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"The Lithys" recognize and celebrate customers that are using Lithium to solve problems, create new products, innovate and engage with their customers at entirely new levels to create true business value.

2014 winners will be announced at LiNC on May 22, 2014. More on the 2014 Lithys

You can browse all previous entries and winners by using labels & statuses below.
The stories are amazing.


 
New Idea
Status:
2014 Lithy Submission

Lithys 2014: Cisco - The Organization Game Changer

By JaniceK
JaniceK

Lithys 2014: Cisco - The Organization Game Changer

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-26-2014 09:49 PM - edited ‎05-05-2014 12:38 PM

Company: Cisco Cisco logo.png

Entry submitted by: Becky Scott (lolagoetz) Sr. Project Manager

Community: Tech Zone (techzone.cisco.com), internal community

Lithy category:The Organization Game Changer

 

Powered by the Lithium platform, we are shaping the new Social Knowledge Management Environments (SKMEs) that are transforming the way employees and customers create, consume, iterate and reuse knowledge across the enterprise. Through collaboration with partners and customers, we jointly address customer opportunities and challenges, capture, transform, and evolve intellectual capital across organizational boundaries into knowledge assets; while keeping stakeholders informed at all stages of our processes. We are converging Social & Enterprise Collaboration, Content Management and Knowledge Management within our SKMEs. Through our methods and capabilities of delivering SKMEs, we are able introduce new ways of thinking about how we do business as an organization.

 

 

Cisco Platform1.png

 

We are part of Cisco Services – specifically the Services Transformation organization responsible for Intellectual Capital Transformation (ICT). Our goal is to transform the way we capture institutional knowledge at Cisco by not only changing business processes and outcomes, but changing the way people think about social knowledge and collaboration. We are doing that by delivering capabilities in which users can collaborate to solve problems and quickly identify solutions as candidates to be knowledge assets. Additionally, we’re evolving our workflow for content and knowledge management dynamically, thereby transforming our processes from three down to one. We are successful when people across the company are freely creating intellectual capital with each other in such a way that others can reuse it and improve upon it later. By realigning the way we do business, we focus on reducing costs and increasing revenue. These focus areas are nothing new to any business. However, we achieve this transformation by disrupting the how and why of our business workflows to achieve greater efficiency and improve customer satisfaction through four foundations:  Collaboration Opportunities, Expertise Acceleration, Content Lifecycle, and Knowledge Trace Back

 

By leveraging the Lithium platform we are able to deliver the following foundational benefits:

 

1) Collaboration Opportunities: Aligning our business processes across organizational boundaries, we are changing the way we interact and operate as a business. Using the tools that enable our Social Knowledge Management Environment, we provide real-time collaboration and push our business activities internally and externally. For example, we have a company-wide initiative that crosses over many areas of responsibility (silos). We need a source of truth for gathering information and connecting with others. We host discussions around the initiative that include our approach, the relevancy of what we're doing, why we're doing them and manage the projects connected to the initiative within our collaborative environment. We leverage Lithium to accelerate our ability to disrupt the usual way of doing business by bringing information into one place. It allows experts to find each other and a community can form around it. This has created a more transparent and collaborative culture.

 

2) Expertise Acceleration: Our Social Knowledge Management Environment expedites the processes of transforming new knowledge workers into experts, and sharing / contributing new information dynamically. For example, a relatively new executive needed a quick consultation and advice about a project. At the same time, he joined one of our webinars around the topic of securing networks. This webinar led him to Cisco Community Connector where he was able to explore, communicate and collaborate with his peers in other companies and industries. The result was an increase in his connections, more knowledge around his topic, and a greater network of resources than he had before. Just by being involved in the community, he gained the real-time knowledge that he needed to recommend the right solutions for his company.

 

By increasing this executive's ability to learn and be mentored, we've extended the learning process outside of the traditional training model. Learning new skills is enabled from within the platform by giving users and knowledge contributors instant access to knowledge from a variety of sources they didn't have previously.

 

Cisco Platform2.png

 

3) Content Lifecycle: In the past, collaboration occurred in environments—such as email, document storage, and IMs—that didn’t require users to rethink the normal workflow or that was not engineered to facilitate easy content retention. Now with our Social Knowledge Management Environments (SKMEs) we not only retain the collaborative exchange, we are able to flag and promote these exchanges into knowledge articles that can be reused and distributed. This has enabled us to do a baseline exercise that wasn’t possible before. Now we’re able to isolate what’s appropriate to share vs. what’s not truly needed. And we keep content up-to-date, dynamic and searchable. It no longer lives on someone’s hard drive, inaccessible to everyone else.

 

Using the collaboration abilities in Lithium, we’re able to identify opportunities to share information across the enterprise and out to customers. This leads us into a proactive way of managing content within a team, versus the old way of being reactive. Additionally, we’ve become more transparent as an organization by allowing all users to contribute to knowledge (at any stage) instead of creating ideas, documents, and processes in a vacuum.

 

4) Knowledge Trace Back: Our SKME enables real-time tracking of an asset’s provenance. It provides the ability for us to identify who our knowledge experts are and how we get to them. We have better understanding about the contributors to our knowledge and our knowledge base.

 

Our Social Knowledge Management Environment connects experts to their contributions, making it possible to trace back and discover the true origin of any knowledge article. This capability drives deeper engagement through incentives, fosters scalable mentorship programs, reduces duplicate efforts, and enables a more efficient business process and streamlined communications.


For example, a customer’s environment was changing rapidly due to new leaders, new deliverables, and unknown factors specifically around BYOD demands in a corporate environment. The challenge was finding a way for the customer to increase his knowledge base and insight into industry practices. We assisted this by connecting him with Cisco BYOD experts and colleagues he didn’t previously have a connection to. It removed obstacles and created a new collaborative network that didn’t exist previously.

 

As the Intellectual Capital Transformation (ICT) team within Cisco Services, we push the limits of the nature of collaboration. We not only extend and grow our capabilities—providing a comprehensive view of our team activities to various stakeholders—we use our knowledge-sharing and foundational approach to extend the thinking of new groups looking to use social knowledge management. It is about the dynamic, collective nature of social collaboration coupled with knowledge management that signifies the value of the activities producing, retaining, and reusing our intellectual capital in innovative ways. What's different? We're connecting people who hadn't been connected before and removing barriers to cross-functional and cross-industry knowledge through collaboration. It's about leveraging business process and workflow and establishing integral relationships with our technology that impacts the value of true social knowledge collaboration. We connect those senior level managers to each other so they can increase their expertise, learn more, create new content via white papers, or collaborate on things they may not have gotten a chance to do without this dynamic environment.

We are creating a whole new model within Cisco that we, in fact, showcase in our own business processes that can be leveraged within any business function. Given the dynamic nature of collaboration we are able to connect experts with users, where before they would have never known the others existed. Moreover, we are able to scale in such as way that an expert can provide mentorship to many peers virtually rather than one or few in traditional mentoring models.

 

It all starts with conversations, which lead to the community, which provides the connections.  As word spreads, more people hear about it and want to be involved. The community naturally grows and produces reusable knowledge because of the ownership the community members take in making it a success. By measuring the number of accepted solutions to questions, the activity of discussions and knowledge bases, and overall user activity within the social knowledge management environment, we improve customer satisfaction and employee effectiveness—all of which can be measured in productivity time.

 

By leveraging our social knowledge management environment, ICT has reduced the time required for meetings, increased awareness and visibility internally and with our stakeholders, and has been able to move projects forward without the need for additional resources. Additionally, these same methods have enabled our stakeholders to have full visibility into what we are doing and the upcoming priorities, which has resulted in improving their own ability to move their initiatives forward in a more timely manner.

 

Cisco Platform3.png


Company: Cisco Cisco logo.png

Entry submitted by: Becky Scott (lolagoetz) Sr. Project Manager

Community: Tech Zone (techzone.cisco.com), internal community

Lithy category:The Organization Game Changer

 

Powered by the Lithium platform, we are shaping the new Social Knowledge Management Environments (SKMEs) that are transforming the way employees and customers create, consume, iterate and reuse knowledge across the enterprise. Through collaboration with partners and customers, we jointly address customer opportunities and challenges, capture, transform, and evolve intellectual capital across organizational boundaries into knowledge assets; while keeping stakeholders informed at all stages of our processes. We are converging Social & Enterprise Collaboration, Content Management and Knowledge Management within our SKMEs. Through our methods and capabilities of delivering SKMEs, we are able introduce new ways of thinking about how we do business as an organization.

 

 

Cisco Platform1.png

 

We are part of Cisco Services – specifically the Services Transformation organization responsible for Intellectual Capital Transformation (ICT). Our goal is to transform the way we capture institutional knowledge at Cisco by not only changing business processes and outcomes, but changing the way people think about social knowledge and collaboration. We are doing that by delivering capabilities in which users can collaborate to solve problems and quickly identify solutions as candidates to be knowledge assets. Additionally, we’re evolving our workflow for content and knowledge management dynamically, thereby transforming our processes from three down to one. We are successful when people across the company are freely creating intellectual capital with each other in such a way that others can reuse it and improve upon it later. By realigning the way we do business, we focus on reducing costs and increasing revenue. These focus areas are nothing new to any business. However, we achieve this transformation by disrupting the how and why of our business workflows to achieve greater efficiency and improve customer satisfaction through four foundations:  Collaboration Opportunities, Expertise Acceleration, Content Lifecycle, and Knowledge Trace Back

 

By leveraging the Lithium platform we are able to deliver the following foundational benefits:

 

1) Collaboration Opportunities: Aligning our business processes across organizational boundaries, we are changing the way we interact and operate as a business. Using the tools that enable our Social Knowledge Management Environment, we provide real-time collaboration and push our business activities internally and externally. For example, we have a company-wide initiative that crosses over many areas of responsibility (silos). We need a source of truth for gathering information and connecting with others. We host discussions around the initiative that include our approach, the relevancy of what we're doing, why we're doing them and manage the projects connected to the initiative within our collaborative environment. We leverage Lithium to accelerate our ability to disrupt the usual way of doing business by bringing information into one place. It allows experts to find each other and a community can form around it. This has created a more transparent and collaborative culture.

 

2) Expertise Acceleration: Our Social Knowledge Management Environment expedites the processes of transforming new knowledge workers into experts, and sharing / contributing new information dynamically. For example, a relatively new executive needed a quick consultation and advice about a project. At the same time, he joined one of our webinars around the topic of securing networks. This webinar led him to Cisco Community Connector where he was able to explore, communicate and collaborate with his peers in other companies and industries. The result was an increase in his connections, more knowledge around his topic, and a greater network of resources than he had before. Just by being involved in the community, he gained the real-time knowledge that he needed to recommend the right solutions for his company.

 

By increasing this executive's ability to learn and be mentored, we've extended the learning process outside of the traditional training model. Learning new skills is enabled from within the platform by giving users and knowledge contributors instant access to knowledge from a variety of sources they didn't have previously.

 

Cisco Platform2.png

 

3) Content Lifecycle: In the past, collaboration occurred in environments—such as email, document storage, and IMs—that didn’t require users to rethink the normal workflow or that was not engineered to facilitate easy content retention. Now with our Social Knowledge Management Environments (SKMEs) we not only retain the collaborative exchange, we are able to flag and promote these exchanges into knowledge articles that can be reused and distributed. This has enabled us to do a baseline exercise that wasn’t possible before. Now we’re able to isolate what’s appropriate to share vs. what’s not truly needed. And we keep content up-to-date, dynamic and searchable. It no longer lives on someone’s hard drive, inaccessible to everyone else.

 

Using the collaboration abilities in Lithium, we’re able to identify opportunities to share information across the enterprise and out to customers. This leads us into a proactive way of managing content within a team, versus the old way of being reactive. Additionally, we’ve become more transparent as an organization by allowing all users to contribute to knowledge (at any stage) instead of creating ideas, documents, and processes in a vacuum.

 

4) Knowledge Trace Back: Our SKME enables real-time tracking of an asset’s provenance. It provides the ability for us to identify who our knowledge experts are and how we get to them. We have better understanding about the contributors to our knowledge and our knowledge base.

 

Our Social Knowledge Management Environment connects experts to their contributions, making it possible to trace back and discover the true origin of any knowledge article. This capability drives deeper engagement through incentives, fosters scalable mentorship programs, reduces duplicate efforts, and enables a more efficient business process and streamlined communications.


For example, a customer’s environment was changing rapidly due to new leaders, new deliverables, and unknown factors specifically around BYOD demands in a corporate environment. The challenge was finding a way for the customer to increase his knowledge base and insight into industry practices. We assisted this by connecting him with Cisco BYOD experts and colleagues he didn’t previously have a connection to. It removed obstacles and created a new collaborative network that didn’t exist previously.

 

As the Intellectual Capital Transformation (ICT) team within Cisco Services, we push the limits of the nature of collaboration. We not only extend and grow our capabilities—providing a comprehensive view of our team activities to various stakeholders—we use our knowledge-sharing and foundational approach to extend the thinking of new groups looking to use social knowledge management. It is about the dynamic, collective nature of social collaboration coupled with knowledge management that signifies the value of the activities producing, retaining, and reusing our intellectual capital in innovative ways. What's different? We're connecting people who hadn't been connected before and removing barriers to cross-functional and cross-industry knowledge through collaboration. It's about leveraging business process and workflow and establishing integral relationships with our technology that impacts the value of true social knowledge collaboration. We connect those senior level managers to each other so they can increase their expertise, learn more, create new content via white papers, or collaborate on things they may not have gotten a chance to do without this dynamic environment.

We are creating a whole new model within Cisco that we, in fact, showcase in our own business processes that can be leveraged within any business function. Given the dynamic nature of collaboration we are able to connect experts with users, where before they would have never known the others existed. Moreover, we are able to scale in such as way that an expert can provide mentorship to many peers virtually rather than one or few in traditional mentoring models.

 

It all starts with conversations, which lead to the community, which provides the connections.  As word spreads, more people hear about it and want to be involved. The community naturally grows and produces reusable knowledge because of the ownership the community members take in making it a success. By measuring the number of accepted solutions to questions, the activity of discussions and knowledge bases, and overall user activity within the social knowledge management environment, we improve customer satisfaction and employee effectiveness—all of which can be measured in productivity time.

 

By leveraging our social knowledge management environment, ICT has reduced the time required for meetings, increased awareness and visibility internally and with our stakeholders, and has been able to move projects forward without the need for additional resources. Additionally, these same methods have enabled our stakeholders to have full visibility into what we are doing and the upcoming priorities, which has resulted in improving their own ability to move their initiatives forward in a more timely manner.

 

Cisco Platform3.png

Status:
2014 Lithy Submission

Lithys 2014: Vodafone Australia - Lithium Platform...

By JaniceK
JaniceK

Lithys 2014: Vodafone Australia - Lithium Platform Innovator

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-26-2014 09:22 PM - last edited on ‎04-28-2014 08:49 AM by Community Manager Community Manager

Company: Vodafone Australia Vodafone logo.png

Entry submitted by: Timothy Hanslow (Tim_h) Community Care Manager

Community: Vodafone Community (http://community.vodafone.com.au)

Lithy category: Lithium Platform Innovator

 

 

Vodafone Australia is the third biggest mobile network provider in Australia and has a 20-year history of providing excellent value to its customers. In 2010, network issues driven by the sharp uptake in smartphone use created problems for our customers, that saw our customer sentiment and NPS drop rapidly. The launch of Vodafone Community came at a time when our customers needed support, a place to share, talk to one another and to get information to us, and for us to talk to them directly. 

 

Vodafone launched the Community almost three years ago as a way for customers to communicate with us. It gave customers a voice to talk to us openly and publicly. We loved the Community for the customer interactions, their honesty in saying “me too” with other’s issues, and their support and information in solving one another’s issues. Lithium provided the platform we wanted to get the incredible expertise our customer base and let them work together. We named the Community because of its goals. Our customers were going to be having these conversations anyway so we wanted to ensure we were part of them. 

 

We’ve built something genuinely exciting and different on top of the platform.

 

Our community is modified a lot from a default Lithium Community with major changes already made to the layout and functionality available. We’ve taken the amazing functionality of the platform and rearranged it to fit our needs and used REST to build whole new functionality on top of it.

 

New options
We’ve repurposed labels in the forums as a new type of content tag and tied it into our other custom work to tie in with data stored per user. We’re displaying content in colour coded groups across the top of threads. Users are using labels without even realising it.

New custom content stored on user profiles allows us to store “devices” for a user to identify which mobile/s they are using and which they’ve had in the past. We display this information on their user profile and in their avatar hover. We tie this data together with the repurposed labels (two different data sets) and indicate on a thread where the conversation is about the device a user has. It adds a quick visual flag that this conversation would have something of value, or that they can add value too.

 

Forum navigation has been replaced with a custom component that displays the forum navigation structure above the fold. We’re letting people get to content quickly and see the options available to them without scrolling or hiding it behind multiple tabs.

 

“My devices”  is a custom built set of pages displaying content matching labels. We custom built product pages to house related conversations and piece them together with labels. We’ve designed it to use 1 or multiple labels in a single page and a label can exist in multiple pages. This allows us to drive customers to a single point of interaction for a topic of interest, even when those posts fall into multiple boards and categories. 

 

Vodafone Australia Best5.jpg

Avatars across the site now feature a hover card that displays username, posts, kudos, custom device data, etc. It provides a great deal of information on demand but keeps it out of the way when not in use. The other major driver was to get information about our members visible in multiple places. You can quickly see a users details from whatever page you see their avatar. Leaderboards, contributors, post histories, recent posts, etc.

 

Page stats are now featured on each page at the top right. This varies from page types but shows details like total view count, contributors and their avatars, post count, etc. We use this across the boards, forums, categories, user profiles and REST keeps it updated in real time. It provides a common visual anchor to the top right page.

 

User logon and profile details are moved into an interactive dropdown at the top right. We’ve minimised the text at the top of the forums but left the options accessible by creating a widget that expands on mouse click. Users can quickly get to their profile, community help or sign out without taking up screen real estate.

 

Vodafone Australia Best6.jpg

 

“My Posts” is a new sidebar widget showing the last posts a user made. To keep engagement high and let people return to conversations in progress we show them the last posts they were in on every page. It’s one click from wherever you are to get back into a thread you recently posted in. It keeps users on site and moving in conversations they want to take part in.

 

Redesign of existing options

Forum threads now run a 3 column layout with a tiny left column containing the avatar. We’ve recreated the avatar=>post relationship from other social channels to let users quickly visually scan for posts from known entities. We’ve then pulled all the non post specific data and moved into the avatar hover cards. The result is a clean simple interface without a left column of data to get in the way. As users read left to right we’ve minimised clutter to the left to keep people engaged in the conversation.

 

The sidebar has been moved into forum threads and contains similar content across the Community. We dynamically adjust widgets and deliver the same type, but different specific content on all pages.

 

“Post a message” lives at the top right column across the entire community. From boards, forums, topics and even the front page users are one click away from jumping into the conversation. We’ve removed the barriers and prevented people from searching for the right place to post and just made it as simple as possible for them to contribute.

 

Our TKB has two significant design changes, authors are out and contributors are in. We’ve  reshuffled the fields and only show the contributors to a post and not the author. This lets our internal team publish, edit and work with content from our members but keeps the contributors as the public face.  It’s another big way to reward our users for the content they produce without needing them to do extra work to see their name in lights.

 

We’ve also built custom javascript to hide elements of a TKB article from a query string passed via the URL. We’re using this to personalise articles for users as we need to, but leaving the full article content ready for others to find. We’re taking a full set of troubleshooting steps and showing people just what they need to see. The best of both worlds.

 

Our NPS continues to climb, and month on month customer sentiment improves. The Community page views and unique visitors continue to climb quarter on quarter.

 

Our new features are providing tangible benefit to customers with a direct uplift in resolution rates, and a decrease in time to resolution. Both staff and super users are engaging in a higher % of posts and delivering consistently better results because of customer profile data.


Company: Vodafone Australia Vodafone logo.png

Entry submitted by: Timothy Hanslow (Tim_h) Community Care Manager

Community: Vodafone Community (http://community.vodafone.com.au)

Lithy category: Lithium Platform Innovator

 

 

Vodafone Australia is the third biggest mobile network provider in Australia and has a 20-year history of providing excellent value to its customers. In 2010, network issues driven by the sharp uptake in smartphone use created problems for our customers, that saw our customer sentiment and NPS drop rapidly. The launch of Vodafone Community came at a time when our customers needed support, a place to share, talk to one another and to get information to us, and for us to talk to them directly. 

 

Vodafone launched the Community almost three years ago as a way for customers to communicate with us. It gave customers a voice to talk to us openly and publicly. We loved the Community for the customer interactions, their honesty in saying “me too” with other’s issues, and their support and information in solving one another’s issues. Lithium provided the platform we wanted to get the incredible expertise our customer base and let them work together. We named the Community because of its goals. Our customers were going to be having these conversations anyway so we wanted to ensure we were part of them. 

 

We’ve built something genuinely exciting and different on top of the platform.

 

Our community is modified a lot from a default Lithium Community with major changes already made to the layout and functionality available. We’ve taken the amazing functionality of the platform and rearranged it to fit our needs and used REST to build whole new functionality on top of it.

 

New options
We’ve repurposed labels in the forums as a new type of content tag and tied it into our other custom work to tie in with data stored per user. We’re displaying content in colour coded groups across the top of threads. Users are using labels without even realising it.

New custom content stored on user profiles allows us to store “devices” for a user to identify which mobile/s they are using and which they’ve had in the past. We display this information on their user profile and in their avatar hover. We tie this data together with the repurposed labels (two different data sets) and indicate on a thread where the conversation is about the device a user has. It adds a quick visual flag that this conversation would have something of value, or that they can add value too.

 

Forum navigation has been replaced with a custom component that displays the forum navigation structure above the fold. We’re letting people get to content quickly and see the options available to them without scrolling or hiding it behind multiple tabs.

 

“My devices”  is a custom built set of pages displaying content matching labels. We custom built product pages to house related conversations and piece them together with labels. We’ve designed it to use 1 or multiple labels in a single page and a label can exist in multiple pages. This allows us to drive customers to a single point of interaction for a topic of interest, even when those posts fall into multiple boards and categories. 

 

Vodafone Australia Best5.jpg

Avatars across the site now feature a hover card that displays username, posts, kudos, custom device data, etc. It provides a great deal of information on demand but keeps it out of the way when not in use. The other major driver was to get information about our members visible in multiple places. You can quickly see a users details from whatever page you see their avatar. Leaderboards, contributors, post histories, recent posts, etc.

 

Page stats are now featured on each page at the top right. This varies from page types but shows details like total view count, contributors and their avatars, post count, etc. We use this across the boards, forums, categories, user profiles and REST keeps it updated in real time. It provides a common visual anchor to the top right page.

 

User logon and profile details are moved into an interactive dropdown at the top right. We’ve minimised the text at the top of the forums but left the options accessible by creating a widget that expands on mouse click. Users can quickly get to their profile, community help or sign out without taking up screen real estate.

 

Vodafone Australia Best6.jpg

 

“My Posts” is a new sidebar widget showing the last posts a user made. To keep engagement high and let people return to conversations in progress we show them the last posts they were in on every page. It’s one click from wherever you are to get back into a thread you recently posted in. It keeps users on site and moving in conversations they want to take part in.

 

Redesign of existing options

Forum threads now run a 3 column layout with a tiny left column containing the avatar. We’ve recreated the avatar=>post relationship from other social channels to let users quickly visually scan for posts from known entities. We’ve then pulled all the non post specific data and moved into the avatar hover cards. The result is a clean simple interface without a left column of data to get in the way. As users read left to right we’ve minimised clutter to the left to keep people engaged in the conversation.

 

The sidebar has been moved into forum threads and contains similar content across the Community. We dynamically adjust widgets and deliver the same type, but different specific content on all pages.

 

“Post a message” lives at the top right column across the entire community. From boards, forums, topics and even the front page users are one click away from jumping into the conversation. We’ve removed the barriers and prevented people from searching for the right place to post and just made it as simple as possible for them to contribute.

 

Our TKB has two significant design changes, authors are out and contributors are in. We’ve  reshuffled the fields and only show the contributors to a post and not the author. This lets our internal team publish, edit and work with content from our members but keeps the contributors as the public face.  It’s another big way to reward our users for the content they produce without needing them to do extra work to see their name in lights.

 

We’ve also built custom javascript to hide elements of a TKB article from a query string passed via the URL. We’re using this to personalise articles for users as we need to, but leaving the full article content ready for others to find. We’re taking a full set of troubleshooting steps and showing people just what they need to see. The best of both worlds.

 

Our NPS continues to climb, and month on month customer sentiment improves. The Community page views and unique visitors continue to climb quarter on quarter.

 

Our new features are providing tangible benefit to customers with a direct uplift in resolution rates, and a decrease in time to resolution. Both staff and super users are engaging in a higher % of posts and delivering consistently better results because of customer profile data.

Status:
2014 Lithy Submission

Lithys 2014: StarHub - Most Creative Promotion or ...

By JaniceK
JaniceK

Lithys 2014: StarHub - Most Creative Promotion or Launch

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-26-2014 02:59 PM - edited ‎04-29-2014 02:55 PM

Company: StarHub Starhub logo.png

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)

 

Business Goals

 

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:

 

Sparklers Club


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.

 

Starhub Most image1.png

 

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.


Check it out here: http://community.starhub.com/t5/StarHub-Community-Blog/StarHub-Communitywelcomes-its-1-000-000th-uni...

 

Some of our community Experts:

 

Starhub Most image2.png

 

HITS campaign


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.


Contest mechanic:


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:

 

Starhub Most image3.png

 

Lady First


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.


Results:
- 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...


