Ad tech - Singapore 2012
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Ad tech - Singapore 2012

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Presentation given with Adobe at Ad Tech, Singapore 2012 on Social Media

Presentation given with Adobe at Ad Tech, Singapore 2012 on Social Media

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  • VERY FEW PEOPLE CAN HAVE THE HONOUR THAT THEY STARTED THE FIRST FAN PAGE FOR A COMPANY LIKE CATHAY. AND I DO INDEED TREAT THIS AS A PRIVILEDGE
  • EVERYONE IS STILL LEARNING ABOUT SOCIAL, ITS SO NEW EVERY DAY PRESENTS A NEW CHALLENGE. THERE IS NO RULE BOOK HERE FOR US AS MARKETEERS
  • One department (such as marketing) sits in a centralised position and manages all social activities
  • A hub and spoke approach – A cross functional team sits in a centralised position and helps various nodes such as business units
  • THIS WAS A RISK. A BIG ONE. GO OUT INTO SOCIAL MEDIA WITH A COMPETION BIGGER THAN WE HAVE EVER DONE BEOFRE, ON AN “UNTESTED” PLATFORM.
  • THIS WORKED BECAUSE IT WAS BOLD AND RELEVANT TO OUR AUDIENCE. WE LOOKED FOR A CAMAPIGN THAT WOULDN’T JUST SPIKE BUT ONE WHERE PEOPLE WOULD WANT TO FOLLOW THE WINNDER ROUND THE WORLD
  • IT WAS A GOOD THING AS WE NEEDED SOFTWARE PASSING 300,00 FANS
  • ONE OF THE AMAZING THINGS ABOUT SOCIAL MEDIA – YOU HAVE THIS INSTANT FEEDBACK FROM PEOPLE WHO WANT TO ENGAGE WITH YOUR BRAND. THAT TAKES US BEYOND TARDIONAL MARKETING INTO A WHOLE NEW AREA.
  • IT WAS A GOOD THING AS WE NEEDED SOFTWARE PASSING 300,00 FANS

