CIO Connect Hong Kong
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Presentation on social media to the CIO conference 2013
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CIO Connect Hong Kong
- 1. 10 KEY LESSONS IN BUILDING A LEADING PRESENCE ON SOCIAL MEDIA: MANAGING YOUR BRAND, MONITORING YOUR CUSTOMERS, RESPONDING TO THEIR FEEDBACK AND CRISIS MANAGEMENT Ali Bullock Head of Communications – WWF Hong Kong www.alibullock.com
- 3. WHO I HAVE WORKED FOR: - PREVIOUSLY WORKED FOR CATHAY PACIFIC AS GLOBAL DIGITAL MARKETING MANAGER, AND WORKED ON DIGITAL STRATEGY FOR KMPG, KELLOGG’S, SAMSUNG AND MOTOROLA - I TOOK AN 8 MONTH SABBATICAL OUT OF THE CORPORATE WORLD IN SEPTEMBER 2012 TO WORK FOR WWF HONG KONG AS HEAD OF COMMUNICATIONS
- 4. MANAGING YOUR BRAND: ESSENCIAL TO WHY YOU ARE HERE MONITORING YOUR CUSTOMERS: HOW AND WHY YOU SHOULD MONITOR SOCIAL MEDIA RESPONDING TO THEIR FEEDBACK: LISTEN, RESPOND AND BUILD A COMMUNITY CRISIS MANAGEMENT: LESSONS LEARNT FROM THE FRONT LINE OF COMMUNICATIONS AND BRANDING FROM MY TIME AT CATHAY PACIFIC
- 5. ENGAGEMENT: SIMPLE TO TALK ABOUT BUT KEY TO SUCCESS MOVING FORWARD FOCUS: WITH SO MUCH SOCIAL MEDIA, PICKING THE RIGHT PLATFORMS IS KEY TARGETING: FOCUS IN ON YOUR CUSTOMER AND YOUR AUDIENCE MONITORING: KNOW WHAT IS BEING SAID, BY WHOM AND ENGAGE WHERE APPROPRIATE
- 6. MANAGING YOUR BRAND WHAT I HEAVE LEARNT OVER THE LAST 18 YEARS IN DIGITAL AND NOW SOCIAL MARKETING: (Other than I feel really, really old…)
- 8. FOCUS YOUR STRENGTHS: EVERY EMPLOYEE FROM THE CEO TO THE RECEPTIONIST IS YOUR BRAND AMBASSADOR. SO USE THEM.
- 9. START – JUST STARTING IS VITAL. DON’T WAIT FOR SOMEONE TO PUSH YOU. I STARTED OF THE CX FAN PAGE WITH ONE FAN.
- 10. PASSION AND PURPOSE – START WITH YOUR PASSION AND PURPOSE AS THE FUEL. THIS WILL GET YOU UP EARLY AND KEEP YOU UP LATE AS YOU CREATE CONTENT. HIRE PEOPLE PASSIONATE ABOUT THE BRAND.
- 11. AUDIENCE - KNOW WHO YOUR AUDIENCE IS AND GIVE THEM THE CONTENT THEY CRAVE. SOLVE THEIR PROBLEMS AND KEEP FOCUSED. YOUR CUSTOMERS WANT TO TALK YOU!
- 12. ADD VALUE – PROVIDE AS MUCH VALUE AS YOU CAN POSSIBLY GIVE. THERE IS NO BETTER ADVERTISING THAN PEOPLE WHO LOVE YOUR BRAND. NONE.
- 13. PERSIST – BUILDING A LOYAL FOLLOWING THAT LOVES YOUR CONTENT WILL TAKE TIME SO PERSISTENCE IS CORE AND NECESSARY. IT ISN’T EASY TO BUILD A SOCIAL MEDIA PRESENCE AND IT WILL TAKE TIME.
- 14. “QUALITY IS THE BEST ADVERTISING.” - Milton Hershey.
- 15. MONITORING YOUR CUSTOMERS IN A GOOD WAY (OF COURSE).
- 16. PEOPLE ASK, “HOW CAN YOU AVERT A SOCIAL MEDIA CRISIS?” SIMPLE ANSWER, “YOU CAN’T.” MONITORING SOCIAL MEDIA ENABLES YOU TO HANDLE A CRISIS. NOT CONTROL. THINK OF YOUR BRAND AS A SHIP IN A CONSTANT STORM, ROCKS ARE SOCIAL MEDIA COMMENTS AND MONITORING IS A LIGHTHOUSE.
