© Birddog Ltd. 2015

•  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 •  #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!

scot@birddog.co.uk @scotmckee

Scot McKee

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