- 1. Converting Community Influence intoaction:Building
community, influence andGlobal change: Earth Hour 2013Digital
launch at HK Socialali bullockHEAD OF COMMS WWF HONG KONG
2. ABOUT ME- I work for WWF Hong Kong as Head ofCommunications-
Previously worked for Cathay Pacific asglobal digital marketing
manager, andworked on digital strategy for companiessuch as KMPG,
Kelloggs, Samsung andMotorola 3. 1 BEFORE YOU START A COMMUNITY,
YOU NEED ACAUSE 4. STRIKE AN EMOTIONAL CHORDEmotional brands are
the brands that are building real relationshipsin the social
ecosystem. Make me laugh. Make me cry or make memad. Do something
that makes me think different, be different.Inspire me to do more.
The more you can connect with youraudience, the better you will be
at understanding what emotionalchords will work best with them.-
ali bullock, WWF 5. IF YOU DONT KNOW YOUR AUDIENCE, IFYOU DONT
ENGAGE THAT COMMUNITY, YOUARE NEVER GOING TO BE ABLE TO MOVETHEM TO
ACTION. - ali bullock, WWF 6. 2NO MATTER WHETHER THE MESSAGE IS
ABOUTSAVING A WILD DOLPHIN, TO MARKETING A PAIROF SNEAKERS. WE HAVE
THE SAME 140CHARACTER LIMIT.- ali bullock, WWF 7. OVER 500,000
PEOPLE HAVE SIGNED THEPETITIONIT WILL BE PRESENTED TO THE THAI
PRIMEMINISTER THIS WEEK. 8. 3 SINCE WE WERE BORN WE HAVE BEENSOLD
TO 9. TODAY, LIKES ARE WORTHLESS. 10. TODAY, LIKES ARE WORTHLESS.
UNLESS YOUINVEST IN THE COMMUNITY. 11. BUILDING COMMUNITY TAKES
TIME 12. IN TODAYS WORLD, EVERYORGANISATION IS A CONTENTCOMPANY
(SOME JUST DONT KNOW ITYET.) - ali bullock WWF 13. IF BUILDING
COMMUNITY TAKES TIME, THEN ENGAGING THAT COMMUNITY TAKES EVEN
LONGER. 14. CASE STUDY: #ADOPTING MINI 15. OUR FIRST CONCEPT:LIKE
THIS DOG TO HELPFIND IT A HOME! 16. SECOND:HEY I JUST MET YOU,AND
THIS IS CRAZY,BUT HERES MY NUMBER (1331)SO ADOPT ME,
MAYBE?#SPCAHK-MINI 17. BE REAL. TAKE THEM ON A JOURNEY AS YOUGROW
AND LEARNIf you take your audience along for the ride as you grow,
they willcelebrate the wins with you as they were a reason you are
there.They helped build you. They will then be emotionally invested
in yoursuccess without even knowing it.- ali bullock, WWF 18. OUR
THIRD TRY, HONG KONG ORIGINALS. 19. AND SOMETHING GREAT HAPPENED,
THESPCA STARTED TO GET CALLS.MORE CALLS THAN FROM ANY OTHER
CAMPAIGN.AND THE LIKES WENT FROM AN AVR OF 20 30 TO 600 20. SO THEN
WE TOOK THIS CAMAPIGN FROM CELEBRITIES TO REAL PEOPLE. 21. AND THE
LIKES CONTINUE TO GROW WITH EACH POSITIVE STORY THAT IS POSTED. ONE
MORE FINDS A HOME. 22. AS FOR MINI, SHE NEVER MADEIT TO AN ADOPTION
DAY(We adopted her the day after the photo-shoot :) 23. MORE THAN
EVER BEFORE BRANDS MUSTBECOME CONTENT CREATORS TO ENGAGETHEIR
COMMUNITIES WITH STORIES. 24. SPCA HAS GROWN THEIR FACEBOOK
PRESENCEBY OVER 60% DURING THE LAST 12 MONTHS(And thats an NGO with
no agency, no budget) 25. SELLING ISNT ENOUGH ANYMORE 26. KEEPING
YOUR MESSAGE SIMPLE IS KEY. ANDTHATS NOT EASY IN #140
CHARACTERS(OK, so its slightly easier when it comes to puppies.)
27. IMPACT:NIKE, NO EXCUSES 28. A SOCIAL MEDIA CAMPAIGN IN ORDER TO
BE SUCCESSFUL MUST ALWAYS DELIVER ON THE PROMISE.- ali bullock, WWF
29. 1 START WITH OUR OBJECTIVES 30. 2 LOOK AT OUR STRENGTHS &
OURWEAKNESSES & OUR OPPORTUNITIES 31. 3 DIGITAL FIRST STRATEGY
32. 4 FINALLY- DELIVER ON THE PROMISE 33. SOME THANKS:FLUID, Sarah,
Andrew, Elaine, Daniel and teamSMARTDROP, Peter, King, Winnie &
TeamGHC PR, Nicola, James & teamWWF TEAM EveryoneJay OatwayALL
OF YOU LOVELY PEOPLE T #HKSOCIAL 34. EARTH HOUR 2013 SITE 35. HOW
DO WE BRING ACTION TO THE COMMUNITY ? 36. ULTIMATELY CONVERTING
INFLUENCE INTOACTION IS SIMPLE:WE DONT MAKJE THE CHANGE. YOU DO.
37. ITS YOUR CITY. ITS YOUR HOUR. 38. * NOTE: EVERY TITLE WAS LESS
THAN 140 CHARACTERS(MEANING IT WOULD FIT NICELY ONTO TWITTERTHANK
YOU SO MUCH FOR YOUR TIMEYOU CAN FIND A COPY OF THIS PRESENTATION
HERE:www.slideshare.net/alibullock/presentationsali
[email protected] /
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