China: Dow Jones / WSJ presentation on social media

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

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

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

SOCIAL MEDIA IN CHINA

FACEBOOK, TWITTER, YOUTUBE – NONE OF THESE ARE AVALIBLE IN CHINA

66 PERCENT OF CHINESE CONSUMERS RELIED ON RECOMMENDATIONS FROM FRIENDS AND FAMILY,

COMPARED WITH 38 PERCENT OF THEIR US COUNTERPARTS.

- MCKINSEY QUARTERLY 2012

BUT THERE ARE MANY SIMILARITIES BETWEEN CHINESE AND WESTERN SOCIAL MEDIA

CHINA’S SOCIAL MEDIA IS EVOLVING

THE BIGGEST CHALLENGE MOVING FORWARD WILL BE SOCIAL MEDIA ON MOBILE DEVICES

LESSONS LEARNT ON ONE CAN BE TAKEN ACROSS TO THE OTHER

MANAGING YOUR BRANDWHAT I HEAVE LEARNT OVER THE LAST 18 YEARS IN DIGITAL AND NOW SOCIAL MARKETING:

(Other than I feel really, really old…)

FOCUS YOUR STRENGTHS: EVERY EMPLOYEE FROM THE CEO TO THE RECEPTIONIST IS YOUR BRAND AMBASSADOR.

SO USE THEM.

START – JUST STARTING IS VITAL. DON’T WAIT FOR SOMEONE TO PUSH YOU.

I STARTED OF THE CX FAN PAGE WITH ONE FAN.

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.

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!

ADD VALUE – PROVIDE AS MUCH VALUE AS YOU CAN POSSIBLY GIVE.

THERE IS NO BETTER ADVERTISING THAN PEOPLE WHO LOVE YOUR BRAND. NONE.

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.

MONITORING YOUR CUSTOMERSIN A GOOD WAY (OF COURSE).

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.

FOR ANY BRAND IN TODAY’S WORLD MONITORING IS ABSOLUTELY ESSENTIAL.

SOFTWARE ALLOWS US NOT ONLY TO MONITOR IN REAL TIME BUT TO RECEIVE ALERTS AS WELL

SEA SHEPHERD VS CATHAY PACIFIC

AN UNTRUE STORY THAT CX TOOK TOO LONG TO RESPOND TO

RESPOND TO THEIR FEEDBACKLISTEN, RESPOND AND BUILD A COMMUNITY

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…

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.

CRISIS MANAGEMENTLESSONS LEARNT FROM THE FRONT LINE OF COMMUNICATIONS AND

BRANDING FROM MY TIME AT CATHAY PACIFIC

FIRST KEY LESSON – UNDERSTAND THE DIFFERENCE BETWEEN AN ISSUE AND A CRISIS.

… THIS IS AN ISSUE.

THIS IS AN ISSUE:

… WHEN PEOPLE MAKE SILLY MISTAKES.

REMEMBER: WHAT YOU PUT ON SOCIAL MEDIA, STAYS

EVERYWHERE.

… ISSUE.

“GREAT DAY, SHOOTING ELEPHANTS FOR 8 HOURS”

- ali bullock, Head of comms WWF (on Twitter)

… CHANGED TO:

“GREAT DAY, PHOTOGRAPHING ELEPHANTS FOR 8 HOURS”

- ali bullock, Head of comms WWF (on Twitter)

VS A REAL CRISIS

10.35AM: “ALI, WE NEED YOU IN THE CRISIS COMMS CENTER. NOW.”

CENSORED

10.45AM: SOCIAL MEDIA MESSAGES AND PHOTOS START TO APPEAR ON SINA-WEIBO

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.

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.

A WORLD WHERE THE FACTS DON’T AWAYS MAKE IT THROUGH THE NOISE. EVEN TO THE MEDIA…

#BOSTON #CNN

8 million + views 500,000 + views6 million + views

CENSORED

AVERAGE VIEWS FOR A CX AD ON THE OFFICIAL YOUTUBE CHANNEL - 40,000 VIEWS

10 million + views 500,000 + views6 million + views

CENSORED

1. MONITOR

2. IDENTIFY AN ISSUE VS CRISIS

3. MONITOR, RESPOND QUICKLY & ACCURATELY

4. CONTINUE TO MONITOR AND ADAPT

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.

FROM “BRAND HIJACKS”

SEA SHEPHERD VS CATHAY PACIFIC

TO FALSE REPORTS:

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:

10 LESSONS IN SOCIAL MEDIA

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

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

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

alibullock@gmail.comwww.alibullock.com