This document outlines 10 lessons the author learned about social media from her experience working in marketing and communications roles. The lessons include tips like responding quickly to crises, monitoring conversations, focusing on customer acquisition over fan growth, and emphasizing that every employee can influence a brand's image. The concluding lesson is that social media requires integration with broader marketing strategies and will continue changing how advertising works.
FAIL: Learning from Social Media DisasterDavid Griner
What can you do when your marketing and PR efforts get engulfed in fail? Two social media strategists walk through candid case studies of how brands have faced down an angry Internet — and sometimes even came out better for it.
This is a high level synopsis of the book, Smart Business, Social Business: A Playbook for Social Media in Your Organization by Michael Brito (@britopian)
WLA 2021 - Digital Programming for Top ResultsMorgan Mann
Presented at the Wisconsin Library Association 2021 Winter Conference by Morgan Mann, Community Relations Library Assistant at Door County Library. Featuring statistics on the current numbers for social media outreach internationally and within Wisconsin and surrounding states.
Six Big-Brand Secrets to Overcoming Social Marketing HurdlesEric Weaver
Despite the fact that customers expect to engage with their brands on social media, most firms continue to see their social budgets fall low on the marketing priority list.
Whether through a lack of hard ROI or meaningful metrics, social teams struggle to acquire the funding and support to make a real difference.
Veteran social media marketer Eric Weaver will share six secrets from major global brands on how to garner financial support, create meaningful impact and engage distracted fans.
Expect to walk away with new methods of measuring social media ROI, successfully requesting more funding and approaches to paid advertising, content and engagement to produce tangible business results.
A collection of 13 social media trends you can expect to see in 2013.
Check out the 2014 version at: http://www.slideshare.net/AdamVincenzini/social-media-trends-2014
FAIL: Learning from Social Media DisasterDavid Griner
What can you do when your marketing and PR efforts get engulfed in fail? Two social media strategists walk through candid case studies of how brands have faced down an angry Internet — and sometimes even came out better for it.
This is a high level synopsis of the book, Smart Business, Social Business: A Playbook for Social Media in Your Organization by Michael Brito (@britopian)
WLA 2021 - Digital Programming for Top ResultsMorgan Mann
Presented at the Wisconsin Library Association 2021 Winter Conference by Morgan Mann, Community Relations Library Assistant at Door County Library. Featuring statistics on the current numbers for social media outreach internationally and within Wisconsin and surrounding states.
Six Big-Brand Secrets to Overcoming Social Marketing HurdlesEric Weaver
Despite the fact that customers expect to engage with their brands on social media, most firms continue to see their social budgets fall low on the marketing priority list.
Whether through a lack of hard ROI or meaningful metrics, social teams struggle to acquire the funding and support to make a real difference.
Veteran social media marketer Eric Weaver will share six secrets from major global brands on how to garner financial support, create meaningful impact and engage distracted fans.
Expect to walk away with new methods of measuring social media ROI, successfully requesting more funding and approaches to paid advertising, content and engagement to produce tangible business results.
A collection of 13 social media trends you can expect to see in 2013.
Check out the 2014 version at: http://www.slideshare.net/AdamVincenzini/social-media-trends-2014
2015 Digital Trends for Multifamily - Midwest Multifamily Conference Erica Campbell Byrum
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2015. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the Midwest Multifamily Conference event on 9/17/15.
It’s a Mobile World - 9+1 Learnings to Build a Path to SuccessStefanos Karagos
[This is my Keynote for the MobiFest Conference 2015]
It's time to Stop the Buzz Wording!
There is not Mobile Marketing!
Marketing doesn't have Flavors,
Marketing has Objectives,
Marketing is all about Communication,
Marketing is all about Real Life!
Snap: 7 Deadly Sins of Social Media MarketingFranco De Bonis
For marketers, social media can drive engagement, increase customer loyalty and brand awareness, boosting sales and business development leads. To get the best results, you need to be savvy with your social media strategy. Beware of the seven deadly sins of social media marketing that can hinder the effectiveness of your social campaigns.
