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Internal Social Engagement - B2B Marketing Summit 2013 - Scot McKee
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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. ...

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

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    Internal Social Engagement - B2B Marketing Summit 2013 - Scot McKee Internal Social Engagement - B2B Marketing Summit 2013 - Scot McKee Presentation Transcript

    • 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 Face to Face.’•  Connect•  @scotmckee•  scot@birddog.co.uk•  @birddogb2b•  www.birddog.co.uk•  #B2BSUMMITIntroduction
    • 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 Success•  We’re All Going to DieThe Future…
    • 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-synthesizers-and-consumers.htmlContent Marketing
    • 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 Marketing
    • 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 to carrying out work.”Social Networks
    • “Through 2015, 80% of social business efforts willnot achieve the intended benefits due to inadequateleadership and an overemphasis on technology.”Social Networks
    • “Leaders need to tackle the tough organizational changework head on and early on. Successful social businessinitiatives require leadership and behavioral changes.”Social Networks
    • 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 Engagementemailadssocial
    • 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/resourcesBeginning of the end
    • 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 Success•  We’re All Going to DieThe Future…
    • 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/#!/BirddogB2Bhttps://twitter.com/#!/scotmckeehttp://is.gd/mckeebooksFurther Resources
    • ©2013 • Birddog Ltd, 58 Parker Street, Covent Garden, London WC2B 5PZ • change@birddog.co.uk • +44 (0)20 7323 6666