1. A STRATEGY FOR BRAND, ENGAGEMENT
AND SALES IN THE WORLD OF SOCIAL MEDIA
ALI BULLOCK
DIGITAL MARKETING MANAGER,
CATHAY PACIFIC

2. INTRODUCTIONS:
ALI BULLOCK
DIGITAL AND SOCIAL MEDIA MARKETING
MANAGER AT CATHAY PACIFIC
WORKED AT CX FOR 5 YEARS
TWITTER: @ALIBULLOCK
PREVIOUSLY WORKED FOR KPMG CONSULTING,
MOTOROLA, SAMSUNG, KELLOGGS
OUTSIDE OF WORK: ASIA’S FOREMOST CHARITY
WILDLIFE PHOTOGRAPHER
MY DOG (PADSTOW) HAS MORE FRIENDS ON
FACEBOOK (903) THAN I DO (640)

3. BEFORE THE STRATEGY –
SET YOUR OBJECTIVES
WHY DO YOU WANT TO BE IN SOCIAL?
WHAT DO YOU WANT FROM SOCIAL? BRAND, SALES,
COMPETITIVE ADVANTAGE, SAVE BUDGET,
CUSTOMER SERVICE? (ALL OF THE ABOVE?)
ARE THESE OBJECTIVES ACHIEVEABLE?
HOW ARE YOU GOING TO MEASURE SUCCESS AND
WHAT DOES SUCCESS MEAN?
HOW WILL YOU REVIEW YOUR METRICS & GOALS

4. LETS BREAK DOWN SOME
ELEMENTS OF SOCIAL
1. BRAND
2. ENGAGEMENT
3. COMMERCE
4. CUSTOMER SERVICE
5. CRISIS MANAGEMENT

5. BRAND
THIS IS THE NEW FRONTIER OF
MARKETING.

6. … 2012
LEADING IN THE AIRLINE SPACE
- FACEBOOK: 19 PAGES
- GLOBALLY: OVER 350,000 FANS OF CX
- FAN OF FAN REACH +36 MILLION PEOPLE
- POSTING: AT LEAST ONCE A DAY
- MAJORITY OF POSTS HAVE +400 LIKES (INTL PAGE)
- TWITTER:
- ROLLED OUT OUR TWITTER PAGES AROUND THE WORLD
- POSTING AVR TWICE A DAY
- USED THIS CHANNEL FOR DISUPTIONAND COMMS
- EXPANDING INTO OTHER CHANNELS:
- LINKEDIN
- GOOGLE +
- REN REN/ SINA-WEIBO

7. “ DIGAWELL BEFORE YOU
BECOME THIRSY ”
.
CHINESE PROVERB.

8. ENGAGEMENT
YOUR CUSTOMERS WANT TO ENGAGE
WITH YOU. SO ENGAGE.

9. … ROUND THE WORLD IN 80 DAYS
OUR BOLDEST STEP SO FAR.

10. BUT IT WORKED.
WEDOUBLED OURFAN BASE.
FANINTERACTIONS CONTIUEDAS
MIKEFLEWROUND THEWORLD
FACEBOOK EVENASKED TOFILM
AMARKETING CASE STUDY:
HTTP://ALIB.CO/CXVIDEO

11. “ STRATEGISE WHAT YOU WILL DO WITH PEOPLE ONCE
THE COMPETITON IS OVER”
JA OATWAY MASTERING STORY COMMUNITY AND INFLUENCE
Y , ,
HOW TO USE SOCIAL MEDIA

12. THE NEW FB TIMELINE: 2
IMAGES –YOU CHOOSE >

13. OVER 1,000 LIKES AND 150
COMMENTS

14. COMMERCE
SALES, SALES & SALES.

15. ITS ABOUT MEETING YOUR OBJECTIVES
SOCIAL HAS TO PAY ITS WAY
WHETHER ITS RETURN ON INVESTMENT, RETURN
ON BRAND OR RETURN ON ENGAGEMENT,
SOCIAL HAS TO MEET THE OBJECTIVES OF THE
BUSINESS TO SUCCEED.
NEVER FORGET. YOU HAVE ONE CHANCE TO
MAKE THAT SALE. YOUR COMPETITOR IS BUT A
CLICK AWAY.

16. CUSTOMER SERVICE
EVERY CUSOMER HAS THE POWER TO
COMMENT ON YOUR BRAND

17. MONITOR, MONITOR, MONITOR
ASK YOURSELF “WHEN WAS THE LAST
,
TIME YOU WROTE A LETTER OF COMPAINT
TO A COMPANY?
VS.
WRITING ON TWITTER, FACEBOOK, WEIBO,
TRIPADVISOR, AMAZON, YELP OPEN RICE
,

18. “ITS NOT THE ACTUAL COMPAINTS OR BLOG
POSTS THAT HURT THE MOST .
IT’S THE LINGERING GOOGLE SEARCH RESULTS,
THAT REPRESENT REAL DEATH BYATHOUSAND
CUTS…”
ECONOMIST FEB 07 2008

19. CRISIS MANAGEMENT
SPEED & ACCURACY MATTERS

20. DON’T WAITAROUND FOR NEGATIVE BRAND
ADVOCACY TO STRIKE.
PLAN. LISTEN. THEN RESPOND. BUT ALWAYS
BEACCURATE AND HONEST .

21. CONCLUSIONS

22. YOUR SOCIAL STRATEGY NEEDS TO
BRING THESE TOGETHER
1. BRAND
2. ENGAGEMENT
3. COMMERCE
4. CUSTOMER SERVICE
5. CRISIS MANAGEMENT

23. BE RELEVANT ON SOCIAL
IT’S A CONSTANT THOUGHT IN THE BACK
OF MY MIND, WHAT’S RELEVANT FOR OUR
CUSTOMERS, WHAT ARE THEY
INTERESTED IN?

24. THANKYOUFORYOURTIME
ALASTAIR_BULLOCK@CATHAYPACIFIC.COM
TWITTER / ALIBULLOCK
LINKEDIN / ALI BULLOCK
ALIBULLOCK.COM
CATHAYPACIFIC.COM/PEOPLE