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B2B Social. Like telling Blockbuster to watch out for Netflix - Online Influencer Conf. - Scot McKee
The presentation discusses the challenges and necessities of adapting B2B marketing in a rapidly changing environment, drawing parallels between Blockbuster's decline and Netflix's rise to highlight the importance of innovation. It emphasizes the need for businesses to embrace change, utilize social media effectively, and focus on engaging content strategies that meet customer expectations. Ultimately, the document advocates for overcoming fears associated with change and building internal confidence to enhance B2B social presence and marketing success.
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B2B Social. Like telling Blockbuster to watch out for Netflix - Online Influencer Conf. - Scot McKee
- 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
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- 4. • Learn toAccept Change • Feel the Fear and Do It Anyway • Build Social Confidence • Be Creative With Content Strategy Today’s Presentation…
- 5.
- 6. What’s B2B marketing? Well, ifthis is typical B2C marketing…
- 7. What’s B2B marketing? …thisis typical B2B marketing.
- 8. What’s B2B Marketing? B2Bmarketing can be absolutely amazing.
- 9. What’s B2B Marketing? Itcan also be a bit shit.
- 10. What’s B2B Marketing? ThisB2B guy, for example, is a bit shit.
- 11. What’s B2B Marketing? Weall intrinsically *know* it’s shit.
- 12. What’s B2B Marketing? Butchanging remains a ‘challenge’.
- 13. What’s B2B marketing? SoundFamiliar…?
- 14.
- 15. Blockbuster Cast your mindsback to the mid-80s.
- 16. Blockbuster Shoulder pads werefit for a Princess.
- 17.
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- 19. Blockbuster Thrillers came fromtwo sources. This one.
- 20. Blockbuster And this one. Thelargest video rental chain in the world .
- 21. • 3m UScustomers 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: • 1,200stores in the US • New Stores Opening = 1 Per Day • Advertising Spend = $25m • Promo with Domino’s Pizza & McDonalds • Expanding in UK, W. Europe, Australia • Annual Sales = $1.5bn / Profit = $89m Source: http://bit.ly/1bdZbge Blockbuster
- 24. By 2010, itwas 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 wasn’t likeBlockbuster didn’t see Netflix coming…
- 26. Netflix didn’t inventany 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 timeBlockbuster 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, tomorrowthe world…
- 29. I know whatyr. thinking What does Blockbuster and Netflix have to do with B2B Social…?
- 30. I know whatyr. thinking
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- 32. Learn to acceptchange This is NOT your business customer anymore.
- 33. Learn to acceptchange This is your business customer. Fast, mobile, connected… Social.
- 34. So how comewhen B2B marketing professionals were asked what their ‘perceived’ most influential revenue growth channels in 2015 were… Learn to accept change
- 35. …31% basically pickedshitty emails. Still. Source: http://bit.ly/1OLdv2q Learn to accept change
- 36. And how comeat 4%, social barely registers…? Learn to accept change
- 37. Even worse…erer, whenasked the perceived most influential revenue channel, the biggest sample… Learn to accept change
- 38. Learn to acceptchange …of B2B marketing professionals said, “Not Sure”.
- 39. Learn to acceptchange NOT SURE…? Really…??
- 40. Learn to acceptchange You’re ‘not sure’ what you’re doing, you’re mainly spamming emails and you’re ignoring social…?
- 41. Learn to acceptchange Have we learned *nothing* in the last 10 years?
- 42. By the timeBlockbuster filed for bankruptcy, it had lost 14m customers to Netflix. Learn to accept change
- 43. The people haddecided. Learn to accept change
- 44. Social networks areused by 1 in 4 people ww. Source: http://bit.ly/1If5uxs Learn to accept change
- 45. Q1 2015, Facebookalone has 1.44bn active users. Source: http://bit.ly/1DDjbRm Learn to accept change
- 46. The people, yourcustomers, have decided. Learn to accept change
- 47. So learn toaccept the change. Learn to accept change
- 48. FEEL THE FEAR AND DOIT 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.
- 51. Do it anyway Source:http://linkd.in/1QITFU4
- 52.
- 53.
- 54. Do it anyway ‘Notsure’ what to say or do…
- 55. Do it anyway Just,(ahem) ‘keeping your options open…’
- 56. Do it anyway Toobusy automating all those spam emails…
- 57. Do it anyway Toobusy deleting everyone else’s automated spam emails…
- 58. Do it anyway Orjust a bit scared…?
