10 lessons in social media i learnt the hard way
DESCRIPTION
TRANSCRIPT
![Page 1: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/1.jpg)
10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY.10(So you don’t have to.)
Ali bullockHead of Communications – WWF Hong Kong
![Page 2: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/2.jpg)
THINGS ABOUT ME YOU MAY KNOW- I work for WWF Hong Kong as Head of Communications
- Previously worked for Cathay Pacific as global digital marketing manager, and worked on digital strategy for companies such as KMPG, Kellogg’s, Samsung and Motorola
2
![Page 3: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/3.jpg)
2 THINGS ABOUT ME YOU MAY NOT KNOW- “Asia’s foremost charity wildlife photographer” - CNN Go
- My dog has more friends (917) than I do on FaceBook (662)
![Page 4: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/4.jpg)
1# KEEP CALM AND CARRY ON.
![Page 5: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/5.jpg)
Social media is like play school. People will say mean things about you.
Listen. Respond if appropriate and then move on.
![Page 6: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/6.jpg)
AT CATHAY PACIFIC
Average views for a CX ad on the official Youtube channel - 40,000 views
![Page 7: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/7.jpg)
8 million + views 500,000 + views6 million + views
CENSORED
![Page 8: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/8.jpg)
NO MATTER YOUR ORGANISATION’S SIZE WE NOW WORK AND LIVE IN A MULTI-CONNECTED 24 / 7 WORLD.
HOW WOULD YOU COPE?
![Page 9: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/9.jpg)
Call: “ali, we need you in the crisis comms center. NOW.”
(… It wasn’t ever going to be a good day)
![Page 10: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/10.jpg)
CENSORED
From images captured by professional photographers and sent to the media for print the next day to -
Images captured on an Iphone and shared to the world’s media in minutes
![Page 11: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/11.jpg)
FROM “BRAND HIJACKS”
![Page 12: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/12.jpg)
“Great day, shooting Elephants for 8 hours”- ali bullock, Head of comms WWF
… TO YOUR OWN EMPLOYEES
![Page 13: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/13.jpg)
“Great day, photographing Elephants for 8 hours”- ali bullock, Head of comms WWF
… IN CONTEXT:
![Page 14: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/14.jpg)
1SOLUTION: MONITOR, RESPOND, ANALYSE & REPEAT:
MONITOR: Your posts and the conversations online
WORK: your biggest fans and posters, cultivate these relationships
FACTS: Check your facts and know the details of the situation
SPEED: Post quickly and frequently (where suitable)
MONITOR (AGAIN): What is the message and flow of the conversation
ADAPT: Apologise, say nothing, address issues as the situation develops and be flexible to this environment.
![Page 15: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/15.jpg)
IT’S NOT THE MISTAKES MADE USING SOCIAL MEDIA THAT CAUSE BRANDS THE BIGGEST PROBLEMS, IT’S HOW POORLY OR SLOWLY THEY DEAL WITH THEM.
![Page 16: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/16.jpg)
2# SOCIAL MEDIA CRISIS MANAGEMENT - HOURS NOT DAYS
![Page 17: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/17.jpg)
SEA SHEPHERD VS CATHAY PACIFIC
![Page 18: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/18.jpg)
…BUT THE STORY WASN’T TRUE:WE LEARNT:
From picking up the story to posting on Facebook over 24 hours passed - this was too long
We didn’t inform staff around the network, several of whom were verbally assaulted at our airports by people angry over the story
More posts were needed on our own Facebook properties
We should have posted on the Sea Shepherd page
![Page 19: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/19.jpg)
2SOLUTION: PLAN AND EXECUTE QUICKLY. DOING NOTHING = MISTAKE:
Monitoring is key to social media and crisis management
![Page 20: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/20.jpg)
3# DON’T HIRE A SOCIAL MEDIA AGENCY. HIRE YOURSELF FIRST.
![Page 21: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/21.jpg)
IF YOU DON’T BELIEVE IN SOCIAL MEDIA DON’T DO IT… THAT’S VERY DIFFERENT TO NOT UNDERSTANDING IT.
![Page 22: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/22.jpg)
3SOLUTION: THE ONLY BARRIER TO SOCIAL MEDIA IS YOU:
Making mistakes is part of the process – I didn’t get CX to a fan of fan reach of 36 million people without dropping a few balls along the way
No single person makes a social media success. You need a good team around you and the management belief to try new ideas
![Page 23: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/23.jpg)
4# FINALLY REALISING EVERY COMPANY IS A MEDIA COMPANY
![Page 24: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/24.jpg)
4COMPANIES AS PUBLISHERS
Blogs, Facebook feeds, Twitter and Sina-Weibo: Every company now has the ability to be a publisher
Media and stories are becoming multi-threaded conversations across multiple platforms
![Page 25: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/25.jpg)
4SOLUTION: MORE CONTENT VS LESS CONTENT
Our challenge in marketing, PR and comms is how to find balance in a world where there is more content than ever before and where people have less then time than ever before to consume that media.
(If you find someone who has the answer to this let me know…)
![Page 26: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/26.jpg)
ENGAGEMENT:Simple to talk about but that will be the key to success moving forward.
FOCUS:Simple to talk about but that will be the key to success moving forward.
TARGETING:Simple to talk about but that will be the key to success moving forward.
