StarHub Community Case Study- Science of Social World Tour (Singapore)
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Science of Social World Tour (Singapore) – 19 June 2013 Second generation of social engagement is here.
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StarHub Community Case Study- Science of Social World Tour (Singapore)
- 1. Science of Social World Tour (Singapore) – 19 June 2013 Presented by: Darren Choo, AVP Social CRM, Marketing, StarHub, Singapore StarHub Community A customer case study…
- 2. Introducing StarHub… Quad-Play 7 in 10 are StarHub Customers No 1 in Pay TV, No. 2 in Mobile & No. 1 in high speed Broadband
- 3. StarHub…first in Singapore launch Lithium’s Brand Nation
- 4. Agenda • Why Lithium StarHub Community? – First Generation of Social Engagement and its Limitations – The Second Generation of Social Engagement – Harnessing Communities for Support – Harnessing Communities for Marketing – Harnessing Communities for Innovation – Harnessing Communities for Sales
- 5. StarHub’s Social Media Journey Social Support & Marketing The First Generation of Social Engagement Social Listening Social Media Crisis Handling Hub Social Media Task Force 2012 2 3 4 1
- 6. Limitations of First Generation Social Engagement .. . 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%) .
- 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% . . Limitations of First Generation Social Engagement ZMOT
- 8. Corporate Website Friends/ Relatives Newspaper Ad Retail Outlets Search Engine Direct Marketing Roadshow Blogs/ Forums TV Ad non-SH FB/Twitter Magazine Ad S. Link SH FB Street Radio Ad Cinema Banner YouTube Ad 0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% Source: Mindshare-StarHub New Mobile Sales Survey 2012 Usefulness of media in decision making Reachofmediabeforepurchase Limitations of First Generation Social Engagement
- 9. Social Content has a short Shelf Life and has no/limited search Limitations of First Generation Social Engagement
- 10. Limitations of First Generation Social Engagement No Product Interest No Brand Interest Need education Need community reviews Buy
- 11. Limitations of First Generation Social Engagement n=255
- 12. Limitations of First Generation Social Engagement We need a Marketing Strategy for Zero Moment of Truth Paid Advertising Shops/ Eshop NPS/ Welcome Kit
- 13. Agenda • Why Lithium StarHub Community? – First Generation of Social Engagement and its Limitations – The Second Generation of Social Engagement – Harnessing Communities for Support – Harnessing Communities for Marketing – Harnessing Communities for Innovation – Harnessing Communities for Sales
- 14. StarHub’s Social Media Journey 5 Company Branded Community The Second Generation of Social Engagement Is Here!
- 15. Multiple Access Points to StarHub Community The Second Generation of Social Engagement Is Here!
- 16. http://barnraisersllc.com/2012/01/21-experts-show-tell-social-crm/ Social CRM is a strategy for harnessing communities for customer service, marketing, innovation and sales - adapted from Gartner The Second Generation of Social Engagement Is Here! The Social Customer needs a Social CRM Response Customer Service Marketing Innovation Sales
- 17. Agenda • Why Lithium StarHub Community? – First Generation of Social Engagement and its Limitations – The Second Generation of Social Engagement – Harnessing Communities for Support – Harnessing Communities for Marketing – Harnessing Communities for Innovation – Harnessing Communities for Sales
- 18. Harnessing Communities for Support One to One (Call Centre/ FB/ Twitter) One to Many Many to Many Customer Answer Customers
- 19. Community Knowledge Base & Self- Help Youtube Videos Community Knowledge Base StarHub’s Social Media Journey 6 Harnessing Communities for Support Youtube Self Help Videos
- 20. July: 85k unique visitors Harnessing Communities for Support 0 20,000 40,000 60,000 80,000 100,000 85K Unique Visitors in July 2013 0 2000 4000 6000 8000 10000 12000 10.8K members as of July 2013 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 January February March April May June July StarHub Community StarHub Support Page StarHub Community Page Views more than StarHub.com Support Page Reporting period: January – July 2013
