Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media Success @ Cathay Pacific - BAM 2013

757 views

Published on

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

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

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

×