- 17. FOR ANY BRAND IN TODAY’S WORLD MONITORING IS ABSOLUTELY ESSENTIAL.
- 18. SEA SHEPHERD VS CATHAY PACIFIC AN UNTRUE STORY THAT CX TOOK TOO LONG TO RESPOND TO
- 19. RESPOND TO THEIR FEEDBACK LISTEN, RESPOND AND BUILD A COMMUNITY
- 20. YOU CAN’T BUILD A COMMUNITY WITHOUT ENAGAGING WITH PEOPLE. IN TODAY’S WORLD PEOPLE WON’T ENGAGE WITH A BRAND THAT DOESN’T LISTEN. RESPONDING TO A CUSTOMER ENQUIRY, GOOD OR BAD CREATES A LITTLE MOMENT OF DELIGHT…
- 23. TAKE THAT LITTLE MOMENT OF DELIGHT AND TAKE IT ACROSS A FAN OF FAN REACH OF OVER 40 MILLION PEOPLE. ACROSS 20 COUNTRIES. NOW YOU HAVE A COMMUNITY.
- 24. CRISIS MANAGEMENT LESSONS LEARNT FROM THE FRONT LINE OF COMMUNICATIONS AND BRANDING FROM MY TIME AT CATHAY PACIFIC
- 25. FIRST KEY LESSON – UNDERSTAND THE DIFFERENCE BETWEEN AN ISSUE AND A CRISIS.
- 26. … THIS IS AN ISSUE.
- 27. THIS IS AN ISSUE: … WHEN PEOPLE MAKE SILLY MISTAKES. REMEMBER: WHAT YOU PUT ON SOCIAL MEDIA, STAYS EVERYWHERE.
- 28. … ISSUE. “GREAT DAY, SHOOTING ELEPHANTS FOR 8 HOURS” - ali bullock, Head of comms WWF (on Twitter)
- 29. … CHANGED TO: “GREAT DAY, PHOTOGRAPHING ELEPHANTS FOR 8 HOURS” - ali bullock, Head of comms WWF (on Twitter)
- 30. VS A REAL CRISIS
- 31. 10.35AM: “ALI, WE NEED YOU IN THE CRISIS COMMS CENTER. NOW.”
- 32. CENSORED 10.45AM: SOCIAL MEDIA MESSAGES AND PHOTOS START TO APPEAR ON SINA-WEIBO
- 33. NO MATTER YOUR ORGANISATION’S SIZE WE NOW WORK AND LIVE IN A MULTI-CONNECTED 24 / 7 WORLD. TODAY IMAGES CAPTURED ON AN IPHONE ARE SHARED TO THE WORLD’S MEDIA IN SECONDS.
- 34. 8.30PM: THE SOCIAL MEDIA TEAM WAS STILL WORKING ROUND THE CLOCK. WE CONTINUED TO MONITOR AND RESPOND IN THIS WAY THE NEXT 24 HOURS.
- 35. A WORLD WHERE THE FACTS DON’T AWAYS MAKE IT THROUGH THE NOISE. EVEN TO THE MEDIA… #BOSTON #CNN
- 36. 8 million + views 500,000 + views6 million + views CENSORED
- 37. AVERAGE VIEWS FOR A CX AD ON THE OFFICIAL YOUTUBE CHANNEL - 40,000 VIEWS
- 38. 10 million + views 500,000 + views6 million + views CENSORED
- 39. 1. MONITOR 2. IDENTIFY AN ISSUE VS CRISIS 3. MONITOR, RESPOND QUICKLY & ACCURATELY 4. CONTINUE TO MONITOR AND ADAPT
- 40. 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.