Oscars


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.

 

Starhub Most image4.png

 

Starhub Most image5.png

Starhub Most image6.png

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:

 

Starhub Most image7.png

 

 

 


Company: StarHub Starhub logo.png

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)

 

Business Goals

 

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:

 

Sparklers Club


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.

 

Starhub Most image1.png

 

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.


Check it out here: http://community.starhub.com/t5/StarHub-Community-Blog/StarHub-Communitywelcomes-its-1-000-000th-uni...

 

Some of our community Experts:

 

Starhub Most image2.png

 

HITS campaign


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.


Contest mechanic:


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:

 

Starhub Most image3.png

 

Lady First


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.


Results:
- 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...


Oscars


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.

 

Starhub Most image4.png

 

Starhub Most image5.png

Starhub Most image6.png

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:

 

Starhub Most image7.png

 

 

 

Status:
2014 Lithy Submission

Lithys 2014: StarHub - The Organization Game Chang...

By JaniceK
JaniceK

Lithys 2014: StarHub - The Organization Game Changer

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-26-2014 02:23 PM - last edited on ‎05-09-2014 04:29 PM by Lithium Technologies DeniseJ

Company: StarHub Starhub logo.png

Entry submitted by: Darren Choo (darren) AVP of Social CRM

Community: StarHub Community (http://community.starhub.com/)

Lithy category: The Organization Game Changer

 

StarHub Community, together with our social media agency Vocanic, has embarked upon cross-functional collaboration with 10 departments in our organization. Apart from Customer Service and Marketing, we have worked with our Network, Market Research, Marketing, Human Resources, Content and Mobile teams. Through collaboration within our organization, 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)

 

What were the goals?


We wanted to position StarHub as a company that listens, understands, cares for our customers and the Singapore community. At the same time, we acknowledge that endorsements are often regarded to be more credible and objective when they come from third parties that do not have a stake in the business.


In creating a new platform, it was crucial that it be instrumental in cultivating brand advocates, where in times of need, users could step in to defend the brand on our behalf from the “bashing” conducted by others. It was to also be a sanctuary for frank opinions, transparency and a hotbed for equipment testing by our loyal customers.


Hence, the aim was to create a community managed by consumers, for the consumers and moderated by StarHub.


StarHub Community would present a centralized platform for existing customers to turn to should they have any StarHub product or service-related problems. There, they would be able to access to a wealth of user-generated trouble-shooting tips, solutions, general information and more.

 

In harnessing the community for support, the secondary goals were to reduce budget spent to hire and train call-centre personnel, and at the same time increase efficiency in addressing technical issues.


In addition, the community would serve as the go-to place for StarHub news updates regarding new handset releases, promotions, cable television show discussions and more. For the ladies, it served as a rallying point to take part in contests and promotions tied in with Lady First Singapore – franchised from Taiwan’s leading lifestyle magazine show.


StarHub Community as a whole would stand as a lifestyle hub for the masses.


How has your company incorporated Lithium against those business goals?


Cross-functional collaboration with StarHub Community with various departments in our organization:


1. Network dept.: The Network team has a Network feedback app where employees – on the private Employee Board – are asked to give feedback when they encounter data access problems so the Network team can take action to rectify issues. After a successful trial we intend to launch this to the public. This will greatly enhance customer feedback by pinpointing to us areas with network issues which we can then take action on.


Link to post (private) http://community.starhub.com/t5/Employee-Network/Help-Us-Improve-Our-
Mobile-Network/m-p/52905#U52905

 

Screenshot of Network post:

 

Starhub Org image1.png

2. Market research dept.: Instead of conducting expensive focus groups, we now conduct them through Community and additionally develop long-term relationships with respondents. For confidential projects we use trusted, closed-group advocates for respondents.


Link to post: http://community.starhub.com/t5/HomeHub-Survey/CLOSED-HomeHub-Bundle-Survey/m-p/73247#M1

 

Screenshot of post:

Starhub Org image2.png

 

3. Corporate Communications dept.: We work closely with the Corp Comms team to manage crises. StarHub Community is a more positive environment for constructive feedback compared to Social Media platforms like Facebook and Twitter where customers may slam us. Here, trusted advocates who potentially have StarHub’s interests in mind give us fair and constructive feedback and step in to moderate other users who may troll us.


Link to post: http://community.starhub.com/t5/Mobile-Plans-and-Rates/RIPOFF-Starhub-will-startcharging-EXTRA-for-4G-from-1-June-2014/td-p/74241/page/5

 

Screenshot of post:

 

Starhub Org image3.png

4. Human Resources dept.: StarHub believes in keeping employees happy and healthy and to show that the company cares, the HR team embarked on a program to deliver to our employees a package of fresh fruit every Friday. We leveraged on this to run a fun employee photo contest called the Juicy Smile contest. We asked employees to "flash your juiciest smile with the fruit of the day,” take a photo and upload it on the Contest page on the private Employee board on StarHub Community. The top 3 best smiles were rewarded with a $50 shopping voucher each.


We previously tried other platforms to engage employees but these had little participation because employees could not access these platforms at home. Community however, is on the cloud and has an easy user interface, encouraging employee participation.


Link to post (private board): http://community.starhub.com/t5/Employee-Hot-Topics/Juicy-Smile-Contest/m-p/70947#U70947

 

Some of our employees' entries:

Starhub Org image4.png

 

5. Segment marketing dept.: Segment marketing used to be once-off tactical events but with the Community we can build long term engagement and sustainable interest groups for various segments


Here are some of our successful segment marketing campaigns:


Food segment – Auspicious dishes


Background: StarHub’s Hubalicious - a gastronomic extravaganza that celebrates all things food – is a testament for the brand’s love for food. And since food holds a special place in the hearts of Singaporeans, the opportunity presented itself, to reach out to consumers via gastronomy.


StarHub leveraged on the Chinese New Year festivities to invite fans to share their celebrations with food. It was a call for foodies to unite, to showcase home-made treats and dishes. The top-voted entry walked away with a Samsung GALAXY S4 (LTE), while consolation prizes were made up of 8 $50 Resorts World Sentosa vouchers.


Results:
- 252 unique visitors
- 20 entries


View the entries here :
http://community.starhub.com/t5/ideas/v2/ideaexchangepage/blog-id/CNY-AuspiciousDishes-Contest/tab/m...

 

Screenshot of entry: 

 

Starhub Org image5.png

Female segment – Lady First


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.


Results:
- 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-Winners-Announcement/m-p/36223#M10


Screenshot of winning bloggers:

 

Starhub Org image6.png

 

Travel Segment - Crowdsourcing of itineraries


In conjunction with the year-end holidays, travel plans follow with fervor. StarHub recognized this and tapped into the myriad of vacationers planning their getaways. Through Community, StarHub encouraged members to share their upcoming travel itineraries and get their friends to vote for them. However, no touristy itineraries were allowed. Anyone can head to the Eiffel Tower. Plans shared had to unveil lesser known foreign destinations like jungle trekking in Cambodia and local coffee shops in Vietnam, and more.


3 winners snagged a total of $2,000 Chan Brother Travel Gift Vouchers. (3rd prize: $400, 2nd prize: $600, and 1st prize: $1,000.)


Results:
- 1,404 unique visitors
- 29 entries


After the contest ended, we created an Interest Group on StarHub Community with the crowdsourced travel itineraries so visitors can continue to discuss and share their ideas. 

http://community.starhub.com/t5/General-Travel-Discussion/bd-p/travel

 

Creatives for Travel Segment Engagement campaign:

 

Starhub Org image7.png

 

Elderly segment – Active Ageing Hackathon Phase 1


The StarHub Golden Gurus initiative saw campaigns rolled-out on the Community targeted at including senior citizens in the online conversation. The brand appreciated that seniors often felt left behind and clueless when it came to IT, new media, the internet and the likes. Golden Gurus sought out seniors who were well versed in the intricacies of technology to coerce and train their peers.


The Active Ageing Hackathon paired StarHub Community members with UP Singapore members to bring together experts, researchers, marketers, designers and developers over one weekend from 16 - 18 Aug 2013 to develop prototypes of solutions to improve the lives of our Seniors in Singapore. 2 best ideas clinched a Samsung GALAXY Tab 2 7.0 Tab each.


Results:
- 988 unique visitors
- 97 entries
- 2,305 votes

 

View the entries here: http://community.starhub.com/t5/Closed-Active-Ageing-Hackathon/idb-p/activeageinghackathon


6. Content Marketing Dept: The StarHub Community platform allows us to hold creative contests e.g. crowdsourcing Instagram photos and your favourite TV shows which is more fun than other platforms. This contributes positively to our SEO as content is crowd-sourced, easily searchable and more engaging.


Oscars – Predict the Winners


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

 

Screenshot of contest:

 

Starhub Org image8.png

HITS TV – crowd source for which shows to air next

 

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


In addition to posts on StarHub’s social media platforms, the HITS channel on StarHub TV even ran a TVC promoting the contest: http://youtu.be/09GdqFRdP_Q

 

Results: 

Starhub Org image9.png

 

Post on Community:
http://community.starhub.com/t5/StarHub-Community-Announcements/CONTEST-ENDED-HITSPick-
a-TV-show-and-stand-to-win-a-Samsung/m-p/65113


7. Product Marketing Dept: Through our sponsorship of celebrities like Korean TV actor Kim Soo Hyun, we have run a StarHub Community pull-down campaign.


In a typical sponsorship deal where a celebrity is involved, fans rarely get the chance to revel in the thick of the action. StarHub Community however, gives them a unique digital platform where their shared content is logged, consolidated and seen by all – giving them the airtime to unabashedly show off their love for the star.


Popular Korean celebrity Kim Soo Hyun commands legions of fans in Singapore. We set out to give his fans an avenue to shout about their adoration by showcasing their “die-hardness”. All they had to do was to get creative with photos, videos and more and the best entries would win a pair of passes to an exclusive fan-meet.


Total entries: 60 within just 4 days
http://community.starhub.com/t5/StarHub-Community-Announcements/CONTEST-Get-Your-Wish-Granted-by-Kim-Soo-Hyun/m-p/74663#U74663

 

For those who had passes in hand, we leveraged the selfie trend to get fans to take creative photos of themselves with ticket stubs for a chance to have Kim Soo Hyun call them on their phone during the event to join him on stage and grant their one wish with him.


Total entries: 181 within just 9 days
http://community.starhub.com/t5/Get-Your-Wish-Granted-by-Kim-Soo/I-m-a-Ticket-Holder/idi-p/74679#U74...


Promo Banner:

Starhub Org image10.png

 

8. Mobile dept.: Reviews of latest Mobile phones on the market. We harness reviews from the crowd, bloggers and employees on a common platform that was previously not possible.

 

Blog link: http://community.starhub.com/t5/Mobile-Handset-Reviews/bg-p/MobileHandsetReviews

 

Blog screenshot:

 

Starhub Org image11.png

 

9. Cross-bundling & Recontracting dept.: HomeHub & Recontract bits. Previously, ATL and BTLs were one-way communications which did not allow us to control the flow of information to customers searching for details on recontract promotions. With Community, we have put into place a process to help existing customers make that informed choice during their zero-moment of truth (ZMOT) i.e. the step they take right before they make a purchase. Customers can read the discussions and questions by others, ask questions and obtain answers from the Community as well as the Community Managers.


Posts on Community:
http://community.starhub.com/t5/Broadband-Recontract-Offers/StarHub-Broadband-Recontractoffer-HomeHub-and-more/m-p/21994#U21994
http://community.starhub.com/t5/Hubbing/100-Mbps-Cable-and-200-Mbps-Fibre-HomeHub-plansnow-available/td-p/39663
http://community.starhub.com/t5/TV-Recontract-Offer/StarHub-TV-Recontract-Offer/m-p/35619#U35619

 

Starhub Org image12.png

 

10. Customer Service dept.: We work with the CS team to create articles for The Knowledge Base (TKB) on StarHub Community. We also feature How-To videos available on StarHub's YouTube channel. The CS team then direct people with queries to these resources for answers and discussions on solutions. This reduces reliance on call-centre personnel.


TKB: 100,000 views over 55 articles
How-To Videos: 29,360 views

One of our articles on TKB:

 

Starhub Org image13.png

Categories on our Knowledge Base:

 

Starhub Org image14.png

 

Screenshot & Link of one of our How-To videos:
http://www.youtube.com/watch?v=UhlUa3zn034

 

 


Company: StarHub Starhub logo.png

Entry submitted by: Darren Choo (darren) AVP of Social CRM

Community: StarHub Community (http://community.starhub.com/)

Lithy category: The Organization Game Changer

 

StarHub Community, together with our social media agency Vocanic, has embarked upon cross-functional collaboration with 10 departments in our organization. Apart from Customer Service and Marketing, we have worked with our Network, Market Research, Marketing, Human Resources, Content and Mobile teams. Through collaboration within our organization, 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)

 

What were the goals?


We wanted to position StarHub as a company that listens, understands, cares for our customers and the Singapore community. At the same time, we acknowledge that endorsements are often regarded to be more credible and objective when they come from third parties that do not have a stake in the business.


In creating a new platform, it was crucial that it be instrumental in cultivating brand advocates, where in times of need, users could step in to defend the brand on our behalf from the “bashing” conducted by others. It was to also be a sanctuary for frank opinions, transparency and a hotbed for equipment testing by our loyal customers.


Hence, the aim was to create a community managed by consumers, for the consumers and moderated by StarHub.


StarHub Community would present a centralized platform for existing customers to turn to should they have any StarHub product or service-related problems. There, they would be able to access to a wealth of user-generated trouble-shooting tips, solutions, general information and more.

 

In harnessing the community for support, the secondary goals were to reduce budget spent to hire and train call-centre personnel, and at the same time increase efficiency in addressing technical issues.


In addition, the community would serve as the go-to place for StarHub news updates regarding new handset releases, promotions, cable television show discussions and more. For the ladies, it served as a rallying point to take part in contests and promotions tied in with Lady First Singapore – franchised from Taiwan’s leading lifestyle magazine show.


StarHub Community as a whole would stand as a lifestyle hub for the masses.


How has your company incorporated Lithium against those business goals?


Cross-functional collaboration with StarHub Community with various departments in our organization:


1. Network dept.: The Network team has a Network feedback app where employees – on the private Employee Board – are asked to give feedback when they encounter data access problems so the Network team can take action to rectify issues. After a successful trial we intend to launch this to the public. This will greatly enhance customer feedback by pinpointing to us areas with network issues which we can then take action on.


Link to post (private) http://community.starhub.com/t5/Employee-Network/Help-Us-Improve-Our-
Mobile-Network/m-p/52905#U52905

 

Screenshot of Network post:

 

Starhub Org image1.png

2. Market research dept.: Instead of conducting expensive focus groups, we now conduct them through Community and additionally develop long-term relationships with respondents. For confidential projects we use trusted, closed-group advocates for respondents.


Link to post: http://community.starhub.com/t5/HomeHub-Survey/CLOSED-HomeHub-Bundle-Survey/m-p/73247#M1

 

Screenshot of post:

Starhub Org image2.png

 

3. Corporate Communications dept.: We work closely with the Corp Comms team to manage crises. StarHub Community is a more positive environment for constructive feedback compared to Social Media platforms like Facebook and Twitter where customers may slam us. Here, trusted advocates who potentially have StarHub’s interests in mind give us fair and constructive feedback and step in to moderate other users who may troll us.


Link to post: http://community.starhub.com/t5/Mobile-Plans-and-Rates/RIPOFF-Starhub-will-startcharging-EXTRA-for-4G-from-1-June-2014/td-p/74241/page/5

 

Screenshot of post:

 

Starhub Org image3.png

4. Human Resources dept.: StarHub believes in keeping employees happy and healthy and to show that the company cares, the HR team embarked on a program to deliver to our employees a package of fresh fruit every Friday. We leveraged on this to run a fun employee photo contest called the Juicy Smile contest. We asked employees to "flash your juiciest smile with the fruit of the day,” take a photo and upload it on the Contest page on the private Employee board on StarHub Community. The top 3 best smiles were rewarded with a $50 shopping voucher each.


We previously tried other platforms to engage employees but these had little participation because employees could not access these platforms at home. Community however, is on the cloud and has an easy user interface, encouraging employee participation.


Link to post (private board): http://community.starhub.com/t5/Employee-Hot-Topics/Juicy-Smile-Contest/m-p/70947#U70947

 

Some of our employees' entries:

Starhub Org image4.png

 

5. Segment marketing dept.: Segment marketing used to be once-off tactical events but with the Community we can build long term engagement and sustainable interest groups for various segments


Here are some of our successful segment marketing campaigns:


Food segment – Auspicious dishes


Background: StarHub’s Hubalicious - a gastronomic extravaganza that celebrates all things food – is a testament for the brand’s love for food. And since food holds a special place in the hearts of Singaporeans, the opportunity presented itself, to reach out to consumers via gastronomy.


StarHub leveraged on the Chinese New Year festivities to invite fans to share their celebrations with food. It was a call for foodies to unite, to showcase home-made treats and dishes. The top-voted entry walked away with a Samsung GALAXY S4 (LTE), while consolation prizes were made up of 8 $50 Resorts World Sentosa vouchers.


Results:
- 252 unique visitors
- 20 entries


View the entries here :
http://community.starhub.com/t5/ideas/v2/ideaexchangepage/blog-id/CNY-AuspiciousDishes-Contest/tab/m...

 

Screenshot of entry: 

 

Starhub Org image5.png

Female segment – Lady First


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.


Results:
- 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-Winners-Announcement/m-p/36223#M10


Screenshot of winning bloggers:

 

Starhub Org image6.png

 

Travel Segment - Crowdsourcing of itineraries


In conjunction with the year-end holidays, travel plans follow with fervor. StarHub recognized this and tapped into the myriad of vacationers planning their getaways. Through Community, StarHub encouraged members to share their upcoming travel itineraries and get their friends to vote for them. However, no touristy itineraries were allowed. Anyone can head to the Eiffel Tower. Plans shared had to unveil lesser known foreign destinations like jungle trekking in Cambodia and local coffee shops in Vietnam, and more.


3 winners snagged a total of $2,000 Chan Brother Travel Gift Vouchers. (3rd prize: $400, 2nd prize: $600, and 1st prize: $1,000.)


Results:
- 1,404 unique visitors
- 29 entries


After the contest ended, we created an Interest Group on StarHub Community with the crowdsourced travel itineraries so visitors can continue to discuss and share their ideas. 

http://community.starhub.com/t5/General-Travel-Discussion/bd-p/travel

 

Creatives for Travel Segment Engagement campaign:

 

Starhub Org image7.png

 

Elderly segment – Active Ageing Hackathon Phase 1


The StarHub Golden Gurus initiative saw campaigns rolled-out on the Community targeted at including senior citizens in the online conversation. The brand appreciated that seniors often felt left behind and clueless when it came to IT, new media, the internet and the likes. Golden Gurus sought out seniors who were well versed in the intricacies of technology to coerce and train their peers.


The Active Ageing Hackathon paired StarHub Community members with UP Singapore members to bring together experts, researchers, marketers, designers and developers over one weekend from 16 - 18 Aug 2013 to develop prototypes of solutions to improve the lives of our Seniors in Singapore. 2 best ideas clinched a Samsung GALAXY Tab 2 7.0 Tab each.


Results:
- 988 unique visitors
- 97 entries
- 2,305 votes

 

View the entries here: http://community.starhub.com/t5/Closed-Active-Ageing-Hackathon/idb-p/activeageinghackathon


6. Content Marketing Dept: The StarHub Community platform allows us to hold creative contests e.g. crowdsourcing Instagram photos and your favourite TV shows which is more fun than other platforms. This contributes positively to our SEO as content is crowd-sourced, easily searchable and more engaging.


Oscars – Predict the Winners


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

 

Screenshot of contest:

 

Starhub Org image8.png

HITS TV – crowd source for which shows to air next

 

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


In addition to posts on StarHub’s social media platforms, the HITS channel on StarHub TV even ran a TVC promoting the contest: http://youtu.be/09GdqFRdP_Q

 

Results: 

Starhub Org image9.png

 

Post on Community:
http://community.starhub.com/t5/StarHub-Community-Announcements/CONTEST-ENDED-HITSPick-
a-TV-show-and-stand-to-win-a-Samsung/m-p/65113


7. Product Marketing Dept: Through our sponsorship of celebrities like Korean TV actor Kim Soo Hyun, we have run a StarHub Community pull-down campaign.


In a typical sponsorship deal where a celebrity is involved, fans rarely get the chance to revel in the thick of the action. StarHub Community however, gives them a unique digital platform where their shared content is logged, consolidated and seen by all – giving them the airtime to unabashedly show off their love for the star.


Popular Korean celebrity Kim Soo Hyun commands legions of fans in Singapore. We set out to give his fans an avenue to shout about their adoration by showcasing their “die-hardness”. All they had to do was to get creative with photos, videos and more and the best entries would win a pair of passes to an exclusive fan-meet.


Total entries: 60 within just 4 days
http://community.starhub.com/t5/StarHub-Community-Announcements/CONTEST-Get-Your-Wish-Granted-by-Kim-Soo-Hyun/m-p/74663#U74663

 

For those who had passes in hand, we leveraged the selfie trend to get fans to take creative photos of themselves with ticket stubs for a chance to have Kim Soo Hyun call them on their phone during the event to join him on stage and grant their one wish with him.


Total entries: 181 within just 9 days
http://community.starhub.com/t5/Get-Your-Wish-Granted-by-Kim-Soo/I-m-a-Ticket-Holder/idi-p/74679#U74...


Promo Banner:

Starhub Org image10.png

 

8. Mobile dept.: Reviews of latest Mobile phones on the market. We harness reviews from the crowd, bloggers and employees on a common platform that was previously not possible.

 

Blog link: http://community.starhub.com/t5/Mobile-Handset-Reviews/bg-p/MobileHandsetReviews

 

Blog screenshot:

 

Starhub Org image11.png

 

9. Cross-bundling & Recontracting dept.: HomeHub & Recontract bits. Previously, ATL and BTLs were one-way communications which did not allow us to control the flow of information to customers searching for details on recontract promotions. With Community, we have put into place a process to help existing customers make that informed choice during their zero-moment of truth (ZMOT) i.e. the step they take right before they make a purchase. Customers can read the discussions and questions by others, ask questions and obtain answers from the Community as well as the Community Managers.


Posts on Community:
http://community.starhub.com/t5/Broadband-Recontract-Offers/StarHub-Broadband-Recontractoffer-HomeHub-and-more/m-p/21994#U21994
http://community.starhub.com/t5/Hubbing/100-Mbps-Cable-and-200-Mbps-Fibre-HomeHub-plansnow-available/td-p/39663
http://community.starhub.com/t5/TV-Recontract-Offer/StarHub-TV-Recontract-Offer/m-p/35619#U35619

 

Starhub Org image12.png

 

10. Customer Service dept.: We work with the CS team to create articles for The Knowledge Base (TKB) on StarHub Community. We also feature How-To videos available on StarHub's YouTube channel. The CS team then direct people with queries to these resources for answers and discussions on solutions. This reduces reliance on call-centre personnel.


TKB: 100,000 views over 55 articles
How-To Videos: 29,360 views

One of our articles on TKB:

 

Starhub Org image13.png

Categories on our Knowledge Base:

 

Starhub Org image14.png

 

Screenshot & Link of one of our How-To videos:
http://www.youtube.com/watch?v=UhlUa3zn034

 

 

Status:
2014 Lithy Submission

Lithys 2014: StarHub- Excellence in Customer Satis...

By JaniceK
JaniceK

Lithys 2014: StarHub- Excellence in Customer Satisfaction

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-26-2014 01:09 PM - edited ‎04-29-2014 09:27 AM

Company: StarHub Starhub logo.png

Entry submitted by: Darren Choo (darren) AVP of Social CRM

Community: StarHub Community (http://community.starhub.com/)

Lithy category: Excellence in Customer Satisfaction

 

StarHub Community, together with our social media agency Vocanic has worked to build a platform which is managed by consumers, contains info relevant to consumers and is moderated by StarHub. Visitors post their questions and topic experts from among our members step in to respond, thereby setting the scene for peer-to-peer support. Understanding that advocacy is the highest order in social media marketing, we have also built a team of super users – the Sparklers Club – who spend countless hours on the site for the sole purpose of helping others through troubleshooting, moderating conversation threads, and even defending the brand when “bashing” arises. 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.

 

Customer sentiments have changed, leading to a growing preference for peer-to-peer over topdown customer-service assistance.


With social media usage on the rise, it became easier for consumers to engage with their favourite brands, and in so doing sought to be a part of the brand’s activities – to have their voice heard.

 

Advocacy is the highest order in social media marketing but the brand had yet to explore the maximum potential of these advocates with the proper social media tools and platforms.


We want to position StarHub as a company that listens, understands, and cares for our customers and the Singapore community. At the same time, we acknowledge that endorsements are often regarded to be more credible and objective when they come from third parties that do not have a stake in the business.


In creating a new platform, it was crucial that it be instrumental in cultivating brand advocates, where in times of need, users could step in to defend the brand on our behalf from the “bashing” conducted by others. It was to also be a sanctuary for frank opinions, transparency and a hotbed for equipment testing by our loyal customers.


Hence, the aim was to create a community managed by consumers, for the consumers and moderated by StarHub – functioning as a lifestyle hub for the masses.


We required a platform that harnessed advocacy through positive customer support experience – thus, converting detractors to advocates.

 

StarHub’s social media strategy has always focused on engaging customers across all social media channels, hence establishing a dynamic social brand presence on platforms such as Facebook and Twitter, and occupies spaces on LinkedIn and YouTube.


