Presentation given by Scot McKee, Managing Director, Birddog, at the DSM Dyneema Connect the Dots Conference, Netherlands, 2012. McKee explains how B2B organizations require a deep understanding of digital audience behaviour to improve online relationships and engage within customer communities. 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

1. Sticking
the
Feather
Connecting
Customers
in a
Connected World
Scot McKee, Managing Director, Birddog
April. 2012

2. Presentation for:
Connect More Dots Conference, Holland 2012

3. Introduction

4. Telling the right story
At the heart of every good story…
At the heart of every good brand…
…is the customer

5. Stories are complicated
Language barriers
Visual disparities
Cultural differences

6. Stories are complicated
The world’s
strongest
fibe r
English words look like this

7. Stories are complicated
Le fibre
plus fort
du mon de
French words look like this

8. Stories are complicated
American business people
look like this

9. Stories are complicated
German business people
look like this

10. The Connected Customer –
Stories are complicated
and a feather up the ass
Even the way we tell
the same story is different

11. Stories are complicated
In England to congratulate someone,
we say:

12. Stories are complicated
“Put a feather in your cap”

13. Stories are complicated
In Holland to congratulate someone,
you say:

14. Stories are complicated
“Stick a feather up your ass”
Same story, different customer ‘experience

15. Stories are complicated
The wider the brand is distributed
The harder brand clarity & consistency becomes

16. Key storytelling assets
Luckily, help is at hand:
Brand
Audience
Channels

17. Use your brand
‘A brand is a perception
or collection of perceptions
in the mind(s) of an audience(s)’

18. Use your brand
Your brand is how your audience
‘feels’ about your business/product/service

19. Use your brand
Brand Values
are more than just motivational posters

20. Use your brand
Brand Values
are ‘behavioural’ – implicit in your actions

21. Use your brand
Brand Values
What you ‘do’ has more impact with customers

22. Know your audience
The hole looks the same if you just keep digging
Remember to look up

23. Know your audience
B2B brands no longer have a single customer
Customers (plural) stretch across value chains

24. Know your audience
The differences are unique to them
But the commonality is unique to you

25. Know your audience
Actually, the highest common value is you

26. Know your audience
Your brand is what connects your audience(s)

27. Know your audience
The challenge is to ensure they’re talking to you
Not just about you

28. Know your audience
Every engagement reinforces the brand across
connected networks and communities

29. Know your audience
Think deeper and wider
Look for the ‘share’ opportunities

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

31. Know your audience
Your brand:
Creates conversation
Facilitates discussion
Enables connections
Extends networks
Leads opinion
…connects more dots

32. Know your audience
And that’s before you start your day job

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

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

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

36. Know your audience
They know all about you, because they’re crazy

37. Know your audience
Here’s a typical (and familiar…) example
The ‘Turnerminator’

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

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

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

41. Know your audience
And he goes to places like this… for fun

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

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

44. Know your audience
These are his crazy friends

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

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

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

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

49. Know your audience
He loves Dyneema®

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

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

52. Know your audience
I know all this…
Because he told the world, online
The important questions are:
Were you listening?
And can you connect the dots?

53. Know your audience
And what about ‘DarthDude’ in Malaysia?

54. Know your audience
Mad as a box of frogs

55. Know your audience
Here’s the big moment…

56. Know your audience
Yay! Lift-off… or splashdown. (Whatevs.)

57. Know your audience
What does DarthDude attribute his success to?

58. Know your audience
To Dyneema®

59. Know your audience
Even virtual crazies use virtual Dyneema®

60. Know your audience
Underwater crazies use Dyneema® to ‘fly’

61. Know your audience
Tree cutting crazies discuss Dyneema® with all
their treetop friends

62. Know your audience
Your customers are no longer just ‘businesses’

63. Know your audience
They are communities that *love* your product

64. Know your audience
But they need your *brand* to connect the dots

65. Changing channels
In the past, we used advertising to connect,
but customers no longer want to be ‘told’

66. Changing channels
Traditional advertising isn’t working

67. Changing channels
In 2005, ad revenues fell off a cliff
It’s also when social media exploded

68. Changing channels
A decade later, revenues are sill in decline
Traditional comms have regressed 60yrs

69. Changing channels
The only increased circulation - Wall St. Journal

70. Changing channels
Because it connected with customers… online

71. Changing channels
So the audience has moved online
To connect, brands need to move with them

72. Changing channels
By connecting within customer communities

73. Changing channels
But organisations are scared of Social Media…

74. Changing channels
So by playing safe, the emotional connection
between brand and customer is lost

75. Changing channels
And yet the main opportunity of social media is
emotional connection

76. Changing channels
Remember that emotions come from people,
not places or brands
And people in social places, connect like this…

77. Changing channels
This is Prycie

78. Changing channels
Prycie wanted to know my ‘fav animal’

79. Changing channels
The giraffe had been taken

80. Changing channels
But the Pushmepullyou hadn’t…

81. Changing channels
So Prycie sent me a left-handed drawing

82. Changing channels
She explained why she was practicing drawing

83. Changing channels
And shared the early ‘limited editions’…

84. Changing channels
I liked my picture so much, I blogged about it

85. Changing channels
And sent my blog to Prycie

86. Changing channels
She was pleased, and told her whole network

87. Changing channels
Prycie was really quite… emotional

88. Changing channels
So she told all her Facebook friends too

89. Changing channels
I don’t know Prycie
We’ve never met
The conversation wasn’t ‘work’
But connecting your brand to customers isn’t
always ‘work’

90. Changing channels
I know this, because I know what happened in
the 1 minute 30 secs after my blog post…

91. Changing channels
28 hits in
30 seconds…
47 hits in
45 seconds…

92. Changing channels
119 hits in 90 seconds

93. Changing channels
I know where they came from…

94. Changing channels
… what they looked like, and what they said

95. Changing channels
That was the first 1 mins. 30 secs.
But it didn’t stop there

96. Changing channels
A connected network keeps connecting

97. Changing channels
It may appear unconnected,
but all roads lead to the brand
And revenue

98. Changing channels
I have Prycie, you have the crazies…
It’s probably fair

99. To end at the beginning
Put the customer at the heart of your story
Stories are complicated so simplify them
Use your brand values to guide you
Know your (connected) audience

100. To end at the beginning
Think deeper and wider about communities
Listen, learn, connect
Emotions come from people
Connecting emotion to brands creates revenue

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

102. 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
Photo Credit: http://www.freedigitalphotos.net

103. 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