SlideShare une entreprise Scribd logo

How SingTel Uses Social Media for Customer Support

•
•
Miguel Bernas
Miguel Bernas

A report on how SingTel, one of Asia's leading telecommunications companies, is using social media to transform its Customer Service and build a community of fans. Presented by Miguel Bernas, Director, Digital Marketing at the Social Media World Forum 2011 in Singapore.

TechnologieBusiness
1  sur  24
Where is the Love? How SingTel uses Social Media for Customer Service & Support Miguel Bernas Director, Digital Marketing SingTel
The starting point: mioTV frustration SingTel enters Facebook in 2010
“I have been complaining more than five times…” “ST only talk but no feeling for the customer…” “Singtel … this is my third time writing this post to you…”
Balancing out the negatives
Identifying key objectives Grow the fanbase: be among the top brands on social media in Singapore Maintain high engagement Credible Customer Service extension for SingTel
Defining the Strategic Intent
Identifying Community “Passions”
Selecting an online persona VS. Stuart the comic book store owner Larry the Insurance Salesman
Ensuring cooperation across the organization:The Editorial Board PR issue management, CSR content Queries & technical support Product & offers content Passion content: entertainment, sport, etc
Preparation: essential steps Internal support Staffing / Resourcing / Training Hired Social Media / Community Manager Hired dedicated Customer Care team Sourcing content
Placing Customer Service at the forefront
Offering solutions, not subterfuge “I think this is reasonably fair … thank you, Norita, for calling to apologize and arranging to make up…” “Hi Singtel … received your email … thank you for letting me pay $100 by installment … thank you for your understanding.”
Fans helping other fans “What do you want Singtel to do? … ranting online will not solve anything … they are trying to meet you halfway … you need to find an amicable solution … “My problem was permanently fixed … after more than six months, not a single problem ;)”
Redefining Customer Service “Thank you Singtel. I wish that your customer technical helpdesk could be as efficient as the facebook page.”
Monitoring community growthJun 2011 to Present Day Fans (Likes) = up over 259% since June 2011 Fans now at over 44,500 vs less than 8,000 in Jan 2011
Among Singapore’s top brands on Facebook 1. Starbucks: 139,296 Likes 2.Insing: 102,500 Likes 3. Starhub: 56,434 Likes 4. Pizza Hut: 52,198 Likes 5. Burger King: 51,453 Likes 6. SingTel: 43,549 Likes 7. Nike Football: 38,672 Likes 8. Sony Ericsson: 37,813 Likes 9. Sephora: 38,459 Likes 10. Samsung Mobile: 27,247 Likes
Tracking community engagementJun 2011 to Present Day Over 63% of SingTel fans visit the page every week
18 Venturing into Social Commerce: Facebook Online Deals app
Sharing multimedia content through Facebook
5 Essentials for Social Media Success Clear Objectives Top-level Management support Empowered Community Managers Money Content that grows communities
Sharing the Amazing Click here to view video
Sharing the Amazing “Thank you, Singtel for bringing Mother Monster back, thus making our dreams come true…” “Thank you, Singtel it was disco heaven…” “OMG SINGTEL I LOVE YOU! THX FOR THE TICKETS!”
Thank you_ For questions, email miguelb@singtel.com

Recommandé

Social Media in Youth Marketing
Social Media in Youth MarketingSocial Media in Youth Marketing
Social Media in Youth MarketingMiguel Bernas
 
How SingTel uses video to build Brand Persona
How SingTel uses video to build Brand PersonaHow SingTel uses video to build Brand Persona
How SingTel uses video to build Brand PersonaMiguel Bernas
 
SingTel's Social Media Moments
SingTel's Social Media MomentsSingTel's Social Media Moments
SingTel's Social Media MomentsMiguel Bernas
 
Inbound Strategy The Honest Dog Co.
Inbound Strategy The Honest Dog Co.Inbound Strategy The Honest Dog Co.
Inbound Strategy The Honest Dog Co.RachelCipriano1
 
From Fans to Advocates: How to Build Community and Grow #BrandLove
From Fans to Advocates: How to Build Community and Grow #BrandLoveFrom Fans to Advocates: How to Build Community and Grow #BrandLove
From Fans to Advocates: How to Build Community and Grow #BrandLoveHootsuite
 
Native advertising a gamechanger or just common sense
Native advertising a gamechanger or just common senseNative advertising a gamechanger or just common sense
Native advertising a gamechanger or just common senseRik Lagey
 
YouTube and Facebook video marketing workshop
YouTube and Facebook video marketing workshopYouTube and Facebook video marketing workshop
YouTube and Facebook video marketing workshopGreg Jarboe
 
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant ContentBeyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant ContentGary Edgar
 

Recommandé

Social Media in Youth Marketing
Social Media in Youth MarketingSocial Media in Youth Marketing
Social Media in Youth MarketingMiguel Bernas
 
How SingTel uses video to build Brand Persona
How SingTel uses video to build Brand PersonaHow SingTel uses video to build Brand Persona
How SingTel uses video to build Brand PersonaMiguel Bernas
 
SingTel's Social Media Moments
SingTel's Social Media MomentsSingTel's Social Media Moments
SingTel's Social Media MomentsMiguel Bernas
 
Inbound Strategy The Honest Dog Co.
Inbound Strategy The Honest Dog Co.Inbound Strategy The Honest Dog Co.
Inbound Strategy The Honest Dog Co.RachelCipriano1
 
