Past Lithys (old format)
Check out Lithy entries from previous years.
Company: Telefonica O2 UK  Entry submitted by: Marjo Hallapera (marion101) Head of Community Community: O2 UK Community (http://community.o2.co.uk/)  Lithy category: Support Savings MVP   The O2 UK is a Telefónica-owned company, managin... See more...
Company: Telefonica O2 UK  Entry submitted by: Marjo Hallapera (marion101) Head of Community Community: O2 UK Community (http://community.o2.co.uk/)  Lithy category: Support Savings MVP   The O2 UK is a Telefónica-owned company, managing communities on an international scale in order to optimize and enhance the way in which brands interact and engage with their valued customers. One such community is O2 UK. With more than 20 million customers, O2 is one of the largest mobile telecommunications providers in the United Kingdom. It is supported by Telefónica whose strategy is to become the leading global communications company in the digital world with a goal of opening new pathways, which continue to transform possibilities into reality for their customers.   The O2 Community has gone from strength to strength in 2014, utilizing user-generated content (UGC) and site navigation in a number of ways to ensure our community content is as useful and cost-effective as possible.   Guides created by members on the O2 Community are consistently detailed, accurate and attract the trust of other members due to the supportive atmosphere encouraged and maintained by our Community Team. UGC is consistently useful for customer awareness and deflection to the 500,000+ unique users coming to our community every month.   Due to the high quality of the content created, we have begun to integrate it into our business on a wider scale. One guide for example is used for network self-diagnosis, a commonly queried issue in any telecoms company. This single community post, when used on Twitter, turns a normal 3-tweet customer interaction into a single tweet, attributing to a major cost savings per year. It frees the time up of many advisors, making them considerably more efficient. In 2015 we will repeat this process with a number of products and services, ensuring that our community content forms an even stronger base of knowledge. Below is a snippet of one of our great UGC pieces, with 280,500 views and constantly counting:   We welcome UGC in a number of forms. In 2014 alone, the community welcomed 47 video guides to be used by other customers. These video guides (including iPhone self-help, Operating System tutorials, etc.) have been created at absolutely no cost to O2, but can be used to help other customers as any professional video could – producing a single video elsewhere could otherwise cost the company $7k. This process also enables our customers to contribute to the business they use, and ultimately, to feel as valued as they truly are.   Due to the high volume of visits to certain pages on the community, such as details on services and products, they have attracted a high SEO value to the business. We have utilized this high volume by adding banners for other products within these community pages. This creates a huge amount of awareness for these products, as well as ensuring the community and its potential is tapped into as much as possible. This approach also mirrors in our OS and device announcements, where we often attract over 20,000 views to single update posts that are also shared across the web.   Finally, we have created a campaign within the community to help members to decide on which devices to purchase as a result of peer reviews. Try the Tech allows members to ‘borrow’ devices from us for a few weeks to test out. Every tester writes a thorough review and each content piece creates vibrant discussions about which devices to purchase. The quality of these reviews is so high that device manufacturers have reached out to us in order to gain high quality reviews on brand new devices that will increase sales. Testing and reviewing a device also gives the members more knowledge about the device itself and thus helps them out when offering advice to others on the community. Check out the link below for an example of the quality of content we attract.   Samsung Galaxy Note 4 review (TryThe Tech)   On top of all of these aspects of benefit the community provides for O2, the peer-to-peer advice concept methodology is ever-present, with members offering advice every day. The average response time on the community (when analyzing a full 24 hour cycle) is consistently under 300 minutes and often under 200 minutes, ensuring that any members who enter will have an answer quickly and efficiently. Our regular members are here each and every day, offering insights as well as advice. They have an online home in the community, which is easy to see when we consider that one of our more regular members posted more than 16,000 times in 2014.
Company: Orange Spain   Entry submitted by: Santiago Martín Martín (tiako) Social Support Manager Community: Comunidad Orange (https://comunidad.orange.es) and La Comunidad amena.com (https://comunidad.amena.com) Lithy category: Support Sav... See more...
