0
… TALKING SOCIAL
WITH ALI BULLOCK
HEAD OF COMMUNICATIONS, DOW JONES & WSJ
ABOUT ME:
I HELP
COMPANIES
FIGURE OUT
SOCIAL
I LOVE SOCIAL MEDIA: YOU ALSO
KNOW I HAVE 4 DOGS (WAIT ITS 5
AS OF 2 WEEKS AGO…)
LETS TALK SOCIAL
LETS TALK PR
SOCIAL CHANGES
THE OLD VALUES,
THE OLD NARATIVES,
THE OLD WAYS.
WHISKEY
WEIGHT LOSS
SUPERFLUOUS
HAIR REMOVAL
WHISKEY
WEIGHT LOSS
SUPERFLUOUS
HAIR REMOVAL
SOCIAL BRINGS NEW
CHALLANGES
NOT RESPONDING QUICKLY
ENOUGH IS NOT GOOD
ENOUGH…
SOCIAL MEDIA IS
ABOUT PEOPLE
FROM 1 FAN…
PERSONALISED POSTS
FOCUSED ON:
- BRAND
- CUSTOMER SERVICE
- PROMOTIONS
- CELEBRATING HONG KONG
- FEEDBACK
AT CX WE
WOULD
RESPOND TO
EVERY POST
OR MESSAGE
WHERE
POSSIBLE
WITH OUR
OWN NAMES
TO 100,000
TO A REACH OF OVER
40 MILLION FANS!
SOCIAL MEDIA IS
ABOUT
TRANSPARENCY
SOCIAL MEDIA IS
YOUR BRAND IN THE
CONSUMERS HANDS
SOCIAL MEDIA IS NOT
FREE
SPEED &
TRANSPARENCY
(THE TWO WORDS PR PEOPLE DON’T
LIKE)
OLD MEDIA APPROACH
NEW WORLD: SOCIAL
THIS IS SOCIAL MEDIA
MEDIA IS NOW ABOUT SPEED

30 SECONDS!

Source: simpliflying.com
JOURNALISTS WORKING IN
REAL TIME

Source: simpliflying.com
ITS ABOUT
SYMPATHY,
COMMUNITY &
ENGAGEMENT
8 HOURS
LATER?
NOWHERE IN THE PRESS RELEASE
DOES THE AIRLINE MENTION THE
FAMILIES OR PEOPLE AFFECTED.
IT’S NOT THE MISTAKES MADE USING
SOCIAL MEDIA THAT CAUSE BRANDS
THE BIGGEST PROBLEMS, IT’S HOW
POORLY OR SLOWLY THEY DEAL ...
ISSUE VS CRISIS
NOWHERE IN THE PRESS RELEASE
DOES THE AIRLINE MENTION THE
FAMILIES OR PEOPLE AFFECTED.
ISSUE VS CRISIS??
IS THIS AN
ISSUE OR A
CRISIS?
ISSUE VS CRISIS??
EVEN ME….
“GREAT
DAY, SHOOTING
ELEPHANTS FOR 8
HOURS”- ALI
BULLOCK, HEAD OF
COMMS WWF

“GREAT
DAY, PHOTOGRAP
HING ELEPHANT...
EVERYONE MAKES
MISTAKES. BECAUSE
THEY ARE HUMAN…
… AND SOMETIMES
PEOPLE MAKE SILLY
MISTAKES.
REMEMBER: WHAT YOU
PUT ON SOCIAL MEDIA,
STAYS EVERYWHERE.
DON’T LET THAT
STOP YOU…
ISSUE VS CRISIS??
This is Tatiana Kozlenko, a flight
attendant for Russian airline Aeroflot.

In October 2011, she apparently posted
this ph...
ISSUE VS CRISIS??
PUBLIC
ISSUE

SOCIAL
MEDIA

CAMPAIGN
CANCELLED
ISSUE VS CRISIS??
AVERAGE VIEWS FOR
A CX AD ON THE
OFFICIAL YOUTUBE
CHANNEL - 40,000
VIEWS
CENSORED

6 MILLION + VIEWS

8 MILLION + VIEWS

500,000 + VIEWS
WHEN DOES AN
ISSUE BECOME A
CRISIS?
FROM “BRAND HIJACKS”
THIS IS A CRISIS
Call: “ali, we need you in the crisis comms
center. NOW.”
(… It wasn’t ever going to be a good day)
WE
WORKED
SOCIAL
MEDIA
24/7
SOMETIMES
YOU JUST
NEED TO GO
WITH THE
JOKE…
THE TRUTH IN PR
"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 woul...
“THESE CHARGES SEND A CLEAR MESSAGE,” THE
SPOKESMAN SAID. “IN THE UNITED STATES, YOU CAN’T
SPY ON PEOPLE.”
ANDY BOROWITZ, ...
COMMUNITY
IS IS
IMPORTANT
COMMUNITY IS IS IMPORTANT
…BUT THE STORY WASN’T ACCURATE:
FROM PICKING UP THE STORY TO POSTING ON
FACEBOOK OVER 24 HOURS P...
TRUST
Do you read online customer reviews to determine
whether a local business is a good business?
How do online customer reviews affect your
opinion of a business?

