Miguel Bernas, Director, Digital Marketing at SingTel explains how social media allows the telecommunications giant to engage with the youth market. This presentation was given at Marketing to Youth in Singapore on 23 July 2012.
Half of SingTel Facebook fans are under 25 Over 142,250 Fans 78% under 35 48.9% under 25
5 Essentials for Social Media Success1. Clear Objectives2. Top-level Management support
How social media is managed at SingTel The Editorial Board PR issue management, Corporate Comms CSR content Product & Queries & offers Consumer Marketing Social Customer Care technical support content Editor Content (Music, TV, Movies) Passion content: entertainment, s port, etc
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 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 ;)”
Combining Search + Social How much is 2GB of data?
SingTel Facebook Campaigns l Lady Gaga % Visitors to: 45. Contest 0% 42. View Gallery 5% Total Pageviews 120,359 Total Site Visits 13,407 Absolute Unique 8,184 Visitors to Site Avg. Time on Site 12:46 (mm:ss) % New Visits 51.07%
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!”