SocialBrandingfor B2BNotes from aHardassMotherfu*kerPresentation to University MBA StudentsScot McKee, Managing Director, ...
I‟m here because of this  “Can‟t stop recommending this book”  ***** Amazon, 2011  “If only all business books were this g...
A summary of me  25 Years of B2B brand strategy pain  Just when I thought it was safe  Digital marketing happened  And the...
A summary of the B2B Mkt.  Lifetimes of communicating function over form  Dogmatic repetition of product specification  Ne...
A summary of you  Learning marketing during a banking crisis  Eurozone economic meltdown  An „endless‟ global recession  F...
All roads lead to the brand  Today‟s objectives:  Offer insight into new media realities  Encourage you to challenge B2B c...
All roads lead to the brand  To do that, we need to answer a question…
What is a brand?  Answer:  “A perception, or collection of  perceptions in the mind of an audience”
What is a brand?  “What people say about you  when you‟ve left the room” - Jeff Bezos, Founder, Amazon
What is a brand?  So, in a B2B context, a burnt cow‟s arse is not a brand
What is a brand?  This is not a brand either  It‟s a badge
What is a brand?  THIS is a brand
What is a brand?  Your brand is how people „feel‟ about you  „Intangible assets‟
What is a brand?  Traditionally, we have controlled perceptions with „stuff‟
What is a brand?  But what happens when there is no „stuff‟, only people?
What is a brand?  People now connect to devices, networks, communities  Not „stuff‟
What is a brand?  Business brands are „always on‟  Up mountains… on the beach…
What is a brand?  …in public… and… (ahem)… in private
What is a brand?  In social spaces brand focus is now „content‟  Not the old business content, new customer content
What is a brand?  To influence brand perceptions, content has to be:  Customer focussed  Customer relevant  Customer endor...
What is a brand?  In other words, businesses facilitate brand conversation  But no longer control it
What is a brand?  Selecting the right message to shape perceptions  is very different from pushing the corporate message
What is a brand?  Social ideas & concepts that engage the customer  May not be aligned to traditional corporate „selling‟
What is a brand?  Determining „good‟ from „bad‟ or success from failure is  governed by client expectation, and the crowd…...
What is a brand?  2 very different examples  With different outcomes  Highlight the disparity…
The Powwownow Story Digital Strategy Community Engagement „Pull‟ v „Push‟ Creative Platform® Social Channels The UK‟s lead...
The Powwownow Story Digital Strategy Community Engagement „Pull‟ v „Push‟ Creative Platform® Objective: Social Channels „B...
The Powwownow Story A single online creative concept to encourage debate about business travel (and offer the conference c...
The Powwownow Story Applied via a „sponsorship‟ brand model
The Powwownow Story Multi-platform delivery
The Powwownow Story Online/offline social integration
The Powwownow Story                       Info - graphics Distributable content creation
The Powwownow Story After 5 months: Community of 55,000 Engaging hundreds daily 100% positive sentiment Brand awareness hi...
The Powwownow Story Q: #Success or #Fail…? A: Social Success Sales Failure Learning: Agree achievable objectives Social st...
When it goes right… it can go very right.
The RingGo Story  Objective:  „Harness positive brand sentiment to influence customers  and prospects‟
The good guys  3rd Party mobile parking services provider
The bad guys  The Rail Operator & Parking Contractor replacing RingGo  with a less efficient and less secure parking system
The deal  3 Week campaign  Briefed in 20 minutes  Agreed on a handshake  Full agency autonomy & independence  (no client a...
Give it a Name
Give it an Image
Hit the „Publish‟ button…
Focus on Content
Focus on Content
Focus on Content  Blog offered news & opinion  A destination for customers  Content driven by advocates  A bridge linking ...
What was achieved in 21 days?