58%
“TRUST IS THE FIRM BELIEF IN THE RELIABILITY, TRUTH, OR
ABILITY OF SOMEONE OR SOMETHING”
– Oxford Dictionary

TRUST & ETHI...
Header

IF PEOPLE 'CAN'T TRUST'
GOVERNMENT, 'WE'RE GOING TO
HAVE SOME PROBLEMS HERE
President Obama, 2012
“TO MY MEMORY, I DID NOT SAY I HAD NO ILLEGAL
STRUCTURES.”
CY LEUNG, Dec 2012
SOURCE: ENDLEMAN TRUST BAROMITER 2013
JUST BECAUSE ITS
ON TWITTER DOESN’T
MAKE IT TRUE!
SOCIAL PR IS ABOUT
ENGAGEMENT
CONSUMERS WANT
TO FEEL CONNECTED
SOCIAL PR IS ABOUT
ENGAGEMENT
SPEED, STRENGTH,
ETHICS, PEOPLE,
BRAND & TRUST
52%

OF

CONSUMERS ARE MORE
LIKELY TO USE A LOCAL
BUSINESS IF THEY HAVE
POSITIVE REVIEWS

65%

of consumers

READ BETWEEN ...
… And sometimes people make silly
mistakes.
REMEMBER: What you put on social
media, stays EVERYWHERE.
LEARN FROM THESE
GUYS
NOT THESE…
NOWHERE IN THE PRESS RELEASE
DOES THE AIRLINE MENTION THE
FAMILIES OR PEOPLE AFFECTED.
AND FINALLY…
AND FINALLY…
IF ALL ELSE
FAILS. WORK
WITH A
CHARITY AND
HOME A
PUPPY…
THANK YOU FOR
YOUR TIME…
YOU CAN FIND A COPY OF THIS
PRESENTATION HERE:
WWW.SLIDESHARE.NET/ALIBULLOCK/P
RESENTATIONS
LINKEDIN: ALI BULLOCK

ALIBULL...
Social PR
Social PR
Social PR
Social PR
Social PR
Social PR
Social PR
Social PR
Social PR
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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

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 of "Social PR"

