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  • 97% OF PURCHASING DECISIONS BEGIN ON THE INTERNET
  • AN INTRODUCTION TO MY EXPERIENCE:I HAVE WORKED FOR CATHAY PACIFIC AIRWATS AS GLOBAL DIGITAL MARETING MANAGER, AND BRANDS INCLUDING KPMG CONSUMTING, SAMSUNG AND MOTOROLAIN 2012 I TOOK A SABBATICAL TO WORK FOR WWF
  • WE WILL BE LOOKING AT 4 CORE AREAS TODAY AND I’LL FINISH OFF WITH 10 LESSONS LEARNT IN SOCIAL MEDIAMANAGING YOUR BRANDMONITORING YOUR CUSTOMERSRESPONDING TO THEIR FEEDBACKCRISIS MANAGEMENT
  • MANAGING YOUR BRANDI’M GOING TO TAKE YOU THROUGH THE LESSONS AND THOUGHTS I HAVE HAD OVER THE LAST 18 YEARS WORKING IN THIS SPACE.
  • “GETTING INORMATION OFF THE INTERNET IS LIKE TAKING A DRINK FROM A FIRE HYDRANT.” MICHELL KAPORTHIS QUOTE IS ADDRESSING HOW MUCH INFORMATION IS NOW AVALIBLE TO US AS CONSUMERS, PUT OUT THERE BY COMMS AND MARKETING TEAMS. THAT VOLUME OF INFORMATION AND OUR ABILITY AS HUMANS TO PROCESS THIS RAISES QUESTIONS AND CHALLANGES
  • I STARTED THE CATHAY PACIFIC FAN PAGE WITH ONE FAN. NO MILLIONS OF MARKETING DOLLARS, JUST ME. CX NOW HASOVER 500,000 PEOPLE WORLD WIDE AND A FAN OF FAN REACH IN EXCESS OF 40 MILLION PEOPLE.THAT SOCIAL REACH HAS MORE POTENTIAL AUDIENCE THAN A TV CAMPAIGN EVER DID, AT A FRACTION OF THE COST
  • IN THIS MASS MIX OF INFORMATION, IMAGES, MOVIES AND SOLGANS – ITS SO IMPORTANT TO REMEMBER YOUR BGGEST ASSET IS YOUR PEOPLEAT CATHAY PACIFIC (CX) WE PERSONALISED POSTS AND COMMETNS. IT STILL AMAZES HOW MANY ORGANISATIONS DON’T DO THIS
  • BUT SOCIAL MAY BE CHEAPER THAN TV, THAT IS TRUE. BUT THE FACT IS THAT IT IS NOT EFFORT FREE.YOU NEED PEOPLE PASSIONATE ABOUT THE BRAND
  • KNOWING YOUR AUDIENCE HAS ALWAYS BEEN KEY TO A SUCCESSUL CAMPAIGN, IN SOCIAL MEDIA ITS MORE IMPORTANT THAN EVERTALKING TO CUSTOMERS BUILDS A RELATIONSHIP, PEOPLE WANT TO BUY FROM SOMETHING OR SOMEONE THEY HAVE A RELATIONSHIP WITH. THEY WILL THEN GO ON TO TELL THEIR NETWORK OF FRIENDS AND INFLUENCERS ABOUT THAT EXPERIENCE.THAT IS SOMETHING THAT IS ESSENCIAL TO TAP INTO.
  • PERSIST. I USE THE APPLE ANALOGY AGAIN, ITS EASY FOR MANAGERS TO SAY “WE WANT TO BE THE APPLE OF ….” ITS NOT SO EASY TO PUT THOSE RESOURCES IN PLACE TO MAKE THAT HAPPEN. IT TAKES RESOURCE AND TIME. SOCIAL MEDIA IS NOT FREE.
