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SOCIAL MEDIA, SALES AND SOCIAL GOOD PRESENTATION TO AMCHAM ALI BULLOCK DIGITAL & SOCIAL MEDIA MARKETING MANAGER, CATHAY PACIFIC / CO-FOUNDER ANIMALS IN PHOTOS, ORGANISER AT HK SOCIAL & TEDx TALKS

INTRODUCTIONS: ALI BULLOCK DIGITAL AND SOCIAL MEDIA MARKETING MANAGER AT CATHAY PACIFIC WORKED AT CX FOR 5 YEARS PREVIOUSLY WORKED FOR KPMG CONSULTING, MOTOROLA, SAMSUNG, KELLOGGS 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.

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

1.  OBJECTIVES 2.  STRUCTURE 3.  BRAND 4.  ENGAGEMENT 5.  CUSTOMER SERVICE 6.  CRISIS MANAGEMENT 7.  SOCIAL GOOD 8.  SALES

AREAS OF SOCIAL YOU NEED TO ADDRESS TO BE SUCCESSFUL

1. OBJECTIVES DON’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 AN 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 CUSTOMERS 2.  MEASUREMENT – BASED ON YOUR

OBJECTIVES ROI CAN BE PROVEN 3.  CUSTOMERS ARE BECOMING MORE

SOCIAL 4.  CUSTOMERS ARE READY (AND WILLING) TO

COMMENT ABOUT YOUR BRAND 5.  ULTIMATLY WORD OF MOUTH MATTERS 6.  SOCIAL HELPS BUILD LOYALITY (BUT ITS

ONLY ONE COMPONENT)

2. STRUCTURE AVOID BUYING A PRODUCT BEFORE YOU HAVE THE COMMUNITY

… STARTING OUT CENTRALISED APPROACH

… 2008 – WITHIN 2 WEEKS FAN #500 REACHED

… IN 6 WEEKS FAN #5,000 REACHED

… 2008 FAN #1 ALI BULLOCK

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

… YOU NEED TO BECOME HUB & SPOKE APPROACH

3. BRAND YOUR 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 APPROPIATE MONITORING OF YOUR SOCIAL CHANNELS AS WELL AS OUTSIDE CHANNELS IS CRITICALLY IMPORTANT PERSONALISATION REALLY WORKS MONITOR AND PROTECT YOUR BRAND CHINESE SOCAIL MEDIA IS EVEN MORE VIRAL / FAST MOVING THAN WESTERN MEDIA CONSTANT APRASIAL AND ANALYSIS OF OBJECTIVES IS KEY

 THE NEW FB TIMELINE: 2 IMAGES – YOU CHOOSE >

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

… ROUND THE WORLD IN 80 DAYS OUR BLODEST STEP SO FAR.

BUT IT WORKED. WE DOUBLED OUR FAN BASE. FAN INTERACTIONS CONTIUED 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 COMPETITON IS OVER”

JAY OATWAY, MASTERING STORY, COMMUNITY AND INFLUENCE HOW TO USE SOCIAL MEDIA

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

MOUTH 2.  CRISIS MANAGEMENT & BRAND

PROTECTION 3.  ROI / SALES 4.  CUSTOMER SERVICE 5.  LOYALITY

OVER 1,000 LIKES AND 150 COMMENTS

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

“ITS NOT THE ACTUAL COMPAINTS 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 APPROPIATE TRY TO GET COMPANINTS OFF-LINE PERSONALISATION 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

CUSOMER SERVICE

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

ADDIDAS ON FACEBOOK SHOES 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 RAINFORESTS. ONE OF THESE MADE THE INTERNATIONAL NEWS AND ONE HAS BLOWN OVER (RELATIVLY QUICKLY.) LISTENING AND THE SPEED OF RESPONSE WAS A KEY FACROR.

7. SOCIAL GOOD THE WORLD IS A BEAUTIFUL PLACE – LETS HELP KEEP IT THAT WAY.

8. SALES MAKE 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 SOCIAL IT’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 FORWARD ITS ABOUT CONSTANT CHANGE BUT 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 OBJECTIVES SOCIAL HAS TO PAY ITS WAY WHETHER 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 .COM TWITTER / ALIBULLOCK LINKEDIN / ALI BULLOCK WEB / ALIBULLOCK.COM