From Fans to Advocates: How to Build Community and Grow #BrandLove
From Fans to Advocates: How to Build Community and Grow #BrandLoveFrom Fans to Advocates: How to Build Community and Grow #BrandLove
From Fans to Advocates: How to Build Community and Grow #BrandLoveHootsuite
 
Native advertising a gamechanger or just common sense
Native advertising a gamechanger or just common senseNative advertising a gamechanger or just common sense
Native advertising a gamechanger or just common senseRik Lagey
 
YouTube and Facebook video marketing workshop
YouTube and Facebook video marketing workshopYouTube and Facebook video marketing workshop
YouTube and Facebook video marketing workshopGreg Jarboe
 
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant ContentBeyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant ContentGary Edgar
 
Why brands are integrating ASMR into advertising and social media
Why brands are integrating ASMR into advertising and social mediaWhy brands are integrating ASMR into advertising and social media
Why brands are integrating ASMR into advertising and social mediaPacharee Pantoomano
 
How to Get Meetings Using Social Selling
How to Get Meetings Using Social SellingHow to Get Meetings Using Social Selling
How to Get Meetings Using Social SellingMark McInnes
 
Social Media Marketing For NGOs
Social Media Marketing For NGOsSocial Media Marketing For NGOs
Social Media Marketing For NGOsNamrata Balwani
 
Brandnow.asia: Get max media coverage for a launch by Pacharee Pantoomano
Brandnow.asia: Get max media coverage for a launch by Pacharee Pantoomano Brandnow.asia: Get max media coverage for a launch by Pacharee Pantoomano
Brandnow.asia: Get max media coverage for a launch by Pacharee Pantoomano Pacharee Pantoomano
 
Word of mouth marketing
Word of mouth marketingWord of mouth marketing
Word of mouth marketingRAMU POKHREL
 
10 Social Media lessons - Barack Obama election campaign
10 Social Media lessons - Barack Obama election campaign10 Social Media lessons - Barack Obama election campaign
10 Social Media lessons - Barack Obama election campaignMark McNally
 
Word of Mouth Marketing Seminar - The Word of Mouth Company Presentation
Word of Mouth Marketing Seminar - The Word of Mouth Company PresentationWord of Mouth Marketing Seminar - The Word of Mouth Company Presentation
Word of Mouth Marketing Seminar - The Word of Mouth Company PresentationLibmark
 
Pinning for fun and profit, presented by Natanya Anderson
Pinning for fun and profit, presented by Natanya AndersonPinning for fun and profit, presented by Natanya Anderson
Pinning for fun and profit, presented by Natanya AndersonSocialMedia.org
 
Content People Crave - SMX East 2014
Content People Crave - SMX East 2014Content People Crave - SMX East 2014
Content People Crave - SMX East 2014Karianne Stinson
 
Social media in 2014 - Trends, tips and tactics
Social media in 2014 - Trends, tips and tacticsSocial media in 2014 - Trends, tips and tactics
Social media in 2014 - Trends, tips and tacticsFrancine Bishop
 
Social media marketing
Social media marketingSocial media marketing
Social media marketingEmilyWuellner
 
Indonesia social media campaign case story
Indonesia social media campaign case storyIndonesia social media campaign case story
Indonesia social media campaign case storyGiant Hermanto
 
10 Tips to Create a Awesome Selfie Contest
10 Tips to Create a Awesome Selfie Contest 10 Tips to Create a Awesome Selfie Contest
10 Tips to Create a Awesome Selfie Contest RewardPort - India's No 1 Loyalty and Reward Managers
 
Beyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your ContentBeyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your ContentGary Edgar
 
C.I.M.E Presentation, Rome 9-10 May 2012
C.I.M.E Presentation, Rome 9-10 May 2012C.I.M.E Presentation, Rome 9-10 May 2012
C.I.M.E Presentation, Rome 9-10 May 2012BisnodeInteract
 
8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social Media8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social MediaFalcon.io
 
Social listening webinar presentation
Social listening webinar presentationSocial listening webinar presentation
Social listening webinar presentationMeltwater
 
Does your brand speak emojis on social media (1)
Does your brand speak emojis on social media (1)Does your brand speak emojis on social media (1)
Does your brand speak emojis on social media (1)Falcon.io
 
CUBoulder MDST1002 Social Media Listening
CUBoulder MDST1002 Social Media ListeningCUBoulder MDST1002 Social Media Listening
CUBoulder MDST1002 Social Media ListeningMatt Duncan
 
What's a story bank by Pacharee Pantoomano of brandnow.asia
What's a story bank by Pacharee Pantoomano of brandnow.asiaWhat's a story bank by Pacharee Pantoomano of brandnow.asia
What's a story bank by Pacharee Pantoomano of brandnow.asiaPacharee Pantoomano
 
Using Social Media Analytics - Social Media Week Dubai March 2017
Using Social Media Analytics - Social Media Week Dubai March 2017Using Social Media Analytics - Social Media Week Dubai March 2017
Using Social Media Analytics - Social Media Week Dubai March 2017Umar khan
 
Digital Strategy for Non Profit
Digital Strategy for Non ProfitDigital Strategy for Non Profit
Digital Strategy for Non ProfitTuhu Nugraha
 

Contenu connexe

Tendances

Why brands are integrating ASMR into advertising and social media
Why brands are integrating ASMR into advertising and social mediaWhy brands are integrating ASMR into advertising and social media
Why brands are integrating ASMR into advertising and social mediaPacharee Pantoomano
 
