Social media and the future of communications @ Jardines

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Presentation to the global Jardines marketing conference at the Mandarin Hotel in Macau.

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Social media and the future of communications @ Jardines

  1. 1. SOCIAL MEDIA, PR & ENGAGEMENT - ALI BULLOCK
  2. 2. I HELP COMPANIES FIGURE OUT SOCIAL
  3. 3. ABOUT ME: ULTIMATELY ITS NOT THAT COMPLICATED. SOCIAL MEDIA IS ABOUT PEOPLE.
  4. 4. … YOU CAN READ ALL ABOUT MY SOCIAL EXPERIENCE.
  5. 5. … YOU WILL ALSO SEE THAT I HAVE 4 DOGS.
  6. 6. (WAIT IT’S 5 AS OF 4 WEEKS AGO…)
  7. 7. SOCIAL MEDIA IS ABOUT PEOPLE. ITS ABOUT ENGAGEMENT WITH THOSE PEOPLE.
  8. 8. PEOPLE = CUSTOMERS
  9. 9. POSITIVE CUSTOMERS = ROI
  10. 10. SOCIAL CHANGES THE OLD VALUES, THE OLD NARATIVES, THE OLD WAYS.
  11. 11. … AND YET SO FEW PEOPLE UNDERSTAND SOCIAL
  12. 12. EVEN FEWER AGENCIES* (*WHISPER) UNDERSTAND SOCIAL…
  13. 13. I DON’T PRETEND TO KNOW SOCIAL. I’M TRYING TO FIGURE THIS OUT.
  14. 14. 1912
  15. 15. WHISKEY WEIGHT LOSS SUPERFLUOUS HAIR REMOVAL
  16. 16. 2013
  17. 17. WHISKEY WEIGHT LOSS SUPERFLUOUS HAIR REMOVAL
  18. 18. “THE MOST EFFECTIVE APPROACH TO MARKETING ISN’T ADVERTISING, OR PR, OR SEO, CONTENT MARKETING, INBOUND MARKETING, INFLUENCER MARKETING, EMAIL MARKETING, SOCIAL MEDIA MARKETING OR ANY (BLANK) MARKETING.” “(….) IT’S SIMPLY MARKETING THAT EMOTIONALLY CONNECTS YOUR BRAND TO ENTHUSIASTIC SUPPORTERS OF IT.” SOCIAL MEDIA TODAY, 2013
  19. 19. SOCIAL BRINGS NEW CHALLANGES
  20. 20. SOCIAL MEDIA NEEDS 3 THINGS: 1. 2. 3. COURAGE COLLABORATION CREATIVITY
  21. 21. “THE LINES BETWEEN ALL THE COMMUNICATIONS PROFESSIONS ARE BLURRING AND WE SHOULD WELCOME, ENCOURAGE AND HASTEN THE TEARING DOWN OF ANY REMAINING WALLS. GREAT IDEAS DON’T KNOW WHETHER THEY’RE PR, ADVERTISING, OR SOCIAL.” EDWARD BOCHES, CREATIVE DIRECTOR
  22. 22. 1. COURAGE
  23. 23. I STARTED THE CX FAN PAGE ON FACEBOOK… 1 FAN.
  24. 24. IN 5 YEARS WE WERE ABLE TO BUILD A BASE OF OVER 40 MILLION FANS OF FANS ACROSS 20+ COUNTRIES IN 9 LANGUAGES TEAM OF 5 PEOPLE
  25. 25. FOCUSED ON: - BRAND - CUSTOMER SERVICE LISTENING PROMOTIONS CELEBRATING HONG KONG FEEDBACK
  26. 26. 2. COLLABORATION
  27. 27. AT CX WE WOULD RESPOND TO EVERY POST OR MESSAGE WHERE POSSIBLE WITH OUR OWN NAMES
  28. 28. EVERY ORGANISATION HAS A RICH VEIN OF CONTENT BUT YOU NED TO GO OUT AND FIND IT.
  29. 29. 3. CREATIVITY
  30. 30. ROUND THE WORLD IN 80 DAYS
  31. 31. … A BOLD STEP FOR CX!
  32. 32. IT WORKED! WE DOUBLED OUR FAN BASE. NOT JUST ON THE GLOBAL PAGE, WE DOUBLED OUR FANS IN EVERY COUNTRY WE RAN THIS COMPETITION. ENGAGEMENT INCREASED BY 300% (EVEN AFTER MIKE WON.)
  33. 33. SOCIAL MEDIA DOESN’T HAVE TO COST THE WORLD
  34. 34. … BUT SOCIAL MEDIA IS NOT FREE
  35. 35. YOU CAN’T BLAME YOUR AGENCY IF YOU DON’T GET RESULTS.
  36. 36. IF YOU DON’T KNOW WHAT YOU WANT FROM SOCIAL.
  37. 37. SOCIAL MEDIA MEANS ADAPTING…
  38. 38. OLD MEDIA APPROACH
