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Amcham pdf
1. SOCIAL MEDIA, SALES AND SOCIAL GOOD
PRESENTATION TO AMCHAM
ALIBULLOCK
DIGIT &SOCIALMEDIAMARKETINGMANAGER,CA
AL THAY
PACIFIC/CO-FOUNDERANIMALSINPHOTOS,ORGANISERA HK
T
SOCIAL&TEDxT ALKS
2. INTRODUCTIONS:
ALI BULLOCK
DIGITAL AND SOCIAL MEDIA MARKETING
MANAGER AT CATHAY PACIFIC
WORKED AT CX FOR 5 YEARS
PREVIOUSLY WORKED FOR KPMG
CONSULTING, MOTOROLA, SAMSUNG,
KELLOGGS
OUTSIDE OF WORK: ASIA’S FOREMOST
CHARITY WILDLIFE PHOTOGRAPHER
CO-ORGANISER OF HK SOCIAL AND TEDX
WANCHAI
3. INTRODUCTIONS:
ALI BULLOCK
MY DOG (PADSTOW) HAS MORE FRIENDS
ON FACEBOOK (903) THAN I DO (640)
PERHAPS HE SHOULD BE SPEAKING TODAY
ON SOCIAL MEDIA.
4. “ DIG A WELL BEFORE YOU
BECOME THIRSY ”
.
CHINESE PROVERB.
6. AREAS OF SOCIAL YOU NEED TO
ADDRESS TO BE SUCCESSFUL
1. OBJECTIVES
2. STRUCTURE
3. BRAND
4. ENGAGEMENT
5. CUSTOMER SERVICE
6. CRISIS MANAGEMENT
7. SOCIAL GOOD
8. SALES
8. “ DIG A WELL BEFORE YOU
BECOME THIRSY ”
.
CHINESE PROVERB.
9. DOES YOUR BRAND WANT TO
BE SOCIAL?
1. SOCIAL IS MORE IMPORTANT THAN EVER
BEFORE
2. FACEBOOK IS NOW 900M PEOPLE STRONG
3. REVOLUTIONS STARTED AND MAINTAINED
THANKS TO SOCIAL MEDIA
4. BRANDS ARE NOW FORCED TO MAKE
CHANGES DUE TO PUBLIC DEMAND
5. CONSUMERS ARE MORE AN MORE
MAKING DECISIONS BASED ON THEIR
SOCIAL CIRCLE
10. THE ULTIMATE QUESTION: WHY
BE SOCIAL?
1. BE RELEVANT TO YOUR CUSTOMERS
2. MEASUREMENT – BASED ON YOUR
OBJECTIVES ROI CAN BE PROVEN
3. CUSTOMERS ARE BECOMING MORE
SOCIAL
4. CUSTOMERS ARE READY (AND WILLING) TO
COMMENT ABOUT YOUR BRAND
5. ULTIMATLY WORD OF MOUTH MATTERS
6. SOCIAL HELPS BUILD LOYALITY (BUT ITS
ONLY ONE COMPONENT)
17. ITS NOT SIZE . ITS ACTIONS THAT COUNT.
ADAPT AND LEARN:
YOU NEED TO BE QUICK TO RESPOND TO EVERY COMMENT AND POST WHERE APPROPIATE
MONITORING OF YOUR SOCIAL CHANNELS AS WELL AS OUTSIDE CHANNELS IS CRITICALLY
IMPORTANT
PERSONALISATION REALL WORKS
Y
MONITOR AND PROTECT YOUR BRAND
CHINESE SOCAIL MEDIA IS EVEN MORE VIRAL / FAST MOVING THAN WESTERN MEDIA
CONSTANT APRASIAL AND ANAL YSIS OF OBJECTIVES IS KEY
22. “ STRATEGISE WHAT YOU WILL DO WITH PEOPLE ONCE
THE COMPETITON IS OVER”
JAY OATWAY MASTERING STORY COMMUNITY AND INFLUENCE
, ,
HOW TO USE SOCIAL MEDIA
23. WHA DOESABRANDLIKECXGET
T
FROMSOCIAL?
