1. B2B Case Study
Creating
Emotional Brand
Resonance
Scot McKee, Managing Director, Birddog
June. 2012
www.birddog.co.uk
@scotmckee

2. Introduction

3. Territory for Today

4. The Background

5. The Request
A B2B Marketing Case Study
Content Marketing Focus
Using Social Media
And Community Management
To Create Emotional Brand Resonance

6. The Presentation
A story about a ball of string
(Actually, it’s a ‘fiber’)
And a loaf of bread

7. The Presentation
The loaf introduces the client
(you’ve never heard of)

8. The Presentation
And their products
(you use every day)

9. The Client - DSM
• ‘Bright Science. Brighter Living.’
• Life Sciences & Materials Sciences
• Provide ingredients for health & nutrition
• Sustainable, healthier, nutritious,
better performing products
• WW Revenues € 9.0 bn /22,000 Employees

10. The Client
E.g. The world’s largest mfr. of enzymes used in
almost every baking product. Who knew…?

11. The Challenge
Huge reach across extensive value chains
But, ingredient brands are ‘invisible’

12. The Product

13. The Product
It looks like a ball of string
But looks can be deceptive…

14. The Product
‘The world’s strongest fiber’
15 x stronger than steel weight for weight
‘

15. Dyneema®
B2B brands no longer have a single customer

16. Dyneema®
Customers (plural) stretch across value chains

17. Dyneema®
Objective: harness emotional response to the
function, and attach it to the Dyneema® brand

18. Dyneema®
Every engagement provides opportunity to
reinforce the Dyneema® brand

19. Dyneema®
Not just to the individual customer,
but across their connected networks and
communities

20. Dyneema®
The power of one
Becomes the power of many

21. Hub & Spoke Strategy

22. Content Strategy
Earn interest instead of buying it

23. Content Strategy
Building relationships instead of ‘selling’

24. Audience Personas
The audience was… a challenge
So we had to look wider, deeper

25. Creative Platform®

26. Creative Platform®
After…

27. Know your audience
In a connected world, your brand is the
community hub

28. Know your audience
You no longer just sell a product to a buyer
You engage connected communities

29. Know your audience
Your content:
Creates conversation
Facilitates discussion
Enables connections
Extends networks
Leads opinion

30. Know your audience
There are the customers you ‘know’

31. Know your audience
There are the customers you ‘know about’

32. Know your audience
And then…
…there are ‘the crazies’

33. Know your audience
Here’s a typical example
The ‘Turnerminator’

34. Know your audience
We know quite a lot about the Turnerminator

35. Know your audience
Mainly, we know he likes hammocks

36. Know your audience
(Yes, there really is a hammock forum…)

37. Know your audience
You can tell he’s crazy because he has a knife

38. Know your audience
And he goes to places like this…

39. Know your audience
…just for fun

40. Know your audience
This is where he sleeps (yes, in a hammock)

41. Know your audience
This is where he cooks and the crap he eats

42. Know your audience
These are his crazy friends

43. Know your audience
And do you know what he loves?
What he really, really *loves*…?

44. Know your audience
What he loves more than his knife…?

45. Know your audience
What he loves more than screwing holes in ice?

46. Know your audience
And possibly even more than scaring children?

47. Know your audience
He loves Dyneema®

48. Know your audience
He loved the lightweight strength of Dyneema®
So he carried a roll on his trip…

49. Know your audience
And turned it into a sled to haul his pack

50. Know your audience
How do I know all this?

51. Know your audience
Because he told the world, online
From that (and other stories) we learned that
customer needs would drive business content

52. Know your audience
If we could engage the communities

53. Know your audience
And provide relevant content

54. Know your audience
We could connect them to the Dyneema® brand

55. The Strategy – A Cunning Plan…

56. The Dyneema Story
Before we started….

57. Dyneema360.com

58. Dyneema360.com
Where we ended up

59. Dyneema360.com

60. Dyneema360.com

61. Dyneema360.com

62. Dyneema360.com

63. Dyneema360.com

64. Dyneema360.com

65. Content
What are we doing?

66. Content:
Sustainable Blogging
What is it?
A blog article written on sustainable fisheries in
Scotland.

67. Content:
Sustainable Blogging
What’s the connection?
Dyneema® fiber is used to make these particular
fishing nets.

68. Content:
Sustainable Blogging
Why did we do it?
Engage the online fishing community
Position Dyneema® as a sustainable brand