Origin: Snap Australia
Top 10 Global Future Trends 2015 - Roger James HamiltonRoger Hamilton
Slides from the Top 10 Trends 2014 Europe Tour, hosted in London, September 2014. How will the waves of the future impact your business? Join Roger James Hamilton in upcoming events and entrepreneur accelerators around the world at http://www.rogerjameshamilton.com
Presented to the Revere Chamber of Commerce.
In this seminar, you will learn:
The impact of social media on business - yes, it can be used for marketing!
Creative ideas for using social media to promote your business
In order to make your social media marketing efforts more effective, here are some of the do’s and don'ts mentioned below.
Follow these tips to maximize your time and get the most out of your social media efforts.
This guide to video influencer marketing will provide a breakdown of key video platforms and their audiences including Snapchat, Periscope, Facebook Video, Vine, Instagram Video, YouTube Connect and Facebook Live. Individual channel and general best practices will also be covered. To learn more about influencer marketing, head to www.clevergirlscollective.com.
The Web is a Visual World, where Visual Content Rules!
See how you can Master it in Social Media and Beyond, on this keynote for the latest Design-LobbyForum by XPLAIN' founder Stefanos Karagos.
http://XPLAIN.co
Alison Crabtree, Director of Strategic and Internet Marketing, Bell Partners presents on how Bell Partners uses social media to help market and lease out apartments at each of the properties they manage. Allison provides a real case study and includes the methodology her organization uses to accomplish this task.
11 Secret Ingredients to Viral Facebook PostsRoss Simmonds
Wondering how to craft a viral facebook post? Here are the 11 ingredients that are the key to creating Facebook posts that go viral and are heavily shared. Looking for more insights on how you can use Facebook to drive results for your business or brands? Check out my ebook standout, the content marketing guide for entrepreneurs: www.standoutguide.com
How to promote your brand in social networksLoic Le Meur
It’s been a pleasure to talk to marketers and agencies at AdTech San Francisco about how I see brands can best take advantage of social networks such as Twitter and Facebook and I delivered a message I think very different than what most of them do. Most brands see the world in terms of how much exposure (impressions) they are getting or how many followers and fans… It is not about doing another campaign, it is about listening, replying an building long term trust and it is much more difficult, it also takes years and does not come easily.
2015 Digital Trends for Multifamily - Midwest Multifamily Conference Erica Campbell Byrum
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2015. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the Midwest Multifamily Conference event on 9/17/15.
It’s a Mobile World - 9+1 Learnings to Build a Path to SuccessStefanos Karagos
[This is my Keynote for the MobiFest Conference 2015]
It's time to Stop the Buzz Wording!
There is not Mobile Marketing!
Marketing doesn't have Flavors,
Marketing has Objectives,
Marketing is all about Communication,
Marketing is all about Real Life!
Snap: 7 Deadly Sins of Social Media MarketingFranco De Bonis
For marketers, social media can drive engagement, increase customer loyalty and brand awareness, boosting sales and business development leads. To get the best results, you need to be savvy with your social media strategy. Beware of the seven deadly sins of social media marketing that can hinder the effectiveness of your social campaigns.
Origin: Snap Australia
Top 10 Global Future Trends 2015 - Roger James HamiltonRoger Hamilton
Slides from the Top 10 Trends 2014 Europe Tour, hosted in London, September 2014. How will the waves of the future impact your business? Join Roger James Hamilton in upcoming events and entrepreneur accelerators around the world at http://www.rogerjameshamilton.com
Presented to the Revere Chamber of Commerce.
In this seminar, you will learn:
The impact of social media on business - yes, it can be used for marketing!
Creative ideas for using social media to promote your business
In order to make your social media marketing efforts more effective, here are some of the do’s and don'ts mentioned below.
Follow these tips to maximize your time and get the most out of your social media efforts.
