building a credible brand on social media
TRANSCRIPT
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