Creating Emotional Brands - B2B Marketing Summit - Scot McKee

104
B2B Case Study Creating Emotional Brand Resonance Scot McKee, Managing Director, Birddog June. 2012 www.birddog.co.uk @scotmckee

description

Presentation given by Scot McKee, Managing Director, Birddog, at the B2B Marketing Summit, London, 2012.In this Birddog Case Study for Dyneema(R) - the world's strongest fiber - McKee explains how B2B brands can create emotional brand resonance across multiple online channels to maximize ROI and deliver increased customer engagement. A video of the full presentation is available at: http://www.birddog.co.ukMcKee’s books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks

Transcript of Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Page 1: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

B2B Case Study

CreatingEmotional Brand

Resonance

Scot McKee, Managing Director, BirddogJune. 2012

www.birddog.co.uk

@scotmckee

Page 2: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Introduction

Page 3: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Territory for Today

Page 4: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

The Background

Page 5: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

A B2B Marketing Case StudyContent Marketing FocusUsing Social MediaAnd Community ManagementTo Create Emotional Brand Resonance

The Request

Page 6: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

A story about a ball of string(Actually, it’s a ‘fiber’)And a loaf of bread

The Presentation

Page 7: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

The loaf introduces the client (you’ve never heard of)

The Presentation

Page 8: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

And their products(you use every day)

The Presentation

Page 9: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

• ‘Bright Science. Brighter Living.’

• Life Sciences & Materials Sciences

• Provide ingredients for health & nutrition

• Sustainable, healthier, nutritious,

better performing products

• WW Revenues € 9.0 bn /22,000 Employees

The Client - DSM

Page 10: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

E.g. The world’s largest mfr. of enzymes used in almost every baking product. Who knew…?

The Client

Page 11: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Huge reach across extensive value chainsBut, ingredient brands are ‘invisible’

The Challenge

Page 12: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

The Product

Page 13: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

It looks like a ball of stringBut looks can be deceptive…

The Product

Page 14: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

‘The world’s strongest fiber’15 x stronger than steel weight for weight

The Product

Page 15: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

B2B brands no longer have a single customer

Dyneema®

Page 16: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Customers (plural) stretch across value chains

Dyneema®

Page 17: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Objective: harness emotional response to the function, and attach it to the Dyneema® brand

Dyneema®

Page 18: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Every engagement provides opportunity to reinforce the Dyneema® brand

Dyneema®

Page 19: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Not just to the individual customer,but across their connected networks and communities

Dyneema®

Page 20: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

The power of one Becomes the power of many

Dyneema®

Page 21: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Hub & Spoke Strategy

Page 22: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content Strategy

Earn interest instead of buying it

Page 23: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content Strategy

Building relationships instead of ‘selling’

Page 24: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Audience Personas

The audience was… a challengeSo we had to look wider, deeper

Page 25: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Creative Platform®

Page 26: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

After…

Creative Platform®

Page 27: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

In a connected world, your brand is the community hub

Know your audience

Page 28: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

You no longer just sell a product to a buyerYou engage connected communities

Know your audience

Page 29: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Your content:

Creates conversationFacilitates discussionEnables connectionsExtends networksLeads opinion

Know your audience

Page 30: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

There are the customers you ‘know’

Know your audience

Page 31: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

There are the customers you ‘know about’

Know your audience

Page 32: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

And then… …there are ‘the crazies’

Know your audience

Page 33: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Here’s a typical exampleThe ‘Turnerminator’

Know your audience

Page 34: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

We know quite a lot about the Turnerminator

Know your audience

Page 35: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Mainly, we know he likes hammocks

Know your audience

Page 36: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

(Yes, there really is a hammock forum…)

Know your audience

Page 37: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

You can tell he’s crazy because he has a knife

Know your audience

Page 38: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

And he goes to places like this…

Know your audience

Page 39: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

…just for fun

Know your audience

Page 40: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

This is where he sleeps (yes, in a hammock)

Know your audience

Page 41: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

This is where he cooks and the crap he eats

Know your audience

Page 42: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

These are his crazy friends

Know your audience

Page 43: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

And do you know what he loves?

What he really, really *loves*…?

Know your audience

Page 44: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

What he loves more than his knife…?

Know your audience

Page 45: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

What he loves more than screwing holes in ice?

Know your audience

Page 46: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

And possibly even more than scaring children?

Know your audience

Page 47: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

He loves Dyneema®

Know your audience

Page 48: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

He loved the lightweight strength of Dyneema®

So he carried a roll on his trip…

Know your audience

Page 49: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

And turned it into a sled to haul his pack

Know your audience

Page 50: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

How do I know all this?

Know your audience

Page 51: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Because he told the world, online

From that (and other stories) we learned that customer needs would drive business content

Know your audience

Page 52: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

If we could engage the communities

Know your audience

Page 53: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

And provide relevant content

Know your audience

Page 54: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

We could connect them to the Dyneema® brand

Know your audience

Page 55: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

The Strategy – A Cunning Plan…

Page 56: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

The Dyneema Story

Before we started….

