On 23 July 2012, I presented at Marketing to Youth in Singapore. Active community management, Customer Care and engaging content are essentials in maintaining dialogue with young consumers.

Months after I joined SingTel in 2011, we began implementing our new social media strategy, focused mainly on building a fan base in Facebook and developing Facebook into a Customer Care channel. In December, we also began producing content for YouTube, in the form of a magazine-style video program called TGIS. In 12 months, SingTel’s Facebook fan base grew from 8,000 to over 100,000 “Likes”, making SingTel’s Facebook page among the top 10 Facebook brand pages in Singapore, according to social media analytics company Socialbakers.

Today, social media plays a vital role in most SingTel campaigns, from Facebook campaigns to video content developed for YouTube. Social media is also combined with search to launch new products, educate customers and even influence public opinion.

You can preview the entire presentation below.

Marketing to Youth 2012 was organized by Pacific Conferences.

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