Presentation on scaling social media to the Thompson Reuters group in Hong Kong

1. SCALING SOCIAL MEDIA
ali bullock, HEAD OF COMMUNICATIONS WWF HK
WWF HK | @alibullock

2. INTROS
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
WWF HK | @alibullock

3. SOCIAL EXPERT.
MY DOG (PADSTOW) HAS MORE FRIENDS ON
FACEBOOK (903) THAN I DO (640)
WWF HK | @alibullock

4. SOCIAL. PRIORITIES
SOCIAL MEDIA IS ABOUT PEOPLE
SOCIAL MEDIA IS ABOUT STORY TELLING, INFLUENCE AND MOST OF ALL
HONESTLY TO YOUR BRAND AND YOUR BRAND VALUES
WWF HK | @alibullock

5. 1. OBJECTIVES
YOU CAN’T BE IN SOCIAL IF YOU DON’T HAVE YOUR OBJECTIVES IN PLACE. AND
THOSE OBJECTIVES WILL CHANGE AS TIME PASSES.
WWF HK | @alibullock

6. 2. AGENCIES.
THERE IS NO POINT IN HAVING AN AGENCY IF YOU HAVE NOT WORKED OUT
WHAT YOUR OBJECTIVES ARE
WWF HK | @alibullock

7. 2. NGOS VS BRANDS.
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
WWF HK | @alibullock

8. 3. SOCIAL MEDIA IS A
CHALLENGE
EASY TO HARD TO
UNDERSTAND UNDERSTAND
WWF HK | @alibullock

9. EASY TO HARD TO
UNDERSTAND UNDERSTAND
WWF HK | @alibullock

10. CATHAY PACIFIC: 2008
- 2012
WWF HK | @alibullock

11. ME
2008 - KEY QUESTION, “WHAT
IS EVERYONE ELSE DOING IN
SOCIAL?”
“HELLO, IS ANYONE
THERE?”
WWF HK | @alibullock

12. 2008 - FIRST THING, “WHAT
DO WE WANT FROM SOCIAL?”
WWF HK | @alibullock

13. 2010: SOCIAL PLATFORMS
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
WWF HK | @alibullock

14. “WAIT, TWEETDECK
ISN’T ENOUGH
ANYMORE?”
MANAGE SOCIAL MEDIA THE SAME
WAY YOU DO YOUR WEB SITE AND
OTHER COMMS CHANNELS.
PROFESSIONALLY.
WWF HK | @alibullock

15. ENGAGEMENT VS. MEASUREMENT
HOW DID WE GET THERE
THIS POST ALONE
HAD OVER 1,00
LIKES AND 150
COMMENTS
WWF HK | @alibullock

16. AROUND THE WORLD IN 80 DAYS
HOW DID WE GET THERE
DOUBLED OUR SOCIAL
MEDIA PRESENCE
ADDED ANOTHER 25%
OF FANS AS MIKE
TRAVELLED ROUND
THE WORLD.
WWF HK | @alibullock

17. SALES VS MARKETING
HOW DID WE GET THERE
WWF HK | @alibullock

18. CRISIS MANAGEMENT
HOW DID WE GET THERE
CENSORED
WWF HK | @alibullock

19. CRISIS MANAGEMENT
HOW DID WE GET THERE
Average views for a CX ad on the official
Youtube channel - 40,000 views
WWF HK | @alibullock

20. 2012: YEAR OF SOCIAL
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
WWF HK | @alibullock

21. OUR STRATEGY FROM:
POSTS METRICS MONIORING COMMUNITY MGT CUST SERVICE
ROI BRAND ENGAGEMENT
WWF HK | @alibullock

22. GENERAL PUBLIC CUSTOMERS ADVOCATES NGOs INFLUENCERS GENERAL PUBLIC
GOOGLE + FACEBOOK TWITTER SINA-WEIBO
POSTS METRICS MONIORING COMMUNITY MGT CUST SERVICE
ROI BRAND ENGAGEMENT
BECAME...
WWF HK | @alibullock

23. FINALLY:
WWF HK | @alibullock

24. DIGITAL MOVES AT SPEED.
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.
WWF HK | @alibullock

25. PLAN FOR A CRISIS
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
WWF HK | @alibullock

26. SOCIAL CMS
POSTS METRICS MONIORING COMMUNITY MGT CUST SERVICE
BRAND
ROI
WWF HK | @alibullock

27. NO OBJECTIVES. NO SOCIAL.
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
WWF HK | @alibullock

28. THANK YOU FOR
YOUR TIME.
(E) ABULLOCK@WWF.ORG.HK
(W) WWF.ORG.HK / ANIMALINPHOTOS.COM
(L) LINKEDIN.COM/ALIBULLOCK
(T) TWITTER.COM/ALIBULLOCK
#digmtkforum @alibullock