SCALING SOCIAL MEDIA       ali bullock, HEAD OF COMMUNICATIONS WWF HK                            WWF HK | @alibullock
INTROSHEAD OF COMMUNICATIONS AT WWF HONG KONGPREVIOUSLY DIGITAL AND SOCIAL MEDIA MARKETING MANAGER AT CATHAYPACIFICPREVIOU...
SOCIAL EXPERT.MY DOG (PADSTOW) HAS MORE FRIENDS ONFACEBOOK (903) THAN I DO (640)                                       WWF...
SOCIAL. PRIORITIESSOCIAL MEDIA IS ABOUT PEOPLESOCIAL MEDIA IS ABOUT STORY TELLING, INFLUENCE AND MOST OF ALLHONESTLY TO YO...
1. OBJECTIVESYOU CAN’T BE IN SOCIAL IF YOU DON’T HAVE YOUR OBJECTIVES IN PLACE. ANDTHOSE OBJECTIVES WILL CHANGE AS TIME PA...
2. AGENCIES.THERE IS NO POINT IN HAVING AN AGENCY IF YOU HAVE NOT WORKED OUTWHAT YOUR OBJECTIVES ARE                      ...
2. NGOS VS BRANDS.WE ALL HAVE 140 CHARACTERS TO GET OUR MESSAGE ACROSS, FROMBRANDS TO NGOS IN THE MINDS OF CONSUMERS THE L...
3. SOCIAL MEDIA IS ACHALLENGE                 EASY TO       HARD TO               UNDERSTAND    UNDERSTAND                ...
EASY TO      HARD TOUNDERSTAND   UNDERSTAND                          WWF HK | @alibullock
CATHAY PACIFIC: 2008- 2012                       WWF HK | @alibullock
ME2008 - KEY QUESTION, “WHATIS EVERYONE ELSE DOING INSOCIAL?”                             “HELLO, IS ANYONE               ...
2008 - FIRST THING, “WHATDO WE WANT FROM SOCIAL?”                            WWF HK | @alibullock
2010: SOCIAL PLATFORMSBY 2010 WE HAD PASSED 100,00 FANS ON FACEBOOK9 PAGES AROUND THE WORLD, IN 4   LANGUAGES, COVERING BO...
“WAIT, TWEETDECKISN’T ENOUGHANYMORE?”MANAGE SOCIAL MEDIA THE SAMEWAY YOU DO YOUR WEB SITE ANDOTHER COMMS CHANNELS.PROFESSI...
ENGAGEMENT VS. MEASUREMENT                      HOW DID WE GET THERE   THIS POST ALONE      HAD OVER 1,00      LIKES AND 1...
AROUND THE WORLD IN 80 DAYS                 HOW DID WE GET THERE                              DOUBLED OUR SOCIAL          ...
SALES VS MARKETING                 HOW DID WE GET THERE                            WWF HK | @alibullock
CRISIS MANAGEMENT                HOW DID WE GET THERE                          CENSORED                           WWF HK |...
CRISIS MANAGEMENT                                  HOW DID WE GET THEREAverage views for a CX ad on the officialYoutube ch...
2012: YEAR OF SOCIALBY 2010 WE HAD PASSED 100,00 FANS ON FACEBOOKBY 2012 WE GLOBALLY, HAD OVER     350,000 FANS ON FACEBOO...
OUR STRATEGY FROM: POSTS   METRICS   MONIORING   COMMUNITY MGT     CUST SERVICE           ROI      BRAND      ENGAGEMENT  ...
GENERAL PUBLIC       CUSTOMERS             ADVOCATES           NGOs            INFLUENCERS        GENERAL PUBLIC          ...
FINALLY:           WWF HK | @alibullock
DIGITAL MOVES AT SPEED.REMEMBER THE FIRST COMPANY WEB SITE YOU FIRST BUILT?TAKE THAT AND LOOK AT IT NOW.THIS IS THE TIME T...
PLAN FOR A CRISISLESS THAN 20% OF ORGANISATIONS HAVE A CRISIS PLAN FOR SOCIAL MEDIAWHAT WILL YOU DO?NOT JUST A GLOBAL TEAM...
SOCIAL CMS POSTS   METRICS   MONIORING   COMMUNITY MGT    CUST SERVICE                    BRAND                     ROI   ...
NO OBJECTIVES. NO SOCIAL.YOU NEED TO HAVE YOUR STRATEGY IN PLACEIF YOU DON’T HAVE YOUR OBJECTIVES IN PLACE, YOU CAN’T CREA...
THANK YOU FORYOUR TIME.(E) ABULLOCK@WWF.ORG.HK(W) WWF.ORG.HK / ANIMALINPHOTOS.COM(L) LINKEDIN.COM/ALIBULLOCK(T) TWITTER.CO...
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Scaling social media

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

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Scaling social media

  1. 1. SCALING SOCIAL MEDIA ali bullock, HEAD OF COMMUNICATIONS WWF HK WWF HK | @alibullock
  2. 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. 3. SOCIAL EXPERT.MY DOG (PADSTOW) HAS MORE FRIENDS ONFACEBOOK (903) THAN I DO (640) WWF HK | @alibullock
  4. 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. 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. 6. 2. AGENCIES.THERE IS NO POINT IN HAVING AN AGENCY IF YOU HAVE NOT WORKED OUTWHAT YOUR OBJECTIVES ARE WWF HK | @alibullock
  7. 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. 8. 3. SOCIAL MEDIA IS ACHALLENGE EASY TO HARD TO UNDERSTAND UNDERSTAND WWF HK | @alibullock
  9. 9. EASY TO HARD TOUNDERSTAND UNDERSTAND WWF HK | @alibullock
  10. 10. CATHAY PACIFIC: 2008- 2012 WWF HK | @alibullock
  11. 11. ME2008 - KEY QUESTION, “WHATIS EVERYONE ELSE DOING INSOCIAL?” “HELLO, IS ANYONE THERE?” WWF HK | @alibullock
  12. 12. 2008 - FIRST THING, “WHATDO WE WANT FROM SOCIAL?” WWF HK | @alibullock
  13. 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. 14. “WAIT, TWEETDECKISN’T ENOUGHANYMORE?”MANAGE SOCIAL MEDIA THE SAMEWAY YOU DO YOUR WEB SITE ANDOTHER COMMS CHANNELS.PROFESSIONALLY. WWF HK | @alibullock
  15. 15. ENGAGEMENT VS. MEASUREMENT HOW DID WE GET THERE THIS POST ALONE HAD OVER 1,00 LIKES AND 150 COMMENTS WWF HK | @alibullock
  16. 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. 17. SALES VS MARKETING HOW DID WE GET THERE WWF HK | @alibullock
  18. 18. CRISIS MANAGEMENT HOW DID WE GET THERE CENSORED WWF HK | @alibullock
  19. 19. CRISIS MANAGEMENT HOW DID WE GET THEREAverage views for a CX ad on the officialYoutube channel - 40,000 views WWF HK | @alibullock
  20. 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. 21. OUR STRATEGY FROM: POSTS METRICS MONIORING COMMUNITY MGT CUST SERVICE ROI BRAND ENGAGEMENT WWF HK | @alibullock
  22. 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. 23. FINALLY: WWF HK | @alibullock
  24. 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. 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. 26. SOCIAL CMS POSTS METRICS MONIORING COMMUNITY MGT CUST SERVICE BRAND ROI WWF HK | @alibullock
  27. 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. 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

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