Ad tech - Singapore 2012 Ad tech - Singapore 2012 Presentation Transcript

  • BUILDING AND SCALING SOCIALCOMMUNITIES -CXALI BULLOCKDIGITAL & SOCIAL MEDIA MARKETING MANAGER,CATHAY PACIFIC
  • INTRODUCTIONS:ALI BULLOCKDIGITAL AND SOCIAL MEDIA MARKETINGMANAGER AT CATHAY PACIFICWORKED AT CX FOR 5 YEARSTWITTER: @ALIBULLOCK #ADTECHSGPREVIOUSLY WORKED FOR KPMGCONSULTING, MOTOROLA, SAMSUNG, KELLOGGSOUTSIDE OF WORK: ASIA’S FOREMOSTCHARITY WILDLIFE PHOTOGRAPHERMY DOG (PADSTOW) HAS MORE FRIENDSON FACEBOOK (903) THAN I DO (640)
  • THE ELEMENTS NEEDED TOBE SUCCESSFUL IN SOCIAL :1. PEOPLE. THEY MAKE AN AIRLINE2. AN ABILITY TO FAIL IN ORDER TOSUCCEED – A DESIRE TO PUSH THEBOUNDARIES3. ONLY A TEAM CAN MAKE SOCIALWORK4. SOCIAL IS ORGANISATIONALWIDE
  • WE ARE ONE OF THE MOST SOCIALLYCONNECT AIRLINES IN THE WORLD:FIRST IPAD APP (AIRLINE CATEGORY)2011 - “WORLDS BEST TRAVEL COMPETITION”ROUND THE WORLD IN 80 DAYSAIRLINE FIRST WITH KLOUT / TO OUR SF LOUNGEMANAGE 19 FACEBOOK PAGESOVER 300,000 FANS WORLDWIDEINTL PAGE HAS A FAN REACH: OVER 36 MILLION10 TWITTER ACCOUNTSPRESENCE ON LINKEDIN, GOOGLE+ & SINA-WEIBO
  • THIS IS HOW WE GOT THERE…
  • … 2008YEAR ZERO. WITH ZERO.
  • … 2008FAN #1 ALI BULLOCK
  • … 2008 –WITHIN 2 WEEKSFAN #500 REACHED … IN 6 WEEKS FAN #5,000 REACHED
  • “ DIGAWELL BEFORE YOUBECOME THIRSY ” . CHINESE PROVERB.
  • … 2009GETTING SOCIALFOUND WE WERE ONE OF THE PIONEERS IN SOCIAL / AIRLINES / ASIACREATED A SET OF SOCIAL TARGETS AND OBJECTIVES WHICH INCLUDED BUILDING UPONTHE INTERNATIONAL CHANNELS AND ROLLING OUT TO LOCAL COUNTRIESFACEBOOK PAGES ROLLED OUT TO THE US TEAM AND 8 OTHER COUNTRIESTWITTER ROLLED OUT TO 5 COUNTRIES
  • … 2009CENTRALISED APPROACH
  • … 2010FAN #100,000 REACHED
  • … 2010HUB & SPOKE APPROACH
  • … 2010WE GOT BIGGER. WISER.WE SAW THE POWER OF SOCIAL MEDIAAS A DIFFERENCIATOR AND THAT DIFFERENTPLATFORMS SHOULD BE USED FOR DIFFERENT FORMS OF COMMUNICATIONAPPROVED FRANCE AND NEPAL TO HAVE FACEBOOK PAGESREALISATION THAT YOU NEED TO BEND TO SOCIAL MEDIA BUT NOT BE BROKEN BY SOCIALMEDIACUSTOMER SERVICE MATTERS ONLINELONDON SNOWSTORM: BE PREPAREDCOMPETION INCREASINGLY ENTERED THE SPACE BUT WE HAD FIRST MOVER ADVANTAGE
  • … 2011RAMPING UP SOCIAL . BOLDLYAS 2011 ROLLED IN WE GREW OUR CHANNELS CENTRALL BUT IT BECAME CLEAR THAT WENEEDED TO INCREASE EFFORTS MORE AND MORE AROUND THE WORLDWE RAN A GLOBAL COMPETITION, “ROUND THE WORLD IN 80 DAYS” –A HUGE STEP FOR USIN THE SOCIAL SPACESTARTED MORE FORMAL MONITORING AND BROUGHT IN STRUCTUREAND PROCESS TO BEABLE TO COVER DISRUPTIONS WHERE NEEDEDWE UNDERSTOOD THAT SOCIAL WAS BECOMING A BIGGER AND BIGGER PART OF WHAT WEDO. BUT IN ORDER TO SCALE WE NEEDED A SOFTWARE SOLUTION TO SUPPORT OUREFFORTSIN ORDER TO GROW OUR FANS, OUR ENGAGEMENT AND FUTURE SALES WE NEEDED TOSCALE WITH DEDICATED TOOLS
  • … ROUND THE WORLD IN 80 DAYSOUR BLODEST STEP SO FAR.
  • BUT IT WORKED.WEDOUBLED OURFAN BASE.FANINTERACTIONS CONTIUEDASMIKEFLEWROUND THEWORLDFACEBOOK EVENASKED TOFILMAMARKETING CASE STUDY:HTTP://ALIB.CO/CXVIDEO
