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China: Dow Jones / WSJ presentation on social media
1. 10 KEY LESSONS IN BUILDING A LEADING PRESENCE ON
SOCIAL MEDIA: MANAGING YOUR BRAND, MONITORING
YOUR CUSTOMERS, RESPONDING TO THEIR FEEDBACK
AND CRISIS MANAGEMENT
Ali Bullock
Head of Communications –
WWF Hong Kong
www.alibullock.com
2.
3. WHO I HAVE WORKED FOR:
- PREVIOUSLY WORKED FOR CATHAY PACIFIC AS GLOBAL
DIGITAL MARKETING MANAGER, AND WORKED ON
DIGITAL STRATEGY FOR KMPG, KELLOGG’S, SAMSUNG
AND MOTOROLA
- I TOOK AN 8 MONTH SABBATICAL OUT OF THE
CORPORATE WORLD IN SEPTEMBER 2012 TO WORK FOR
WWF HONG KONG AS HEAD OF COMMUNICATIONS
4. MANAGING YOUR BRAND:
ESSENCIAL TO WHY YOU ARE HERE
MONITORING YOUR CUSTOMERS:
HOW AND WHY YOU SHOULD MONITOR SOCIAL MEDIA
RESPONDING TO THEIR FEEDBACK:
LISTEN, RESPOND AND BUILD A COMMUNITY
CRISIS MANAGEMENT:
LESSONS LEARNT FROM THE FRONT LINE OF COMMUNICATIONS AND BRANDING
FROM MY TIME AT CATHAY PACIFIC
9. 66 PERCENT OF CHINESE CONSUMERS RELIED ON
RECOMMENDATIONS FROM FRIENDS AND
FAMILY, COMPARED WITH 38 PERCENT OF THEIR US
COUNTERPARTS.
- MCKINSEY QUARTERLY 2012
10.
11.
12. BUT THERE ARE MANY SIMILARITIES BETWEEN
CHINESE AND WESTERN SOCIAL MEDIA
17. MANAGING YOUR BRAND
WHAT I HEAVE LEARNT OVER THE LAST 18 YEARS IN DIGITAL
AND NOW SOCIAL MARKETING:
(Other than I feel really, really old…)
18.
19. FOCUS YOUR STRENGTHS: EVERY EMPLOYEE FROM
THE CEO TO THE RECEPTIONIST IS YOUR BRAND
AMBASSADOR.
SO USE THEM.
20. START – JUST STARTING IS VITAL. DON’T WAIT FOR
SOMEONE TO PUSH YOU.
I STARTED OF THE CX FAN PAGE WITH ONE FAN.
21. PASSION AND PURPOSE – START WITH YOUR
PASSION AND PURPOSE AS THE FUEL. THIS WILL GET
YOU UP EARLY AND KEEP YOU UP LATE AS YOU
CREATE CONTENT.
HIRE PEOPLE PASSIONATE ABOUT THE BRAND.
22. AUDIENCE - KNOW WHO YOUR AUDIENCE IS AND
GIVE THEM THE CONTENT THEY CRAVE. SOLVE
THEIR PROBLEMS AND KEEP FOCUSED.
YOUR CUSTOMERS WANT TO TALK YOU!
23. ADD VALUE – PROVIDE AS MUCH VALUE AS YOU
CAN POSSIBLY GIVE.
THERE IS NO BETTER ADVERTISING THAN PEOPLE
WHO LOVE YOUR BRAND. NONE.
24. PERSIST – BUILDING A LOYAL FOLLOWING THAT
LOVES YOUR CONTENT WILL TAKE TIME SO
PERSISTENCE IS CORE AND NECESSARY.
IT ISN’T EASY TO BUILD A SOCIAL MEDIA PRESENCE
AND IT WILL TAKE TIME.
26. PEOPLE ASK, “HOW CAN YOU AVERT A SOCIAL
MEDIA CRISIS?”
SIMPLE ANSWER, “YOU CAN’T.”
MONITORING SOCIAL MEDIA ENABLES YOU TO
HANDLE A CRISIS. NOT CONTROL. THINK OF YOUR
BRAND AS A SHIP IN A CONSTANT STORM, ROCKS
ARE SOCIAL MEDIA COMMENTS AND MONITORING
IS A LIGHTHOUSE.