How to Get Meetings Using Social Selling
How to Get Meetings Using Social SellingHow to Get Meetings Using Social Selling
How to Get Meetings Using Social SellingMark McInnes
 
Social Media Marketing For NGOs
Social Media Marketing For NGOsSocial Media Marketing For NGOs
Social Media Marketing For NGOsNamrata Balwani
 
Brandnow.asia: Get max media coverage for a launch by Pacharee Pantoomano
Brandnow.asia: Get max media coverage for a launch by Pacharee Pantoomano Brandnow.asia: Get max media coverage for a launch by Pacharee Pantoomano
Brandnow.asia: Get max media coverage for a launch by Pacharee Pantoomano Pacharee Pantoomano
 
Word of mouth marketing
Word of mouth marketingWord of mouth marketing
Word of mouth marketingRAMU POKHREL
 
10 Social Media lessons - Barack Obama election campaign
10 Social Media lessons - Barack Obama election campaign10 Social Media lessons - Barack Obama election campaign
10 Social Media lessons - Barack Obama election campaignMark McNally
 
Word of Mouth Marketing Seminar - The Word of Mouth Company Presentation
Word of Mouth Marketing Seminar - The Word of Mouth Company PresentationWord of Mouth Marketing Seminar - The Word of Mouth Company Presentation
Word of Mouth Marketing Seminar - The Word of Mouth Company PresentationLibmark
 
Pinning for fun and profit, presented by Natanya Anderson
Pinning for fun and profit, presented by Natanya AndersonPinning for fun and profit, presented by Natanya Anderson
Pinning for fun and profit, presented by Natanya AndersonSocialMedia.org
 
Content People Crave - SMX East 2014
Content People Crave - SMX East 2014Content People Crave - SMX East 2014
Content People Crave - SMX East 2014Karianne Stinson
 
Social media in 2014 - Trends, tips and tactics
Social media in 2014 - Trends, tips and tacticsSocial media in 2014 - Trends, tips and tactics
Social media in 2014 - Trends, tips and tacticsFrancine Bishop
 
Social media marketing
Social media marketingSocial media marketing
Social media marketingEmilyWuellner
 
Indonesia social media campaign case story
Indonesia social media campaign case storyIndonesia social media campaign case story
Indonesia social media campaign case storyGiant Hermanto
 
Beyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your ContentBeyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your ContentGary Edgar
 
C.I.M.E Presentation, Rome 9-10 May 2012
C.I.M.E Presentation, Rome 9-10 May 2012C.I.M.E Presentation, Rome 9-10 May 2012
C.I.M.E Presentation, Rome 9-10 May 2012BisnodeInteract
 
8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social Media8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social MediaFalcon.io
 
Social listening webinar presentation
Social listening webinar presentationSocial listening webinar presentation
Social listening webinar presentationMeltwater
 
Does your brand speak emojis on social media (1)
Does your brand speak emojis on social media (1)Does your brand speak emojis on social media (1)
Does your brand speak emojis on social media (1)Falcon.io
 
CUBoulder MDST1002 Social Media Listening
CUBoulder MDST1002 Social Media ListeningCUBoulder MDST1002 Social Media Listening
CUBoulder MDST1002 Social Media ListeningMatt Duncan
 
What's a story bank by Pacharee Pantoomano of brandnow.asia
What's a story bank by Pacharee Pantoomano of brandnow.asiaWhat's a story bank by Pacharee Pantoomano of brandnow.asia
What's a story bank by Pacharee Pantoomano of brandnow.asiaPacharee Pantoomano
 

Tendances (20)

Why brands are integrating ASMR into advertising and social media
Why brands are integrating ASMR into advertising and social mediaWhy brands are integrating ASMR into advertising and social media
Why brands are integrating ASMR into advertising and social media
 
How to Get Meetings Using Social Selling
How to Get Meetings Using Social SellingHow to Get Meetings Using Social Selling
How to Get Meetings Using Social Selling
 
Social Media Marketing For NGOs
Social Media Marketing For NGOsSocial Media Marketing For NGOs
Social Media Marketing For NGOs
 
Brandnow.asia: Get max media coverage for a launch by Pacharee Pantoomano
Brandnow.asia: Get max media coverage for a launch by Pacharee Pantoomano Brandnow.asia: Get max media coverage for a launch by Pacharee Pantoomano
Brandnow.asia: Get max media coverage for a launch by Pacharee Pantoomano
 
Word of mouth marketing
Word of mouth marketingWord of mouth marketing
Word of mouth marketing
 
10 Social Media lessons - Barack Obama election campaign
10 Social Media lessons - Barack Obama election campaign10 Social Media lessons - Barack Obama election campaign
10 Social Media lessons - Barack Obama election campaign
 
Word of Mouth Marketing Seminar - The Word of Mouth Company Presentation
Word of Mouth Marketing Seminar - The Word of Mouth Company PresentationWord of Mouth Marketing Seminar - The Word of Mouth Company Presentation
Word of Mouth Marketing Seminar - The Word of Mouth Company Presentation
 
Pinning for fun and profit, presented by Natanya Anderson
Pinning for fun and profit, presented by Natanya AndersonPinning for fun and profit, presented by Natanya Anderson
Pinning for fun and profit, presented by Natanya Anderson
 
Content People Crave - SMX East 2014
Content People Crave - SMX East 2014Content People Crave - SMX East 2014
Content People Crave - SMX East 2014
 
