Let your Advocates Speak Up for you & Do the Social Talking

Let your Advocates Speak Up for you &
Do the Social Talking
@bluefirefly2359Social Media Branding Conference Hong Kong: 11-12 Aug 2014
Singapore: 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?

Are you still relying on traditional advertising?

..
. Retail
Outlets
. . .
40%
Friends
or Family
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%)
.
Do you know your customer’s journey?

.
..
. Retail
Outlets
. . . .
40%
Friends
or Family
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%)
Company
Website
56%
StarHub Facebook/ Twitter (8%)
Social Media (Non StarHub
FB & Twitter) 10%
Sponsored
Links (9%)
Youtube Ads (2%)
. Banner
Ads(6%)
Blogs/ Forums (19%)
.Others (12%)
. ..
. Retail
Outlets
. . .
40%
Friends
or Family
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%)
.Others (12%)
.
Source: StarHub Customer Insight Poll (Touch points before Mobile New Sales)
...
.. . .
40%
52%
44%
. .
56%
.
.
Do you know your customer’s journey?

Do you know who moved your cheese?
The Quicker You Let Go Of Old Cheese, The Sooner You Can Enjoy New Cheese

But why has the viewership of forums fallen?

Does your brand website have product reviews?

Do you have a communication strategy for long tall products or
those in early lifecycle stage?

Is advocacy the key to 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=GB
E03593USEN.PDF

Advocacy – the StarHub Story
Does your brand have Advocates to speak up for
you & do the Social Talking?

StarHub won Best Advocacy Award 2013

StarHub won Excellence Award in Loyalty 2013

StarHub won Regional award for Best Use of Social
in Loyalty & Engagement Award 2014

StarHub is Singapore’s most Socially Devoted Brand

StarHub is Singapore’s first gamified company branded community

StarHub Top Superfans

Advocacy in Action – Defender
Digital Graffiti

Digital Graffiti
Advocacy in Action – Mediator

Digital Graffiti
Advocacy in Action – Counter Terrorist

Digital Graffiti
Advocacy in Action – Shock Absorber

Digital Graffiti
Advocacy in Action – Unpaid Salesman

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.

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

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.

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.

Respect,
reward,
empower.

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 Programme
2013
2011
Social Crisis
Management
2012
Forming of Social
Media Task Force
Think Tank
Social
Support on
Facebook &
Twitter
2011
Social Media
Policies 2012
Twitter
Proactive
Engagement
2012
StarHub
Gamification
Community
Platform
powered by
Lithium 2012
SCRM tool
2012
Recruitment of a
Community Manager
2012

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

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

Challenges & pitfalls to avoid in managing
influencers
• Avoid incentivising influencers with cash
• Not grooming and empowering them
sufficiently
• Insufficient support from the brand

Let your Advocates Speak Up for you & Do the Social Talking

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