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10 KEY LESSONS IN BUILDING A LEADING PRESENCE ON SOCIAL MEDIA: MANAGING YOUR BRAND, MONITORING
YOUR CUSTOMERS, RESPONDING TO THEIR FEEDBACK AND CRISIS MANAGEMENT
Ali BullockHead of Communications – WWF Hong Kong
www.alibullock.com
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WHO I HAVE WORKED FOR:- PREVIOUSLY WORKED FOR CATHAY PACIFIC AS GLOBAL
DIGITAL MARKETING MANAGER, AND WORKED ON DIGITAL STRATEGY FOR KMPG, KELLOGG’S, SAMSUNG AND MOTOROLA
- I TOOK AN 8 MONTH SABBATICAL OUT OF THE CORPORATE WORLD IN SEPTEMBER 2012 TO WORK FOR WWF HONG KONG AS HEAD OF COMMUNICATIONS
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MANAGING YOUR BRAND:ESSENCIAL TO WHY YOU ARE HERE
MONITORING YOUR CUSTOMERS:HOW AND WHY YOU SHOULD MONITOR SOCIAL MEDIA
RESPONDING TO THEIR FEEDBACK:LISTEN, RESPOND AND BUILD A COMMUNITY
CRISIS MANAGEMENT:LESSONS LEARNT FROM THE FRONT LINE OF COMMUNICATIONS AND BRANDING FROM MY TIME AT CATHAY PACIFIC
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ENGAGEMENT:SIMPLE TO TALK ABOUT BUT KEY TO SUCCESS MOVING FORWARD
FOCUS:WITH SO MUCH SOCIAL MEDIA, PICKING THE RIGHT PLATFORMS IS KEY
TARGETING:FOCUS IN ON YOUR CUSTOMER AND YOUR AUDIENCE
MONITORING:KNOW WHAT IS BEING SAID, BY WHOM AND ENGAGE WHERE APPROPRIATE
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MANAGING YOUR BRANDWHAT I HEAVE LEARNT OVER THE LAST 18 YEARS IN DIGITAL AND NOW SOCIAL MARKETING:
(Other than I feel really, really old…)
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FOCUS YOUR STRENGTHS: EVERY EMPLOYEE FROM THE CEO TO THE RECEPTIONIST IS YOUR BRAND AMBASSADOR.
SO USE THEM.
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START – JUST STARTING IS VITAL. DON’T WAIT FOR SOMEONE TO PUSH YOU.
I STARTED OF THE CX FAN PAGE WITH ONE FAN.
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PASSION AND PURPOSE – START WITH YOUR PASSION AND PURPOSE AS THE FUEL. THIS WILL GET YOU UP EARLY AND KEEP YOU UP LATE AS YOU CREATE CONTENT.
HIRE PEOPLE PASSIONATE ABOUT THE BRAND.
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AUDIENCE - KNOW WHO YOUR AUDIENCE IS AND GIVE THEM THE CONTENT THEY CRAVE. SOLVE THEIR PROBLEMS AND KEEP FOCUSED.
YOUR CUSTOMERS WANT TO TALK YOU!
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ADD VALUE – PROVIDE AS MUCH VALUE AS YOU CAN POSSIBLY GIVE.
THERE IS NO BETTER ADVERTISING THAN PEOPLE WHO LOVE YOUR BRAND. NONE.
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PERSIST – BUILDING A LOYAL FOLLOWING THAT LOVES YOUR CONTENT WILL TAKE TIME SO PERSISTENCE IS CORE AND NECESSARY.
IT ISN’T EASY TO BUILD A SOCIAL MEDIA PRESENCE AND IT WILL TAKE TIME.
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“QUALITY IS THE BEST ADVERTISING.”
- Milton Hershey.
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MONITORING YOUR CUSTOMERSIN A GOOD WAY (OF COURSE).
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PEOPLE ASK, “HOW CAN YOU AVERT A SOCIAL MEDIA CRISIS?”
SIMPLE ANSWER, “YOU CAN’T.”
MONITORING SOCIAL MEDIA ENABLES YOU TO HANDLE A CRISIS. NOT CONTROL. THINK OF YOUR BRAND AS A SHIP IN A CONSTANT STORM, ROCKS ARE SOCIAL MEDIA COMMENTS AND MONITORING IS A LIGHTHOUSE.
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FOR ANY BRAND IN TODAY’S WORLD MONITORING IS ABSOLUTELY ESSENTIAL.
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SOFTWARE ALLOWS US NOT ONLY TO MONITOR IN REAL TIME BUT TO RECEIVE ALERTS AS WELL
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SEA SHEPHERD VS CATHAY PACIFIC
AN UNTRUE STORY THAT CX TOOK TOO LONG TO RESPOND TO
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RESPOND TO THEIR FEEDBACKLISTEN, RESPOND AND BUILD A COMMUNITY
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YOU CAN’T BUILD A COMMUNITY WITHOUT ENAGAGING WITH PEOPLE.
