Internal Social Engagement - B2B Marketing Summit 2013 - Scot McKee

Scot McKee, Managing Director, Birddog
www.birddog.co.uk @scotmckee © Birddog Ltd. June 2013

•  Scot McKee
•  Managing Director, Birddog.
•  Author: ‘Creative B2B Branding (no, really).’
•  Author: ‘Business Marketing Face to Face.’
•  Connect
•  @scotmckee
•  scot@birddog.co.uk
•  @birddogb2b
•  www.birddog.co.uk
•  #B2BSUMMIT
Introduction

My last few presentations have looked
at past and present communications.
The B2B World

How B2B has moved from conference
calls with the account handling team…
The B2B World

To the walls we now have to climb
as ‘social businesses’.
The B2B World

Today we’re going to gaze into…
‘The Future’.
The B2B World

Not too far into the future though.
The B2B World

Because, at all costs, we need
to avoid…
The B2B World

What ‘Look’…?
The B2B World
‘The Look.’

The look on your face when I tell you
what’s coming next.
The B2B World

You still haven’t recovered from the last
time I told you what was coming next.
The B2B World

A (very gentle) Look Into
The (not too distant)
Future

•  Content Creators Will Rule The World
•  Social Networks Will Eliminate Email
•  Internal Engagement Will Determine Success
•  We’re All Going to Die
The Future…

Content Creators
Will Rule The World

You’re all at it.
Content Marketing

Or at least you’re all saying you’re at it.
Content Marketing

This doesn’t count.
Content Marketing

Transition from ‘broadcaster’
to ‘publisher’, is a challenge.
Content Marketing

Which leaves everyone
dancing round their handbags.
Content Marketing

You and your organisations
are content consumers.
Content Marketing

Becoming a content creator
is diﬀerent.
Content Marketing

The 80-20 Rule translates online
as the 99-1 Rule.
Source: Bradley Horowitz - http://blog.elatable.com/2006/02/creators-synthesizers-and-consumers.html
Content Marketing

Online Consumption = 99%
Content Creation = 1%
Content Marketing

Macro context: You have a 99%
opportunity to produce valuable content.
Content Marketing

Micro context: You’re screwed. 99% of
content is produced by just 1% of staﬀ.
Content Marketing

Current views of ‘Content Marketing’
are unsustainable.
Content Marketing

Your strategy needs to change.
Content Marketing

You need expertise to conceive, plan,
produce *valuable* content.
Content Marketing

What can you do right now?
Content Marketing

Introduce journalistic ‘storytelling’
into content planning.
Content Marketing

Why? It’s more engaging.
We all like stories.
Content Marketing

People actually listen to
and share stories.
Content Marketing

It’s easy. But you overcomplicate.
There are only 2 types of story.
Content Marketing

“All great literature is one of two stories;
a man goes on a journey, or, a stranger
comes to town.” – Leo Tolstoy
Content Marketing

Man goes on a Journey.
Content Marketing

Stranger Comes to Town.
Content Marketing

Every corporate message can be told
as one of those 2 stories.
Content Marketing

Communicate stories that are already
familiar to the audience.
Content Marketing

Everyone can tell those stories.
Content Marketing

Instead of corporate bollocks.
Content Marketing

I am a content creator.
Content Marketing

100% of Birddog staﬀ are
content creators.
Content Marketing

By every online, social measure,
we will rule the world. Mwahaha! etc.
Content Marketing

How many businesses here currently
have around 1% Content Creators?
Content Marketing

have 100% Content Creators?
Content Marketing

The prosecution rests.
Content Marketing

Social Networks
Will Eliminate Email

I know. It’s a bit of a shock if you
haven’t started being social.
Social Networks

And two thirds of you haven’t.
Social Networks

This is me.
I live or die by email. (And social. Obvs.)
Social Networks

This is my Daughter (Age 12¾).
Doesn’t use email. Probably won’t. Ever.
Social Networks

Oh, wait, look, I’m telling a story.
(Man goes on a Journey…)
Social Networks

And it’s not just me dealing with the
next generation.
Social Networks

The next generation has already
overtaken you, me, our businesses.
Social Networks

These are your social ‘Y Gen’ staﬀ.
They use email. Because you force them.
Social Networks

They’d rather just be social.
Like my daughter.
Social Networks

The productivity, the content, the sales
all come from social interaction.
Social Networks

