building a credible brand on social media

BUILDING A CREDIBLE

BRAND ON SOCIAL MEDIA

THROUGH STORY

TELLINGPRESENTATION BY ALI BULLOCK

SOCIAL MEDIA CONSULTANT TO

HANDSON HONG KONG

SOCIAL MEDIA BLOGGER

ALIBULLOCK.COM

MY ROLE IS SIMPLE. HELP BRANDS (AND CHARITIES)

FIGURE OUT THE WORLD OF SOCIAL MEDIA

TODAY’S CONSUMER IS CONSUMING MEDIA, BRANDS AND OPINIONS IN A FUNDAMENTALLY DIFFERENT TO WHAT THEY WERE DOING 10 YEARS AGO…

#CHANGE = #CHALLANGES

FOR MARKETING THE MOST INTOXICATING MEASUREMENTS IN ALL OF MARKETING IS WEB TRAFFIC

IT’S MEASURABLE. IT’S BINARY. WE CAN ACTUALLY DO SOMETHING TO AFFECT THE RESULTS.

(2015) THE AVERAGE PERSON

SEES BETWEEN

3,000 -

20,000 VISUAL

MESSAGES A DAY

FOR THE CORPORATE COMMS TEAM THE PRESS IS SOMETHING WE KNOW. THERE ARE RULES. A PRESS RELEASE WORKS.

WE CAN CRAFT A MESSAGE THAT CAN BE CONTAINED TO WHAT MATTERS, THE STORY. A STORY THE CORPORATION TELLS.

64%OF MILENNIALS USE SOCIAL MEDIA TO ADDRESS OR ENGAGE WITH COMPANIES ABOUT SOCIAL AND ENVIORNMENTAL ISSUES.

WHAT CHANGED?WE DID*

* With some help from Apple

36%OF CONSUMERS SAY THEY MAINLY SHARE CONTENT TO PROMOTE CAUSES OR ISSUES THEY FEEL STRONGLY ABOUT

2015: FACEBOOK: ORGANIC REACH IS CLOSE

TO 0% FOR

BRANDS

* Please note no Boston terrier was harmed in

the making of this presentation.

FAN #1. ME…

NO-ONE THOUGHT THAT CATHAY PACIFIC NEEDED A FACEBOOK PAGE

NO ROI OR SALES WOULD COME FROM FACEBOOK

CX AUDIENCE WOULD NOT BE ON SOCIAL MEDIA

COMMUNICATIONS TEAM DIDN’T SEE THE NEED FOR SOCIAL MEDIA. “WE

HAVE PHONES AND CONTACTS IN THE MEDIA.”

CATHAY PACIFIC IN 2015 PASSED

1,000,000FACEBOOK FANS

GLOBALLY.

#WHERE TO BE

MY BELIEF FOR THE BRAND ON SOCIAL MEDIA WAS BRAND AND NOT SALES.

I KEPT OUR SOCIAL MEDIA PROPERTIES AS FAR AS POSSIBLE

AWAY FROM SALES OR ROI

#STAND OUT

83% OF CMO'S CLAIM THAT

SOCIAL SHARING IS THE PRIMARY BENEFIT OF SOCIAL MEDIA MARKETING.

(YOU MEAN IT’S NOT CLICKS, LIKES OR NEW FOLLOWERS? IT’S NOT EVEN TRAFFIC???!)

#AUTHENTIC

70% OF CUSTOMERS ARE MORE

LIKELY TO BUY SOMETHING WHEN THEY SEE CONTENT ABOUT A

PRODUCT OR SERVICE SHARED BY A FRIEND

A PHOTO FROM THE MAERSK INSTAGRAM ACCOUNT (OVER 40,00

FOLLOWERS)

#CREATIVE

NEW MODEL OF SOCIAL MEDIA STORY TELLING

NOT EASY – COMBINES STANDING OUT AND AUTHENTICITY

BUDGET IS NOT KEY

CHANGES THE OLD MODELS OF HOW WE COMMUNICATE AND MARKET ON

SOCIAL MEDIA

NIKE#MAKEITCOUNTCOST: - $100,00VIEWS: 14 MILLION+

EMIRATES#HELLOJETMANCOST: +$1,000,000VIEWS: 16.3M+ (IN LESS THAN 4 DAYS)

#CREATIVITY MATTERS

JONNIE WALKER BLUE LABEL: “THE GENTLEMENS WAGER 2”

COST: +1M USDVIEWS: 283,000

LENGTH: +11 MINUTES

#CREATIVITY MATTERS

LETS WATCH THE NIKE VIDEO

SOCIAL MEDIA CHANGES WHAT WE ALL DO AS BRANDS. IT TAKES

COURAGE, IT TAKES AUTHENTICITY AND IT TAKES

TIME…

THE TIMES ARE CHANGING…#OCCUPYHONGKONG

THANK YOUFIND ME ON THE INTERNET

@ALIBULLOCK