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  • Starhub Gets Lean, Improves Efficiency, With Better Storytelling

    Starhub, one of Singapore’s three major telcos, has a problem we hear a lot. They’re producing lots of good content. In silos.

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Case Story

How a successful story strategy reduced duplicated work, and upped efficiency by Starhub’s storytellers.

Starhub produces good content for its magazine that isn’t getting to their website. Their phone customers are not getting timely cable offers, and vice versa. The content on the website is helpful to some customers, not so much to others, and lacks the popular touch of the magazine. Yet it gets a mysteriously huge number of monthly page views. And neither their website nor their magazine is mindful of serving mobile content..

You know. The dreaded silos.

After digesting a mountain of data–and in the process discovering a clickfarm in the Philippines that’s hitting the Starhub website with a million page views a month on top of the 25,000 legit ones–we conduct bigSTORY workshops in Singapore for every storyteller in the organization, everyone who influences content. We focus the workshops on collaborative storytelling with groups of people who don’t normally work together. You know. Gamechanging.

The workshops become the springboard for an extensively researched, beautifully designed Story Strategy Roadmap. The Starhub content and digital marketing teams use this as a set of guidelines for content creation and sharing, cross-platform promotion, social media amplification and other avenues toward improved organizational storytelling.

As a  result, StarHub is able to get a lot more economical with its brand storytelling by reaching 30% more customers with 25% savings on content production, and less duplication of effort.

You know. The much-improved ROI on media.


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