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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 Bullock Head of Communications – WWF Hong Kong www.alibullock.com

China: Dow Jones / WSJ presentation on social media

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Page 1: 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

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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

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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

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SOCIAL MEDIA IN CHINA

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

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

COMPARED WITH 38 PERCENT OF THEIR US COUNTERPARTS.

- MCKINSEY QUARTERLY 2012

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BUT THERE ARE MANY SIMILARITIES BETWEEN CHINESE AND WESTERN SOCIAL MEDIA

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CHINA’S SOCIAL MEDIA IS EVOLVING

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

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LESSONS LEARNT ON ONE CAN BE TAKEN ACROSS TO THE OTHER

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

(Other than I feel really, really old…)

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

SO USE THEM.

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

I STARTED OF THE CX FAN PAGE WITH ONE FAN.

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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.

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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!

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

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

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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.

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MONITORING YOUR CUSTOMERSIN A GOOD WAY (OF COURSE).

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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.

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

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

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SEA SHEPHERD VS CATHAY PACIFIC

AN UNTRUE STORY THAT CX TOOK TOO LONG TO RESPOND TO

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RESPOND TO THEIR FEEDBACKLISTEN, RESPOND AND BUILD A COMMUNITY

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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…

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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.

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CRISIS MANAGEMENTLESSONS LEARNT FROM THE FRONT LINE OF COMMUNICATIONS AND

BRANDING FROM MY TIME AT CATHAY PACIFIC

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

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… THIS IS AN ISSUE.

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THIS IS AN ISSUE:

… WHEN PEOPLE MAKE SILLY MISTAKES.

REMEMBER: WHAT YOU PUT ON SOCIAL MEDIA, STAYS

EVERYWHERE.

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… ISSUE.

“GREAT DAY, SHOOTING ELEPHANTS FOR 8 HOURS”

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

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… CHANGED TO:

“GREAT DAY, PHOTOGRAPHING ELEPHANTS FOR 8 HOURS”

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

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VS A REAL CRISIS

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

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CENSORED

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

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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.

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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.

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

#BOSTON #CNN

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

CENSORED

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

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

CENSORED

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1. MONITOR

2. IDENTIFY AN ISSUE VS CRISIS

3. MONITOR, RESPOND QUICKLY & ACCURATELY

4. CONTINUE TO MONITOR AND ADAPT

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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.

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FROM “BRAND HIJACKS”

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SEA SHEPHERD VS CATHAY PACIFIC

TO FALSE REPORTS:

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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:

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10 LESSONS IN SOCIAL MEDIA

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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

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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

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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

[email protected]