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 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

Integration Toolbox

• Search

• Social

• Content

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: miguelb@singtel.com