  • MONITIORING YOUR CUSTOMERS
  • PEOPLE ASK, “HOW CAN YOU AVERT A SOCIAL MEDIA CRISIS?” I GET ASKED THIS A LOT.I SAY, “YOU CAN’T”BUT IT IS ESSENCIAL IN TODAYS ENVIORNMENT TO MONITOR.
  • MONTORING IS SO IMPORTANT I’LL REPEAT…. IN TODAYS ENVIORNMENT MONITORING YOUR BRAND, KEYWORDS AND PEOPLE IS ESSENCIAL – IT AMAZES ME HOW MANY CORPORATE COMMS TEAMS AND MARKETING TEAMS ARE NOT MONITORING
  • MONTORING IS SO IMPORTANT I’LL REPEAT…. IN TODAYS ENVIORNMENT MONITORING YOUR BRAND, KEYWORDS AND PEOPLE IS ESSENCIAL – IT AMAZES ME HOW MANY CORPORATE COMMS TEAMS AND MARKETING TEAMS ARE NOT MONITORING
  • MONTORING IS SO IMPORTANT I’LL REPEAT…. IN TODAYS ENVIORNMENT MONITORING YOUR BRAND, KEYWORDS AND PEOPLE IS ESSENCIAL – IT AMAZES ME HOW MANY CORPORATE COMMS TEAMS AND MARKETING TEAMS ARE NOT MONITORING
  • LETS LOOK AT AN EXAMPLE:SEA SHEPARD AN NGO MANY OF YOU KNOW ACCUSED (FASELY) CATHAY PACIFIC OF SHIPPING LIVE DOLPHINS FROM JAPAN TO CHINA.WHILE THE STORY WAS UNTRUE CX DID NOT RESPOND QUICKLY, IN FACT THEY TOOK OVER 24 HOURS TO RESPOND. IN THAT TIME THE STORY MADE INTERNATIONAL NEWS, FRONT PAGE OF THE SCMP IN HONG KONG, STAFF WERE VERBALLY ABSUED AT AIRPORT COUNTERS ETC ETC.
  • RESPOND TO THE FEEDBACK:IF WE LOOK AT THE PREVIOUS EXAMPLE – WE KNEW, OUR OWN CUSTOMERS WERE ON SOCIAL MEDIA ASKING US, “WHAT THE HELL IS THIS??!” AND WE DIDN’T RESPOND.SOCIAL MEDIA IS A TWO WAY STREET OF CONVERSATION, THAT’S A VERY BIG DIFFERENCE BETWEEN NEW AND OLD MARKETING
  • IN ORDER TO BUILD A COMMUNITY YOU NEED TO ENAGE WITH PEOPLE. ITS THAT SIMPLE.
  • 38% OF PEOPLE SHARE GOOD CUSTOMER SERVICE ON SOCIAL MEDIA, AND 45% SHARE BAD CUSTOMER SERVICE. AS YOU CAN SEE THE NET RESULT IS THAT 88% OF RESPONDENTS HAVE BEEN INFLUENCED BY CUSTOMER REVIEWS.ARE YOU MONTORING WHAT YOUR CUSTOMERS ARE SAYING? DO YOU EVEN KNOW?
  • LESSONS LEARNT FROM THE FRONT LINE OF COMMUNICATIONS AND BRANDING FROM MY TIME AT CATHAY PACIFIC
  • FIRST KEY LESSON – UNDERSTAND THE DIFFERENCE BETWEEN AN ISSUE AND A CRISIS.
  • THIS IS AN ISSUE FOR VW (THE CAR COMPANY) – A SIMPLE POST THEY MADE HAS ATTRACTED A LARGE NUMBER OF NEGATIVE COMMENTS.THIS IS AN ISSUE.
  • POST: “NO MORE QUESTIONS AND COMMENTS PLEASE. TGIF.”POST WAS UP FOR APPROX 60 SECONDS AND IT WAS THEN DELETED FROM FACEBOOK.HOWEVER, SOMEONE STILL MANAGED TO GET A SCREEN SHOT OF THE POST.
