Let your Advocates Speak Up for you & Do the Social Talking

@bluefirefly2359 Social Media Branding Conference Hong Kong: 11-12 Aug 2014Singapore: 14-15 Aug 2014

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

• The Rise of the Digitally Engaged Customer

• Advocacy – the StarHub Story• How to earn Advocacy

• Identifying & mobilising online brand advocates to stimulate awareness & drive online word of mouth

• Community Marketing• How StarHub uses social campaigns to form

communities & create a deep emotional connection

• Dealing with rogue online influencers

• Challenges & pitfalls to avoid in managing influencers

The Rise of the Digitally Engaged Customer

Do you know how your customers use social media for your brand decisions?

Are you still relying on traditional advertising?

... Retail

Outlets

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

Roadshows (26%)

TV Ads (18%)

Magazine Ads (11%) .Cinema Ads (9%)

.Bus Stop/

Street Ads (8%)

Radio Ads (6%)

Banner Ads(6%)

Direct Marketing (25%)

.Others (12%)

Do you know your customer’s journey?

. Retail Outlets

. . . .

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

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

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

Roadshows (26%)

TV Ads (18%)

.Bus Stop/

Street Ads (8%)

Radio Ads (6%)

Banner Ads(6%)

.Others (12%)

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

..... . .

Stimulus

. .56%

Do you know your customer’s journey?

Do you know who moved your cheese?

The Quicker You Let Go Of Old Cheese, The Sooner You Can Enjoy New Cheese

But why has the viewership of forums fallen?

Does your brand website have product reviews?

Do you have a communication strategy for long tall products or those in early lifecycle stage?

Is advocacy the key to the rise of the digitally engaged customer?

Are advocacy and benefit your top priorities?

http://www-01.ibm.com/common/ssi/cgi-bin/ssialias?subtype=XB&infotype=PM&appname=GBSE_GB_TI_USEN&htmlfid=GBE03593USEN&attachment=GBE03593USEN.PDF

Advocacy – the StarHub Story

Does your brand have Advocates to speak up for you & do the Social Talking?

StarHub won Best Advocacy Award 2013

StarHub won Excellence Award in Loyalty 2013

StarHub won Regional award for Best Use of Social in Loyalty & Engagement Award 2014

StarHub is Singapore’s most Socially Devoted Brand

StarHub is Singapore’s first gamified company branded community

StarHub Top Superfans

Advocacy in Action – Defender

Digital Graffiti

Advocacy in Action – Mediator

Digital Graffiti

Advocacy in Action – Counter Terrorist

Digital Graffiti

Advocacy in Action – Shock Absorber

Digital Graffiti

Advocacy in Action – Unpaid Salesman

How to Earn Advocacy

Be genuine and authentic, always. Give a damn!

http://branderati.com/blog/

The future of marketing belongs to brands that not only understand their customers advocates, but go extra mile to build personal connections with their biggest fans and nurture authentic, long-term relationship with them.

Originally posted in Forbes.

Be genuine and authentic, always. Give a damn!

http://branderati.com/blog/

The future of marketing belongs to brands that not only understand their customers advocates, but go extra mile to build personal connections with their biggest fans and nurture authentic, long-term relationship with them.

Originally posted in Forbes.

Make it all about them“What I do, in essence, create an atmosphere for my fans where they don’t leave loving me, they leave loving themselves,” Gaga told MTV

Build and engage your tribe.Lady Gaga conducts contests, encouraging fans to work on projects together such as designing an outfit for her to wear or designing emoticons for her site.

Connect on a personal level (online and offline).Taylor Swift connects with her fans, give the fans an opportunity to connect with each other, and thank them for their support and their passion for her music.

Respect, reward, empower.

Highlight their stories.

-Tell us why you love Kim Soo Hyun-Kim Soo Hyun grants you your wish-Creative shots of Kim Soo Hyun

Katy Perry gave her biggest fans a way to tell the whole world about the most important people their lives… In the process, she became a little bit more important to them as well.”

Preparing the Organisation for Advocacy

Social Listening

Community Blog 2013

Advocate Programme2013

Social Crisis Management

Forming of Social Media Task Force Think Tank

Social Support on

Facebook & Twitter

2011Social Media Policies 2012

Twitter Proactive Engagement

StarHub Gamification Community Platform powered by Lithium 2012

SCRM tool2012

Recruitment of a Community Manager

Community Marketing

Success in community marketing strategies has been found in engaging and cultivating the natural communities that form around their product/service - Wiki

A sponsored community marketing effort, one that is developed by the brand itself, involves creating the correct social media platforms that allow customers to interact not only with each other, but with the brand.

By monitoring customer interaction and taking it seriously, responding to questions and concerns, and providing your customer base with valuable first-to-know information, you can create loyal consumers who view your brand as an ally.

Community Marketing – Windows Group

Windows Group with Windows Employee and Community Experts

Community Marketing – Beauty Group

Community Marketing – Writing Group

Community Marketing – Seniors Group

Community Marketing - SEO Benefits for ZMOT

Community Marketing – User Reviews for ZMOT

Dealing with Rogue Online Influencers

From Top Rogue Influencer to Top Advocate

Dealing with Rogue Online Influencers

3 Approaches to handling rogue online influencers

• Try to steer the conversation– Eg sympathize, identify with them,

steer away from hot topic, don’t give “PR” responses

• Privately contact the influencer

• Get other members to intervene

Challenges & pitfalls to avoid in managing influencers

• Avoid incentivising influencers with cash

• Not grooming and empowering them sufficiently

• Insufficient support from the brand

Thanks!

@bluefirefly2359

Let your Advocates Speak Up for you & Do the Social Talking

Social Media

Transcript of Let your Advocates Speak Up for you & Do the Social Talking

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