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Scot McKee, Managing Director, Birddogwww.birddog.co.uk @scotmckee © Birddog Ltd. June 2013
•  Scot McKee•  Managing Director, Birddog.•  Author: ‘Creative B2B Branding (no, really).’•  Author: ‘Business Marketing ...
Presentation Context
The B2B World
My last few presentations have lookedat past and present communications.The B2B World
How B2B has moved from conferencecalls with the account handling team…The B2B World
To the walls we now have to climbas ‘social businesses’.The B2B World
Today we’re going to gaze into…‘The Future’.The B2B World
Not too far into the future though.The B2B World
Because, at all costs, we needto avoid…The B2B World
The B2B World‘The Look.’
What ‘Look’…?The B2B World‘The Look.’
That look.The B2B World
The look on your face when I tell youwhat’s coming next.The B2B World
You still haven’t recovered from the lasttime I told you what was coming next.The B2B World
A (very gentle) Look IntoThe (not too distant)Future
•  Content Creators Will Rule The World•  Social Networks Will Eliminate Email•  Internal Engagement Will Determine Succes...
Content CreatorsWill Rule The World
You’re all at it.Content Marketing
Or at least you’re all saying you’re at it.Content Marketing
This doesn’t count.Content Marketing
Transition from ‘broadcaster’to ‘publisher’, is a challenge.Content Marketing
Which leaves everyonedancing round their handbags.Content Marketing
You and your organisationsare content consumers.Content Marketing
Becoming a content creatoris different.Content Marketing
The 80-20 Rule translates onlineas the 99-1 Rule.Source: Bradley Horowitz - http://blog.elatable.com/2006/02/creators-synt...
Online Consumption = 99%Content Creation = 1%Content Marketing
Macro context: You have a 99%opportunity to produce valuable content.Content Marketing
Micro context: You’re screwed. 99% ofcontent is produced by just 1% of staff.Content Marketing
Current views of ‘Content Marketing’are unsustainable.Content Marketing
Your strategy needs to change.Content Marketing
You need expertise to conceive, plan,produce *valuable* content.Content Marketing
What can you do right now?Content Marketing
Introduce journalistic ‘storytelling’into content planning.Content Marketing
Why? It’s more engaging.We all like stories.Content Marketing
People actually listen toand share stories.Content Marketing
It’s easy. But you overcomplicate.There are only 2 types of story.Content Marketing
“All great literature is one of two stories;a man goes on a journey, or, a strangercomes to town.” – Leo TolstoyContent Ma...
Man goes on a Journey.Content Marketing
Stranger Comes to Town.Content Marketing
Man goes on a Journey.Content Marketing
Stranger Comes to Town.Content Marketing
Every corporate message can be toldas one of those 2 stories.Content Marketing
Communicate stories that are alreadyfamiliar to the audience.Content Marketing
Everyone can tell those stories.Content Marketing
Instead of corporate bollocks.Content Marketing
I am a content creator.Content Marketing
100% of Birddog staff arecontent creators.Content Marketing
By every online, social measure,we will rule the world. Mwahaha! etc.Content Marketing
Content Marketing
How many businesses here currentlyhave around 1% Content Creators?Content Marketing
How many businesses here currentlyhave 100% Content Creators?Content Marketing
The prosecution rests.Content Marketing
Social NetworksWill Eliminate Email
I know. It’s a bit of a shock if youhaven’t started being social.Social Networks
And two thirds of you haven’t.Social Networks
This is me.I live or die by email. (And social. Obvs.)Social Networks
This is my Daughter (Age 12¾).Doesn’t use email. Probably won’t. Ever.Social Networks
Oh, wait, look, I’m telling a story.(Man goes on a Journey…)Social Networks
And it’s not just me dealing with thenext generation.Social Networks
The next generation has alreadyovertaken you, me, our businesses.Social Networks
These are your social ‘Y Gen’ staff.They use email. Because you force them.Social Networks
They’d rather just be social.Like my daughter.Social Networks
The productivity, the content, the salesall come from social interaction.Social Networks
Don’t take my word for it.Social Networks
Don’t take my word for it.Social Networks
Don’t take my word for it.Gartner’s view from Jan. 2013…Source: http://www.gartner.com/newsroom/id/2319215Social Networks
“Enterprise social networks will become the primarycomms channels for noticing, deciding or acting oninformation relevant ...
