9 Things I Wish I'd Known About B2B Social Media Before I Started - Scot McKee

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Presentation given by Scot McKee, Managing Director, Birddog, at the Bunzl Social Media Training Day, London, 2013.

For businesses just starting out on Social Media, McKee explains the 9 things he wish he'd known before he got started with Social Media and Content Marketing. Tackling some of the main objections he hears in Social Media for B2B and sharing his tips on how to get the most out of your efforts.

McKee’s books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks

Published in: Social Media, Technology, Business
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9 Things I Wish I'd Known About B2B Social Media Before I Started - Scot McKee

  1. 1. © Birddog Ltd. Dec. 2013
  2. 2. Introduction • Scot McKee • • • Managing Director, Birddog. Author: ‘Creative B2B Branding (no, really).’ Author: ‘Business Marketing Face to Face.’ • Connect • • • • • @scotmckee scot@birddog.co.uk @birddogb2b www.birddog.co.uk #9things
  3. 3. Presentation Context
  4. 4. 1. It’s Not About Lunch
  5. 5. It’s not about lunch “Who cares what you had for lunch…?” 4,783 people when I tweeted this pic of an inconsiderate train companion. Businesses use the „lunch excuse‟ to avoid joining social conversation. It‟s a poor excuse because they‟re all missing a BIG opportunity!
  6. 6. It’s not about lunch How BIG exactly? Well, 225m LinkedIn users, for a start.
  7. 7. It’s not about lunch B2B social media isn‟t just about „work‟ though. Because that would be really… really… really… boring. B2B social media is about life.
  8. 8. It’s not about lunch Which is a lot more interesting. At work, you don‟t just talk about work. You talk about…
  9. 9. It’s not about lunch Your husband.
  10. 10. It’s not about lunch Your kids.
  11. 11. It’s not about lunch Your husband and kids.
  12. 12. It’s not about lunch Your weekend.
  13. 13. It’s not about lunch Your family Christmas.
  14. 14. It’s not about lunch Actually, just about anything. And you talk about work. Social is no different.
  15. 15. It’s not about lunch As part of my social world, I am… The Author.
  16. 16. It’s not about lunch I blog.
  17. 17. It’s not about lunch I produce videos. Source: http://www.youtube.com/user/BirddogB2B/videos
  18. 18. It’s not about lunch I share slide-decks. Source: http://www.slideshare.net/birddogb2b
  19. 19. It’s not about lunch But, it doesn‟t matter what I think or do.
  20. 20. It’s not about lunch The thing people remember, are my Waterloo Bridge Reports. #WBR Source: http://www.pinterest.com/scotmckee/
  21. 21. It’s not about lunch A weekly „view from the bridge‟.
  22. 22. It’s not about lunch Shared and commented on, worldwide.
  23. 23. It’s not about lunch By people who also like my B2B work.
  24. 24. It’s not about lunch And tell their business networks.
  25. 25. It’s not about lunch I wish people had told me that this kind of communication…
  26. 26. It’s not about lunch Could have more impact, than this kind.
  27. 27. 2. Old School Marketing Sucks on Social
  28. 28. Old school sucks In the bad old days, mailers or emails were enough. Tactical decisions based on materials and widgets were easy. But you can’t just ‘push’ sales messages through social channels.
  29. 29. Old school sucks Because nobody cares anymore.
  30. 30. Old school sucks Old ROI measurements don‟t work. Content has to have value. Yeah. Oops. Value is measured through community.
  31. 31. Old school sucks In a social space, it‟s the only thing that has value. So old, short-term tactics, need to be replaced. With long-term, strategic, social planning.
  32. 32. Old school sucks How many business people use DM/ads to research a product/service? How many people attend a trade show to research a product/service? How many business people go online to research a product/service? How many people clicked a link from a friend to research a product/service? Source: http://is.gd/ListenBlog
  33. 33. Old school sucks How many business people use DM/ads to research a product/service? How many people attend a trade show to research a product/service? 2% 5% How many business people go 100% online to research a product/service? How many people clicked a link from a friend to research a product/service? 95% Source: http://is.gd/ListenBlog
  34. 34. Old school sucks Is that engagement behaviour reflected in your non-existent Social Strategy? Is that buying preference reflected on your shit website?
  35. 35. Old school sucks Is that engagement behaviour reflected in your non-existent Social Strategy? Is that buying preference reflected on your shit website? No
  36. 36. Old school sucks 100 % 2 I wish I‟d known to invest where the market was… not where it wasn‟t. %
  37. 37. 3. Sharing Stuff is a Job
  38. 38. Sharing stuff is a job Sharing valuable content achieves social objectives.
  39. 39. Sharing stuff is a job The 80-20 Rule translates online as the 99-1 Rule. Source: Bradley Horowitz - http://blog.elatable.com/2006/02/creators-synthesizers-andconsumers.html Online Consumption = 99% Content Creation = 1%
  40. 40. Sharing stuff is a job You‟re already a content consumer.
  41. 41. Sharing stuff is a job But what about content creators? Content planning, recycling, distribution That’s where the action’s at.
  42. 42. Sharing stuff is a job Clearly, dicking around is no longer a viable option. You can learn online, but…you‟re at least 5 years behind.
  43. 43. Sharing stuff is a job FIVE YEARS BEHIND.
  44. 44. Sharing stuff is a job You might like to think about where that leaves you 5 years from now.
