Creating   Social Media
Hubs for Customer Retention
and Engagement


                 Presented by:


                 Adr...
LOVE? ♥
About Me




           http://www.wordle.net
StarHub is Singapore’s first fully Integrated
InfoComms company




                       <Confidential>
Singapore’s Favourite Local Brand! ♥
                                       2009 Top 10 Favourite
                        ...
Voted Best in
                                                       Customer Satisfaction
                               ...
Best broadband carrier at 2009
Telecom Asia Awards
Why Social
 Media?
Why Social Media?


       1

       2

       3
Reason #1
Your customers are already on it!
  Blogs: Over     126 million.
         175,000 created daily

               ...
But you already knew that!
Many have already started investing
What about retention?
Reason #2
 Social Media drives Loyalty
       Where are people                          Impact of StarHub Social
       ch...
Social Media drives Loyalty




** NPS = Promoters
minus Detractors




Preferred Dessert Gallery
over other establishment...
More Promoters means more $$$




Source: Nowinski (2009). Net Promoter Economics: Exploring the Impact of Word of Mouth
Reason #3
Marketing as we know it is evolving
                     Marketing 1.0              Marketing 2.0               ...
Consumers trust Word-of-Mouth
PR as we know it is evolving




Press releases

Media Conferences   Reporting 2.0

                    Citizen Journalism...
The
StarHub
Journey
A Journey of Love

       L

       O

       V

       E
A Journey of Love




   B2C                       C2B                        C2C
                         Acknowledging  ...
Lighting the Fire
It all started with a blog post …


                                    1 week
                         ...
Which Tools?
Why Facebook & Twitter?
Challenge: Making SPEED
come alive
Making SPEED come alive
Challenge: Launch of
MobiTweet
Launch of MobiTweet
Parallel Growth of StarHub
Facebook
                             11K
                             Fans
A Journey of Love




   B2C                          C2B                          C2C
                            Acknowl...
Opening Doors
Announcements/Notices
Fan Offers
A Journey of Love




   B2C                          C2B                          C2C
                            Acknowl...
Love is about Listening
Love is about Sincerity
Love is about Helping
Love is about Responding
with Patience & Care

• Customers needing help
• Unhappy customers
• Detractors
Can you catch everything?




StarHub   Social Media
Listens   Monitoring




            Customer Experience
            ...
You need a
RESPONSE
PLAN
A Journey of Love




   B2C                          C2B                          C2C
                            Acknowl...
Fans Helping Fans
Fans Defending StarHub
Influencer Program
Thanks
       !


           Thank you

           Questions?

           Adrian Tan
           adrian.kl.tan@starhub.com
...
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Adrian Tan Kl 20100526 Creating Social Media Hubs For Customer Retention And Engagement

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Speaking on StarHub's Social Media Strategy at the 10th Minimising Churn & Increasing Customer Profitability Conference Singapore

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Adrian Tan Kl 20100526 Creating Social Media Hubs For Customer Retention And Engagement

