SINGTEL INNOV8Social Marketing: Where are the results?May 19, 2011

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Everyone says we must be on social• Mobile apps• Online Video• Microblogs• Gamification

Fear and education

The new new new things

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So we jumped in and spent some money• Twitter account…check• Facebook page…check• Mobile app…check• Badge system…check

Why didn’t we get bookings?

Initial disappointment

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Optimization and adaptation• Right audience• Right message• Right action• Never ending iterative process

Case studies

So now what?

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Create value for the Singtel Group• Global fund• Early stage focus• Pure strategic• Drive value to Singtel Group customers

400 million subscribers

Why is Singtel Innov8 talking about this?

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Just spent a bunch of money on mobile• SPAM• Cant reach new customers• Low to no ROI

Problem 1: Mobile marketing

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• Behavior for 600m+ mobile users• China, Singapore, Taiwan, Indonesia, Thailand etc

Behavior Targeting on Mobile

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Hotel Room Lead To Booking Conversion

12%

Mobile targeting for travel

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Did a viral video and no one watched it ORpeople watched it but nothing happened• Hit or miss• How to convert viral video views to action?• How to measure brand impact?• How to measure ROI?

Problem 2: Social viral videos

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• Integrated with online and offline campaign• Online distribution multiple video sites• Social team aggregates target viewers• Engage with video, activate via banner

Targeted social video for brands

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Video plus targeting 400-600% banner CTR uplift versus banner alone

4-6% CTR rate

Mobile targeting for travel

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Whats the impact of my social campaigns• People I give coupons to don’t come back• How do I get fans to do what I want them to do?• How do I encourage my fans to share?• How do I reward my fans?

Problem 3: No one is doing what I want

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• Gamefication: adding game dynamics to life• Integrate tasks and badges into any campaign• Social verification – people must get their

friends to verify task completion• Integrated with Twitter, Facebook etc

Scrabble Task & Badge

Gamefication system – badge system

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Engaging with advertising agencies throughout asia

Jump through hoops, get a biscuit

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William Bao Bean+86 186 2158 6213

wbbean@singtel.com@williambaobean

Thank You