However, we found that a more intimate approach was needed to complement StarHub’s social efforts and amplify engagement with present and potential customers — to handle their issues individually and to foster communication between customers.


While social platforms like Facebook and Twitter were excellent tools that encouraged brand to fan conversations, StarHub wanted a platform that specifically enabled consumers to talk to each other, and found that a forum-styled platform was the way to go.

 

StarHub Community was rolled out over a series of phases.


The first phase from concept to integration took two months, including design, development, testing and debugging. It was also important that before launch, to ensure that the tone of the site was right: a strategy was mapped out to define the right tone, and approach, ensuring that this was a friendly place for consumers to raise their questions and/or offer their own solutions to others.


As consumers today are heavily reliant on info-communications, StarHub and its counterparts in Singapore receive the most flak on social media, so StarHub's customer service team was roped in to manage customer complaints and guide complainants towards an understanding that the site was not a forum for complaints, but a place for a community to grow and learn together with a strong support from the brand itself.


We then moved to identify and select topics that were frequently discussed on StarHub's social media platforms. This pre-populated the Community as a searchable FAQ bank. StarHub Community was launched with these initial content pieces.


Once the site was launched, various marketing activities were carried out to create awareness, educate and drive registrations on the site. Every week, we created and managed wall posts on StarHub's two Facebook pages and two Twitter accounts to create awareness about the site among our existing fan base. To boost visibility and reach, Facebook ads were created from these wall posts to get more eyeballs amongst Facebook fans as well as interactions on our Wall posts that included comments, likes and shares.


With our member base, we kicked off the influencer identification and activation phase. The objective was to get as many influential online personalities as possible to spread the word about StarHub Community and invite their fans and followers to visit the site.


For this phase, we employed the theory of the 1-9-90 rule. 90% of the people on the site are consumers of content but did not participate much in discussions. 9% are people who consume content and also interact with it, for example sharing the content with their own networks and contributing their opinions. 1% of the people are very active on the site, contributing articles, blog write-ups, helping others solve their problems.


We worked to identify and activate the 9%, to drive them into the 1% bracket. We invited these people first to contribute on the site and later created events so we could personally meet them, show our appreciation for them and invite them to help StarHub further strengthen the Community with their recommendations. One of these events was graced by StarHub's Heads of Customer
Service and Marketing. Their presence further solidified the influencers' convictions that StarHub is indeed committed to listening to the public.


The launch strategy was executed in a straightforward, two-phase process.


Phase 1 – Establishing content: We began by populating the forums with existing articles like phone reviews, tech trends, general FAQs as well as information on all StarHub products and services.

 

Phase 2 – Creating awareness and recruitment: To drive visitors to the site to sample the content, we ideated and executed a contest hosted on a Facebook application, where participants had to register as a member of the community first before taking part. The mechanics were such that they had to search for an answer to a question that could only be found on StarHub Community. Prizes included a Samsung Galaxy Note 2 and movie tickets.


We also leveraged on existing fans on the StarHub Facebook to grow the user base on StarHub Community. One example of how this was carried out was to post a summarized review about a particular mobile handset on Facebook, and then encourage the reader to proceed to the Community for the full article.


In addition, we tapped on existing databases collated from sales of products, for example, the iPhone. From there, we encouraged customers to log onto the Community to provide reviews on their handset. We also conducted a recruitment drive among our staff, inviting them to act as conversation starters and subject matter experts to address customer enquiries.


StarHub Community boasts multiple access touch-points, which means that we were able to garner traffic across a multitude of channels that ranged from YouTube to monthly newsletters, over and above Facebook and Twitter.


An application on Facebook was created to allow fans to have a taste of StarHub Community, by providing a “lite” version where they could have their account- or product/service-related questions answered. If they were keen to find out more, all they had to do was crossover to our brand new community. This encouraged users to find answers to their StarHub-related questions themselves instead of approaching our call centres or Shops.


To continue the drive for awareness as well as recruitment, we staged regular contests during popular occasions such as Valentine’s Day and Lunar New Year. The contests required submission of entries on StarHub Community.


We also reached out to our senior and less technologically proficient customers via the Golden Gurus campaign. The aim was to get them involved in conversations that would answer questions they may have had about technology in general.


We appointed eight tech-savvy senior citizens aged between 58 and 77, who stood as information technology (IT) champions for their peers. Acting as StarHub’s ambassadors, they were committed to giving back to society by imparting IT knowledge to other seniors using the Community portal.


Our Active Ageing Hackathon showcased a contest to develop mobile apps that can and will enrich the lives of the elderly. For this, StarHub Community acts as the main platform for the call to action as well as idea submissions. In addition we have invited our Golden Gurus to mentor at workshops to educate contestants on what types of services and apps an older person might benefit.


Active Ageing Hackathon Phase 1 : The StarHub Golden Gurus initiative saw campaigns rolled-out on the Community targeted at including senior citizens in the online conversation. The brand appreciated that seniors often felt left behind and clueless when it came to IT, new media, the internet and the likes. Golden Gurus sought out seniors who were well versed in the intricacies of
technology to coerce and train their peers.


The Active Ageing Hackathon paired StarHub Community members with UP Singapore members to bring together experts, researchers, marketers, designers and developers over one weekend from 16 - 18 Aug 2013 to develop prototypes of solutions to improve the lives of our Seniors in Singapore. 2 best ideas clinched a Samsung GALAXY Tab 2 7.0 Tab each.


Results:
- 988 unique visitors
- 97 entries
- 2,305 votes

 

View the entries here: http://community.starhub.com/t5/Closed-Active-Ageing-Hackathon/idb-p/activeageinghackathon

 

Elderly segment – Active Ageing Hackathon Phase 2 : In a follow-up to the submissions from phase 1, we displayed the submitted prototypes on the Community and asked people to vote for their favourite ones on the forum, giving them the power of influence in helping the prototypes become a reality. Ten $50 StarHub vouchers were given away to lucky voters.


Results:
- 106 unique visitors
- 381 votes


Community post:
http://community.starhub.com/t5/Closed-Active-Ageing-Hackathon/idb-p/activeageinghackathonphase2

 

To engage our female audience, we leveraged on the popular lifestyle magazine show Lady First Singapore, which was localised from a Taiwan format and produced by StarHub. We engaged a targeted group of our influencers and advocates to begin seeding beauty-related content on topics such as skincare, fashion and make-up on StarHub Community. This, along with discussion generated about each episode of the programme, effectively sparked an influx of female chatter on the community. This successfully integrated online and offline engagement activities, thereby extending the “Lady First Singapore” experience beyond the traditional TV screen for its customers.

 

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.

 

Visit this link for a video of the event: http://community.starhub.com/t5/What-s-New/StarHub-Community-s-first-offline-event-Meeting-up-with-the/m-p/26076#U26076

 

Lady First Campaign Results:
- 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-Winners-Announcement/m-p/36223#M10

 

Screenshot of winning bloggers:

 

Starhub Ex image1.png

We organised an event to strengthen ties between users, and more importantly between StarHub and our advocates.


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.

 

Starhub Ex image2.png

 

Watch this video introducing the Sparklers Club! http://youtu.be/luUmeumI5YQ


Visit this link for a video and recap of the 2014 event:
http://community.starhub.com/t5/What-s-New/Sparklers-Club-Gathering-2014/m-p/72923#M83

 

In 2013, we won these local marketing awards:
• Loyalty & Engagement Awards 2013 – Best Use of Brand Advocacy (Gold)
• Marketing Excellence Awards 2013 – Excellence in Loyalty Marketing (Silver)

 

In January 2014, we hit our one millionth unique visitor. We recognized and acknowledged our top super users:

 

Starhub Ex image3.png

Members of our community have commended our Community managers:

 

Starhub Ex image4.png

Our members were surveyed for feedback on the Community and this is what they had to say:

Starhub Ex image5.png

 

Visit this link for the infographic and full story: http://community.starhub.com/t5/StarHub-Community-Blog/StarHub-Community-welcomes-its-1-000-000th-unique-visitor/ba-p/58529


We also work with the Customer Service team to create articles for The Knowledge Base (TKB) on StarHub Community. We also feature How-To videos available on StarHub's YouTube channel. The CS team then direct people with queries to these resources for answers and discussions on solutions. This reduces reliance on call-centre personnel.


TKB: 100,000 views over 55 articles
How-To Videos: 29,360 views

 

One of our articles on TKB:

 

Starhub Ex image6.png

Categories on our Knowledge Base:

 

Starhub Ex image7.png

 

 

Screenshot & Link of one of our How-To videos:

http://www.youtube.com/watch?v=UhlUa3zn034

 

Starhub Ex image8.png

 

 


Company: StarHub Starhub logo.png

Entry submitted by: Darren Choo (darren) AVP of Social CRM

Community: StarHub Community (http://community.starhub.com/)

Lithy category: Excellence in Customer Satisfaction

 

StarHub Community, together with our social media agency Vocanic has worked to build a platform which is managed by consumers, contains info relevant to consumers and is moderated by StarHub. Visitors post their questions and topic experts from among our members step in to respond, thereby setting the scene for peer-to-peer support. Understanding that advocacy is the highest order in social media marketing, we have also built a team of super users – the Sparklers Club – who spend countless hours on the site for the sole purpose of helping others through troubleshooting, moderating conversation threads, and even defending the brand when “bashing” arises. 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.

 

Customer sentiments have changed, leading to a growing preference for peer-to-peer over topdown customer-service assistance.


With social media usage on the rise, it became easier for consumers to engage with their favourite brands, and in so doing sought to be a part of the brand’s activities – to have their voice heard.

 

Advocacy is the highest order in social media marketing but the brand had yet to explore the maximum potential of these advocates with the proper social media tools and platforms.


We want to position StarHub as a company that listens, understands, and cares for our customers and the Singapore community. At the same time, we acknowledge that endorsements are often regarded to be more credible and objective when they come from third parties that do not have a stake in the business.


In creating a new platform, it was crucial that it be instrumental in cultivating brand advocates, where in times of need, users could step in to defend the brand on our behalf from the “bashing” conducted by others. It was to also be a sanctuary for frank opinions, transparency and a hotbed for equipment testing by our loyal customers.


Hence, the aim was to create a community managed by consumers, for the consumers and moderated by StarHub – functioning as a lifestyle hub for the masses.


We required a platform that harnessed advocacy through positive customer support experience – thus, converting detractors to advocates.

 

StarHub’s social media strategy has always focused on engaging customers across all social media channels, hence establishing a dynamic social brand presence on platforms such as Facebook and Twitter, and occupies spaces on LinkedIn and YouTube.


However, we found that a more intimate approach was needed to complement StarHub’s social efforts and amplify engagement with present and potential customers — to handle their issues individually and to foster communication between customers.


While social platforms like Facebook and Twitter were excellent tools that encouraged brand to fan conversations, StarHub wanted a platform that specifically enabled consumers to talk to each other, and found that a forum-styled platform was the way to go.

 

StarHub Community was rolled out over a series of phases.


The first phase from concept to integration took two months, including design, development, testing and debugging. It was also important that before launch, to ensure that the tone of the site was right: a strategy was mapped out to define the right tone, and approach, ensuring that this was a friendly place for consumers to raise their questions and/or offer their own solutions to others.


As consumers today are heavily reliant on info-communications, StarHub and its counterparts in Singapore receive the most flak on social media, so StarHub's customer service team was roped in to manage customer complaints and guide complainants towards an understanding that the site was not a forum for complaints, but a place for a community to grow and learn together with a strong support from the brand itself.


We then moved to identify and select topics that were frequently discussed on StarHub's social media platforms. This pre-populated the Community as a searchable FAQ bank. StarHub Community was launched with these initial content pieces.


Once the site was launched, various marketing activities were carried out to create awareness, educate and drive registrations on the site. Every week, we created and managed wall posts on StarHub's two Facebook pages and two Twitter accounts to create awareness about the site among our existing fan base. To boost visibility and reach, Facebook ads were created from these wall posts to get more eyeballs amongst Facebook fans as well as interactions on our Wall posts that included comments, likes and shares.


With our member base, we kicked off the influencer identification and activation phase. The objective was to get as many influential online personalities as possible to spread the word about StarHub Community and invite their fans and followers to visit the site.


For this phase, we employed the theory of the 1-9-90 rule. 90% of the people on the site are consumers of content but did not participate much in discussions. 9% are people who consume content and also interact with it, for example sharing the content with their own networks and contributing their opinions. 1% of the people are very active on the site, contributing articles, blog write-ups, helping others solve their problems.


We worked to identify and activate the 9%, to drive them into the 1% bracket. We invited these people first to contribute on the site and later created events so we could personally meet them, show our appreciation for them and invite them to help StarHub further strengthen the Community with their recommendations. One of these events was graced by StarHub's Heads of Customer
Service and Marketing. Their presence further solidified the influencers' convictions that StarHub is indeed committed to listening to the public.


The launch strategy was executed in a straightforward, two-phase process.


Phase 1 – Establishing content: We began by populating the forums with existing articles like phone reviews, tech trends, general FAQs as well as information on all StarHub products and services.

 

Phase 2 – Creating awareness and recruitment: To drive visitors to the site to sample the content, we ideated and executed a contest hosted on a Facebook application, where participants had to register as a member of the community first before taking part. The mechanics were such that they had to search for an answer to a question that could only be found on StarHub Community. Prizes included a Samsung Galaxy Note 2 and movie tickets.


We also leveraged on existing fans on the StarHub Facebook to grow the user base on StarHub Community. One example of how this was carried out was to post a summarized review about a particular mobile handset on Facebook, and then encourage the reader to proceed to the Community for the full article.


In addition, we tapped on existing databases collated from sales of products, for example, the iPhone. From there, we encouraged customers to log onto the Community to provide reviews on their handset. We also conducted a recruitment drive among our staff, inviting them to act as conversation starters and subject matter experts to address customer enquiries.


StarHub Community boasts multiple access touch-points, which means that we were able to garner traffic across a multitude of channels that ranged from YouTube to monthly newsletters, over and above Facebook and Twitter.


An application on Facebook was created to allow fans to have a taste of StarHub Community, by providing a “lite” version where they could have their account- or product/service-related questions answered. If they were keen to find out more, all they had to do was crossover to our brand new community. This encouraged users to find answers to their StarHub-related questions themselves instead of approaching our call centres or Shops.


To continue the drive for awareness as well as recruitment, we staged regular contests during popular occasions such as Valentine’s Day and Lunar New Year. The contests required submission of entries on StarHub Community.


We also reached out to our senior and less technologically proficient customers via the Golden Gurus campaign. The aim was to get them involved in conversations that would answer questions they may have had about technology in general.


We appointed eight tech-savvy senior citizens aged between 58 and 77, who stood as information technology (IT) champions for their peers. Acting as StarHub’s ambassadors, they were committed to giving back to society by imparting IT knowledge to other seniors using the Community portal.


Our Active Ageing Hackathon showcased a contest to develop mobile apps that can and will enrich the lives of the elderly. For this, StarHub Community acts as the main platform for the call to action as well as idea submissions. In addition we have invited our Golden Gurus to mentor at workshops to educate contestants on what types of services and apps an older person might benefit.


Active Ageing Hackathon Phase 1 : The StarHub Golden Gurus initiative saw campaigns rolled-out on the Community targeted at including senior citizens in the online conversation. The brand appreciated that seniors often felt left behind and clueless when it came to IT, new media, the internet and the likes. Golden Gurus sought out seniors who were well versed in the intricacies of
technology to coerce and train their peers.


The Active Ageing Hackathon paired StarHub Community members with UP Singapore members to bring together experts, researchers, marketers, designers and developers over one weekend from 16 - 18 Aug 2013 to develop prototypes of solutions to improve the lives of our Seniors in Singapore. 2 best ideas clinched a Samsung GALAXY Tab 2 7.0 Tab each.


Results:
- 988 unique visitors
- 97 entries
- 2,305 votes

 

View the entries here: http://community.starhub.com/t5/Closed-Active-Ageing-Hackathon/idb-p/activeageinghackathon

 

Elderly segment – Active Ageing Hackathon Phase 2 : In a follow-up to the submissions from phase 1, we displayed the submitted prototypes on the Community and asked people to vote for their favourite ones on the forum, giving them the power of influence in helping the prototypes become a reality. Ten $50 StarHub vouchers were given away to lucky voters.


Results:
- 106 unique visitors
- 381 votes


Community post:
http://community.starhub.com/t5/Closed-Active-Ageing-Hackathon/idb-p/activeageinghackathonphase2

 

To engage our female audience, we leveraged on the popular lifestyle magazine show Lady First Singapore, which was localised from a Taiwan format and produced by StarHub. We engaged a targeted group of our influencers and advocates to begin seeding beauty-related content on topics such as skincare, fashion and make-up on StarHub Community. This, along with discussion generated about each episode of the programme, effectively sparked an influx of female chatter on the community. This successfully integrated online and offline engagement activities, thereby extending the “Lady First Singapore” experience beyond the traditional TV screen for its customers.

 

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.

 

Visit this link for a video of the event: http://community.starhub.com/t5/What-s-New/StarHub-Community-s-first-offline-event-Meeting-up-with-the/m-p/26076#U26076

 

Lady First Campaign Results:
- 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-Winners-Announcement/m-p/36223#M10

 

Screenshot of winning bloggers:

 

Starhub Ex image1.png

We organised an event to strengthen ties between users, and more importantly between StarHub and our advocates.


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.

 

Starhub Ex image2.png

 

Watch this video introducing the Sparklers Club! http://youtu.be/luUmeumI5YQ


Visit this link for a video and recap of the 2014 event:
http://community.starhub.com/t5/What-s-New/Sparklers-Club-Gathering-2014/m-p/72923#M83

 

In 2013, we won these local marketing awards:
• Loyalty & Engagement Awards 2013 – Best Use of Brand Advocacy (Gold)
• Marketing Excellence Awards 2013 – Excellence in Loyalty Marketing (Silver)

 

In January 2014, we hit our one millionth unique visitor. We recognized and acknowledged our top super users:

 

Starhub Ex image3.png

Members of our community have commended our Community managers:

 

Starhub Ex image4.png

Our members were surveyed for feedback on the Community and this is what they had to say:

Starhub Ex image5.png

 

Visit this link for the infographic and full story: http://community.starhub.com/t5/StarHub-Community-Blog/StarHub-Community-welcomes-its-1-000-000th-unique-visitor/ba-p/58529


We also work with the Customer Service team to create articles for The Knowledge Base (TKB) on StarHub Community. We also feature How-To videos available on StarHub's YouTube channel. The CS team then direct people with queries to these resources for answers and discussions on solutions. This reduces reliance on call-centre personnel.


TKB: 100,000 views over 55 articles
How-To Videos: 29,360 views

 

One of our articles on TKB:

 

Starhub Ex image6.png

Categories on our Knowledge Base:

 

Starhub Ex image7.png

 

 

Screenshot & Link of one of our How-To videos:

http://www.youtube.com/watch?v=UhlUa3zn034

 

Starhub Ex image8.png

 

 

Status:
2014 Lithy Submission

Lithys 2014: StarHub - Digital Strategy Leader

By JaniceK
JaniceK

Lithys 2014: StarHub - Digital Strategy Leader

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-26-2014 12:35 PM - edited ‎04-29-2014 09:25 AM

Company: StarHub Starhub logo.png

Entry submitted by: Darren Choo (darren) AVP of Social CRM

Community: StarHub Community (http://community.starhub.com/)

Lithy category: Digital Strategy Leader

 

StarHub Community, together with our social media agency Vocanic has implemented a stellar digital strategy which no other brand on the Lithium platform has done before. We have made StarHub Community the go-to platform for user discussion on all things StarHub: Social TV, Social Sales, Engagement of Segments, Sponsorship, cultivating Influencers & Advocates, nurturing Loyalty and building Partnerships. 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 infocommunications 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.


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)

 

What were the goals?


We wanted to position StarHub as a company that listens, understands, cares for our customers and the Singapore community. At the same time, we acknowledge that endorsements are often regarded to be more credible and objective when they come from third parties that do not have a stake in the business.


In creating a new platform, it was crucial that it be instrumental in cultivating brand advocates, where in times of need, users could step in to defend the brand on our behalf from the “bashing” conducted by others. It was to also be a sanctuary for frank opinions, transparency and a hotbed for equipment testing by our loyal customers.


Hence, the aim was to create a community managed by consumers, for the consumers and moderated by StarHub.


StarHub Community would present a centralized platform for existing customers to turn to should they have any StarHub product or service-related problems. There, they would be able to access to a wealth of user-generated trouble-shooting tips, solutions, general information and more.

 

In harnessing the community for support, the secondary goals were to reduce budget spent to hire and train call-centre personnel, and at the same time increase efficiency in addressing technical issues.


In addition, the community would serve as the go-to place for StarHub news updates regarding new handset releases, promotions, cable television show discussions and more. For the ladies, it served as a rallying point to take part in contests and promotions tied in with Lady First Singapore – franchised from Taiwan’s leading lifestyle magazine show.


StarHub Community as a whole would stand as a lifestyle hub for the masses.


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.

 

1) Social TV


StarHub cable television provides a colourful and energetic tapestry of entertainment that constantly engages with consumers. The proposition for Social TV was to tap into this buzz, taking it offline to drive participation on StarHub Community.

 

As part of the brand’s 2-year SCRM roadmap, we aimed to promote product and service launches through Social Media. StarHub has gone into production of its own content and StarHub Community was seen as the perfect opportunity to drive exposure and engagement.


Lady first


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.


Results:
- 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...

 

Oscars – Predict the Winners


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

 

HITS TV – crowd source for which shows to air next

 

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


In addition to posts on StarHub’s social media platforms, the HITS channel on StarHub TV even ran a TVC promoting the contest: http://youtu.be/09GdqFRdP_Q

 

Results:

Starhub Dig image1.png

 

Post on Community

http://community.starhub.com/t5/StarHub-Community-Announcements/CONTEST-ENDED-HITS-Pick-a-TV-show-and-stand-to-win-a-Samsung/m-p/65113

 

2) Social Sales

 

Background: To encourage recontracts, customers needed to feel the want to. Social Sales put into place a process to help existing customers make that informed choice during their zero-moment of truth (ZMOT) i.e. the step they take right before they make a purchase.


Direct mailers and eDMs were utilized to present a recontract offer that encouraged the customer to head to the Community to ask questions about the offer and get opinions. Community managers on Community then responded to their queries, helping them make the choice to stay with us. This thread garnered 88,000 views.

 

Starhub Dig image2.png

 

Posts on Community:
http://community.starhub.com/t5/Broadband-Recontract-Offers/StarHub-Broadband-Recontract-offer-HomeHub-and-more/m-p/21994#U21994
http://community.starhub.com/t5/Hubbing/100-Mbps-Cable-and-200-Mbps-Fibre-HomeHub-plans-now-availabl...
http://community.starhub.com/t5/TV-Recontract-Offer/StarHub-TV-Recontract-Offer/m-p/35619#U35619


3) Segment Engagement Strategy


Background: In order to diversify conversation threads and subjects in the Community beyond technology, the brand tapped into the various likes and interests harboured by fans to create and list lifestyle content.


This produced two long-term advantages. First, we were able – through the information gathered – develop a knowledge base that gave us an insight into our customers. This would allow us to tailor marketing strategies accordingly. Secondly, with this knowledge at our disposal, we were able to effectively take the conversation to our customers, speak in a language they appreciate, and harvest a meaningful relationship.


Food segment – Auspicious dishes


Background: StarHub’s Hubalicious - a gastronomic extravaganza that celebrates all things food – is a testament for the brand’s love for food. And since food holds a special place in the hearts of Singaporeans, the opportunity presented itself, to reach out to consumers via gastronomy.


StarHub leveraged on the Chinese New Year festivities to invite fans to share their celebrations with food. It was a call for foodies to unite, to showcase home-made treats and dishes. The top-voted entry walked away with a Samsung GALAXY S4 (LTE), while consolation prizes were made up of 8 $50 Resorts World Sentosa vouchers.


Results:
- 252 unique visitors
- 20 entries

 

View the entries here: http://community.starhub.com/t5/ideas/v2/ideaexchangepage/blog-id/CNY-AuspiciousDishes-Contest/tab/m...


Female segment – Ask the beauty experts and Lady First community activation


Lady First didn’t just fulfil our Social TV agenda (above). It also served as a content piece to drive participation from the Female segment. Please refer to the Social TV segment above for results.

 

Travel Segment - Crowdsourcing of itineraries


In conjunction with the year-end holidays, travel plans follow with fervor. StarHub recognized this and tapped into the myriad of vacationers planning their getaways. Through Community, StarHub encouraged members to share their upcoming travel itineraries and get their friends to vote for them. However, no touristy itineraries were allowed. Anyone can head to the Eiffel Tower. Plans shared had to unveil lesser known foreign destinations like jungle trekking in Cambodia and local coffee shops in Vietnam, and more.

 

3 winners snagged a total of $2,000 Chan Brother Travel Gift Vouchers. (3rd prize: $400, 2nd prize: $600, and 1st prize: $1,000.)


Results:
- 1,404 unique visitors
- 29 entries


After the contest ended, we created an Interest Group on StarHub Community with the crowd-sourced travel itineraries so visitors can continue to discuss and share their ideas.

http://community.starhub.com/t5/General-Travel-Discussion/bd-p/travel

 

Elderly segment – Active Ageing Hackathon Phase 1

 

The StarHub Golden Gurus initiative saw campaigns rolled-out on the Community targeted at including senior citizens in the online conversation. The brand appreciated that seniors often felt left behind and clueless when it came to IT, new media, the internet and the likes. Golden Gurus sought out seniors who were well versed in the intricacies of technology to coerce and train their peers.

