BUILDING AND SCALING SOCIAL COMMUNITIES - CXALI BULLOCKDIGITAL & SOCIAL MEDIA MARKETING MANAGER, CATHAY PACIFIC

INTRODUCTIONS:ALI BULLOCKDIGITAL AND SOCIAL MEDIA MARKETING MANAGER AT CATHAY PACIFICWORKED AT CX FOR 5 YEARSTWITTER: @ALIBULLOCK #ADTECHSGPREVIOUSLY WORKED FOR KPMG CONSULTING, MOTOROLA, SAMSUNG, KELLOGGS

OUTSIDE OF WORK: ASIA’S FOREMOST CHARITY WILDLIFE PHOTOGRAPHERMY DOG (PADSTOW) HAS MORE FRIENDS ON FACEBOOK (903) THAN I DO (640)

1. PEOPLE. THEY MAKE AN AIRLINE2. AN ABILITY TO FAIL IN ORDER TO SUCCEED – A DESIRE TO PUSH THE BOUNDARIES3. ONLY A TEAM CAN MAKE SOCIAL WORK4. SOCIAL IS ORGANISATIONAL WIDE

THE ELEMENTS NEEDED TO BE SUCCESSFUL IN SOCIAL :

WE ARE ONE OF THE MOST SOCIALLY CONNECT AIRLINES IN THE WORLD:

FIRST IPAD APP (AIRLINE CATEGORY)2011 - “WORLDS BEST TRAVEL COMPETITION” ROUND THE WORLD IN 80 DAYSAIRLINE FIRST WITH KLOUT / TO OUR SF LOUNGEMANAGE 19 FACEBOOK PAGESOVER 300,000 FANS WORLDWIDEINTL PAGE HAS A FAN REACH: OVER 36 MILLION10 TWITTER ACCOUNTSPRESENCE ON LINKEDIN, GOOGLE+ & SINA-WEIBO

THIS IS HOW WE GOT THERE…

… 2008YEAR ZERO. WITH ZERO.

… 2008FAN #1 ALI BULLOCK

… 2008 – WITHIN 2 WEEKSFAN #500 REACHED

… IN 6 WEEKSFAN #5,000 REACHED

“ DIG A WELL BEFORE YOU BECOME THIRSY. ”

CHINESE PROVERB.

… 2009GETTING SOCIALFOUND WE WERE ONE OF THE PIONEERS IN SOCIAL / AIRLINES / ASIA

CREATED A SET OF SOCIAL TARGETS AND OBJECTIVES WHICH INCLUDED BUILDING UPON THE INTERNATIONAL CHANNELS AND ROLLING OUT TO LOCAL COUNTRIES

FACEBOOK PAGES ROLLED OUT TO THE US TEAM AND 8 OTHER COUNTRIES

TWITTER ROLLED OUT TO 5 COUNTRIES

… 2009CENTRALISED APPROACH

… 2010FAN #100,000 REACHED

… 2010HUB & SPOKE APPROACH

… 2010WE GOT BIGGER. WISER.WE SAW THE POWER OF SOCIAL MEDIA AS A DIFFERENCIATOR AND THAT DIFFERENT PLATFORMS SHOULD BE USED FOR DIFFERENT FORMS OF COMMUNICATION

APPROVED FRANCE AND NEPAL TO HAVE FACEBOOK PAGES

REALISATION THAT YOU NEED TO BEND TO SOCIAL MEDIA BUT NOT BE BROKEN BY SOCIAL MEDIA

CUSTOMER SERVICE MATTERS ONLINE

LONDON SNOWSTORM: BE PREPARED

COMPETION INCREASINGLY ENTERED THE SPACE BUT WE HAD FIRST MOVER ADVANTAGE

… 2011RAMPING UP SOCIAL . BOLDLYAS 2011 ROLLED IN WE GREW OUR CHANNELS CENTRALL BUT IT BECAME CLEAR THAT WE NEEDED TO INCREASE EFFORTS MORE AND MORE AROUND THE WORLD

WE RAN A GLOBAL COMPETITION, “ROUND THE WORLD IN 80 DAYS” – A HUGE STEP FOR US IN THE SOCIAL SPACE

STARTED MORE FORMAL MONITORING AND BROUGHT IN STRUCTURE AND PROCESS TO BE ABLE TO COVER DISRUPTIONS WHERE NEEDED

WE UNDERSTOOD THAT SOCIAL WAS BECOMING A BIGGER AND BIGGER PART OF WHAT WE DO. BUT IN ORDER TO SCALE WE NEEDED A SOFTWARE SOLUTION TO SUPPORT OUR EFFORTS

IN ORDER TO GROW OUR FANS, OUR ENGAGEMENT AND FUTURE SALES WE NEEDED TO SCALE WITH DEDICATED TOOLS

… ROUND THE WORLD IN 80 DAYSOUR BLODEST STEP SO FAR.

BUT IT WORKED.WE DOUBLED OUR FAN BASE.