27. FOR ANY BRAND IN TODAY’S WORLD MONITORING
IS ABSOLUTELY ESSENTIAL.
28. SOFTWARE ALLOWS US NOT ONLY TO MONITOR IN
REAL TIME BUT TO RECEIVE ALERTS AS WELL
31. YOU CAN’T BUILD A COMMUNITY WITHOUT
ENAGAGING WITH PEOPLE.
IN TODAY’S WORLD PEOPLE WON’T ENGAGE WITH A
BRAND THAT DOESN’T LISTEN.
RESPONDING TO A CUSTOMER ENQUIRY, GOOD OR
BAD CREATES A LITTLE MOMENT OF DELIGHT…
32.
33.
34. TAKE THAT LITTLE MOMENT OF DELIGHT AND TAKE
IT ACROSS A FAN OF FAN REACH OF OVER 40
MILLION PEOPLE.
ACROSS 20 COUNTRIES.
NOW YOU HAVE A COMMUNITY.
44. NO MATTER YOUR ORGANISATION’S SIZE WE NOW
WORK AND LIVE IN A MULTI-CONNECTED 24 / 7
WORLD.
TODAY IMAGES CAPTURED ON AN IPHONE ARE
SHARED TO THE WORLD’S MEDIA IN SECONDS.
45. 8.30PM: THE SOCIAL MEDIA TEAM WAS STILL WORKING
ROUND THE CLOCK.
WE CONTINUED TO MONITOR AND RESPOND IN THIS
WAY THE NEXT 24 HOURS.
46. A WORLD WHERE THE FACTS DON’T AWAYS MAKE IT
THROUGH THE NOISE. EVEN TO THE MEDIA…
#BOSTON #CNN
47. 8 million + views 500,000 + views6 million + views
CENSORED
48. AVERAGE VIEWS FOR A CX AD
ON THE OFFICIAL YOUTUBE
CHANNEL - 40,000 VIEWS
49. 10 million + views 500,000 + views6 million + views
CENSORED
50. 1. MONITOR
2. IDENTIFY AN ISSUE
VS CRISIS
3.
MONITOR, RESPON
D QUICKLY &
ACCURATELY
4. CONTINUE TO
MONITOR AND ADAPT
51. 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.
54. ONE PERSON STARTED A
FACEBOOK PAGE AND
EVENTUALLY NESTLE (A
BILLION DOLLAR
ORGANISATION)
CHANGED THEIR ENTIRE
PALM BUYING PROCESS
(BUT NOT BEFORE
MILLIONS OF DOLLARS
WERE LOST IN NEGATIVE
PR)
TO CITIZEN EFFORTS:
56. 10 KEY LESSONS:
10. START: EVERY PAGE STARTS WITH ONE LIKE
9. DON’T HIRE AN AGENCY UNTIL YOU KNOW
WHAT YOU WANT
8. FOCUS ON THE PLATFORMS THAT MATTER
7. BE OPEN & TRANSPARENT
6. YOUR BRAND IS IN THE HAND OF OTHERS
57. 10 KEY LESSONS:
5. EVERY EMPLOYEE FROM THE CEO TO
A RECEPTIONIST IS A BRAND AMBASSADOR
4. NEVER GIVE THINGS AWAY FOR FREE
3. CRISIS MANAGEMENT: HOURS NOT DAYS
2. SIZE IS NO BARRIER TO SOCIAL MEDIA
1. HIRE GREAT PEOPLE
58. THANK YOU SO MUCH FOR YOUR TIME
YOU CAN FIND A COPY OF THIS PRESENTATION HERE:
www.slideshare.net/alibullock/presentations
THE TEAM AT DOW JONES WILL BE MORE THAN HAPPY TO
TALK TO YOU ABOUT MONITORING AND FACTIVA
LINKEDIN:
ALI BULLOCK
alibullock@gmail.com
www.alibullock.com
Notas del editor
97% OF PURCHASING DECISIONS BEGIN ON THE INTERNET
AN INTRODUCTION TO MY EXPERIENCE:I HAVE WORKED FOR CATHAY PACIFIC AIRWATS AS GLOBAL DIGITAL MARETING MANAGER, AND BRANDS INCLUDING KPMG CONSUMTING, SAMSUNG AND MOTOROLAIN 2012 I TOOK A SABBATICAL TO WORK FOR WWF
WE WILL BE LOOKING AT 4 CORE AREAS TODAY AND I’LL FINISH OFF WITH 10 LESSONS LEARNT IN SOCIAL MEDIAMANAGING YOUR BRANDMONITORING YOUR CUSTOMERSRESPONDING TO THEIR FEEDBACKCRISIS MANAGEMENT
MANAGING YOUR BRANDI’M GOING TO TAKE YOU THROUGH THE LESSONS AND THOUGHTS I HAVE HAD OVER THE LAST 18 YEARS WORKING IN THIS SPACE.
