social media success @ cathay pacific - bam 2013

TAKING CATHAY PACIFIC FROM

1 FAN TO 40 MILLIONTHE STORY OF

A SOCIAL MEDIA JOURNEY BY ALI BULLOCK, EX-HEAD OF SOCIAL MEDIA AT CATHAY PACIFIC

WHAT ARE WE TALKING ABOUT TODAY:

- SOCIAL: GET OVER THE HYPE- SOCIAL STARTS WITH YOU- NOTHING IS FREE IN SOCIAL MEDIA- BUILDING A COMMUNITY- LISTENING TO YOUR COMMUNITY

- MISTAKES MADE, A LESSON LEARNT- IT WILL ALL BE OK

ABOUT ME:

I HELP COMPANIES FIGURE OUT SOCIAL

I LOVE SOCIAL MEDIA: YOU ALSO KNOW I HAVE 4 DOGS (WAIT ITS 5 AS OF MONDAY…)

LETS TALK SOCIAL

WHISKEY

WEIGHT LOSS

SUPERFLUOUS HAIR REMOVAL

WHISKEY

WEIGHT LOSS

SUPERFLUOUS HAIR REMOVAL

SOCIAL CHANGES THE OLD VALUES,

THE OLD NARATIVES, THE OLD WAYS.

SOCIAL BRINGS NEW CHALLANGES

SOCIAL MEDIA IS ABOUT PEOPLE

SOCIAL MEDIA IS ABOUT

TRANSPARENCY

SOCIAL MEDIA IS YOUR BRAND IN THE CONSUMERS HANDS

SOCIAL MEDIA IS NOT FREE

EXAMPLE: AIRLINE 101

OLD MEDIA APPROACH

NEW WORLD: SOCIAL

THIS IS SOCIAL MEDIA

FROM 1 FAN…

PERSONALISED POSTS

FOCUSED ON:- BRAND- CUSTOMER SERVICE- PROMOTIONS- CELEBRATING HONG KONG- FEEDBACK

NOT RESPONDING QUICKLY ENOUGH IS NOT GOOD ENOUGH…

AT CX WE WOULD RESPOND TO EVERY POST OR MESSAGE WHERE POSSIBLE WITH OUR OWN NAMES

TO 100,000

AVERAGE VIEWS FOR A CX AD ON THE OFFICIAL YOUTUBE CHANNEL - 40,000 VIEWS

8 MILLION + VIEWS 500,000 + VIEWS6 MILLION + VIEWS

CENSORED

WE WORKED

SOCIAL MEDIA

24/7

TO A REACH OF OVER 40 MILLION FANS!

MEDIA IS NOW ABOUT SPEED

Source: simpliflying.com

30 SECONDS!

Source: simpliflying.com

JOURNALISTS WORKING IN REAL TIME

ITS ABOUT SYMPATHY, COMMUNITY & ENGAGEMENT

8 HOURSLATER?

NOWHERE IN THE PRESS RELEASE DOES THE AIRLINE MENTION THE FAMILIES OR PEOPLE AFFECTED.

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.

WE FOCUSED ON:- BRAND- CUSTOMER SERVICE- PROMOTIONS- CELEBRATING HONG KONG- FEEDBACK

COMMUNITY IS IS IMPORTANT

…BUT THE STORY WASN’T ACCURATE:

FROM PICKING UP THE STORY TO POSTING ON FACEBOOK OVER 24 HOURS PASSED - THIS WAS TOO LONG

WE DIDN’T INFORM STAFF AROUND THE NETWORK, SEVERAL OF WHOM WERE VERBALLY ASSAULTED AT OUR AIRPORTS BY PEOPLE ANGRY OVER THE STORY

MORE POSTS WERE NEEDED ON OUR OWN FACEBOOK PROPERTIES

COMMUNITY IS IS IMPORTANT

JUST BECAUSE ITS ON TWITTER DOESN’T

MAKE IT TRUE!

EVERYONE MAKES MISTAKES. BECAUSE THEY ARE HUMAN…

… AND SOMETIMES PEOPLE MAKE SILLY MISTAKES.

REMEMBER: WHAT YOU PUT ON SOCIAL MEDIA, STAYS EVERYWHERE.

DON’T LET THAT STOP YOU…

EVEN ME….

“GREAT DAY, SHOOTING ELEPHANTS FOR 8 HOURS”- ALI BULLOCK, HEAD OF COMMS WWF

“GREAT DAY, PHOTOGRAPHING ELEPHANTS FOR 8 HOURS”- ALI BULLOCK, HEAD OF COMMS WWF

IT’S A FUNNY THING SOCIAL. ITS ALL ABOUT PEOPLE

THANK YOU FOR YOUR TIME.

YOU CAN FIND A COPY OF THIS PRESENTATION HERE:WWW.SLIDESHARE.NET/ALIBULLOCK/PRESENTATIONS

LINKEDIN: ALI BULLOCK

ALIBULLOCK@GMAIL.COMWWW.ALIBULLOCK.COM