Presentation outlining how to build a credible brand on social media through stroytelling

1. BUILDING A
CREDIBLE
BRAND ON
SOCIAL
MEDIA
THROUGH
STORY
TELLING
PRESENTATION BY ALI BULLOCK
SOCIAL MEDIA CONSULTANT TO
HANDSON HONG KONG
SOCIAL MEDIA BLOGGER
ALIBULLOCK.COM

2. MY ROLE IS
SIMPLE.
HELP
BRANDS
(AND
CHARITIES)
FIGURE OUT
THE WORLD
OF SOCIAL
MEDIA

3. TODAY’S CONSUMER
IS CONSUMING
MEDIA, BRANDS
AND OPINIONS IN A
FUNDAMENTALLY
DIFFERENT TO WHAT
THEY WERE DOING
10 YEARS AGO…

4. #CHANGE = #CHALLANGES

5. FOR MARKETING
THE MOST
INTOXICATING
MEASUREMENTS IN
ALL OF MARKETING
IS WEB TRAFFIC
IT’S MEASURABLE.
IT’S BINARY. WE
CAN ACTUALLY DO
SOMETHING TO
AFFECT THE
RESULTS.

6. (2015) THE
AVERAGE PERSON
SEES BETWEEN
3,000-
20,000VISUAL
MESSAGES A DAY

7. FOR THE CORPORATE
COMMS TEAM THE
PRESS IS SOMETHING
WE KNOW. THERE ARE
RULES. A PRESS RELEASE
WORKS.
WE CAN CRAFT A
MESSAGE THAT CAN BE
CONTAINED TO WHAT
MATTERS, THE STORY. A
STORY THE
CORPORATION TELLS.

8. 64%
OF MILENNIALS USE
SOCIAL MEDIA TO
ADDRESS OR ENGAGE
WITH COMPANIES
ABOUT SOCIAL AND
ENVIORNMENTAL
ISSUES.

9. WHAT CHANGED?
WE DID*
* With some help from Apple

10. 36%OF CONSUMERS SAY THEY
MAINLY SHARE CONTENT TO
PROMOTE CAUSES OR
ISSUES THEY FEEL STRONGLY
ABOUT

11. 2015: FACEBOOK:
ORGANIC REACH IS CLOSE
TO 0% FOR
BRANDS
* Please note no Boston terrier was harmed in
the making of this presentation.

12. FAN #1. ME…
NO-ONE THOUGHT THAT CATHAY
PACIFIC NEEDED A FACEBOOK PAGE
NO ROI OR SALES WOULD COME
FROM FACEBOOK
CX AUDIENCE WOULD NOT BE ON
SOCIAL MEDIA
COMMUNICATIONS TEAM DIDN’T SEE
THE NEED FOR SOCIAL MEDIA. “WE
HAVE PHONES AND CONTACTS IN THE
MEDIA.”

13. CATHAY PACIFIC IN
2015 PASSED
1,000,000
FACEBOOK FANS
GLOBALLY.

14. #WHERE TO BE
MY BELIEF FOR THE BRAND ON SOCIAL
MEDIA WAS BRAND AND NOT SALES.
I KEPT OUR SOCIAL MEDIA
PROPERTIES AS FAR AS POSSIBLE
AWAY FROM SALES OR ROI

15. #STAND OUT
83% OF CMO'S CLAIM THAT
SOCIAL SHARING IS THE PRIMARY
BENEFIT OF SOCIAL MEDIA
MARKETING.
(YOU MEAN IT’S NOT CLICKS, LIKES OR
NEW FOLLOWERS? IT’S NOT EVEN
TRAFFIC???!)

16. #AUTHENTIC
70% OF CUSTOMERS ARE MORE
LIKELY TO BUY SOMETHING WHEN
THEY SEE CONTENT ABOUT A
PRODUCT OR SERVICE SHARED BY A
FRIEND
A PHOTO FROM THE MAERSK
INSTAGRAM ACCOUNT (OVER 40,00
FOLLOWERS)

17. #CREATIVE
NEW MODEL OF SOCIAL MEDIA STORY
TELLING
NOT EASY – COMBINES STANDING
OUT AND AUTHENTICITY
BUDGET IS NOT KEY
CHANGES THE OLD MODELS OF HOW
WE COMMUNICATE AND MARKET ON
SOCIAL MEDIA

18. NIKE
#MAKEITCOUNT
COST: - $100,00
VIEWS: 14 MILLION+
EMIRATES
#HELLOJETMAN
COST: +$1,000,000
VIEWS: 16.3M+ (IN LESS
THAN 4 DAYS)
#CREATIVITY MATTERS

19. JONNIE WALKER BLUE
LABEL: “THE
GENTLEMENS WAGER 2”
COST: +1M USD
VIEWS: 283,000
LENGTH: +11 MINUTES
#CREATIVITY MATTERS

20. LETS WATCH THE NIKE VIDEO

21. SOCIAL MEDIA CHANGES WHAT
WE ALL DO AS BRANDS. IT TAKES
COURAGE, IT TAKES
AUTHENTICITY AND IT TAKES
TIME…

22. THE TIMES ARE CHANGING…
#OCCUPYHONGKONG

23. THANK YOU
FIND ME ON THE INTERNET
@ALIBULLOCK