SOCIAL MEDIA, PR & ENGAGEMENT - ALI BULLOCK

I HELP COMPANIES FIGURE OUT SOCIAL

ABOUT ME:ULTIMATELY ITS NOT THAT COMPLICATED. SOCIAL MEDIA IS ABOUT PEOPLE.

… YOU CAN READ ALL ABOUT MY SOCIAL EXPERIENCE.

… YOU WILL ALSO SEE THAT I HAVE 4 DOGS.

(WAIT IT’S 5 AS OF 4 WEEKS AGO…)

SOCIAL MEDIA IS ABOUT PEOPLE. ITS ABOUT

ENGAGEMENT WITH THOSE PEOPLE.

PEOPLE = CUSTOMERS

POSITIVE CUSTOMERS = ROI

SOCIAL CHANGES THE OLD VALUES, THE OLD NARATIVES,

THE OLD WAYS.

… AND YET SO FEW PEOPLE UNDERSTAND SOCIAL

EVEN FEWER AGENCIES*

(*WHISPER) UNDERSTAND SOCIAL…

I DON’T PRETEND TO KNOW SOCIAL. I’M TRYING TO FIGURE THIS OUT.

1912

WHISKEY

WEIGHT LOSS

SUPERFLUOUS HAIR REMOVAL

2013

WHISKEY

WEIGHT LOSS

SUPERFLUOUS HAIR REMOVAL

“THE MOST EFFECTIVE APPROACH TO MARKETING ISN’T ADVERTISING, OR PR, OR SEO, CONTENT MARKETING, INBOUND MARKETING, INFLUENCER MARKETING, EMAIL MARKETING, SOCIAL MEDIA MARKETING OR ANY (BLANK) MARKETING.”

“(….) IT’S SIMPLY MARKETING THAT EMOTIONALLY CONNECTS YOUR BRAND TO ENTHUSIASTIC SUPPORTERS OF IT.”

SOCIAL MEDIA TODAY, 2013

SOCIAL BRINGS NEW CHALLANGES

SOCIAL MEDIA NEEDS 3 THINGS:

1. COURAGE2. COLLABORATION3. CREATIVITY

“THE LINES BETWEEN ALL THE COMMUNICATIONS PROFESSIONS ARE BLURRING AND WE SHOULD WELCOME, ENCOURAGE AND HASTEN THE TEARING DOWN OF ANY REMAINING WALLS. GREAT IDEAS DON’T KNOW WHETHER THEY’RE PR, ADVERTISING, OR SOCIAL.”

EDWARD BOCHES, CREATIVE DIRECTOR

1. COURAGE

I STARTED THE CX FAN PAGE ON FACEBOOK… 1

FAN.

IN 5 YEARS WE WERE ABLE TO BUILD A BASE OF OVER 40

MILLION FANS OF FANS

ACROSS 20+ COUNTRIES IN 9 LANGUAGES

TEAM OF 5 PEOPLE

FOCUSED ON:- BRAND- CUSTOMER SERVICE- LISTENING- PROMOTIONS- CELEBRATING HONG KONG- FEEDBACK

2. COLLABORATION

AT CX WE WOULD RESPOND TO EVERY POST OR MESSAGE WHERE POSSIBLE WITH OUR OWN NAMES

EVERY ORGANISATION HAS A RICH VEIN OF CONTENT

BUT YOU NED TO GO OUT AND FIND IT.

3. CREATIVITY

ROUND THE WORLD IN 80 DAYS

… A BOLD STEP FOR CX!

IT WORKED!

WE DOUBLED OUR FAN BASE.

NOT JUST ON THE GLOBAL PAGE, WE DOUBLED OUR FANS IN EVERY COUNTRY WE RAN THIS COMPETITION.

ENGAGEMENT INCREASED BY 300% (EVEN AFTER MIKE WON.)

SOCIAL MEDIA DOESN’T HAVE TO COST THE WORLD

… BUT SOCIAL MEDIA IS NOT FREE

YOU CAN’T BLAME YOUR AGENCY IF YOU DON’T GET

RESULTS.

