Integrating Social CRM
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Social CRM Seminar 2014 How StarHub Successfully Evolved from Traditional CRM to Social CRM - From traditional CRM to social CRM – Understanding how the social element has changed business interactions - Reasons for StarHub’s decision to venture into social CRM - How StarHub successfully integrated social media into established channels for marketing & customer service - How StarHub planned & deployed its social CRM strategies - Aligning social CRM strategy with the customer buying process - Ensuring that social CRM initiatives are synced with business objectives
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Integrating Social CRM
- 1. Integrating Social CRM Presented by: Darren Choo, AVP Social CRM, StarHub, Singapore @bluefirefly2359Social CRM Conference 2014 21 Jan 2014
- 2. Full Quad-Play: One-stop shop for customers Mobile Pay TV Fixed LineBroadband Pay TV Pay TVHubbing 1st Fully Integrated Operator in Singapore since 2000
- 3. Integrating Social CRM How StarHub Successfully Evolved from Traditional CRM to Social CRM - From traditional CRM to social CRM – Understanding how the social element has changed business interactions - Reasons for StarHub’s decision to venture into social CRM - How StarHub successfully integrated social media into established channels for marketing & customer service - How StarHub planned & deployed its social CRM strategies - Aligning social CRM strategy with the customer buying process - Ensuring that social CRM initiatives are synced with business objectives
- 4. How StarHub Successfully Evolved from Traditional CRM to Social CRM - From traditional CRM to social CRM – Understanding how the social element has changed business interactions - Reasons for StarHub’s decision to venture into social CRM - How StarHub successfully integrated social media into established channels for marketing & customer service - How StarHub planned & deployed its social CRM strategies - Aligning social CRM strategy with the customer buying process - Ensuring that social CRM initiatives are synced with business objectives Integrating Social CRM
- 5. The Rise of Online and the Fall of Traditional Media Nielsen Digital Report 2012 Base: Internet Past Week Users (71%) What caused the change in Business Interactions
- 6. .. . Retail Outlets . . . 40% Friends or Family 52%News paper Ads 44% Roadshows (26%) TV Ads (18%) Magazine Ads (11%) .Cinema Ads (9%) .Bus Stop/ Street Ads (8%) Radio Ads (6%) 56% Banner Ads(6%) Direct Marketing (25%) .Others (12%) . What caused the change in Business Interactions The Rise of Online and the Fall of Traditional Media
- 7. . .. . Retail Outlets . . . . 40% Friends or Family 35%Search Engines .52%News paper Ads 44% Roadshows (26%) TV Ads (18%) Magazine Ads (11%) .Cinema Ads (9%) .Bus Stop/ Street Ads (8%) Radio Ads (6%) Company Website 56% StarHub Facebook/ Twitter (8%) Social Media (Non StarHub FB & Twitter) 10% Sponsored Links (9%) Youtube Ads (2%) . Banner Ads(6%) Blogs/ Forums (19%) Direct Marketing (25%) .Others (12%) . .. . Retail Outlets . . . 40% Friends or Family 52%News paper Ads 44% Roadshows (26%) TV Ads (18%) Magazine Ads (11%) .Cinema Ads (9%) .Bus Stop/ Street Ads (8%) Radio Ads (6%) 56% Banner Ads(6%) Direct Marketing (25%) .Others (12%) . Source: StarHub Customer Insight Poll (Touch points before Mobile New Sales) ... .. . . 40% 52% 44% . . 56% . . What caused the change in Business Interactions The Rise of Online and the Fall of Traditional Media
- 8. The Rise of the new world currency – Reviews! Nielsen Digital Report 2012 Base: Internet Past Week Users (71%) What caused the change in Business Interactions
- 9. The rise of Social Media Nielsen Digital Report 2012 Base: Internet Past Week Users (71%) What caused the change in Business Interactions
- 10. The rise of e-Commerce Nielsen Digital Report 2012 Base: Internet Past Week Users (71%) What caused the change in Business Interactions
- 11. The Rise of Smartphones – always on connectivity Nielsen Digital Report 2012 Base: Internet Past Week Users (71%) What caused the change in Business Interactions
- 12. The Rise of Multi-Screen and Active Participants of Media Nielsen Digital Report 2012 Base: Internet Past Week Users (71%) What caused the change in Business Interactions
- 13. The Rise of Online and the Fall of Traditional Media The rise of Social Media The rise of e-Commerce The Rise of Smartphones – always on connectivity The Rise of Multi-Screen and Active Participants of Media The Rise of the new world currency – Reviews! What caused the change in Business Interactions Customers Own the Conversation!
- 14. How StarHub Successfully Evolved from Traditional CRM to Social CRM - From traditional CRM to social CRM – Understanding how the social element has changed business interactions - Reasons for StarHub’s decision to venture into social CRM - How StarHub successfully integrated social media into established channels for marketing & customer service - How StarHub planned & deployed its social CRM strategies - Aligning social CRM strategy with the customer buying process - Ensuring that social CRM initiatives are synced with business objectives Integrating Social CRM
- 15. Why venture into Social CRM? http://www.socialmediaexaminer.com/what-is-social-crm/ The Customer has evolved, so must we!
