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How SingTel Uses Social Media for Customer Support


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A report on how SingTel, one of Asia's leading telecommunications companies, is using social media to transform its Customer Service and build a community of fans.
Presented by Miguel Bernas, Director, Digital Marketing at the Social Media World Forum 2011 in Singapore.

Published in: Technology, Business
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How SingTel Uses Social Media for Customer Support

  1. 1. Where is the Love? <br />How SingTel uses Social Media for Customer Service & Support<br />Miguel Bernas<br />Director, Digital Marketing<br />SingTel<br />
  2. 2. The starting point: mioTV frustration<br />SingTel enters Facebook in 2010<br />
  3. 3. “I have been complaining more than five times…”<br />“ST only talk but no feeling for the customer…”<br />“Singtel … this is my third time writing this post to you…”<br />
  4. 4. Balancing out the negatives<br />
  5. 5. Identifying key objectives<br />Grow the fanbase: be among the top brands on social media in Singapore<br />Maintain high engagement<br />Credible Customer Service extension for SingTel<br />
  6. 6. Defining the Strategic Intent<br />
  7. 7. Identifying Community “Passions”<br />
  8. 8. Selecting an online persona<br />VS.<br />Stuart the comic book store owner<br />Larry the <br />Insurance Salesman<br />
  9. 9. Ensuring cooperation across the organization:The Editorial Board<br />PR issue management, CSR content<br />Queries & technical support<br />Product & offers content<br />Passion content: entertainment, sport, etc<br />
  10. 10. Preparation: essential steps<br />Internal support<br />Staffing / Resourcing / Training<br />Hired Social Media / Community Manager<br />Hired dedicated Customer Care team<br />Sourcing content<br />
  11. 11. Placing Customer Service at the forefront<br />
  12. 12. Offering solutions, not subterfuge<br />“I think this is reasonably fair … thank you, Norita, for calling to apologize and arranging to make up…”<br />“Hi Singtel … received your email … thank you for letting me pay $100 by installment … thank you for your understanding.”<br />
  13. 13. Fans helping other fans<br />“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 …<br />“My problem was permanently fixed … after more than six months, not a single problem ;)”<br />
  14. 14. Redefining Customer Service<br />“Thank you Singtel. I wish that your customer technical helpdesk could be as efficient as the facebook page.”<br />
  15. 15. Monitoring community growthJun 2011 to Present Day<br />Fans (Likes) = up over 259% since June 2011<br />Fans now at over 44,500 vs less than 8,000 in Jan 2011<br />
  16. 16. Among Singapore’s top brands on Facebook<br />1. Starbucks: 139,296 Likes<br />2.Insing: 102,500 Likes<br />3. Starhub: 56,434 Likes<br />4. Pizza Hut: 52,198 Likes<br />5. Burger King: 51,453 Likes<br />6. SingTel: 43,549 Likes<br />7. Nike Football: 38,672 Likes<br />8. Sony Ericsson: 37,813 Likes<br />9. Sephora: 38,459 Likes<br />10. Samsung Mobile: 27,247 Likes<br />
  17. 17. Tracking community engagementJun 2011 to Present Day<br />Over 63% of SingTel fans visit the page every week<br />
  18. 18. 18<br />Venturing into Social Commerce: Facebook Online Deals app<br />
  19. 19. Sharing multimedia content through Facebook<br />
  20. 20. 5 Essentials for Social Media Success<br />Clear Objectives<br />Top-level Management support<br />Empowered Community Managers<br />Money<br />Content that grows communities<br />
  21. 21. Sharing the Amazing<br />Click here to view video<br />
  22. 22. Sharing the Amazing<br />“Thank you, Singtel for bringing Mother Monster back, thus making our dreams come true…”<br />“Thank you, Singtel it was disco heaven…”<br />“OMG SINGTEL I LOVE YOU! THX FOR THE TICKETS!”<br />
  23. 23.
  24. 24. Thank you_<br />For questions, email<br />