i'm social. my brand isn't. oops. tfm&a 2013 - scot mckee. gareth case
DESCRIPTION
Keynote Presentation given by Scot McKee, Managing Director, Birddog, at Technology for Marketing & Advertising (TFM&A), London, 2013 – Social Media Theatre. McKee explains how, in the rush to 'be social', individuals have moved faster than their B2B organizations and brands. Why has that happened and what are the techniques available to bring brands and business back up to speed with social media? McKee is joined onstage by Gareth Case, Head of Marketing for Xchanging Technology Services and the Xuber Insurance Software brand, who presents a case study in support of the key themes. A video of the full presentation is available at: http://www.birddog.co.uk McKee’s books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooksTRANSCRIPT
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I’m Social. My Brand Isn’t. Oops.---------------------------------------------------
Scot McKee, Managing Director, Birddogwww.birddog.co.uk@scotmckee
Gareth Case, Head of Marketing, Xuberwww.xuber.com@gareth_case © Birddog Ltd. February 2013
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• Introduction & Knob Gags• Scot McKee, Managing Director, Birddog.
• Case Study – Xuber Insurance Software• Gareth Case, Head of Marketing, Xchanging Tech.
Services.
I’m Social. My Brand Isn’t.
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Social Media Growth
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We’ve definitely had some since socialmedia took off around 2009.
Social Media Growth
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1 Billion users on Facebook… blah… blah… etc.
Social Media Growth
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In case you missed them, most of the graphs are this shape.
Social Media Growth
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So, ‘ok’, let’s concede there’s been a bit of growth.
Social Media Growth
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Not so much in B2B though.We’re not really known for, ‘fast.’
Social Media Growth
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B2B’s social weapon of choice is still……wait for it…
Social Media Growth
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LinkedIn.*sigh*
Social Media Growth
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The other dudes are just totally, like, *way* cooler, bro.
Social Media Growth
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Even with a running head start, B2B struggled to keep up.
Social Media Growth
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Everyone had a chance back in 2008.(When I first started shouting at you.)
Social Media Growth
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But while the ‘dudes’ hit a billion users…
Social Media Growth
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Business social media, eh… didn’t.
Social Media Growth
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The only real surprise being, business usually follows one thing…
Social Media Growth
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The Money.
Social Media Growth
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But Forrester was already analysingwhere the money was going.
Social Media Growth
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Email marketing revenue had flat-lined.
Social Media Growth
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Mobile marketing revenue was growing,but as a small part of the total.
Social Media Growth
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Leaving MUCH larger revenue growth, in Social Media.
Social Media Growth
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So, what did business do…?
Social Media Growth
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Not much really.
Social Media Growth
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Instead of following the money, business asked pain in the ass questions.
Social Media Growth
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Like, “How do we measure the ROI?”
Social Media Growth
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And a world of Social Monitoring and Social Analytics was born...
Social Media Growth
“You may as well ask what the ROI of putting your
pants on every day is. You know there’s a value to it, but it’s hard to measure.”
- S.Monty, Head of Social Media, Ford. 2010.
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But most businesses continued to ask the wrong questions.
Social Media Growth
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Instead of setting Social Measuresagainst Business Objectives.
Social Media Growth
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So the People simply joined the Social Revolution.
Social Media Growth
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But the Corporate Brand… didn’t.
Social Media Growth
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Now, while 98% of the US/UK online population is using Social Media. Source: ComScore
Social Media Growth
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Only 1/3 of businesses are evenin the game. Source: http://www.birddog.co.uk/resources
Social Media Growth
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I’m Social, My Brand Isn’t. Oops.
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All of which left me feeling likea bit of a cock.
#Losers
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Because I’ve been waiting for this traina LONG time.
#Losers
Me. Waitin
g for the ‘social
train’.
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There’s been a LOT of ‘talk’ in theintervening social media years.
#Losers
You. Talking about the ‘social
train’.
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Because if there’s one, single, undeniable,
social media #fact…
#Losers
Still talking to the wall...
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It’s that the people most attached to social, are the people working in social.
#Losers
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Too much thinking. Too much talking. Not enough doing.
#Losers
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Playing to win.
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At Birddog, we think and do.
Playing to Win
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The clue’s in the tagline.
Playing to Win
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We’ve learned that it’s difficult to break corporate inertia.
Playing to Win
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Established brands have establishedbeliefs, processes, people.
Playing to Win
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But if the brand doesn’t exist yet…
Playing to Win
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There can be no social prejudices.
Playing to Win
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There can only be Business Objectives.
Playing to Win
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And Social Strategy.
Playing to Win
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And Social Planning.
Playing to Win
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And Social Measurement.
Playing to Win
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And reporting to make sure everyone remembers why they’re here.
Playing to Win
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Instead of forcing social media in B2B…
Playing to Win
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Use the force Luke, use the force.
Playing to Win
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The opportunity is closer than you might think.