Company: Orange Spain   Entry submitted by: Santiago Martín Martín (tiako) Social Support Manager Community: Comunidad Orange (https://comunidad.orange.es) and La Comunidad amena.com (https://comunidad.amena.com) Lithy category: Support Savings MVP   Orange Espagne SAU is one of the biggest telecom companies in Spain with almost 15 million of customers. It is part of Orange Group and operates with three brands in the Spanish market: Orange, amena.com and Simyo.   In 2014, Orange Spain took the decision to take a big step in the social support of our customers. Lithium applications were a key enabler and platform for the execution of this new strategy.   The cornerstone of this strategy has been the launch of new communities, in our two brands (Orange and Amena.com) as a new space of conversation and help among our customers.   Our main business goal has been call deflection with a big focus in superusers cultivation program (see Marketing champion Orange Spain application). We have used extensively gamification facilities of Lithium community to get our superusers to create a big amount of solutions to other customers issues.     Orange Spain community replaced our old forums and it proved essential to not losing SEO positioning of main threads thanks to the easy and proper migration process.   Besides, we decided to put in place a new social customer support model, mainly in Facebook and Twitter, focusing on customer satisfaction, resolution and response time.   LSW has helped us to build this new model and to get the highest performance of our support and comms teams. We have made extensive usage of tagging, queuing and reporting facilities of the application, getting the better efficiency of our agents who only have to be focused in solving our customer request and incidents.   Our customer care organization changes as a result of cost reductions with Community and LSW   All the activity in communities and social media channels is managed by two different areas of the company: Comms and Customer Support, with more than 50 people conversing with our customers. In telco industry, main part or social activity is about customers asking support. It is a big challenge to be able to build a model that integrates social support seamlessly in the whole customer support processes.   LSW has allowed us to organize tasks and people and get the most of everyone. We have been able to integrate the work of community managers, support agents, web advisors and community moderators. All they know who is the responsible to answer any tweet or post coming to our social accounts thanks to the queues and rules that we have built over LSW.   We are proud of our highly motivated and skilled teams!!  Our business results   Regarding communities, we have got 300k monthly visits. Mainly, these visits are coming to communities to solve any doubt or problem. We have found that 27% of visitors surveyed, say that they get their problem solved in their visit, so we are saving costs consistently: around 500k euros at year.   We are very happy also with the contribution to the community of our superusers: 56% of topics of the last month, got a solution by one of them.   Regarding social media, Facebook and Twitter, we are very proud of achieving our goals of response time and customer satisfaction: we answer 90% of posts in our SLA time (2 hours), and we got 80% of customer satisfaction in these interactions.   These indicators have put us consistently in the top-5 of most socially devoted brands in Spain on Facebook, month by month, according to Social Bakers ranking.         
Company: Orange Spain   Entry submitted by: Santiago Martín Martín (tiako) Social Support Manager Community: Comunidad Orange (https://comunidad.orange.es) and La Comunidad amena.com (https://comunidad.amena.com) Lithy category: Marketing C... See more...
Company: Orange Spain   Entry submitted by: Santiago Martín Martín (tiako) Social Support Manager Community: Comunidad Orange (https://comunidad.orange.es) and La Comunidad amena.com (https://comunidad.amena.com) Lithy category: Marketing Champion   Orange Espagne SAU is one of the biggest telecom companies in Spain with almost 15 million of customers. It is part of Orange Group and operates with three brands in the Spanish market: Orange, amena.com and Simyo.   Lithium platform is a key enabler for engaging our community members and achieving our key objective: develop and motivate superusers to 1) help other customers, 2) develop quality content. We rely on Lithium´s ranking configuration to create in the Orange Community a hierarchy of users based on participation and offer specific incentives, allowing us to increase the value of the contributions and improving brand perception. Different user roles (solucionadores –solvers-, master tekkies, friendly) help to perceive the user as a “superusuario” (superuser) with special privileges granted to those considered experts in different matters such as Smartphones tips and  tricks, Model recommendation or Trouble-shooting.   In the same way, thanks to gamification programs, those not yet “superusers” increase their participation and stickiness to the Community in order to achieve “superuser” status. Superusers amplify both brand advocacy and belonging to the Community.   During the last ten months (From May to February) we extracted data about users from “Metrics” section (post, visits, response, threads, most  active users, most  engage users, etc…). We needed to identify our most valuable users. Regarding these KPIs  we designed different sections within the community structure in order to redirect their “know how” (solutions, reviews, etc..) to specific categories,  and empower them within our Community. We reached out to them and they accepted to increase their participation in the community. Then,  we designed a public ranking with the best users (solvers, Kudos, etc..) and the users tried to achieve the top rank. The ranking shows number of post, visits to community, logins and when they achieve a high level the users win a medal/badge that identify the user as a “superuser”.   We identified and promoted different types of users that added value to the Community. Based on the pattern of their participation, we designed a strategy of monitoring and encouraging trough incentives to increase the value of their contribution, both for the company (reduction of service calls, increased brand perception, commercial communication increase, etc…) and the Community users. We can now distinguish different types of “superusers”, each identified with their own medal.   Solvers: users who give support and help with solutions to user`s incidences without intervention even of official moderators. They reduce the number of calls to call-centers, improve the post/solution ratio and become a model to follow in the Community. They have their own medal. 30% of traffic in the Community is related to solved problems posts. Master Tekkies: Users with an active role and faithful to the Community. They participate, help others and give kudos. They are advocates of the Brand as they rise online positivity. Friendly: Newly arrived users that encourage help and collaboration. Results of the SuperUsers program   Since launch of the Superusers program in May 2014, traffic in the community has doubled, reaching 300k monthly visits. Since launch of Solvers program in November 2014, the solution ratio increased from 20% to 60% by March 2015 due to two main reasons: LSW optimization by agents (flux, labels, priorities) and participation of “Solvers” in the Community.  Ten months ago, we did not have any superuser , and currently there are 12 “superusers” solving doubts and writing reviews.  