This guide to video influencer marketing will provide a breakdown of key video platforms and their audiences including Snapchat, Periscope, Facebook Video, Vine, Instagram Video, YouTube Connect and Facebook Live. Individual channel and general best practices will also be covered. To learn more about influencer marketing, head to www.clevergirlscollective.com.
The Web is a Visual World, where Visual Content Rules!
See how you can Master it in Social Media and Beyond, on this keynote for the latest Design-LobbyForum by XPLAIN' founder Stefanos Karagos.
http://XPLAIN.co
Alison Crabtree, Director of Strategic and Internet Marketing, Bell Partners presents on how Bell Partners uses social media to help market and lease out apartments at each of the properties they manage. Allison provides a real case study and includes the methodology her organization uses to accomplish this task.
11 Secret Ingredients to Viral Facebook PostsRoss Simmonds
Wondering how to craft a viral facebook post? Here are the 11 ingredients that are the key to creating Facebook posts that go viral and are heavily shared. Looking for more insights on how you can use Facebook to drive results for your business or brands? Check out my ebook standout, the content marketing guide for entrepreneurs: www.standoutguide.com
How to promote your brand in social networksLoic Le Meur
It’s been a pleasure to talk to marketers and agencies at AdTech San Francisco about how I see brands can best take advantage of social networks such as Twitter and Facebook and I delivered a message I think very different than what most of them do. Most brands see the world in terms of how much exposure (impressions) they are getting or how many followers and fans… It is not about doing another campaign, it is about listening, replying an building long term trust and it is much more difficult, it also takes years and does not come easily.
Talking at IBRC's Social Media Futures Congress as the opening comment on on "what is the future of #socialmedia?" My thoughts: I'm not sure, anyone who says they know for sure - doesn't know. But... what I do know, is that social and content will become one. It kinda already has.
Effective tips and techniques on how to use social media for branding. How to ensure your brand does not get lost among the thousands of brands competing for attention in the social media space.
Authenticity: The ultimate currency for brands onlineali Bullock
Companies still struggle with authenticity on social media and why and how they should implement this.
From internal people to the CEO, examples are outlined of how to navigate the social media landscape and how important credibility is during a crisis.
PR Asia 360 Presentation: Trust and Ethicsali Bullock
The pay-for-play ecosystem is still very much in existence, whether it’s via blogs, advertorials, brand ambassadors or keeping dodgy deeds quiet. How is this paradigm viewed by regional audiences, especially in light of the “black PR” framework in China? At what point do ethical considerations supersede business opportunities? And, how do you police local offices and staff in jurisdictions that are historically and culturally known for questionable ethics?
Presentation to the hksocial crowd about social media and social good and how every business needs to do more for charity.
Key title, "its OK to make money from helping charities."
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
-
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. 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)
8. NO MATTER YOUR ORGANISATION’S SIZE WE NOW
WORK AND LIVE IN A MULTI-CONNECTED 24 / 7
WORLD.
HOW WOULD YOU COPE?
9. Call: “ali, we need you in the crisis comms
center. NOW.”
(… It wasn’t ever going to be a good day)
10. CENSORED
From images captured by
professional photographers
and sent to the media for
print the next day to -
Images captured on an
Iphone and shared to the
world’s media in minutes
12. … TO YOUR OWN EMPLOYEES
“Great day, shooting Elephants for 8
hours”- ali bullock, Head of comms
WWF
13. … IN CONTEXT:
“Great day, photographing
Elephants for 8 hours”- ali bullock,
Head of comms WWF
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. 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.
16. 2 # SOCIAL MEDIA CRISIS MANAGEMENT -
HOURS NOT DAYS
18. …BUT THE STORY WASN’T TRUE:
WE LEARNT:
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
We should have posted on the Sea Shepherd page
19. 2 SOLUTION: PLAN AND EXECUTE QUICKLY. DOING
NOTHING = MISTAKE:
Monitoring is key to social media and crisis management
20. 3 # DON’T HIRE A SOCIAL MEDIA AGENCY. HIRE
YOURSELF FIRST.