- 59. Do it anyway Andthere’s 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, goodnews folks -
- 62.
- 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: • It’s not really a B2B Social book. • But it may as well be. • When B2B marketers say, “Show me ROI,” they really mean, “I’m feeling the fear.” Source: http://amzn.to/1be1PCN Do it anyway
- 65. Some businesses talkabout ROI in B2B. And some talk to each other to achieve it. Do it anyway
- 66. Do it anyway Thisis where the ROI is going before it goes to your website.
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- 68.
- 69. Build social confidence Evenif you understand the challenges of B2B, ‘You’, are not the problem.
- 70. Build social confidence You’reonly part of the problem.
- 71. Build social confidence ‘They’are the real problem.
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- 73.
- 74.
- 75. 1. Build fromthe Inside: • Your staff are your greatest advocates. • They are already using social. • They have networks you don’t have. • They have subject expertise you need. • They’re just waiting for you to ask. • They’re cheaper than me. Build social confidence
- 76. 1. Build fromthe Inside: • Enable – Policies, Protocol, Support • Empower – Tools, Share, Promote • Incentivise – Measure, Reward Build social confidence
- 77. 2. Ask forOutside 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 forOutside 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.
- 80. Creative content rategy Not allcontent is good content.
- 81. Creative content rategy Most B2Bcontent is boring B2B content.
- 82. Creative content rategy Your corporatebrochure is not content.
- 83. Creative content rategy No matterhow many times you tweet it, it’s still just your brochure.
- 84. Creative content rategy If Iwanted your boring brochure I’d go to your boring B2B website and download it.
- 85. Creative content rategy No onewants to go to your website for content – unless it’s really, really good.
- 86. Creative content rategy Your brochureisn’t. Please stop tweeting about it.
- 87. Creative content rategy Your crazyasscat isn’t content either.
- 88.
- 89. Creative content rategy Ok, ifyou own a bakery, this might be content.
- 90. Creative content rategy Relevancy is keyto valuable content.
- 91. Research ImplementStrategy Objectives Audience Definition Audience Audit Competitor Review Buzz Topics Identification Community Discovery Channel Selection Activation Timeline CreativeProfile 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 CreativeProfile Design Content Strategy Engagement Strategy CM Handbook Content Plan Community Management Performance Reporting Creative content rategy It’s complicated. Creative Profile
- 93. Research ImplementStrategy Objectives Audience Definition Audience Audit Competitor Review Buzz Topics Identification Community Discovery Channel Selection Activation Timeline CreativeProfile Creative Profile Design Content Strategy Engagement Strategy CM Handbook Content Plan Community Management Performance Reporting Creative content rategy So it’s important to simplify.
- 94. Creative content rategy Before youdrive us all INSANE…
- 95. Creative content rategy People expect content tocome to them.
- 96. Creative content rategy Not justfrom your shitty emails…
- 97. Creative content rategy …but from trustedpeople, places and networks.
- 98. Creative content rategy In theirpreferred format and channel...
- 99. Creative content rategy …at thetime, on the device that suits them (not you).
- 100. Creative content rategy Content Strategy Content Marketing Audience Needs ContentDevel. 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 hasto be WIDER. Creative content rategy
- 102. Creative content rategy Content Marketinghas to be more CREATIVE to keep up with customer needs.
- 103. Creative content rategy Instead ofcreating content exclusively about product function (‘The World’s Strongest Fiber’)
- 104. Creative content rategy Birddog’s contentstrategy focussed on customer experiences with the product.
- 105. Creative content rategy Identifying anddeveloping real-life stories.
- 106. Bringing them backinto the business... Creative content rategy
- 107. …before driving them backout into the market. Creative content rategy
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- 111.
- 112. Creative content rategy Using socialcontent to generate customer engagement...
- 113. Meeting Social bjectives Brand AwarenessThought Leadership ...and meet objectives.
- 114.
- 115. • Learn toAccept Change • Feel the Fear and Do It Anyway • Build Social Confidence • Be Creative With Content Strategy Today’s Presentation…
- 116. Most companies thatare 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
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- 119. More? • Birddog Website •Birddog Blog • Birddog Events • Birddog Twitter • Birddog LinkedIn • Birddog SlideShare • Birddog YouTube • Birddog Facebook