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. 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
- 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
- 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
- 19. PR as we know it is evolving Press releases Media Conferences Reporting 2.0 Citizen Journalism Corporate Blogging
- 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
- 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
- 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
- 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
- 46. Thanks ! Thank you Questions? Adrian Tan adrian.kl.tan@starhub.com StarHub Customer Insight www.twitter.com/StarHubCares www.facebook.com/StarHub