Presentation given with Adobe at Ad Tech, Singapore 2012 on Social Media

1. BUILDING AND SCALING SOCIAL
COMMUNITIES -CX
ALI BULLOCK
DIGITAL & SOCIAL MEDIA MARKETING MANAGER,
CATHAY PACIFIC

2. INTRODUCTIONS:
ALI BULLOCK
DIGITAL AND SOCIAL MEDIA MARKETING
MANAGER AT CATHAY PACIFIC
WORKED AT CX FOR 5 YEARS
TWITTER: @ALIBULLOCK #ADTECHSG
PREVIOUSLY WORKED FOR KPMG
CONSULTING, MOTOROLA, SAMSUNG, KELL
OGGS
OUTSIDE OF WORK: ASIA’S FOREMOST
CHARITY WILDLIFE PHOTOGRAPHER
MY DOG (PADSTOW) HAS MORE FRIENDS
ON FACEBOOK (903) THAN I DO (640)

3. THE ELEMENTS NEEDED TO
BE SUCCESSFUL IN SOCIAL :
1. PEOPLE. THEY MAKE AN AIRLINE
2. AN ABILITY TO FAIL IN ORDER TO
SUCCEED – A DESIRE TO PUSH THE
BOUNDARIES
3. ONLY A TEAM CAN MAKE SOCIAL
WORK
4. SOCIAL IS ORGANISATIONAL
WIDE

4. 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 DAYS
AIRLINE FIRST WITH KLOUT / TO OUR SF LOUNGE
MANAGE 19 FACEBOOK PAGES
OVER 300,000 FANS WORLDWIDE
INTL PAGE HAS A FAN REACH: OVER 36 MILLION
10 TWITTER ACCOUNTS
PRESENCE ON LINKEDIN, GOOGLE+ & SINA-
WEIBO

5. THIS IS HOW WE GOT THERE…

6. … 2008
YEAR ZERO. WITH ZERO.

7. … 2008
FAN #1 ALI BULLOCK

8. … 2008 –WITHIN 2 WEEKS
FAN #500 REACHED
… IN 6 WEEKS
FAN #5,000 REACHED

9. “ DIGAWELL BEFORE YOU
BECOME THIRSY ”
.
CHINESE PROVERB.

10. … 2009
GETTING SOCIAL
FOUND 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

11. … 2009
CENTRALISED APPROACH

12. … 2010
FAN #100,000 REACHED

13. … 2010
HUB & SPOKE APPROACH

14. … 2010
WE GOT BIGGER. WISER.
WE SAW THE POWER OF SOCIAL MEDIAAS 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

15. … 2011
RAMPING UP SOCIAL . BOLDLY
AS 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 STRUCTUREAND 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

16. … ROUND THE WORLD IN 80 DAYS
OUR BLODEST STEP SO FAR.

17. BUT IT WORKED.
WEDOUBLED OURFAN BASE.
FANINTERACTIONS CONTIUEDAS
MIKEFLEWROUND THEWORLD
FACEBOOK EVENASKED TOFILM
AMARKETING CASE STUDY:
HTTP://ALIB.CO/CXVIDEO

18. … 2011
CONEXT NOT SO OPTIONAL
.
- WE UNDERSTOOD:
YOU NEED TO BE QUICK TO RESPOND TO EVERY COMMENT AND POST
MORE INTERACTION AROUND THE WORLD ON A GLOBAL AND LOCAL LEVEL
MONITORING IS KEYAND YOU NEED A STRUCTUREAROUND 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 CONTROL
PROCESS AND STRUCTUREAROUND POSTING
MONITORING & APPROVAL
ANALYITICS FOR REPORTING
COMPETITIONS / RE-USE AROUND THE WORLD
WA TO TRACK AND MANAGE CUSTOMER COMMENTS
YS

19. … 2012
FAN #300,000 PASSED

20. … 2012
LEADING 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 DISUPTIONAND COMMS
- EXPANDING INTO OTHER CHANNELS:
- LINKEDIN
- GOOGLE +
- REN REN/ SINA-WEIBO

21. … 2012
ITS NOT SIZE . ITS ACTIONS THAT COUNT.
- WE HAVE ADAPTED AND LEARNT:
YOU NEED TO BE QUICK TO RESPOND TO EVERY COMMENT AND POST WHERE APPROPIATE
MONITORING OF YOUR SOCIAL CHANNELS AS WELLAS OUTSIDE CHANNELS IS CRITICALLY
IMPORTANT
PERSONALISATION REALLY WORKS
CUSTOMER 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 INVESTMENTAS WELLAS RETURN ON ENGAGEMENT
CONSTANT APRASIAL AND ANALYSIS OF OBJECTIVES IS KEY

22. THE NEW FB TIMELINE: 2
IMAGES –YOU CHOOSE >

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

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

25. THE ULTIMATE QUESTION: WHY
BE SOCIAL?
1. BE RELEVANT TO YOUR CUSTOMERS
2. MEASUREMENT – BASED ON YOUR
OBJECTIVES ROI CAN BE PROVEN
3. CUSTOMERS ARE BECOMING MORE
SOCIAL
4. 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)

26. WHAT DOES CX GET FROM
SOCIAL?
1. ENGAGEMENT & POSITIVE WORD OF
MOUTH
2. CRISIS MANAGEMENT & BRAND
PROTECTION
3. ROI / SALES
4. CUSTOMER SERVICE
5. LOYALITY
OVER 1,000 LIKES AND 150 COMMENTS

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

28. … BY 2013
I WANT TO PASS #500,000 FANS

29. 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

30. CONCLUSIONS

31. “ITS NOT THE ACTUAL COMPAINTS OR BLOG
POSTS THAT HURT THE MOST .
IT’S THE LINGERING GOOGLE SEARCH RESULTS,
THAT REPRESENT REAL DEATH BYATHOUSAND
CUTS…”
ECONOMIST FEB 07 2008

32. … MOVING FORWARD
ITS ABOUT CONSTANT CHANGE
BUT AN UNDERSTANDING THAT WHILE SOCIAL MEDIA MA BE THE NEW SHINY WORD IN
Y
MARKETING, ITS NOT THE ONLY THING AROUND. SOCIAL IS ONE PART OF THE
MARKETING MIX.

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

34. DON’T WAITAROUND FOR
NEGATIVE BRAND ADVOCACY TO
STRIKE.
LISTEN. THEN RESPOND. SOCIAL
MEDIAIS HERE TO STAY…

35. THANKYOUFORYOURTIME
ALASTAIR_BULLOCK@CATHAYPACIFIC.COM
TWITTER / ALIBULLOCK
LINKEDIN / ALI BULLOCK
ALIBULLOCK.COM
CATHAYPACIFIC.COM/PEOPLE