    1. 1. … TALKING SOCIAL WITH ALI BULLOCK HEAD OF COMMUNICATIONS, DOW JONES & WSJ
    2. 2. ABOUT ME:
    3. 3. I HELP COMPANIES FIGURE OUT SOCIAL
    4. 4. I LOVE SOCIAL MEDIA: YOU ALSO KNOW I HAVE 4 DOGS (WAIT ITS 5 AS OF 2 WEEKS AGO…)
    5. 5. LETS TALK SOCIAL LETS TALK PR
    6. 6. SOCIAL CHANGES THE OLD VALUES, THE OLD NARATIVES, THE OLD WAYS.
    7. 7. WHISKEY WEIGHT LOSS SUPERFLUOUS HAIR REMOVAL
    8. 8. WHISKEY WEIGHT LOSS SUPERFLUOUS HAIR REMOVAL
    9. 9. SOCIAL BRINGS NEW CHALLANGES
    10. 10. NOT RESPONDING QUICKLY ENOUGH IS NOT GOOD ENOUGH…
    11. 11. SOCIAL MEDIA IS ABOUT PEOPLE
    12. 12. FROM 1 FAN…
    13. 13. PERSONALISED POSTS
    14. 14. FOCUSED ON: - BRAND - CUSTOMER SERVICE - PROMOTIONS - CELEBRATING HONG KONG - FEEDBACK
    15. 15. AT CX WE WOULD RESPOND TO EVERY POST OR MESSAGE WHERE POSSIBLE WITH OUR OWN NAMES
    16. 16. TO 100,000
    17. 17. TO A REACH OF OVER 40 MILLION FANS!
    18. 18. SOCIAL MEDIA IS ABOUT TRANSPARENCY
    19. 19. SOCIAL MEDIA IS YOUR BRAND IN THE CONSUMERS HANDS
    20. 20. SOCIAL MEDIA IS NOT FREE
    21. 21. SPEED & TRANSPARENCY (THE TWO WORDS PR PEOPLE DON’T LIKE)
    22. 22. OLD MEDIA APPROACH
    23. 23. NEW WORLD: SOCIAL
    24. 24. THIS IS SOCIAL MEDIA
    25. 25. MEDIA IS NOW ABOUT SPEED 30 SECONDS! Source: simpliflying.com
    26. 26. JOURNALISTS WORKING IN REAL TIME Source: simpliflying.com
    27. 27. ITS ABOUT SYMPATHY, COMMUNITY & ENGAGEMENT 8 HOURS LATER?
    28. 28. NOWHERE IN THE PRESS RELEASE DOES THE AIRLINE MENTION THE FAMILIES OR PEOPLE AFFECTED.
    29. 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. 30. ISSUE VS CRISIS
    31. 31. NOWHERE IN THE PRESS RELEASE DOES THE AIRLINE MENTION THE FAMILIES OR PEOPLE AFFECTED.
    32. 32. ISSUE VS CRISIS??
    33. 33. IS THIS AN ISSUE OR A CRISIS?
    34. 34. ISSUE VS CRISIS??
    35. 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. 36. EVERYONE MAKES MISTAKES. BECAUSE THEY ARE HUMAN…
    37. 37. … AND SOMETIMES PEOPLE MAKE SILLY MISTAKES. REMEMBER: WHAT YOU PUT ON SOCIAL MEDIA, STAYS EVERYWHERE.
    38. 38. DON’T LET THAT STOP YOU…
    39. 39. ISSUE VS CRISIS??
    40. 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. 41. ISSUE VS CRISIS??
    42. 42. PUBLIC ISSUE SOCIAL MEDIA CAMPAIGN CANCELLED
    43. 43. ISSUE VS CRISIS??
    44. 44. AVERAGE VIEWS FOR A CX AD ON THE OFFICIAL YOUTUBE CHANNEL - 40,000 VIEWS
    45. 45. CENSORED 6 MILLION + VIEWS 8 MILLION + VIEWS 500,000 + VIEWS
    46. 46. WHEN DOES AN ISSUE BECOME A CRISIS?
    47. 47. FROM “BRAND HIJACKS”
    48. 48. THIS IS A CRISIS
    49. 49. Call: “ali, we need you in the crisis comms center. NOW.” (… It wasn’t ever going to be a good day)
    50. 50. WE WORKED SOCIAL MEDIA 24/7
    51. 51. SOMETIMES YOU JUST NEED TO GO WITH THE JOKE…
    52. 52. THE TRUTH IN PR
    53. 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. 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. 55. COMMUNITY IS IS IMPORTANT
    56. 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. 57. TRUST
    58. 58. Do you read online customer reviews to determine whether a local business is a good business?
    59. 59. How do online customer reviews affect your opinion of a business? 58%
    60. 60. “TRUST IS THE FIRM BELIEF IN THE RELIABILITY, TRUTH, OR ABILITY OF SOMEONE OR SOMETHING” – Oxford Dictionary TRUST & ETHICS
    61. 61. Header IF PEOPLE 'CAN'T TRUST' GOVERNMENT, 'WE'RE GOING TO HAVE SOME PROBLEMS HERE President Obama, 2012
    62. 62. “TO MY MEMORY, I DID NOT SAY I HAD NO ILLEGAL STRUCTURES.” CY LEUNG, Dec 2012
    63. 63. SOURCE: ENDLEMAN TRUST BAROMITER 2013
    64. 64. JUST BECAUSE ITS ON TWITTER DOESN’T MAKE IT TRUE!
    65. 65. SOCIAL PR IS ABOUT ENGAGEMENT
    66. 66. CONSUMERS WANT TO FEEL CONNECTED
    67. 67. SOCIAL PR IS ABOUT ENGAGEMENT
    68. 68. SPEED, STRENGTH, ETHICS, PEOPLE, BRAND & TRUST
    69. 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. 70. … And sometimes people make silly mistakes. REMEMBER: What you put on social media, stays EVERYWHERE.
    71. 71. LEARN FROM THESE GUYS
    72. 72. NOT THESE…
    73. 73. NOWHERE IN THE PRESS RELEASE DOES THE AIRLINE MENTION THE FAMILIES OR PEOPLE AFFECTED.
    74. 74. AND FINALLY…
    75. 75. AND FINALLY…
    76. 76. IF ALL ELSE FAILS. WORK WITH A CHARITY AND HOME A PUPPY…
    77. 77. THANK YOU FOR YOUR TIME…
    78. 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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