Company: Orange Spain   Entry submitted by: Santiago Martín Martín (tiako) Social Support Manager Community: Comunidad Orange (https://comunidad.orange.es) and La Comunidad amena.com (https://comunidad.amena.com) Lithy category: Total Commu... See more...
Company: Orange Spain   Entry submitted by: Santiago Martín Martín (tiako) Social Support Manager Community: Comunidad Orange (https://comunidad.orange.es) and La Comunidad amena.com (https://comunidad.amena.com) Lithy category: Total Community All Star   Orange Espagne SAU is one of the biggest telecom companies in Spain with almost 15 million of customers. It is part of Orange Group and operates with three brands in the Spanish market: Orange, amena.com and Simyo.   In 2014, Orange Spain took the decision to take a big step in the social support of our customers. Lithium applications were a key enabler and platform for the execution of this new strategy.   The cornerstone of this strategy has been the launch of new communities, in our two brands (Orange and Amena.com) as a new space of conversation and help among our customers.   Our main business goal has been call deflection with a big focus in superusers cultivation program (see Marketing champion Orange Spain application). We have used extensively gamification facilities of Lithium community to get our superusers to create a big amount of solutions to other customers issues.     Orange Spain community replaced our old forums and it proved essential to not losing SEO positioning of main threads thanks to the easy and proper migration process.   The benefits of having both Community and LSW for our digital strategy   Community is the link between our social strategy and the website. Users are creators of many content that complement help & support contents. It is also a strongest generator of traffic to the website, because of  the good SEO performance it has.   In our omnichannel strategy, communities is central regarding social. All our social marketing and customer support in other media is always referencing and linking community content.   In our brand amena.com, which is oriented to digital customers, community is even more important: 25% of our customers visit the community every month.   In addition, we decided to put in place a new social customer support model, mainly in Facebook and Twitter, focusing on customer satisfaction, resolution and response time.   LSW has helped us to build this new model and to get the highest performance of our support and comms teams. We have made extensive usage of tagging, queuing and reporting facilities of the application, getting the better efficiency of our agents who only have to be focused in solving our customer request and incidents.   Our Total Community Results   Regarding communities, we have got 300k monthly visits. Mainly, these visits are coming to communities to solve any doubt or problem. We have found that 27% of visitors surveyed, say that they get their problem solved in their visit, so we are saving costs consistently: around 500k euros at year.   We are very happy also with the contribution to the community of our superusers: 56% of topics of the last month, got a solution by one of them.   Regarding social media, Facebook and Twitter, we are very proud of achieving our goals of response time and customer satisfaction: we answer 90% of posts in our SLA time (2 hours), and we got 80% of customer satisfaction in these interactions.   These indicators have put us consistently in the top-5 of most socially devoted brands in Spain on Facebook, month by month, according to Social Bakers ranking (http://www.socialbakers.com/resources/reports/regional/spain/2015/january/)    
Company: Vodafone Espana  Entry submitted by: Gustavo Casado (Piquio) Social Media Specialist Community: Foro.Vodafone (http://foro.vodafone.es/) Lithy category: Support Savings MVP   Vodafone Group is a British multinational telecommun... See more...
