Download - Scaling social media
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ali bullock, HEAD OF COMMUNICATIONS WWF HKSCALING SOCIAL MEDIA
WWF HK | @alibullock
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HEAD OF COMMUNICATIONS AT WWF HONG KONG
PREVIOUSLY DIGITAL AND SOCIAL MEDIA MARKETING MANAGER AT CATHAY PACIFIC
PREVIOUSLY WORKED FOR KPMG CONSULTING, MOTOROLA, SAMSUNG, KELLOGGS
OUTSIDE OF WORK: ASIA’S FOREMOST CHARITY WILDLIFE PHOTOGRAPHER
INTROS
WWF HK | @alibullock
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MY DOG (PADSTOW) HAS MORE FRIENDS ON FACEBOOK (903) THAN I DO (640)
SOCIAL EXPERT.
WWF HK | @alibullock
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SOCIAL MEDIA IS ABOUT PEOPLE
SOCIAL MEDIA IS ABOUT STORY TELLING, INFLUENCE AND MOST OF ALL HONESTLY TO YOUR BRAND AND YOUR BRAND VALUES
SOCIAL. PRIORITIES
WWF HK | @alibullock
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YOU CAN’T BE IN SOCIAL IF YOU DON’T HAVE YOUR OBJECTIVES IN PLACE. AND THOSE OBJECTIVES WILL CHANGE AS TIME PASSES.
1. OBJECTIVES
WWF HK | @alibullock
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THERE IS NO POINT IN HAVING AN AGENCY IF YOU HAVE NOT WORKED OUT WHAT YOUR OBJECTIVES ARE
2. AGENCIES.
WWF HK | @alibullock
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WE ALL HAVE 140 CHARACTERS TO GET OUR MESSAGE ACROSS, FROM BRANDS TO NGOS IN THE MINDS OF CONSUMERS THE LINES ARE STARTING TO BLEND
2. NGOS VS BRANDS.
WWF HK | @alibullock
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3. SOCIAL MEDIA IS A CHALLENGE
WWF HK | @alibullock
EASY TO UNDERSTAND
HARD TO UNDERSTAND
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EASY TO UNDERSTAND
HARD TO UNDERSTAND
WWF HK | @alibullock
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CATHAY PACIFIC: 2008 - 2012
WWF HK | @alibullock
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2008 - KEY QUESTION, “WHAT IS EVERYONE ELSE DOING IN SOCIAL?”
“HELLO, IS ANYONE THERE?”
ME
WWF HK | @alibullock
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2008 - FIRST THING, “WHAT DO WE WANT FROM SOCIAL?”
WWF HK | @alibullock
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BY 2010 WE HAD PASSED 100,00 FANS ON FACEBOOK
9 PAGES AROUND THE WORLD, IN 4 LANGUAGES, COVERING BOTH CX AND KA
WITH A SOCIAL PRESENCE ON SINA-WEIBBO, LINKEDIN, GOOGLE+ AND YOUTUBE
2010: SOCIAL PLATFORMS
WWF HK | @alibullock
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MANAGE SOCIAL MEDIA THE SAME WAY YOU DO YOUR WEB SITE AND OTHER COMMS CHANNELS.
PROFESSIONALLY.
“WAIT, TWEETDECK ISN’T ENOUGH ANYMORE?”
WWF HK | @alibullock
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HOW DID WE GET THERE?ENGAGEMENT VS. MEASUREMENT
THIS POST ALONE HAD OVER 1,00 LIKES AND 150
COMMENTS
WWF HK | @alibullock
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HOW DID WE GET THERE?AROUND THE WORLD IN 80 DAYS
DOUBLED OUR SOCIAL MEDIA PRESENCE
ADDED ANOTHER 25% OF FANS AS MIKE TRAVELLED ROUND THE WORLD.
WWF HK | @alibullock
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HOW DID WE GET THERE?SALES VS MARKETING
WWF HK | @alibullock
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HOW DID WE GET THERE?
WWF HK | @alibullock
CRISIS MANAGEMENT
CENSORED
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HOW DID WE GET THERE?
WWF HK | @alibullock
CRISIS MANAGEMENTAverage views for a CX ad on the official Youtube channel - 40,000 views
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BY 2010 WE HAD PASSED 100,00 FANS ON FACEBOOK
BY 2012 WE GLOBALLY, HAD OVER 350,000 FANS ON FACEBOOK AND A FAN OF FAN REACH OF 36 MILLION PEOPLE
20 PAGES AROUND THE WORLD, IN 8 LANGUAGES, COVERING BOTH CX AND DRAGON AIR
POSTING AN AVERAGE OF ONCE A DAY
WITH A SOCIAL PRESENCE ON SINA-WEIBBO, LINKEDIN, GOOGLE+ AND YOUTUBE
2012: YEAR OF SOCIAL
WWF HK | @alibullock
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OUR STRATEGY FROM:
METRICS MONIORINGPOSTS COMMUNITY MGT CUST SERVICE
ROI BRAND ENGAGEMENT
WWF HK | @alibullock
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ROI
METRICS MONIORINGPOSTS COMMUNITY MGT
GOOGLE + FACEBOOK TWITTER SINA-WEIBO
CUSTOMERS ADVOCATES NGOs INFLUENCERS GENERAL PUBLIC
CUST SERVICE
BRAND ENGAGEMENT
GENERAL PUBLIC
BECAME...WWF HK | @alibullock
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FINALLY:
WWF HK | @alibullock
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REMEMBER THE FIRST COMPANY WEB SITE YOU FIRST BUILT?
TAKE THAT AND LOOK AT IT NOW.
THIS IS THE TIME TO LOOK AT A SOCIAL MEDIA CMS AND HOW YOU WILL USE THAT SOCIAL CMS TO POWER YOUR PLATFORMS.
DIGITAL MOVES AT SPEED.
WWF HK | @alibullock
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LESS THAN 20% OF ORGANISATIONS HAVE A CRISIS PLAN FOR SOCIAL MEDIA
WHAT WILL YOU DO?
NOT JUST A GLOBAL TEAM PROBLEM - ITS A LOCAL TEAM PROBLEM
COMMUNICATIONS IS KEY
PLAN FOR A CRISIS
WWF HK | @alibullock
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SOCIAL CMSMETRICS MONIORINGPOSTS COMMUNITY MGT CUST SERVICE
BRAND
ROI
WWF HK | @alibullock
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YOU NEED TO HAVE YOUR STRATEGY IN PLACE
IF YOU DON’T HAVE YOUR OBJECTIVES IN PLACE, YOU CAN’T CREATE YOUR SOCIAL STRATEGY
YOU CAN’T CREATE A SOCIAL MEDIA TEAM AND EMPOWER YOUR PEOPLE UNLESS YOU KNOW WHY AND WHAT YOU WANT THEM TO DO
NO OBJECTIVES. NO SOCIAL.
WWF HK | @alibullock
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(W) WWF.ORG.HK / ANIMALINPHOTOS.COM
(L) LINKEDIN.COM/ALIBULLOCK
(T) TWITTER.COM/ALIBULLOCK
THANK YOU FOR YOUR TIME.
#digmtkforum @alibullock