“Through 2015, 80% of social business efforts willnot achieve the intended benefits due to inadequateleadership and an overe...
“Leaders need to tackle the tough organizational changework head on and early on. Successful social businessinitiatives re...
In other words…Social Networks
You, your strategies and the CRMsystem you still can’t use, are shit.Social Networks
And that’s just the internal, enterprisesocial networks.Social Networks
When they start on your external socialstrategies, you’ll be in real trouble.Social Networks
Social Networks
How many businesses here currentlyhave enterprise social networks?(excl. intranets)Social Networks
How many businesses here currentlyhave 100% participation on enterprisesocial networks? (excl. intranets)Social Networks
You may care to listen to the advice.Social Networks
Or not.Either. Or.Social Networks
Internal Social EngagementWill Determine Success
Yeah. What does ‘engagement’ meananyway…?Social Engagement
Yeah. What does ‘engagement’ meananyway…?Social Engagement
Or rather, ‘engagement’ means a lot ofdifferent things to different people.Social Engagement
However hard you tweet, you can’t winif 99% of the business ignores you.Social Engagement
However much content you produce, youcan’t win if 99% of the business doesn’t.Social Engagement
Success will not just be measured by‘Klout’ or ‘Kred’ or other krappy k-words.Social Engagement
Success will not just be measured byfollowers or re-tweets or mentions.Social Engagement
Success will be measured by peoplewho give a shit.Social Engagement
The chances of external engagementare greatly improvedSocial Engagement
If internal people engage first.Social Engagement
But they won’t know how or why, unlessyou tell them, and show them…Social Engagement
…and teach them.Social Engagement
Yes. Teaching.I know.Social Engagement
Don’t try to do it all yourself.Ask for help.Social Engagement
For a recent brand awareness andlead-gen brief, Birddog advocated social.Social Engagement
The client wasn’t so sure…Social Engagement
So we used email andonline advertising.Social Engagementemailadvertising
And a teeny, weeny, itsy, bitsypart of social.Social Engagementemailadvertisingsocial
And a teeny, weeny, itsy, bitsypart of social.Social EngagementemailadvertisingsocialLOOK! Here it is…
The campaign results madeinteresting reading.Social EngagementemailadvertisingsocialLOOK! Here it is…
The campaign results madeinteresting reading.Social Engagementemailadssocial
The campaign results madeinteresting reading.Social Engagementemailadssocial
Social Engagementemailadssocial850 followers358 mentions235 re-tweets2,100 content clicks
Social Engagementemailadssocial850 followers358 mentions235 re-tweets2,100 content clicksIn the first 6 weeks.
850 followers358 mentions235 re-tweets2,100 content clicksIn the first 6 weeks.On just 1 social channel.Social Engagementem...
Yes. It surprises everyone.Social Engagement
Tell them.Social Engagement
Show them.Social Engagement
Teach them.Social Engagement
Engage the internal audience.Social Engagement
We’re All Going To Die
We know what you and/or yoursales teams are thinking.Beginning of the end
You’re thinking,“Social Media for B2B Sales…?”Beginning of the end
You’re thinking,“Social Media for B2B Sales…?”Beginning of the end
6 years after the social explosion, stillonly 1/3rd of businesses are committed.Source: http://www.birddog.co.uk/resources...
In case there’s any doubt.Beginning of the end
But 2/3rd of you are still dicking around.Beginning of the end
Like the Mars space rover,that travelled 33.9 million milesBeginning of the end
To draw this. A willy. In the sand.On Mars. Seriously?Beginning of the end
The moral? We’ve all travelled along way for the opportunity. Use it.Beginning of the end
We hear a lot of excuses...Beginning of the end
“We’re waiting…”Beginning of the end
“We’re thinking about it…”Beginning of the end
“We already have a Twitter account…”Beginning of the end
“We don’t have a social policy…”Beginning of the end
You can get started with this one.Beginning of the end
Life is short. Stop taking baby steps.Beginning of the end
Ask for help to activate communities.Beginning of the end
And if you’re not dead yet, askyourself why you’re here.Beginning of the end
•  Content Creators Will Rule The World•  Social Networks Will Eliminate Email•  Internal Engagement Will Determine Succes...
