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SingTel: Harnessing the Power of Digital Across Platforms

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Miguel Bernas
Miguel Bernas

Presentation by Miguel Bernas, Director, Digital Marketing, SingTel made on 12 October 2012 at Digital Marketing Spotlight in Singapore.

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SingTel: Harnessing the Power of Digital Across Platforms Miguel Bernas Director, Digital Marketing 12 October 2012 Twitter: @phatfreemiguel Email: miguelb@singtel.com
Project Silverline
Harnessing the power of digital 1. Why Digital? 2. Maximizing impact through integration 3. Managing reputation 4. Measuring returns
“Classic” Funnel Lots of brands Fewer brands
Marketing in the Digital Age
Traditional Marketing Model TVCs Word of Mouth POS Advocacy Print Ads Repeat Outdoor Retail Purchase
New Marketing Model (Digital) Google (Search) Youtube Facebook Twitter
Increasingly complex path to purchase 30-step process before buying
Print is declining. Online is growing. 1600000 1400000 - 3% YoY Daily visitors/readers 1200000 1000000 800000 +45% YoY 600000 400000 200000 2009 2010 2011 2012 YT Daily UUs ST Daily readership Soure: Nielsen Media Index 2011, Internal Google
Greater reach, especially among under 35s 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
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
Integration Toolbox • Search • Social • Content
TGIS – SingTel’s made-for-Youtube show TGIS Episode s02e03
Decide on an online persona VS. Larry the Stuart the comic book store owner Insurance Salesman
SingTel Facebook fans: 12 months Over 174,000 Likes today
SingTel: Harnessing the Power of Digital Across Platforms
Build a Community around “Passions”
Content that generates discussion
Why will they care? Why will they share?
Content that consumers will share Becoming Dad – Like Brothers
Case Study I: Tiered Price Plans x Message across paid ads, website, social networks to communicate the price plan changes from 12GB to 2GB.
Integrate our efforts Integrated approach for 2GB education webpages. Site covers: • FAQs • Tips on managing data • Videos • Keywords searched on the topic Point Paid, Earned, Shared to Owned pages for longevity. (visibility long after campaign ends)
Search to drive education How much is 2GB of data?
Case Study II: MioTV disruption during BPL match How to communicate amidst a sea of negative chatter?
Reach customers while they search Search for MIO surged to 2.5 times normal volume due to disruption. Search reputation management involves two primary components: 1) Identify offending content. 2) Render offending content harmless by displacing it from top search matches.
Search Engines as the doorway to our message Strategy: Communicate our Official Apology through Paid Search
Reduce impact of negative coverage by displacing it from top search matches Negative Content
1,082 Likes; 339 comments; 147 shares
Measuring returns Challenges for the industry 1. How to achieve a differentiated customer (brand) experience 2. How to address rising customer acquisition costs
Samsung Galaxy SIII on Facebook More than 14,000 players resulting in 16,000+ Likes, 160,000 +referrals to Singtelshop.com and sales
Youth Hideout on Facebook
Making the case for more digital S2 and S3: Media Spend / Cost Per Acq 4.0 1.2 3.5 1.0 1.0 3.0 Media Spend Online 0.8 2.5 Media Spend Online 2.0 0.6 0.6 Media Spend Offline 1.5 0.4 Cost Per Acq 1.0 Media Spend Offline 0.2 0.5 Media Spend Offline 0.0 - Samsung S2 Samsung S3 iPhone4 and iPhone4s: Media Spend / Cost Per Acq 1.2 1.2 1.0 1.0 1.0 0.8 Media Spend Online 0.8 Media Spend Online 0.6 0.6 Media Spend Offline 0.4 0.4 0.4 Cost Per Acq Media Spend Offline 0.2 0.2 Media Spend Online 0.0 Media Spend Offline - iPhone 4 iPhone 4s
Summary 1. Digital is critical in winning the ZMOT 2. Digital winds over hearts & minds • Brand experience • Education 3. Digital delivers measurable business returns
Thank You Twitter: @phatfreemiguel Email: miguelb@singtel.com

