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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
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
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
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
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
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
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
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%)
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.
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.