StarHub Community San Francisco LinC presentation 2013
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This is a presentation about the social media journey of StarHub during the first year of the launch of StarHub Community.
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StarHub Community San Francisco LinC presentation 2013
- 1. StarHub Community LiNC San Francisco 2013 Presented by: Darren Choo, AVP Social CRM, Marketing, StarHub, Singapore
- 2. Agenda • Social media journey • First generation of social engagements • Limitations of first generation social engagements • Second generation of social engagement is here! • Community development & promotional plans • StarHub Community scorecard & ingredients for success • The birth of Super Users • Ideas for the future
- 4. 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
- 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 Facebook content is not searchable, even on Google and quickly pushed down in the Timeline Twitter, whilst it’s a real time search engine, it has limited reach and search results Eg Search done on MaxInfinity on 17 Feb 2013 yielded only latest 22 Nov 2012 results 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. Decline in Traditional Forums Limitations of First Generation Social Engagement
- 12. Customers are wary of brands participating in their own private social media. Yet they want to connect with brands through social media. Note: 2012 = 2011 + Increase Limitations of First Generation Social Engagement
- 13. Customers look to company sites for reviews Limitations of First Generation Social Engagement
- 14. StarHub’s Social Media Journey 5 The Second Generation of Social Engagement Is Here! Branded Customer Communities: Powered by Lithium Launched in Oct 2012 Forum Q&A
- 15. StarHub’s Social Media Journey 5 The Second Generation of Social Engagement Is Here! Forum Q&A One to One (Call Centre/ FB/ Twitter) One to Many Many to Many Customer Answer Customers Company Branded Communities
- 16. StarHub’s Social Media Journey 5 Community Development & Promotional Plans Forum Q&A • Major re-skinning work • Facebook login to mine social graph
- 17. StarHub’s Social Media Journey Featured prominently on the website 5 Forum Q&A Social Sign Offs including StarHub Community on every page Community Development & Promotional Plans
- 18. StarHub’s Social Media Journey 5 Forum Q&A Community Development & Promotional Plans Mobile Version: Option to go to StarHub Community or StarHub Cares (Customer Service Ticket)
- 19. StarHub’s Social Media Journey Featured prominently on StarHub Facebook 5 Forum Q&A Community Development & Promotional Plans StarHub Facebook: Option to go to StarHub Community or Ask an Account Related Question
- 20. StarHub’s Social Media Journey VIP Invitations Top 5000 Facebook Fans Top 2000 Loyalty base 1000 Market Research Base 8,000 NPS Advocates Yielded 6,000 Registrations 5 Forum Q&A EDMs Community Development & Promotional Plans First Fan Recruitment
- 21. StarHub’s Social Media Journey 5 Forum Q&A Crowdsourcing Photos for Twitter Profile Page Community Development & Promotional Plans
- 22. StarHub’s Social Media Journey Blogs 6 Community Development & Promotional Plans Community Blogs
- 23. Top second non- sponsored return leading to our Blog StarHub’s Social Media Journey Blogs 6 SEO Benefits Community Development & Promotional Plans
- 24. Bloggers work overnight and the blogs were up at 3 am after the StarHub team in NY sent over the photos of the S4 launch event! d d StarHub’s Social Media Journey Blogs 6 SEO Benefits Community Development & Promotional Plans
- 25. StarHub’s Social Media Journey Segment Forums - Seniors 7 April 2013 Community Development & Promotional Plans The Golden Guru Forum
- 26. Segment Forums: Seniors Community Development & Promotional Plans
- 27. Surprise link to blog article Community Development & Promotional Plans
- 28. Employee Forum StarHub’s Social Media Journey Employee Forum 8 Community Development & Promotional Plans
- 29. Employee Forum StarHub’s Social Media Journey Employee Forum 8 Community Development & Promotional Plans Around Us Addictions More than Words
- 30. Community Knowledge Base StarHub’s Social Media Journey Community Knowledge Base 9 Community Development & Promotional Plans
- 31. StarHub Community Score Card April: 38K unique visitorsCommunity Page Views more than Support Page 1 April– 30 April 2013 (Google Analytics) Pageviews on SH Community : 111,671 Pageviews on starhub.com/support: 91,957 0 5000 10000 8.5k Registrations
- 32. StarHub Community Score Card
- 33. 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
- 34. The Birth of Super Users Super Users emerged at the 6th Month! StarHub’s Social Media Journey Super User Engagement 10
- 35. The Birth of Super Users From Detractor to Super User!
