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Scaling social media

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Presentation on scaling social media to the Thompson Reuters group in Hong Kong

Presentation on scaling social media to the Thompson Reuters group in Hong Kong


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  • 1. SCALING SOCIAL MEDIA ali bullock, HEAD OF COMMUNICATIONS WWF HK WWF HK | @alibullock
  • 2. INTROSHEAD OF COMMUNICATIONS AT WWF HONG KONGPREVIOUSLY DIGITAL AND SOCIAL MEDIA MARKETING MANAGER AT CATHAYPACIFICPREVIOUSLY WORKED FOR KPMG CONSULTING, MOTOROLA, SAMSUNG,KELLOGGSOUTSIDE OF WORK: ASIA’S FOREMOST CHARITY WILDLIFE PHOTOGRAPHER WWF HK | @alibullock
  • 3. SOCIAL EXPERT.MY DOG (PADSTOW) HAS MORE FRIENDS ONFACEBOOK (903) THAN I DO (640) WWF HK | @alibullock
  • 4. SOCIAL. PRIORITIESSOCIAL MEDIA IS ABOUT PEOPLESOCIAL MEDIA IS ABOUT STORY TELLING, INFLUENCE AND MOST OF ALLHONESTLY TO YOUR BRAND AND YOUR BRAND VALUES WWF HK | @alibullock
  • 5. 1. OBJECTIVESYOU CAN’T BE IN SOCIAL IF YOU DON’T HAVE YOUR OBJECTIVES IN PLACE. ANDTHOSE OBJECTIVES WILL CHANGE AS TIME PASSES. WWF HK | @alibullock
  • 6. 2. AGENCIES.THERE IS NO POINT IN HAVING AN AGENCY IF YOU HAVE NOT WORKED OUTWHAT YOUR OBJECTIVES ARE WWF HK | @alibullock
  • 7. 2. NGOS VS BRANDS.WE ALL HAVE 140 CHARACTERS TO GET OUR MESSAGE ACROSS, FROMBRANDS TO NGOS IN THE MINDS OF CONSUMERS THE LINES ARE STARTING TOBLEND WWF HK | @alibullock
  • 8. 3. SOCIAL MEDIA IS ACHALLENGE EASY TO HARD TO UNDERSTAND UNDERSTAND WWF HK | @alibullock
  • 9. EASY TO HARD TOUNDERSTAND UNDERSTAND WWF HK | @alibullock
  • 10. CATHAY PACIFIC: 2008- 2012 WWF HK | @alibullock
  • 11. ME2008 - KEY QUESTION, “WHATIS EVERYONE ELSE DOING INSOCIAL?” “HELLO, IS ANYONE THERE?” WWF HK | @alibullock
  • 12. 2008 - FIRST THING, “WHATDO WE WANT FROM SOCIAL?” WWF HK | @alibullock
  • 13. 2010: SOCIAL PLATFORMSBY 2010 WE HAD PASSED 100,00 FANS ON FACEBOOK9 PAGES AROUND THE WORLD, IN 4 LANGUAGES, COVERING BOTH CX AND KAWITH A SOCIAL PRESENCE ON SINA-WEIBBO, LINKEDIN, GOOGLE+ AND YOUTUBE WWF HK | @alibullock
  • 14. “WAIT, TWEETDECKISN’T ENOUGHANYMORE?”MANAGE SOCIAL MEDIA THE SAMEWAY YOU DO YOUR WEB SITE ANDOTHER COMMS CHANNELS.PROFESSIONALLY. WWF HK | @alibullock
  • 15. ENGAGEMENT VS. MEASUREMENT HOW DID WE GET THERE THIS POST ALONE HAD OVER 1,00 LIKES AND 150 COMMENTS WWF HK | @alibullock
  • 16. AROUND THE WORLD IN 80 DAYS HOW DID WE GET THERE DOUBLED OUR SOCIAL MEDIA PRESENCE ADDED ANOTHER 25% OF FANS AS MIKE TRAVELLED ROUND THE WORLD. WWF HK | @alibullock
  • 17. SALES VS MARKETING HOW DID WE GET THERE WWF HK | @alibullock
  • 18. CRISIS MANAGEMENT HOW DID WE GET THERE CENSORED WWF HK | @alibullock
  • 19. CRISIS MANAGEMENT HOW DID WE GET THEREAverage views for a CX ad on the officialYoutube channel - 40,000 views WWF HK | @alibullock
  • 20. 2012: YEAR OF SOCIALBY 2010 WE HAD PASSED 100,00 FANS ON FACEBOOKBY 2012 WE GLOBALLY, HAD OVER 350,000 FANS ON FACEBOOK AND A FAN OF FAN REACHOF 36 MILLION PEOPLE20 PAGES AROUND THE WORLD, IN 8 LANGUAGES, COVERING BOTH CX AND DRAGON AIRPOSTING AN AVERAGE OF ONCE A DAYWITH A SOCIAL PRESENCE ON SINA-WEIBBO, LINKEDIN, GOOGLE+ AND YOUTUBE WWF HK | @alibullock
  • 21. OUR STRATEGY FROM: POSTS METRICS MONIORING COMMUNITY MGT CUST SERVICE ROI BRAND ENGAGEMENT WWF HK | @alibullock
  • 22. GENERAL PUBLIC CUSTOMERS ADVOCATES NGOs INFLUENCERS GENERAL PUBLIC GOOGLE + FACEBOOK TWITTER SINA-WEIBO POSTS METRICS MONIORING COMMUNITY MGT CUST SERVICE ROI BRAND ENGAGEMENT BECAME... WWF HK | @alibullock
  • 23. FINALLY: WWF HK | @alibullock
  • 24. DIGITAL MOVES AT SPEED.REMEMBER THE FIRST COMPANY WEB SITE YOU FIRST BUILT?TAKE THAT AND LOOK AT IT NOW.THIS IS THE TIME TO LOOK AT A SOCIAL MEDIA CMS AND HOW YOU WILL USETHAT SOCIAL CMS TO POWER YOUR PLATFORMS. WWF HK | @alibullock
  • 25. PLAN FOR A CRISISLESS THAN 20% OF ORGANISATIONS HAVE A CRISIS PLAN FOR SOCIAL MEDIAWHAT WILL YOU DO?NOT JUST A GLOBAL TEAM PROBLEM - ITS A LOCAL TEAM PROBLEMCOMMUNICATIONS IS KEY WWF HK | @alibullock
  • 26. SOCIAL CMS POSTS METRICS MONIORING COMMUNITY MGT CUST SERVICE BRAND ROI WWF HK | @alibullock
  • 27. NO OBJECTIVES. NO SOCIAL.YOU NEED TO HAVE YOUR STRATEGY IN PLACEIF YOU DON’T HAVE YOUR OBJECTIVES IN PLACE, YOU CAN’T CREATE YOURSOCIAL STRATEGYYOU CAN’T CREATE A SOCIAL MEDIA TEAM AND EMPOWER YOUR PEOPLEUNLESS YOU KNOW WHY AND WHAT YOU WANT THEM TO DO WWF HK | @alibullock
  • 28. THANK YOU FORYOUR TIME.(E) ABULLOCK@WWF.ORG.HK(W) WWF.ORG.HK / ANIMALINPHOTOS.COM(L) LINKEDIN.COM/ALIBULLOCK(T) TWITTER.COM/ALIBULLOCK #digmtkforum @alibullock