A STRATEGY FOR BRAND, ENGAGEMENTAND SALES IN THE WORLD OF SOCIAL MEDIAALI BULLOCKDIGITAL MARKETINGMANAGER, CATHAY PACIFIC
INTRODUCTIONS:ALI BULLOCKDIGITAL AND SOCIAL MEDIA MARKETINGMANAGER AT CATHAY PACIFICWORKED AT CX FOR 5 YEARSTWITTER: @ALIB...
BEFORE THE STRATEGY –SET YOUR OBJECTIVESWHY DO YOU WANT TO BE IN SOCIAL?WHAT DO YOU WANT FROM SOCIAL?BRAND, SALES, COMPETI...
LETS BREAK DOWN SOMEELEMENTS OF SOCIAL1.   BRAND2.   ENGAGEMENT3.   COMMERCE4.   CUSTOMER SERVICE5.   CRISIS MANAGEMENT
BRANDTHIS IS THE NEW FRONTIER OFMARKETING.
… 2012LEADING IN THE AIRLINE SPACE-   FACEBOOK: 19 PAGES-   GLOBALLY: OVER 350,000 FANS OF CX-   FAN OF FAN REACH +36 MILL...
“ DIGAWELL BEFORE YOUBECOME THIRSY ”             .         CHINESE PROVERB.
ENGAGEMENTYOUR CUSTOMERS WANT TO ENGAGEWITH YOU. SO ENGAGE.
… ROUND THE WORLD IN 80 DAYSOUR BOLDEST STEP SO FAR.
BUT IT WORKED.WEDOUBLED OURFAN BASE.FANINTERACTIONS CONTIUEDASMIKEFLEWROUND THEWORLDFACEBOOK EVENASKED TOFILMAMARKETING CA...
“ STRATEGISE WHAT YOU WILL DO WITH PEOPLE ONCETHE COMPETITON IS OVER”          JA OATWAY MASTERING STORY COMMUNITY AND INF...
THE NEW FB TIMELINE: 2IMAGES –YOU CHOOSE >
OVER 1,000 LIKES AND 150      COMMENTS
COMMERCESALES, SALES & SALES.
ITS ABOUT MEETING YOUR OBJECTIVESSOCIAL HAS TO PAY ITS WAYWHETHER ITS RETURN ON INVESTMENT, RETURNON BRAND OR RETURN ON EN...
CUSTOMER SERVICEEVERY CUSOMER HAS THE POWER TOCOMMENT ON YOUR BRAND
MONITOR, MONITOR, MONITORASK YOURSELF “WHEN WAS THE LAST             ,TIME YOU WROTE A LETTER OF COMPAINTTO A COMPANY?VS.W...
“ITS NOT THE ACTUAL COMPAINTS OR BLOGPOSTS THAT HURT THE MOST .IT’S THE LINGERING GOOGLE SEARCHRESULTS, THAT REPRESENT REA...
CRISIS MANAGEMENTSPEED & ACCURACY MATTERS
DON’T WAITAROUND FOR NEGATIVE BRANDADVOCACY TO STRIKE.PLAN. LISTEN. THEN RESPOND. BUT ALWAYSBEACCURATE AND HONEST   .
CONCLUSIONS
YOUR SOCIAL STRATEGY NEEDS TOBRING THESE TOGETHER1.   BRAND2.   ENGAGEMENT3.   COMMERCE4.   CUSTOMER SERVICE5.   CRISIS MA...
BE RELEVANT ON SOCIALIT’S A CONSTANT THOUGHT IN THE BACKOF MY MIND, WHAT’S RELEVANT FOR OURCUSTOMERS, WHAT ARE THEYINTERES...
THANKYOUFORYOURTIMEALASTAIR_BULLOCK@CATHAYPACIFIC.COMTWITTER / ALIBULLOCKLINKEDIN / ALI BULLOCKALIBULLOCK.COMCATHAYPACIFIC...
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HKMIA 2012 - Social Media

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  • THIS WAS A RISK. A BIG ONE. GO OUT INTO SOCIAL MEDIA WITH A COMPETION BIGGER THAN WE HAVE EVER DONE BEOFRE, ON AN “UNTESTED” PLATFORM.
  • THIS WORKED BECAUSE IT WAS BOLD AND RELEVANT TO OUR AUDIENCE. WE LOOKED FOR A CAMAPIGN THAT WOULDN’T JUST SPIKE BUT ONE WHERE PEOPLE WOULD WANT TO FOLLOW THE WINNDER ROUND THE WORLD
  • HKMIA 2012 - Social Media

