---------------------------------------------------Scot McKee, Managing Director, Birddogwww.birddog.co.uk@scotmckeeGareth...
I’m Social. My Brandn’t.        • Introduction & Knob Gags           •   Scot McKee, Managing Director, Birddog.        • ...
Social Media Growth
Social Media GrowthWe‟ve definitely had some since socialmedia took off around 2009.
Social Media Growth1 Billion users on Facebook…blah… blah… etc.
Social Media GrowthIn case you missed them,most of the graphs are this shape.
Social Media GrowthSo, „ok‟, let‟s concede there‟s beena bit of growth.
Social Media GrowthNot so much in B2B though.We‟re not really known for, „fast.‟
Social Media GrowthB2B‟s social weapon of choice is still……wait for it…
Social Media GrowthLinkedIn.*sigh*
Social Media GrowthThe other dudes are just totally,like, *way* cooler, bro.
Social Media GrowthEven with a running head start,B2B struggled to keep up.
Social Media GrowthEveryone had a chance back in 2008.(When I first started shouting at you.)
Social Media GrowthBut while the „dudes‟ hit a billion users…
Social Media GrowthBusiness social media, eh… didn‟t.
Social Media GrowthThe only real surprise being, business usuallyfollows one thing…
Social Media GrowthThe Money.
Social Media GrowthBut Forrester was already analysingwhere the money was going.
Social Media GrowthEmail marketing revenuehad flat-lined.
Social Media GrowthMobile marketing revenue was growing,but as a small part of the total.
Social Media GrowthLeaving MUCH larger revenue growth,in Social Media.
Social Media GrowthSo, what did business do…?
Social Media GrowthNot much really.
Social Media GrowthInstead of following the money,business asked pain in the ass questions.
Social Media GrowthLike, “How do we measure the ROI?”
Social Media Growth          “You may as well ask what the           ROI of putting your pants on          every day is. Y...
Social Media GrowthBut most businesses continued to askthe wrong questions.
Social Media GrowthInstead of setting Social Measuresagainst Business Objectives.
Social Media GrowthSo the People simply joined theSocial Revolution.
Social Media GrowthBut the Corporate Brand… didn‟t.
Social Media GrowthNow, while 98% of the US/UK onlinepopulation is using Social Media. Source: ComScore
Social Media GrowthOnly 1/3 of businesses are evenin the game. Source: http://www.birddog.co.uk/resources
I’m Social, My Brand Isn’t.          Oops.
#LosersAll of which left me feeling likea bit of a cock.
#LosersBecause I‟ve been waiting for this traina LONG time.
#LosersThere‟s been a LOT of „talk‟ in theintervening social media years.
#LosersBecause if there‟s one, single, undeniable,social media #fact…
#LosersIt‟s that the people most attached tosocial, are the people working in social.
#LosersToo much thinking. Too much talking.Not enough doing.
Playing to win.
Playing to WinAt Birddog, we think and do.
Playing to WinThe clue‟s in the tagline.
Playing to WinWe‟ve learned that it‟s difficultto break corporate inertia.
Playing to WinEstablished brands have establishedbeliefs, processes, people.
Playing to WinBut if the brand doesn‟t exist yet…
Playing to WinThere can be no social prejudices.
Playing to WinThere can only be Business Objectives.
Playing to WinAnd Social Strategy.
Playing to WinAnd Social Planning.
Playing to WinAnd Social Measurement.
Playing to WinAnd reporting to make sure everyoneremembers why they‟re here.
Playing to WinInstead of forcing social media in B2B…
Playing to WinUse the force Luke, use the force.
Playing to WinThe opportunity is closer thanyou might think.
Playing to WinYou just need to be visible.Accessible. Engaging.
Playing to WinIn other words, do the stuff that makesyou feel… a bit awkward in B2B.
Playing to WinAnd try to persevere.
Playing to Win   Because when youget it right...
Playing to Win   Your social customerwill find you.
Playing to WinAnd when that happens,You can stop talking.