IF YOU DON’T KNOW WHAT YOU WANT FROM SOCIAL.

SOCIAL MEDIA MEANS ADAPTING…

OLD MEDIA APPROACH

NEW WORLD: SOCIAL

SOCIAL MEDIA IS YOUR BRAND IN THE CONSUMERS HANDS

SOCIAL MEDIA NEEDS A QUICK & ACCURATE

RESPONSE

…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

YOU NEED TO BUILD …TRUST.

Do you read online customer reviews to determine whether a local business is a good business?

EDLEMEN TRUST SURVEY 2012

How do online customer reviews affect your opinion of a business?

EDLEMEN TRUST SURVEY 2012

JUST BECAUSE ITS ON TWITTER DOESN’T MAKE IT TRUE!

SOCIAL MEDIA & SPEED

MEDIA IS NOW ABOUT SPEED

Source: simpliflying.com

30 SECONDS!

Source: simpliflying.com

JOURNALISTS WORKING IN REAL TIME

EMPATHY

ITS ABOUT SYMPATHY, COMMUNITY & ENGAGEMENT

ASIANA PUT A PRESS RELEASE 8 HOURSLATER.

THAT WORKED IN THE “OLD WORLD” OF COMMUNICATIONS.

NOWHERE IN THE PRESS RELEASE DOES THE AIRLINE MENTION THE FAMILIES OR PEOPLE AFFECTED.

SPEED

THIS PHOTO WASN’T TAKEN BY A PHOTO JOURNALIST, IT WAS TAKEN BY A PASSENGER.

HOW SHOULD HAVE ASIANA RESPONDED?

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.

POLICY VS CREATIVITY

… AND SOMETIMES PEOPLE MAKE SILLY MISTAKES.

REMEMBER: WHAT YOU PUT ON SOCIAL MEDIA, STAYS EVERYWHERE.

EVERYONE MAKES MISTAKES. BECAUSE THEY ARE HUMAN…

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

DON’T LET THAT STOP YOU…

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

THIS IS A CRISIS

CALL: “ALI, WE NEED YOU IN THE CRISIS COMMS CENTER… NOW.”

CRISIS MANAGEMENT & SOCIAL MEDIA

- USED SOCIAL MEDIA 24/7

- UPDATES MADE ON SOCIAL MEDIA AT THE SAME TIME AS TRATIONAL MEDIA

- DOUBLE / TRIPLE UPDATES ON SOCIAL MEDIA

- CONSTANT MESSAGING WITH CUSTOMER SERVICE AND LISTENING

FOR PASSENGER OR RELATED ENQUIRIES

MOVING FORWARD

LISTENING ENABLED US TO MAKE INFOMRED DECISIONS

AND COMMUNICATIONS.

SOCIAL IS ABOUT ENGAGEMENT

SOCIAL IS ABOUT BUILDING COMMUNITY

WINNERS EMBRACE COLLABORATION.

“AGENCIES (AND BRANDS) CLINGING TO THE COMMUNICATIONS CATEGORY THEY KNOW

BEST ARE HEADED SOUTH. THE ONES RISING—THOSE BEHIND THE EFFECTIVE MARKETING

THAT IS INVOKING WORLDWIDE CONVERSATION — ARE THOSE CREATIVE AND COURAGEOUS ENOUGH TO COLLABORATE.”

- SOCIAL MEDIA TODAY, 2013

THE TOP VIEWED VIDEO IN 2012 ON YOUTUBE.

120,000 FT JUMP FROM SPACE BACK TO THE EARTH.

THANK YOU FOR YOUR TIME…

YOU CAN FIND A COPY OF THIS PRESENTATION HERE:

WWW.SLIDESHARE.NET/ALIBULLOCK/PRESENTATIONS

LINKEDIN: ALI BULLOCK

ALIBULLOCK@GMAIL.COMWWW.ALIBULLOCK.COM