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  • 1. SOCIAL MEDIA, SALES AND SOCIAL GOODPRESENTATION TO AMCHAMALIBULLOCKDIGIT &SOCIALMEDIAMARKETINGMANAGER,CA AL THAYPACIFIC/CO-FOUNDERANIMALSINPHOTOS,ORGANISERA HK TSOCIAL&TEDxT ALKS
  • 2. INTRODUCTIONS:ALI BULLOCKDIGITAL AND SOCIAL MEDIA MARKETINGMANAGER AT CATHAY PACIFICWORKED AT CX FOR 5 YEARSPREVIOUSLY WORKED FOR KPMGCONSULTING, MOTOROLA, SAMSUNG,KELLOGGSOUTSIDE OF WORK: ASIAS FOREMOSTCHARITY WILDLIFE PHOTOGRAPHERCO-ORGANISER OF HK SOCIAL AND TEDXWANCHAI
  • 3. INTRODUCTIONS:ALI BULLOCKMY DOG (PADSTOW) HAS MORE FRIENDSON FACEBOOK (903) THAN I DO (640)PERHAPS HE SHOULD BE SPEAKING TODAYON SOCIAL MEDIA.
  • 4. DIG A WELL BEFORE YOUBECOME THIRSY . CHINESE PROVERB.
  • 5. CUSTOMERSNOWHAVEMOREPOWER,MOREKNOWLEDGEATTHEIRFINGERTIPSTHANEVERBEFORE
  • 6. AREAS OF SOCIAL YOU NEED TOADDRESS TO BE SUCCESSFUL1. OBJECTIVES2. STRUCTURE3. BRAND4. ENGAGEMENT5. CUSTOMER SERVICE6. CRISIS MANAGEMENT7. SOCIAL GOOD8. SALES
  • 7. 1. OBJECTIVESDONTPAYACONSUL ANCYBEFOREYOUKNOW TWHA YOUWANT T
  • 8. DIG A WELL BEFORE YOUBECOME THIRSY . CHINESE PROVERB.
  • 9. DOES YOUR BRAND WANT TOBE SOCIAL?1. SOCIAL IS MORE IMPORTANT THAN EVER BEFORE2. FACEBOOK IS NOW 900M PEOPLE STRONG3. REVOLUTIONS STARTED AND MAINTAINED THANKS TO SOCIAL MEDIA4. BRANDS ARE NOW FORCED TO MAKE CHANGES DUE TO PUBLIC DEMAND5. CONSUMERS ARE MORE AN MORE MAKING DECISIONS BASED ON THEIR SOCIAL CIRCLE
  • 10. THE ULTIMATE QUESTION: WHYBE SOCIAL?1. BE RELEVANT TO YOUR CUSTOMERS2. MEASUREMENT BASED ON YOUR OBJECTIVES ROI CAN BE PROVEN3. CUSTOMERS ARE BECOMING MORE SOCIAL4. CUSTOMERS ARE READY (AND WILLING) TO COMMENT ABOUT YOUR BRAND5. ULTIMATLY WORD OF MOUTH MATTERS6. SOCIAL HELPS BUILD LOYALITY (BUT ITS ONLY ONE COMPONENT)
  • 11. 2. STRUCTUREAVOIDBUYINGAPRODUCTBEFOREYOUHAVETHECOMMUNITY
  • 12. STARTING OUTCENTRALISED APPROACH
  • 13. 2008FAN #1 ALI BULLOCK 2008 WITHIN 2 WEEKSFAN #500 REACHED IN 6 WEEKSFAN #5,000 REACHED
  • 14. 2012FAN #350,000 REACHED A FAN OF FAN REACH OF 36MILLION PEOPLE
  • 15. YOU NEED TO BECOMEHUB & SPOKE APPROACH
  • 16. 3. BRANDYOURBRAND.THEIRVOICE
  • 17. ITS NOT SIZE . ITS ACTIONS THAT COUNT.ADAPT AND LEARN:YOU NEED TO BE QUICK TO RESPOND TO EVERY COMMENT AND POST WHERE APPROPIATEMONITORING OF YOUR SOCIAL CHANNELS AS WELL AS OUTSIDE CHANNELS IS CRITICALLYIMPORTANTPERSONALISATION REALL WORKS YMONITOR AND PROTECT YOUR BRANDCHINESE SOCAIL MEDIA IS EVEN MORE VIRAL / FAST MOVING THAN WESTERN MEDIACONSTANT APRASIAL AND ANAL YSIS OF OBJECTIVES IS KEY
  • 18. THE NEW FB TIMELINE: 2IMAGES YOU CHOOSE >
  • 19. 4. ENGAGEMENTBRINGYOURVOICETOSOCIALMEDIABUTLISTENATTHESAMETIME
  • 20. ROUND THE WORLD IN 80 DAYSOUR BLODEST STEP SO FAR.
