Presentation given by Scot McKee, Managing Director, Birddog, at the Online Influencer Conference, Cardiff, 2015. Businesses have been slow to adapt to changes in the social landscape. McKee uses the example of Blockbuster’s demise and the rise of Netfilx to demonstrate why and how B2B brands should adopt new social practices to succeed in a connected social world. McKee’s books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks

1. © Birddog Ltd. 2015

2. • 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

3. Presentation Context

4. • Learn to Accept Change
• Feel the Fear and Do It Anyway
• Build Social Confidence
• Be Creative With Content Strategy
Today’s Presentation…

5. WHAT’S
B2B?

6. What’s B2B marketing?
Well,
if this is typical
B2C marketing…

7. What’s B2B marketing?
…this is typical B2B marketing.

8. What’s B2B Marketing?
B2B marketing
can be absolutely
amazing.

9. What’s B2B Marketing?
It can also be a bit shit.

10. What’s B2B Marketing?
This B2B guy, for example, is a bit shit.

11. What’s B2B Marketing?
We all intrinsically *know* it’s shit.

12. What’s B2B Marketing?
But changing remains a ‘challenge’.

13. What’s B2B marketing?
Sound Familiar…?

14. THE
BLOCKBUSTER
NETFLIX
THING

15. Blockbuster
Cast your minds back to the mid-80s.

16. Blockbuster
Shoulder pads were fit for a Princess.

17. Blockbuster
Princesses were fresh.

18. Blockbuster
Fresh Princes
were thrilling.

19. Blockbuster
Thrillers came from two sources.
This one.

20. Blockbuster
And this one.
The largest video rental chain in the world .

21. • 3m US customers per day
• Ops in 24 other countries
• 5,000 Retail Outlets
• 60,000 Employees
• Peak value = $5bn
Blockbuster

22. 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

23. 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

24. 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

25. Netflix
It wasn’t like Blockbuster didn’t see Netflix coming…

26. 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

27. 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

28. Netflix
Today Blockbuster, tomorrow the world…

29. I know what yr. thinking
What does Blockbuster and Netflix
have to do with B2B Social…?

30. I know what yr. thinking

31. LEARN TO
ACCEPT
CHANGE

32. Learn to accept change
This is NOT your business customer anymore.

33. Learn to accept change
This is your business customer.
Fast, mobile, connected… Social.

34. So how come when B2B marketing professionals
were asked what their ‘perceived’ most influential
revenue growth channels in 2015 were…
Learn to accept change

35. …31% basically picked shitty emails. Still.
Source: http://bit.ly/1OLdv2q
Learn to accept change

36. And how come at 4%, social barely registers…?
Learn to accept change

37. Even worse…erer, when asked the perceived most
influential revenue channel, the biggest sample…
Learn to accept change

38. Learn to accept change
…of B2B marketing professionals said, “Not Sure”.

39. Learn to accept change
NOT SURE…? Really…??

40. Learn to accept change
You’re ‘not sure’ what you’re doing, you’re mainly
spamming emails and you’re ignoring social…?

41. Learn to accept change
Have we learned *nothing* in the last 10 years?

42. By the time Blockbuster filed for bankruptcy, it had lost
14m customers to Netflix.
Learn to accept change

43. The people had decided.
Learn to accept change

44. Social networks are used by 1 in 4 people ww.
Source: http://bit.ly/1If5uxs
Learn to accept change

45. Q1 2015, Facebook alone has 1.44bn active users.
Source: http://bit.ly/1DDjbRm
Learn to accept change

46. The people, your customers, have decided.
Learn to accept change

47. So learn to accept the change.
Learn to accept change

48. FEEL THE
FEAR AND
DO IT
ANYWAY

49. Do it anyway
84% of B2B marketers use social in some form.
What does that even mean…?
Source: http://bit.ly/1ECzCkT

50. Do it anyway

51. Do it anyway
Source: http://linkd.in/1QITFU4

52. Do it anyway

53. Do it anyway

54. Do it anyway
‘Not sure’ what
to say or do…

55. Do it anyway
Just, (ahem) ‘keeping your options open…’

56. Do it anyway
Too busy automating
all those spam emails…

57. Do it anyway
Too busy deleting
everyone else’s
automated spam emails…

58. Do it anyway
Or just a bit scared…?

59. Do it anyway
And there’s
plenty to be
scared of with
social B2B…

60. 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.

