Integrating Social CRM

Integrating Social CRM

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

@bluefirefly2359 Social CRM Conference 2014 21 Jan 2014

Full Quad-Play: One-stop shop for customers

Mobile Pay TV

Fixed LineBroadband

Pay TV

Pay TVHubbing

1st Fully Integrated Operator in Singapore since 2000


How StarHub Successfully Evolved from Traditional CRM to Social CRM- From traditional CRM to social CRM – Understanding how the social element has changed business interactions

- Reasons for StarHub’s decision to venture into social CRM- How StarHub successfully integrated social media into established channels for marketing & customer service

- How StarHub planned & deployed its social CRM strategies- Aligning social CRM strategy with the customer buying process- Ensuring that social CRM initiatives are synced with business objectives

The Rise of Online and the Fall of Traditional Media

Nielsen Digital Report 2012Base: Internet Past Week Users (71%)

What caused the change in Business Interactions

... 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%

..



The Rise of the new world currency – Reviews!



The rise of Social Media



The rise of e-Commerce



The Rise of Smartphones – always on connectivity



The Rise of Multi-Screen and Active Participants of Media




The rise of Social Media

The rise of e-Commerce

The Rise of Smartphones – always on connectivity

The Rise of Multi-Screen and Active Participants of Media

The Rise of the new world currency – Reviews!


Customers Own the Conversation!

Why venture into Social CRM?

http://www.socialmediaexaminer.com/what-is-social-crm/

The Customer has evolved, so must we!

http://www.socialmediaexaminer.com/what-is-social-crm/

StarHub’s Social CRM Journey

Social Listening

2011

Community Blog 2013

Crowdsourcing Idea Generation 2013

Engaging Superfans

2013

2011

Social Crisis Management

2012

Forming of Social Media Task Force Think Tank

Social Support on

Facebook & Twitter

2011Social Media Policies 2012

Twitter Proactive Engagement

2012

StarHub Community Crowd Support powered by Lithium 2012

Segment Engagement – Golden Gurus

2013

SCRM tool2012

Segment Engagement – LadyFirst

2013

Mission Control2013

Social Listening – Social Media Monitoring

Social Crisis Management

Social Support on Facebook & Twitter

Forming of Social Media Task Force Think Tank

SCRM

Customer Service

Marketing, Sale & PR

Others eg HR,

Innovation

Product

Social Media Policies

Twitter Proactive Engagement

StarHub Community Crowd Support powered by Lithium

Social CRM Tool

Segment Engagement – Golden Gurus

Segment Engagement – Beauty Ambassadors

Community Blog

Crowdsourcing Idea Generation

Active aging hackathon (part 1)

Total number of unique visitors 2,630Total number of ideas generated 96Total number of votes generated (likes) 2,317Total cost of sponsorship, EDMs, banner, etc. $10,693

Active aging hackathon (part 2)

Total number of unique visitors 535Total number of ideas generated 15Total number of votes generated (likes) 410Total cost of prizes, EDMs, banner, etc. $1,202

Pre-Hackathon Crowdsourcing Ideas 2,036 Votes

90 Ideas

Post-Hackathon Ideas Voting

StarHub Golden Gurus activation `

Engaging Superfans

Sparklers Club: Advocates & Superfans

Advocacy in Action – Defender

Digital Graffiti

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

Advocates - Ask the Experts

Mission Control

Social CRM & Customer Buying Process

StarHub Community

Forums & Blogs

StarHub Community

Forums & Blogs

Benefit Driven Posts &

Exclusive OffersPeer Sharing

through postsStarHub Cares +

StarHub Community

Creation of Need

Improves reach &

SOV

Peer to Peer and advocates Q&A, Blogs and

Knowledge articles

Improves reach &

SOV

Self help, Peer help & Online Help

Social CRM & Customer Viewing Process

Engaging bloggers and Youtube celebs

YouTube True view,FaceBook buys

MicrositeCast

Contests

Webisodes

Featured Products

Chatroom

Sponsors

StarHub Community

Instagram

Updates and highlights from the studio

Twitter outreach

StarHub TV Buddy

Social CRM & Business Objectives

Star Score

STARCOUNT METRICS

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

Most Socially Devoted Brand - StarHub



Best Use of Brand Advocacy - Gold

Excellence in Loyalty Marketing Award


Reduces customer care costsN = 1700


N = 2,394 Unique entries; 31% have not read

90% of those who read the forums regarding customer queries and solutions are more likely to subscribe or resubscribe to StarHub with this additional way to get their customer service queries answered

Even for those who have NOT

read the forums, 70% are more likely to subscribe or resubscribe to StarHub with this additional way to get their customer service queries answered

Social ROI – Acquisition & Retention benefits


N = 2,394 Unique entries 37% have not read

91% of those who have read any product reviews and user experiences such as blog articles and forum posts on StarHub Community are more likely to subscribe or resubscribe to StarHub with this additional way of getting information

Even for those who have NOT read the product reviews and user experiences such as blog articles and

forum posts , 62% are more likely to subscribe or resubscribe to StarHub with this additional way of getting information

Social ROI – Acquisition & Retention benefits


Thanks for listening!

Integrating Social CRM

Social Media

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