You’re welcome.Social Media Growthumm…
scot@birddog.co.uk@scotmckeeScot McKeeContact
http://www.birddog.co.ukhttp://www.slideshare.net/birddogb2bhttp://www.youtube.com/user/BirddogB2Bhttps://twitter.com/#!/B...
©2013 • Birddog Ltd, 58 Parker Street, Covent Garden, London WC2B 5PZ • change@birddog.co.uk • +44 (0)20 7323 6666
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Internal Social Engagement - B2B Marketing Summit 2013 - Scot McKee

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Keynote presentation given by Scot McKee, Managing Director, Birddog, at the B2B Marketing Summit, London, 2013.

McKee explains how as the 'Media Age' gives way to the 'Content Age', B2B marketing priorities are changing. Or at least they should be. In the rush to contentificate, someone forgot to send the memo to...well, just about everyone and it's left a bit of a gap. So how do you get everyone in your organisation to support your content strategy?

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

Published in: Business, News & Politics

Transcript of "Internal Social Engagement - B2B Marketing Summit 2013 - Scot McKee"

  1. 1. Scot McKee, Managing Director, Birddogwww.birddog.co.uk @scotmckee © Birddog Ltd. June 2013
  2. 2. •  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•  #B2BSUMMITIntroduction
  3. 3. Presentation Context
  4. 4. The B2B World
  5. 5. My last few presentations have lookedat past and present communications.The B2B World
  6. 6. How B2B has moved from conferencecalls with the account handling team…The B2B World
  7. 7. To the walls we now have to climbas ‘social businesses’.The B2B World
  8. 8. Today we’re going to gaze into…‘The Future’.The B2B World
  9. 9. Not too far into the future though.The B2B World
  10. 10. Because, at all costs, we needto avoid…The B2B World
  11. 11. The B2B World‘The Look.’
  12. 12. What ‘Look’…?The B2B World‘The Look.’
  13. 13. That look.The B2B World
  14. 14. The look on your face when I tell youwhat’s coming next.The B2B World
  15. 15. You still haven’t recovered from the lasttime I told you what was coming next.The B2B World
  16. 16. A (very gentle) Look IntoThe (not too distant)Future
  17. 17. •  Content Creators Will Rule The World•  Social Networks Will Eliminate Email•  Internal Engagement Will Determine Success•  We’re All Going to DieThe Future…
  18. 18. Content CreatorsWill Rule The World
  19. 19. You’re all at it.Content Marketing
  20. 20. Or at least you’re all saying you’re at it.Content Marketing
  21. 21. This doesn’t count.Content Marketing
  22. 22. Transition from ‘broadcaster’to ‘publisher’, is a challenge.Content Marketing
  23. 23. Which leaves everyonedancing round their handbags.Content Marketing
  24. 24. You and your organisationsare content consumers.Content Marketing
  25. 25. Becoming a content creatoris different.Content Marketing
  26. 26. The 80-20 Rule translates onlineas the 99-1 Rule.Source: Bradley Horowitz - http://blog.elatable.com/2006/02/creators-synthesizers-and-consumers.htmlContent Marketing
  27. 27. Online Consumption = 99%Content Creation = 1%Content Marketing
  28. 28. Macro context: You have a 99%opportunity to produce valuable content.Content Marketing
  29. 29. Micro context: You’re screwed. 99% ofcontent is produced by just 1% of staff.Content Marketing
  30. 30. Current views of ‘Content Marketing’are unsustainable.Content Marketing
  31. 31. Your strategy needs to change.Content Marketing
  32. 32. You need expertise to conceive, plan,produce *valuable* content.Content Marketing
  33. 33. What can you do right now?Content Marketing
  34. 34. Introduce journalistic ‘storytelling’into content planning.Content Marketing
  35. 35. Why? It’s more engaging.We all like stories.Content Marketing
  36. 36. People actually listen toand share stories.Content Marketing
  37. 37. It’s easy. But you overcomplicate.There are only 2 types of story.Content Marketing
  38. 38. “All great literature is one of two stories;a man goes on a journey, or, a strangercomes to town.” – Leo TolstoyContent Marketing