  • AGAIN. ISSUE – I WAS ABOUT (AND I STRESS ABOUT) TO TYPE “GREAT DAY SHOOTING ELEPHANTS FOR 8 HOURS.”
  • AS THE HEAD OF COMMS, I STOPPED AND POSTED, “GREAT DAY PHOTOGRAPHING ELEPHANTS FOR 8 HOURS.”
  • SO LETS LOOK AT A CRISIS.A REAL CRISIS.
  • ITS TUESDAY MORNING, AND I GET A CALL FROM OPERATIONS (ONE YOU DON’T WANT TO GET. “ALI, WE NEED YOU IN THE CRISIS COMMS CENTER NOW.”YOU CAN IMAGINE, RUNNING TO THE CMC THIS IS EVERYONE’S WORST CASE SENARIO.
  • FOR CATHAY SAFTETY OFCREW AND PASSANGERS IS KEY. ABSOLUTE FIRST PIRORITY. WE FOUND UPDATES AND PHOTOS APPEARNG WITHIN MINUTES OF THE PLANE LANDING.
  • THESE PHOTOS WERE AS UP TO DATE IF NOT MORE THAN THE INFORMATION WE RECEIVED FROM THE LOCAL NEWS.
  • AND IT’S A CHALLENGE THAT NEWS OUTLETS FACE AS WELL. TAKE THE EXAMPLE OF CNN OVER THE BOSTON BOMBING.
  • OK, SOMETHING A LITTLE MORE LIGHT-HEARTED BUT NO LESS SERIOUS.LOW FLY INCIDENT: 6 MILLION VIEWS ON YOUTUBE“CRAZY LADY” AT THE AIRPORT: 8 MILLION VIEWSCOCKPIT INCIDENT: 500,000 VIEWS – AND IT WAS ONLY TWO PHOTOS ??!
  • HANDING A SOCIAL MEDIA CRISIS. NOT CONTROLLING. 4 STEPS:MONITORIDENTIFY WHETHER THIS IS AN ISSUE OR A CRISIS AND ACTION YOUR PLANNING AND RESPONSES FROM THAT POINTMONITOR AND RESPOND QUICKLY, BUT IT MUST BE ACCURATE CONTINUE TO MONITOR AND ADAPT
  • IT’S NOT THE MISTAKES MADE USING SOCIAL MEDIA THAT CAUSE BRANDS THE BIGGEST PROBLEMS, IT’S HOW POORLY OR SLOWLY THEY DEAL WITH THEM.
  • AS PROMISED AT THE BEGINNING OF THIS TALK, MY 10 LESSONS IN SOCIAL MEDIA
  • THANK YOU SO MUCH FOR YOUR TIME. YOU CAN FIND A COPY OF THI PRESENTATION ON THE ABOVE LINK.I’D LIKE TO OPEN UP THE FOLOOR TO ANY QUESTIONS, HOWEVER I DO APRECIATE THERE IS A LOT OF INFORMATION TO TAKE IN, SO IF YOU’D LIKE TO CARRY ON THE CONVERSATION LATER, MY LINKEDIN PROFILE IS ABOVE.MY COLLEGUES FROM DOW JONES WILL BE MORE THAN HAPPY TO TALK TO YOU ABOUT FACTIVA AND MONITORING IN MORE DETAIL SHOULD YOU WISH.

