AIA Presentation - Building and scaling social media

1. BUILDING AND SCALING SOCIAL
MEDIA
ALI BULLOCK
DIGITAL & SOCIAL MEDIA MARKETING MANAGER,
CATHAY PACIFIC / CO-FOUNDER ANIMALS IN
PHOTOS, ORGANISER AT HK SOCIAL & TEDx TALKS

2. INTRODUCTIONS:
ALI BULLOCK
DIGITAL AND SOCIAL MEDIA
MARKETING MANAGER AT CATHAY
PACIFIC
WORKED AT CX FOR 5 YEARS
PREVIOUSLY WORKED FOR KPMG
CONSULTING, MOTOROLA, SAMSUNG,
KELLOGG’S
OUTSIDE OF WORK: ASIA’S FOREMOST
CHARITY WILDLIFE PHOTOGRAPHER
CO-ORGANISER OF HK SOCIAL AND
TEDX WANCHAI

3. INTRODUCTIONS:
ALI BULLOCK
MY DOG (PADSTOW) HAS MORE
FRIENDS ON FACEBOOK (903) THAN I
DO (640)
PERHAPS HE SHOULD BE SPEAKING
TODAY ON SOCIAL MEDIA.

4. “ DIG A WELL BEFORE YOU
BECOME THIRSY. ”
CHINESE PROVERB.

5. CUSTOMERS
NOW HAVE MORE POWER, MORE
KNOWLEDGE AT THEIR FINGER TIPS THAN
EVER BEFORE

6. AREAS OF SOCIAL YOU NEED TO
ADDRESS TO BE SUCCESSFUL
1. OBJECTIVES
2. STRUCTURE
3. BRAND
4. ENGAGEMENT
5. CUSTOMER SERVICE
6. CRISIS MANAGEMENT
7. SALES

7. 1. OBJECTIVES
DON’T PAY A CONSULTANCY BEFORE YOU
KNOW WHAT YOU WANT

8. “ DIG A WELL BEFORE YOU
BECOME THIRSY. ”
CHINESE PROVERB.

9. DOES YOUR BRAND WANT
TOSOCIAL IS MORE IMPORTANT THAN
1. BE SOCIAL?
EVER BEFORE
2. FACEBOOK IS NOW 900M PEOPLE
STRONG
3. REVOLUTIONS STARTED AND
MAINTAINED THANKS TO SOCIAL
MEDIA
4. BRANDS ARE NOW FORCED TO MAKE
CHANGES DUE TO PUBLIC DEMAND
5. CONSUMERS ARE MORE AND MORE
MAKING DECISIONS BASED ON THEIR
SOCIAL CIRCLE

10. THE ULTIMATE QUESTION:
WHY BE SOCIAL?
1. BE RELEVANT TO YOUR CUSTOMERS
2. MEASUREMENT – BASED ON YOUR
OBJECTIVES ROI CAN BE PROVEN
3. CUSTOMERS ARE BECOMING MORE
SOCIAL
4. CUSTOMERS ARE READY (AND
WILLING) TO COMMENT ABOUT YOUR
BRAND
5. ULTIMATELY WORD OF MOUTH
MATTERS
6. SOCIAL HELPS BUILD LOYALTY (BUT
ITS ONLY ONE COMPONENT)

11. 2. STRUCTURE
AVOID BUYING A PRODUCT BEFORE YOU
HAVE THE COMMUNITY

12. … STARTING OUT
CENTRALISED APPROACH

13. … 2008
FAN #1 ALI BULLOCK
… 2008 – WITHIN 2 WEEKS
FAN #500 REACHED
… IN 6 WEEKS
FAN #5,000 REACHED

14. … 2012
FAN #350,000 REACHED
… A FAN OF FAN REACH OF 36
MILLION PEOPLE

15. … YOU NEED TO BECOME
HUB & SPOKE APPROACH

16. 3. BRAND
YOUR BRAND. THEIR VOICE

17. ITS NOT SIZE . ITS ACTIONS THAT COUNT.
ADAPT AND LEARN:
YOU NEED TO BE QUICK TO RESPOND TO EVERY COMMENT AND POST WHERE
APPROPRIATE
MONITORING OF YOUR SOCIAL CHANNELS AS WELL AS OUTSIDE CHANNELS IS
CRITICALLY IMPORTANT
PERSONALIZATION REALLY WORKS
MONITOR AND PROTECT YOUR BRAND
CHINESE SOCAIL MEDIA IS EVEN MORE VIRAL / FAST MOVING THAN WESTERN
MEDIA
CONSTANT APPRAISAL AND ANALYSIS OF OBJECTIVES IS KEY

19. 4. ENGAGEMENT
BRING YOUR VOICE TO SOCIAL MEDIA BUT
LISTEN AT THE SAME TIME

20. … ROUND THE WORLD IN 80
DAYS
OUR BOLDEST STEP SO FAR.

