Presentation to the global Jardines marketing conference at the Mandarin Hotel in Macau.

1. SOCIAL MEDIA, PR &
ENGAGEMENT - ALI BULLOCK

2. I HELP
COMPANIES
FIGURE OUT
SOCIAL

3. ABOUT ME:
ULTIMATELY ITS NOT THAT
COMPLICATED. SOCIAL MEDIA IS
ABOUT PEOPLE.

4. … YOU CAN READ ALL ABOUT MY
SOCIAL EXPERIENCE.

5. … YOU WILL ALSO SEE THAT I HAVE 4
DOGS.

6. (WAIT IT’S 5 AS OF 4 WEEKS AGO…)

7. SOCIAL MEDIA IS ABOUT
PEOPLE. ITS ABOUT
ENGAGEMENT WITH THOSE
PEOPLE.

8. PEOPLE = CUSTOMERS

9. POSITIVE CUSTOMERS = ROI

10. SOCIAL CHANGES THE OLD
VALUES, THE OLD NARATIVES,
THE OLD WAYS.

11. … AND YET SO FEW PEOPLE
UNDERSTAND SOCIAL

12. EVEN FEWER AGENCIES*
(*WHISPER) UNDERSTAND SOCIAL…

13. I DON’T PRETEND TO KNOW SOCIAL.
I’M TRYING TO FIGURE THIS OUT.

14. 1912

15. WHISKEY
WEIGHT LOSS
SUPERFLUOUS
HAIR REMOVAL

16. 2013

17. WHISKEY
WEIGHT LOSS
SUPERFLUOUS
HAIR REMOVAL

18. “THE MOST EFFECTIVE APPROACH TO
MARKETING ISN’T ADVERTISING, OR PR,
OR SEO, CONTENT MARKETING,
INBOUND MARKETING, INFLUENCER
MARKETING, EMAIL MARKETING, SOCIAL
MEDIA MARKETING OR ANY (BLANK)
MARKETING.”
“(….) IT’S SIMPLY MARKETING THAT
EMOTIONALLY CONNECTS YOUR BRAND
TO ENTHUSIASTIC SUPPORTERS OF IT.”
SOCIAL MEDIA TODAY, 2013

19. SOCIAL BRINGS NEW
CHALLANGES

21. SOCIAL MEDIA NEEDS 3 THINGS:
1.
2.
3.
COURAGE
COLLABORATION
CREATIVITY

22. “THE LINES BETWEEN ALL THE
COMMUNICATIONS PROFESSIONS ARE
BLURRING AND WE SHOULD WELCOME,
ENCOURAGE AND HASTEN THE TEARING
DOWN OF ANY REMAINING WALLS. GREAT
IDEAS DON’T KNOW WHETHER THEY’RE PR,
ADVERTISING, OR SOCIAL.”
EDWARD BOCHES, CREATIVE DIRECTOR

23. 1. COURAGE

24. I STARTED THE CX FAN
PAGE ON FACEBOOK… 1
FAN.

25. IN 5 YEARS WE WERE ABLE TO
BUILD A BASE OF OVER 40
MILLION FANS OF FANS
ACROSS 20+ COUNTRIES IN 9
LANGUAGES
TEAM OF 5 PEOPLE

26. FOCUSED ON:
- BRAND
-
CUSTOMER SERVICE
LISTENING
PROMOTIONS
CELEBRATING HONG KONG
FEEDBACK

27. 2. COLLABORATION

28. AT CX WE WOULD RESPOND
TO EVERY POST OR MESSAGE
WHERE POSSIBLE WITH OUR
OWN NAMES

29. EVERY ORGANISATION HAS A
RICH VEIN OF CONTENT
BUT YOU NED TO GO OUT AND FIND IT.

30. 3. CREATIVITY

31. ROUND THE WORLD IN 80 DAYS

32. … A BOLD STEP FOR CX!

33. IT WORKED!
WE DOUBLED OUR FAN
BASE.
NOT JUST ON THE GLOBAL
PAGE, WE DOUBLED OUR
FANS IN EVERY COUNTRY
WE RAN THIS
COMPETITION.
ENGAGEMENT INCREASED
BY 300% (EVEN AFTER
MIKE WON.)

35. SOCIAL MEDIA DOESN’T HAVE TO
COST THE WORLD

37. … BUT SOCIAL MEDIA IS NOT
FREE

38. YOU CAN’T BLAME YOUR
AGENCY IF YOU DON’T GET
RESULTS.

39. IF YOU DON’T KNOW WHAT YOU
WANT FROM SOCIAL.

40. SOCIAL MEDIA MEANS
ADAPTING…

41. OLD MEDIA APPROACH

42. NEW WORLD: SOCIAL

43. SOCIAL MEDIA IS YOUR BRAND
IN THE CONSUMERS HANDS

45. SOCIAL MEDIA NEEDS A
QUICK & ACCURATE
RESPONSE

47. COMMUNITY IS IS IMPORTANT
…BUT THE STORY WASN’T ACCURATE:
FROM PICKING UP THE STORY TO POSTING ON
FACEBOOK OVER 24 HOURS PASSED - THIS WAS
TOO LONG
WE DIDN’T INFORM STAFF AROUND THE
NETWORK, SEVERAL OF WHOM WERE VERBALLY
ASSAULTED AT OUR AIRPORTS BY PEOPLE
ANGRY OVER THE STORY
MORE POSTS WERE NEEDED ON OUR OWN
FACEBOOK PROPERTIES

