SingTelFinding fans and keeping them loyalMiguel BernasDirector, Digital MarketingSingTelPresented atDigital Disclosures: ...
The starting point:                    mioTV frustration              SingTel enters Facebook in 2010                     ...
“I have been complaining more                                     than five times…”“ST only talk but no feeling for       ...
72% of SG Mobile consumers research online before any                       purchase                                      ...
Reach a larger, new audience       Reach in thousands by media/demographic                 P15-24   P25-34          P35-44...
Identifying key objectives1. Grow the fanbase: be among the top brands   on social media in Singapore2. Maintain high enga...
Defining the Strategic Intent                       Brand Essence                           Brand values                  ...
Identifying Community “Passions”
Selecting an online persona                     VS.     Larry the             Stuart the comic book store ownerInsurance S...
Preparation: essential steps Internal support Staffing / Resourcing / Training  – Hired Social Media / Community Manager...
Ensuring cooperation across the organization:                                    The Editorial Board                      ...
Monitoring community growth      Over 92,000 fans gained in 12 months
SingTel Facebook Campaigns l Lady Gaga                                                                                  % ...
SingTel Facebook Campaigns l SG Grand Prix                                                                                ...
SingTel Youtube channel l Casting Call             SingTel Casting Call 2011 : the Finals
SingTel YouTube Show l TGISTGIS Episode # 3 : Nokia Lumia 800 Drop Test2nd most watched episode to date-   Over 64,000 views
Social Commerce: Online deals app17
Social commerce: Youth Buddies
5 Essentials for Social Media Success1. Clear Objectives2. Top-level Management support
5 Essentials for Social Media Success1. Clear Objectives2. Top-level Management support3. Empowered Community Managers
Placing Customer Service at the forefront
Offering solutions, not subterfuge               “I think this is reasonably fair …                thank you, Norita, for ...
Fans praising SingTel staff
Fans helping other fans          “What do you want Singtel to do? …        ranting online will not solve anything …       ...
Fans helping other fans
5 Essentials for Social Media Success1.   Clear Objectives2.   Top-level Management support3.   Empowered Community Manage...
The TGIS Manifesto1. We cover technology in a non-techie way.2. Our content must be of real value.3. We don’t sell SingTel...
SingTel YouTube Show l TGISTGIS Episode #5 : How to save a wet mobile phoneMost watched episode till date-   Over 241,000 ...
5 Essentials for Social Media Success1.   Clear Objectives2.   Top-level Management support3.   Empowered Community Manage...
Sharing the Amazing           Click here to view video
Sharing the Amazing “Thank you, Singtel forbringing Mother Monster back, thus making our     “Thank you, Singtel it  dream...
Thank you_For questions, email miguelb@singtel.com
SingTel: Finding fans and keeping them loyal
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SingTel: Finding fans and keeping them loyal

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I was invited to speak at the Malaysian Media Conference 2012 in Kuala Lumpur, Malaysia. In the last 12 months, SingTel's Facebook community has grown from about 8,000 fans to over 108,000 fans in a year's time. In addition, we maintain high engagement with our community with over 50% of the fan base visiting the Facebook page every week.
Last December, SingTel also launched its Youtube channel with a weekly made-for-Youtube programme, TGIS. The show has found its own audience with some episodes exceeding 230,000 views.

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  • First telco in Singapore to do this!
  • In conclusion …
  • In conclusion …
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  • SingTel: Finding fans and keeping them loyal

