Case Study: How StarHub Discovered What Their Consumers Are Talking About
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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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Transcript of Case Study: How StarHub Discovered What Their Consumers Are Talking About
Case Study: How StarHub Discovered What Their Consumers Are Talking About
Presented by: Darren Choo, AVP Social CRM, Marketing, StarHub, Singapore
@bluefirefly2359
• 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
Telcos : the worst customer satisfaction
CSISG Survey 2013 - http://ises.smu.edu.sg/csisg/scores-rankings/scores-comparison-csisg
Why Telcos have the worst satisfaction?
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
Telcos and Advocacy ? Oxymoron?
Yes, it happened
Best Use of Brand Advocacy - Winner
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
StarHub’s Social Media Journey
Social Support & Marketing
It all starts with Listening
Social Listening
Social Media Crisis
Handling
2
3
1
Social Media Monitoring
Problems of today’s SMM
Possible Solutions
Possible Opportunities
• 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
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
Is it mere noise or something else?
Which social platform is best for listening?
Google search on 1 Nov 2013
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
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.
Which social platform is best for listening?
On Community, the superusers help to listen and answer the questions!
Social Media Monitoring
Possible Opportunities
• Proactive Engagement
• Predicting trends for creative development
• Prioritising Socially Important People
Twitter Proactivity
Twitter Proactivity
1.9K Retweets!>600 Favs
Twitter Delight and Surprise
Proactive - Twitter or delight and surprise
Instagram Delight and Surprise
Instagram Delight and Surprise
Community Delight and Surprise
StarHub Social Hub – Mission Control
Social Hub – Mission Control
Social Hub – Mission Control
Social Hub – Mission Control
Social Hub – Mission Control
Social Hub – Mission Control
Thanks for listening!