The Yellow Lines analytics  February 22 201114   views
The Yellow Lines analytics  February 23 201163    views
The Yellow Lines analytics  February 24 2011220         views
The Yellow Lines analytics  February 25 2011458        views
The Yellow Lines analytics  February 26 2011535       views
The Yellow Lines analytics  February 27 2011917      views
The Yellow Lines analytics  February 28 20111,402            views
The Yellow Lines analytics  March 01 20111,621             views
The Yellow Lines analytics  March 02 20115,104             views
The Yellow Lines analytics  March 03 20116,900             views
The Yellow Lines analytics  March 04 20117,643             views
The Yellow Lines analytics  March 05 20118,074             views
The Yellow Lines analytics  March 06 20118,504             views
The Yellow Lines analytics  March 07 20119,433             views
The Yellow Lines analytics  March 08 201110,707            views
The Yellow Lines analytics  March 09 201113,556            views
The Yellow Lines analytics  March 10 201114,693            views
The Yellow Lines analytics  March 11 201115,365            views
The Yellow Lines analytics  March 12 201115,523            views
The Yellow Lines analytics  March 13 201115,699            views
The Yellow Lines analytics  March 14 201116,570            views
What did we achieve in21 days?  Community building:  Over 22 Thousand (22,000)  unique site visits
What did we achieve in21 days?  Engagement/ Brand advocacy:  >8 Hundred (800) comments  99.8% positive sentiment  Local Ne...
What did we achieve in21 days?  Policy review/ Setting:  Email petition from supporters  Email responses from Board  Direc...
What did we achieve in21 days?  “The Yellow Lines is an  invaluable asset that has  gathered all the positive user  suppor...
Great, but…  Social case studies are rare in B2B  Fear, inertia, scepticism, lack of experience dominate  So…  Q: How do w...
B2B Marketing Conf. 2011  Full Keynote  Presentation:  www.birddog.co.uk  Here are the  important slides…
The social wall of turd  Customers are on the other side
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  It stops everything…
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  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
Some facts         Over 8,000 social channels         Mobile commerce to reach $31bn by 2016         938 changes to Facebo...
The point for B2B is…  Those who “don‟t see the relevance” – are dead.
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 ad...
Potential Reach?  E.g. Promoting this presentation via:  Traditional/Website/Email                            100
Potential Reach?  Promoting this presentation via:  Our known/tracked/online network  In the first 24hrs                  ...
Potential Reach?  Conservative extended community                         100   100,000   200,000
Potential Reach?  Within a week                   100   100,000   200,000   500,000
Guardianship  Seeding + Syndication + Aggregation = Reach  Increased Reach = Brand Amplification  Brand Amplification = Sa...
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 ...
Guardianship  When brand support is high  Sales are the inevitable consequence
To end at the beginning  Engaging Content Creation  Distributable Social Content  Cross Channel Sharing  Message Amplifica...
The social experiment  And that was the end of the presentation  Apart from… the photo
The social experiment  To engage wider audiences, you have to make your  brand, your world, accessible to the outside world
The social experiment  So, at the start of my presentation, I took a picture…
The social experiment  …and tweeted it
The social experiment  It received more views than the entire conference  delegation… in 5 minutes
The social experiment  In 10 minutes… It had been re-tweeted 26 times
The social experiment  In 15 minutes… It achieved coveted „Top Tweet‟ status
The social experiment  By the end of the day, it had been viewed 400 times
The social experiment  Less than a week later, views passed 1000
The social experiment  It could have ended  there...  …but the crowd had other plans
The social experiment  During the presentation…
The social experiment  After the presentation…
The social experiment  Picked up and quoted by competitors  (Thought leadership)
The social experiment  Support  Fan  Advocate  Facilitating independent brand awareness
The social experiment  YouTube video released (next stop Hollywood…)
The social experiment  Not an advertisement  Not sponsorship  Not paid for  Not requested  Content aggregation,  Syndicati...
The social experiment  The future of a B2B  brand will be  determined by its  social audience –  whether you like it,  or ...
The social experiment  One hour after movie release
The social experiment  That‟s a month of presentations, in an hour
The social experiment  One week after slides were shared
The social experiment  That‟s over two years of presentations, in a week
The social experiment  Revenue will come  from a bunch of  people you barely  know learning of  your brand from a  bunch o...
Final takeaways  You‟ve seen a large social campaign  A small social campaign  And a personal social campaign  We haven‟t ...
Final takeaways  …But that‟s another story for another day.
Final takeaways  Listen – customers talk to/about you all the time  Be social – talking about it isn‟t the same as doing i...
Final takeaways  B2B Brands can be built online  It‟s my job to make it possible  It‟s my job to show you how  It‟s your j...