  • 21. BUT IT WORKED.WEDOUBLEDOURFANBASE.FANINTERACTIONS CONTIUEDASMIKEFLEWROUNDTHEWORLDFACEBOOK EVENASKED TOFILMAMARKETINGCASESTUDY:HTTP://ALIB.CO/CXVIDEO
  • 22. STRATEGISE WHAT YOU WILL DO WITH PEOPLE ONCETHE COMPETITON IS OVER JAY OATWAY MASTERING STORY COMMUNITY AND INFLUENCE , , HOW TO USE SOCIAL MEDIA
  • 23. WHA DOESABRANDLIKECXGET TFROMSOCIAL?1. ENGAGEMENT & POSITIVE WORD OF MOUTH2. CRISIS MANAGEMENT & BRAND PROTECTION3. ROI / SALES4. CUSTOMER SERVICE5. LOYALITYOVER 1,000 LIKES AND 150 COMMENTS
  • 24. 5. CUSTOMER SERVICEYOUWONTHAVEABRANDIFYOURCUSTOMERSDONTVALUEYOURBRAND
  • 25. ITSNOTTHEACTUALCOMPAINTSORBLOGPOSTSTHATHURTTHEMOST .ITSTHELINGERINGGOOGLESEARCHRESUL THA TS, TREPRESENTREALDEA BYATHOUSANDCUTS THECONOMIST FEB 07 2008
  • 26. CUSOMER SERVICEIF YOUR CUSTOMERS AREON SOCIAL MEDIA THEN YOUR CUSTOMER SERVICE SHOULD BEMONITORING THESE CHANNELSGENERALL YOU NEED TO BE QUICK TO RESPOND TO EVERY COMMENT AND POST WHERE YAPPROPIATETRY TO GET COMPANINTS OFF-LINEPERSONALISATION REALL WORKS YCUSTOMER SERVICE IS BECOMING MORE AND MORE IMPORTANT ON SOCIAL MEDIA FIXPROBLEMS DONT PUSH CUSTOMERS TO A FORMCHINESE SOCAIL MEDIA IS EVEN MORE VIRAL / FAST MOVING THAN WESTERN MEDIA
  • 27. 6. CRISIS MANAGEMENTLESSTHAN20%OFORGANISATIONSHAVEASOCIALMEDIACRISISPLAN
  • 28. ADDIDAS ON FACEBOOKSHOESHAVEBEENPULLEDFROMSALETHANKSTOSOCIALMEDIA
  • 29. Greenpeace released a video highlighting the plightof Orangutans in Borneo who are loosing theirhomeland to Nestl and loggers for Palm Oil.Nestls lawyers removed the video form Y outubeon brand reputation grounds and Greenpeacesimply re-posted.The argument moved onto their facebook andother social media platforms where customers andfans forced a corporate change in direction.
  • 30. Nestle used lawyers and Greenpeaceused social media.We are talking about an organizationworth billions taking on aninternational charityWould anyone like to guess whatcame next (other than a lesson 101 inmarketing for Nestle.)
  • 31. NESTLE FINALLY RESCINDED AND COMMITTED TO STOP BUYINGPALM OIL FROM UN-STAINABLE RAINFORESTS.ONE OF THESE MADE THE INTERNATIONAL NEWS AND ONE HASBLOWN OVER (RELATIVLY QUICKLY.)LISTENING AND THE SPEED OF RESPONSE WAS A KEY FACROR.
  • 32. 7. SOCIAL GOODTHEWORLDISABEAUTIFULPLACELETSHELPKEEPITTHA WAY T .
  • 33. 8. SALESMAKESOCIALPAY JUSTLIKEEVERYOTHERPARTOF .THEMARKETINGMIX
  • 34. SOCIAL = ROIITS DIFFICULT TO SHOW OR PROVE DIRECT ROI FROM SOCIAL MEDIANOT TO SAY IT CANT BE DONEBE REALISTIC IN WHAT YOU ARE LOOKING FOR FROM SOCIAL MEDIA AND SALES REMEMBER CUSTOMERS ARE HERE TO BUILD A RELATIONSHIP FIRSTDIFFERENT 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
  • 35. CONCLUSIONS
  • 36. BE RELEVANT ON SOCIALITSACONSTANTTHOUGHTINTHEBACKOFMYMIND,WHA RELEVANTFOROURCUSTOMERS,WHA ARETHEY TS TINTERESTEDIN?
  • 37. AND TREAT EVERY SINGLE FAN WITH THESAME LEVEL OF SERVICE, PASSION & TIMEAS THE DAY WE STARTED OUT .BECAUSE THATS WHAT MAKES A SOCIAL EXPERIENCESTAND OUT FROM THE CROWD. PEOPLE INSIDE THEORGANISATION WHO CARE
  • 38. MOVING FORWARDITS ABOUT CONSTANT CHANGEBUT AN UNDERSTANDING THAT WHILE SOCIAL MEDIA MAY BE THE NEW SHINY WORDIN MARKETING, ITS NOT THE ONL THING AROUND. SOCIAL IS ONE PART OF THE YMARKETING MIX.
  • 39. ITS ABOUT MEETING YOUR OBJECTIVESSOCIAL HAS TO PAY ITS WAYWHETHER ITS RETURN ON INVESTMENT RETURN ON BRAND OR RETURN ON ,ENGAGEMENT SOCIAL HAS TO MEET THE OBJECTIVES OF THE BUSINESS TO SUCCEED.