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Keynote Presentation given by Scot McKee, Managing Director, Birddog, at Technology for Marketing & Advertising (TFM&A), London, 2013 – Social Media Theatre. McKee explains how, in the rush to 'be social', individuals have moved faster than their B2B organizations and brands. Why has that happened and what are the techniques available to bring brands and business back up to speed with social media? McKee is joined onstage by Gareth Case, Head of Marketing for Xchanging Technology Services and the Xuber Insurance Software brand, who presents a case study in support of the key themes. 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
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I’m Social. My Brand Isn’t. Oops.---------------------------------------------------
Scot McKee, Managing Director, Birddogwww.birddog.co.uk@scotmckee
Gareth Case, Head of Marketing, Xuberwww.xuber.com@gareth_case © Birddog Ltd. February 2013
• Introduction & Knob Gags• Scot McKee, Managing Director, Birddog.
• Case Study – Xuber Insurance Software• Gareth Case, Head of Marketing, Xchanging Tech.
Services.
I’m Social. My Brand Isn’t.
Social Media Growth
We’ve definitely had some since socialmedia took off around 2009.
Social Media Growth
1 Billion users on Facebook… blah… blah… etc.
Social Media Growth
In case you missed them, most of the graphs are this shape.
Social Media Growth
So, ‘ok’, let’s concede there’s been a bit of growth.
Social Media Growth
Not so much in B2B though.We’re not really known for, ‘fast.’
Social Media Growth
B2B’s social weapon of choice is still……wait for it…
Social Media Growth
LinkedIn.*sigh*
Social Media Growth
The other dudes are just totally, like, *way* cooler, bro.
Social Media Growth
Even with a running head start, B2B struggled to keep up.
Social Media Growth
Everyone had a chance back in 2008.(When I first started shouting at you.)
Social Media Growth
But while the ‘dudes’ hit a billion users…
Social Media Growth
Business social media, eh… didn’t.
Social Media Growth
The only real surprise being, business usually follows one thing…
Social Media Growth
The Money.
Social Media Growth
But Forrester was already analysingwhere the money was going.
Social Media Growth
Email marketing revenue had flat-lined.
Social Media Growth
Mobile marketing revenue was growing,but as a small part of the total.
Social Media Growth
Leaving MUCH larger revenue growth, in Social Media.
Social Media Growth
So, what did business do…?
Social Media Growth
Not much really.
Social Media Growth
Instead of following the money, business asked pain in the ass questions.
Social Media Growth
Like, “How do we measure the ROI?”
Social Media Growth
And a world of Social Monitoring and Social Analytics was born...
Social Media Growth
“You may as well ask what the ROI of putting your
pants on every day is. You know there’s a value to it, but it’s hard to measure.”
- S.Monty, Head of Social Media, Ford. 2010.
But most businesses continued to ask the wrong questions.
Social Media Growth
Instead of setting Social Measuresagainst Business Objectives.
Social Media Growth
So the People simply joined the Social Revolution.
Social Media Growth
But the Corporate Brand… didn’t.
Social Media Growth
Now, while 98% of the US/UK online population is using Social Media. Source: ComScore
Social Media Growth
Only 1/3 of businesses are evenin the game. Source: http://www.birddog.co.uk/resources
Social Media Growth
I’m Social, My Brand Isn’t. Oops.
All of which left me feeling likea bit of a cock.
#Losers
Because I’ve been waiting for this traina LONG time.
#Losers
Me. Waitin
g for the ‘social
train’.
There’s been a LOT of ‘talk’ in theintervening social media years.
#Losers
You. Talking about the ‘social
train’.
Because if there’s one, single, undeniable,
social media #fact…
#Losers
Still talking to the wall...
It’s that the people most attached to social, are the people working in social.
#Losers
Too much thinking. Too much talking. Not enough doing.
#Losers
Playing to win.
At Birddog, we think and do.
Playing to Win
The clue’s in the tagline.
Playing to Win
We’ve learned that it’s difficult to break corporate inertia.
Playing to Win
Established brands have establishedbeliefs, processes, people.
Playing to Win
But if the brand doesn’t exist yet…
Playing to Win
There can be no social prejudices.
Playing to Win
There can only be Business Objectives.
Playing to Win
And Social Strategy.
Playing to Win
And Social Planning.
Playing to Win
And Social Measurement.
Playing to Win
And reporting to make sure everyone remembers why they’re here.
Playing to Win
Instead of forcing social media in B2B…
Playing to Win
Use the force Luke, use the force.
Playing to Win
The opportunity is closer than you might think.
Playing to Win
You just need to be visible.Accessible. Engaging.
Playing to Win
In other words, do the stuff that makesyou feel… a bit awkward in B2B..