Thank you (and be social…)                Scot McKee
Contact          www.birddog.co.uk
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Social Branding for B2B -- Notes from a Hardass Motherfu*ker -- University MBA Lecture -- Scot McKee

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Social Branding for B2B. Notes from a Hardass Motherfu*ker

Guest Lecture presented by Scot McKee, Managing Director, Birddog to a University School of Management MBA course, 2011.

McKee introduces the digital branding and social marketing challenges of today to the business leaders of tomorrow. The University plays host to a presentation of explanation, insight and case study examples from the practical world of B2B brand building, digital strategy and social delivery. McKee's additional thoughts and a video are 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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Social Branding for B2B -- Notes from a Hardass Motherfu*ker -- University MBA Lecture -- Scot McKee

  1. 1. SocialBrandingfor B2BNotes from aHardassMotherfu*kerPresentation to University MBA StudentsScot McKee, Managing Director, BirddogDec. 2011
  2. 2. I‟m here because of this “Can‟t stop recommending this book” ***** Amazon, 2011 “If only all business books were this good” ***** Amazon, 2011 “The first business book I have read from start to finish” ***** Amazon, 2011
  3. 3. A summary of me 25 Years of B2B brand strategy pain Just when I thought it was safe Digital marketing happened And then Social Media…
  4. 4. A summary of the B2B Mkt. Lifetimes of communicating function over form Dogmatic repetition of product specification Neither of which the customer cares about Then Social Media scared the crap out of everyone
  5. 5. A summary of you Learning marketing during a banking crisis Eurozone economic meltdown An „endless‟ global recession Fundamental changes to business marketing In other words… …the pain has only just begun
  6. 6. All roads lead to the brand Today‟s objectives: Offer insight into new media realities Encourage you to challenge B2B conventions Prepare you for the shit-storm heading your way
  7. 7. All roads lead to the brand To do that, we need to answer a question…
  8. 8. What is a brand? Answer: “A perception, or collection of perceptions in the mind of an audience”
  9. 9. What is a brand? “What people say about you when you‟ve left the room” - Jeff Bezos, Founder, Amazon
  10. 10. What is a brand? So, in a B2B context, a burnt cow‟s arse is not a brand
  11. 11. What is a brand? This is not a brand either It‟s a badge
  12. 12. What is a brand? THIS is a brand
  13. 13. What is a brand? Your brand is how people „feel‟ about you „Intangible assets‟
  14. 14. What is a brand? Traditionally, we have controlled perceptions with „stuff‟
  15. 15. What is a brand? But what happens when there is no „stuff‟, only people?
  16. 16. What is a brand? People now connect to devices, networks, communities Not „stuff‟
  17. 17. What is a brand? Business brands are „always on‟ Up mountains… on the beach…
  18. 18. What is a brand? …in public… and… (ahem)… in private
  19. 19. What is a brand? In social spaces brand focus is now „content‟ Not the old business content, new customer content
  20. 20. What is a brand? To influence brand perceptions, content has to be: Customer focussed Customer relevant Customer endorsed Even customer generated
  21. 21. What is a brand? In other words, businesses facilitate brand conversation But no longer control it
  22. 22. What is a brand? Selecting the right message to shape perceptions is very different from pushing the corporate message
  23. 23. What is a brand? Social ideas & concepts that engage the customer May not be aligned to traditional corporate „selling‟
  24. 24. What is a brand? Determining „good‟ from „bad‟ or success from failure is governed by client expectation, and the crowd… *Eeek*
  25. 25. What is a brand? 2 very different examples With different outcomes Highlight the disparity…
  26. 26. The Powwownow Story Digital Strategy Community Engagement „Pull‟ v „Push‟ Creative Platform® Social Channels The UK‟s leading conference calling service provider
  27. 27. The Powwownow Story Digital Strategy Community Engagement „Pull‟ v „Push‟ Creative Platform® Objective: Social Channels „Build a social community to raise brand awareness‟
  28. 28. The Powwownow Story A single online creative concept to encourage debate about business travel (and offer the conference calling alternative)
  29. 29. The Powwownow Story Applied via a „sponsorship‟ brand model
  30. 30. The Powwownow Story Multi-platform delivery
  31. 31. The Powwownow Story Online/offline social integration
  32. 32. The Powwownow Story Info - graphics Distributable content creation
  33. 33. The Powwownow Story After 5 months: Community of 55,000 Engaging hundreds daily 100% positive sentiment Brand awareness high Sales conversion low Project suspended
  34. 34. The Powwownow Story Q: #Success or #Fail…? A: Social Success Sales Failure Learning: Agree achievable objectives Social strategies are long-term Supports the sales process, not replace it
  35. 35. When it goes right… it can go very right.
