Keynote Presentation given by Scot McKee, Managing Director, Birddog, at Technology for Marketing & Advertising (TFM&A), London, 2013 – Social Media Theatre. 

McKee explains how, in the rush to 'be social', individuals have moved faster than their B2B organizations and brands. Why has that happened and what are the techniques available to bring brands and business back up to speed with social media? McKee is joined onstage by Gareth Case, Head of Marketing for Xchanging Technology Services and the Xuber Insurance Software brand, who presents a case study in support of the key themes. A video of the full presentation is available at: http://www.birddog.co.uk McKee’s books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks

1. ---------------------------------------------------
Scot McKee, Managing Director, Birddog
www.birddog.co.uk
@scotmckee
Gareth Case, Head of Marketing, Xuber
www.xuber.com
@gareth_case
© Birddog Ltd. February 2013

2. I’m Social. My Brand
n’t.
• Introduction & Knob Gags
• Scot McKee, Managing Director, Birddog.
• Case Study – Xuber Insurance Software
• Gareth Case, Head of Marketing, Xchanging Tech. Services.

3. Social Media Growth

4. Social Media Growth
We‟ve definitely had some since social
media took off around 2009.

5. Social Media Growth
1 Billion users on Facebook…
blah… blah… etc.

6. Social Media Growth
In case you missed them,
most of the graphs are this shape.

7. Social Media Growth
So, „ok‟, let‟s concede there‟s been
a bit of growth.

8. Social Media Growth
Not so much in B2B though.
We‟re not really known for, „fast.‟

9. Social Media Growth
B2B‟s social weapon of choice is still…
…wait for it…

10. Social Media Growth
LinkedIn.
*sigh*

11. Social Media Growth
The other dudes are just totally,
like, *way* cooler, bro.

12. Social Media Growth
Even with a running head start,
B2B struggled to keep up.

13. Social Media Growth
Everyone had a chance back in 2008.
(When I first started shouting at you.)

14. Social Media Growth
But while the „dudes‟ hit a billion users…

15. Social Media Growth
Business social media, eh… didn‟t.

16. Social Media Growth
The only real surprise being, business usually
follows one thing…

17. Social Media Growth
The Money.

18. Social Media Growth
But Forrester was already analysing
where the money was going.

19. Social Media Growth
Email marketing revenue
had flat-lined.

20. Social Media Growth
Mobile marketing revenue was growing,
but as a small part of the total.

21. Social Media Growth
Leaving MUCH larger revenue growth,
in Social Media.

22. Social Media Growth
So, what did business do…?

23. Social Media Growth
Not much really.

24. Social Media Growth
Instead of following the money,
business asked pain in the ass questions.

25. Social Media Growth
Like, “How do we measure the ROI?”

26. Social Media Growth
“You may as well ask what the
ROI of putting your pants on
every day is. You know there’s
a value to it, but it’s hard to
measure.”
- S.Monty, Head of Social Media, Ford. 2010.
And a world of Social Monitoring
and Social Analytics was born...

27. Social Media Growth
But most businesses continued to ask
the wrong questions.

28. Social Media Growth
Instead of setting Social Measures
against Business Objectives.

29. Social Media Growth
So the People simply joined the
Social Revolution.

30. Social Media Growth
But the Corporate Brand… didn‟t.

31. Social Media Growth
Now, while 98% of the US/UK online
population is using Social Media. Source: ComScore

32. Social Media Growth
Only 1/3 of businesses are even
in the game. Source: http://www.birddog.co.uk/resources

33. I’m Social, My Brand Isn’t.
Oops.

34. #Losers
All of which left me feeling like
a bit of a cock.

35. #Losers
Because I‟ve been waiting for this train
a LONG time.

36. #Losers
There‟s been a LOT of „talk‟ in the
intervening social media years.

37. #Losers
Because if there‟s one, single, undeniable,
social media #fact…

38. #Losers
It‟s that the people most attached to
social, are the people working in social.

