I work here
“Marketing Services”
?
!
Traffic.
Not this
But this.
2009   “our customers are       online, DiGi needs       to be there too”       KEY DIGITAL INITIATIVES       1. Prettier ...
the result?
DiGi‟s FB, Twitter &microsite Graveyard (R.I.P.)
2010   “our customers are       Social, let’s do       something viral!”       KEY DIGITAL INITIATIVES       1. More Faceb...
… and whathappened?
DiGi‟s Viral Graveyard (R.I.P.)
DiGi‟s Viral Graveyard (R.I.P.)
… but once in a while,a funny thing happened:we started to get lucky.
Pimp my broadband
“Sambal Belacan”
DiGi Blog-Evangelist Volunteershttp://www.tikkoss.com/blog/2010/10/http://www.adoimagazine.com/index.php/news/1-breaking-n...
… more importantly, we were learning.  Why we failed when we failed.Why we succeeded when we succeeded.
And by learning, we were (slowly)building our ability toget lucky more often,get lucky more predictably.
Sometime in  2010…       “our customers are              sharing              we need to ourselves              work,     ...
iPhone 4 launch: DiGi v Maxis
WWWow „Internet for All‟ Awards
More importantly, everyone focusing   on shareability in what we do                      Go beyond hoping ads get viral,  ...
Also changing the way we work
Social media are       Are you (your brand,  basically just new     products, promotions)“message distribution”    share-w...
So, has it paid off for us?(where it matters i.e. $$)
•Social media is #2 source of referrals to online store•Visits-to-Conversions ratio higher than for paid ads•DiGi-owned co...
Next question:is this approach right for you?
What no social media guru tells         you is this:Not every company can and     should do ‘social’.
Can you….? ... And should you?• Requires commitment to succeed: and you must be convinced your  intended reward significan...
can‟tis not
DiGi Youths@DiGi_telco@Sulinlau
Experiments, Failures & Misadventures in socialmedia (2011)
Experiments, Failures & Misadventures in socialmedia (2011)
Experiments, Failures & Misadventures in socialmedia (2011)
Experiments, Failures & Misadventures in socialmedia (2011)
Experiments, Failures & Misadventures in socialmedia (2011)
Experiments, Failures & Misadventures in socialmedia (2011)
Experiments, Failures & Misadventures in socialmedia (2011)
Experiments, Failures & Misadventures in socialmedia (2011)
Experiments, Failures & Misadventures in socialmedia (2011)
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Experiments, Failures & Misadventures in socialmedia (2011)

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Presentation given at PPK event in Nov 2011 on what we (DiGi) and I have learnt over the last 2 years' experiments in social media.

@sulinlau, Nov 2011

Published in: Business, Technology
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Experiments, Failures & Misadventures in socialmedia (2011)

  1. 1. I work here
  2. 2. “Marketing Services”
  3. 3. ?
  4. 4. !
  5. 5. Traffic.
  6. 6. Not this
  7. 7. But this.
  8. 8. 2009 “our customers are online, DiGi needs to be there too” KEY DIGITAL INITIATIVES 1. Prettier website 2. digital ads & microsites for campaigns 3. FB & twitter for campaigns
  9. 9. the result?
  10. 10. DiGi‟s FB, Twitter &microsite Graveyard (R.I.P.)
  11. 11. 2010 “our customers are Social, let’s do something viral!” KEY DIGITAL INITIATIVES 1. More Facebook! 2. Oh, and put stuff on YouTube 3. Get lucky (sometimes)
  12. 12. … and whathappened?
  13. 13. DiGi‟s Viral Graveyard (R.I.P.)
  14. 14. DiGi‟s Viral Graveyard (R.I.P.)
  15. 15. … but once in a while,a funny thing happened:we started to get lucky.
  16. 16. Pimp my broadband
  17. 17. “Sambal Belacan”
  18. 18. DiGi Blog-Evangelist Volunteershttp://www.tikkoss.com/blog/2010/10/http://www.adoimagazine.com/index.php/news/1-breaking-news/7372-starcom-malaysia-wins-at-digital-media-awards-2011
  19. 19. … more importantly, we were learning. Why we failed when we failed.Why we succeeded when we succeeded.
  20. 20. And by learning, we were (slowly)building our ability toget lucky more often,get lucky more predictably.
  21. 21. Sometime in 2010… “our customers are sharing we need to ourselves work, invest time & resources differently in order to produce more stuff worth sharing.”
  22. 22. iPhone 4 launch: DiGi v Maxis
  23. 23. WWWow „Internet for All‟ Awards
  24. 24. More importantly, everyone focusing on shareability in what we do Go beyond hoping ads get viral, Developing a (shareable) content strategy Listening, learning, keeping upProducts & with our customers’ conversationsfeatures withshareability built-in the DNA
  25. 25. Also changing the way we work
  26. 26. Social media are Are you (your brand, basically just new products, promotions)“message distribution” share-worthy and channels are they share-able?
  27. 27. So, has it paid off for us?(where it matters i.e. $$)
  28. 28. •Social media is #2 source of referrals to online store•Visits-to-Conversions ratio higher than for paid ads•DiGi-owned comms channels >500,000 subscribed•Blogger evangelist, WWWow Awards & iPhone 4projects alone generated >RM3 mil worth of publicity•Populating search engine with >5000 DiGi-positivereviews of our products•DiGi’s share of voice online is close #2, and growing•>40% increase in traffic to our webstore•Sales online today is many, many times what it was•Trending +10% revenue growth in 2011 (mostly dataproducts) , while spending less than 2010•#1 in switches from competitors past 18 months•Overtook Celcom in prepaid market share 4 mths ago
  29. 29. Next question:is this approach right for you?
  30. 30. What no social media guru tells you is this:Not every company can and should do ‘social’.
  31. 31. Can you….? ... And should you?• Requires commitment to succeed: and you must be convinced your intended reward significantly outweighs your risks, resource costs• Senior internal evangelists i.e. YOU• Not some young kids or interns, or even your agency• For all things digital, classroom training doesn‟t work – live it, drink it (yes YOU again), and by all means force it down everyone‟s throat or else forget it• Tolerate failures as a necessary cost of learning• Understand and obey the data because it helps you fail fast, and fail cheap• Collaborate and cocreate – internally and externally. Find like- minded partners and do something together with each. Or with all.• Changes the type of people you hire and partners you work with, and changes how you work with them.
  32. 32. can‟tis not
  33. 33. DiGi Youths@DiGi_telco@Sulinlau

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