case study: how starhub discovered what their consumers are talking about
TRANSCRIPT
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Case Study: How StarHub Discovered What Their Consumers Are Talking About
Presented by: Darren Choo, AVP Social CRM, Marketing, StarHub, Singapore
@bluefirefly2359
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• Developing a social listening strategy to track consumer sentiments & interests
• Harvesting valuable consumer insights from social media analytics
• Critical success factors & pitfalls to avoid in social media monitoring
How StarHub Discovered What Their Consumers Are Talking About
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Telcos : the worst customer satisfaction
CSISG Survey 2013 - http://ises.smu.edu.sg/csisg/scores-rankings/scores-comparison-csisg
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Why Telcos have the worst satisfaction?
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Why Telcos have the worst satisfaction?
Limited choice of Telcos • Customers have little power = low customer
satisfaction
High switching costs • Customers have little power = low customer
satisfaction
Utilities/ Necessities• Customers have little choice not to have the product =
low customer satisfaction
Changes in usage• Heavy system loads = low customer satisfaction
Telco services are co-produced by customers• need to learn new technologies = more opportunities
for errors to occur
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Telcos and Advocacy ? Oxymoron?
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Yes, it happened
Best Use of Brand Advocacy - Winner
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No. 1 Socially Devoted Brand in S’pore
Most Socially Devoted Brand – Social Bakers
What is Socially Devoted?• The company creates an
open line of communication with fans
• The company responds to as many fan posts as possible
• The company responds in a timely fashion
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StarHub’s Social Media Journey
Social Support & Marketing
It all starts with Listening
Social Listening
Social Media Crisis
Handling
2
3
1
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Social Media Monitoring
Problems of today’s SMM
Possible Solutions
Possible Opportunities
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• Crisis Spotting • Current software unable to read into
comments, likes and shares
• Correct Social Brand Health Tracking• Sentiment Analysis not accurate• It is overweighed on Twitter • Counting Posts and not reach
• Consolidation of Issues • Unable to consolidate feedback of issues
to warrant action
Problems of today’s SMM
Problems of today’s SMM
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Social Media Monitoring
Possible Solutions
• Process• Manual sample versus machine
universe counts• SCRM software with paths of
Escalation, SLAs & Close Loop
• People• In-house• Out-source
• Platform• Facebook, Twitter• Community• F
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Is it mere noise or something else?
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Which social platform is best for listening?
Google search on 1 Nov 2013
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Which social platform is best for listening?
Facebook post is in April and you can’t search for the latest post…so you may start a new one…and the voice is dispersed…making it mere noise
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Which social platform is best for listening?
On Community, a thread with 13 pages cannot be ignored, sending a strong signal to management and you can easily locate the latest post and the response.
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Which social platform is best for listening?
On Community, the superusers help to listen and answer the questions!
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Social Media Monitoring
Possible Opportunities
• Proactive Engagement
• Predicting trends for creative development
• Prioritising Socially Important People
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Twitter Proactivity
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Twitter Proactivity
1.9K Retweets!>600 Favs
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Twitter Delight and Surprise
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Proactive - Twitter or delight and surprise
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Instagram Delight and Surprise
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Instagram Delight and Surprise
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Community Delight and Surprise
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StarHub Social Hub – Mission Control
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Social Hub – Mission Control
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Social Hub – Mission Control
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Social Hub – Mission Control
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Social Hub – Mission Control
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Social Hub – Mission Control
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Thanks for listening!