“GETTING INORMATION OFF THE INTERNET IS LIKE TAKING A DRINK FROM A FIRE HYDRANT.” MICHELL KAPORTHIS QUOTE IS ADDRESSING HOW MUCH INFORMATION IS NOW AVALIBLE TO US AS CONSUMERS, PUT OUT THERE BY COMMS AND MARKETING TEAMS. THAT VOLUME OF INFORMATION AND OUR ABILITY AS HUMANS TO PROCESS THIS RAISES QUESTIONS AND CHALLANGES
IN THIS MASS MIX OF INFORMATION, IMAGES, MOVIES AND SOLGANS – ITS SO IMPORTANT TO REMEMBER YOUR BGGEST ASSET IS YOUR PEOPLEAT CATHAY PACIFIC (CX) WE PERSONALISED POSTS AND COMMETNS. IT STILL AMAZES HOW MANY ORGANISATIONS DON’T DO THIS
I STARTED THE CATHAY PACIFIC FAN PAGE WITH ONE FAN. NO MILLIONS OF MARKETING DOLLARS, JUST ME. CX NOW HASOVER 500,000 PEOPLE WORLD WIDE AND A FAN OF FAN REACH IN EXCESS OF 40 MILLION PEOPLE.THAT SOCIAL REACH HAS MORE POTENTIAL AUDIENCE THAN A TV CAMPAIGN EVER DID, AT A FRACTION OF THE COST
BUT SOCIAL MAY BE CHEAPER THAN TV, THAT IS TRUE. BUT THE FACT IS THAT IT IS NOT EFFORT FREE.YOU NEED PEOPLE PASSIONATE ABOUT THE BRAND
KNOWING YOUR AUDIENCE HAS ALWAYS BEEN KEY TO A SUCCESSUL CAMPAIGN, IN SOCIAL MEDIA ITS MORE IMPORTANT THAN EVERTALKING TO CUSTOMERS BUILDS A RELATIONSHIP, PEOPLE WANT TO BUY FROM SOMETHING OR SOMEONE THEY HAVE A RELATIONSHIP WITH. THEY WILL THEN GO ON TO TELL THEIR NETWORK OF FRIENDS AND INFLUENCERS ABOUT THAT EXPERIENCE.THAT IS SOMETHING THAT IS ESSENCIAL TO TAP INTO.
PEOPLE WHO LOVE YOUR BRAND, WHO TALK POSITIVLY ABOUT YOUR BRAND ARE WORTH MORE THAN ANY MARKETING CAMAPIGN. THEY ARE HARD TO FIND, BUT THEY ARE WORTH THE TIME TO INVEST IN. EVERYONE WANTS TO BE LIKE APPLE BUT FEW ORGANISATIONS TAKE THE REAL TIME TO BE LIKE APPLE.
PERSIST. I USE THE APPLE ANALOGY AGAIN, ITS EASY FOR MANAGERS TO SAY “WE WANT TO BE THE APPLE OF ….” ITS NOT SO EASY TO PUT THOSE RESOURCES IN PLACE TO MAKE THAT HAPPEN. IT TAKES RESOURCE AND TIME. SOCIAL MEDIA IS NOT FREE.
MONITIORING YOUR CUSTOMERS
PEOPLE ASK, “HOW CAN YOU AVERT A SOCIAL MEDIA CRISIS?” I GET ASKED THIS A LOT.I SAY, “YOU CAN’T”BUT IT IS ESSENCIAL IN TODAYS ENVIORNMENT TO MONITOR.