69. Content:
Heart Pounding Video
What is it?
A video capturing the struggle endured by the
Puma Sailing team as they compete in a 9 month
race around the world

70. Content:
Heart Pounding Video
What’s the connection?
The ropes used by the Puma Sailing team are made
using Dyneema® fiber

71. Content:
Heart Pounding Video
Why did we do it?
Engage the online sailing community
Position Dyneema® as an action & adventure brand

72. Content:
Interesting Infographic
What is it?
An infographic highlighting rock climbing facts,
with a focus on safety and risks

73. Content:
Interesting Infographic
What’s the connection?
Dyneema® fiber is used to make high-performance
rock climbing rope and slings

74. Content:
Interesting Infographic
Why did we do it?
Engage with the online rock climbing community
Position Dyneema® as a safety brand

75. Content:
Well Timed Image
What is it?
An image shared on May 22nd
National Maritime Day in America

76. Content:
Well Timed Image
What’s the connection?
Giant ropes made using Dyneema® fiber are used in
almost every aspect of the maritime industry

77. Content:
Well Timed Image
Why did we do it?
Engage with the online maritime community
Position Dyneema® as a maritime brand

78. Content:
Innovation Interview
What is it?
A two part interview with the inventor of the
Hungarian ‘Stringbike’

79. Content:
Innovative Interview
What’s the connection?
String made with Dyneema® fiber is used to power
the bike’s driveshaft

80. Content:
Innovative Interview
Why did we do it?
Highlight creative new uses of the fiber
Position Dyneema® as an innovative brand

81. Multi Platform Sharing
The web is huge

82. Multi Platform Sharing
We are tiny

83. Multi Platform Sharing
To be heard around the world, we share our content
on multiple relevant platforms

84. Multi Platform Sharing
All of the content we create lives on the HUB.

85. Multi Platform Sharing
Blog articles and interviews are shared via
Facebook and Twitter, along with other content

86. Multi Platform Sharing
Videos are shared via Facebook, Twitter and
YouTube

87. Multi Platform Sharing
Images and infographics are shared via Facebook,
Twitter, Pinterest, Visual.ly and other infographic
aggregator sites

88. Multi Platform Sharing
Bam! Our voice is heard around the world

89. Brand Monitoring
So what does it all mean for the almighty ROE…?

90. Results
Well, here’s how we did at launch.

91. Results
121
7
Total Followers Total Fans
A bit better at the end of the first month…

92. Results
303
144
91
Total Followers Total Fans
End of month two and we’re finding our stride...

93. 705
Results
616
228
Total Followers Total Fans
End of the third month and we’re on fire

94. Results
800
700
600
500
Twitter
400
Facebook
300
YouTube
200
100
0
Launch Month 1 Month 2 Month 3
We are now into the 4th month of the campaign with
no signs of slowing

95. Results
We’re tracking customer advocacy
We’re measuring community sentiment
We’re monitoring competitive performance
And we’re making lots of new friends…

96. Results
Dominic loves fishing with Dyneema® and even did
his school project on DSM Dyneema!

97. Results
“I love the stuff and its made its way
into half my gear! It’s a modern
marvel.”
Pete made a toboggan with Dyneema®
Pete is a member of a hiking forum where he shared
pictures of his latest trek, using a Dyneema® sled

98. Results
Mike and Rebecca left everything behind to live out
their dream on a boat, kitted with Dyneema® rope.

99. Results
The communities are engaging with us…
…And their networks
We’re engaging with them…
…And their networks
And it’s all about…

100. Creating Emotional
Brand Resonance

101. And the content keeps
on coming…

102. Thank you (and be social…)
Scot McKee

103. Further Resources
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/mckeebooks

104. Change Happens
Scot McKee, Managing Director @scotmckee
© 2012 Birddog Ltd. 58 Parker Street, Covent Garden, London WC2B 5PZ / +44 (0)20 7323 6666 / www.birddog.co.uk /
change@birddog.co.uk