MONITORING:Know what is being said, by whom and engage where appropriate
![Page 27: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/27.jpg)
5# SOMETIMES (ALWAYS) YOUR BRAND IS IN THE HANDS OF SOMEONE ELSE
![Page 28: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/28.jpg)
CAMPAIGN CANCELLED
SOCIAL MEDIAPUBLIC ISSUE
![Page 29: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/29.jpg)
5SOLUTION: YOU NO LONGER “CONTROL” YOUR BRAND AND THE MESSAGE:
… MOVE ON.
![Page 30: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/30.jpg)
6# HOW DO YOU AVERT A SOCIAL MEDIA CRISIS?
![Page 31: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/31.jpg)
SIMPLE ANSWER IS YOU CAN’T…
It’s how you react and manage the issue that matters. A crisis will only get better or worse as you manage it.
![Page 32: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/32.jpg)
6SOLUTION: BUILD YOUR CONSTITUENCY. AND BUILD IT NOW:
Simple steps to increase engagement:
Don’t oversell on social media. Special offers and promotions are all well and good, but use them sparingly
![Page 33: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/33.jpg)
6SOLUTION: GOOD BUSINESS WORKS ON SOCIAL MEDIA
103 likes 606 likes
![Page 34: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/34.jpg)
SOCIAL GOOD WORKS FOR YOU, YOUR EMPLOYEES, SOCIETY AND FOR SOCIAL PR / ENGAGEMENT (MOST IMPORTANTLY.)
IT’S A WIN FOR EVERYONE.
EVERYONE CAN DONATE A SMALL AMOUNT OF TIME. TALK TO [email protected]
* Caroline is my wife and she is awesome
*
![Page 35: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/35.jpg)
7# EVERY EMPLOYEE FROM THE CEO TO THE RECEPTIONIST CAN B YOUR BRAND AMBASSADOR.
![Page 36: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/36.jpg)
THE GOOD: A Great example of a very low cost but effective social media strategy.
![Page 37: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/37.jpg)
7… AND THE BAD.
![Page 38: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/38.jpg)
This is Tatiana Kozlenko, a flight attendant for Russian airline Aeroflot.
In October 2011, she apparently posted this photo to the social networking site Vkonttakte.
She was fired Monday after the photo began circulating on Twitter.
![Page 39: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/39.jpg)
… And sometimes people make silly mistakes.
REMEMBER: What you put on social media, stays EVERYWHERE.
![Page 40: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/40.jpg)
7SOLUTION: SOCIAL MEDIA GUIDELINES:
Guidelines: Any organisation that is big enough to have HR guidelines will need to have social media guidelines
![Page 41: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/41.jpg)
REMEMBER, FEW “SOCIAL MEDIA CRISIS” INCIDENTS HAVE ENDED THE COMPANY.
(So that’s a relief then.)
Wait, the bad news is they can cost a lot of money, time and effort to re-build the brands reputation…
![Page 42: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/42.jpg)
# BE REALISTIC. BE FOCUSED. KNOW YOUR AUDIENCE AND CUSTOMERS8
![Page 43: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/43.jpg)
8SOLUTION: IS SOCIAL MEDIA RIGHT FOR YOUR ORGANISATION…?
![Page 44: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/44.jpg)
# GIVING AWAY FREE STUFF WILL GET YOU EXACTLY WHAT YOU PAY FOR.9
![Page 45: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/45.jpg)
IF YOU GIVE AWAY SOMETHING FOR FREE, WHAT DO YOU EXPECT IN RETURN…?
LOYALTY?
![Page 46: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/46.jpg)
9SOLUTION: FAN ACQUISITION VS CUSTOMER ACQUISITION:
Fan acquisition means doing something to get the attention of users on a social network so they will opt in to your messaging. Customer acquisition is doing something to convince a person to purchase something.
![Page 47: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/47.jpg)
# SIZE IS NO BARRIER TO SOCIAL MEDIA10
![Page 48: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/48.jpg)
I STARTED OF THE CX FAN PAGE WITH ONE FAN.
(Social media can be a very cold, lonely place in the beginning.)
![Page 49: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/49.jpg)
SOCIAL MEDIA FOUND THIS PUPPY A HOME *
* (OK, that’s not strictly true as I adopted her the day of this photo-shoot, but she would so have been adopted through social media.)
![Page 50: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/50.jpg)
ONE PERSON STARTED A FACEBOOK PAGE ABOUT THE ORANGUTANS IN BORNEO.
RESULT: A FULL CHANGE IN PALM OIL BUYING POLICY AND MILLIONS OF DOLLARS LOST IN NEGATIVE PR.
![Page 51: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/51.jpg)
10CONCLUSION: SOCIAL MEDIA IS NOT A SILVER BULLET FOR YOUR BRAND:
Social Media is something that is too important to ignore
Social media does not and will not ever work on its own, it has to be integrated into a bigger comms / marketing plan.
It’s going to get more complex – If I post a photo on Twitter through my mobile phone, is that mobile marketing or social media marketing?
Social media will change the face of advertising, just as TV did 50 years ago. But it’s still about people and word of mouth and that has not changed.
![Page 52: 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY](https://reader036.vdocuments.us/reader036/viewer/2022062418/5539ae4f4a795977028b49c7/html5/thumbnails/52.jpg)
*NOTE: # EVERY TITLE WAS LESS THAN 140 CHARACTERS (MEANING IT WOULD FIT NICELY INTO YOUR TWITTER FEED.
THANK YOU SO MUCH FOR YOUR TIME
YOU CAN FIND A COPY OF THIS PRESENTATION HERE:www.slideshare.net/alibullock/presentations