Adrian Tan Kl 20100526 Creating Social Media Hubs For Customer Retention And Engagement
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Transcript of Adrian Tan Kl 20100526 Creating Social Media Hubs For Customer Retention And Engagement
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