- 42. SEA SHEPHERD VS CATHAY PACIFIC TO FALSE REPORTS:
- 43. ONE PERSON STARTED A FACEBOOK PAGE AND EVENTUALLY NESTLE (A BILLION DOLLAR ORGANISATION) CHANGED THEIR ENTIRE PALM BUYING PROCESS (BUT NOT BEFORE MILLIONS OF DOLLARS WERE LOST IN NEGATIVE PR) TO CITIZEN EFFORTS:
- 44. 10 LESSONS IN SOCIAL MEDIA
- 45. 10 KEY LESSONS: 10. START: EVERY PAGE STARTS WITH ONE LIKE 9. DON’T HIRE AN AGENCY UNTIL YOU KNOW WHAT YOU WANT 8. FOCUS ON THE PLATFORMS THAT MATTER 7. BE OPEN & TRANSPARENT 6. YOUR BRAND IS IN THE HAND OF OTHERS
- 46. 10 KEY LESSONS: 5. EVERY EMPLOYEE FROM THE CEO TO A RECEPTIONIST IS A BRAND AMBASSADOR 4. NEVER GIVE THINGS AWAY FOR FREE 3. CRISIS MANAGEMENT: HOURS NOT DAYS 2. SIZE IS NO BARRIER TO SOCIAL MEDIA 1. HIRE GREAT PEOPLE
- 47. THANK YOU SO MUCH FOR YOUR TIME YOU CAN FIND A COPY OF THIS PRESENTATION HERE: www.slideshare.net/alibullock/presentations LINKEDIN: ALI BULLOCK alibullock@gmail.com www.alibullock.com
Hinweis der Redaktion
- 97% OF PURCHASING DECISIONS BEGIN ON THE INTERNET
- AN INTRODUCTION TO MY EXPERIENCE:I HAVE WORKED FOR CATHAY PACIFIC AIRWATS AS GLOBAL DIGITAL MARETING MANAGER, AND BRANDS INCLUDING KPMG CONSUMTING, SAMSUNG AND MOTOROLAIN 2012 I TOOK A SABBATICAL TO WORK FOR WWF
- WE WILL BE LOOKING AT 4 CORE AREAS TODAY AND I’LL FINISH OFF WITH 10 LESSONS LEARNT IN SOCIAL MEDIAMANAGING YOUR BRANDMONITORING YOUR CUSTOMERSRESPONDING TO THEIR FEEDBACKCRISIS MANAGEMENT
- THERE ARE 4 KEY AREAS THAT WE NEED TO THINK ABOUT WHEN TALKING ABOUT DIGITAL AND SOCIAL MEDIA STRATEGYENGAGEMENTFOCUSTARGETINGMONITORING
- MANAGING YOUR BRANDI’M GOING TO TAKE YOU THROUGH THE LESSONS AND THOUGHTS I HAVE HAD OVER THE LAST 18 YEARS WORKING IN THIS SPACE.
- “GETTING INORMATION OFF THE INTERNET IS LIKE TAKING A DRINK FROM A FIRE HYDRANT.” MICHELL KAPORTHIS QUOTE IS ADDRESSING HOW MUCH INFORMATION IS NOW AVALIBLE TO US AS CONSUMERS, PUT OUT THERE BY COMMS AND MARKETING TEAMS. THAT VOLUME OF INFORMATION AND OUR ABILITY AS HUMANS TO PROCESS THIS RAISES QUESTIONS AND CHALLANGES
- IN THIS MASS MIX OF INFORMATION, IMAGES, MOVIES AND SOLGANS – ITS SO IMPORTANT TO REMEMBER YOUR BGGEST ASSET IS YOUR PEOPLEAT CATHAY PACIFIC (CX) WE PERSONALISED POSTS AND COMMETNS. IT STILL AMAZES HOW MANY ORGANISATIONS DON’T DO THIS
- I STARTED THE CATHAY PACIFIC FAN PAGE WITH ONE FAN. NO MILLIONS OF MARKETING DOLLARS, JUST ME. CX NOW HASOVER 500,000 PEOPLE WORLD WIDE AND A FAN OF FAN REACH IN EXCESS OF 40 MILLION PEOPLE.THAT SOCIAL REACH HAS MORE POTENTIAL AUDIENCE THAN A TV CAMPAIGN EVER DID, AT A FRACTION OF THE COST
- BUT SOCIAL MAY BE CHEAPER THAN TV, THAT IS TRUE. BUT THE FACT IS THAT IT IS NOT EFFORT FREE.YOU NEED PEOPLE PASSIONATE ABOUT THE BRAND
- KNOWING YOUR AUDIENCE HAS ALWAYS BEEN KEY TO A SUCCESSUL CAMPAIGN, IN SOCIAL MEDIA ITS MORE IMPORTANT THAN EVERTALKING TO CUSTOMERS BUILDS A RELATIONSHIP, PEOPLE WANT TO BUY FROM SOMETHING OR SOMEONE THEY HAVE A RELATIONSHIP WITH. THEY WILL THEN GO ON TO TELL THEIR NETWORK OF FRIENDS AND INFLUENCERS ABOUT THAT EXPERIENCE.THAT IS SOMETHING THAT IS ESSENCIAL TO TAP INTO.
- PEOPLE WHO LOVE YOUR BRAND, WHO TALK POSITIVLY ABOUT YOUR BRAND ARE WORTH MORE THAN ANY MARKETING CAMAPIGN. THEY ARE HARD TO FIND, BUT THEY ARE WORTH THE TIME TO INVEST IN. EVERYONE WANTS TO BE LIKE APPLE BUT FEW ORGANISATIONS TAKE THE REAL TIME TO BE LIKE APPLE.
