B2B Case StudyCreatingEmotional BrandResonanceScot McKee, Managing Director, BirddogJune. 2012www.birddog.co.uk@scotmckee
Territory for Today
The Request A B2B Marketing Case Study Content Marketing Focus Using Social Media And Community Management To Create Emotional Brand Resonance
The Presentation A story about a ball of string (Actually, it’s a ‘fiber’) And a loaf of bread
The Presentation The loaf introduces the client (you’ve never heard of)
The Presentation And their products (you use every day)
The Client - DSM• ‘Bright Science. Brighter Living.’• Life Sciences & Materials Sciences• Provide ingredients for health & nutrition• Sustainable, healthier, nutritious, better performing products• WW Revenues € 9.0 bn /22,000 Employees
The Client E.g. The world’s largest mfr. of enzymes used in almost every baking product. Who knew…?
The Challenge Huge reach across extensive value chains But, ingredient brands are ‘invisible’
The Product It looks like a ball of string But looks can be deceptive…
The Product ‘The world’s strongest fiber’ 15 x stronger than steel weight for weight ‘
Dyneema® B2B brands no longer have a single customer
Dyneema® Customers (plural) stretch across value chains
Dyneema® Objective: harness emotional response to the function, and attach it to the Dyneema® brand
Dyneema® Every engagement provides opportunity to reinforce the Dyneema® brand
Dyneema® Not just to the individual customer, but across their connected networks and communities
Dyneema® The power of one Becomes the power of many
Hub & Spoke Strategy
Content StrategyEarn interest instead of buying it
Content StrategyBuilding relationships instead of ‘selling’
Audience Personas The audience was… a challenge So we had to look wider, deeper
Creative Platform® After…
Know your audience In a connected world, your brand is the community hub
Know your audience You no longer just sell a product to a buyer You engage connected communities
Know your audience Your content: Creates conversation Facilitates discussion Enables connections Extends networks Leads opinion
Know your audience There are the customers you ‘know’
Know your audience There are the customers you ‘know about’
Know your audience And then… …there are ‘the crazies’
Know your audience Here’s a typical example The ‘Turnerminator’
Know your audience We know quite a lot about the Turnerminator
Know your audience Mainly, we know he likes hammocks
Know your audience (Yes, there really is a hammock forum…)
Know your audience You can tell he’s crazy because he has a knife
Know your audience And he goes to places like this…
Know your audience …just for fun
Know your audience This is where he sleeps (yes, in a hammock)
Know your audience This is where he cooks and the crap he eats
Know your audience These are his crazy friends
Know your audience And do you know what he loves? What he really, really *loves*…?
Know your audience What he loves more than his knife…?
Know your audience What he loves more than screwing holes in ice?
Know your audience And possibly even more than scaring children?
Know your audience He loves Dyneema®
Know your audience He loved the lightweight strength of Dyneema® So he carried a roll on his trip…
Know your audience And turned it into a sled to haul his pack
Know your audience How do I know all this?
Know your audience Because he told the world, online From that (and other stories) we learned that customer needs would drive business content
Know your audience If we could engage the communities
Know your audience And provide relevant content
Know your audience We could connect them to the Dyneema® brand
The Strategy – A Cunning Plan…
The Dyneema StoryBefore we started….
Dyneema360.comWhere we ended up
Content What are we doing?
Content:Sustainable Blogging What is it? A blog article written on sustainable fisheries in Scotland.
Content:Sustainable Blogging What’s the connection? Dyneema® fiber is used to make these particular fishing nets.
Content:Sustainable Blogging Why did we do it? Engage the online fishing community Position Dyneema® as a sustainable brand
Content:Heart Pounding VideoWhat is it?A video capturing the struggle endured by thePuma Sailing team as they compete in a 9 monthrace around the world
Content:Heart Pounding VideoWhat’s the connection?The ropes used by the Puma Sailing team are madeusing Dyneema® fiber
Content:Heart Pounding VideoWhy did we do it?Engage the online sailing communityPosition Dyneema® as an action & adventure brand
Content:Interesting InfographicWhat is it?An infographic highlighting rock climbing facts,with a focus on safety and risks
Content:Interesting InfographicWhat’s the connection?Dyneema® fiber is used to make high-performancerock climbing rope and slings
Content:Interesting InfographicWhy did we do it?Engage with the online rock climbing communityPosition Dyneema® as a safety brand
Content:Well Timed ImageWhat is it?An image shared on May 22ndNational Maritime Day in America
Content:Well Timed ImageWhat’s the connection?Giant ropes made using Dyneema® fiber are used inalmost every aspect of the maritime industry
Content:Well Timed ImageWhy did we do it?Engage with the online maritime communityPosition Dyneema® as a maritime brand
Content:Innovation InterviewWhat is it?A two part interview with the inventor of theHungarian ‘Stringbike’
Content:Innovative InterviewWhat’s the connection?String made with Dyneema® fiber is used to powerthe bike’s driveshaft
Content:Innovative InterviewWhy did we do it?Highlight creative new uses of the fiberPosition Dyneema® as an innovative brand
Multi Platform SharingThe web is huge
Multi Platform SharingWe are tiny
Multi Platform SharingTo be heard around the world, we share our contenton multiple relevant platforms
Multi Platform SharingAll of the content we create lives on the HUB.
Multi Platform SharingBlog articles and interviews are shared viaFacebook and Twitter, along with other content
Multi Platform SharingVideos are shared via Facebook, Twitter andYouTube
Multi Platform SharingImages and infographics are shared via Facebook,Twitter, Pinterest, Visual.ly and other infographicaggregator sites
Multi Platform SharingBam! Our voice is heard around the world
Brand MonitoringSo what does it all mean for the almighty ROE…?
ResultsWell, here’s how we did at launch.
Results 121 7 Total Followers Total FansA bit better at the end of the first month…
Results 303 144 91 Total Followers Total FansEnd of month two and we’re finding our stride...
705Results 616 228 Total Followers Total FansEnd of the third month and we’re on fire
Results 800 700 600 500 Twitter 400 Facebook 300 YouTube 200 100 0 Launch Month 1 Month 2 Month 3We are now into the 4th month of the campaign withno signs of slowing
ResultsWe’re tracking customer advocacyWe’re measuring community sentimentWe’re monitoring competitive performanceAnd we’re making lots of new friends…
ResultsDominic loves fishing with Dyneema® and even didhis school project on DSM Dyneema!
Results“I love the stuff and its made its wayinto half my gear! It’s a modernmarvel.” Pete made a toboggan with Dyneema®Pete is a member of a hiking forum where he sharedpictures of his latest trek, using a Dyneema® sled
ResultsMike and Rebecca left everything behind to live outtheir dream on a boat, kitted with Dyneema® rope.
Results The communities are engaging with us… …And their networks We’re engaging with them… …And their networks And it’s all about…
Creating EmotionalBrand Resonance
And the content keepson coming…
Thank you (and be social…) Scot McKee
Further Resources 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