Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

TurdyBrownTrousersChallengingbusiness conventionin a social worldScot McKee, Managing Director, BirddogNov. 2011

Introduction Q: How many people own a pair of brown trousers? A: Quite a lot – it‟s a popular colour

On the plus side Stability Reliability Approachability

On the plus side Elemental Earthy Core strength

But… It‟s also the colour of turd

Confess Q: How many people are wearing brown trousers today? A: Not very many

Why? The colour of average The colour of boring The colour of meh

Why? Despite being the most popular colour in the world… …Brown is not „business‟

Why? We could introduce a world of B2B trouser excitement

Why? But we default to a whole other category of dull for business

The boundaries When we push the boundaries a little It feels like we‟re going CRAZEEEE…

The boundaries But we‟re not really Because this is proper CRAZEEEE

The boundaries In B2B, we occasionally try to be crazy But only manage to get halfway there

The boundaries On a „crazy‟ day in B2B…

The boundaries …we un-tuck our shirts

The new world order BROWN TROUSERS Change two words

The new world order Digital Into one word

The new world order Social Or another word

The new world order Digital Social And the B2B challenge becomes clearer

The B2B Challenge Staff, customers & prospects have gone Digital and Social „crazy‟

The B2B Challenge But the business response isn‟t quite working

The B2B Challenge The challenge is for business to keep up with customers

The response so far In the „old‟ digital days, you would send email

The response so far Not working? Ok…SEND MORE

The response so far But it‟s still not working Because of the „social‟ wall

The response so far Remember the wall?

The response so far It stops everything…

The response so far So the B2B shirt has been „un-tucked‟ And the corporate website…

The response so far …has been made bigger (or a bit different) Yay

A question… Q: Who has changed or added to their corporate website in the last 12mths or plans to change it in the next 12mths? A: Almost everyone

A question… There‟s a problem with that…

The brown wall of turd It stops everything, remember?

The brown wall of turd Even when it‟s „bigger‟

The web is deadSource: Wired/Cisco

The web is dead Audience adoption of social media is forcing business change

The web is dead The central corporate „push‟ hub

The web is dead Now has to „pull‟ audiences from social spaces

The web is dead But while businesses focus on the website

The web is dead The customers are ignoring it

The web is dead Oops Customers love being social

The second wave B2B has tried to join in But hasn‟t tried very hard

The second wave Some business brands have a twitter account

The second wave Some have posted videos on YouTube

The second wave Some are even becoming fans of LinkedIn

The second wave But the customers are moving much quicker

Some facts Over 8,000 social channels Mobile commerce to reach $31bn by 2016 938 changes to Facebook, Twitter & LinkedIn since 1/1/11 90% of the World‟s data has been created in the last 2yrs 28% of buying decisions influenced by social networksSource: IBM/Social Media Today

The point for B2B is… Epic Oops Every day you say, “wait and see…” Another 2.5 quintillion bytes of data are createdSource: IBM/Social Media Today

The point for B2B is… Those who “don‟t see the relevance” – are dead.

The point for B2B is… Those asking “what‟s the 1st step?” – are dead

The point for B2B is… Those “planning to allocate some budget to social media” – are dead

The point for B2B is… Those still expecting “traditional measures” for social media – are dead

The point for B2B is… Those “trialling social media” – might live

The point for B2B is… Social media needs to become the fabric of all marketing activity

The point for B2B is… The entire Marketing Plan needs to be socialised (That doesn’t mean all marketing is social media…)

Social integration Understanding the customer‟s journey Allowing online engagement offline And vice-versa Encourage advocates, not customers Personality trumps protocol Create experiences, not sales pitches

Social integration Reward loyalty and brand advocacy Give fans a reason to engage Enable social fans to „sell‟ for you

So what happens now? After this presentation?

So what happens now? The old/current model Reach 100 people?

So what happens now? Or… we cascade the turdy brown model

So what happens now? Tag it and make it searchable

So what happens now? Tweet it

So what happens now? Slideshare…

So what happens now? Podcast…

So what happens now? Video… Yes, really. LinkedIn for video

So what happens now? Yes, yes, yes Website too

So what happens now? Pretty soon… …a turdy brown global phenomenon

So what happens now? By next year… …we‟ll all be turdy brown and untucked

Potential Reach? Traditional/Website/Email 100

Potential Reach? To our known/tracked network In the first 24hrs 100 100,000

Potential Reach? Conservative extended community 100 100,000 200,000

Potential Reach? Within a week 100 100,000 200,000 500,000

Guardianship It‟s not „free‟ Commentary Response Management Community Development

Guardianship Seeding + Syndication + Aggregation = Reach Increased Reach = Brand Amplification Brand Amplification = Sales But… ownership changes hands

Guardianship From the moment you hit the button It‟s not „yours‟ anymore

Guardianship It belongs to the crowd

Guardianship The audience becomes part of the brand It wants to be associated with content It wants to participate It wants to share

Guardianship When brand support is high Sales are the inevitable consequence

Safe v Social Letting go still scares the majority of B2B

Safe v Social Leaving the opportunity for the brave

Safe v Social Resistance is futile

To end at the beginning Engaging Content Creation Distributable Social Content Cross Channel Sharing Message Amplification Customer Engagement

The colour of social success Is brown

The colour of social failure Is also brown

You‟ve been warned “I cannot pretend to feel impartial about colours. I rejoice with the brilliant ones and am genuinely sorry for the poor browns.” Winston Churchill

Thank you (and be social…) Scot McKee

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Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

by BirddogB2B on Nov 16, 2011

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Turdy Brown Trousers | B2B Marketing Conference - Scot McKee — Presentation Transcript