1. StarHub Community & Digital Strategy
LiNC San Francisco 2014
Presented by: Darren Choo, AVP Social CRM, Marketing, StarHub, Singapore
@bluefirefly2359
5. Digital Strategy with StarHub Community
Digital Strategy
• Content Marketing strategy
• Social Sales strategy
• Segment Engagement strategy
• Digital Loyalty strategy
• Social TV strategy
• Sponsorship digital engagement strategy
• Employee Engagement strategy
Engagement is
the Currency of
the Digital
Economy
6. Content Marketing Strategy on StarHub Community
91% of those who have read any product reviews
such as blog articles and forum posts on StarHub
Community are more likely to subscribe or resubscribe
to StarHub with this additional way of getting
information
Blog Reviews as foundation of Social Sales Strategy
StarHub Community Poll 2013 N = 2,394
13. Sponsorship Engagement Strategy on Community
Sponsorship Activation
-Tell us why you love Kim Soo Hyun
-Kim Soo Hyun grants you your wish
-Creative shots of Kim Soo Hyun
15. Lessons Learnt on Digital Community Marketing
• Experiment!
• Get the insight
• What’s the need not met?
• What’s the passion?
• What’s talkable?
• Is the base big enough?
• Is the base techie enough?
• Will there be organic traffic?
• Are there user sponsors?
• Content is King but who is
Queen?
• Are there category enthusiasts
and experts to champion the
cause?
• Who are the partners you can
work with?
16. Lessons Learnt on Digital Community Marketing
"There're
things you’ll do
for money,
some things
you do to stay
relevant and
some things
you do because
they're in your
heart." Jamie
Foxx
Good morning everyone. My name is Darren Choo. I have been with the company for 13 years in different capacities, ranging from market research, analytics, campaign management, customer lifecycle management, churn management and lately social CRM.