birddog @ oi15
TRANSCRIPT
© Birddog Ltd. 2015
• Scot McKee • Managing Director, Birddog. • Author: ‘Creative B2B Branding (no, really).’ • Author: ‘Business Marketing Face to Face.’
• Connect • @scotmckee • [email protected] • @birddogb2b • www.birddog.co.uk • #Oi15
Introduction
Presentation Context
ABOUT TODAY #WTF?
• Learn to Accept Change
• Feel the Fear and Do It Anyway
• Build Social Confidence
• Be Creative With Content Strategy
Today’s Presentation…
WHAT’S B2B?
What’s B2B marketing?
Well, if this is typical B2C marketing…
What’s B2B marketing?
…this is typical B2B marketing.
What’s B2B Marketing?
For the avoidance of doubt, I’ve worked in B2B for 25yrs.
What’s B2B Marketing?
B2B marketing can be absolutely amazing.
What’s B2B Marketing?
It can also be a bit shit.
What’s B2B Marketing?
This B2B guy, for example, is a bit shit.
What’s B2B Marketing?
We all intrinsically *know* it’s shit.
What’s B2B Marketing?
But changing remains…
What’s B2B Marketing?
…a ‘challenge’.
What’s B2B marketing?
Sound Familiar…?
THE BLOCKBUSTER NETFLIX THING
Blockbuster
Cast your minds back to the mid-80s.
Blockbuster
Shoulder pads were fit for a Princess.
Blockbuster
Princesses were fresh.
Blockbuster
Fresh Princes were thrilling.
Blockbuster
Thrillers came from two sources. This one.
Blockbuster
And this one.
Blockbuster
The largest video rental chain in the world .
• 3m US customers per day • Ops in 24 other countries • 5,000 Retail Outlets
• 60,000 Employees
• Peak value = $5bn
Blockbuster
Success Through Adopting & Driving Innovation:
• Retail Product Display
• Inventory Software
• Back-Catalogue Revenues (70%)
• Using Technology to Speed Transactions
• Store Opening Times 10am – Midnight
• Basically, *everything* was new
Blockbuster
By 1990:
• 1,200 stores in the US
• New Stores Opening = 1 Per Day
• Advertising Spend = $25m
• Promo with Domino’s Pizza & McDonalds
• Expanding in UK, W. Europe, Australia
• Annual Sales = $1.5bn / Profit = $89m
Source: http://bit.ly/1bdZbge
Blockbuster
By 2010, it was over:
• Cable TV
• Satellite TV
• Mail Order Rental
• Video on Demand
• Low-Price Rentals
• Low-Price Retail Sales
• Emerging Formats (Netflix)
Blockbuster Filed for bankruptcy
Blockbuster
Netflix
It wasn’t like Blockbuster didn’t see Netflix coming…
Netflix didn’t invent any new technology (DVD disc storage
already existed) – Netflix invented a new business model:
• Flat Fixed Monthly Fee
• Unlimited Rentals
• No Return Due Dates
• No Late Fees
• No Handling Fees
Basically, everything the customer wanted.
Netflix
By the time Blockbuster filed for Bankruptcy in 2010:
• Netflix sales jumped from $1m to $5m in first year 1997
• $500m in 5 years
• $1bn in 8 years
• 1m subscribers by 2002
• 5m subscribers by 2006
• 14m subscribers by 2010
Source: http://for.tn/1bdZDeu
Netflix
Netflix
Today Blockbuster, tomorrow the world…
I know what yr. thinking
What does Blockbuster and Netflix have to do with B2B Social…?
I know what yr. thinking
I know what yr. thinking
LEARN TO ACCEPT CHANGE
Learn to accept change
This is NOT your business customer anymore.
Learn to accept change
This is your business customer.
Learn to accept change
Fast, mobile, connected… Social.
So how come when B2B marketing professionals were asked what their ‘perceived’ most influential revenue growth channels in 2015 were…
Learn to accept change
…31% basically picked shitty emails. Still. Source: http://bit.ly/1OLdv2q
Learn to accept change
And how come at 4%, social barely registers…?
