B2B Social.Like telling

Blockbuster to watch out for

Netflix.

Scot McKeeManaging Director, Birddog

www.birddog.co.uk @scotmckee© 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

• 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?

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 a ‘challenge’.

What’s B2B marketing?

Sound Familiar…?

THEBLOCKBUSTERNETFLIXTHING

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.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

Businesses can see what’s coming down the lineBut they can’t respond fast enough.

LEARN TO ACCEPTCHANGE

Learn to accept change

This is NOT your business customer anymore.

Learn to accept change

This is your business customer.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?

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 ANDDO IT ANYWAY

Do it anyway

84% of B2B marketers use social in some form.What does that even mean…?

Source: http://bit.ly/1ECzCkT

Do it anyway

Everyone has a LinkedIn account, ‘just in case…’

Do it anyway

Actually, almost everyone in B2B does have LinkedIn – circa 350m users. Source: http://linkd.in/1QITFU4

Do it anyway

But less than half check-in or post every day (40%).

Do it anyway

There are a lot of possible reasons for that…

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 SOCIALCONFIDENCE

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

Because you are a lone voice in the wilderness.Because you can’t engage 1.44bn people yourself.

Build social confidence

Because connecting networks takes more than a pair of red sneakers and a sunny disposition.

Build social confidence

Social confidence is achieved in 2 ways:• With outside help• From the inside

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 ImplementStrategy

Objectives

AudienceDefinition

AudienceAudit

CompetitorReview

Buzz TopicsIdentification

CommunityDiscovery

ChannelSelection

ActivationTimeline

Creative Profile

Creative ProfileDesign

ContentStrategy

EngagementStrategy

CMHandbook

ContentPlan

CommunityManagement

PerformanceReporting

Creative content strategy

Creative content & social strategy requires more than a grumpy cat. Usually.

Research ImplementStrategy

Objectives

AudienceDefinition

AudienceAudit

CompetitorReview

Buzz TopicsIdentification

CommunityDiscovery

ChannelSelection

ActivationTimeline

Creative ProfileDesign

ContentStrategy

EngagementStrategy

CMHandbook

ContentPlan

CommunityManagement

PerformanceReporting

Creative content strategy

It’s complicated.

Creative Profile

Research ImplementStrategy

Objectives

AudienceDefinition

AudienceAudit

CompetitorReview

Buzz TopicsIdentification

CommunityDiscovery

ChannelSelection

ActivationTimeline

Creative Profile

Creative ProfileDesign

ContentStrategy

EngagementStrategy

CMHandbook

ContentPlan

CommunityManagement

PerformanceReporting

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

Content Strategy

Content Marketing

Audience NeedsContent Devel.

Content DeliveryContent PromotionCampaign Devel.

Content Planning

Process DesignContent Audit

Stakeholder NeedsOutreach

Measurement

Your Content Strategy has to be DEEPER.

Content Planning has to be 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 AwarenessThought 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 HastingsCEONetflix

“”

Parting Wisdom

TAHDAHH!

scot@birddog.co.uk @scotmckee

Scot McKee

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