Presentation given at PPK event in Nov 2011 on what we (DiGi) and I have learnt over the last 2 years' experiments in social media. @sulinlau, Nov 2011

2. I work here

3. “Marketing Services”

6. ?

7. !

8. Traffic.

9. Not this

10. But this.

17. 2009 “our customers are
online, DiGi needs
to be there too”
KEY DIGITAL INITIATIVES
1. Prettier website
2. digital ads & microsites for campaigns
3. FB & twitter for campaigns

18. the result?

19. DiGi‟s FB, Twitter &
microsite Graveyard (R.I.P.)

20. 2010 “our customers are
Social, let’s do
something viral!”
KEY DIGITAL INITIATIVES
1. More Facebook!
2. Oh, and put stuff on YouTube
3. Get lucky (sometimes)

21. … and what
happened?

22. DiGi‟s Viral Graveyard (R.I.P.)

23. DiGi‟s Viral Graveyard (R.I.P.)

24. … but once in a while,
a funny thing happened:
we started to get lucky.

25. Pimp my broadband

26. “Sambal Belacan”

27. DiGi Blog-Evangelist Volunteers
http://www.tikkoss.com/blog/2010/10/
http://www.adoimagazine.com/index.php/news/1-breaking-
news/7372-starcom-malaysia-wins-at-digital-media-awards-2011

28. … more importantly, we were learning.
Why we failed when we failed.
Why we succeeded when we succeeded.

29. And by learning, we were (slowly)
building our ability to
get lucky more often,
get lucky more predictably.

30. Sometime in
2010… “our customers are
sharing
we need to ourselves
work,
invest time &
resources differently
in order to produce
more stuff worth
sharing.”

31. iPhone 4 launch: DiGi v Maxis

32. WWWow „Internet for All‟ Awards

33. More importantly, everyone focusing
on shareability in what we do
Go beyond hoping ads get viral,
Developing a (shareable) content strategy
Listening, learning, keeping up
Products &
with our customers’ conversations
features with
shareability built-
in the DNA

34. Also changing the way we work

35. Social media are Are you (your brand,
basically just new products, promotions)
“message distribution” share-worthy and
channels are they share-able?

36. So, has it paid off for us?
(where it matters i.e. $$)

37. •Social media is #2 source of referrals to online store
•Visits-to-Conversions ratio higher than for paid ads
•DiGi-owned comms channels >500,000 subscribed
•Blogger evangelist, WWWow Awards & iPhone 4
projects alone generated >RM3 mil worth of publicity
•Populating search engine with >5000 DiGi-positive
reviews of our products
•DiGi’s share of voice online is close #2, and growing
•>40% increase in traffic to our webstore
•Sales online today is many, many times what it was
•Trending +10% revenue growth in 2011 (mostly data
products) , while spending less than 2010
•#1 in switches from competitors past 18 months
•Overtook Celcom in prepaid market share 4 mths ago

38. Next question:
is this approach right for you?

39. What no social media guru tells
you is this:
Not every company can and
should do ‘social’.

40. Can you….? ... And should you?
• Requires commitment to succeed: and you must be convinced your
intended reward significantly outweighs your risks, resource costs
• Senior internal evangelists i.e. YOU
• Not some young kids or interns, or even your agency
• For all things digital, classroom training doesn‟t work – live it, drink
it (yes YOU again), and by all means force it down everyone‟s throat
or else forget it
• Tolerate failures as a necessary cost of learning
• Understand and obey the data because it helps you fail fast, and fail
cheap
• Collaborate and cocreate – internally and externally. Find like-
minded partners and do something together with each. Or with all.
• Changes the type of people you hire and partners you work with, and
changes how you work with them.

41. can‟t
is not

42. DiGi Youths
@DiGi_telco
@Sulinlau