social media success @ cathay pacific - bam 2013
DESCRIPTION
Presentation at the BAM 2013 conference on social media and the work I did for CX.TRANSCRIPT
TAKING CATHAY PACIFIC FROM
1 FAN TO 40 MILLIONTHE STORY OF
A SOCIAL MEDIA JOURNEY BY ALI BULLOCK, EX-HEAD OF SOCIAL MEDIA AT CATHAY PACIFIC
WHAT ARE WE TALKING ABOUT TODAY:
- SOCIAL: GET OVER THE HYPE- SOCIAL STARTS WITH YOU- NOTHING IS FREE IN SOCIAL MEDIA- BUILDING A COMMUNITY- LISTENING TO YOUR COMMUNITY
- MISTAKES MADE, A LESSON LEARNT- IT WILL ALL BE OK
ABOUT ME:
I HELP COMPANIES FIGURE OUT SOCIAL
I LOVE SOCIAL MEDIA: YOU ALSO KNOW I HAVE 4 DOGS (WAIT ITS 5 AS OF MONDAY…)
LETS TALK SOCIAL
WHISKEY
WEIGHT LOSS
SUPERFLUOUS HAIR REMOVAL
WHISKEY
WEIGHT LOSS
SUPERFLUOUS HAIR REMOVAL
SOCIAL CHANGES THE OLD VALUES,
THE OLD NARATIVES, THE OLD WAYS.
SOCIAL BRINGS NEW CHALLANGES
SOCIAL MEDIA IS ABOUT PEOPLE
SOCIAL MEDIA IS ABOUT
TRANSPARENCY
SOCIAL MEDIA IS YOUR BRAND IN THE CONSUMERS HANDS
SOCIAL MEDIA IS NOT FREE
EXAMPLE: AIRLINE 101
OLD MEDIA APPROACH
NEW WORLD: SOCIAL
THIS IS SOCIAL MEDIA
FROM 1 FAN…
PERSONALISED POSTS
FOCUSED ON:- BRAND- CUSTOMER SERVICE- PROMOTIONS- CELEBRATING HONG KONG- FEEDBACK
NOT RESPONDING QUICKLY ENOUGH IS NOT GOOD ENOUGH…
AT CX WE WOULD RESPOND TO EVERY POST OR MESSAGE WHERE POSSIBLE WITH OUR OWN NAMES
TO 100,000
AVERAGE VIEWS FOR A CX AD ON THE OFFICIAL YOUTUBE CHANNEL - 40,000 VIEWS
8 MILLION + VIEWS 500,000 + VIEWS6 MILLION + VIEWS
CENSORED
WE WORKED
SOCIAL MEDIA
24/7
TO A REACH OF OVER 40 MILLION FANS!
MEDIA IS NOW ABOUT SPEED
Source: simpliflying.com
30 SECONDS!
Source: simpliflying.com
JOURNALISTS WORKING IN REAL TIME
ITS ABOUT SYMPATHY, COMMUNITY & ENGAGEMENT
8 HOURSLATER?
NOWHERE IN THE PRESS RELEASE DOES THE AIRLINE MENTION THE FAMILIES OR PEOPLE AFFECTED.
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.
WE FOCUSED ON:- BRAND- CUSTOMER SERVICE- PROMOTIONS- CELEBRATING HONG KONG- FEEDBACK
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
COMMUNITY IS IS IMPORTANT
JUST BECAUSE ITS ON TWITTER DOESN’T
MAKE IT TRUE!
EVERYONE MAKES MISTAKES. BECAUSE THEY ARE HUMAN…
… AND SOMETIMES PEOPLE MAKE SILLY MISTAKES.
REMEMBER: WHAT YOU PUT ON SOCIAL MEDIA, STAYS EVERYWHERE.
DON’T LET THAT STOP YOU…
EVEN ME….
“GREAT DAY, SHOOTING ELEPHANTS FOR 8 HOURS”- ALI BULLOCK, HEAD OF COMMS WWF
“GREAT DAY, PHOTOGRAPHING ELEPHANTS FOR 8 HOURS”- ALI BULLOCK, HEAD OF COMMS WWF
IT’S A FUNNY THING SOCIAL. ITS ALL ABOUT PEOPLE
THANK YOU FOR YOUR TIME.
YOU CAN FIND A COPY OF THIS PRESENTATION HERE:WWW.SLIDESHARE.NET/ALIBULLOCK/PRESENTATIONS
LINKEDIN: ALI BULLOCK