Sarihusada danone social careline 20140814 - v.read

This is a Read version of a Presentation shared to showcase Social Careline in Sarihusada – Danone in Social Insight Jakarta Event in Aug 2014. Any question in regards to this presentation, please contact [email protected] or twitter @smilingrini

Social Careline How Sarihusada – Danone leverage Social Mission

beyond conversation with Indonesian Mothers

Rini Haerinnisya Connection & Digital Acceleration Manager

Sarihusada – Danone Early Life Nutrition

mailto:[email protected]


Fun Qs How many minutes spent by each Indonesian in front of screen within one day ? (TV, Laptop/Computer, Smartphones, Tablet)

a. 444 b. 479 c. 504





Before this study was shared in May 2014, we have listened to our C-Class mothers in Indonesia consider that social media – in this case facebook are morelikely to be a more convinient place to share and ask in compare to sms & call.

Few thinkings to define WHERE our mothers are :

1. They don’t spend extra money out of monthly FB package with the telco for calls or sms. Toll free number do charge consumer for mobile airtime – unfortunately it’s not purely free,

2. They found more similar mothers in social media, they got more friends now. More people to ask and share.

3. Being a popular brand among mothers, means to also be ready if they initiate to open up group and page on behalf your name.



How do you define conversation with a mother?

And Now It’s Everywhere Thanks to Mobile !

Authentic,

Genuine, Responsive,

Conversation vs Pillow Talk



But that’s not all the reason why we start with Social Careline...



Nutrition for the Nation

With Indonesian mothers, Providing support of Information, Education, and

Consultation about Early Life Nutrition And also about other relevant information during

parenthood journey.

Our Committment within Social

Careline

Sarihusada Committment

And education about nutrition & parenthood

It’s all started with a good mission..



Technology People

The Management The Team The Consumer

Reaching from anywhere At anytime

The challenge in setting up right foundation..



+ Answered by more than 20 experienced

mothers, nutritionists, and midwives.

+ Supported by Team of

Experts

Preparing the Capacity & Capability..



Careline is not only our voices but also our reflection of our personality..



2011 2012

2013 2014

90% 30%

2013 - 2014

Achievements and Updates help to get the management on board..



In our first year of social careline using existing system & resources,

30% or the incoming questions are from social media;

Since 2014, as connected to better system, numbers of questions from social media answered reaching 90%

And most are about Health & Nutrition...

Reflecting how we leverage our company mission to educate more mothers and encouraging more mothers to ask and

share about health & nutrition..

Same capacity, but better capabiity & performance.



8 Learnings from Sarihusada from Customer Service to Social Careline

1 Don’t limit your

time! Listen Wisely

2 Response as

human interaction

3 Collaborate & Partnership

4 Bring the person,

give a face and personality, and

the soul.

5 Guideline Helps!

6 Do smart and fast

game. Play & Reward the

team.

7 Don’t assume.

Do random check on execution

level.

8 Track & Optimize



We’re transforming our Contact Center to Engagement Center To bring Socially Devoted across the Company And becoming a Socially Connected Company, Leveraging the Company’s Social Mission across using Social Media.



http://youtu.be/XklQgt_oUPY






Aku Anak SGM Mama Care Vitalac Indonesia Nutrisi Untuk Bangsa

@MamaCareID @VitalacID @Nutrisi_Bangsa

Have Questions about Nutrition & Motherhood ?

0800-1-600-600 0800-1-360-360 0800-1-505-505

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0812-81-600-600 0888-8-505-505






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