Playing to WinBecause your social customer,will do all the talking for you.
@ScotMcKeeSo ask me about social ROIby all means.
@Gareth_CaseBut listen to my customer first.
@Gareth_CaseGareth Case, Head of Marketing,Xchanging Technology Services.
#TFMA2013It Started with a SniffA Brave Social AdventureGareth CaseHead of Marketing, Xchanging & Xuber@gareth_case
#TFMA2013It was 1999
#TFMA2013@gareth_case
#TFMA2013It was 1999Remember? The year when                          @gareth_case
#TFMA2013Looked like thisWhen browsing
#TFMA2013@gareth_case
#TFMA2013@gareth_case
#TFMA2013@gareth_case
Whether it’s Grandma Monthly,or our new Twitter feed, only 1 thingmatters.
@gareth_case
So, back to ‘the sniff’• Bark – Birddog’s newsletter    • Informative    • Current    • Relevant to me    • Sweary    • Qu...
#TFMA2013@gareth_case
#TFMA2013A JourneyThrough the ages of technology•   I moved, he followed•   I hid, he found me•   I LinkedIn, he connected...
#TFMA2013@gareth_case
#TFMA2013@gareth_case
#TFMA2013@gareth_case
#TFMA2013@gareth_case
#TFMA2013@gareth_case
#TFMA2013What ego?
#TFMA2013@gareth_case
#TFMA2013We Identified a*few* projects
#TFMA2013@gareth_case
#TFMA2013Social Media
#TFMA2013@gareth_case
@gareth_case
#TFMA2013@gareth_case
#TFMA2013@gareth_case
#TFMA2013@gareth_case
#TFMA2013@gareth_case
So WhatHappened?
#TFMA2013@gareth_case
#TFMA2013@gareth_case
#TFMA2013@gareth_case
#TFMA2013@gareth_case
#TFMA2013
#TFMA2013@gareth_case
#TFMA2013@gareth_case
#TFMA2013@gareth_case
#TFMA2013@gareth_case
#TFMA2013@gareth_case
#TFMA2013@gareth_case
#TFMA2013Thank you
xubersocialxuber.com
Contact          Scot McKee             scot@birddog.co.uk                @scotmckee
Further Resources   http://www.birddog.co.uk   http://www.slideshare.net/birddogb2b   http://www.youtube.com/user/BirddogB...
I'm Social. My Brand Isn't. Oops. TFM&A 2013 - Scot McKee. Gareth Case.
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I'm Social. My Brand Isn't. Oops. TFM&A 2013 - Scot McKee. Gareth Case.

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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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  • Ken – introduce himselfIntroduce Xchanging – who we are, the history of the software company, how it fits into Xchanging30 second elevator pitch on XchangingProvenance of >30 years in insurance software development Reasons for change – why the rename, what’s new, why now What’s changings – rename to Xuber and introduction of new productsWe know you are in a changing market and you need to deploy into new markets, our technology is to help you stay ahead of your competitorsWe responded to client demandWe create a single platform for multiple markets – scalable, flexible, configurableThe board made the strategic decision to invest in software business (£20m)Future opportunity globally for new tech platform and build on success of 130 customers and grow business globally to compete. Decision to create new brand is to enable customers and analysts to better understand who we are and what we do Xuber remains part of the Xchanging group of companies
  • Ken – introduce himselfIntroduce Xchanging – who we are, the history of the software company, how it fits into Xchanging30 second elevator pitch on XchangingProvenance of >30 years in insurance software development Reasons for change – why the rename, what’s new, why now What’s changings – rename to Xuber and introduction of new productsWe know you are in a changing market and you need to deploy into new markets, our technology is to help you stay ahead of your competitorsWe responded to client demandWe create a single platform for multiple markets – scalable, flexible, configurableThe board made the strategic decision to invest in software business (£20m)Future opportunity globally for new tech platform and build on success of 130 customers and grow business globally to compete. Decision to create new brand is to enable customers and analysts to better understand who we are and what we do Xuber remains part of the Xchanging group of companies
  • I'm Social. My Brand Isn't. Oops. TFM&A 2013 - Scot McKee. Gareth Case.

