turdy brown trousers | b2b marketing conference - scot mckee

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Turdy Brown Trousers Challenging business convention in a social world Scot McKee, Managing Director, Birddog Nov. 2011

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Keynote presentation given by Scot McKee, Managing Director, Birddog at the 'Accelerate' B2B Marketing Conference 2011. McKee explains how conservative and traditional B2B brand communications are failing, while the opportunities for digital marketing and social media development are huge. The original presentation included a live demonstration of Twitter audience engagement for business. The results of the demonstration, the video and an audio podcast are available at: http://bit.ly/vzuvpD McKee's books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks

TRANSCRIPT

Page 1: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Turdy

Brown

Trousers

Challenging business convention in a social world

Scot McKee, Managing Director, BirddogNov. 2011

Page 2: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Q: How many people own a pair of brown trousers?

A: Quite a lot – it’s a popular colour

Introduction

Page 3: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

On the plus side

StabilityReliabilityApproachability

Page 4: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

On the plus side

ElementalEarthyCore strength

Page 5: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

But…

It’s also the colour of turd

Page 6: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Q: How many people are wearing brown trousers today?

A: Not very many

Confess

Page 7: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Why?

The colour of averageThe colour of boringThe colour of meh

Page 8: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Why?

Despite being the most popular colour in the world……Brown is not ‘business’

Page 9: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Why?

We could introducea world of B2B trouser excitement

Page 10: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Why?

But we default to a whole other category of dull for business

Page 11: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The boundaries

When we push the boundaries a littleIt feels like we’re going CRAZEEEE…

Page 12: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The boundaries

But we’re not reallyBecause this is proper CRAZEEEE

Page 13: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The boundaries

In B2B, we occasionally try to be crazyBut only manage to get halfway there

Page 14: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The boundaries

On a ‘crazy’ day in B2B…

Page 15: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The boundaries

…we un-tuck our shirts

Page 16: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The new world order

BROWN TROUSERS

Change two words

Page 17: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The new world order

BROWN TROUSERS

Change two words

Page 18: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The new world order

Digital

Into one word

Page 19: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The new world order

Social

Or another word

Page 20: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The new world order

And the B2B challenge becomes clearer

Digital

Social

Page 21: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Staff, customers & prospects have gone Digital and Social ‘crazy’

The B2B Challenge

Page 22: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

But the business response isn’t quite working

The B2B Challenge

Page 23: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The challenge is for business to keep up with customers

The B2B Challenge

Page 24: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The response so far

In the ‘old’ digital days, you would send email

Page 25: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The response so far

Not working?Ok…SEND MORE

Page 26: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The response so far

But it’s still not workingBecause of the ‘social’ wall

Page 27: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The response so far

Remember the wall?

Page 28: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The response so far

It stops everything…

Page 29: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The response so far

So the B2B shirt has been ‘un-tucked’And the corporate website…

Page 30: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The response so far

…has been made bigger(or a bit different)Yay

Page 31: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Q: Who has changed or added to their corporate website in the last 12mths or plans to change it in the next 12mths?

A: Almost everyone

A question…

Page 32: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

There’s a problem with that…

A question…

Page 33: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

It stops everything, remember?

The brown wall of turd

Page 34: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Even when it’s ‘bigger’

The brown wall of turd

Page 35: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Source: Wired/Cisco

The web is dead

Page 36: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The web is dead

Audience adoption of social media is forcing business change

Page 37: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The central corporate ‘push’ hub

The web is dead

Page 38: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Now has to ‘pull’ audiences from social spaces

The web is dead

Page 39: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Now has to ‘pull’ audiences from social spaces

The web is dead

Page 40: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

But while businesses focus on the website

The web is dead

Page 41: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The customers are ignoring it

The web is dead

Page 42: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Customers love being social

The web is dead

Oops

Page 43: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

B2B has tried to join inBut hasn’t tried very hard

The second wave

Page 44: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Some business brands have a twitter account

The second wave

Page 45: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Some have posted videos on YouTube

The second wave

Page 46: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Some are even becoming fans of LinkedIn

