I’m Social. My Brand Isn’t. Oops.---------------------------------------------------

Scot McKee, Managing Director, Birddogwww.birddog.co.uk@scotmckee

Gareth Case, Head of Marketing, Xuberwww.xuber.com@gareth_case © Birddog Ltd. February 2013

• Introduction & Knob Gags• Scot McKee, Managing Director, Birddog.

• Case Study – Xuber Insurance Software• Gareth Case, Head of Marketing, Xchanging Tech.

Services.

I’m Social. My Brand Isn’t.

Social Media Growth

We’ve definitely had some since socialmedia took off around 2009.

Social Media Growth

1 Billion users on Facebook… blah… blah… etc.

Social Media Growth

In case you missed them, most of the graphs are this shape.

Social Media Growth

So, ‘ok’, let’s concede there’s been a bit of growth.

Social Media Growth

Not so much in B2B though.We’re not really known for, ‘fast.’

Social Media Growth

B2B’s social weapon of choice is still……wait for it…

Social Media Growth

LinkedIn.*sigh*

Social Media Growth

The other dudes are just totally, like, *way* cooler, bro.

Social Media Growth

Even with a running head start, B2B struggled to keep up.

Social Media Growth

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

Social Media Growth

But while the ‘dudes’ hit a billion users…

Social Media Growth

Business social media, eh… didn’t.

Social Media Growth

The only real surprise being, business usually follows one thing…

Social Media Growth

The Money.

Social Media Growth

But Forrester was already analysingwhere the money was going.

Social Media Growth

Email marketing revenue had flat-lined.

Social Media Growth

Mobile marketing revenue was growing,but as a small part of the total.

Social Media Growth

Leaving MUCH larger revenue growth, in Social Media.

Social Media Growth

So, what did business do…?

Social Media Growth

Not much really.

Social Media Growth

Instead of following the money, business asked pain in the ass questions.

Social Media Growth

Like, “How do we measure the ROI?”

Social Media Growth

And a world of Social Monitoring and Social Analytics was born...

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.

But most businesses continued to ask the wrong questions.

Social Media Growth

Instead of setting Social Measuresagainst Business Objectives.

Social Media Growth

So the People simply joined the Social Revolution.

Social Media Growth

But the Corporate Brand… didn’t.

Social Media Growth

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

Social Media Growth

Only 1/3 of businesses are evenin the game. Source: http://www.birddog.co.uk/resources

Social Media Growth

I’m Social, My Brand Isn’t. Oops.

All of which left me feeling likea bit of a cock.

#Losers

Because I’ve been waiting for this traina LONG time.

#Losers

Me. Waitin

g for the ‘social

train’.

There’s been a LOT of ‘talk’ in theintervening social media years.

#Losers

You. Talking about the ‘social

train’.

Because if there’s one, single, undeniable,

social media #fact…

#Losers

Still talking to the wall...

It’s that the people most attached to social, are the people working in social.

#Losers

Too much thinking. Too much talking. Not enough doing.

#Losers

Playing to win.

At Birddog, we think and do.

Playing to Win

The clue’s in the tagline.

Playing to Win

We’ve learned that it’s difficult to break corporate inertia.

Playing to Win

Established brands have establishedbeliefs, processes, people.

Playing to Win

But if the brand doesn’t exist yet…

Playing to Win

There can be no social prejudices.

Playing to Win

There can only be Business Objectives.

Playing to Win

And Social Strategy.

Playing to Win

And Social Planning.

Playing to Win

And Social Measurement.

Playing to Win

And reporting to make sure everyone remembers why they’re here.

Playing to Win

Instead of forcing social media in B2B…

Playing to Win

Use the force Luke, use the force.

Playing to Win

The opportunity is closer than you might think.

Playing to Win

You just need to be visible.Accessible. Engaging.

Playing to Win

In other words, do the stuff that makesyou feel… a bit awkward in B2B..

Playing to Win

Playing to Win

And try to persevere.

Playing to Win

Because when you get it right...

Playing to Win

Your social customer will find you.

And when that happens,You can stop talking.

Playing to Win

Because your social customer,will do all the talking for you.

Playing to Win

So ask me about social ROI by all means.

