authenticity: the ultimate currency for brands online
TRANSCRIPT
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AUTHENTICYTHE ULTIMATE CURRENCY FOR BRANDS ON SOCIAL MEDIA
@alibullockSOCIAL MEDIA AMBASSADOR FOR HANDSON HONG KONG
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MY ROLE IS SIMPLE; HELP BRANDS FIGURE
OUT SOCIALMEDIA
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MY DAY JOB INVOLVES A LOT OF
THIS…
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… AND IN MY SPARE TIME MY
PHOTOGRAPHY HAS HELPED ORGANISATIONS
RANGING FROM CHARITIES SUCH AS AAF, SPCA,
WWF TO HOHK
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I ADVISE HANDSON HONG KONG ON:- SOCIAL MEDIA- CELEBRITY ENGAGEMENT STRATEGIES- SOCIAL MEDIA- PHOTOGRAPHY- DIGITAL / SITE SUPPORT
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THESE ARE MY STORIES, MY EXPERIENCES AND MY THOUGHTS
(AND I HOPE SOME OF IT MAKES SENSE.)
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THE PROBLEM
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FOR MARKETING THE MOST INTOXICATING MEASUREMENTS IN ALL OF MARKETING
IS WEB TRAFFICIT’S MEASURABLE. IT’S BINARY. WE CAN ACTUALLY DO SOMETHING TO AFFECT THE RESULTS.
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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.
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FOR EVERYONE,WHERE THERE ISTRAFFIC…
THERE IS HOPE.
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(OK, SO I WORK WITH A GREAT CORP COMS TEAM AT INFINITI…)
MARKETING .VS CORPORATE COMMS
SOCIAL MEDIA CHANGES THE GAME…
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UNLESS OF COURSE YOU WORK FOR A COMPANY WHERE MARKETING AND COMMS WORK TOGETHER…
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UNDERSTANDING AUTHENTICITY ON SOCIAL MEDIA. (… FROM THE MARKETING GUY.)
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1912THE DAY THE TITANIC SANK
ALCOHOLAD
HAIRLOSSAD
WEIGHTLOSSAD
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2013(THE DAY MYLEY CYRUS’ CAREER SANK)
ALCOHOLAD
HAIRLOSSAD
WEIGHTLOSSAD
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(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…
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(2007) SOCIAL MEDIA WILL FIX EVERYTHING!
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2015: FACEBOOK: ORGANIC REACH IS CLOSE TO 0% FOR BRANDS
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(2015) THE AVERAGE PERSON SEES
BETWEEN 3,000 - 20,000 VISUAL MESSAGES A DAY
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FIXING SOCIAL MEDIA
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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???!)
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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.
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IT’S OK. WE HAVE A PR PLAN FOR
SOCIAL… 28% OF CORPORATES HAVE A SOCIAL MEDIA CRISIS PLAN.
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AUTHENTICITY.MATTERS.
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“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
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“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.
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BUT EVERYTHING WOULD BE OK. WE HAD A PRESS RELEASE!
(IT JUST TOOK 24 HOURS TO SIGN OFF.)
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SPOILER ALERT: THE
SOCIAL TEAM WAS READING THE COMMENTS
ONLINE… THEY WERE NOT GOOD.
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SO I REACHED OUT TO RIC O’BARRY’S TEAM TO EXPLAIN THE
CX SIDE OF THE STORY.
AS AN EMPLOYEE OF CX.
I ASKED FOR TIME TO FIND OUT MORE ABOUT THE STORY.
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36% OF CONSUMERS SAY THEY MAINLY SHARE
CONTENT TO PROMOTE CAUSES OR ISSUES THEY FEEL STRONGLY ABOUT
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12 MONTHS LATER CX
BANNED ALL SHIPMENTS OF SHARK FIN AND
LIVE DOLPHINS.
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CATHAY PACIFIC PASSED 200,000
FACEBOOK FANS GLOBALLY.
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AND THEN THIS HAPPENED…
(OK, I CAN’T FIX EVERYTHING STUPID PEOPLE DO ONLINE.)
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SOCIAL MEDIA IS POWERED BY PEOPLE.
AUTHENTICITY IN SOCIAL MEDIA IS THAT BELIEF.
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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.”
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HOW WILL YOU BUILD A BRAND ON
TRUST. NOT TRAFFIC?
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NIKON’S ADVERTS. RE-IMAGINED.
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I PUT THIS UP ON SOCIAL MEDIA.
PEOPLE WENT CRAZY.
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GREAT SOCIAL MEDIA CAMPAIGNS
MOVE PEOPLE BUT
THEY CAN DIVIDE PEOPLE.
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GREAT SOCIAL MEDIA CAMPAIGNS DO DIVIDE PEOPLE.
BECAUSE THE ARE BUILT ON BRAND CURRENCY. PAID FOR BY CONSUMERS
OF THAT BRAND.
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TREAT THAT
CURRECY WITH
RESPECT
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THE AVERAGE PERSON SEES BETWEEN
3,000 - 20,000 VISUAL MESSAGES A DAY
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HOW WILL
YOUR BRAND STAND
OUT?
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TRUST. NOT TRAFFIC.(OH, AGENCIES ARE GOING TO HATE THIS PART.)
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WHY IS ASIA (ESPECIALLY HONG KONG) SO
BORING IN THE WORLD OFADVERTISING?
SERIOUSLY. WHY?
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WHY DON’T BRANDS IN ASIA TAKE A STAND?
… BECAUSE THEY ARE SCARED.
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64% OF MILENNIALS USE SOCIAL MEDIA TO ADDRESS OR ENGAGE WITH COMPANIES ABOUT
SOCIAL AND ENVIORNMENTAL ISSUES.
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THE TIMES ARE CHANGING…
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MOST BRANDS ARE NOT
KEEPING UP…
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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
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WE HAVE MOVED BEYOND B2C, B2B,
B2E WE ARE H2H (HUMAN 2 HUMAN.)
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THE SALES BIT.(IT WILL BE SHORT AND PAINLESS, I PROMISE.)
DRINKFORGOODENJOY. TALK. NETWORK. LAUGH.ALL FOR CHARITY. 8 OCT
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• 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…)
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8 OCTOBER (THURSDAY)WWW. DRINKFORGOOD.ORGENJOY. TALK. NETWORK. LAUGH.ALL FOR CHARITY. 8 OCT
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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.
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ALI BULLOCKHEAD OF COMMUNICATIONS,
WWF
“GREAT DAY SHOOTING ELEPHANTS FOR 8 HOURS.”
“GREAT DAY PHOTOGRAPHING ELEPHANTS FOR 8 HOURS.”
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AT THE HEART OF EVERY SUCCESSFUL BRAND IS
AUTHENTICITY.
IT’S AN EMOTIONAL TIE TO CONTENT, MESSAGING AND PEOPLETHAT
FUELS A TRANSACTION TO PURCHASE OR ADVOCATE.
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F1 RACES ATTENDED:1986 SILVERSTONE1987 SILVERSTONE1988 SILVERSTONE1990 MONACO & SILVERSTONE1993 DONNINGTON1993 – 99 SILVERSTONE
2002 SILVERSTONE2003 SILVERSTONE
2010 SINGAPORE GRAND PRIX2011 SINGAPORE GRAND PRIX2011 SHANGHAI GRAND PRIX
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AUTHENTICITYMATTERS.
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THANK YOU(FIND ME ON THE INTERNET @ALIBULLOCK.)