Australia: Dow Jones / WSJ presentation on social media Australia: Dow Jones / WSJ presentation on social media Presentation Transcript

  • 10 KEY LESSONS IN BUILDING A LEADING PRESENCE ONSOCIAL MEDIA: MANAGING YOUR BRAND, MONITORINGYOUR CUSTOMERS, RESPONDING TO THEIR FEEDBACKAND CRISIS MANAGEMENTAli BullockHead of Communications –WWF Hong Kongwww.alibullock.com
  • WHO I HAVE WORKED FOR:- PREVIOUSLY WORKED FOR CATHAY PACIFIC AS GLOBALDIGITAL MARKETING MANAGER, AND WORKED ONDIGITAL STRATEGY FOR KMPG, KELLOGG’S, SAMSUNGAND MOTOROLA- I TOOK AN 8 MONTH SABBATICAL OUT OF THECORPORATE WORLD IN SEPTEMBER 2012 TO WORK FORWWF HONG KONG AS HEAD OF COMMUNICATIONS
  • MANAGING YOUR BRAND:ESSENCIAL TO WHY YOU ARE HEREMONITORING YOUR CUSTOMERS:HOW AND WHY YOU SHOULD MONITOR SOCIAL MEDIARESPONDING TO THEIR FEEDBACK:LISTEN, RESPOND AND BUILD A COMMUNITYCRISIS MANAGEMENT:LESSONS LEARNT FROM THE FRONT LINE OF COMMUNICATIONS AND BRANDINGFROM MY TIME AT CATHAY PACIFIC
  • SOCIAL MEDIA IN AUSTRALIA
  • MANAGING YOUR BRANDWHAT I HEAVE LEARNT OVER THE LAST 18 YEARS IN DIGITALAND NOW SOCIAL MARKETING:(Other than I feel really, really old…)
  • START – JUST STARTING IS VITAL. DON’T WAIT FORSOMEONE TO PUSH YOU.I STARTED OF THE CX FAN PAGE WITH ONE FAN.
  • FOCUS YOUR STRENGTHS: EVERY EMPLOYEE FROMTHE CEO TO THE RECEPTIONIST IS YOUR BRANDAMBASSADOR.SO USE THEM.
  • PASSION AND PURPOSE – START WITH YOURPASSION AND PURPOSE AS THE FUEL. THIS WILL GETYOU UP EARLY AND KEEP YOU UP LATE AS YOUCREATE CONTENT.HIRE PEOPLE PASSIONATE ABOUT THE BRAND.
  • AUDIENCE - KNOW WHO YOUR AUDIENCE IS ANDGIVE THEM THE CONTENT THEY CRAVE. SOLVETHEIR PROBLEMS AND KEEP FOCUSED.YOUR CUSTOMERS WANT TO TALK YOU!
  • PERSIST – BUILDING A LOYAL FOLLOWING THATLOVES YOUR CONTENT WILL TAKE TIME SOPERSISTENCE IS CORE AND NECESSARY.IT ISN’T EASY TO BUILD A SOCIAL MEDIA PRESENCEAND IT WILL TAKE TIME.
  • MONITORING YOUR CUSTOMERSIN A GOOD WAY (OF COURSE)
  • PEOPLE ASK, “HOW CAN YOU AVERT A SOCIALMEDIA CRISIS?”SIMPLE ANSWER, “YOU CAN’T.”MONITORING SOCIAL MEDIA ENABLES YOU TOHANDLE A CRISIS. NOT CONTROL. THINK OF YOURBRAND AS A SHIP IN A CONSTANT STORM, ROCKSARE SOCIAL MEDIA COMMENTS AND MONITORINGIS A LIGHTHOUSE.
  • FOR ANY BRAND IN TODAY’S WORLD MONITORINGIS ABSOLUTELY ESSENTIAL.
  • SOFTWARE ALLOWS US NOT ONLY TO MONITOR INREAL TIME BUT TO RECEIVE ALERTS AS WELL
  • SEA SHEPHERD VSCATHAY PACIFICAN UNTRUE STORYTHAT CX TOOK TOOLONG TO RESPONDTO
  • RESPOND TO THEIR FEEDBACKLISTEN, RESPOND AND BUILD A COMMUNITY
  • YOU CAN’T BUILD A COMMUNITY WITHOUTENAGAGING WITH PEOPLE.IN TODAY’S WORLD PEOPLE WON’T ENGAGE WITH ABRAND THAT DOESN’T LISTEN.RESPONDING TO A CUSTOMER ENQUIRY, GOOD ORBAD CREATES A LITTLE MOMENT OF DELIGHT…
  • CRISIS MANAGEMENTLESSONS LEARNT FROM THE FRONT LINE OF COMMUNICATIONS ANDBRANDING FROM MY TIME AT CATHAY PACIFIC
  • FIRST KEY LESSON – UNDERSTAND THE DIFFERENCEBETWEEN AN ISSUE AND A CRISIS.