 

The Active Ageing Hackathon paired StarHub Community members with UP Singapore members to bring together experts, researchers, marketers, designers and developers over one weekend from 16 - 18 Aug 2013 to develop prototypes of solutions to improve the lives of our Seniors in Singapore. 2 best ideas clinched a Samsung GALAXY Tab 2 7.0 Tab each.

 

Results:
- 988 unique visitors
- 97 entries
- 2,305 votes

 

View the entries here: http://community.starhub.com/t5/Closed-Active-Ageing-Hackathon/idb-p/activeageinghackathon

 

Elderly segment – Active Ageing Hackathon Phase 2

 

In a follow-up to the submissions from phase 1, we displayed the submitted prototypes on the Community and asked people to vote for their favourite ones on the forum, giving them the power of influence in helping the prototypes become a reality. 10 $50 StarHub vouchers were given away to lucky voters.

 

Results:
- 106 unique visitors
- 381 votes

 

Community post:
http://community.starhub.com/t5/Closed-Active-Ageing-Hackathon/idb-p/activeageinghackathonphase2

 

4) Sponsorship - Digital Engagement Strategy


Kim Soo Hyun


In a typical sponsorship deal where a celebrity is involved, fans rarely get the chance to revel in the thick of the action. StarHub Community however, gives them a unique digital platform where their shared content is logged, consolidated and seen by all – giving them the airtime to unabashedly show off their love for the star.


Popular Korean celebrity Kim Soo Hyun commands legions of fans in Singapore. We set out to give his fans an avenue to shout about their adoration by showcasing their “die-hardness”. All they had to do was to get creative with photos, videos and more and the best entries would win a pair of passes to an exclusive fan-meet.


Total entries: 60 within just 4 days


http://community.starhub.com/t5/StarHub-Community-Announcements/CONTEST-Get-Your-Wish-Granted-by-Kim...

 

For those who had passes in hand, we leveraged the selfie trend to get fans to take creative photos of themselves with ticket stubs for a chance to have Kim Soo Hyun call them on their phone during the event to join him on stage and grant their one wish with him.


Total entries: 181 within just 9 days


http://community.starhub.com/t5/Get-Your-Wish-Granted-by-Kim-Soo/I-m-a-Ticket-Holder/idip/
74679#U74679


5) Influencer and Advocacy strategy


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.

 

Starhub Dig image3.png

 

Watch this video introducing the Sparklers Club! http://youtu.be/luUmeumI5YQ


More info: http://community.starhub.com/t5/StarHub-Community-Blog/StarHub-Community-welcomes-its-1-000-000th-unique-visitor/ba-p/58529

 

6) Loyalty strategy


StarHub Community Rewards Phase 1

 

In conjunction with the 1st anniversary of StarHub Community, we partnered with 15 different lifestyle and F&B brands, with exclusive members-only offers. For purposes of the redemption, we created a mobile browser app, from which fans could flash offers to merchants (following a sign-up through Community) in order to enjoy respective perks.


Results:
- 3,606 participants, 2,547 new SHC members through this app, 434 offers redeemed across the period of 3 months (Oct – Dec 2013)
- 11,601 unique visitors, 14,550 visits, 753 StarHub Facebook page likes Jackpot Bonanza

 

The objective of Jackpot Bonanza was member acquisition. A total of 198 prizes worth $10,000 were up for grabs through a specially designed digital slot machine.


Every player was given 10 chances to spin. The catch was this – if they’d run out of chances, they were then required to perform social tasks like tweet, invite friends or sign up on StarHub Community to get extra chances.


Results:
- 6,205 people played Jackpot Bonanza, 1,752 new SHC registrations
- 700 tweets, 1,331 Facebook invites.
- 11,502 unique visitors, 21,299 visits

 

Starhub Dig image4.png

 

7) Partnership strategy


StarHub entered into a partnership with Marina Bay Sands in support of the Annie Leibovitz exhibition. A contest will be launched on 5 May, targeting photography enthusiasts on Community, inviting them to reenact a rendition of selected Leibovitz works.


The best photo will win tickets to the Annie Leibovitz exhibition at ArtScience Museum and a night’s stay at the Marina Bay Sands Hotel including access to the rooftop infinity pool.


Company: StarHub Starhub logo.png

Entry submitted by: Darren Choo (darren) AVP of Social CRM

Community: StarHub Community (http://community.starhub.com/)

Lithy category: Digital Strategy Leader

 

StarHub Community, together with our social media agency Vocanic has implemented a stellar digital strategy which no other brand on the Lithium platform has done before. We have made StarHub Community the go-to platform for user discussion on all things StarHub: Social TV, Social Sales, Engagement of Segments, Sponsorship, cultivating Influencers & Advocates, nurturing Loyalty and building Partnerships. 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 infocommunications 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.


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)

 

What were the goals?


We wanted to position StarHub as a company that listens, understands, cares for our customers and the Singapore community. At the same time, we acknowledge that endorsements are often regarded to be more credible and objective when they come from third parties that do not have a stake in the business.


In creating a new platform, it was crucial that it be instrumental in cultivating brand advocates, where in times of need, users could step in to defend the brand on our behalf from the “bashing” conducted by others. It was to also be a sanctuary for frank opinions, transparency and a hotbed for equipment testing by our loyal customers.


Hence, the aim was to create a community managed by consumers, for the consumers and moderated by StarHub.


StarHub Community would present a centralized platform for existing customers to turn to should they have any StarHub product or service-related problems. There, they would be able to access to a wealth of user-generated trouble-shooting tips, solutions, general information and more.

 

In harnessing the community for support, the secondary goals were to reduce budget spent to hire and train call-centre personnel, and at the same time increase efficiency in addressing technical issues.


In addition, the community would serve as the go-to place for StarHub news updates regarding new handset releases, promotions, cable television show discussions and more. For the ladies, it served as a rallying point to take part in contests and promotions tied in with Lady First Singapore – franchised from Taiwan’s leading lifestyle magazine show.


StarHub Community as a whole would stand as a lifestyle hub for the masses.


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.

 

1) Social TV


StarHub cable television provides a colourful and energetic tapestry of entertainment that constantly engages with consumers. The proposition for Social TV was to tap into this buzz, taking it offline to drive participation on StarHub Community.

 

As part of the brand’s 2-year SCRM roadmap, we aimed to promote product and service launches through Social Media. StarHub has gone into production of its own content and StarHub Community was seen as the perfect opportunity to drive exposure and engagement.


Lady first


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.


Results:
- 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...

 

Oscars – Predict the Winners


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

 

HITS TV – crowd source for which shows to air next

 

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


In addition to posts on StarHub’s social media platforms, the HITS channel on StarHub TV even ran a TVC promoting the contest: http://youtu.be/09GdqFRdP_Q

 

Results:

Starhub Dig image1.png

 

Post on Community

http://community.starhub.com/t5/StarHub-Community-Announcements/CONTEST-ENDED-HITS-Pick-a-TV-show-and-stand-to-win-a-Samsung/m-p/65113

 

2) Social Sales

 

Background: To encourage recontracts, customers needed to feel the want to. Social Sales put into place a process to help existing customers make that informed choice during their zero-moment of truth (ZMOT) i.e. the step they take right before they make a purchase.


Direct mailers and eDMs were utilized to present a recontract offer that encouraged the customer to head to the Community to ask questions about the offer and get opinions. Community managers on Community then responded to their queries, helping them make the choice to stay with us. This thread garnered 88,000 views.

 

Starhub Dig image2.png

 

Posts on Community:
http://community.starhub.com/t5/Broadband-Recontract-Offers/StarHub-Broadband-Recontract-offer-HomeHub-and-more/m-p/21994#U21994
http://community.starhub.com/t5/Hubbing/100-Mbps-Cable-and-200-Mbps-Fibre-HomeHub-plans-now-availabl...
http://community.starhub.com/t5/TV-Recontract-Offer/StarHub-TV-Recontract-Offer/m-p/35619#U35619


3) Segment Engagement Strategy


Background: In order to diversify conversation threads and subjects in the Community beyond technology, the brand tapped into the various likes and interests harboured by fans to create and list lifestyle content.


This produced two long-term advantages. First, we were able – through the information gathered – develop a knowledge base that gave us an insight into our customers. This would allow us to tailor marketing strategies accordingly. Secondly, with this knowledge at our disposal, we were able to effectively take the conversation to our customers, speak in a language they appreciate, and harvest a meaningful relationship.


Food segment – Auspicious dishes


Background: StarHub’s Hubalicious - a gastronomic extravaganza that celebrates all things food – is a testament for the brand’s love for food. And since food holds a special place in the hearts of Singaporeans, the opportunity presented itself, to reach out to consumers via gastronomy.


StarHub leveraged on the Chinese New Year festivities to invite fans to share their celebrations with food. It was a call for foodies to unite, to showcase home-made treats and dishes. The top-voted entry walked away with a Samsung GALAXY S4 (LTE), while consolation prizes were made up of 8 $50 Resorts World Sentosa vouchers.


Results:
- 252 unique visitors
- 20 entries

 

View the entries here: http://community.starhub.com/t5/ideas/v2/ideaexchangepage/blog-id/CNY-AuspiciousDishes-Contest/tab/m...


Female segment – Ask the beauty experts and Lady First community activation


Lady First didn’t just fulfil our Social TV agenda (above). It also served as a content piece to drive participation from the Female segment. Please refer to the Social TV segment above for results.

 

Travel Segment - Crowdsourcing of itineraries


In conjunction with the year-end holidays, travel plans follow with fervor. StarHub recognized this and tapped into the myriad of vacationers planning their getaways. Through Community, StarHub encouraged members to share their upcoming travel itineraries and get their friends to vote for them. However, no touristy itineraries were allowed. Anyone can head to the Eiffel Tower. Plans shared had to unveil lesser known foreign destinations like jungle trekking in Cambodia and local coffee shops in Vietnam, and more.

 

3 winners snagged a total of $2,000 Chan Brother Travel Gift Vouchers. (3rd prize: $400, 2nd prize: $600, and 1st prize: $1,000.)


Results:
- 1,404 unique visitors
- 29 entries


After the contest ended, we created an Interest Group on StarHub Community with the crowd-sourced travel itineraries so visitors can continue to discuss and share their ideas.

http://community.starhub.com/t5/General-Travel-Discussion/bd-p/travel

 

Elderly segment – Active Ageing Hackathon Phase 1

 

The StarHub Golden Gurus initiative saw campaigns rolled-out on the Community targeted at including senior citizens in the online conversation. The brand appreciated that seniors often felt left behind and clueless when it came to IT, new media, the internet and the likes. Golden Gurus sought out seniors who were well versed in the intricacies of technology to coerce and train their peers.

 

The Active Ageing Hackathon paired StarHub Community members with UP Singapore members to bring together experts, researchers, marketers, designers and developers over one weekend from 16 - 18 Aug 2013 to develop prototypes of solutions to improve the lives of our Seniors in Singapore. 2 best ideas clinched a Samsung GALAXY Tab 2 7.0 Tab each.

 

Results:
- 988 unique visitors
- 97 entries
- 2,305 votes

 

View the entries here: http://community.starhub.com/t5/Closed-Active-Ageing-Hackathon/idb-p/activeageinghackathon

 

Elderly segment – Active Ageing Hackathon Phase 2

 

In a follow-up to the submissions from phase 1, we displayed the submitted prototypes on the Community and asked people to vote for their favourite ones on the forum, giving them the power of influence in helping the prototypes become a reality. 10 $50 StarHub vouchers were given away to lucky voters.

 

Results:
- 106 unique visitors
- 381 votes

 

Community post:
http://community.starhub.com/t5/Closed-Active-Ageing-Hackathon/idb-p/activeageinghackathonphase2

 

4) Sponsorship - Digital Engagement Strategy


Kim Soo Hyun


In a typical sponsorship deal where a celebrity is involved, fans rarely get the chance to revel in the thick of the action. StarHub Community however, gives them a unique digital platform where their shared content is logged, consolidated and seen by all – giving them the airtime to unabashedly show off their love for the star.


Popular Korean celebrity Kim Soo Hyun commands legions of fans in Singapore. We set out to give his fans an avenue to shout about their adoration by showcasing their “die-hardness”. All they had to do was to get creative with photos, videos and more and the best entries would win a pair of passes to an exclusive fan-meet.


Total entries: 60 within just 4 days


http://community.starhub.com/t5/StarHub-Community-Announcements/CONTEST-Get-Your-Wish-Granted-by-Kim...

 

For those who had passes in hand, we leveraged the selfie trend to get fans to take creative photos of themselves with ticket stubs for a chance to have Kim Soo Hyun call them on their phone during the event to join him on stage and grant their one wish with him.


Total entries: 181 within just 9 days


http://community.starhub.com/t5/Get-Your-Wish-Granted-by-Kim-Soo/I-m-a-Ticket-Holder/idip/
74679#U74679


5) Influencer and Advocacy strategy


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.

 

Starhub Dig image3.png

 

Watch this video introducing the Sparklers Club! http://youtu.be/luUmeumI5YQ


More info: http://community.starhub.com/t5/StarHub-Community-Blog/StarHub-Community-welcomes-its-1-000-000th-unique-visitor/ba-p/58529

 

6) Loyalty strategy


StarHub Community Rewards Phase 1

 

In conjunction with the 1st anniversary of StarHub Community, we partnered with 15 different lifestyle and F&B brands, with exclusive members-only offers. For purposes of the redemption, we created a mobile browser app, from which fans could flash offers to merchants (following a sign-up through Community) in order to enjoy respective perks.


Results:
- 3,606 participants, 2,547 new SHC members through this app, 434 offers redeemed across the period of 3 months (Oct – Dec 2013)
- 11,601 unique visitors, 14,550 visits, 753 StarHub Facebook page likes Jackpot Bonanza

 

The objective of Jackpot Bonanza was member acquisition. A total of 198 prizes worth $10,000 were up for grabs through a specially designed digital slot machine.


Every player was given 10 chances to spin. The catch was this – if they’d run out of chances, they were then required to perform social tasks like tweet, invite friends or sign up on StarHub Community to get extra chances.


Results:
- 6,205 people played Jackpot Bonanza, 1,752 new SHC registrations
- 700 tweets, 1,331 Facebook invites.
- 11,502 unique visitors, 21,299 visits

 

Starhub Dig image4.png

 

7) Partnership strategy


StarHub entered into a partnership with Marina Bay Sands in support of the Annie Leibovitz exhibition. A contest will be launched on 5 May, targeting photography enthusiasts on Community, inviting them to reenact a rendition of selected Leibovitz works.


The best photo will win tickets to the Annie Leibovitz exhibition at ArtScience Museum and a night’s stay at the Marina Bay Sands Hotel including access to the rooftop infinity pool.

Status:
2014 Lithy Submission

Lithys 2014: Google Glass - Most Creative Promotio...

By JaniceK

Company: Google Glass Google Glass logo.png

Entry submitted by: Sarah Price (sarahprice) Social Media & Community Lead and Teresa Zazenski (tzazenski) Community Manager

Community: Glass Explorers Program (http://glass-community.com)

Lithy category: Most Creative Promotion or Launch 

 

Entry for I Am an Explorer video:

 

 

The Glass Explorers Program started in April 2013. We made Glass available to bold, creative individuals from different walks of life to help shape the future of Glass. People don’t just buy Glass, they become a “Glass Explorer.” Through the Explorers Program, we seek to empower our customer community to introduce the world to Glass and share their feedback to make Glass better.

 

On April 10, 2014, we announced that we would be expanding the Explorer Program. For one day on April 15, any adult living in the US would be able to buy Glass and become an Explorer.

 

There are countless public fan communities for Glass, but our official community is hosted by Lithium, with private discussion areas restricted to Glass Explorers. This enables customers to have open and honest conversations about Glass and the Explorer Program. Our team uses our Lithium community to get direct feedback and input from our Explorers in many ways, including through a “Glass Wishlist” ideation board. We also use Lithium Social Web to monitor and engage with feedback and Explorer-created content across the web.

 

Our community of Explorers is the heart of our program, so for certain key Explorer Program milestones, we have invited our Explorers to share content with us that we used to create a community-driven launch video for our marketing efforts. These videos focus on the Explorers and show the world who makes up our community. They also show our Explorers how important they are to our team and to the program, especially in times of change: both milestones involved expansion of the Explorer Program. This makes the change a bit less scary and helps our veteran customers to welcome our new customers. We directly asked for new submissions in our community, and also used Lithium Social Web to identify additional Explorer content that fits into our theme.

 

Google Glass I am an explorer CTA.png

 

I Am an Explorer [Through Google Glass] announced a new expansion of the Explorer Program where any adult in the US could become an Explorer for a limited time. This video showcases the diversity of our Explorers and shows some of the things that real Explorers do.

 

We were very pleased with the engagement that resulted from the campaign, and the finished product reflected our values and the heart of the Explorer Program.

 

Please see our entry for Digital Strategy Leader for more on the Explorer Program.

 

Business results

  •       Video was released on April 10, 2014 and has 108k views as of April 24, 2014 (live for 2 weeks).
  •       While submissions were open, the campaign was the 2nd most viewed and replied discussion in the community and received the most kudos by a margin of 61%.
  •       We additionally received qualitative positive feedback from our Explorers about the campaigns

 

 

 

 


Company: Google Glass Google Glass logo.png

Entry submitted by: Sarah Price (sarahprice) Social Media & Community Lead and Teresa Zazenski (tzazenski) Community Manager

Community: Glass Explorers Program (http://glass-community.com)

Lithy category: Most Creative Promotion or Launch 

 

Entry for I Am an Explorer video:

 

 

The Glass Explorers Program started in April 2013. We made Glass available to bold, creative individuals from different walks of life to help shape the future of Glass. People don’t just buy Glass, they become a “Glass Explorer.” Through the Explorers Program, we seek to empower our customer community to introduce the world to Glass and share their feedback to make Glass better.

 

On April 10, 2014, we announced that we would be expanding the Explorer Program. For one day on April 15, any adult living in the US would be able to buy Glass and become an Explorer.

 

There are countless public fan communities for Glass, but our official community is hosted by Lithium, with private discussion areas restricted to Glass Explorers. This enables customers to have open and honest conversations about Glass and the Explorer Program. Our team uses our Lithium community to get direct feedback and input from our Explorers in many ways, including through a “Glass Wishlist” ideation board. We also use Lithium Social Web to monitor and engage with feedback and Explorer-created content across the web.

 

Our community of Explorers is the heart of our program, so for certain key Explorer Program milestones, we have invited our Explorers to share content with us that we used to create a community-driven launch video for our marketing efforts. These videos focus on the Explorers and show the world who makes up our community. They also show our Explorers how important they are to our team and to the program, especially in times of change: both milestones involved expansion of the Explorer Program. This makes the change a bit less scary and helps our veteran customers to welcome our new customers. We directly asked for new submissions in our community, and also used Lithium Social Web to identify additional Explorer content that fits into our theme.

 

Google Glass I am an explorer CTA.png

 

I Am an Explorer [Through Google Glass] announced a new expansion of the Explorer Program where any adult in the US could become an Explorer for a limited time. This video showcases the diversity of our Explorers and shows some of the things that real Explorers do.

 

We were very pleased with the engagement that resulted from the campaign, and the finished product reflected our values and the heart of the Explorer Program.

 

Please see our entry for Digital Strategy Leader for more on the Explorer Program.

 

Business results

  •       Video was released on April 10, 2014 and has 108k views as of April 24, 2014 (live for 2 weeks).
  •       While submissions were open, the campaign was the 2nd most viewed and replied discussion in the community and received the most kudos by a margin of 61%.
  •       We additionally received qualitative positive feedback from our Explorers about the campaigns

 

 

 

 

Status:
2014 Lithy Submission

Lithys 2014: Google Glass - Most Creative Promotio...

By JaniceK

Company: Google Glass Google Glass logo.png

Entry submitted by: Sarah Price (sarahprice) Social Media & Community Lead and Teresa Zazenski (tzazenski) Community Manager

Community: Glass Explorers Program (http://glass-community.com)

Lithy category: Most Creative Promotion or Launch 

 

Entry for 50 States video:

 

 

The Glass Explorers Program started in April 2013. We made Glass available to bold, creative individuals from different walks of life to help shape the future of Glass. People don’t just buy Glass, they become a “Glass Explorer.” Through the Explorers Program, we seek to empower our customer community to introduce the world to Glass and share their feedback to make Glass better.

 

On October 12, 2013, we announced that we would be expanding the Explorer Program. Customers would be able to refer up to three friends to buy Glass and join the Explorer Program.

 

There are countless public fan communities for Glass, but our official community is hosted by Lithium, with private discussion areas restricted to Glass Explorers. This enables customers to have open and honest conversations about Glass and the Explorer Program. Our team uses our Lithium community to get direct feedback and input from our Explorers in many ways, including through a “Glass Wishlist” ideation board. We also use Lithium Social Web to monitor and engage with feedback and Explorer-created content across the web.

 

Our community of Explorers is the heart of our program, so for certain key Explorer Program milestones, we have invited our Explorers to share content with us that we used to create a community-driven launch video for our marketing efforts. These videos focus on the Explorers and show the world who makes up our community. They also show our Explorers how important they are to our team and to the program, especially in times of change: both milestones involved expansion of the Explorer Program. This makes the change a bit less scary and helps our veteran customers to welcome our new customers. We directly asked for new submissions in our community, and also used Lithium Social Web to identify additional Explorer content that fits into our theme.

 

50 States [Through Google Glass] announced the launch of Explorer referrals, where each Explorer was allowed to invite 3 friends to join the Explorer Program. Explorers had been asking for invitations, and were also a key driving force in bringing new Explorers to the program. We wanted to illustrate the diversity of our Explorers and thank them for their feedback and participation. The creation of this video also was an experiment to see what would happen if we asked our Explorers for help: would we see increased engagement?

 

Google Glass 50 states CTA.png

 

We were very pleased with the engagement that resulted from the campaign, and the finished product reflected our values and the heart of the Explorer Program. We saw a dramatic increase in community engagement during the campaign. When we were falling short of our goal to get a video from each state, our community rallied to find customers in the missing states, demonstrating their deep engagement and passion. We eventually received the 50th state shortly after the official end of the campaign, in time to include all 50 states in the final compilation.

 

  •       Video was released on October 12, 2013 and has 128k views as of April 24, 2014 (live for 6 months).
  •       For all community members who viewed the call to action, we saw a submission rate of 18%.
  •       While we were taking submissions, we observed a 7x boost in community engagement, with a 21% increase in engagement from key customers.
  •       Our stated goal was to obtain submissions from each state in the US within two weeks. We achieved 49 of 50 by the end of the campaign, with the 50th state arriving the following week, in time to be included in the final video compilation.

 

 


Company: Google Glass Google Glass logo.png

Entry submitted by: Sarah Price (sarahprice) Social Media & Community Lead and Teresa Zazenski (tzazenski) Community Manager

Community: Glass Explorers Program (http://glass-community.com)

Lithy category: Most Creative Promotion or Launch 

 

Entry for 50 States video:

 

 

The Glass Explorers Program started in April 2013. We made Glass available to bold, creative individuals from different walks of life to help shape the future of Glass. People don’t just buy Glass, they become a “Glass Explorer.” Through the Explorers Program, we seek to empower our customer community to introduce the world to Glass and share their feedback to make Glass better.

 

On October 12, 2013, we announced that we would be expanding the Explorer Program. Customers would be able to refer up to three friends to buy Glass and join the Explorer Program.

 

There are countless public fan communities for Glass, but our official community is hosted by Lithium, with private discussion areas restricted to Glass Explorers. This enables customers to have open and honest conversations about Glass and the Explorer Program. Our team uses our Lithium community to get direct feedback and input from our Explorers in many ways, including through a “Glass Wishlist” ideation board. We also use Lithium Social Web to monitor and engage with feedback and Explorer-created content across the web.

 

Our community of Explorers is the heart of our program, so for certain key Explorer Program milestones, we have invited our Explorers to share content with us that we used to create a community-driven launch video for our marketing efforts. These videos focus on the Explorers and show the world who makes up our community. They also show our Explorers how important they are to our team and to the program, especially in times of change: both milestones involved expansion of the Explorer Program. This makes the change a bit less scary and helps our veteran customers to welcome our new customers. We directly asked for new submissions in our community, and also used Lithium Social Web to identify additional Explorer content that fits into our theme.

 

50 States [Through Google Glass] announced the launch of Explorer referrals, where each Explorer was allowed to invite 3 friends to join the Explorer Program. Explorers had been asking for invitations, and were also a key driving force in bringing new Explorers to the program. We wanted to illustrate the diversity of our Explorers and thank them for their feedback and participation. The creation of this video also was an experiment to see what would happen if we asked our Explorers for help: would we see increased engagement?

 

Google Glass 50 states CTA.png

 

We were very pleased with the engagement that resulted from the campaign, and the finished product reflected our values and the heart of the Explorer Program. We saw a dramatic increase in community engagement during the campaign. When we were falling short of our goal to get a video from each state, our community rallied to find customers in the missing states, demonstrating their deep engagement and passion. We eventually received the 50th state shortly after the official end of the campaign, in time to include all 50 states in the final compilation.

 

  •       Video was released on October 12, 2013 and has 128k views as of April 24, 2014 (live for 6 months).
  •       For all community members who viewed the call to action, we saw a submission rate of 18%.
  •       While we were taking submissions, we observed a 7x boost in community engagement, with a 21% increase in engagement from key customers.
  •       Our stated goal was to obtain submissions from each state in the US within two weeks. We achieved 49 of 50 by the end of the campaign, with the 50th state arriving the following week, in time to be included in the final video compilation.

 

 

Status:
2014 Lithy Submission

Lithys 2014: Google Glass - Digital Strategy Leade...