    1. 1. A STRATEGY FOR BRAND, ENGAGEMENTAND SALES IN THE WORLD OF SOCIAL MEDIAALI BULLOCKDIGITAL MARKETINGMANAGER, CATHAY PACIFIC
    2. 2. INTRODUCTIONS:ALI BULLOCKDIGITAL AND SOCIAL MEDIA MARKETINGMANAGER AT CATHAY PACIFICWORKED AT CX FOR 5 YEARSTWITTER: @ALIBULLOCKPREVIOUSLY WORKED FOR KPMGCONSULTING, MOTOROLA, SAMSUNG, KELLOGGSOUTSIDE OF WORK: ASIA’S FOREMOST CHARITYWILDLIFE PHOTOGRAPHERMY DOG (PADSTOW) HAS MORE FRIENDS ONFACEBOOK (903) THAN I DO (640)
    3. 3. BEFORE THE STRATEGY –SET YOUR OBJECTIVESWHY DO YOU WANT TO BE IN SOCIAL?WHAT DO YOU WANT FROM SOCIAL?BRAND, SALES, COMPETITIVE ADVANTAGE, SAVEBUDGET, CUSTOMER SERVICE? (ALL OF THEABOVE?)ARE THESE OBJECTIVES ACHIEVEABLE?HOW ARE YOU GOING TO MEASURE SUCCESS ANDWHAT DOES SUCCESS MEAN?HOW WILL YOU REVIEW YOUR METRICS & GOALS
    4. 4. LETS BREAK DOWN SOMEELEMENTS OF SOCIAL1. BRAND2. ENGAGEMENT3. COMMERCE4. CUSTOMER SERVICE5. CRISIS MANAGEMENT
    5. 5. BRANDTHIS IS THE NEW FRONTIER OFMARKETING.
    6. 6. … 2012LEADING 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. 7. “ DIGAWELL BEFORE YOUBECOME THIRSY ” . CHINESE PROVERB.
    8. 8. ENGAGEMENTYOUR CUSTOMERS WANT TO ENGAGEWITH YOU. SO ENGAGE.
    9. 9. … ROUND THE WORLD IN 80 DAYSOUR BOLDEST STEP SO FAR.
    10. 10. BUT IT WORKED.WEDOUBLED OURFAN BASE.FANINTERACTIONS CONTIUEDASMIKEFLEWROUND THEWORLDFACEBOOK EVENASKED TOFILMAMARKETING CASE STUDY:HTTP://ALIB.CO/CXVIDEO
    11. 11. “ STRATEGISE WHAT YOU WILL DO WITH PEOPLE ONCETHE COMPETITON IS OVER” JA OATWAY MASTERING STORY COMMUNITY AND INFLUENCE Y , , HOW TO USE SOCIAL MEDIA
    12. 12. THE NEW FB TIMELINE: 2IMAGES –YOU CHOOSE >
    13. 13. OVER 1,000 LIKES AND 150 COMMENTS
    14. 14. COMMERCESALES, SALES & SALES.
    15. 15. ITS ABOUT MEETING YOUR OBJECTIVESSOCIAL HAS TO PAY ITS WAYWHETHER ITS RETURN ON INVESTMENT, RETURNON BRAND OR RETURN ON ENGAGEMENT,SOCIAL HAS TO MEET THE OBJECTIVES OF THEBUSINESS TO SUCCEED.NEVER FORGET. YOU HAVE ONE CHANCE TOMAKE THAT SALE. YOUR COMPETITOR IS BUT ACLICK AWAY.
    16. 16. CUSTOMER SERVICEEVERY CUSOMER HAS THE POWER TOCOMMENT ON YOUR BRAND
    17. 17. MONITOR, MONITOR, MONITORASK YOURSELF “WHEN WAS THE LAST ,TIME YOU WROTE A LETTER OF COMPAINTTO A COMPANY?VS.WRITING ONTWITTER, FACEBOOK, WEIBO, TRIPADVISOR, AMAZON, YELP OPEN RICE ,
    18. 18. “ITS NOT THE ACTUAL COMPAINTS OR BLOGPOSTS THAT HURT THE MOST .IT’S THE LINGERING GOOGLE SEARCHRESULTS, THAT REPRESENT REAL DEATH BYATHOUSAND CUTS…”ECONOMIST FEB 07 2008
    19. 19. CRISIS MANAGEMENTSPEED & ACCURACY MATTERS
    20. 20. DON’T WAITAROUND FOR NEGATIVE BRANDADVOCACY TO STRIKE.PLAN. LISTEN. THEN RESPOND. BUT ALWAYSBEACCURATE AND HONEST .
    21. 21. CONCLUSIONS
    22. 22. YOUR SOCIAL STRATEGY NEEDS TOBRING THESE TOGETHER1. BRAND2. ENGAGEMENT3. COMMERCE4. CUSTOMER SERVICE5. CRISIS MANAGEMENT
    23. 23. BE RELEVANT ON SOCIALIT’S A CONSTANT THOUGHT IN THE BACKOF MY MIND, WHAT’S RELEVANT FOR OURCUSTOMERS, WHAT ARE THEYINTERESTED IN?
    24. 24. THANKYOUFORYOURTIMEALASTAIR_BULLOCK@CATHAYPACIFIC.COMTWITTER / ALIBULLOCKLINKEDIN / ALI BULLOCKALIBULLOCK.COMCATHAYPACIFIC.COM/PEOPLE

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