How SingTel uses video to build Brand Persona

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Presented at the Content Marketing Conference, Singapore (27 May 2013) and Hong Kong (30 May 2013).

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How SingTel uses video to build Brand Persona

  1. 1. SingTel: Using VideoContent to BuildBrand PersonaMiguel BernasDirector, Digital MarketingSingTel@phatfreemiguelPresented at Content Marketing conference27 May 2013, Singapore30 may 2013, Hong Kong
  2. 2. What is Content Marketing?Defining a Brand Voice / Persona vsSelling a ProductContent consumers want to watch / readand, more importantly, share
  3. 3. Why Content Marketing?TVCsPrint AdsOutdoorWord of MouthAdvocacyRepeatPurchasePOSRetail
  4. 4. Why Content Marketing?Google (Search)YoutubeFacebookTwitter
  5. 5. Increasingly complex path to purchase30-step process beforebuyingConsumers spend a lot of time researching before visiting your store or buying from your website
  6. 6. The Consumer Today“Buyers are not persuaded by advertising alone. They’re usingthe web, search, social networks, and more to educatethemselves on potential purchases. Research showsconsumers are 60% through the buyer’s journey beforereaching out to brands for help on available options … Todaythe brand “voice” takes a front seat, while the hard sell takesa step back.”- Jonathan Lister, LinkedIn
  7. 7. 7What are your Content Pillars?Choose content pillars that are relevant to your brand
  8. 8. What is your Brand Persona?Larry theInsurance SalesmanStuart the comic book store ownerVS.Content Marketing allows brands to convey a persona relevant to consumers’ interests, asopposed to always pushing for a sale.
  9. 9. Whatever your brand persona …Entertain while you educateShow your brand has heartAlways add valueListen & get the audience involved
  10. 10. Entertain, EducateTGIS – SingTel’s made-for-Youtube showSingTel 4G vs Parkour
  11. 11. Show your brand has heartBecoming Dad – Like Brothers
  12. 12. Always add ValueUnderstanding Network Capacity
  13. 13. Always add value
  14. 14. Listen … and get the audience involvedwww.singtel.com/networkSingTel enlisted the aid of its customers inprioritizing where cell site upgrades weremost urgently needed. Read more here.
  15. 15. Get the audience involved#Need4GSpeedThe #Need4GSpeed campaign enlisted consumers’ ideas on how they would use 4Gspeed; SingTel turned these ideas into comedy skits with Hossan Leong
  16. 16. Get the audience involvedThe Story Behind the #Need4GSpeed campaignGrandma’s RecipeKorean DramaMore onPhatfreemiguel.com
  17. 17. #Need4GSpeed results23 videos uploadedOver 32,000interactionsTop trending hashtagin Singapore39% increase toSingtel 4G website
  18. 18. Content Marketing is not a Silver Bulletbut part of your larger social media strategyWhat makes great social?Supported at the top of the organizationBuilt around clear objectivesNOT freeRead more about this topic on my blog.
  19. 19. Mother’s Day 2013
  20. 20. Miguel BernasTwitter @phatfreemiguelPhatfreemiguel.comLinkedin

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