9 things i wish i'd known about b2b social media before i started - scot mckee
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9 ThingsI wish I’d known about B2B Socialbefore I started
Scot McKeeManaging Director, Birddogwww.birddog.co.uk @scotmckee
© Birddog Ltd. Dec. 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• #9things
Introduction
Presentation Context
It’s Not About Lunch
1.
“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!
It’s not about lunch
How BIG exactly?Well, 225m LinkedIn users, for a start.
It’s not about lunch
B2B social media isn’t just about ‘work’ though.
Because that would be really… really… really… boring.
B2B social media is about life.
It’s not about lunch
Which is a lot more interesting.At work, you don’t just talk about work.You talk about…
It’s not about lunch
Your husband.
It’s not about lunch
Your kids.
It’s not about lunch
Your husband and kids.
It’s not about lunch
Your weekend.
It’s not about lunch
Your family Christmas.
It’s not about lunch
Actually, just about anything. And you talk about work. Social is no different.
It’s not about lunch
As part of my social world, I am… The Author.
It’s not about lunch
I blog.
It’s not about lunch
I produce videos.
It’s not about lunch
Source: http://www.youtube.com/user/BirddogB2B/videos
I share slide-decks.
It’s not about lunch
Source: http://www.slideshare.net/birddogb2b
But, it doesn’t matter what I think or do.
It’s not about lunch
The thing people remember, are my Waterloo Bridge Reports. #WBR
It’s not about lunch
Source: http://www.pinterest.com/scotmckee/
A weekly ‘view from the bridge’.
It’s not about lunch
Shared and commented on, worldwide.
It’s not about lunch
By people who also like my B2B work.
It’s not about lunch
And tell their business networks.
It’s not about lunch
I wish people had told me that this kind of communication…
It’s not about lunch
Could have more impact, than this kind.
It’s not about lunch
Old School Marketing Sucks on Social
2.
In the 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.
Old school sucks
Because nobody cares anymore.
Old school sucks
Old ROI measurements don’t work.
Content has to have value. Yeah. Oops.
Value is measured through community.
Old school sucks
In a 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.
Old school sucks
How many 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?
Old school sucks
Source: http://is.gd/ListenBlog
How many 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?
Old school sucks
2%
Source: http://is.gd/ListenBlog
5%
100%
95%
Is that engagement behaviour reflected in your non-existent Social Strategy?
Is that buying preference reflected on your shit website?
Old school sucks
Is that engagement behaviour reflected in your non-existent Social Strategy?
Is that buying preference reflected on your shit website?
Old school sucks
No
I wish I’d known to invest where the market was… not where it wasn’t.
Old school sucks
100%
2%
Sharing Stuffis a Job
3.
Sharing valuable content achieves social objectives.
Sharing stuff is a job
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
Online Consumption = 99%Content Creation = 1%
Sharing stuff is a job
You’re already a content consumer.
Sharing stuff is a job
But what about content creators?
Content planning, recycling, distribution
That’s where the action’s at.
Sharing stuff is a job
Clearly, dicking around is no longer a viable option.You can learn online, but…you’re at least 5 years behind.
Sharing stuff is a job
FIVE YEARS BEHIND.
Sharing stuff is a job
You might like to think about where that leaves you 5 years from now.
Sharing stuff is a job
Social isn’t ‘Free’
4.
“It’s the ‘Social Revolution’ baby.”“Peace, free love and share it all, man.”“Conversation is free, brother.”-They said.
Social isn’t free
So, if social is all so ‘free’…
How come it’s so f*cking expensive?
Social isn’t free
Well, partly because it requires investment.Planning the plans takes time.
Social isn’t free
Talking to 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
Social isn’t free
Social needn’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…
Social isn’t free
FIVE YEARS BEHIND.
Social isn’t free
‘You’ Don’t Control Shit Anymore
5.
I wish I’d learned how to let go earlier.We all ‘let go’ in life.
You don’t control shit
We let go of fashion for example.
You don’t control shit
We let go of friends and family.
You don’t control shit
We even let the kids go, eventually.So what makes you so reluctant to let go of your brand?
You don’t control shit
As Jimmy Lee, Vice Chairman of US investment bank JP Morgan discovered.
You don’t control shit
The brand isn’t yours anymore. It lives, breathes and evolves online.
During deep public resentment towards the JP Morgan brand.
You don’t control shit
JP Morgan announced a Twitter event in November
last year: #AskJPM .
You don’t control shit
Jimmy was going to talk to the people…
You don’t control shit
Which created a bit of a stir…
You don’t control shit
The people decided to ask questions…Just not the ones Jimmy was expecting…
You don’t control shit
So, the people decide social agendas…
You don’t control shit
Not, the brand.
You don’t control shit
Respond.Always Respond
6.
I wish I’d known about the power of social amplification.
Always respond
At a basic level, it’s just good manners
But in a business brand context, it’s also the difference between…
Always respond
Love and Hate.
Always respond
Evidence suggests hate travels further.
Always respond
Source: http://www.entrepreneur.com/article/228433
So it’s always better to have a plan.
Always respond
A plan that has measurable goals.That, unsurprisingly… you measure.
Always respond
Responding makes the arrows go up.
Always respond
7.
Listening is notDoing
Listening used to be a strategy.I used to say that. I used to believe it.
Listening is not doing
I believed in a lot of things.Disbelief slows corporate engagement.
Listening is not doing
Pressing your nose up against the social window is not engagement. 95-100% of business decisions are made or influenced online. Remember?
Listening is not doing
Listening provides a short-term, tactical snapshot.Social engagement is a long-term strategic goal.
Listening is not the same as doing.
Listening is not doing
Dude, Everyone’s Watching
8.
Social is global.Worth mentioning, because you all seem to be in denial.
Everyone’s watching
Everyone has spent years trying to ‘refine’ a global social audience.
• Profiling• Grouping• Segmenting• Blocking
Everyone’s watching
That’s old school thinking.Your audience is now ‘The World’.
Everyone’s watching
Assume that everyone’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.
Everyone’s watching
Some people will stick around.They may even tell their friends.And their friends tell their friends.That’s how you build a social audience.
Everyone’s watching
Your database doesn’t select them. They select you.
Everyone’s watching
Social Media is not the Goal
9.
Social media is a tool.That’s it.
Social is not the 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.
Social is not the goal
For example – My social activity online
Social is not the goal
Led to a conference presentation IRL.
Social is not the goal
Which led to social connections online.
Social is not the goal
Which led to beer IRL.
Social is not the goal
Which led to a general, eh, ‘chat’ online.
Social is not the goal
Which led to further meetings IRL.
Social is not the goal
Which led to deep literary insights online.
Social is not the 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.
Social is not the goal
And where will it lead to next…?I wish I knew.
Social is not the goal
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
9 Things I wish I’d known…
scot@birddog.co.uk @scotmckee
Scot McKee
Contact
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
©2014 • Birddog Ltd, 58 Parker Street, Covent Garden, London WC2B 5PZ • change@birddog.co.uk • +44 (0)20 7323 6666
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