  39. 39. Man goes on a Journey.Content Marketing
  40. 40. Stranger Comes to Town.Content Marketing
  41. 41. Man goes on a Journey.Content Marketing
  42. 42. Stranger Comes to Town.Content Marketing
  43. 43. Every corporate message can be toldas one of those 2 stories.Content Marketing
  44. 44. Communicate stories that are alreadyfamiliar to the audience.Content Marketing
  45. 45. Everyone can tell those stories.Content Marketing
  46. 46. Instead of corporate bollocks.Content Marketing
  47. 47. I am a content creator.Content Marketing
  48. 48. 100% of Birddog staff arecontent creators.Content Marketing
  49. 49. By every online, social measure,we will rule the world. Mwahaha! etc.Content Marketing
  50. 50. Content Marketing
  51. 51. How many businesses here currentlyhave around 1% Content Creators?Content Marketing
  52. 52. How many businesses here currentlyhave 100% Content Creators?Content Marketing
  53. 53. The prosecution rests.Content Marketing
  54. 54. Social NetworksWill Eliminate Email
  55. 55. I know. It’s a bit of a shock if youhaven’t started being social.Social Networks
  56. 56. And two thirds of you haven’t.Social Networks
  57. 57. This is me.I live or die by email. (And social. Obvs.)Social Networks
  58. 58. This is my Daughter (Age 12¾).Doesn’t use email. Probably won’t. Ever.Social Networks
  59. 59. Oh, wait, look, I’m telling a story.(Man goes on a Journey…)Social Networks
  60. 60. And it’s not just me dealing with thenext generation.Social Networks
  61. 61. The next generation has alreadyovertaken you, me, our businesses.Social Networks
  62. 62. These are your social ‘Y Gen’ staff.They use email. Because you force them.Social Networks
  63. 63. They’d rather just be social.Like my daughter.Social Networks
  64. 64. The productivity, the content, the salesall come from social interaction.Social Networks
  65. 65. Don’t take my word for it.Social Networks
  66. 66. Don’t take my word for it.Social Networks
  67. 67. Don’t take my word for it.Gartner’s view from Jan. 2013…Source: http://www.gartner.com/newsroom/id/2319215Social Networks
  68. 68. “Enterprise social networks will become the primarycomms channels for noticing, deciding or acting oninformation relevant to carrying out work.”Social Networks
  69. 69. “Through 2015, 80% of social business efforts willnot achieve the intended benefits due to inadequateleadership and an overemphasis on technology.”Social Networks
  70. 70. “Leaders need to tackle the tough organizational changework head on and early on. Successful social businessinitiatives require leadership and behavioral changes.”Social Networks
  71. 71. In other words…Social Networks
  72. 72. You, your strategies and the CRMsystem you still can’t use, are shit.Social Networks
  73. 73. And that’s just the internal, enterprisesocial networks.Social Networks
  74. 74. When they start on your external socialstrategies, you’ll be in real trouble.Social Networks
  75. 75. Social Networks
  76. 76. How many businesses here currentlyhave enterprise social networks?(excl. intranets)Social Networks
  77. 77. How many businesses here currentlyhave 100% participation on enterprisesocial networks? (excl. intranets)Social Networks
  78. 78. You may care to listen to the advice.Social Networks
  79. 79. Or not.Either. Or.Social Networks
  80. 80. Internal Social EngagementWill Determine Success
  81. 81. Yeah. What does ‘engagement’ meananyway…?Social Engagement
  82. 82. Yeah. What does ‘engagement’ meananyway…?Social Engagement
  83. 83. Or rather, ‘engagement’ means a lot ofdifferent things to different people.Social Engagement
  84. 84. However hard you tweet, you can’t winif 99% of the business ignores you.Social Engagement
  85. 85. However much content you produce, youcan’t win if 99% of the business doesn’t.Social Engagement
  86. 86. Success will not just be measured by‘Klout’ or ‘Kred’ or other krappy k-words.Social Engagement