MONTORING IS SO IMPORTANT I’LL REPEAT…. IN TODAYS ENVIORNMENT MONITORING YOUR BRAND, KEYWORDS AND PEOPLE IS ESSENCIAL – IT AMAZES ME HOW MANY CORPORATE COMMS TEAMS AND MARKETING TEAMS ARE NOT MONITORING
MONTORING IS SO IMPORTANT I’LL REPEAT…. IN TODAYS ENVIORNMENT MONITORING YOUR BRAND, KEYWORDS AND PEOPLE IS ESSENCIAL – IT AMAZES ME HOW MANY CORPORATE COMMS TEAMS AND MARKETING TEAMS ARE NOT MONITORING
LETS LOOK AT AN EXAMPLE:SEA SHEPARD AN NGO MANY OF YOU KNOW ACCUSED (FASELY) CATHAY PACIFIC OF SHIPPING LIVE DOLPHINS FROM JAPAN TO CHINA.WHILE THE STORY WAS UNTRUE CX DID NOT RESPOND QUICKLY, IN FACT THEY TOOK OVER 24 HOURS TO RESPOND. IN THAT TIME THE STORY MADE INTERNATIONAL NEWS, FRONT PAGE OF THE SCMP IN HONG KONG, STAFF WERE VERBALLY ABSUED AT AIRPORT COUNTERS ETC ETC.
RESPOND TO THE FEEDBACK:IF WE LOOK AT THE PREVIOUS EXAMPLE – WE KNEW, OUR OWN CUSTOMERS WERE ON SOCIAL MEDIA ASKING US, “WHAT THE HELL IS THIS??!” AND WE DIDN’T RESPOND.SOCIAL MEDIA IS A TWO WAY STREET OF CONVERSATION, THAT’S A VERY BIG DIFFERENCE BETWEEN NEW AND OLD MARKETING
IN ORDER TO BUILD A COMMUNITY YOU NEED TO ENAGE WITH PEOPLE. ITS THAT SIMPLE.
38% OF PEOPLE SHARE GOOD CUSTOMER SERVICE ON SOCIAL MEDIA, AND 45% SHARE BAD CUSTOMER SERVICE. AS YOU CAN SEE THE NET RESULT IS THAT 88% OF RESPONDENTS HAVE BEEN INFLUENCED BY CUSTOMER REVIEWS.ARE YOU MONTORING WHAT YOUR CUSTOMERS ARE SAYING? DO YOU EVEN KNOW?
PEOPLE OFTEN SAY, “SOCIAL MEDIA HAS NO ROI.” THEY KEY IS TO FIGURE OUT WHAT ROI MATTERS.AND THE NUMBERS SHOW 52% OF PEOPLE BUY AGAIN WHEN THEY FEEL THEY HAVE
I BUILT THE CX FAN PAGE FROM 1 FAN TO A PRESENCE ACROSS 2O COUNTRIES. GLOBALLY WE HAD 5 PEOPLE MANAGING DIGITAL AND SOCIAL. KEY TO OUR GOWTH WAS TO STRUTURE AND ENABLE LOCAL COUNTRIES TO GROW THEIR SOCIAL MEDIA PRESENCE
LESSONS LEARNT FROM THE FRONT LINE OF COMMUNICATIONS AND BRANDING FROM MY TIME AT CATHAY PACIFIC
FIRST KEY LESSON – UNDERSTAND THE DIFFERENCE BETWEEN AN ISSUE AND A CRISIS.
THIS IS AN ISSUE FOR VW (THE CAR COMPANY) – A SIMPLE POST THEY MADE HAS ATTRACTED A LARGE NUMBER OF NEGATIVE COMMENTS.THIS IS AN ISSUE.
POST: “NO MORE QUESTIONS AND COMMENTS PLEASE. TGIF.”POST WAS UP FOR APPROX 60 SECONDS AND IT WAS THEN DELETED FROM FACEBOOK.HOWEVER, SOMEONE STILL MANAGED TO GET A SCREEN SHOT OF THE POST.
AGAIN. ISSUE – I WAS ABOUT (AND I STRESS ABOUT) TO TYPE “GREAT DAY SHOOTING ELEPHANTS FOR 8 HOURS.”
AS THE HEAD OF COMMS, I STOPPED AND POSTED, “GREAT DAY PHOTOGRAPHING ELEPHANTS FOR 8 HOURS.”
