Social Media For Bloody Important Senior Executives - Scot McKee

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Presentation given by Scot McKee, Managing Director, Birddog, at the International Hotel Investment Forum, Berlin, 2012.

McKee explains how Senior Executives within B2B organizations need to adapt and adopt social media practices to support their brands and achieve value from the 'Social Enterprise'. 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

Published in: Business, Technology

Social Media For Bloody Important Senior Executives - Scot McKee

  1. 1. Social Media for the C-Suite Why Bloody Important Senior Executives need it, how to use it and protect against reputational risk
  2. 2. Introduction• Brand• Digital• Social• Content
  3. 3. Context• How important are you?
  4. 4. Context• Senior Executives• CEOs• Financiers• Investors
  5. 5. Context• Pretty bloody important then
  6. 6. Context• How much do you care• about Social Media?
  7. 7. Context• About *that* much
  8. 8. Context• What is• “Social Media”?
  9. 9. Context• Pink, flowery, marketing stuff…
  10. 10. Context• Useful at the front end
  11. 11. Context• But “we” don’t need it
  12. 12. Context• Because, “We”…• …are bloody important executives
  13. 13. Context• There’s a problem with that
  14. 14. Context• The Crowd
  15. 15. The Crowd • Facebook: 750m users • Twitter: 300m users • YouTube: 200m (a day) • Groupon: 115m users • LinkedIn: 100m usersSource: Digital Marketing, Craig P. Smith
  16. 16. The Crowd • Pandora: 100m users • Flickr: 40m users • WordPress: 50m users • Google+: 45m users • Foursquare: 10m usersSource: Digital Marketing, Craig P. Smith
  17. 17. The Crowd• That’s about 2bn users• Across just 10 networks
  18. 18. The Crowd• Oh, and…• …there are about 800 other networks
  19. 19. The Crowd• They’re social• They’re connected• They want to be able to contact you
  20. 20. The Crowd• Not the branded ‘you’• The ‘social’ you
  21. 21. The Social You • Customer Services isn’t enough • It’s the start of the conversation • But it’s not the endThe Social Trinity: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
  22. 22. The Social You • Customers expect to reach Execs. • At the highest levelsThe Social Trinity: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
  23. 23. The Social You• The Social C-Suite
  24. 24. The Social You• You’re ‘unavailable’? OK…
  25. 25. The Social You• The crowd will just make you up
  26. 26. The Social You• It may be amusing
  27. 27. The Social You• But online reputation is easily damaged
  28. 28. The Social You• If you don’t manage & control it
  29. 29. The Social You• Someone else will
  30. 30. The Social You WTF…?*!!?• The conversation is already happening• With you, without you, about you
  31. 31. The Social You• Still feeling bloody important?
  32. 32. The Social You• Or are billions of usersstarting to worry you?
  33. 33. The Social You• About *that* much?
  34. 34. The Good News• Is the opportunity…
  35. 35. The Social Steps• Listen• Learn• Engage• Influence• Convert
  36. 36. The Social Steps • Listen • Learn • Engage • Influence • ConvertThe Social Trinity: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
  37. 37. The Social Steps• Listen:• To customers• To competitors• To staff
  38. 38. The Social Steps• Learn:• The info you need is available• Share it with your community
  39. 39. The Social Steps• Engage:• Accessible markets• Connections & conversations
  40. 40. The Social Steps • Influence: • Shaping the agenda • Changing outcomesBrand Amplification: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
  41. 41. The Social Steps• Convert:• The power of many• The crowd decides (not you)
  42. 42. The Social Steps• Yeah, sure, but…
  43. 43. The Social Steps• “What the fu*k is social media?• We’re ‘Important’ – remember?”
  44. 44. What the fu*k is ‘social media’?• It’s confusing
  45. 45. The Establishing Statement • Let’s use a single framework…source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
  46. 46. The Establishing Statement For ---------------------------------------------------- (Audience) --------------------------------------------------------- (Brand) is the ------------------------------------------------- (Context) that --------------------------------------------------- (Competency)source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
  47. 47. The Establishing Statement For ---------------------------------------------------- (Audience) ---Social Media-------------------------------------- (Brand) is the ------------------------------------------------- (Context) that --------------------------------------------------- (Competency)source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
  48. 48. The Establishing Statement For --anyone seeking information or opinion--- (Audience) ---Social Media-------------------------------------- (Brand) is the ------------------------------------------------ (Context) that --------------------------------------------------- (Competency)source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
  49. 49. The Establishing Statement For --anyone seeking information or opinion--- (Audience) ---Social Media-------------------------------------- (Brand) is the ----online channel--------------------------- (Context) that --------------------------------------------------- (Competency)source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
