starhub community san francisco linc presentation 2013

StarHub Community

LiNC San Francisco 2013

Presented by: Darren Choo, AVP Social CRM, Marketing, StarHub, Singapore

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

Introducing Singapore…

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

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

34

1

Limitations of First Generation Social Engagement

... Retail

Outlets

. . .

40%

Friends or Family

Stimulus

How did they first hear o

f StarHub

First Moment of Truth

Second Moment of Truth

How experience affects next cycle

What they did when they arriv

ed at our shop

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%)

.



...

. Retail Outlets

. . . .

40%

Friends or Family

Stimulus

How did they first heard of StarHub

Zero Moment of Truth

Where did they search for m

ore information



35%Search Engines

.52%News paper Ads

44%

Roadshows (26%)

TV Ads (18%)


.Bus Stop/

Street Ads (8%)

Radio Ads (6%)

CompanyWebsite56%

StarHub Facebook/ Twitter (8%)

Social Media (Non StarHub FB & Twitter) 10%

Sponsored Links (9%)

Youtube Ads (2%)

. Banner Ads(6%)

Blogs/ Forums (19%)


.Others (12%)

. ... Retail

Outlets

. . .

40%

Friends or Family

Stimulus

How did they first hear o

f StarHub




What they did when they arriv

ed at our shop

52%News paper Ads

44%

Roadshows (26%)

TV Ads (18%)


.Bus Stop/

Street Ads (8%)

Radio Ads (6%)

56%

Banner Ads(6%)


.Others (12%)

.

Source: StarHub Customer Insight Poll (Touch points before Mobile New Sales)

..... . .

40%

Stimulus



52%

44%

. .56%

..


ZMOT

0% 10% 20% 30% 40% 50%0%

10%

20%

30%

40%

50%

60%Corporate Website

Friends/ Relatives

Newspaper Ad

Retail Outlets

Search Engine

Direct MarketingRoadshow

Blogs/ Forums

TV Ad

non-SH FB/TwitterMagazine Ad

S. LinkSH FB

Street

Radio Ad

CinemaBanner

YouTube Ad

Source: Mindshare-StarHub New Mobile Sales Survey 2012Usefulness of media in decision making

Reac

h of

med

ia b

efor

e pu

rcha

seLimitations of First Generation Social Engagement

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



No Product Interest

No Brand Interest

Need educationNeed community reviews

Buy

Decline in Traditional Forums


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


Customers look to company sites for reviews



5

The Second Generation of Social Engagement Is Here!

Branded Customer Communities:

Powered by Lithium

Launched in Oct 2012

Forum Q&A


5

The Second Generation of Social Engagement Is Here!

Forum Q&A One to One

(Call Centre/ FB/ Twitter)

One to Many Many to ManyCustomer Answer Customers

Company Branded

Communities


5

Community Development & Promotional Plans

Forum Q&A

• Major re-skinning work• Facebook login to mine social graph


Featured prominently on the website

5

Forum Q&A

Social Sign Offs including StarHub Community on every page



5

Forum Q&A


Mobile Version:

Option to go to StarHub Community orStarHub Cares (Customer Service Ticket)


Featured prominently on StarHub Facebook

5

Forum Q&A


StarHub Facebook:

Option to go to StarHub Community orAsk an Account Related Question


VIP InvitationsTop 5000 Facebook FansTop 2000 Loyalty base1000 Market Research Base8,000 NPS Advocates

Yielded 6,000 Registrations

5

Forum Q&A

EDMs


First Fan Recruitment


5

Forum Q&A

Crowdsourcing Photos for Twitter Profile Page



Blogs

6


Community Blogs

Top second non-sponsored return leading to our Blog


Blogs

6 SEO Benefits


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


Blogs

6 SEO Benefits



Segment Forums

- Seniors

7

April 2013


The Golden Guru Forum

Segment Forums: Seniors


Surprise link to blog article


Employee Forum


Employee Forum

8


Employee ForumStarHub’s Social Media Journey

Employee Forum

8


Around Us

Addictions

More than Words

Community Knowledge BaseStarHub’s Social Media Journey

Community Knowledge

Base

9


StarHub Community Score Card

April: 38K unique visitorsCommunity Page Views more than Support Page1 April– 30 April 2013 (Google Analytics)

Pageviews on SH Community : 111,671Pageviews on starhub.com/support: 91,957

040008000

8.5k Registrations

http://community.starhub.com/

StarHub Community Score Card

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

The Birth of Super Users

Super Users emerged at the 6th Month! StarHub’s Social Media Journey

Super User Engagement

10


From Detractor to Super User!

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 RemarksLaselle 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


http://community.starhub.com/t5/user/viewprofilepage/user-id/10764










“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”



Engaging Superusers as our product advisors for both “Closed Group” product trials /discussions and focus groups

Makeup Skincare Haircare Offtopic

Ideas for the future


Female Forum

11

Ideas for the future


IdeasExchange

11

Newsfeed

Social Rewards

TVC

Celebrity bloggers

Blogger / Vlogger

recruitment

Scouts

The Team Behind StarHub Community

Connect with me for any questions or if you have

experiences to share:

[email protected]@bluefirefly2359

Thank You!

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.

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

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

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

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%)