  1. 1. Creating Social Media Hubs for Customer Retention and Engagement Presented by: Adrian Tan Customer Insight StarHub
  2. 2. LOVE? ♥
  3. 3. About Me http://www.wordle.net
  4. 4. StarHub is Singapore’s first fully Integrated InfoComms company <Confidential>
  5. 5. Singapore’s Favourite Local Brand! ♥ 2009 Top 10 Favourite Brands (SG) 1. Colgate 2. Google 3. StarHub 4. NTUC Fairprice 5. Sony 6. SingTel 7. Yahoo 8. Straits Times 9. 7-Eleven Source: 2009 survey from Superbrands and The Nielsen Company 10. Nippon Paint
  6. 6. Voted Best in Customer Satisfaction (InfoComms) The Customer Satisfaction Index of Singapore (CSISG) Top Performing Companies in each Sector Company Sector • StarHub Mobile Info-Comms • The Ritz-Carlton THAS • Singapore Airlines Transportation • Republic Polytechnic Education • Raffles Hospital Healthcare Retail • Tan Chong Motor Finance • HSBC 6 F&B • Starbucks
  7. 7. Best broadband carrier at 2009 Telecom Asia Awards
  8. 8. Why Social Media?
  9. 9. Why Social Media? 1 2 3
  10. 10. Reason #1 Your customers are already on it! Blogs: Over 126 million. 175,000 created daily Facebook: Over 400 million active users. Over 5b pieces of content shared each week Twitter
  11. 11. But you already knew that!
  12. 12. Many have already started investing
  13. 13. What about retention?
  14. 14. Reason #2 Social Media drives Loyalty Where are people Impact of StarHub Social chatting about StarHub? Media on Recommendation Social Networking More Likely to Sites/Platforms Recommend StarHub as a result of Social Media 24% Interaction 86% 76% 14% Traditional Platforms (e.g., in person Less Likely to conversations) Recommend/No Change Source: StarHub Customer Insight (2010)
  15. 15. Social Media drives Loyalty ** NPS = Promoters minus Detractors Preferred Dessert Gallery over other establishments Increased emotional attachment Increased stores visits after becoming fans Spent more per visit Source: Dholakia & Durham (2010). Harvard Business Review March 2010
  16. 16. More Promoters means more $$$ Source: Nowinski (2009). Net Promoter Economics: Exploring the Impact of Word of Mouth
  17. 17. Reason #3 Marketing as we know it is evolving Marketing 1.0 Marketing 2.0 Marketing 3.0 Product Centric Consumer Oriented Values Driven Objective Sell Products Satisfy & Retain Make the World a Customers Better Place Enablers Industrial New Wave IT Revolution Technology Key Marketing Product Corporate & Pdt Corp Mission, Concept Specification Positioning Vision & Values Value Functional + Functional + Functional Propositions Emotional Emotional + Spiritual Interaction One to Many One to One Many to Many (B2C) (B2C, some C2B) (B2C, C2C, B2C2B2C) Source: Adapted from Kotler, Kartajaya & Setiawan (2010). Marketing 3.0
  18. 18. Consumers trust Word-of-Mouth
  19. 19. PR as we know it is evolving Press releases Media Conferences Reporting 2.0 Citizen Journalism Corporate Blogging
  20. 20. The StarHub Journey
  21. 21. A Journey of Love L O V E
  22. 22. A Journey of Love B2C C2B C2C Acknowledging Customer Announcements Feedback Conversations Product Responding to Customers Helping Launches Questions Customers Surveys Customers Defending your Brand Lucky Influencer Fan Offers Draws/Contests Program
  23. 23. Lighting the Fire It all started with a blog post … 1 week later …
  24. 24. Which Tools?
  25. 25. Why Facebook & Twitter?
  26. 26. Challenge: Making SPEED come alive
  27. 27. Making SPEED come alive
  28. 28. Challenge: Launch of MobiTweet
  29. 29. Launch of MobiTweet
  30. 30. Parallel Growth of StarHub Facebook 11K Fans
  31. 31. A Journey of Love B2C C2B C2C Acknowledging Customer Announcements Feedback Conversations Responding to Customers Helping Product Launches Questions Customers Surveys Customers Defending your Brand Lucky Influencer Fan Offers Draws/Contests Program
  32. 32. Opening Doors
  33. 33. Announcements/Notices
  34. 34. Fan Offers
  35. 35. A Journey of Love B2C C2B C2C Acknowledging Customer Announcements Feedback Conversations Responding to Customers Helping Product Launches Questions Customers Surveys Customers Defending your Brand Lucky Influencer Fan Offers Draws/Contests Program
  36. 36. Love is about Listening
  37. 37. Love is about Sincerity
  38. 38. Love is about Helping
  39. 39. Love is about Responding with Patience & Care • Customers needing help • Unhappy customers • Detractors
  40. 40. Can you catch everything? StarHub Social Media Listens Monitoring Customer Experience Competitor Activity Listen Listen Product Innovation Crisis / Issue Insight etc
  41. 41. You need a RESPONSE PLAN
  42. 42. A Journey of Love B2C C2B C2C Acknowledging Customer Announcements Feedback Conversations Responding to Customers Helping Product Launches Questions Customers Surveys Customers Defending your Brand Lucky Influencer Fan Offers Draws/Contests Program
  43. 43. Fans Helping Fans
  44. 44. Fans Defending StarHub
  45. 45. Influencer Program
  46. 46. Thanks ! Thank you Questions? Adrian Tan adrian.kl.tan@starhub.com StarHub Customer Insight www.twitter.com/StarHubCares www.facebook.com/StarHub

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