  39. 39. NEW WORLD: SOCIAL
  40. 40. SOCIAL MEDIA IS YOUR BRAND IN THE CONSUMERS HANDS
  41. 41. SOCIAL MEDIA NEEDS A QUICK & ACCURATE RESPONSE
  42. 42. 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
  43. 43. YOU NEED TO BUILD …TRUST.
  44. 44. Do you read online customer reviews to determine whether a local business is a good business? EDLEMEN TRUST SURVEY 2012
  45. 45. How do online customer reviews affect your opinion of a business? EDLEMEN TRUST SURVEY 2012
  46. 46. JUST BECAUSE ITS ON TWITTER DOESN’T MAKE IT TRUE!
  47. 47. SOCIAL MEDIA & SPEED
  48. 48. MEDIA IS NOW ABOUT SPEED 30 SECONDS! Source: simpliflying.com
  49. 49. JOURNALISTS WORKING IN REAL TIME Source: simpliflying.com
  50. 50. EMPATHY
  51. 51. ITS ABOUT SYMPATHY, COMMUNITY & ENGAGEMENT ASIANA PUT A PRESS RELEASE 8 HOURS LATER. THAT WORKED IN THE “OLD WORLD” OF COMMUNICATIONS.
  52. 52. NOWHERE IN THE PRESS RELEASE DOES THE AIRLINE MENTION THE FAMILIES OR PEOPLE AFFECTED.
  53. 53. SPEED
  54. 54. THIS PHOTO WASN’T TAKEN BY A PHOTO JOURNALIST, IT WAS TAKEN BY A PASSENGER.
  55. 55. HOW SHOULD HAVE ASIANA RESPONDED?
  56. 56. 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.
  57. 57. POLICY VS CREATIVITY
  58. 58. … AND SOMETIMES PEOPLE MAKE SILLY MISTAKES. REMEMBER: WHAT YOU PUT ON SOCIAL MEDIA, STAYS EVERYWHERE.
  59. 59. EVERYONE MAKES MISTAKES. BECAUSE THEY ARE HUMAN…
  60. 60. “GREAT DAY, SHOOTING ELEPHANTS FOR 8 HOURS”- ALI BULLOCK, HEAD OF COMMS WWF EVEN ME…. “GREAT DAY, PHOTOGRAPHING ELEPHANTS FOR 8 HOURS”- ALI BULLOCK, HEAD OF COMMS WWF
  61. 61. DON’T LET THAT STOP YOU…
  62. 62. ISSUE VS CRISIS?
  63. 63. AVERAGE VIEWS FOR A CX AD ON THE OFFICIAL YOUTUBE CHANNEL 40,000 VIEWS
  64. 64. CENSORED 6 MILLION + VIEWS 8 MILLION + VIEWS 500,000 + VIEWS
  65. 65. THIS IS A CRISIS
  66. 66. CALL: “ALI, WE NEED YOU IN THE CRISIS COMMS CENTER… NOW.”
  67. 67. CRISIS MANAGEMENT & SOCIAL MEDIA - USED SOCIAL MEDIA 24/7 - UPDATES MADE ON SOCIAL MEDIA AT THE SAME TIME AS TRATIONAL MEDIA - DOUBLE / TRIPLE UPDATES ON SOCIAL MEDIA - CONSTANT MESSAGING WITH CUSTOMER SERVICE AND LISTENING FOR PASSENGER OR RELATED ENQUIRIES
  68. 68. MOVING FORWARD
  69. 69. LISTENING ENABLED US TO MAKE INFOMRED DECISIONS AND COMMUNICATIONS.
  70. 70. SOCIAL IS ABOUT ENGAGEMENT
  71. 71. SOCIAL IS ABOUT BUILDING COMMUNITY
  72. 72. WINNERS EMBRACE COLLABORATION. “AGENCIES (AND BRANDS) CLINGING TO THE COMMUNICATIONS CATEGORY THEY KNOW BEST ARE HEADED SOUTH. THE ONES RISING— THOSE BEHIND THE EFFECTIVE MARKETING THAT IS INVOKING WORLDWIDE CONVERSATION — ARE THOSE CREATIVE AND COURAGEOUS ENOUGH TO COLLABORATE.” - SOCIAL MEDIA TODAY, 2013
  73. 73. THE TOP VIEWED VIDEO IN 2012 ON YOUTUBE. 120,000 FT JUMP FROM SPACE BACK TO THE EARTH.
  74. 74. THANK YOU FOR YOUR TIME…
  75. 75. YOU CAN FIND A COPY OF THIS PRESENTATION HERE: WWW.SLIDESHARE.NET/ALIBULLOCK/PRES ENTATIONS LINKEDIN: ALI BULLOCK ALIBULLOCK@GMAIL.COM WWW.ALIBULLOCK.COM

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