48. YOU NEED TO BUILD
…TRUST.

49. Do you read online customer reviews to determine whether a local business is a
good business?
EDLEMEN TRUST SURVEY 2012

50. How do online customer reviews affect your opinion of a business?
EDLEMEN TRUST SURVEY 2012

51. JUST BECAUSE ITS ON TWITTER
DOESN’T MAKE IT TRUE!

53. SOCIAL MEDIA & SPEED

54. MEDIA IS NOW ABOUT SPEED
30 SECONDS!
Source: simpliflying.com

55. JOURNALISTS WORKING IN
REAL TIME
Source: simpliflying.com

56. EMPATHY

57. ITS ABOUT SYMPATHY,
COMMUNITY &
ENGAGEMENT
ASIANA PUT A PRESS
RELEASE 8 HOURS
LATER.
THAT WORKED IN THE
“OLD WORLD” OF
COMMUNICATIONS.

58. NOWHERE IN THE PRESS RELEASE
DOES THE AIRLINE MENTION THE
FAMILIES OR PEOPLE AFFECTED.

59. SPEED

60. THIS PHOTO WASN’T TAKEN BY A
PHOTO JOURNALIST, IT WAS TAKEN BY
A PASSENGER.

61. HOW SHOULD HAVE ASIANA
RESPONDED?

63. IT’S NOT THE MISTAKES MADE USING SOCIAL
MEDIA THAT CAUSE BRANDS THE BIGGEST
PROBLEMS, IT’S HOW POORLY OR SLOWLY
THEY DEAL WITH THEM.

64. POLICY VS CREATIVITY

65. … AND SOMETIMES
PEOPLE MAKE SILLY
MISTAKES.
REMEMBER: WHAT YOU
PUT ON SOCIAL MEDIA,
STAYS EVERYWHERE.

66. EVERYONE MAKES MISTAKES.
BECAUSE THEY ARE HUMAN…

67. “GREAT DAY,
SHOOTING ELEPHANTS
FOR 8 HOURS”- ALI
BULLOCK, HEAD OF
COMMS WWF
EVEN ME….
“GREAT DAY,
PHOTOGRAPHING
ELEPHANTS FOR 8
HOURS”- ALI
BULLOCK, HEAD OF
COMMS WWF

68. DON’T LET THAT STOP YOU…

69. ISSUE VS CRISIS?

70. AVERAGE VIEWS FOR A
CX AD ON THE OFFICIAL
YOUTUBE CHANNEL 40,000 VIEWS

71. CENSORED
6 MILLION + VIEWS
8 MILLION + VIEWS
500,000 + VIEWS

72. THIS IS A CRISIS

73. CALL: “ALI, WE NEED YOU IN THE
CRISIS COMMS CENTER… NOW.”

74. CRISIS MANAGEMENT & SOCIAL MEDIA
- USED SOCIAL MEDIA 24/7
- UPDATES MADE ON SOCIAL MEDIA AT
THE SAME TIME AS TRATIONAL MEDIA
- DOUBLE / TRIPLE UPDATES ON SOCIAL
MEDIA
- CONSTANT MESSAGING WITH
CUSTOMER SERVICE AND LISTENING
FOR PASSENGER OR RELATED
ENQUIRIES

75. MOVING FORWARD

76. LISTENING ENABLED US TO
MAKE INFOMRED DECISIONS
AND COMMUNICATIONS.

77. SOCIAL IS ABOUT
ENGAGEMENT

78. SOCIAL IS ABOUT BUILDING
COMMUNITY

79. WINNERS EMBRACE
COLLABORATION.
“AGENCIES (AND BRANDS) CLINGING TO THE
COMMUNICATIONS CATEGORY THEY KNOW
BEST ARE HEADED SOUTH. THE ONES RISING—
THOSE BEHIND THE EFFECTIVE MARKETING
THAT IS INVOKING WORLDWIDE
CONVERSATION — ARE THOSE CREATIVE AND
COURAGEOUS ENOUGH TO COLLABORATE.”
- SOCIAL MEDIA TODAY, 2013

81. THE TOP VIEWED VIDEO IN 2012
ON YOUTUBE.
120,000 FT JUMP FROM SPACE
BACK TO THE EARTH.

82. THANK YOU FOR YOUR
TIME…

83. YOU CAN FIND A COPY OF THIS
PRESENTATION HERE:
WWW.SLIDESHARE.NET/ALIBULLOCK/PRES
ENTATIONS
LINKEDIN: ALI BULLOCK
ALIBULLOCK@GMAIL.COM
WWW.ALIBULLOCK.COM