Social media in 2014 - Trends, tips and tactics
Social media in 2014 - Trends, tips and tacticsSocial media in 2014 - Trends, tips and tactics
Social media in 2014 - Trends, tips and tactics
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Indonesia social media campaign case story
Indonesia social media campaign case storyIndonesia social media campaign case story
Indonesia social media campaign case story
 
10 Tips to Create a Awesome Selfie Contest
10 Tips to Create a Awesome Selfie Contest 10 Tips to Create a Awesome Selfie Contest
10 Tips to Create a Awesome Selfie Contest
 
Beyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your ContentBeyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your Content
 
C.I.M.E Presentation, Rome 9-10 May 2012
C.I.M.E Presentation, Rome 9-10 May 2012C.I.M.E Presentation, Rome 9-10 May 2012
C.I.M.E Presentation, Rome 9-10 May 2012
 
8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social Media8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social Media
 
Social listening webinar presentation
Social listening webinar presentationSocial listening webinar presentation
Social listening webinar presentation
 
Does your brand speak emojis on social media (1)
Does your brand speak emojis on social media (1)Does your brand speak emojis on social media (1)
Does your brand speak emojis on social media (1)
 
CUBoulder MDST1002 Social Media Listening
CUBoulder MDST1002 Social Media ListeningCUBoulder MDST1002 Social Media Listening
CUBoulder MDST1002 Social Media Listening
 
What's a story bank by Pacharee Pantoomano of brandnow.asia
What's a story bank by Pacharee Pantoomano of brandnow.asiaWhat's a story bank by Pacharee Pantoomano of brandnow.asia
What's a story bank by Pacharee Pantoomano of brandnow.asia
 

Similaire à How SingTel Uses Social Media for Customer Support

Using Social Media Analytics - Social Media Week Dubai March 2017
Using Social Media Analytics - Social Media Week Dubai March 2017Using Social Media Analytics - Social Media Week Dubai March 2017
Using Social Media Analytics - Social Media Week Dubai March 2017Umar khan
 
Digital Strategy for Non Profit
Digital Strategy for Non ProfitDigital Strategy for Non Profit
Digital Strategy for Non ProfitTuhu Nugraha
 
The Creative Brief: An Introduction
The Creative Brief: An IntroductionThe Creative Brief: An Introduction
The Creative Brief: An Introductionedward boches
 
Onlineretailpresentation2010
Onlineretailpresentation2010Onlineretailpresentation2010
Onlineretailpresentation2010Fi Bendall
 
A complete introduction to digital marketing 2017
A complete introduction to digital marketing 2017A complete introduction to digital marketing 2017
A complete introduction to digital marketing 2017Ademola Morebise
 
June 21 2023 - Social Media Strategy.pptx
June 21 2023 - Social Media Strategy.pptxJune 21 2023 - Social Media Strategy.pptx
June 21 2023 - Social Media Strategy.pptxLCpublicrelations
 
Social media tips & tricks to get a voice without yelling
Social media tips & tricks to get a voice without yellingSocial media tips & tricks to get a voice without yelling
Social media tips & tricks to get a voice without yellingEye 4 Marketing, LLC
 
The social web for small business 2010
The social web for small business 2010The social web for small business 2010
The social web for small business 2010Jonathan Crossfield
 
ROI WTF? Content Marketing Today, in Ten Truths
ROI WTF? Content Marketing Today, in Ten TruthsROI WTF? Content Marketing Today, in Ten Truths
ROI WTF? Content Marketing Today, in Ten TruthsSara Lingafelter
 
Alpha Graphics Convention 2011 Selling Social Media
Alpha Graphics Convention 2011 Selling Social MediaAlpha Graphics Convention 2011 Selling Social Media
Alpha Graphics Convention 2011 Selling Social MediaJim Lahner
 
Social media 101 social media 101 for realtors
Social media 101 social media 101 for realtorsSocial media 101 social media 101 for realtors
Social media 101 social media 101 for realtorsLizBESocial
 
Social Media Marketing: UNF Entrepreneurship Class 9.28.11
Social Media Marketing: UNF Entrepreneurship Class 9.28.11Social Media Marketing: UNF Entrepreneurship Class 9.28.11
Social Media Marketing: UNF Entrepreneurship Class 9.28.11Jessica Thomas
 
Niagara Business Social Media Application Report 2014 - SMCN Presentation -...
Niagara Business Social Media Application Report 2014 - SMCN Presentation -...Niagara Business Social Media Application Report 2014 - SMCN Presentation -...
Niagara Business Social Media Application Report 2014 - SMCN Presentation -...Neil Thornton HBA, MA
 
From Retweets to Revenue
From Retweets to RevenueFrom Retweets to Revenue
From Retweets to RevenueSteve Loates
 
Social media 101 for Realtors
Social media 101 for RealtorsSocial media 101 for Realtors
Social media 101 for RealtorsLizBESocial
 
Social Media 101 for Realtors
Social Media 101 for RealtorsSocial Media 101 for Realtors
Social Media 101 for RealtorsLizBESocial
 
MADigital social media strategy
MADigital social media strategyMADigital social media strategy
MADigital social media strategyZainab Choco
 
Social Media & Electronics Industry - presented at AECOC Madrid 9010 Group
Social Media & Electronics Industry - presented at AECOC Madrid 9010 GroupSocial Media & Electronics Industry - presented at AECOC Madrid 9010 Group
Social Media & Electronics Industry - presented at AECOC Madrid 9010 GroupSymbio Agency Ltd
 
