Lithys 2015: dtac - Marketing Champion

Company: Total Access Communication (dtac)

Entry submitted by: Orraphan Saengsawat (nnnfonnn) AVP, Digital Service & Channel Strategy

Community: dtac Online Community (https://community.dtac.co.th/)

Lithy category: Marketing Champion

Total Access Communication Public Company Limited, commonly known as DTAC. We are one of Thailand's leading mobile service operators. Founded in August 1989, dtac currently has customer base of more than 28 million numbers (by Q2/2014) with various service freqencies of 800 MHz, 1800 MHz and recently acquired 2100 MHz – prompting dtac to be the only Network in Thailand with the biggest bandwidth at present.

In this age of the vocal customer, there is no better advocate for our business than a happy and engaged customer. One of the most rewarding and cost-effective ways of forging strong bonds with our customers is to create an active community.

We implemented our dtac Online community in December 2014. We can hear our customers who are talking about us, see what’s going on, and also positive or negative trends, and can solve negative voices in time. And we are setting the response rate of each question in our community around less than 2 hours in the beginning of the question. Our SuperFans and other members in the community will try to help their friends in this community. If the problem still can’t be fixed, our support team will take care of the case.

Our Community is growing up by community member collaboration. That means consumers, SuperFans, Management team, Support team, volunteer staff, and experts are involved and contribute in our community. Also they serve our objective to build this community for customer centricity and self-service.

Our marketing campaign

Our main objective was to build the customer centricity and cost savings from all forms of contact point, including call to call center, e-mails, social media posts. Customers will help to answer most of the cases. To support the campaign, we launched both internal and external campaigns.

External campaign

Soft-Launch event with Online Influencer and dtac SuperFans

‘CEO COMMUNITY ENGAGEMENT SHOWS MEMBER ,YOU’RE THERE AND YOU CARE’

We had the Thai’s online influencer and dtac Superfans special dinner meeting with Mr.Sigve – dtac’s CEO on October 2015.We invited an additional 100 customers who are the dtac’s SuperFans from our community to enjoy dinner and talk with our CEO. This special dinner was live broadcast via Youtube channel.

eDM - Invite Online Influencer, Brand advocates, SuperFans

dtac had more superfans in Pantip.com – No.1 public community in Thailand. And we had good relationship with online influencers and bloggers. Also we invited 100 people in our first group to trial the service at the end of November.

And we sent this eDM to 100,000 dtac customers that are heavy internet users in 10 december for the commercial launch period.

Monthly Activity

An ongoing campaign to drive members to share good ideas for the dtac community. Every department can be an activity host or sponsor; they will have a chance to design the activity or useful question that will help improve this service. There have been more than 500 ideas/activity.

Example :

Topic : Which is the dtac prepaid promotion that you love and need back?

https://community.dtac.co.th/t5/ดีแทค-ไอเดีย/โปรที่ใช่-โปรที่ชอบ-ที่อยากให้-dtac-และ-Happy-นำกลับมาอีกครั้ง/td-p/6847

Host By : Prepaid Product

Result : 560 comments

dtac 2.png

Topic : What offer or privilege do you want to find in the dtac reward campaign?

https://community.dtac.co.th/t5/ดีแทค-ไอเดีย/dtac-Reward-จัดให้-อยากได้ส่วนลดจากร้านไหน-แนะนำเรามา-ลุ้นรับ/m-p/9966#U9966

Host By : Reward Team

Result : 340 comments

dtac 3.png

Internal

dtac Buddy campaign – (Volunteer Staff Campaign)

We assembled a volunteer staff to create a team of key contributors that represent the organization to others members in various capacities ranging from development, support, marketing and all the way through to sales. We had provide the training and all volunteers must pass the writing skill exam. Through this process we could ensure that all of the messages would not look like a robot dialog.

Campaign results

In 4 months we reached 1.3 m visitors and 9.3 m page-views and more than 6,000 members. With this number, we created over 2,456 topics and helped resolve 1,263 cases. Half of the cases were resolved by community members and volunteer staff.

And our big challenge was to convert 100 participants (Superfans from other communities) at the CEO’s meeting event to be a part of dtac's online community to help answer questions in our community. The result was the ability to convert 40 SuperFans to be a part of our community.

That meant we established the online community as one brand channel through which consumers can offer feedback and share the experience of the brand.

Additional supporting materials

We had integrated marketing communication during November 2014 – January 2015. We are projecting a unified message in both our digital and traditional media and utilize all dtac media asset as below: