AIA Presentation - Building and scaling social media
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AIA Presentation - Building and scaling social media

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AIA Presentation - Building and scaling social media

AIA Presentation - Building and scaling social media

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  • 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

AIA Presentation - Building and scaling social media AIA Presentation - Building and scaling social media Presentation Transcript

  • BUILDING AND SCALING SOCIALMEDIAALI BULLOCKDIGITAL & SOCIAL MEDIA MARKETING MANAGER,CATHAY PACIFIC / CO-FOUNDER ANIMALS INPHOTOS, ORGANISER AT HK SOCIAL & TEDx TALKS
  • INTRODUCTIONS:ALI BULLOCKDIGITAL AND SOCIAL MEDIAMARKETING MANAGER AT CATHAYPACIFICWORKED AT CX FOR 5 YEARSPREVIOUSLY WORKED FOR KPMGCONSULTING, MOTOROLA, SAMSUNG,KELLOGG’SOUTSIDE OF WORK: ASIA’S FOREMOSTCHARITY WILDLIFE PHOTOGRAPHERCO-ORGANISER OF HK SOCIAL ANDTEDX WANCHAI
  • INTRODUCTIONS:ALI BULLOCKMY DOG (PADSTOW) HAS MOREFRIENDS ON FACEBOOK (903) THAN IDO (640)PERHAPS HE SHOULD BE SPEAKINGTODAY ON SOCIAL MEDIA.
  • “ DIG A WELL BEFORE YOUBECOME THIRSY. ” CHINESE PROVERB.
  • CUSTOMERSNOW HAVE MORE POWER, MOREKNOWLEDGE AT THEIR FINGER TIPS THANEVER BEFORE
  • AREAS OF SOCIAL YOU NEED TOADDRESS TO BE SUCCESSFUL1. OBJECTIVES2. STRUCTURE3. BRAND4. ENGAGEMENT5. CUSTOMER SERVICE6. CRISIS MANAGEMENT7. SALES
  • 1. OBJECTIVESDON’T PAY A CONSULTANCY BEFORE YOUKNOW WHAT YOU WANT
  • “ DIG A WELL BEFORE YOUBECOME THIRSY. ” CHINESE PROVERB.
  • DOES YOUR BRAND WANTTOSOCIAL IS MORE IMPORTANT THAN1. BE SOCIAL? EVER BEFORE2. FACEBOOK IS NOW 900M PEOPLE STRONG3. REVOLUTIONS STARTED AND MAINTAINED THANKS TO SOCIAL MEDIA4. BRANDS ARE NOW FORCED TO MAKE CHANGES DUE TO PUBLIC DEMAND5. CONSUMERS ARE MORE AND MORE MAKING DECISIONS BASED ON THEIR SOCIAL CIRCLE
  • THE ULTIMATE QUESTION:WHY BE 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. ULTIMATELY WORD OF MOUTH MATTERS6. SOCIAL HELPS BUILD LOYALTY (BUT ITS ONLY ONE COMPONENT)
  • 2. STRUCTUREAVOID BUYING A PRODUCT BEFORE YOUHAVE THE COMMUNITY
  • … STARTING OUTCENTRALISED APPROACH
  • … 2008FAN #1 ALI BULLOCK… 2008 – WITHIN 2 WEEKSFAN #500 REACHED… IN 6 WEEKSFAN #5,000 REACHED
  • … 2012FAN #350,000 REACHED… A FAN OF FAN REACH OF 36MILLION PEOPLE
  • … YOU NEED TO BECOMEHUB & SPOKE APPROACH
  • 3. BRANDYOUR BRAND. THEIR VOICE
  • ITS NOT SIZE . ITS ACTIONS THAT COUNT.ADAPT AND LEARN:YOU NEED TO BE QUICK TO RESPOND TO EVERY COMMENT AND POST WHEREAPPROPRIATEMONITORING OF YOUR SOCIAL CHANNELS AS WELL AS OUTSIDE CHANNELS ISCRITICALLY IMPORTANTPERSONALIZATION REALLY WORKSMONITOR AND PROTECT YOUR BRANDCHINESE SOCAIL MEDIA IS EVEN MORE VIRAL / FAST MOVING THAN WESTERNMEDIACONSTANT APPRAISAL AND ANALYSIS OF OBJECTIVES IS KEY
  • 4. ENGAGEMENTBRING YOUR VOICE TO SOCIAL MEDIA BUTLISTEN AT THE SAME TIME
  • … ROUND THE WORLD IN 80DAYSOUR BOLDEST STEP SO FAR.
  • WE DOUBLED OUR FANBUT IT WORKED.BASE.FAN INTERACTIONSCONTINUED AS MIKE FLEWROUND THE WORLDFACEBOOK EVEN ASKEDTO FILM A MARKETINGCASE STUDY :HTTP://ALIB.CO/CXVIDEO
  • “ STRATEGISE WHAT YOU WILL DO WITHPEOPLE ONCE THE COMPETITION IS OVER” JAY OATWAY, MASTERING STORY, COMMUNITY AND INFLUENCE HOW TO USE SOCIAL MEDIA
  • WHAT DOES A BRAND LIKE CXGET FROM SOCIAL?1. ENGAGEMENT & POSITIVE WORD OF MOUTH2. CRISIS MANAGEMENT & BRAND PROTECTION3. ROI / SALES4. CUSTOMER SERVICE5. LOYALTYOVER 1,000 LIKES AND 150 COMMENTS
  • 5. CUSTOMER SERVICEYOU WON’T HAVE A BRAND IF YOURCUSTOMERS DON’T VALUE YOUR BRAND
  • “ITS NOT THE ACTUAL COMPLAINTS OR BLOGPOSTS THAT HURT THE MOST.IT’S THE LINGERING GOOGLE SEARCH RESULTS,THAT REPRESENT REAL DEATH BY A THOUSANDCUTS…”ECONOMIST FEB 07 2008
  • CUSTOMER SERVICEIF YOUR CUSTOMERS AREON SOCIAL MEDIA THEN YOUR CUSTOMER SERVICESHOULD BE MONITORING THESE CHANNELSGENERALLY YOU NEED TO BE QUICK TO RESPOND TO EVERY COMMENT ANDPOST WHERE APPROPRIATETRY TO GET COMPLAINTS OFF-LINEPERSONALIZATION REALLY WORKSCUSTOMER SERVICE IS BECOMING MORE AND MORE IMPORTANT ON SOCIALMEDIA – FIX PROBLEMS DON’T PUSH CUSTOMERS TO A FORMCHINESE SOCAIL MEDIA IS EVEN MORE VIRAL / FAST MOVING THAN WESTERNMEDIA
  • 6. CRISIS MANAGEMENTLESS THAN 20% OF ORGANISATIONS HAVEA SOCIAL MEDIA CRISIS PLAN
  • ADIDAS ON FACEBOOKSHOES HAVE BEEN PULLEDFROM SALE THANKS TOSOCIAL MEDIA
  • Greenpeace released a video highlightingthe plight of Orangutans in Borneo who areloosing their homeland to Nestlé andloggers for Palm Oil.Nestlés lawyers removed the video formYoutube on brand reputation grounds andGreenpeace simply re-posted.The argument moved onto their facebookand other social media platforms wherecustomers and fans forced a corporatechange in direction.
  • Nestle used lawyers andGreenpeace used social media.We are talking about anorganization worth billions takingon an international charity…Would anyone like to guess whatcame next (other than a lesson101 in marketing for Nestle.)
  • NESTLE FINALLYRESCINDED ANDCOMMITTED TO STOPBUYING PALM OIL FROMUN-STAINABLE RAINFORESTS.ONE OF THESE MADE THEINTERNATIONAL NEWSAND ONE HAS BLOWNOVER (RELATIVELYQUICKLY.)LISTENING AND THE SPEEDOF RESPONSE WAS A KEYFACTOR.
  • 7. SALESMAKE SOCIAL PAY. JUST LIKE EVERYOTHER PART OF THE MARKETING MIX
  • SOCIAL = ROIITS DIFFICULT TO SHOW OR PROVE DIRECT ROI FROM SOCIAL MEDIANOT TO SAY IT CAN’T BE DONEBE REALISTIC IN WHAT YOU ARE LOOKING FOR FROM SOCIAL MEDIA ANDSALES – REMEMBER CUSTOMERS ARE HERE TO BUILD A RELATIONSHIP FIRSTDIFFERENT CHANNELS MAY WELL HAVE DIFFERENT INVESTMENT / SALESOPPORTUNITIES (FACEBOOK VS TWITTER FOR EXAMPLE)AT THE END OF THE DAY ALL YOU CAN GET OUT OF SOCIAL IS WHAT YOU PUTIN
  • CONCLUSIONS
  • BE RELEVANT ON SOCIALIT’S A CONSTANT THOUGHT IN THE BACK OF MYMIND, WHAT’S RELEVANT FOR OURCUSTOMERS, WHAT ARE THEY INTERESTED IN?
  • AND TREAT EVERY SINGLE FANWITH THE SAME LEVEL OFSERVICE, PASSION & TIME AS THEDAY WE STARTED OUT. EXPERIENCEBECAUSE THAT’S WHAT MAKES A SOCIALSTAND OUT FROM THE CROWD. PEOPLE INSIDE THEORGANISATION WHO CARE
  • … MOVING FORWARDITS ABOUT CONSTANT CHANGEBUT AN UNDERSTANDING THAT WHILE SOCIAL MEDIA MAY BE THE NEWSHINY WORD IN MARKETING, ITS NOT THE ONLY THING AROUND. SOCIALIS ONE PART OF THE MARKETING MIX.
  • ITS ABOUT MEETING YOUROBJECTIVES TO PAY ITS WAYSOCIAL HASWHETHER ITS RETURN ON INVESTMENT, RETURN ON BRAND OR RETURNON ENGAGEMENT, SOCIAL HAS TO MEET THE OBJECTIVES OF THEBUSINESS TO SUCCEED.
  • THANK YOU FOR YOUR TIMEEMAIL / ALIBULLOCK@GMAIL .COMTWITTER / ALIBULLOCKLINKEDIN / ALI BULLOCKWEB / ALIBULLOCK.COM