Winning at Social Media in the Education Space
Winning at Social Media in the Education Space Winning at Social Media in the Education Space
Winning at Social Media in the Education Space MDR
 

Similaire à How SingTel Uses Social Media for Customer Support (20)

Using Social Media Analytics - Social Media Week Dubai March 2017
Using Social Media Analytics - Social Media Week Dubai March 2017Using Social Media Analytics - Social Media Week Dubai March 2017
Using Social Media Analytics - Social Media Week Dubai March 2017
 
Digital Strategy for Non Profit
Digital Strategy for Non ProfitDigital Strategy for Non Profit
Digital Strategy for Non Profit
 
The Creative Brief: An Introduction
The Creative Brief: An IntroductionThe Creative Brief: An Introduction
The Creative Brief: An Introduction
 
Onlineretailpresentation2010
Onlineretailpresentation2010Onlineretailpresentation2010
Onlineretailpresentation2010
 
A complete introduction to digital marketing 2017
A complete introduction to digital marketing 2017A complete introduction to digital marketing 2017
A complete introduction to digital marketing 2017
 
June 21 2023 - Social Media Strategy.pptx
June 21 2023 - Social Media Strategy.pptxJune 21 2023 - Social Media Strategy.pptx
June 21 2023 - Social Media Strategy.pptx
 
Social media tips & tricks to get a voice without yelling
Social media tips & tricks to get a voice without yellingSocial media tips & tricks to get a voice without yelling
Social media tips & tricks to get a voice without yelling
 
The social web for small business 2010
The social web for small business 2010The social web for small business 2010
The social web for small business 2010
 
Social media for start ups
Social media for start upsSocial media for start ups
Social media for start ups
 
ROI WTF? Content Marketing Today, in Ten Truths
ROI WTF? Content Marketing Today, in Ten TruthsROI WTF? Content Marketing Today, in Ten Truths
ROI WTF? Content Marketing Today, in Ten Truths
 
Alpha Graphics Convention 2011 Selling Social Media
Alpha Graphics Convention 2011 Selling Social MediaAlpha Graphics Convention 2011 Selling Social Media
Alpha Graphics Convention 2011 Selling Social Media
 
Social media 101 social media 101 for realtors
Social media 101 social media 101 for realtorsSocial media 101 social media 101 for realtors
Social media 101 social media 101 for realtors
 
Social Media Marketing: UNF Entrepreneurship Class 9.28.11
Social Media Marketing: UNF Entrepreneurship Class 9.28.11Social Media Marketing: UNF Entrepreneurship Class 9.28.11
Social Media Marketing: UNF Entrepreneurship Class 9.28.11
 
Niagara Business Social Media Application Report 2014 - SMCN Presentation -...
Niagara Business Social Media Application Report 2014 - SMCN Presentation -...Niagara Business Social Media Application Report 2014 - SMCN Presentation -...
Niagara Business Social Media Application Report 2014 - SMCN Presentation -...
 
From Retweets to Revenue
From Retweets to RevenueFrom Retweets to Revenue
From Retweets to Revenue
 
Social media 101 for Realtors
Social media 101 for RealtorsSocial media 101 for Realtors
Social media 101 for Realtors
 
Social Media 101 for Realtors
Social Media 101 for RealtorsSocial Media 101 for Realtors
Social Media 101 for Realtors
 
MADigital social media strategy
MADigital social media strategyMADigital social media strategy
MADigital social media strategy
 
Social Media & Electronics Industry - presented at AECOC Madrid 9010 Group
Social Media & Electronics Industry - presented at AECOC Madrid 9010 GroupSocial Media & Electronics Industry - presented at AECOC Madrid 9010 Group
Social Media & Electronics Industry - presented at AECOC Madrid 9010 Group
 
Winning at Social Media in the Education Space
Winning at Social Media in the Education Space Winning at Social Media in the Education Space
Winning at Social Media in the Education Space
 

Plus de Miguel Bernas

Why Brands Should Create Content, Not Campaigns
Why Brands Should Create Content, Not CampaignsWhy Brands Should Create Content, Not Campaigns
Why Brands Should Create Content, Not CampaignsMiguel Bernas
 
Why brands must think and behave like media companies
Why brands must think and behave like media companiesWhy brands must think and behave like media companies
Why brands must think and behave like media companiesMiguel Bernas
 
The Role of Culture in Digital Transformation
The Role of Culture in Digital TransformationThe Role of Culture in Digital Transformation
The Role of Culture in Digital TransformationMiguel Bernas
 
Brand Storytelling: Involving Your Audience Without Interrupting
Brand Storytelling: Involving Your Audience Without InterruptingBrand Storytelling: Involving Your Audience Without Interrupting
Brand Storytelling: Involving Your Audience Without InterruptingMiguel Bernas
 
Unlearn What You Have Learned: Rethinking Content Marketing with Lessons from...
Unlearn What You Have Learned: Rethinking Content Marketing with Lessons from...Unlearn What You Have Learned: Rethinking Content Marketing with Lessons from...
Unlearn What You Have Learned: Rethinking Content Marketing with Lessons from...Miguel Bernas
 
Video Content: How SingTel does it
Video Content: How SingTel does itVideo Content: How SingTel does it
Video Content: How SingTel does itMiguel Bernas
 
