making every digital interaction counts
TRANSCRIPT
![Page 1: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/1.jpg)
Making Every Digital Interaction Counts: Case Study from StarHub
18 - 19 May 2015 Singapore@bluefirefly2359
Social Monitoring, Analytics & CRM Conference
![Page 2: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/2.jpg)
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
![Page 3: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/3.jpg)
Full Quad-Play: One-stop shop for customers
Mobile Pay TV
NetworkBroadband
Pay TV
Pay TVHubbing
1st Fully Integrated Operator in Singapore since 2000
![Page 4: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/4.jpg)
StarHub is a Love Brand
StarHub is Brand of the Year 2014
![Page 5: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/5.jpg)
Can StarHub be a Love Brand Online?
![Page 6: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/6.jpg)
Can StarHub be a Love Brand Online?
![Page 7: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/7.jpg)
Listening is Love in Action
Customer empathy
![Page 8: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/8.jpg)
Social Listening is part of the Strategy to Humanise the Brand
![Page 9: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/9.jpg)
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
![Page 10: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/10.jpg)
Social Listening – Social Media Monitoring
![Page 11: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/11.jpg)
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
![Page 12: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/12.jpg)
Social Support – Facebook & Twitter
![Page 13: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/13.jpg)
Community Manager drafts in VSocial and posts the replies to different platforms
Social Support – Using SCRM Tool VSocial
![Page 14: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/14.jpg)
We monitor response SLA by community managers & CS
Social Support – Using SCRM Tool VSocial
![Page 15: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/15.jpg)
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
![Page 16: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/16.jpg)
CRM
VSocial Social CRM
Social Support – Using SCRM Tool VSocial
![Page 17: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/17.jpg)
StarHub Most Socially Devoted Brand
![Page 18: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/18.jpg)
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
![Page 19: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/19.jpg)
Social Crisis Management
![Page 20: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/20.jpg)
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
![Page 21: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/21.jpg)
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
![Page 22: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/22.jpg)
Proactive Engagements
Service Recovery
![Page 23: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/23.jpg)
Proactive Engagements
Recontract
![Page 24: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/24.jpg)
http://instagram.com/p/hVr543OYYz/
Proactive Engagements
INFLUENCER ENGAGEMENT
![Page 25: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/25.jpg)
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
![Page 26: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/26.jpg)
Proactive Engagements
JUST SPREADING
SOME HAPPINESS
![Page 27: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/27.jpg)
1.9K Retweets!>600 Favs
Proactive Engagements
![Page 28: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/28.jpg)
Proactive Engagements
CLOSED GROUP ENGAGEMENT
![Page 29: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/29.jpg)
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
![Page 30: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/30.jpg)
StarHub Community Crowd Support
Empowering customers to link to things they are passionate about and to others who are passionate about the same things
![Page 31: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/31.jpg)
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
![Page 32: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/32.jpg)
Crowdsourcing Ideas
![Page 33: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/33.jpg)
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
![Page 34: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/34.jpg)
Gamification
![Page 35: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/35.jpg)
Converting Advocates
![Page 36: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/36.jpg)
Converting Advocates
![Page 37: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/37.jpg)
Converting Advocates
![Page 38: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/38.jpg)
Converting Advocates
![Page 39: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/39.jpg)
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
![Page 40: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/40.jpg)
StarHub Social Hub – Social Media Mission Control Centre
![Page 41: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/41.jpg)
StarHub Social Hub – Social Media Mission Control Centre
![Page 42: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/42.jpg)
The Straits Times 31 Jan 2014
StarHub Social Hub attracted much interest
![Page 43: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/43.jpg)
43
StarHub Social Hub – Social Media Mission Control Centre
![Page 44: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/44.jpg)
44
StarHub Social Hub – Social Media Mission Control Centre
![Page 45: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/45.jpg)
45
StarHub Social Hub – Social Media Mission Control Centre
![Page 46: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/46.jpg)
46
StarHub Social Hub – Social Media Mission Control Centre
![Page 47: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/47.jpg)
47
StarHub Social Hub – Social Media Mission Control Centre
![Page 48: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/48.jpg)
48
StarHub Social Hub – Social Media Mission Control Centre
![Page 49: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/49.jpg)
49
StarHub Social Hub – Social Media Mission Control Centre
![Page 50: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/50.jpg)
50
StarHub Social Hub – Social Media Mission Control Centre
![Page 51: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/51.jpg)
51
StarHub Social Hub – Social Media Mission Control Centre
![Page 52: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/52.jpg)
52
StarHub Social Hub – Social Media Mission Control Centre
![Page 53: Making every digital interaction counts](https://reader036.vdocuments.us/reader036/viewer/2022062522/589ab3981a28abff4f8b5843/html5/thumbnails/53.jpg)
Thanks!
Ask me anything!
Connect with me @bluefirefly2359