BUILDING AND SCALING SOCIAL MEDIAALI BULLOCKDIGITAL & SOCIAL MEDIA MARKETING MANAGER, CATHAY PACIFIC / CO-FOUNDER ANIMALS IN PHOTOS, ORGANISER AT HK SOCIAL & TEDx TALKS

INTRODUCTIONS:ALI BULLOCKDIGITAL AND SOCIAL MEDIA MARKETING MANAGER AT CATHAY PACIFICWORKED 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

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.

“ DIG A WELL BEFORE YOU BECOME THIRSY. ”

CHINESE PROVERB.

CUSTOMERSNOW HAVE MORE POWER, MORE KNOWLEDGE AT THEIR FINGER TIPS THAN EVER BEFORE

1. OBJECTIVES2. STRUCTURE3. BRAND4. ENGAGEMENT5. CUSTOMER SERVICE6. CRISIS MANAGEMENT7. SALES

AREAS OF SOCIAL YOU NEED TO ADDRESS TO BE SUCCESSFUL

1. OBJECTIVESDON’T PAY A CONSULTANCY BEFORE YOU KNOW WHAT YOU WANT

“ DIG A WELL BEFORE YOU BECOME THIRSY. ”

CHINESE PROVERB.

1. SOCIAL IS MORE IMPORTANT THAN 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

DOES YOUR BRAND WANT TO BE SOCIAL?

THE ULTIMATE QUESTION: WHY BE SOCIAL?1. BE RELEVANT TO YOUR

CUSTOMERS2. MEASUREMENT – BASED ON YOUR

OBJECTIVES ROI CAN BE PROVEN3. CUSTOMERS ARE BECOMING

MORE SOCIAL4. 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)

2. STRUCTUREAVOID BUYING A PRODUCT BEFORE YOU HAVE THE COMMUNITY

… STARTING OUTCENTRALISED APPROACH

… 2008 – WITHIN 2 WEEKSFAN #500 REACHED

… IN 6 WEEKSFAN #5,000 REACHED

… 2008FAN #1 ALI BULLOCK

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

… YOU NEED TO BECOMEHUB & SPOKE APPROACH

3. BRANDYOUR BRAND. THEIR VOICE

ITS NOT SIZE . ITS ACTIONS THAT COUNT.ADAPT AND LEARN:

YOU NEED TO BE QUICK TO RESPOND TO EVERY COMMENT AND POST WHERE APPROPRIATEMONITORING 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

4. ENGAGEMENTBRING YOUR VOICE TO SOCIAL MEDIA BUT LISTEN AT THE SAME TIME

… ROUND THE WORLD IN 80 DAYSOUR BOLDEST STEP SO FAR.

BUT IT WORKED.WE DOUBLED OUR FAN BASE.

FAN INTERACTIONS CONTINUED AS MIKE FLEW ROUND THE WORLD

FACEBOOK EVEN ASKED TO FILM A MARKETING CASE STUDY : HTTP://ALIB.CO/CXVIDEO

“ STRATEGISE WHAT YOU WILL DO WITH PEOPLE ONCE THE COMPETITION IS OVER” JAY OATWAY, MASTERING STORY, COMMUNITY AND

INFLUENCEHOW TO USE SOCIAL MEDIA

WHAT DOES A BRAND LIKE CX GET FROM SOCIAL?1. ENGAGEMENT & POSITIVE WORD

OF MOUTH2. CRISIS MANAGEMENT & BRAND

PROTECTION3. ROI / SALES4. CUSTOMER SERVICE5. LOYALTY

OVER 1,000 LIKES AND 150 COMMENTS

5. CUSTOMER SERVICEYOU WON’T HAVE A BRAND IF YOUR CUSTOMERS DON’T VALUE YOUR BRAND

“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

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

CUSTOMER SERVICE

6. CRISIS MANAGEMENTLESS THAN 20% OF ORGANISATIONS HAVE A SOCIAL MEDIA CRISIS PLAN

ADIDAS ON FACEBOOKSHOES HAVE BEEN PULLED FROM SALE THANKS TO SOCIAL MEDIA

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.

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.)

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.

7. SALESMAKE SOCIAL PAY. JUST LIKE EVERY OTHER PART OF THE MARKETING MIX

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

SOCIAL = ROI

CONCLUSIONS

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

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

… MOVING FORWARDITS ABOUT CONSTANT CHANGEBUT 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.

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

THANK YOU FOR YOUR TIME

EMAIL / ALIBULLOCK@GMAIL .COMTWITTER / ALIBULLOCKLINKEDIN / ALI BULLOCKWEB / ALIBULLOCK.COM