A presentation outlining the idea behind the premise that its OK to make a profit from doing good socially and charity contributions.

1. Social Media, Social Good &
Social Business
ali bullock – Global digital marketing manager, Cathay Pacific Airways &
co-founder, animalsinphotos

2. Agenda:
1. What is social business
2. SHOCK! Its OK to make money from Social Good
3. 3 Myths of social media
4. Social media changes everything

3. What is social business?

4. Business model + Corporate culture +
desired value = Social media engagement

5. Social media engagement = Successful
business objectives

6. Whisper, “Its OK for companies to use social good to
make money.”

7. Social Business Objectives:
1. Make a profit
2. Improve and maintain your brand image
3. Communicate positively what you do to society
4. Engage with customers
5. Remain relevant in the market
6. Engage your employees
7. Contribute in a positive way to the community and
environment

8. Corporate culture vs.
Social Media = Failure

9. Corporate culture +
Social Media = Success
Enable and trust your
employees as they are
your brand

10. 3 Myths of Social Media

11. Myth #1: Social media is a fad, new, going
away, not important to business

12. Anyone from Australia??

13. … Remember this?

14. Qantas follows up with a social media
promotion #qantasluxuary

16. Qantas sounded unfazed, however, coming back with a
joke: “At this rate our #QantasLuxury competition is going
to take years to judge.”

17. Now here’s a paradox….
Even in a business which is fully engaged socially – a
particular “campaign” e.g. #QantasLuxury, might still fail.
That’s because people are people and mistakes are made
and lessons are learnt and campaigns are just campaigns –
they are tactics within a solid framework.

18. Your framework is your people, it’s the the senior
management’ beliefs and support, right the way through to
your customers.
And you are still going to have successes and failures

19. Myth #2: Social media will replace
traditional advertising & branding

21. The difference for brand communications and marketing is the arrival of social
media, of Word Of Mouth.
- Success travels equally as quickly as failure but the difference is that failure
takes on new forms
- If you have built on your brand, on your employees on your customer
engagement and will you are willing to be open and honest the brand will
survive.
-The brand is resilient because of this engagement.
- Now, Alan Joyce believes Qantas is a resilient brand,And that belief is now
being tested on an international stage, through the lens of social media

22. Business model + Corporate culture +
desired value = Social media success
(But your success is directly related on the platforms and
beliefs that exist within the organisation.)

23. Myth #3: Big business can ignore social
media

24. Lets talk Orangutans. And Nestle.

25. 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.

26. 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.)

28. I haven’t eaten a Kit Kat since then. Anyone fancy one now?

29. My favorite part, Orangutans are but 0.2%
different in DNA to us.
Without social media – How many people would
have seen the Greenpeace campaign?

30. Nestle finally rescinded and committed to stop
buying palm oil from un-stainable rainforests.

31. On a crowded supermarket shelf, to little, way
to late.

32. If an organisation operates in an environment without a
social business strategy, one in which it has fragmented
engagement with employees and customers, one which
relies more opinions than evidence and measurement,
then campaigns risk generating a life of their own
Commonly then described as “a PR disaster”.

33. Social media is no silver bullet to a crisis.
But it is now a mainstream channel and should sit across
your brand, marketing, PR, customer service and
corporate comms strategies

34. Social Media changes everything…

35. From regime change….

36. To a lone lady looking for her husband
I saw this old woman sitting by herself
yesterday at the corner of buendia and
roxas blvd yesterday. Surprised to see
a bond paper pinned in front and back
of her dress with a picture of a missing
old man, I asked her about it and she
said it is her husband who has been
missing for two weeks
63,000 Likes and shares.
The person was found.

37. To the petition to end the shark fin trade.
Through pressure from WWF in Hong
Kong and people through social media
– These hotels have set up an
alternative shark free banquet menu
… Nice to notice that both the
Peninsula and Swire Hotels are shark
fin free

38. Social media forced Nestle to change.

39. And found a home for 4 dogs.

40. Social media is the future power behind
brands and the lens of transparencythat it
brings is one all organizations will work under.

41. * “I’m dressed like a f***king
rabbit. And you want to put
this on the internet. And that’s
your idea of good???!!!”
Finally, Social media isgood for everyone.*