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Social PR

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Talk on the future of communications and the impact that social media has on the future landscape

Talk on the future of communications and the impact that social media has on the future landscape

Published in: Business, Technology

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  • 40% of Air Asia complaints online don’t get a response
  • THIS 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
  • We say a 40% increase in engagement and likes just by using our first names on each post
  • 40% of Air Asia complaints online don’t get a response
  • At CX we didn’t choose the timeline photo – We asked our fans to do so
  • Journalists picked up on this news story within 30 minutes
  • 8 hours post crash, PR release Be efficient, but human
  • Be efficient, be human
  • Be efficient, be human
  • 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.
  • BP CEO Tony Hayward, on the oil spill disaster that claimed 11 lives and has since spewed 20 to 100 million gallons of toxic oil into the Gulf of Mexico, May 31, 2010 HOW DID THIS LEADER ENGAGE WITH THE PUBLIC THAT HIS COMPANY HAD AFFECTED. ANSWER, BADLY.
  • QUOTE FORM THE FT
  • I WOULD LIKE TO THANK THE US GOVERNMENT FOR TODAYS CONTENT… THIS IS NOT A REAL QUOTE OF COURSE, ITS BY THE COMEDIAN ANDY BOROWITZ
  • WAS IS TRUST? THAT IS WHAT WE ARE HERE TO TALK ABOUT AND HOW IS IT BUILT IN TODAYS WORLD OF SOCIAL MEDIA….
  • BUT A MORE SERIOUS QUOTE FROM PRESIDENT OBAMA DURING HIS SECOND ELECTION RUN. THESE WORDS SEEM TO SUM UP THE FEELING IN THE US AND MORE INPORTANTLY AROUND THE WORLD, DO WE STILL HAVE TRUST IN THE USA?
  • OUR LEADER (FULL DISCLOURSE, I DO NOT HAVE ANY BASEMENT ILLEGIAL OR ILLEGAL IN MY HOUSE.)
  • Edelman’s Trust Index: after a year high of distrust in 2012, shift back to neutral in 2013 – WE CAN SEE THAT THERE IS A HUGE ISSUE WITH TRUST
  • Oreo watched the super bowl and when the lights went out (for 30 mins) they were able to capitalise on the situation with this messaging.This post was one of the most talked about averts of the event (it had even more mentions than their million dollar TV ad.)
  • 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.
  • SIMPLE MESSAGING THAT BUILDS ON A TRUSTED BRAND WORKS AND IT WORKS REALLY WELL. FROM VW IN THE 60’S TO OREO IN THE 21 CENTURARY. HAVING A BRAND THAT PEOPLE TRUST AND EMPLOYEES THAT ARE EMPOWERD TO SPEAK ON BEHALF OF THAT BRAND MEANS LONG TERM SUCCESS.
  • Be efficient, be human
  • Transcript