Page 57: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Dyneema360.com

Page 58: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Dyneema360.com

Where we ended up

Page 59: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Dyneema360.com

Page 60: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Dyneema360.com

Page 61: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Dyneema360.com

Page 62: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Dyneema360.com

Page 63: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Dyneema360.com

Page 64: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Dyneema360.com

Page 65: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content

What are we doing?

Page 66: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content: Sustainable Blogging

What is it?A blog article written on sustainable fisheries in Scotland.

Page 67: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content: Sustainable Blogging

What’s the connection?Dyneema® fiber is used to make these particular fishing nets.

Page 68: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content: Sustainable Blogging

Why did we do it?Engage the online fishing community Position Dyneema® as a sustainable brand

Page 69: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content: Heart Pounding Video

What is it?A video capturing the struggle endured by the Puma Sailing team as they compete in a 9 month race around the world

Page 70: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content: Heart Pounding Video

What’s the connection?The ropes used by the Puma Sailing team are made using Dyneema® fiber

Page 71: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content: Heart Pounding Video

Why did we do it?Engage the online sailing communityPosition Dyneema® as an action & adventure brand

Page 72: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content: Interesting Infographic

What is it?An infographic highlighting rock climbing facts, with a focus on safety and risks

Page 73: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content: Interesting Infographic

What’s the connection?Dyneema® fiber is used to make high-performance rock climbing rope and slings

Page 74: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content: Interesting Infographic

Why did we do it?Engage with the online rock climbing communityPosition Dyneema® as a safety brand

Page 75: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content: Well Timed Image

What is it?An image shared on May 22nd

National Maritime Day in America

Page 76: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content: Well Timed Image

What’s the connection?Giant ropes made using Dyneema® fiber are used in almost every aspect of the maritime industry

Page 77: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content: Well Timed Image

Why did we do it?Engage with the online maritime community Position Dyneema® as a maritime brand

Page 78: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content: Innovation Interview

What is it?A two part interview with the inventor of the Hungarian ‘Stringbike’

Page 79: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content: Innovative Interview

What’s the connection?String made with Dyneema® fiber is used to power the bike’s driveshaft

Page 80: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Content: Innovative Interview

Why did we do it?Highlight creative new uses of the fiber Position Dyneema® as an innovative brand

Page 81: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Multi Platform Sharing

The web is huge

Page 82: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Multi Platform Sharing

We are tiny

Page 83: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Multi Platform Sharing

To be heard around the world, we share our content on multiple relevant platforms

Page 84: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Multi Platform Sharing

All of the content we create lives on the HUB.

Page 85: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Multi Platform Sharing

Blog articles and interviews are shared via Facebook and Twitter, along with other content

Page 86: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Multi Platform Sharing

Videos are shared via Facebook, Twitter and YouTube

Page 87: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Multi Platform Sharing

Images and infographics are shared via Facebook, Twitter, Pinterest, Visual.ly and other infographic aggregator sites

Page 88: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Multi Platform Sharing

Bam! Our voice is heard around the world

Page 89: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Brand Monitoring

So what does it all mean for the almighty ROE…?

Page 90: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Results

Well, here’s how we did at launch.

Page 91: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Results

A bit better at the end of the first month…

121

Total Followers

7

Total Fans

Page 92: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Results

End of month two and we’re finding our stride...

303

Total Followers

91

Total Fans

144

Page 93: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

End of the third month and we’re on fire

616

Total Followers

705

Total Fans

228

Results

Page 94: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Results

We are now into the 4th month of the campaign with no signs of slowing

Launch Month 1 Month 2 Month 30

100

200

300

400

500

600

700

800

TwitterFacebookYouTube

Page 95: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Results

We’re tracking customer advocacyWe’re measuring community sentimentWe’re monitoring competitive performance

And we’re making lots of new friends…

Page 96: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Results

Dominic loves fishing with Dyneema® and even did his school project on DSM Dyneema!

Page 97: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Results

Pete is a member of a hiking forum where he shared pictures of his latest trek, using a Dyneema® sled

Pete Teepee

BushcraftUK

Peterborough, UK

“I love the stuff and its made its way into half my gear! It’s a modern marvel.”

Pete made a toboggan with Dyneema®

Page 98: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Results

Mike and Rebecca left everything behind to live out their dream on a boat, kitted with Dyneema® rope.

Page 99: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

The communities are engaging with us……And their networks

We’re engaging with them……And their networks

And it’s all about…

Results

Page 100: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Creating Emotional Brand Resonance

Page 101: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

And the content keeps on coming…

Page 102: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

Thank you (and be social…)

Scot McKee

Page 104: Creating Emotional Brands - B2B Marketing Summit - Scot McKee

© 2012 Birddog Ltd. 58 Parker Street, Covent Garden, London WC2B 5PZ / +44 (0)20 7323 6666 / www.birddog.co.uk /

[email protected]

Change Happens

Scot McKee, Managing Director @scotmckee