singtel: finding fans and keeping them loyal
TRANSCRIPT
SingTelFinding fans and keeping them loyal
Miguel BernasDirector, Digital MarketingSingTel
Presented at Digital Disclosures: Malaysian Media Conference 2012, Kuala Lumpur, Malaysia
The starting point: mioTV frustration
World Cup angst
Service gaps,
technical frustration
Favorite online
whipping boy
SingTel enters Facebook in 2010
“ST only talk but no feeling for the customer…”
“I have been complaining more than five times…”
“Singtel … this is my third time writing this post to you…”
72% of SG Mobile consumers research online before any purchase
0%
10%
20%
30%
40%
50%
60%
70%
25%
1%
64%
8%
Consumer ROPO – Singapore – Mobile Phones
Research Offline, Purchase OfflineResearch Offline, Purchase OnlineResearch Online,Purchase OfflineResearch Online, Purchase Online
Source: TNS ROPO Study, Tech/Telco, Singapore, 2010
Reach a larger, new audience
Reach (000) ST Reach (000) Youtube Reach (000) Facebook
197467 526249
445561
315
424
549
297
291
369
Reach in thousands by media/demographic
P15-24 P25-34 P35-44 P45-54
Identifying key objectives
1. Grow the fanbase: be among the top brands on social media in Singapore
2. Maintain high engagement3. Credible Customer Service extension for
SingTel
Defining the Strategic Intent
“Build a Community with Shared
Passions”
Our OfferingsProducts
Touchpoints / Daily interaction
Brand EssenceBrand values
Personality / ImagePerceptions to address?
Business ObjectivesMarket ShareCost efficiency
Customer ExperienceCustomer insights (Listening)
Identifying Community “Passions”
Selecting an online persona
Larry the Insurance Salesman
Stuart the comic book store owner
VS.
Preparation: essential steps
Internal support Staffing / Resourcing / Training
– Hired Social Media / Community Manager– Hired dedicated Customer Care team
Sourcing content
Ensuring cooperation across the organization:The Editorial Board
Social Editor
Corporate Comms
Customer Care
Content (Music, TV,
Movies)
Consumer Marketing
PR issue management, CSR content
Queries & technical support
Passion content: entertainment, sport, etc
Product & offers content
1.5 people
4 people
2 peopleAgency (content production)
1.5 people 1 person
Monitoring community growth
Over 92,000 fans gained in 12 months
• Launch of Facebook App with Lady Gaga in Singapore Showcase
• Users get to submit their best picture with aid of Gagafy Yourself tools to win tickets to showcase
• Lil’ Monsters Go Gaga live event
Total Pageviews 120,359
Total Site Visits 13,407
Absolute Unique Visitors to Site 8,184
Avg. Time on Site (mm:ss) 12:46
% New Visits 51.07%
% Visitors to:
Contest45.0%
View Gallery42.5%
SingTel Facebook Campaigns l Lady Gaga
SingTel Facebook Campaigns l SG Grand Prix
• 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
22 Mar to 16 Oct Facebook App 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%
SingTel Youtube channel l Casting Call
SingTel Casting Call 2011 : the Finals
SingTel YouTube Show l TGIS TGIS Episode # 3 : Nokia Lumia 800 Drop Test
2nd most watched episode to date
- Over 64,000 views
Social commerce: Youth Buddies
5 Essentials for Social Media Success
1. Clear Objectives2. Top-level Management support
5 Essentials for Social Media Success
1. Clear Objectives2. Top-level Management support3. Empowered Community Managers
Placing Customer Service at the forefront
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.”
Fans praising SingTel staff
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 ;)”
Fans helping other fans
5 Essentials for Social Media Success
1. Clear Objectives2. Top-level Management support3. Empowered Community Managers4. Content that grows communities
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.
TGIS Episode #5 : How to save a wet mobile phone
Most watched episode till date
- Over 241,000 views
SingTel YouTube Show l TGIS
5 Essentials for Social Media Success
1. Clear Objectives2. Top-level Management support3. Empowered Community Managers4. Content that grows communities5. Money
Sharing the Amazing
“Thank you, Singtel for bringing Mother Monster
back, thus making our dreams come true…”
“Thank you, Singtel it was disco heaven…”
“OMG SINGTEL I LOVE YOU! THX FOR THE
TICKETS!”