FAN INTERACTIONS CONTIUED AS MIKE FLEW ROUND THE WORLD

FACEBOOK EVEN ASKED TO FILM A MARKETING CASE STUDY : HTTP://ALIB.CO/CXVIDEO

… 2011CONEXT. NOT SO OPTIONAL- WE UNDERSTOOD:

YOU NEED TO BE QUICK TO RESPOND TO EVERY COMMENT AND POSTMORE INTERACTION AROUND THE WORLD ON A GLOBAL AND LOCAL LEVELMONITORING IS KEY AND YOU NEED A STRUCTURE AROUND THIS ANALYITICS (ABOVE THE FREE TOOLS PROVIDED)

- IN ORDER TO SCALE:

A PRODUCT THAT COULD HELP THE CENTRAL TEAM ROLL OUT MORE INITATIVES AND PROGRAMMES TO LOCAL COUNTRIES BUT KEEP SOME CONTROLPROCESS AND STRUCTURE AROUND POSTINGMONITORING & APPROVALANALYITICS FOR REPORTINGCOMPETITIONS / RE-USE AROUND THE WORLDWAYS TO TRACK AND MANAGE CUSTOMER COMMENTS

… 2012FAN #300,000 PASSED

… 2012LEADING IN THE AIRLINE SPACE- FACEBOOK: 19 PAGES- GLOBALLY: OVER 350,000 FANS OF CX- FAN OF FAN REACH +36 MILLION PEOPLE- POSTING: AT LEAST ONCE A DAY- MAJORITY OF POSTS HAVE +400 LIKES (INTL PAGE)

- TWITTER:- ROLLED OUT OUR TWITTER PAGES AROUND THE WORLD- POSTING AVR TWICE A DAY- USED THIS CHANNEL FOR DISUPTION AND COMMS

- EXPANDING INTO OTHER CHANNELS:- LINKEDIN- GOOGLE +- REN REN / SINA-WEIBO

… 2012ITS NOT SIZE . ITS ACTIONS THAT COUNT.- WE HAVE ADAPTED AND LEARNT:

YOU NEED TO BE QUICK TO RESPOND TO EVERY COMMENT AND POST WHERE APPROPIATEMONITORING OF YOUR SOCIAL CHANNELS AS WELL AS OUTSIDE CHANNELS IS CRITICALLY IMPORTANTPERSONALISATION REALLY WORKSCUSTOMER SERVICE IS BECOMING MORE AND MORE IMPORTANT ON SOCIAL MEDIA – FIX PROBLEMS DON’T PUSH CUSTOMERS TO A FORM

CHINESE SOCAIL MEDIA IS EVEN MORE VIRAL / FAST MOVING THAN WESTERN MEDIA

SOCIAL MEDIA CAN DRAW RETURN ON INVESTMENT AS WELL AS RETURN ON ENGAGEMENT

CONSTANT APRASIAL AND ANALYSIS OF OBJECTIVES IS KEY

THE NEW FB TIMELINE: 2 IMAGES – YOU CHOOSE >

WITHIN A DAY HUNDREDS OF LIKES AND COMMENTS ON THE IMAGE TO USE .OUR FANS ARE PRETTY GREAT.

FROM A CX DIAMOND MPO MEMBER“CX CUSTOMER SERVICE ON TWITTER IS THE BEST I HAVE EVER USED.”

THE ULTIMATE QUESTION: WHY BE SOCIAL?1. BE RELEVANT TO YOUR CUSTOMERS2. MEASUREMENT – BASED ON YOUR

OBJECTIVES ROI CAN BE PROVEN3. CUSTOMERS ARE BECOMING MORE

SOCIAL4. CUSTOMERS ARE READY (AND

WILLING) TO COMMENT ABOUT YOUR BRAND

5. ULTIMATLY WORD OF MOUTH MATTERS

6. SOCIAL HELPS BUILD LOYALITY (BUT ITS ONLY ONE COMPONENT)

WHAT DOES CX GET FROM SOCIAL?1. ENGAGEMENT & POSITIVE WORD OF

MOUTH2. CRISIS MANAGEMENT & BRAND

PROTECTION3. ROI / SALES4. CUSTOMER SERVICE5. LOYALITY

OVER 1,000 LIKES AND 150 COMMENTS

BE RELEVANT ON SOCIALIT’S A CONSTANT THOUGHT IN THE BACK OF MY MIND, WHAT’S RELEVANT FOR OUR CUSTOMERS, WHAT ARE THEY INTERESTED IN?

… BY 2013I WANT TO PASS #500,000 FANS

AND TREAT EVERY SINGLE FAN WITH THE SAME LEVEL OF SERVICE, PASSION & TIME AS THE DAY WE STARTED OUT.BECAUSE THAT’S WHAT MAKES A SOCIAL EXPERIENCE STAND OUT FROM THE CROWD. PEOPLE INSIDE THE ORGANISATION WHO CARE

CONCLUSIONS

“ITS NOT THE ACTUAL COMPAINTS OR BLOG POSTS THAT HURT THE MOST.

IT’S THE LINGERING GOOGLE SEARCH RESULTS, THAT REPRESENT REAL DEATH BY A THOUSAND CUTS…”

ECONOMIST FEB 07 2008

… MOVING FORWARDITS ABOUT CONSTANT CHANGEBUT AN UNDERSTANDING THAT WHILE SOCIAL MEDIA MAY BE THE NEW SHINY WORD IN MARKETING, ITS NOT THE ONLY THING AROUND. SOCIAL IS ONE PART OF THE MARKETING MIX.

ITS ABOUT MEETING YOUR OBJECTIVESSOCIAL HAS TO PAY ITS WAYWHETHER ITS RETURN ON INVESTMENT, RETURN ON BRAND OR RETURN ON ENGAGEMENT, SOCIAL HAS TO MEET THE OBJECTIVES OF THE BUSINESS TO SUCCEED.

DON’T WAIT AROUND FOR NEGATIVE BRAND ADVOCACY TO STRIKE.LISTEN. THEN RESPOND. SOCIAL MEDIA IS HERE TO STAY…

THANK YOU FOR YOUR TIME

ALASTAIR_BULLOCK@CATHAYPACIFIC.COMTWITTER / ALIBULLOCKLINKEDIN / ALI BULLOCKALIBULLOCK.COM

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