- PERSIST. I USE THE APPLE ANALOGY AGAIN, ITS EASY FOR MANAGERS TO SAY “WE WANT TO BE THE APPLE OF ….” ITS NOT SO EASY TO PUT THOSE RESOURCES IN PLACE TO MAKE THAT HAPPEN. IT TAKES RESOURCE AND TIME. SOCIAL MEDIA IS NOT FREE.
- I CAN’T SAY MORE THAN THIS. SOCIAL MEDIA AMPLIFIES WHAT PEOPLE SAY AND THINK ABOUT YOUR BRAND.BUT YOU NEED TO GET THE FUNDAMENTALS OF A GREAT SERVICE OR PRODUCT IN PLACE.
- MONITIORING YOUR CUSTOMERS
- PEOPLE ASK, “HOW CAN YOU AVERT A SOCIAL MEDIA CRISIS?” I GET ASKED THIS A LOT.I SAY, “YOU CAN’T”BUT IT IS ESSENCIAL IN TODAYS ENVIORNMENT TO MONITOR.
- MONTORING IS SO IMPORTANT I’LL REPEAT…. IN TODAYS ENVIORNMENT MONITORING YOUR BRAND, KEYWORDS AND PEOPLE IS ESSENCIAL – IT AMAZES ME HOW MANY CORPORATE COMMS TEAMS AND MARKETING TEAMS ARE NOT MONITORING
- LETS LOOK AT AN EXAMPLE:SEA SHEPARD AN NGO MANY OF YOU KNOW ACCUSED (FASELY) CATHAY PACIFIC OF SHIPPING LIVE DOLPHINS FROM JAPAN TO CHINA.WHILE THE STORY WAS UNTRUE CX DID NOT RESPOND QUICKLY, IN FACT THEY TOOK OVER 24 HOURS TO RESPOND. IN THAT TIME THE STORY MADE INTERNATIONAL NEWS, FRONT PAGE OF THE SCMP IN HONG KONG, STAFF WERE VERBALLY ABSUED AT AIRPORT COUNTERS ETC ETC.
- RESPOND TO THE FEEDBACK:IF WE LOOK AT THE PREVIOUS EXAMPLE – WE KNEW, OUR OWN CUSTOMERS WERE ON SOCIAL MEDIA ASKING US, “WHAT THE HELL IS THIS??!” AND WE DIDN’T RESPOND.SOCIAL MEDIA IS A TWO WAY STREET OF CONVERSATION, THAT’S A VERY BIG DIFFERENCE BETWEEN NEW AND OLD MARKETING
- IN ORDER TO BUILD A COMMUNITY YOU NEED TO ENAGE WITH PEOPLE. ITS THAT SIMPLE.
- 38% OF PEOPLE SHARE GOOD CUSTOMER SERVICE ON SOCIAL MEDIA, AND 45% SHARE BAD CUSTOMER SERVICE. AS YOU CAN SEE THE NET RESULT IS THAT 88% OF RESPONDENTS HAVE BEEN INFLUENCED BY CUSTOMER REVIEWS.ARE YOU MONTORING WHAT YOUR CUSTOMERS ARE SAYING? DO YOU EVEN KNOW?
- PEOPLE OFTEN SAY, “SOCIAL MEDIA HAS NO ROI.” THEY KEY IS TO FIGURE OUT WHAT ROI MATTERS.AND THE NUMBERS SHOW 52% OF PEOPLE BUY AGAIN WHEN THEY FEEL THEY HAVE
- I BUILT THE CX FAN PAGE FROM 1 FAN TO A PRESENCE ACROSS 2O COUNTRIES. GLOBALLY WE HAD 5 PEOPLE MANAGING DIGITAL AND SOCIAL. KEY TO OUR GOWTH WAS TO STRUTURE AND ENABLE LOCAL COUNTRIES TO GROW THEIR SOCIAL MEDIA PRESENCE
- LESSONS LEARNT FROM THE FRONT LINE OF COMMUNICATIONS AND BRANDING FROM MY TIME AT CATHAY PACIFIC
- FIRST KEY LESSON – UNDERSTAND THE DIFFERENCE BETWEEN AN ISSUE AND A CRISIS.
- THIS IS AN ISSUE FOR VW (THE CAR COMPANY) – A SIMPLE POST THEY MADE HAS ATTRACTED A LARGE NUMBER OF NEGATIVE COMMENTS.THIS IS AN ISSUE.
