen … and get the audience involved
www.singtel.com/network
SingTel enlisted the aid of its customers in
prioritizing where cell site upgrades were
most urgently needed. Read more here.
Get the audience involved
#Need4GSpeed
The #Need4GSpeed campaign enlisted consumers’ ideas on how they would use 4G
speed; SingTel turned these ideas into comedy skits with Hossan Leong
Get the audience involved
The Story Behind the #Need4GSpeed campaign
Grandma’s Recipe
Korean Drama
More on
Phatfreemiguel.com
#Need4GSpeed results
23 videos uploaded
Over 32,000
interactions
Top trending hashtag
in Singapore
39% increase to
Singtel 4G website
Content Marketing is not a Silver Bullet
but part of your larger social media strategy
What makes great social?
Supported at the top of the organization
Built around clear objectives
NOT free
Read more about this topic on my blog.
Mother’s Day 2013
Miguel Bernas
Twitter @phatfreemiguel
Phatfreemiguel.com
Linkedin

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How SingTel uses video to build Brand Persona

  • 1. SingTel: Using Video Content to Build Brand Persona Miguel Bernas Director, Digital Marketing SingTel @phatfreemiguel Presented at Content Marketing conference 27 May 2013, Singapore 30 may 2013, Hong Kong
  • 2. What is Content Marketing? Defining a Brand Voice / Persona vs Selling a Product Content consumers want to watch / read and, more importantly, share
  • 3. Why Content Marketing? TVCs Print Ads Outdoor Word of Mouth Advocacy Repeat Purchase POS Retail
  • 4. Why Content Marketing? Google (Search) Youtube Facebook Twitter
  • 5. Increasingly complex path to purchase 30-step process before buying Consumers spend a lot of time researching before visiting your store or buying from your website
  • 6. The Consumer Today “Buyers are not persuaded by advertising alone. They’re using the web, search, social networks, and more to educate themselves on potential purchases. Research shows consumers are 60% through the buyer’s journey before reaching out to brands for help on available options … Today the brand “voice” takes a front seat, while the hard sell takes a step back.” - Jonathan Lister, LinkedIn
  • 7. 7 What are your Content Pillars? Choose content pillars that are relevant to your brand
  • 8. What is your Brand Persona? Larry the Insurance Salesman Stuart the comic book store owner VS. Content Marketing allows brands to convey a persona relevant to consumers’ interests, as opposed to always pushing for a sale.
  • 9. Whatever your brand persona … Entertain while you educate Show your brand has heart Always add value Listen & get the audience involved
  • 10. Entertain, Educate TGIS – SingTel’s made-for-Youtube show SingTel 4G vs Parkour
  • 11. Show your brand has heart Becoming Dad – Like Brothers
  • 12. Always add Value Understanding Network Capacity
  • 14. Listen … and get the audience involved www.singtel.com/network SingTel enlisted the aid of its customers in prioritizing where cell site upgrades were most urgently needed. Read more here.
  • 15. Get the audience involved #Need4GSpeed The #Need4GSpeed campaign enlisted consumers’ ideas on how they would use 4G speed; SingTel turned these ideas into comedy skits with Hossan Leong
  • 16. Get the audience involved The Story Behind the #Need4GSpeed campaign Grandma’s Recipe Korean Drama More on Phatfreemiguel.com
  • 17. #Need4GSpeed results 23 videos uploaded Over 32,000 interactions Top trending hashtag in Singapore 39% increase to Singtel 4G website
  • 18. Content Marketing is not a Silver Bullet but part of your larger social media strategy What makes great social? Supported at the top of the organization Built around clear objectives NOT free Read more about this topic on my blog.