Building a credible brand on social media
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Presentation outlining how to build a credible brand on social media through stroytelling
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Building a credible brand on social media
- 1. BUILDING A CREDIBLE BRAND ON SOCIAL MEDIA THROUGH STORY TELLING PRESENTATION BY ALI BULLOCK SOCIAL MEDIA CONSULTANT TO HANDSON HONG KONG SOCIAL MEDIA BLOGGER ALIBULLOCK.COM
- 2. MY ROLE IS SIMPLE. HELP BRANDS (AND CHARITIES) FIGURE OUT THE WORLD OF SOCIAL MEDIA
- 3. TODAY’S CONSUMER IS CONSUMING MEDIA, BRANDS AND OPINIONS IN A FUNDAMENTALLY DIFFERENT TO WHAT THEY WERE DOING 10 YEARS AGO…
- 5. 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.
- 6. (2015) THE AVERAGE PERSON SEES BETWEEN 3,000- 20,000VISUAL MESSAGES A DAY
- 7. 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.
- 8. 64% OF MILENNIALS USE SOCIAL MEDIA TO ADDRESS OR ENGAGE WITH COMPANIES ABOUT SOCIAL AND ENVIORNMENTAL ISSUES.
- 9. WHAT CHANGED? WE DID* * With some help from Apple
- 10. 36%OF CONSUMERS SAY THEY MAINLY SHARE CONTENT TO PROMOTE CAUSES OR ISSUES THEY FEEL STRONGLY ABOUT
- 11. 2015: FACEBOOK: ORGANIC REACH IS CLOSE TO 0% FOR BRANDS * Please note no Boston terrier was harmed in the making of this presentation.
- 12. FAN #1. ME… NO-ONE THOUGHT THAT CATHAY PACIFIC NEEDED A FACEBOOK PAGE NO ROI OR SALES WOULD COME FROM FACEBOOK CX AUDIENCE WOULD NOT BE ON SOCIAL MEDIA COMMUNICATIONS TEAM DIDN’T SEE THE NEED FOR SOCIAL MEDIA. “WE HAVE PHONES AND CONTACTS IN THE MEDIA.”
- 13. CATHAY PACIFIC IN 2015 PASSED 1,000,000 FACEBOOK FANS GLOBALLY.
- 14. #WHERE TO BE MY BELIEF FOR THE BRAND ON SOCIAL MEDIA WAS BRAND AND NOT SALES. I KEPT OUR SOCIAL MEDIA PROPERTIES AS FAR AS POSSIBLE AWAY FROM SALES OR ROI
- 15. #STAND OUT 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???!)
- 16. #AUTHENTIC 70% OF CUSTOMERS ARE MORE LIKELY TO BUY SOMETHING WHEN THEY SEE CONTENT ABOUT A PRODUCT OR SERVICE SHARED BY A FRIEND A PHOTO FROM THE MAERSK INSTAGRAM ACCOUNT (OVER 40,00 FOLLOWERS)
- 17. #CREATIVE NEW MODEL OF SOCIAL MEDIA STORY TELLING NOT EASY – COMBINES STANDING OUT AND AUTHENTICITY BUDGET IS NOT KEY CHANGES THE OLD MODELS OF HOW WE COMMUNICATE AND MARKET ON SOCIAL MEDIA
- 18. NIKE #MAKEITCOUNT COST: - $100,00 VIEWS: 14 MILLION+ EMIRATES #HELLOJETMAN COST: +$1,000,000 VIEWS: 16.3M+ (IN LESS THAN 4 DAYS) #CREATIVITY MATTERS
- 19. JONNIE WALKER BLUE LABEL: “THE GENTLEMENS WAGER 2” COST: +1M USD VIEWS: 283,000 LENGTH: +11 MINUTES #CREATIVITY MATTERS
- 20. LETS WATCH THE NIKE VIDEO
- 21. SOCIAL MEDIA CHANGES WHAT WE ALL DO AS BRANDS. IT TAKES COURAGE, IT TAKES AUTHENTICITY AND IT TAKES TIME…
- 22. THE TIMES ARE CHANGING… #OCCUPYHONGKONG
- 23. THANK YOU FIND ME ON THE INTERNET @ALIBULLOCK