Earth Hour 2013 lunch + Building Community & Action
Converting Community Influence intoaction:Building community, influence andGlobal change: Earth Hour 2013Digital launch at HK Socialali bullockHEAD OF COMMS – WWF HONG KONG
… ABOUT ME- I work for WWF Hong Kong as Head of Communications- Previously worked for Cathay Pacific as global digital marketing manager, and worked on digital strategy for companies such as KMPG, Kellogg’s, Samsung and Motorola
1 BEFORE YOU START A COMMUNITY, YOU NEED A CAUSE
STRIKE AN EMOTIONAL CHORD“Emotional brands are the brands that are building real relationshipsin the social ecosystem. Make me laugh. Make me cry or make memad. Do something that makes me think different, be different.Inspire me to do more. The more you can connect with youraudience, the better you will be at understanding what emotionalchords will work best with them.”- ali bullock, WWF
“IF YOU DON’T KNOW YOUR AUDIENCE, IFYOU DON’T ENGAGE THAT COMMUNITY, YOUARE NEVER GOING TO BE ABLE TO MOVETHEM TO ACTION.” - ali bullock, WWF
2 “NO MATTER WHETHER THE MESSAGE IS ABOUT SAVING A WILD DOLPHIN, TO MARKETING A PAIR OF SNEAKERS. WE HAVE THE SAME 140 CHARACTER LIMIT.” - ali bullock, WWF
OVER 500,000 PEOPLE HAVE SIGNED THE PETITIONIT WILL BE PRESENTED TO THE THAI PRIME MINISTER THIS WEEK.
OUR FIRST CONCEPT:LIKE THIS DOG TO HELPFIND IT A HOME!
SECOND:“HEY I JUST MET YOU,AND THIS IS CRAZY,BUT HERE’S MY NUMBER (1331)SO ADOPT ME, MAYBE?”#SPCAHK-MINI
BE REAL. TAKE THEM ON A JOURNEY AS YOUGROW AND LEARN“If you take your audience along for the ride as you grow, they willcelebrate the wins with you as they were a reason you are there.They helped build you. They will then be emotionally invested in yoursuccess without even knowing it.”- ali bullock, WWF
* NOTE: EVERY TITLE WAS LESS THAN 140 CHARACTERS (MEANING IT WOULD FIT NICELY ONTO TWITTER THANK YOU SO MUCH FOR YOUR TIME YOU CAN FIND A COPY OF THIS PRESENTATION HERE: www.slideshare.net/alibullock/presentations ali bullock email@example.com / firstname.lastname@example.org www.alibullock.com