SINGTEL INNOV8 Social Marketing: Where are the results? May 19, 2011
<ul><li>Everyone says we must be on social </li></ul><ul><li>Mobile apps </li></ul><ul><li>Online Video </li></ul><ul><li>...
<ul><li>So we jumped in and spent some money </li></ul><ul><li>Twitter account…check </li></ul><ul><li>Facebook page…check...
<ul><li>Optimization and adaptation </li></ul><ul><li>Right audience </li></ul><ul><li>Right message </li></ul><ul><li>Rig...
<ul><li>Create value for the Singtel Group </li></ul><ul><li>Global fund </li></ul><ul><li>Early stage focus </li></ul><ul...
<ul><li>Just spent a bunch of money on mobile </li></ul><ul><li>SPAM </li></ul><ul><li>Cant reach new customers </li></ul>...
<ul><li>Behavior for 600m+ mobile users </li></ul><ul><li>China, Singapore, Taiwan, Indonesia, Thailand etc </li></ul>Beha...
<ul><li>Hotel Room Lead To Booking Conversion </li></ul><ul><li>12%  </li></ul>Mobile targeting for travel
<ul><li>Did a viral video and no one watched it OR </li></ul><ul><li>people watched it but nothing happened </li></ul><ul>...
<ul><li>Integrated with online and offline campaign </li></ul><ul><li>Online distribution multiple video sites </li></ul><...
<ul><li>Video plus targeting 400-600% banner CTR uplift versus banner alone </li></ul><ul><li>4-6% CTR rate </li></ul>Mobi...
<ul><li>Whats the impact of my social campaigns </li></ul><ul><li>People I give coupons to don ’ t come back </li></ul><ul...
<ul><li>Gamefication: adding game dynamics to life </li></ul><ul><li>Integrate tasks and badges into any campaign </li></u...
<ul><li>Engaging with advertising agencies throughout asia </li></ul>Jump through hoops, get a biscuit
<ul><li>William Bao Bean </li></ul><ul><li>+86 186 2158 6213 </li></ul><ul><li>[email_address] </li></ul><ul><li>@williamb...
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Innov8 - Social Marketing in Travel - Where are the Results

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Presentation at Eye For Travel in Singapore May 2011 on strategies for conversion in social media in the travel sector in Asia. How do you use social media to convert to sales?

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Innov8 - Social Marketing in Travel - Where are the Results

  1. 1. SINGTEL INNOV8 Social Marketing: Where are the results? May 19, 2011
  2. 2. <ul><li>Everyone says we must be on social </li></ul><ul><li>Mobile apps </li></ul><ul><li>Online Video </li></ul><ul><li>Microblogs </li></ul><ul><li>Gamification </li></ul><ul><li>Fear and education </li></ul>The new new new things
  3. 3. <ul><li>So we jumped in and spent some money </li></ul><ul><li>Twitter account…check </li></ul><ul><li>Facebook page…check </li></ul><ul><li>Mobile app…check </li></ul><ul><li>Badge system…check </li></ul><ul><li>Why didn ’ t we get bookings? </li></ul>Initial disappointment
  4. 4. <ul><li>Optimization and adaptation </li></ul><ul><li>Right audience </li></ul><ul><li>Right message </li></ul><ul><li>Right action </li></ul><ul><li>Never ending iterative process </li></ul><ul><li>Case studies </li></ul>So now what?
  5. 5. <ul><li>Create value for the Singtel Group </li></ul><ul><li>Global fund </li></ul><ul><li>Early stage focus </li></ul><ul><li>Pure strategic </li></ul><ul><li>Drive value to Singtel Group customers </li></ul><ul><li>400 million subscribers </li></ul>Why is Singtel Innov8 talking about this?
  6. 6. <ul><li>Just spent a bunch of money on mobile </li></ul><ul><li>SPAM </li></ul><ul><li>Cant reach new customers </li></ul><ul><li>Low to no ROI </li></ul>Problem 1: Mobile marketing
  7. 7. <ul><li>Behavior for 600m+ mobile users </li></ul><ul><li>China, Singapore, Taiwan, Indonesia, Thailand etc </li></ul>Behavior Targeting on Mobile
  8. 8. <ul><li>Hotel Room Lead To Booking Conversion </li></ul><ul><li>12% </li></ul>Mobile targeting for travel
  9. 9. <ul><li>Did a viral video and no one watched it OR </li></ul><ul><li>people watched it but nothing happened </li></ul><ul><li>Hit or miss </li></ul><ul><li>How to convert viral video views to action? </li></ul><ul><li>How to measure brand impact? </li></ul><ul><li>How to measure ROI? </li></ul>Problem 2: Social viral videos
  10. 10. <ul><li>Integrated with online and offline campaign </li></ul><ul><li>Online distribution multiple video sites </li></ul><ul><li>Social team aggregates target viewers </li></ul><ul><li>Engage with video, activate via banner </li></ul>Targeted social video for brands
  11. 11. <ul><li>Video plus targeting 400-600% banner CTR uplift versus banner alone </li></ul><ul><li>4-6% CTR rate </li></ul>Mobile targeting for travel
  12. 12. <ul><li>Whats the impact of my social campaigns </li></ul><ul><li>People I give coupons to don ’ t come back </li></ul><ul><li>How do I get fans to do what I want them to do? </li></ul><ul><li>How do I encourage my fans to share? </li></ul><ul><li>How do I reward my fans? </li></ul>Problem 3: No one is doing what I want
  13. 13. <ul><li>Gamefication: adding game dynamics to life </li></ul><ul><li>Integrate tasks and badges into any campaign </li></ul><ul><li>Social verification – people must get their friends to verify task completion </li></ul><ul><li>Integrated with Twitter, Facebook etc </li></ul><ul><li>Scrabble Task & Badge </li></ul>Gamefication system – badge system
  14. 14. <ul><li>Engaging with advertising agencies throughout asia </li></ul>Jump through hoops, get a biscuit
  15. 15. <ul><li>William Bao Bean </li></ul><ul><li>+86 186 2158 6213 </li></ul><ul><li>[email_address] </li></ul><ul><li>@williambaobean </li></ul>Thank You
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