21. WE DOUBLED OUR FAN
BUT IT WORKED.
BASE.
FAN INTERACTIONS
CONTINUED AS MIKE FLEW
ROUND THE WORLD
FACEBOOK EVEN ASKED
TO FILM A MARKETING
CASE STUDY :
HTTP://ALIB.CO/CXVIDEO

22. “ STRATEGISE WHAT YOU WILL DO WITH
PEOPLE ONCE THE COMPETITION IS OVER”
JAY OATWAY, MASTERING STORY, COMMUNITY AND
INFLUENCE
HOW TO USE SOCIAL MEDIA

23. WHAT DOES A BRAND LIKE CX
GET FROM SOCIAL?
1. ENGAGEMENT & POSITIVE WORD OF
MOUTH
2. CRISIS MANAGEMENT & BRAND
PROTECTION
3. ROI / SALES
4. CUSTOMER SERVICE
5. LOYALTY
OVER 1,000 LIKES AND 150 COMMENTS

24. 5. CUSTOMER SERVICE
YOU WON’T HAVE A BRAND IF YOUR
CUSTOMERS DON’T VALUE YOUR BRAND

25. “ITS NOT THE ACTUAL COMPLAINTS OR BLOG
POSTS THAT HURT THE MOST.
IT’S THE LINGERING GOOGLE SEARCH RESULTS,
THAT REPRESENT REAL DEATH BY A THOUSAND
CUTS…”
ECONOMIST FEB 07 2008

26. CUSTOMER SERVICE
IF YOUR CUSTOMERS AREON SOCIAL MEDIA THEN YOUR CUSTOMER SERVICE
SHOULD BE MONITORING THESE CHANNELS
GENERALLY YOU NEED TO BE QUICK TO RESPOND TO EVERY COMMENT AND
POST WHERE APPROPRIATE
TRY TO GET COMPLAINTS OFF-LINE
PERSONALIZATION REALLY WORKS
CUSTOMER SERVICE IS BECOMING MORE AND MORE IMPORTANT ON SOCIAL
MEDIA – FIX PROBLEMS DON’T PUSH CUSTOMERS TO A FORM
CHINESE SOCAIL MEDIA IS EVEN MORE VIRAL / FAST MOVING THAN WESTERN
MEDIA

27. 6. CRISIS MANAGEMENT
LESS THAN 20% OF ORGANISATIONS HAVE
A SOCIAL MEDIA CRISIS PLAN

28. ADIDAS ON FACEBOOK
SHOES HAVE BEEN PULLED
FROM SALE THANKS TO
SOCIAL MEDIA

29. Greenpeace released a video highlighting
the plight of Orangutans in Borneo who are
loosing their homeland to Nestlé and
loggers for Palm Oil.
Nestlé's lawyers removed the video form
Youtube on brand reputation grounds and
Greenpeace simply re-posted.
The argument moved onto their facebook
and other social media platforms where
customers and fans forced a corporate
change in direction.

30. Nestle used lawyers and
Greenpeace used social media.
We are talking about an
organization worth billions taking
on an international charity…
Would anyone like to guess what
came next (other than a lesson
101 in marketing for Nestle.)

31. NESTLE FINALLY
RESCINDED AND
COMMITTED TO STOP
BUYING PALM OIL FROM
UN-STAINABLE RAIN
FORESTS.
ONE OF THESE MADE THE
INTERNATIONAL NEWS
AND ONE HAS BLOWN
OVER (RELATIVELY
QUICKLY.)
LISTENING AND THE SPEED
OF RESPONSE WAS A KEY
FACTOR.

32. 7. SALES
MAKE SOCIAL PAY. JUST LIKE EVERY
OTHER PART OF THE MARKETING MIX

33. SOCIAL = ROI
ITS DIFFICULT TO SHOW OR PROVE DIRECT ROI FROM SOCIAL MEDIA
NOT TO SAY IT CAN’T BE DONE
BE REALISTIC IN WHAT YOU ARE LOOKING FOR FROM SOCIAL MEDIA AND
SALES – REMEMBER CUSTOMERS ARE HERE TO BUILD A RELATIONSHIP FIRST
DIFFERENT CHANNELS MAY WELL HAVE DIFFERENT INVESTMENT / SALES
OPPORTUNITIES (FACEBOOK VS TWITTER FOR EXAMPLE)
AT THE END OF THE DAY ALL YOU CAN GET OUT OF SOCIAL IS WHAT YOU PUT
IN

34. CONCLUSIONS

35. BE RELEVANT ON SOCIAL
IT’S A CONSTANT THOUGHT IN THE BACK OF MY
MIND, WHAT’S RELEVANT FOR OUR
CUSTOMERS, WHAT ARE THEY INTERESTED IN?

36. AND TREAT EVERY SINGLE FAN
WITH THE SAME LEVEL OF
SERVICE, PASSION & TIME AS THE
DAY WE STARTED OUT. EXPERIENCE
BECAUSE THAT’S WHAT MAKES A SOCIAL
STAND OUT FROM THE CROWD. PEOPLE INSIDE THE
ORGANISATION WHO CARE

37. … MOVING FORWARD
ITS ABOUT CONSTANT CHANGE
BUT AN UNDERSTANDING THAT WHILE SOCIAL MEDIA MAY BE THE NEW
SHINY WORD IN MARKETING, ITS NOT THE ONLY THING AROUND. SOCIAL
IS ONE PART OF THE MARKETING MIX.

38. ITS ABOUT MEETING YOUR
OBJECTIVES TO PAY ITS WAY
SOCIAL HAS
WHETHER ITS RETURN ON INVESTMENT, RETURN ON BRAND OR RETURN
ON ENGAGEMENT, SOCIAL HAS TO MEET THE OBJECTIVES OF THE
BUSINESS TO SUCCEED.

39. THANK YOU FOR YOUR TIME
EMAIL / ALIBULLOCK@GMAIL .COM
TWITTER / ALIBULLOCK
LINKEDIN / ALI BULLOCK
WEB / ALIBULLOCK.COM