Learn to accept change
Even worse…erer, when asked the perceived most influential revenue channel, the biggest sample…
Learn to accept change
Learn to accept change
…of B2B marketing professionals said, “Not Sure”.
Learn to accept change
NOT SURE…? Really…??
Learn to accept change
You’re ‘not sure’ what you’re doing, you’re mainly spamming emails and you’re ignoring social…?
Learn to accept change
Have we learned *nothing* in the last 10 years?
Learn to accept change
Blockbuster made a lot of mistakes.
Learn to accept change
But the worst wasn’t ignoring Netflix.
Learn to accept change
It was ignoring its customers.
By the time Blockbuster filed for bankruptcy, it had lost 14m customers to Netflix.
Learn to accept change
The people had decided.
Learn to accept change
Social networks are used by 1 in 4 people ww. Source: http://bit.ly/1If5uxs
Learn to accept change
Q1 2015, Facebook alone has 1.44bn active users. Source: http://bit.ly/1DDjbRm
Learn to accept change
The people, your customers, have decided.
Learn to accept change
So learn to accept the change.
Learn to accept change
FEEL THE FEAR AND DO IT ANYWAY
Do it anyway
84% of B2B marketers use social in some form. Source: http://bit.ly/1ECzCkT
Do it anyway
So, most of you are ‘not sure’ about social… but the vast majority still use it anyway.
Do it anyway
What does that even mean…?
Do it anyway
Do it anyway
Source: http://linkd.in/1QITFU4
Do it anyway
Do it anyway
Do it anyway
‘Not sure’ what to say or do…
Do it anyway
Just, (ahem) ‘keeping your options open…’
Do it anyway
Too busy automating all those spam emails…
Do it anyway
Too busy deleting everyone else’s automated spam emails…
Do it anyway
Or just a bit scared…?
Do it anyway
And there’s plenty to be scared of with social B2B…
Do it anyway
• Business Reputation • Customer Perception • Brand Value • Your Boss • Corporate Risk • Losing your Job • Resource • Litigation • Productivity • Security • Weapons of
Mass Destruction • Etc.
Do it anyway
Well, good news folks -
Do it anyway
25 Years ago, Susan Jeffers published the
2nd B2B Social book:
• The fear never goes away.
• To deal with it, you have to face it.
• To feel better, you have to face it.
• Everyone else is afraid too.
• Living with fear is worse than facing it.
Source: http://amzn.to/1be1PCN
Do it anyway
25 Years ago, Susan Jeffers published the
2nd B2B Social book:
• It’s not really a B2B Social book.
• But it may as well be.
• When B2B marketers say, “Show me ROI,”
they really mean, “I’m feeling the fear.”
Source: http://amzn.to/1be1PCN
Do it anyway
Some businesses talk about ROI in B2B.
And some talk to each other to achieve it.
Do it anyway
Do it anyway
This is where the ROI is going before it goes to your website.
Do it anyway
BUILD SOCIAL CONFIDENCE
Build social confidence
Even if you understand the challenges of B2B, ‘You’, are not the problem.
Build social confidence
You’re only part of the problem.
Build social confidence
‘They’ are the real problem.
Build social confidence
Build social confidence
Build social confidence
Build social confidence
1. Build from the Inside:
• Your staff are your greatest advocates.
• They are already using social.
• They have networks you don’t have.
• They have subject expertise you need.
• They’re just waiting for you to ask.
• They’re cheaper than me.
Build social confidence
1. Build from the Inside:
• Enable – Policies, Protocol, Support
• Empower – Tools, Share, Promote
• Incentivise – Measure, Reward
Build social confidence
2. Ask for Outside Help:
• 43% B2B orgs. site lack of expertise
as greatest barrier to social success.
• 42% need ROI support.
• 39% have ineffective strategy.
• 53% B2B orgs. outsource some or all
social media activity.
