Social Media, Social Good & Social Business

ali bullock – Global digital marketing manager, Cathay Pacific Airways & co-founder, animalsinphotos

Agenda:

1. What is social business2. SHOCK! Its OK to make money from Social

Good3. 3 Myths of social media4. Social media changes everything

What is social business?

Business model + Corporate culture + desired value = Social media

engagement

Social media engagement = Successful business objectives

Whisper, “Its OK for companies to use social good to make money.”

Social Business Objectives:

1. Make a profit2. Improve and maintain your brand image3. Communicate positively what you do to

society4. Engage with customers5. Remain relevant in the market6. Engage your employees7. Contribute in a positive way to the community

and environment

Corporate culture vs. Social Media = Failure

Corporate culture + Social Media =

Success

Enable and trust your employees as they

are your brand

3 Myths of Social Media

Myth #1: Social media is a fad, new, going away, not important to

business

Anyone from Australia??

… Remember this?

Qantas follows up with a social media promotion #qantasluxuary

Qantas sounded unfazed, however, coming back with a joke: “At this rate our #QantasLuxury competition is going to take years to judge.”

Now here’s a paradox….

Even in a business which is fully engaged socially – a particular “campaign” e.g. #QantasLuxury, might still fail.

That’s because people are people and mistakes are made and lessons are learnt and campaigns are just campaigns – they are tactics within a solid framework.

Your framework is your people, it’s the the senior management’ beliefs and support, right the way through to your customers.

And you are still going to have successes and failures

Myth #2: Social media will replace traditional advertising & branding

The difference for brand communications and marketing is the arrival of social media, of Word Of Mouth.

- Success travels equally as quickly as failure but the difference is that failure takes on new forms

- If you have built on your brand, on your employees on your customer engagement and will you are willing to be open and honest the brand will survive.

-The brand is resilient because of this engagement.

- Now, Alan Joyce believes Qantas is a resilient brand, And that belief is now being tested on an international stage, through the lens of social media

Business model + Corporate culture + desired value = Social

media success

(But your success is directly related on the platforms and beliefs that exist within the

organisation.)

Myth #3: Big business can ignore social media

Lets talk Orangutans. And Nestle.

Greenpeace released a video highlighting the plight of Orangutans in Borneo who are loosing their homeland to Nestlé and loggers for Palm Oil.

Nestlé's lawyers removed the video form Youtube on brand reputation grounds and Greenpeace simply re-posted.

The argument moved onto their facebook and other social media platforms where customers and fans forced a corporate change in direction.

Nestle used lawyers and Greenpeace used social media.

We are talking about an organization worth billions taking on an international charity…

Would anyone like to guess what came next (other than a lesson 101 in marketing for Nestle.)

I haven’t eaten a Kit Kat since then. Anyone fancy one now?

My favorite part, Orangutans are but 0.2% different in DNA to us.

Without social media – How many people would have seen the Greenpeace

campaign?

Nestle finally rescinded and committed to stop buying palm oil from un-stainable

rainforests.

On a crowded supermarket shelf, to little, way to late.

If an organisation operates in an environment without a social business strategy, one in which it has fragmented engagement with employees and customers, one which relies more opinions than

evidence and measurement, then campaigns risk generating a life of their own

Commonly then described as “a PR disaster”.

Social media is no silver bullet to a crisis.

But it is now a mainstream channel and should sit across your brand, marketing, PR, customer

service and corporate comms strategies

Social Media changes everything…

From regime change….

I saw this old woman sitting by herself yesterday at the corner of

buendia and roxas blvd yesterday. Surprised to see a bond paper

pinned in front and back of her dress with a picture of a missing

old man, I asked her about it and she said it is her husband who has

been missing for two weeks

63,000 Likes and shares.

The person was found.

To a lone lady looking for her husband

Through pressure from WWF in Hong Kong and people through

social media – These hotels have set up an alternative shark free

banquet menu

… Nice to notice that both the Peninsula and Swire Hotels are

shark fin free

To the petition to end the shark fin trade.

Social media forced Nestle to change.

And found a home for 4 dogs.

Social media is the future power behind brands and the lens of transparency that it brings is

one all organizations will work under.

Finally, Social media is good for everyone.*

* “I’m dressed like a f***king rabbit. And you want to put

this on the internet. And that’s your idea of good???!!!”