Presented at Integrated Social Media Marketing in Singapore on 7 Feb 2011 and Hong Kong on 10 Feb 2011. A case study on Singapore Telecommunications (SingTel) in its first year of social media marketing through Facebook and Youtube. Find out how SingTel grew its fan base from less than 8,000 to nearly 100,000 fans in less than 12 months. Read about essential tips for corporates looking to tap social media for its customer care and consumer communications.

1. Where is the Love?
How SingTel found online fans and keeps its
community growing
Miguel Bernas
Director, Digital Marketing
SingTel
Twitter: @phatfreemiguel

2. Agenda
 History: how it all started
 Operational management: success factors
 Creating valuable content
 Monitoring sentiment; measuring success
 5 essentials

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

4. “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…”

5. Why Social Media?
Injecting Positivity: balance out the
negatives
Build platform for direct
Listen and Monitor
engagement
Daily Reach out and
Engaging Single window
Listening monitoring and resolve Support
around content solutions
response problems

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,
sport, etc Agency (content production)

12. Monitoring community growth
Jan 2011 to Jan 2012
Fans (Likes) = 95,000 in Jan 2012 vs 7,000 in Jan 2011

13. Placing Customer Service at the forefront

14. SingTel Facebook Campaigns l Nokia N9
• Swipe to enjoy $50 off purchase of phone at www.singtelshop.com when you reach Level 5
• Weekly winner on Leaderboard wins Nokia N9
• 5,026 downloaded the app
• Each person spent an average of 9 mins on the game
• Active users Avg 1,600/week
• 75% plays beyond level 5 and clicked on the $50 off link

15. 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%

16. 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

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

18. SingTel YouTube Show l TGIS
TGIS Episode # 3 : Nokia Lumia 800 Drop Test
2nd most watched episode to date
- 58,000 total views
- 50,000 unique viewers reached

19. Case study: Nokia Lumia launch
Youtube masthead
Banner ads
Print ads
Facebook posts
Youtube video
Search

20. Social Commerce: Online deals app
20

21. Social commerce: Youth Buddies

22. 5 Essentials for Social Media Success
1. Clear Objectives
2. Top-level Management support

23. Monitoring community growth
Jan 2011 to Jan 2012
Fans (Likes) = 95,000 in Jan 2012 vs 7,000 in Jan 2011

24. Tracking community engagement
Jan 2011 to Jan 2012
3000000 100.0%
90.0%
2500000
75.1% 80.0%
70.9%
67.9%
63.2% 63.8% 70.0%
2000000
55.1% 60.0%
1500000 50.0%
41.2% 40.4%
36.5% 37.9% 37.1%
40.0%
32.5%
1000000
30.0%
20.0%
500000
10.0%
0 0.0%
Jan2011 Feb2011 Mar2011 Apr2011 May2011 Jun2011 Jul2011 Aug2011 Sep2011 Oct2011 Nov2011 Dec2011
On average 52% of fans visit page each week

25. 5 Essentials for Social Media Success
1. Clear Objectives
2. Top-level Management support
3. Empowered Community Managers

26. 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.”

27. Fans praising SingTel staff

28. 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 ;)”

29. Fans helping other fans

30. 5 Essentials for Social Media Success
1. Clear Objectives
2. Top-level Management support
3. Empowered Community Managers
4. Content that grows communities

31. SingTel YouTube Show l TGIS
TGIS Episode #5 : How to save a wet mobile phone
Most watched episode till date
- 84,000 total views
- 73,000 unique viewers reached

32. 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.

33. 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

34. Sharing the Amazing
Click here to view video

35. 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!”

37. Thank you_
For questions, email miguelb@singtel.com.
Follow Miguel on Twitter and Linkedin.