39. #Losers
Too much thinking. Too much talking.
Not enough doing.

40. Playing to win.

41. Playing to Win
At Birddog, we think and do.

42. Playing to Win
The clue‟s in the tagline.

43. Playing to Win
We‟ve learned that it‟s difficult
to break corporate inertia.

44. Playing to Win
Established brands have established
beliefs, processes, people.

45. Playing to Win
But if the brand doesn‟t exist yet…

46. Playing to Win
There can be no social prejudices.

47. Playing to Win
There can only be Business Objectives.

48. Playing to Win
And Social Strategy.

49. Playing to Win
And Social Planning.

50. Playing to Win
And Social Measurement.

51. Playing to Win
And reporting to make sure everyone
remembers why they‟re here.

52. Playing to Win
Instead of forcing social media in B2B…

53. Playing to Win
Use the force Luke, use the force.

54. Playing to Win
The opportunity is closer than
you might think.

55. Playing to Win
You just need to be visible.
Accessible. Engaging.

56. Playing to Win
In other words, do the stuff that makes
you feel… a bit awkward in B2B.

57. Playing to Win
And try to persevere.

58. Playing to Win
Because when you
get it right...

59. Playing to Win
Your social customer
will find you.

60. Playing to Win
And when that happens,
You can stop talking.

61. Playing to Win
Because your social customer,
will do all the talking for you.

62. @ScotMcKee
So ask me about social ROI
by all means.

63. @Gareth_Case
But listen to my customer first.

64. @Gareth_Case
Gareth Case, Head of Marketing,
Xchanging Technology Services.

65. #TFMA2013
It Started with a Sniff
A Brave Social Adventure
Gareth Case
Head of Marketing, Xchanging & Xuber
@gareth_case

66. #TFMA2013
It was 1999

67. #TFMA2013
@gareth_case

68. #TFMA2013
It was 1999
Remember? The year when
@gareth_case

69. #TFMA2013
Looked like this
When browsing

70. #TFMA2013
@gareth_case

71. #TFMA2013
@gareth_case

72. #TFMA2013
@gareth_case

73. Whether it’s Grandma Monthly,
or our new Twitter feed, only 1 thing
matters.

74. @gareth_case

75. So, back to ‘the sniff’
• Bark – Birddog’s newsletter
• Informative
• Current
• Relevant to me
• Sweary
• Quirky
• Funny
• 1999

76. #TFMA2013
@gareth_case

77. #TFMA2013
A Journey
Through the ages of technology
• I moved, he followed
• I hid, he found me
• I LinkedIn, he connected
• He posted, I liked
• I Tweeted, he RT’d
• He blogged, I shared
• And then…

78. #TFMA2013
@gareth_case

79. #TFMA2013
@gareth_case

80. #TFMA2013
@gareth_case

81. #TFMA2013
@gareth_case

82. #TFMA2013
@gareth_case

83. #TFMA2013
What ego?

84. #TFMA2013
@gareth_case

85. #TFMA2013
We Identified a
*few* projects

86. #TFMA2013
@gareth_case

87. #TFMA2013
Social Media

88. #TFMA2013
@gareth_case

89. @gareth_case

90. #TFMA2013
@gareth_case

91. #TFMA2013
@gareth_case

92. #TFMA2013
@gareth_case

93. #TFMA2013
@gareth_case

94. So What
Happened?

95. #TFMA2013
@gareth_case

96. #TFMA2013
@gareth_case

97. #TFMA2013
@gareth_case

98. #TFMA2013
@gareth_case

99. #TFMA2013

100. #TFMA2013
@gareth_case

101. #TFMA2013
@gareth_case

102. #TFMA2013
@gareth_case

103. #TFMA2013
@gareth_case

104. #TFMA2013
@gareth_case

105. #TFMA2013
@gareth_case

106. #TFMA2013
Thank you

107. xubersocial
xuber.com

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

109. Further Resources
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