Presentation at the BAM 2013 conference on social media and the work I did for CX.

1. TAKING CATHAY PACIFIC FROM
1 FAN TO 40 MILLIONTHE STORY OF
A SOCIAL MEDIA JOURNEY BY ALI BULLOCK, EX-HEAD OF SOCIAL
MEDIA AT CATHAY PACIFIC

2. WHAT ARE WE TALKING
ABOUT TODAY:
- SOCIAL: GET OVER THE HYPE
- SOCIAL STARTS WITH YOU
- NOTHING IS FREE IN SOCIAL MEDIA
- BUILDING A COMMUNITY
- LISTENING TO YOUR COMMUNITY
- MISTAKES MADE, A LESSON LEARNT
- IT WILL ALL BE OK

3. ABOUT ME:

4. I HELP
COMPANIES
FIGURE OUT
SOCIAL

5. I LOVE SOCIAL MEDIA: YOU ALSO
KNOW I HAVE 4 DOGS (WAIT ITS 5
AS OF MONDAY…)

6. LETS TALK SOCIAL

7. WHISKEY
WEIGHT LOSS
SUPERFLUOUS
HAIR REMOVAL

8. WHISKEY
WEIGHT LOSS
SUPERFLUOUS
HAIR REMOVAL

9. SOCIAL CHANGES
THE OLD VALUES,
THE OLD NARATIVES,
THE OLD WAYS.

10. SOCIAL BRINGS NEW
CHALLANGES

12. SOCIAL MEDIA IS
ABOUT PEOPLE

13. SOCIAL MEDIA IS
ABOUT
TRANSPARENCY

14. SOCIAL MEDIA IS
YOUR BRAND IN THE
CONSUMERS HANDS

15. SOCIAL MEDIA IS NOT
FREE

16. EXAMPLE: AIRLINE
101

17. OLD MEDIA APPROACH

18. NEW WORLD: SOCIAL

19. THIS IS SOCIAL MEDIA

20. FROM 1 FAN…

21. PERSONALISED POSTS

22. FOCUSED ON:
- BRAND
- CUSTOMER SERVICE
- PROMOTIONS
- CELEBRATING HONG KONG
- FEEDBACK

23. NOT RESPONDING QUICKLY
ENOUGH IS NOT GOOD
ENOUGH…

24. AT CX WE
WOULD
RESPOND TO
EVERY POST
OR MESSAGE
WHERE
POSSIBLE
WITH OUR
OWN NAMES

25. TO 100,000

27. AVERAGE VIEWS FOR
A CX AD ON THE
OFFICIAL YOUTUBE
CHANNEL - 40,000
VIEWS

28. 8 MILLION + VIEWS 500,000 + VIEWS6 MILLION + VIEWS
CENSORED

29. WE
WORKED
SOCIAL
MEDIA
24/7

30. TO A REACH OF OVER
40 MILLION FANS!

31. MEDIA IS NOW ABOUT SPEED
Source: simpliflying.com
30 SECONDS!

32. Source: simpliflying.com
JOURNALISTS WORKING IN
REAL TIME

33. ITS ABOUT
SYMPATHY,
COMMUNITY &
ENGAGEMENT
8 HOURS
LATER?

34. NOWHERE IN THE PRESS RELEASE
DOES THE AIRLINE MENTION THE
FAMILIES OR PEOPLE AFFECTED.

36. 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.

38. WE FOCUSED ON:
- BRAND
- CUSTOMER SERVICE
- PROMOTIONS
- CELEBRATING HONG KONG
- FEEDBACK

39. COMMUNITY
IS IS
IMPORTANT

40. …BUT THE STORY WASN’T ACCURATE:
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
COMMUNITY IS IS IMPORTANT

41. JUST BECAUSE ITS
ON TWITTER DOESN’T
MAKE IT TRUE!

43. EVERYONE MAKES
MISTAKES. BECAUSE
THEY ARE HUMAN…

44. … AND SOMETIMES
PEOPLE MAKE SILLY
MISTAKES.
REMEMBER: WHAT YOU
PUT ON SOCIAL MEDIA,
STAYS EVERYWHERE.

45. DON’T LET THAT
STOP YOU…

46. EVEN ME….
“GREAT DAY,
SHOOTING
ELEPHANTS FOR 8
HOURS”- ALI
BULLOCK, HEAD OF
COMMS WWF
“GREAT DAY,
PHOTOGRAPHIN
G ELEPHANTS
FOR 8 HOURS”-
ALI BULLOCK,
HEAD OF COMMS
WWF

47. IT’S A FUNNY THING
SOCIAL. ITS ALL
ABOUT PEOPLE

48. THANK YOU FOR YOUR
TIME.
YOU CAN FIND A COPY OF THIS PRESENTATION
HERE:
WWW.SLIDESHARE.NET/ALIBULLOCK/PRESENTATI
ONS
LINKEDIN: ALI BULLOCK
ALIBULLOCK@GMAIL.COM
WWW.ALIBULLOCK.COM