SingTel: Harnessing the Power of Digital Across Platforms
Miguel Bernas
Director, Digital Marketing
12 October 2012
Twitter: @phatfreemiguel Email: [email protected]
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 Print Ads Outdoor
Word of Mouth Advocacy
Repeat Purchase
POS
Retail
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.
Soure: Nielsen Media Index 2011, Internal Google
200000
400000
600000
800000
1000000
1200000
1400000
1600000
2009 2010 2011 2012
Dai
ly v
isit
ors
/re
ade
rs
YT Daily UUs ST Daily readership
- 3% YoY
+45% YoY
Greater reach, especially among under 35s
197
467 526 249
445
561
315
424
549
297
291
369
Reach (000) ST Reach (000) Youtube Reach (000) Facebook
Reach in thousands by media/demographic
P15-24 P25-34 P35-44 P45-54
72% of SG Mobile consumers research online before any purchase
25%
1%
64%
8%
0%
10%
20%
30%
40%
50%
60%
70%
Consumer ROPO – Singapore – Mobile Phones
Research Offline, Purchase Offline
Research Offline, Purchase Online
Research Online,Purchase Offline
Research Online, Purchase Online
Source: TNS ROPO Study, Tech/Telco, Singapore, 2010
TGIS – SingTel’s made-for-Youtube show
TGIS Episode s02e03
Decide on an online persona
Larry the Insurance Salesman
Stuart the comic book store owner
VS.
SingTel Facebook fans: 12 months
Over 174,000 Likes today
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
x
Message across paid ads, website, social networks to communicate the price plan changes from 12GB to 2GB.
Case Study I: Tiered Price Plans
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)
Integrate our efforts
How much is 2GB of data?
Search to drive education
How to communicate amidst a sea of negative chatter?
Case Study II: MioTV disruption during BPL match
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
Ne
gati
ve C
on
ten
t
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
Media Spend Offline
Media Spend Offline
Media Spend Online
1.0
0.6
-
0.2
0.4
0.6
0.8
1.0
1.2
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
Samsung S2 Samsung S3
S2 and S3: Media Spend / Cost Per Acq
Media Spend Online
Media Spend Offline
Cost Per Acq
Media Spend Offline
Media Spend Offline
Media Spend Online
Media Spend Online
1.0
0.4
-
0.2
0.4
0.6
0.8
1.0
1.2
0.0
0.2
0.4
0.6
0.8
1.0
1.2
iPhone 4 iPhone 4s
iPhone4 and iPhone4s: Media Spend / Cost Per Acq
Media Spend Online
Media Spend Offline
Cost Per Acq
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: [email protected]