  • … THIS IS AN ISSUE.
  • THIS IS AN ISSUE:… WHEN PEOPLE MAKE SILLYMISTAKES.REMEMBER: WHAT YOU PUT ONSOCIAL MEDIA, STAYSEVERYWHERE.
  • … ISSUE.“GREAT DAY,SHOOTINGELEPHANTS FOR 8HOURS”- ali bullock, Headof comms WWF(on Twitter)
  • … CHANGED TO:“GREAT DAY,PHOTOGRAPHINGELEPHANTS FOR 8HOURS”- ali bullock, Headof comms WWF(on Twitter)
  • VS A REAL CRISIS
  • 10.35AM: “ALI, WE NEED YOU IN THE CRISISCOMMS CENTER. NOW.”
  • CENSORED10.45AM: SOCIAL MEDIA MESSAGES ANDPHOTOS START TO APPEAR ON SINA-WEIBO
  • NO MATTER YOUR ORGANISATION’S SIZE WE NOWWORK AND LIVE IN A MULTI-CONNECTED 24 / 7WORLD.TODAY IMAGES CAPTURED ON AN IPHONE ARESHARED TO THE WORLD’S MEDIA IN SECONDS.
  • A WORLD WHERE THE FACTS DON’T AWAYS MAKE ITTHROUGH THE NOISE. EVEN TO THE MEDIA…#BOSTON #CNN
  • 8 million + views 500,000 + views6 million + viewsCENSORED
  • AVERAGE VIEWS FOR A CX ADON THE OFFICIAL YOUTUBECHANNEL - 40,000 VIEWS
  • 10 million + views 500,000 + views6 million + viewsCENSORED
  • 1. MONITOR2. IDENTIFY AN ISSUEVS CRISIS3. MONITOR,RESPOND QUICKLY &ACCURATELY4. CONTINUE TOMONITOR AND ADAPT
  • IT’S NOT THE MISTAKES MADE USING SOCIALMEDIA THAT CAUSE BRANDS THE BIGGESTPROBLEMS, IT’S HOW POORLY OR SLOWLY THEYDEAL WITH THEM.
  • 10 LESSONS IN SOCIAL MEDIA
  • 10 KEY LESSONS:10. START: EVERY PAGE STARTS WITH ONE LIKE9. DON’T HIRE AN AGENCY UNTIL YOU KNOWWHAT YOU WANT8. FOCUS ON THE PLATFORMS THAT MATTER7. BE OPEN & TRANSPARENT6. YOUR BRAND IS IN THE HAND OF OTHERS
  • 10 KEY LESSONS:5. EVERY EMPLOYEE FROM THE CEO TOA RECEPTIONIST IS A BRAND AMBASSADOR4. NEVER GIVE THINGS AWAY FOR FREE3. CRISIS MANAGEMENT: HOURS NOT DAYS2. SIZE IS NO BARRIER TO SOCIAL MEDIA1. HIRE GREAT PEOPLE
  • THANK YOU SO MUCH FOR YOUR TIMEYOU CAN FIND A COPY OF THIS PRESENTATION HERE:www.slideshare.net/alibullock/presentationsTHE TEAM AT DOW JONES WILL BE MORE THAN HAPPY TOTALK TO YOU ABOUT MONITORING AND FACTIVALINKEDIN:ALI BULLOCKalibullock@gmail.comwww.alibullock.com