SingTel's Social Media Moments


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Presented at Spikes Asia on 16 September 2013 in Singapore

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SingTel's Social Media Moments

  1. 1. SingTel’s Social Media Moments Miguel Bernas Director, Digital Marketing SingTel @phatfreemiguel
  2. 2. 2 Seizing the Moment
  3. 3. 3 To seize the moment, you need an empowered team Social Media Lead Digital Agency Corporate Comms Customer Support Content (mioTV, other content) Marketing (Marcom) Blogger relations, Crisis management, CSR content, Corporate announcements Day-to-day customer issue resolution Products news, Online exclusive offers, Contests & promotions Entertainment discussions: music, movies & television, Contests & promotions Content creation, Strategy / Analytics consultation Editorial Board
  4. 4. 4 We all need the Human Touch …
  5. 5. 5 It’s about the Tender Moments …
  6. 6. 6 SingTel is looking for Love
  7. 7. 7 Targeted at the youthful and digitally savvy 18-25 year olds, SingTel’s future. Riding on the “hallyu” wave, we launched a surprise concert with a top K-pop group 2NE1 in November 2012. The event was promoted entirely through social media; more than 2,000 fans showed were there. Surprising Moments
  8. 8. 8 Collaborating with the audience … LIVE! #Need4GSpeed Video 1, play on Youtube Video 2, play on Youtube
  9. 9. 9 Collaborating with the audience … LIVE! 23 videos uploaded Over 32,000 interactions Top trending hashtag in Singapore 39% increase to Singtel 4G website
  10. 10. 10 AWARENESS TRIGGER POST-EVENTCHALLENGESTHE BUZZ Preparing Singapore for Gordon Ramsay Screenings of Hell’s Kitchen on mioTV Screenings of Gordon’s Great Escape on MediaCorp CH5 Hawker food articles including features on our top 12 foods on HGW and other food sites Food Bloggers & SingTel challenge GR to come and cook Conversations with influential bloggers Paid coverage on popular radio talk shows on ENG/CHN channels Hawker food articles including features on our top 12 foods on HGW and other food sites Gordon accepts the challenge, and the Hawker Heroes voting poll is launched Singapore is asked to vote for their 3 favorite hawkers to go up against Gordon on & offline Build a social media conversation around #HawkerHeroes Create content for HGW and mioTV to draw eyeballs and engagement with the campaign Announce the Top 3 Hawker Heroes Gordon @ Tian Tian, 328 Katong Laksa & Jumbo Seafood, and the big cook-off @ Newton Content distributed on Youtube and mioTV #HawkerHeroes
  11. 11. • 5 Aug 2013
  12. 12. 12 What people said
  13. 13. 13 What Gordon himself said
  14. 14. 14 Achievements 386,400 visits to the campaign site in 17days 288.5kunique visitors to the site1 out of 2 visitors to to view the campaign had never been there before $4,103,314 Total PR value (as of 10 July 2013) #HawkerHeroes trended in Singapore for 4 straight days!
  15. 15. 15 SingTel + Gordon Ramsay = Amazing Moments #HawkerHeroes Play on Youtube
  16. 16. Miguel Bernas Twitter @phatfreemiguel Linkedin