Keynote presentation given by Scot McKee, Managing Director, Birddog, for The Worshipful Company of Insurers – iWin Forum. Hosted by Xchanging plc, London, 2015. McKee examines the speed of change in B2B social media, the risks associated to social adoption and the comparative danger of doing nothing. Using current examples, McKee encourages businesses (particularly insurance businesses) to pick up the pace of social change or risk being left behind, again. McKee’s books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks

1. © Birddog Ltd. 2015

2. • Scot McKee
• Managing Director, Birddog.
• Author: ‘Creative B2B Branding (no, really).’
• Author: ‘Business Marketing Face to Face.’
• Connect
• @scotmckee
• scot@birddog.co.uk
• @birddogb2b
• www.birddog.co.uk
Introduction

3. Presentation Context

4. TELL THEM
EVERYTHING

5. • Social in Business – Really?
• The Speed of Change
• The Risk of Failure
• Doing Nothing
Today’s Presentation…

6. Social in B2B – Really?
We all have perceptions.

7. Perceptions of ‘The City’.
Social in B2B – Really?

8. Perceptions of financial markets.
Social in B2B – Really?

9. My perceptions of the insurance industry?
Social in B2B – Really?

10. Bunch of old guys snoring in the back row.
Social in B2B – Really?

11. Your perceptions of social in business?
Social in B2B – Really?

12. Bunch of clowns shouting about
what they had for lunch.
Social in B2B – Really?

13. But only one perception counts.
Social in B2B – Really?

14. The perceptions of your social customer.
Social in B2B – Really?

15. “My customer isn’t social”
is no longer an excuse.
Social in B2B – Really?

16. Social networks used by 1 in 4 people w.w.
Source: http://bit.ly/1If5uxs
Social in B2B – Really?

17. But don’t just look at the numbers
(1.5bn users).
Social in B2B – Really?

18. Look at the shape, trend, popularity…
Social in B2B – Really?

19. ‘Yes’, social media for business. Really.
Social in B2B – Really?

20. The question is, “How should business respond
to the growth in social media?”
Social in B2B – Really?

21. And the answer is -
Social in B2B – Really?

22. Faster than you’ve been doing so far.
Social in B2B – Really?

23. THE SPEED OF
CHANGE

24. The Speed of Change
Traditionally brands communicated with, ‘stuff’.

25. The Speed of Change
But what happens when there is no stuff,
only people?

26. The Speed of Change
People now connect to devices, networks,
communities. Not ‘stuff’.

27. The Speed of Change
In 2010 Cisco released U.S. web traffic stats.

28. The Speed of Change
It demonstrated that, ‘the web is dead’.

29. The Speed of Change
Traditional website traffic is in decline.

30. The Speed of Change
Internet growth is being driven by social & video.

31. The Speed of Change
So, every business focussed on its website…

32. The Speed of Change
Oops.

33. The Speed of Change
Pushing out corporate comms isn’t working.

34. The Speed of Change
Audiences need to be pulled from social spaces.

35. The Speed of Change
That was 5 years ago. So what’s changed?

36. Not you.
The Speed of Change

37. But your customer continues to evolve.
Whether you realise it yet or not.
The Speed of Change

38. The Speed of Change
Picking up where Cisco left off in 2010…

39. The Speed of Change
Growth of technology, data & devices continues.

40. The Speed of Change
Not using ‘traditional’ communications.

41. The Speed of Change
But driven by (customer) adoption.

42. The Speed of Change
But driven by (customer) adoption.
Smartphones

43. The Speed of Change
But driven by (customer) adoption.
Tablets
Smartphones

44. The Speed of Change
But driven by (customer) adoption.
Tablets
I.o.T.
Smartphones

45. The Speed of Change
And how is that growth being driven?

46. The Speed of Change
Not by visits to your company website…
Ent. Data

47. The Speed of Change
Growth is being driven by social data…
Social Media
Ent. Data

48. The Speed of Change
And the Internet of Things.
Social Media
I.o.T.
Ent. Data

49. The Speed of Change
In 5 years customers will generate, share, analyse,
and consume social data in entirely new ways.
Social Media
I.o.T.
Ent. Data