The second wave

Page 47: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

But the customers are moving much quicker

The second wave

Page 48: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Source: IBM/Social Media Today

Over 8,000 social channels

Mobile commerce to reach $31bn by 2016

938 changes to Facebook, Twitter & LinkedIn since 1/1/11

90% of the World’s data has been created in the last 2yrs

28% of buying decisions influenced by social networks

Some facts

Page 49: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Source: IBM/Social Media Today

Every day you say, “wait and see…”Another 2.5 quintillion bytes of data are created

EpicOops

The point for B2B is…

Page 50: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Those who “don’t see the relevance” – are dead.

The point for B2B is…

Page 51: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Those asking “what’s the 1st step?” – are dead

The point for B2B is…

Page 52: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Those “planning to allocate some budget to social media” – are dead

The point for B2B is…

Page 53: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Those still expecting “traditional measures” for social media – are dead

The point for B2B is…

Page 54: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Those “trialling social media” – might live

The point for B2B is…

Page 55: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Social media needs to become the fabric of all marketing activity

The point for B2B is…

Page 56: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The entire Marketing Plan needs to be socialised

(That doesn’t mean all marketing is social media…)

The point for B2B is…

Page 57: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Understanding the customer’s journey

Allowing online engagement offline

And vice-versa

Encourage advocates, not customers

Personality trumps protocol

Create experiences, not sales pitches

Social integration

Page 58: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Reward loyalty and brand advocacyGive fans a reason to engageEnable social fans to ‘sell’ for you

Social integration

Page 59: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

After this presentation?

So what happens now?

Page 60: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The old/current modelReach 100 people?

So what happens now?

Page 61: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Or… we cascade the turdy brown model

So what happens now?

Page 62: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Tag it and make it searchable

So what happens now?

Page 63: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Tweet it

So what happens now?

Page 64: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Slideshare…

So what happens now?

Page 65: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Podcast…

So what happens now?

Page 66: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Video…

So what happens now?

Yes, really. LinkedIn for video

Page 67: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Yes, yes, yesWebsite too

So what happens now?

Page 68: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Pretty soon…

…a turdy brown global phenomenon

So what happens now?

Page 69: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

By next year…

…we’ll all be turdy brown and untucked

So what happens now?

Page 70: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Traditional/Website/Email

Potential Reach?

100

Page 71: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Traditional/Website/Email

Potential Reach?

100

Page 72: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

To our known/tracked network In the first 24hrs

Potential Reach?

100 100,000

Page 73: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Conservative extended community

Potential Reach?

100 100,000 200,000

Page 74: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Within a week

Potential Reach?

100 100,000 200,000 500,000

Page 75: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

It’s not ‘free’CommentaryResponse ManagementCommunity Development

Guardianship

Page 76: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Seeding + Syndication + Aggregation = ReachIncreased Reach = Brand AmplificationBrand Amplification = SalesBut… ownership changes hands

Guardianship

Page 77: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

From the moment you hit the buttonIt’s not ‘yours’ anymore

Guardianship

Page 78: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

It belongs to the crowd

Guardianship

Page 79: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

The audience becomes part of the brandIt wants to be associated with contentIt wants to participateIt wants to share

Guardianship

Page 80: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

When brand support is highSales are the inevitable consequence

Guardianship

Page 81: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Letting go still scares the majority of B2B

Safe v Social

Page 82: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Leaving the opportunity for the brave

Safe v Social

Page 83: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Resistance is futile

Safe v Social

Page 84: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Engaging Content Creation

Distributable Social Content

Cross Channel Sharing

Message Amplification

Customer Engagement

To end at the beginning

Page 85: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Is brown

The colour of social success

Page 86: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Is also brown

The colour of social failure

Page 87: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

“I cannot pretend to feel impartial about colours. I rejoice with the brilliant ones and am genuinely sorry for the poor browns.” Winston Churchill

You’ve been warned

Page 88: Turdy Brown Trousers | B2B Marketing Conference - Scot McKee

Thank you (and be social…)

Scot McKee