How SingTel found online fans and keeps its community growing

Where is the Love?How SingTel found online fans and keeps itscommunity growingMiguel BernasDirector, Digital MarketingSingTelTwitter: @phatfreemiguel

Agenda History: how it all started Operational management: success factors Creating valuable content Monitoring sentiment; measuring success 5 essentials

The starting point: mioTV frustration SingTel enters Facebook in 2010 Service Favorite World Cup gaps, online angst technical whipping frustration boy

“I have been complaining more than five times…”“ST only talk but no feeling for the customer…” “Singtel … this is my third time writing this post to you…”

Why Social Media? Injecting Positivity: balance out the negatives Build platform for direct Listen and Monitor engagement Daily Reach out and Engaging Single windowListening monitoring and resolve Support around content solutions response problems

Identifying key objectives1. Grow the fanbase: be among the top brands on social media in Singapore2. Maintain high engagement3. Credible Customer Service extension for SingTel

Defining the Strategic Intent Brand Essence Brand values Personality / Image Perceptions to address? Business ObjectivesOur Offerings Market Share Products Cost efficiencyTouchpoints / Daily Customer Experience interaction Customer insights (Listening) “Build a Community with Shared Passions”

Identifying Community “Passions”

Selecting an online persona VS. Larry the Stuart the comic book store ownerInsurance Salesman

Preparation: essential steps Internal support Staffing / Resourcing / Training – Hired Social Media / Community Manager – Hired dedicated Customer Care team Sourcing content

Ensuring cooperation across the organization: The Editorial Board PR issue management, 1.5 people Corporate Comms CSR content Product & Queries & offers Consumer Marketing Social Customer Care technical support content Editor 1 person 4 people 1.5 people Content (Music, TV, Movies) Passion content: 2 people entertainment, sport, etc Agency (content production)

Monitoring community growth Jan 2011 to Jan 2012 Fans (Likes) = 95,000 in Jan 2012 vs 7,000 in Jan 2011

Placing Customer Service at the forefront

SingTel Facebook Campaigns l Nokia N9• Swipe to enjoy $50 off purchase of phone at www.singtelshop.com when you reach Level 5• Weekly winner on Leaderboard wins Nokia N9• 5,026 downloaded the app• Each person spent an average of 9 mins on the game• Active users Avg 1,600/week• 75% plays beyond level 5 and clicked on the $50 off link

SingTel Facebook Campaigns l Lady Gaga % Visitors to: 45. Contest 0% 42. View Gallery 5% Total Pageviews 120,359• Launch of Facebook App with Lady Gaga in Singapore Showcase Total Site Visits 13,407• Users get to submit their best picture with aid of Gagafy Yourself tools to Absolute Unique 8,184 win tickets to showcase Visitors to Site Avg. Time on Site• Lil’ Monsters Go Gaga live event 12:46 (mm:ss) % New Visits 51.07%

SingTel Facebook Campaigns l SG Grand Prix Facebook App 22 Mar to 16 Oct 6 Aug – 16 Oct Visits 18,098 Unique Visitors 14,945 Pageviews 254,791 Avg. Pageview/visit 12.84 Avg. Time on Site 3 min 38 sec New Visits % 70.00%• Proposed migration of web to launch of F1 Facebook app during F1 season• SingTel Grid Girls Voting• F1 related quiz for premiums giveaway• Achieved 15K unique visitors and high engagement during F1 season

SingTel Youtube channel l Casting Call SingTel Casting Call 2011 : the Finals

SingTel YouTube Show l TGISTGIS Episode # 3 : Nokia Lumia 800 Drop Test2nd most watched episode to date- 58,000 total views- 50,000 unique viewers reached

Case study: Nokia Lumia launch Youtube masthead Banner ads Print ads Facebook posts Youtube video Search

Social Commerce: Online deals app20

Social commerce: Youth Buddies

5 Essentials for Social Media Success1. Clear Objectives2. Top-level Management support

Monitoring community growth Jan 2011 to Jan 2012 Fans (Likes) = 95,000 in Jan 2012 vs 7,000 in Jan 2011

Tracking community engagement Jan 2011 to Jan 20123000000 100.0% 90.0%2500000 75.1% 80.0% 70.9% 67.9% 63.2% 63.8% 70.0%2000000 55.1% 60.0%1500000 50.0% 41.2% 40.4% 36.5% 37.9% 37.1% 40.0% 32.5%1000000 30.0% 20.0% 500000 10.0% 0 0.0% Jan2011 Feb2011 Mar2011 Apr2011 May2011 Jun2011 Jul2011 Aug2011 Sep2011 Oct2011 Nov2011 Dec2011 On average 52% of fans visit page each week

5 Essentials for Social Media Success1. Clear Objectives2. Top-level Management support3. Empowered Community Managers

Offering solutions, not subterfuge “I think this is reasonably fair … thank you, Norita, for calling to apologize and arranging to make up…” “Hi Singtel … received your email … thank you for letting me pay $100 by installment … thank you for your understanding.”

Fans praising SingTel staff

Fans helping other fans “What do you want Singtel to do? … ranting online will not solve anything … they are trying to meet you halfway … you need to find an amicable solution … “My problem was permanently fixed … after more than six months, not a single problem ;)”

Fans helping other fans

5 Essentials for Social Media Success1. Clear Objectives2. Top-level Management support3. Empowered Community Managers4. Content that grows communities

SingTel YouTube Show l TGISTGIS Episode #5 : How to save a wet mobile phoneMost watched episode till date- 84,000 total views- 73,000 unique viewers reached

The TGIS Manifesto1. We cover technology in a non-techie way.2. Our content must be of real value.3. We don’t sell SingTel products.4. We entertain so that we can inform.5. Every episode must reveal a surprising side of SingTel.6. Every episode is designed to be shared.7. Youtube is part of a bigger content strategy.

5 Essentials for Social Media Success1. Clear Objectives2. Top-level Management support3. Empowered Community Managers4. Content that grows communities5. Money

Sharing the Amazing Click here to view video

Sharing the Amazing “Thank you, Singtel forbringing Mother Monster back, thus making our “Thank you, Singtel it dreams come true…” was disco heaven…” “OMG SINGTEL I LOVE YOU! THX FOR THE TICKETS!”

Thank you_For questions, email miguelb@singtel.com.Follow Miguel on Twitter and Linkedin.

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How SingTel found online fans and keeps its community growing

by Miguel Bernas

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