Don’t take my word for it.
Social Networks

Don’t take my word for it.
Gartner’s view from Jan. 2013…
Source: http://www.gartner.com/newsroom/id/2319215
Social Networks

“Enterprise social networks will become the primary
comms channels for noticing, deciding or acting on
information relevant to carrying out work.”
Social Networks

“Through 2015, 80% of social business eﬀorts will
not achieve the intended beneﬁts due to inadequate
leadership and an overemphasis on technology.”
Social Networks

“Leaders need to tackle the tough organizational change
work head on and early on. Successful social business
initiatives require leadership and behavioral changes.”
Social Networks

In other words…
Social Networks

You, your strategies and the CRM
system you still can’t use, are shit.
Social Networks

And that’s just the internal, enterprise
social networks.
Social Networks

When they start on your external social
strategies, you’ll be in real trouble.
Social Networks

have enterprise social networks?
(excl. intranets)
Social Networks

have 100% participation on enterprise
social networks? (excl. intranets)
Social Networks

You may care to listen to the advice.
Social Networks

Or not.
Either. Or.
Social Networks

Internal Social Engagement
Will Determine Success

Yeah. What does ‘engagement’ mean
anyway…?
Social Engagement

Or rather, ‘engagement’ means a lot of
diﬀerent things to diﬀerent people.
Social Engagement

However hard you tweet, you can’t win
if 99% of the business ignores you.
Social Engagement

However much content you produce, you
can’t win if 99% of the business doesn’t.
Social Engagement

Success will not just be measured by
‘Klout’ or ‘Kred’ or other krappy k-words.
Social Engagement

Success will not just be measured by
followers or re-tweets or mentions.
Social Engagement

Success will be measured by people
who give a shit.
Social Engagement

The chances of external engagement
are greatly improved
Social Engagement

If internal people engage ﬁrst.
Social Engagement

But they won’t know how or why, unless
you tell them, and show them…
Social Engagement

…and teach them.
Social Engagement

Yes. Teaching.
I know.
Social Engagement

Don’t try to do it all yourself.
Ask for help.
Social Engagement

For a recent brand awareness and
lead-gen brief, Birddog advocated social.
Social Engagement

The client wasn’t so sure…
Social Engagement

So we used email and
online advertising.
Social Engagement
email
advertising

And a teeny, weeny, itsy, bitsy
part of social.
Social Engagement
email
advertising
social

And a teeny, weeny, itsy, bitsy
part of social.
Social Engagement
email
advertising
social
LOOK! Here it is…

The campaign results made
interesting reading.
Social Engagement
email
advertising
social
LOOK! Here it is…

The campaign results made
interesting reading.
Social Engagement
email
ads
social

Social Engagement
email
ads
social
850 followers
358 mentions
235 re-tweets
2,100 content clicks

Social Engagement
email
ads
social
850 followers
358 mentions
235 re-tweets
In the ﬁrst 6 weeks.

850 followers
358 mentions
235 re-tweets
In the ﬁrst 6 weeks.
On just 1 social channel.
Social Engagement
email
ads
social

Yes. It surprises everyone.
Social Engagement

Engage the internal audience.
Social Engagement

We know what you and/or your
sales teams are thinking.
Beginning of the end

You’re thinking,
“Social Media for B2B Sales…?”

6 years after the social explosion, still
only 1/3rd of businesses are committed.
Source: http://www.birddog.co.uk/resources

In case there’s any doubt.

But 2/3rd of you are still dicking around.

Like the Mars space rover,
that travelled 33.9 million miles

To draw this. A willy. In the sand.
On Mars. Seriously?

The moral? We’ve all travelled a
long way for the opportunity. Use it.

We hear a lot of excuses...

“We’re waiting…”

“We’re thinking about it…”

“We already have a Twitter account…”

“We don’t have a social policy…”

You can get started with this one.

Life is short. Stop taking baby steps.

Ask for help to activate communities.

And if you’re not dead yet, ask
yourself why you’re here.

You’re welcome.
Social Media Growth
umm…

scot@birddog.co.uk
@scotmckee
Scot McKee
Contact

http://www.birddog.co.uk
http://www.slideshare.net/birddogb2b
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https://twitter.com/#!/BirddogB2B
https://twitter.com/#!/scotmckee
http://is.gd/mckeebooks
Further Resources

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