Making Every Digital Interaction Counts: Case Study from StarHub 18 - 19 May 2015 Singapor @bluefirefly2359 Social Monitoring, Analytics & CRM Conference
Making Every Digital Interaction Counts: Case Study from StarHub
18 - 19 May 2015 Singapore@bluefirefly2359
Social Monitoring, Analytics & CRM Conference
Agenda
1. How StarHub uses different social technologies and platforms to monitor and engage social customers (both reactively and proactively)
2. Reasons for StarHub’s decision to set up Social Hub and its impact on CRM
3. Challenges and pitfalls to avoid in real-time communication
Full Quad-Play: One-stop shop for customers
Mobile Pay TV
NetworkBroadband
Pay TV
Pay TVHubbing
1st Fully Integrated Operator in Singapore since 2000
StarHub is a Love Brand
StarHub is Brand of the Year 2014
Can StarHub be a Love Brand Online?
Can StarHub be a Love Brand Online?
Listening is Love in Action
Customer empathy
Social Listening is part of the Strategy to Humanise the Brand
Social technologies and platforms to monitor and engage social customers
(1) Social Listening
using SM2
(6) Crowdsourcing Ideas using Idea Exchange by Lithium
(3) Social Crisis Management
using VSocial
(2) Social Support on
Facebook & Twitter using
SCRM Tool VSocial
(4) Twitter Proactive Engagement using VSocial
(5) StarHub Community Crowdsupport using Lithium
(7) Gamification to convert advocates using Lithium
(8) Social Media Mission Control Centre using customised screens and applications by Vocanic
Social Listening – Social Media Monitoring
Social technologies and platforms to monitor and engage social customers!
(1) Social Listening
using SM2
(6) Crowdsourcing Ideas using Idea Exchange by Lithium
(3) Social Crisis Management
using VSocial
(2) Social Support on
Facebook & Twitter using
SCRM Tool VSocial
(4) Twitter Proactive Engagement using VSocial
(5) StarHub Community Crowdsupport using Lithium
(7) Gamification to convert advocates using Lithium
(8) Social Media Mission Control Centre using customised screens and applications by Vocanic
Social Support – Facebook & Twitter
Community Manager drafts in VSocial and posts the replies to different platforms
Social Support – Using SCRM Tool VSocial
We monitor response SLA by community managers & CS
Social Support – Using SCRM Tool VSocial
Account Specific Query
Customer writes to us via StarHub
Cares
Community Manager receives the query on VSocial, tag each as positive/negative or
neutral and assign it to Customer Service
Customer Service attends
to customerUpdate on Siebel
& VSocial
StarHub CaresForm
Social Support – Using SCRM Tool VSocial
CRM
VSocial Social CRM
Social Support – Using SCRM Tool VSocial
StarHub Most Socially Devoted Brand
Social technologies and platforms to monitor and engage social customers!
(1) Social Listening
using SM2
(6) Crowdsourcing Ideas using Idea Exchange by Lithium
(3) Social Crisis Management
using VSocial
(2) Social Support on
Facebook & Twitter using
SCRM Tool VSocial
(4) Twitter Proactive Engagement using VSocial
(5) StarHub Community Crowdsupport using Lithium
(7) Gamification to convert advocates using Lithium
(8) Social Media Mission Control Centre using customised screens and applications by Vocanic
Social Crisis Management
Social Crisis Management
• Challenges and pitfalls to avoid in real-time communication• Dos
• Be prepared• Acknowledge first• Stay calm and don’t rise to the bait• Twice as nice as everyday life• Use bans sparingly• Warn privately • Edit and not delete
• Don’ts • Feed trolls• Use non-social media sounding
responses• Smear competitors
Social technologies and platforms to monitor and engage social customers!
(1) Social Listening
using SM2
(6) Crowdsourcing Ideas using Idea Exchange by Lithium
(3) Social Crisis Management
using VSocial
(2) Social Support on
Facebook & Twitter using
SCRM Tool VSocial
(4) Twitter Proactive Engagement using VSocial
(5) StarHub Community Crowdsupport using Lithium
(7) Gamification to convert advocates using Lithium
(8) Social Media Mission Control Centre using customised screens and applications by Vocanic
Proactive Engagements
Service Recovery
Proactive Engagements
Recontract
http://instagram.com/p/hVr543OYYz/
Proactive Engagements
INFLUENCER ENGAGEMENT
http://instagram.com/p/hVr543OYYz/
Profile Photographer and blogger,FajarSiddiq.comYo-Yo enthusiasthuge following on Twitter and Instagram, has own Facebook page
Twitter Followers: 827Following: 205
Instagram Followers: 1,925Following: 261
Story He complained to StarHub regarding his request to port his prepaid number to post-paid. Eventually, his issue was settled.
