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

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 Presentation Transcript

  • 1. Creating Social Media Hubs for Customer Retention and Engagement Presented by: Adrian Tan Customer Insight StarHub
  • 2. LOVE? ♥
  • 3. About Me http://www.wordle.net
  • 4. StarHub is Singapore’s first fully Integrated InfoComms company <Confidential>
  • 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. 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. Best broadband carrier at 2009 Telecom Asia Awards
  • 8. Why Social Media?
  • 9. Why Social Media? 1 2 3
  • 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. But you already knew that!
  • 12. Many have already started investing
  • 13. What about retention?
  • 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. 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. More Promoters means more $$$ Source: Nowinski (2009). Net Promoter Economics: Exploring the Impact of Word of Mouth
  • 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. Consumers trust Word-of-Mouth
  • 19. PR as we know it is evolving Press releases Media Conferences Reporting 2.0 Citizen Journalism Corporate Blogging
  • 20. The StarHub Journey
  • 21. A Journey of Love L O V E
  • 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. Lighting the Fire It all started with a blog post … 1 week later …
  • 24. Which Tools?
  • 25. Why Facebook & Twitter?
  • 26. Challenge: Making SPEED come alive
  • 27. Making SPEED come alive
  • 28. Challenge: Launch of MobiTweet
  • 29. Launch of MobiTweet
  • 30. Parallel Growth of StarHub Facebook 11K Fans
  • 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. Opening Doors
  • 33. Announcements/Notices
  • 34. Fan Offers
  • 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. Love is about Listening
  • 37. Love is about Sincerity
  • 38. Love is about Helping
  • 39. Love is about Responding with Patience & Care • Customers needing help • Unhappy customers • Detractors
  • 40. Can you catch everything? StarHub Social Media Listens Monitoring Customer Experience Competitor Activity Listen Listen Product Innovation Crisis / Issue Insight etc
  • 41. You need a RESPONSE PLAN
  • 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. Fans Helping Fans
  • 44. Fans Defending StarHub
  • 45. Influencer Program
  • 46. Thanks ! Thank you Questions? Adrian Tan adrian.kl.tan@starhub.com StarHub Customer Insight www.twitter.com/StarHubCares www.facebook.com/StarHub