Company: Vodafone Espana  Entry submitted by: Gustavo Casado (Piquio) Social Media Specialist Community: Foro.Vodafone (http://foro.vodafone.es/) Lithy category: Support Savings MVP   Vodafone Group is a British multinational telecommunications company headquartered in London and with its registered office in Newbury, Berkshire. It is the world's 2nd-largest mobile telecommunications company measured by both subscribers and 2013 revenues (behind China Mobile), and had 434 million subscribers as of March 31, 2014.   Throughout the rankings and roles program, Vodafone Europe has been unique in applying customized loyalty programs focused on the use of our platform. We leverage personalized emails, depending on the number of registrations, use, frequency, and proficiency of Lithium features.   The complaints department bases their strategy upon our top terms queries from Lithium. We provide our complaints team with a list of terms frequently used on our eForum to give them a heads up on the complaints that they will receive that week. They proactively discuss with the appropriate departments related to those issues, and they search for the correct answers to provide customers in a timely fashion.
Company: Vodafone Espana  Entry submitted by: Gustavo Casado (Piquio) Social Media Specialist Community: Foro.Vodafone (http://foro.vodafone.es/) Lithy category: Excellence in Customer Satisfaction   Vodafone Group is a British multinat... See more...
Company: Vodafone Espana  Entry submitted by: Gustavo Casado (Piquio) Social Media Specialist Community: Foro.Vodafone (http://foro.vodafone.es/) Lithy category: Excellence in Customer Satisfaction   Vodafone Group is a British multinational telecommunications company headquartered in London and with its registered office in Newbury, Berkshire. It is the world's 2nd-largest mobile telecommunications company measured by both subscribers and 2013 revenues (behind China Mobile), and had 434 million subscribers as of March 31, 2014.   Our most important customer satisfaction initiatives are: 1) NPS 2) Resolution rate 3) Customer experience program   Our challenge that we were looking to solve via our Lithium implementation was to reduce calls through social media support. 6,000 interactions on our Lithium eForum per month reduced 50,000 customer service calls on Vodafone's customer service platform!   Additional results: 2% savings in customer service calls 20 points of increase in NPS 30 points of increase in resolution rate 100 points of increase in CHI score  
Company: Vodafone Espana  Entry submitted by: Gustavo Casado (Piquio) Social Media Specialist Community: Foro.Vodafone (http://foro.vodafone.es/) Lithy category: Social ROI Titan   Vodafone Group is a British multinational telecommunica... See more...
Company: Vodafone Espana  Entry submitted by: Gustavo Casado (Piquio) Social Media Specialist Community: Foro.Vodafone (http://foro.vodafone.es/) Lithy category: Social ROI Titan   Vodafone Group is a British multinational telecommunications company headquartered in London and with its registered office in Newbury, Berkshire. It is the world's 2nd-largest mobile telecommunications company measured by both subscribers and 2013 revenues (behind China Mobile), and had 434 million subscribers as of March 31, 2014.   In 2014, we established three main KPI's: 1) NPS 2) Resolution rate 3) Customer journey   We set our goal to increase at least 10 points of improvement in NPS and resolution rate in the year ahead. We needed a customer profile for creating links and conversations with different customer's segments.   Due to this policy through our Lithium-powered Community, we moved not just 10 points but more than 20 points at the end of the fiscal year!    Results: 1) Our NPS increased by 20 points. 2) Our resolution rate moved from negative results to 40 points positive! 3) In including differenciated new ranks and roles, we improved our communication with customers, bringing in more than 20% of new users!   In addition, LSI gave us the chance to extract the most mentioned keywords and topics that are nowadays used by our fraud and complaints departments to improve the satisfaction score of the company.  
Company: Symantec  Entry submitted by: Tim Lopez (Tim) Project Manager, Social Customer Care LSW: Norton Social Support (http://www.twitter.com/NortonSupport) Lithy category: Excellence in Customer Satisfaction   Symantec was founded in... See more...