    1. 1. SingTelFinding fans and keeping them loyalMiguel BernasDirector, Digital MarketingSingTelPresented atDigital Disclosures: Malaysian Media Conference 2012, Kuala Lumpur, Malaysia
    2. 2. The starting point: mioTV frustration SingTel enters Facebook in 2010 Service Favorite World Cup gaps, techni online angst cal whipping frustration boy
    3. 3. “I have been complaining more than five times…”“ST only talk but no feeling for the customer…” “Singtel … this is my third time writing this post to you…”
    4. 4. 72% of SG Mobile consumers research online before any purchase Consumer ROPO – Singapore – Mobile Phones 70% 64% 60% 50% Research Offline, Purchase Offline 40% Research Offline, Purchase Online Research Online,Purchase Offline 30% 25% Research Online, Purchase Online 20% 10% 8% 1% 0%Source: TNS ROPO Study, Tech/Telco, Singapore, 2010
    5. 5. Reach a larger, new audience Reach in thousands by media/demographic P15-24 P25-34 P35-44 P45-54 369 291 549 424 297 561 445 315 249 467 526 197Reach (000) ST Reach (000) Youtube Reach (000) Facebook
    6. 6. Identifying key objectives1. Grow the fanbase: be among the top brands on social media in Singapore2. Maintain high engagement3. Credible Customer Service extension for SingTel
    7. 7. Defining the Strategic Intent Brand Essence Brand values Personality / Image Perceptions to address? Business ObjectivesOur Offerings Market Share Products Cost efficiencyTouchpoints / Daily Customer Experience interaction Customer insights (Listening) “Build a Community with Shared Passions”
    8. 8. Identifying Community “Passions”
    9. 9. Selecting an online persona VS. Larry the Stuart the comic book store ownerInsurance Salesman
    10. 10. Preparation: essential steps Internal support Staffing / Resourcing / Training – Hired Social Media / Community Manager – Hired dedicated Customer Care team Sourcing content
    11. 11. Ensuring cooperation across the organization: The Editorial Board PR issue management, 1.5 people Corporate Comms CSR content Product & Queries & offers Consumer Marketing Social Customer Care technical support content Editor 1 person 4 people 1.5 people Content (Music, TV, Movies) Passion content: 2 people entertainment, s port, etc Agency (content production)
    12. 12. Monitoring community growth Over 92,000 fans gained in 12 months
    13. 13. SingTel Facebook Campaigns l Lady Gaga % Visitors to: 45. Contest 0% 42. View Gallery 5% Total Pageviews 120,359• Launch of Facebook App with Lady Gaga in Singapore Showcase Total Site Visits 13,407• Users get to submit their best picture with aid of Gagafy Yourself tools to Absolute Unique 8,184 win tickets to showcase Visitors to Site Avg. Time on Site• Lil’ Monsters Go Gaga live event 12:46 (mm:ss) % New Visits 51.07%
    14. 14. SingTel Facebook Campaigns l SG Grand Prix Facebook App 22 Mar to 16 Oct 6 Aug – 16 Oct Visits 18,098 Unique Visitors 14,945 Pageviews 254,791 Avg. Pageview/visit 12.84 Avg. Time on Site 3 min 38 sec New Visits % 70.00%• Proposed migration of web to launch of F1 Facebook app during F1 season• SingTel Grid Girls Voting• F1 related quiz for premiums giveaway• Achieved 15K unique visitors and high engagement during F1 season
    15. 15. SingTel Youtube channel l Casting Call SingTel Casting Call 2011 : the Finals
    16. 16. SingTel YouTube Show l TGISTGIS Episode # 3 : Nokia Lumia 800 Drop Test2nd most watched episode to date- Over 64,000 views
    17. 17. Social Commerce: Online deals app17
    18. 18. Social commerce: Youth Buddies
    19. 19. 5 Essentials for Social Media Success1. Clear Objectives2. Top-level Management support
    20. 20. 5 Essentials for Social Media Success1. Clear Objectives2. Top-level Management support3. Empowered Community Managers
    21. 21. Placing Customer Service at the forefront
    22. 22. Offering solutions, not subterfuge “I think this is reasonably fair … thank you, Norita, for calling to apologize and arranging to make up…” “Hi Singtel … received your email … thank you for letting me pay $100 by installment … thank you for your understanding.”
    23. 23. Fans praising SingTel staff
    24. 24. Fans helping other fans “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 … “My problem was permanently fixed … after more than six months, not a single problem ;)”
    25. 25. Fans helping other fans
    26. 26. 5 Essentials for Social Media Success1. Clear Objectives2. Top-level Management support3. Empowered Community Managers4. Content that grows communities
    27. 27. The TGIS Manifesto1. We cover technology in a non-techie way.2. Our content must be of real value.3. We don’t sell SingTel products.4. We entertain so that we can inform.5. Every episode must reveal a surprising side of SingTel.6. Every episode is designed to be shared.7. Youtube is part of a bigger content strategy.
    28. 28. SingTel YouTube Show l TGISTGIS Episode #5 : How to save a wet mobile phoneMost watched episode till date- Over 241,000 views
    29. 29. 5 Essentials for Social Media Success1. Clear Objectives2. Top-level Management support3. Empowered Community Managers4. Content that grows communities5. Money
    30. 30. Sharing the Amazing Click here to view video
    31. 31. Sharing the Amazing “Thank you, Singtel forbringing Mother Monster back, thus making our “Thank you, Singtel it dreams come true…” was disco heaven…” “OMG SINGTEL I LOVE YOU! THX FOR THE TICKETS!”
    32. 32. Thank you_For questions, email miguelb@singtel.com

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