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Keynote presentation given by Scot McKee, Managing Director, Birddog at the 'Accelerate' B2B Marketing Conference 2011. McKee explains how conservative and traditional B2B brand communications are failing, while the opportunities for digital marketing and social media development are huge. The original presentation included a live demonstration of Twitter audience engagement for business. The results of the demonstration, the video and an audio podcast are available at: http://bit.ly/vzuvpD McKee's books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks
Citation preview
Turdy
Brown
Trousers
Challenging business convention in a social world
Scot McKee, Managing Director, BirddogNov. 2011
Q: How many people own a pair of brown trousers?
A: Quite a lot – it’s a popular colour
Introduction
On the plus side
StabilityReliabilityApproachability
On the plus side
ElementalEarthyCore strength
But…
It’s also the colour of turd
Q: How many people are wearing brown trousers today?
A: Not very many
Confess
Why?
The colour of averageThe colour of boringThe colour of meh
Why?
Despite being the most popular colour in the world……Brown is not ‘business’
Why?
We could introducea world of B2B trouser excitement
Why?
But we default to a whole other category of dull for business
The boundaries
When we push the boundaries a littleIt feels like we’re going CRAZEEEE…
The boundaries
But we’re not reallyBecause this is proper CRAZEEEE
The boundaries
In B2B, we occasionally try to be crazyBut only manage to get halfway there
The boundaries
On a ‘crazy’ day in B2B…
The boundaries
…we un-tuck our shirts
The new world order
BROWN TROUSERS
Change two words
The new world order
BROWN TROUSERS
Change two words
The new world order
Digital
Into one word
The new world order
Social
Or another word
The new world order
And the B2B challenge becomes clearer
Digital
Social
Staff, customers & prospects have gone Digital and Social ‘crazy’
The B2B Challenge
But the business response isn’t quite working
The B2B Challenge
The challenge is for business to keep up with customers
The B2B Challenge
The response so far
In the ‘old’ digital days, you would send email
The response so far
Not working?Ok…SEND MORE
The response so far
But it’s still not workingBecause of the ‘social’ wall
The response so far
Remember the wall?
The response so far
It stops everything…
The response so far
So the B2B shirt has been ‘un-tucked’And the corporate website…
The response so far
…has been made bigger(or a bit different)Yay
Q: Who has changed or added to their corporate website in the last 12mths or plans to change it in the next 12mths?
A: Almost everyone
A question…
There’s a problem with that…
A question…
It stops everything, remember?
The brown wall of turd
Even when it’s ‘bigger’
The brown wall of turd
Source: Wired/Cisco
The web is dead
The web is dead
Audience adoption of social media is forcing business change
The central corporate ‘push’ hub
The web is dead
Now has to ‘pull’ audiences from social spaces
The web is dead
Now has to ‘pull’ audiences from social spaces
The web is dead
But while businesses focus on the website
The web is dead
The customers are ignoring it
The web is dead
Customers love being social
The web is dead
Oops
B2B has tried to join inBut hasn’t tried very hard
The second wave
Some business brands have a twitter account
The second wave
Some have posted videos on YouTube
The second wave
Some are even becoming fans of LinkedIn
The second wave
But the customers are moving much quicker
The second wave
Source: IBM/Social Media Today
Over 8,000 social channels
Mobile commerce to reach $31bn by 2016
938 changes to Facebook, Twitter & LinkedIn since 1/1/11
90% of the World’s data has been created in the last 2yrs
28% of buying decisions influenced by social networks
Some facts
Source: IBM/Social Media Today
Every day you say, “wait and see…”Another 2.5 quintillion bytes of data are created
EpicOops
The point for B2B is…
Those who “don’t see the relevance” – are dead.
The point for B2B is…
Those asking “what’s the 1st step?” – are dead
The point for B2B is…
Those “planning to allocate some budget to social media” – are dead
The point for B2B is…
Those still expecting “traditional measures” for social media – are dead
The point for B2B is…
Those “trialling social media” – might live
The point for B2B is…
Social media needs to become the fabric of all marketing activity
The point for B2B is…
The entire Marketing Plan needs to be socialised
(That doesn’t mean all marketing is social media…)
The point for B2B is…
Understanding the customer’s journey
Allowing online engagement offline
And vice-versa
Encourage advocates, not customers
Personality trumps protocol
Create experiences, not sales pitches
Social integration
Reward loyalty and brand advocacyGive fans a reason to engageEnable social fans to ‘sell’ for you
Social integration
After this presentation?
So what happens now?
The old/current modelReach 100 people?
So what happens now?
Or… we cascade the turdy brown model
So what happens now?
Tag it and make it searchable
So what happens now?
Tweet it
So what happens now?
Slideshare…
So what happens now?
Podcast…
So what happens now?
Video…
So what happens now?
Yes, really. LinkedIn for video
Yes, yes, yesWebsite too
So what happens now?
Pretty soon…
…a turdy brown global phenomenon
So what happens now?
By next year…
…we’ll all be turdy brown and untucked
So what happens now?
Traditional/Website/Email
Potential Reach?
100
Traditional/Website/Email
Potential Reach?
100
To our known/tracked network In the first 24hrs
Potential Reach?
100 100,000
Conservative extended community
Potential Reach?
100 100,000 200,000
Within a week
Potential Reach?
100 100,000 200,000 500,000
It’s not ‘free’CommentaryResponse ManagementCommunity Development
Guardianship
Seeding + Syndication + Aggregation = ReachIncreased Reach = Brand AmplificationBrand Amplification = SalesBut… ownership changes hands
Guardianship
From the moment you hit the buttonIt’s not ‘yours’ anymore
Guardianship
It belongs to the crowd
Guardianship
The audience becomes part of the brandIt wants to be associated with contentIt wants to participateIt wants to share
Guardianship
When brand support is highSales are the inevitable consequence
Guardianship
Letting go still scares the majority of B2B
Safe v Social
Leaving the opportunity for the brave
Safe v Social
Resistance is futile
Safe v Social
Engaging Content Creation
Distributable Social Content
Cross Channel Sharing
Message Amplification
Customer Engagement
To end at the beginning
Is brown
The colour of social success
Is also brown
The colour of social failure
“I cannot pretend to feel impartial about colours. I rejoice with the brilliant ones and am genuinely sorry for the poor browns.” Winston Churchill
You’ve been warned
Thank you (and be social…)
Scot McKee