- 21. Successful first StarHub Community Superuser event
- 22. StarHub Community User Survey
- 23. StarHub Community User Survey
- 24. StarHub Community User Survey
- 25. StarHub Community User Survey
- 26. StarHub Community User Survey
- 27. StarHub Community User Survey
- 28. User Testimonials – Community is preferred way of engagement “I like about StarHub Community as it is one of the channel to give suggestions and feedback from customers. Despite having a social network such like twitter and Facebook. To have a forum for our Starhub customers is a WOW.” “It saves me the hassle of going down to a store. With Starhub Community I can get answers to my enquiries fast, accurate and at the comfort of my own home!” “This is a good experience of having to be a part of the community for a product/service I have been experiencing since last 5 years. Getting access to the community forums helps me to find out what I was looking for and in some cases, the information is very helpful is making educated choices and decisions. Kudos to Starhub community!!” “I can use the Starhub Community to ask questions that are not urgent. At the same time, I can get feedback from numerous community members instead of just a one to one interaction.” Harnessing Communities for Support
- 29. Harnessing Communities for Support • The digital-social customer is preferring new ways of interaction Company Branded Communities Embedded device software eg interactive set top boxes Corporate social media eg Facebook and Twitter Customer Service IVR Shops
- 30. Harnessing Communities for Support
- 31. Agenda • Why Lithium StarHub Community? – First Generation of Social Engagement and its Limitations – The Second Generation of Social Engagement – Harnessing Communities for Support – Harnessing Communities for Marketing – Harnessing Communities for Innovation – Harnessing Communities for Sales
- 32. Harnessing Communities for Marketing: Trusted Content Creative Excellence Content Excellence Trusted Content
- 33. Strategy for Zero Moment of Truth Paid Advertising Shops/ Eshop NPS/ Welcome Kit Harnessing Communities for Marketing
- 34. Harnessing Communities for Marketing: SEO benefits StarHub’s Social Media Journey 7 Forum Q&A Permanent Searchable
- 35. StarHub’s Social Media Journey Blogs 8 Harnessing Communities for Marketing: Blogger Reviews d d
- 36. StarHub’s Social Media Journey Blogs Community Blogs Harnessing Communities for Marketing: User Reviews 8
- 37. StarHub’s Social Media Journey Segment Forums - Seniors 9 April 2013 The Golden Guru Forum Harnessing Communities for Marketing: Segment Marketing
- 38. StarHub’s Social Media Journey Harnessing Communities for Marketing: Content/ Segment Marketing Female Forum 10
- 39. Agenda • Why Lithium StarHub Community? – First Generation of Social Engagement and its Limitations – The Second Generation of Social Engagement – Harnessing Communities for Support – Harnessing Communities for Marketing – Harnessing Communities for Innovation – Harnessing Communities for Sales
- 40. Harnessing Communities for Innovation Engaging Superusers as our product advisors
- 41. Harnessing Communities for Innovation
- 42. StarHub’s Social Media Journey 11 Innovation Communities can be harnessed for crowd-sourcing and co-creation eg photographs, videos, ideas, market research etc Harnessing Communities for Innovation
- 43. Agenda • Why Lithium StarHub Community? – First Generation of Social Engagement and its Limitations – The Second Generation of Social Engagement – Harnessing Communities for Support – Harnessing Communities for Marketing – Harnessing Communities for Innovation – Harnessing Communities for Sales
- 44. Harnessing Communities for Sales Driving EDMs to the Community for crowd support, reviews and transactions StarHub’s Social Media Journey Social Sales 12
- 45. MOL Recontract is on landing page of StarHub Community http://community.starhub.com/
- 46. BTL Comms drove qualified leads to the offer page http://community.starhub.com/t5/Broadband-Recontract-Offers/StarHub-Broadband-offer/m-p/21994#U21994 SMS was sent out – call to action is call 1630 or go to the weblink at StarHub Community. We sent out 10K SMS and there are 1.1K views on the recon page on StarHub Community.