By JaniceK
JaniceK

Lithys 2014: Google Glass - Digital Strategy Leader

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-25-2014 03:24 PM - edited ‎04-29-2014 02:44 PM

Company: Google Glass Google Glass logo.png

Entry submitted by: Sarah Price (sarahprice) Social Media & Community Lead, Teresa Zazenski (tzazenski) Community Manager, and Becca Samson (bsamson) Community Manager

Community: Glass Explorers Program (http://glass-community.com)

Lithy category: Digital Strategy Leader

 

The Glass Explorers Program started in April 2013. We made Glass available to bold, creative individuals from different walks of life to help shape the future of Glass. People don’t just buy Glass, they become a “Glass Explorer.” Through the Explorers Program, we seek to empower our customer community to introduce the world to Glass and share their feedback to make Glass better.

 

On April 10, 2014, we announced that we would be expanding the Explorer Program. For one day on April 15, any adult living in the US would be able to buy Glass and become an Explorer.

 

There are countless public fan communities for Glass, but our official community is hosted by Lithium, with private discussion areas restricted to Glass Explorers. This enables customers to have open and honest conversations about Glass and the Explorer Program. Our team uses our Lithium community to get direct feedback and input from our Explorers in many ways, including through a “Glass Wishlist” ideation board. We also use Lithium Social Web to monitor and engage with feedback and Explorer-created content across the web.

 

For our latest and largest Explorer Program expansion (April 15, 2014), we implemented a robust community and social media strategy to support the expansion launch, detailed in the below section.

 

Our community and social media strategy for the April 15 Explorer Program expansion involved the following goals:

 

1) Leverage community and social media to provide scalable support to prospective Explorers. We anticipated that we would receive a high volume of inquiries once the expansion became known, and we expected delays on our phone lines and in our email queues. We set up a number of scalable options to support the expansion:

  • Launched a public board and linked it from the sales site. Prior to the expansion, all content in our community was private to Explorers. We launched a new board called “Getting Ready for Glass” for “Explorers who haven’t met their Glass yet,” where potential Explorers can ask questions that our veterans could answer. We prominently featured the new board as a support option on the sales site.

Google Glass sales site promo.png

 

  • Made our community blog public. Our private community blog, the “Glass Journal,” is full of helpful content by our team and our Explorers. When we launched the public board, we got permission from all contributors to make our blog public, so potential customers could read up on Glass. In the future, we expect both our blog and our new board to drive organic search traffic.
  • Provide scalable, high-touch support via social media and community. We allocated additional Glass Guides (CSRs) to help out in the new public forum and ensure that questions were answered effectively. In the meantime, our social media Glass Guides used Lithium Social Web to keep a close eye on inquiries from social media. Social agents can handle more cases per hour than phone or email agents, although the questions tend to be less complex. Community provides a self-service support option as visitors view previously answered questions.
  • Coordinate on customer-created support options for prospective Explorers. Our long-term strategy involves building deep relationships with key customer influencers who set the tone for the community (see below). Due to this strong relationship, these “Community Leaders” launched two support options of their own initiative. They created the #askanexplorer hashtag and invited potential Explorers to post questions about the program, which they in turn answered. They also led two Hangouts On Air (streaming video calls) for potential customers to join and ask questions of a panel of current Explorers. We shared these initiatives via Google Glass on Google+ and Twitter.

 Google Glass #askanexplorer.png

 

2) Maintain the goodwill of our veteran Explorers. Change can be scary in any community, and the “veterans” can become nostalgic for “the way things used to be,” leading them to resist newcomers. We wanted to ensure that our veteran Explorers would welcome our new Explorers with open arms. To achieve this goal we implemented several tactics:

  • Feature our veteran Explorers in our launch video for the expansion, showing our appreciation of them and helping them to feel like rockstars. We asked for video submissions and built an amazing video that made our veterans happy, and introduced potential Explorers to the spirit of the Explorer Program.

Please see our entry for Most Creative Promotion or Launch for more info on the I Am an Explorer video.

 


 

  • Work together with our customer influencers (superusers) to ensure their understanding and support, as they set the tone for the community. We invited our “Community Leaders” to the Googleplex for a summit a few weeks before the expansion to get their feedback on Glass and talk about the future of the Explorer Program, allowing us to learn about and start to address painpoints prior to the announcement.
  • Turn our veterans into mentors. We described our new public board as “a place for Explorers who haven’t met their Glass yet” and encouraged our Community Leaders and community-at-large to contribute to the board, because they are the true experts in what it means to be an Explorer. By emphasizing their expert knowledge and helpful human nature, we made it easier for our veterans to approach our newbies with enthusiasm rather than resistance.

 Google Glass getting ready.png

 

 

Google Glass music image.png

 

  • Kept most of our community private to customers. We wanted to ensure that our veterans and newbies both feel part of the community and have a private place to connect with each other and share feedback. Although we made two sections of our community public, we kept the majority of our community private.

 

Our business results

 

Community-driven launch video:

  •       108k+ views in less than two weeks
  •       Well-received by veteran Explorers, who were excited to be featured in the video

 

Public community user education board/blog:

  •       860% increase in unique visitors to the community on April 15 vs. one week prior
  •       New “Getting Ready for Glass” board drove 27% of all community traffic and 35% of unique visitors
  •       63% of all community visitors viewed the newly-public community blog
  •       New board received hundreds of posts from prospective customers. Veteran Explorers were deeply engaged with an average of 5.5 replies per topic and 5.4 views per visitor in this board alone.
  •       90% of topics received a reply, with an average time-to-reply of 42 minutes.
  •       Community promo was positioned with intention to defer 1:1 support needs; number of visitors to the community was greater than the number of individuals who contacted traditional support (email)
  •       Well-received by veteran Explorers, who continue to be excited to offer support and advice to prospective Explorers

 

Social media care:

  •       Small social media team fielded several thousand inquiries in the week around the announcement and expansion from April 10th to April 16th
  •       Touched more than 70% of algorithmically-detected inquiries despite the incredible volume of “buzz” around the expansion
  •       Maintained our usual social media care for current customers.

 

#askanexplorer:

  •       At least 100 social media conversations were tagged #askanexplorer
  •       Two Hangouts On Air Q&A sessions
  •       Both initiatives entirely driven and supported by the community, with zero cost to our team

 

Explorer Program expansion:

  •       The Explorer Program expansion was very successful
  •       Sold out one of the colors of Glass midway through the day
  •       Closed the expansion when our supplies ran low sooner than expected

 

 


Company: Google Glass Google Glass logo.png

Entry submitted by: Sarah Price (sarahprice) Social Media & Community Lead, Teresa Zazenski (tzazenski) Community Manager, and Becca Samson (bsamson) Community Manager

Community: Glass Explorers Program (http://glass-community.com)

Lithy category: Digital Strategy Leader

 

The Glass Explorers Program started in April 2013. We made Glass available to bold, creative individuals from different walks of life to help shape the future of Glass. People don’t just buy Glass, they become a “Glass Explorer.” Through the Explorers Program, we seek to empower our customer community to introduce the world to Glass and share their feedback to make Glass better.

 

On April 10, 2014, we announced that we would be expanding the Explorer Program. For one day on April 15, any adult living in the US would be able to buy Glass and become an Explorer.

 

There are countless public fan communities for Glass, but our official community is hosted by Lithium, with private discussion areas restricted to Glass Explorers. This enables customers to have open and honest conversations about Glass and the Explorer Program. Our team uses our Lithium community to get direct feedback and input from our Explorers in many ways, including through a “Glass Wishlist” ideation board. We also use Lithium Social Web to monitor and engage with feedback and Explorer-created content across the web.

 

For our latest and largest Explorer Program expansion (April 15, 2014), we implemented a robust community and social media strategy to support the expansion launch, detailed in the below section.

 

Our community and social media strategy for the April 15 Explorer Program expansion involved the following goals:

 

1) Leverage community and social media to provide scalable support to prospective Explorers. We anticipated that we would receive a high volume of inquiries once the expansion became known, and we expected delays on our phone lines and in our email queues. We set up a number of scalable options to support the expansion:

  • Launched a public board and linked it from the sales site. Prior to the expansion, all content in our community was private to Explorers. We launched a new board called “Getting Ready for Glass” for “Explorers who haven’t met their Glass yet,” where potential Explorers can ask questions that our veterans could answer. We prominently featured the new board as a support option on the sales site.

Google Glass sales site promo.png

 

  • Made our community blog public. Our private community blog, the “Glass Journal,” is full of helpful content by our team and our Explorers. When we launched the public board, we got permission from all contributors to make our blog public, so potential customers could read up on Glass. In the future, we expect both our blog and our new board to drive organic search traffic.
  • Provide scalable, high-touch support via social media and community. We allocated additional Glass Guides (CSRs) to help out in the new public forum and ensure that questions were answered effectively. In the meantime, our social media Glass Guides used Lithium Social Web to keep a close eye on inquiries from social media. Social agents can handle more cases per hour than phone or email agents, although the questions tend to be less complex. Community provides a self-service support option as visitors view previously answered questions.
  • Coordinate on customer-created support options for prospective Explorers. Our long-term strategy involves building deep relationships with key customer influencers who set the tone for the community (see below). Due to this strong relationship, these “Community Leaders” launched two support options of their own initiative. They created the #askanexplorer hashtag and invited potential Explorers to post questions about the program, which they in turn answered. They also led two Hangouts On Air (streaming video calls) for potential customers to join and ask questions of a panel of current Explorers. We shared these initiatives via Google Glass on Google+ and Twitter.

 Google Glass #askanexplorer.png

 

2) Maintain the goodwill of our veteran Explorers. Change can be scary in any community, and the “veterans” can become nostalgic for “the way things used to be,” leading them to resist newcomers. We wanted to ensure that our veteran Explorers would welcome our new Explorers with open arms. To achieve this goal we implemented several tactics:

  • Feature our veteran Explorers in our launch video for the expansion, showing our appreciation of them and helping them to feel like rockstars. We asked for video submissions and built an amazing video that made our veterans happy, and introduced potential Explorers to the spirit of the Explorer Program.

Please see our entry for Most Creative Promotion or Launch for more info on the I Am an Explorer video.

 


 

  • Work together with our customer influencers (superusers) to ensure their understanding and support, as they set the tone for the community. We invited our “Community Leaders” to the Googleplex for a summit a few weeks before the expansion to get their feedback on Glass and talk about the future of the Explorer Program, allowing us to learn about and start to address painpoints prior to the announcement.
  • Turn our veterans into mentors. We described our new public board as “a place for Explorers who haven’t met their Glass yet” and encouraged our Community Leaders and community-at-large to contribute to the board, because they are the true experts in what it means to be an Explorer. By emphasizing their expert knowledge and helpful human nature, we made it easier for our veterans to approach our newbies with enthusiasm rather than resistance.

 Google Glass getting ready.png

 

 

Google Glass music image.png

 

  • Kept most of our community private to customers. We wanted to ensure that our veterans and newbies both feel part of the community and have a private place to connect with each other and share feedback. Although we made two sections of our community public, we kept the majority of our community private.

 

Our business results

 

Community-driven launch video:

  •       108k+ views in less than two weeks
  •       Well-received by veteran Explorers, who were excited to be featured in the video

 

Public community user education board/blog:

  •       860% increase in unique visitors to the community on April 15 vs. one week prior
  •       New “Getting Ready for Glass” board drove 27% of all community traffic and 35% of unique visitors
  •       63% of all community visitors viewed the newly-public community blog
  •       New board received hundreds of posts from prospective customers. Veteran Explorers were deeply engaged with an average of 5.5 replies per topic and 5.4 views per visitor in this board alone.
  •       90% of topics received a reply, with an average time-to-reply of 42 minutes.
  •       Community promo was positioned with intention to defer 1:1 support needs; number of visitors to the community was greater than the number of individuals who contacted traditional support (email)
  •       Well-received by veteran Explorers, who continue to be excited to offer support and advice to prospective Explorers

 

Social media care:

  •       Small social media team fielded several thousand inquiries in the week around the announcement and expansion from April 10th to April 16th
  •       Touched more than 70% of algorithmically-detected inquiries despite the incredible volume of “buzz” around the expansion
  •       Maintained our usual social media care for current customers.

 

#askanexplorer:

  •       At least 100 social media conversations were tagged #askanexplorer
  •       Two Hangouts On Air Q&A sessions
  •       Both initiatives entirely driven and supported by the community, with zero cost to our team

 

Explorer Program expansion:

  •       The Explorer Program expansion was very successful
  •       Sold out one of the colors of Glass midway through the day
  •       Closed the expansion when our supplies ran low sooner than expected

 

 

Status:
2014 Lithy Submission

Lithys 2014: Aruba Networks - Lithium Platform Inn...

By JaniceK
JaniceK

Lithys 2014: Aruba Networks - Lithium Platform Innovator

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-25-2014 02:15 PM - edited ‎05-05-2014 12:22 PM

Company: Aruba Networks Aruba Networks logo.png

Entry submitted by: Sean A Rynearson (srynearson) Chief Airhead

Community: Airheads Community (http://community.arubanetworks.com)

Lithy category: Lithium Platform Innovator

 

We believe that buying a product is just the first step. A User needs support after the buy. Community is a more efficient way of supporting end customers.

 

Lithium helps us reach our customer and answer their questions in a cost effective manner. 

 

Aruba homepage.png

 

Hi, I am Sean Rynearson, Chief Airheads for Aruba Networks. That is just a fancy way of saying I am the community manager. This is our submission to the Lithium Platform Innovator Lithy.

 

We believe that buying a product is just the first step. A User needs support after the purchase. An online community is a more efficient way of supporting end customers. Lithium helps us reach our customers and answer their questions in a cost effective manner. 

 

Our online community is very important to us. It is a place for Aruba customers, partners, and employees to connect and discuss Wireless and networking technology.

 

I started off my career as a contracting engineer working on Aruba gear. Many times I have depended on the Airheads Community to help me solve technical problems.  

 

We currently have over 4000 unique logins this year, 450 unique participants every month with over 300 thousand active views a month. Our community is growing fast.

 

Our web-based community is amazing, but the times have changed. Or Users are not always in the office or on their laptop. We call this new concept #GenMobile .

 

Users need the same functionality on the go as they do on their laptop. Mobile browser interface is ok but we needed something with more usability. Something that is more intimate with the user. 

 

Introducing the New Airheads Mobile App. 

 

Aruba graphic.png

 

Using Lithiums REST API and the user/message calls we were able to build a mobile experience that gave users competing functionality over the Web based Interface.

 

We implemented some key Community function:

  • Single Sign-on Support
  • Full menu support
  • Multiple discussion board functionality
  • Knowledge base access
  • Blogs
  • Events
  • Incredible search

 

Community Functionality is great but we also threw in some amazing user functionality:

  • User Posts and comment 
  • Kudos
  • Share on social media
  • Friends
  • Private messages
  • User Profiles

 

Is our Community now #Genmobile Ready?

  • Mobile Community Functionality-- Check
  • Mobile User Functionality-- Check
  • Amazing online members-- Check

We are good to go.

 

With the combination of community and user functionality along with the great minds of our online members, we have a solid community no matter if you are on the go or in the office.

 

Feel free to try out our new Airheads Mobile APP.  And send us feedback. Thank you.

 

Our business results

  • 1300 unique app logins within the first month
  • 2000 downloads

 

Watch our video here: 


Company: Aruba Networks Aruba Networks logo.png

Entry submitted by: Sean A Rynearson (srynearson) Chief Airhead

Community: Airheads Community (http://community.arubanetworks.com)

Lithy category: Lithium Platform Innovator

 

We believe that buying a product is just the first step. A User needs support after the buy. Community is a more efficient way of supporting end customers.

 

Lithium helps us reach our customer and answer their questions in a cost effective manner. 

 

Aruba homepage.png

 

Hi, I am Sean Rynearson, Chief Airheads for Aruba Networks. That is just a fancy way of saying I am the community manager. This is our submission to the Lithium Platform Innovator Lithy.

 

We believe that buying a product is just the first step. A User needs support after the purchase. An online community is a more efficient way of supporting end customers. Lithium helps us reach our customers and answer their questions in a cost effective manner. 

 

Our online community is very important to us. It is a place for Aruba customers, partners, and employees to connect and discuss Wireless and networking technology.

 

I started off my career as a contracting engineer working on Aruba gear. Many times I have depended on the Airheads Community to help me solve technical problems.  

 

We currently have over 4000 unique logins this year, 450 unique participants every month with over 300 thousand active views a month. Our community is growing fast.

 

Our web-based community is amazing, but the times have changed. Or Users are not always in the office or on their laptop. We call this new concept #GenMobile .

 

Users need the same functionality on the go as they do on their laptop. Mobile browser interface is ok but we needed something with more usability. Something that is more intimate with the user. 

 

Introducing the New Airheads Mobile App. 

 

Aruba graphic.png

 

Using Lithiums REST API and the user/message calls we were able to build a mobile experience that gave users competing functionality over the Web based Interface.

 

We implemented some key Community function:

  • Single Sign-on Support
  • Full menu support
  • Multiple discussion board functionality
  • Knowledge base access
  • Blogs
  • Events
  • Incredible search

 

Community Functionality is great but we also threw in some amazing user functionality:

  • User Posts and comment 
  • Kudos
  • Share on social media
  • Friends
  • Private messages
  • User Profiles

 

Is our Community now #Genmobile Ready?

  • Mobile Community Functionality-- Check
  • Mobile User Functionality-- Check
  • Amazing online members-- Check

We are good to go.

 

With the combination of community and user functionality along with the great minds of our online members, we have a solid community no matter if you are on the go or in the office.

 

Feel free to try out our new Airheads Mobile APP.  And send us feedback. Thank you.

 

Our business results

  • 1300 unique app logins within the first month
  • 2000 downloads

 

Watch our video here: 

Status:
2014 Lithy Submission

Lithys 2014: EE - Digital Strategy Leader

By JaniceK
JaniceK

Lithys 2014: EE - Digital Strategy Leader

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-25-2014 01:45 PM - last edited on ‎04-28-2014 08:54 AM by Community Manager Community Manager

Company: EE EE logo.png

Entry submitted by: Ben Kay (BenKay) Head of Digital Strategy & Social

Community: EE Community (Community.ee.co.uk) 

Lithy category: Digital Strategy Leader

 

 

As part of a company-wide program to become #1 for Service within our sector, we have taken the opportunity to focus the EE Community and deliver clear (and ambitious) benefits to the organization. While our community is 18 months old, it is only within the last 6 months that we have made some real, demonstrable progress and are delivering operational savings back to EE.

 

EE screenshot.png

 

Our strategy for developing the community is based on the Lithium benefits methodology of call deflection. At the start of 2014, we set out a clear ambition (dubbed our 2-3-4 strategy):

  • 2 x Volume of topics created
  • 3 x The volume of traffic Y-o-Y
  • 1 in 4 topics resulting in an approved solution

EE Dig image1.jpg

 

EE Dig image2.jpg

 

Through this clear articulation of the targets, we have built a robust business case that has been shared throughout the organization and is tracked week on week. We are completely transparent with our performance and the benefits we are delivering. This simplicity and transparency has engaged parts of the business previously unaware (and skeptical) of the community and has garnered a large amount of support for our cause.

 

This support has opened doors to a new level of transparency between our brand and our customers. This transparency is demonstrated by our being open and honest with our community members when there are system/network issues, or when we recently changed terms and conditions and also when we announced a price rise. The benefits have been both intangible and tangible.

  • Intangible:
    • Real-time feedback from community on hot topics
    • Platform for transparency when we are experiencing system issues
  • Tangible
    • Traffic is up 50% in 4months - Peaking at 300% uplift in traffic at certain points
    • Best ever performing thread - 100k views in 24hour period
    • Continuing on this trajectory we will see exceed traffic target by 30% in 2014
    • Topics started exceeding target by approx 30%
    • Approved Solution Rate exceeding target week on week by up to 40%
    • Number of customers no longer needing to call us  - Currently at 130% of YTD Target

Without Lithium we would not have been able to act (and react) in real-time. The flexibility of the platforms allows us to publish content, manage interactions and provide real-time insight back to the business in order to inform better business decision making.

 

Our 2-3-4 strategy has provided a clear platform both internally and when working with Lithium. In our recent QBR, it allowed me to work with our Exec Sponsor to ensure that all parties are 100% on the priorities, opportunities and plans. This alignment aids collaboration and ultimately project delivery and business realization.

 

Through a simple, clear and consistent strategy we have seen:

  • Dramatic reduction in the time to respond to customer interactions – Time to respond has dropped by 95%
  • Average Agent Handle Time for Social Interaction down by 8%
  • Reduction in inbound customer service support calls 

 

 


Company: EE EE logo.png

Entry submitted by: Ben Kay (BenKay) Head of Digital Strategy & Social

Community: EE Community (Community.ee.co.uk) 

Lithy category: Digital Strategy Leader

 

 

As part of a company-wide program to become #1 for Service within our sector, we have taken the opportunity to focus the EE Community and deliver clear (and ambitious) benefits to the organization. While our community is 18 months old, it is only within the last 6 months that we have made some real, demonstrable progress and are delivering operational savings back to EE.

 

EE screenshot.png

 

Our strategy for developing the community is based on the Lithium benefits methodology of call deflection. At the start of 2014, we set out a clear ambition (dubbed our 2-3-4 strategy):

  • 2 x Volume of topics created
  • 3 x The volume of traffic Y-o-Y
  • 1 in 4 topics resulting in an approved solution

EE Dig image1.jpg

 

EE Dig image2.jpg

 

Through this clear articulation of the targets, we have built a robust business case that has been shared throughout the organization and is tracked week on week. We are completely transparent with our performance and the benefits we are delivering. This simplicity and transparency has engaged parts of the business previously unaware (and skeptical) of the community and has garnered a large amount of support for our cause.

 

This support has opened doors to a new level of transparency between our brand and our customers. This transparency is demonstrated by our being open and honest with our community members when there are system/network issues, or when we recently changed terms and conditions and also when we announced a price rise. The benefits have been both intangible and tangible.

  • Intangible:
    • Real-time feedback from community on hot topics
    • Platform for transparency when we are experiencing system issues
  • Tangible
    • Traffic is up 50% in 4months - Peaking at 300% uplift in traffic at certain points
    • Best ever performing thread - 100k views in 24hour period
    • Continuing on this trajectory we will see exceed traffic target by 30% in 2014
    • Topics started exceeding target by approx 30%
    • Approved Solution Rate exceeding target week on week by up to 40%
    • Number of customers no longer needing to call us  - Currently at 130% of YTD Target

Without Lithium we would not have been able to act (and react) in real-time. The flexibility of the platforms allows us to publish content, manage interactions and provide real-time insight back to the business in order to inform better business decision making.

 

Our 2-3-4 strategy has provided a clear platform both internally and when working with Lithium. In our recent QBR, it allowed me to work with our Exec Sponsor to ensure that all parties are 100% on the priorities, opportunities and plans. This alignment aids collaboration and ultimately project delivery and business realization.

 

Through a simple, clear and consistent strategy we have seen:

  • Dramatic reduction in the time to respond to customer interactions – Time to respond has dropped by 95%
  • Average Agent Handle Time for Social Interaction down by 8%
  • Reduction in inbound customer service support calls 

 

 

Status:
2014 Lithy Submission

Lithys 2014: EE - The Organization Game Changer

By JaniceK
JaniceK

Lithys 2014: EE - The Organization Game Changer

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-25-2014 01:32 PM - last edited on ‎04-28-2014 08:55 AM by Community Manager Community Manager

Company: EE EE logo.png

Entry submitted by: Ben Kay (BenKay) Head of Digital Strategy & Social

Community: EE Community (Community.ee.co.uk) 

Lithy category: The Organization Game Changer

 

 

Organization Game Changer: Triage

 

As part of our drive to become #1 for Service in our sector we recognized a need to make a step change in our social support experience. While our EE Community plays a big part of that step change, we recognized the need to take a step back and operate differently.

 

Since launching our various social web presences we have suffered from an inefficient, unscalable social support operation. This was leading to response times in excess of 24hrs. This was causing considerable negative sentiment within social, and as a result was unsustainable.

 

We developed the concept of a triage to be the first point of contact for social customers and direct them to the appropriate destination for their query. The destinations included Digital (to support a wider organizational ambition around driving adoption of self service), Community (to support the Community Strategy), Executive Office (for serious complaints/issues), Brand (for marketing engagement) and Press (for media/journalist queries). We also implemented an escalation to ‘click to chat’ to allow account specific (private) conversations to happen between support agents and customer.

 

This triage concept would take the operational burden off frontline Customer Service agents (and free them up to deliver their core skills).

 

The goal was to deliver an efficient, scalable operation that opened up customer interactions to the relevant parts of the business responsible for the interaction. Since we have implemented this new way of working we have seen very dramatic results.

  • Average response time decrease from >24hrs to <1hr
  • Real-time interactions for marketing
  • Real-time interactions for Press (on media interesting topics)

LSW has enabled us to bring to reality our triage concept. We have tried a number of social interaction tools, most of which are aimed solely at a support/contact centre environment. LSW is helping break down organizational silo’s/barriers and allowing front line support agents and head office marketers to collaborate and share the social customer experience seamlessly.

 

Through clear direction setting, shared purpose and determination we have developed a customer experience that changed our customers experience overnight. Whilst simple, it is proving to be a very effective method of providing a completely new social customer experience, much more akin to customer expectations.

