Birddog @ oi15

•  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

•  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 marketing?
Well,
if this is typical
B2C marketing…

…this is typical B2B marketing.

What’s B2B Marketing?
For the
avoidance of doubt,
I’ve worked in B2B
for 25yrs.

B2B marketing
can be absolutely
amazing.

It can also be a bit shit.

This B2B guy, for example, is a bit shit.

We all intrinsically *know* it’s shit.

But changing remains…

…a ‘challenge’.

Sound Familiar…?

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
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
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…?

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

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…

…31% basically picked shitty emails. Still.
Source: http://bit.ly/1OLdv2q

And how come at 4%, social barely registers…?

Even worse…erer, when asked the perceived most
inﬂuential revenue channel, the biggest sample…

…of B2B marketing professionals said, “Not Sure”.

NOT SURE…? Really…??

You’re ‘not sure’ what you’re doing, you’re mainly
spamming emails and you’re ignoring social…?

Have we learned *nothing* in the last 10 years?

Blockbuster made a lot of mistakes.

But the worst wasn’t ignoring Netﬂix.

It was ignoring its customers.

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

The people had decided.

Social networks are used by 1 in 4 people ww.
Source: http://bit.ly/1If5uxs

Q1 2015, Facebook alone has 1.44bn active users.
Source: http://bit.ly/1DDjbRm

The people, your customers, have decided.

So learn to accept the 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
Source: http://linkd.in/1QITFU4

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 -

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.

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

You’re only part of the problem.

‘They’ are the real problem.

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.

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

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

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.

BE CREATIVE
WITH
CONTENT
STRATEGY

Creative content strategy
Not all content is good content.

Most B2B content is boring B2B content.

Your corporate brochure
is not content.

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

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

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

Your brochure isn’t. Please stop tweeting about it.

Your crazyass cat isn’t content either.

Not ever.

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

Relevancy is
key to valuable
content.

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

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
It’s complicated.
Creative Profile

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
So it’s important to simplify.

Before you drive us
all INSANE…

People
expect content
to come to them.

Not just from
your shitty emails…

…but from
trusted people,
places and networks.

In their preferred
format and channel...

…at the time,
on the device
that suits them
(not you).

Emails, brochure,
website - have a
place…

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.

Content Marketing has to be more CREATIVE to
keep up with customer needs.

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

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

Identifying and developing real-life stories.

Bringing them back into the business...

…before driving
them back out into the market.

Blogging… Infographics...

…motion graphics…
videos…
audio…

…interviews...
animations…
articles…

Using social content to generate
customer engagement...

Meeting Social Objectives
Brand Awareness Thought Leadership
...and meet objectives.

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

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

More?
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Birddog @ oi15

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