AUTHENTICYTHE ULTIMATE CURRENCY FOR BRANDS ON SOCIAL MEDIA

@alibullockSOCIAL MEDIA AMBASSADOR FOR HANDSON HONG KONG

MY ROLE IS SIMPLE; HELP BRANDS FIGURE

OUT SOCIALMEDIA

MY DAY JOB INVOLVES A LOT OF

THIS…

… AND IN MY SPARE TIME MY

PHOTOGRAPHY HAS HELPED ORGANISATIONS

RANGING FROM CHARITIES SUCH AS AAF, SPCA,

WWF TO HOHK

I ADVISE HANDSON HONG KONG ON:- SOCIAL MEDIA- CELEBRITY ENGAGEMENT STRATEGIES- SOCIAL MEDIA- PHOTOGRAPHY- DIGITAL / SITE SUPPORT

THESE ARE MY STORIES, MY EXPERIENCES AND MY THOUGHTS

(AND I HOPE SOME OF IT MAKES SENSE.)

THE PROBLEM

FOR MARKETING THE MOST INTOXICATING MEASUREMENTS IN ALL OF MARKETING

IS WEB TRAFFICIT’S MEASURABLE. IT’S BINARY. WE CAN ACTUALLY DO SOMETHING TO AFFECT THE RESULTS.

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.

FOR EVERYONE,WHERE THERE ISTRAFFIC…

THERE IS HOPE.

(OK, SO I WORK WITH A GREAT CORP COMS TEAM AT INFINITI…)

MARKETING .VS CORPORATE COMMS

SOCIAL MEDIA CHANGES THE GAME…

UNLESS OF COURSE YOU WORK FOR A COMPANY WHERE MARKETING AND COMMS WORK TOGETHER…

UNDERSTANDING AUTHENTICITY ON SOCIAL MEDIA. (… FROM THE MARKETING GUY.)

1912THE DAY THE TITANIC SANK

ALCOHOLAD

HAIRLOSSAD

WEIGHTLOSSAD

2013(THE DAY MYLEY CYRUS’ CAREER SANK)

ALCOHOLAD

HAIRLOSSAD

WEIGHTLOSSAD

(circa 2005)AVERTISING = SALES

LOOK! We see

HUGE traffic spikes!*

But our products don’t sell any better, or we get caught up in a social media crisis or

worse (whispers) no consumer really cares about our campaign…

(2007) SOCIAL MEDIA WILL FIX EVERYTHING!

2015: FACEBOOK: ORGANIC REACH IS CLOSE TO 0% FOR BRANDS

(2015) THE AVERAGE PERSON SEES

BETWEEN 3,000 - 20,000 VISUAL MESSAGES A DAY

FIXING SOCIAL MEDIA

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???!)

HOPE = A STRATEGY?

NOPE. 70% OF CUSTOMERS ARE MORE LIKELY TO BUY SOMETHING WHEN

THEY SEE CONTENT ABOUT A PRODUCT OR SERVICE SHARED BY A FRIEND.

IT’S OK. WE HAVE A PR PLAN FOR

SOCIAL… 28% OF CORPORATES HAVE A SOCIAL MEDIA CRISIS PLAN.

AUTHENTICITY.MATTERS.

“CATHAY PACIFIC PARTIPATES IN THE DOLPIN SLAVE TRADE…”- SEA SHEPHERD- CX ACCUSED IN HELPING TO SHIP LIVE DOLPHINS FROM

JAPAN TO CHINA

- CX HAD A 30% STAKE IN THE CARGO FACILITY BUT WAS UNAWARE THE DOLPHINS WERE BEING SHIPPED

- IN 2 HOURS THE STORY HAD MADE IT ONTO SOCIAL MEDIA AND OUR OWN FACEBOOK PAGE

- IN 24 HOURS CX PHONE LINES JAMMED BY SS SUPPORTERS

- WITHIN 48 HOURS STAFF WERE VERBALLY ABUSED AT THE AIRPORTS ABOUT THE STORY

“AND THEN MY DAY WAS ABOUT TO GET A WHOLE LOT

WORSE…”

RIC O’BARRY ABOUT TO GO ON CNN BUSINESS TO TALK ABOUT THIS STORY AND CHOP UP HIS FREQUENT FLYER CARD.

BUT EVERYTHING WOULD BE OK. WE HAD A PRESS RELEASE!

(IT JUST TOOK 24 HOURS TO SIGN OFF.)

SPOILER ALERT: THE

SOCIAL TEAM WAS READING THE COMMENTS

ONLINE… THEY WERE NOT GOOD.

SO I REACHED OUT TO RIC O’BARRY’S TEAM TO EXPLAIN THE

CX SIDE OF THE STORY.

AS AN EMPLOYEE OF CX.

I ASKED FOR TIME TO FIND OUT MORE ABOUT THE STORY.

36% OF CONSUMERS SAY THEY MAINLY SHARE

CONTENT TO PROMOTE CAUSES OR ISSUES THEY FEEL STRONGLY ABOUT

12 MONTHS LATER CX

BANNED ALL SHIPMENTS OF SHARK FIN AND

LIVE DOLPHINS.

