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SingTel: Harnessing the Power of     Digital Across Platforms                          Miguel Bernas                    Di...
Project Silverline
Harnessing the power of digital1.   Why Digital?2.   Maximizing impact through integration3.   Managing reputation4.   Mea...
“Classic” FunnelLots of brandsFewer brands
Marketing in the Digital Age
Traditional Marketing Model      TVCs               Word of Mouth                 POS       Advocacy    Print Ads         ...
New Marketing Model (Digital)      Google (Search)      Youtube      Facebook      Twitter
Increasingly complex path to purchase                         30-step process before                                 buying
Print is declining. Online is growing.                          1600000                          1400000                  ...
Greater reach, especially among under 35s                 Reach in thousands by media/demographic                     P15-...
72% of SG Mobile consumers research online                  before any purchase                                      Consu...
Integration Toolbox• Search• Social• Content
TGIS – SingTel’s made-for-Youtube show               TGIS Episode s02e03
Decide on an online persona                      VS.      Larry the             Stuart the comic book store owner Insuranc...
SingTel Facebook fans: 12 months           Over 174,000 Likes today
Build a Community around “Passions”
Content that generates discussion
Why will they care? Why will they share?
Content that consumers will share            Becoming Dad – Like Brothers
Case Study I: Tiered Price Plans                        x Message across paid ads, website, social networks tocommunicate ...
Integrateour efforts              Integrated approach for 2GB              education webpages.              Site covers:  ...
Search to drive education         How much is 2GB of data?
Case Study II: MioTV disruption during BPL matchHow to communicate amidst a sea of negative chatter?
Reach customers while they search  Search for MIO surged to 2.5 times normal volume due to                         disrupt...
Search Engines as the doorway to our messageStrategy: Communicate our Official Apology through                  Paid Search
Reduce impact of negative coverage by displacing it from top                     search matches                           ...
1,082 Likes; 339 comments; 147 shares
Measuring returnsChallenges for the industry1. How to achieve a differentiated customer   (brand) experience2. How to addr...
Samsung Galaxy SIII on Facebook                        More than 14,000 players    resulting in 16,000+ Likes, 160,000 +re...
Youth Hideout on Facebook
Making the case for more digital                 S2 and S3: Media Spend / Cost Per Acq   4.0                              ...
Summary1. Digital is critical in winning the ZMOT2. Digital winds over hearts & minds  •   Brand experience  •   Education...
Thank YouTwitter: @phatfreemiguelEmail: miguelb@singtel.com
SingTel: Harnessing the Power of Digital Across Platforms
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SingTel: Harnessing the Power of Digital Across Platforms

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Presentation by Miguel Bernas, Director, Digital Marketing, SingTel made on 12 October 2012 at Digital Marketing Spotlight in Singapore.

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SingTel: Harnessing the Power of Digital Across Platforms

  1. 1. SingTel: Harnessing the Power of Digital Across Platforms Miguel Bernas Director, Digital Marketing 12 October 2012Twitter: @phatfreemiguelEmail: miguelb@singtel.com
  2. 2. Project Silverline
  3. 3. Harnessing the power of digital1. Why Digital?2. Maximizing impact through integration3. Managing reputation4. Measuring returns
  4. 4. “Classic” FunnelLots of brandsFewer brands
  5. 5. Marketing in the Digital Age
  6. 6. Traditional Marketing Model TVCs Word of Mouth POS Advocacy Print Ads Repeat Outdoor Retail Purchase
  7. 7. New Marketing Model (Digital) Google (Search) Youtube Facebook Twitter
  8. 8. Increasingly complex path to purchase 30-step process before buying
  9. 9. Print is declining. Online is growing. 1600000 1400000 - 3% YoY Daily visitors/readers 1200000 1000000 800000 +45% YoY 600000 400000 200000 2009 2010 2011 2012 YT Daily UUs ST Daily readershipSoure: Nielsen Media Index 2011, Internal Google
  10. 10. Greater reach, especially among under 35s Reach in thousands by media/demographic P15-24 P25-34 P35-44 P45-54 369 291 549 424 297 561 445 315 249 467 526 197 Reach (000) ST Reach (000) Youtube Reach (000) Facebook
  11. 11. 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
  12. 12. Integration Toolbox• Search• Social• Content
  13. 13. TGIS – SingTel’s made-for-Youtube show TGIS Episode s02e03
  14. 14. Decide on an online persona VS. Larry the Stuart the comic book store owner Insurance Salesman
  15. 15. SingTel Facebook fans: 12 months Over 174,000 Likes today
  16. 16. Build a Community around “Passions”
  17. 17. Content that generates discussion
  18. 18. Why will they care? Why will they share?
  19. 19. Content that consumers will share Becoming Dad – Like Brothers
  20. 20. Case Study I: Tiered Price Plans x Message across paid ads, website, social networks tocommunicate the price plan changes from 12GB to 2GB.
  21. 21. Integrateour efforts Integrated approach for 2GB education webpages. Site covers: • FAQs • Tips on managing data • Videos • Keywords searched on the topic Point Paid, Earned, Shared to Owned pages for longevity. (visibility long after campaign ends)
  22. 22. Search to drive education How much is 2GB of data?
  23. 23. Case Study II: MioTV disruption during BPL matchHow to communicate amidst a sea of negative chatter?
  24. 24. Reach customers while they search Search for MIO surged to 2.5 times normal volume due to disruption.Search reputation management involves two primary components:1) Identify offending content.2) Render offending content harmless by displacing it from top search matches.
  25. 25. Search Engines as the doorway to our messageStrategy: Communicate our Official Apology through Paid Search
  26. 26. Reduce impact of negative coverage by displacing it from top search matches Negative Content
  27. 27. 1,082 Likes; 339 comments; 147 shares
  28. 28. Measuring returnsChallenges for the industry1. How to achieve a differentiated customer (brand) experience2. How to address rising customer acquisition costs
  29. 29. Samsung Galaxy SIII on Facebook More than 14,000 players resulting in 16,000+ Likes, 160,000 +referrals to Singtelshop.com and sales
  30. 30. Youth Hideout on Facebook
  31. 31. Making the case for more digital S2 and S3: Media Spend / Cost Per Acq 4.0 1.2 3.5 1.0 1.0 3.0 Media Spend Online 0.8 2.5 Media Spend Online 2.0 0.6 0.6 Media Spend Offline 1.5 0.4 Cost Per Acq 1.0 Media Spend Offline 0.2 0.5 Media Spend Offline 0.0 - Samsung S2 Samsung S3 iPhone4 and iPhone4s: Media Spend / Cost Per Acq 1.2 1.2 1.0 1.0 1.0 0.8 Media Spend Online 0.8 Media Spend Online 0.6 0.6 Media Spend Offline 0.4 0.4 0.4 Cost Per Acq Media Spend Offline 0.2 0.2 Media Spend Online 0.0 Media Spend Offline - iPhone 4 iPhone 4s
  32. 32. Summary1. Digital is critical in winning the ZMOT2. Digital winds over hearts & minds • Brand experience • Education3. Digital delivers measurable business returns
  33. 33. Thank YouTwitter: @phatfreemiguelEmail: miguelb@singtel.com

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