Social CRM Seminar 2014
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
1. Integrating Social CRM
Presented by: Darren Choo, AVP Social CRM, StarHub, Singapore
@bluefirefly2359Social CRM Conference 2014 21 Jan 2014
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3. Integrating Social CRM
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
4. 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
Integrating Social CRM
5. The Rise of Online and the Fall of Traditional Media
Nielsen Digital Report 2012
Base: Internet Past Week Users (71%)
What caused the change in Business Interactions
6. ..
. Retail
Outlets
. . .
40%
Friends
or Family
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%)
.
What caused the change in Business Interactions
The Rise of Online and the Fall of Traditional Media
7. .
..
. Retail
Outlets
. . . .
40%
Friends
or Family
35%Search Engines
.52%News paper Ads
44%
Roadshows (26%)
TV Ads (18%)
Magazine Ads (11%)
.Cinema Ads (9%)
.Bus Stop/
Street Ads
(8%)
Radio Ads (6%)
Company
Website
56%
StarHub Facebook/ Twitter (8%)
Social Media (Non StarHub
FB & Twitter) 10%
Sponsored
Links (9%)
Youtube Ads (2%)
. Banner
Ads(6%)
Blogs/ Forums (19%)
Direct Marketing (25%)
.Others (12%)
. ..
. Retail
Outlets
. . .
40%
Friends
or Family
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%)
.
Source: StarHub Customer Insight Poll (Touch points before Mobile New Sales)
...
.. . .
40%
52%
44%
. .
56%
.
.
What caused the change in Business Interactions
The Rise of Online and the Fall of Traditional Media
8. The Rise of the new world currency – Reviews!
Nielsen Digital Report 2012
Base: Internet Past Week Users (71%)
What caused the change in Business Interactions
9. The rise of Social Media
Nielsen Digital Report 2012
Base: Internet Past Week Users (71%)
What caused the change in Business Interactions
10. The rise of e-Commerce
Nielsen Digital Report 2012
Base: Internet Past Week Users (71%)
What caused the change in Business Interactions
11. The Rise of Smartphones – always on connectivity
Nielsen Digital Report 2012
Base: Internet Past Week Users (71%)
What caused the change in Business Interactions
12. The Rise of Multi-Screen and Active Participants of Media
Nielsen Digital Report 2012
Base: Internet Past Week Users (71%)
What caused the change in Business Interactions
13. The Rise of Online and the Fall of Traditional 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!
What caused the change in Business Interactions
Customers Own the
Conversation!
14. 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
Integrating Social CRM
15. Why venture into Social CRM?
http://www.socialmediaexaminer.com/what-is-social-crm/
The Customer has evolved, so must we!
16. 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
Integrating Social CRM
17. 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
2011
Social Media
Policies 2012
Twitter
Proactive
Engagement
2012
StarHub
Community
Crowd Support
powered by
Lithium 2012
Segment
Engagement –
Golden Gurus
2013
SCRM tool
2012
Segment
Engagement –
LadyFirst
2013
Mission Control
2013
29. Crowdsourcing Idea Generation
Active aging hackathon
(part 1)
Total number of unique visitors 2,630
Total number of ideas generated 96
Total number of votes generated (likes) 2,317
Total cost of sponsorship, EDMs,
banner, etc.
$10,693
Active aging hackathon
(part 2)
Total number of unique visitors 535
Total number of ideas generated 15
Total number of votes generated (likes) 410
Total 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 `
40. 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
Integrating Social CRM
41. Social CRM & Customer Buying Process
StarHub
Community
Forums & Blogs
StarHub
Community
Forums & Blogs
Benefit Driven
Posts &
Exclusive Offers
Peer Sharing
through posts
StarHub 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
42. Social CRM & Customer Viewing Process
Engaging bloggers and
Youtube celebs
YouTube True view,
FaceBook buys
Microsite
Cast
Contests
Webisodes
Featured Products
Chatroom
Sponsors
StarHub Community
Instagram
Updates and
highlights from the
studio
Twitter outreach
StarHub TV
Buddy
43. 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
Integrating Social CRM
44. Social CRM & Business Objectives
Star Score
STARCOUNT METRICS
45. 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
Social CRM & Business Objectives
46. Social CRM & Business Objectives
Best Use of Brand Advocacy - Gold
49. 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
Social CRM & Business Objectives
50. 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
Social CRM & Business Objectives