ali bullock, HEAD OF COMMUNICATIONS WWF HKSCALING SOCIAL MEDIA

WWF HK | @alibullock

HEAD OF COMMUNICATIONS AT WWF HONG KONG

PREVIOUSLY DIGITAL AND SOCIAL MEDIA MARKETING MANAGER AT CATHAY PACIFIC

PREVIOUSLY WORKED FOR KPMG CONSULTING, MOTOROLA, SAMSUNG, KELLOGGS

OUTSIDE OF WORK: ASIA’S FOREMOST CHARITY WILDLIFE PHOTOGRAPHER

INTROS

WWF HK | @alibullock

MY DOG (PADSTOW) HAS MORE FRIENDS ON FACEBOOK (903) THAN I DO (640)

SOCIAL EXPERT.

WWF HK | @alibullock

SOCIAL MEDIA IS ABOUT PEOPLE

SOCIAL MEDIA IS ABOUT STORY TELLING, INFLUENCE AND MOST OF ALL HONESTLY TO YOUR BRAND AND YOUR BRAND VALUES

SOCIAL. PRIORITIES

WWF HK | @alibullock

YOU CAN’T BE IN SOCIAL IF YOU DON’T HAVE YOUR OBJECTIVES IN PLACE. AND THOSE OBJECTIVES WILL CHANGE AS TIME PASSES.

1. OBJECTIVES

WWF HK | @alibullock

THERE IS NO POINT IN HAVING AN AGENCY IF YOU HAVE NOT WORKED OUT WHAT YOUR OBJECTIVES ARE

2. AGENCIES.

WWF HK | @alibullock

WE ALL HAVE 140 CHARACTERS TO GET OUR MESSAGE ACROSS, FROM BRANDS TO NGOS IN THE MINDS OF CONSUMERS THE LINES ARE STARTING TO BLEND

2. NGOS VS BRANDS.

WWF HK | @alibullock

3. SOCIAL MEDIA IS A CHALLENGE

WWF HK | @alibullock

EASY TO UNDERSTAND

HARD TO UNDERSTAND

EASY TO UNDERSTAND

HARD TO UNDERSTAND

WWF HK | @alibullock

CATHAY PACIFIC: 2008 - 2012

WWF HK | @alibullock

2008 - KEY QUESTION, “WHAT IS EVERYONE ELSE DOING IN SOCIAL?”

“HELLO, IS ANYONE THERE?”

ME

WWF HK | @alibullock

2008 - FIRST THING, “WHAT DO WE WANT FROM SOCIAL?”

WWF HK | @alibullock

BY 2010 WE HAD PASSED 100,00 FANS ON FACEBOOK

9 PAGES AROUND THE WORLD, IN 4 LANGUAGES, COVERING BOTH CX AND KA

WITH A SOCIAL PRESENCE ON SINA-WEIBBO, LINKEDIN, GOOGLE+ AND YOUTUBE

2010: SOCIAL PLATFORMS

WWF HK | @alibullock

MANAGE SOCIAL MEDIA THE SAME WAY YOU DO YOUR WEB SITE AND OTHER COMMS CHANNELS.

PROFESSIONALLY.

“WAIT, TWEETDECK ISN’T ENOUGH ANYMORE?”

WWF HK | @alibullock

HOW DID WE GET THERE?ENGAGEMENT VS. MEASUREMENT

THIS POST ALONE HAD OVER 1,00 LIKES AND 150

COMMENTS

WWF HK | @alibullock

HOW DID WE GET THERE?AROUND THE WORLD IN 80 DAYS

DOUBLED OUR SOCIAL MEDIA PRESENCE

ADDED ANOTHER 25% OF FANS AS MIKE TRAVELLED ROUND THE WORLD.

WWF HK | @alibullock

HOW DID WE GET THERE?SALES VS MARKETING

WWF HK | @alibullock

HOW DID WE GET THERE?

WWF HK | @alibullock

CRISIS MANAGEMENT

CENSORED

HOW DID WE GET THERE?

WWF HK | @alibullock

CRISIS MANAGEMENTAverage views for a CX ad on the official Youtube channel - 40,000 views

BY 2010 WE HAD PASSED 100,00 FANS ON FACEBOOK

BY 2012 WE GLOBALLY, HAD OVER 350,000 FANS ON FACEBOOK AND A FAN OF FAN REACH OF 36 MILLION PEOPLE

20 PAGES AROUND THE WORLD, IN 8 LANGUAGES, COVERING BOTH CX AND DRAGON AIR

POSTING AN AVERAGE OF ONCE A DAY

WITH A SOCIAL PRESENCE ON SINA-WEIBBO, LINKEDIN, GOOGLE+ AND YOUTUBE

2012: YEAR OF SOCIAL

WWF HK | @alibullock

OUR STRATEGY FROM:

METRICS MONIORINGPOSTS COMMUNITY MGT CUST SERVICE

ROI BRAND ENGAGEMENT

WWF HK | @alibullock

ROI

METRICS MONIORINGPOSTS COMMUNITY MGT

GOOGLE + FACEBOOK TWITTER SINA-WEIBO

CUSTOMERS ADVOCATES NGOs INFLUENCERS GENERAL PUBLIC

CUST SERVICE

BRAND ENGAGEMENT

GENERAL PUBLIC

BECAME...WWF HK | @alibullock

FINALLY:

WWF HK | @alibullock

REMEMBER THE FIRST COMPANY WEB SITE YOU FIRST BUILT?

TAKE THAT AND LOOK AT IT NOW.

THIS IS THE TIME TO LOOK AT A SOCIAL MEDIA CMS AND HOW YOU WILL USE THAT SOCIAL CMS TO POWER YOUR PLATFORMS.

DIGITAL MOVES AT SPEED.

WWF HK | @alibullock

LESS THAN 20% OF ORGANISATIONS HAVE A CRISIS PLAN FOR SOCIAL MEDIA

WHAT WILL YOU DO?

NOT JUST A GLOBAL TEAM PROBLEM - ITS A LOCAL TEAM PROBLEM

COMMUNICATIONS IS KEY

PLAN FOR A CRISIS

WWF HK | @alibullock

SOCIAL CMSMETRICS MONIORINGPOSTS COMMUNITY MGT CUST SERVICE

BRAND

ROI

WWF HK | @alibullock

YOU NEED TO HAVE YOUR STRATEGY IN PLACE

IF YOU DON’T HAVE YOUR OBJECTIVES IN PLACE, YOU CAN’T CREATE YOUR SOCIAL STRATEGY

YOU CAN’T CREATE A SOCIAL MEDIA TEAM AND EMPOWER YOUR PEOPLE UNLESS YOU KNOW WHY AND WHAT YOU WANT THEM TO DO

NO OBJECTIVES. NO SOCIAL.

WWF HK | @alibullock

(E) ABULLOCK@WWF.ORG.HK

(W) WWF.ORG.HK / ANIMALINPHOTOS.COM

(L) LINKEDIN.COM/ALIBULLOCK

(T) TWITTER.COM/ALIBULLOCK

THANK YOU FOR YOUR TIME.

#digmtkforum @alibullock