I'm Social. My Brand Isn't. Oops. TFM&A 2013 - Scot McKee. Gareth Case.
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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
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I'm Social. My Brand Isn't. Oops. TFM&A 2013 - Scot McKee. Gareth Case.
- 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.
- 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…
- 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
- 68. #TFMA2013 It was 1999 Remember? The year when @gareth_case
- 69. #TFMA2013 Looked like this When browsing
- 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
- 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…
- 85. #TFMA2013 We Identified a *few* projects
- 89. @gareth_case
- 99. #TFMA2013
- 106. #TFMA2013 Thank you
- 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
Notes de l'éditeur
- Ken – introduce himselfIntroduce Xchanging – who we are, the history of the software company, how it fits into Xchanging30 second elevator pitch on XchangingProvenance of >30 years in insurance software development Reasons for change – why the rename, what’s new, why now What’s changings – rename to Xuber and introduction of new productsWe know you are in a changing market and you need to deploy into new markets, our technology is to help you stay ahead of your competitorsWe responded to client demandWe create a single platform for multiple markets – scalable, flexible, configurableThe board made the strategic decision to invest in software business (£20m)Future opportunity globally for new tech platform and build on success of 130 customers and grow business globally to compete. Decision to create new brand is to enable customers and analysts to better understand who we are and what we do Xuber remains part of the Xchanging group of companies
- Ken – introduce himselfIntroduce Xchanging – who we are, the history of the software company, how it fits into Xchanging30 second elevator pitch on XchangingProvenance of >30 years in insurance software development Reasons for change – why the rename, what’s new, why now What’s changings – rename to Xuber and introduction of new productsWe know you are in a changing market and you need to deploy into new markets, our technology is to help you stay ahead of your competitorsWe responded to client demandWe create a single platform for multiple markets – scalable, flexible, configurableThe board made the strategic decision to invest in software business (£20m)Future opportunity globally for new tech platform and build on success of 130 customers and grow business globally to compete. Decision to create new brand is to enable customers and analysts to better understand who we are and what we do Xuber remains part of the Xchanging group of companies