  36. 36. The RingGo Story Objective: „Harness positive brand sentiment to influence customers and prospects‟
  37. 37. The good guys 3rd Party mobile parking services provider
  38. 38. The bad guys The Rail Operator & Parking Contractor replacing RingGo with a less efficient and less secure parking system
  39. 39. The deal 3 Week campaign Briefed in 20 minutes Agreed on a handshake Full agency autonomy & independence (no client approvals/delays) Blogging platform launched within 24 hours
  40. 40. Give it a Name
  41. 41. Give it an Image
  42. 42. Hit the „Publish‟ button…
  43. 43. Focus on Content
  44. 44. Focus on Content
  45. 45. Focus on Content Blog offered news & opinion A destination for customers Content driven by advocates A bridge linking communities High visibility & transparency
  46. 46. What was achieved in 21 days?
  47. 47. The Yellow Lines analytics February 22 201114 views
  48. 48. The Yellow Lines analytics February 23 201163 views
  49. 49. The Yellow Lines analytics February 24 2011220 views
  50. 50. The Yellow Lines analytics February 25 2011458 views
  51. 51. The Yellow Lines analytics February 26 2011535 views
  52. 52. The Yellow Lines analytics February 27 2011917 views
  53. 53. The Yellow Lines analytics February 28 20111,402 views
  54. 54. The Yellow Lines analytics March 01 20111,621 views
  55. 55. The Yellow Lines analytics March 02 20115,104 views
  56. 56. The Yellow Lines analytics March 03 20116,900 views
  57. 57. The Yellow Lines analytics March 04 20117,643 views
  58. 58. The Yellow Lines analytics March 05 20118,074 views
  59. 59. The Yellow Lines analytics March 06 20118,504 views
  60. 60. The Yellow Lines analytics March 07 20119,433 views
  61. 61. The Yellow Lines analytics March 08 201110,707 views
  62. 62. The Yellow Lines analytics March 09 201113,556 views
  63. 63. The Yellow Lines analytics March 10 201114,693 views
  64. 64. The Yellow Lines analytics March 11 201115,365 views
  65. 65. The Yellow Lines analytics March 12 201115,523 views
  66. 66. The Yellow Lines analytics March 13 201115,699 views
  67. 67. The Yellow Lines analytics March 14 201116,570 views
  68. 68. What did we achieve in21 days? Community building: Over 22 Thousand (22,000) unique site visits
  69. 69. What did we achieve in21 days? Engagement/ Brand advocacy: >8 Hundred (800) comments 99.8% positive sentiment Local News Coverage BBC Radio Coverage
  70. 70. What did we achieve in21 days? Policy review/ Setting: Email petition from supporters Email responses from Board Directors to RingGo customers 27 Letters submitted to MPs Requests from Office of Rail Regulators (ORR)
  71. 71. What did we achieve in21 days? “The Yellow Lines is an invaluable asset that has gathered all the positive user support we knew existed but were never able to harness, and made it available for the whole world to share…” Harry Clarke – Founder, RingGo
  72. 72. Great, but… Social case studies are rare in B2B Fear, inertia, scepticism, lack of experience dominate So… Q: How do we drive change? A: Lead by example, one Turdy Brown step at a time…
  73. 73. B2B Marketing Conf. 2011 Full Keynote Presentation: www.birddog.co.uk Here are the important slides…
  74. 74. The social wall of turd Customers are on the other side
  75. 75. The B2B Challenge Staff, customers & prospects have gone Digital and Social „crazy‟
  76. 76. The B2B Challenge But the business response isn‟t quite working
  77. 77. The B2B Challenge The challenge is for business to keep up with customers
  78. 78. The response so far In the „old‟ digital days, you would send email
  79. 79. The response so far Not working? Ok…SEND MORE
  80. 80. The response so far But it‟s still not working Because of the „social‟ wall
  81. 81. The response so far It stops everything…
  82. 82. The web is deadSource: Wired/Cisco
  83. 83. The web is dead Audience adoption of social media is forcing business change
  84. 84. The web is dead The central corporate „push‟ hub
  85. 85. The web is dead Now has to „pull‟ audiences from social spaces
  86. 86. The web is dead Now has to „pull‟ audiences from social spaces
  87. 87. The web is dead But while businesses focus on the website
  88. 88. The web is dead The customers are ignoring it
  89. 89. The web is dead Oops Customers love being social
  90. 90. 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
  91. 91. The point for B2B is… Those who “don‟t see the relevance” – are dead.
