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Entry submitted by: Darren Choo (darren) AVP of Social CRM
Community: StarHub Community (http://community.starhub.com/)
Lithy category: Most Creative Community Promotion or Launch
StarHub is Singapore's fully-integrated info-communications company, offering a full range of information, communications and entertainment services for both consumer and corporate markets. StarHub operates a mobile network that provides 4G, 3G and 2G services. It also manages an islandwide HFC network that delivers multi-channel pay TV services (including HDTV, Internet TV and on-demand services) as well as ultra-high speed residential broadband services. StarHub operates an extensive fixed business network that provides a wide range of data, voice and wholesale services. Over Singapore’s fibre-based Next Generation Nationwide Broadband Network, StarHub offers a broad range of home and business broadband plans along with a host of advanced media-rich value-added services, such as IPTV for commercial entities.
The goal of our Community milestone promotion
The original advocate programme, called Sparklers Club, was launched in 2013 and it was a success with over 40 advocates. Not only were the members active in helping others, they are also our product trialists, beta testers, bloggers, market research respondents, advisors and co-creators. They were also helping us to avert social media crises and ward off social media trolls and bullies. To sample the Sparklers Club, please visit http://community.starhub.com/t5/General-Discussions-Community/We-want-YOU-for-our-Sparklers-Club/m-p...
However, we wanted a smaller group of super-active advocates to make the programme even more exclusive. Hence, we redesigned the advocate programme, featuring three different types of advocates. The Superstars are the top three advocates and others who made waves via the gamification engine are Rockstars. A different category called Heroes were created for their contribution of interesting content such as blogs, or creating interest groups or contests.
The goal of this new Community milestone promotion was to relaunch the StarHub Community advocates effort. We called it the StarHub Community All-Stars Programme. http://community.starhub.com/t5/Latest-Contests-and-What-s-New/Meet-StarHub-Community-s-top-contribu...
To gain some insight for the campaign, we interviewed the advocates to understand better their motivations for helping others. The top three advocates, for instance, spent 3,800 hours on the Community helping others! However, they could not explain why they spent so much time doing so. However, when we showed them the carefully crafted Manifesto, they could immediately identify with the statements. We concluded that they truly believe they are making a difference to the Community, to the company and to the world, with a spirit of altruism.
The new Community tagline was aptly changed to “The Community Run by You” to credit the advocates who passionately run and drive StarHub Community. Besides the new tagline, a new gamification badge system http://community.starhub.com/t5/badges/userbadgespage/user-id/10764/page/1 and a new landing page http://community.starhub.com were created to support the entire new advocate branding programme.
Our promotion strategy
We took the first step to let the company know more about our advocate programme. The top 3 advocates (Superstars) on StarHub Community were recognised at StarHub’s internal Staff Comms Session which was attended by hundreds of StarHub employees. Our CEO, Mr Tan Tong Hai, presented certificates of appreciation to them on the stage and shared their contributions with the whole organisation. The crowd cheered, applauded and stood up for our superusers!
Next, we identified the advocates from the 4th to 10th positions (Rockstars) and special contributors (Heroes). We consolidated all their profiles (Superstars included) and assigned custom gamification badges to each advocate based on their skill sets and contributions.
Each of them was given a write-up for the Community to get to know them better. http://community.starhub.com/t5/Latest-Contests-and-What-s-New/Meet-StarHub-Community-s-top-contribu...
An offline event was planned to celebrate the new Community programme’s re-launch. The objective of the promotion campaign was to make our advocates feel like they are superstars. In line with the superstars or superhero theme, we booked the Mint Museum of Toys for the event and advocates were encouraged to dress up as superheroes for the event.
A creative name #SCREAM14 was given to the event (#SCREAM14 = StarHub Community Reunion Event for Advocates and Members). Specially designed posters, tote bags and “trophies” were created for the event. Watch this video to see what happened at the event:
Our promotion results
The #SCREAM14 event was a success! Since our theme was Superheroes, several advocates came dressed in costumes and some even brought their own props!
During the event, each member was given a customised trophy in recognition of their contribution to the community. Many of them proudly display them in their offices.
The group was also given an exclusive preview of an upcoming revamp of the StarHub Community landing page for their feedback. In so doing, they are made to feel that they are the co-creators of the revamped StarHub Community.
As the event happened on the birthday of our top advocate (@IncTEh), we took the opportunity to celebrate his birthday together with another member who is also an October baby.
At the end of the event, we let our hair down, broke out into smaller groups and lingered way past the event’s end time. There were no agendas—just casual conversations about life, work and everything else. It was a great way to unwind even though it was a Thursday night.
The StarHub Community All-Stars programme public post went “live” right after the event, announcing the criteria for joining and the list of those in this group.
The result of this campaign is that the advocates were made aware of the fact that they are deeply treasured by the company, that they helped to win several industry awards and the Community now knows who run the Community. StarHub once again lived up to its promise of delivering “Power to the People”!
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