- 47. Customers can ask questions about the offers http://community.starhub.com/t5/Broadband-Recontract-Offers/StarHub- Broadband-offer/m-p/21994#U21994
- 48. They can “Get it” and… http://community.starhub.com/t5/Broadband-Recontract-Offers/StarHub- Broadband-offer/m-p/21994#U21994
- 49. It leads to an offer page – generate TM leads for fulfillment http://www.starhub.com/content/forms/personal/community/pcshow.html
- 50. Harnessing Communities for Employee Engagement
- 51. Who owns this in StarHub? How did you get this funded and approved? How many people run it?
- 52. Ingredients to Successful Launch Vision: To socialise every department in StarHub Top Management Support: Every department must work with StarHub Community Lithium’s Consultancy: Global best practices as inspiration Collaborative Culture It’s like running your own business! Innovative staff & agency support, allowed to experiment
- 53. Be part of the Second Generation of Social Engagement! Connect with me for any questions or if you have experiences to share: darren@starhub.com @bluefirefly2359 Thank You!
Editor's Notes
- Good morning everyone. My name is Darren Choo. I have been with the company for 13 years in different capacities, ranging from market research, analytics, campaign management, customer lifecycle management, churn management and lately social CRM.
- Here are some pictures to show you the kind of brand StarHub is. It is a young, happy and vibrant brand. We believe that we are the hub that connects people to the things they love and we connect people who loves the same thing together. We are quad play telecoms provider, which means that we have 4 major services, cable tv, fixed broadband, mobile and fixed line service. There are slightly over a million households in Singapore and 7 out of every 10 customers have at least one StarHub service in their home. We are the number one player in the pay TV market with over 50% penetration, we are number 2 in mobile and number 1 in fast speed broadband service.
- Here are some pictures to show you the kind of brand StarHub is. It is a young, happy and vibrant brand. We believe that we are the hub that connects people to the things they love and we connect people who loves the same thing together. We are quad play telecoms provider, which means that we have 4 major services, cable tv, fixed broadband, mobile and fixed line service. There are slightly over a million households in Singapore and 7 out of every 10 customers have at least one StarHub service in their home. We are the number one player in the pay TV market with over 50% penetration, we are number 2 in mobile and number 1 in fast speed broadband service.
- Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
- Recognizing that social media is not an "add-on" layer to or a standalone aspect of StarHub's marketing activities, it's presented as a "continuum" indicating areas that StarHub has already embarked upon and / or completed, as well as the suggested steps forward based on the findings from the research done.
- Recognizing that social media is not an "add-on" layer to or a standalone aspect of StarHub's marketing activities, it's presented as a "continuum" indicating areas that StarHub has already embarked upon and / or completed, as well as the suggested steps forward based on the findings from the research done.
- Recognizing that social media is not an "add-on" layer to or a standalone aspect of StarHub's marketing activities, it's presented as a "continuum" indicating areas that StarHub has already embarked upon and / or completed, as well as the suggested steps forward based on the findings from the research done.
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- Recognizing that social media is not an "add-on" layer to or a standalone aspect of StarHub's marketing activities, it's presented as a "continuum" indicating areas that StarHub has already embarked upon and / or completed, as well as the suggested steps forward based on the findings from the research done.
- Recognizing that social media is not an "add-on" layer to or a standalone aspect of StarHub's marketing activities, it's presented as a "continuum" indicating areas that StarHub has already embarked upon and / or completed, as well as the suggested steps forward based on the findings from the research done.
- Recognizing that social media is not an "add-on" layer to or a standalone aspect of StarHub's marketing activities, it's presented as a "continuum" indicating areas that StarHub has already embarked upon and / or completed, as well as the suggested steps forward based on the findings from the research done.
- Recognizing that social media is not an "add-on" layer to or a standalone aspect of StarHub's marketing activities, it's presented as a "continuum" indicating areas that StarHub has already embarked upon and / or completed, as well as the suggested steps forward based on the findings from the research done.
- Recognizing that social media is not an "add-on" layer to or a standalone aspect of StarHub's marketing activities, it's presented as a "continuum" indicating areas that StarHub has already embarked upon and / or completed, as well as the suggested steps forward based on the findings from the research done.
