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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       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 ...
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  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 Facebo...
The point for B2B is…                                                             Epic                                    ...
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 ad...
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?  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 = 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
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 Amplifica...
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 genuine...
Thank you (and be social…)                Scot McKee
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Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

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Keynote presentation given by Scot McKee, Managing Director, Birddog at the 'Accelerate' B2B Marketing Conference 2011.

McKee explains how conservative and traditional B2B brand communications are failing, while the opportunities for digital marketing and social media development are huge. The original presentation included a live demonstration of Twitter audience engagement for business. The results of the demonstration, the video and an audio podcast are available at: http://bit.ly/vzuvpD

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
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Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

  1. 1. TurdyBrownTrousersChallengingbusiness conventionin a social worldScot McKee, Managing Director, BirddogNov. 2011
  2. 2. Introduction Q: How many people own a pair of brown trousers? A: Quite a lot – it‟s a popular colour
  3. 3. On the plus side Stability Reliability Approachability
  4. 4. On the plus side Elemental Earthy Core strength
  5. 5. But… It‟s also the colour of turd
  6. 6. Confess Q: How many people are wearing brown trousers today? A: Not very many
  7. 7. Why? The colour of average The colour of boring The colour of meh
  8. 8. Why? Despite being the most popular colour in the world… …Brown is not „business‟
  9. 9. Why? We could introduce a world of B2B trouser excitement
  10. 10. Why? But we default to a whole other category of dull for business
  11. 11. The boundaries When we push the boundaries a little It feels like we‟re going CRAZEEEE…
  12. 12. The boundaries But we‟re not really Because this is proper CRAZEEEE
  13. 13. The boundaries In B2B, we occasionally try to be crazy But only manage to get halfway there
  14. 14. The boundaries On a „crazy‟ day in B2B…
  15. 15. The boundaries …we un-tuck our shirts
  16. 16. The new world order BROWN TROUSERS Change two words
  17. 17. The new world order BROWN TROUSERS Change two words
  18. 18. The new world order Digital Into one word
  19. 19. The new world order Social Or another word
  20. 20. The new world order Digital Social And the B2B challenge becomes clearer
  21. 21. The B2B Challenge Staff, customers & prospects have gone Digital and Social „crazy‟
  22. 22. The B2B Challenge But the business response isn‟t quite working
  23. 23. The B2B Challenge The challenge is for business to keep up with customers
  24. 24. The response so far In the „old‟ digital days, you would send email
  25. 25. The response so far Not working? Ok…SEND MORE
  26. 26. The response so far But it‟s still not working Because of the „social‟ wall
  27. 27. The response so far Remember the wall?
  28. 28. The response so far It stops everything…
  29. 29. The response so far So the B2B shirt has been „un-tucked‟ And the corporate website…
  30. 30. The response so far …has been made bigger (or a bit different) Yay
  31. 31. 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
  32. 32. A question… There‟s a problem with that…
  33. 33. The brown wall of turd It stops everything, remember?
  34. 34. The brown wall of turd Even when it‟s „bigger‟
  35. 35. The web is deadSource: Wired/Cisco
  36. 36. The web is dead Audience adoption of social media is forcing business change
  37. 37. The web is dead The central corporate „push‟ hub
  38. 38. The web is dead Now has to „pull‟ audiences from social spaces
  39. 39. The web is dead Now has to „pull‟ audiences from social spaces
  40. 40. The web is dead But while businesses focus on the website
  41. 41. The web is dead The customers are ignoring it
  42. 42. The web is dead Oops Customers love being social
  43. 43. The second wave B2B has tried to join in But hasn‟t tried very hard
  44. 44. The second wave Some business brands have a twitter account
  45. 45. The second wave Some have posted videos on YouTube
  46. 46. The second wave Some are even becoming fans of LinkedIn
  47. 47. The second wave But the customers are moving much quicker
  48. 48. 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
  49. 49. 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
  50. 50. The point for B2B is… Those who “don‟t see the relevance” – are dead.
  51. 51. The point for B2B is… Those asking “what‟s the 1st step?” – are dead
  52. 52. The point for B2B is… Those “planning to allocate some budget to social media” – are dead
  53. 53. The point for B2B is… Those still expecting “traditional measures” for social media – are dead
  54. 54. The point for B2B is… Those “trialling social media” – might live
  55. 55. The point for B2B is… Social media needs to become the fabric of all marketing activity
  56. 56. The point for B2B is… The entire Marketing Plan needs to be socialised (That doesn’t mean all marketing is social media…)
  57. 57. 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
  58. 58. Social integration Reward loyalty and brand advocacy Give fans a reason to engage Enable social fans to „sell‟ for you
  59. 59. So what happens now? After this presentation?
  60. 60. So what happens now? The old/current model Reach 100 people?
  61. 61. So what happens now? Or… we cascade the turdy brown model
  62. 62. So what happens now? Tag it and make it searchable
  63. 63. So what happens now? Tweet it
  64. 64. So what happens now? Slideshare…
  65. 65. So what happens now? Podcast…
  66. 66. So what happens now? Video… Yes, really. LinkedIn for video
  67. 67. So what happens now? Yes, yes, yes Website too
  68. 68. So what happens now? Pretty soon… …a turdy brown global phenomenon
  69. 69. So what happens now? By next year… …we‟ll all be turdy brown and untucked
  70. 70. Potential Reach? Traditional/Website/Email 100
  71. 71. Potential Reach? Traditional/Website/Email 100
  72. 72. Potential Reach? To our known/tracked network In the first 24hrs 100 100,000
  73. 73. Potential Reach? Conservative extended community 100 100,000 200,000
  74. 74. Potential Reach? Within a week 100 100,000 200,000 500,000
  75. 75. Guardianship It‟s not „free‟ Commentary Response Management Community Development
  76. 76. Guardianship Seeding + Syndication + Aggregation = Reach Increased Reach = Brand Amplification Brand Amplification = Sales But… ownership changes hands
  77. 77. Guardianship From the moment you hit the button It‟s not „yours‟ anymore
  78. 78. Guardianship It belongs to the crowd
  79. 79. Guardianship The audience becomes part of the brand It wants to be associated with content It wants to participate It wants to share
  80. 80. Guardianship When brand support is high Sales are the inevitable consequence
  81. 81. Safe v Social Letting go still scares the majority of B2B
  82. 82. Safe v Social Leaving the opportunity for the brave
  83. 83. Safe v Social Resistance is futile
  84. 84. To end at the beginning Engaging Content Creation Distributable Social Content Cross Channel Sharing Message Amplification Customer Engagement
  85. 85. The colour of social success Is brown
  86. 86. The colour of social failure Is also brown
  87. 87. 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
  88. 88. Thank you (and be social…) Scot McKee

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