  87. 87. Success will not just be measured byfollowers or re-tweets or mentions.Social Engagement
  88. 88. Success will be measured by peoplewho give a shit.Social Engagement
  89. 89. The chances of external engagementare greatly improvedSocial Engagement
  90. 90. If internal people engage first.Social Engagement
  91. 91. But they won’t know how or why, unlessyou tell them, and show them…Social Engagement
  92. 92. …and teach them.Social Engagement
  93. 93. Yes. Teaching.I know.Social Engagement
  94. 94. Don’t try to do it all yourself.Ask for help.Social Engagement
  95. 95. For a recent brand awareness andlead-gen brief, Birddog advocated social.Social Engagement
  96. 96. The client wasn’t so sure…Social Engagement
  97. 97. So we used email andonline advertising.Social Engagementemailadvertising
  98. 98. And a teeny, weeny, itsy, bitsypart of social.Social Engagementemailadvertisingsocial
  99. 99. And a teeny, weeny, itsy, bitsypart of social.Social EngagementemailadvertisingsocialLOOK! Here it is…
  100. 100. The campaign results madeinteresting reading.Social EngagementemailadvertisingsocialLOOK! Here it is…
  101. 101. The campaign results madeinteresting reading.Social Engagementemailadssocial
  102. 102. The campaign results madeinteresting reading.Social Engagementemailadssocial
  103. 103. Social Engagementemailadssocial850 followers358 mentions235 re-tweets2,100 content clicks
  104. 104. Social Engagementemailadssocial850 followers358 mentions235 re-tweets2,100 content clicksIn the first 6 weeks.
  105. 105. 850 followers358 mentions235 re-tweets2,100 content clicksIn the first 6 weeks.On just 1 social channel.Social Engagementemailadssocial
  106. 106. Yes. It surprises everyone.Social Engagement
  107. 107. Tell them.Social Engagement
  108. 108. Show them.Social Engagement
  109. 109. Teach them.Social Engagement
  110. 110. Engage the internal audience.Social Engagement
  111. 111. We’re All Going To Die
  112. 112. We know what you and/or yoursales teams are thinking.Beginning of the end
  113. 113. You’re thinking,“Social Media for B2B Sales…?”Beginning of the end
  114. 114. You’re thinking,“Social Media for B2B Sales…?”Beginning of the end
  115. 115. 6 years after the social explosion, stillonly 1/3rd of businesses are committed.Source: http://www.birddog.co.uk/resourcesBeginning of the end
  116. 116. In case there’s any doubt.Beginning of the end
  117. 117. But 2/3rd of you are still dicking around.Beginning of the end
  118. 118. Like the Mars space rover,that travelled 33.9 million milesBeginning of the end
  119. 119. To draw this. A willy. In the sand.On Mars. Seriously?Beginning of the end
  120. 120. The moral? We’ve all travelled along way for the opportunity. Use it.Beginning of the end
  121. 121. We hear a lot of excuses...Beginning of the end
  122. 122. “We’re waiting…”Beginning of the end
  123. 123. “We’re thinking about it…”Beginning of the end
  124. 124. “We already have a Twitter account…”Beginning of the end
  125. 125. “We don’t have a social policy…”Beginning of the end
  126. 126. You can get started with this one.Beginning of the end
  127. 127. Life is short. Stop taking baby steps.Beginning of the end
  128. 128. Ask for help to activate communities.Beginning of the end
  129. 129. And if you’re not dead yet, askyourself why you’re here.Beginning of the end
  130. 130. •  Content Creators Will Rule The World•  Social Networks Will Eliminate Email•  Internal Engagement Will Determine Success•  We’re All Going to DieThe Future…
  131. 131. You’re welcome.Social Media Growthumm…
  132. 132. scot@birddog.co.uk@scotmckeeScot McKeeContact
  133. 133. http://www.birddog.co.ukhttp://www.slideshare.net/birddogb2bhttp://www.youtube.com/user/BirddogB2Bhttps://twitter.com/#!/BirddogB2Bhttps://twitter.com/#!/scotmckeehttp://is.gd/mckeebooksFurther Resources
  134. 134. ©2013 • Birddog Ltd, 58 Parker Street, Covent Garden, London WC2B 5PZ • change@birddog.co.uk • +44 (0)20 7323 6666
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