Entry submitted by: Darren Choo (darren) AVP of Social CRM
Community: StarHub Community (http://community.starhub.com/)
Lithy category: Most Creative Promotion or Launch
StarHub Community, together with our social media agency Vocanic has put in place a marketing strategy to promote use of Community on digital platforms. Each campaign we embark upon is angled at obtaining user-generated content. This then becomes a searchable bank of useful opinions that remains relevant after the end of the campaign. The content is amplified beyond the Community when it is shared on StarHub's social platforms Facebook (250,000 fans), Twitter (20,000 followers), Instagram, YouTube and Line. Through the Sparklers Club we nurture advocates who spend countless hours on our site helping other members with their queries. Our initiatives have been recognized and we have won industry accolades in Singapore: Best use of Brand Advocacy (Gold) at the Loyalty & Engagement Awards 2013 and Excellence in Loyalty Marketing (Silver) at the Marketing Excellence Awards 2013. Read the details below.
As Singapore's fully integrated info communications company, StarHub offers a full range of information, communications and entertainment services for both consumer and corporate markets.
With the aim of providing every person, home and business in Singapore with world-class multimedia services and content, StarHub operates a mobile network that provides 4G, 3G and 2G services, manages an island-wide HFC (Hybrid Fibre-Coaxial) network that delivers multi-channel pay TV services, as well as ultra-high speed residential broadband services.
In a bid to further enhance our relationship with customers, it was decided that improving and reinforcing the way we handled customer service, was key. Simply put, the traditional customer service call-centre system needed to be revamped, to take advantage of the power of Social Media.
In so doing, StarHub was able to tap into the vast prowess of peer-to-peer support, eliminating the need for customers to call in. The strategy unearthed unlimited potential going beyond customer service to touch on topics relating to Human Resource, Content Marketing, Sponsorship Deals, Marketing Communications and Direct Marketing just to name a few. We have worked with various departments within our organization to run campaigns for their activations. As each department adds StarHub Community to their activity scorecard, we become a vibrant platform that integrates into the different layers of our organization.
The results across the board have been phenomenal, with the industry recognizing the value and effectiveness of our Lithium-supported Social Strategy as evident from the following accolades:
• Loyalty & Engagement Awards 2013 – Best Use of Brand Advocacy (Gold)
• Marketing Excellence Awards 2013 – Excellence in Loyalty Marketing (Silver)
The launch of the Lithium based StarHub Community presented us with the opportunity to develop a whole array of campaigns and activations that strived towards a singular endpoint – to drive brand advocacy.
StarHub embarked on an enthusiastic digital marketing programme.
The Community gave us the fans and an avenue for us to engage in a meaningful 2-way conversation with them. Further to that however, we were able to tap into their likes and dislikes, problems, issues, challenges and even suggestions to improve our offerings. The wealth of information garnered allowed StarHub as a brand to tailor our marketing strategies to meet, and more importantly match our fans interests – to give them what they want, not what we want to sell. It gave us the ability to:
• Roll out Social and Community activations for sponsorships
• Develop content based on popular television programmes, translated to offline activities (Social TV)
• Perform segment marketing and social sales, e.g. listing a Recontract thread to ask questions and harvest opinions before putting forth a call-to-action for consumers to renew StarHub services
• Provide a channel for customers to “self-help”, with crowd-sourced expertise on troubleshooting.
Here are the some of the campaigns we have embarked upon to promote use of StarHub Community:
Among the thousands on StarHub Community, there lies a select few who shine. A select few who spend countless hours on the Community for the sole purpose of helping others – through troubleshooting, moderating conversation threads, and even defending the brand when “bashing” arises. These heroes – influencers and brand advocates - are recognized by the brand and invited to the Sparklers Club.
We put in place a gamification framework identify Community members and advocates and invite them into the Club in order to be groomed as brand guardians.