50. How’re you feeling now…?
The Speed of Change

51. THE RISK OF
FAILURE

52. The Risk of Failure
No one says social is without risk.

53. The Risk of Failure
Ask Jimmy Lee, Vice Chairman of US investment
bank JP Morgan.

54. The Risk of Failure
During deep public resentment towards
the JP Morgan brand.

55. The Risk of Failure
JP Morgan announced a Twitter event
in November 2014: #AskJPM .

56. The Risk of Failure
Jimmy was going to talk to the people…

57. The Risk of Failure
Which created a bit of a stir…

58. The Risk of Failure
The people decided to ask questions…

59. The Risk of Failure
Just not the ones Jimmy was expecting…

60. The Risk of Failure
Lots of good questions though.

61. The Risk of Failure
Lots of good questions though.

62. The Risk of Failure
So, the people decide social agendas…

63. The Risk of Failure
Not, the brand.

64. The Risk of Failure
The brand isn’t yours anymore. It lives,
breathes and evolves online.

65. With you.
The Risk of Failure

66. Or without you.
The Risk of Failure

67. The Risk of Failure
It might be quite amusing.

68. The Risk of Failure
Until ‘one is not amused’.

69. The Risk of Failure
Denial, avoidance and ignorance are not acceptable
risk mitigation strategies.

70. Complacency isn’t going to work either.
The Risk of Failure

71. DOING
NOTHING

72. Doing Nothing
The insurance industry has a
‘safe’ reputation.

73. Slow to change.
Doing Nothing

74. Slow to adopt new practices.
Doing Nothing

75. But speed of social change and
scale of social growth,
Doing Nothing

76. means some businesses
are being left behind.
Doing Nothing

77. So how safe are you
and for how long…?
Doing Nothing

78. The largest property company in the world.
Doing Nothing

79. Airbnb is only 7 years old.
Doing Nothing

80. It’s valued at $25 billion.
http://on.wsj.com/1Le0viR
Doing Nothing

81. And doesn’t own a single property.
Doing Nothing

82. The largest taxi company in the world.
Doing Nothing

83. Uber is only 6 years old.
Doing Nothing

84. It’s valued at $50 billion.
http://on.wsj.com/1Le0BXD
Doing Nothing

85. And doesn’t own a single taxi.
Doing Nothing

86. These are almost entirely online business,
driven almost entirely by social media.
Doing Nothing

87. Prudential, by comparison (just one
example of many), is 167 years old.
Doing Nothing

88. And has a similar market cap. $65 billion.
http://bit.ly/1US3UEE
Doing Nothing

89. It’s taken a top 10 insurance company
167 years to achieve that position.
Doing Nothing

90. The others are set to achieve the same position in
less than a decade.
Doing Nothing

91. And what’s the difference?
Doing Nothing

92. The difference is my daughter.
Doing Nothing

93. And her friends. And their friends.
Millions of them.
Doing Nothing

94. Doing Nothing
My Daughter (Age 12¾).
Doesn’t use email. Probably won’t. Ever.

95. Social. Mobile. Connected.
Doing Nothing

96. Doing Nothing
And it’s not just me dealing with the
next generation.

97. Doing Nothing
We all have to deal with it.
Including you.

98. The insurance business (and any business) is no
longer about who’s been around for 100 years.
Doing Nothing

99. It’s about who will adapt in the next 10 years.
Doing Nothing

100. If you’re not already thinking about
‘Uber for Insurance’, you should be.
Doing Nothing

101. Because someone else is.
Doing Nothing

102. Doing Nothing
The productivity, the customer engagement, the sales
all come from social interaction.

103. THE
WRAP

104. Today’s Presentation…
• Social in Business – Really?
• The Speed of Change
• Risk of Failure
• Doing Nothing

105. Most companies that are great at something, do not become
great at new things because they are afraid to hurt their initial
business. Eventually these companies realize their error of not
focusing enough on the new thing, and then the company fights
desperately and hopelessly to recover.
Companies rarely die from moving too fast, but they frequently die
from moving too slowly.
Reed Hastings
CEO
Netflix
“
”
Parting Wisdom

106. TAH
DAHH!

107. scot@birddog.co.uk
@scotmckee
Scot McKee
Contact

108. More?
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