Singtel's digital marketing strategy, presented by Miguel Bernas at the 2012 Malaysian Media Conference, focuses on expanding its social media presence and enhancing customer loyalty through community engagement and customer service. Key objectives include growing a fanbase, maintaining high engagement, and addressing customer feedback through various online platforms. Noteworthy achievements include gaining over 92,000 Facebook fans in a year and successful campaigns such as a Lady Gaga contest and F1-related activities, demonstrating the effectiveness of their digital initiatives.

1. SingTel
Finding fans and keeping them loyal
Miguel Bernas
Director, Digital Marketing
SingTel
Presented at
Digital Disclosures: Malaysian Media Conference 2012, Kuala Lumpur, Malaysia

2. The starting point: mioTV frustration
SingTel enters Facebook in 2010
Service Favorite
World Cup gaps, techni online
angst cal whipping
frustration boy

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. 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. 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
197
Reach (000) ST Reach (000) Youtube Reach (000) Facebook

6. Identifying key objectives
1. Grow the fanbase: be among the top brands
on social media in Singapore
2. Maintain high engagement
3. Credible Customer Service extension for
SingTel

7. Defining the Strategic Intent
Brand Essence
Brand values
Personality / Image
Perceptions to address?
Business Objectives
Our Offerings
Market Share
Products
Cost efficiency
Touchpoints / Daily
Customer Experience
interaction
Customer insights (Listening)
“Build a
Community
with Shared
Passions”

8. Identifying Community “Passions”

9. Selecting an online persona
VS.
Larry the Stuart the comic book store owner
Insurance Salesman

10. Preparation: essential steps
 Internal support
 Staffing / Resourcing / Training
– Hired Social Media / Community Manager
– Hired dedicated Customer Care team
 Sourcing content

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. Monitoring community growth
Over 92,000 fans gained in 12 months

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. 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. SingTel Youtube channel l Casting Call
SingTel Casting Call 2011 : the Finals

16. SingTel YouTube Show l TGIS
TGIS Episode # 3 : Nokia Lumia 800 Drop Test
2nd most watched episode to date
- Over 64,000 views

17. Social Commerce: Online deals app
17

18. Social commerce: Youth Buddies

19. 5 Essentials for Social Media Success
1. Clear Objectives
2. Top-level Management support

20. 5 Essentials for Social Media Success
1. Clear Objectives
2. Top-level Management support
3. Empowered Community Managers

21. Placing Customer Service at the forefront

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. Fans praising SingTel staff

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. Fans helping other fans

26. 5 Essentials for Social Media Success
1. Clear Objectives
2. Top-level Management support
3. Empowered Community Managers
4. Content that grows communities

27. The TGIS Manifesto
1. 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. SingTel YouTube Show l TGIS
TGIS Episode #5 : How to save a wet mobile phone
Most watched episode till date
- Over 241,000 views

29. 5 Essentials for Social Media Success
1. Clear Objectives
2. Top-level Management support
3. Empowered Community Managers
4. Content that grows communities
5. Money

30. Sharing the Amazing
Click here to view video

31. Sharing the Amazing
“Thank you, Singtel for
bringing 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!”

33. Thank you_
For questions, email miguelb@singtel.com