  • … 2011CONEXT NOT SO OPTIONAL .- WE UNDERSTOOD:YOU NEED TO BE QUICK TO RESPOND TO EVERY COMMENT AND POSTMORE INTERACTION AROUND THE WORLD ON A GLOBAL AND LOCAL LEVELMONITORING IS KEYAND YOU NEED A STRUCTUREAROUND THISANALYITICS (ABOVE THE FREE TOOLS PROVIDED)- IN ORDER TO SCALE:A PRODUCT THAT COULD HELP THE CENTRAL TEAM ROLL OUT MORE INITATIVES ANDPROGRAMMES TO LOCAL COUNTRIES BUT KEEP SOME CONTROLPROCESS AND STRUCTUREAROUND POSTINGMONITORING & APPROVALANALYITICS FOR REPORTINGCOMPETITIONS / RE-USE AROUND THE WORLDWA TO TRACK AND MANAGE CUSTOMER COMMENTS YS
  • … 2012FAN #300,000 PASSED
  • … 2012LEADING IN THE AIRLINE SPACE- FACEBOOK: 19 PAGES- GLOBALLY: OVER 350,000 FANS OF CX- FAN OF FAN REACH +36 MILLION PEOPLE- POSTING: AT LEAST ONCE A DAY- MAJORITY OF POSTS HAVE +400 LIKES (INTL PAGE)- TWITTER:- ROLLED OUT OUR TWITTER PAGES AROUND THE WORLD- POSTING AVR TWICE A DAY- USED THIS CHANNEL FOR DISUPTIONAND COMMS- EXPANDING INTO OTHER CHANNELS:- LINKEDIN- GOOGLE +- REN REN/ SINA-WEIBO
  • … 2012ITS NOT SIZE . ITS ACTIONS THAT COUNT.- WE HAVE ADAPTED AND LEARNT:YOU NEED TO BE QUICK TO RESPOND TO EVERY COMMENT AND POST WHERE APPROPIATEMONITORING OF YOUR SOCIAL CHANNELS AS WELLAS OUTSIDE CHANNELS IS CRITICALLYIMPORTANTPERSONALISATION REALLY WORKSCUSTOMER SERVICE IS BECOMING MORE AND MORE IMPORTANT ON SOCIAL MEDIA –FIXPROBLEMS DON’T PUSH CUSTOMERS TO A FORMCHINESE SOCAIL MEDIA IS EVEN MORE VIRAL / FAST MOVING THAN WESTERN MEDIASOCIAL MEDIA CAN DRAW RETURN ON INVESTMENTAS WELLAS RETURN ON ENGAGEMENTCONSTANT APRASIAL AND ANALYSIS OF OBJECTIVES IS KEY
  • THE NEW FB TIMELINE: 2IMAGES –YOU CHOOSE >
  • WITHIN A DAY HUNDREDS OF LIKES ANDCOMMENTS ON THE IMAGE TO USE .OUR FANS ARE PRETTY GREAT .
  • FROM A CX DIAMOND MPO MEMBER“CX CUSTOMER SERVICE ON TWITTER ISTHE BEST I HAVE EVER USED.”
  • THE ULTIMATE QUESTION: WHYBE SOCIAL?1. BE RELEVANT TO YOUR CUSTOMERS2. MEASUREMENT – BASED ON YOUR OBJECTIVES ROI CAN BE PROVEN3. CUSTOMERS ARE BECOMING MORE SOCIAL4. CUSTOMERS ARE READY (AND WILLING) TO COMMENT ABOUT YOUR BRAND5. ULTIMATLY WORD OF MOUTH MATTERS6. SOCIAL HELPS BUILD LOYALITY (BUT ITS ONLY ONE COMPONENT)
  • WHAT DOES CX GET FROMSOCIAL?1. ENGAGEMENT & POSITIVE WORD OF MOUTH2. CRISIS MANAGEMENT & BRAND PROTECTION3. ROI / SALES4. CUSTOMER SERVICE5. LOYALITYOVER 1,000 LIKES AND 150 COMMENTS
  • BE RELEVANT ON SOCIALIT’S A CONSTANT THOUGHT IN THE BACKOF MY MIND, WHAT’S RELEVANT FOR OURCUSTOMERS, WHAT ARE THEYINTERESTED IN?
  • … BY 2013I WANT TO PASS #500,000 FANS
  • AND TREAT EVERY SINGLE FAN WITH THESAME LEVEL OF SERVICE, PASSION & TIMEAS THE DAY WE STARTED OUT .BECAUSE THAT’S WHAT MAKES A SOCIAL EXPERIENCESTAND OUT FROM THE CROWD. PEOPLE INSIDE THEORGANISATION WHO CARE
  • CONCLUSIONS
  • “ITS NOT THE ACTUAL COMPAINTS OR BLOGPOSTS THAT HURT THE MOST .IT’S THE LINGERING GOOGLE SEARCH RESULTS,THAT REPRESENT REAL DEATH BYATHOUSANDCUTS…”ECONOMIST FEB 07 2008
  • … MOVING FORWARDITS ABOUT CONSTANT CHANGEBUT AN UNDERSTANDING THAT WHILE SOCIAL MEDIA MA BE THE NEW SHINY WORD IN YMARKETING, ITS NOT THE ONLY THING AROUND. SOCIAL IS ONE PART OF THEMARKETING MIX.
  • ITS ABOUT MEETING YOUR OBJECTIVESSOCIAL HAS TO PAY ITS WAYWHETHER ITS RETURN ON INVESTMENT RETURN ON BRAND OR RETURN ON ,ENGAGEMENT SOCIAL HAS TO MEET THE OBJECTIVES OF THE BUSINESS TO SUCCEED. ,
  • DON’T WAITAROUND FORNEGATIVE BRAND ADVOCACY TOSTRIKE.LISTEN. THEN RESPOND. SOCIALMEDIAIS HERE TO STAY…
  • THANKYOUFORYOURTIMEALASTAIR_BULLOCK@CATHAYPACIFIC.COMTWITTER / ALIBULLOCKLINKEDIN / ALI BULLOCKALIBULLOCK.COMCATHAYPACIFIC.COM/PEOPLE