Due to his enthusiasm and great cooperation, we check his profile out and found that he loves playing the yo-yo.
He also positively participate in conversations with StarHub on Twitter. A great advocate of the brand.
https://www.facebook.com/134934362471/posts/10152058903852472https://www.facebook.com/photo.php?fbid=240091892817831&l=d4620322c0https://twitter.com/fajarsiddiqFS/status/403066879587004416/photo/1
Proactive Engagements
Proactive Engagements
JUST SPREADING
SOME HAPPINESS
1.9K Retweets!>600 Favs
Proactive Engagements
Proactive Engagements
CLOSED GROUP ENGAGEMENT
Social technologies and platforms to monitor and engage social customers!
(1) Social Listening
using SM2
(6) Crowdsourcing Ideas using Idea Exchange by Lithium
(3) Social Crisis Management
using VSocial
(2) Social Support on
Facebook & Twitter using
SCRM Tool VSocial
(4) Twitter Proactive Engagement using VSocial
(5) StarHub Community Crowdsupport using Lithium
(7) Gamification to convert advocates using Lithium
(8) Social Media Mission Control Centre using customised screens and applications by Vocanic
StarHub Community Crowd Support
Empowering customers to link to things they are passionate about and to others who are passionate about the same things
Social technologies and platforms to monitor and engage social customers!
(1) Social Listening
using SM2
(6) Crowdsourcing Ideas using Idea Exchange by Lithium
(3) Social Crisis Management
using VSocial
(2) Social Support on
Facebook & Twitter using
SCRM Tool VSocial
(4) Twitter Proactive Engagement using VSocial
(5) StarHub Community Crowdsupport using Lithium
(7) Gamification to convert advocates using Lithium
(8) Social Media Mission Control Centre using customised screens and applications by Vocanic
Crowdsourcing Ideas
Social technologies and platforms to monitor and engage social customers!
(1) Social Listening
using SM2
(6) Crowdsourcing Ideas using Idea Exchange by Lithium
(3) Social Crisis Management
using VSocial
(2) Social Support on
Facebook & Twitter using
SCRM Tool VSocial
(4) Twitter Proactive Engagement using VSocial
(5) StarHub Community Crowdsupport using Lithium
(7) Gamification to convert advocates using Lithium
(8) Social Media Mission Control Centre using customised screens and applications by Vocanic
Gamification
Converting Advocates
Converting Advocates
Converting Advocates
Converting Advocates
Social technologies and platforms to monitor and engage social customers!
(1) Social Listening
using SM2
(6) Crowdsourcing Ideas using Idea Exchange by Lithium
(3) Social Crisis Management
using VSocial
(2) Social Support on
Facebook & Twitter using
SCRM Tool VSocial
(4) Twitter Proactive Engagement using VSocial
(5) StarHub Community Crowdsupport using Lithium
(7) Gamification to convert advocates using Lithium
(8) Social Media Mission Control Centre using customised screens and applications by Vocanic
StarHub Social Hub – Social Media Mission Control Centre
StarHub Social Hub – Social Media Mission Control Centre
The Straits Times 31 Jan 2014
StarHub Social Hub attracted much interest
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StarHub Social Hub – Social Media Mission Control Centre
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StarHub Social Hub – Social Media Mission Control Centre
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StarHub Social Hub – Social Media Mission Control Centre
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StarHub Social Hub – Social Media Mission Control Centre
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StarHub Social Hub – Social Media Mission Control Centre
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StarHub Social Hub – Social Media Mission Control Centre
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StarHub Social Hub – Social Media Mission Control Centre
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StarHub Social Hub – Social Media Mission Control Centre
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StarHub Social Hub – Social Media Mission Control Centre
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StarHub Social Hub – Social Media Mission Control Centre
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