Presentation on March 1 launching Earth Hour 2013

1. Converting Community Influence into
action:
Building community, influence and
Global change: Earth Hour 2013
Digital launch at HK Social
ali bullock
HEAD OF COMMS – WWF HONG KONG

2. … ABOUT ME
- I work for WWF Hong Kong as Head of
Communications
- Previously worked for Cathay Pacific as
global digital marketing manager, and
worked on digital strategy for companies
such as KMPG, Kellogg’s, Samsung and
Motorola

3. 1 BEFORE YOU START A COMMUNITY, YOU NEED A
CAUSE

4. STRIKE AN EMOTIONAL CHORD
“Emotional brands are the brands that are building real relationships
in the social ecosystem. Make me laugh. Make me cry or make me
mad. Do something that makes me think different, be different.
Inspire me to do more. The more you can connect with your
audience, the better you will be at understanding what emotional
chords will work best with them.”
- ali bullock, WWF

5. “IF YOU DON’T KNOW YOUR AUDIENCE, IF
YOU DON’T ENGAGE THAT COMMUNITY, YOU
ARE NEVER GOING TO BE ABLE TO MOVE
THEM TO ACTION.”
- ali bullock, WWF

7. 2
“NO MATTER WHETHER THE MESSAGE IS ABOUT
SAVING A WILD DOLPHIN, TO MARKETING A PAIR
OF SNEAKERS. WE HAVE THE SAME 140
CHARACTER LIMIT.”
- ali bullock, WWF

9. OVER 500,000 PEOPLE HAVE SIGNED THE
PETITION
IT WILL BE PRESENTED TO THE THAI PRIME
MINISTER THIS WEEK.

10. 3 SINCE WE WERE BORN WE HAVE BEEN
SOLD TO

11. TODAY, LIKES ARE WORTHLESS.

13. TODAY, LIKES ARE WORTHLESS. UNLESS YOU
INVEST IN THE COMMUNITY.

15. BUILDING COMMUNITY TAKES TIME…

16. “IN TODAYS WORLD, EVERY
ORGANISATION IS A CONTENT
COMPANY (SOME JUST DON’T KNOW IT
YET.)”
- ali bullock WWF

18. IF BUILDING COMMUNITY TAKES TIME, THEN
ENGAGING THAT COMMUNITY TAKES EVEN
LONGER.

19. CASE STUDY: #ADOPTING MINI

20. OUR FIRST CONCEPT:
LIKE THIS DOG TO HELP
FIND IT A HOME!

21. SECOND:
“HEY I JUST MET YOU,
AND THIS IS CRAZY,
BUT HERE’S MY NUMBER (1331)
SO ADOPT ME, MAYBE?”
#SPCAHK-MINI

22. BE REAL. TAKE THEM ON A JOURNEY AS YOU
GROW AND LEARN
“If you take your audience along for the ride as you grow, they will
celebrate the wins with you as they were a reason you are there.
They helped build you. They will then be emotionally invested in your
success without even knowing it.”
- ali bullock, WWF

23. OUR THIRD TRY, “HONG KONG ORIGINALS.”

26. AND SOMETHING GREAT HAPPENED, THE
SPCA STARTED TO GET CALLS.
MORE CALLS THAN FROM ANY OTHER
CAMPAIGN.
AND THE LIKES WENT FROM AN AVR OF 20 –
30 TO 600

27. SO THEN WE TOOK THIS CAMAPIGN FROM
CELEBRITIES TO REAL PEOPLE.

29. AND THE LIKES CONTINUE TO GROW WITH
EACH POSITIVE STORY THAT IS POSTED.
“ONE MORE FINDS A HOME.”

30. AS FOR MINI, SHE NEVER MADE
IT TO AN ADOPTION DAY…
(We adopted her the day after the photo-
shoot :)

31. MORE THAN EVER BEFORE BRANDS MUST
BECOME CONTENT CREATORS TO ENGAGE
THEIR COMMUNITIES WITH STORIES.

32. SPCA HAS GROWN THEIR FACEBOOK PRESENCE
BY OVER 60% DURING THE LAST 12 MONTHS…
(And that’s an NGO with no agency, no budget…)

33. SELLING ISN’T ENOUGH ANYMORE

34. KEEPING YOUR MESSAGE SIMPLE IS KEY. AND
THAT’S NOT EASY IN #140 CHARACTERS…
(OK, so it’s slightly easier when it comes to puppies.)

35. IMPACT:
NIKE, NO EXCUSES…

36. “A SOCIAL MEDIA CAMPAIGN IN ORDER TO BE
SUCCESSFUL MUST ALWAYS DELIVER ON THE
PROMISE.”
- ali bullock, WWF

38. 1 START WITH OUR OBJECTIVES

40. 2 LOOK AT OUR STRENGTHS & OUR
WEAKNESSES & OUR OPPORTUNITIES

41. 3 DIGITAL FIRST STRATEGY

42. 4 FINALLY
- DELIVER ON THE PROMISE

43. SOME THANKS:
FLUID, Sarah, Andrew, Elaine, Daniel and team
SMARTDROP, Peter, King, Winnie & Team
GHC PR, Nicola, James & team
WWF TEAM – Everyone
Jay Oatway
ALL OF YOU LOVELY PEOPLE T #HKSOCIAL

44. EARTH HOUR 2013 SITE

45. HOW DO WE BRING ACTION TO THE COMMUNITY ?

46. ULTIMATELY CONVERTING INFLUENCE INTO
ACTION IS SIMPLE:
WE DON’T MAKJE THE CHANGE. YOU DO.

47. ITS YOUR CITY. IT’S YOUR HOUR.

50. * NOTE: EVERY TITLE WAS LESS THAN 140 CHARACTERS
(MEANING IT WOULD FIT NICELY ONTO TWITTER
THANK YOU SO MUCH FOR YOUR TIME
YOU CAN FIND A COPY OF THIS PRESENTATION HERE:
www.slideshare.net/alibullock/presentations
ali bullock
abullock@wwf.org.hk / alibullock@gmail.com
www.alibullock.com