SingTel uses social media to effectively market to youth. It identifies community passions on platforms like Facebook, YouTube, and Twitter. SingTel's social media strategy involves having clear objectives, top-level management support, empowered community managers, and relevant content. It combines search and social campaigns to drive traffic. SingTel's social media presence has grown a large fan base that is over half under 25 years old. The company prioritizes customer service and offers solutions on social media. This engagement helps grow communities and drives campaigns, such as one giving away Lady Gaga tickets that generated over 120,000 pageviews.

1. SingTel
How SingTel Uses Social Media in Youth Marketing
Miguel Bernas
Director, Digital Marketing
SingTel
Presented at:
Marketing with Youth, July 2012, Singapore

2. This is the story about a brand looking for

3. SingTel & Youth

4. SingTel & Youth
Why social media?

5. Traditional Marketing Model
TVCs Word of Mouth
POS Advocacy
Print Ads Repeat
Outdoor Retail Purchase

6. New Marketing Model (Digital)
Google (Search)
Youtube
Facebook
Twitter

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. 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. How to be relevant to Youth in Social Media

10. Identifying Community “Passions”

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

12. 5 Essentials for Social Media Success
1. Clear Objectives

13. Objective: build a large fan base

14. Half of SingTel Facebook fans are under 25
Over 142,250 Fans
78% under 35
48.9% under 25

15. 5 Essentials for Social Media Success
1. Clear Objectives
2. Top-level Management support

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

18. Placing Customer Service at the forefront

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. Fans praising SingTel staff

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. Fans helping other fans

23. 5 Essentials for Social Media Success
1. Clear Objectives
2. Top-level Management support
3. Empowered Community Managers
4. Content that grows communities

24. Facebook contests … they do work!

25. SingTel YouTube Show l TGIS
TGIS Episode # 3 : Nokia Lumia 800 Drop Test

26. SingTel YouTube Show l TGIS
TGIS Episode #5 : How to save a wet mobile phone

27. Content that fans will talk about

28. Content that fans will talk about
Becoming Dad – Like Brothers

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. Combining Search + Social

31. Combining Search + Social
How much is 2GB of data?

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. 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!”

35. Thank you
For questions: email miguelb@singtel.com
Follow Miguel:
Twitter @phatfreemiguel
Phatfreemiguel.com