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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
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 AUSTRALIA
MANAGING YOUR BRANDWHAT I HEAVE LEARNT OVER THE LAST 18 YEARS IN DIGITAL AND NOW SOCIAL MARKETING:
(Other than I feel really, really old…)
START – JUST STARTING IS VITAL. DON’T WAIT FOR SOMEONE TO PUSH YOU.
I STARTED OF THE CX FAN PAGE WITH ONE FAN.
FOCUS YOUR STRENGTHS: EVERY EMPLOYEE FROM THE CEO TO THE RECEPTIONIST IS YOUR BRAND AMBASSADOR.
SO USE THEM.
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!
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…
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.
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.
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