Playing to Win
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You just need to be visible.Accessible. Engaging.
Playing to Win
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In other words, do the stuff that makesyou feel… a bit awkward in B2B..
Playing to Win
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Playing to Win
And try to persevere.
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Playing to Win
Because when you get it right...
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Playing to Win
Your social customer will find you.
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And when that happens,You can stop talking.
Playing to Win
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Because your social customer,will do all the talking for you.
Playing to Win
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So ask me about social ROI by all means.
@ScotMcKee
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But listen to my customer first.
@Gareth_Case
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Gareth Case, Head of Marketing,Xchanging Technology Services.
@Gareth_Case
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It Started with a SniffA Brave Social Adventure
Gareth CaseHead of Marketing, Xchanging & Xuber
#TFMA2013
@gareth_case
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It was 1999
#TFMA2013
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Remember what things were like back then?
@gareth_case
#TFMA2013
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It was 1999Remember? The year when
#TFMA2013
@gareth_case
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When browsingLooked like this #TFMA2013
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The thought of being ‘social’ in that era sounds a bit weird. No?
#TFMA2013
@gareth_case
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Well that’s where you’re wrong. We’ve always been social.
#TFMA2013
@gareth_case
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Just back then…we did it in a different format
#TFMA2013
@gareth_case
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Whether it’s Grandma Monthly, or our new Twitter feed, only 1 thing matters.
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Engagement
@gareth_case
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So, back to ‘the sniff’
• Bark – Birddog’s newsletter
• Informative
• Current
• Relevant to me
• Sweary
• Quirky
• Funny
• 1999
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I was engaged.
To Scot. :-o
#TFMA2013
@gareth_case
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A JourneyThrough the ages of technology
• I moved, he followed• I hid, he found me• I LinkedIn, he connected• He posted, I liked• I Tweeted, he RT’d• He blogged, I shared• And then…
#TFMA2013
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After a 12 year ‘open relationship’. I became one of Birddog’s biggest ever clients. Overnight.
#TFMA2013
@gareth_case
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Having never previously spoken in the real world the phone call went something like this…
#TFMA2013
@gareth_case
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Me: Scot?Scot: Yes.Me: It’s Gareth Case.Scot: Well f*ck me.
#TFMA2013
@gareth_case
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He’d been selling to me indirectly for 12 years.
#TFMA2013
@gareth_case
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He didn’t need to pitch, I was already sold. Just simply waiting for a company to give me enough budget to rent his ego…
#TFMA2013
@gareth_case
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What ego?#TFMA201
3
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Our Mission?3 months to rebrand Xchanging’s Insurance software business.
The project motto?Go big. Or go home.
#TFMA2013
@gareth_case
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We Identified a *few* projects
#TFMA2013
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Logo / Brand Strategy / Values /
Straplines / Tagline / Website /
Infographics / Videos / Brochures /
Fact Sheets / Station Domination /
Guerrilla / Launch Event / Online
Advertising Takeover / Gospel Choirs /
PPT Templates / Stationery / Oh, and
#TFMA2013
@gareth_case
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Social Media
#TFMA2013
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But I was warned. For we operate in the commercial insurance market. And our ‘target audience’ looks a little like this…
#TFMA2013
@gareth_case
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@gareth_case
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And so…we needed a strategy
#TFMA2013
@gareth_case
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Stage 11. Define objectives2. Define audience3. Audience audit4. Competitor review5. Identify ‘Buzz Topics’
#TFMA2013
@gareth_case
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Stage 21. Channel selection2. Creative brand
proposition3. Content strategy4. Identify stakeholders5. Social media policy
#TFMA2013
@gareth_case
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Stage 31. Content plan2. Community
management3. Reporting
#TFMA2013
@gareth_case
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So What Happened?
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We started by making everything we did, socially friendly
#TFMA2013
@gareth_case
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b
#TFMA2013
@gareth_case
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We grewWe refinedWe made it personalWe engagedWe started communicating in a whole new way
#TFMA2013
@gareth_case
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And guess what? They started talking back
#TFMA2013
@gareth_case
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#TFMA2013
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Remember these guys?We underestimated them
@gareth_case
#TFMA2013
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And it wasn’t just them we influenced…
Journalists / Partners / Recruiters / Employees / Thought Leaders…
#TFMA2013
@gareth_case
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In 4 months…7,424 followersReach of 3,309,934Competition7 direct opportunities£3.7M project pipeline
#TFMA2013
@gareth_case
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But this is just the beginning of our
journey
@gareth_case
#TFMA2013
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These are the onesWe really want to influence
@gareth_case
#TFMA2013
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Why?Socially geneticInfluentialMe: 12 years agoCustomers tomorrow
#TFMA2013
@gareth_case
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Thank you
#TFMA2013
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xubersocial
xuber.com
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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
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©2013 • Birddog Ltd, 58 Parker Street, Covent Garden, London WC2B 5PZ • [email protected] • +44 (0)20 7323 6666