What Makes

Great Social? Miguel Bernas Director, Digital Marketing SingTel @phatfreemiguel Presented at Ogilvy Singapore for Social Media Week Singapore 2013

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Great Social is …

Supported at the top of the organization

Built around clear objectives

NOT free

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Top management support

Because the social media strategy is supported by the SingTel’s CEO, resources can be drawn from multiple departments. Social is plugged into the core of SingTel’s business.

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Objectives

SingTel’s mission to dialogue with customers through social is more than just lip service. Social is the company’s fastest growing Customer Support channel.

Social allows SingTel to transform its brand image, from slick salesman (left) to a more, friendly collaborative partner (“Stuart the comic book store owner”, right).

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SingTel’s Facebook page: first 12 months

Once the social media strategy was in place, “fans” responded by willingly following SingTel on Facebook. Today SingTel’s FB page has over 200,000 Likes, making it among the top 10 brand pages in Singapore.

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NOT Free

21x more new daily followers 14,800+ players; 16,000+ Likes; 163,000+ referrals to Singtelshop.com

Social media strategy should never be entirely dependent on paid advertising but ads can provide the needed “boost” to get conversations and participation started.

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TIP #1: Be simple

Simple copy leads to more interaction and, although it may sound counterintuitive, starts more conversations on your page. (Refer to this tip the next time your Marketing or Sales team insists on longer copy, more product descriptions, etc.)

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TIP #2: Be human

Twitter helps to give your brand a human side. This exchange, which started with a customer complaint,

turns into a conversation about how hard SingTel’s staff works to hear customers. (More on this example

in my blog.)

Miguel Bernas Twitter @phatfreemiguel

Phatfreemiguel.com Linkedin