How SingTel uses video to build Brand Persona
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This document summarizes SingTel's use of video content marketing to build its brand persona. It discusses defining a brand voice through relevant content pillars and personas. SingTel creates entertaining and educational videos that show heart and add value to engage audiences and get their involvement. This includes its TGIS and 4G speed campaign videos that received thousands of interactions and became a top trending hashtag. While content marketing is not a silver bullet, it is an important part of SingTel's larger social media strategy when supported by clear objectives.
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How SingTel uses video to build Brand Persona
- 1. SingTel: Using Video Content to Build Brand Persona Miguel Bernas Director, Digital Marketing SingTel @phatfreemiguel Presented at Content Marketing conference 27 May 2013, Singapore 30 may 2013, Hong Kong
- 2. What is Content Marketing? Defining a Brand Voice / Persona vs Selling a Product Content consumers want to watch / read and, more importantly, share
- 3. Why Content Marketing? TVCs Print Ads Outdoor Word of Mouth Advocacy Repeat Purchase POS Retail
- 4. Why Content Marketing? Google (Search) Youtube Facebook Twitter
- 5. Increasingly complex path to purchase 30-step process before buying Consumers spend a lot of time researching before visiting your store or buying from your website
- 6. The Consumer Today “Buyers are not persuaded by advertising alone. They’re using the web, search, social networks, and more to educate themselves on potential purchases. Research shows consumers are 60% through the buyer’s journey before reaching out to brands for help on available options … Today the brand “voice” takes a front seat, while the hard sell takes a step back.” - Jonathan Lister, LinkedIn
- 7. 7 What are your Content Pillars? Choose content pillars that are relevant to your brand
- 8. What is your Brand Persona? Larry the Insurance Salesman Stuart the comic book store owner VS. Content Marketing allows brands to convey a persona relevant to consumers’ interests, as opposed to always pushing for a sale.
- 9. Whatever your brand persona … Entertain while you educate Show your brand has heart Always add value Listen & get the audience involved
- 10. Entertain, Educate TGIS – SingTel’s made-for-Youtube show SingTel 4G vs Parkour
- 11. Show your brand has heart Becoming Dad – Like Brothers
- 12. Always add Value Understanding Network Capacity
- 13. Always add value
- 14. Listen … and get the audience involved www.singtel.com/network SingTel enlisted the aid of its customers in prioritizing where cell site upgrades were most urgently needed. Read more here.
- 15. Get the audience involved #Need4GSpeed The #Need4GSpeed campaign enlisted consumers’ ideas on how they would use 4G speed; SingTel turned these ideas into comedy skits with Hossan Leong
- 16. Get the audience involved The Story Behind the #Need4GSpeed campaign Grandma’s Recipe Korean Drama More on Phatfreemiguel.com
- 17. #Need4GSpeed results 23 videos uploaded Over 32,000 interactions Top trending hashtag in Singapore 39% increase to Singtel 4G website
- 18. Content Marketing is not a Silver Bullet but part of your larger social media strategy What makes great social? Supported at the top of the organization Built around clear objectives NOT free Read more about this topic on my blog.