Scot McKee gave a presentation on the future of B2B marketing. He argued that (1) content creators will rule the world as businesses need to transition from broadcasters to publishers, (2) social networks will eliminate email as the next generation prefers social channels for communication, and (3) internal social engagement will determine success because external engagement depends on internal participation first. He emphasized the need for businesses to adapt their strategies to these changes, such as by making all staff content creators and implementing enterprise social networks.

1. Scot McKee, Managing Director, Birddog
www.birddog.co.uk @scotmckee © Birddog Ltd. June 2013

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
• #B2BSUMMIT
Introduction

3. Presentation Context

4. The B2B World

5. My last few presentations have looked
at past and present communications.
The B2B World

6. How B2B has moved from conference
calls with the account handling team…
The B2B World

7. To the walls we now have to climb
as ‘social businesses’.
The B2B World

8. Today we’re going to gaze into…
‘The Future’.
The B2B World

9. Not too far into the future though.
The B2B World

10. Because, at all costs, we need
to avoid…
The B2B World

11. The B2B World
‘The Look.’

12. What ‘Look’…?
The B2B World
‘The Look.’

13. That look.
The B2B World

14. The look on your face when I tell you
what’s coming next.
The B2B World

15. You still haven’t recovered from the last
time I told you what was coming next.
The B2B World

16. A (very gentle) Look Into
The (not too distant)
Future

17. • Content Creators Will Rule The World
• Social Networks Will Eliminate Email
• Internal Engagement Will Determine Success
• We’re All Going to Die
The Future…

18. Content Creators
Will Rule The World

19. You’re all at it.
Content Marketing

20. Or at least you’re all saying you’re at it.
Content Marketing

21. This doesn’t count.
Content Marketing

22. Transition from ‘broadcaster’
to ‘publisher’, is a challenge.
Content Marketing

23. Which leaves everyone
dancing round their handbags.
Content Marketing

24. You and your organisations
are content consumers.
Content Marketing

25. Becoming a content creator
is different.
Content Marketing

26. The 80-20 Rule translates online
as the 99-1 Rule.
Source: Bradley Horowitz - http://blog.elatable.com/2006/02/creators-synthesizers-and-consumers.html
Content Marketing

27. Online Consumption = 99%
Content Creation = 1%
Content Marketing

28. Macro context: You have a 99%
opportunity to produce valuable content.
Content Marketing

29. Micro context: You’re screwed. 99% of
content is produced by just 1% of staff.
Content Marketing

30. Current views of ‘Content Marketing’
are unsustainable.
Content Marketing

31. Your strategy needs to change.
Content Marketing

32. You need expertise to conceive, plan,
produce *valuable* content.
Content Marketing

33. What can you do right now?
Content Marketing

34. Introduce journalistic ‘storytelling’
into content planning.
Content Marketing

35. Why? It’s more engaging.
We all like stories.
Content Marketing

36. People actually listen to
and share stories.
Content Marketing

37. It’s easy. But you overcomplicate.
There are only 2 types of story.
Content Marketing

38. “All great literature is one of two stories;
a man goes on a journey, or, a stranger
comes to town.” – Leo Tolstoy
Content Marketing

39. Man goes on a Journey.
Content Marketing

40. Stranger Comes to Town.
Content Marketing

41. Man goes on a Journey.
Content Marketing

42. Stranger Comes to Town.
Content Marketing

43. Every corporate message can be told
as one of those 2 stories.
Content Marketing

44. Communicate stories that are already
familiar to the audience.
Content Marketing

45. Everyone can tell those stories.
Content Marketing

46. Instead of corporate bollocks.
Content Marketing

47. I am a content creator.
Content Marketing

48. 100% of Birddog staff are
content creators.
Content Marketing

49. By every online, social measure,
we will rule the world. Mwahaha! etc.
Content Marketing

50. Content Marketing

51. How many businesses here currently
have around 1% Content Creators?
Content Marketing

52. How many businesses here currently
have 100% Content Creators?
Content Marketing

53. The prosecution rests.
Content Marketing

54. Social Networks
Will Eliminate Email

55. I know. It’s a bit of a shock if you
haven’t started being social.
Social Networks

56. And two thirds of you haven’t.
Social Networks

57. This is me.
I live or die by email. (And social. Obvs.)
Social Networks

58. This is my Daughter (Age 12¾).
Doesn’t use email. Probably won’t. Ever.
Social Networks

59. Oh, wait, look, I’m telling a story.
(Man goes on a Journey…)
Social Networks

60. And it’s not just me dealing with the
next generation.
Social Networks

61. The next generation has already
overtaken you, me, our businesses.
Social Networks

62. These are your social ‘Y Gen’ staff.
They use email. Because you force them.
Social Networks

63. They’d rather just be social.
Like my daughter.
Social Networks

64. The productivity, the content, the sales
all come from social interaction.
Social Networks

65. Don’t take my word for it.
Social Networks

66. Don’t take my word for it.
Social Networks

67. Don’t take my word for it.
Gartner’s view from Jan. 2013…
Source: http://www.gartner.com/newsroom/id/2319215
Social Networks

68. “Enterprise social networks will become the primary
comms channels for noticing, deciding or acting on
information relevant to carrying out work.”
Social Networks

