internal social engagement - b2b marketing summit 2013 - scot mckee
DESCRIPTION
Keynote presentation given by Scot McKee, Managing Director, Birddog, at the B2B Marketing Summit, London, 2013. McKee explains how as the 'Media Age' gives way to the 'Content Age', B2B marketing priorities are changing. Or at least they should be. In the rush to contentificate, someone forgot to send the memo to...well, just about everyone and it's left a bit of a gap. So how do you get everyone in your organisation to support your content strategy? McKee’s books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooksTRANSCRIPT
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 • [email protected] • @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…
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 • [email protected] • +44 (0)20 7323 6666