adrian tan kl 20100526 creating social media hubs for customer retention and engagement
DESCRIPTION
Speaking on StarHub's Social Media Strategy at the 10th Minimising Churn & Increasing Customer Profitability Conference SingaporeTRANSCRIPT
Creating Creating Social Media Social Media HubsHubs for for Customer Retention Customer Retention and and EngagementEngagement
Presented by:Presented by:
Adrian TanAdrian TanCustomer InsightCustomer InsightStarHubStarHub
LOVE? ♥
About Me
http://www.wordle.net
<Confidential>
StarHub is Singapore’s first fully Integrated InfoComms company
Source: 2009 survey from Superbrands
and The Nielsen Company
1. Colgate
2. Google
3. StarHub4. NTUC Fairprice
5. Sony
6. SingTel
7. Yahoo
8. Straits Times
9. 7-Eleven
10. Nippon Paint
2009 Top 10 Favourite Brands (SG)
Singapore’s Favourite Local Brand! ♥
6
Company
• StarHub Mobile
• The Ritz-Carlton
• Singapore Airlines
• Republic Polytechnic
• Raffles Hospital
• Tan Chong Motor
• HSBC
• Starbucks
Sector� Info-Comms� THAS
� Transportation � Education
� Healthcare� Retail
� Finance � F&B
The Customer Satisfaction Index of Singapore (CSISG)Top Performing Companies in each Sector
Voted Best in Customer Satisfaction
(InfoComms)
Best broadband carrier at 2009 Telecom Asia Awards
Why Social Media?
1
2
3
Why Social Media?
Reason #1
Your customers are already on it!
Blogs: Over 126 million. 175,000 created daily
Facebook: Over 400 million
active users. Over 5b pieces of content shared each week
But you already knew that!
Many have already started investing
What about retention?
Reason #2
Social Media drives Loyalty
Source: StarHub Customer Insight (2010)
Where are people chatting about StarHub?
Social Networking Sites/Platforms
Traditional Platforms(e.g., in person
conversations)
24%
76%
Impact of StarHub Social Media on Recommendation
More Likely to Recommend StarHub as a result of Social Media Interaction
Less Likely to Recommend/No Change
86%
14%
Social Media drives Loyalty
Source: Dholakia & Durham (2010). Harvard Business Review March 2010
** NPS = Promoters minus Detractors
Increased stores visits after becoming fans
Spent more per visit
Increased emotional attachment
Preferred Dessert Gallery over other establishments
More Promoters means more $$$
Source: Nowinski (2009). Net Promoter Economics: Exploring the Impact of Word of Mouth
Source: Adapted from Kotler, Kartajaya & Setiawan (2010). Marketing 3.0
Reason #3
Marketing as we know it is evolving
Objective
Enablers
Key Marketing Concept
Value Propositions
Interaction
Sell Products
Industrial Revolution
Product Specification
Functional
One to Many(B2C)
Marketing 1.0Product Centric
Satisfy & Retain Customers
IT
Corporate & Pdt Positioning
Functional + Emotional
One to One(B2C, some C2B)
Marketing 2.0Consumer Oriented
Make the World a Better Place
New Wave Technology
Corp Mission, Vision & Values
Functional + Emotional + Spiritual
Many to Many(B2C, C2C, B2C2B2C)
Marketing 3.0Values Driven
Consumers trust Word-of-Mouth
PR as we know it is evolving
Press releases
Media Conferences Reporting 2.0
Citizen Journalism
Corporate Blogging
The StarHub Journey
L
A Journey of Love
O
V
E
B2C C2C
Announcements
Product Launches
A Journey of Love
C2B
Lucky Draws/Contests
Fan Offers
Surveys
Responding to Questions
Acknowledging Feedback
Customer Conversations
Customers Helping Customers
Customers Defending your Brand
Influencer Program
It all started with a blog post …
1 week later …
Lighting the Fire
Which Tools?
Why Facebook & Twitter?
Challenge: Making SPEED come alive
Making SPEED come alive
Challenge: Launch of MobiTweet
Launch of MobiTweet
Parallel Growth of StarHub Facebook
11K Fans
B2C C2C
AnnouncementsCustomer
Conversations
Customers Helping Customers
Product Launches
Surveys
A Journey of Love
Customers Defending your Brand
C2B
Lucky Draws/Contests
Fan Offers
Responding to Questions
Acknowledging Feedback
Influencer Program
Opening Doors
Announcements/Notices
Fan Offers
B2C C2C
AnnouncementsCustomer
Conversations
Customers Helping Customers
Product Launches
Surveys
A Journey of Love
Customers Defending your Brand
C2B
Lucky Draws/Contests
Fan Offers
Responding to Questions
Acknowledging Feedback
Influencer Program
Love is about Listening
Love is about Sincerity
Love is about Helping
Love is about Responding with Patience & Care
• Customers needing help• Unhappy customers• Detractors
Can you catch everything?
StarHub
Listens
ListenListen
Social Media
Monitoring
� Customer Experience
� Competitor Activity
� Product Innovation
� Crisis / Issue Insight
� etc
You need aRESPONSE PLAN
B2C C2C
AnnouncementsCustomer
Conversations
Customers Helping Customers
Product Launches
Surveys
A Journey of Love
Customers Defending your Brand
C2B
Lucky Draws/Contests
Fan Offers
Responding to Questions
Acknowledging Feedback
Influencer Program
Fans Helping Fans
Fans Defending StarHub
Influencer Program
Thank youThank you
Questions?Questions?
Thanks!
Adrian TanAdrian Tan
[email protected]@starhub.com
StarHub Customer InsightStarHub Customer Insight
www.twitter.com/StarHubCareswww.twitter.com/StarHubCares
www.facebook.com/StarHubwww.facebook.com/StarHub