21. IF YOU DON’T BELIEVE IN SOCIAL MEDIA DON’T DO
IT… THAT’S VERY DIFFERENT TO NOT
UNDERSTANDING IT.
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. 4 # FINALLY REALISING EVERY COMPANY IS A MEDIA
COMPANY
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. 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. 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. 5 # SOMETIMES (ALWAYS) YOUR BRAND IS IN THE
HANDS OF SOMEONE ELSE
31. SIMPLE ANSWER IS YOU CAN’T…
It’s how you react and manage the issue that matters. A crisis will only get better
or worse as you manage it.
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. 6 SOLUTION: GOOD BUSINESS WORKS ON SOCIAL
MEDIA
103 likes 606 likes
34. SOCIAL GOOD WORKS FOR YOU, YOUR EMPLOYEES, SOCIETY
AND FOR SOCIAL PR / ENGAGEMENT (MOST IMPORTANTLY.)
IT’S A WIN FOR EVERYONE.
EVERYONE CAN DONATE A SMALL AMOUNT OF TIME. TALK
TO CAROLINE@HANDSONHONGKONG.ORG
*
* Caroline is my wife and she is awesome
35. 7 # EVERY EMPLOYEE FROM THE CEO TO THE
RECEPTIONIST CAN B YOUR BRAND AMBASSADOR.
36. THE GOOD: A Great example of a very
low cost but effective social media
strategy.
38. This is Tatiana Kozlenko, a flight
attendant for Russian airline Aeroflot.
In October 2011, she apparently posted
this photo to the social networking site
Vkonttakte.
She was fired Monday after the photo
began circulating on Twitter.
39. … And sometimes people make silly
mistakes.
REMEMBER: What you put on social
media, stays EVERYWHERE.
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. 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 the
brands reputation…
43. 8 SOLUTION: IS SOCIAL MEDIA RIGHT FOR YOUR
ORGANISATION…?
44. 9
# GIVING AWAY FREE STUFF WILL GET YOU
EXACTLY WHAT YOU PAY FOR.
45. IF YOU GIVE AWAY SOMETHING FOR FREE, WHAT
DO YOU EXPECT IN RETURN…?
LOYALTY?
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.
48. I STARTED OF THE CX FAN PAGE WITH ONE FAN.
(Social media can be a very cold, lonely place in the beginning.)
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 she
would so have been adopted through social media.)
50. ONE PERSON STARTED A FACEBOOK PAGE
ABOUT THE ORANGUTANS IN BORNEO.
RESULT: A FULL CHANGE IN PALM OIL BUYING
POLICY AND MILLIONS OF DOLLARS LOST IN
NEGATIVE PR.
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. * 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
Editor's Notes
Not responding to the story was an initial mistake. Leaving the story and not responding caused bigger issues for CXResponding with the facts 24 – 36 hours later did not impact the story. The story was out in the media and the damage was done
Try out the social media sites yourself and think about your target audienceAsk. Questions. Ask a lot of questions of your agency
Constituents are so key to the messaging, the 30 sec TV spot isn’t dead but its only one part of the mix in todays environment
Volunteer work isn’t just good for society and employee morale (speak to Hands On Hong Kong for more information)Post photos about your “good work” on social media – Build constituencyDo more good work (see point 1)
Oreo watched the super bowl and when the lights went out (for 30 mins) they were able to capitalise on the situation with this messaging.This post was one of the most talked about averts of the event (it had even more mentions than their million dollar TV ad.)
POST: “No more questions and comments please. TGIF.”Post was up for approx 60 seconds and it was then deleted from Facebook.However, someone still managed to get a screen shot of the post.
Though an initial reaction might be to fire the employee concerned, in this era of social media and transparency that isn’t the only optionThe environment has changed, one post can now be seen by millions