10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY

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10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY

  1. 1. 10 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY. (So you don’t have to.) Ali bullock Head of Communications – WWF Hong Kong
  2. 2. 2- THINGS ABOUT ME YOU MAY KNOW 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
  3. 3. 2- THINGS ABOUT ME YOU MAY NOT KNOW “Asia’s foremost charity wildlife photographer” - CNN Go- My dog has more friends (917) than I do on FaceBook (662)
  4. 4. 1 # KEEP CALM AND CARRY ON.
  5. 5. Social media is like playschool. People will saymean things about you.Listen. Respond ifappropriate and thenmove on.
  6. 6. AT CATHAY PACIFICAverage views for a CX ad on theofficial Youtube channel - 40,000views
  7. 7. CENSORED6 million + views 8 million + views 500,000 + views
  8. 8. NO MATTER YOUR ORGANISATION’S SIZE WE NOWWORK AND LIVE IN A MULTI-CONNECTED 24 / 7WORLD.HOW WOULD YOU COPE?
  9. 9. Call: “ali, we need you in the crisis commscenter. NOW.”(… It wasn’t ever going to be a good day)
  10. 10. CENSOREDFrom images captured byprofessional photographersand sent to the media forprint the next day to -Images captured on anIphone and shared to theworld’s media in minutes
  11. 11. FROM “BRAND HIJACKS”
  12. 12. … TO YOUR OWN EMPLOYEES“Great day, shooting Elephants for 8hours”- ali bullock, Head of commsWWF
  13. 13. … IN CONTEXT:“Great day, photographingElephants for 8 hours”- ali bullock,Head of comms WWF
  14. 14. 1 SOLUTION: MONITOR, RESPOND, ANALYSE & REPEAT: MONITOR: Your posts and the conversations online WORK: your biggest fans and posters, cultivate these relationships FACTS: Check your facts and know the details of the situation SPEED: Post quickly and frequently (where suitable) MONITOR (AGAIN): What is the message and flow of the conversation ADAPT: Apologise, say nothing, address issues as the situation develops and be flexible to this environment.
  15. 15. IT’S NOT THE MISTAKES MADE USING SOCIALMEDIA THAT CAUSE BRANDS THE BIGGESTPROBLEMS, IT’S HOW POORLY OR SLOWLY THEYDEAL WITH THEM.
  16. 16. 2 # SOCIAL MEDIA CRISIS MANAGEMENT - HOURS NOT DAYS
  17. 17. SEA SHEPHERD VSCATHAY PACIFIC
  18. 18. …BUT THE STORY WASN’T TRUE:WE LEARNT:From picking up the story to posting on Facebook over 24 hours passed - this was toolongWe didn’t inform staff around the network, several of whom were verbally assaultedat our airports by people angry over the storyMore posts were needed on our own Facebook propertiesWe should have posted on the Sea Shepherd page
  19. 19. 2 SOLUTION: PLAN AND EXECUTE QUICKLY. DOING NOTHING = MISTAKE: Monitoring is key to social media and crisis management
  20. 20. 3 # DON’T HIRE A SOCIAL MEDIA AGENCY. HIRE YOURSELF FIRST.
  21. 21. IF YOU DON’T BELIEVE IN SOCIAL MEDIA DON’T DOIT… THAT’S VERY DIFFERENT TO NOTUNDERSTANDING IT.
  22. 22. 3 SOLUTION: THE ONLY BARRIER TO SOCIAL MEDIA IS YOU: Making mistakes is part of the process – I didn’t get CX to a fan of fan reach of 36 million people without dropping a few balls along the way No single person makes a social media success. You need a good team around you and the management belief to try new ideas
  23. 23. 4 # FINALLY REALISING EVERY COMPANY IS A MEDIA COMPANY
  24. 24. 4 COMPANIES AS PUBLISHERS Blogs, Facebook feeds, Twitter and Sina-Weibo: Every company now has the ability to be a publisher Media and stories are becoming multi-threaded conversations across multiple platforms
  25. 25. 4 SOLUTION: MORE CONTENT VS LESS CONTENT Our challenge in marketing, PR and comms is how to find balance in a world where there is more content than ever before and where people have less then time than ever before to consume that media. (If you find someone who has the answer to this let me know…)
  26. 26. ENGAGEMENT:Simple to talk about but that will be the key to success moving forward.FOCUS:Simple to talk about but that will be the key to success moving forward.TARGETING:Simple to talk about but that will be the key to success moving forward.MONITORING:Know what is being said, by whom and engage where appropriate