What makes great Social? A presentation for Social Media Week
What makes great Social? A presentation for Social Media WeekWhat makes great Social? A presentation for Social Media Week
What makes great Social? A presentation for Social Media WeekMiguel Bernas
 
SingTel: Harnessing the Power of Digital Across Platforms
SingTel: Harnessing the Power of Digital Across PlatformsSingTel: Harnessing the Power of Digital Across Platforms
SingTel: Harnessing the Power of Digital Across PlatformsMiguel Bernas
 
SingTel: Finding fans and keeping them loyal
SingTel: Finding fans and keeping them loyalSingTel: Finding fans and keeping them loyal
SingTel: Finding fans and keeping them loyalMiguel Bernas
 
Youth as Co-Creators: Using fans to create the most compelling brand experiences
Youth as Co-Creators: Using fans to create the most compelling brand experiencesYouth as Co-Creators: Using fans to create the most compelling brand experiences
Youth as Co-Creators: Using fans to create the most compelling brand experiencesMiguel Bernas
 
Introduction to Social Media
Introduction to Social MediaIntroduction to Social Media
Introduction to Social MediaMiguel Bernas
 

Plus de Miguel Bernas (11)

Why Brands Should Create Content, Not Campaigns
Why Brands Should Create Content, Not CampaignsWhy Brands Should Create Content, Not Campaigns
Why Brands Should Create Content, Not Campaigns
 
Why brands must think and behave like media companies
Why brands must think and behave like media companiesWhy brands must think and behave like media companies
Why brands must think and behave like media companies
 
The Role of Culture in Digital Transformation
The Role of Culture in Digital TransformationThe Role of Culture in Digital Transformation
The Role of Culture in Digital Transformation
 
Brand Storytelling: Involving Your Audience Without Interrupting
Brand Storytelling: Involving Your Audience Without InterruptingBrand Storytelling: Involving Your Audience Without Interrupting
Brand Storytelling: Involving Your Audience Without Interrupting
 
Unlearn What You Have Learned: Rethinking Content Marketing with Lessons from...
Unlearn What You Have Learned: Rethinking Content Marketing with Lessons from...Unlearn What You Have Learned: Rethinking Content Marketing with Lessons from...
Unlearn What You Have Learned: Rethinking Content Marketing with Lessons from...
 
Video Content: How SingTel does it
Video Content: How SingTel does itVideo Content: How SingTel does it
Video Content: How SingTel does it
 
What makes great Social? A presentation for Social Media Week
What makes great Social? A presentation for Social Media WeekWhat makes great Social? A presentation for Social Media Week
What makes great Social? A presentation for Social Media Week
 
SingTel: Harnessing the Power of Digital Across Platforms
SingTel: Harnessing the Power of Digital Across PlatformsSingTel: Harnessing the Power of Digital Across Platforms
SingTel: Harnessing the Power of Digital Across Platforms
 
SingTel: Finding fans and keeping them loyal
SingTel: Finding fans and keeping them loyalSingTel: Finding fans and keeping them loyal
SingTel: Finding fans and keeping them loyal
 
Youth as Co-Creators: Using fans to create the most compelling brand experiences
Youth as Co-Creators: Using fans to create the most compelling brand experiencesYouth as Co-Creators: Using fans to create the most compelling brand experiences
Youth as Co-Creators: Using fans to create the most compelling brand experiences
 
Introduction to Social Media
Introduction to Social MediaIntroduction to Social Media
Introduction to Social Media
 

Dernier

Scaling API-first – The story of a global engineering organization
Scaling API-first – The story of a global engineering organizationScaling API-first – The story of a global engineering organization
Scaling API-first – The story of a global engineering organizationRadu Cotescu
 
Presentation on how to chat with PDF using ChatGPT code interpreter
Presentation on how to chat with PDF using ChatGPT code interpreterPresentation on how to chat with PDF using ChatGPT code interpreter
Presentation on how to chat with PDF using ChatGPT code interpreternaman860154
 
Slack Application Development 101 Slides
Slack Application Development 101 SlidesSlack Application Development 101 Slides
Slack Application Development 101 Slidespraypatel2
 
Injustice - Developers Among Us (SciFiDevCon 2024)
Injustice - Developers Among Us (SciFiDevCon 2024)Injustice - Developers Among Us (SciFiDevCon 2024)
Injustice - Developers Among Us (SciFiDevCon 2024)Allon Mureinik
 
Raspberry Pi 5: Challenges and Solutions in Bringing up an OpenGL/Vulkan Driv...
Raspberry Pi 5: Challenges and Solutions in Bringing up an OpenGL/Vulkan Driv...Raspberry Pi 5: Challenges and Solutions in Bringing up an OpenGL/Vulkan Driv...
Raspberry Pi 5: Challenges and Solutions in Bringing up an OpenGL/Vulkan Driv...Igalia
 
How to convert PDF to text with Nanonets
How to convert PDF to text with NanonetsHow to convert PDF to text with Nanonets
How to convert PDF to text with Nanonetsnaman860154
 
Factors to Consider When Choosing Accounts Payable Services Providers.pptx
Factors to Consider When Choosing Accounts Payable Services Providers.pptxFactors to Consider When Choosing Accounts Payable Services Providers.pptx
Factors to Consider When Choosing Accounts Payable Services Providers.pptxKatpro Technologies
 
Neo4j - How KGs are shaping the future of Generative AI at AWS Summit London ...
Neo4j - How KGs are shaping the future of Generative AI at AWS Summit London ...Neo4j - How KGs are shaping the future of Generative AI at AWS Summit London ...
Neo4j - How KGs are shaping the future of Generative AI at AWS Summit London ...Neo4j
 