IN TODAY’S WORLD PEOPLE WON’T ENGAGE WITH A BRAND THAT DOESN’T LISTEN.
RESPONDING TO A CUSTOMER ENQUIRY, GOOD OR BAD CREATES A LITTLE MOMENT OF DELIGHT…
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TAKE THAT LITTLE MOMENT OF DELIGHT AND TAKE IT ACROSS A FAN OF FAN REACH OF OVER 40 MILLION PEOPLE.
ACROSS 20 COUNTRIES.
NOW YOU HAVE A COMMUNITY.
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CRISIS MANAGEMENTLESSONS LEARNT FROM THE FRONT LINE OF COMMUNICATIONS AND
BRANDING FROM MY TIME AT CATHAY PACIFIC
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FIRST KEY LESSON – UNDERSTAND THE DIFFERENCE BETWEEN AN ISSUE AND A CRISIS.
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… THIS IS AN ISSUE.
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THIS IS AN ISSUE:
… WHEN PEOPLE MAKE SILLY MISTAKES.
REMEMBER: WHAT YOU PUT ON SOCIAL MEDIA, STAYS
EVERYWHERE.
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… ISSUE.
“GREAT DAY, SHOOTING ELEPHANTS FOR 8 HOURS”
- ali bullock, Head of comms WWF (on Twitter)
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… CHANGED TO:
“GREAT DAY, PHOTOGRAPHING ELEPHANTS FOR 8 HOURS”
- ali bullock, Head of comms WWF (on Twitter)
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VS A REAL CRISIS
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10.35AM: “ALI, WE NEED YOU IN THE CRISIS COMMS CENTER. NOW.”
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CENSORED
10.45AM: SOCIAL MEDIA MESSAGES AND PHOTOS START TO APPEAR ON SINA-WEIBO
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NO MATTER YOUR ORGANISATION’S SIZE WE NOW WORK AND LIVE IN A MULTI-CONNECTED 24 / 7 WORLD.
TODAY IMAGES CAPTURED ON AN IPHONE ARE SHARED TO THE WORLD’S MEDIA IN SECONDS.
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8.30PM: THE SOCIAL MEDIA TEAM WAS STILL WORKING ROUND THE CLOCK.
WE CONTINUED TO MONITOR AND RESPOND IN THIS WAY THE NEXT 24 HOURS.
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A WORLD WHERE THE FACTS DON’T AWAYS MAKE IT THROUGH THE NOISE. EVEN TO THE MEDIA…
#BOSTON #CNN
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8 million + views 500,000 + views6 million + views
CENSORED
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AVERAGE VIEWS FOR A CX AD ON THE OFFICIAL YOUTUBE CHANNEL - 40,000 VIEWS
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10 million + views 500,000 + views6 million + views
CENSORED
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1. MONITOR
2. IDENTIFY AN ISSUE VS CRISIS
3. MONITOR, RESPOND QUICKLY & ACCURATELY
4. CONTINUE TO MONITOR AND ADAPT
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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.
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FROM “BRAND HIJACKS”
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SEA SHEPHERD VS CATHAY PACIFIC
TO FALSE REPORTS:
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ONE PERSON STARTED A FACEBOOK PAGE AND EVENTUALLY NESTLE (A BILLION DOLLAR ORGANISATION) CHANGED THEIR ENTIRE PALM BUYING PROCESS (BUT NOT BEFORE MILLIONS OF DOLLARS WERE LOST IN NEGATIVE PR)
TO CITIZEN EFFORTS:
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10 LESSONS IN SOCIAL MEDIA
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10 KEY LESSONS:
10. START: EVERY PAGE STARTS WITH ONE LIKE9. DON’T HIRE AN AGENCY UNTIL YOU KNOW
WHAT YOU WANT8. FOCUS ON THE PLATFORMS THAT MATTER7. BE OPEN & TRANSPARENT6. YOUR BRAND IS IN THE HAND OF OTHERS
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10 KEY LESSONS:
5. EVERY EMPLOYEE FROM THE CEO TO A RECEPTIONIST IS A BRAND AMBASSADOR4. NEVER GIVE THINGS AWAY FOR FREE3. CRISIS MANAGEMENT: HOURS NOT DAYS2. SIZE IS NO BARRIER TO SOCIAL MEDIA1. HIRE GREAT PEOPLE
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THANK YOU SO MUCH FOR YOUR TIME
YOU CAN FIND A COPY OF THIS PRESENTATION HERE:www.slideshare.net/alibullock/presentations
THE TEAM AT DOW JONES WILL BE MORE THAN HAPPY TO TALK TO YOU ABOUT MONITORING AND FACTIVA
LINKEDIN: ALI BULLOCK