From Social Media to Social CRM: Reinventing The Costumer Relations Summary The way people communicate and interact shifted with the wide adoption of social media as anew communication platform in the digital era. As a company, Telkom adapted to it, given the decreased interaction through its customer service desk and call center. Customers now preferred a more practical interaction through social media platforms. Therefore, we developed and transformed our social media platforms into Social Customer Relationship Management. It is a comprehensive approach to customer engagement,which enabled Telkom to forge closer customer collaboration, create a long term relation, develop more trust for its products and increase customer loyalty. Short Statement of the Problem or Opportunity The growth of social media user population in Indonesia is a phenomenon that we couldn’t just brush aside. Social media is not just used by individual but also by corporations for their business purposes as it is believed that engagament on social media platforms can significantly increase the companies’ business value, particularly for awareness and consumer satisfaction on the companies’ service.As the largest telecommunication company in Indonesia committed to be “The King of Digital”, there was a need for Telkom to be present on this platform and maintain its presence there by continously providing updates and information on corporaterelated news and its values, visions and missions in the social media sphere. To make Telkom’s social media accounts as the best channel for customer engagement, we found ways to innovate and thoroughly transform it, in terms of technology, policy, business process, tools and application, interaction process, people management, quality management, content management and community involvement. We transformedour use of social media accounts into a more comprehensive manner based on an approach dubbed as Social Customer Relationship Management (Social Management). The company’s three official social media accounts are Telkom Indonesia, Telkom Promo, and Telkom Care and they are verified as official on Facebook and Twitter. Those three accounts were set up with separate objectives, namely:  Telkom Indonesia is used to enhance the corporate image by delivering global information regarding Telkom Indonesia and Telkom Group.  Telkom Promo is used to market Telkomproducts and deliver information about Telkom Group’s programs, with the main focus on IndiHome product information.



Telkom Care is used as a customer care channel, specifically for IndiHome customers.

Research Prior to the transformation, we identified these problems: 

  

The social media accounts were not seriously used as a platform for engagement and there was no clear concept on how to use it, other than just to mark the company’s presence on the digital channel The rising costs of traditional promotional channel (above the line and below the line) Customers were unsatisfied with services on the existing channels The increasing traffic of customer service using social media platforms

Based on those problems, we formulated a strategy to deal with them namely:     

To have a customer service presence on easily accessible media that most customers now use (mobile & social media) To meet customer expectation for a digital service (trustworthy, fast response and solution, service assurance) A cost-efficient medium for promotional purposes with maximum and viral audience outreach To improve the people, process, tools, policies and infrastructure aspects that would support its customer interaction To increase operational support for social media engagement

Planning These accounts are expected to serve as professional business representations, yet they should also have personal, human touch, provide quick quality service and gain audience’sinterest so they can also serve as promotional and educational purposes. The goals of this Social CRM are: 1. To listen to the customers especially for product improvement and services 2. To make these accounts as the most effective channels for customer engagement and customer loyality 3. To enhance Telkom’s brand image 4. To provide better value to the customers The strategy on managing the Telkom Indonesia accounts are as follows: 1. Content Strategy  Content Management: defines the topics and develops the contents on weekly basis  Content Database: organises posted contents on the database so they would be ready for content recycling

2. Tactical Activity Digital activation to increase digital engagement with the audience For Telkom Promo and Telkom Care accounts, we developed them to be the best tool for interaction with customers. We reintroduced these accounts on every promotional materials, improved their content management and held quizzes to attract more followers. We also prepared more agents to receive complaints, information and PSB with better capabilities and mastery of the applications. We wanted to comprehensively put the Social CRM concept into action in accordance to the customers’ needs and interests. Execution To support its implementation, Telkom established a Digital Command Center, which recorded all conversation occurred on social media, particularly those related to Telkom’s products and programs and from which we found out what services the customers need from Telkom. In addition to that, we have a brand fiber alert or a system that can inform us about what issues to handle comprehensively and in high escalation, especially on hard complaints which have made the media headlines. Telkom also developed a social media application called Sociomedio through its subsidiary, Infomedia. This app enables agents to response to customer inquiries in large capacity concurrently and real-time. The system can track and inform the status of a customer report on social media so that customers can be assured that their complaints are being handled properly. By tracking and listening to the customers’ conversations, Telkom can monitor the ongoing competition and analyse the positive and negative sentiments so that the company can take the right measures for its marketing policy. We can also locate influencers and decision makers who can help to develop positive sentiment and customer loyalty. To support these social media activities, Telkom set up an internal social media team called Social Media Warriors. It now consists of 3,634 personnel from headquarters, regional and branch offices. Here are some of the examples of campaigns executed on TelkomIndonesia dan Telkom Promo accounts: 1. To support the BUMN Hadir untuk Negeri (Telkom’s Presence for the Country), Telkom, which was appointed as West Java area coordinator, posted a series of tweets on TelkomIndonesia and TelkomGroup accounts about the corporate social responsibility programmes and activities. The tweets were part of information distribution through various other mediums. We also utilised ads on Facebool to make program viral on social media and cooperated with blogger community and buzzer to make the message trending.