    1. 1. ---------------------------------------------------Scot McKee, Managing Director, Birddogwww.birddog.co.uk@scotmckeeGareth Case, Head of Marketing, Xuberwww.xuber.com@gareth_case © Birddog Ltd. February 2013
    2. 2. I’m Social. My Brandn’t. • Introduction & Knob Gags • Scot McKee, Managing Director, Birddog. • Case Study – Xuber Insurance Software • Gareth Case, Head of Marketing, Xchanging Tech. Services.
    3. 3. Social Media Growth
    4. 4. Social Media GrowthWe‟ve definitely had some since socialmedia took off around 2009.
    5. 5. Social Media Growth1 Billion users on Facebook…blah… blah… etc.
    6. 6. Social Media GrowthIn case you missed them,most of the graphs are this shape.
    7. 7. Social Media GrowthSo, „ok‟, let‟s concede there‟s beena bit of growth.
    8. 8. Social Media GrowthNot so much in B2B though.We‟re not really known for, „fast.‟
    9. 9. Social Media GrowthB2B‟s social weapon of choice is still……wait for it…
    10. 10. Social Media GrowthLinkedIn.*sigh*
    11. 11. Social Media GrowthThe other dudes are just totally,like, *way* cooler, bro.
    12. 12. Social Media GrowthEven with a running head start,B2B struggled to keep up.
    13. 13. Social Media GrowthEveryone had a chance back in 2008.(When I first started shouting at you.)
    14. 14. Social Media GrowthBut while the „dudes‟ hit a billion users…
    15. 15. Social Media GrowthBusiness social media, eh… didn‟t.
    16. 16. Social Media GrowthThe only real surprise being, business usuallyfollows one thing…
    17. 17. Social Media GrowthThe Money.
    18. 18. Social Media GrowthBut Forrester was already analysingwhere the money was going.
    19. 19. Social Media GrowthEmail marketing revenuehad flat-lined.
    20. 20. Social Media GrowthMobile marketing revenue was growing,but as a small part of the total.
    21. 21. Social Media GrowthLeaving MUCH larger revenue growth,in Social Media.
    22. 22. Social Media GrowthSo, what did business do…?
    23. 23. Social Media GrowthNot much really.
    24. 24. Social Media GrowthInstead of following the money,business asked pain in the ass questions.
    25. 25. Social Media GrowthLike, “How do we measure the ROI?”
    26. 26. 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.And a world of Social Monitoringand Social Analytics was born...
    27. 27. Social Media GrowthBut most businesses continued to askthe wrong questions.
    28. 28. Social Media GrowthInstead of setting Social Measuresagainst Business Objectives.
    29. 29. Social Media GrowthSo the People simply joined theSocial Revolution.
    30. 30. Social Media GrowthBut the Corporate Brand… didn‟t.
    31. 31. Social Media GrowthNow, while 98% of the US/UK onlinepopulation is using Social Media. Source: ComScore
    32. 32. Social Media GrowthOnly 1/3 of businesses are evenin the game. Source: http://www.birddog.co.uk/resources
    33. 33. I’m Social, My Brand Isn’t. Oops.
    34. 34. #LosersAll of which left me feeling likea bit of a cock.
    35. 35. #LosersBecause I‟ve been waiting for this traina LONG time.
    36. 36. #LosersThere‟s been a LOT of „talk‟ in theintervening social media years.
    37. 37. #LosersBecause if there‟s one, single, undeniable,social media #fact…
    38. 38. #LosersIt‟s that the people most attached tosocial, are the people working in social.
    39. 39. #LosersToo much thinking. Too much talking.Not enough doing.
    40. 40. Playing to win.
    41. 41. Playing to WinAt Birddog, we think and do.
    42. 42. Playing to WinThe clue‟s in the tagline.
    43. 43. Playing to WinWe‟ve learned that it‟s difficultto break corporate inertia.