  45. 45. 4. Social isn’t ‘Free’
  46. 46. Social isn’t free “It‟s the „Social Revolution‟ baby.” “Peace, free love and share it all, man.” “Conversation is free, brother.” -They said.
  47. 47. Social isn’t free So, if social is all so ‘free’… How come it‟s so f*cking expensive?
  48. 48. Social isn’t free Well, partly because it requires investment. Planning the plans takes time.
  49. 49. Social isn’t free Talking to the world, 24x7, takes time. Teaching the stupid people takes time. Social planning, resourcing, content creation, distribution, engagement… It‟s a strategic business commitment, not an optional add-on/afterthought
  50. 50. Social isn’t free Social needn‟t be expensive of course. You can/should use the ‘power within’. Just don‟t leave it too much longer, because, remember, you‟re already…
  51. 51. Social isn’t free FIVE YEARS BEHIND.
  52. 52. 5. ‘You’ Don’t Control Shit Anymore
  53. 53. You don’t control shit I wish I‟d learned how to let go earlier. We all „let go‟ in life.
  54. 54. You don’t control shit We let go of fashion for example.
  55. 55. You don’t control shit We let go of friends and family.
  56. 56. You don’t control shit We even let the kids go, eventually. So what makes you so reluctant to let go of your brand?
  57. 57. You don’t control shit As Jimmy Lee, Vice Chairman of US investment bank JP Morgan discovered. The brand isn‟t yours anymore. It lives, breathes and evolves online.
  58. 58. You don’t control shit During deep public resentment towards the JP Morgan brand.
  59. 59. You don’t control shit JP Morgan announced a Twitter event in November last year: #AskJPM .
  60. 60. You don’t control shit Jimmy was going to talk to the people…
  61. 61. You don’t control shit Which created a bit of a stir…
  62. 62. You don’t control shit The people decided to ask questions… Just not the ones Jimmy was expecting…
  63. 63. You don’t control shit So, the people decide social agendas…
  64. 64. You don’t control shit Not, the brand.
  65. 65. 6. Respond. Always Respond
  66. 66. Always respond I wish I‟d known about the power of social amplification.
  67. 67. Always respond At a basic level, it‟s just good manners But in a business brand context, it‟s also the difference between…
  68. 68. Always respond Love and Hate.
  69. 69. Always respond Evidence suggests hate travels further. Source: http://www.entrepreneur.com/article/228433
  70. 70. Always respond So it‟s always better to have a plan.
  71. 71. Always respond A plan that has measurable goals. That, unsurprisingly… you measure.
  72. 72. Always respond Responding makes the arrows go up.
  73. 73. 7. Listening is not Doing
  74. 74. Listening is not doing Listening used to be a strategy. I used to say that. I used to believe it.
  75. 75. Listening is not doing I believed in a lot of things. Disbelief slows corporate engagement.
  76. 76. Listening is not doing Pressing your nose up against the social window is not engagement. 95-100% of business decisions are made or influenced online. Remember?
  77. 77. Listening is not doing Listening provides a short-term, tactical snapshot. Social engagement is a long-term strategic goal. Listening is not the same as doing.
  78. 78. 8. Dude, Everyone’s Watching
  79. 79. Everyone’s watching Social is global. Worth mentioning, because you all seem to be in denial.
  80. 80. Everyone’s watching Everyone has spent years trying to „refine‟ a global social audience. • • • • Profiling Grouping Segmenting Blocking
  81. 81. Everyone’s watching That‟s old school thinking. Your audience is now „The World‟.
  82. 82. Everyone’s watching Assume that everyone‟s watching. Try to find something interesting or valuable to say. Targeting a crap message doesn‟t make it any better. It‟s still crap.
  83. 83. Everyone’s watching Some people will stick around. They may even tell their friends. And their friends tell their friends. That‟s how you build a social audience.
  84. 84. Everyone’s watching Your database doesn‟t select them. They select you.
  85. 85. 9. Social Media is not the Goal
  86. 86. Social is not the goal Social media is a tool. That‟s it.
  87. 87. Social is not the goal For social to have any value, it needs to fulfil a purpose. A mission. B2B social isn‟t just about being social online. It‟s about creating commercial opportunities offline – in real life. A clear goal at the start makes it easier to know when you‟re succeeding.
  88. 88. Social is not the goal For example – My social activity online
  89. 89. Social is not the goal Led to a conference presentation IRL.
  90. 90. Social is not the goal Which led to social connections online.
  91. 91. Social is not the goal Which led to beer IRL.
  92. 92. Social is not the goal Which led to a general, eh, „chat‟ online.
  93. 93. Social is not the goal Which led to further meetings IRL.
  94. 94. Social is not the goal Which led to deep literary insights online.
  95. 95. Social is not the goal And led to this presentation IRL. Which I‟ll post afterwards online. Social creates commercial opportunities online and IRL. I wish I‟d known that before I started.
  96. 96. Social is not the goal And where will it lead to next…? I wish I knew.
  97. 97. 9 Things I wish I’d known… 1. It’s Not About Lunch 2. Old School Marketing Sucks on Social 3. Sharing Stuff is a Job 4. Social isn’t ‘Free’ 5. You Don’t Control Shit Anymore 6. Respond. Always Respond 7. Listening is not Doing 8. Dude, Everyone’s Watching 9. Social Media is not The Goal
  98. 98. Contact Scot McKee scot@birddog.co.uk @scotmckee
  99. 99. 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

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