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B2b summit creating emotional brands130612
 

B2b summit creating emotional brands130612

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  • By now, we should know what to say, but we don’t know how to say it or what the concept or communications will look like. This is where we articulate the brand visually in order to demonstrate how it will be evolved and implemented tactically in the future. The Creative Platform® phase explores the strongest execution(s) for the message(s) being communicated. The delivery is in the form of concept boards that prove the execution can be used across online, offline and video channels.
  • Birddog is a full service, B2B agency. Our core competencies are split into the strategy & delivery of Brand, Content, Digital & Social services. Our service delivery takes a natural progression from the development of the brand, into content and how it will be articulated through to the design and build for online channels of delivery and continued audience engagement of those brand messages through social channels. Our services can be delivered as a full service on a retainer basis OR in a modular fashion based on a portion of project delivery.
  • Birddog is a full service, B2B agency. Our core competencies are split into the strategy & delivery of Brand, Content, Digital & Social services. Our service delivery takes a natural progression from the development of the brand, into content and how it will be articulated through to the design and build for online channels of delivery and continued audience engagement of those brand messages through social channels. Our services can be delivered as a full service on a retainer basis OR in a modular fashion based on a portion of project delivery.
  • Once we know where our audience is we build these appropriate channels into our Hub & Spokes Model. Where all communications eventually drive to one single destination.
  • Rather than following the more traditional model of outbound marketing where a brand pushes its content out far & wide hoping for a response -The internet has turned this one way communication into a real-time, live dialogue with millions.
  • Rather than following the more traditional model of outbound marketing where a brand pushes its content out far & wide hoping for a response -The internet has turned this one way communication into a real-time, live dialogue with millions.
  • We follow our proven digital planning and Information Architecture process for every digital asset we build, whether it’s a website, microsite, mobile app, online tool, CRM integration or CMS build. Our user journeys, personas and functional specifications provide signoff points and insight at every stage of delivery. For global teams we run signoff workshops periodically to ensure that queries and amends can be dealt with seamlessly.

B2b summit creating emotional brands130612 B2b summit creating emotional brands130612 Presentation Transcript

  • B2B Case StudyCreatingEmotional BrandResonanceScot McKee, Managing Director, BirddogJune. 2012www.birddog.co.uk@scotmckee
  • Introduction
  • Territory for Today
  • The Background
  • 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
  • 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®
  • 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.com
  • Dyneema360.comWhere we ended up
  • Dyneema360.com
  • Dyneema360.com
  • Dyneema360.com
  • Dyneema360.com
  • Dyneema360.com
  • Dyneema360.com
  • 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
  • Change Happens Scot McKee, Managing Director @scotmckee© 2012 Birddog Ltd. 58 Parker Street, Covent Garden, London WC2B 5PZ / +44 (0)20 7323 6666 / www.birddog.co.uk / change@birddog.co.uk