SingTel's Social Media Moments

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This document discusses SingTel's use of social media to engage customers and promote its brand. It describes SingTel's social media team structure and roles. It provides examples of successful social media campaigns including a concert with K-pop group 2NE1, a campaign to get feedback on 4G speeds called #Need4GSpeed, and a campaign called #HawkerHeroes where Gordon Ramsay challenged local hawkers to a cook-off. The #HawkerHeroes campaign was a major success, generating significant engagement, traffic to SingTel's website, and positive press coverage.

Negócios Tecnologia

SingTel’s Social Media
Moments
Miguel Bernas
Director, Digital Marketing
SingTel
Phatfreemiguel.com
@phatfreemiguel

3
To seize the moment, you need an
empowered team
Social
Media
Lead
Digital
Agency
Corporate
Comms
Customer
Support
Content
(mioTV,
other
content)
Marketing
(Marcom)
Blogger relations, Crisis
management, CSR content,
Corporate announcements
Day-to-day customer issue
resolution
Products news,
Online exclusive offers,
Contests & promotions
Entertainment discussions:
music, movies & television,
Contests & promotions
Content creation, Strategy /
Analytics consultation
Editorial Board

5
It’s about the Tender Moments …
http://www.misshallelujah.net/2013/04/02/a-tale-of-a-cat-and-two-boxes/

7
Targeted at the youthful and digitally savvy
18-25 year olds, SingTel’s future.
Riding on the “hallyu” wave, we launched a
surprise concert with a top K-pop group 2NE1
in November 2012.
The event was promoted entirely through
social media; more than 2,000 fans showed
were there.
Surprising Moments

8
Collaborating with the audience … LIVE!
#Need4GSpeed
Video 1, play on Youtube
Video 2, play on Youtube

9
Collaborating with the audience … LIVE!
23 videos uploaded
Over 32,000
interactions
Top trending hashtag
in Singapore
39% increase to
Singtel 4G website

10
AWARENESS TRIGGER POST-EVENT
CHALLENGES
THE BUZZ
Preparing
Singapore for
Gordon Ramsay
Screenings of Hell’s
Kitchen on mioTV
Screenings of Gordon’s
Great Escape on
MediaCorp CH5
Hawker food articles
including features
on our top 12 foods
on HGW and other
food sites
Food Bloggers &
SingTel challenge GR
to come and cook
Conversations with
influential bloggers
Paid coverage on popular
radio talk shows on
ENG/CHN channels
Hawker food articles
including features on our
top 12 foods on HGW
and other food sites
Gordon accepts the challenge,
and the Hawker Heroes voting
poll is launched
Singapore is asked to vote for
their 3 favorite hawkers to go up
against Gordon on & offline
Build a social media conversation
around #HawkerHeroes
Create content for HGW and
mioTV to draw eyeballs and
engagement with the campaign
Announce the
Top 3 Hawker Heroes
Gordon @ Tian Tian, 328
Katong Laksa & Jumbo
Seafood, and the big
cook-off @ Newton
Content
distributed on
Youtube and
mioTV
#HawkerHeroes

14
Achievements
386,400 visits
to the campaign site in 17days
288.5kunique
visitors to the site
1 out of 2 visitors to
SingTel.com to view the campaign had never
been there before
$4,103,314
Total PR value (as of 10 July 2013)
#HawkerHeroes trended in
Singapore for 4 straight days!

15
SingTel + Gordon Ramsay = Amazing Moments
#HawkerHeroes
Play on Youtube

Miguel Bernas
Twitter @phatfreemiguel
Phatfreemiguel.com
Linkedin

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[To download this presentation, visit: https://www.oeconsulting.com.sg/training-presentations] This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date. Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success. These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes. Frameworks/Models included: Microsoft’s Digital Transformation Framework McKinsey’s Ten Guiding Principles of Digital Transformation Forrester’s Digital Transformation Framework IDC’s Digital Transformation MaturityScape MIT’s Digital Transformation Framework Gartner’s Digital Transformation Framework Accenture’s Digital Strategy & Enterprise Frameworks Deloitte’s Digital Industrial Transformation Framework Capgemini’s Digital Transformation Framework PwC’s Digital Transformation Framework Cisco’s Digital Transformation Framework Cognizant’s Digital Transformation Framework DXC Technology’s Digital Transformation Framework The BCG Strategy Palette McKinsey’s Digital Transformation Framework Digital Transformation Compass Four Levels of Digital Maturity Design Thinking Framework Business Model Canvas Customer Journey Map

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SingTel's Social Media Moments

1. SingTel’s Social Media Moments Miguel Bernas Director, Digital Marketing SingTel Phatfreemiguel.com @phatfreemiguel

2. 2 Seizing the Moment

3. 3 To seize the moment, you need an empowered team Social Media Lead Digital Agency Corporate Comms Customer Support Content (mioTV, other content) Marketing (Marcom) Blogger relations, Crisis management, CSR content, Corporate announcements Day-to-day customer issue resolution Products news, Online exclusive offers, Contests & promotions Entertainment discussions: music, movies & television, Contests & promotions Content creation, Strategy / Analytics consultation Editorial Board

4. 4 We all need the Human Touch …

5. 5 It’s about the Tender Moments … http://www.misshallelujah.net/2013/04/02/a-tale-of-a-cat-and-two-boxes/

6. 6 SingTel is looking for Love

7. 7 Targeted at the youthful and digitally savvy 18-25 year olds, SingTel’s future. Riding on the “hallyu” wave, we launched a surprise concert with a top K-pop group 2NE1 in November 2012. The event was promoted entirely through social media; more than 2,000 fans showed were there. Surprising Moments

8. 8 Collaborating with the audience … LIVE! #Need4GSpeed Video 1, play on Youtube Video 2, play on Youtube

9. 9 Collaborating with the audience … LIVE! 23 videos uploaded Over 32,000 interactions Top trending hashtag in Singapore 39% increase to Singtel 4G website

10. 10 AWARENESS TRIGGER POST-EVENT CHALLENGES THE BUZZ Preparing Singapore for Gordon Ramsay Screenings of Hell’s Kitchen on mioTV Screenings of Gordon’s Great Escape on MediaCorp CH5 Hawker food articles including features on our top 12 foods on HGW and other food sites Food Bloggers & SingTel challenge GR to come and cook Conversations with influential bloggers Paid coverage on popular radio talk shows on ENG/CHN channels Hawker food articles including features on our top 12 foods on HGW and other food sites Gordon accepts the challenge, and the Hawker Heroes voting poll is launched Singapore is asked to vote for their 3 favorite hawkers to go up against Gordon on & offline Build a social media conversation around #HawkerHeroes Create content for HGW and mioTV to draw eyeballs and engagement with the campaign Announce the Top 3 Hawker Heroes Gordon @ Tian Tian, 328 Katong Laksa & Jumbo Seafood, and the big cook-off @ Newton Content distributed on Youtube and mioTV #HawkerHeroes

11. • 5 Aug 2013

12. 12 What people said

13. 13 What Gordon himself said

14. 14 Achievements 386,400 visits to the campaign site in 17days 288.5kunique visitors to the site 1 out of 2 visitors to SingTel.com to view the campaign had never been there before $4,103,314 Total PR value (as of 10 July 2013) #HawkerHeroes trended in Singapore for 4 straight days!

15. 15 SingTel + Gordon Ramsay = Amazing Moments #HawkerHeroes Play on Youtube

16. Miguel Bernas Twitter @phatfreemiguel Phatfreemiguel.com Linkedin

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