69. “Through 2015, 80% of social business efforts will
not achieve the intended benefits due to inadequate
leadership and an overemphasis on technology.”
Social Networks

70. “Leaders need to tackle the tough organizational change
work head on and early on. Successful social business
initiatives require leadership and behavioral changes.”
Social Networks

71. In other words…
Social Networks

72. You, your strategies and the CRM
system you still can’t use, are shit.
Social Networks

73. And that’s just the internal, enterprise
social networks.
Social Networks

74. When they start on your external social
strategies, you’ll be in real trouble.
Social Networks

75. Social Networks

76. How many businesses here currently
have enterprise social networks?
(excl. intranets)
Social Networks

77. How many businesses here currently
have 100% participation on enterprise
social networks? (excl. intranets)
Social Networks

78. You may care to listen to the advice.
Social Networks

79. Or not.
Either. Or.
Social Networks

80. Internal Social Engagement
Will Determine Success

81. Yeah. What does ‘engagement’ mean
anyway…?
Social Engagement

82. Yeah. What does ‘engagement’ mean
anyway…?
Social Engagement

83. Or rather, ‘engagement’ means a lot of
different things to different people.
Social Engagement

84. However hard you tweet, you can’t win
if 99% of the business ignores you.
Social Engagement

85. However much content you produce, you
can’t win if 99% of the business doesn’t.
Social Engagement

86. Success will not just be measured by
‘Klout’ or ‘Kred’ or other krappy k-words.
Social Engagement

87. Success will not just be measured by
followers or re-tweets or mentions.
Social Engagement

88. Success will be measured by people
who give a shit.
Social Engagement

89. The chances of external engagement
are greatly improved
Social Engagement

90. If internal people engage first.
Social Engagement

91. But they won’t know how or why, unless
you tell them, and show them…
Social Engagement

92. …and teach them.
Social Engagement

93. Yes. Teaching.
I know.
Social Engagement

94. Don’t try to do it all yourself.
Ask for help.
Social Engagement

95. For a recent brand awareness and
lead-gen brief, Birddog advocated social.
Social Engagement

96. The client wasn’t so sure…
Social Engagement

97. So we used email and
online advertising.
Social Engagement
email
advertising

98. And a teeny, weeny, itsy, bitsy
part of social.
Social Engagement
email
advertising
social

99. And a teeny, weeny, itsy, bitsy
part of social.
Social Engagement
email
advertising
social
LOOK! Here it is…

100. The campaign results made
interesting reading.
Social Engagement
email
advertising
social
LOOK! Here it is…

101. The campaign results made
interesting reading.
Social Engagement
email
ads
social

102. The campaign results made
interesting reading.
Social Engagement
email
ads
social

103. Social Engagement
email
ads
social
850 followers
358 mentions
235 re-tweets
2,100 content clicks

104. Social Engagement
email
ads
social
850 followers
358 mentions
235 re-tweets
2,100 content clicks
In the first 6 weeks.

105. 850 followers
358 mentions
235 re-tweets
2,100 content clicks
In the first 6 weeks.
On just 1 social channel.
Social Engagement
email
ads
social

106. Yes. It surprises everyone.
Social Engagement

107. Tell them.
Social Engagement

108. Show them.
Social Engagement

109. Teach them.
Social Engagement

110. Engage the internal audience.
Social Engagement

111. We’re All Going To Die

112. We know what you and/or your
sales teams are thinking.
Beginning of the end

113. You’re thinking,
“Social Media for B2B Sales…?”
Beginning of the end

114. You’re thinking,
“Social Media for B2B Sales…?”
Beginning of the end

115. 6 years after the social explosion, still
only 1/3rd of businesses are committed.
Source: http://www.birddog.co.uk/resources
Beginning of the end

116. In case there’s any doubt.
Beginning of the end

117. But 2/3rd of you are still dicking around.
Beginning of the end

118. Like the Mars space rover,
that travelled 33.9 million miles
Beginning of the end

119. To draw this. A willy. In the sand.
On Mars. Seriously?
Beginning of the end

120. The moral? We’ve all travelled a
long way for the opportunity. Use it.
Beginning of the end

121. We hear a lot of excuses...
Beginning of the end

122. “We’re waiting…”
Beginning of the end

123. “We’re thinking about it…”
Beginning of the end

124. “We already have a Twitter account…”
Beginning of the end

125. “We don’t have a social policy…”
Beginning of the end

126. You can get started with this one.
Beginning of the end

127. Life is short. Stop taking baby steps.
Beginning of the end

128. Ask for help to activate communities.
Beginning of the end

129. And if you’re not dead yet, ask
yourself why you’re here.
Beginning of the end

130. • Content Creators Will Rule The World
• Social Networks Will Eliminate Email
• Internal Engagement Will Determine Success
• We’re All Going to Die
The Future…

131. You’re welcome.
Social Media Growth
umm…

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

133. http://www.birddog.co.uk
http://www.slideshare.net/birddogb2b
http://www.youtube.com/user/BirddogB2B
https://twitter.com/#!/BirddogB2B
https://twitter.com/#!/scotmckee
http://is.gd/mckeebooks
Further Resources

134. ©2013 • Birddog Ltd, 58 Parker Street, Covent Garden, London WC2B 5PZ • change@birddog.co.uk • +44 (0)20 7323 6666