Developing a social listening strategy to track consumer sentiments & interests
Harvesting valuable consumer insights from social media analytics
Critical success factors & pitfalls to avoid in social media monitoring
Case Study: How StarHub Discovered What Their Consumers Are Talking About
1. Case Study: How StarHub Discovered What
Their Consumers Are Talking About
Presented by: Darren Choo, AVP Social CRM, Marketing, StarHub, Singapore
@bluefirefly2359
2. • Developing a social listening
strategy to track consumer
sentiments & interests
• Harvesting valuable consumer
insights from social media
analytics
• Critical success factors &
pitfalls to avoid in social media
monitoring
How StarHub Discovered What Their
Consumers Are Talking About
5. Why Telcos have the worst satisfaction?
Limited choice of Telcos
• Customers have little power = low customer
satisfaction
High switching costs
• Customers have little power = low customer
satisfaction
Utilities/ Necessities
• Customers have little choice not to have the product =
low customer satisfaction
Changes in usage
• Heavy system loads = low customer satisfaction
Telco services are co-produced by customers
• need to learn new technologies = more opportunities
for errors to occur
8. No. 1 Socially Devoted Brand in S’pore
Most Socially Devoted Brand – Social Bakers
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
9. StarHub’s Social Media Journey
Social
Support &
Marketing
It all starts with Listening
Social
Listening
Social
Media
Crisis
Handling
2
3
1
11. • Crisis Spotting
• Current software unable to read into
comments, likes and shares
• Correct Social Brand
Health Tracking
• Sentiment Analysis not accurate
• It is overweighed on Twitter
• Counting Posts and not reach
• Consolidation of Issues
• Unable to consolidate feedback of issues
to warrant action
Problems of today’s SMM
Problems of today’s SMM
12. Social Media Monitoring
Possible Solutions
• Process
• Manual sample versus machine
universe counts
• SCRM software with paths of
Escalation, SLAs & Close Loop
• People
• In-house
• Out-source
• Platform
• Facebook, Twitter
• Community• F
15. Which social platform is best for listening?
Facebook post is in April
and you can’t search for
the latest post…so you
may start a new
one…and the voice is
dispersed…making it
mere noise
16. Which social platform is best for listening?
On Community, a thread with 13 pages cannot be ignored,
sending a strong signal to management and you can easily
locate the latest post and the response.
17. Which social platform is best for listening?
On Community, the superusers help to listen and answer the
questions!
18. Social Media Monitoring
Possible Opportunities
• Proactive Engagement
• Predicting trends for
creative development
• Prioritising Socially
Important People
Good morning everyone. My name is Darren Choo. I have been with the company for 13 years in different capacities, ranging from market research, analytics, campaign management, customer lifecycle management, churn management and lately social CRM.
Create chart to show why this is shit
Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management.
Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups.
We met to share best practices and jointly evaluate vendors together.
How does community help in this?
How does community help in this?
How does community help in this?
How does community help in this?
How does community help in this?
How does community help in this?
Good morning everyone. My name is Darren Choo. I have been with the company for 13 years in different capacities, ranging from market research, analytics, campaign management, customer lifecycle management, churn management and lately social CRM.