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Japan: Dow Jones / WSJ presentation on social media

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Presentation in Tokyo, Japan on social media

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Japan: Dow Jones / WSJ presentation on social media

  1. 1. 10 KEY LESSONS IN BUILDING A LEADING PRESENCE ONSOCIAL MEDIA: MANAGING YOUR BRAND, MONITORINGYOUR CUSTOMERS, RESPONDING TO THEIR FEEDBACKAND CRISIS MANAGEMENTAli BullockHead of Communications –WWF Hong Kongwww.alibullock.com
  2. 2. WHO I HAVE WORKED FOR:- PREVIOUSLY WORKED FOR CATHAY PACIFIC AS GLOBALDIGITAL MARKETING MANAGER, AND WORKED ONDIGITAL STRATEGY FOR KMPG, KELLOGG’S, SAMSUNGAND MOTOROLA- I TOOK AN 8 MONTH SABBATICAL OUT OF THECORPORATE WORLD IN SEPTEMBER 2012 TO WORK FORWWF HONG KONG AS HEAD OF COMMUNICATIONS
  3. 3. MANAGING YOUR BRAND:ESSENCIAL TO WHY YOU ARE HEREMONITORING YOUR CUSTOMERS:HOW AND WHY YOU SHOULD MONITOR SOCIAL MEDIARESPONDING TO THEIR FEEDBACK:LISTEN, RESPOND AND BUILD A COMMUNITYCRISIS MANAGEMENT:LESSONS LEARNT FROM THE FRONT LINE OF COMMUNICATIONS AND BRANDINGFROM MY TIME AT CATHAY PACIFIC
  4. 4. SOCIAL MEDIA IN JAPAN
  5. 5. 2013: THE YEAR MIXI LOOSES ITS SOCIAL MEDIALEAD IN JAPAN?
  6. 6. ORGANISATIONS USING SOCIAL MEDIA IN JAPAN
  7. 7. MANAGING YOUR BRANDWHAT I HEAVE LEARNT OVER THE LAST 18 YEARS IN DIGITALAND NOW SOCIAL MARKETING:(Other than I feel really, really old…)
  8. 8. FOCUS YOUR STRENGTHS: EVERY EMPLOYEE FROMTHE CEO TO THE RECEPTIONIST IS YOUR BRANDAMBASSADOR.SO USE THEM.
  9. 9. START – JUST STARTING IS VITAL. DON’T WAIT FORSOMEONE TO PUSH YOU.I STARTED OF THE CX FAN PAGE WITH ONE FAN.
  10. 10. PASSION AND PURPOSE – START WITH YOURPASSION AND PURPOSE AS THE FUEL. THIS WILL GETYOU UP EARLY AND KEEP YOU UP LATE AS YOUCREATE CONTENT.HIRE PEOPLE PASSIONATE ABOUT THE BRAND.
  11. 11. AUDIENCE - KNOW WHO YOUR AUDIENCE IS ANDGIVE THEM THE CONTENT THEY CRAVE. SOLVETHEIR PROBLEMS AND KEEP FOCUSED.YOUR CUSTOMERS WANT TO TALK YOU!
  12. 12. ADD VALUE – PROVIDE AS MUCH VALUE AS YOUCAN POSSIBLY GIVE.THERE IS NO BETTER ADVERTISING THAN PEOPLEWHO LOVE YOUR BRAND. NONE.
  13. 13. PERSIST – BUILDING A LOYAL FOLLOWING THATLOVES YOUR CONTENT WILL TAKE TIME SOPERSISTENCE IS CORE AND NECESSARY.IT ISN’T EASY TO BUILD A SOCIAL MEDIA PRESENCEAND IT WILL TAKE TIME.
  14. 14. MONITORING YOUR CUSTOMERSIN A GOOD WAY (OF COURSE).
  15. 15. PEOPLE ASK, “HOW CAN YOU AVERT A SOCIALMEDIA CRISIS?”SIMPLE ANSWER, “YOU CAN’T.”MONITORING SOCIAL MEDIA ENABLES YOU TOHANDLE A CRISIS. NOT CONTROL. THINK OF YOURBRAND AS A SHIP IN A CONSTANT STORM, ROCKSARE SOCIAL MEDIA COMMENTS AND MONITORINGIS A LIGHTHOUSE.
  16. 16. FOR ANY BRAND IN TODAY’S WORLD MONITORINGIS ABSOLUTELY ESSENTIAL.
  17. 17. SOFTWARE ALLOWS US NOT ONLY TO MONITOR INREAL TIME BUT TO RECEIVE ALERTS AS WELL
  18. 18. SEA SHEPHERD VSCATHAY PACIFICAN UNTRUE STORYTHAT CX TOOK TOOLONG TO RESPONDTO
  19. 19. RESPOND TO THEIR FEEDBACKLISTEN, RESPOND AND BUILD A COMMUNITY
