internal social engagement - b2b marketing summit 2013 - scot mckee

Scot McKee, Managing Director, Birddog www.birddog.co.uk @scotmckee

© Birddog Ltd. June 2013

•  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 •  #B2BSUMMIT

Introduction

Presentation Context

The B2B World

My last few presentations have looked at past and present communications.

The B2B World

How B2B has moved from conference calls with the account handling team…

The B2B World

To the walls we now have to climb as ‘social businesses’.

The B2B World

Today we’re going to gaze into… ‘The Future’.

The B2B World

Not too far into the future though.

The B2B World

Because, at all costs, we need to avoid…

The B2B World

The B2B World

‘The Look.’

What ‘Look’…?

The B2B World

‘The Look.’

That look.

The B2B World

The look on your face when I tell you what’s coming next.

The B2B World

You still haven’t recovered from the last time I told you what was coming next.

The B2B World

A (very gentle) Look Into The (not too distant)

Future

•  Content Creators Will Rule The World

•  Social Networks Will Eliminate Email

•  Internal Engagement Will Determine Success

•  We’re All Going to Die

The Future…

Content Creators Will Rule The World

You’re all at it.

Content Marketing

Or at least you’re all saying you’re at it.

Content Marketing

This doesn’t count.

Content Marketing

Transition from ‘broadcaster’ to ‘publisher’, is a challenge.

Content Marketing

Which leaves everyone dancing round their handbags.

Content Marketing

You and your organisations are content consumers.

Content Marketing

Becoming a content creator is different.

Content Marketing

The 80-20 Rule translates online as the 99-1 Rule. Source: Bradley Horowitz - http://blog.elatable.com/2006/02/creators-synthesizers-and-consumers.html

Content Marketing

Online Consumption = 99% Content Creation = 1%

Content Marketing

Macro context: You have a 99% opportunity to produce valuable content.

Content Marketing

Micro context: You’re screwed. 99% of content is produced by just 1% of staff.

Content Marketing

Current views of ‘Content Marketing’ are unsustainable.

Content Marketing

Your strategy needs to change.

Content Marketing

You need expertise to conceive, plan, produce *valuable* content.

Content Marketing

What can you do right now?

Content Marketing

Introduce journalistic ‘storytelling’ into content planning.

Content Marketing

Why? It’s more engaging. We all like stories.

Content Marketing

People actually listen to and share stories.

Content Marketing

It’s easy. But you overcomplicate. There are only 2 types of story.

Content Marketing

“All great literature is one of two stories; a man goes on a journey, or, a stranger comes to town.” – Leo Tolstoy

Content Marketing

Man goes on a Journey.

Content Marketing

Stranger Comes to Town.

Content Marketing

Man goes on a Journey.

Content Marketing

Stranger Comes to Town.

Content Marketing

Every corporate message can be told as one of those 2 stories.

Content Marketing

Communicate stories that are already familiar to the audience.

Content Marketing

Everyone can tell those stories.

Content Marketing

Instead of corporate bollocks.

Content Marketing

I am a content creator.

Content Marketing

100% of Birddog staff are content creators.

Content Marketing

By every online, social measure, we will rule the world. Mwahaha! etc.

Content Marketing

Content Marketing

How many businesses here currently have around 1% Content Creators?

Content Marketing

How many businesses here currently have 100% Content Creators?

Content Marketing

The prosecution rests.

Content Marketing

Social Networks Will Eliminate Email

I know. It’s a bit of a shock if you haven’t started being social.

Social Networks

And two thirds of you haven’t.

Social Networks

This is me. I live or die by email. (And social. Obvs.)

Social Networks

This is my Daughter (Age 12¾). Doesn’t use email. Probably won’t. Ever.

Social Networks

Oh, wait, look, I’m telling a story. (Man goes on a Journey…)

Social Networks

And it’s not just me dealing with the next generation.

Social Networks

The next generation has already overtaken you, me, our businesses.

Social Networks

These are your social ‘Y Gen’ staff. They use email. Because you force them.

Social Networks

They’d rather just be social. Like my daughter.

Social Networks

The productivity, the content, the sales all come from social interaction.

Social Networks

Don’t take my word for it.

Social Networks

Don’t take my word for it.

Social Networks

Don’t take my word for it. Gartner’s view from Jan. 2013… Source: http://www.gartner.com/newsroom/id/2319215

Social Networks

“Enterprise social networks will become the primary comms channels for noticing, deciding or acting on information relevant to carrying out work.”

Social Networks

“Through 2015, 80% of social business efforts will not achieve the intended benefits due to inadequate leadership and an overemphasis on technology.”