Source: http://bit.ly/1DPWGYE
Build social confidence
2. Ask for Outside Help:
• Social strategy takes time.
• Social execution takes time.
• Social monitoring takes time.
Knowing when to ‘buy time’
can provide competitive advantage.
Build social confidence
BE CREATIVE WITH CONTENT STRATEGY
Creative content strategy
Not all content is good content.
Creative content strategy
Most B2B content is boring B2B content.
Creative content strategy
Your corporate brochure is not content.
Creative content strategy
No matter how many times you tweet it, it’s still just your brochure.
Creative content strategy
If I wanted your boring brochure I’d go to your boring B2B website and download it.
Creative content strategy
No one wants to go to your website for content – unless it’s really, really good.
Creative content strategy
Your brochure isn’t. Please stop tweeting about it.
Creative content strategy
Your crazyass cat isn’t content either.
Creative content strategy
Not ever.
Creative content strategy
Ok, if you own a bakery, this might be content.
Creative content strategy
Relevancy is key to valuable content.
Research Implement Strategy
Objectives
Audience Definition
Audience Audit
Competitor Review Buzz Topics
Identification
Community Discovery
Channel Selection
Activation Timeline
Creative Profile
Creative Profile Design
Content Strategy
Engagement Strategy
CM Handbook
Content Plan
Community Management
Performance Reporting
Creative content strategy
Creative content & social strategy requires more than a grumpy cat. Usually.
Research Implement Strategy
Objectives
Audience Definition
Audience Audit
Competitor Review Buzz Topics
Identification
Community Discovery
Channel Selection
Activation Timeline
Creative Profile Design
Content Strategy
Engagement Strategy
CM Handbook
Content Plan
Community Management
Performance Reporting
Creative content strategy
It’s complicated.
Creative Profile
Research Implement Strategy
Objectives
Audience Definition
Audience Audit
Competitor Review Buzz Topics
Identification
Community Discovery
Channel Selection
Activation Timeline
Creative Profile
Creative Profile Design
Content Strategy
Engagement Strategy
CM Handbook
Content Plan
Community Management
Performance Reporting
Creative content strategy
So it’s important to simplify.
Creative content strategy
Before you drive us all INSANE…
Creative content strategy
People expect content to come to them.
Creative content strategy
Not just from your shitty emails…
Creative content strategy
…but from trusted people, places and networks.
Creative content strategy
In their preferred format and channel...
Creative content strategy
…at the time, on the device that suits them (not you).
Creative content strategy
Emails, brochure, website - have a place…
Creative content strategy
Content Strategy
Content Marketing
Audience Needs Content Devel.
Content Delivery Content Promotion Campaign Devel.
Content Planning
Process Design Content Audit
Stakeholder Needs Outreach
Measurement
But your Content Strategy has to be DEEPER.
Content Planning has to be much WIDER.
Creative content strategy
Creative content strategy
Content Marketing has to be more CREATIVE to keep up with customer needs.
Creative content strategy
Instead of creating content exclusively about product function (‘The World’s Strongest Fiber’)
Creative content strategy
Birddog’s content strategy focussed on customer experiences with the product.
Creative content strategy
Identifying and developing real-life stories.
Bringing them back into the business...
Creative content strategy
…before driving them back out into the market.
Creative content strategy
Blogging… Infographics...
Creative content strategy
Creative content strategy
…motion graphics… videos… audio…
…interviews... animations… articles…
Creative content strategy
Creative content strategy
Creative content strategy
Using social content to generate customer engagement...
Meeting Social Objectives
Brand Awareness Thought Leadership
...and meet objectives.
THE WRAP
• Learn to Accept Change
• Feel the Fear and Do It Anyway
• Build Social Confidence
• Be Creative With Content Strategy
Today’s Presentation…
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
TAH DAHH!
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©2015 • Birddog Ltd, 58 Parker Street, Covent Garden, London WC2B 5PZ • [email protected] • +44 (0)20 7323 6666