Company: Symantec  Entry submitted by: Tim Lopez (Tim) Project Manager, Social Customer Care LSW: Norton Social Support (http://www.twitter.com/NortonSupport) Lithy category: Excellence in Customer Satisfaction   Symantec was founded in 1982 by visionary computer scientists. The company has evolved to become one of the world’s largest software companies with more than 18,500 employees in more than 50 countries. We provide security, storage and systems management solutions to help our customers – from consumers and small businesses to the largest global organizations – secure and manage their information-driven world against more risks at more points, more completely and efficiently than any other company.   Our 2014 customer satisfaction goals were to decrease response times from 9 minutes to 6 minutes, move our team from a shared resource “hybrid” model to a dedicated team for Social Response, extend our hours of coverage from 12 hours a day to 24x7, increase our reach by expanding to areas outside of our branded properties, and develop a metric for gauging customer sentiment conversion trends. Through strategic planning, including continued use of Lithium Social Web, we were able to: Reduce response time to just about 5 minutes. Launch 24x7 coverage with our newly formed full-time dedicated response team. Expand support response coverage to Google Play, YouTube, Amazon Reviews, and many popular forums and blogs across the internet. Develop an innovative scoring system that averages the score of sentiment conversions allowing us to track the trend of our ability to delight customers and to ensure that as we grow we continue to focus on maintaining or improving customer satisfaction. Move from English only support to now include Danish, Dutch, French, German, Italian, Portuguese, Spanish, Swedish, and Russian – on both Twitter and Facebook. Generate reports that get distributed on a regular basis to the entire Norton Business Unit.   Sentiment Conversions and Time to Response have always been our driving factor. We want our customers to be thrilled with our engagement so we ensure that all of our metrics and KPIs reflect what we can do that benefits the customers. We want our customers to know that we care for them even after we have won over their business.      Using Sentiment Conversion tagging that we developed for use with LSW over the last year, we were able to show visual representations on our monthly reports. Using a system that translated the type of sentiment conversion in to a tangible score, we were able to create an average score that represents our success in delighting customers, further allowing us to track the trend. We were able to streamline our response time by moving to a full time team (in February) and balancing our scheduling around hourly volume trends.   Last year we had an 80% increase in individual cases and responses, at the same time we slightly decreased in ‘noise’, 50% increase in Positive Sentiment conversion, on over 14,000 cases handled in over 160,000 conversations monitored.    
Company: SANE Australia  Entry submitted by: Faruk Avdi (faruchidor) Director – Digital, Service Design & Technology Community: SANE Forums (www.saneforums.org) Lithy category: Excellence in Customer Satisfaction     SANE Australia is... See more...
Company: SANE Australia  Entry submitted by: Faruk Avdi (faruchidor) Director – Digital, Service Design & Technology Community: SANE Forums (www.saneforums.org) Lithy category: Excellence in Customer Satisfaction     SANE Australia is a leading mental health charity. It is devoted to helping all Australians affected by mental illness lead a better life -- through support, training, and education. SANE began its operations almost thirty years ago, and its award-winning information services and Helpline are highly regarded.   In 2014, our customer satisfaction initiatives were as follows: The release of anonymous, moderated online peer-to-peer support services for people affected by mental illness, in the form of two online communities: one for people living with mental illness, and one for family, friends and other carers An innovative Partner-and-syndicate model (the first to our knowledge in the health sector) involving syndication of the communities to 15 other not-for-profit service providers (See: https://saneforums.org and then http://saneforums-access.org/t5/custom/page/page-id/Forum-Access for partner versions. By ‘syndication’ we mean the communities are ‘embedded’ in partner websites, taking on their branding, and seamlessly available via primary navigation. Partner organisations are also enabled to publish their own content via custom components within the communities, see: http://mindaustralia.saneforums.org/t5/Our-experience-stories/bd-p/le-forum-0001 for an example) A mobile customisation of the services mentioned above (Lithium mobile version 1), integrated into SANE’s website menu and adopting branding elements for partner versions.   The most important customer issues SANE Australia was looking to solve via its Lithium implementation were: Providing a moderated and anonymous online peer-to-peer service to all people affected by mental illness, in all locations of Australia, including those isolated by distance or other factors A service covering the full spectrum of mental illness, but focused on the person, not the diagnosis Creation of strong and welcoming communities Enabling members and non-members alike to safely obtain and discover quality peer support and information, which empowers them to deal with mental health issues Contribute to the improved mental health of Forums users Enable discovery of the service via trusted relationships formed within pre-existing (offline) communities   SANE Forums has been designed as a service, end-to-end, utilising user-centred design. User-centred service design helped SANE identify potential difficulties in discoverability of the service (with only a small budget for marketing).   This led to the design and eventual delivery of the partner-and-syndicate model referred to in Q1. This model allows individuals in the community to discover and participate in SANE Forums via a trusted context of an organisation they are already familiar with. This has extended the reach of SANE Forums to tens of thousands more individuals.   