Social Networks

“Leaders need to tackle the tough organizational change work head on and early on. Successful social business initiatives require leadership and behavioral changes.”

Social Networks

In other words…

Social Networks

You, your strategies and the CRM system you still can’t use, are shit.

Social Networks

And that’s just the internal, enterprise social networks.

Social Networks

When they start on your external social strategies, you’ll be in real trouble.

Social Networks

Social Networks

How many businesses here currently have enterprise social networks? (excl. intranets)

Social Networks

How many businesses here currently have 100% participation on enterprise social networks? (excl. intranets)

Social Networks

You may care to listen to the advice.

Social Networks

Or not. Either. Or.

Social Networks

Internal Social Engagement Will Determine Success

Yeah. What does ‘engagement’ mean anyway…?

Social Engagement

Yeah. What does ‘engagement’ mean anyway…?

Social Engagement

Or rather, ‘engagement’ means a lot of different things to different people.

Social Engagement

However hard you tweet, you can’t win if 99% of the business ignores you.

Social Engagement

However much content you produce, you can’t win if 99% of the business doesn’t.

Social Engagement

Success will not just be measured by ‘Klout’ or ‘Kred’ or other krappy k-words.

Social Engagement

Success will not just be measured by followers or re-tweets or mentions.

Social Engagement

Success will be measured by people who give a shit.

Social Engagement

The chances of external engagement are greatly improved

Social Engagement

If internal people engage first.

Social Engagement

But they won’t know how or why, unless you tell them, and show them…

Social Engagement

…and teach them.

Social Engagement

Yes. Teaching. I know.

Social Engagement

Don’t try to do it all yourself. Ask for help.

Social Engagement

For a recent brand awareness and lead-gen brief, Birddog advocated social.

Social Engagement

The client wasn’t so sure…

Social Engagement

So we used email and online advertising.

Social Engagement

email advertising

And a teeny, weeny, itsy, bitsy part of social.

Social Engagement

email advertising

social

And a teeny, weeny, itsy, bitsy part of social.

Social Engagement

email advertising

social LOOK! Here it is…

The campaign results made interesting reading.

Social Engagement

email advertising

social LOOK! Here it is…

The campaign results made interesting reading.

Social Engagement

email ads

social

The campaign results made interesting reading.

Social Engagement

email ads

social

Social Engagement

email ads

social

850 followers 358 mentions 235 re-tweets 2,100 content clicks

Social Engagement

email ads

social

850 followers 358 mentions 235 re-tweets 2,100 content clicks In the first 6 weeks.

850 followers 358 mentions 235 re-tweets 2,100 content clicks In the first 6 weeks. On just 1 social channel.

Social Engagement

email ads

social

Yes. It surprises everyone.

Social Engagement

Tell them.

Social Engagement

Show them.

Social Engagement

Teach them.

Social Engagement

Engage the internal audience.

Social Engagement

We’re All Going To Die

We know what you and/or your sales teams are thinking.

Beginning of the end

You’re thinking, “Social Media for B2B Sales…?”

Beginning of the end

You’re thinking, “Social Media for B2B Sales…?”

Beginning of the end

6 years after the social explosion, still only 1/3rd of businesses are committed. Source: http://www.birddog.co.uk/resources

Beginning of the end

In case there’s any doubt.

Beginning of the end

But 2/3rd of you are still dicking around.

Beginning of the end

Like the Mars space rover, that travelled 33.9 million miles

Beginning of the end

To draw this. A willy. In the sand. On Mars. Seriously?

Beginning of the end

The moral? We’ve all travelled a long way for the opportunity. Use it.

Beginning of the end

We hear a lot of excuses...

Beginning of the end

“We’re waiting…”

Beginning of the end

“We’re thinking about it…”

Beginning of the end

“We already have a Twitter account…”

Beginning of the end

“We don’t have a social policy…”

Beginning of the end

You can get started with this one.

Beginning of the end

Life is short. Stop taking baby steps.

Beginning of the end

Ask for help to activate communities.

Beginning of the end

And if you’re not dead yet, ask yourself why you’re here.

Beginning of the end

•  Content Creators Will Rule The World

•  Social Networks Will Eliminate Email

•  Internal Engagement Will Determine Success

•  We’re All Going to Die

The Future…

You’re welcome.

Social Media Growth

umm…

scot@birddog.co.uk @scotmckee

Scot McKee

Contact

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

Further Resources

©2013 • Birddog Ltd, 58 Parker Street, Covent Garden, London WC2B 5PZ • change@birddog.co.uk • +44 (0)20 7323 6666