  27. 27. 5 # SOMETIMES (ALWAYS) YOUR BRAND IS IN THE HANDS OF SOMEONE ELSE
  28. 28. SOCIAL CAMPAIGNPUBLIC ISSUE MEDIA CANCELLED
  29. 29. 5 SOLUTION: YOU NO LONGER “CONTROL” YOUR BRAND AND THE MESSAGE: … MOVE ON.
  30. 30. 6 # HOW DO YOU AVERT A SOCIAL MEDIA CRISIS?
  31. 31. SIMPLE ANSWER IS YOU CAN’T…It’s how you react and manage the issue that matters. A crisis will only get betteror worse as you manage it.
  32. 32. 6 SOLUTION: BUILD YOUR CONSTITUENCY. AND BUILD IT NOW: Simple steps to increase engagement: Don’t oversell on social media. Special offers and promotions are all well and good, but use them sparingly
  33. 33. 6 SOLUTION: GOOD BUSINESS WORKS ON SOCIAL MEDIA 103 likes 606 likes
  34. 34. SOCIAL GOOD WORKS FOR YOU, YOUR EMPLOYEES, SOCIETYAND FOR SOCIAL PR / ENGAGEMENT (MOST IMPORTANTLY.)IT’S A WIN FOR EVERYONE.EVERYONE CAN DONATE A SMALL AMOUNT OF TIME. TALKTO CAROLINE@HANDSONHONGKONG.ORG * * Caroline is my wife and she is awesome
  35. 35. 7 # EVERY EMPLOYEE FROM THE CEO TO THE RECEPTIONIST CAN B YOUR BRAND AMBASSADOR.
  36. 36. THE GOOD: A Great example of a verylow cost but effective social mediastrategy.
  37. 37. 7 … AND THE BAD.
  38. 38. This is Tatiana Kozlenko, a flightattendant for Russian airline Aeroflot.In October 2011, she apparently postedthis photo to the social networking siteVkonttakte.She was fired Monday after the photobegan circulating on Twitter.
  39. 39. … And sometimes people make sillymistakes.REMEMBER: What you put on socialmedia, stays EVERYWHERE.
  40. 40. 7 SOLUTION: SOCIAL MEDIA GUIDELINES: Guidelines: Any organisation that is big enough to have HR guidelines will need to have social media guidelines
  41. 41. REMEMBER, FEW “SOCIAL MEDIA CRISIS”INCIDENTS HAVE ENDED THE COMPANY.(So that’s a relief then.)Wait, the bad news is they can cost a lot of money, time and effort to re-build thebrands reputation…
  42. 42. 8# BE REALISTIC. BE FOCUSED. KNOW YOURAUDIENCE AND CUSTOMERS
  43. 43. 8 SOLUTION: IS SOCIAL MEDIA RIGHT FOR YOUR ORGANISATION…?
  44. 44. 9# GIVING AWAY FREE STUFF WILL GET YOUEXACTLY WHAT YOU PAY FOR.
  45. 45. IF YOU GIVE AWAY SOMETHING FOR FREE, WHATDO YOU EXPECT IN RETURN…?LOYALTY?
  46. 46. 9 SOLUTION: FAN ACQUISITION VS CUSTOMER ACQUISITION: Fan acquisition means doing something to get the attention of users on a social network so they will opt in to your messaging. Customer acquisition is doing something to convince a person to purchase something.
  47. 47. 10 # SIZE IS NO BARRIER TO SOCIAL MEDIA
  48. 48. I STARTED OF THE CX FAN PAGE WITH ONE FAN.(Social media can be a very cold, lonely place in the beginning.)
  49. 49. SOCIAL MEDIA FOUND THIS PUPPY A HOME ** (OK, that’s not strictly true as I adopted her the day of this photo-shoot, but shewould so have been adopted through social media.)
  50. 50. ONE PERSON STARTED A FACEBOOK PAGEABOUT THE ORANGUTANS IN BORNEO.RESULT: A FULL CHANGE IN PALM OIL BUYINGPOLICY AND MILLIONS OF DOLLARS LOST INNEGATIVE PR.
  51. 51. 10 CONCLUSION: SOCIAL MEDIA IS NOT A SILVER BULLET FOR YOUR BRAND: Social Media is something that is too important to ignore Social media does not and will not ever work on its own, it has to be integrated into a bigger comms / marketing plan. It’s going to get more complex – If I post a photo on Twitter through my mobile phone, is that mobile marketing or social media marketing? Social media will change the face of advertising, just as TV did 50 years ago. But it’s still about people and word of mouth and that has not changed.
  52. 52. * NOTE: # EVERY TITLE WAS LESS THAN 140 CHARACTERS (MEANING IT WOULD FIT NICELY INTO YOUR TWITTER FEED. THANK YOU SO MUCH FOR YOUR TIME YOU CAN FIND A COPY OF THIS PRESENTATION HERE: www.slideshare.net/alibullock/presentations ali bullock abullock@wwf.org.hk / alibullock@gmail.com www.alibullock.com

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