61. Do it anyway
Well,
good news
folks -

62. Do it anyway

63. 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

64. 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

65. Some businesses talk about ROI in B2B.
And some talk to each other to achieve it.
Do it anyway

66. Do it anyway
This is where the ROI is going before it goes to your website.

67. Do it anyway

68. BUILD SOCIAL
CONFIDENCE

69. Build social confidence
Even if you understand the challenges of B2B, ‘You’,
are not the problem.

70. Build social confidence
You’re only part of the problem.

71. Build social confidence
‘They’ are the real problem.

72. Build social confidence

73. Build social confidence

74. Build social confidence

75. 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

76. 1. Build from the Inside:
• Enable – Policies, Protocol, Support
• Empower – Tools, Share, Promote
• Incentivise – Measure, Reward
Build social confidence

77. 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

78. 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

79. BE CREATIVE
WITH
CONTENT
STRATEGY

80. Creative content
rategy
Not all content is good content.

81. Creative content
rategy
Most B2B content is boring B2B content.

82. Creative content
rategy
Your corporate brochure
is not content.

83. Creative content
rategy
No matter how many times
you tweet it, it’s still just your brochure.

84. Creative content
rategy
If I wanted your boring brochure I’d go to your boring
B2B website and download it.

85. Creative content
rategy
No one wants to go to your website for content –
unless it’s really, really good.

86. Creative content
rategy
Your brochure isn’t. Please stop tweeting about it.

87. Creative content
rategy
Your crazyass cat isn’t content either.

88. Creative content
rategy
Not ever.

89. Creative content
rategy
Ok, if you
own a bakery,
this might
be content.

90. Creative content
rategy
Relevancy is
key to valuable
content.

91. Research ImplementStrategy
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
rategy
Creative content & social strategy requires more than
a grumpy cat. Usually.

92. Research ImplementStrategy
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
rategy
It’s complicated.
Creative Profile

93. Research ImplementStrategy
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
rategy
So it’s important to simplify.

94. Creative content
rategy
Before you drive us
all INSANE…

95. Creative content
rategy
People
expect content
to come to them.

96. Creative content
rategy
Not just from
your shitty emails…

97. Creative content
rategy
…but from
trusted people,
places and networks.

98. Creative content
rategy
In their preferred
format and channel...

99. Creative content
rategy
…at the time,
on the device
that suits them
(not you).

100. Creative content
rategy
Content
Strategy
Content
Marketing
Audience Needs
Content Devel.
Content Delivery
Content Promotion
Campaign Devel.
Content
Planning
Process Design
Content Audit
Stakeholder Needs
Outreach
Measurement
Your Content Strategy has to be DEEPER.

101. Content Planning has to be WIDER.
Creative content
rategy

102. Creative content
rategy
Content Marketing has to be more CREATIVE to keep
up with customer needs.

103. Creative content
rategy
Instead of creating content exclusively about product
function (‘The World’s Strongest Fiber’)

104. Creative content
rategy
Birddog’s content strategy focussed on customer
experiences with the product.

105. Creative content
rategy
Identifying and developing real-life stories.

106. Bringing them back into the business...
Creative content
rategy

107. …before driving
them back out into the market.
Creative content
rategy

108. Blogging… Infographics...
Creative content
rategy

109. Creative content
rategy
…motion graphics…
videos…
audio…

110. …interviews...
animations…
articles…
Creative content
rategy

111. Creative content
rategy

112. Creative content
rategy
Using social content to generate
customer engagement...

113. Meeting Social
bjectives
Brand Awareness Thought Leadership
...and meet objectives.

114. THE
WRAP

115. • Learn to Accept Change
• Feel the Fear and Do It Anyway
• Build Social Confidence
• Be Creative With Content Strategy
Today’s Presentation…

116. 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

117. TAH
DAHH!

118. scot@birddog.co.uk
@scotmckee
Scot McKee
Contact

119. More?
• Birddog Website
• Birddog Blog
• Birddog Events
• Birddog Twitter
• Birddog LinkedIn
• Birddog SlideShare
• Birddog YouTube
• Birddog Facebook