Video Content: How SingTel does it

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Versions of this presentation were presented at the Media Publishers Association of Singapore Awards and at Content 360 in Singapore.

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Video Content: How SingTel does it

  1. 1. Video Content: How SingTel Does It Miguel Bernas Director, Digital Marketing SingTel
  2. 2. 2 We are SingTel
  3. 3. 3 As a brand, SingTel is highly respected … … but not always LOVED.
  4. 4. 4
  5. 5. 5 SingTel’s video content Educate or Update Promote Discussion Troubleshooting & Self-Help Evoke a brand connection
  6. 6. 6 Surprising & delighting customers
  7. 7. 7 Watch on Youtube
  8. 8. 8 #HawkerHeroes Play on Youtube
  9. 9. 9
  10. 10. 10 Content & Social Media are important elements of SingTel’s marketing strategy
  11. 11. 11 5 Tips for Social Media Success
  12. 12. #1 Aim for the Heart, not the Head
  13. 13. 13 If they care, they will share
  14. 14. 14 #HawkerHeroes
  15. 15. #2 Accept the fact that you are not Ellen Degeneres
  16. 16. 16
  17. 17. 17 That Moment When the boss says: “please make this viral.”
  18. 18. 18 Watch on Youtube
  19. 19. 19 Watch on Youtube
  20. 20. #3 Set aside budget for production but set aside budget for distribution first
  21. 21. 21 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
  22. 22. 22 #Need4GSpeed Watch on Youtube
  23. 23. 23
  24. 24. #4 Get your consumers involved
  25. 25. 25 23 videos uploaded in 8 hours Over 32,000 interactions Top trending hashtag in Singapore 39% increase in traffic to Singtel 4G website
  26. 26. 26 Watch on Youtube
  27. 27. #5 Keep it simple! (Apply the 60-second rule)
  28. 28. 28 #ALittleHelp
  29. 29. 29 Play on Youtube
  30. 30. 30 The Anatomy of a Real-Time Social Media Campaign
  31. 31. Miguel Bernas Twitter @phatfreemiguel Phatfreemiguel.com Linkedin

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