Social Media Success @ Cathay Pacific - BAM 2013

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Presentation at the BAM 2013 conference on social media and the work I did for CX.

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  • 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
  • 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
  • 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.
  • Social Media Success @ Cathay Pacific - BAM 2013

    1. 1. TAKING CATHAY PACIFIC FROM 1 FAN TO 40 MILLIONTHE STORY OF A SOCIAL MEDIA JOURNEY BY ALI BULLOCK, EX-HEAD OF SOCIAL MEDIA AT CATHAY PACIFIC
    2. 2. WHAT ARE WE TALKING ABOUT TODAY: - SOCIAL: GET OVER THE HYPE - SOCIAL STARTS WITH YOU - NOTHING IS FREE IN SOCIAL MEDIA - BUILDING A COMMUNITY - LISTENING TO YOUR COMMUNITY - MISTAKES MADE, A LESSON LEARNT - IT WILL ALL BE OK
    3. 3. ABOUT ME:
    4. 4. I HELP COMPANIES FIGURE OUT SOCIAL
    5. 5. I LOVE SOCIAL MEDIA: YOU ALSO KNOW I HAVE 4 DOGS (WAIT ITS 5 AS OF MONDAY…)
    6. 6. LETS TALK SOCIAL
    7. 7. WHISKEY WEIGHT LOSS SUPERFLUOUS HAIR REMOVAL
    8. 8. WHISKEY WEIGHT LOSS SUPERFLUOUS HAIR REMOVAL
    9. 9. SOCIAL CHANGES THE OLD VALUES, THE OLD NARATIVES, THE OLD WAYS.
    10. 10. SOCIAL BRINGS NEW CHALLANGES
    11. 11. SOCIAL MEDIA IS ABOUT PEOPLE
    12. 12. SOCIAL MEDIA IS ABOUT TRANSPARENCY
    13. 13. SOCIAL MEDIA IS YOUR BRAND IN THE CONSUMERS HANDS
    14. 14. SOCIAL MEDIA IS NOT FREE
    15. 15. EXAMPLE: AIRLINE 101
    16. 16. OLD MEDIA APPROACH
    17. 17. NEW WORLD: SOCIAL
    18. 18. THIS IS SOCIAL MEDIA
    19. 19. FROM 1 FAN…
    20. 20. PERSONALISED POSTS
    21. 21. FOCUSED ON: - BRAND - CUSTOMER SERVICE - PROMOTIONS - CELEBRATING HONG KONG - FEEDBACK
    22. 22. NOT RESPONDING QUICKLY ENOUGH IS NOT GOOD ENOUGH…
    23. 23. AT CX WE WOULD RESPOND TO EVERY POST OR MESSAGE WHERE POSSIBLE WITH OUR OWN NAMES
    24. 24. TO 100,000
    25. 25. AVERAGE VIEWS FOR A CX AD ON THE OFFICIAL YOUTUBE CHANNEL - 40,000 VIEWS
    26. 26. 8 MILLION + VIEWS 500,000 + VIEWS6 MILLION + VIEWS CENSORED
    27. 27. WE WORKED SOCIAL MEDIA 24/7
    28. 28. TO A REACH OF OVER 40 MILLION FANS!
    29. 29. MEDIA IS NOW ABOUT SPEED Source: simpliflying.com 30 SECONDS!
    30. 30. Source: simpliflying.com JOURNALISTS WORKING IN REAL TIME
    31. 31. ITS ABOUT SYMPATHY, COMMUNITY & ENGAGEMENT 8 HOURS LATER?
    32. 32. NOWHERE IN THE PRESS RELEASE DOES THE AIRLINE MENTION THE FAMILIES OR PEOPLE AFFECTED.
    33. 33. 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.
    34. 34. WE FOCUSED ON: - BRAND - CUSTOMER SERVICE - PROMOTIONS - CELEBRATING HONG KONG - FEEDBACK
    35. 35. COMMUNITY IS IS IMPORTANT
    36. 36. …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 COMMUNITY IS IS IMPORTANT
    37. 37. JUST BECAUSE ITS ON TWITTER DOESN’T MAKE IT TRUE!
    38. 38. EVERYONE MAKES MISTAKES. BECAUSE THEY ARE HUMAN…
    39. 39. … AND SOMETIMES PEOPLE MAKE SILLY MISTAKES. REMEMBER: WHAT YOU PUT ON SOCIAL MEDIA, STAYS EVERYWHERE.
    40. 40. DON’T LET THAT STOP YOU…
    41. 41. EVEN ME…. “GREAT DAY, SHOOTING ELEPHANTS FOR 8 HOURS”- ALI BULLOCK, HEAD OF COMMS WWF “GREAT DAY, PHOTOGRAPHIN G ELEPHANTS FOR 8 HOURS”- ALI BULLOCK, HEAD OF COMMS WWF
    42. 42. IT’S A FUNNY THING SOCIAL. ITS ALL ABOUT PEOPLE
    43. 43. THANK YOU FOR YOUR TIME. YOU CAN FIND A COPY OF THIS PRESENTATION HERE: WWW.SLIDESHARE.NET/ALIBULLOCK/PRESENTATI ONS LINKEDIN: ALI BULLOCK ALIBULLOCK@GMAIL.COM WWW.ALIBULLOCK.COM

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