 

Through the implementation of the social triage we have seen:

  • Dramatic reduction in the time to respond to customer interactions – Time to respond has dropped by 95%
  • Average Agent Handle Time for Social Interaction down by 8%

Reduction in inbound customer service support calls

  • Reduced level of operational cost (numbers confidential)

 EE Org image1.jpg

 

 

Organization Game Changer- SocialHub

 

As part of our launch of a completely new brand in the UK market we set a very clear ambition to deliver the Best Network, Best Service, so customers trust us with their digital lives. This nod to the changing expectations of consumers, and the prevalence of digital within the customer experience. As part of this ambition we developed the ‘Social Hub’. The ambition was to create a capability that provides the organization with real-time social insight, to enable us to act faster and act smarter. This physical focal point for social within the organization, not only tracks real-time social conversations, but turns that into actionable insight for the business, from customer services to marketing to press and product development, the insights we gather and provide are acting as a catalyst to enable the organization to work better.

 

We see Lithium Community and Social Web as fundamental tools to enable us to manage our social conversations, the tools empower staff from across the organization to engage with customers in a manner never before seen.

 

The Social Hub has fundamentally changed how we operate as an organization. Whether it is from a large product launch to crisis management, the Hub provides physical (and virtual) orchestration of the social experience. Bringing together Digital, Brand, Marketing, CS, Legal and Press teams in a highly efficient, factually informed manner to make timely business decisions.

 

Watch our video about the EE Social Hub: http://vimeo.com/63160747

 

Through the orchestration of the social experience we have seen a significant cultural change in how social is managed, with historically disparate departments now working collaboratively on the entire social customer experience.

 


Company: EE EE logo.png

Entry submitted by: Ben Kay (BenKay) Head of Digital Strategy & Social

Community: EE Community (Community.ee.co.uk) 

Lithy category: The Organization Game Changer

 

 

Organization Game Changer: Triage

 

As part of our drive to become #1 for Service in our sector we recognized a need to make a step change in our social support experience. While our EE Community plays a big part of that step change, we recognized the need to take a step back and operate differently.

 

Since launching our various social web presences we have suffered from an inefficient, unscalable social support operation. This was leading to response times in excess of 24hrs. This was causing considerable negative sentiment within social, and as a result was unsustainable.

 

We developed the concept of a triage to be the first point of contact for social customers and direct them to the appropriate destination for their query. The destinations included Digital (to support a wider organizational ambition around driving adoption of self service), Community (to support the Community Strategy), Executive Office (for serious complaints/issues), Brand (for marketing engagement) and Press (for media/journalist queries). We also implemented an escalation to ‘click to chat’ to allow account specific (private) conversations to happen between support agents and customer.

 

This triage concept would take the operational burden off frontline Customer Service agents (and free them up to deliver their core skills).

 

The goal was to deliver an efficient, scalable operation that opened up customer interactions to the relevant parts of the business responsible for the interaction. Since we have implemented this new way of working we have seen very dramatic results.

  • Average response time decrease from >24hrs to <1hr
  • Real-time interactions for marketing
  • Real-time interactions for Press (on media interesting topics)

LSW has enabled us to bring to reality our triage concept. We have tried a number of social interaction tools, most of which are aimed solely at a support/contact centre environment. LSW is helping break down organizational silo’s/barriers and allowing front line support agents and head office marketers to collaborate and share the social customer experience seamlessly.

 

Through clear direction setting, shared purpose and determination we have developed a customer experience that changed our customers experience overnight. Whilst simple, it is proving to be a very effective method of providing a completely new social customer experience, much more akin to customer expectations.

 

Through the implementation of the social triage we have seen:

  • Dramatic reduction in the time to respond to customer interactions – Time to respond has dropped by 95%
  • Average Agent Handle Time for Social Interaction down by 8%

Reduction in inbound customer service support calls

  • Reduced level of operational cost (numbers confidential)

 EE Org image1.jpg

 

 

Organization Game Changer- SocialHub

 

As part of our launch of a completely new brand in the UK market we set a very clear ambition to deliver the Best Network, Best Service, so customers trust us with their digital lives. This nod to the changing expectations of consumers, and the prevalence of digital within the customer experience. As part of this ambition we developed the ‘Social Hub’. The ambition was to create a capability that provides the organization with real-time social insight, to enable us to act faster and act smarter. This physical focal point for social within the organization, not only tracks real-time social conversations, but turns that into actionable insight for the business, from customer services to marketing to press and product development, the insights we gather and provide are acting as a catalyst to enable the organization to work better.

 

We see Lithium Community and Social Web as fundamental tools to enable us to manage our social conversations, the tools empower staff from across the organization to engage with customers in a manner never before seen.

 

The Social Hub has fundamentally changed how we operate as an organization. Whether it is from a large product launch to crisis management, the Hub provides physical (and virtual) orchestration of the social experience. Bringing together Digital, Brand, Marketing, CS, Legal and Press teams in a highly efficient, factually informed manner to make timely business decisions.

 

Watch our video about the EE Social Hub: http://vimeo.com/63160747

 

Through the orchestration of the social experience we have seen a significant cultural change in how social is managed, with historically disparate departments now working collaboratively on the entire social customer experience.

 

Status:
2014 Lithy Submission

Lithys 2014: ING Direct - Most Creative Promotion ...

By JaniceK
JaniceK

Lithys 2014: ING Direct - Most Creative Promotion or Launch

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-25-2014 12:16 PM - edited ‎04-29-2014 02:58 PM

Company: ING Direct ING direct logo.png

Entry submitted by: Nicolas Hun (nicolashunBrand Content and Social Media Manager

Community: Le Web Café ING Direct (https://communaute.ingdirect.fr/)

Lithy category: Most Creative Promotion or Launch

 

ING Direct has launched its Lithium community to give visibility and highlight the good relationship it has with its customers, but also to reduce the costs of customer relations mainly services by call.

 

In December 2013, ING Direct France, the leader of online banking in France, launched its Lithium community, "Le Web Café".

 

This community, 100% integrated in ingdirect.fr website enriches the existing ecosystem "Web Café" of the brand composed from a Facebook Page, a Twitter account and 2 physical coffees in Paris and Lyon.

 

It was really important for the brand to use the name of "Web Café" as "Web Café" is the link for all the places where clients and prospects can discuss and share each other and with ING Direct, but also to give a possibility for the clients to tell and share their satisfaction and good relation with the bank.

 

ING homepage.png

 

The Lithium community is composed of three bricks.

1) A forum where clients and prospects can directly and freely discuss with the bank's customers, allowing customers to share their experiences and expertise with the community.

2) A lab where members can test and share their ideas to improve and build the bank of tomorrow.

3) A blog to decrypt, give tips, and share all useful informations to members to complete their projects.

 

For the launch of the community, we produced a video explaining in detail the community created by the agency. This video respects ING Direct's graphical guidelines and is in line with ING Direct philosophy.

 

A voiceover presents all the sections of the website and all that would be possible to do. The tone is light, and reflects the state of mind and the positioning of the bank. On screen, we follow a discussion between François (a client) and Jeanne (a prospect) who wishes to learn how to join ING Direct.

 

VO : In principle, the atmosphere of a coffee is very different from that of a bank.

 

Maybe not that much after all. ING Direct creates its "WEB CAFÉ". A community where you can discuss, exchange and share with us your ideas.

 

In the "Web Café ", it is you who have the floor.

 

Finally, you and the whole community gathered around ING Direct.

There is a forum where you can ask questions or respond to those of other clients. It's by helping each other we make a difference.

 

Simple, isn't?

 

"Web Café " is also a blog: articles and analysis to help you save, invest or manage your budget.

In the blog you will find tips for your projects.

 

WEB CAFÉ is finally a lab where we create the services of tomorrow together​. You propose ideas, big or small, and we submit ours...

 

And you vote for the ones you prefer.

 

Share your ideas and together build the bank tomorrow

 

Join the ING Direct "Web Café " community now.​

 

The community is a real success. In 4 months, the community has about 2 800 active members and more than 73 000 unique visitors. 741 discussions have been raised and more than 270 ideas to improve the lives of customers and build the bank of tomorrow have been shared.

 

Our business results:

"Le Web Café", with more than 466 247 pageviews and 741 discussions.
69% - Topics posted by members generated reactions from other members.
45% - Topics posted by members received answers from other members.

21% - Discussions related to the category "Become a customer"
62% of these discussions are about the process

 

Watch our launch video here: 

 


Company: ING Direct ING direct logo.png

Entry submitted by: Nicolas Hun (nicolashunBrand Content and Social Media Manager

Community: Le Web Café ING Direct (https://communaute.ingdirect.fr/)

Lithy category: Most Creative Promotion or Launch

 

ING Direct has launched its Lithium community to give visibility and highlight the good relationship it has with its customers, but also to reduce the costs of customer relations mainly services by call.

 

In December 2013, ING Direct France, the leader of online banking in France, launched its Lithium community, "Le Web Café".

 

This community, 100% integrated in ingdirect.fr website enriches the existing ecosystem "Web Café" of the brand composed from a Facebook Page, a Twitter account and 2 physical coffees in Paris and Lyon.

 

It was really important for the brand to use the name of "Web Café" as "Web Café" is the link for all the places where clients and prospects can discuss and share each other and with ING Direct, but also to give a possibility for the clients to tell and share their satisfaction and good relation with the bank.

 

ING homepage.png

 

The Lithium community is composed of three bricks.

1) A forum where clients and prospects can directly and freely discuss with the bank's customers, allowing customers to share their experiences and expertise with the community.

2) A lab where members can test and share their ideas to improve and build the bank of tomorrow.

3) A blog to decrypt, give tips, and share all useful informations to members to complete their projects.

 

For the launch of the community, we produced a video explaining in detail the community created by the agency. This video respects ING Direct's graphical guidelines and is in line with ING Direct philosophy.

 

A voiceover presents all the sections of the website and all that would be possible to do. The tone is light, and reflects the state of mind and the positioning of the bank. On screen, we follow a discussion between François (a client) and Jeanne (a prospect) who wishes to learn how to join ING Direct.

 

VO : In principle, the atmosphere of a coffee is very different from that of a bank.

 

Maybe not that much after all. ING Direct creates its "WEB CAFÉ". A community where you can discuss, exchange and share with us your ideas.

 

In the "Web Café ", it is you who have the floor.

 

Finally, you and the whole community gathered around ING Direct.

There is a forum where you can ask questions or respond to those of other clients. It's by helping each other we make a difference.

 

Simple, isn't?

 

"Web Café " is also a blog: articles and analysis to help you save, invest or manage your budget.

In the blog you will find tips for your projects.

 

WEB CAFÉ is finally a lab where we create the services of tomorrow together​. You propose ideas, big or small, and we submit ours...

 

And you vote for the ones you prefer.

 

Share your ideas and together build the bank tomorrow

 

Join the ING Direct "Web Café " community now.​

 

The community is a real success. In 4 months, the community has about 2 800 active members and more than 73 000 unique visitors. 741 discussions have been raised and more than 270 ideas to improve the lives of customers and build the bank of tomorrow have been shared.

 

Our business results:

"Le Web Café", with more than 466 247 pageviews and 741 discussions.
69% - Topics posted by members generated reactions from other members.
45% - Topics posted by members received answers from other members.

21% - Discussions related to the category "Become a customer"
62% of these discussions are about the process

 

Watch our launch video here: 

 

Status:
2014 Lithy Submission

Lithys 2014: ING Direct - Best Community Design

By JaniceK
JaniceK

Lithys 2014: ING Direct - Best Community Design

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-25-2014 12:07 PM - last edited on ‎04-28-2014 08:57 AM by Moderator Moderator

Company: ING Direct ING direct logo.png

Entry submitted by: Nicolas Hun (nicolashunBrand Content and Social Media Manager

Community: Le Web Café ING Direct (https://communaute.ingdirect.fr/)        

Lithy category: Best Community Design

 

 

ING Direct has launched its Lithium community to give visibility and highlight the good relationship it has with its customers, but also to reduce the costs of customer relations mainly services by call.

 

In December 2013, ING Direct France, the leader of online banking in France, launched its Lithium community, "Le Web Café".

 

ING homepage.png

 

This community, 100% integrated in ingdirect.fr website enriches the existing ecosystem "Web Café" of the brand composed from a Facebook Page, a Twitter account and 2 physical coffees in Paris and Lyon.

 

It was really important for the brand to use the name of "Web Café" as "Web Café" is the link for all the places where clients and prospects can discuss and share each other and with ING Direct, but also to give a possibility for the clients to tell and share their satisfaction and good relation with the bank.

 

The Lithium community is composed of three bricks:

 

1) A forum where clients and prospects can directly and freely discuss with the bank's customers, allowing customers to share their experiences and expertise with the community.

 

ING forum.png

 

2) A lab where members can test and share their ideas to improve and build the bank of tomorrow.

 

ING lab.png

 

3) A blog to decrypt, give tips, and share all useful informations to members to complete their projects.

 

ING blog.png

 

A global coherence has been respected in term of graphical guidelines with flat design and limited range of colors (white, blue and orange), but also in term of the tonality in line with ING Direct philosophy.

 

"A clear, simple and transparent bank."

 

The architecture and the design were thought to offer the best user experience.

The tab navigation has been chosen to offer a quick and easy navigation on desktop but also on tablets.

To stay in line with the positioning of ING Direct, the name of the categories and subcategories has been built around usages and not around a product range.

For example, we're not talking about a "current account", but of "money every day" to be more online with our client's needs and usages of banking. We're a partner who understands them and their life and not only a dealer of products.

The users of the community may easily find the good category to ask questions and the right place to share their expertise.

 

The community has been enriched with a rich gallery of avatars (male and female). The design of those avatars answered several requirements. They are serious enough for a bank company, rich, but also sympathetic. Some dedicated and personalized avatars have been drawn for the ING Direct community team.

 

ING avatars.png      ING avatars homepage.png     

 

ING avatars2.png

 

The community is a real success. In 4 months, the community has about 2 800 active members and more than 73 000 unique visitors. 741 discussions have been raised and more than 270 ideas to improve the lives of customers and build the bank of tomorrow have been shared.

 

Our business results:

"Le Web Café", with more than 466 247 pageviews and 741 discussions.
69% - Topics posted by members generated reactions from other members.
45% - Topics posted by members received answers from other members.

21% - Discussions related to the category "Become a customer"
62% of these discussions are about the process

 

 


Company: ING Direct ING direct logo.png

Entry submitted by: Nicolas Hun (nicolashunBrand Content and Social Media Manager

Community: Le Web Café ING Direct (https://communaute.ingdirect.fr/)        

Lithy category: Best Community Design

 

 

ING Direct has launched its Lithium community to give visibility and highlight the good relationship it has with its customers, but also to reduce the costs of customer relations mainly services by call.

 

In December 2013, ING Direct France, the leader of online banking in France, launched its Lithium community, "Le Web Café".

 

ING homepage.png

 

This community, 100% integrated in ingdirect.fr website enriches the existing ecosystem "Web Café" of the brand composed from a Facebook Page, a Twitter account and 2 physical coffees in Paris and Lyon.

 

It was really important for the brand to use the name of "Web Café" as "Web Café" is the link for all the places where clients and prospects can discuss and share each other and with ING Direct, but also to give a possibility for the clients to tell and share their satisfaction and good relation with the bank.

 

The Lithium community is composed of three bricks:

 

1) A forum where clients and prospects can directly and freely discuss with the bank's customers, allowing customers to share their experiences and expertise with the community.

 

ING forum.png

 

2) A lab where members can test and share their ideas to improve and build the bank of tomorrow.

 

ING lab.png

 

3) A blog to decrypt, give tips, and share all useful informations to members to complete their projects.

 

ING blog.png

 

A global coherence has been respected in term of graphical guidelines with flat design and limited range of colors (white, blue and orange), but also in term of the tonality in line with ING Direct philosophy.

 

"A clear, simple and transparent bank."

 

The architecture and the design were thought to offer the best user experience.

The tab navigation has been chosen to offer a quick and easy navigation on desktop but also on tablets.

To stay in line with the positioning of ING Direct, the name of the categories and subcategories has been built around usages and not around a product range.

For example, we're not talking about a "current account", but of "money every day" to be more online with our client's needs and usages of banking. We're a partner who understands them and their life and not only a dealer of products.

The users of the community may easily find the good category to ask questions and the right place to share their expertise.

 

The community has been enriched with a rich gallery of avatars (male and female). The design of those avatars answered several requirements. They are serious enough for a bank company, rich, but also sympathetic. Some dedicated and personalized avatars have been drawn for the ING Direct community team.

 

ING avatars.png      ING avatars homepage.png     

 

ING avatars2.png

 

The community is a real success. In 4 months, the community has about 2 800 active members and more than 73 000 unique visitors. 741 discussions have been raised and more than 270 ideas to improve the lives of customers and build the bank of tomorrow have been shared.

 

Our business results:

"Le Web Café", with more than 466 247 pageviews and 741 discussions.
69% - Topics posted by members generated reactions from other members.
45% - Topics posted by members received answers from other members.

21% - Discussions related to the category "Become a customer"
62% of these discussions are about the process

 

 

Status:
2014 Lithy Winner

Lithys 2014: K2 - Best Community Design

By JaniceK
JaniceK

Lithys 2014: K2 - Best Community Design

Status: 2014 Lithy Winner
by Lithium Technologies JaniceK ‎04-25-2014 11:46 AM - edited ‎04-28-2014 11:46 AM

Company: K2 K2 logo.png

Entry submitted by: Todd Lilienthal (toddlilienthal) Director of Digital Strategy

Community: K2 Community (Community.k2.com)

Lithy category: Best Community Design

 

 

K2 software allows people to build and run business process applications, including forms, workflow, data and reports. Across enterprises and within departments, K2 customers are rapidly transforming their companies with applications that allocate work to the right people, with all the information they need to make great decisions.

 

With K2's visual tools, creating, launching and using the first K2 application is a snap. Reusable components ensure the next application delivers faster than the one before, and when the business needs change, it's easy to update your K2 apps to fit. More than a million users in 80-plus countries rely on K2 to streamline operations, save money and reduce risk. 

 

In March 2014, we launched community.K2.com. Our philosophy was to create a highly functional site with great user experience and a really clean design. We wanted to provide access to a large amount of information, while keeping it simple for the user. One of the core components to this philosophy is our prominent search bar. A large amount of information is only valuable if a user can easily find what they are looking for. With that in mind, we implemented Lithium’s predictive search and made it a stand-out feature on every page. In addition to the search being predictive, the search results page allows filtering by content type so that the user can further specify what they are looking for.

 

Our requirements started with the basic idea that it needed to be more than just a discussion forum. Our Lithium community includes forums, the K2 blog, a code sharing section (K2 Market), events calendar, and a resources section. We took design cues from our other digital properties, but wanted to make the community site stand out on its own as a great looking and very usable information hub.

 

We are very happy with the outcome and believe that we accomplished what we set out to do.  

 

Here is the homepage of Community.K2.com:

 

K2 homepage.png

 

Our business goals are to boost user engagement and satisfaction, reduce support costs, and provide prospective customers with a resource that they can use when evaluating K2.

 

Within a week of our March 2014 launch, we experienced a huge increase in forum activity and resolved issues. The community has already become an amazing asset for our support team, allowing the community to assist each other.

 

We’ve seen increased engagement in our community as well as increased downloads inside of our “Market” section which allows user to share code and plugins that they’ve developed on the K2 platform. 

 

K2 led the strategy and implementation of this community in conjunction with Lithium and CloudSquads. We worked together to launch a best in class community site that is drastically different than any other community on the platform.

 

We looked at how the Lithium platform could be utilized and extended in order to provide our users with a bunch of functionality not normally found on a standard forum. We also made sure to only include features that we knew would be of value to our K2 audience. This resulted in a highly customized experience with a beautiful layout that gives our users everything they need and nothing that they don’t.

 

Every element of the K2 Community site was thought about individually as well as a part of the whole. The Forum, Blog, Market, Events Calendar, and Resources area all contribute to the experience by offering unique and valuable content while adhering to strict design and UI/UX standards.

 

Our metrics are already starting to prove the success of the new community.

 

Our first week on the new platform, we were seeing an average of 17 posts per day (88 posts for the week). All of our traffic was redirected from our old forum and was starting to pick up speed. Our old forum suffered from poor design, outdated functionality and user experience and our users were not motivated to use it to resolve their issues.

 

A month and a half later, the week of April 7th tallied an average of 41 posts per day (209 posts for the week). Many of the threads are leading to resolved issues and are helping to divert support tickets.

 

This is a 137% increase in weekly posts! We expect to see this trend continuing as we gain even more engagement from new and active users. 

 


Company: K2 K2 logo.png

Entry submitted by: Todd Lilienthal (toddlilienthal) Director of Digital Strategy

Community: K2 Community (Community.k2.com)

Lithy category: Best Community Design

 

 

K2 software allows people to build and run business process applications, including forms, workflow, data and reports. Across enterprises and within departments, K2 customers are rapidly transforming their companies with applications that allocate work to the right people, with all the information they need to make great decisions.

 

With K2's visual tools, creating, launching and using the first K2 application is a snap. Reusable components ensure the next application delivers faster than the one before, and when the business needs change, it's easy to update your K2 apps to fit. More than a million users in 80-plus countries rely on K2 to streamline operations, save money and reduce risk. 

 

In March 2014, we launched community.K2.com. Our philosophy was to create a highly functional site with great user experience and a really clean design. We wanted to provide access to a large amount of information, while keeping it simple for the user. One of the core components to this philosophy is our prominent search bar. A large amount of information is only valuable if a user can easily find what they are looking for. With that in mind, we implemented Lithium’s predictive search and made it a stand-out feature on every page. In addition to the search being predictive, the search results page allows filtering by content type so that the user can further specify what they are looking for.

 

Our requirements started with the basic idea that it needed to be more than just a discussion forum. Our Lithium community includes forums, the K2 blog, a code sharing section (K2 Market), events calendar, and a resources section. We took design cues from our other digital properties, but wanted to make the community site stand out on its own as a great looking and very usable information hub.

 

We are very happy with the outcome and believe that we accomplished what we set out to do.  

 

Here is the homepage of Community.K2.com:

 

K2 homepage.png

 

Our business goals are to boost user engagement and satisfaction, reduce support costs, and provide prospective customers with a resource that they can use when evaluating K2.

 

Within a week of our March 2014 launch, we experienced a huge increase in forum activity and resolved issues. The community has already become an amazing asset for our support team, allowing the community to assist each other.

 

We’ve seen increased engagement in our community as well as increased downloads inside of our “Market” section which allows user to share code and plugins that they’ve developed on the K2 platform. 

 

K2 led the strategy and implementation of this community in conjunction with Lithium and CloudSquads. We worked together to launch a best in class community site that is drastically different than any other community on the platform.

 

We looked at how the Lithium platform could be utilized and extended in order to provide our users with a bunch of functionality not normally found on a standard forum. We also made sure to only include features that we knew would be of value to our K2 audience. This resulted in a highly customized experience with a beautiful layout that gives our users everything they need and nothing that they don’t.

 

Every element of the K2 Community site was thought about individually as well as a part of the whole. The Forum, Blog, Market, Events Calendar, and Resources area all contribute to the experience by offering unique and valuable content while adhering to strict design and UI/UX standards.

 

Our metrics are already starting to prove the success of the new community.

 

Our first week on the new platform, we were seeing an average of 17 posts per day (88 posts for the week). All of our traffic was redirected from our old forum and was starting to pick up speed. Our old forum suffered from poor design, outdated functionality and user experience and our users were not motivated to use it to resolve their issues.

 

A month and a half later, the week of April 7th tallied an average of 41 posts per day (209 posts for the week). Many of the threads are leading to resolved issues and are helping to divert support tickets.

 

This is a 137% increase in weekly posts! We expect to see this trend continuing as we gain even more engagement from new and active users. 

 

Status:
2014 Lithy Submission

Lithys 2014: DenizBank - Excellence in Customer Sa...

By JaniceK
JaniceK

Lithys 2014: DenizBank - Excellence in Customer Satisfaction

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-25-2014 11:16 AM - edited ‎05-05-2014 10:57 AM

Company: DenizBank  Denizbank logo.png

Entry submitted by: Ebru Urunga, Manager at Customer Satisfaction

LSW: https://twitter.com/DenizBank and https://tr-tr.facebook.com/DenizBank

Lithy category: Excellence in Customer Satisfaction

 

DenizBank was founded in 1938 as a state-owned bank in order to provide funding for the developing Turkish maritime sector. Acquired by Zorlu Holding from the Privatization Administration as a banking license in early 1997, DenizBank was further acquired in October 2006 by Dexia, a leading financial group in Europe. Continuing its activities under Dexia umbrella for 6 years, DenizBank operates as from 28 September 2012 under the roof of Sberbank, the biggest and deepest-rooted bank in Russia. As of July 1st, 2013; consumer banking portfolio of Citi Turkey with more than 600 thousand customers and nearly 1400 employees were transferred to DenizBank.

 

The innovative and reformist strategy is our dominant qualification in the market. We are happy to rank the 5th largest private bank in Turkey according to consolidated asset size from a bank without branches, employees or customers, in only 17 years which is considered very short for our sector. We place our customers at the heart of all activities and work towards offering highest benefit to their lives in the quickest way under a single roof with the most advanced banking products in line with our financial supermarket understanding.

 

Integrating digital and mobile technologies to our products and services is among our priorities. We work towards creating, rather than following trends and place digital & mobile technologies at the very heart of our operations in order both to ease our business practices and render people’s lives more beautiful at Deniz. As a reflection of this vision, we brought in such an innovative project as Facebook Banking to the banking industry not only in Turkey, but throughout the world; realized a breakthrough by accepting credit applications through “Direct Message” at Twitter, one of the most widely used social network websites in the world. We actualized our unique “mobile wallet” application FastPay that enables everyone to make money transfer whether they are DenizBank clients or not. In short, we shaped our whole road map for our customers to benefit more conveniently from the gifts of the mobile and digital world.