@ScotMcKee

But listen to my customer first.

@Gareth_Case

Gareth Case, Head of Marketing,Xchanging Technology Services.

@Gareth_Case

It Started with a SniffA Brave Social Adventure

Gareth CaseHead of Marketing, Xchanging & Xuber

#TFMA2013

@gareth_case

It was 1999

#TFMA2013

Remember what things were like back then?

@gareth_case

#TFMA2013

It was 1999Remember? The year when

#TFMA2013

@gareth_case

When browsingLooked like this #TFMA2013

The thought of being ‘social’ in that era sounds a bit weird. No?

#TFMA2013

@gareth_case

Well that’s where you’re wrong. We’ve always been social.

#TFMA2013

@gareth_case

Just back then…we did it in a different format

#TFMA2013

@gareth_case

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

Engagement

@gareth_case

So, back to ‘the sniff’

• Bark – Birddog’s newsletter

• Informative

• Current

• Relevant to me

• Sweary

• Quirky

• Funny

• 1999

I was engaged.

To Scot. :-o

#TFMA2013

@gareth_case

A JourneyThrough 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…

#TFMA2013

After a 12 year ‘open relationship’. I became one of Birddog’s biggest ever clients. Overnight.

#TFMA2013

@gareth_case

Having never previously spoken in the real world the phone call went something like this…

#TFMA2013

@gareth_case

Me: Scot?Scot: Yes.Me: It’s Gareth Case.Scot: Well f*ck me.

#TFMA2013

@gareth_case

He’d been selling to me indirectly for 12 years.

#TFMA2013

@gareth_case

He didn’t need to pitch, I was already sold. Just simply waiting for a company to give me enough budget to rent his ego…

#TFMA2013

@gareth_case

What ego?#TFMA201

3

Our Mission?3 months to rebrand Xchanging’s Insurance software business.

The project motto?Go big. Or go home.

#TFMA2013

@gareth_case

We Identified a *few* projects

#TFMA2013

Logo / Brand Strategy / Values /

Straplines / Tagline / Website /

Infographics / Videos / Brochures /

Fact Sheets / Station Domination /

Guerrilla / Launch Event / Online

Advertising Takeover / Gospel Choirs /

PPT Templates / Stationery / Oh, and

#TFMA2013

@gareth_case

Social Media

#TFMA2013

But I was warned. For we operate in the commercial insurance market. And our ‘target audience’ looks a little like this…

#TFMA2013

@gareth_case

@gareth_case

And so…we needed a strategy

#TFMA2013

@gareth_case

Stage 11. Define objectives2. Define audience3. Audience audit4. Competitor review5. Identify ‘Buzz Topics’

#TFMA2013

@gareth_case

Stage 21. Channel selection2. Creative brand

proposition3. Content strategy4. Identify stakeholders5. Social media policy

#TFMA2013

@gareth_case

Stage 31. Content plan2. Community

management3. Reporting

#TFMA2013

@gareth_case

So What Happened?

We started by making everything we did, socially friendly

#TFMA2013

@gareth_case

b

#TFMA2013

@gareth_case

We grewWe refinedWe made it personalWe engagedWe started communicating in a whole new way

#TFMA2013

@gareth_case

And guess what? They started talking back

#TFMA2013

@gareth_case

#TFMA2013

Remember these guys?We underestimated them

@gareth_case

#TFMA2013

And it wasn’t just them we influenced…

Journalists / Partners / Recruiters / Employees / Thought Leaders…

#TFMA2013

@gareth_case

In 4 months…7,424 followersReach of 3,309,934Competition7 direct opportunities£3.7M project pipeline

#TFMA2013

@gareth_case

But this is just the beginning of our

journey

@gareth_case

#TFMA2013

These are the onesWe really want to influence

@gareth_case

#TFMA2013

Why?Socially geneticInfluentialMe: 12 years agoCustomers tomorrow

#TFMA2013

@gareth_case

Thank you

#TFMA2013

xubersocial

xuber.com

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

©2013 • Birddog Ltd, 58 Parker Street, Covent Garden, London WC2B 5PZ • change@birddog.co.uk • +44 (0)20 7323 6666