Data Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt RobisonData Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt RobisonAnna Loughnan Colquhoun
 
Tata AIG General Insurance Company - Insurer Innovation Award 2024
Tata AIG General Insurance Company - Insurer Innovation Award 2024Tata AIG General Insurance Company - Insurer Innovation Award 2024
Tata AIG General Insurance Company - Insurer Innovation Award 2024The Digital Insurer
 
[2024]Digital Global Overview Report 2024 Meltwater.pdf
[2024]Digital Global Overview Report 2024 Meltwater.pdf[2024]Digital Global Overview Report 2024 Meltwater.pdf
[2024]Digital Global Overview Report 2024 Meltwater.pdfhans926745
 
IAC 2024 - IA Fast Track to Search Focused AI Solutions
IAC 2024 - IA Fast Track to Search Focused AI SolutionsIAC 2024 - IA Fast Track to Search Focused AI Solutions
IAC 2024 - IA Fast Track to Search Focused AI SolutionsEnterprise Knowledge
 
04-2024-HHUG-Sales-and-Marketing-Alignment.pptx
04-2024-HHUG-Sales-and-Marketing-Alignment.pptx04-2024-HHUG-Sales-and-Marketing-Alignment.pptx
04-2024-HHUG-Sales-and-Marketing-Alignment.pptxHampshireHUG
 
The Codex of Business Writing Software for Real-World Solutions 2.pptx
The Codex of Business Writing Software for Real-World Solutions 2.pptxThe Codex of Business Writing Software for Real-World Solutions 2.pptx
The Codex of Business Writing Software for Real-World Solutions 2.pptxMalak Abu Hammad
 
A Domino Admins Adventures (Engage 2024)
A Domino Admins Adventures (Engage 2024)A Domino Admins Adventures (Engage 2024)
A Domino Admins Adventures (Engage 2024)Gabriella Davis
 
Automating Google Workspace (GWS) & more with Apps Script
Automating Google Workspace (GWS) & more with Apps ScriptAutomating Google Workspace (GWS) & more with Apps Script
Automating Google Workspace (GWS) & more with Apps Scriptwesley chun
 
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...apidays
 
Driving Behavioral Change for Information Management through Data-Driven Gree...
Driving Behavioral Change for Information Management through Data-Driven Gree...Driving Behavioral Change for Information Management through Data-Driven Gree...
Driving Behavioral Change for Information Management through Data-Driven Gree...Enterprise Knowledge
 
Salesforce Community Group Quito, Salesforce 101
Salesforce Community Group Quito, Salesforce 101Salesforce Community Group Quito, Salesforce 101
Salesforce Community Group Quito, Salesforce 101Paola De la Torre
 
Histor y of HAM Radio presentation slide
Histor y of HAM Radio presentation slideHistor y of HAM Radio presentation slide
Histor y of HAM Radio presentation slidevu2urc
 

Dernier (20)

Scaling API-first – The story of a global engineering organization
Scaling API-first – The story of a global engineering organizationScaling API-first – The story of a global engineering organization
Scaling API-first – The story of a global engineering organization
 
Presentation on how to chat with PDF using ChatGPT code interpreter
Presentation on how to chat with PDF using ChatGPT code interpreterPresentation on how to chat with PDF using ChatGPT code interpreter
Presentation on how to chat with PDF using ChatGPT code interpreter
 
Slack Application Development 101 Slides
Slack Application Development 101 SlidesSlack Application Development 101 Slides
Slack Application Development 101 Slides
 
Injustice - Developers Among Us (SciFiDevCon 2024)
Injustice - Developers Among Us (SciFiDevCon 2024)Injustice - Developers Among Us (SciFiDevCon 2024)
Injustice - Developers Among Us (SciFiDevCon 2024)
 
Raspberry Pi 5: Challenges and Solutions in Bringing up an OpenGL/Vulkan Driv...
Raspberry Pi 5: Challenges and Solutions in Bringing up an OpenGL/Vulkan Driv...Raspberry Pi 5: Challenges and Solutions in Bringing up an OpenGL/Vulkan Driv...
Raspberry Pi 5: Challenges and Solutions in Bringing up an OpenGL/Vulkan Driv...
 
How to convert PDF to text with Nanonets
How to convert PDF to text with NanonetsHow to convert PDF to text with Nanonets
How to convert PDF to text with Nanonets
 
Factors to Consider When Choosing Accounts Payable Services Providers.pptx
Factors to Consider When Choosing Accounts Payable Services Providers.pptxFactors to Consider When Choosing Accounts Payable Services Providers.pptx
Factors to Consider When Choosing Accounts Payable Services Providers.pptx
 
Neo4j - How KGs are shaping the future of Generative AI at AWS Summit London ...
Neo4j - How KGs are shaping the future of Generative AI at AWS Summit London ...Neo4j - How KGs are shaping the future of Generative AI at AWS Summit London ...
Neo4j - How KGs are shaping the future of Generative AI at AWS Summit London ...
 