 

In addition, we have been placed among the top 3 most praised banks in the sector by Capital Magazine, the prestigious publication of business world in Turkey. Alongside our innovative approach in Digital Banking; we have been placed among the top 3 most praised banks in the sector by Capital Magazine, the prestigious publication of business world in Turkey.

 

The rise of DenizBank having undersigned many success stories with its fast and accessible solutions, excellent service quality and unconditional customer satisfaction philosophy will continue under Sberbank roof from now on… Dozens of achievements that we have realized so far give us an indescribable excitement as the guarantee of the triumphs we shall accomplish in the future. In the new era, we will continue to move towards our target to be among the top players of Turkey. As our motto “Life is beautiful at Deniz” explains, we will carry on working to become the “bank at the hearts of people”.

 

Lithium helps companies unlock the passion of their customers. Lithium software powers amazing Social Customer Experiences for more than 400 iconic brands and supports companies grow brand advocacy, drive sales, reduce costs and accelerate innovation to create social communities that redefine the customer experience.

 

The new Lithium brings together trusted people and trusted content to create an exchange of shared value and a more complete measure of reputation. Most importantly – and what really fires us up – is that this acquisition helps Lithium put the power back into consumers’ hands in a real way that delivers real benefits to consumers as well as brands.

 

We know that corporations that tap into their socially empowered customers stand to gain advantage on their socially reluctant competitors in ways beyond just reducing customer support costs. They’ve realized that customer engagement means real, topline growth and that customers who actively engage with brands, products and services are not only loyal advocates, they also spend more. If a business wants to continue to succeed, she needs to innovate and grow and to do that you need to get serious about social.

 

There’s a growing realization that people don’t want to engage with website marketing copy. They’re seeking to engage their peers and learn from their real experiences. Because that’s what they trust—shared human stories relevant to their personal experiences.  And that is the ultimate moment of truth for brands seeking success with the new customer everyone needs to understand today: Generation C.

 

Social networking will carry us one step forward in Turkey as we have many social media users in our country. We as a bank knows that when we gain the trust of the customers and when we understand them, we will be the bank at the hearts of the people.

 

We care about our customers’  thoughts and ideas.  Our focus is excellence in client service and as a result of this we are the first Bank in Turkey who makes surveys thru Social Media. We listen the customers in every area and provide them solutions proactively. We are aware of the value of experienced staff and we built up a dedicated team for Social media service. They have also separate trainings by professional agencies about social media trends and way of behaving. With the help of Lithium features, they are more aware and flexible with the priorities.

 

Denizbank customer testmonials.png

 

Denizbank knows that, we should be more integrated with social media and provide the best service in that area, to be strong in the digitilization and mobilization age. With this awareness , we recognized the power and privileges of Lithium. We can manage what we can measure and Lithium provides this in very basic and feasible way. We can follow the real time queue backlogs and take necessary actions immediately. If the conversation is not related with us or is not in our scope, we can classify all of these and delete them in one shot by saving time of supervisor. So we can focus with the real claim or complaint of the customers.

 

Word of mouth is a very effective power and social media area holds this by impressing very huge crowds with no cost. This channel becomes a very important candidate which run rings around the other channels by delivering fast and best service wherever our customer or whenever he/she wants to reach us in a very easy way. We improved our quality by the support of Lithium and increased our satisfied customers’ numbers.

 

In our point of view, customer satisfaction is far beyond resolving complaints and we have increased our customer satisfaction by 22%.

 

As we are the 1st  ranking country in Twitter and 2nd ranking country in social media usage in the World, we have a significant number of customers who actively use social media. With the help of Lithium’s flexibility we can process 19% more conversations than before.

 

We started to manage all accounts in one program which provided a 24% increase in agent productivity.

 

Frequent templates have been defined into the system and supply a 30 second savings for each notice by making easier knowledge contribution. Decreasing unrelated conversations provides agents the ability to deal with the real customer claims and complaints, and this feature resulted in a 25% improvement in agent response time.

 

Previously one staff member was checking all conversations and then measuring and reporting the metrics manually. But with Lithium’s privileges, the monitoring became easier and we had a 53% FTE savings.

 

Supervision management and reporting has the ability of online monitoring and being alert in any capacity issues or crisis environment. Real time queue backlogs can be followed up easily. This provides us the ability to take the necessary action where and when necessary.


Company: DenizBank  Denizbank logo.png

Entry submitted by: Ebru Urunga, Manager at Customer Satisfaction

LSW: https://twitter.com/DenizBank and https://tr-tr.facebook.com/DenizBank

Lithy category: Excellence in Customer Satisfaction

 

DenizBank was founded in 1938 as a state-owned bank in order to provide funding for the developing Turkish maritime sector. Acquired by Zorlu Holding from the Privatization Administration as a banking license in early 1997, DenizBank was further acquired in October 2006 by Dexia, a leading financial group in Europe. Continuing its activities under Dexia umbrella for 6 years, DenizBank operates as from 28 September 2012 under the roof of Sberbank, the biggest and deepest-rooted bank in Russia. As of July 1st, 2013; consumer banking portfolio of Citi Turkey with more than 600 thousand customers and nearly 1400 employees were transferred to DenizBank.

 

The innovative and reformist strategy is our dominant qualification in the market. We are happy to rank the 5th largest private bank in Turkey according to consolidated asset size from a bank without branches, employees or customers, in only 17 years which is considered very short for our sector. We place our customers at the heart of all activities and work towards offering highest benefit to their lives in the quickest way under a single roof with the most advanced banking products in line with our financial supermarket understanding.

 

Integrating digital and mobile technologies to our products and services is among our priorities. We work towards creating, rather than following trends and place digital & mobile technologies at the very heart of our operations in order both to ease our business practices and render people’s lives more beautiful at Deniz. As a reflection of this vision, we brought in such an innovative project as Facebook Banking to the banking industry not only in Turkey, but throughout the world; realized a breakthrough by accepting credit applications through “Direct Message” at Twitter, one of the most widely used social network websites in the world. We actualized our unique “mobile wallet” application FastPay that enables everyone to make money transfer whether they are DenizBank clients or not. In short, we shaped our whole road map for our customers to benefit more conveniently from the gifts of the mobile and digital world.

 

In addition, we have been placed among the top 3 most praised banks in the sector by Capital Magazine, the prestigious publication of business world in Turkey. Alongside our innovative approach in Digital Banking; we have been placed among the top 3 most praised banks in the sector by Capital Magazine, the prestigious publication of business world in Turkey.

 

The rise of DenizBank having undersigned many success stories with its fast and accessible solutions, excellent service quality and unconditional customer satisfaction philosophy will continue under Sberbank roof from now on… Dozens of achievements that we have realized so far give us an indescribable excitement as the guarantee of the triumphs we shall accomplish in the future. In the new era, we will continue to move towards our target to be among the top players of Turkey. As our motto “Life is beautiful at Deniz” explains, we will carry on working to become the “bank at the hearts of people”.

 

Lithium helps companies unlock the passion of their customers. Lithium software powers amazing Social Customer Experiences for more than 400 iconic brands and supports companies grow brand advocacy, drive sales, reduce costs and accelerate innovation to create social communities that redefine the customer experience.

 

The new Lithium brings together trusted people and trusted content to create an exchange of shared value and a more complete measure of reputation. Most importantly – and what really fires us up – is that this acquisition helps Lithium put the power back into consumers’ hands in a real way that delivers real benefits to consumers as well as brands.

 

We know that corporations that tap into their socially empowered customers stand to gain advantage on their socially reluctant competitors in ways beyond just reducing customer support costs. They’ve realized that customer engagement means real, topline growth and that customers who actively engage with brands, products and services are not only loyal advocates, they also spend more. If a business wants to continue to succeed, she needs to innovate and grow and to do that you need to get serious about social.

 

There’s a growing realization that people don’t want to engage with website marketing copy. They’re seeking to engage their peers and learn from their real experiences. Because that’s what they trust—shared human stories relevant to their personal experiences.  And that is the ultimate moment of truth for brands seeking success with the new customer everyone needs to understand today: Generation C.

 

Social networking will carry us one step forward in Turkey as we have many social media users in our country. We as a bank knows that when we gain the trust of the customers and when we understand them, we will be the bank at the hearts of the people.

 

We care about our customers’  thoughts and ideas.  Our focus is excellence in client service and as a result of this we are the first Bank in Turkey who makes surveys thru Social Media. We listen the customers in every area and provide them solutions proactively. We are aware of the value of experienced staff and we built up a dedicated team for Social media service. They have also separate trainings by professional agencies about social media trends and way of behaving. With the help of Lithium features, they are more aware and flexible with the priorities.

 

Denizbank customer testmonials.png

 

Denizbank knows that, we should be more integrated with social media and provide the best service in that area, to be strong in the digitilization and mobilization age. With this awareness , we recognized the power and privileges of Lithium. We can manage what we can measure and Lithium provides this in very basic and feasible way. We can follow the real time queue backlogs and take necessary actions immediately. If the conversation is not related with us or is not in our scope, we can classify all of these and delete them in one shot by saving time of supervisor. So we can focus with the real claim or complaint of the customers.

 

Word of mouth is a very effective power and social media area holds this by impressing very huge crowds with no cost. This channel becomes a very important candidate which run rings around the other channels by delivering fast and best service wherever our customer or whenever he/she wants to reach us in a very easy way. We improved our quality by the support of Lithium and increased our satisfied customers’ numbers.

 

In our point of view, customer satisfaction is far beyond resolving complaints and we have increased our customer satisfaction by 22%.

 

As we are the 1st  ranking country in Twitter and 2nd ranking country in social media usage in the World, we have a significant number of customers who actively use social media. With the help of Lithium’s flexibility we can process 19% more conversations than before.

 

We started to manage all accounts in one program which provided a 24% increase in agent productivity.

 

Frequent templates have been defined into the system and supply a 30 second savings for each notice by making easier knowledge contribution. Decreasing unrelated conversations provides agents the ability to deal with the real customer claims and complaints, and this feature resulted in a 25% improvement in agent response time.

 

Previously one staff member was checking all conversations and then measuring and reporting the metrics manually. But with Lithium’s privileges, the monitoring became easier and we had a 53% FTE savings.

 

Supervision management and reporting has the ability of online monitoring and being alert in any capacity issues or crisis environment. Real time queue backlogs can be followed up easily. This provides us the ability to take the necessary action where and when necessary.

Status:
2014 Lithy Winner

Lithys 2014: Fox Sports Australia - Most Creative ...

By JaniceK
JaniceK

Lithys 2014: Fox Sports Australia - Most Creative Promotion or Launch

Status: 2014 Lithy Winner
by Lithium Technologies JaniceK ‎04-25-2014 10:56 AM - edited ‎04-29-2014 03:00 PM

Company: Fox Sports Australia Fox Sports logo.png

Entry submitted by: Shae Marlow (ShaeM) Community Manager

Community: The Crowd (http://thecrowd.foxsports.com.au)

Lithy category: Most Creative Promotion or Launch

 

 

FOX SPORTS is Australia’s leading producer of sports television coverage and is home to Australia's favourite subscription TV sports channels, as well as Australia's number one general sports website – foxsports.com.au.

 

FOX SPORTS’ mission is to take fans closer to their favourite sports than ever before. We feed the passion of fans and give them access to sports, players and insights like they’ve never had - offering them an entertainment experience like no other, every day of the week.

 

Sport is incredibly tribal and controversial topics arise every day that people want to talk about. The vision was to offer the more passionate sports fans a seat at the table, to discuss the hottest topics with the best sports talent in the country.

 

The Crowd is a new FOX SPORTS community forum which offers fans and readers a place to offer their comments, thoughts and opinions on what is happening in sport at any time – the ultimate home of sports conversation in Australia.

 

The Crowd key outcomes:

  • Own share of voice of sports conversation in Australia
  • Build fan engagement by providing a platform for fans to interact with the best sports talent and key influencers in Australia
  • Monetise through third party advertising

FOX SPORTS Australia is the leader in delivering sports entertainment and so in order to bring a new and innovative digital product to life in a competitive market, it was important to align with Lithium.

 

Lithium provided a market-leading platform for FOX SPORTS to launch The Crowd with immediate community vibrancy and the most innovative user experience – a forum at the forefront of sports communities in Australia. The Crowd has been the most important digital product to come out of FOX SPORTS Australia in five years.

 

Lithum has enabled The Crowd to integrate existing FOX SPORTS digital and social strategies as a way to drive deeper engagement with fans, with immediate success.


Launching an engaging and interactive sports forum in Australia required igniting the passion and excitement from within FOX SPORTS fans and continuing the FOX SPORTS promise of delivering the best and most entertaining experience like no other.

 

The launch promotion worked in three key phases.

 

  1. STAGE ONE: EXCITE

Objective: To raise curiosity of sports fans within an established and competitive environment.

 

Promotion included: A teaser TVC, version 1 of print, ad banners, social, guerilla marketing, eDM, key influencers and internal employees. 

 

Fox stage1.png

2. STAGE TWO: IGNITE

 

Objective: To raise awareness of The Crowd as the ultimate online destination for sports fans to continue their conversations.

 

Promotion included: Second more functional TVC, print, ad banners, social across facebook, twitter, google+ and youtube, FOX SPORTS talent, PR, eDM, key influencers and partner properties.

 

Fox stage2.png

 

3. STAGE THREE: ENTICE

 

Objective: To convert awareness into interaction, by adapting creative based upon key learnings and evolving integration across on-platform and off-platform executions.

 

Promotion included: Honing various executions to drive key metrics of posts and registration numbers, including social, eDM, guerrilla and specific digital media display advertisements targeting other forum users from across different Australian verticals. Most importantly, content from The Crowd began integrating across print and TV. 

 

Fox stage3.png

ALWAYS TALKING SPORT? JOIN THE CROWD speaks to genuine sports fans, letting them know they have a new home to engage with likeminded enthusiasts.  To build strong brand equity this was executed across different mediums to achieve high brand recall.

The integrated campaign launched with more than 14 different creative executions across more than 30 touch points, resulting in the most successful digital product launch for FOX SPORTS in the last five years. The immediate community vibrancy has exceeded all KPIs, including over 2000 posts in the first six weeks.

 

VIDEO: FOX SPORTS Australia launches The Crowd


Company: Fox Sports Australia Fox Sports logo.png

Entry submitted by: Shae Marlow (ShaeM) Community Manager

Community: The Crowd (http://thecrowd.foxsports.com.au)

Lithy category: Most Creative Promotion or Launch

 

 

FOX SPORTS is Australia’s leading producer of sports television coverage and is home to Australia's favourite subscription TV sports channels, as well as Australia's number one general sports website – foxsports.com.au.

 

FOX SPORTS’ mission is to take fans closer to their favourite sports than ever before. We feed the passion of fans and give them access to sports, players and insights like they’ve never had - offering them an entertainment experience like no other, every day of the week.

 

Sport is incredibly tribal and controversial topics arise every day that people want to talk about. The vision was to offer the more passionate sports fans a seat at the table, to discuss the hottest topics with the best sports talent in the country.

 

The Crowd is a new FOX SPORTS community forum which offers fans and readers a place to offer their comments, thoughts and opinions on what is happening in sport at any time – the ultimate home of sports conversation in Australia.

 

The Crowd key outcomes:

  • Own share of voice of sports conversation in Australia
  • Build fan engagement by providing a platform for fans to interact with the best sports talent and key influencers in Australia
  • Monetise through third party advertising

FOX SPORTS Australia is the leader in delivering sports entertainment and so in order to bring a new and innovative digital product to life in a competitive market, it was important to align with Lithium.

 

Lithium provided a market-leading platform for FOX SPORTS to launch The Crowd with immediate community vibrancy and the most innovative user experience – a forum at the forefront of sports communities in Australia. The Crowd has been the most important digital product to come out of FOX SPORTS Australia in five years.

 

Lithum has enabled The Crowd to integrate existing FOX SPORTS digital and social strategies as a way to drive deeper engagement with fans, with immediate success.


Launching an engaging and interactive sports forum in Australia required igniting the passion and excitement from within FOX SPORTS fans and continuing the FOX SPORTS promise of delivering the best and most entertaining experience like no other.

 

The launch promotion worked in three key phases.

 

  1. STAGE ONE: EXCITE

Objective: To raise curiosity of sports fans within an established and competitive environment.

 

Promotion included: A teaser TVC, version 1 of print, ad banners, social, guerilla marketing, eDM, key influencers and internal employees. 

 

Fox stage1.png

2. STAGE TWO: IGNITE

 

Objective: To raise awareness of The Crowd as the ultimate online destination for sports fans to continue their conversations.

 

Promotion included: Second more functional TVC, print, ad banners, social across facebook, twitter, google+ and youtube, FOX SPORTS talent, PR, eDM, key influencers and partner properties.

 

Fox stage2.png

 

3. STAGE THREE: ENTICE

 

Objective: To convert awareness into interaction, by adapting creative based upon key learnings and evolving integration across on-platform and off-platform executions.

 

Promotion included: Honing various executions to drive key metrics of posts and registration numbers, including social, eDM, guerrilla and specific digital media display advertisements targeting other forum users from across different Australian verticals. Most importantly, content from The Crowd began integrating across print and TV. 

 

Fox stage3.png

ALWAYS TALKING SPORT? JOIN THE CROWD speaks to genuine sports fans, letting them know they have a new home to engage with likeminded enthusiasts.  To build strong brand equity this was executed across different mediums to achieve high brand recall.

The integrated campaign launched with more than 14 different creative executions across more than 30 touch points, resulting in the most successful digital product launch for FOX SPORTS in the last five years. The immediate community vibrancy has exceeded all KPIs, including over 2000 posts in the first six weeks.

 

VIDEO: FOX SPORTS Australia launches The Crowd

Status:
2014 Lithy Submission

Lithys 2014: Fox Sports Australia - Best Community...

By JaniceK
JaniceK

Lithys 2014: Fox Sports Australia - Best Community Design

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-25-2014 10:33 AM - last edited on ‎04-28-2014 08:58 AM by Moderator Moderator

Company: Fox Sports Australia Fox Sports logo.png

Entry submitted by: Shae Marlow (ShaeM) Community Manager

Community: The Crowd (http://thecrowd.foxsports.com.au)

Lithy category: Best Community Design

 

 

FOX SPORTS is Australia’s leading producer of sports television coverage and is home to Australia's favourite subscription TV sports channels, as well as Australia's number one general sports website – foxsports.com.au.

 

FOX SPORTS’ mission is to take fans closer to their favourite sports than ever before. We feed the passion of fans and give them access to sports, players and insights like they’ve never had - offering them an entertainment experience like no other, every day of the week.

 

Sport is incredibly tribal and controversial topics arise every day that people want to talk about. Our vision was to offer the more passionate sports fans a seat at the table to discuss the hottest topics with the best sports talent in the country.

 

The Crowd is a new FOX SPORTS community forum which offers fans and readers a place to offer their comments, thoughts and opinions on what is happening in sport at any time – the ultimate home of sports conversation in Australia.

 

The Crowd key outcomes:

-       Own share of voice of sports conversation in Australia

-       Build fan engagement by providing a platform for fans to interact with the best sports talent and key influencers in Australia

-       Monetise through third party advertising

 

FOX SPORTS Australia is the leader in delivering sports entertainment and so in order to bring a new and innovative digital product to life in a competitive market, it was important to align with Lithium.

 

Lithium provided a market-leading platform for FOX SPORTS to launch The Crowd with immediate community vibrancy and the most innovative user experience – a forum at the forefront of sports communities in Australia. The Crowd has been the most important digital product to come out of FOX SPORTS Australia in five years.

 

Lithum has enabled The Crowd to integrate existing FOX SPORTS digital and social strategies as a way to drive deeper engagement with fans, with immediate success.

The key differentiators of the FOX SPORTS community include:

  •          FOX SPORTS designed and developed the community in a short six-week period and within a limited $30,000 budget.
  •          It differs from most forums in that the platform is for enthusiast conversation and not necessarily customer service and product support.  
  •          A new approach was needed in building a less traditional community to create revenue through third party advertising.
  •          FOX SPORTS adopted a new and innovative style to the standard Lithium forum homepage. Two bold design customisations included, making latest content the key feature and demoting the search toolbar.
  •          To ignite and excite existing FOX SPORTS users and attract Australian sports fans in an established market, it was critical the Lithium based community was developed with the FOX SPORTS brand and personality at the forefront.

 

Customised features of The Crowd community include:

  • Designed the homepage with a dynamic latest content feature for all sports as the centre of the community
  • Repositioned the search toolbar to the middle of the homepage so users levitate to latest user discussions instead
  • Branded and surfaced ‘Loudest crowd posts’ on the homepage and board pages

Fox 1.jpg

 

  • Integration of FOX SPORTS talent. Specific ranking icons, names and professional avatars were created, ensuring FOX SPORTS Presenters and Journalists etc are clearly identifiable 

Fox Lithys talent image.png

 

  • Easy navigation for fans across FOX SPORTS digital platforms. For example, from the FOX Football website when a user clicks The Crowd in the main navigation bar, they’re taken directly to Football community board (and not The Crowd homepage) 

Fox Lithys nav image.png

 

  • A targeted and alternating brand image on the homepage, where a logged in user is excited by   ‘ALWAYS TALKING SPORT’ but a logged out user is enticed with ‘JOIN THE CROWD’ 

Fox Lithys hpage.png

 

  • Integration of ‘Latest sports stories’ feed from FOX SPORTS, to bring users closer to the latest sports news and ignite discussions
  • A sports ‘scoreboard’ featuring stats of The Crowd’s current activity
  • Kudos renamed as 'points' to keep track of who’s scoring the highest 

Fox scores.png

 

  • Moderators renamed as Referees, to reiterate who’s responsible for presiding over the community 

Fox image2.png

 

  • Avatars designed with FOX SPORTS brand and theme in mind, where users can select either their own favourite guernsey number or their favourite sports star’s 

Fox avatar.png

 

Early and direct feedback from key influencers has been extremely positive:

 

“Thank you, I think this would be a great tool for sport chatter... was unique to see Paul [Kent] replying.”

 

“Having a recognized sports brand such as FOX SPORTS in Australia to be able to express an opinion, participate in a debate or observe an alternative perspective will be great in the long run.”

 

The immediate community vibrancy has exceeded all KPIs, including traffic and growth metrics as well as over 2000 posts in the first six weeks. 

 

 


Company: Fox Sports Australia Fox Sports logo.png

Entry submitted by: Shae Marlow (ShaeM) Community Manager

Community: The Crowd (http://thecrowd.foxsports.com.au)

Lithy category: Best Community Design

 

 

FOX SPORTS is Australia’s leading producer of sports television coverage and is home to Australia's favourite subscription TV sports channels, as well as Australia's number one general sports website – foxsports.com.au.

 

FOX SPORTS’ mission is to take fans closer to their favourite sports than ever before. We feed the passion of fans and give them access to sports, players and insights like they’ve never had - offering them an entertainment experience like no other, every day of the week.

 

Sport is incredibly tribal and controversial topics arise every day that people want to talk about. Our vision was to offer the more passionate sports fans a seat at the table to discuss the hottest topics with the best sports talent in the country.

 

The Crowd is a new FOX SPORTS community forum which offers fans and readers a place to offer their comments, thoughts and opinions on what is happening in sport at any time – the ultimate home of sports conversation in Australia.

 

The Crowd key outcomes:

-       Own share of voice of sports conversation in Australia

-       Build fan engagement by providing a platform for fans to interact with the best sports talent and key influencers in Australia

-       Monetise through third party advertising

 

FOX SPORTS Australia is the leader in delivering sports entertainment and so in order to bring a new and innovative digital product to life in a competitive market, it was important to align with Lithium.

 

Lithium provided a market-leading platform for FOX SPORTS to launch The Crowd with immediate community vibrancy and the most innovative user experience – a forum at the forefront of sports communities in Australia. The Crowd has been the most important digital product to come out of FOX SPORTS Australia in five years.

 

Lithum has enabled The Crowd to integrate existing FOX SPORTS digital and social strategies as a way to drive deeper engagement with fans, with immediate success.

The key differentiators of the FOX SPORTS community include:

  •          FOX SPORTS designed and developed the community in a short six-week period and within a limited $30,000 budget.
  •          It differs from most forums in that the platform is for enthusiast conversation and not necessarily customer service and product support.  
  •          A new approach was needed in building a less traditional community to create revenue through third party advertising.
  •          FOX SPORTS adopted a new and innovative style to the standard Lithium forum homepage. Two bold design customisations included, making latest content the key feature and demoting the search toolbar.
  •          To ignite and excite existing FOX SPORTS users and attract Australian sports fans in an established market, it was critical the Lithium based community was developed with the FOX SPORTS brand and personality at the forefront.

 

Customised features of The Crowd community include:

  • Designed the homepage with a dynamic latest content feature for all sports as the centre of the community
  • Repositioned the search toolbar to the middle of the homepage so users levitate to latest user discussions instead
  • Branded and surfaced ‘Loudest crowd posts’ on the homepage and board pages

Fox 1.jpg

 

  • Integration of FOX SPORTS talent. Specific ranking icons, names and professional avatars were created, ensuring FOX SPORTS Presenters and Journalists etc are clearly identifiable 

Fox Lithys talent image.png

 

  • Easy navigation for fans across FOX SPORTS digital platforms. For example, from the FOX Football website when a user clicks The Crowd in the main navigation bar, they’re taken directly to Football community board (and not The Crowd homepage) 

Fox Lithys nav image.png

 

  • A targeted and alternating brand image on the homepage, where a logged in user is excited by   ‘ALWAYS TALKING SPORT’ but a logged out user is enticed with ‘JOIN THE CROWD’ 

Fox Lithys hpage.png

 

  • Integration of ‘Latest sports stories’ feed from FOX SPORTS, to bring users closer to the latest sports news and ignite discussions
  • A sports ‘scoreboard’ featuring stats of The Crowd’s current activity
  • Kudos renamed as 'points' to keep track of who’s scoring the highest 

Fox scores.png

 

  • Moderators renamed as Referees, to reiterate who’s responsible for presiding over the community 

Fox image2.png

 

  • Avatars designed with FOX SPORTS brand and theme in mind, where users can select either their own favourite guernsey number or their favourite sports star’s 

Fox avatar.png

 

Early and direct feedback from key influencers has been extremely positive:

 

“Thank you, I think this would be a great tool for sport chatter... was unique to see Paul [Kent] replying.”

