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.

1. AUTHENTICY
THE ULTIMATE CURRENCY FOR BRANDS ON SOCIAL MEDIA
@alibullock
SOCIAL MEDIA AMBASSADOR FOR HANDSON HONG KONG

2. MY ROLE IS SIMPLE;
HELP BRANDS FIGURE OUT
SOCIAL
MEDIA

3. MY DAY JOBINVOLVES A LOT OF
THIS…

4. … AND IN MY SPARE TIME MY
PHOTOGRAPHY HAS HELPED
ORGANISATIONS RANGING FROM CHARITIES SUCH
AS AAF, SPCA, WWF TO HOHK

5. I ADVISE HANDSON HONG KONG ON:
- SOCIAL MEDIA
- CELEBRITY ENGAGEMENT STRATEGIES
- SOCIAL MEDIA
- PHOTOGRAPHY
- DIGITAL / SITE SUPPORT

6. THESE ARE MY
STORIES, MY
EXPERIENCES
AND MY THOUGHTS
(AND I HOPE SOME OF IT
MAKES SENSE.)

7. THE PROBLEM

8. FOR MARKETING
THE MOST INTOXICATING
MEASUREMENTS IN ALL OF MARKETING
IS WEB TRAFFIC
IT’S MEASURABLE. IT’S BINARY. WE CAN
ACTUALLY DO SOMETHING TO AFFECT
THE RESULTS.

9. FOR THE
CORPORATE COMMS
TEAM THE PRESS IS SOMETHING WE
KNOW. THERE ARE RULES. A PRESS
RELEASE WORKS.
WE CAN CRAFT A MESSAGE THAT CAN BE
CONTAINED TO WHAT MATTERS, THE
STORY. A STORY THE
CORPORATION TELLS.

10. FOR EVERYONE,
WHERE THERE IS
TRAFFIC…
THERE IS HOPE.

11. (OK, SO I WORK WITH A GREAT CORP COMS TEAM AT INFINITI…)
MARKETING .VS CORPORATE COMMS
SOCIAL MEDIA
CHANGES
THE GAME…

12. UNLESS OF
COURSE YOU
WORK FOR A
COMPANY WHERE
MARKETING AND
COMMS WORK
TOGETHER…

13. UNDERSTANDING AUTHENTICITY ON SOCIAL
MEDIA. (… FROM THE MARKETING GUY.)

14. 1912THE DAY THE TITANIC SANK
ALCOHOL
AD
HAIRLOSS
AD
WEIGHTLOSS
AD

15. 2013(THE DAY MYLEY CYRUS’ CAREER SANK)
ALCOHOL
AD
HAIRLOSS
AD
WEIGHTLOSS
AD

16. (circa 2005)
AVERTISING = SALES
LOOK! We see
HUGE traffic
spikes!*
But our products don’t sell any better, or we
get caught up in a social media crisis or
worse (whispers) no consumer really cares
about our campaign…

17. (2007) SOCIAL MEDIA WILL FIX
EVERYTHING!

18. 2015: FACEBOOK: ORGANIC REACH IS CLOSE TO
0% FOR BRANDS

19. (2015) THE AVERAGE PERSON SEES
BETWEEN 3,000 - 20,000
VISUAL MESSAGES A DAY

20. FIXING SOCIAL MEDIA

21. 83% OF CMO'S CLAIM THAT SOCIAL
SHARING IS THE PRIMARY BENEFIT OF SOCIAL
MEDIA MARKETING.
(YOU MEAN IT’S NOT CLICKS, LIKES OR NEW FOLLOWERS? IT’S NOT EVEN TRAFFIC???!)

22. HOPE = A STRATEGY?
NOPE. 70%OF CUSTOMERS ARE MORE LIKELY TO BUY
SOMETHING WHEN THEY SEE CONTENT ABOUT A PRODUCT OR SERVICE
SHARED BY A FRIEND.

