Social PR
87
… TALKING SOCIAL WITH ALI BULLOCK HEAD OF COMMUNICATIONS, DOW JONES & WSJ
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Talk on the future of communications and the impact that social media has on the future landscape
Transcript of Social PR
… TALKING SOCIAL WITH ALI BULLOCK
HEAD OF COMMUNICATIONS, DOW JONES & WSJ
ABOUT ME:
I HELP COMPANIES FIGURE OUT SOCIAL
I LOVE SOCIAL MEDIA: YOU ALSO KNOW I HAVE 4 DOGS (WAIT ITS 5 AS OF 2 WEEKS AGO…)
LETS TALK SOCIAL
LETS TALK PR
SOCIAL CHANGES THE OLD VALUES,
THE OLD NARATIVES, THE OLD WAYS.
WHISKEY
WEIGHT LOSS
SUPERFLUOUS HAIR REMOVAL
WHISKEY
WEIGHT LOSS
SUPERFLUOUS HAIR REMOVAL
SOCIAL BRINGS NEW CHALLANGES
NOT RESPONDING QUICKLY ENOUGH IS NOT GOOD ENOUGH…
SOCIAL MEDIA IS ABOUT PEOPLE
FROM 1 FAN…
PERSONALISED POSTS
FOCUSED ON:- BRAND- CUSTOMER SERVICE- PROMOTIONS- CELEBRATING HONG KONG- FEEDBACK
AT CX WE WOULD RESPOND TO EVERY POST OR MESSAGE WHERE POSSIBLE WITH OUR OWN NAMES
TO 100,000
TO A REACH OF OVER 40 MILLION FANS!
SOCIAL MEDIA IS ABOUT
TRANSPARENCY
SOCIAL MEDIA IS YOUR BRAND IN THE CONSUMERS HANDS
SOCIAL MEDIA IS NOT FREE
SPEED & TRANSPARENCY
(THE TWO WORDS PR PEOPLE DON’T LIKE)
OLD MEDIA APPROACH
NEW WORLD: SOCIAL
THIS IS SOCIAL MEDIA
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.
ISSUE VS CRISIS
NOWHERE IN THE PRESS RELEASE DOES THE AIRLINE MENTION THE FAMILIES OR PEOPLE AFFECTED.
ISSUE VS CRISIS??
IS THIS AN ISSUE OR A CRISIS?
ISSUE VS CRISIS??
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
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…
ISSUE VS CRISIS??
This is Tatiana Kozlenko, a flight attendant for Russian airline Aeroflot.
In October 2011, she apparently posted this photo to the social networking site Vkonttakte.
She was fired Monday after the photo began circulating on Twitter.
ISSUE VS CRISIS??
CAMPAIGN CANCELLED
SOCIAL MEDIA
PUBLIC ISSUE
ISSUE VS CRISIS??
AVERAGE VIEWS FOR A CX AD ON THE OFFICIAL YOUTUBE CHANNEL - 40,000 VIEWS
8 MILLION + VIEWS 500,000 + VIEWS6 MILLION + VIEWS
CENSORED
WHEN DOES AN ISSUE BECOME A
CRISIS?
FROM “BRAND HIJACKS”
THIS IS A CRISIS
Call: “ali, we need you in the crisis comms center. NOW.”
(… It wasn’t ever going to be a good day)
WE WORKED
SOCIAL MEDIA
24/7
SOMETIMES YOU JUST NEED TO GO WITH THE JOKE…
THE TRUTH IN PR
"We're sorry for the massive disruption it's caused their
lives. There's no one who wants this over more than I
do. I would like my life back." —BP CEO Tony Hayward
“THESE CHARGES SEND A CLEAR MESSAGE,” THE SPOKESMAN SAID. “IN THE UNITED STATES, YOU CAN’T SPY ON PEOPLE.”
ANDY BOROWITZ, JUNE 2013
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
TRUST
Do you read online customer reviews to determine whether a local business is a good business?
How do online customer reviews affect your opinion of a business?
58%
TRUST & ETHICS
“TRUST IS THE FIRM BELIEF IN THE RELIABILITY, TRUTH, OR ABILITY OF SOMEONE OR SOMETHING” – Oxford Dictionary
Header
IF PEOPLE 'CAN'T TRUST' GOVERNMENT, 'WE'RE GOING TO
HAVE SOME PROBLEMS HEREPresident Obama, 2012
“TO MY MEMORY, I DID NOT SAY I HAD NO ILLEGAL STRUCTURES.”
CY LEUNG, Dec 2012
SOURCE: ENDLEMAN TRUST BAROMITER 2013
JUST BECAUSE ITS ON TWITTER DOESN’T
MAKE IT TRUE!
SOCIAL PR IS ABOUT ENGAGEMENT
CONSUMERS WANT TO FEEL CONNECTED
SOCIAL PR IS ABOUT ENGAGEMENT
SPEED, STRENGTH, ETHICS, PEOPLE, BRAND & TRUST
52% OF
CONSUMERS ARE MORE LIKELY TO USE A LOCAL BUSINESS IF THEY HAVE
POSITIVE REVIEWS
65% of consumers
READ BETWEEN 2 – 10 REVIEWS
… And sometimes people make silly mistakes.
REMEMBER: What you put on social media, stays EVERYWHERE.
LEARN FROM THESE GUYS
NOT THESE…
NOWHERE IN THE PRESS RELEASE DOES THE AIRLINE MENTION THE FAMILIES OR PEOPLE AFFECTED.
AND FINALLY…
AND FINALLY…
IF ALL ELSE FAILS. WORK WITH A CHARITY AND HOME A PUPPY…
THANK YOU FOR YOUR TIME…
YOU CAN FIND A COPY OF THIS PRESENTATION HERE:WWW.SLIDESHARE.NET/ALIBULLOCK/PRESENTATIONS
LINKEDIN: ALI BULLOCK