 

“Having a recognized sports brand such as FOX SPORTS in Australia to be able to express an opinion, participate in a debate or observe an alternative perspective will be great in the long run.”

 

The immediate community vibrancy has exceeded all KPIs, including traffic and growth metrics as well as over 2000 posts in the first six weeks. 

 

 

Status:
2014 Lithy Submission

Lithys 2014: Vodafone Australia - Best Community D...

By JaniceK
JaniceK

Lithys 2014: Vodafone Australia - Best Community Design

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-25-2014 09:59 AM - last edited on ‎04-28-2014 08:58 AM by Moderator Moderator

Company: Vodafone Australia Vodafone logo.png

Entry submitted by: Timothy Hanslow (Tim_h) Community Care Manager

Community: Vodafone Community (http://community.vodafone.com.au)

Lithy category: Best Community Design

 

Vodafone Australia is the third biggest mobile network provider in Australia and has a 20-year history of providing excellent value to its customers. In 2010, network issues driven by the sharp uptake in smartphone use created problems for our customers, that saw our customer sentiment and NPS drop rapidly. The launch of Vodafone Community came at a time when our customers needed support, a place to share, talk to one another and to get information to us, and for us to talk to them directly. 

 

Vodafone launched the Community almost three years ago as a way for customers to communicate with us. It gave customers a voice to talk to us openly and publicly. We loved the Community for the customer interactions, their honesty in saying “me too” with other’s issues, and their support and information in solving one another’s issues. Lithium provided the platform we wanted to get the incredible expertise our customer base and let them work together. We named the Community because of its goals. Our customers were going to be having these conversations anyway so we wanted to ensure we were part of them. 

 

We set out to redesign the Community last year to deliver a better user experience and to freshen our design to keep up with our other web properties. The core goals were to get users to contribute more, remove the barriers for new users, to focus on our members and to get information to people as quickly as possible.

 

We began by first tackling the core page design and sliding the right-hand sidebar into all of our pages from the homepage to threads. We use the space to create consistent, usable elements for our members.

The top right of every page is the customer’s voice. Every page has a comment, reply or post topic button. We’ve added a dropdown selector to choose a board when posting from the front page. We’re taking away the need to hunt or dig for joining in and letting customers engage in the conversation as soon as they are ready.

 

Right alongside the “voice” is the stats. Our numbers dive into every conversation showing the total posts, kudos, contributors and views. The stats help people to see how conversations are moving and how active things are. They update in real time and give users a quick visual view of what’s popular.

 

Vodafone Australia Best1.jpg

 

The last addition to the sidebar is our two post widgets to keep users abreast of the Community from within a topic view. We’ve used a ‘recent posts’ widget to show a user their most recent contributions. Keeping this visible in the sidebar on all pages lets super users keep track of updates to recent conversations without needing to navigate through boards or the homepage. A user receives a visual reminder of updates to recent conversations by the bolded thread titles and can easily continue in multiple conversations at once.

 

User avatars have been rebranded into hubs of information. We use smaller square avatars across the design to show who is taking part. Avatars are easier to recall than a long list of usernames and they provide a constantly moving parade of people to interact with. The visual anchor of the avatars responds on mouseover to a hover card with the user’s core stats and details. From the sidebar, to the frontpage or in a thread, a user’s avatar is a moving card of their real time stats.

 

Into the thread view, We’ve split things into three columns, and then reduced the left column to only the avatar. Like other social networks the avatar provides a visual cue to the author but the post stands on its own. Unessential information from a post is moved into the avatar card leaving the conversation in the spotlight. The footer of each post contains an “action bar” at the bottom right allowing users to reply, quick reply, share on social and kudos. Just like the “voice” button at the top of the pages, users have a single location to interaction with a post – We’re removing meaningless mouse movement across the page as they navigate.

 

Vodafone Australia Best2.jpg

 

Threads also received a makeover in the form of labels. We’ve designed them as physical tags like a filing cabinet and placed them across the top of each thread. These bright, colourful labels show users the mobile device being discussed in the thread with a different colour for each manufacturer for easy recognition. And if a thread is about a device the user says they own, we mark that for them too. It’s fast and simple for our users to know if they can contribute to the conversation at hand.

 

Vodafone Australia Best3.jpg

 

The front page received an enormous overhaul to fit with our goals. We’ve replaced the tall vertical category list with a three-quarter width navigation menu without tabs or options. Users can quickly see the list of available boards and categories without needing to scroll around or dig through a list. It was a core part of the redesign to let users move around the Community quickly.

Narrowing the navigation down to a shorter vertical element freed up space on the page to introduce a feed of recent posts and solutions, ensuring a dynamic looking page with fresh content whenever a user visits. We chose recent posts over topics because of the sticky nature of many of our conversations. Keeping users up to date on the full conversations continuing and not just those recently started lets hot topics rise to the top and stay there.

 

Vodafone Australia Best4.jpg

 

We’ve rounded out our user focus by shuffling of the profile page. The avatar has been doubled in size and is followed by a new custom component showing the mobile device a user is currently using. These bold visuals keep user profiles looking fresh and colourful with lots of white space to let your eyes flow across it. We fill the rest of the page with recent topics contributed to, and an activity feed showing the users actions step by step. 

 

Since our redesign we’re seeing an up lift in super user engagement and resolution rates. As well as the average posts per thread has increased. Conversations are stickier and people are spending more time on site. The overall post volumes have increased slightly because we’re getting more quality content in front of people more often, so casual users have less need to post, but still actively participate.


Company: Vodafone Australia Vodafone logo.png

Entry submitted by: Timothy Hanslow (Tim_h) Community Care Manager

Community: Vodafone Community (http://community.vodafone.com.au)

Lithy category: Best Community Design

 

Vodafone Australia is the third biggest mobile network provider in Australia and has a 20-year history of providing excellent value to its customers. In 2010, network issues driven by the sharp uptake in smartphone use created problems for our customers, that saw our customer sentiment and NPS drop rapidly. The launch of Vodafone Community came at a time when our customers needed support, a place to share, talk to one another and to get information to us, and for us to talk to them directly. 

 

Vodafone launched the Community almost three years ago as a way for customers to communicate with us. It gave customers a voice to talk to us openly and publicly. We loved the Community for the customer interactions, their honesty in saying “me too” with other’s issues, and their support and information in solving one another’s issues. Lithium provided the platform we wanted to get the incredible expertise our customer base and let them work together. We named the Community because of its goals. Our customers were going to be having these conversations anyway so we wanted to ensure we were part of them. 

 

We set out to redesign the Community last year to deliver a better user experience and to freshen our design to keep up with our other web properties. The core goals were to get users to contribute more, remove the barriers for new users, to focus on our members and to get information to people as quickly as possible.

 

We began by first tackling the core page design and sliding the right-hand sidebar into all of our pages from the homepage to threads. We use the space to create consistent, usable elements for our members.

The top right of every page is the customer’s voice. Every page has a comment, reply or post topic button. We’ve added a dropdown selector to choose a board when posting from the front page. We’re taking away the need to hunt or dig for joining in and letting customers engage in the conversation as soon as they are ready.

 

Right alongside the “voice” is the stats. Our numbers dive into every conversation showing the total posts, kudos, contributors and views. The stats help people to see how conversations are moving and how active things are. They update in real time and give users a quick visual view of what’s popular.

 

Vodafone Australia Best1.jpg

 

The last addition to the sidebar is our two post widgets to keep users abreast of the Community from within a topic view. We’ve used a ‘recent posts’ widget to show a user their most recent contributions. Keeping this visible in the sidebar on all pages lets super users keep track of updates to recent conversations without needing to navigate through boards or the homepage. A user receives a visual reminder of updates to recent conversations by the bolded thread titles and can easily continue in multiple conversations at once.

 

User avatars have been rebranded into hubs of information. We use smaller square avatars across the design to show who is taking part. Avatars are easier to recall than a long list of usernames and they provide a constantly moving parade of people to interact with. The visual anchor of the avatars responds on mouseover to a hover card with the user’s core stats and details. From the sidebar, to the frontpage or in a thread, a user’s avatar is a moving card of their real time stats.

 

Into the thread view, We’ve split things into three columns, and then reduced the left column to only the avatar. Like other social networks the avatar provides a visual cue to the author but the post stands on its own. Unessential information from a post is moved into the avatar card leaving the conversation in the spotlight. The footer of each post contains an “action bar” at the bottom right allowing users to reply, quick reply, share on social and kudos. Just like the “voice” button at the top of the pages, users have a single location to interaction with a post – We’re removing meaningless mouse movement across the page as they navigate.

 

Vodafone Australia Best2.jpg

 

Threads also received a makeover in the form of labels. We’ve designed them as physical tags like a filing cabinet and placed them across the top of each thread. These bright, colourful labels show users the mobile device being discussed in the thread with a different colour for each manufacturer for easy recognition. And if a thread is about a device the user says they own, we mark that for them too. It’s fast and simple for our users to know if they can contribute to the conversation at hand.

 

Vodafone Australia Best3.jpg

 

The front page received an enormous overhaul to fit with our goals. We’ve replaced the tall vertical category list with a three-quarter width navigation menu without tabs or options. Users can quickly see the list of available boards and categories without needing to scroll around or dig through a list. It was a core part of the redesign to let users move around the Community quickly.

Narrowing the navigation down to a shorter vertical element freed up space on the page to introduce a feed of recent posts and solutions, ensuring a dynamic looking page with fresh content whenever a user visits. We chose recent posts over topics because of the sticky nature of many of our conversations. Keeping users up to date on the full conversations continuing and not just those recently started lets hot topics rise to the top and stay there.

 

Vodafone Australia Best4.jpg

 

We’ve rounded out our user focus by shuffling of the profile page. The avatar has been doubled in size and is followed by a new custom component showing the mobile device a user is currently using. These bold visuals keep user profiles looking fresh and colourful with lots of white space to let your eyes flow across it. We fill the rest of the page with recent topics contributed to, and an activity feed showing the users actions step by step. 

 

Since our redesign we’re seeing an up lift in super user engagement and resolution rates. As well as the average posts per thread has increased. Conversations are stickier and people are spending more time on site. The overall post volumes have increased slightly because we’re getting more quality content in front of people more often, so casual users have less need to post, but still actively participate.

Status:
2014 Lithy Submission

Lithys 2014: BRP - Support Savings MVP

By JaniceK
JaniceK

Lithys 2014: BRP - Support Savings MVP

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-23-2014 07:04 PM - edited ‎05-05-2014 09:00 AM

Company: BRP BRP medium logo.png

Entry submitted by: Jasmin Boudreau (JasminCommunity Manager

Community: BRP Community (https://community.bossweb.brp.com), a private B2B community

Lithy category: Support Savings MVP

 

 

BRP: Who we are, what we do and what’s our story!

 

BRP is the world leader in the design, manufacturing, distribution and marketing of motorized recreational vehicles and power sports engines. BRP products are distributed in over 100 countries by more than 3,500 dealers and distributors.

 

What makes your heart race? How often to you take the time to smile ear to ear and share good time with your family

 

We push ourselves for it. We come together to earn it. We try and try and try again to reach that prize. It's our motivation, our inspiration to move forward. It's the reason why we stand back up every time we fall. What are we talking about?

 

We are the company that invented the snowmobile and we've built 3,000,000 sleds to date!!!!!

 

BRP image1.jpg

 

We are not bringing you to the water; we are the company that brings the water to YOU.

 

BRP image2.jpg

 

We believe in a world where everyone can experience the exhilaration of the open road.

 

BRP image3.jpg

 

The riders. The ultimate rush. The Can-AM off-road thrills are never-ending.

 

BRP image4.jpg

 

LIVING THE LIFESTYLE. SHARING THE PASSION.

 

Take a deeper look at our culture in this short but powerful video: BRP - The history is made of stories

 

The community

The BRP Community links all of the BRP dealerships and BRP together across the world to share advice, technical expertise and to connect in a completely different way. This community is the ONLY one in the power sports industry.

 

Our Community is a private Business to Business community and has been active since February 2012. We are still relatively young but have shown a tremendous growth and success since our go-live.

 

For years our North America after-sales support department have supported our dealer network by picking up the phone and answering questions. Considering our large dealer network, our continual growth of business, the complexity of vehicles and the large call volumes, we needed to change our methods of supporting our dealers.

 

Combined with the complexity of questions, the increasing volume of requests, the dealer survey results and the on-going frustration of not being able to provide more added–value in our customer lives, we decided it was time to change. We needed to look at the service experience and the structure of our after-sales department to address the challenges our network was facing in their day to day and meet their expectations of our company.

 

We decided to change our call center to a contact center by using new technologies to move towards a Dealer service transformation (DST).

 

2013 was the year of transformation for our BRP North-American after-sales service team and we changed the way we interacted with our dealers.

 

The changes took place with 4 key pillars

1)    Leveraging our Knowledge center

2)    Increasing the community usage and integrating it in our dealer`s day to day operations

3)    Introduction of webcases to receive questions from our dealers

4)    Changing the team structure to support our dealers by Regional Teams accessible via multiple channels instead of reaching departments and silos.

 

What does this mean to you, to us, to our customers? 

 

We want to make sure our customer’s vehicles are fixed right the first time and that our customers never lose a ride!

 

Where does the MVP come into play?

 

BRP ss image1.png

 

The BRP Community powered by Lithium is a critical asset in our transformation.

 

“We cannot become what we want to be by remaining what we are!”

 

At this point, we are no longer a call center but rather a complete hands-on contact center. 

 

The dealer can go to Community and use the search tool for the network to provide support.

 

Our dealers can now follow BRP in this live environment and be informed on a daily basis on all parts, technical, and warranty related questions or any other after-sales service topics within this one stop shop. It’s also allowing them to access other techs around the globe. It’s given the chance for dealers to leverage the thousands of years of experience with BRP vehicles where before they were limited to their facility.

 

Again, this is not a typical community with customers coming in for their own personal interests. These are technicians and service managers that are taking time from their typical day to day activities to go in an environment that isn’t truly natural to them. Considering these users are not computer enthusiast, they could have felt that an online community was a waste of time and money but this was not the case as we see them coming back over and over again. This demonstrates our true success. 

 

BRP image6.png

 

BRP is very proud to have technicians that were awarded the title of MVP (Most Valuable Player) of the BRP Community within a year. 

 

Their technical knowledge and ability to easily share technical advice is renowned among their peers and BRP staff. Their expertise reflects positively on their whole dealership and comes with some benefits.

 

Recognizing that the Community is a living entity that needs to be fed quality and timely information onan on-going basis to remain useful, impactful and the go-to place for all technical information, BRP, through the Community MVP Program, is able to maintain that momentum 7 days a week.

 

What is the program?

 

The Community MVP (or Most Valuable Player) program recognizes members whose significantcontributions designates leadership and commitment to their peers within the BRP Community. Theprogram is designed to recognize and thank individuals who help make our Community a useful toolwith very high quality standards and aims to bring to the forefront the most influential users in the BRPCommunity.

 

In addition to being recognized by the Community, the MVP enjoys certain privileges. They have privileged access to BRP staff, access to the latest information to support the customers, their status allows them certification points, the MVPs can use the @mention feature to bring a BRP staff into a discussion, and they have a dedicated MVP private room. Also, boththe dealer and MVP have received an award to showcase in their dealership. This helps a customer coming for service to know what one of the technician is recognized by the manufacturer as one of the best in his job.

 

As of April 14th, the Community has generated

  •          2,345,140 Logins,                                                                
  •          75,568 Posts,
  •          36 262 Kudos
  •          5,774 Accepted solutions

For the same period of time, the MVPs has generated:

  •          22,213 Logins
  •          5,510 Posts
  •          5,307 Kudos
  •          596 Accepted solutions

 

These metrics are outstanding considering theses MVP are first and foremost working technicians or service managers that are busy all day long. They are investing a tremendous amount of personal time to share their knowledge and help others - Over 9 000 hours of total minutes online and read 630 00 posts since they have registered to our community.

 

It’s also very beneficial for BRP since the MVPs are located across North American in different states, provinces and time zones. Since they spend most of their time online after their own working hours, it means they are active in the community when BRP staff is not working hence allowing longer support hours for a technician looking for answers in theses other time zones.

 

BRP considers very highly theses MVP. The contribution from theses 5 individual is direct call deflection and pressure off our BRP technical staff. They are key players to help us in our Dealer service transformation.

 

We are the only manufacturer in the entire power sport industry with a dealer community (B2B) in place.  This is a tremendous achievement for our organization to have such innovation and success while being able to have our dealer network support this change.

 

The dealers, mostly multi-brands, are recognizing the power and benefits of our approach. It was a very big challenge for BRP to have them change their habits of going from phone to using our online community. We`ve heard so many times at the beginning of this transformation: “I don’t want my tech to lose time on the internet.” Or “I’m paying him to wrench, not to push keys on a keyboard” and the typical “Why would I spend time using your tool if I can just call you?”

 

Today we are no longer getting these comments, we are simply getting accolades and dealers will tell you that they cannot imagine working without these tools. When they log in and they see the MVP names, they can trust the advices provided by them and they are confident what was said can actually fix their problems. They recognized they are technicians like the guys in their own shops sweating bullets, turning wrenches, hitting knuckles and working hard for a living.

 

BRP ss image2.png

 

In order to show our gratitude, BRP showcases the MVPs at the After-Sales Service booth at the Ski-doo Club in Quebec City in front of multiples hundreds of dealers and thousands of individuals.

 

The MVP colleagues have received either a laptop or a trip to visit BRP’s installations, production line and museum in Valcourt, Quebec at all expenses paid.

 

They are part of the BRP family and they have the same yellow blood we have in our veins!

 

 

 

  


Company: BRP BRP medium logo.png

Entry submitted by: Jasmin Boudreau (JasminCommunity Manager

Community: BRP Community (https://community.bossweb.brp.com), a private B2B community

Lithy category: Support Savings MVP

 

 

BRP: Who we are, what we do and what’s our story!

 

BRP is the world leader in the design, manufacturing, distribution and marketing of motorized recreational vehicles and power sports engines. BRP products are distributed in over 100 countries by more than 3,500 dealers and distributors.

 

What makes your heart race? How often to you take the time to smile ear to ear and share good time with your family

 

We push ourselves for it. We come together to earn it. We try and try and try again to reach that prize. It's our motivation, our inspiration to move forward. It's the reason why we stand back up every time we fall. What are we talking about?

 

We are the company that invented the snowmobile and we've built 3,000,000 sleds to date!!!!!

 

BRP image1.jpg

 

We are not bringing you to the water; we are the company that brings the water to YOU.

 

BRP image2.jpg

 

We believe in a world where everyone can experience the exhilaration of the open road.

 

BRP image3.jpg

 

The riders. The ultimate rush. The Can-AM off-road thrills are never-ending.

 

BRP image4.jpg

 

LIVING THE LIFESTYLE. SHARING THE PASSION.

 

Take a deeper look at our culture in this short but powerful video: BRP - The history is made of stories

 

The community

The BRP Community links all of the BRP dealerships and BRP together across the world to share advice, technical expertise and to connect in a completely different way. This community is the ONLY one in the power sports industry.

 

Our Community is a private Business to Business community and has been active since February 2012. We are still relatively young but have shown a tremendous growth and success since our go-live.

 

For years our North America after-sales support department have supported our dealer network by picking up the phone and answering questions. Considering our large dealer network, our continual growth of business, the complexity of vehicles and the large call volumes, we needed to change our methods of supporting our dealers.

 

Combined with the complexity of questions, the increasing volume of requests, the dealer survey results and the on-going frustration of not being able to provide more added–value in our customer lives, we decided it was time to change. We needed to look at the service experience and the structure of our after-sales department to address the challenges our network was facing in their day to day and meet their expectations of our company.

 

We decided to change our call center to a contact center by using new technologies to move towards a Dealer service transformation (DST).

 

2013 was the year of transformation for our BRP North-American after-sales service team and we changed the way we interacted with our dealers.

 

The changes took place with 4 key pillars

1)    Leveraging our Knowledge center

2)    Increasing the community usage and integrating it in our dealer`s day to day operations

3)    Introduction of webcases to receive questions from our dealers

4)    Changing the team structure to support our dealers by Regional Teams accessible via multiple channels instead of reaching departments and silos.

 

What does this mean to you, to us, to our customers? 

 

We want to make sure our customer’s vehicles are fixed right the first time and that our customers never lose a ride!

 

Where does the MVP come into play?

 

BRP ss image1.png

 

The BRP Community powered by Lithium is a critical asset in our transformation.

 

“We cannot become what we want to be by remaining what we are!”

 

At this point, we are no longer a call center but rather a complete hands-on contact center. 

 

The dealer can go to Community and use the search tool for the network to provide support.

 

Our dealers can now follow BRP in this live environment and be informed on a daily basis on all parts, technical, and warranty related questions or any other after-sales service topics within this one stop shop. It’s also allowing them to access other techs around the globe. It’s given the chance for dealers to leverage the thousands of years of experience with BRP vehicles where before they were limited to their facility.

 

Again, this is not a typical community with customers coming in for their own personal interests. These are technicians and service managers that are taking time from their typical day to day activities to go in an environment that isn’t truly natural to them. Considering these users are not computer enthusiast, they could have felt that an online community was a waste of time and money but this was not the case as we see them coming back over and over again. This demonstrates our true success. 

 

BRP image6.png

 

BRP is very proud to have technicians that were awarded the title of MVP (Most Valuable Player) of the BRP Community within a year. 

 

Their technical knowledge and ability to easily share technical advice is renowned among their peers and BRP staff. Their expertise reflects positively on their whole dealership and comes with some benefits.

 

Recognizing that the Community is a living entity that needs to be fed quality and timely information onan on-going basis to remain useful, impactful and the go-to place for all technical information, BRP, through the Community MVP Program, is able to maintain that momentum 7 days a week.

 

What is the program?

 

The Community MVP (or Most Valuable Player) program recognizes members whose significantcontributions designates leadership and commitment to their peers within the BRP Community. Theprogram is designed to recognize and thank individuals who help make our Community a useful toolwith very high quality standards and aims to bring to the forefront the most influential users in the BRPCommunity.

 

In addition to being recognized by the Community, the MVP enjoys certain privileges. They have privileged access to BRP staff, access to the latest information to support the customers, their status allows them certification points, the MVPs can use the @mention feature to bring a BRP staff into a discussion, and they have a dedicated MVP private room. Also, boththe dealer and MVP have received an award to showcase in their dealership. This helps a customer coming for service to know what one of the technician is recognized by the manufacturer as one of the best in his job.

 

As of April 14th, the Community has generated

  •          2,345,140 Logins,                                                                
  •          75,568 Posts,
  •          36 262 Kudos
  •          5,774 Accepted solutions

For the same period of time, the MVPs has generated:

  •          22,213 Logins
  •          5,510 Posts
  •          5,307 Kudos
  •          596 Accepted solutions

 

These metrics are outstanding considering theses MVP are first and foremost working technicians or service managers that are busy all day long. They are investing a tremendous amount of personal time to share their knowledge and help others - Over 9 000 hours of total minutes online and read 630 00 posts since they have registered to our community.

 

It’s also very beneficial for BRP since the MVPs are located across North American in different states, provinces and time zones. Since they spend most of their time online after their own working hours, it means they are active in the community when BRP staff is not working hence allowing longer support hours for a technician looking for answers in theses other time zones.

 

BRP considers very highly theses MVP. The contribution from theses 5 individual is direct call deflection and pressure off our BRP technical staff. They are key players to help us in our Dealer service transformation.

 

We are the only manufacturer in the entire power sport industry with a dealer community (B2B) in place.  This is a tremendous achievement for our organization to have such innovation and success while being able to have our dealer network support this change.

 

The dealers, mostly multi-brands, are recognizing the power and benefits of our approach. It was a very big challenge for BRP to have them change their habits of going from phone to using our online community. We`ve heard so many times at the beginning of this transformation: “I don’t want my tech to lose time on the internet.” Or “I’m paying him to wrench, not to push keys on a keyboard” and the typical “Why would I spend time using your tool if I can just call you?”

 

Today we are no longer getting these comments, we are simply getting accolades and dealers will tell you that they cannot imagine working without these tools. When they log in and they see the MVP names, they can trust the advices provided by them and they are confident what was said can actually fix their problems. They recognized they are technicians like the guys in their own shops sweating bullets, turning wrenches, hitting knuckles and working hard for a living.

 

BRP ss image2.png

 

In order to show our gratitude, BRP showcases the MVPs at the After-Sales Service booth at the Ski-doo Club in Quebec City in front of multiples hundreds of dealers and thousands of individuals.

 

The MVP colleagues have received either a laptop or a trip to visit BRP’s installations, production line and museum in Valcourt, Quebec at all expenses paid.

 

They are part of the BRP family and they have the same yellow blood we have in our veins!

 

 

 

  

Congrats to the winners!

Winners have been announced in a press release and winning entries have been marked with the 2014 Lithy Winner status, check them out here.

If you are a customer, partner or attended LiNC, you can now watch the Awards Ceremony on demand.

Check out our proud winners from 2013.

See you at LiNC 2014!