- 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.
- AGAIN. ISSUE – I WAS ABOUT (AND I STRESS ABOUT) TO TYPE “GREAT DAY SHOOTING ELEPHANTS FOR 8 HOURS.”
- AS THE HEAD OF COMMS, I STOPPED AND POSTED, “GREAT DAY PHOTOGRAPHING ELEPHANTS FOR 8 HOURS.”
- SO LETS LOOK AT A CRISIS.A REAL CRISIS.
- ITS TUESDAY MORNING, AND I GET A CALL FROM OPERATIONS (ONE YOU DON’T WANT TO GET. “ALI, WE NEED YOU IN THE CRISIS COMMS CENTER NOW.”YOU CAN IMAGINE, RUNNING TO THE CMC THIS IS EVERYONE’S WORST CASE SENARIO.
- FOR CATHAY SAFTETY OFCREW AND PASSANGERS IS KEY. ABSOLUTE FIRST PIRORITY. WE FOUND UPDATES AND PHOTOS APPEARNG WITHIN MINUTES OF THE PLANE LANDING.
- THESE PHOTOS WERE AS UP TO DATE IF NOT MORE THAN THE INFORMATION WE RECEIVED FROM THE LOCAL NEWS.
- CRITICAL TO THIS CRISIS WAS COMMUNICATIONS BETWEEN TEAMS – FROM MARKETING (MY TEAM) TO CORPORATE COMMS, OPERATIONS AND CUST SERVICE. ONSTANT COMMS AND FEEDBACK MEANT THAT WE WERE ABLE TO HANDLE THIS CRISIS.NOT CONTROL, HANDLE.
- AND IT’S A CHALLENGE THAT NEWS OUTLETS FACE AS WELL. TAKE THE EXAMPLE OF CNN OVER THE BOSTON BOMBING.
- OK, SOMETHING A LITTLE MORE LIGHT-HEARTED BUT NO LESS SERIOUS.LOW FLY INCIDENT: 6 MILLION VIEWS ON YOUTUBE“CRAZY LADY” AT THE AIRPORT: 8 MILLION VIEWSCOCKPIT INCIDENT: 500,000 VIEWS – AND IT WAS ONLY TWO PHOTOS ??!
- HANDING A SOCIAL MEDIA CRISIS. NOT CONTROLLING. 4 STEPS:MONITORIDENTIFY WHETHER THIS IS AN ISSUE OR A CRISIS AND ACTION YOUR PLANNING AND RESPONSES FROM THAT POINTMONITOR AND RESPOND QUICKLY, BUT IT MUST BE ACCURATE CONTINUE TO MONITOR AND ADAPT
- 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.
- FROM BRAND HIJACKS – THIS WAS A SOCIAL MEDIA COMPETITION NOT RUN BY SHELL BUT BY GREENPEACE. SHELLL DID NOTHING.EXACTLY WHAT THEY SHOULD HAVE DONE AND NOT WHAT GREENPEACE WANTED. BECAUSE DOING ANYTHING WOULD HAVE MADE THIS STORY BIGGER. IT WOULD HAVE GONE FROM A BRAND ISSUE TO A CORPORATE CRISIS.
- TO FALSE REPORTS. IN THIS EXAMPLE CX SHOULD HAVE REPLIED FAR QUICKER.
- TO CITIZEN EFFORTS. ONE PERSON SET UP A FACEBOOK PAGE AND CAMPAIGNED AGAINST NESTLE (A BILLION DOLLAR CORPORATION.)END RESULT – GREENPEACE GET INVOVED, NESTLE CHANGES ITS ENTIRE SUPPLY CHAIN PROCESS AROUND PALM OIL. BUT THIS WAS ALL TO LATE TO STOP MILLIONS OF DOLLARS OF BRAND DAMGE.THAT’S YOUR SOCIAL MEDIA ROI RIGHT THERE.
- AS PROMISED AT THE BEGINNING OF THIS TALK, MY 10 LESSONS IN SOCIAL MEDIA
- THANK YOU SO MUCH FOR YOUR TIME. YOU CAN FIND A COPY OF THI PRESENTATION ON THE ABOVE LINK. I’D LIKE TO OPEN UP THE FOLOOR TO ANY QUESTIONS, HOWEVER I DO APRECIATE THERE IS A LOT OF INFORMATION TO TAKE IN, SO IF YOU’D LIKE TO CARRY ON THE CONVERSATION LATER, MY LINKEDIN PROFILE IS ABOVE.