Developing a social listening strategy to track consumer sentiments & interests Harvesting valuable consumer insights from social media analytics Critical success factors & pitfalls to avoid in social media monitoring

1. Case Study: How StarHub Discovered What
Their Consumers Are Talking About
Presented by: Darren Choo, AVP Social CRM, Marketing, StarHub, Singapore
@bluefirefly2359

2. • Developing a social listening
strategy to track consumer
sentiments & interests
• Harvesting valuable consumer
insights from social media
analytics
• Critical success factors &
pitfalls to avoid in social media
monitoring
How StarHub Discovered What Their
Consumers Are Talking About

3. Telcos : the worst customer satisfaction
CSISG Survey 2013 - http://ises.smu.edu.sg/csisg/scores-rankings/scores-comparison-csisg

4. Why Telcos have the worst satisfaction?

5. Why Telcos have the worst satisfaction?
Limited choice of Telcos
• Customers have little power = low customer
satisfaction
High switching costs
• Customers have little power = low customer
satisfaction
Utilities/ Necessities
• Customers have little choice not to have the product =
low customer satisfaction
Changes in usage
• Heavy system loads = low customer satisfaction
Telco services are co-produced by customers
• need to learn new technologies = more opportunities
for errors to occur

6. Telcos and Advocacy ? Oxymoron?

7. Yes, it happened
Best Use of Brand Advocacy - Winner

8. No. 1 Socially Devoted Brand in S’pore
Most Socially Devoted Brand – Social Bakers
What is Socially Devoted?
• The company creates an
open line of
communication with
fans
• The company responds
to as many fan posts as
possible
• The company responds
in a timely fashion

9. StarHub’s Social Media Journey
Social
Support &
Marketing
It all starts with Listening
Social
Listening
Social
Media
Crisis
Handling
2
3
1

10. Social Media Monitoring
Problems of today’s SMM
Possible Solutions
Possible Opportunities

11. • Crisis Spotting
• Current software unable to read into
comments, likes and shares
• Correct Social Brand
Health Tracking
• Sentiment Analysis not accurate
• It is overweighed on Twitter
• Counting Posts and not reach
• Consolidation of Issues
• Unable to consolidate feedback of issues
to warrant action
Problems of today’s SMM
Problems of today’s SMM

12. Social Media Monitoring
Possible Solutions
• Process
• Manual sample versus machine
universe counts
• SCRM software with paths of
Escalation, SLAs & Close Loop
• People
• In-house
• Out-source
• Platform
• Facebook, Twitter
• Community• F

13. Is it mere noise or something else?

14. Which social platform is best for listening?
Google search on 1 Nov 2013

15. Which social platform is best for listening?
Facebook post is in April
and you can’t search for
the latest post…so you
may start a new
one…and the voice is
dispersed…making it
mere noise

16. Which social platform is best for listening?
On Community, a thread with 13 pages cannot be ignored,
sending a strong signal to management and you can easily
locate the latest post and the response.

17. Which social platform is best for listening?
On Community, the superusers help to listen and answer the
questions!

18. Social Media Monitoring
Possible Opportunities
• Proactive Engagement
• Predicting trends for
creative development
• Prioritising Socially
Important People

19. Twitter Proactivity

20. Twitter Proactivity
1.9K Retweets!
>600 Favs

21. Twitter Delight and Surprise

22. Proactive - Twitter or delight and surprise

23. Instagram Delight and Surprise

24. Instagram Delight and Surprise

25. Community Delight and Surprise

26. StarHub Social Hub – Mission Control

27. Social Hub – Mission Control

28. Social Hub – Mission Control

29. Social Hub – Mission Control

30. Social Hub – Mission Control

31. Social Hub – Mission Control

32. Thanks for listening!