1. ENGAGEMENT & POSITIVE WORD OF
MOUTH
2. CRISIS MANAGEMENT & BRAND
PROTECTION
3. ROI / SALES
4. CUSTOMER SERVICE
5. LOYALITY
OVER 1,000 LIKES AND 150 COMMENTS
26. CUSOMER SERVICE
IF YOUR CUSTOMERS AREON SOCIAL MEDIA THEN YOUR CUSTOMER SERVICE SHOULD BE
MONITORING THESE CHANNELS
GENERALL YOU NEED TO BE QUICK TO RESPOND TO EVERY COMMENT AND POST WHERE
Y
APPROPIATE
TRY TO GET COMPANINTS OFF-LINE
PERSONALISATION REALL WORKS
Y
CUSTOMER SERVICE IS BECOMING MORE AND MORE IMPORTANT ON SOCIAL MEDIA – FIX
PROBLEMS DON’T PUSH CUSTOMERS TO A FORM
CHINESE SOCAIL MEDIA IS EVEN MORE VIRAL / FAST MOVING THAN WESTERN MEDIA
29. Greenpeace released a video highlighting the plight
of Orangutans in Borneo who are loosing their
homeland to Nestlé and loggers for Palm Oil.
Nestlé's lawyers removed the video form Y outube
on brand reputation grounds and Greenpeace
simply re-posted.
The argument moved onto their facebook and
other social media platforms where customers and
fans forced a corporate change in direction.
30. Nestle used lawyers and Greenpeace
used social media.
We are talking about an organization
worth billions taking on an
international charity…
Would anyone like to guess what
came next (other than a lesson 101 in
marketing for Nestle.)
31. NESTLE FINALLY RESCINDED AND COMMITTED TO STOP BUYING
PALM OIL FROM UN-STAINABLE RAINFORESTS.
ONE OF THESE MADE THE INTERNATIONAL NEWS AND ONE HAS
BLOWN OVER (RELATIVLY QUICKLY.)
LISTENING AND THE SPEED OF RESPONSE WAS A KEY FACROR.
34. SOCIAL = ROI
ITS DIFFICULT TO SHOW OR PROVE DIRECT ROI FROM SOCIAL MEDIA
NOT TO SAY IT CAN’T BE DONE
BE REALISTIC IN WHAT YOU ARE LOOKING FOR FROM SOCIAL MEDIA AND SALES –
REMEMBER CUSTOMERS ARE HERE TO BUILD A RELATIONSHIP FIRST
DIFFERENT CHANNELS MAY WELL HAVE DIFFERENT INVESTMENT / SALES OPPORTUNITIES
(FACEBOOK VS TWITTER FOR EXAMPLE)
AT THE END OF THE DAY ALL YOU CAN GET OUT OF SOCIAL IS WHAT YOU PUT IN
36. BE RELEVANT ON SOCIAL
IT’SACONSTANTTHOUGHTINTHEBACKOFMYMIND,
WHA RELEVANTFOROURCUSTOMERS,WHA ARETHEY
T’S T
INTERESTEDIN?
37. AND TREAT EVERY SINGLE FAN WITH THE
SAME LEVEL OF SERVICE, PASSION & TIME
AS THE DAY WE STARTED OUT .
BECAUSE THAT’S WHAT MAKES A SOCIAL EXPERIENCE
STAND OUT FROM THE CROWD. PEOPLE INSIDE THE
ORGANISATION WHO CARE
38. … MOVING FORWARD
ITS ABOUT CONSTANT CHANGE
BUT AN UNDERSTANDING THAT WHILE SOCIAL MEDIA MAY BE THE NEW SHINY WORD
IN MARKETING, ITS NOT THE ONL THING AROUND. SOCIAL IS ONE PART OF THE
Y
MARKETING MIX.
39. ITS ABOUT MEETING YOUR OBJECTIVES
SOCIAL HAS TO PAY ITS WAY
WHETHER ITS RETURN ON INVESTMENT RETURN ON BRAND OR RETURN ON
,
ENGAGEMENT SOCIAL HAS TO MEET THE OBJECTIVES OF THE BUSINESS TO SUCCEED.
,