- 16. How StarHub Successfully Evolved from Traditional CRM to Social CRM - From traditional CRM to social CRM – Understanding how the social element has changed business interactions - Reasons for StarHub’s decision to venture into social CRM - How StarHub successfully integrated social media into established channels for marketing & customer service - How StarHub planned & deployed its social CRM strategies - Aligning social CRM strategy with the customer buying process - Ensuring that social CRM initiatives are synced with business objectives Integrating Social CRM
- 17. StarHub’s Social CRM Journey Social Listening 2011 Community Blog 2013 Crowdsourcing Idea Generation 2013 Engaging Superfans 2013 2011 Social Crisis Management 2012 Forming of Social Media Task Force Think Tank Social Support on Facebook & Twitter 2011 Social Media Policies 2012 Twitter Proactive Engagement 2012 StarHub Community Crowd Support powered by Lithium 2012 Segment Engagement – Golden Gurus 2013 SCRM tool 2012 Segment Engagement – LadyFirst 2013 Mission Control 2013
- 18. Social Listening – Social Media Monitoring
- 20. Social Support on Facebook & Twitter
- 21. Forming of Social Media Task Force Think Tank SCRM Customer Service Marketing, Sale & PR Others eg HR, Innovation Product
- 24. StarHub Community Crowd Support powered by Lithium
- 25. Social CRM Tool
- 26. Segment Engagement – Golden Gurus
- 27. Segment Engagement – Beauty Ambassadors
- 28. Community Blog
- 29. Crowdsourcing Idea Generation Active aging hackathon (part 1) Total number of unique visitors 2,630 Total number of ideas generated 96 Total number of votes generated (likes) 2,317 Total cost of sponsorship, EDMs, banner, etc. $10,693 Active aging hackathon (part 2) Total number of unique visitors 535 Total number of ideas generated 15 Total number of votes generated (likes) 410 Total cost of prizes, EDMs, banner, etc. $1,202 Pre-Hackathon Crowdsourcing Ideas 2,036 Votes 90 Ideas Post-Hackathon Ideas Voting StarHub Golden Gurus activation `
- 31. Sparklers Club: Advocates & Superfans
- 32. Advocacy in Action – Defender Digital Graffiti
- 33. Digital Graffiti Advocacy in Action – Mediator
- 34. Digital Graffiti Advocacy in Action – Counter Terrorist
- 35. Digital Graffiti Advocacy in Action – Shock Absorber
- 36. Digital Graffiti Advocacy in Action – Unpaid Salesman
- 37. Advocates - Ask the Experts
- 38. Mission Control
- 39. Mission Control
- 40. How StarHub Successfully Evolved from Traditional CRM to Social CRM - From traditional CRM to social CRM – Understanding how the social element has changed business interactions - Reasons for StarHub’s decision to venture into social CRM - How StarHub successfully integrated social media into established channels for marketing & customer service - How StarHub planned & deployed its social CRM strategies - Aligning social CRM strategy with the customer buying process - Ensuring that social CRM initiatives are synced with business objectives Integrating Social CRM
- 41. Social CRM & Customer Buying Process StarHub Community Forums & Blogs StarHub Community Forums & Blogs Benefit Driven Posts & Exclusive Offers Peer Sharing through posts StarHub Cares + StarHub Community Creation of Need Improves reach & SOV Peer to Peer and advocates Q&A, Blogs and Knowledge articles Improves reach & SOV Self help, Peer help & Online Help
- 42. Social CRM & Customer Viewing Process Engaging bloggers and Youtube celebs YouTube True view, FaceBook buys Microsite Cast Contests Webisodes Featured Products Chatroom Sponsors StarHub Community Instagram Updates and highlights from the studio Twitter outreach StarHub TV Buddy
- 43. How StarHub Successfully Evolved from Traditional CRM to Social CRM - From traditional CRM to social CRM – Understanding how the social element has changed business interactions - Reasons for StarHub’s decision to venture into social CRM - How StarHub successfully integrated social media into established channels for marketing & customer service - How StarHub planned & deployed its social CRM strategies - Aligning social CRM strategy with the customer buying process - Ensuring that social CRM initiatives are synced with business objectives Integrating Social CRM
- 44. Social CRM & Business Objectives Star Score STARCOUNT METRICS
- 45. 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 Most Socially Devoted Brand - StarHub Social CRM & Business Objectives
- 46. Social CRM & Business Objectives Best Use of Brand Advocacy - Gold
- 47. Excellence in Loyalty Marketing Award Social CRM & Business Objectives
- 48. Reduces customer care costs N = 1700 Social CRM & Business Objectives
- 49. N = 2,394 Unique entries; 31% have not read 90% of those who read the forums regarding customer queries and solutions are more likely to subscribe or resubscribe to StarHub with this additional way to get their customer service queries answered Even for those who have NOT read the forums, 70% are more likely to subscribe or resubscribe to StarHub with this additional way to get their customer service queries answered Social ROI – Acquisition & Retention benefits Social CRM & Business Objectives
- 50. N = 2,394 Unique entries 37% have not read 91% of those who have read any product reviews and user experiences such as blog articles and forum posts on StarHub Community are more likely to subscribe or resubscribe to StarHub with this additional way of getting information Even for those who have NOT read the product reviews and user experiences such as blog articles and forum posts , 62% are more likely to subscribe or resubscribe to StarHub with this additional way of getting information Social ROI – Acquisition & Retention benefits Social CRM & Business Objectives
- 51. Social CRM & Business Objectives