23. IT’S OK. WE HAVE A PR PLAN FOR
SOCIAL… 28% OF CORPORATES
HAVE A SOCIAL MEDIA CRISIS PLAN.

24. AUTHENTICITY.
MATTERS.

25. “CATHAY PACIFIC
PARTIPATES IN THE DOLPIN
SLAVE TRADE…”
- SEA SHEPHERD
- CX ACCUSED IN HELPING TO SHIP LIVE DOLPHINS FROM
JAPAN TO CHINA
- CX HAD A 30% STAKE IN THE CARGO FACILITY BUT WAS
UNAWARE THE DOLPHINS WERE BEING SHIPPED
- IN 2 HOURS THE STORY HAD MADE IT ONTO SOCIAL MEDIA
AND OUR OWN FACEBOOK PAGE
- IN 24 HOURS CX PHONE LINES JAMMED BY SS
SUPPORTERS
- WITHIN 48 HOURS STAFF WERE VERBALLY ABUSED AT
THE AIRPORTS ABOUT THE STORY

26. “AND THEN MY DAY WAS
ABOUT TO GET A WHOLE
LOT WORSE…”
RIC O’BARRY ABOUT TO GO ON CNN BUSINESS
TO TALK ABOUT THIS STORY AND CHOP UP HIS
FREQUENT FLYER CARD.

27. BUT EVERYTHING WOULD BE OK. WE HAD A
PRESS RELEASE!
(IT JUST TOOK 24 HOURS TO SIGN OFF.)

28. SPOILER
ALERT: THE
SOCIAL TEAM WAS
READING THE COMMENTS
ONLINE… THEY WERE NOT
GOOD.

29. SO IREACHED OUT TO RIC
O’BARRY’S TEAM TO EXPLAIN THE
CX SIDEOF THE STORY.
AS AN EMPLOYEE OF CX.
I ASKED FOR TIME TO FIND OUT
MORE ABOUT THE STORY.

30. OF CONSUMERS SAY
THEY MAINLY SHARE CONTENT TO PROMOTE
CAUSES OR ISSUES THEY FEEL STRONGLY
ABOUT

31. 12 MONTHS LATER
CX BANNED
ALL SHIPMENTS OF SHARK
FIN AND LIVE DOLPHINS.

32. CATHAY PACIFIC PASSED 200,000
FACEBOOK FANS GLOBALLY.

33. AND THEN THIS
HAPPENED…
(OK, I CAN’T FIX EVERYTHING STUPID PEOPLE
DO ONLINE.)

34. SOCIAL MEDIA IS POWERED BY PEOPLE.
AUTHENTICITY IN SOCIAL MEDIA IS THAT
BELIEF.

35. WHEN PEOPLE LIKE SOMETHING, THEY ARE ONLY LIGHTLY AND
TEMPORARILY BONDING WITH IT. BUT WHEN THEY
SHARE SOMETHING, IT’S A BOLD AND INTIMATE
ACT. THEY ARE RAISING THEIR HAND IN A VIRTUAL WAY AND
SAYING “I BELIEVE IN THIS. I STAND FOR THIS. PAY
ATTENTION.”

36. HOW WILL YOU BUILD A BRAND ON
TRUST. NOT TRAFFIC?

37. NIKON’S ADVERTS.
RE-IMAGINED.

39. I PUT THIS UP ON SOCIAL MEDIA.
PEOPLE WENT CRAZY.

46. GREAT SOCIAL
MEDIA CAMPAIGNS
MOVE
PEOPLE BUT
THEY CAN DIVIDE
PEOPLE.

47. GREAT SOCIAL MEDIA CAMPAIGNS DO
DIVIDE PEOPLE.
BECAUSE THE ARE BUILT ON BRAND
CURRENCY. PAID FOR BY CONSUMERS
OF THAT BRAND.