SO LETS LOOK AT A CRISIS.A REAL CRISIS.
ITS TUESDAY MORNING, AND I GET A CALL FROM OPERATIONS (ONE YOU DON’T WANT TO GET. “ALI, WE NEED YOU IN THE CRISIS COMMS CENTER NOW.”YOU CAN IMAGINE, RUNNING TO THE CMC THIS IS EVERYONE’S WORST CASE SENARIO.
FOR CATHAY SAFTETY OFCREW AND PASSANGERS IS KEY. ABSOLUTE FIRST PIRORITY. WE FOUND UPDATES AND PHOTOS APPEARNG WITHIN MINUTES OF THE PLANE LANDING.
THESE PHOTOS WERE AS UP TO DATE IF NOT MORE THAN THE INFORMATION WE RECEIVED FROM THE LOCAL NEWS.
CRITICAL TO THIS CRISIS WAS COMMUNICATIONS BETWEEN TEAMS – FROM MARKETING (MY TEAM) TO CORPORATE COMMS, OPERATIONS AND CUST SERVICE. ONSTANT COMMS AND FEEDBACK MEANT THAT WE WERE ABLE TO HANDLE THIS CRISIS.NOT CONTROL, HANDLE.
AND IT’S A CHALLENGE THAT NEWS OUTLETS FACE AS WELL. TAKE THE EXAMPLE OF CNN OVER THE BOSTON BOMBING.
OK, SOMETHING A LITTLE MORE LIGHT-HEARTED BUT NO LESS SERIOUS.LOW FLY INCIDENT: 6 MILLION VIEWS ON YOUTUBE“CRAZY LADY” AT THE AIRPORT: 8 MILLION VIEWSCOCKPIT INCIDENT: 500,000 VIEWS – AND IT WAS ONLY TWO PHOTOS ??!
HANDING A SOCIAL MEDIA CRISIS. NOT CONTROLLING. 4 STEPS:MONITORIDENTIFY WHETHER THIS IS AN ISSUE OR A CRISIS AND ACTION YOUR PLANNING AND RESPONSES FROM THAT POINTMONITOR AND RESPOND QUICKLY, BUT IT MUST BE ACCURATE CONTINUE TO MONITOR AND ADAPT
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.
FROM BRAND HIJACKS – THIS WAS A SOCIAL MEDIA COMPETITION NOT RUN BY SHELL BUT BY GREENPEACE. SHELLL DID NOTHING.EXACTLY WHAT THEY SHOULD HAVE DONE AND NOT WHAT GREENPEACE WANTED. BECAUSE DOING ANYTHING WOULD HAVE MADE THIS STORY BIGGER. IT WOULD HAVE GONE FROM A BRAND ISSUE TO A CORPORATE CRISIS.
TO FALSE REPORTS. IN THIS EXAMPLE CX SHOULD HAVE REPLIED FAR QUICKER.
TO CITIZEN EFFORTS. ONE PERSON SET UP A FACEBOOK PAGE AND CAMPAIGNED AGAINST NESTLE (A BILLION DOLLAR CORPORATION.)END RESULT – GREENPEACE GET INVOVED, NESTLE CHANGES ITS ENTIRE SUPPLY CHAIN PROCESS AROUND PALM OIL. BUT THIS WAS ALL TO LATE TO STOP MILLIONS OF DOLLARS OF BRAND DAMGE.THAT’S YOUR SOCIAL MEDIA ROI RIGHT THERE.
AS PROMISED AT THE BEGINNING OF THIS TALK, MY 10 LESSONS IN SOCIAL MEDIA
THANK YOU SO MUCH FOR YOUR TIME. YOU CAN FIND A COPY OF THI PRESENTATION ON THE ABOVE LINK.I’D LIKE TO OPEN UP THE FOLOOR TO ANY QUESTIONS, HOWEVER I DO APRECIATE THERE IS A LOT OF INFORMATION TO TAKE IN, SO IF YOU’D LIKE TO CARRY ON THE CONVERSATION LATER, MY LINKEDIN PROFILE IS ABOVE.MY COLLEGUES FROM DOW JONES WILL BE MORE THAN HAPPY TO TALK TO YOU ABOUT FACTIVA AND MONITORING IN MORE DETAIL SHOULD YOU WISH.