A STRATEGY FOR BRAND, ENGAGEMENT AND SALES IN THE WORLD OF SOCIAL MEDIA ALI BULLOCKDIGITAL MARKETING MANAGER, CATHAY PACIFIC

INTRODUCTIONS:ALI BULLOCKDIGITAL AND SOCIAL MEDIA MARKETING MANAGER AT CATHAY PACIFICWORKED AT CX FOR 5 YEARS

TWITTER: @ALIBULLOCK

PREVIOUSLY WORKED FOR KPMG CONSULTING, MOTOROLA, SAMSUNG, KELLOGGS

OUTSIDE OF WORK: ASIA’S FOREMOST CHARITY WILDLIFE PHOTOGRAPHERMY DOG (PADSTOW) HAS MORE FRIENDS ON FACEBOOK (903) THAN I DO (640)

WHY DO YOU WANT TO BE IN SOCIAL?

WHAT DO YOU WANT FROM SOCIAL? BRAND, SALES, COMPETITIVE ADVANTAGE, SAVE BUDGET, CUSTOMER SERVICE? (ALL OF THE ABOVE?)

ARE THESE OBJECTIVES ACHIEVEABLE?

HOW ARE YOU GOING TO MEASURE SUCCESS AND WHAT DOES SUCCESS MEAN?

HOW WILL YOU REVIEW YOUR METRICS & GOALS

BEFORE THE STRATEGY – SET YOUR OBJECTIVES

1. BRAND2. ENGAGEMENT3. COMMERCE4. CUSTOMER SERVICE5. CRISIS MANAGEMENT

LETS BREAK DOWN SOME ELEMENTS OF SOCIAL

BRANDTHIS IS THE NEW FRONTIER OF MARKETING.

… 2012LEADING IN THE AIRLINE SPACE- FACEBOOK: 19 PAGES- GLOBALLY: OVER 350,000 FANS OF CX- FAN OF FAN REACH +36 MILLION PEOPLE- POSTING: AT LEAST ONCE A DAY- MAJORITY OF POSTS HAVE +400 LIKES (INTL PAGE)

- TWITTER:- ROLLED OUT OUR TWITTER PAGES AROUND THE WORLD- POSTING AVR TWICE A DAY- USED THIS CHANNEL FOR DISUPTION AND COMMS

- EXPANDING INTO OTHER CHANNELS:- LINKEDIN- GOOGLE +- REN REN / SINA-WEIBO

“ DIG A WELL BEFORE YOU BECOME THIRSY. ”

CHINESE PROVERB.

ENGAGEMENTYOUR CUSTOMERS WANT TO ENGAGE WITH YOU. SO ENGAGE.

… ROUND THE WORLD IN 80 DAYS

OUR BOLDEST STEP SO FAR.

BUT IT WORKED.WE DOUBLED OUR FAN BASE.

FAN INTERACTIONS CONTIUED AS MIKE FLEW ROUND THE WORLD

FACEBOOK EVEN ASKED TO FILM A MARKETING CASE STUDY : HTTP://ALIB.CO/CXVIDEO

“ STRATEGISE WHAT YOU WILL DO WITH PEOPLE ONCE THE COMPETITON IS OVER”

JAY OATWAY, MASTERING STORY, COMMUNITY AND INFLUENCE

HOW TO USE SOCIAL MEDIA

THE NEW FB TIMELINE: 2 IMAGES – YOU CHOOSE >

OVER 1,000 LIKES AND 150 COMMENTS

COMMERCESALES, SALES & SALES.

ITS ABOUT MEETING YOUR OBJECTIVESSOCIAL HAS TO PAY ITS WAYWHETHER ITS RETURN ON INVESTMENT, RETURN ON BRAND OR RETURN ON ENGAGEMENT, SOCIAL HAS TO MEET THE OBJECTIVES OF THE BUSINESS TO SUCCEED.

NEVER FORGET. YOU HAVE ONE CHANCE TO MAKE THAT SALE. YOUR COMPETITOR IS BUT A CLICK AWAY.

CUSTOMER SERVICEEVERY CUSOMER HAS THE POWER TO COMMENT ON YOUR BRAND

MONITOR, MONITOR, MONITOR

ASK YOURSELF, “WHEN WAS THE LAST TIME YOU WROTE A LETTER OF COMPAINT TO A COMPANY?

VS.

WRITING ON TWITTER, FACEBOOK, WEIBO, TRIPADVISOR, AMAZON, YELP, OPEN RICE

“ITS NOT THE ACTUAL COMPAINTS OR BLOG POSTS THAT HURT THE MOST.

IT’S THE LINGERING GOOGLE SEARCH RESULTS, THAT REPRESENT REAL DEATH BY A THOUSAND CUTS…”

ECONOMIST FEB 07 2008

CRISIS MANAGEMENTSPEED & ACCURACY MATTERS

DON’T WAIT AROUND FOR NEGATIVE BRAND ADVOCACY TO STRIKE.PLAN. LISTEN. THEN RESPOND. BUT ALWAYS BE ACCURATE AND HONEST.

CONCLUSIONS

1. BRAND2. ENGAGEMENT3. COMMERCE4. CUSTOMER SERVICE5. CRISIS MANAGEMENT

YOUR SOCIAL STRATEGY NEEDS TO BRING THESE TOGETHER

BE RELEVANT ON SOCIAL

IT’S A CONSTANT THOUGHT IN THE BACK OF MY MIND, WHAT’S RELEVANT FOR OUR CUSTOMERS, WHAT ARE THEY INTERESTED IN?

THANK YOU FOR YOUR TIME

ALASTAIR_BULLOCK@CATHAYPACIFIC.COMTWITTER / ALIBULLOCKLINKEDIN / ALI BULLOCKALIBULLOCK.COM

CATHAYPACIFIC.COM/PEOPLE