This partner-and-syndicate model has had many collateral benefits. Taken together they demonstrate a ‘gold-standard’ approach in the mental health sector: Between 60% and 75% of users are obtaining the intended benefits of the service THE Community Health Index (CHI) of SANE Forums sits around 500-550 since the launch of the forums in August Nearly 30% of service traffic has come in through partner websites The service is free-of-charge to partner-organisations in return for a contribution of hours and/or expertise into the pool of moderators, thus increasing the specialist advice available via the forums Organisations in an underfunded sector are able to leverage expensive world-class technology, pooling efforts and expertise    SANE Forums is unique in Australia, providing the first non-diagnosis-specific, online peer-to-peer support service for people living with mental illness, and the first truly national and viable online peer-to-peer support service for families, friends and other carers.   ‘I so truly love that I can honestly share a little of me here and be privileged to read and know of others stories. Thank you Sane and all the people here sharing. I feel a glimmer of understanding and connection in this forum that I have not felt before.’ -  Member, Lived Experience Forum    ‘ Hi Everyone, Just wanted to let you know how helpful I have found the information posted here. My husband has major depression and has been receiving treatment in a clinic. This process was a stressful one for us both, including the time leading up to the hospital stay.   As a result of your input, I have found myself being far more assertive and proactive … and I have made contact with carer support organisations and have a couple of referrals in for programs for both myself and my husband.   Thankyou for helping me navigate a way through/ into the system!’   - Member, Carers Forum   SANE Forums was funded by the Australian Government, Department of Health and launched in August 2014. The service has exceeded all expectations and metrics set by the Department for visitation and usage. Within seven months of the launch and as at 21 March 2015, SANE Forums have had: 32,141 unique visitors 8,700 visitors from rural, regional and remote areas (estimate) 1,002 members 265 members (27%) from rural, regional and remote areas 10,795 comments posted 339,366 pages of comments and information viewed 101,334 pages of comments and information viewed via smart phone Almost one third of users (28%) have accessed the service through our partner organisations.   Registrations for the service have very steadily increased since launch. An initial seeding and testing pool of 300+ members helped launch a warm and welcoming service, vibrant with helpful discussion, from day one.   Member registrations per month   The service remains non-diagnostic in focus, and uniquely available to people experiences health issues across the full spectrum of mental health issues.   Content analysis in an Evaluation conducted on the service found a great diversity among members, with 29 different diagnoses discussed across the Carers and Lived Experience Forums.   Common non-diagnosis specific discussion themes include the following: Issues Carers Forum % Coping with mental illness and symptoms of loved ones 60% Navigating mental health systems 45% Refusing treatment 40% Relation breakdown/conflict 40% Stress/worry/anxiety 30% Lived Experience Forum % Symptoms 63% Assessment/treatment 40% Medication 47% Relationships 41% Stress/worry/anxiety 26%   Both communities are showing various signs of good and growing health, including a CHI score hovering between 500 and 550, and the vast majority of comments being posted by and in response to community members:   Member and moderator generated posts % In terms of the primary purpose of the service, early indications look very promising. The highest-rated themes reported by respondents to the recent Evaluation survey were: Safety Connection Less stigma Feeling supported by peers   The fostering of these elements will assist in continual growth and participation of members and the overall sense of community. Evaluation findings also show that mental health benefits are emerging. Increased mental health literacy and empowerment were highly rated across both communities.   Repeat visitors to the service average 25-30% per week. Average session durations on the forums averages above 10 minutes per session. The Evaluation referred to above has many positive statistics indicating the service is becoming an important resource for people living with mental illness, and for families, friends and other carers in Australia.   To share some statistics from just one category, concerning ‘access to reliable information, advice and referral drawing on the vast experience and expertise of peers as well as that of experts in the field’, the Evaluation found: 88.9% of survey respondents from the Carers Forum and 64.4% from the Lived Experience Forum agree that they can find advice and support that is suitable and/or relevant for their needs 81.5% of survey respondents from the Carers Forum and 80% from the Lived Experience Forum agree that they have gained new insights through hearing about other people’s experiences 51.9% of respondents from the Carers Forum and 48.9% from the Lived Experience Forum agree that they have used information resources (links, phone numbers and other) provided in discussion threads 55.6% of survey respondents from the Carers Forum and 48.9% from the Lived Experience Forum agree that they’ve learned new practical strategies 37.0% of survey respondents from the Carers Forum and 31.1% from the Lived Experience Forum agree that they have accessed services recommended by members and/or moderators   These statistics show that the service is making a real difference in people’s lives.   This marks a turning point for online, peer-to-peer support services in Australia.   All of this has been made possible via the efforts of talented and caring people from Snaffle Web, Isobar, Persistent Systems and Lithium, and with Lithium's platform and ongoing generous support.  
