Cathay Pacific, Intel and SINA Weibo discuss social media for brand managers

Ogilvy presents social media for brand managersAnother jam-packed session at Social Media Week Hong Kong. Ogilvy hosted a panel, “Social Media for Brand Managers,” with Ali Bullock, global social manager for Cathay Pacific, Peter Dingle, APAC digital marketing manager for Intel, and Salina Ghafur, head of marketing for SINA Weibo Hong Kong.

The panel, moderated by Thomas Crampton, Ogilvy & Mather’s director of Social@Ogilvy Asia Pacific, covered key challenges global brands face in planning, scaling and hiring for social media positions. According to Dingle, all employees at a company should be responsible for social media. This doesn’t mean a brand can’t have a social media center of excellence to help steer the company’s point of view for social media marketing and communications. But, essentially everyone should know the basics and be able to participate.

Dingle also stressed the importance of listening in social media, saying, “”You MUST be listening to what’s being said about your brand. Your brand is what people SAY your brand is.”

Ali Bullock listed the variety of tools Cathay Pacific uses, both free and paid. Particularly for customer service, having a social content management system (in the case of Cathay, Context Optional) enables them to capture customer feedback and put it into a workflow.

He also discussed the importance of content in developing direct relationships and in driving everyday engagement among fans. For example, when Cathay posted a photo of an engineer changing the tire of a 747 on Facebook, they received 890 likes and several comments. The response has inspired the company to create more content along these lines.

Ghafur stressed the importance of experimentation. Before brands can see value and success in social media, they must be willing to try different techniques on different platforms. Now with 50,000 corporate accounts, SINA Weibo is seeing continued growth in branded uses of their micro-blogging platform. At 250M users and 100M posts per day, SINA Weibo continues to be a key platform to watch in Greater China.

Before we knew it, the hour was up, Twitter was crowded with #smwhk and #ogilvy, and the panelists were quickly rushed by the crowd. Thanks to everyone who participated in Ogilvy’s sold out panel today. Looking forward to the rest of Social Media Week!

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Jenna Boller

Jenna is a Regional Strategy Director at Social@Ogilvy, overseeing Asia-Pacific and based in Hong Kong. In her role, Jenna is responsible for leading regional social media training initiatives, directing results-based campaigns spanning multiple APAC markets and guiding the overall development and growth of the social media team. In addition, Jenna has focused a large amount of time on helping luxury brands such as Armani, Chanel and Swire Properties, leverage social media and online Word of Mouth in Asia-Pacific. Jenna's past experience spans technology and B2B sectors, having recently developed social media strategies for Intel Corporation, Cisco Systems and Adobe Systems. Before moving to Hong Kong, Jenna worked out of Ogilvy’s San Francisco office where she led the four-time award-winning Intel Insider program, a group of online influencers ranging from parenting and lifestyle blogs to consumer technology bloggers. In her work with Ogilvy, Jenna has also worked on digital crisis communications, advising BP on building a social media strategy from scratch during its crisis in the Gulf of Mexico in 2010. Prior to joining Ogilvy, Jenna was an account manager at Page One Public Relations, where she led social media marketing programs for enterprise technology startups. Jenna contributes to Asia Digital Map, and is the author of Communicating Sense, a blog on social media marketing and Web 2.0. She has a Bachelor’s degree in History, Literature and the Arts from Stanford University and is an avid food blogger in her spare time.