48. TREAT THAT
CURRECY
WITH
RESPECT

50. THE AVERAGE PERSON SEES BETWEEN
3,000 - 20,000 VISUAL
MESSAGES A DAY

51. HOW WILL
YOUR
BRAND STAND
OUT?

52. TRUST. NOT TRAFFIC.
(OH, AGENCIES ARE GOING TO HATE THIS PART.)

53. WHY IS ASIA (ESPECIALLY HONG KONG) SO
BORING IN THE WORLD OF
ADVERTISING?
SERIOUSLY. WHY?

55. WHY DON’T BRANDS IN ASIA TAKE A
STAND?
… BECAUSE THEY ARE SCARED.

56. 64% OF MILENNIALS USE SOCIAL MEDIA
TO ADDRESS OR ENGAGE WITH COMPANIES
ABOUT SOCIAL AND ENVIORNMENTAL ISSUES.

57. THE TIMES ARE CHANGING…

58. MOST
BRANDS ARE NOT
KEEPING UP…

59. TO ME, IN THIS
NEW WORLD OF
CONTENT CREATION,
HASHTAG TAKEOVERS
AND VIRAL
STUNTS MANY
BRANDS MISS THE
BEST OPPORTUNITIES
TO PROMOTE
THEMSELVES,
THEIR CSR
ACTIVITIES
AND THEIR
EMPLOYEES

60. WE HAVE MOVED BEYOND B2C, B2B,
B2E
WE ARE H2H (HUMAN 2 HUMAN.)

61. THE SALES BIT.
(IT WILL BE SHORT AND PAINLESS, I PROMISE.)
DRINKFORGOOD
ENJOY. TALK. NETWORK. LAUGH.
ALL FOR CHARITY. 8 OCT

62. • SIGN UP FOR DRINK FOR GOOD AND
SPONSOR A BAR ($2,000 HKD)
• BRING YOUR COLLEAGUES, FRIENDS,
CONTACTS TO YOUR BAR
• ENJOY. TALK. NETWORK. LAUGH. ALL
FOR CHARITY
• FOR EVERY DRINK YOU HAVE THE BAR
WILL DONATE $5 PER DRINK
TO CHARITY
• THE CHARITY IN TURN HELPS
TAKE SPECIAL NEEDS AND
UNDER PRIVILDED KIDS TO
PLACES SUCH AS OCEAN
PARK AND VICTORIA PARK
(SOME FOR THE FIRST
TIME…)

63. 8 OCTOBER (THURSDAY)
WWW. DRINKFORGOOD.ORG
ENJOY. TALK. NETWORK. LAUGH.
ALL FOR CHARITY. 8 OCT

64. ULTIMATELY 90% of
social media is just showing up.
It's the other 10% that’s
hard…
* Please note no Boston terrier was harmed in the
making of this presentation.

65. ALI BULLOCK
HEAD OF COMMUNICATIONS,
WWF
“GREAT DAY
SHOOTING
ELEPHANTS FOR 8
HOURS.”
“GREAT DAY
PHOTOGRAPHING
ELEPHANTS FOR 8
HOURS.”

66. AT THE HEART OF EVERY SUCCESSFUL BRAND IS
AUTHENTICITY.
IT’S AN EMOTIONAL TIE TO CONTENT, MESSAGING AND PEOPLE
THAT
FUELS A TRANSACTION TO PURCHASE OR ADVOCATE.

67. F1 RACES ATTENDED:
1986 SILVERSTONE
1987 SILVERSTONE
1988 SILVERSTONE
1990 MONACO & SILVERSTONE
1993 DONNINGTON
1993 – 99 SILVERSTONE
2002 SILVERSTONE
2003 SILVERSTONE
2010 SINGAPORE GRAND PRIX
2011 SINGAPORE GRAND PRIX
2011 SHANGHAI GRAND PRIX

68. AUTHENTICITY
MATTERS.

69. THANK YOU(FIND ME ON THE INTERNET @ALIBULLOCK.)