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Social Media in Youth Marketing

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Miguel Bernas, Director, Digital Marketing at SingTel explains how social media allows the telecommunications giant to engage with the youth market.
This presentation was given at Marketing to Youth in Singapore on 23 July 2012.

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Social Media in Youth Marketing

  1. 1. SingTelHow SingTel Uses Social Media in Youth MarketingMiguel BernasDirector, Digital MarketingSingTelPresented at:Marketing with Youth, July 2012, Singapore
  2. 2. This is the story about a brand looking for
  3. 3. SingTel & Youth
  4. 4. SingTel & YouthWhy social media?
  5. 5. Traditional Marketing Model TVCs Word of Mouth POS Advocacy Print Ads Repeat Outdoor Retail Purchase
  6. 6. New Marketing Model (Digital) Google (Search) Youtube Facebook Twitter
  7. 7. 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
  8. 8. Youtube, Facebook reach 2x more under 34s than the Straits Times Reach in thousands by media/demographic P45-54 P35-44 P25-34 P15-24 369 291 549 424 297 561 445 315 249 467 526 197 Reach (000) ST Reach (000) Youtube Reach (000) Facebook
  9. 9. How to be relevant to Youth in Social Media
  10. 10. Identifying Community “Passions”
  11. 11. Selecting an online persona VS. Larry the Stuart the comic book store ownerInsurance Salesman
  12. 12. 5 Essentials for Social Media Success1. Clear Objectives
  13. 13. Objective: build a large fan base
  14. 14. Half of SingTel Facebook fans are under 25 Over 142,250 Fans 78% under 35 48.9% under 25
  15. 15. 5 Essentials for Social Media Success1. Clear Objectives2. Top-level Management support
  16. 16. How social media is managed at SingTel The Editorial Board PR issue management, Corporate Comms CSR content Product & Queries & offers Consumer Marketing Social Customer Care technical support content Editor Content (Music, TV, Movies) Passion content: entertainment, s port, etc
  17. 17. 5 Essentials for Social Media Success1. Clear Objectives2. Top-level Management support3. Empowered Community Managers
  18. 18. Placing Customer Service at the forefront
  19. 19. 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.”
  20. 20. Fans praising SingTel staff
  21. 21. 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 ;)”
  22. 22. Fans helping other fans
  23. 23. 5 Essentials for Social Media Success1. Clear Objectives2. Top-level Management support3. Empowered Community Managers4. Content that grows communities
  24. 24. Facebook contests … they do work!
  25. 25. SingTel YouTube Show l TGISTGIS Episode # 3 : Nokia Lumia 800 Drop Test
  26. 26. SingTel YouTube Show l TGISTGIS Episode #5 : How to save a wet mobile phone
  27. 27. Content that fans will talk about
  28. 28. Content that fans will talk about Becoming Dad – Like Brothers
  29. 29. 5 Essentials for Social Media Success1. Clear Objectives2. Top-level Management support3. Empowered Community Managers4. Content that grows communities5. Money
  30. 30. Combining Search + Social
  31. 31. Combining Search + Social How much is 2GB of data?
  32. 32. SingTel Facebook Campaigns l Lady Gaga % Visitors to: 45. Contest 0% 42. View Gallery 5% Total Pageviews 120,359 Total Site Visits 13,407 Absolute Unique 8,184 Visitors to Site Avg. Time on Site 12:46 (mm:ss) % New Visits 51.07%
  33. 33. 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!”
  34. 34. Thank youFor questions: email miguelb@singtel.comFollow Miguel:Twitter @phatfreemiguelPhatfreemiguel.com

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