Scaling social media

ali bullock, HEAD OF COMMUNICATIONS WWF HKSCALING SOCIAL MEDIA

WWF HK | @alibullock

HEAD OF COMMUNICATIONS AT WWF HONG KONG

PREVIOUSLY DIGITAL AND SOCIAL MEDIA MARKETING MANAGER AT CATHAY PACIFIC

PREVIOUSLY WORKED FOR KPMG CONSULTING, MOTOROLA, SAMSUNG, KELLOGGS

OUTSIDE OF WORK: ASIA’S FOREMOST CHARITY WILDLIFE PHOTOGRAPHER

INTROS


MY DOG (PADSTOW) HAS MORE FRIENDS ON FACEBOOK (903) THAN I DO (640)

SOCIAL EXPERT.


SOCIAL MEDIA IS ABOUT PEOPLE

SOCIAL MEDIA IS ABOUT STORY TELLING, INFLUENCE AND MOST OF ALL HONESTLY TO YOUR BRAND AND YOUR BRAND VALUES

SOCIAL. PRIORITIES


YOU CAN’T BE IN SOCIAL IF YOU DON’T HAVE YOUR OBJECTIVES IN PLACE. AND THOSE OBJECTIVES WILL CHANGE AS TIME PASSES.

1. OBJECTIVES


THERE IS NO POINT IN HAVING AN AGENCY IF YOU HAVE NOT WORKED OUT WHAT YOUR OBJECTIVES ARE

2. AGENCIES.


WE ALL HAVE 140 CHARACTERS TO GET OUR MESSAGE ACROSS, FROM BRANDS TO NGOS IN THE MINDS OF CONSUMERS THE LINES ARE STARTING TO BLEND

2. NGOS VS BRANDS.


3. SOCIAL MEDIA IS A CHALLENGE


EASY TO UNDERSTAND

HARD TO UNDERSTAND

EASY TO UNDERSTAND

HARD TO UNDERSTAND


CATHAY PACIFIC: 2008 - 2012


2008 - KEY QUESTION, “WHAT IS EVERYONE ELSE DOING IN SOCIAL?”

“HELLO, IS ANYONE THERE?”

ME


2008 - FIRST THING, “WHAT DO WE WANT FROM SOCIAL?”


BY 2010 WE HAD PASSED 100,00 FANS ON FACEBOOK

9 PAGES AROUND THE WORLD, IN 4 LANGUAGES, COVERING BOTH CX AND KA

WITH A SOCIAL PRESENCE ON SINA-WEIBBO, LINKEDIN, GOOGLE+ AND YOUTUBE

2010: SOCIAL PLATFORMS


MANAGE SOCIAL MEDIA THE SAME WAY YOU DO YOUR WEB SITE AND OTHER COMMS CHANNELS.

PROFESSIONALLY.

“WAIT, TWEETDECK ISN’T ENOUGH ANYMORE?”


HOW DID WE GET THERE?ENGAGEMENT VS. MEASUREMENT

THIS POST ALONE HAD OVER 1,00 LIKES AND 150

COMMENTS


HOW DID WE GET THERE?AROUND THE WORLD IN 80 DAYS

DOUBLED OUR SOCIAL MEDIA PRESENCE

ADDED ANOTHER 25% OF FANS AS MIKE TRAVELLED ROUND THE WORLD.


HOW DID WE GET THERE?SALES VS MARKETING


HOW DID WE GET THERE?


CRISIS MANAGEMENT

CENSORED

HOW DID WE GET THERE?


CRISIS MANAGEMENTAverage views for a CX ad on the official Youtube channel - 40,000 views

BY 2010 WE HAD PASSED 100,00 FANS ON FACEBOOK

BY 2012 WE GLOBALLY, HAD OVER 350,000 FANS ON FACEBOOK AND A FAN OF FAN REACH OF 36 MILLION PEOPLE

20 PAGES AROUND THE WORLD, IN 8 LANGUAGES, COVERING BOTH CX AND DRAGON AIR

POSTING AN AVERAGE OF ONCE A DAY

WITH A SOCIAL PRESENCE ON SINA-WEIBBO, LINKEDIN, GOOGLE+ AND YOUTUBE

2012: YEAR OF SOCIAL


OUR STRATEGY FROM:

METRICS MONIORINGPOSTS COMMUNITY MGT CUST SERVICE

ROI BRAND ENGAGEMENT


ROI

METRICS MONIORINGPOSTS COMMUNITY MGT

GOOGLE + FACEBOOK TWITTER SINA-WEIBO

CUSTOMERS ADVOCATES NGOs INFLUENCERS GENERAL PUBLIC

CUST SERVICE

BRAND ENGAGEMENT

GENERAL PUBLIC

BECAME...WWF HK | @alibullock

FINALLY:


REMEMBER THE FIRST COMPANY WEB SITE YOU FIRST BUILT?

TAKE THAT AND LOOK AT IT NOW.

THIS IS THE TIME TO LOOK AT A SOCIAL MEDIA CMS AND HOW YOU WILL USE THAT SOCIAL CMS TO POWER YOUR PLATFORMS.

DIGITAL MOVES AT SPEED.


LESS THAN 20% OF ORGANISATIONS HAVE A CRISIS PLAN FOR SOCIAL MEDIA

WHAT WILL YOU DO?

NOT JUST A GLOBAL TEAM PROBLEM - ITS A LOCAL TEAM PROBLEM

COMMUNICATIONS IS KEY

PLAN FOR A CRISIS


SOCIAL CMSMETRICS MONIORINGPOSTS COMMUNITY MGT CUST SERVICE

BRAND

ROI


YOU NEED TO HAVE YOUR STRATEGY IN PLACE

IF YOU DON’T HAVE YOUR OBJECTIVES IN PLACE, YOU CAN’T CREATE YOUR SOCIAL STRATEGY

YOU CAN’T CREATE A SOCIAL MEDIA TEAM AND EMPOWER YOUR PEOPLE UNLESS YOU KNOW WHY AND WHAT YOU WANT THEM TO DO

NO OBJECTIVES. NO SOCIAL.


(E) [email protected]

(W) WWF.ORG.HK / ANIMALINPHOTOS.COM

(L) LINKEDIN.COM/ALIBULLOCK

(T) TWITTER.COM/ALIBULLOCK

THANK YOU FOR YOUR TIME.

#digmtkforum @alibullock

mailto:[email protected]

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Scaling social media