2. Tweets about #TelkomHackathonMerdeka2 and #TelkomMDK on November 15th 2015 reached more than 3,500 posts. #TelkomHackathonMerdeka2 acquired twice as much of #TekomMDK tweets. #TelkomMDK succeeded on being among the top trending topics in Indonesia for four hours during tight competition for a topic to be trending (football match, TV favorite shows, and hashtag usage on youth). 3. Campaign #untukIndonesia was TelkomGroup’s program with GNFI in the form of quiz, infographic, and activities related with Indonesia. 4. #DigitizeYourLife was TelkomIndonesia’s program in the form of quiz, infographic, and viral information on TelkomIndonesia’s YouTube channel. Outcomes and Evaluation The activities on social media platforms included products or programs information delivery, knowledge sharing, tips, news, greetings, and quizzes. By engaging in those activities, Telkom social media accounts were able to generate trending topics with various hashtags such as #BUMNutkNegeriEUY, #TelkomMDK, #DigitizeYourLife, #TelkomKingofDigital, #TelkomHackathonMerdeka2 campaigns. As per December 31, 2015, the total fans of TelkomPromo on Facebook were 536,435 while @telkompromofollowers were 110,662; TelkomCare Facebook fans were 19,505 and @telkomcare followers were 96,856 and TelkomIndonesia’s fans were 84,128 while @telkomindonesia followers were 54,616. These figures increased at 5% to 10% on average monthly. The significant results of Social CRM transformation were evident by the significant shift communication through 147 call center incoming calls to social media accounts. This showed that the public was getting more aware of Telkom’s presence on social media platforms. The supporting figures are as follows 1. The number of complaints mentioned to TelkomCare increased by 154%. It showed that the social media accounts have served well as the channel for customers to lodge complaints, which was in accordance to the management’s expectation 2. A sales increase of 1,418% from reactive to proactive selling. 3. The number of complaints mentioned to TelkomCare in a year reached 39,625 with 100% response rate and Net Sentimen Score of more than 98%. 4. The campaign can enhance the company’s brand value on social media. On top of that, TelkomCare, won The Best Contact Center Indonesia 2015 award, Best Social Media for Corporation and second place in Indonesia for fanpage and third place for Twitter handle in terms of response time according to Social Baker.

Photos

Social Media Center

Digital Command Center

Social Media Telkom Indonesia

Facebook Account Telkom Indonesia https://www.facebook.com/telkomindonesia/

Youtube Account Telkom Indonesia https://www.youtube.com/channel/UCB5Gn8s7dun2cchRGWLNKHw/

Twitter Account Telkom Indonesia https://www. twitter.com/telkomindonesia

Instagram Telkom Indonesia https://www.instagram.com/telkomindonesia/

Social Media Telkom Promo

Facebook Account Telkom https://www.facebook.com/TelkomPromo/

Promo Twitter Account Telkom Promo http://www.twitter.com/telkompromo

Social Media Telkom Care

Facebook Account Telkom Care http://www.facebook.com/telkomcare

Twitter Account Telkom Care http://www.twitter.com/telkomcare

Testimonial Social Media

Testimonial Account Telkom Indonesia on Twitter

Testimonial Account Telkom Promo on Twitter

Testimonial Account Telkom Care on Twitter

Campaign #BUMNutkNegeriEUY To support the event BUMN Hadir untuk Negeri, Telkom as West Java area coordinator through account @TelkomIndonesia and along with account TelkomGroup did campaigns:

www.telkom.co.id

3rd rank Trending Topic Indonesia

www.bumnhadiruntuknegeri.com

Source : Facebook Telkom Indonesia

Source : Twitter Telkom Indonesia

Campaign #TelkomMDK Tweets about #TelkomHackathonMerdeka2 and #TelkomMDK on November 15th 2015 reached more than 3,500 posts

Campaign #UntukIndonesia #UntukIndonesia is Telkom’s program with GNFI in the form of quiz, info graphic, and activities related with Indonesia.

Source: Facebook Telkom Indonesia

Source : Twitter Telkom Indonesia

3rd Rank Trending Topic #UntukIndonesia

Campaign #DigitizeYourLife #DigitizeYourLife is Telkom Indonesia’s program in the form of quiz, infographic, and viral Telkom information on Telkom Indonesia’s youtube channel

Source: Twitter Telkom Indonesia

5th Trending Topic #DigitizeYourLife Source: Facebook Telkom Indonesia

Awards for Social Media

Telkom has succeed become the winner from other 92 governance companies from various industries. Telkom also crowned as the Best Social Media Korporasi in The Best Contact Center Indonesia award on 2015.