- 36. List of top Super users! Public Superusers Kudos Posts Remarks Skill(s) IncTEh 85 157 Detractor turned superuser Android, Wireless, Home Networking ReignOfComputer 74 37 Youth (19 YO), a student Microsoft Partner Microsoft, Windows Phones, Nokia Khai 43 14 An enthusiatic blogger who is pro StarHub Blogging, Reviews, Videos Polarbear 39 12 Another blogger we engaged Blogging, Reviews Ham_Peng_Kuang 38 49 One of the Golden Gurus Senior Citizen engagement, IT Savvy Tan 23 14 Superuser in making General help nightfly 16 11 Superuser in making General help Employees Kudos Posts Remarks Laselle 68 312 Volunteer, helping after office hours (CS) StarHub Products & Services Amy_Law 13 57 Volunteer, helping after office hours (CS) StarHub Products & Services musicphotolife 49 9 Employee Blogger (IS) IT, Music, Photography, Blogging, Reviews The Birth of Super Users
- 37. “Genuinely interested in helping others who aren't as technically inclined They also see this as a platform, where their knowledge and skills are put to good use, and showcased See this as a hobby, where they can constructively contribute to an online community - Better than gaming, which is addictive and insular” The Birth of Super Users
- 38. The Birth of Super Users Engaging Superusers as our product advisors for both “Closed Group” product trials /discussions and focus groups
- 39. Makeup Skincare Haircare Offtopic Ideas for the future StarHub’s Social Media Journey Female Forum 11
- 40. Ideas for the future StarHub’s Social Media Journey Ideas Exchange 11 News feed Social Rewards TVC Celebrity bloggers Blogger / Vlogger recruitment Scouts
- 41. The Team Behind StarHub Community
- 42. Connect with me for any questions or if you have experiences to share: darren@starhub.com @bluefirefly2359
- 43. StarHub Community: Surprise and Delight • Launched since early Sep • Recognition program which rewards members to promote participation based on random criteria • Most number of posts • Most number of solutions • Most number of instagram tagging • Most number of hours online • Best pictures • Best solutions • Etc.
- 44. Community Rewards for 1st Year Anniversary • Launched 2nd Oct • Tie up with 15 retail merchants for deals and discounts • Garner offline presence in 75 retail outlets with promotional wobblers • Reward members • As of w/c 11th Nov: • 9k unique users • 2k new registrations
- 45. Jackpot Bonanza on Facebook • Launched 1st Nov • Aimed to drive new registrations through prizes giveaways via a virtual machine slot on StarHub Facebook page • As of w/c 11th Nov: • 9.6k visits • 6.2k unique visitors • 3.9k played the app • 1.2k new registrations
- 46. Clean & Green Hackathon (with NEA) • Launched 5th Nov • StarHub Community was used as a platform to host Recycling idea exchange • Event was communicated via: • StarHub Community Newsletter • Twitter page • Facebook page • As of w/c 11th Nov: • Total of 49 ideas generated • Total of 188 votes
- 47. StarHub Community Newsletter • Launched 5th Nov • Monthly Community Digest to update StarHub Community members on: • New features and functions • Latest happenings, contests and promotions • Featured members and their contributions • For 1st issue (November) • Sent to 438k (StarHub customers) • 21% open rate (benchmark 20%) • 2.5% click through rate (benchmark 5%)
Notas do Editor
- 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.
- Just some pictures to show the country I am from. I live in Singapore, it’s a colorful city where the east meets the west and the old meets the new.
- 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.
- 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.
- 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.