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Presentation given by Scot McKee, Managing Director, Birddog, at the International Hotel Investment Forum, Berlin, 2012. McKee explains how Senior Executives within B2B organizations need to adapt and adopt social media practices to support their brands and achieve value from the 'Social Enterprise'. A video of the full presentation is available at: http://www.birddog.co.uk McKee’s books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks
Citation preview
Social Media for the C-Suite
Why Bloody Important Senior Executives need it, how to use it and protect against
reputational risk
Introduction
• Brand• Digital• Social• Content
Context
• How important are you?
Context
• Senior Executives• CEOs• Financiers• Investors
Context
• Pretty bloody important then
Context
• How much do you care • about Social Media?
Context
• About *that* much
Context
• What is • “Social Media”?
Context
• Pink, flowery, marketing stuff…
Context
• Useful at the front end
Context
• But “we” don’t need it
Context
• Because, “We”… • …are bloody important executives
Context
• There’s a problem with that
Context
• The Crowd
The Crowd
• Facebook: 750m users• Twitter: 300m users• YouTube: 200m (a day)• Groupon: 115m users• LinkedIn: 100m users
Source: Digital Marketing, Craig P. Smith
The Crowd
• Pandora: 100m users• Flickr: 40m users• WordPress: 50m users• Google+: 45m users• Foursquare: 10m users
Source: Digital Marketing, Craig P. Smith
The Crowd
• That’s about 2bn users• Across just 10 networks
The Crowd
• Oh, and…• …there are about 800 other networks
The Crowd
• They’re social• They’re connected• They want to be able to contact you
The Crowd
• Not the branded ‘you’• The ‘social’ you
The Social You
• Customer Services isn’t enough• It’s the start of the conversation• But it’s not the end
The Social Trinity: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
The Social You
• Customers expect to reach Execs.• At the highest levels
The Social Trinity: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
The Social You
• The Social C-Suite
The Social You
• You’re ‘unavailable’? OK…
The Social You
• The crowd will just make you up
The Social You
• It may be amusing
The Social You
• But online reputation is easily damaged
The Social You
• If you don’t manage & control it
The Social You
• Someone else will
The Social You
• The conversation is already happening• With you, without you, about you
WTF…?*!!?
The Social You
• Still feeling bloody important?
The Social You
• Or are billions of usersstarting to worry you?
The Social You
• About *that* much?
The Good News
• Is the opportunity…
The Social Steps
• Listen• Learn• Engage• Influence• Convert
The Social Steps
• Listen• Learn• Engage• Influence• Convert
The Social Trinity: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
The Social Steps
• Listen:• To customers• To competitors• To staff
The Social Steps
• Learn:• The info you need is available• Share it with your community
The Social Steps
• Engage:• Accessible markets• Connections & conversations
The Social Steps
• Influence:• Shaping the agenda• Changing outcomes
Brand Amplification: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
The Social Steps
• Convert:• The power of many• The crowd decides (not you)
The Social Steps
• Yeah, sure, but…
The Social Steps
• “What the fu*k is social media?• We’re ‘Important’ – remember?”
What the fu*k is ‘social media’?
• It’s confusing
The Establishing Statement
source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
• Let’s use a single framework…
The Establishing Statement
source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
For ---------------------------------------------------- (Audience)--------------------------------------------------------- (Brand)is the ------------------------------------------------- (Context)that --------------------------------------------------- (Competency)
The Establishing Statement
source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
For ---------------------------------------------------- (Audience)---Social Media-------------------------------------- (Brand)is the ------------------------------------------------- (Context)that --------------------------------------------------- (Competency)
The Establishing Statement
source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
For --anyone seeking information or opinion--- (Audience)---Social Media-------------------------------------- (Brand)is the ------------------------------------------------ (Context)that --------------------------------------------------- (Competency)
The Establishing Statement
source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
For --anyone seeking information or opinion--- (Audience)---Social Media-------------------------------------- (Brand)is the ----online channel--------------------------- (Context)that --------------------------------------------------- (Competency)
The Establishing Statement
source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
For --anyone seeking information or opinion--- (Audience)---Social Media-------------------------------------- (Brand)is the ----online channel--------------------------- (Context)that ---connects people with content----------- (Competency)
Social Media
“For anyone seeking information or opinionSocial Media is the online channel that connects people with content”- Scot McKee
Social Media
• That wasn’t so tough was it?
Social Media
• Great. Now what?