Company: giffgaff Entry submitted by: Gregg Baker (gregg) Head of Community Community: giffgaff Community (http://community.giffgaff.com) Lithy category: Support Savings MVP     giffgaff, founded 5 years ago and known as “the mobile ... See more...
Company: giffgaff Entry submitted by: Gregg Baker (gregg) Head of Community Community: giffgaff Community (http://community.giffgaff.com) Lithy category: Support Savings MVP     giffgaff, founded 5 years ago and known as “the mobile network run by you”, utilizes Lithium to provide a first class experience for our members. At giffgaff we like to do things differently. We don’t believe in having shops on the high street, call centers you have to ring for help or generally just making life difficult for people. Instead we are online only and pass on the savings to our members.   ‘giffgaff’ itself is an ancient Scottish word meaning mutuality and from day one we ensured we founded a business built on mutual relationships and understanding. We built the business around having a community at the heart of it, suggesting ideas, helping each other and keeping us real. This allows us to operate a very lean business and pass on the savings to our members. Lithium as a platform allowed us to facilitate that and evolve our thinking even further.   Our community provides first line support for our business by utilizing the Lithium platform. Members answer support questions, create knowledgebase articles and even create tutorial videos. We utilize standard platform features as well as embedding a tool to ask the community on our product pages. We empower our Community members to be powerful advocates for us, driving acquisition, while also giving them the tools and the channel to be our front line support. Reflect on that for a moment, our members provide all support for us (apart from private account related issues). As a result, we have seen a contact rate from our customers of once every five years.   Community members write the articles that go into our Knowledge Base, they help create the video tutorials taking members through difficult set ups and they are on hand to answer member questions, with an average response time of just 90 seconds (that's well under the average of 11 minutes for call centers). Typically tracked in minutes or even hours, our Community can solve a situation in seconds and then have that solution seen by at least 50 other people a month.   On average we receive 10,000-11,000 questions a month, of which the solutions are viewed at least 500,000 times a month. That’s a lot of calls deflected. We estimate savings in the region of $35M a year thanks to all of the amazing work our Community does. The best part is that members are happy with the responses they receive, in fact so happy we even picked up an award from ‘Which?’, that’s a pretty big deal here in the UK. We even found a way to add some giffgaff charm to that by letting one of our Community members go and accept the award on our behalf.   We truly believe we have a better way of providing customer service and so far satisfaction scores of over 80% would agree.  
Company: Cisco  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 ... See more...
Company: Cisco  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.       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.     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.  
Company: Vodafone Australia  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 t... See more...
Company: Vodafone Australia  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.    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.     “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: StarHub  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 med... See more...
Company: StarHub  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.     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-unique-visitor/ba-p/58529   Some of our community Experts:     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:     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 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.     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:        
Company: StarHub  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 a... See more...
Company: StarHub  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:   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:   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:   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:   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/most-kudoed   Screenshot of entry:    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:     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:     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:   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:    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#U74679 Promo Banner:   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:     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     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:   Categories on our Knowledge Base:     Screenshot & Link of one of our How-To videos: http://www.youtube.com/watch?v=UhlUa3zn034    
Company: StarHub  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 m... See more...
Company: StarHub  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:   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.     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:   Members of our community have commended our Community managers:   Our members were surveyed for feedback on the Community and this is what they had to say:   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:   Categories on our Knowledge Base:       Screenshot & Link of one of our How-To videos: http://www.youtube.com/watch?v=UhlUa3zn034      
Company: StarHub  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 ... See more...
Company: StarHub  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-Winners-Announcement/m-p/36223#M10   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:   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.     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-available/td-p/39663 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/most-kudoed 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-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/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.     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     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: Google Glass  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... See more...
Company: Google Glass  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.     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        
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Company: Google Glass  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... See more...
Company: Google Glass  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?     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.    
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Company: Google Glass  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-com... See more...
Company: Google Glass  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.   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.     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.         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    
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Company: Aruba Networks  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 ... See more...
Company: Aruba Networks  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.      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.      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: