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9 Things I Wish I'd Known About B2B Social Media Before I Started - Scot McKee
Scot McKee, Managing Director of Birddog, shares 9 things he wishes he knew earlier about social media marketing. He discusses how social media is about life, not just work, and how old school marketing tactics do not work in social spaces. McKee emphasizes that sharing valuable content is important, social media requires strategic planning and investment, and businesses no longer control their brand online. He stresses the importance of always responding, moving beyond just listening, and having clear goals beyond social media itself.
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9 Things I Wish I'd Known About B2B Social Media Before I Started - Scot McKee
- 1. © Birddog Ltd.Dec. 2013
- 2. Introduction • Scot McKee • • • ManagingDirector, Birddog. Author: ‘Creative B2B Branding (no, really).’ Author: ‘Business Marketing Face to Face.’ • Connect • • • • • @scotmckee [email protected] @birddogb2b www.birddog.co.uk #9things
- 3.
- 4. 1. It’s Not AboutLunch
- 5. It’s not aboutlunch “Who cares what you had for lunch…?” 4,783 people when I tweeted this pic of an inconsiderate train companion. Businesses use the „lunch excuse‟ to avoid joining social conversation. It‟s a poor excuse because they‟re all missing a BIG opportunity!
- 6. It’s not aboutlunch How BIG exactly? Well, 225m LinkedIn users, for a start.
- 7. It’s not aboutlunch B2B social media isn‟t just about „work‟ though. Because that would be really… really… really… boring. B2B social media is about life.
- 8. It’s not aboutlunch Which is a lot more interesting. At work, you don‟t just talk about work. You talk about…
- 9. It’s not aboutlunch Your husband.
- 10. It’s not aboutlunch Your kids.
- 11. It’s not aboutlunch Your husband and kids.
- 12. It’s not aboutlunch Your weekend.
- 13. It’s not aboutlunch Your family Christmas.
- 14. It’s not aboutlunch Actually, just about anything. And you talk about work. Social is no different.
- 15. It’s not aboutlunch As part of my social world, I am… The Author.
- 16. It’s not aboutlunch I blog.
- 17. It’s not aboutlunch I produce videos. Source: http://www.youtube.com/user/BirddogB2B/videos
- 18. It’s not aboutlunch I share slide-decks. Source: http://www.slideshare.net/birddogb2b
- 19. It’s not aboutlunch But, it doesn‟t matter what I think or do.
- 20. It’s not aboutlunch The thing people remember, are my Waterloo Bridge Reports. #WBR Source: http://www.pinterest.com/scotmckee/
- 21. It’s not aboutlunch A weekly „view from the bridge‟.
- 22. It’s not aboutlunch Shared and commented on, worldwide.
- 23. It’s not aboutlunch By people who also like my B2B work.
- 24. It’s not aboutlunch And tell their business networks.
- 25. It’s not aboutlunch I wish people had told me that this kind of communication…
- 26. It’s not aboutlunch Could have more impact, than this kind.
- 27. 2. Old School Marketing Suckson Social
- 28. Old school sucks Inthe bad old days, mailers or emails were enough. Tactical decisions based on materials and widgets were easy. But you can’t just ‘push’ sales messages through social channels.
- 29. Old school sucks Becausenobody cares anymore.
- 30. Old school sucks OldROI measurements don‟t work. Content has to have value. Yeah. Oops. Value is measured through community.
- 31. Old school sucks Ina social space, it‟s the only thing that has value. So old, short-term tactics, need to be replaced. With long-term, strategic, social planning.
- 32. Old school sucks Howmany business people use DM/ads to research a product/service? How many people attend a trade show to research a product/service? How many business people go online to research a product/service? How many people clicked a link from a friend to research a product/service? Source: http://is.gd/ListenBlog
- 33. Old school sucks Howmany business people use DM/ads to research a product/service? How many people attend a trade show to research a product/service? 2% 5% How many business people go 100% online to research a product/service? How many people clicked a link from a friend to research a product/service? 95% Source: http://is.gd/ListenBlog
- 34. Old school sucks Isthat engagement behaviour reflected in your non-existent Social Strategy? Is that buying preference reflected on your shit website?
- 35. Old school sucks Isthat engagement behaviour reflected in your non-existent Social Strategy? Is that buying preference reflected on your shit website? No
- 36. Old school sucks 100 % 2 Iwish I‟d known to invest where the market was… not where it wasn‟t. %
- 37.
- 38. Sharing stuff isa job Sharing valuable content achieves social objectives.
- 39. Sharing stuff isa job The 80-20 Rule translates online as the 99-1 Rule. Source: Bradley Horowitz - http://blog.elatable.com/2006/02/creators-synthesizers-andconsumers.html Online Consumption = 99% Content Creation = 1%
- 40. Sharing stuff isa job You‟re already a content consumer.
- 41. Sharing stuff isa job But what about content creators? Content planning, recycling, distribution That’s where the action’s at.
- 42. Sharing stuff isa job Clearly, dicking around is no longer a viable option. You can learn online, but…you‟re at least 5 years behind.
- 43. Sharing stuff isa job FIVE YEARS BEHIND.
- 44. Sharing stuff isa job You might like to think about where that leaves you 5 years from now.
- 45.
- 46. Social isn’t free “It‟sthe „Social Revolution‟ baby.” “Peace, free love and share it all, man.” “Conversation is free, brother.” -They said.
- 47. Social isn’t free So,if social is all so ‘free’… How come it‟s so f*cking expensive?
- 48. Social isn’t free Well,partly because it requires investment. Planning the plans takes time.
- 49. Social isn’t free Talkingto the world, 24x7, takes time. Teaching the stupid people takes time. Social planning, resourcing, content creation, distribution, engagement… It‟s a strategic business commitment, not an optional add-on/afterthought
- 50. Social isn’t free Socialneedn‟t be expensive of course. You can/should use the ‘power within’. Just don‟t leave it too much longer, because, remember, you‟re already…
- 51. Social isn’t free FIVEYEARS BEHIND.
- 52. 5. ‘You’ Don’t Control ShitAnymore
- 53. You don’t controlshit I wish I‟d learned how to let go earlier. We all „let go‟ in life.
- 54. You don’t controlshit We let go of fashion for example.
- 55. You don’t controlshit We let go of friends and family.
- 56. You don’t controlshit We even let the kids go, eventually. So what makes you so reluctant to let go of your brand?
- 57. You don’t controlshit As Jimmy Lee, Vice Chairman of US investment bank JP Morgan discovered. The brand isn‟t yours anymore. It lives, breathes and evolves online.
- 58. You don’t controlshit During deep public resentment towards the JP Morgan brand.
- 59. You don’t controlshit JP Morgan announced a Twitter event in November last year: #AskJPM .
- 60. You don’t controlshit Jimmy was going to talk to the people…
- 61. You don’t controlshit Which created a bit of a stir…
- 62. You don’t controlshit The people decided to ask questions… Just not the ones Jimmy was expecting…
- 63. You don’t controlshit So, the people decide social agendas…
- 64. You don’t controlshit Not, the brand.
- 65.
- 66. Always respond I wishI‟d known about the power of social amplification.
- 67. Always respond At abasic level, it‟s just good manners But in a business brand context, it‟s also the difference between…
- 68.
- 69. Always respond Evidence suggestshate travels further. Source: http://www.entrepreneur.com/article/228433
- 70. Always respond So it‟salways better to have a plan.
- 71. Always respond A planthat has measurable goals. That, unsurprisingly… you measure.
- 72. Always respond Responding makesthe arrows go up.
- 73.
- 74. Listening is notdoing Listening used to be a strategy. I used to say that. I used to believe it.
- 75. Listening is notdoing I believed in a lot of things. Disbelief slows corporate engagement.
- 76. Listening is notdoing Pressing your nose up against the social window is not engagement. 95-100% of business decisions are made or influenced online. Remember?
- 77. Listening is notdoing Listening provides a short-term, tactical snapshot. Social engagement is a long-term strategic goal. Listening is not the same as doing.
- 78.
- 79. Everyone’s watching Social isglobal. Worth mentioning, because you all seem to be in denial.
- 80. Everyone’s watching Everyone hasspent years trying to „refine‟ a global social audience. • • • • Profiling Grouping Segmenting Blocking
- 81. Everyone’s watching That‟s oldschool thinking. Your audience is now „The World‟.
- 82. Everyone’s watching Assume thateveryone‟s watching. Try to find something interesting or valuable to say. Targeting a crap message doesn‟t make it any better. It‟s still crap.
- 83. Everyone’s watching Some peoplewill stick around. They may even tell their friends. And their friends tell their friends. That‟s how you build a social audience.
- 84. Everyone’s watching Your databasedoesn‟t select them. They select you.
- 85. 9. Social Media isnot the Goal
- 86. Social is notthe goal Social media is a tool. That‟s it.
- 87. Social is notthe goal For social to have any value, it needs to fulfil a purpose. A mission. B2B social isn‟t just about being social online. It‟s about creating commercial opportunities offline – in real life. A clear goal at the start makes it easier to know when you‟re succeeding.
- 88. Social is notthe goal For example – My social activity online
- 89. Social is notthe goal Led to a conference presentation IRL.
- 90. Social is notthe goal Which led to social connections online.
- 91. Social is notthe goal Which led to beer IRL.
- 92. Social is notthe goal Which led to a general, eh, „chat‟ online.
- 93. Social is notthe goal Which led to further meetings IRL.
- 94. Social is notthe goal Which led to deep literary insights online.
- 95. Social is notthe goal And led to this presentation IRL. Which I‟ll post afterwards online. Social creates commercial opportunities online and IRL. I wish I‟d known that before I started.
- 96. Social is notthe goal And where will it lead to next…? I wish I knew.
- 97. 9 Things Iwish I’d known… 1. It’s Not About Lunch 2. Old School Marketing Sucks on Social 3. Sharing Stuff is a Job 4. Social isn’t ‘Free’ 5. You Don’t Control Shit Anymore 6. Respond. Always Respond 7. Listening is not Doing 8. Dude, Everyone’s Watching 9. Social Media is not The Goal
- 98.
- 99.