  92. 92. The point for B2B is… Social media needs to become the fabric of all marketing activity
  93. 93. The point for B2B is… The entire Marketing Plan needs to be socialised (That doesn’t mean all marketing is social media…)
  94. 94. 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
  95. 95. Potential Reach? E.g. Promoting this presentation via: Traditional/Website/Email 100
  96. 96. Potential Reach? Promoting this presentation via: Our known/tracked/online network In the first 24hrs 100 100,000
  97. 97. Potential Reach? Conservative extended community 100 100,000 200,000
  98. 98. Potential Reach? Within a week 100 100,000 200,000 500,000
  99. 99. Guardianship Seeding + Syndication + Aggregation = Reach Increased Reach = Brand Amplification Brand Amplification = Sales But… ownership changes hands
  100. 100. Guardianship From the moment you hit the button It‟s not „yours‟ anymore
  101. 101. Guardianship It belongs to the crowd
  102. 102. Guardianship The audience becomes part of the brand It wants to be associated with content It wants to participate It wants to share
  103. 103. Guardianship When brand support is high Sales are the inevitable consequence
  104. 104. To end at the beginning Engaging Content Creation Distributable Social Content Cross Channel Sharing Message Amplification Customer Engagement
  105. 105. The social experiment And that was the end of the presentation Apart from… the photo
  106. 106. The social experiment To engage wider audiences, you have to make your brand, your world, accessible to the outside world
  107. 107. The social experiment So, at the start of my presentation, I took a picture…
  108. 108. The social experiment …and tweeted it
  109. 109. The social experiment It received more views than the entire conference delegation… in 5 minutes
  110. 110. The social experiment In 10 minutes… It had been re-tweeted 26 times
  111. 111. The social experiment In 15 minutes… It achieved coveted „Top Tweet‟ status
  112. 112. The social experiment By the end of the day, it had been viewed 400 times
  113. 113. The social experiment Less than a week later, views passed 1000
  114. 114. The social experiment It could have ended there... …but the crowd had other plans
  115. 115. The social experiment During the presentation…
  116. 116. The social experiment After the presentation…
  117. 117. The social experiment Picked up and quoted by competitors (Thought leadership)
  118. 118. The social experiment Support Fan Advocate Facilitating independent brand awareness
  119. 119. The social experiment YouTube video released (next stop Hollywood…)
  120. 120. The social experiment Not an advertisement Not sponsorship Not paid for Not requested Content aggregation, Syndication, brand amplification
  121. 121. The social experiment The future of a B2B brand will be determined by its social audience – whether you like it, or not Content aggregation, Syndication, brand amplification
  122. 122. The social experiment One hour after movie release
  123. 123. The social experiment That‟s a month of presentations, in an hour
  124. 124. The social experiment One week after slides were shared
  125. 125. The social experiment That‟s over two years of presentations, in a week
  126. 126. The social experiment Revenue will come from a bunch of people you barely know learning of your brand from a bunch of people they barely know… …but trust implicitly
  127. 127. Final takeaways You‟ve seen a large social campaign A small social campaign And a personal social campaign We haven‟t even touched on what‟s really possible…
  128. 128. Final takeaways …But that‟s another story for another day.
  129. 129. Final takeaways Listen – customers talk to/about you all the time Be social – talking about it isn‟t the same as doing it Hurry up – your competitors are already there
  130. 130. Final takeaways B2B Brands can be built online It‟s my job to make it possible It‟s my job to show you how It‟s your job to make it happen
  131. 131. Thank you (and be social…) Scot McKee
  132. 132. Contact www.birddog.co.uk

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