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Let your Advocates Speak Up for you & Do the Social Talking
@bluefirefly2359 Social Media Branding Conference Hong Kong: 11-12 Aug 2014Singapore: 14-15 Aug 2014
Presented by: Darren Choo, AVP Social CRM, Marketing, StarHub, Singapore
Let your Advocates Speak Up for you & Do the Social Talking
• The Rise of the Digitally Engaged Customer
• Advocacy – the StarHub Story• How to earn Advocacy
• Identifying & mobilising online brand advocates to stimulate awareness & drive online word of mouth
• Community Marketing• How StarHub uses social campaigns to form
communities & create a deep emotional connection
• Dealing with rogue online influencers
• Challenges & pitfalls to avoid in managing influencers
The Rise of the Digitally Engaged Customer
Do you know how your customers use social media for your brand decisions?
The Rise of the Digitally Engaged Customer
Are you still relying on traditional advertising?
... 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%)
.
The Rise of the Digitally Engaged Customer
Do you know your customer’s journey?
Second Moment of Truth
Second Moment of Truth
...
. 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
First Moment of Truth
How experience affects next cycle
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%)
CompanyWebsite56%
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
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%)
.
Source: StarHub Customer Insight Poll (Touch points before Mobile New Sales)
..... . .
40%
Stimulus
First Moment of Truth
How experience affects next cycle
52%
44%
. .56%
..
The Rise of the Digitally Engaged Customer
Do you know your customer’s journey?
The Rise of the Digitally Engaged Customer
Do you know who moved your cheese?
The Quicker You Let Go Of Old Cheese, The Sooner You Can Enjoy New Cheese
The Rise of the Digitally Engaged Customer
But why has the viewership of forums fallen?
Does your brand website have product reviews?
The Rise of the Digitally Engaged Customer
Do you have a communication strategy for long tall products or those in early lifecycle stage?
The Rise of the Digitally Engaged Customer
Is advocacy the key to the rise of the digitally engaged customer?
The Rise of the Digitally Engaged Customer
Are advocacy and benefit your top priorities?
http://www-01.ibm.com/common/ssi/cgi-bin/ssialias?subtype=XB&infotype=PM&appname=GBSE_GB_TI_USEN&htmlfid=GBE03593USEN&attachment=GBE03593USEN.PDF
The Rise of the Digitally Engaged Customer
Let your Advocates Speak Up for you & Do the Social Talking
• The Rise of the Digitally Engaged Customer
• Advocacy – the StarHub Story• How to earn Advocacy
• Identifying & mobilising online brand advocates to stimulate awareness & drive online word of mouth
• Community Marketing• How StarHub uses social campaigns to form
communities & create a deep emotional connection
• Dealing with rogue online influencers
• Challenges & pitfalls to avoid in managing influencers
Advocacy – the StarHub Story
Does your brand have Advocates to speak up for you & do the Social Talking?
StarHub won Best Advocacy Award 2013
Advocacy – the StarHub Story
StarHub won Excellence Award in Loyalty 2013
Advocacy – the StarHub Story
StarHub won Regional award for Best Use of Social in Loyalty & Engagement Award 2014
Advocacy – the StarHub Story
StarHub is Singapore’s most Socially Devoted Brand
Advocacy – the StarHub Story
StarHub is Singapore’s first gamified company branded community
Advocacy – the StarHub Story
StarHub Top Superfans
Advocacy – the StarHub Story
Advocacy in Action – Defender
Digital Graffiti
Advocacy – the StarHub Story
Digital Graffiti
Advocacy in Action – Mediator
Advocacy – the StarHub Story
Digital Graffiti
Advocacy in Action – Counter Terrorist
Advocacy – the StarHub Story
Digital Graffiti
Advocacy in Action – Shock Absorber
Advocacy – the StarHub Story
Digital Graffiti
Advocacy in Action – Unpaid Salesman
Advocacy – the StarHub Story
Let your Advocates Speak Up for you & Do the Social Talking
• The Rise of the Digitally Engaged Customer
• Advocacy – the StarHub Story• How to earn Advocacy
• Identifying & mobilising online brand advocates to stimulate awareness & drive online word of mouth
• Community Marketing• How StarHub uses social campaigns to form
communities & create a deep emotional connection
• Dealing with rogue online influencers
• Challenges & pitfalls to avoid in managing influencers
How to Earn Advocacy
How to Earn Advocacy
Be genuine and authentic, always. Give a damn!
http://branderati.com/blog/
The future of marketing belongs to brands that not only understand their customers advocates, but go extra mile to build personal connections with their biggest fans and nurture authentic, long-term relationship with them.