More Related Content

SingTel: Harnessing the Power of Digital Across Platforms

  • 1. SingTel: Harnessing the Power of Digital Across Platforms Miguel Bernas Director, Digital Marketing 12 October 2012 Twitter: @phatfreemiguel Email: miguelb@singtel.com
  • 3. Harnessing the power of digital 1. Why Digital? 2. Maximizing impact through integration 3. Managing reputation 4. Measuring returns
  • 4. “Classic” Funnel Lots of brands Fewer brands
  • 5. Marketing in the Digital Age
  • 6. Traditional Marketing Model TVCs Word of Mouth POS Advocacy Print Ads Repeat Outdoor Retail Purchase
  • 7. New Marketing Model (Digital) Google (Search) Youtube Facebook Twitter
  • 8. Increasingly complex path to purchase 30-step process before buying
  • 9. Print is declining. Online is growing. 1600000 1400000 - 3% YoY Daily visitors/readers 1200000 1000000 800000 +45% YoY 600000 400000 200000 2009 2010 2011 2012 YT Daily UUs ST Daily readership Soure: Nielsen Media Index 2011, Internal Google
  • 10. Greater reach, especially among under 35s 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
  • 11. 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
  • 13. TGIS – SingTel’s made-for-Youtube show TGIS Episode s02e03
  • 14. Decide on an online persona VS. Larry the Stuart the comic book store owner Insurance Salesman
  • 15. SingTel Facebook fans: 12 months Over 174,000 Likes today
  • 17. Build a Community around “Passions”
  • 19. Why will they care? Why will they share?
  • 20. Content that consumers will share Becoming Dad – Like Brothers
  • 21. Case Study I: Tiered Price Plans x Message across paid ads, website, social networks to communicate the price plan changes from 12GB to 2GB.
  • 22. Integrate our efforts Integrated approach for 2GB education webpages. Site covers: • FAQs • Tips on managing data • Videos • Keywords searched on the topic Point Paid, Earned, Shared to Owned pages for longevity. (visibility long after campaign ends)
  • 23. Search to drive education How much is 2GB of data?
  • 24. Case Study II: MioTV disruption during BPL match How to communicate amidst a sea of negative chatter?
  • 25. Reach customers while they search Search for MIO surged to 2.5 times normal volume due to disruption. Search reputation management involves two primary components: 1) Identify offending content. 2) Render offending content harmless by displacing it from top search matches.
  • 26. Search Engines as the doorway to our message Strategy: Communicate our Official Apology through Paid Search
  • 27. Reduce impact of negative coverage by displacing it from top search matches Negative Content
  • 28. 1,082 Likes; 339 comments; 147 shares
  • 29. Measuring returns Challenges for the industry 1. How to achieve a differentiated customer (brand) experience 2. How to address rising customer acquisition costs
  • 30. Samsung Galaxy SIII on Facebook More than 14,000 players resulting in 16,000+ Likes, 160,000 +referrals to Singtelshop.com and sales
  • 31. Youth Hideout on Facebook
  • 32. Making the case for more digital S2 and S3: Media Spend / Cost Per Acq 4.0 1.2 3.5 1.0 1.0 3.0 Media Spend Online 0.8 2.5 Media Spend Online 2.0 0.6 0.6 Media Spend Offline 1.5 0.4 Cost Per Acq 1.0 Media Spend Offline 0.2 0.5 Media Spend Offline 0.0 - Samsung S2 Samsung S3 iPhone4 and iPhone4s: Media Spend / Cost Per Acq 1.2 1.2 1.0 1.0 1.0 0.8 Media Spend Online 0.8 Media Spend Online 0.6 0.6 Media Spend Offline 0.4 0.4 0.4 Cost Per Acq Media Spend Offline 0.2 0.2 Media Spend Online 0.0 Media Spend Offline - iPhone 4 iPhone 4s
  • 33. Summary 1. Digital is critical in winning the ZMOT 2. Digital winds over hearts & minds • Brand experience • Education 3. Digital delivers measurable business returns