    • 1. … TALKING SOCIAL WITH ALI BULLOCK HEAD OF COMMUNICATIONS, DOW JONES & WSJ
    • 2. ABOUT ME:
    • 3. I HELP COMPANIES FIGURE OUT SOCIAL
    • 4. I LOVE SOCIAL MEDIA: YOU ALSO KNOW I HAVE 4 DOGS (WAIT ITS 5 AS OF 2 WEEKS AGO…)
    • 5. LETS TALK SOCIAL LETS TALK PR
    • 6. SOCIAL CHANGES THE OLD VALUES, THE OLD NARATIVES, THE OLD WAYS.
    • 7. WHISKEY WEIGHT LOSS SUPERFLUOUS HAIR REMOVAL
    • 8. WHISKEY WEIGHT LOSS SUPERFLUOUS HAIR REMOVAL
    • 9. SOCIAL BRINGS NEW CHALLANGES
    • 10. NOT RESPONDING QUICKLY ENOUGH IS NOT GOOD ENOUGH…
    • 11. SOCIAL MEDIA IS ABOUT PEOPLE
    • 12. FROM 1 FAN…
    • 13. PERSONALISED POSTS
    • 14. FOCUSED ON: - BRAND - CUSTOMER SERVICE - PROMOTIONS - CELEBRATING HONG KONG - FEEDBACK
    • 15. AT CX WE WOULD RESPOND TO EVERY POST OR MESSAGE WHERE POSSIBLE WITH OUR OWN NAMES
    • 16. TO 100,000
    • 17. TO A REACH OF OVER 40 MILLION FANS!
    • 18. SOCIAL MEDIA IS ABOUT TRANSPARENCY
    • 19. SOCIAL MEDIA IS YOUR BRAND IN THE CONSUMERS HANDS
    • 20. SOCIAL MEDIA IS NOT FREE
    • 21. SPEED & TRANSPARENCY (THE TWO WORDS PR PEOPLE DON’T LIKE)
    • 22. OLD MEDIA APPROACH
    • 23. NEW WORLD: SOCIAL
    • 24. THIS IS SOCIAL MEDIA
    • 25. MEDIA IS NOW ABOUT SPEED 30 SECONDS! Source: simpliflying.com
    • 26. JOURNALISTS WORKING IN REAL TIME Source: simpliflying.com
    • 27. ITS ABOUT SYMPATHY, COMMUNITY & ENGAGEMENT 8 HOURS LATER?
    • 28. NOWHERE IN THE PRESS RELEASE DOES THE AIRLINE MENTION THE FAMILIES OR PEOPLE AFFECTED.
    • 29. 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.
    • 30. ISSUE VS CRISIS
    • 31. NOWHERE IN THE PRESS RELEASE DOES THE AIRLINE MENTION THE FAMILIES OR PEOPLE AFFECTED.
    • 32. ISSUE VS CRISIS??
    • 33. IS THIS AN ISSUE OR A CRISIS?
    • 34. ISSUE VS CRISIS??
    • 35. EVEN ME…. “GREAT DAY, SHOOTING ELEPHANTS FOR 8 HOURS”- ALI BULLOCK, HEAD OF COMMS WWF “GREAT DAY, PHOTOGRAP HING ELEPHANTS FOR 8 HOURS”ALI BULLOCK, HEAD OF COMMS WWF
    • 36. EVERYONE MAKES MISTAKES. BECAUSE THEY ARE HUMAN…
    • 37. … AND SOMETIMES PEOPLE MAKE SILLY MISTAKES. REMEMBER: WHAT YOU PUT ON SOCIAL MEDIA, STAYS EVERYWHERE.
    • 38. DON’T LET THAT STOP YOU…
    • 39. ISSUE VS CRISIS??
    • 40. This is Tatiana Kozlenko, a flight attendant for Russian airline Aeroflot. In October 2011, she apparently posted this photo to the social networking site Vkonttakte. She was fired Monday after the photo began circulating on Twitter.
    • 41. ISSUE VS CRISIS??
    • 42. PUBLIC ISSUE SOCIAL MEDIA CAMPAIGN CANCELLED
    • 43. ISSUE VS CRISIS??
    • 44. AVERAGE VIEWS FOR A CX AD ON THE OFFICIAL YOUTUBE CHANNEL - 40,000 VIEWS
    • 45. CENSORED 6 MILLION + VIEWS 8 MILLION + VIEWS 500,000 + VIEWS
    • 46. WHEN DOES AN ISSUE BECOME A CRISIS?
    • 47. FROM “BRAND HIJACKS”
    • 48. THIS IS A CRISIS
    • 49. Call: “ali, we need you in the crisis comms center. NOW.” (… It wasn’t ever going to be a good day)
    • 50. WE WORKED SOCIAL MEDIA 24/7
    • 51. SOMETIMES YOU JUST NEED TO GO WITH THE JOKE…
    • 52. THE TRUTH IN PR
    • 53. "We're sorry for the massive disruption it's caused their lives. There's no one who wants this over more than I do. I would like my life back." —BP CEO Tony Hayward
    • 54. “THESE CHARGES SEND A CLEAR MESSAGE,” THE SPOKESMAN SAID. “IN THE UNITED STATES, YOU CAN’T SPY ON PEOPLE.” ANDY BOROWITZ, JUNE 2013
    • 55. COMMUNITY IS IS IMPORTANT
    • 56. COMMUNITY IS IS IMPORTANT …BUT THE STORY WASN’T ACCURATE: FROM PICKING UP THE STORY TO POSTING ON FACEBOOK OVER 24 HOURS PASSED - THIS WAS TOO LONG WE DIDN’T INFORM STAFF AROUND THE NETWORK, SEVERAL OF WHOM WERE VERBALLY ASSAULTED AT OUR AIRPORTS BY PEOPLE ANGRY OVER THE STORY MORE POSTS WERE NEEDED ON OUR OWN FACEBOOK PROPERTIES
    • 57. TRUST
    • 58. Do you read online customer reviews to determine whether a local business is a good business?
    • 59. How do online customer reviews affect your opinion of a business? 58%
    • 60. “TRUST IS THE FIRM BELIEF IN THE RELIABILITY, TRUTH, OR ABILITY OF SOMEONE OR SOMETHING” – Oxford Dictionary TRUST & ETHICS
    • 61. Header IF PEOPLE 'CAN'T TRUST' GOVERNMENT, 'WE'RE GOING TO HAVE SOME PROBLEMS HERE President Obama, 2012
    • 62. “TO MY MEMORY, I DID NOT SAY I HAD NO ILLEGAL STRUCTURES.” CY LEUNG, Dec 2012
    • 63. SOURCE: ENDLEMAN TRUST BAROMITER 2013
    • 64. JUST BECAUSE ITS ON TWITTER DOESN’T MAKE IT TRUE!
    • 65. SOCIAL PR IS ABOUT ENGAGEMENT
    • 66. CONSUMERS WANT TO FEEL CONNECTED
    • 67. SOCIAL PR IS ABOUT ENGAGEMENT
    • 68. SPEED, STRENGTH, ETHICS, PEOPLE, BRAND & TRUST
    • 69. 52% OF CONSUMERS ARE MORE LIKELY TO USE A LOCAL BUSINESS IF THEY HAVE POSITIVE REVIEWS 65% of consumers READ BETWEEN 2 – 10 REVIEWS
    • 70. … And sometimes people make silly mistakes. REMEMBER: What you put on social media, stays EVERYWHERE.
    • 71. LEARN FROM THESE GUYS
    • 72. NOT THESE…
    • 73. NOWHERE IN THE PRESS RELEASE DOES THE AIRLINE MENTION THE FAMILIES OR PEOPLE AFFECTED.
    • 74. AND FINALLY…
    • 75. AND FINALLY…
    • 76. IF ALL ELSE FAILS. WORK WITH A CHARITY AND HOME A PUPPY…
    • 77. THANK YOU FOR YOUR TIME…
    • 78. YOU CAN FIND A COPY OF THIS PRESENTATION HERE: WWW.SLIDESHARE.NET/ALIBULLOCK/P RESENTATIONS LINKEDIN: ALI BULLOCK ALIBULLOCK@GMAIL.COM WWW.ALIBULLOCK.COM

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