- Recognizing that social media is not an "add-on" layer to or a standalone aspect of StarHub's marketing activities, it's presented as a "continuum" indicating areas that StarHub has already embarked upon and / or completed, as well as the suggested steps forward based on the findings from the research done.
- Recognizing that social media is not an "add-on" layer to or a standalone aspect of StarHub's marketing activities, it's presented as a "continuum" indicating areas that StarHub has already embarked upon and / or completed, as well as the suggested steps forward based on the findings from the research done.
- Recognizing that social media is not an "add-on" layer to or a standalone aspect of StarHub's marketing activities, it's presented as a "continuum" indicating areas that StarHub has already embarked upon and / or completed, as well as the suggested steps forward based on the findings from the research done.
- Recognizing that social media is not an "add-on" layer to or a standalone aspect of StarHub's marketing activities, it's presented as a "continuum" indicating areas that StarHub has already embarked upon and / or completed, as well as the suggested steps forward based on the findings from the research done.
- Here are some pictures to show you the kind of brand StarHub is. It is a young, happy and vibrant brand. We believe that we are the hub that connects people to the things they love and we connect people who loves the same thing together. We are quad play telecoms provider, which means that we have 4 major services, cable tv, fixed broadband, mobile and fixed line service. There are slightly over a million households in Singapore and 7 out of every 10 customers have at least one StarHub service in their home. We are the number one player in the pay TV market with over 50% penetration, we are number 2 in mobile and number 1 in fast speed broadband service.
- Here are some pictures to show you the kind of brand StarHub is. It is a young, happy and vibrant brand. We believe that we are the hub that connects people to the things they love and we connect people who loves the same thing together. We are quad play telecoms provider, which means that we have 4 major services, cable tv, fixed broadband, mobile and fixed line service. There are slightly over a million households in Singapore and 7 out of every 10 customers have at least one StarHub service in their home. We are the number one player in the pay TV market with over 50% penetration, we are number 2 in mobile and number 1 in fast speed broadband service.
- Here are some pictures to show you the kind of brand StarHub is. It is a young, happy and vibrant brand. We believe that we are the hub that connects people to the things they love and we connect people who loves the same thing together. We are quad play telecoms provider, which means that we have 4 major services, cable tv, fixed broadband, mobile and fixed line service. There are slightly over a million households in Singapore and 7 out of every 10 customers have at least one StarHub service in their home. We are the number one player in the pay TV market with over 50% penetration, we are number 2 in mobile and number 1 in fast speed broadband service.
- Here are some pictures to show you the kind of brand StarHub is. It is a young, happy and vibrant brand. We believe that we are the hub that connects people to the things they love and we connect people who loves the same thing together. We are quad play telecoms provider, which means that we have 4 major services, cable tv, fixed broadband, mobile and fixed line service. There are slightly over a million households in Singapore and 7 out of every 10 customers have at least one StarHub service in their home. We are the number one player in the pay TV market with over 50% penetration, we are number 2 in mobile and number 1 in fast speed broadband service.
- Here are some pictures to show you the kind of brand StarHub is. It is a young, happy and vibrant brand. We believe that we are the hub that connects people to the things they love and we connect people who loves the same thing together. We are quad play telecoms provider, which means that we have 4 major services, cable tv, fixed broadband, mobile and fixed line service. There are slightly over a million households in Singapore and 7 out of every 10 customers have at least one StarHub service in their home. We are the number one player in the pay TV market with over 50% penetration, we are number 2 in mobile and number 1 in fast speed broadband service.
- Recognizing that social media is not an "add-on" layer to or a standalone aspect of StarHub's marketing activities, it's presented as a "continuum" indicating areas that StarHub has already embarked upon and / or completed, as well as the suggested steps forward based on the findings from the research done.
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- Recognizing that social media is not an "add-on" layer to or a standalone aspect of StarHub's marketing activities, it's presented as a "continuum" indicating areas that StarHub has already embarked upon and / or completed, as well as the suggested steps forward based on the findings from the research done.