Choose Your Weapon
• There are 800+• (Don’t try to use them all…)
Choose Your Weapon
• Social Networks • (e.g. Facebook/LinkedIn)
Choose Your Weapon
• Blogs • e.g. Wordpress/Posterous
Choose Your Weapon
• Wikis • e.g. Wikipedia
Choose Your Weapon
• Forums/Chat
Choose Your Weapon
• Connect Communities • e.g. YouTube/Flickr/Slideshare
Choose Your Weapon
• Microblogging • e.g. Twitter
I understand, but I’m…
• Yes, we know – a Senior Executive• And bloody important
Why bother?
• You’re doing it already• One handshake at a time
Why bother?
• One meeting at a time
Why bother?
• One call at a time
Why bother?
• One presentation at a time
Why bother?
• Isn’t that, you know, a bit… slow?
Why bother?
• To accelerate, you need to participate
Why bother?
• For brands to grow, they need to be social
Why bother?
• The whole company needs to be social
Why bother?
• Not because I want you to• Because customers want you to be
Why bother?
• You’re part of the company • A bloody important part, obviously
Why bother?
• It’s time to hug the crowd
What bloody important Execs. can do
• Start with the familiar• Socialize traditional activity• Integrate & support mkting• That’s it
Start with the ‘Familiar’
• Blogging• Slideshare• YouTube• LinkedIn• Twitter
Start with the ‘Familiar’
• Our working example is…• Scot McKee
Start with the ‘Familiar’
• Yes, I’m bloody important
Socialize Traditional Activity
• Scot McKee, Columnist• B2B Marketing Magazine
Socialize Traditional Activity
• Change ‘Columnist’ • to ‘blogger’• Delete ‘Magazine’
Socialize Traditional Activity
• Scot McKee, blogger• B2B Marketing
Socialize Traditional Activity
• Syndicate content • Multiple platforms• Delete qualifiers
Socialize Traditional Activity
• Scot McKee, blogger
Socialize Traditional Activity
• Presented by Scot McKee
Socialize Traditional Activity
• Slides are seen once• Then locked in a laptop
Socialize Traditional Activity
• Rewrite, then publish
Socialize Traditional Activity
• Slides that were seen by one• Can be shared by many
Socialize Traditional Activity
• Equivalent 10 yrs. of presentations, in 3 mths.
Socialize Traditional Activity
• Starring Scot McKee
Socialize Traditional Activity
• Presentations/Seminars/Keynotes• Wasted assets lost in the moment
Socialize Traditional Activity
• Video them• Edit • Then publish
Socialize Traditional Activity
• Content seen by few• Can be viewed by many
Socialize Traditional Activity
• Shared by Scot McKee
Socialize Traditional Activity
• LinkedIn is not a job board• You’ve got a job, remember?• A bloody important one
Socialize Traditional Activity
• It’s a community hub• To ‘connect people with content’
Socialize Traditional Activity
• Learn to use it
Socialize Traditional Activity
• Clients, prospects & staff• Are expressing interest
Socialize Traditional Activity
• Rich functionality• Encourages sharing
Socialize Traditional Activity
• Amplifies brands• Enhances reputation
Socialize Traditional Activity
• Twitter is not about lunch• It’s about everything (and lunch)
Socialize Traditional Activity
• Learn to use it
Socialize Traditional Activity
• Cross-network• Cross-platform
Socialize Traditional Activity
• Your network will help you
Socialize Traditional Activity
• Because, you… • …are bloody important
Final Thoughts
• It might look like Social Media is • all about ‘you’
Final Thoughts
• But it’s all about business• ‘All roads lead to the brand…’
Final Thoughts
• Everything I’ve shared• Links directly to Birddog
Final Thoughts
• Everything I’ve shared• Links directly to Birddog
Final Thoughts
• Everything I’ve shared• Links directly to Birddog
Final Thoughts
• Everything I’ve shared today• Links directly to Birddog
Final Thoughts
• Even these slides
To End at the Beginning…
• Listen• Learn• Engage• Influence• Convert
Socialize Traditional Activity
• You can do this• It’s important• Bloody important
Thank you (and be social…)
Scot McKee
Further Resources
• Links:– http://www.birddog.co.uk
– http://www.slideshare.net/birddogb2b – http://www.youtube.com/user/BirddogB2B– https://twitter.com/#!/BirddogB2B – https://twitter.com/#!/scotmckee– http://is.gd/mckeebooks
Photo Credit: http://www.freedigitalphotos.net
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