    44. 44. Playing to WinEstablished brands have establishedbeliefs, processes, people.
    45. 45. Playing to WinBut if the brand doesn‟t exist yet…
    46. 46. Playing to WinThere can be no social prejudices.
    47. 47. Playing to WinThere can only be Business Objectives.
    48. 48. Playing to WinAnd Social Strategy.
    49. 49. Playing to WinAnd Social Planning.
    50. 50. Playing to WinAnd Social Measurement.
    51. 51. Playing to WinAnd reporting to make sure everyoneremembers why they‟re here.
    52. 52. Playing to WinInstead of forcing social media in B2B…
    53. 53. Playing to WinUse the force Luke, use the force.
    54. 54. Playing to WinThe opportunity is closer thanyou might think.
    55. 55. Playing to WinYou just need to be visible.Accessible. Engaging.
    56. 56. Playing to WinIn other words, do the stuff that makesyou feel… a bit awkward in B2B.
    57. 57. Playing to WinAnd try to persevere.
    58. 58. Playing to Win Because when youget it right...
    59. 59. Playing to Win Your social customerwill find you.
    60. 60. Playing to WinAnd when that happens,You can stop talking.
    61. 61. Playing to WinBecause your social customer,will do all the talking for you.
    62. 62. @ScotMcKeeSo ask me about social ROIby all means.
    63. 63. @Gareth_CaseBut listen to my customer first.
    64. 64. @Gareth_CaseGareth Case, Head of Marketing,Xchanging Technology Services.
    65. 65. #TFMA2013It Started with a SniffA Brave Social AdventureGareth CaseHead of Marketing, Xchanging & Xuber@gareth_case
    66. 66. #TFMA2013It was 1999
    67. 67. #TFMA2013@gareth_case
    68. 68. #TFMA2013It was 1999Remember? The year when @gareth_case
    69. 69. #TFMA2013Looked like thisWhen browsing
    70. 70. #TFMA2013@gareth_case
    71. 71. #TFMA2013@gareth_case
    72. 72. #TFMA2013@gareth_case
    73. 73. Whether it’s Grandma Monthly,or our new Twitter feed, only 1 thingmatters.
    74. 74. @gareth_case
    75. 75. So, back to ‘the sniff’• Bark – Birddog’s newsletter • Informative • Current • Relevant to me • Sweary • Quirky • Funny • 1999
    76. 76. #TFMA2013@gareth_case
    77. 77. #TFMA2013A 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…
    78. 78. #TFMA2013@gareth_case
    79. 79. #TFMA2013@gareth_case
    80. 80. #TFMA2013@gareth_case
    81. 81. #TFMA2013@gareth_case
    82. 82. #TFMA2013@gareth_case
    83. 83. #TFMA2013What ego?
    84. 84. #TFMA2013@gareth_case
    85. 85. #TFMA2013We Identified a*few* projects
    86. 86. #TFMA2013@gareth_case
    87. 87. #TFMA2013Social Media
    88. 88. #TFMA2013@gareth_case
    89. 89. @gareth_case
    90. 90. #TFMA2013@gareth_case
    91. 91. #TFMA2013@gareth_case
    92. 92. #TFMA2013@gareth_case
    93. 93. #TFMA2013@gareth_case
    94. 94. So WhatHappened?
    95. 95. #TFMA2013@gareth_case
    96. 96. #TFMA2013@gareth_case
    97. 97. #TFMA2013@gareth_case
    98. 98. #TFMA2013@gareth_case
    99. 99. #TFMA2013
    100. 100. #TFMA2013@gareth_case
    101. 101. #TFMA2013@gareth_case
    102. 102. #TFMA2013@gareth_case
    103. 103. #TFMA2013@gareth_case
    104. 104. #TFMA2013@gareth_case
    105. 105. #TFMA2013@gareth_case
    106. 106. #TFMA2013Thank you
    107. 107. xubersocialxuber.com
    108. 108. Contact Scot McKee scot@birddog.co.uk @scotmckee
    109. 109. 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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