Data Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt RobisonData Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt Robison
 
Tata AIG General Insurance Company - Insurer Innovation Award 2024
Tata AIG General Insurance Company - Insurer Innovation Award 2024Tata AIG General Insurance Company - Insurer Innovation Award 2024
Tata AIG General Insurance Company - Insurer Innovation Award 2024
 
[2024]Digital Global Overview Report 2024 Meltwater.pdf
[2024]Digital Global Overview Report 2024 Meltwater.pdf[2024]Digital Global Overview Report 2024 Meltwater.pdf
[2024]Digital Global Overview Report 2024 Meltwater.pdf
 
IAC 2024 - IA Fast Track to Search Focused AI Solutions
IAC 2024 - IA Fast Track to Search Focused AI SolutionsIAC 2024 - IA Fast Track to Search Focused AI Solutions
IAC 2024 - IA Fast Track to Search Focused AI Solutions
 
04-2024-HHUG-Sales-and-Marketing-Alignment.pptx
04-2024-HHUG-Sales-and-Marketing-Alignment.pptx04-2024-HHUG-Sales-and-Marketing-Alignment.pptx
04-2024-HHUG-Sales-and-Marketing-Alignment.pptx
 
The Codex of Business Writing Software for Real-World Solutions 2.pptx
The Codex of Business Writing Software for Real-World Solutions 2.pptxThe Codex of Business Writing Software for Real-World Solutions 2.pptx
The Codex of Business Writing Software for Real-World Solutions 2.pptx
 
A Domino Admins Adventures (Engage 2024)
A Domino Admins Adventures (Engage 2024)A Domino Admins Adventures (Engage 2024)
A Domino Admins Adventures (Engage 2024)
 
Automating Google Workspace (GWS) & more with Apps Script
Automating Google Workspace (GWS) & more with Apps ScriptAutomating Google Workspace (GWS) & more with Apps Script
Automating Google Workspace (GWS) & more with Apps Script
 
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
 
Driving Behavioral Change for Information Management through Data-Driven Gree...
Driving Behavioral Change for Information Management through Data-Driven Gree...Driving Behavioral Change for Information Management through Data-Driven Gree...
Driving Behavioral Change for Information Management through Data-Driven Gree...
 
Salesforce Community Group Quito, Salesforce 101
Salesforce Community Group Quito, Salesforce 101Salesforce Community Group Quito, Salesforce 101
Salesforce Community Group Quito, Salesforce 101
 
Histor y of HAM Radio presentation slide
Histor y of HAM Radio presentation slideHistor y of HAM Radio presentation slide
Histor y of HAM Radio presentation slide
 

How SingTel Uses Social Media for Customer Support

  • 1. Where is the Love? How SingTel uses Social Media for Customer Service & Support Miguel Bernas Director, Digital Marketing SingTel
  • 2. The starting point: mioTV frustration SingTel enters Facebook in 2010
  • 3. “I have been complaining more than five times…” “ST only talk but no feeling for the customer…” “Singtel … this is my third time writing this post to you…”
  • 4. Balancing out the negatives
  • 5. Identifying key objectives Grow the fanbase: be among the top brands on social media in Singapore Maintain high engagement Credible Customer Service extension for SingTel
  • 8. Selecting an online persona VS. Stuart the comic book store owner Larry the Insurance Salesman
  • 9. Ensuring cooperation across the organization:The Editorial Board PR issue management, CSR content Queries & technical support Product & offers content Passion content: entertainment, sport, etc
  • 10. Preparation: essential steps Internal support Staffing / Resourcing / Training Hired Social Media / Community Manager Hired dedicated Customer Care team Sourcing content
  • 11. Placing Customer Service at the forefront
  • 12. Offering solutions, not subterfuge “I think this is reasonably fair … thank you, Norita, for calling to apologize and arranging to make up…” “Hi Singtel … received your email … thank you for letting me pay $100 by installment … thank you for your understanding.”
  • 13. Fans helping other fans “What do you want Singtel to do? … ranting online will not solve anything … they are trying to meet you halfway … you need to find an amicable solution … “My problem was permanently fixed … after more than six months, not a single problem ;)”
  • 14. Redefining Customer Service “Thank you Singtel. I wish that your customer technical helpdesk could be as efficient as the facebook page.”
  • 15. Monitoring community growthJun 2011 to Present Day Fans (Likes) = up over 259% since June 2011 Fans now at over 44,500 vs less than 8,000 in Jan 2011
  • 16. Among Singapore’s top brands on Facebook 1. Starbucks: 139,296 Likes 2.Insing: 102,500 Likes 3. Starhub: 56,434 Likes 4. Pizza Hut: 52,198 Likes 5. Burger King: 51,453 Likes 6. SingTel: 43,549 Likes 7. Nike Football: 38,672 Likes 8. Sony Ericsson: 37,813 Likes 9. Sephora: 38,459 Likes 10. Samsung Mobile: 27,247 Likes
  • 17. Tracking community engagementJun 2011 to Present Day Over 63% of SingTel fans visit the page every week
  • 18. 18 Venturing into Social Commerce: Facebook Online Deals app
  • 19. Sharing multimedia content through Facebook
  • 20. 5 Essentials for Social Media Success Clear Objectives Top-level Management support Empowered Community Managers Money Content that grows communities
  • 21. Sharing the Amazing Click here to view video
  • 22. Sharing the Amazing “Thank you, Singtel for bringing Mother Monster back, thus making our dreams come true…” “Thank you, Singtel it was disco heaven…” “OMG SINGTEL I LOVE YOU! THX FOR THE TICKETS!”
  • 23.
  • 24. Thank you_ For questions, email miguelb@singtel.com

Notes de l'éditeur

  1. First telco in Singapore to do this!
  2. In conclusion …