CATHAY PACIFIC PASSED 200,000

FACEBOOK FANS GLOBALLY.

AND THEN THIS HAPPENED…

(OK, I CAN’T FIX EVERYTHING STUPID PEOPLE DO ONLINE.)

SOCIAL MEDIA IS POWERED BY PEOPLE.

AUTHENTICITY IN SOCIAL MEDIA IS THAT BELIEF.

WHEN PEOPLE LIKE SOMETHING, THEY ARE ONLY LIGHTLY AND

TEMPORARILY BONDING WITH IT. BUT WHEN THEY

SHARE SOMETHING, IT’S A BOLD AND INTIMATE ACT. THEY ARE RAISING THEIR HAND IN A VIRTUAL WAY AND

SAYING “I BELIEVE IN THIS. I STAND FOR THIS. PAY ATTENTION.”

HOW WILL YOU BUILD A BRAND ON

TRUST. NOT TRAFFIC?

NIKON’S ADVERTS. RE-IMAGINED.

I PUT THIS UP ON SOCIAL MEDIA.

PEOPLE WENT CRAZY.

GREAT SOCIAL MEDIA CAMPAIGNS

MOVE PEOPLE BUT

THEY CAN DIVIDE PEOPLE.

GREAT SOCIAL MEDIA CAMPAIGNS DO DIVIDE PEOPLE.

BECAUSE THE ARE BUILT ON BRAND CURRENCY. PAID FOR BY CONSUMERS

OF THAT BRAND.

TREAT THAT

CURRECY WITH

RESPECT

THE AVERAGE PERSON SEES BETWEEN

3,000 - 20,000 VISUAL MESSAGES A DAY

HOW WILL

YOUR BRAND STAND

OUT?

TRUST. NOT TRAFFIC.(OH, AGENCIES ARE GOING TO HATE THIS PART.)

WHY IS ASIA (ESPECIALLY HONG KONG) SO

BORING IN THE WORLD OFADVERTISING?

SERIOUSLY. WHY?

WHY DON’T BRANDS IN ASIA TAKE A STAND?

… BECAUSE THEY ARE SCARED.

64% OF MILENNIALS USE SOCIAL MEDIA TO ADDRESS OR ENGAGE WITH COMPANIES ABOUT

SOCIAL AND ENVIORNMENTAL ISSUES.

THE TIMES ARE CHANGING…

MOST BRANDS ARE NOT

KEEPING UP…

TO ME, IN THIS NEW WORLD OF CONTENT CREATION, HASHTAG TAKEOVERS AND

VIRAL STUNTS MANY BRANDS MISS THE BEST OPPORTUNITIES TO PROMOTE

THEMSELVES, THEIR CSR ACTIVITIES AND THEIR EMPLOYEES

WE HAVE MOVED BEYOND B2C, B2B,

B2E WE ARE H2H (HUMAN 2 HUMAN.)

THE SALES BIT.(IT WILL BE SHORT AND PAINLESS, I PROMISE.)

DRINKFORGOODENJOY. TALK. NETWORK. LAUGH.ALL FOR CHARITY. 8 OCT

• SIGN UP FOR DRINK FOR GOOD AND SPONSOR A BAR ($2,000 HKD)

• BRING YOUR COLLEAGUES, FRIENDS, CONTACTS TO YOUR BAR

• ENJOY. TALK. NETWORK. LAUGH. ALL FOR CHARITY

• FOR EVERY DRINK YOU HAVE THE BAR WILL DONATE $5 PER DRINK TO CHARITY

• THE CHARITY IN TURN HELPS TAKE SPECIAL NEEDS AND UNDER PRIVILDED KIDS TO PLACES SUCH AS OCEAN PARK AND VICTORIA PARK (SOME FOR THE FIRST TIME…)

8 OCTOBER (THURSDAY)WWW. DRINKFORGOOD.ORGENJOY. TALK. NETWORK. LAUGH.ALL FOR CHARITY. 8 OCT

ULTIMATELY 90% of social media is just showing up.

It's the other 10% that’s hard…

* Please note no Boston terrier was harmed in the making of this presentation.

ALI BULLOCKHEAD OF COMMUNICATIONS,

WWF

“GREAT DAY SHOOTING ELEPHANTS FOR 8 HOURS.”

“GREAT DAY PHOTOGRAPHING ELEPHANTS FOR 8 HOURS.”

AT THE HEART OF EVERY SUCCESSFUL BRAND IS

AUTHENTICITY.

IT’S AN EMOTIONAL TIE TO CONTENT, MESSAGING AND PEOPLETHAT

FUELS A TRANSACTION TO PURCHASE OR ADVOCATE.

F1 RACES ATTENDED:1986 SILVERSTONE1987 SILVERSTONE1988 SILVERSTONE1990 MONACO & SILVERSTONE1993 DONNINGTON1993 – 99 SILVERSTONE

2002 SILVERSTONE2003 SILVERSTONE

2010 SINGAPORE GRAND PRIX2011 SINGAPORE GRAND PRIX2011 SHANGHAI GRAND PRIX

AUTHENTICITYMATTERS.

THANK YOU(FIND ME ON THE INTERNET @ALIBULLOCK.)