To encourage this behavior, a value-exchange was set up. As a Sparkler, one would be able to attend get-togethers to meet, greet and share ideas for improving the Community. Sparklers are also regularly engaged for co-creation, ideation and market research, giving them the opportunity to feel like a part of the brand, making the Community a fun and meaningful place to be and contributing to its ultimate growth and success.
Sparklers members are also selected for their expertise on different topics which tie back to StarHub’s goals: Android and Blackberry experts help people in the Community and drive StarHub’s Mobile agenda. Beauty bloggers talk about fashion, hair and makeup to drive StarHub’s content leader agenda, particularly the Lady First TV show which StarHub has franchised from Taiwan.
We also hold meet-ups with our Sparklers members. Check out the video of the 2014 meet up:
Watch this video introducing the Sparklers Club!
When we hit our 1 millionth unique visitor, we wrote a post on Community acknowledging our topic experts and created an infographic to highlight our top users and achievements.
Some of our community Experts:
Best way to make fans happy? Give them what they want. That’s exactly what HITS TV set out to do, by crowdsourcing all-time favourite TV shows that may have ended their runs but which people love and miss.
We asked people to submit and vote for the TV shows they’d like HITS to air in the coming months. The idea should fit HITS’s DNA: epic characters, riveting stories, cult following, multiple seasons.
Top Prizes: A Samsung GALAXY Tab 3 7.0, vouchers to Resorts World Sentosa, Sephora vouchers
As part of the contest promotion we received airtime on the HITS TV channel on StarHub!
Watch the TVC here:
TVC Screenshot driving viewers to StarHub Community:
Background: At the beginning, it was found that StarHub Community was rife with male-skewed content, e.g. mobile phones, routers, gadgets discussions and more. This campaign was launched to drive females to the site.
We sent out emails that led customers to perform a simple survey in order to ascertain interests. We targeted females whose interests included beauty, makeup, fashion, hairstyling and write their own blogs. The survey acted as a filtering process to find legitimate female bloggers. 20 bloggers were then invited to attend a briefing where they received topics and social tasks to share with their followers that in turn led to activities, conversations and buzz on the Community.
- 7,143 unique visitors to StarHub Community’s Lady First board
- 470 Topics written
- 1,274 replies to topics
- Out of 20 original bloggers, 5 remain active to this day, close to 1 year after the activation. 2 of them are members of our Sparklers super user group.
The success of the drive to include the female target audience in the conversation prompted the brand to plan for and launch a sequel activation set to take place mid-2014.
Link to Winners Announcement post: http://community.starhub.com/t5/StarHub-Community-Announcements/Lady-First-Bloggers-Challenge-Winner...
Background: The Academy Awards is a big annual event, televised live globally and watched by many in Singapore. In order to ramp the viewership up on the programme further, we decided to tap into the crowd in the Community for their Oscar predictions.
The mechanic was simple. Fans needed to submit their predictions for the winners of 4 categories – Best Actor, Best Actress in a Leading Role, Best Picture and Best Animated Feature. Get them right, and they would stand a chance to win a Samsung Galaxy Tab 2 7.0.
In just 5 days we received:
• 259 Entries (from original target of 5) by 151 participants
• 448 votes
• 1,700 Likes, 141 Comments and 57 Shares on our Facebook post about the campaign
Check out the entries here: http://community.starhub.com/t5/Closed-2014-Oscars/idb-p/2014-Oscars
Posts on StarHub’s Social Platforms
Each week, we put up posts on StarHub’s social platforms. We leverage on StarHub’s 250,000 Facebook fans and 20,000 Twitter followers to drive awareness and engagement for the Community by highlighting useful posts on Community and encouraging followers on our social accounts to visit and share their reviews. These posts are boosted by a Facebook media budget. We also use Instagram and Line as additional platforms to drive awareness for Community campaigns.
Community presence on main StarHub.com
With a link on StarHub.com to the Community, we have seen an increase in traffic to our site. Refer to screenshot below:
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