Originally posted in Forbes.
How to Earn Advocacy
Be genuine and authentic, always. Give a damn!
http://branderati.com/blog/
The future of marketing belongs to brands that not only understand their customers advocates, but go extra mile to build personal connections with their biggest fans and nurture authentic, long-term relationship with them.
Originally posted in Forbes.
How to Earn Advocacy
Make it all about them“What I do, in essence, create an atmosphere for my fans where they don’t leave loving me, they leave loving themselves,” Gaga told MTV
How to Earn Advocacy
Build and engage your tribe.Lady Gaga conducts contests, encouraging fans to work on projects together such as designing an outfit for her to wear or designing emoticons for her site.
How to Earn Advocacy
Connect on a personal level (online and offline).Taylor Swift connects with her fans, give the fans an opportunity to connect with each other, and thank them for their support and their passion for her music.
How to Earn Advocacy
Respect, reward, empower.
How to Earn Advocacy
Highlight their stories.
-Tell us why you love Kim Soo Hyun-Kim Soo Hyun grants you your wish-Creative shots of Kim Soo Hyun
Katy Perry gave her biggest fans a way to tell the whole world about the most important people their lives… In the process, she became a little bit more important to them as well.”
Preparing the Organisation for Advocacy
Social Listening
2011
Community Blog 2013
Advocate Programme2013
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 Gamification Community Platform powered by Lithium 2012
SCRM tool2012
Recruitment of a Community Manager
2012
How to Earn Advocacy
Let your Advocates Speak Up for you & Do the Social Talking
• The Rise of the Digitally Engaged Customer
• Advocacy – the StarHub Story• How to earn Advocacy
• Identifying & mobilising online brand advocates to stimulate awareness & drive online word of mouth
• Community Marketing• How StarHub uses social campaigns to form
communities & create a deep emotional connection
• Dealing with rogue online influencers
• Challenges & pitfalls to avoid in managing influencers
Community Marketing
Success in community marketing strategies has been found in engaging and cultivating the natural communities that form around their product/service - Wiki
A sponsored community marketing effort, one that is developed by the brand itself, involves creating the correct social media platforms that allow customers to interact not only with each other, but with the brand.
By monitoring customer interaction and taking it seriously, responding to questions and concerns, and providing your customer base with valuable first-to-know information, you can create loyal consumers who view your brand as an ally.
Community Marketing – Windows Group
Windows Group with Windows Employee and Community Experts
Community Marketing – Beauty Group
Community Marketing – Writing Group
Community Marketing – Seniors Group
Community Marketing - SEO Benefits for ZMOT
Community Marketing – User Reviews for ZMOT
Let your Advocates Speak Up for you & Do the Social Talking
• The Rise of the Digitally Engaged Customer
• Advocacy – the StarHub Story• How to earn Advocacy
• Identifying & mobilising online brand advocates to stimulate awareness & drive online word of mouth
• Community Marketing• How StarHub uses social campaigns to form
communities & create a deep emotional connection
• Dealing with rogue online influencers
• Challenges & pitfalls to avoid in managing influencers
Dealing with Rogue Online Influencers
From Top Rogue Influencer to Top Advocate
Dealing with Rogue Online Influencers
3 Approaches to handling rogue online influencers
• Try to steer the conversation– Eg sympathize, identify with them,
steer away from hot topic, don’t give “PR” responses
• Privately contact the influencer
• Get other members to intervene
Let your Advocates Speak Up for you & Do the Social Talking
• The Rise of the Digitally Engaged Customer
• Advocacy – the StarHub Story• How to earn Advocacy
• Identifying & mobilising online brand advocates to stimulate awareness & drive online word of mouth
• Community Marketing• How StarHub uses social campaigns to form
communities & create a deep emotional connection
• Dealing with rogue online influencers
• Challenges & pitfalls to avoid in managing influencers
Challenges & pitfalls to avoid in managing influencers
• Avoid incentivising influencers with cash
• Not grooming and empowering them sufficiently
• Insufficient support from the brand
Thanks!
@bluefirefly2359
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