b2b social. like telling blockbuster to watch out for netflix - online influencer conf. - scot mckee

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B2B Social. Like telling Blockbuster to watch out for Netflix. Scot McKee Managing Director, Birddog www.birddog.co.uk @scotmckee © Birddog Ltd. 2015

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1. Birddog Ltd. 2015 2. Scot McKee Managing Director, Birddog. Author: Creative B2B Branding (no, really). Author: Business Marketing Face to Face. Connect @scotmckee [email protected] @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 Todays Presentation 5. WHATS B2B? 6. Whats B2B marketing? Well, if this is typical B2C marketing 7. Whats B2B marketing? this is typical B2B marketing. 8. Whats B2B Marketing? B2B marketing can be absolutely amazing. 9. Whats B2B Marketing? It can also be a bit shit. 10. Whats B2B Marketing? This B2B guy, for example, is a bit shit. 11. Whats B2B Marketing? We all intrinsically *know* its shit. 12. Whats B2B Marketing? But changing remains a challenge. 13. Whats 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 Dominos 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 wasnt like Blockbuster didnt see Netflix coming 26. Netflix didnt 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 worseerer, 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 Youre not sure what youre doing, youre mainly spamming emails and youre 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 elses automated spam emails 58. Do it anyway Or just a bit scared? 59. Do it anyway And theres 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: Its not really a B2B Social book. But it may as well be. When B2B marketers say, Show me ROI, they really mean, Im 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 Youre 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 dont have. They have subject expertise you need. Theyre just waiting for you to ask. Theyre 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, its still just your brochure. 84. Creative content rategy If I wanted your boring brochure Id go to your boring B2B website and download it. 85. Creative content rategy No one wants to go to your website for content unless its really, really good. 86. Creative content rategy Your brochure isnt. Please stop tweeting about it. 87. Creative content rategy Your crazyass cat isnt 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 Its 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 its 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 Worlds Strongest Fiber) 104. Creative content rategy Birddogs 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 Todays 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. [email protected] @scotmckee Scot McKee Contact 119. More? Birddog Website Birddog Blog Birddog Events Birddog Twitter Birddog LinkedIn Birddog SlideShare Birddog YouTube Birddog Facebook