  50. 50. The Establishing Statement For --anyone seeking information or opinion--- (Audience) ---Social Media-------------------------------------- (Brand) is the ----online channel--------------------------- (Context) that ---connects people with content----------- (Competency)source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
  51. 51. Social Media“For anyone seeking information or opinionSocial Media is the online channelthat connects people with content”- Scot McKee
  52. 52. Social Media• That wasn’t so tough was it?
  53. 53. Social Media• Great. Now what?
  54. 54. Choose Your Weapon• There are 800+• (Don’t try to use them all…)
  55. 55. Choose Your Weapon• Social Networks• (e.g. Facebook/LinkedIn)
  56. 56. Choose Your Weapon• Blogs• e.g. Wordpress/Posterous
  57. 57. Choose Your Weapon• Wikis• e.g. Wikipedia
  58. 58. Choose Your Weapon• Forums/Chat
  59. 59. Choose Your Weapon• Connect Communities• e.g. YouTube/Flickr/Slideshare
  60. 60. Choose Your Weapon• Microblogging• e.g. Twitter
  61. 61. I understand, but I’m…• Yes, we know – a Senior Executive• And bloody important
  62. 62. Why bother?• You’re doing it already• One handshake at a time
  63. 63. Why bother?• One meeting at a time
  64. 64. Why bother?• One call at a time
  65. 65. Why bother?• One presentation at a time
  66. 66. Why bother?• Isn’t that, you know, a bit… slow?
  67. 67. Why bother?• To accelerate, you need to participate
  68. 68. Why bother?• For brands to grow, they need to be social
  69. 69. Why bother?• The whole company needs to be social
  70. 70. Why bother?• Not because I want you to• Because customers want you to be
  71. 71. Why bother?• You’re part of the company• A bloody important part, obviously
  72. 72. Why bother?• It’s time to hug the crowd
  73. 73. What bloody important Execs. can do• Start with the familiar• Socialize traditional activity• Integrate & support mkting• That’s it
  74. 74. Start with the ‘Familiar’• Blogging• Slideshare• YouTube• LinkedIn• Twitter
  75. 75. Start with the ‘Familiar’• Our working example is…• Scot McKee
  76. 76. Start with the ‘Familiar’• Yes, I’m bloody important
  77. 77. Socialize Traditional Activity• Scot McKee, Columnist• B2B Marketing Magazine
  78. 78. Socialize Traditional Activity• Change ‘Columnist’• to ‘blogger’• Delete ‘Magazine’
  79. 79. Socialize Traditional Activity• Scot McKee, blogger• B2B Marketing
  80. 80. Socialize Traditional Activity• Syndicate content• Multiple platforms• Delete qualifiers
  81. 81. Socialize Traditional Activity• Scot McKee, blogger
  82. 82. Socialize Traditional Activity• Presented by Scot McKee
  83. 83. Socialize Traditional Activity• Slides are seen once• Then locked in a laptop
  84. 84. Socialize Traditional Activity• Rewrite, then publish
  85. 85. Socialize Traditional Activity• Slides that were seen by one• Can be shared by many
  86. 86. Socialize Traditional Activity• Equivalent 10 yrs. of presentations, in 3 mths.
  87. 87. Socialize Traditional Activity• Starring Scot McKee
  88. 88. Socialize Traditional Activity• Presentations/Seminars/Keynotes• Wasted assets lost in the moment
  89. 89. Socialize Traditional Activity• Video them• Edit• Then publish
  90. 90. Socialize Traditional Activity• Content seen by few• Can be viewed by many
  91. 91. Socialize Traditional Activity• Shared by Scot McKee
  92. 92. Socialize Traditional Activity• LinkedIn is not a job board• You’ve got a job, remember?• A bloody important one
  93. 93. Socialize Traditional Activity• It’s a community hub• To ‘connect people with content’
  94. 94. Socialize Traditional Activity• Learn to use it
  95. 95. Socialize Traditional Activity• Clients, prospects & staff• Are expressing interest
  96. 96. Socialize Traditional Activity• Rich functionality• Encourages sharing
  97. 97. Socialize Traditional Activity• Amplifies brands• Enhances reputation
  98. 98. Socialize Traditional Activity• Twitter is not about lunch• It’s about everything (and lunch)
  99. 99. Socialize Traditional Activity• Learn to use it
  100. 100. Socialize Traditional Activity• Cross-network• Cross-platform
  101. 101. Socialize Traditional Activity• Your network will help you
  102. 102. Socialize Traditional Activity• Because, you…• …are bloody important
  103. 103. Final Thoughts• It might look like Social Media is• all about ‘you’
  104. 104. Final Thoughts• But it’s all about business• ‘All roads lead to the brand…’
  105. 105. Final Thoughts• Everything I’ve shared• Links directly to Birddog
  106. 106. Final Thoughts• Everything I’ve shared• Links directly to Birddog
  107. 107. Final Thoughts• Everything I’ve shared• Links directly to Birddog
  108. 108. Final Thoughts• Everything I’ve shared today• Links directly to Birddog
  109. 109. Final Thoughts• Even these slides
  110. 110. To End at the Beginning…• Listen• Learn• Engage• Influence• Convert
  111. 111. Socialize Traditional Activity• You can do this• It’s important• Bloody important
  112. 112. Thank you (and be social…) Scot McKee
  113. 113. Further Resources • Links: – 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/mckeebooksPhoto Credit: http://www.freedigitalphotos.net
  114. 114. http://www.birddog.co.uk

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