Playing to Win
Playing to Win
And try to persevere.
Playing to Win
Because when you get it right...
Playing to Win
Your social customer will find you.
And when that happens,You can stop talking.
Playing to Win
Because your social customer,will do all the talking for you.
Playing to Win
So ask me about social ROI by all means.
@ScotMcKee
But listen to my customer first.
@Gareth_Case
Gareth Case, Head of Marketing,Xchanging Technology Services.
@Gareth_Case
It Started with a SniffA Brave Social Adventure
Gareth CaseHead of Marketing, Xchanging & Xuber
#TFMA2013
@gareth_case
It was 1999
#TFMA2013
Remember what things were like back then?
@gareth_case
#TFMA2013
It was 1999Remember? The year when
#TFMA2013
@gareth_case
When browsingLooked like this #TFMA2013
The thought of being ‘social’ in that era sounds a bit weird. No?
#TFMA2013
@gareth_case
Well that’s where you’re wrong. We’ve always been social.
#TFMA2013
@gareth_case
Just back then…we did it in a different format
#TFMA2013
@gareth_case
Whether it’s Grandma Monthly, or our new Twitter feed, only 1 thing matters.
Engagement
@gareth_case
So, back to ‘the sniff’
• Bark – Birddog’s newsletter
• Informative
• Current
• Relevant to me
• Sweary
• Quirky
• Funny
• 1999
I was engaged.
To Scot. :-o
#TFMA2013
@gareth_case
A JourneyThrough the ages of technology
• I moved, he followed• I hid, he found me• I LinkedIn, he connected• He posted, I liked• I Tweeted, he RT’d• He blogged, I shared• And then…
#TFMA2013
After a 12 year ‘open relationship’. I became one of Birddog’s biggest ever clients. Overnight.
#TFMA2013
@gareth_case
Having never previously spoken in the real world the phone call went something like this…
#TFMA2013
@gareth_case
Me: Scot?Scot: Yes.Me: It’s Gareth Case.Scot: Well f*ck me.
#TFMA2013
@gareth_case
He’d been selling to me indirectly for 12 years.
#TFMA2013
@gareth_case
He didn’t need to pitch, I was already sold. Just simply waiting for a company to give me enough budget to rent his ego…
#TFMA2013
@gareth_case
What ego?#TFMA201
3
Our Mission?3 months to rebrand Xchanging’s Insurance software business.
The project motto?Go big. Or go home.
#TFMA2013
@gareth_case
We Identified a *few* projects
#TFMA2013
Logo / Brand Strategy / Values /
Straplines / Tagline / Website /
Infographics / Videos / Brochures /
Fact Sheets / Station Domination /
Guerrilla / Launch Event / Online
Advertising Takeover / Gospel Choirs /
PPT Templates / Stationery / Oh, and
#TFMA2013
@gareth_case
Social Media
#TFMA2013
But I was warned. For we operate in the commercial insurance market. And our ‘target audience’ looks a little like this…
#TFMA2013
@gareth_case
@gareth_case
And so…we needed a strategy
#TFMA2013
@gareth_case
Stage 11. Define objectives2. Define audience3. Audience audit4. Competitor review5. Identify ‘Buzz Topics’
#TFMA2013
@gareth_case
Stage 21. Channel selection2. Creative brand
proposition3. Content strategy4. Identify stakeholders5. Social media policy
#TFMA2013
@gareth_case
Stage 31. Content plan2. Community
management3. Reporting
#TFMA2013
@gareth_case
So What Happened?
We started by making everything we did, socially friendly
#TFMA2013
@gareth_case
b
#TFMA2013
@gareth_case
We grewWe refinedWe made it personalWe engagedWe started communicating in a whole new way
#TFMA2013
@gareth_case
And guess what? They started talking back
#TFMA2013
@gareth_case
#TFMA2013
Remember these guys?We underestimated them
@gareth_case
#TFMA2013
And it wasn’t just them we influenced…
Journalists / Partners / Recruiters / Employees / Thought Leaders…
#TFMA2013
@gareth_case
In 4 months…7,424 followersReach of 3,309,934Competition7 direct opportunities£3.7M project pipeline
#TFMA2013
@gareth_case
But this is just the beginning of our
journey
@gareth_case
#TFMA2013
These are the onesWe really want to influence
@gareth_case
#TFMA2013
Why?Socially geneticInfluentialMe: 12 years agoCustomers tomorrow
#TFMA2013
@gareth_case
Thank you
#TFMA2013
xubersocial
xuber.com
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
Further Resources
©2013 • Birddog Ltd, 58 Parker Street, Covent Garden, London WC2B 5PZ • [email protected] • +44 (0)20 7323 6666