5. Singapore’s Favourite Local Brand! ♥
2009 Top 10 Favourite
Brands (SG)
1. Colgate
2. Google
3. StarHub
4. NTUC Fairprice
5. Sony
6. SingTel
7. Yahoo
8. Straits Times
9. 7-Eleven
Source: 2009 survey from Superbrands
and The Nielsen Company 10. Nippon Paint
6. Voted Best in
Customer Satisfaction
(InfoComms)
The Customer Satisfaction Index of Singapore (CSISG)
Top Performing Companies in each Sector
Company Sector
• StarHub Mobile Info-Comms
• The Ritz-Carlton THAS
• Singapore Airlines Transportation
• Republic Polytechnic Education
• Raffles Hospital Healthcare
Retail
• Tan Chong Motor
Finance
• HSBC
6 F&B
• Starbucks
10. Reason #1
Your customers are already on it!
Blogs: Over 126 million.
175,000 created daily
Facebook: Over 400 million
active users.
Over 5b pieces of content shared each week
Twitter
14. Reason #2
Social Media drives Loyalty
Where are people Impact of StarHub Social
chatting about StarHub? Media on Recommendation
Social
Networking More Likely to
Sites/Platforms Recommend StarHub as a
result of Social Media
24% Interaction
86%
76%
14%
Traditional Platforms
(e.g., in person Less Likely to
conversations) Recommend/No
Change
Source: StarHub Customer Insight (2010)
15. Social Media drives Loyalty
** NPS = Promoters
minus Detractors
Preferred Dessert Gallery
over other establishments
Increased emotional
attachment
Increased stores visits
after becoming fans
Spent more per visit
Source: Dholakia & Durham (2010). Harvard Business Review March 2010
16. More Promoters means more $$$
Source: Nowinski (2009). Net Promoter Economics: Exploring the Impact of Word of Mouth
17. Reason #3
Marketing as we know it is evolving
Marketing 1.0 Marketing 2.0 Marketing 3.0
Product Centric Consumer Oriented Values Driven
Objective Sell Products Satisfy & Retain Make the World a
Customers Better Place
Enablers Industrial New Wave
IT
Revolution Technology
Key Marketing Product Corporate & Pdt Corp Mission,
Concept Specification Positioning Vision & Values
Value Functional + Functional +
Functional
Propositions Emotional Emotional + Spiritual
Interaction One to Many One to One Many to Many
(B2C) (B2C, some C2B) (B2C, C2C, B2C2B2C)
Source: Adapted from Kotler, Kartajaya & Setiawan (2010). Marketing 3.0
22. A Journey of Love
B2C C2B C2C
Acknowledging Customer
Announcements
Feedback Conversations
Product Responding to Customers Helping
Launches Questions Customers
Surveys Customers Defending
your Brand
Lucky Influencer
Fan Offers
Draws/Contests Program
31. A Journey of Love
B2C C2B C2C
Acknowledging Customer
Announcements
Feedback Conversations
Responding to Customers Helping
Product Launches
Questions Customers
Surveys Customers Defending
your Brand
Lucky Influencer
Fan Offers
Draws/Contests Program
35. A Journey of Love
B2C C2B C2C
Acknowledging Customer
Announcements
Feedback Conversations
Responding to Customers Helping
Product Launches
Questions Customers
Surveys Customers Defending
your Brand
Lucky Influencer
Fan Offers
Draws/Contests Program
42. A Journey of Love
B2C C2B C2C
Acknowledging Customer
Announcements
Feedback Conversations
Responding to Customers Helping
Product Launches
Questions Customers
Surveys Customers Defending
your Brand
Lucky Influencer
Fan Offers
Draws/Contests Program