  20. 20. YOU CAN’T BUILD A COMMUNITY WITHOUTENAGAGING WITH PEOPLE.IN TODAY’S WORLD PEOPLE WON’T ENGAGE WITH ABRAND THAT DOESN’T LISTEN.RESPONDING TO A CUSTOMER ENQUIRY, GOOD ORBAD CREATES A LITTLE MOMENT OF DELIGHT…
  21. 21. TAKE THAT LITTLE MOMENT OF DELIGHT AND TAKEIT ACROSS A FAN OF FAN REACH OF OVER 40MILLION PEOPLE.ACROSS 20 COUNTRIES.NOW YOU HAVE A COMMUNITY.
  22. 22. CRISIS MANAGEMENTLESSONS LEARNT FROM THE FRONT LINE OF COMMUNICATIONS ANDBRANDING FROM MY TIME AT CATHAY PACIFIC
  23. 23. FIRST KEY LESSON – UNDERSTAND THE DIFFERENCEBETWEEN AN ISSUE AND A CRISIS.
  24. 24. … THIS IS AN ISSUE.
  25. 25. THIS IS AN ISSUE:… WHEN PEOPLE MAKE SILLYMISTAKES.REMEMBER: WHAT YOU PUT ONSOCIAL MEDIA, STAYSEVERYWHERE.
  26. 26. … ISSUE.“GREAT DAY,SHOOTINGELEPHANTS FOR 8HOURS”- ali bullock, Headof comms WWF(on Twitter)
  27. 27. … CHANGED TO:“GREAT DAY,PHOTOGRAPHINGELEPHANTS FOR 8HOURS”- ali bullock, Headof comms WWF(on Twitter)
  28. 28. VS A REAL CRISIS
  29. 29. 10.35AM: “ALI, WE NEED YOU IN THE CRISISCOMMS CENTER. NOW.”
  30. 30. CENSORED10.45AM: SOCIAL MEDIA MESSAGES ANDPHOTOS START TO APPEAR ON SINA-WEIBO
  31. 31. NO MATTER YOUR ORGANISATION’S SIZE WE NOWWORK AND LIVE IN A MULTI-CONNECTED 24 / 7WORLD.TODAY IMAGES CAPTURED ON AN IPHONE ARESHARED TO THE WORLD’S MEDIA IN SECONDS.
  32. 32. 8.30PM: THE SOCIAL MEDIA TEAM WAS STILL WORKINGROUND THE CLOCK.WE CONTINUED TO MONITOR AND RESPOND IN THISWAY THE NEXT 24 HOURS.
  33. 33. A WORLD WHERE THE FACTS DON’T AWAYS MAKE ITTHROUGH THE NOISE. EVEN TO THE MEDIA…#BOSTON #CNN
  34. 34. 8 million + views 500,000 + views6 million + viewsCENSORED
  35. 35. AVERAGE VIEWS FOR A CX ADON THE OFFICIAL YOUTUBECHANNEL - 40,000 VIEWS
  36. 36. 10 million + views 500,000 + views6 million + viewsCENSORED
  37. 37. 1. MONITOR2. IDENTIFY AN ISSUEVS CRISIS3. MONITOR,RESPOND QUICKLY &ACCURATELY4. CONTINUE TOMONITOR AND ADAPT
  38. 38. IT’S NOT THE MISTAKES MADE USING SOCIALMEDIA THAT CAUSE BRANDS THE BIGGESTPROBLEMS, IT’S HOW POORLY OR SLOWLY THEYDEAL WITH THEM.
  39. 39. FROM “BRAND HIJACKS”
  40. 40. SEA SHEPHERD VSCATHAY PACIFICTO FALSE REPORTS:
  41. 41. ONE PERSON STARTED AFACEBOOK PAGE ANDEVENTUALLY NESTLE (ABILLION DOLLARORGANISATION)CHANGED THEIR ENTIREPALM BUYING PROCESS(BUT NOT BEFOREMILLIONS OF DOLLARSWERE LOST IN NEGATIVEPR)TO CITIZEN EFFORTS:
  42. 42. 10 LESSONS IN SOCIAL MEDIA
  43. 43. 10 KEY LESSONS:10. START: EVERY PAGE STARTS WITH ONE LIKE9. DON’T HIRE AN AGENCY UNTIL YOU KNOWWHAT YOU WANT8. FOCUS ON THE PLATFORMS THAT MATTER7. BE OPEN & TRANSPARENT6. YOUR BRAND IS IN THE HAND OF OTHERS
  44. 44. 10 KEY LESSONS:5. EVERY EMPLOYEE FROM THE CEO TOA RECEPTIONIST IS A BRAND AMBASSADOR4. NEVER GIVE THINGS AWAY FOR FREE3. CRISIS MANAGEMENT: HOURS NOT DAYS2. SIZE IS NO BARRIER TO SOCIAL MEDIA1. HIRE GREAT PEOPLE
  45. 45. THANK YOU SO MUCH FOR YOUR TIMEYOU CAN FIND A COPY OF THIS PRESENTATION HERE:www.slideshare.net/alibullock/presentationsTHE TEAM AT DOW JONES WILL BE MORE THAN HAPPY TOTALK TO YOU ABOUT MONITORING AND FACTIVALINKEDIN:ALI BULLOCKalibullock@gmail.comwww.alibullock.com

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